If you've been following this blog for awhile, you'll know that SEO has changed quite a bit in the past three years, and small to medium-sized businesses that want to make sure their companies show up in Google searches have had to navigate the changing criteria by which Google has determined what shows up in searches.
We've known since last fall that Google intended to utilize RankBrain, its machine-learning artificial intelligence system as a big part of that, only behind inbound linking and webpage content in importance. The reason why Google believes RankBrain will improve the efficacy of its search engine is that it's designed to maximize the best and most relevant results without excessive human input on the back end. Rather than having Google employees daily sort through the 15 percent of searches that produce no results and then create appropriate ones, RankBrain will be able to better understand meaning and intent, so the search engine can bring up results in real time. In comparison tests, RankBrain has outperformed human search engineers. Take from that what you will. The future is digital.
How does this benefit businesses? For companies that take Google's advice seriously and build their websites around quality content that is appropriate, timely, and interesting and use keywords correctly, an engine that can pinpoint its searches is actually more useful because it will direct to better content. This means more eyes on your website and more opportunities to convert clicks to sales.
Still, RankBrain is only one factor, and it's not even primary. If you're still trying to understand what RankBrain does, it helps to think about what Google is trying its best to accomplish. Google's algorithm serves as a matchmaker between searchers and pages. Google wants to point out the most interesting pages, the ones that are genuinely popular and useful, and it wants to make sure it's making accurate introductions. So, respectively, content, link building, and RankBrain each serve as part of the way Google makes sure to make the right matches.
If your business is creating a new web presence, make your site as interesting and highlight everything beautiful and unique about it. Then make sure to introduce it around on using social media sites like Facebook, Twitter, and LinkedIn. Creating relationships online with customers or other businesses will garner it more attention. Google will then serve as a matchmaker to the wider world, introducing your website to strangers and people outside of its known sphere. That is how the system is supposed to work, and when used correctly, it does - better and better all the time.
If you already have a website, but you've not optimized it as above, it's not too late to do a makeover and introduce yourself to the community and world a bit better. That's what a company like Corporate Conversions is for, so call us if we can be of help to you.