Why invest in SEO and not only in Google AdWords?

DO YOU GIVE SEO THE IMPORTANCE IT REALLY HAS?

If so, you will know that it is essential to optimize for RankBrain and we will tell you why and how to do it.

RankBrain is the third most relevant ranking factor of Google. We do not say it, says Google himself; and it seems to be gaining importance at times.

And speaking of moments, it has come to learn everything you need about Google’s RankBrain algorithm. We start?

CHAPTER 1: A CLEAR EXPLANATION OF GOOGLE RANKBRAIN

The big question comes: What is Google RankBrain?

Rankbrain is an automatic learning algorithm (AI) that Google uses to organize search results. It also helps to process and understand Google search queries.

But what makes it different from other algorithms?

Yes, effectively, RankBrain modifies the algorithm by itself.

Depending on the keyword, RankBrain increases or decreases the relevance of  Backlinks and Linkbuilding , the freshness or duration of the content, the authority of the domain, etc.

Then analyze how Google search engines interact with new search results. If users like the new algorithm better, it stays the same. Otherwise RankBrain, returns to the old one.

And from all this came a challenge:

Google asked a group of engineers to identify the best page for a particular search, and in turn, asked RankBrain.

Who won?

Yes! RankBrain beat the google engineers by 10%!

Conclusion: RankBrain works and has come to stay

CHAPTER 2: RANKBRAIN OPERATION

But let’s get more into the subject and let’s see how RankBrain really works.

Rankbrain has two main tasks:

  1. Understand search queries (based on keywords).
  2. Measure how people interact with the results, that is, user satisfaction.

We are going to shed this a little more:

2.1. HOW RANKBRAIN UNDERSTANDS ANY KEYWORD YOU ARE LOOKING FOR (AND THERE IS NO KEYWORD THAT CAN RESIST)

First, you have to know two things: that Google processes billions of searches a day and that Google is also wrong.

Prior to RankBrain, Google scanned the pages to see if they contained the exact keyword someone was looking for.

Until a few years ago he had a problem: 15% of the keywords that people wrote on Google had never been seen before.

15% may be a low percentage a priori, but if as we said, there are billions of searches, we are talking about 450 million keywords that confused Google every day.

As these keywords were completely new, Google did not understand what the search engine requested. Then, they found the answer.

For example, if the search was: “the gray console developed by Sony”, Google would no longer search for the exact words but for pages containing the words “Gray”, “console”, “developed” and “Sony”.

Great, right?

Previously, Google tried to match the words of the search query with those of a page.

Now, RankBrain is really trying to find out what you mean, like a person would do, or even better.

As it does? Combine keywords never seen with keywords known by Google.

For example, Google RankBrain may have detected that there are many people looking for “gray console developed by Nintendo” and has learned that people looking for this, want to see results on game consoles.

Then, when someone searches for “the gray console developed by Sony”, RankBrain throws results similar to the keyword you already know (“gray console developed by Nintendo”) and shows the results on the consoles. In this case, the Playstation.

Do we see another example?

Some time ago, Google published a publication about how they use machine learning to better understand the intent of the search engine.

Although this publication did not specifically refer to RankBrain, RankBrain is likely to use a similar technology.

Conclusion: Google RankBrain goes beyond the coincidence of keywords. Turn the searches into concepts and look for the pages that cover that concept. Obviously, this changes the way we should look for SEO keywords, as we will see later.

2.2. HOW RANKBRAIN MEASURES USER SATISFACTION.

We had said that RankBrain has two main jobs.

First, understand the search queries (we just saw it) and, second, measure how people interact with the results, that is, user satisfaction.

RankBrain can try to understand new keywords, and even modify the algorithm by itself, but how do you know if they are really good?

RankBrain shows you the search results you think you’ll like. If a lot of people like a particular page among all the results, it will give it a boost, and if not, it will drop that page and replace it with a different one. So, the next time someone searches for that keyword or similar, they will propose another result and see how it works.

What exactly RankBrain is studying?

Watch carefully how you interact with the search results, specifically:

  • Organic clickthrough rate
  • Time of permanence
  • Bounce Rate
  • Pogo-sticking

These factors are nothing other than user experience signals (UX signals).

Let’s see it with an example:

Imagine that you injured a muscle doing sports and Google searches “pulled back muscle”

Like most people, you click on the first result. Unfortunately, it is not the content you were looking for and you look back to see the second result.

This second result does not turn out to be better. It is full of generic advice.

You give it back and consult the third result.

And finally you find what you’re looking for and you stay on that page reading. You do not go back because you found what you wanted.

This round trip, back and forth, is called “Pogo-sticking”. And it’s something that RankBrain pays a lot of attention and values.

If RankBrain detects that people quickly leave a page to click on a different search result, it sends a strong message to Google: This page stinks!

In the same way that the page that has good acceptance by the users, will be driven to make it easier to find because RankBrain will tell you:

This page is cool!

For this reason, the choice of keywords and their research is fundamental, which brings us to the next chapter.

CHAPTER 3: HOW TO RESEARCH KEYWORDS IN RANKBRAIN

We already know that Google understands the intention behind a Keyword.

Does that mean that you no longer need to look for specific key words? Noo!

What you have to change is the search process to adapt to RankBrain and be as compatible as possible.

How are we going to do it?

Ignoring the long tail. Has died.

It used to make sense to create hundreds of different pages and that each of them was optimized with a different keyword.

For example, one page was optimized with “the best keyword search tool” and another with “the best tool for keyword research”.

The Google of before would put the pertinent qualification.

As of today, with RankBrain, Google already understands that they are basically the same and shows almost identical results.

Conclusion: optimizing the long tail no longer makes sense.

Then what do we do?

Optimize around Medium Tail keywords

We leave the long tail aside to get the most out of the medium tail keywords.

The half-tail keywords are intermediate terms. They get more search volume than the long tail, but they are not as competitive.

For example, here we have a set of keywords on the theme “Paleo diet”. The terms indicated are middle tail keywords.

Then, our recommendation can not be other than: optimize a page with a single keyword.

Always keeping in mind that the optimized word is medium tail.

CHAPTER 4: HOW TO OPTIMIZE TITLES AND DESCRIPTION LABELS TO INCREASE THE CTR

In the first part we saw that the organic CTR is a key factor for RankBrain.

The question is: How do we get the desired click on our result?

Well, let’s go to it.

Put emotion in your titles

Undoubtedly, emotional titles have a higher CTR.

For example, we have the following title optimized for SEO:

Productivity tips: how to do more

Not bad, but … something is missing. true?

Let’s give it an emotional touch, while still being friendly to SEO:

Forget about the task lists and follow these 10 productivity tips

It is not always possible to create emotional titles, but when you have the chance, do it.

Use parentheses and brackets at the end of the titles

A simple trick, effective and also, tested.

Hubspot and Outbrain made a study years ago in which they analyzed 3.3 million headlines and concluded that bracketed titles were 33% higher than those that did not. Incredible but true.

Here are some examples:

(2018)

[Infographics]

(Guide + video)

(Case study)

(Proven tips)

[Report]

Use numbers (and not only in the publications of the list)

There are many studies that claim that using numbers improves the CTR.

How I managed to multiply my traffic by 200% in 30 days.  

Use powerful words in tags

Powerful words that will help you make your title stand out and, therefore, get more clicks.

These are some words that stand out for their “effectiveness”:

Effective

Madness

Examples

Free

Powerful

New

Tested

Do not forget to optimize the meta description for the CTR.

Although the meta descriptions do not directly influence SEO positioning , they can significantly increase the CTR.

In the same way as the title, make the meta description emotional content, give the user a good reason to click and use words and phrases that you would use or use in Adwords ads; and of course, it always includes the target keyword.

CHAPTER 5: HOW TO OPTIMIZE THE CONTENT FOR THE BOUNCE RATE AND THE TIME OF PERMANENCE.

It’s time to show Google that you know how to make your users happy.

And how can you prove it? With the time of permanence, we start from a good SEO analysis .

The time of permanence is the amount of time that a Google search engine passes on the web after clicking on its result.

The more time the user spends on the page, the better. It is a good sign that Google interprets the result as expected, and therefore will reward you for it.

However, if someone bounces from your site after two seconds, the message that Google receives is negative, and will penalize the web.

Therefore, it is logical that RankBrain take into account the time of permanence and combine results as it receives these signals.

In fact, a Google employee said that Google was integrating machine learning in this process to understand what happens when someone clicks on a page and stays on that page, when it goes back …

And the data supports this statement. If we analyze a massive set of results, Google search find a correlation between high classifications and low rebound rate.

How to reduce the bounce rate and increase the dwell time 

You can do it with these simple strategies

  • Quickly offer what you are looking for, so you do not have to scroll.
  • Make short introductions (5 to 10 sentences maximum) and be attractive, because it is in the intro where 90% of the readers decide to stay or leave.
  • Post extensive and valuable content

Obviously it takes longer to read 2000 words than 300. But this is only part of the equation.

The other reason is that the deeper and more complete the content, the more capacity to satisfy the user will have. With 300 words, it may be possible to respond to what the user is looking for, but probably, he will be left wanting more, and click on the Back button to find something better (we have already seen that this is Pogo-sticking and that Google does not like anything).

The extensive content works so well that we recommend that you publish texts of at least 2,000 words.

  • Make the content enjoyable and “digestible”

Two thousand words are many words and can be boring for the reader. But there is a very simple trick to entertain the reading.

Divide the content in blocks, so that it improves the readability and, therefore, the time of permanence. Each block can have about 200 words. If, in addition, you accompany each header with attractive subtitles, you will greatly improve the user experience. And to better experience, more permanence.

CHAPTER 6: INNOVATIVE STRATEGIES FOR OPTIMIZING RANKBRAIN, BONUS AND CASE STUDIES.

Increase brand awareness Improve the CTR

We have seen how numbers, emotional content and powerful words can improve organic CTR.

But there is one very important variable to take into account: brand awareness.

If someone knows your brand, they are likely to click on your site before they click on someone else’s. A WordStream study found that brand recognition can increase the CTR by up to 342%.

Give an example of where you are most likely to click?

Make announcements on Facebook

Ads on Facebook give you a wide reach and notoriety, regardless of whether they click or convert.

Turn E-mail marketing into your ally

E-mail marketing increases notoriety and brand recognition.

Generate a lot of content to be known and recognized

Bomb your users from different fronts in a short period of time: guest posts, podcasts, guides …

The bombardment of content is much more powerful than rationed content.

It is an effective way to draw attention and show your know-how from different areas.

Turn the Zeros into “Be the first”

If until now your website has not worked as expected, do not worry, there is good news. With the RankBrain you can give it a new boost. Just keep in mind our previous recommendations (attractive titles, brackets, numbers …)

Use LSI keywords to give more context to your content

LSIs are semantically keywords related to the main subject of the content.

They are very important for RankBrain because they help to understand the context of the page.

For example, if you are writing a guide on LinkBuilding, the LSIs would be:

Backlinks

Domain authority

Reach by e-mail

Anchor Text

When Rankbrain sees that the content includes these terms, he understands perfectly the theme of the page.

This means that you are likely to rank and consider the keywords related to that topic.

And you know, what Google RankBrain understands well, ranks it.