3 SEO-Changing RankBrain Tips

Written by: Jason Bayless | November 04, 2016
Black hat SEO strategies used to be extremely popular, but that’s changed since Google decided to crack down on such practices. Now that Google’s search engine knows how to separate the wheat from the chaff, it’s up to marketers to start delivering the goods.
TNW News says that 47 percent of marketers rank SEO as their most powerful sales tactic. Unfortunately, 39 percent say that SEO is also the most difficult to master.

That’s where Google’s RankBrain comes in.

RankBrain allows Google’s search engine to do more that just identify keyword phrases; it helps the search engine interpret the meaning behind those phrases. This helps the search engine figure out what types of content are the most valuable to audiences.

RankBrain is a major game-changer because you don’t have to worry about exact keyword usage when you create new content. You just need to make sure that your content is actually relevant to the user’s search query.

Here are three tips for using Google’s RankBrain to your advantage.

1. Don’t Use Keywords in your Meta Titles

Exact keyword usage doesn’t necessarily lead to high click-through rates. RankBrain can simply analyze your content for meaning and match it with the appropriate keyword phrases.

When crafting your meta title and meta messaging, you should think about what exactly your audience is looking for. What sorts of titles and descriptions will catch people’s attention and compel them to click on your link? You want to speak to people’s curiosity and needs, not overload them with keywords.

2. Focus on Your Click-Through Rate

Now that you know to keep keywords out of your meta title, here’s what you should do instead:

Be Emotionally Engaging

Your headlines should be designed to trigger an emotional response from your audience, whether that’s joy, anger, sadness, fear, etc. Humans are emotional creatures, and if you can engage with people on an emotional level, you have a better chance of getting them to take a certain course of action.

Use AdWords Testing

If you’re not sure which meta title will work best, use AdWords to experiment with different headlines. Use a wide-ranging selection of keywords to stand in for the keywords that are relevant to your target search audience. Once you identify the headline that performs the best, incorporate that one into your marketing strategy.

3. Make User Engagement a High Priority.

Lower your Bounce Rate

The bounce rate is the percentage of internet users who immediately leave your website without clicking on any other pages. You want your bounce rate to be as low as possible because a high bounce rate can negatively affect your search ranking.

You can lower your bounce rate by continually directing your audience towards useful links that will take them to valuable content. Keep telling your audience where to go and what to click on.

Keeping Your Conversion Rate High

A high conversion rate means that your content is doing what it’s supposed to do. If your conversation rate is low, you may need to consider changing your current offers or re-designing your sales funnel. Not only will this help your sales, it will also attract more customers from search engine platforms.

If It’s Not Working, Get Rid of It

If you have content that is under-performing, get rid of it as soon as possible. This type of content could potentially have a negative impact on how your domain and individual pages rank on Google. You only want the best stuff on your website.


The most important thing to remember is that you need to provide useful, valuable content to your audience without obsessing over exact keyword phrases. RankBrain is smart enough to recognize content that’s relevant to a user’s search query. Take advantage of this fact and create the kind of content that your potential customers will appreciate.