The new Whiteboard Friday from Moz went over RankBrain, Google’s new ‘algorithm’ to adjust, its ‘algorithm’. The concept discussed RankBrain being more designed to evaluate the actual query, while the normal algorithm we’re all used to is designed to evaluate the pages which are returned as results.
This is why you can’t just optimize your pages for keywords and key phrases like the good ole’ days; you need to first determine how “user intent“ could effect a query, change or alter it, and how multiple types of queries could affect the result of what keywords and key phrases actually turn into targets after RankBrain. Plus, add in whether or not these keywords and key-phrases are even that important anyhow. Related topics or freshness could be even more important than keywords.
Confused yet? Don’t worry, because it’s far from cut-and-dry for most. So what do you do when you begin trying to optimize for RankBrain. You look at the mostly likely list of things that matter including:
- Keyword matching
- Link diversity
- Anchor text
- Domain authority
- Related topics
- Content depth
I won’t even try to go in-depth on this because I’ll just be repeating almost everything Rand laid out in his WhiteBoard Friday and I’ll let Rand from Moz show you the way. After watching his White Board video (below), I think you’ll have a better idea of which one of these main factors, or which few, are likely most important for your website. He did a fantastic job explaining it. Do check out the video below.
Now get back to making a fantastic, sticky and shareable website, because that’s likely to be the key characteristic required for great rankings.
About The Author: John Colascione is Chief Executive Officer of Internet Marketing Services Inc. He specializes in Website Monetization, is a Google AdWords Certified Professional, authored a ‘how to’ book called ”Mastering Your Website‘, and is a key player in several Internet related businesses through his search engine strategy brand Searchen Networks®