Google gets over three and a half billion search queries every day. And what’s interesting is that roughly fifty million of those have never been seen before. This eye-popping search volume is only increasing with the advancement of technology and penetration of mobile. The search engineers at Google are, hence, forced in handling these obscure and unique queries. So, the search giant finally decided to take some load off of them by diverting a small piece of their investment in artificial intelligence (AI) and machine learning. Early last week in an interview with Bloomberg, it was revealed that the biggest search engine on the earth has been deploying a new form of AI to sort through its gigantic volume of search queries and results. They have a name for it – ‘Rank Brain.’ So, while the web community is busy arguing whether or not it’s a wonky distraction from the company’s cornerstone, ‘the search,’ let’s dig a little deeper into this ‘third-most important ranking signal’ contributing to its SERP.
Google Rank Brain is artificial intelligence software–a programmed and engineered mechanism. Rank Brain has been the master mind behind sorting out the search results. This addition of Rank Brain into Google’s search algorithms shouldn’t come as a surprise, because the search giant has been pushing its resources into AI for over half a decade now. Machine learning is a transformative change through which Google wants to re-define how it serves its search audience. And that’s why Rank Brain is smarter than your average search engineer at Google. Artificial Intelligence behind Rank Brain is a process where a machine has a mind of its own and works equally smartly compared to a human mind, in terms of what it knows, acquiring new knowledge and making new connections. Rank Brain is not the new way Google produces search results, it is a major part of the entire Google search algorithm. It helps Google understand the query and search the relevant material from the entire information database to produce the best results accordingly.
For the last few months, Rank Brain has been interpreting a “considerable fraction” of the billions of search queries that the users have been looking up on the search engine. And considering the fact that human behaviour is unpredictable, this AI programme ‘guesses’ the similar-in-meaning words or phrases and filters the results accordingly. So, the basic difference between Rank Brain and Google’s other hundreds of ranking signals is that it learns with each new ambiguous query. When it comes to taking an educated guess of the searchers’ behaviour, the most experienced Google engineers scored 70 percent, whereas Rank Brain had an eighty percent success rate! This machine learning has considerably enhanced the search engine’s search filtration, voice recognition and image results classification. Every time Rank Brain makes the guesses and shows results accordingly, it evaluates how the searcher responds to the results and then adjusts the filtering process. Rank Brain is a part of the Hummingbird search algorithm of Google. Till now, the refined searcher queries would land on to a human being, but with Rank Brain it’s even easier and more effective to interpret these seemingly unconnected complex long-tail keywords and key phrases by converting them into ‘vectors’ that machines can easily understand.
However, Rank Brain is not alone in the online search space! Bing has already been claiming that they have been using an AI nicknamed ‘RankNet’ in filtering the search results. On the other hand, the social media giant, Facebook, recently announced that it is using AI to respond to over 1.5 billion searches taking place on the platform daily. The company is set to give Google a run for its money as it has started indexing all time public posts by its users – which currently stands at a massive couple of trillion!
Search is getting smarter. It’s about time you started updating your SEO strategies. Drop a comment below and let us know what you think of Google’s Rank Brain.