Google has altered its ranking algorithm with an update called RankBrain.
RankBrain is a machine learning algorithm that will look for patterns between what terms users search for and the links they click on.
It will gradually learn that intentions that lie behind search terms and sort of content that users commonly click on, meaning that over time it will be able to adapt search results to better reflect user intent.
This will be especially useful when the algorithm has to deal with unusual search terms, new vocabulary and slang.
Google has said that RankBrain is the third most important part of its overall ranking algorithm Hummingbird, although it has refused to disclose what the top two factors are.
For SEOs wanting to optimise their websites, the RankBrain update does not change much. It is an update focussed on refining the search results to provide users with more appropriate and relevant results.
It will help white-hat SEOs who focus on producing high quality content and disadvantage black-hat SEOs who use dishonest tactics to artificially boost their rankings and lure in users but provide little relevant content.Â
