If you incorporate RankBrain into your SEO strategy immediately, you’re sure to benefit. But you can either consume all there is to learn about AI and machine learning (which of course is very interesting), or simply continue reading below.

The most important part of understanding Google RankBrain is getting used to going beyond single keyword phrase optimisation. For example, it’s important to take the root keyword and look at the variations to determine what the searcher is potentially looking for.

So, rather than creating pages focused on one root keyword or phrase, build your pages to focus on a keyword or phrase as well as its relative variations.

For example, if you want to create an article about time management, start with your main keyword, but also focus on the follow suggestions from Google search:

Google predictive search screenshot

Use the Google Keyword Planner and Google predictive search to find these keyword variations and select the most ideal ones from there.

Regardless of whether you’re creating new pages for a website, or new articles for your blog, simply being aware of Google RankBrain when planning and creating content will give you an advantage over your competition.

Times They Are-a Changin’

You’d be surprised at how many people still write for search engines. When they plan an article, they’ll think strategically about how Google will view their work, without ever thinking of how it will engage the reader. And this is where Google, thanks to RankBrain, is getting smarter. Soon they’ll be able to rank content accordingly to how well it fulfils the audience’s needs. That’s their ultimate goal.

This is exactly what you need to do. Taking into account the importance of RankBrain, continue crafting content that is aligned to the pain points of your audience – learn what keeps them up and night and find out how to solve their deepest, darkest problems.

And yes, it’s still important to include keywords and perhaps always will be, but always write for your reader first.