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RankBrain – Ambiguous Queries are No More Ambiguous Now

Based on Artificial Intelligence, RankBrain revolutionized the Google search.


It was panda, penguin, humming bird and now it is RankBrain. Google’s journey of innovation is continued.

This time Google experimented with Artificial intelligence to revolutionize its search function. Artificial intelligence can be defined as imitation of human cognitive functioning. Many of the tasks without human intervention are now possible with it. Same is the technology that Google has used and is now able to answer even the most ambiguous search queries.

RankBrain in fact is not a separate entity. Instead it is one of numerous signals Google uses to bring search results. It is incorporated directly into the Google’s existing search algorithms. Being extra ordinarily effective, it is now the 3rd most important signal that determines how a search query is answered on SERP, according to Google senior research scientist, Greg Corrado.  So we can say that it is nothing but an intelligent extension to humming bird that has modernized the Google search.

With RankBrain, Google is now even able to handle ambiguous queries and present its users with the most relevant results. Now the question is what exactly RankBrain is and how does it refine search results?


What is RankBrain?

As it is already mentioned RankBrain is based on artificial intelligence. In artificial intelligence, computer is as smart as human beings, capable of doing something that is not being taught. Google has used artificial intelligence to set a vast data into vectors in form of mathematical expressions. When Google search engine sees an unfamiliar phrase, the technology lets it to make a guess and present effective results for first-ever-seen queries.

According to Bloomberg, everyday 15% of search queries on Google are never-seen-before and RankBrain is very useful in handling these.


How it works?

RankBrain uses the power of artificial intelligence to learn about how and why people search. Using these conclusions, it improves search results over time without any further instruction. Means it is a kind of responsive technology or a robot that has ability to improve itself over the time.


Will it affect Paid Search?

This is question that many internet marketing folks are worried about. The answer is yes it already has started affecting the paid search results. The good news is its affect on paid ads is quite positive. The ads based on most used search queries are expected to get high response.

Think of RankBrain as a self-upgrading robot. The more it learns, more effectively it will respond to search queries.