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How Google Is Getting Smarter

Google has become increasingly intelligent in understanding user search queries, thanks to its new algorithm, RankBrain, which categorizes search terms by meaning and context rather than relying solely on exact keyword matches. This advancement allows Google to provide more relevant suggestions and avoid confusion with ambiguous terms. As a result, marketers must adapt their strategies to focus on synonyms and related terms rather than just repetitive phrases.

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8 views2 pages

How Google Is Getting Smarter

Google has become increasingly intelligent in understanding user search queries, thanks to its new algorithm, RankBrain, which categorizes search terms by meaning and context rather than relying solely on exact keyword matches. This advancement allows Google to provide more relevant suggestions and avoid confusion with ambiguous terms. As a result, marketers must adapt their strategies to focus on synonyms and related terms rather than just repetitive phrases.

Uploaded by

favournobert
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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How Google is Getting Smarter

and What That Means for


Marketers
Most of us use Google every single day, and still it finds ways to surprise us. Have you ever gone to
search for something in Google, only to find that it does something almost creepily intelligent?

For example, you might have noticed lately how Google will suggest search terms for you and often
get them right. If I search “Ninja Turtles history” and then later start typing “Names of…”, there is a
good chance that Google will suggest I finish that query with “…the Ninja Turtles.” Google is now
smart enough to recognize that we tend to search more than once around the same topic, and it can
help us to save time typing out questions as a result. At the same time, this also provides some
encouragement as to what to search, thereby keeping users on Google for longer and benefiting the
search giant too.

But take a moment to reflect on just how impressive this is really. Not only has Google understood
that you are likely to be looking for more things related to your first search, but it has also
understood that the Ninja Turtles have names – that they are a group of fictional characters.

How can it do this? Partly it comes down to a very powerful new feature of the algorithm called
rankbrain.

Introducing Rankbrain
Essentially, RankBrain is an algorithm designed to better understand what people mean when they
search for something.

Previously, Google worked by looking for exact keyword matches. If someone searched for a phrase
such as “buy hats online,” then Google would look for a website that featured that exact phrase
somewhere in the text. This was a simple method, but unfortunately it was also flawed. Apart from
anything else, it was very easy for website owners to try and “trick” Google.

RankBrain changes this by splitting search phrases up into “word vectors” that categorize search
terms by their meaning and their context. This way, RankBrain can then attempt to understand the
question and then find an actual answer online.

This also allows Google to avoid making mistakes when looking at words with more than one
meaning. For example, if you were to search for “decision trees,” then Google might once have
gotten confused between the flow chart, and decisions about trees. The old Google might have
brought up an article telling you how to “make decisions about trees.”

The new Google however will look for related terms and phrases in the text, which could include
such things as “flow chart” or “choices.”

By recognizing these terms are also in the text, Google will know that the user was asking about
decision trees (flow charts) and not tree decisions!

Google is getting smarter all the time, and is becoming increasingly adept at second guessing users
and knowing how to provide them with useful answers. This changes the game for internet
marketers too though, who now need to think in terms of synonyms and related terms, instead of
just repeating the same phrase over and over!

A smarter Google requires smarter marketing!

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