The recent announcement of RankBrain, Google’s machine learning search algorithm update, brought with it a flurry of speculation about how its impact would be felt.

RankBrain has actually been a powerful part of Google’s search engine for several months already, so you might think that if you have avoided any negative impact so far, you are in the clear.

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Unfortunately, this is not the case, because this happens to be the first search algorithm that will automatically improve over time. What can you do to get RankBrain on your side in 2016?

Write for Users, Not Search Engines

Any content you add to your site should be created to meet the needs of visitors and catering to whatever it is they want to get out of specific pages. If you are already doing this, the intent-based attributed of RankBrain should have a positive impact on search performance.

However, if you are still trying to wing your way to the top of Google’s SERPs by sticking rigidly to old SEO tactics, shoehorning endless keywords and links into content, this will not work in your favour now that RankBrain is in town. This is because it effectively makes a more human stab at responding to long-winded, vague queries.

Getting help from the experts and securing a website such as a site by enovate, an agency offering web design in Essex, is one way to get started. RankBrain’s arrival should free you up to focus on the quality of the content, not merely its mechanical SEO merits.

Optimise for Local Search

Because RankBrain helps Google to do a better job of working out what users are really looking for even if the language used in a query is indistinct in its intent, local search will become far more important. Therefore, smaller businesses should theoretically be able to enhance their visibility within a specific geographic area.

With this in mind, sites that are aimed at attracting a local audience should make sure that this is emphasised because Google is now more likely to serve them as the top result.

Keep Experimenting

The most important thing to remember is that RankBrain remains a relative mystery in spite of its reportedly huge influence. Try tinkering with different approaches in 2016 and perhaps you will find a new SEO strategy that works wonders.