In their announcement of the addition of RankBrain to the Google search ranking algorithm, Google said it is now the “third most important ranking factor.” The first and second most important factors remain backlinks to your site and the quality and relevancy of your content.
So what is RankBrain? RankBrain’s primary function is to translate ambiguous or unusually worded queries into the standard queries Google can understand.
A machine learning algorithm is programmed to observe, test, and learn from its own feedback. In this case, RankBrain observes the language people use in queries on Google, and watches what results seem to be the ones that actually satisfy the users. In this way, RankBrain continually grows its understanding of the variety of ways humans express themselves.
The question is: what can you do about it.