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Using Google’s RankBrain to optimize your content
ON DECEMBER 17, 2019 BY MATTROYSEIN DIGITAL MARKETING, SEARCH ENGINE OPTIMIZATION (SEO)
Updating your website’s content is hard.

Google’s various updates and algorithms can leave webmasters and content professionals feeling lost.

However, there is one Google tool that can help.

Released by Google in 2015, RankBrain has led multiple sites into trying to optimize their content for it.

As AJ Kohn from Blind Five Year Old points out:

“You can’t optimize for RankBrain. RankBrain is a deep learning algorithm performing unsupervised learning. It’s creating its own rules.”

But that doesn’t mean people can’t use RankBrain for something else. Understanding how RankBrain looks at content means you can utilize it for improving your content. By looking at what RankBrain crawls in a website, you will know what to improve on your website.

Below we’ll discuss what Google RankBrain is, what it looks at on a site, and how you can use that knowledge to improve your website and content.

What is Google’s RankBrain?
RankBrain is a piece of software created by Google to simplify their search result ranking process. It uses machine learning and artificial intelligence (AI) to process and filter relevant search results.

Primarily, RankBrain effectively answers new search queries and understands what topics should appear for that search.

An example Shane Barker uses is searching for the “first song in Frozen.” The results will include links to the YouTube videos that match the query first.

Frist song in Frozen
RankBrain has become smart enough to understand that the searcher is referring to the movie Frozen, and not the adjective, frozen.

As Search Engine Journal writes:

“[RankBrain has] the ability to predict the meaning, and therefore relevancy, to display the best matching results, even for previously unknown, and new search requests.”

What Google’s RankBrain is looking for on a website
When RankBrain looks through a website, it has a few elements to consider when ranking a site in a search.

1. Links in Content
RankBrain, like page crawlers, is looking over all the content on your website. It is searching for how fresh your content is, and whether the links in that content are still working and relevant.

When reviewing your content, include when a post was last updated. If it’s been over a year since you last touched something, think of a way to spruce up that data or article. RankBrain will pull a site out of consideration when it’s content isn’t timely.

Regardless of what RankBrain is doing, you should regularly be checking web pages for toxic backlinks or broken links.

Also, when linking to another web page or source, consider whether it is an authority on the topic. For instance, linking directly to a NASA web page and not a NASA fan site will help your ranking, because NASA will have a higher domain authority than the fan site.

2. Voice Search
Individuals are taking to their phones and in-home devices a lot more these days. That’s why it is important to think about how your topic or content in terms of a voice search.

Searching something in real-time using your voice is different than typing out a question. RankBrain knows this and is taking this into account.

As advertisements have shown, consumers asking an Alexa or Google device a direct question will generate a direct answer. Whereas in traditional searches, individuals may type in longer queries to get an answer.

3. Technical Content
As mentioned above, optimizing older content helps RankBrain see that your site is regularly updated. Think of ways to keep your older content up to par with either new links or adding newer content.

Think about your technical search engine optimization (SEO) in terms of on-page and off-page. On-page is easy to control because that is the material you own. Look at your pages to review your keywords and if it provides a good user experience.

Off-page SEO is a little more out of your hands.

However, prior to linking your content or web page to an outside source, consider if the site you want to reference would be considered trustworthy regarding topic you are discussing.

Why link to a website run by an un-authoritative person when you can link directly to an expert?

Also, consider how long it takes your website to load or if it is mobile-friendly. These factors also affect how RankBrain will rank your site.

4. Writing for Users, not Keywords
Gary Illyes, a Google Webmaster Trends Analyst and long time spokesperson for Google’s search team, said:

“Try to write content that sounds human. If you try to write like a machine then RankBrain will just get confused and probably just pushes [sic] you back.”

When creating content for your blog or web page, know who your audience is.

Are you writing for chief executive officers (CEOs) and experts?
Or are you writing for a mom and kids?
Knowing your audience affects the type of writing you will do. A CEO will be familiar with larger word terminology than a mother reading a blog on the go.

By properly identifying who your audience is, you can then write for that group. Writing for your target demographic rather than trying to stuff in keywords will provide them with a clear understanding of your writing’s topic or goals.

As Gary pointed out, knowing your audience will also help RankBrain understand your content as well. Remember some of the earliest writing classes you took: write like you speak (within reason).

Trying to stuff your content with keywords or fancy lingo just confuses everyone in the long run.

How to improve your content
By looking over the four qualifiers mentioned above, you can get a picture of how to use Google’s RankBrain to help you improve your website.

The overall idea is to think about where you link to, is the content searchable by voice search, have you considered on and off-page SEO, and are you writing for your end-user and not just keyword optimization.

Yes, it seems like a lot, but pairing these requirements off, can help with organization.

For instance, pairing together content you link to with on and off-page SEO ensures that you’re getting the best and most recent data into your content.

For example, find a good place to link to a wedding planning expert for your post about steps in wedding planning. Once you’ve found your source, look over that web page.

Are other websites mentioned on it?
Is this website a resource for others?
Is the content recent?
Answering those questions helps verify the site is a good site to link to. That leaves taking care of your on-page SEO.

Another example would be teaming up writing for your target audience and optimizing for voice search.

By thinking about your end-user, you’ll know how they might search for your chosen topic. Keep a list of phrases or sentences of how that audience would find your post. But that also leads to knowing which of those to include for voice search optimization for your post.

Look at the 4 qualifiers Google’s RankBrain uses
Although it is difficult to optimize a site or content for Google’s RankBrain, using what RankBrain qualifies site with, can help you optimize your content.

By looking at the four qualifiers RankBrain uses when ranking content, individuals can use this information to improve their writing, subject matter, and ultimately their positions in Google’s search results.

This guest blog article was written by Amanda Peterson, who is a software engineer and contributor to Enlightened Digital. Located in New York City, she enjoys visiting record stores and Netflix binging with her puggle, Hendrix.

10 of the best digital transformation books to read in 2020
ON DECEMBER 30, 2019 BY MATTROYSEIN DIGITAL MARKETING, MARKETING
Some leaders feel the very term “digital transformation” has become so widely used

The term has become so broad, it has become unhelpful.

Whether you like the term or not, their is still truth behind the term.

Even though “digital transformation” will look different for every company, it can be hard to pinpoint a definition that applies to everyone.

However, digital transformation can be defined as the integration of digital technology into all areas of a business. The result: fundamental changes to how your business operates and how you deliver value to your customers, partners, and community.

Author and business futurist Greg Verdino defines digital transformation simply as closing the gap between what digital customers expect and what analog businesses actually deliver.

However you define the term, here are 10 books to help you get started on leading digital transformation at your company.

1. See Sooner, Act Faster: How Vigilant Leaders Thrive in an Era of Digital Turbulence (Management on the Cutting Edge)
See Sooner Act FasterAuthor: George Day and Paul Schoemaker

Why should you read this book? In this book, you’ll the tools for thriving when digital advances intensify turbulence. Business turbulence has become the new normal and a company’s survival depends on vigilant leadership that anticipates threats, spots opportunities, and acts quickly when the time is right.

Highlighting real-world examples from Adobe, MasterCard, and Amazon, the author’s describe how to allocate the scarce resource of attention, how to detect weak signals and separate them from background noise, and how to respond strategically before competitors do.

The authors show us how to foster vigilance and agility throughout your organization. The rewards? Higher profits, more growth, and longevity for your company.

2. Digital Transformation: Survive and Thrive in an Era of Mass Extinction
Survive and Thrive with Digital TransformationAuthor: Tom Siebel

Why should you read this book? In this book,you’ll learn how new technologies are disrupting business and government and how your company can harness this disruption to transform itself.

Withe the convergence of cloud computing, big data, artificial intelligence, and internet of things, these four technologies are changing how we operate in the 21st century.

The author guides you how these technologies are driving digital transformation and provides a roadmap to size today’s opportunities. The authors shows how companies such as Enel, 3M, and the U.S. Department of Defense are applying these technologies to stunning results and thriving in today’s new digital age.

3. Why Digital Transformations Fail: The Surprising Disciplines of How to Take Off and Stay Ahead
Why Digital Transformations FailAuthor: Tony Saldanha

Why should you read this book? In this book, the author provides you with a five-stage model for executing a digital transformation. As a former vice president of IT and shared services for Procter & Gamble, the author outlines why digital transformation fail.

Why do you they fail? It’s not due to innovation or technological problems. It’s the details. Yes, the “devil is in the details.” A lack of clear goals and a disciplined process for achieving those make transformation fall off the track.

In the Fourth Industrial Revolution where the lines between the physical, digital, and biological worlds are blurring, it is important to become the next Netflix, not the next Blockbuster. Using dozens of case studies and his own experience, the author shows how digital transformation can be successful, and not an existential threat.

4. The Technology Fallacy: How People Are the Real Key to Digital Transformation (Management on the Cutting Edge)
The Technology FallacyAuthors: Gerald Kane, Anh Nguyen Phillips, Jonathan Copulsky, and Garth Andrus

Why should you read this book? In this book, you’ll learn that digital disruption is about people. Effective digital transformation involves changes to organizational dynamics and how work gets done.

Digital transformation is not about technology but organizational changes required to harness the power of technology. By focusing on the people and processes of an organization, you can respond quickly to digital disruption. By changing the company culture to be more agile, risk tolerant, and experimental, your organization can compete with digital disruption.

Drawing upon four years of research, surveying more than 16,000 people and conducting interviews with managers at such companies as Walmart, Google, and Salesforce, the authors introduce the concept of digital maturity and how every organization needs to understand its “digital DNA” in order to stop “doing digital” and start “being digital.”

5. MicroMarketing: Get Big Results by Thinking and Acting Small
Micro MarketingAuthor: Greg Verdino

Why should you read this book? In this book, talks about how mass marketing is dead and how “micro” marketing can be “macro” marketing. The author, Greg Verdino, is a highly regarded authority on the “digital now” and a leading thinker on digital transformation, technology trends, marketing innovation, and business strategy.

The book talks about why and how to rethink, retool, and revitalize your marketing strategies to take full advantage of the opportunities created by the microcontent explosion.

Learn how to find new customers, establish relationships, and get real business results with micromarketing.

6. Leading Digital: Turning Technology into Business Transformation
Leading DigitalAuthors: George Westerman, Didier Bonnet, and Andrew McAfee

Why should you read this book? In this book, you’ll take steps toward becoming a “digital master,” no matter what organization or industry you are in. The author explains the phrase “going digital” is relevant for industries beyond tech, media, and entertainment.

With mobile, analytics, social media, sensors, and cloud computing, these technologies have fundamentally changed the business landscape. The authors highlight how enterprises in finance, manufacturing and pharmaceuticals industries are using digital to gain strategic and competitive advantage.

Based on a study of 400+ global firms, including Burberry, Caesars Entertainment, and Nike, the book shows what it takes to become a “digital master” to help you better engage better with your customers, digitally enhance operations, create a digital vision, and govern your digital activities.

7. The Digital Transformation Playbook: Rethink Your Business for the Digital Age
Digital Transformation PlaybookAuthor: David Rogers

Why should you read this book? In this book, you’ll be able to rethink your business for the digital age. If your business started before the Internet, you’ll the playbook for transforming in a digital economy.

The author argues digital transformation is not about updating your technology but about upgrading your strategic thinking. Based on a decade of research, teaching at Columbia Business School, and consulting for businesses around the world, the author shows how pre-digital-era companies can reinvigorate their game plans, capture the new digital opportunities and rethink their underlying assumptions in five domains of strategy: customers, competition, data, innovation, and value.

The author illustrates every strategy in this playbook with real-world case studies from Google, GE, and Airbnb. With practical frameworks and nine step-by-step planning tools, the author shows how legacy businesses can transform to thrive in the digital age and drive profitable growth.

8. Driving Digital Strategy: A Guide to Reimagining Your Business
Driving Digital StrategyAuthor: Sunil Gupta

Why should you read this book? In this book, you’ll learn digital transformation has become a necessity with the widespread threat of disruption.

The author explains how the New York Times has created a successful digital product behind a paywall, how Best Buy has transformed its business in the face of Amazon’s threat, how John Deere formed a data-analysis arm to complement its farm-equipment business.

The Harvard Business School professor, Sunil Gupta provides an actionable framework after studying digital transformation at Fortune 500 companies. In other words, he knows what works and what doesn’t. You can too. The author provides illuminating case studies of companies at the forefront of digital transformation and a comprehensive guide to help you take advantage of the opportunities in today’s digital age.

9. Driving Digital: The Leader’s Guide to Business Transformation Through Technology
Driving DigitalAuthor: Isaac Sacolick

Why should you read this book? In this book, the author explains that updating products, technologies and business processes in no longer enough. The race is now on for everyone to become a digital enterprise.

If you have been charged with leading your company’s digital transformation, the pressure has become intense and the correct path forward unclear.

The author shares the lessons he’s learned over the years as he has successfully spearheaded multiple transformations. With thorough research, the author examples how how to formulate a digital strategy, drive culture change. bolster digital talent, develop innovative digital practices, and pilot emerging technologies. This book will give you the digital practices needed to catapults your organization into next-level success.

10. 77 Building Blocks of Digital Transformation: The Digital Capability Model
Build Blocks of Digital TransformationAuthor: Jace An

Why should you read this book? In this book, you’ll learn the building blocks of digital transformation and the approach to assessment and improvement of the digital capabilities to achieve successful digital transformation. This book is ideal for digital professionals in IT, marketing and sales and those who are digital consultants and digital planners.

This book highlights the “digital capability model” of 12 mega capabilities and 77 capabilities. It is organized the describe capabilities and their associated maturity levels, according to the taxonomy of the “digital capability model.”

A digital capability is an organizational capacity to produce intended and unique business outcomes by combining process, people, and technology. This book is a must-ready for anyone already involved in digital transformation, or wanting to learn how best they can implement and improve their digital operations with a proven, practical and digital framework.

What digital transformation books would you add to this list?
Is your favorite digital transformation book missing from this list? Leave a comment below so you can share your thoughts on digital transformation books that are a must read.

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