Last year, the SEO industry was once again taken by storm when Google announced that it was once again making tweaks to its search algorithm. This time, they announced that RankBrain was to become the third most important ranking factor, right next to content and links. Needless to say, if you want your website to thrive, you would do well to understand how RankBrain works.

Basically, RankBrain is a machine learning system that crunches the data based on the behavior of Google users to help them better sort their search results. At first glance, it may sound a bit complicated, but believe us when we tell you that it actually isn’t.

There are two vital aspects that RankBrain pays close attention to – Dwell Time and Click-through Rate. The former is primarily concerned with the amount of time a Google user spends on your page while the latter refers to the percentage of users that click on your link. Google has embarked on a process of improving their results based on these criteria.

The SEO game is dynamic and ever-changing, that is why it is vital that you pay close attention to RankBrain and its specific rules.