What Is The Google DeepRank Algorithm And What Does It Mean For My Business?

Google DeepRank focuses on providing more relevant results to search engine users by picking up on subtleties of language that may have been missed in the past by utilising machine learning technologies to understand the way humans speak. DeepRank allows users to phrase queries in the natural way which they speak, as it no longer ignores stop words which allows it to understand the wider context in which a question may be asked.

DeepRank works using bidirectional encoder representations from transformers (BERT for short), a deep learning algorithm based on natural language processing, which allows computers to understand what all the words in a sentence mean, with the added tone of contexts.

Alongside this, it is also an assessment of internal link weight that allows website owners and SEO’s to see how important a page, this is decided by a combination of how many internal links lead to this page, and what level of a website these pages are on. Much like other metrics produced, the information is calculated and then stored in the API.

How Can You Make Sure Your Website Works For The Google DeepRank Algorithm?

Although DeepRanks use of BERT makes a huge difference to a user’s experience of a search query, there are only a few things you will have to adapt to in order to keep up to date with this change

Take A Customer-Centric Approach

As always, your customer should be the main focus when curating and editing your website. DeepRank aims to provide users with trusted and relevant information to create the best user experience. Create pieces of content highly focused on one subject to allow yourself to be shown higher in the rankings.

Answer Clear Questions

Users want a quick and easy solution to their questions, and BERT’s primary purpose is to provide this- clearly answering a question by explicitly mentioning it means you’re more likely to be a featured snippet in a user’s search results.

Make Your Content Precise

Longer does not always mean better! Just other analytics, BERT tracks user engagement and time spent on your website. Whilst you should provide enough context and information to give users a trustworthy solution, dragging it out into a huge piece will only lose their interest and lower your ratings.

Keywords! Keywords! Keywords!

The main difference you need to adapt to is a shift in preference of keywords from short, to a mixture of both short AND long-tail keywords. Long-tail keywords allow a broader search result collection that can reach a larger audience. To allow for this, create a keyword strategy that excels on the affordances of both long and short keywords.

In terms of internal links, DeepRank wants you to have a high level of internal links on your website to allow them to analyse which is the most important to push out to users. This means backlinking to your contact page in your calls to action, linking to relevant blog posts on product pages so the algorithm can clearly see which pages are more important to be accessible.

Your DeepRank score is calculated on both the number of internal links and the level of the website which these links are on. For instance, if you have 3 levels to a website, 100 links from pages on level 1 will have more weight from pages on level 3. Whilst this is a factor taken into consideration, the best way to improve your DeepRank store is to increase your number of internal links everywhere relevant.

Why Is DeepRank Important To Me?

In a time when more and more of us are taking advantage of the affordances of AI, hosting a website that provides a trusted and easily accessible flow of information is more important than ever. The growth of phone AI’s such as Siri and Alexa means that more than ever, search engines need to understand the nuances of languages and provide users with relevant results at high speeds. When using these systems, users mainly chose one of the first few results – meaning it’s integral you adapt your website to meet the algorithm’s criteria to place higher in the rankings.

Your DeepRank score is an important statistic to keep in mind, as it although it is only a page-level metric rather than a site one, it allows search engines to judge the importance of this page within your website’s structure. This allows DeepRank to spot and analyse SEO trends in your website, meaning they hold more data that allows them to correctly recommend you to more potential clients in the future as they know what search terms and keywords are connected to you.

Put simply, by ensuring your website is DeepRank friendly you’re helping yourself be shown to more potential clients!

Are You Looking For Help To Ensure Your Website Pleases Google?

If you need have any questions on what DeepRank is or need help adapting your current website to fit the demands of it, feel free to get in touch.

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