RankBrain is Google's algorithm update that factors in user experience when ranking websites.
This was and remains a game-changer algorithm update.
Before RankBrain, Google wasn't paying attention to bounce rate.
It didn't care much about how the user behaved.
It focused more on backlinks and similar factors.
Not anymore.
Google RankBrain, no matter how you spin it, puts a lot of pressure on publishers to deliver on search intent.
If somebody types in a keyword and finds your website, and after reading your stuff, they don't feel they got what they came for, they will bounce out.
If this happens enough times, Google will penalize you.
It may not happen immediately, but it will happen.
This is why Google RankBrain puts tremendous pressure on online publishers.
We have to deliver on search intent .
This is not always easy because the more traffic a word gets and the more competitive it gets, the more search intents it can contain.
Which is which?
Thankfully, RankBrain also detects context.
So it's important to set up pages that provide the proper context.
It's not enough to deliver a specific answer but you have to set up the answer correctly so your page will show up correctly in the rankings, meaning, the context is there.
And this will increase the chance that people would stay.
It means they've terminated their search.
When Google keeps seeing this pattern when people search for a term and pull up your page and stay on the page, you will get rewarded with a higher ranking.