Machine learning has become a bigger part of Google Search. In 2016, Google announced RankBrain, a machine learning model that helps to identify pages that are about the subject of a user’s query but that might not actually contain the words in the query. This can be especially helpful for queries that have never been seen before. According to Google, RankBrain’s opinion has become the third most important among the more than two hundred factors that it uses to rank pages.
