Understanding Algorithm Updates: A Guide for Business Owners and Marketing Managers

As a business owner or marketing manager, understanding algorithms is crucial to your success in the digital world.

Social media platforms, search engines, and other digital channels use algorithms to determine which content to show users. This means keeping up with algorithm updates and trends is essential for optimising your marketing strategies.

What is an algorithm?

An algorithm is a set of rules and calculations used by search engines and social media platforms to determine which content is shown to users. This means that if you want your marketing content to reach your target audience, you need to understand how these algorithms work and how to optimise your content accordingly.

In this blog, we will explore the importance of algorithms in marketing, how they have changed over the years, and provide a guide for business owners and marketing managers on how to use algorithm updates to boost their marketing efforts.

Why algorithm updates are important

Algorithm updates can greatly impact the reach and visibility of your marketing efforts. In the past, marketers could rely on organic reach to get their content in front of their target audience. However, with algorithm updates, marketers increasingly leverage both organic reach and paid advertising to reach their target audience.

For example, social media platforms like Facebook and Instagram have shifted their algorithms towards prioritising content from family, friends, and groups over business pages. This means that businesses must adjust their strategies to ensure their content still appears on users’ feeds.

Additionally, algorithm updates can affect search engine rankings. Google’s algorithm is constantly changing, which can impact your website’s visibility in search results.

Trending algorithm updates

One of the most notable algorithm updates in recent years is the shift towards video content. Platforms like TikTok and Reels on Instagram have gained popularity, and businesses are leveraging these platforms to reach their audience. Businesses can engage with their audience and increase brand awareness by creating short-form video content that aligns with their brand and values.

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Another trend is the increased use of machine learning algorithms. These algorithms can help businesses create personalised content and recommendations for their audience based on their interests and behaviours.

Changes to search engines

Search engines like Google and Bing constantly update their algorithms to provide the best user experience. With frequent ‘Core Updates’ and targeted updates, the intricacies behind how Google ranks content are constantly changing — aside from the fundamental principle of offering value to the user.

Recent monumental updates from Google include the ‘Helpful Content’ update of September 2023 and ongoing spam updates. These aim to tackle the rise in low-quality, unoriginal content – making the search engine optimisation (SEO) concept of EEAT (experience, expertise, authoritativeness, trustworthiness) ever more important. Crucially, content should be created with the user in mind and to offer them value, not the search engine.

Another huge change to the search landscape is the rise of social media as a search engine. Platforms like TikTok, Pinterest, and Instagram have become hubs for discovery, knowledge, and shopping. Gone are the days when these social media platforms were only used for image and video sharing.

How to make use of algorithm updates for your marketing

1. Stay updated with the latest algorithm updates

Knowing what you have to contend with is half the problem. To stay informed about any changes that may affect your marketing efforts, regularly check for algorithm updates for search engines and social media platforms.

For news about algorithm updates, here are a handful of our favourite resources:

Google Search Status Dashboard – for updates on incidents reported for Ranking on Google.
Social Media Today – for all the latest updates from the world of social media.
Search Engine Journal – for the latest digital and search engine insights for SEOs and marketers.

2. Adapt your content strategy

Your content strategy should evolve as new changes occur to help keep your business in front of potential customers. A static strategy based on previous algorithm updates may not be the best strategy for current or future changes.

For example, consider incorporating videos into your strategy if video content is becoming more popular on a particular platform.

3. Leverage paid advertising

With organic reach so dependent on algorithm changes, some marketers also leverage paid advertising options such as pay-per-click (PPC) or ‘boosting’ content on social media platforms.

4. Utilise analytics

Analytics can help provide insight into which content works for you and which doesn’t. Track your performance across various social profiles or in the search engine results pages (SERPs) and adjust your strategy accordingly.

Navigating algorithm updates is a crucial part of digital marketing. By staying updated with the latest changes, adapting your strategy, and leveraging analytics, you can optimise your marketing efforts and reach your target audience.

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