You might not think about algorithms much – or at all – but they’re behind almost everything you see online. Whether you’re scrolling through Instagram, searching for something on Google, or getting served ads that feel a bit too accurate, algorithms are doing the heavy lifting.
And if you’re running a business, you really do need to know a bit about how they work. Not in a techy, code-heavy way – just enough to understand how they affect what people see (or don’t see) from your brand.
So what Is an Algorithm?
In plain terms, it’s just a set of rules a platform uses to decide what to show people. It could be search results, social media posts, ads – pretty much anything online.
Google, for instance, decides what shows up first when someone types in a search. Facebook and Instagram decide whose posts pop up in your feed. And no, it’s not random – it’s based on what you’ve liked, clicked, watched or read in the past. Same goes for your customers.
Which means… if your business content doesn’t tick the right boxes, it’s likely being missed.
How Algorithms Affect Your Business (Without You Even Realising)
Here’s how they show up in day-to-day marketing:
1. Where You Rank on Google
If your website isn’t showing up near the top when someone searches for your product or service, that’s the algorithm at work. Google looks at loads of things: how fast your site loads, whether it works on mobile, how relevant your content is, and even if people tend to click through and stay on your page.
2. Who Sees Your Social Posts
Ever wondered why one post gets loads of likes and another one gets nothing? That’s the algorithm again. Platforms like Facebook or LinkedIn are trying to show users what they think they want to see. If your post doesn’t get engagement early on, it might not be shown to many more people.
3. What You Pay for Ads
Ads are also run through algorithms. If your targeting is spot-on and your ad feels relevant to the person seeing it, you’ll probably pay less. If the algorithm can’t figure out who to show it to, or people ignore it, you’ll pay more – or get worse results.
4. Retargeting People Who Visited Your Site
Ever looked at a product online and then seen ads for it everywhere for the next few days? That’s retargeting, and yep – algorithms again. They track what people do and help you remind them your business exists.
Why Bother Learning This?
You don’t need to obsess over algorithms. But ignoring them completely isn’t a great move either. Here’s why it’s worth paying attention:
- If you understand roughly how they work, you can get more eyes on your content.
- You’ll spend less money on ads that go nowhere.
- You’ll waste less time shouting into the void with posts nobody sees.
- And honestly? You’ll probably start seeing better results without doubling your workload.
How To Tackle It
This doesn’t need to be complicated. Start small. Try a few of these:
Make Stuff People Care About
If your content gets people to pause, click, comment or share – that’s gold. Algorithms notice that kind of thing. Don’t post for the sake of it. Post because it’s useful, entertaining, or speaks to something your audience actually cares about.
Sort Your Website Out
Make sure it’s not slow. Check it works on phones. Use words your customers are actually searching for. Keep it clear. Update it now and then. Doesn’t have to be fancy – just usable.
Talk to People
Reply to comments. Like stuff back. Ask questions. Social media is, shockingly, meant to be social. If you’re just broadcasting into the abyss, the algorithm won’t reward you for it.
Test Your Ads – Always
Try different versions. Different wording, images, offers, audiences. See what clicks (literally). Don’t assume you know what’ll work – let the data tell you.
Look at What’s Working
Use analytics tools (they’re mostly free) to track what content people are interacting with. If something works – do more of it. If it doesn’t, bin it or tweak it.
Final Thought
Algorithms aren’t out to get you. But they are gatekeepers. If you want your content to be seen, shared, and acted on, it helps to understand what they’re looking for. You don’t need to be an expert – just a bit more switched on about how it all fits together.
If it all sounds like too much or you just don’t have the time, that’s fine too. Drop us a message and we’ll help you work out where to start, what to fix, and how to make your marketing actually work.
