Keeping up with the Algorithm: How it Works & Latest Changes
- Sabri Naouri
- Jun 23
- 6 min read
Updated: Jun 25
Algorithms shape how your business shows up online. From Google search results to the posts your customers see on Instagram or LinkedIn, algorithms decide what gets seen and what gets buried.
That can feel frustrating. You publish great content, invest time and money, but your reach drops overnight. Or worse, you disappear from search rankings you once owned.
For businesses, especially small to medium-sized businesses (SMBs) and creative entrepreneurs, understanding and adapting to these algorithms is crucial for digital growth.
Understanding algorithms isn’t about decoding a secret formula. It’s about thinking smarter about your digital growth and making sure your business adapts, instead of falling behind.
Understanding Algorithms: The Basics
What Are Algorithms?
Algorithms are sets of rules or processes that platforms use to sort and display content. In SEO, algorithms assess various factors to rank web pages in search results. On social media, they determine which posts appear on a user's feed based on relevance and engagement.
Why Do Algorithms Change?
Platforms like Google, Facebook, and Instagram continuously update their algorithms to enhance user experience. These changes aim to present users with the most relevant and high-quality content, adapting to evolving user behaviors and technological advancements.
Why this matters to you
If you rely on SEO or social media to grow your audience or drive sales (and who doesn’t?), knowing how algorithms shift gives you an edge. It helps you make better decisions, avoid wasting effort, and stay visible, even when the rules change.
You’ll walk away with ideas to future-proof your content and a clearer way to think about your digital marketing.
How algorithms really work and why they keep changing
An algorithm is a set of instructions that platforms use to sort and prioritise content. Google uses algorithms to rank websites. Instagram uses them to decide which posts appear in your feed. LinkedIn’s algorithm curates what you see first when you log in.
Every platform has one goal: keep users engaged. They tweak algorithms constantly based on how people interact with content.
Here’s a simple truth: no platform exists to serve your business. They serve their users. If you create content people value and interact with, the algorithms reward you. If not, you disappear.
What worked last year might not work tomorrow.
SEO: What’s changing... and what to do about it
In SEO, the biggest shift is clear: Google rewards quality and depth, not quick wins.
Recent updates focus heavily on user intent and experience. Thin content stuffed with keywords won’t perform. High-quality, original content that answers real questions does.
Action steps:
Focus on content that builds trust and answers your customers’ real questions.
Use tools like Google Search Console to understand which keywords bring traffic and where you can improve.
Stay consistent. SEO is not about chasing the next hack. It’s about showing up with value over time.
“Google doesn’t rank your site because you want it to - it ranks it because searchers find it useful.”
Google's March 2025 Core Update: What's new?
In March 2025, Google rolled out a significant core update focusing on content quality and user experience. Key aspects include:
Emphasis on EEAT
Google now prioritizes content demonstrating Experience, Expertise, Authoritativeness, and Trustworthiness.
User Intent Alignment
Content must align closely with what users are searching for, providing comprehensive and relevant information.
On-SERP Features
Optimizing for featured snippets and other search result features has become more critical.
The algorithm prioritises pages that demonstrate first-hand expertise or deep knowledge — something your business likely has, but may not be highlighting well enough.
The Rise of AI in Search
Google's integration of AI, particularly through its Search Generative Experience (SGE), is transforming how users interact with search results. Instead of traditional link-based results, users receive direct, conversational answers. This shift necessitates a focus on creating content that answers specific questions and provides value in a concise format.
Social media: Latest algorithm trends to watch
Social media platforms are shifting to favour more authentic, high-engagement content.
Video dominates. Instagram Reels, TikTok, YouTube Shorts. Short-form video is often prioritised.
Human interaction matters more than ever. Comments, shares, saves drive visibility.
LinkedIn’s recent changes mean that content sparking conversation (not just broadcasting company news) is far more likely to surface.
Action steps:
Prioritise video content where possible: even simple, unpolished videos can perform well.
Encourage genuine engagement: ask questions, invite responses.
Mix content formats: posts, carousels, video, polls: keep your audience interested.
Check out these tips on building authentic engagement on LinkedIn.
Social Media Algorithms Trends 2025
TikTok's User-Controlled Feed
TikTok has introduced features allowing users to manage their feed content actively. The "Manage Topics" feature lets users adjust the frequency of content categories, and "Smart Keyword Filters" enable blocking specific keywords. These tools give users more control over their content consumption, emphasizing the need for brands to produce high-quality, engaging content.
Instagram's AI-Powered Ranking
Instagram has shifted to AI systems for content ranking, focusing on user interactions such as likes, comments, and shares. The platform advises against posting multiple times in quick succession, as the algorithm favors spaced-out content to avoid overwhelming users' feeds.
LinkedIn's Emphasis on Thought Leadership
LinkedIn is placing more importance on thought leadership content. The platform's algorithm favors insightful articles and polls that encourage professional discussions, making it essential for businesses to share valuable industry knowledge.
How to stay ahead of algorithm changes without burning out
Algorithms will always change. You can’t outsmart them long-term, but you can outlast them by focusing on what really matters:
1. Build a brand your audience trusts
Algorithms reward content people want to see. Brands that listen, engage and build trust are the ones that stay visible.
2. Stay informed, but don’t chase every update
Follow reliable sources (like Search Engine Journal or Digital Vibezz Blog) to stay aware of major shifts. But don’t jump from trend to trend. Stay focused on value.
3. Invest in owned channels
Email lists and your own website give you control. Social and search algorithms will change, but your email subscribers and site visitors are yours. Build those relationships.
Focus on Quality Content
High-quality, informative, and engaging content is more important than ever. Ensure your content demonstrates EEAT principles and aligns with user intent.
Diversify Content Formats
Utilize various content formats, including videos, infographics, and interactive posts, to cater to different audience preferences and platform algorithms.
Monitor Analytics
Regularly review your website and social media analytics to understand what content performs best and adjust your strategy accordingly.
Engage with Your Audience
Encourage user interaction through comments, shares, and likes. Engagement signals are crucial for algorithms to prioritize your content.
"Algorithms come and go. Relationships with your audience are the real asset.”
Final thoughts
If you build for the user (not for the algorithm) you win long-term. Yes, it takes more thought and more patience. But that’s where real growth happens.
Focus on delivering value, staying informed and building trust across every channel you use. Algorithms may change tomorrow. But your ability to connect with your audience will carry you through.
Staying updated with algorithm changes in SEO and social media is vital for digital success. By focusing on quality content, understanding platform-specific trends, and engaging with your audience, your business can navigate the evolving digital landscape effectively.
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Questions about social media and SEO algorithms:
Why do social media algorithms change frequently?
Platforms update algorithms to improve user experience by showing more relevant content based on user behavior and preferences.
How can I adapt to Google's algorithm updates?
Focus on creating high-quality, relevant content that aligns with user intent and follows EEAT principles.
Are hashtags still effective on social media?
Yes, when used appropriately. Hashtags can increase content visibility, but overuse or irrelevant tags can be counterproductive.
What role does video content play in social media algorithms?
Video content often receives higher engagement, which can positively influence algorithmic ranking on platforms like TikTok and Instagram.
How important is user engagement for content visibility?
User interactions such as likes, comments, and shares signal content value to algorithms, enhancing visibility.
Should I post the same content across all platforms?
Tailor content to each platform's audience and algorithm preferences for optimal engagement and reach.
How can I stay informed about algorithm changes?
Follow reputable sources like Search Engine Journal and platform-specific blogs to keep up with the latest updates.
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