Marketing Algorithms Explained Simply.
Marketing algorithms decide what shows up in your feed, search results, and even the products you’re shown online. They work by looking at what you’ve clicked on, watched, or engaged with before, then guessing what you might want to see next. The challenge is that these systems are always changing as platforms tweak how they work. For businesses, this means you can’t set and forget your marketing. You need to pay attention, be ready to adjust, and make sure your content is still reaching the people it’s meant for as those changes happen.
The Impact of Algorithms in Marketing.
When you hear the word algorithm, it can sound complicated or a bit intimidating. In reality, when it comes to marketing, it’s much simpler than it sounds. Algorithms are just the systems that decide what you see online, like ads, social posts, videos, or product recommendations. They’re the reason the internet often feels like it already knows what you’re interested in.
In this blog, I’ll break down how algorithms influence marketing and why they matter. Whether this is all new to you or you’re just looking for a clearer understanding, knowing how algorithms work will help you make sense of why you see what you see online every day.
How Do Algorithms Work?
At a basic level, algorithms are systems that sort, rank, and show content online. They scan large amounts of information and decide what’s most relevant or useful based on a search or action, such as typing a question into Google or searching for a video on YouTube.
However, algorithms don’t work in one fixed way. What someone sees can change depending on how they search, what they’re looking for, and the context around that search.
When someone searches on Google, results are influenced by things like the keywords used, the person’s location, and whether they’re logged into a Google account. For example, a search for a local business will prioritise nearby services, while a logged-in user may see results shaped by past searches or browsing behaviour.
Platforms like YouTube work in a similar way. When a user is logged in, results and recommendations can be personalised based on viewing history and engagement. If they’re not logged in, results are generally broader and based more on relevance and popularity.
The type of search also matters. Searching for information, a product, or a local service sends different signals, because the goal of the algorithm is to show the most helpful result for that specific intent.
This is why two people can search for the same thing and see different results. Algorithms adapt based on context, behaviour, and intent, which is why businesses need to understand how these systems work to stay visible online.
Algorithms and SEO.
Search Engine Optimisation, or SEO, is about helping search engines understand your website so they can show it to the right people. Google’s algorithms scan and organise billions of web pages, then decide which ones appear first based on how relevant and trustworthy they seem for a particular search.
To rank well, businesses need to focus on a few key areas:
- Content and keywords
Creating helpful, accurate content that matches what people are actually searching for. - On-page structure
Using clear page titles, headings, and descriptions so both users and search engines can easily understand each page. - Technical performance
Making sure the website loads quickly, works well on mobile, uses secure connections (HTTPS), and is built in a clean, logical way. - User experience
Designing a site that’s easy to navigate and provides genuine value, so visitors stay longer and engage with the content.
Local SEO adds another important layer. Google uses a separate local algorithm to decide which businesses appear in “near me” searches and on Google Maps. This looks at how accurate your business information is, how close you are to the searcher, your reviews, and how consistently your business is mentioned online.
For example, a restaurant that keeps its Google Business Profile up to date, collects positive reviews, and responds to customer feedback is more likely to appear prominently in local search results.
When quality content, solid technical foundations, and local optimisation all work together, SEO helps businesses align with how algorithms operate and connect with the right audience. The result is better visibility, more traffic, and more enquiries from people actively looking for your services.
Social Media Algorithms.
How Social Media Algorithms Decide What You See
On social media, algorithms decide which posts, ads, and updates appear in your feed. Platforms like Facebook, Instagram, X, and LinkedIn use these systems to show people content they’re most likely to engage with.
Why Engagement Matters for Businesses
For businesses, this means your posts won’t automatically be seen by everyone who follows you. While each platform works a little differently, they all prioritise engagement. Likes, comments, shares, saves, and even how long someone spends looking at a post all influence how widely it’s shown.
To work with these algorithms, businesses need to create content people genuinely want to interact with, such as short videos, strong visuals, or posts that encourage conversation.
Adapting as Algorithms Change
Social media algorithms change regularly, which can impact how many people see your content. Reviewing performance, testing different formats and posting times, and using paid ads where needed all help maintain visibility.
For example, if Instagram shifts its focus toward video, businesses that adapt by posting short, engaging videos are more likely to see better reach than those relying only on text or images.
In short, success on social media comes from a mix of creativity, consistency, and adapting to what each platform currently favours.
Algorithms for Video Streaming Services.
How Video Algorithms Decide What Gets Seen
On platforms like YouTube and Vimeo, algorithms shape which videos people see. They look at things like viewing history, searches, likes, comments, and watch time to build personalised recommendations designed to keep viewers watching.
For creators and advertisers, this can be both a challenge and an opportunity. To reach more people, videos need to be optimised in ways the algorithm values. When done well, this can push a video to much larger audiences and, in some cases, even make it go viral.
What Video Algorithms Prioritise
Key factors include:
- Keywords
Using clear titles, descriptions, and tags so the platform understands what the video is about. - Watch time and engagement
Creating videos that grab attention early and keep people watching, while encouraging likes, comments, and shares. - Thumbnails and previews
Strong thumbnails and short previews help improve click-through rates, which signals quality and relevance. - Community signals
Subscriptions, comments, and ongoing interaction with a channel all help boost visibility.
Algorithms also change over time. For example, YouTube has shifted its focus at different points to favour longer content, and it regularly updates how it handles sensitive or borderline topics. This means video strategies need to evolve alongside the platform.
In simple terms, success on video platforms comes from creating content people genuinely want to watch and engage with, while staying aware of how the algorithms are changing. The better you understand what’s being prioritised, the stronger your chances of being seen.
The Use of Algorithms in Content Personalisation.
Algorithms play a major role in personalising the content people see online. By analysing things like what users watch, search for, rate, and interact with, platforms can predict what someone is likely to be interested in next. This is why recommendations often feel surprisingly accurate and tailored to individual preferences.
Personalisation also helps platforms keep people engaged. The more someone interacts with content, the more data the algorithm has to work with, allowing it to refine future recommendations. Over time, this creates a feedback loop where content becomes more relevant, making it easier for users to discover new shows, videos, articles, or products.
This approach is used across many platforms, from streaming services like Netflix and Disney+ to search engines, social media, and online stores. The goal is always the same: to show content that feels relevant, timely, and valuable to each individual user.
Netflix and Disney+
Netflix and Disney+ are leaders in personalisation. Their algorithms don’t just suggest titles, they build entire “shelves” of content designed for each viewer. Factors such as viewing history, time of day, and even browsing behaviour all influence what appears on your home screen. Instead of showing the same list to everyone, these platforms create a unique experience for every user.
This approach shifts marketing from broad, demographic targeting to individual preferences. Viewers get a more curated experience, while the platforms gain new ways to promote content, cross-sell, or form partnerships based on what people actually watch.
Personalised Content for Marketers
Netflix and Disney+ are leaders in personalisation. Their algorithms don’t just suggest titles, they build entire “shelves” of content designed for each viewer. Factors such as viewing history, time of day, and even browsing behaviour all influence what appears on your home screen. Instead of showing the same list to everyone, these platforms create a unique experience for every user.
This approach shifts marketing from broad, demographic targeting to individual preferences. Viewers get a more curated experience, while the platforms gain new ways to promote content, cross-sell, or form partnerships based on what people actually watch.
Email Marketing Enhanced by Algorithms.
Algorithms have changed email marketing from bulk sending into highly targeted communication. By analysing customer data, such as past purchases, browsing behaviour, and email engagement, they help businesses send messages that feel personal and relevant.
Instead of blasting one generic campaign, algorithms segment audiences into groups with shared interests. This makes it easier to tailor subject lines, content, and offers so that each email speaks directly to what customers care about.
They also optimise timing and frequency. By learning when people are most likely to open and click, algorithms adjust delivery to maximise engagement. Over time, these predictions become more accurate.
Content personalisation is another strength. Emails can automatically include items left in a shopping cart, recommend products based on browsing history, or highlight special offers likely to spark action. Dynamic content ensures each email feels tailored, even at scale.
The results are clear: higher open rates, stronger click-through rates, and better conversions. Customers are more likely to engage when emails match their needs, which in turn builds trust and loyalty.
For businesses, this approach means more efficient use of resources. Every email is crafted with intent, reducing wasted effort and driving measurable outcomes.
In short, algorithms make email marketing smarter. By using data to segment audiences, personalise messages, and optimise delivery, businesses can create campaigns that connect with customers on a deeper level and deliver stronger results.
The Algorithmic Engine Behind PPC Advertising.
Pay-per-click (PPC) platforms like Google Ads rely on algorithms to decide which ads appear, where they appear, and how much they cost.
When someone searches on Google, an instant auction takes place. The algorithm looks at:
- Keywords – how closely your ad matches the search query.
- Ad quality – expected click-through rate and how useful the ad is.
- Landing page experience – relevance, speed, and usability.
- Bid amount – what you’re willing to pay.
These factors combine into an Ad Rank, calculated in milliseconds. The highest rank wins the best position — but it’s not just about paying the most. A well-written ad with a strong landing page can beat a higher bid.
Algorithms also decide when and how often ads show, using data on user behaviour and conversion likelihood. This means advertisers get more value from their budget, as ads are served when they’re most likely to generate clicks and sales.
For marketers, PPC algorithms also deliver detailed insights from keyword performance to conversion rates. This data helps refine campaigns, improve ad copy, and adjust bidding strategies for better results over time.
Machine learning makes these systems smarter with every click. The more they learn, the better they get at targeting the right audience and predicting which ads will perform best.
In short, PPC platforms are powered by algorithms that run the auctions, optimise delivery, and provide the data marketers need to improve. Understanding how they work is key to running cost-effective, high-performing campaigns.
Understanding Algorithms in Marketing.
Algorithms now sit at the core of almost every part of marketing — from SEO and social media to email campaigns and paid ads. They decide what people see, when they see it, and how relevant it feels.
For businesses, the key is not to fight them but to work with them. That means creating useful content, staying on top of changes, and making sure your marketing stays customer-focused and ethical.
As algorithms get smarter with AI and machine learning, they’ll only become more powerful in shaping customer experiences. The businesses that adapt will reach the right people more effectively, while those that ignore them will fall behind.
If you’d like help making sense of algorithms and improving your website’s performance, contact the team at Central Coast Websites. We understand how these systems work and can guide you toward real digital results.
