Algorithm
SEOAlso: Social Algorithm · Search Algorithm · Feed Algorithm
Quick definition
In marketing, an algorithm is the set of rules and signals a platform uses to decide what content to show, to whom and in what order. Google's algorithm ranks search results. Meta's algorithm decides what appears in the feed. TikTok's algorithm determines which videos get distributed. Each platform's algorithm has different optimisation targets but the underlying principle is the same: reward content that keeps users engaged.
How it varies across Australia
Organic reach on Facebook has declined from roughly 16% in 2012 to under 2% for most pages today. Algorithm changes drove that shift. On Google, the top three organic results capture 60-70% of clicks. For Australian businesses, algorithm alignment is a prerequisite for meaningful organic traffic.
See organic performance benchmarks →The inputs an algorithm uses to score content. Google uses 200+ signals including backlinks, content quality, page speed and user engagement. Social algorithms weight engagement (likes, comments, shares, watch time) heavily.
Platforms regularly change their algorithms. Google's major updates (Panda, Penguin, Helpful Content) have reshaped SEO strategy over the years. Chasing algorithm updates is less reliable than consistently producing quality content.
The percentage of your audience that sees your content without paid promotion. Algorithm changes that reduce organic reach shift value from content creators to paid advertising.
What it actually means
An algorithm is a decision engine. Feed it inputs, it produces outputs. In marketing, the inputs are content signals (quality, relevance, engagement, technical performance) and the output is distribution: who sees your content and how often.
Google's search algorithm evaluates hundreds of signals to decide which pages answer a query best. The dominant signals cluster around three areas: relevance (does the content match what the user is searching for), authority (do other credible sources link to this content) and experience (does the page load fast, work on mobile and serve the user well).
Social algorithms work differently. They optimise for engagement and time-on-platform. Content that generates comments, shares and saves is rewarded with wider distribution. Content that users scroll past is deprioritised. The algorithm is essentially measuring whether users responded positively to your content and making distribution decisions accordingly.
The mistake most businesses make is treating algorithms as puzzles to solve rather than proxies for user quality. Gaming an algorithm produces short-term visibility and long-term instability. Consistently producing content that users genuinely engage with produces compounding organic growth.
The algorithm doesn't reward tricks. It rewards what users actually want.
How it shows up
Algorithm performance shows up in organic impressions, organic traffic and average position in Search Console for search algorithms. For social algorithms, engagement rate, reach and follower growth are the primary indicators. Sudden drops in these metrics often precede formal algorithm change announcements.
The Australian context
Australian SEO operates in a market where Google dominates search with 90%+ market share. Bing and other alternatives are negligible for most Australian businesses. Social algorithm dynamics mirror global trends but with smaller absolute audience sizes, meaning content that underperforms algorithmically is more costly because the addressable pool is smaller to begin with.
Where people get this wrong
Related terms
Common questions
How does Google's algorithm work?
Google evaluates hundreds of signals to rank pages, but the most important are relevance to search intent, authority (backlinks from credible sources), content quality and page experience (speed, mobile usability). Consistently producing content that genuinely answers what users are searching for is the most reliable long-term strategy.
Why did my organic traffic drop after an algorithm update?
If an update reduced your traffic, it usually means your content was benefiting from signals the update was designed to discount. Conduct a content audit to identify low-quality or thin pages. Focus on improving the actual quality and usefulness of your content rather than finding new signals to optimise.
Can I predict algorithm changes?
No. You can follow Google's official communications and industry analysis, but prediction is unreliable. The more durable strategy is to consistently optimise for what users want rather than what current algorithms reward. That makes your content more resilient to updates.
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About New Rebellion
New Rebellion is a marketing intelligence consultancy. We build tools, score Australian businesses on how their marketing actually performs, and publish Debrief every day. This dictionary is part of how we work in the open.
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