What Is an Algorithm? Social Media and Search Algorithms Explained

An algorithm is a sequence of ordered steps followed to solve a problem or reach a result. A cooking recipe is an algorithm, and so is the way Google ranks its search results. What really matters for businesses is understanding what the ranking systems people mean when they say "the algorithm" use to decide which content gets shown.

What is an algorithm?

An algorithm is a logical method that takes a given input and turns it into an output through defined steps. The word comes from the name of al-Khwarizmi, a mathematician who worked at the House of Wisdom (Bayt al-Hikma) in Baghdad in the 9th century.

Here is a simple everyday example. When a customer fills in the contact form on your website, these steps run in the background:

1. Are any form fields empty? If so, warn the user.
2. Is the email address in a valid format? If not, warn the user.
3. If everything is correct, save the message and send you a notification.
4. Show the user "Your message has been received."

This simple flow is an algorithm. Developers first design flows like this with a flowchart or pseudocode, then turn them into code. How good an algorithm is is usually judged on two things: how fast it runs and how much memory it uses.

Why does "algorithm" always bring Google and social media to mind?

In everyday speech, when people say "the algorithm changed and my reach dropped," they mean the platforms' ranking and recommendation systems. These systems decide which of millions of pieces of content you get to see.

Two points matter here:

• There is no single algorithm. Google states openly that it uses many ranking systems that work together in Search. Instagram likewise says it has separate ranking systems for Feed, Stories, Explore and Reels.
• The systems change constantly. Both the models and the signals they use are updated over time. That is why you should be cautious about any advice that promises an "exact formula."

What does Google's search algorithm look at?

The ranking systems guide on Google Search Central describes the systems in use in broad terms. They include:

• Meaning and intent systems: Systems such as BERT, RankBrain and neural matching relate the words in a search to the concepts on a page. So a page that doesn't use the exact same words but answers the question can still be found.
• Link analysis and PageRank: How pages link to each other helps Google understand what a page is about and how valuable it is.
• Freshness: For searches that need up-to-date information, newer content is surfaced.
• Original content: Original content is preferred over pages that repeat someone else's content.
• Spam detection: Content and behavior that violate the spam policies are filtered out.
• Site diversity: Generally, no more than two results from the same site are shown.

According to the guide, the system announced in 2022 as the "helpful content update" became part of Google's core ranking systems in March 2024. In other words, "helpful content written for people" is no longer a separate filter; it is now part of the core assessment.

What are core updates?

Several times a year, Google makes broad changes to its search systems and announces them as "core updates." According to Google itself, these updates don't target specific sites. If your traffic has dropped, Google's advice is: wait for the update to finish rolling out, compare the data in Search Console at least a week later, and assess the overall quality of your content rather than looking for quick "fixes." Google also notes that recovery can sometimes take months.

Local search

For Maps and "near me" searches, Google says it looks at three main factors: relevance (how well your business profile matches the search), distance and prominence (such as the number of reviews and ratings, and links to your website). Google also states clearly that you can't pay for a better local ranking. We covered this topic in detail in our post on building an SEO-friendly website for local businesses.

What do social media algorithms look at?

The platforms don't share the details, but their official explanations describe the main signals:

Two details matter especially for businesses:

• TikTok has stated that follower count and whether an account has had high-performing videos before are "not direct factors" in its recommendation system. That is why a new account can reach a wide audience with a good video.
• Instagram says that Reels that are low-resolution, watermarked, reposted from another platform or made up mostly of text may be recommended less.

Meta also explains in its Transparency Center that ranking in feeds is based on predictions about a piece of content and the person's past interactions, and that content predicted to violate its rules is removed or pushed lower.

How do algorithms affect your website and your business?

As a business owner, rather than trying to "guess" the algorithms, it is more productive to look at what they are trying to reward. Both Google and social media platforms want users to find what they are looking for and to be satisfied on the platform. That gives you these practical takeaways:

• Give clear answers. If your service page answers the visitor's question on the first screen, both users and search engines understand it more easily.
• Keep the technical foundation solid. A site that loads fast, looks right on mobile and has a proper heading structure and structured data helps your content be understood correctly.
• Create content for each platform. On social media, preparing content in each format's own language, rather than copying the same image everywhere, fits better with the signals the recommendation systems describe. We touched on this in our post on product promotion on social media.
• Don't depend on a single channel. An algorithm change can affect your reach on one channel overnight. Your own website, your email list and your Google Business Profile are channels where you have more control.

Common mistakes

• Trusting "we've cracked the algorithm" promises. Platforms update their systems constantly; promises of guaranteed results are not realistic.
• Deleting content in a panic after an update. Google sees deleting content as a last resort for content that can't be saved.
• Writing for the search engine. Pages that repeat the same keyword over and over and help nobody run against Google's helpful content approach.
• Misleading content to chase engagement. It may attract attention in the short term, but it risks breaking platform rules and damaging trust in your brand.
• Deciding without measuring. Search Console and the platforms' own analytics screens are a far more reliable starting point than guesswork.

Our experience

In our web projects, we focus on building a solid foundation rather than trying to guess the algorithms. On Tuğra Karot's site, for example, we set up a separate, SEO-friendly page for each service, so visitors can find the service they need directly and get in touch right away by phone or WhatsApp.

On our own site, we use Yoast SEO for schema markup and the sitemap. For mobile PageSpeed, we made improvements such as CSS combining, locally hosted fonts, small font subsets for Turkish characters and off-screen animations. We don't see these as "algorithm hacks" but as part of giving visitors a better experience.

Frequently asked questions

Conclusion

At its core, an algorithm is a set of instructions that works step by step. The ranking systems of Google and social media platforms are very large, constantly changing examples of such instructions. The safest strategy for your business is to offer what these systems try to reward: fast, clear and genuinely useful content.

If you'd like to review your site's technical foundation and content structure together, take a look at our web design service, and see our social media design page for your social media content. If you are curious about how search engines work, you can start with our post What is SEO?.