An algorithm is a set of rules or calculations a computer follows to make decisions or solve problems. In digital marketing, algorithms decide what people see online — from search results to social media posts.
Search engines like Google use complex algorithms to analyse hundreds of signals, including content quality, relevance and authority. These rules determine where each page ranks in search results.
Advertising platforms use algorithms to optimise bids, targeting and placements. Social networks rely on them to show content users are most likely to engage with. Even email and AI tools use algorithms to predict the best send times and personalise content.
Example: Google's search algorithm ranks pages based on factors such as relevance, freshness and backlink quality.
Because algorithms play such a big role in visibility, understanding them is essential to effective SEO.