Algorithms & Incentives: The Secret Forces of the Web
by Alfie Powell, on 30 March, 2021
Understanding the intricacies of SEO to the degree where you can more or less get Google to do what you want should be considered a superpower. There should be some sort of SEO wizard in the Avengers and you will never be able to convince me otherwise.
There's a lot to consider when trying to increase visibility and engagement on the likes of Google, other search engines and even various social media platforms, and tech genius Rand Fishkin has narrowed this down to two main categories; Algorithms and Incentives. Understand these two, and you'll get what you want from the web when pushing your business.
As Fishkin explains, Big Tech platforms have dominated through algorithms that optimise for engagement. This includes the following incentives:
- To show content that is most likely to earn the user’s continued engagement.
- To prioritise posts that keep the user on the platform and not leave to another site.
- To gather as much user data as possible to improve the algorithm.
Amongst other invaluable snippets of advice, Rand implores people not to focus too much on one platform or channel, as he explains "Invest in a diversity of marketing channels, so you’re not over-reliant on one."
Essentially, everything he says is incredibly astute and 100% worth listening to if you want to make the internet your tool for having people see your business. The very good news is that Mr Fishkin himself will be a keynote speaker at out wonderful #MarTech Fest Dial Up, talking about just that!
You can watch this and so much more by signing up for #MarTechFest Dial Up (FOR FREE, I MIGHT ADD) and be there from the 19th to the 25th of April.
You really should sign up for our lovely - again free - #MarTechFest Dial Up!!!!!! It's really good and you'll hear about all other sorts there too.