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12 Essential On-Page SEO Factors You Need To Know

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12 Essential On-Page SEO Factors You Need To Know

Did you ever play Tetris? If so, you probably remember how there was no real way to “beat” the game. It basically just got faster and faster with every level.

In some ways, search engine optimization (SEO) is the same.

Not in that it has a catchy 8-bit soundtrack or that it rewrites your dreams, but in that, it never ends.

There’s no point at which you can sit back and relax, content that your site is at the top of search engine results pages (SERPs) once and for all.

Sure, you might have reached the pinnacle today, but an SEO pro’s work is never done.

Every change to Google’s algorithm or competitor content could knock you off that top spot, which means you have to keep up with changes.

And that means your on-page SEO needs to be on point. But before we dive into that, it’s important to have a high-level overview of how Google and other search engines work.

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Search Engine Basics

Search engines send out crawlers, or spiders, to explore the internet. They follow links from one site to another, building a map of the content called a search index.

In the process of exploring sites, these crawlers are also evaluating their content, determining what kind of information it contains.

This data is then used by the search engine’s algorithm to determine how well the content of that specific site answers queries from users.

The better it answers the query, the more highly it will be ranked on the SERP.

In Google’s never-ending quest to provide better results to users, its algorithm is updated frequently. This inevitably leads to changes in rankings, which then requires someone to optimize the website to improve or ensure rankings.

What Is On-Page SEO & Why Is It Important?

On-page SEO, which is sometimes called on-site SEO, is the process of tweaking a page’s content, tags, and internal links to improve search visibility and increase traffic.

In other words, it’s a means of optimizing your website to help search engines better understand your website.

And this, of course, comes with a whole host of benefits.

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The first is in the amount of traffic.

The first five organic results on a search page get 67.60% of all clicks. The next five account for only 3.73%. And it drops from there. So, if you want to get traffic, you need to be near the top.

Secondly, high-ranking sites have much better click-through rates (CTR). The first Google mobile search result has an average organic CTR of 26.9%.

Now consider that 92.4% of internet users who search on their mobile phones for something nearby visit that business the same day and you can start to see the impact organic SEO can have on your bottom line. And on-page optimization is an important factor in your organic ranking.

Hopefully, by this point, you’ve grasped the importance of on-page SEO. Now it’s time to get started. Let’s dive right in…

12 Essential On-Page SEO Factors

On-page SEO can be broadly divided into three categories: content, HTML, and website architecture. We’ll look at each individually.

Content

You’ve heard it before: Content is king.

SEO without it is like a beautiful new sports car without an engine – it might look nice, but it’s going nowhere. But, not all content is not created equal.

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Here are the content factors you need to consider to maximize your on-site SEO:

1. E-A-T

One way Google weights your site is based on E-A-T, or expertise, authoritativeness, and trustworthiness.

In 175 pages of Google Search Quality Guidelines, it’s mentioned 135 times, which should be an indication of the role it plays in the search engine’s algorithms.

While Google has only confirmed a few elements of E-A-T (PageRank and links), it’s generally accepted in the SEO field that on-page signals play a big part in its evaluations.

For a deeper dive on E-A-T, read this piece.

2. Keywords

The most basic way to tell them your website’s content answers a user’s question is in the language you use.

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Pages that feature the keywords used in a query, whether in the body, headings, or both, are more likely to be relevant to the search.

Sometimes this is easy to determine. If you’re optimizing the website of a furniture store, you’re probably going to want to include keywords like [sofa], [dining room set], and [end table].

If it’s a specialized furniture store, you’ll want to make sure you’re including long-tail keywords like [contemporary art-deco sideboards].

In short, you need to know what your target customers are searching for and create content that includes these terms. It’s always a good idea to do research, so you’re not missing any opportunities.

Get started by downloading our ebook on keyword research.

3. SEO Writing

Creating the type of content that both prioritizes search engines and converts human visitors to your site is something of an art.

Unless you’ve done it before, it can be quite challenging to write copy that reads well and still adheres to SEO best practices.

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We have an entire piece dedicated to helping you master the art, but some of the key takeaways include:

  • Emphasize readability: Your content should be easily scannable, so users can quickly find the information they’re looking for.
  • Don’t overuse keywords: Also known as keyword stuffing, this technique was used in the past by unscrupulous SEO professionals to game the system, Google takes a dim view of sites that overuse keywords. If you’re caught doing this, your page could be demoted in SERPs or even removed altogether.
  • Keep sentences and paragraphs brief: If you’ve ever clicked on a webpage only to be assaulted by an unbroken wall of text, you know how hard it is to read lengthy pieces of copy. Avoid driving users away by keeping your sentences and paragraphs short.
  • Use subheadings: Subheads stand out because of their size, attracting attention from people who are scanning your page. Use an ample amount in your content to guide readers down the page.
  • Use bulleted lists: This may feel very meta, but bulleted lists are a good way to break information down into easily digestible chunks. Use them whenever they make sense.

4. Visual Assets

Using images, videos, and infographics do more than making your page visually interesting to visitors. It also gives you opportunities to boost your SEO.

More than 36% of consumers use visual search when they’re doing online shopping, which means if you’re not using images, you’re missing out on traffic.

Make sure you’re optimizing your accompanying text whenever possible.

Be aware of your image file sizes to prevent slow loading. Make your images shareable to identify opportunities for backlinking, which can help boost your E-A-T.

HTML

HyperText Markup Language or HTML is the code used to structure your webpages and their content.

They tell the user’s browser what to show and where to show it. And it tells search engines what your page is all about and where they should rank you.

Here are the on-page SEO HTML factors you need to consider:

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5. Title Tags

This is one of those areas where it’s important to focus on the details.

On its own, this snippet of code that allows you to give a webpage a title probably isn’t going to have you shooting up SERP rankings.

But in context with other on-page elements (like the ones discussed here), it can help you build context and demonstrate your site’s relevancy.

For a more thorough look at how to optimize your title tags, read this.

6. Meta Description

Right now, a veteran SEO professional is throwing up her hands at the screen. “Oh, come on,” she’s saying, “Everyone knows meta descriptions aren’t an SEO ranking factor.”

She’s only partly right. While it’s true there is a lot of evidence against meta descriptions as a ranking factor, she’s wrong about everyone knowing that.

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And don’t let negative Nancy here dissuade you from adding them to your site.

Despite their relative lack of use in SEO, they do offer two key benefits: They can help Google understand what your web page is all about, and more importantly, they have an outsized influence on your CTRs.

Better meta descriptions give searchers a better understanding of what your page is all about, which in turn leads to more clickthroughs. So, don’t neglect them.

7. Image Optimization

We already briefly touched on the importance of visual assets on your page, but now it’s time to look more closely at their technical aspects.

Here are some tips to help optimize yours:

  • Include SEO-friendly alt tags.
  • Choose the right format and file size for fast loading.
  • Customize file names instead of using something like IMG_08759.
  • Ensure your images are mobile-friendly.

Once again, we have an excellent resource for more in-depth information on HTML image optimization. Read it here.

8. Geotagging (For Local Search)

It may be a global economy, but most business is still done at a local level. Connect with the people in your neighborhood by optimizing your on-page local SEO.

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While this is less important for mega-corporations like GMC or Pepsi, for small- and medium-sized businesses, this is their bread and butter.

There are three main SEO tactics to consider when focusing on local traffic:

  • Optimizing local listings and citations including name, address, and phone number (NAP), website URL, and business descriptions, using third-party apps, and getting reviews.
  • Optimizing your local content, including accommodating for “near me” searches, providing location-based content, or buying a local website or blog.
  • Optimizing and building links with other local businesses and organizations.

Be sure to include the name of your target location in your keywords and put them in your content wherever they fit.

For more information on building your own geotagging SEO strategy, read this.

Website Architecture

Having a well-structured website is important for two reasons: First, a website laid out in a logical manner will be crawled more effectively by search engines, and secondly, it will create richer user experiences.

Here are the factors to consider when optimizing your site’s architecture:

9. Site Speed

A clunky, slow-loading site does more than frustrate and drive away visitors – it actually hurts your search ranking too.

Search Engine Journal took a deep dive into the effect a page’s loading time has on SEO and confirmed page speed is a ranking factor in search results.

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However, what minimum speed your site needs to meet is constantly changing.

It can currently be met by meeting Google’s Core Web Vitals minimum threshold. If your site isn’t currently meeting these standards, there are several steps you can take, including:

  • Enabling compression.
  • Reducing redirects.
  • Optimizing images.
  • Leveraging browser caches.

10. Responsive Design

In 2016, mobile search volume surpassed desktop for the very first time. And in the years following, that number has only grown.

Mobile now accounts for more than 56% of all internet usage, with tablets contributing another 2.4%.

Because more users are on mobile devices, Google followed the logical path and began to prioritize sites with responsive designs in mobile search rankings.

This mobile-friendly update only impacts search results performed on mobile devices, and while it’s still possible to rank in these results without responsive design, Google strongly recommends sites have a mobile version.

You can read more about the affect site responsiveness has on search results here.

11. URL Structure

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There was a time when URLs played a large role in SEO. Professionals would make sure their keywords were included in web addresses to help them rank higher.

But Google, doing what Google does, changed the algorithm. And what was once so important to rankings, now plays a much smaller role.

That’s not to say it doesn’t matter. Search engines are still including your URLs in your overall score – they just don’t hold the same prominence they once did.

However, there is evidence they play a role in a site’s initial ranking, and some professionals believe they’re used to group pages. What this means is, that while they shouldn’t be your top SEO priority, you don’t want to ignore them either.

Read more about how URLs factor into Google rankings here.

12. Links

Remember E-A-T from way back at the beginning of this article?

One of the best ways your website can establish expertise, authoritativeness, and trustworthiness is through links from other reputable websites.

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Think of it this way: Who would you rather trust your 401(k) to – a financial advisor who manages Warren Buffet’s portfolio or your cousin Jimmy, who lives in your aunt’s basement? Jimmy might do a fine job; he could potentially even outperform Buffet’s guy. But he just doesn’t have the credibility that comes with a strong co-sign.

Links work in the same way.

There are three main types you need to know about for SEO:

  • Internal links – or ones that direct to another page on your website like this one.
  • Outbound links – also known as external links, these are the links that point to a site on a different domain, like this one pointing to Google’s SEO page.
  • Inbound links – sometimes called backlinks, these are links from other websites pointing to your page.

Of the three, inbound links are by far the most important. They provide the biggest SEO benefit, but they’re also the hardest to obtain.

There are a variety of methods SEO professionals use to generate quality incoming links, including using social media, creating sharable infographics, and even just asking for backlinks.

But beware: Not all inbound links are helpful. Some, especially those coming from link farms, forum posts, and guestbooks, can be fake links intended to cheat the rankings system. If you don’t disavow these, it can hurt your ranking.

Here’s information on how and when you should disavow links.

On-Page SEO vs. Off-Page SEO

We’ve talked a lot about on-page SEO, but there’s also something known as off-page SEO. The difference, as you could probably tell by the names, is where it happens.

On-page SEO is everything you can do internally to boost your rankings, including keyword optimization, meta descriptions, title tags, alt text, and website structure.

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Off-page SEO is all the things that happen externally that impact your site’s rankings. This includes backlinks, E-A-T, local SEO, social media mentions, and pay-per-click.

Obviously, you have a lot more control over your on-page SEO, but it’s important to keep off-page SEO in mind as well – you need both to get where you want to go.

But, you should first focus on building a good, relevant webpage that’s fully optimized for search engines before you begin sinking a lot of resources into building links and promoting your site.

On-Page SEO Is An Ongoing Process

At the end of the day, search engine optimization boils down to one thing: Finding the best way to provide valuable information to searchers, and ensuring your website is at the top of SERPs.

Your goal is to provide richer experiences to users, while simultaneously demonstrating your value to search engines. Luckily, these two go hand-in-hand. And they start with on-page optimization.

Start with what you can control, carefully evaluating your current site for weaknesses and opportunities for growth.

Get all your on-site ducks in a row and you’ll start to see results – including an organic improvement in off-site factors.

Just remember, SEO, like Tetris, is never done. But keep reading and keep working, and you’ll get the results you deserve.

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Featured Image: Paulo Bobita/Search Engine Journal

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SEO

A Guide To Social Media Algorithms & How They Work

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A Guide To Social Media Algorithms & How They Work

Why do so many marketers keep asking, “How do social media algorithms work?” Because the algorithms for the major platforms can change quickly.

But, marketers should also keep asking, “Which social media platforms have the most users?” Because that data can change frequently, as well.

So, here are the latest answers to the first question about the algorithms for the eight platforms that you should be considering today.

Spoiler alert: This update contains some surprising shifts in the latest data on monthly unique visitors, monthly visits, and monthly average visit duration from SimilarWeb.

How Does The YouTube Algorithm Work?

YouTube got 1.953 billion unique visitors worldwide in May 2022. The platform received 35.083 billion monthly visits that month with an average visit duration of 21:41.

Now, some social media marketers may be shocked, shocked to find YouTube ranking ahead of Facebook.

But, SimilarWeb’s data above is only for desktop and mobile web channels. It doesn’t include data for connected TVs, which became the fastest-growing screen among YouTube viewers in 2020.

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This makes it imperative to know how YouTube’s algorithm works.

YouTube’s algorithm tries to match each viewer to the videos they’re most likely to watch and enjoy. But, with over 500 hours of video content uploaded every minute, this is a Herculean task.

YouTube’s search and discovery systems tackle this challenge by paying close attention to:

  • What viewers watch.
  • What they don’t watch.
  • How much time do they spend watching?
  • What do they share and like?

Next, you need to learn that YouTube has multiple algorithms, including ones for:

  • YouTube Search: Videos are ranked based on how well titles, descriptions, and video content match the viewer’s search and which videos get the most engagement for a search.
  • Up Next: The ranking of suggested videos is based on machine learning’s understanding of which ones viewers are most likely to watch next. These videos are often related to the video a viewer is watching, but they can also be personalized based on the viewer’s watch history.
  • Your homepage: Videos are selected based on how often viewers watch a channel or topic, how well similar videos have interested and satisfied similar viewers, and how many times YouTube has already shown each video to a viewer.
  • YouTube Shorts: YouTube wants both short and long videos to succeed. So, relative watch time is generally more important for short videos, while absolute watch time is generally more important for longer videos.

So, what should you do next?

First, read my column, How To Optimize YouTube Videos To Help Ukraine, which provides tips on keyword research, title optimization, writing descriptions, custom thumbnails, and other video SEO best practices.

Next, read Jon Clark’s article, 13 Key Elements Of Successful YouTube Videos. He focuses on how to make a great video.

Why is that important? Because YouTube’s search and discovery system “finds” videos for each viewer and their varying interests in order to get them to watch more videos that they’ll enjoy so they’ll come back to YouTube regularly.

How Does The Facebook Algorithm Work?

Facebook got only 1.620 billion unique visitors worldwide in May. The platform received 19.739 billion visits that month with an average session duration of 10:05.

Now, Facebook’s unique visitors started dipping worldwide in February 2022.

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But, as you can see in the chart below, there was a substantial drop in unique visitors in Russia in early March, after Russia blocked Facebook in an effort to control the spread of information on the invasion of Ukraine.

Screenshot courtesy of Similarweb, June 2022

This had a negative impact on Facebook’s total unique visitors worldwide, which were already losing momentum. Nevertheless, the platform is still too big to ignore.

So, how does Facebook’s algorithm work today?

Well, we knew how Facebook’s News Feed ranking process worked in December 2021 when Anna Stepanov, Head of Facebook App Integrity, wrote a post that said:

“News Feed uses personalized ranking, which takes into account thousands of unique signals to understand what’s most meaningful to you. Our aim isn’t to keep you scrolling on Facebook for hours on end, but to give you an enjoyable experience that you want to return to.”

And she summarized half a dozen of the biggest changes Facebook had made in 2021 to give users more control over, and insight into, how content appears in their News Feed.

This included publishing a new series of Widely Viewed Content Reports to share what content is seen by the most people in News Feed in the U.S.

Ironically, Facebook’s latest Widely Viewed Content Report showed the top four domains in Q4 2021:

  • youtube.com (168.1 million content viewers).
  • media1.tenor.co (118.4 million).
  • gofundme.com (112.4 million).
  • tiktok.com (105.0 million).

But, then in February 2022, Matt G. Southern reported Facebook Shifts Focus To Short-Form Video After Stock Plunge. And on June 16, 2022, Southern reported Facebook To Restructure Main Feed Around Video Content.

So, what should you do next? First, read Southern’s stories and learn why Tom Alison, head of Facebook, plans to turn its main feed into a “discovery engine” for video content.

According to Alison, the main tab in the Facebook app will become a mix of Stories and Reels at the top, followed by posts that its discovery engine will recommend from across both Facebook and Instagram.

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Next, follow Southern’s expert, authoritative, and trustworthy advice:

“The best way to prepare for this change, if Facebook is a priority for you and your business, is to get comfortable with creating and publishing more short form video. While Facebook will continue to surface text and photo posts, they’ll be ancillary to the main attractions of Reels and Stories.”

How Does The Instagram Algorithm Work?

Instagram got 1.050 billion unique visitors worldwide in May. The platform received 6.497 billion visits that month with an average session duration of 07:51.

Russia has also banned Instagram, but the growth in unique visitors from other countries around the world has offset that.

So, you still need to know how Instagram’s algorithms work.

In June 2021, Adam Mosseri, the head of Instagram, wrote a post entitled, Shedding More Light On How Instagram Works. He revealed:

“Instagram doesn’t have one algorithm that oversees what people do and don’t see on the app. We use a variety of algorithms, classifiers, and processes, each with its own purpose.”

For the Feed and Stories, the key ranking signals are:

  • Information about the post: How popular a post is, when it was posted, how long it is, if it’s a video, and if it’s attached to a location.
  • Information about the person who posted: How many times users have interacted with that person in the past few weeks.
  • User activity: What a user might be interested in and how many posts they’ve liked.
  • User history of interacting with someone: How interested a user is in seeing posts from a particular person.

For Explore, the key ranking signals are:

  • Information about the post: How popular a post seems to be as well as how many and how quickly other people are liking, commenting, sharing, and saving a post.
  • User history of interacting with someone: (See above.)
  • User activity: What posts a user has liked, saved, or commented on as well as how they’ve interacted with posts in Explore in the past.
  • Information about the person who posted: (See above.)

For Reels, the key ranking signals are:

  • User activity: Which Reels a user has liked, commented on, and engaged with recently.
  • User history of interacting with someone: (See above.)
  • Information about the reel: The audio track, video data such as pixels and whole frames, as well as popularity.
  • Information about the person who posted: (See above.)

So, each part of the app uses similar ranking signals, but their order of importance varies. Mosseri explained:

“People tend to look for their closest friends in Stories, but they want to discover something entirely new in Explore. We rank things differently in different parts of the app, based on how people use them.”

For more tips and advice, read the article by Shelley Walsh entitled, 22 Ways To Get More Instagram Followers Right Now. Then, read Amanda DiSilvestro’s article, How To Use Instagram Reels For Business.

How Does The Twitter Algorithm Work?

Twitter got 979 million unique visitors worldwide in May. The platform received 7.056 billion visits that month with an average session duration of 10.39.

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This data does not screen for fake or spam accounts. Nevertheless, it’s worth investing the time and effort to keep up with how Twitter’s algorithm works.

Like most social media platforms, Twitter has multiple algorithms.

Twitter says its “algorithmic Home timeline displays a stream of Tweets from accounts you have chosen to follow on Twitter, as well as recommendations of other content we think you might be interested in based on accounts you interact with frequently, Tweets you engage with, and more.”

If users want to, they can click on the star symbol to see the latest Tweets as they happen. But, few people choose to drink water from a firehose.

If they want to, users can click on “Explore” and see Trending tweets or ones about COVID-19, News, Sports, and Entertainment.

If users want to, they can click on “More” to see the Topics that Twitter thinks they’re interested in.

Like most social media platforms, Twitter’s algorithms use machine learning to sort content based on different ranking signals.

And it’s worth noting that Twitter is currently involved in analyzing the results of its algorithms as part of its “responsible machine learning initiative.”

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Here’s what Twitter has said publicly about its Home timeline, Trends, and Topics ranking signals:

Relevance:

  • ​​Users’ previous actions on Twitter, like their own Tweets and Tweets they’ve engaged with.
  • Accounts they often engage with.
  • Topics they follow and engage with most.
  • The number of Tweets related to a topic.
  • For Trends: their location.

Engagement:

  • For Tweets: “How popular it is and how people in your network are interacting with [the Tweet].”
  • For Trends: “The number of Tweets related to the Trend.”
  • For Topics: “How much people are Tweeting, Retweeting, replying, and liking Tweets about that Topic.”

Recency:

  • For Trends: “Topics that are popular now, rather than topics that have been popular for a while or on a daily basis.”

Rich Media:

  • The type of media the Tweet includes like an image, video, GIF, and polls.

For more advice and tips, read Lisa Buyer’s article, 8 Terrific Tips To Optimize A Twitter Business Or Brand Profile. Then, read the article by Julia McCoy entitled, How To Be A Top Tweeter: 10 Tips That Will Get Your Tweets Noticed.

How Does The TikTok Algorithm Work?

TikTok got 690 million monthly visitors worldwide in May. The platform received 1.766 billion visits that month with an average session duration of 03:48.

This data doesn’t include Douyin.com, which is counted separately. But, as the chart below illustrates, TikTok.com gets about 98% of the unique visitors worldwide for both of the ByteDance apps.

TikTok.com gets about 98% of the unique visitors worldwideScreenshot courtesy of Similarweb, June 2022

So, you should probably learn how TikTok’s algorithm works ASAP.

In June 2020, TikTok revealed how its recommendation system selected videos in a post entitled, How TikTok recommends videos #ForYou.

Little has fundamentally changed since then, except the U.S. government is no longer trying to ban the social media platform.

TikTok’s For You feed presents a stream of videos curated to each user’s interests, making it easy for a user to find content and creators they love.

In other words, there isn’t one For You feed for over one billion monthly active TikTok users. There are a billion For You feeds tailored to what each user watches, likes, and shares.

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TikTok added, “This feed is powered by a recommendation system that delivers content to each user that is likely to be of interest to that particular user.”

And recommendations are based on a number of factors, including:

  • User interactions such as the videos they like or share, accounts they follow, comments they post, and content they create.
  • Video information, which might include details like captions, sounds, and hashtags.
  • Device and account settings like their language preference, country setting, and device type.

TikTok also revealed:

“All these factors are processed by our recommendation system and weighted based on their value to a user. A strong indicator of interest, such as whether a user finishes watching a longer video from beginning to end, would receive greater weight than a weak indicator, such as whether the video’s viewer and creator are both in the same country.

Videos are then ranked to determine the likelihood of a user’s interest in a piece of content, and delivered to each unique For You feed.”

On the other hand, TikTok said:

“While a video is likely to receive more views if posted by an account that has more followers, by virtue of that account having built up a larger follower base, neither follower count nor whether the account has had previous high-performing videos are direct factors in the recommendation system.”

So, what should you do next? First, read Miranda Miller’s article, 40+ TikTok Stats Digital Marketers Need To Know. Then, read my column, How TikTok’s Search Algorithms Power Content Discovery.

How Does The Pinterest Algorithm Work?

Pinterest got 409 million unique visitors worldwide in May. The platform received 945 million visits that month with an average session duration of 05:29.

With Instagram declaring it is “no longer just a square photo-sharing app,” this is the time to learn how Pinterest’s algorithm works.

The ranking factors on Pinterest relate more to engagement metrics and social shares, but it also involves keywords.

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And Pinterest autocomplete provides ideas by automatically suggesting semantically related modifiers to a core keyword.

Pinterest’s search feature then curates a user’s “feed” based on what they’re searching for and how those key terms are used in the Pins being shared by content creators.

Pinterest also categorizes and sub-categorizes topics to make it easy to find keywords for your particular niche.

To optimize your Pins:

  • Use long images: The optimal Pin size is 1,000 by 1,500 px or a ratio of 2:3.
  • Use eye-catching colors: Catch users’ attention and stand out with high-contrast colors.
  • Use enticing, keyword-rich titles: Entice users to click through to your content.
  • Use detailed descriptions: Include your target keywords in your descriptions.

Then, optimize your boards. Boards provide a great opportunity to tell Pinterest’s search engine how you categorize your products and/or organize your content, which will only aid visibility.

Finally, aim for engagement, which can increase your Pin’s (and your profile’s) visibility in search, increasing your traffic.

For additional information and advice, read Southern’s story, Pinterest Updates Algorithm To Surface More Content Types. Then, read Jessica Foster’s article, 12 Pinterest SEO Tips For High-Traffic Success.

How Does The LinkedIn Algorithm Work?

LinkedIn got 306 million unique visitors worldwide in May. The platform received 1.479 billion visits that month with an average session duration of 07:32.

So, social media marketers – especially ones at B2B organizations – need to know how LinkedIn’s algorithm works.

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In June 2019, Pete Davies, Senior Director of Product Management at LinkedIn, wrote a post entitled, What’s in your LinkedIn Feed: People You Know, Talking about Things You Care About. He explained, “The more valuable the conversation, the higher in your feed the post will be.”

How does LinkedIn’s algorithm know if a conversation is valuable? It uses the following framework:

  • People you know: LinkedIn’s algorithm looks at a user’s connections and prioritizes who they’ve interacted with directly through comments and reactions; the user’s implicit interests and experiences based on information in their profile; explicit signals, such as who a user works with; as well as who would benefit from hearing from the user.
  • Talking about: A lot of sophistication goes into understanding a good conversation. As a rule of thumb, better conversations are authentic and have a constructive back and forth.
  • Things you care about: LinkedIn’s algorithm also looks at whether the content and the conversation are relevant and interesting to a user. It considers a number of signals, including joining groups and following hashtags, people, and pages.

So, what should you do next? First, read Jessica Foster’s article, How The LinkedIn Algorithm Works & Optimizing For It. Then, read Matt G. Southern’s article, LinkedIn Debunks Algorithm Myths In New Video Series.

How Does The Reddit Algorithm Work?

Reddit got 237 million unique visitors worldwide in May. The platform received 1.669 billion visits that month with an average session duration of 09:59.

With Facebook setting its sights on video to regain its momentum, this is a good time to learn how Reddit’s algorithm works.

In June 2021, the official blog for Reddit posted Evolving the Best Sort for Reddit’s Home Feed. It provided insights into how Reddit determines which relevant posts to show users.

The post revealed that:

“Reddit’s systems build a list of potential candidate posts from multiple sources, pass the posts through multiple filtering steps, then rank the posts according to the specified sorting method. Over the years, we’ve built many options to choose from when it comes to sorting your Home feed.”

Here’s how each sort option recommends content:

  • “Hot” ranks using votes and post age.
  • “New” displays the most recently published posts.
  • “Top” shows users the highest vote count posts from a specified time range.
  • “Controversial” shows posts with both high count upvotes and downvotes.
  • “Rising” populates posts with lots of recent votes and comments.
  • ‘Best” uses machine learning algorithms to personalize the order in which users see posts.

For more tips and information, read the article by Brent Csutoras entitled, A Beginner’s Guide To Reddit: How To Get Started & Be Successful. Then, read Southern’s story, Reddit Makes Comments Searchable.

Why Should You Keep Asking Questions?

The latest data from SimilarWeb indicates that you should continue asking “Which social media platforms have the most users?” as well as “How do social media algorithms work?”

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Things change too quickly and frequently in this particular arena for anyone to think that past performance is even remotely indicative of future results.

More Resources:


Featured Image: Rawpixel.com/Shutterstock

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