Connect with us

SEO

5 Top Google Business Profile FAQs From The Official Help Forum

Published

on

5 Top Google Business Profile FAQs From The Official Help Forum

Google Business Profile has gone through quite a few changes over the past several months.

A name change, new features, the push to manage business profiles in different ways, and more.

Business owners and marketing agencies try to keep up with all the changes – but it can be challenging.

Plus, because of its nature, everyone who uses Google Business Profile will encounter issues or problems at one point or another.

And sometimes, those problems or questions turn into major roadblocks.

Here are five frequently asked questions on the Google Business Profile Help Forum – and the answers.

(Now, if you think that none of these pertain to you, keep reading anyway – you never know when you will experience one of these issues. I’m just sayin’.)

Advertisement

1. How Do I Start Managing My Business Profile In Google Search?

You’ve probably seen the not-so-subtle blue banner at the top of the “Info” section in your Business Profile Manager encouraging you to manage your Business Profile directly on Google Search.

Or perhaps you’ve seen the “nudge” on the “Home” section of your dashboard:

Screenshot from Business Profile Manager, May 2022Manage Your Business Profile On Search

Either way, managing your Google Business Profile on Google search is something most business owners will have to get used to.

If you only have one business/location, soon, you will only be able to manage your Google Business Profile on Google search or the Google Maps App.

This pop-up recently started appearing when you log in to your Business Profile Manager:

Google Business Profile Management Moving To Google SearchScreenshot from Business Profile Manager, May 2022Google Business Profile Management Moving To Google Search

If you’re an agency or business that manages multiple Google Business Profiles, you can manage them from the Business Profile Manager. However, it’s still a good idea to understand how to manage profiles in search.

When you manage your profile on search, you can essentially do everything you can in the Business Profile Manager.

The challenge?

Until you get used to where everything is, you may have to hunt around for the fields and options you’re looking for.

How To Start Managing Your Business Profiles In Google Search

Make sure you’re logged into the account you use to manage your Google Business Profile.

Advertisement

Then search for your business name on Google (sometimes, you may have to enter your city and/or state.) You can also search for “my business.”

If everything goes right, you’ll see your Knowledge Panel on the right and the Merchant Panel off to the left.

Here’s how the management area looks.

You’ll see your Business Profile/Knowledge Panel and the Merchant Panel, where you will do most of your editing and management work.

The Merchant Panel includes the Menu where you will find all the ways you can dig in and update your Business Profile and Chips, which are “nudges” Google gives you on extra things you can do with your profile.

Anatomy of Managing Business Profiles on Google SearchScreenshot from Google Merchant Center Menu, May 2022Anatomy of Managing Business Profiles on Google Search

From the various menus, you can manage your Business Profile.

Business Profile Menus in Google SearchScreenshot from Google Merchant Center Menu, May 2022Business Profile Menus in Google Search

Here’s a brief breakdown of what you can do in the various menus.

Edit Profile  

This is where you can edit your main business information, like your contact information, URL, business hours, and other information about your company.

You can also add and delete products and services and upload photos and videos.

Advertisement
Edit MenuScreenshot from Google Merchant Center Menu dialog, May 2022Edit Menu

Note: It’s typically in the Edit menu where you will find information that Google changed due to data found online that conflicts with the business owner’s info or changes that users suggested and Google approved.

If changes were made to your profile, you will get an email.

However, in Google search, you will have to hunt around the various menus to find what changed – whether to your hours, business name, website URL, address, products or services, etc.

(This is almost like an easter egg hunt, in my opinion.)

You will find Google changes highlighted in blue.

Google Updates In BlueScreenshot from Google Merchant Center Menu dialog, May 2022Google Updates In Blue

Promote

From the Promote menu, you can see your Google Business Profile insights, create a shortened URL that you can send to customers so they can leave reviews for your business, upload photos and videos, create posts, and more.

Promote MenuScreenshot from Google Merchant Center Menu dialog, May 2022Promote Menu

Customers

In the Customers menu, you can look at the reviews you’ve received and respond to them, see inbound call information if you have the call history feature turned on, read and reply to messages, and even answer the questions people ask your business in the Q&A section.

Customers MenuScreenshot from Google Merchant Center Menu dialog, May 2022Customers Menu

Advanced Menu

The three dots next to the main menu is where you will find the advanced features.

Advanced MenuScreenshot from Google Merchant Center Menu dialog, May 2022Advanced Menu

You can do more advanced features from this menu like add and remove managers and owners, see your Business Profile ID, edit labels, store codes, and other more advanced settings, and even mark your business as permanently closed or stop managing the profile.

Manage Business Profile SettingsScreenshot from Google Merchant Center Menu dialog, May 2022Manage Business Profile Settings

You can also manage notifications and add a new business profile and other features. If you can’t find something in the regular menus, chances are it’s in the advanced menu.

Chips

You will also see “chips” in the Merchant Center.

Chips give you hints on optimizing your profile and doing other things.

Chips on Google searchScreenshot from Google Merchant Center Menu dialog, May 2022Chips on Google search

Keep in mind that you can also select edits and features directly from your Knowledge Panel.

So now is the time to start practicing using Google search to manage your Business Profile.

2. My Google Business Profile is Suspended. What Do I Do?

There is nothing worse than seeing that heart-stopping notification telling you that your Google Business Profile has been suspended.

Advertisement
Suspension Notification on Google SearchScreenshot from Google Merchant Center Menu, May 2022Suspension Notification on Google Search

For many small to medium-sized businesses, Google Business Profile is their only form of marketing (which is not a smart idea, by the way).

When you put all your eggs in one basket and your basket breaks, you are in big trouble.

That’s what happens when your company gets its Google Business Profile suspended.

There are two kinds of suspensions: A “soft” suspension and a “hard” suspension.

With a soft suspension, your Knowledge Panel still shows up in search results, but you cannot make any changes to your profile – it’s almost as if your business is no longer verified.

Soft Suspension Google Business ProfileScreenshot from Google Merchant Center Menu, May 2022Soft Suspension Google Business Profile

If you get a hard suspension, your Business Profile does not appear on Google at all and is not visible to the public.

Hard Suspension Google Business ProfileScreenshot from Google Merchant Center Menu, Screenshot Credit: Colan Nielsen, May 2022Hard Suspension Google Business Profile

Google doesn’t tell you why your Business Profile is suspended. It’s up to you to determine that.

So what do you do when your Business Profile gets suspended?

First, when your Business Profile is suspended, you need to carefully read Google Business Profile Guidelines and restricted content and identify which rule (or rules) your profile violates.

(Many people don’t realize that Google updates these guidelines frequently. And it’s your responsibility to ensure you’re up to date on the rules and that you follow them.)

I always suggest that you read the guidelines line-by-line while you have your business information pulled up to check your profile against the guidelines as you’re reading.

Advertisement

Once you have identified the issue(s), you need to fix the problem with your profile and then fill out a reinstatement request.

Note: Do not fill out more than one reinstatement request.

When you submit your reinstatement request, make sure you explain what the problem was and let Google know that you fixed the profile issue, providing proof that you are a legitimate business. You can do this by uploading:

  • Photos of your permanent business signage – both outside and inside your building.
  • A copy of your business license.
  • Registration with the Secretary of State or other business licensing governing body in your country.
  • A photo of a company vehicle with signage on it (if you’re a Service Area Business).
  • Phone bill with your business’s name and address on it, etc.

Essentially, you need to prove to Google that you are a real and legitimate business eligible for a Google Business Profile.

After you submit the Reinstatement Request, Google Business Profile Support will need time to review the information.

It typically takes three days for support to review your information and reply with their decision.

Once they evaluate your reinstatement request information, you will receive an email from their support team with their reinstatement decision.

After the Google Business Profile Support team responds to you about your suspension, you will need to correspond with the support team via those emails moving forward.

There will be a case ID in the subject line – an important number to keep track of.

Advertisement

Here are some more resources you can go to to find more information on what to do if your Business Profile gets suspended or learn more about how to fix your suspended Google Business Profile.

3. Service Area Business Moves From One State To Another State – But The Business Profile Still Shows Up In The Old State’s Search Results

This is an odd fluke that doesn’t happen often, but when it does, it causes chaos.

Here’s what occurs:

A Service Area Business (SAB) moves from one state to another state – let’s say, the business moves from California to Texas.

The business owner changes the address in their Business Profile to the new address in Texas.

As per the guidelines, they then delete their address and select Texas service areas.

Everything should be good to go, right? In most cases, things are all good.

But in some situations, the Service Area Business still shows up in search results for the old location and not the new location.

Advertisement

In the example below, the business moved from California to Texas. However, when you search for their business category in their old service area, their business still shows up.

Service Area Business still showing up in search results for old locationScreenshot from search for [DJ service Escondido CA], Google, May 2022Service Area Business still showing up in search results for old location

And when you search for the business in their new location in Texas, their Business Profile is nowhere to be found.

Service Area Business doesn't show up in search results for new location -- city and stateScreenshot from Google for [DJ service Schertz TX], Google, May 2022Service Area Business doesn't show up in search results for new location -- city and state

Even when you search specifically for DJ Services and the exact company name and Schertz TX (their new business location), the company’s Knowledge Panel doesn’t show up – even though The Knot recognizes that they are in Texas:

Knowledge Panel Doesn't Show Up For Exact SearchScreenshot from Google for [DJ services COMPANY NAME Schertz TX], Google, May 2022Knowledge Panel Doesn't Show Up For Exact Search

Remember, according to Google’s Guidelines, if you’re a Service Area Business and you move from one state to another state, you need to update your Google Business Profile’s address, and delete that address (because Service Area Businesses cannot publicly show addresses in their Business Profiles) and then select service areas.

If you are not asked to re-verify your Business Profile when you change the address, you may find yourself in this type of situation.

If this kind of freaky thing happens to your Business Profile, Google needs to manually change your address on their end.

To resolve this, the best route to take is to go to the Google Business Profile Help Forum and provide detailed information about the situation and give the following information:

  • Business name.
  • New address and old address.
  • Website URL.
  • And business profile ID.

You will need to ask a Gold Product Expert or higher to escalate your issue to Google so they can manually fix the problem.

Keep in mind that Google can take a while to respond to these situations, so you will have to be patient.

4. How Do I Add Managers Or Owners To My Google Business Profile?

Adding managers (or owners) to your Business Profile allows other people to help you manage your Business Profile.

First, if you’re granting access to others, make sure you trust them – especially if you’re giving access to digital marketing agencies.

Never make anyone else a Primary Business Owner.

Advertisement

There can only be one Primary Business Owner – and that should be the actual business owner.

Keep in mind that you must be an owner to add (or remove) users.

To add managers (users), you need to go to the advanced menu on the Merchant Panel in Google search. Click on the three dots next to the main menu.

Click on the three dots to get the advance featuresScreenshot from Google Merchant Center Menu, May 2022Click on the three dots to get the advance features

Then click on Business Profile Settings:

Business Profile SettingsScreenshot from Google Merchant Center Menu, May 2022Business Profile Settings

There you will see the Managers option where you can add, edit, or remove Business Profile managers:

Click on ManagersScreenshot from Google Merchant Center Menu, May 2022Click on Managers

To add a Manager or an Owner, click on Add and you’ll be taken to a dialog where you can send invitations to the person you’d like to add to your Google Business Profile.

Click Add Managers and OwnersScreenshot from Google Merchant Center Menu, May 2022Click Add Managers and Owners

Enter their email address and select the role you want to give them: Owner or Manager.

The Owner role allows the user to edit, add managers, and transfer ownership of the Business Profile – so choose these users and roles carefully.

The Manager role is the most limited and perfect for a digital marketing agency or an in-house staff member updating your Business Profile.

Invitation to Add Manager or Owner to Google Business ProfileScreenshot from Google Merchant Center Menu, May 2022Invitation to Add Manager or Owner to Google Business Profile

The person you added as a Manager or Owner will receive an email to accept and confirm that they want to manage your Business Profile.

Once they accept the invitation, they can manage your profile.

5. My Postcard PIN Won’t Work

What do you do if you receive your Google Business Profile PIN postcard in the mail, but the PIN doesn’t work?

This is likely happening because the postcard PIN verification code is invalid for several reasons.

Advertisement

First, the PIN verification codes expire after 30 days.

If it’s been longer than 30 days since you requested the postcard, the PIN code has expired, and you must request a new code. You will then have to wait for the new/replacement postcard.

While waiting for the second postcard to arrive, do not request another postcard or make any changes to your Business Profile – just to be safe (you’ll learn more in a second).

Keep in mind that there may be other issues.

Each PIN verification code is unique to your business and the business address you listed when you requested the postcard.

It’s vital that before you request any postcard, you first ensure the physical location is correct/accurate and meets Google’s address guidelines.

If your address doesn’t meet these address guidelines, your company is not eligible for a Google Business Profile.

Physical Address GuidelinesScreenshot from support.google.com, May 2022Physical Address Guidelines
Service Area Business Address GuidelinesScreenshot from support.google.com, May 2022Service Area Business Address Guidelines

There are several other possible reasons your PIN isn’t working.

Did you request a new postcard while waiting for the first one to arrive?

Advertisement

Or did you edit any major information in your Google Business Profile – such as your business name, address, category, or other info – while awaiting the PIN postcard?

If you requested a new PIN code postcard while the current postcard was in route, or edited certain information in your Business Profile, Google will cancel the code on the postcard in the mail.

(This step helps protect the integrity of your profile.)

So you will have to request a new postcard.

Example: Only the PIN code requested for the address entered in your Business Profile when the postcard was requested and mailed will work.

If you change your business address before the postcard PIN verifies your Business Profile, the PIN won’t work, and you must request a new code.

Another important thing. When you enter your PIN code, make sure that you don’t enter an incorrect code more than five times. If you do, your verification will permanently fail.

You must remove the Business Profile from your Google Account and make a new profile when that happens. So you essentially have to start over.

Advertisement

Also, Google only allows a business a limited number of verification attempts over a period of time – and you won’t be able to update your Business Profile name until you complete verification.

These are the main reasons PIN codes may not work.

If you requested a second postcard and you do not receive that postcard within approximately 14 days of your resend request, please fill out the Google Business Profile support form.

Lots Of Questions

Google Business Profile is definitely making lots of changes.

More features are being added – which is always a good thing.

New ways to manage your profile are being pushed.

But all of this leads to issues, questions, and more complexity.

It’s best to keep current on the guidelines, follow the rules, and stay up to date on new features and any of the latest bugs that may be going on.

Advertisement

More resources:


Featured Image: STEKLO/Shutterstock

!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version=’2.0′;
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window,document,’script’,
‘https://connect.facebook.net/en_US/fbevents.js’);

if( typeof sopp !== “undefined” && sopp === ‘yes’ ){
fbq(‘dataProcessingOptions’, [‘LDU’], 1, 1000);
}else{
fbq(‘dataProcessingOptions’, []);
}

fbq(‘init’, ‘1321385257908563’);

fbq(‘track’, ‘PageView’);

fbq(‘trackSingle’, ‘1321385257908563’, ‘ViewContent’, {
content_name: ‘google-business-profile-faqs-help’,
content_category: ‘local-search seo
});

Source link

Advertisement

SEO

A Guide To Social Media Algorithms & How They Work

Published

on

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.

Advertisement

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.

Advertisement

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.

Advertisement

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.

Advertisement

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.”

Advertisement

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.

Advertisement

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.

Advertisement

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.

Advertisement

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?”

Advertisement

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

fbq('track', 'PageView');

fbq('trackSingle', '1321385257908563', 'ViewContent', { content_name: 'how-social-media-algorithms-work', content_category: 'social social-strategy' }); }



Source link

Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending

en_USEnglish