Digital algorithms dictate much of what we see, hear, and engage with online. From search engines to social media feeds, algorithms shape how likely a business will be seen amid the noise.

The allure of ‘algorithm hacking’—meticulously optimising content or profile on platforms like LinkedIn or Google to gain a strategic advantage—is undeniable. However, with algorithms constantly evolving and the consideration that ticking one minor box can lead to falling short on others, such as SEO, long-term brand building and target audience nurturing, is it worth the focus?

What is algorithm hacking?

Algorithm hacking refers to attempts to optimise a platform’s algorithms to improve the visibility, engagement, or ranking of one’s content. For platforms like Google, this often means tweaking websites to rank higher in search engine results pages (SERPs).

On social media platforms like LinkedIn, this involves strategies to enhance the visibility and engagement of pages and posts. Tactics in 2024 include adding polls or GIFs to boost ‘dwell time’ on posts and incorporating ‘knowledge-rich content’ along with an ‘authentic conversational tone’ in the messaging.

The appeal is obvious—when businesses crack the code of how an algorithm works, it increases traffic, leads, and visibility. However, there are caveats to consider. Let’s break it down for the B2B marketing space, specifically focusing on the platforms of LinkedIn and Google.

LinkedIn’s algorithm in 2024

LinkedIn’s algorithm is designed to promote content that fosters meaningful engagement and connections. It rewards posts that generate immediate interactions, such as likes, comments, and shares. More recently, the algorithm favours genuine content, conversational tonality, and methods that keep users on the platform, avoiding redirects to third-party sites. Examples of effective tactics for creating such favoured content include:

• Content engineering and algorithm-triggering phrases: Crafting content that evokes emotional responses or sparks debate.
• Optimising dwell time: Posts with embedded native videos, long-form text, or document attachments (like PDFs) that keep users engaged for longer periods, increasing visibility.
• Minimising outbound links in posts: LinkedIn favours content that keeps users on their platform. So, posts that direct your audience to a third-party site, such as your website, may be deprioritised.

While considering the types of content and mechanisms that can help businesses stand out, it’s important to balance immediate visibility with long-term value. For example, opting to post PDFs instead of sharing links to your company’s thought leadership articles may increase visibility in the short term, but it doesn’t enhance your longer-term SEO. Sharing links to third-party sites, such as your website or perhaps industry articles, not only improves your search engine visibility, but also positions your brand as a knowledgeable authority in your industry and can build credibility.

Another consideration is that many business pages have various segments within their follower lists, including prospects, clients, employees, and potential talent. It’s key to generate a diverse mix of content that resonates with different audience groups, as LinkedIn serves your content to ‘lookalike audiences’—users who share similar characteristics and behaviours with those engaging with your existing content.

Incorporating a mix of algorithm-friendly tactics along with brand-aligned content that nurtures your target audience—is key to ensuring you are both seen and delight your various segments for the longer term.

Google’s algorithm in 2024

For Google, algorithm optimisation often revolves around Search Engine Optimisation (SEO). SEO focuses on optimising web content to rank higher in search engine results. In the past, common “hacks” involved tactics like keyword stuffing or building large numbers of backlinks, regardless of quality. These strategies aimed to trick Google’s algorithm into ranking low-quality content higher.

However, Google’s 2024 algorithm is far more sophisticated, with regular updates (such as Penguin and Panda) designed to penalise manipulative practices. Now, Google prioritises user experience, content quality, and trustworthiness over tricks like keyword density or backlinks. Tactics that once worked are now more likely to trigger penalties, leading to diminished search rankings.

Sustainable SEO success today hinges on creating genuine value. Effective strategies include:

• Producing high-quality, informative content
• Ensuring fast page load times
• Optimising websites for mobile devices
• Building trustworthy backlinks naturally

SEO experts emphasise that consistently providing relevant, authoritative content that meets user needs is the key to achieving and maintaining strong search rankings. Google’s algorithm now rewards websites that deliver real value to users.

The bottom line: value trumps manipulation

Whether on LinkedIn or Google, attempting to game the algorithm may offer short-term success, but these platforms continually evolve to prioritise authenticity, quality, and user experience. Creating content that genuinely resonates with your audience and delivers long-term value is the surest way to build lasting success across these platforms.

The most sustainable approach is to focus on value. Here’s what works for long-term success:

• Quality content: Whether it’s a LinkedIn post or a blog for SEO, high-quality, informative, and engaging content always wins. Users and algorithms alike appreciate authenticity.
• Consistency: Regularly posting valuable content helps keep your audience engaged and strengthens your visibility over time.
• Engagement: Building real connections and encouraging meaningful conversations, especially on social media, can improve reach and performance naturally.
• Adaptability: Staying updated with algorithm changes and being ready to adjust your strategy helps you stay ahead of the curve without resorting to manipulative tactics. Additionally, when planning your content calendar, clearly define your objectives in advance and ensure it covers a mix of considerations for your various target audiences, beyond just short-term visibility.

So, is algorithm hacking effective or not worth the focus? While there are short-term gains to be made, in the long run, both LinkedIn and Google are designed to promote quality content that provides genuine value to users. For lasting success, focusing on content quality, audience engagement, and authenticity is a far better strategy than simply trying to ‘hack’ the algorithm. While it’s important to be mindful of the latest algorithm updates, being clear on your strategy and objectives in advance is crucial, as digital algorithms are nuanced and often contradictory.

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