Mastering the Facebook Algorithm: Strategic Approaches to Maximise Organic Reach in 2025

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In today's digital landscape, achieving meaningful organic reach on Facebook requires more than just posting regularly — it demands a strategic approach that aligns with the platform's ever-evolving algorithm.

The Algorithm Evolution: From Followers to Recommendation-Based Feed

Facebook has undergone a significant algorithmic transformation, shifting away from its traditional focus on connecting users primarily with content from pages and people they follow. Instead, it now embraces a recommendation-based model similar to TikTok's "For You" page approach, which prioritises content based on relevance and engagement potential regardless of connection status.

This fundamental change means businesses no longer need to focus exclusively on building follower counts. The new algorithm presents an exciting opportunity to reach audiences far beyond your existing followers. If your content resonates strongly enough, Facebook will distribute it to users who have never encountered your brand before but share interests that match your content.

This recommendation-based approach rewards content that generates genuine interest and meaningful engagement over content that checks the box of regular posting to an established audience. At Cre8ive, we've adapted our strategies to leverage this algorithm shift, helping your content appear on News Feeds and genuinely connect with existing and entirely new audiences.

Strategic Timing Makes All the Difference

The "when" matters just as much as the "what" when it comes to Facebook success:

  • Audience Activity Windows: Leverage Facebook Insights to identify exactly when your specific audience is most engaged and schedule your most important content accordingly.
  • Strategic Spacing: Maintain a 48-72 hour buffer between significant posts to prevent them from competing with each other for algorithmic attention.
  • Counter-Intuitive Timing: Consider testing posts during slightly off-peak hours—this can sometimes result in higher initial engagement rates as there's less competition in the feed.
  • Consistency Signals: Establish a reliable posting cadence that signals to the algorithm your page is consistently active without overwhelming your audience.

Video Content: Facebook's Algorithmic Favourite

Facebook's algorithm heavily favours video content that keeps users on the platform:

  • Native Uploads: Always upload videos directly to Facebook rather than sharing links from YouTube or other platforms—the algorithm significantly rewards native content.
  • Mobile-Optimised Formats: Create square (1:1) or vertical (9:16) videos that dominate more screen real estate on mobile devices where most Facebook browsing occurs.
  • Accessibility Prioritisation: Include captions on all video content—not only does this make your content more accessible but Facebook specifically prioritises videos that all users can consume.
  • Strategic Duration: While the algorithm rewards longer watch times (3+ minutes), design your videos with the understanding that most users will only watch for 15-30 seconds. Front-load key messages while still creating content that rewards complete viewing.

avoid engagement baiting on social media

Engineering Meaningful Conversations

The algorithm prioritises content that generates authentic interactions:

  • Conversation Design: Craft posts specifically designed to generate meaningful comments and extended discussion, not just quick reactions.
  • Thoughtful Questions: Include specific, open-ended questions that naturally encourage responses beyond simple one-word answers.
  • Conversation Threading: When responding to comments, include follow-up questions that create deeper conversation threads, which signals high-value content to the algorithm.
  • Authentic Engagement: Carefully avoid "engagement bait" phrases like "comment below" or "share if you agree"—Facebook actively penalises these tactics with reduced reach.

Content Variety: Signalling Dimensional Value

Diversification in your content approach demonstrates the versatility to the algorithm:

  • Format Rotation: Regularly alternate between different post formats, including text on coloured backgrounds, single images, carousels, polls and Reels.
  • Cross-Feature Visibility: Use Facebook Stories alongside regular feed posts to increase page visibility and engagement touchpoints.
  • Content Ecosystem: Create interconnected content that references your other posts, encouraging deeper exploration of your page.

Strategic Hashtag Implementation

Unlike Instagram, Facebook requires a more restrained hashtag approach:

  • Quality Over Quantity: Limit usage to 2-3 highly relevant hashtags per post that genuinely connect to search intent.
  • Branded Consistency: Develop and consistently use your branded hashtag (#ENGAGE) to build a recognisable content collection.
  • Relevance Filtering: Avoid generic, oversaturated hashtags that dilute your content's relevance and can actually reduce algorithmic visibility.

The Critical First Hour

The initial engagement period heavily influences a post's long-term reach:

  • Team Coordination: Mobilise team members to authentically engage with new posts within the crucial first 60 minutes after publishing.
  • Strategic Amplification: For particularly important content, consider micro-boosting ($2-5) during the first 24 hours to generate the momentum that triggers organic algorithm amplification.
  • Cross-Platform Promotion: When appropriate, share relevant content across your organisation's ecosystem (such as Cre8ive's main page) to expand initial visibility.
reply to comments and add questions to encourage another comment

Comments: The Currency of Algorithm Value

How you handle comments significantly impacts algorithmic perception:

  • Universal Acknowledgment: At a minimum, like EVERY comment received to acknowledge engagement and signal active page management.
  • Timely Responses: Reply to comments within 24 hours using your consistent brand voice to maintain conversation momentum.
  • Conversation Extension: End responses with open-ended questions that encourage continued dialogue (e.g., "Have you implemented something similar? What results did you see?").
  • Issue Management: Establish clear protocols for addressing negative or concerning comments to maintain positive community signals.

Advanced Algorithm Tactics

Beyond the basics, these additional strategies can further optimise your Facebook presence:

  • Content Segmentation: Use Facebook's organic post-targeting options to deliver specific content to relevant demographic segments of your audience, improving relevance scores.
  • Pattern Interruption: Occasionally break from your standard posting patterns with high-value, unexpected content to recapture algorithm attention.
  • Facebook Live Priority: Schedule regular Facebook Live sessions to leverage the significant reach advantage the algorithm gives to live content compared to all other formats.
  • Link Minimisation: Reduce outbound links in your primary posts, as Facebook's algorithm deprioritises content that takes users off-platform. Instead, use comments to provide additional resources when necessary.
  • Recency Refreshing: Update high-performing older posts with new information to trigger the algorithm to reconsider them for fresh distribution.

By implementing these strategic approaches to working with the Facebook algorithm rather than against it, your content stands the best chance of achieving meaningful organic reach and engagement. Remember that algorithms change frequently—the Cre8ive team stays continuously updated on platform shifts to ensure your social media strategy remains cutting-edge.

Ready to transform your Facebook performance? Contact our team today to discuss how we can help optimise your social media presence.

Create Powerful Testimonial Videos: The 90-Second Framework

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A compelling testimonial video can be one of the most powerful tools in your marketing toolkit. When done right, it builds trust, provides social proof and moves potential customers further down your sales funnel. But to be effective, a testimonial video must be structured properly and keep viewers engaged. That’s why keeping it to 90 seconds is ideal—it’s long enough to tell a meaningful story but short enough to maintain audience attention. Studies show that videos between 1-2 minutes are the sweet spot for engagement, and 90 seconds effectively balances storytelling with viewer retention.

The 90-Second Testimonial Video Framework

1. First 30 Seconds – Introduce the Customer & Their Goal

  • Introduce the customer as the hero of the story (not your business).
  • Clearly state what they wanted to achieve before using your product or service.

2. Next 30 Seconds – Highlight the Challenge

  • What obstacle did they face?
  • What other solutions did they try that didn’t work?
  • Why were they struggling to get what they wanted?

3. Final 30 Seconds – Your Business as the Solution

  • How did your business step in and help?
  • What was the transformation after using your product/service?
  • How is their situation better now?

Tips for a High-Quality Testimonial Video

✅ Ask Specific Questions – Guide customers to give structured answers instead of rambling.
✅ Send Questions in Advance – Helps them prepare and provide clear, concise responses.
✅ Coach for Better Answers – Encourage them to rephrase the question in their response (e.g., instead of just saying "John," they should say, "My name is John").
✅ Edit for Clarity – Remove unnecessary parts to keep the video engaging.

Enhance Your Story with B-Roll Footage

B-roll is supplementary footage that adds visual interest and context to your testimonial. While your customer is speaking, cutting away to relevant scenes helps maintain viewer engagement and reinforces their story. Think of B-roll as the visual evidence that supports your customer's words.

An example for a real estate agent could be Sarah, who successfully sold her home through this agent. Here's how to pair her story with effective B-roll:

*During the First 30 Seconds (Introduction):*

  • Shots of Sarah and her family in their former home
  • External shots of the house before listing
  • Sarah meeting with the real estate agent

*During the Challenge Section:*

  • Sarah looking stressed while reviewing who to engage as overwhelmed with choice
  • Sarah looking worried when trying to decide how to stage the house on her own

*During the Solution Section:*

  • Professional staging and photography sessions
  • Open house footage
  • "SOLD" sign being placed
  • Sarah happily moving into her new home
  • The agent shaking hands with Sarah
Real state agent puts sold sticker on for sale sign

B-Roll Best Practices

  • Film multiple angles of each scene
  • Include both wide shots and close-ups
  • Capture genuine moments rather than overly staged scenes
  • Film more B-roll than you think you'll need – it gives you more options in editing

Remember: Quality B-roll can transform a basic "talking head" video into a dynamic story that keeps viewers engaged throughout the full 90 seconds. When relevant visuals support your customers' words, their testimony becomes even more powerful and convincing.

With this framework, you can create engaging, persuasive, and effective testimonial videos that drive results. Keep it short, sharp, and engaging—90 seconds is the perfect length to tell a compelling story while holding attention. Give it a try and let your happy customers tell your story.

Boost Your Google Maps Ranking: 8 Must-Know Local SEO Hacks to Get Found Faster!

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Understanding How Google Maps Ranks Your Business

Google’s local ranking system may seem complex, but it boils down to three key factors:

  • Relevance – Does your business match what the user is searching for?
  • Distance – How close is your business to the searcher’s location?
  • Prominence – How well-known and credible is your business both online and offline?
In order to rank for distance, you obviously have to be in the vicinity of the user who is searching. You can have some sway over the other two factors by enhancing your Google Business Profile, which in turn bumps your Google Maps ranking.

Therefore, optimising your Google Maps ranking is crucial for businesses aiming to increase visibility and attract more customers.

Cre8ive Marketing's Google Business Profile Google Maps

Here are 8 key factors to consider:

1. Consistent NAP Information

Ensure your business's Name, Address, and Phone number (NAP) are identical across all online platforms. Very minor discrepancies, such as "St" versus "Street," can confuse Google's algorithm and affect your ranking. Consistency reinforces your business's credibility and helps Google accurately index your location.

2. Review Quantity and Quality

Genuine, positive reviews are powerful trust signals to Google. Encourage satisfied customers to leave feedback and ensure you respond to both positive and negative reviews. Engaging with reviews demonstrates your commitment to customer satisfaction and can improve your local search rankings.

3. Citations in Local Directories

Listing your business in reputable local and industry-specific directories enhances your online presence. Appearances on major platforms like Yelp, TripAdvisor, and niche industry directories confirm your legitimacy in the area. Focus on quality sites to build authority and trust with both users and search engines.

4. Accurate Business Categories

Select the most appropriate primary category for your business (e.g., “Marketing Agency") and add relevant secondary categories (e.g., "Web Designer") if applicable. This specificity helps Google match your business to relevant search queries, increasing the likelihood of appearing in targeted searches.

5. User Engagement

High levels of user interaction with your Google Business Profile — such as clicks, calls, or requests for directions — signal to Google that your business is relevant and valuable to users. Encourage customers to engage with your profile by providing complete and accurate information, attractive photos, and timely updates with a link to your website.

6. Optimise your About section

Your 'About' section serves as a vital introduction to your business, offering potential customers a snapshot of who you are and how you can meet their needs. To maximise its impact, consider the following strategies:

  • Clearly Define Your Value Proposition: Articulate what your business offers and how it benefits your target audience. For instance, instead of stating, "We sell eco-friendly products," you might say, "Our eco-friendly products help environmentally conscious consumers reduce their carbon footprint."
  • Incorporate Relevant Keywords: Integrate industry-specific keywords that potential customers might use when searching for services or products like yours.
  • Keep Information Current
  • Highlight Social Proof: If applicable, mention awards, certifications, or notable client testimonials. This builds trust and positions your business as a credible choice in the market.

7. Encourage Customer Reviews

Reviews play a crucial role in building credibility and improving your visibility in search results. Google prioritises businesses with frequent, high-quality reviews, as they signal trust and reliability. Don't be afraid to ask happy customers to leave a review—whether in person, via email, or through social media. Positive feedback not only enhances your reputation but also increases your chances of ranking higher in local searches.

Log in to your account, click "Ask for Reviews" and share the link—this takes customers straight to the review page with no extra steps.

Google Business Profile Ask for Reviews button

8. Local SEO on Your Website

Optimise your website with location-specific keywords and structured data to reinforce your association with the local area. A well-optimised site helps Google confirm that your business is a relevant match for local searches, thereby improving your ranking in Maps results.

By focusing on these 8 key factors, you can enhance your visibility on Google Maps and attract more local customers.

Why SEO Success is Like Growing a Garden: Patience Brings the Best Results

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In today’s fast-paced digital world, it’s easy to want instant results - whether it’s with social media, ads or SEO. However, SEO (Search Engine Optimisation) isn’t a strategy that delivers overnight success. It requires patience, time and a strategic, consistent effort.

Think of SEO like planting a garden. 🌱

You don’t sow the seeds and expect to see full-grown flowers the very next day, right? It takes time for those seeds to grow roots, for the plants to develop, and finally for them to bloom. SEO works similarly. It’s about nurturing your website, allowing it to develop and giving it time to flourish so that, in the end, you’ll see significant, long-lasting results. 🌷

But why exactly does SEO take time? Let’s dig a little deeper into the process.

1. Search Engines Need Time to Crawl and Index Your Site

When you update your site or publish new content, search engines like Google need to discover these changes, crawl through them and index them accordingly. This isn’t instantaneous. Depending on the site’s structure, size and frequency of updates, this crawling and indexing process can take anywhere from a few days to a few weeks, especially for newer websites.

2. Building Website Authority Takes Time

Search engines give more ranking weight to websites that have built credibility and authority over time. This authority comes from creating high-quality content, attracting backlinks from reputable websites and engaging users. However, authority isn’t something that can be built overnight - it’s a steady accumulation of trust that search engines develop in your site over time.

3. SEO is a Competitive Landscape

In most industries, SEO is highly competitive. The top spots on Google aren’t easily won. You’re often up against well-established competitors who have been optimising their sites for years. So, even with a perfect SEO strategy, it takes time to climb the ranks and surpass competitors.

4. Content Optimisation is an Ongoing Process

Effective SEO isn’t just about creating content - it’s about optimising that content to ensure it resonates with your audience and aligns with search intent. This requires ongoing testing and fine-tuning. What works today might not work tomorrow, so continually adjusting your content for relevance and value is key.

5. Algorithm Updates Can Shift Rankings

Search engines regularly update their algorithms to improve the quality of search results and user experience. What works today might not work tomorrow if an update changes how websites are ranked. To stay competitive, businesses need to continually adapt and refine their strategies in response to these changes, which adds to the time factor.

Patience Pays Off with SEO

Much like a well-tended garden, your SEO efforts will flourish over time if you give them the care and patience they need. It’s about the long-term growth of your website, building authority, creating content that serves your audience and constantly adapting to changes in the digital landscape.

So, while SEO may not deliver quick wins, the results it can yield are long-lasting, sustainable and worth the wait. Just remember - the flowers will bloom when the time is right! 🌼

Avoid Rejection: Words Not to Include in Your Facebook Ads

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If your ads aren't being approved on Facebook or you're not seeing the results you expected, the issue may lie with your ad copy. To reduce spam, create a positive experience for users and prevent the use of profanity or the promotion of illegal activities, Facebook has established strict advertising standards.

Most of these are fairly reasonable but some will make it challenging when it comes to the copy.

Facebook's policies include restrictions on:

  • Prohibited Content: Ads must not promote illegal products or services, adult content, violence, or discriminatory practices. 
  • Misleading or Deceptive Claims: Ads related to products or services should not make false promises or mislead users about the features or benefits of what is being promoted.
  • Non-compliance with Community Standards: Ads that promote hate speech, harassment, or other forms of offensive content will be rejected.

To break these down, here is a list of words and topics you should avoid:

1. Prohibited Content

These may not only cause ad rejection but may also lead to account or page restrictions and suspensions.

2. Identifying People

Facebook's advertising standards discourage ads that identify or call out specific personal attributes of users, such as their age, race, gender, health status or other identifying characteristics. For instance, using phrases like "Students, this is for you" could violate these guidelines because it implies knowledge of personal information about the audience.

Instead, Facebook recommends using more generalised language, such as "Ideal for students" or "Perfect for anyone in school", which speaks to the demographic without directly identifying individuals. This helps avoid privacy concerns and aligns with Facebook's standards.

3. Misleading or Deceptive Claims

Spam-like behaviour - red flags will be raised over excessive use of clickbait or deceptive tactics. "Get Rich Quick Schemes" fall under this category and include words such as: 

  • Money
  • Financial freedom
  • Fortune
  • Wealth
  • Work from home
  • Laptop lifestyle
  • Quit your job/ quit my job
  • Specific numbers (e.g., Earn $200k)
  • Doubled*
  • Easy*
  • Step-by-step*

*These words may be used in other context that is appropriate

Facebook recognises these as deceptive and unrealistic claims. If you’re offering legitimate income opportunities, use wordings that would highlight the realistic benefits of your product/ service.

4. Sales and Deals

These words are not outrightly banned by Facebook, but they can sometimes trigger closer scrutiny from Facebook’s review system, especially if used in a way that could be seen as misleading or spammy.

  • "Free" – Ads offering something for free are allowed, but Facebook reviews these carefully to ensure that the offer is legitimate. Be sure to clearly disclose any terms or conditions associated with the free offer (e.g., "free with purchase"), to avoid being flagged as misleading.
  • "Enter" – This word is often used in contests or sweepstakes, which Facebook allows, but such promotions must follow specific rules. Ads using "enter" should provide clear terms and conditions and avoid encouraging misleading behaviours or actions, like forcing users to share content to win.
  • Contest
  • Giveaway
  • Deal
  • Discount
  • Win

Facebook aims to maintain a balance between promoting products and services and ensuring that ads provide genuine value and engagement for users.

The algorithm may flag or limit reach for ads that seem too pushy or contain excessive promotional language, so it's a good idea to use persuasive language thoughtfully.

5. Time Limitations

  • Today only
  • Closing soon
  • While supplies last
  • Limited offer
  • Only x days left

By restricting these urgency-driven terms, Facebook aims to create a more comfortable and trustworthy advertising environment where users feel less pressured and more inclined to engage with content on their own terms.

6. Brand Names

  • Facebook
  • Instagram
  • Google
  • Third-party trademarks such as iPhone or PlayStation

Some advertisers might use these to imply an affiliation or endorsement by these brands that does not exist. 

If you still want to mention a well-known brand, you'll need to be inventive and focus on the brand's industry or key values, allowing your audience to deduce the brand you're referencing.

7. Sensitive topics

Facebook does not want these topics on people’s feeds:

  • Race
  • Religion
  • Age
  • Diet
  • Weight
  • Weight loss
  • Fat

If you have a product that falls into one of these categories, you will have to reword. For example:

"Ladies, are you ready to get rid of those five extra kilos?" to

"Are you ready to feel fit and fabulous?"

Facebook doesn’t like it when you target a particular group so just leave this out. Think about how you could highlight the benefits and features of your products and services.

8. Profanities

Facebook blocks organic posts with profanities and this extends to ads as well. Facebook is also improving its algorithm to reject attempts of censoring curse words by using other symbols such as #*@%$

All of the above guidelines are fairly understandable however, these are some other words you will need to avoid or use sparingly.

9. Names; You/ Your

It may be confusing why innocent words such as "you" and "your" are on the list. Facebook lends itself to ad personalisation however, the algorithm may be triggered due to ‘over-personalised’ content that can appear invasive, pushy and intrusive. 

10. Incorrect grammar

This may seem harmless but Facebook may reject ad copies with excessive incorrect grammar usage as this may also negatively affect users’ experience in the platform. 

This also includes improper use of symbols, incorrect spellings and unnecessary capitalisation of words and letters.

How To Measure Marketing Campaigns Using UTM Parameters

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Tracking the effectiveness of your marketing campaigns is crucial. One of the most effective ways to do this is by using UTM parameters. 

What Are UTM Parameters?

UTM stands for Urchin Tracking Module. These parameters are tags that you add to the end of your URLs to track the performance of your campaigns across various traffic sources. When someone clicks a link with UTM parameters, the tags are sent back to Google Analytics, allowing you to see detailed information about your campaign traffic.

Why Use UTM Parameters?

You can see where traffic is coming from, which campaigns are driving the most clicks and which channels are most effective. 

The Five UTM Parameters

There are five main UTM parameters you can use. The first 3 are the most commonly used but you can choose to track all 5.

UTM parameters anatomy

 

  1. Traffic Source (utm_source): Identifies where the traffic is from (e.g., Google, Facebook, newsletter).
  2. Medium (utm_medium): Specifies the marketing channel. E.g., CPC (paid ads), Meta, LinkedIn, GBP, email
  3. Campaign Name (utm_campaign): Name of the campaign to be able to easily identify it (e.g., spring_sale, black_friday).
  4. Keyword term (utm_term): (Optional) Identifies paid search keywords.
  5. Content (utm_content): (Optional) Differentiates similar content (e.g., internal-image, video-15-sec)

How to Find UTM Parameters in Google Analytics (GA4)

Click on Reports >> Acquisition >> Traffic Acquisition. Then click on the blue + icon to add secondary dimensions. Under Traffic Source, you’ll be able to track the following parameters:

  • Source
  • Medium
  • Campaign
  • Content (Can be accessed via Explore)

This is why it is important to establish a UTM naming formula to make it easy to identify the campaign.

how to track UTM on GA4

 

GA4 allows you to go beyond these parameters and create even more should you wish. These include:

  • utm_creative_format: the type of creative, like display or video
  • utm_marketing_tactic: the marketing tactic you used, like retargeting
  • utm_source_platform: The buying platform that directs traffic, like Search Ads 360

Keep in mind that UTM parameters are case-sensitive. If you use ‘Google’ in one parameter, and ‘google’ in another, they will be tracked separately and you will have to spend time collating the data. Generally, you’ll want to make sure you are using the same parameters for consistency and tracking, especially when it comes to the campaign name. 

Also note Spaces will be assumed to be a different link. E.g., ‘Spring Sale’ vs ‘SpringSale’. Instead, use hyphens to represent spaces. Figure out a format and stick with it. 

How Do You Create a UTM? 

You can use UTM tag generator tools such as Google’s campaign URL builder and UTM Builder to create a new URL.

If you have three different locations for your links leading to the same page on your website, you can change the ‘Content’ tag to reflect the referring location. 

For example, you’ve added 3 links on your newsletter leading to your home page and you want to identify which of the 3 links had the most clicks, you can differentiate them like so:

  • /utm_source=newsletter&utm_medium=email&utm_campaign=SpringSale&utm_content=title
  • /utm_source=newsletter&utm_medium=emaill&utm_campaign=SpringSale&utm_content=image
  • /utm_source=newsletter&utm_medium=email&utm_campaign=SpringSale&utm_content=button

Only Use the UTM Parameters You Need

You only need the core UTM parameters - source, medium, and campaign for most tracking needs. These cover the basics of where your traffic is coming from, how it is delivered, and which campaign it is tied to. Optional parameters like content and term are useful for more detailed tracking, such as distinguishing between multiple ads or keywords, but if they’re not relevant to your analysis, there’s no need to include them.

Tip # 1: Use a URL Shortener

To make your UTM links look cleaner and more user-friendly, use a URL shortener. There are lots of good URL shortening services which are usually paid for such as Bitly, Short.io and Rebrandly. A free alternative is Tinyurl. 

Tip # 2: Track Your UTM Links Inside a Spreadsheet

Keep a record of your UTMs to ensure that your marketing team all have access to the relevant data.

Create columns for the appropriate UTM parameters and all additional details. Here is an example of a Social Media UTMs table.

social media UTMs examples

Why No One Can Guarantee First Page Rankings

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Many SEO companies promise first-page rankings to attract clients but the reality is that no one can guarantee such results. Search engine algorithms, particularly Google's, are complex and constantly changing. Rankings are influenced by numerous factors, including competition, keyword difficulty, and user behaviour, making it impossible to ensure a specific ranking. When a digital marketing agency guarantees first-page rankings, it’s a sign that you should steer clear.

No one can guarantee a #1 ranking on Google

Google itself warns: "Beware of SEOs that claim to guarantee rankings, allege a 'special relationship' with Google, or advertise a 'priority submit' to Google. There is no priority submission for Google. The only way to submit a site to Google directly is through our Add URL page or by submitting a Sitemap, and you can do this yourself."

SEO is about 75% knowledge and expertise and 25% ‘educated-guessing’. Google is transparent about some aspects of what they’re looking for when ranking sites but frustratingly opaque in other facets. Whenever there’s an algorithm update, SEOs spend weeks puzzling over clues to determine the changes that were made and the impact on sites.

No one has complete insight into what propels a site to the top of the search results. What we know are the best practices that websites need to follow and some pro tips to give you a competitive edge, but there’s still some (educated) guessing involved.

Basically, you can’t guarantee something you have no control over. SEO agencies don’t make the rules; Google does.

What Dubious SEO Companies Have in Common

So, what’s the deal with SEO companies that promise first-page rankings? While they might get you on the first page of Google results, there’s often some fine print involved:

  • Obscure Keywords: They might rank your site for long-tail keywords with very low search volumes, offering minimal value.
  • Paid Advertising: Some use Google Ads to place your site on the first page, which isn’t the same as organic SEO and requires continuous payment.
  • Black or Gray Hat Techniques: These can temporarily boost rankings but often lead to penalties from Google, harming your site in the long run.
  • Artificial Traffic: Some use bots or manipulative tactics to inflate traffic numbers, which don’t lead to genuine engagement or conversions.

What Can Help You Rank Higher With Google

First, hire an SEO company that doesn’t make promises they can’t keep. A qualified SEO firm will promise deliverables like:

  • Keyword Research: Finding the right keywords means striking the right balance between too broad and too narrow. An SEO agency will conduct in-depth research to identify the terms people use to find your business, as well as those used to find your competitors.
  • Content Creation: Producing quality content regularly is key. It should be well-written and useful, not just churned out using AI. High-quality content engages your audience and provides value.
  • Site Optimisation & Technical SEO: SEO isn’t just about keywords and links. Google values user experience - this includes site speed, mobile usability, and the overall structure of your website.
  • Link Building: This involves outreach and establishing backlinks from reputable sources. Genuine link building is essential for SEO but can't be guaranteed in terms of numbers.
  • Google Business Profile (GBP): For small businesses, actively managing your GBP can significantly improve local search rankings.

A Few More Things to Look for in an SEO Agency

  • Transparency: Your SEO agency should be open and clear about the strategies they're implementing and the progress being made.
  • Responsiveness: Expect timely responses to your queries and proactive communication about your campaign's status.
  • Training: A good SEO consultant will provide training to help you understand the basics of SEO and how you can help maintain your rankings.

Realistic Expectations: Effective SEO is a Long-term Investment.

Immediate results are rare, and it often takes several months to see significant improvements. Be wary of companies that promise quick fixes or guaranteed rankings.

By understanding these points and setting attainable targets, you can make informed decisions and achieve sustainable growth through effective SEO strategies.

Rank Higher on YouTube Search Results

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Boost your YouTube presence and rank higher in search results with these proven strategies.

YouTube's main SEO factors are: 

  • Your video’s title
  • Description
  • Tags
  • Metadata
  • Watch time
  • Engagement

To control and improve your performance on these factors, here are nine tips and tricks.

1. Optimise video file name

Not only does renaming your video file name organise your files, it also enhances your video’s SEO. Since search engines cannot watch videos, they read the file names to understand what the video is about. 

Use a descriptive file name, add in your main keyword, and keep it to a maximum of 255 characters.

2. Improve video title

Your video’s title is one of the first things people see so you want to keep it short and catchy. The recommended length is around 60 characters and don’t jam it with search terms. 

Use 'power' words and keywords naturally and ensure that it accurately reflects your video’s content to avoid 'click-baiting'. 

Here’s an example of a catchy video title from Gordon Ramsay’s YouTube channel:

Gordon Ramsay Turns a Full Scottish Breakfast into a Sandwich

Another example is a video title from Simon Sinek's channel:

Empowering Leaders: Simon Sinek's Guide to Success | Full Conversation

In these examples, their well-known names were also included in the title as they will immediately catch the attention of users.

3. Maximise video description

Add something new to your video description that’s not on your video’s title and thumbnail. 

Hook viewers with a mini sales pitch of your content and ensure that this contains enough information for the search engine about the video’s topic. 

Using 150-300 characters, you should include:

  • An attention-grabbing statement, question, or fact that makes viewers want to learn more. 
  • Benefits: what will viewers gain by watching your video? Specify exactly what these are. 
  • Keywords: remember to use them naturally. 

For example, your perfect video description might look like this: 

"Tired of [focus keyword]? Our video reveals the top 3 secrets to finally [benefit of using the focus keyword]. Watch now and transform your [area the focus keyword applies to]!"

Include a short paragraph that describes your business near the end. Lastly, add links to your website and other social media channels and include the full URL: 'https//…'

4. Design an effective video thumbnail

Videos with an optimised thumbnail have a 15% increased chance of being clicked or viewed. Your thumbnail acts as mini billboard for your content, so it is crucial to make a strong first impression 

  • Keep it simple and avoid clutter so viewers can grasp the video’s concept at a glance. 
  • Use high-quality images as low-resolution or blurry thumbnails turn viewers away. 
  • Bright, bold, and vibrant colours with strong contrasts help your thumbnail stand out.
  • Overlay it with large, easy-to-read text that highlights what viewers will gain from watching your video and incorporate keywords naturally. 

For example, here is Simon Sinek’s simple video thumbnail with captivating and easy-to-read text.

Cre8ive Rank Higher on YouTube Thumbnail Example Simon Sinek

 

Another example is 60 Minutes Australia’s thumbnail with an attention-grabbing title, bright colours and strong contrast on the imagery:

 

Cre8ive Rank Higher on YouTube Thumbnail Example 60 Minutes Australia

5. Add closed captions and transcripts

To make your video accessible to everyone, adding captions and transcripts should be a default. 

It also helps viewers understand your content better and allows people who prefer watching videos without sound or are in a sound-sensitive environment to consume your content. Viewers watch captioned videos up to 40% longer. 

Additionally, closed captions and transcripts help search engines index your video more effectively and match it with relevant search queries.

  • Naturally mention keywords into your video so they show up in the transcript. 
  • If possible, offer captions and transcripts in different languages. This can significantly increase your potential audience reach.
  • Ensure proper formatting for readability. This includes using timestamps, paragraph breaks, and proper spelling and grammar.

6. Create video playlists

Creating playlists of your videos is important for your YouTube ranking because it enhances viewer engagement and watch time – two key factors in YouTube’s algorithm. 

Playlists encourage viewers to watch multiple videos in a sequence, increasing the total time they spend on your channel. This signals to YouTube that your content is valuable and engaging, which can lead to higher rankings in search results and suggested video sections. 

On top of that, playlists help organise your content, making it easier for viewers to find and consume more of your videos, further boosting your channel's visibility and performance.

Here are a few examples of Gordon Ramsay’s playlists on his channel which also allows viewers to select a playlist based on their interests: 

Cre8ive Rank Higher on YouTube Playlist Example Gordon Ramsay

7. Add video Schema markup

Google tries to automatically understand details on your video but adding a schema markup is like adding subtitles for search engines. Without a video schema markup, Google may not show your video pages in search results. 

  • Use Google's Video Object Schema: This is the specific format for marking up videos with schema. It includes key properties such as video title, description, thumbnail URL, upload date, and duration.
  • Detail Specification: Ensure you provide accurate and comprehensive information for each property when creating your schema markup. This includes the video title, a detailed description, the URL for the thumbnail image, the date the video was uploaded, and its duration. Precise details improve the chances of your video being accurately indexed and displayed by search engines.
  • Code Generation: Use free online tools to generate your video schema markup code. You simply enter your video's details and the tool creates the necessary code for you. Some popular options include Google's Structured Data Markup Helper and JSON-LD generators.
  • Code Implementation: After generating the schema markup code, integrate it into the HTML code of your web page where the video is embedded. This typically involves adding the JSON-LD script to the <head> or <body> section of your HTML document. Proper implementation ensures search engines can read and process the markup effectively, enhancing your video's visibility in search results.

8. Select relevant tags

Tags are essential keywords that assist viewers in finding your video on YouTube. 

First set up your YouTube channel’s tags which are keywords or phrases that describe the overall theme, content, or focus of your channel.

Under Settings, go to Channel and add your keywords under 'Basic info'.

Every time you upload a video, add tags which function as labels that categorise your video content, making it easier for those searching for specific topics to discover your video.

Choose tags that precisely represent the content of your video. This improves your video's visibility and ensures it reaches the right audience. Adding a mix of broad and specific tags can help cover a wider range of search queries, increasing the chances of your video being found.

9. Optimise video end screen

An End Screen, also known as an "End Card", appears in the final 5-20 seconds of a video. YouTubers use End Screens to promote other videos, playlists, merchandise, and external websites. They are an effective tool for increasing views, traffic, and subscribers.

Here's how it works:

When a viewer finishes watching your video, the End Screen encourages them to take further actions, such as watching more of your videos or subscribing to your channel. You can link to other videos and playlists, and include a prominent subscribe button on-screen.

Use an End Screen effectively by choosing what to promote. YouTube allows you to promote four "elements":

  • Subscribe Button: A clickable button that lets viewers subscribe to your channel.
  • Video or Playlist: Direct viewers to a specific video or playlist, either from your channel or another channel.
  • Channel: Link to another YouTube channel you want your audience to check out.
  • External Site: Direct viewers to your website or approved external sites.

It's best to use only 2-3 elements in each End Screen to avoid clutter and ensure your viewers know where to click.

Here are some examples of optimised End Screens:

Gordon Ramsay’s End Screen includes 3 elements: 2 videos and an image linked to his channel.

Cre8ive's Gordon Ramsay example of how to rank higher on Youtube with optimised end screens

 

Simon Sinek’s End Screen includes only 2 elements: a suggested video and a link to his channel.

Cre8ive's example of how to rank higher on Youtube with optimised end screens like Simon Sinek's

 

60 Minutes Austalia’s End Screen has 3 elements: 2 recommended videos and a link to their website. 

Cre8ive's example of how to rank higher on Youtube with optimised end screens 60 Minutes Australia

 

Finally, once your video has been uploaded, make sure you like it and ask others in your team to also like the video.

Boost that Bio: 7 Steps to Create the Perfect Instagram Bio

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Here are seven steps you can put into action immediately to enhance your chances of increasing your followers.

Before we dive in, what exactly is an Instagram Bio?

Instagram bio sits beneath your profile picture and is used to describe what users can expect from you.

A bio includes:

  • A display name (aka the name field)
  • Page category
  • Pronouns
  • 150-character description
  • Five external links
  • Contact information

This is one of the first things your audience will look at, and for those brief seconds of attention, you want them to see WHY they should stay on your page and follow you. Your bio should let them know who you are and what you can offer for them.

1. Revamp your Display Name

Your profile or display name is like a “headline” for your bio, so ensure that it is correct and that you are leveraging it - as in use keywords in here.

Instead of putting your whole name here, you can add your first name or business name, and include a title or a phrase on how you want people to find you. Instagram allows you 64 characters for your display name. 

For our examples, we will use a bakery called “Cupcake Mania”. Currently, the bio looks like this: 

How to improve Instagram bio sample

First step, let’s improve this name by adding a mini description.

Cupcake Mania | Baker & Pastry Chef

This way, when people search for a baker or a pastry chef, the page has an increased chance of showing up in their results. 

2. Choose a Page Category

In this example, we should have "Bakery" especially if there is a physical shop. Otherwise, you can add "Entrepreneur" here.

Expert tip: Choosing "Entrepreneur" as your page category allows you to access the full music library on Instagram Reels and Stories.

The page category and pronouns are optional and do not count towards the 150-character limit. 

Simply tap on "Edit Profile" and type in that new display name. 

With these simple first steps, it now looks like this:

How to improve IG bio sample

3. Refresh those 150 characters

This limit may not seem a lot, but you’ll later see that you can use other tools to add more details in your bio. Right now, you have to input some crucial information about you or your business that will grab your audiences’ attention. 

- Add a Value Statement

Now that you already have your name/business name and some keywords on how people can find your page, you don’t have to include these on your bio.

You have to decide on a value statement. In other words, what you can offer to your audience. Keep it straightforward.

Value statement example for Cupcake Mania: 

We make personalised cupcakes & pastries for any occasion - large or small

With 74 characters, you were able to let your audience know something new about your business that may be exactly what they are looking for. 

- Build your Credibility

At this point, your audience may think that they’re on the right page if your value statement resonates with them. But how can they trust you? 

Your audience will most likely look at your posts and the number of followers you have to identify whether your page seems trustworthy or not. 

In your bio, you can add information on why your business is credible. 

For our example, you can add something like:

  • Whisking Since 2012 - which shows your experience
  • 100% Vegan Delights - if your target market are mainly vegans
  • Featured in NZ’s Top Bakeries for 2024 - highlight any awards or relevant accreditations

Adding a credibility statement will definitely set you apart from your competitors.

The bio is looking much better already:

Improve IG bio sample

4. Where they can find you

For brick-and-mortar businesses, you can include a location link that shows on your bio. 

You can do this on an Instagram business account by selecting "Business Address" still within the "Edit Profile" function and filling out the relevant information about your location. Once you’ve saved the changes, the address will be visible to anyone on Instagram. 

It will appear as a linked address that opens up real-time directions to your store. 

For example, Cupcake Mania adds its business location:

Improve Instagram bio sample

5. Maximise the use of Links

Instagram 2024 bios allows you to add 5 clickable links. Although these do not count toward your character limit, only the first link is automatically visible to your audience. The next 2-5 links are then shown once the "see more" option is clicked. 

Most will select their website to be first - could be the homepage or a specific page within the site. After web pages, you may want to include your other social media pages.

- Linktree

A solution to this “only one link immediately visible” challenge is Linktree, also known as the "link in bio tool". 

With this free tool, you can create and customise your own single link that serves as a landing page for an unlimited number of links to various web pages, social media channels, and other online content you’d like to share. 

If you cannot decide on which link you would like to spotlight, you can add all your relevant links to your Linktree and direct your audience to different destinations from a centralised location.

Cupcake Mania adds a customised Linktree to their bio:

Improve my Instagram bio sample

6. Add an Action Button

When you open an Instagram page, you will usually see the "Follow" and  "Message" buttons. Another thing you may see in that bio space for business pages is an Action button. 

To add an action button, open your Instagram business profile, select "Edit Profile", under "Public business information", you can find action button options:

  • "Contact" - to be contacted via phone or email
  • "Call" - to be contacted via phone only
  • "Learn More" - to add lead forms
  • "Book Now" - to book an appointment
  • "Reserve" - for reservations
  • "Order Food" - to get food deliveries or takeaway from your business

To add a "Contact" button, check that you have contact options such as your phone number and email. Ensure that the "Display contact info" toggle is switched on, which will then create a "Contact" button beside the first two buttons on your bio.

Other action buttons require you to have an existing account with a third-party app, website, or partner to use these.

Cupcake Mania's bio now looks like this to their followers:

Improve Instagram bio with linktree

7. Final Edits & Review

You have now included the key items you want your Instagram bio should have - a value and credibility statement, your location, relevant links that redirect your audience to your preferred landing page, and a contact button that makes it easy to reach you. 

Use a few relevant emojis to add colour to your bio or use them as a way to bullet your information.

Finally, you can always edit your bio by identifying and applying your brand’s voice and writing catchy phrases to further get your audience’s attention. Here’s the final crafted Instagram bio for our example: 

Improve Instagram bio with linktree and emojis

 

With only 135 characters used here and by knowing how to maximise different Instagram tools, your Instagram bio has been boosted and you will have improved the searchability of your Instagram account.