No doubt you’re using hashtags in your social media, right? Over time, hashtags can become oversaturated – and not always with content consistent with what the hashtag implies. Make sure you check those hashtags frequently and that the hashtag is still appropriate.
If you have a catering business, you may not want to keep using #kitchen if it’s being flooded with photos of designer kitchens posted by interior designers. Also, look at what bigger brands (similar to yours) are using. Make sure you have a combination of bigger and smaller hashtags. If you use all bigger hashtags, you run the risk of only not many people seeing your post.
It's also important to look at hashtags as keywords. How are potential customers and clients searching for what your business offers? Use those keywords as hashtags–including links to your website just helps with your SMO (social media optimization).
Experiment and see what works best for you!