Reddit Is Taking Over Google SERPs: The Dramatic Rise of User-Generated Content in Search Results

In this new SEO landscape, Reddit is emerging as the clear winner, often taking the rank on crucial keywords that businesses and marketers have long competed for. And it’s not just our observation — according to the Visibility Index by Sistrix, Reddit is now the fifth biggest site in Google’s organic search results — up from #80 last summer. 

This has sparked widespread debate among SEO professionals and digital marketers — especially on Reddit itself. 

As an example, when searching 'why is Reddit in SERPs,' the first four positions are Reddit posts, then LinkedIn, and then Reddit again. Search Engine Journal is in 7th place!

So what exactly happened and why does Google love Reddit so much all of a sudden?

Today, we dive into why Reddit is gaining such prominence in SERPs, exploring the impacts of Google’s latest Core Update, how to use it for SEO and what this means for the future of search engine optimization.

The easy answer is, it's a goldmine for user opinions, and Google knows that.

Reddit’s structure allows for highly specific keywords to be effectively targeted, making it an excellent platform to use for SEO. Threads that focus on niche subjects can quickly gain traction and rank for long-tail keywords, which are increasingly valuable.

We did a little experiment. We searched for “how to move to the Canary Islands,” and guess what? A two-year-old Reddit thread was the winner, taking the rank on top, outranking this year's guide by Canarian Weekly — a literal Canarian news outlet. 

Another one: "how to make a tomato pasta sauce thicker." Again, up pops a Reddit post (right after the featured snippet), suggesting not one, but five different threads on this topic, with 45 answers to the question just in the first of them.

It appears that when you’re searching for an experience, a review, or anything else that you would want a human reply to, Google knows that and gives you an array of options and experiences, which brings us to the next conclusion.

Another reason Reddit has become a favorite in Google's eyes is the nature of its content. Reddit thrives on user-generated content that's abundant and varied, covering almost every topic you can think of. Google's E-A-T principles (Expertise, Authoritativeness, Trustworthiness) play a big role in determining content quality, and Reddit's active and diverse discussions hit all these marks. 

The communities, or subreddits, drive tons of engagement, such as upvotes, awards, and comments, which signal to Google that the content is valuable and trustworthy. This engagement often leads to Reddit posts being the winner that takes the rank on highly competitive search terms.

Lastly, the update also targeted spammy content more aggressively. This update aims to reduce the visibility of sites that use manipulative tactics to achieve top rankings, ensuring that search results are populated with trustworthy and valuable information. By reducing the visibility of such content, user-centric platforms like Reddit gained more prominence in search results.

The recent updates aim to surface more content that directly addresses user queries, providing comprehensive and diverse perspectives. Reddit, a platform brimming with user-generated content, fits this criteria perfectly.

Just this past February, Reuters reported that Reddit has struck a deal with Google to allow the use of its content to train the search engine's AI models. 

Just four months later, Google had officially rolled out its new AI Overviews feature in the U.S., and the chaos began. 

Google’s AI Overview recommendation pulled from an 11-year-old troll comment on Reddit suggesting to add glue to your pizza sauce. Image credit: Peter Yang on Twitter

As you can see, this might not have been a great idea. Reddit's biggest strength is also its biggest weakness: its user-generated content. There's always a risk of misinformation. Not every post is fact-checked, and the moderation is completely volunteer-based. If 12k people are ranting about mandatory vaccination, it's probably not the most reliable source. 

To avoid AI-driven results in Google’s SERPs, you can utilize a new Web filter that was released at the same time as AI overviews. It allows you to get rid of AI-generated results and snippets and will only show text-based links. 

Thank us later🙂

Let’s start with the pros. 

Well, personally, we used to add “Reddit” to a lot of search queries for the last couple of years. Why? Because it cuts through a lot of noise and gets straight to the point. If it’s not a complex topic, and is something quick, or something niche, Reddit usually answers the question better and faster. And we’re not alone. 

A comment thread about the pros and cons of Reddit in SERPs

Another pro (which, we guess, could be a con, too, depending on who you are) is that it also opens up a lot of possibilities for marketers and SEOs alike. If utilized correctly, Reddit can become a valuable marketing channel for any business or product. Don't go and spam it with your ads, though! It's really easy to see through, especially if your account's history will consist of constantly bringing up your product. Not only will you be downvoted to oblivion, but also banned from the communities or Reddit itself in no time.  

This is where the cons come in. 

Some argue that the prevalence of Reddit results can clutter search pages with less authoritative or verified information. 

An Some users are predicting Reddit being filled with marketers and advertisers

On the other hand, supporters believe that Reddit’s inclusion in SERPs enhances search quality by providing diverse, real-world perspectives. This debate continues as SEO experts and digital marketers weigh the benefits and drawbacks of Reddit’s popularity in search results.

Not only can you get rid of AI-generated snippets in Google, but you can also remove all Reddit posts from your result pages altogether. 

There are two ways to do that:

1. Install “Exclude Reddit from SERPs” Google Chrome Plugin. It automatically filters out all the user-generated content from the platform. 
2. Type in -inurl:reddit with your search query to do that manually. 

Looking ahead, Reddit’s position in SERPs is likely to evolve further. As AI and machine learning technologies advance, Google’s ability to assess and rank user-generated content will become even more sophisticated. This could mean a continued rise for platforms like Reddit that thrive on community engagement and detailed discussions.

Reddit user's take on Reddit dominating SERPs

To stay ahead, marketers should monitor these trends and adapt their strategies accordingly. Focusing on creating valuable, user-centric content and actively participating in relevant online communities will be crucial.

For businesses and marketers looking to hop on top of this trend, using Reddit for SEO can be highly beneficial. Creating and actively participating in niche subreddits can drive significant traffic and enhance your online visibility. 

Here's an easy step-by-step plan for implementing Reddit into your SEO strategy.

1. Identify Relevant Subreddits. Reddit is a platform that allows users to create highly specific and niche communities. Some of them are not as obviously named as others, such as r/cade, which is a sub for arcade games. Yep, it might seem obvious when you read it, but not so much when you're trying to find it🙂

2. Create Quality Content. Focus on creating content that addresses specific questions and problems in your field. High-quality posts are more likely to be upvoted and gain visibility, and they won't get lost at Reddit's pace. Treat your posts as you would regular copywriting: use related keywords and try to match users' search intent. 

3. Be an Active User. Simply posting your own content or creating your own subreddit is not enough — you have to actually be involved in discussions. Not only will it leverage your authority, but also get more eyes on your profile, possibly bringing people to your content. 

4. Don’t Limit Yourself to Your Niche. Apart from only interacting with people in your niche, branch out to larger communities. Participate in subreddits like r/AskReddit or r/AMA to reach a wider audience.

5. Be Authentic. For the love of God, avoid blatant self-promotion! Instead, provide genuine value and engage in meaningful discussions. Only mention your services or products when they are really relevant. Authenticity is the key to building trust and credibility. This approach will help you effectively use Reddit for SEO without alienating the community.

As the SEO landscape continues to shift, some things will stay the same. The recent Google’s leak proved to us time and again that even with all the algorithm changes, link building is still going to be working, and working good. And while we do recommend including Reddit into your SEO strategy, we believe that the key to successful website promotion will still be in having high-quality, diverse backlinks.

At Collaborator.pro, we specialize in trustworthy backlinks and guest posting services to help you navigate these changes effectively. Sign up today to learn how we can enhance your SEO strategy and boost your online visibility.

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Reddit’s rise in SERPs is a testament to the power of user-generated content and the evolving nature of SEO. By understanding the factors behind this trend and learning how to use Reddit for SEO effectively, businesses and marketers can enhance their online presence and drive significant traffic. As Google continues to refine its algorithms, staying informed and adaptable will be key to success in digital marketing.

To sum it up, the dominance of Reddit in SERPs offers a unique opportunity for those who are willing to engage with communities and create content that truly resonates with users. Embrace these changes, optimize your strategies, and watch as your digital footprint grows.

Good luck in your future SEO endeavors🙂