Google consistently strives to improve user engagement and refine search functionalities. This often results in regular updates to its search algorithms, but occasionally, more significant changes are made to the way searches are performed and how information is delivered to users. Examples include the Helpful Content Update and the introduction of AI Overviews. Another notable shift has been the rising prominence of forum sites, particularly Reddit, in search results. This change has been observed not only by digital marketers and SEO experts but also by casual users.

So, why is Reddit, nearly 20 years after its creation, becoming such a powerful player in online searches? The answer is more complex than it might first appear.

The Growing Influence of Forums in Search Results

Forums like Reddit and Quora have seen a steady rise in their presence within Google search results over the past six months. This shift started in 2021 with the launch of the Discussions carousel. More recently, Google introduced a new “Forums” section alongside other traditional categories like “Images,” “News,” and “Videos.”

Even more interestingly, posts from subreddits are increasingly showing up in search results, even when users haven’t specifically asked for forum content. Smaller websites that published original content have found that Reddit posts about their topics are often outranking them. One study even revealed that Reddit now appears in over 97% of product review queries, making up nearly two-thirds of the content in the Discussions and Forums section.

A potential reason for this trend, as speculated by Search Engine Land, is the growing habit of users adding the word “Reddit” to the end of their search queries. Google, in an effort to streamline the user experience, may be prioritizing Reddit and other forums to deliver exactly what users are looking for.

Digital Marketers’ and SEO Experts’ Reactions

This increasing emphasis on forums, especially Reddit, has caused frustration among some digital marketers and SEO professionals. These individuals closely track Google’s algorithm changes and adjust their strategies to align with Google’s guidelines for quality content, such as those introduced in the Helpful Content Update.

To these professionals, it feels unfair that their efforts to follow Google’s best practices and create high-quality content are being overshadowed by forum posts, many of which lack authority and may contain inaccurate information.

However, it’s important to consider why users search for Reddit in the first place. The common reason is that users want to engage with real people’s opinions and experiences, rather than reading articles designed to optimize SEO rankings or, more recently, AI-generated content that may lack true insight. While SEO professionals may view Reddit’s rise as problematic, many users appreciate the authenticity it provides.

Enter the Reddit-Google Deal

As if the situation weren’t already complicated, Google recently signed a licensing agreement with Reddit for an estimated $60 million per year. This deal allows Google to use Reddit’s forums to train its AI products, such as the Gemini AI and the new AI Overviews feature.

Although the forum boost began as early as 2021, many within the SEO community have raised concerns about the implications of this partnership. The fear is that, by using Reddit’s content to train its AI, Google has a vested interest in promoting Reddit in its search results to attract more users to its forums. This increase in traffic would naturally lead to more content being generated, further supporting Google’s AI training efforts.

Google insists that the rise of forums in search results is driven by user demand, not the Reddit deal, but not everyone is convinced. SEO strategist Lily Ray highlighted the rapid and unprecedented increase in Reddit’s SEO visibility, which has seen the site rise from around 80th place to 6th in SEO rankings within just a year. Its visibility score has surged from 77 to over 1,000 during this time.

Some are also concerned about the rising prevalence of spam and affiliate links on Reddit, with more promotional content appearing in posts. Reddit, however, has defended its platform, asserting that moderators regularly remove spam and misleading content.

What’s Next?

Ultimately, users want reliable and relevant information when they search, and they often turn to Google to help them find it. If Google is struggling to balance its new approach to search, users will need to be more discerning and cross-check information from multiple reputable sources.

Google’s AI Overviews, trained in real time using Reddit data, have already come under scrutiny for providing inaccurate or even harmful answers. As public concern grows, Google may reconsider its heavy reliance on Reddit and other forums, or adjust how this content is integrated into search results.

For those in the SEO and digital marketing fields, sticking to best practices, such as adhering to the Helpful Content Update, is likely the best strategy for now. While the increasing visibility of forums may present challenges, they still serve a purpose in the broader information ecosystem. Hopefully, Google will find a way to balance the diverse sources of information, ensuring that quality content ultimately rises to the top—whether it comes from forums, expert sites, or elsewhere.

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