Lily Ray’s Post

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Vice President, SEO Strategy & Research

I am pretty sure the recent SEO visibility growth of Reddit.com is unprecedented in the history of Google Search. Please feel free to correct me if I am wrong, but never has a site seen this massive of an increase in SEO rankings, traffic, and visibility in this short amount of time. To put this into numbers, I’ll use the SISTRIX visibility index, which assigns a Visibility Index score to sites that represents how visible they are on a particular country-specific index of Google’s results, based on search volumes and organic rankings for a set index of keywords. Think of it like the stock market of SEO, and in this case I’ll share U.S.-specific data. Reddit has moved from the ~80th biggest SEO site on Google.com last July, to the 6th biggest today. Its visibility index score has increased from 77 to over 1,000 VI points during that time. Once again, with this recent March Core Update, its exponential growth literally no longer fits on the chart. Site owners may have noticed that Google also elevates Reddit in its new “Discussions and Forums” feature, which now even ranks above extremely high-authority websites for YMYL (your money, your life) keywords like “weight loss” (h/t to my teammate Liz Backo for catching that one). Yesterday I found an example of a Reddit result ranking prominently on page 1 when I searched Google for how to lose 10 pounds in 1 week? A redditor suggested “cutting your arm off.” I and others have raised these concerns for months with Google - EDIT/UPDATE: you can see Danny Sullivan's specific responses in the comments below. It’s one thing to give a site a nudge because users like it. It’s another to blast virtually *ALL* organic results with endless Reddit threads, Discussions and Forums, Reddit cited in SGE, you name it. I shared a screenshot example from Mordy Oberstein that shows how Google will take any suggestion of a branded keyword (containing Reddit) and show almost exclusively Reddit results with 0 other website options except LinkedIn. I’ve been reluctant to jump on the conspiracy train that this explosive organic growth has anything to do with Google’s recent $60 million annual partnership announcement with Reddit, but they’re making it pretty hard not to be skeptical that there appears to be something extremely shady going on. Or perhaps Reddit is just a great way to overwhelm users with “first hand experience” at a time when users are bored with generic AI content? Quora is also seeing enormous growth, which makes this “theory” feel a bit more plausible. This is also consistent with what Google said it would be doing as part of the “Hidden Gems” component of the Helpful Content Update. What are your thoughts? #reddit #seo #google

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Lily Ray

Vice President, SEO Strategy & Research

1mo

https://x.com/lilyraynyc/status/1775575793248223262?s=46

Lily Ray

Vice President, SEO Strategy & Research

1mo

I forgot to mention the part where the famous SEO spammers are encouraging people to blast Reddit with affiliate spam, and it’s working with great success. Not to mention, crypto bros have seemingly taken over moderation on many big subreddits - including our once beloved r/seo - and are creating a whole new level of toxicity and misinformation in there. Many Reddit moderators seem to have thrown in the towel. So whatever notions people had about Reddit being the most authentic, uncorrupted site in the internet? Not sure that’s the case anymore.

Michael Glavac

SEO Specialist | Deep Passion for Tech SEO | Learning More about AI's Impact on Search

1mo

If the user is being served an answer they are looking for, what is the issue? Your example pointed to ONE response in that thread. There were other responses that answered the OPs question and the OP acknowledged it. So Google crawls the page, sees the question being asked, sees an answer to it and sees the OP saying this is what they were looking for. So the original question was answered...sure there's goofy stuff in there but it's reddit...there's trolling in probably 95% of the posts. There's like 8 billion searches a day, I'm going gauge that it's easy to find examples that make it look poor and we know there are bad answers...but that's probably a smaller percentage of searches then we tend to make it out to be. Google's job is to help the user find the answer to their question...so I ask again, if the users question gets answered, what's the issue?

Wouter De Bruycker

Co-founder of René, SEO Strategist & Evangelist at Dropsolid

1mo

Imagine being the head of search at Google right now. Hundreds of people working on a state of the art algorithm, crafting the perfect SERP experience for YEARS! Tweaking, refining, optimising, meticulously looking over every single little detail imaginable all to improve quality of results, UX and - in the end - ad revenue... "Right listen up fellas. For our ranking algorithm, let's just do "x 20" whenever any given page is hosted on the Reddit platform, alright? Cheers!"

Matt Chiera

Founder at Ice Nine Online | 10+ Years in WordPress, SEO, PPC | Digital Execution + Client Education

1mo

My theory is that this all traces back to the OpenAI freakout and Google's (eventual) public Gemini rollout. I think Google experienced a moment of alarm when GPT came out and it was the hottest new thing and started stealing some of their search market share. Then, they realized that they could be competitive with GPT by focusing on promoting UGC sites like Reddit and Quora in the SERP, in an effort to lure people away from GPT with better user-generated answers via Google. Then, they realized that they could (attempt) to make their AI better than GPT by training it on Reddit data, thus the new symbiotic relationship between Google and Reddit.

Maciek P.

SEO Expert | Facilitate Organic SEO Strategies for Growth-Stage B2B & B2C Companies

1mo

They are using Reddit as AI training data and paying Reddit $60mm a year to do so. Clearly they are going to do anything they can to monetize and recoup this investment.

Julian Hooks

I leverage SEO to help businesses attract more customers. Ask me how.

1mo

Google is running out of high friction ranking factors. Website/brand authority and longevity is basically all its has left. And 3-6 month trailing SERP user data. The SEO barrier to entry is so low with AI, most of the content related signals are a joke to manipulate. Now it's basically, are you a large brand that's been here a while. Or do you have links from enough large brands to sneak in the "you can have some traffic" club.

Jordan Quaglietta

Technical SEO Consultant & Content Strategy

1mo

I mean isn’t the expertise from an anonymous user with the screen name bacon_pineapplebits_27 deserve high visibility on a nuanced topic like roasting coffee :)

Garrett Sussman

Demand Generation Manager at iPullRank | Host of The SEO Weekly and Rankable Podcast | SEO and Content Marketing Leader

1mo

Completely agree. When I was researching Reddit and SEO it for a recent article I wrote, I found that most of this uptick started in the summer of 2023 with the subreddit blackouts. Reddit announced the increase in pricing for APIs which set off the entire community. Awful search experience when you go to Reddit and users encounter a shutdown Reddit thread. Next thing you know, the Washington Post is reporting that Reddit threatens to cut off Google. Add in the narrative that people are appending Reddit to every search (which Reddit includes in its own advertising playbook as a selling point), and you know what happens next. Traffic soared over the next 9 months leading to the data partnership. A lot of talk about hidden gems, perspectives, and the new Forum and discussions feature. We see a brief dip in traffic to Reddit during the recent Spam and Core update only for it to grow again. The breadcrumbs are obvious...

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