An anonymous reader quotes a report from Business Insider: If you think you’ve been seeing an awful lot more Reddit results lately when you search on Google, you’re not imagining things. The internet is in upheaval, and for website owners the rules of “winning” Google Search have never been murkier. Google’s generative AI search engine is coming from one direction. It’s creeping closer to mainstream deployment and bringing an existential crisis for SEOs and website makers everywhere. Coming from the other direction is an influx of posts from Reddit, Quora, and other internet forums that have climbed up through the traditional set of Google links. Data analysis from Semrush, which predicts traffic based on search ranking, shows that traffic to Reddit has climbed at an impressive clip since August. Semrush estimated that Reddit had over 132 million visitors in August 2023. At the time of publishing, it was projected to have over 346 million visitors in April 2024.
None of this is accidental. For years, Google has been watching users tack on “Reddit” to the end of search queries and finally decided to do something about it. Google started dropping hints in 2022 when it promised to do a better job of promoting sites that weren’t just chasing the top of search but were more helpful and human. Last August, Google rolled out a big update to Search that seemed to kick this into action. Reddit, Quora, and other forum sites started getting more visibility in Google, both within the traditional links and within a new “discussions and forums” section, which you may have spotted if you’re US-based. The timing of this Reddit bump has led to some conspiracy theories. In February, Google and Reddit announced a blockbuster deal that would let Google train its AI models on Reddit content. Google said the deal, reportedly worth $60 million, would “facilitate more content-forward displays of Reddit information,” leading to some speculation that Google promised Reddit better visibility in exchange for the valuable training data. A few weeks later, Reddit also went public.
Steve Paine, marketing manager at Sistrix, called the rise of Reddit “unprecedented.” “There hasn’t been a website that’s grown so much search visibility so quickly in the US in at least the last five years,” he told Business Insider. Right now, Reddit ranks high for product searches. Reddit’s main competitors are Wikipedia, YouTube, and Fandom, Paine said, and it also competes in “high-value commercial searches,” putting it up against Amazon. The “real competitors,” he said, are the subreddits that compete with brands on the web. A Google spokesperson told Business Insider that the company is essentially just giving users what they want: “Our research has shown that people often want to learn from others’ experiences with a topic, so we’ve continued to make it easier to find helpful perspectives on Search when it’s relevant to a query. Our systems surface content from hundreds of forums and other communities across the web, and we conduct rigorous testing to ensure results are helpful and high quality.”
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