Reddit Traffic Surges by 39%: Is Google Favoring Opinions Over Expertise?

According to Similarweb, Reddit’s website traffic has surged by 39% over the past year. This significant increase seems to be driven by Reddit’s heightened visibility in Google search results.

Why is Reddit experiencing such rapid growth, and what implications does this have for businesses and SEO professionals?

Here’s our analysis.

Why Is Reddit Growing?

Several factors likely contribute to Reddit’s enhanced search rankings and visibility. One key factor is Google’s recent algorithm update prioritizing “helpful content” from discussion forums.

A report from Business Insider reveals that more users are discovering Reddit through Google searches rather than by directly visiting reddit.com.

Mordy Oberstein, Wix’s Head of SEO, has presented data indicating a steady rise in Reddit sources appearing in Google’s Discussion and Forums SERP feature. Similarly, Lily Ray, Senior Director of SEO and Head of Organic Research at Amsive Digital, noted on Twitter that Reddit has recently been showing up more frequently in Google search results, particularly in “Discussions and Forums” for various medical queries.

Google’s $60 Million Deal with Reddit   

Google recently struck a $60 million deal to license Reddit data for its AI products. The timing of this agreement and Reddit’s search growth raises some questions. Although Google denies a direct connection between the deal and Reddit’s increased search visibility, the coincidence is noteworthy.

Implications for Marketers & SEO Professionals

Reddit’s rising dominance in Google search results presents both challenges and opportunities for businesses.

Challenges

Roger Montti, a staff writer for Search Engine Journal, expresses concerns about the credibility of Reddit content. In his article “Let’s Be Real: Reddit In Google Search Lacks Credibility,” Montti argues:

“Opinions shared on Reddit by individuals lacking expertise and often posted anonymously are questionable. Yet, Google not only favors Reddit in search results but is also paying millions for access to content that lacks expertise, experience, authoritativeness, and trustworthiness.”

This situation is problematic because it means that expert-written content might be outranked by anonymous opinions on Reddit.

Opportunities

Conversely, Brent Csutoras, owner of Search Engine Journal, suggests that marketers should embrace Reddit’s increasing prominence and leverage it to their advantage.