Have you noticed more Reddit and Quora threads appearing in Google search results? Whether you’re looking for product recommendations or step-by-step guides, chances are you’ll find a Reddit thread ranking above traditional websites for your desired keywords.
Why? Google is prioritising user-generated content (UGC) in search results, recognising its authenticity and firsthand perspectives as valuable complements to traditional web pages.
What is user-generated content?
User-generated content (UGC) is original, brand-specific content created by customers and shared on social media, forums or other platforms. It includes images, videos, reviews and testimonials.
When people post about a brand on social media, they can influence their followers’ purchasing decisions. In fact, 85% of consumers say UGC is more influential than brand-created content.
Why do UGC results rank so high?
Since Google’s November 2023 Core Update, there has been a noticeable increase in ‘forum’ results from sites like Reddit in search engine results pages (SERPs). Here’s why:
1. Fresh Content
Google favours fresh, up-to-date content and Reddit constantly delivers it. New threads emerge daily, packed with discussions on trending topics. This continuous stream of new content often outperforms static website pages in relevance and timeliness.
2. High User Engagement
Google values content that sparks interaction. Reddit discussions attract upvotes, downvotes and comments, signaling engagement and relevance. This activity tells Google the content is valuable, boosting its ranking in SERPs.
3. Authenticity and Trust
Reddit thrives on dedicated communities. From niche hobbies to obscure tech questions, every topic has a home. These communities attract knowledgeable users, leading to high-quality, trustworthy discussions. Google recognises this expertise and often rewards it with higher search rankings.
4. Diversity of Content
Unlike many websites, Reddit offers a mix of content formats, including text posts, images, and videos. This variety allows Reddit content to rank for a broader range of search queries, potentially pushing your website lower in the results.
How to use UGC to your advantage
Instead of viewing Reddit, forums, and YouTube as competition, consider them valuable allies in your SEO strategy. Here’s how:
1. Build and nurture an active subreddit
Managing a subreddit requires time and effort, but the benefits far outweigh the costs compared to paid search ads. An engaged community can drive organic traffic to your site and transform members into brand advocates.
When launching a subreddit, consider the types of questions your customers frequently ask about your product or service. Structuring discussions around these topics can help your subreddit rank well in search results.
2. Leverage content creators for reviews
Video content dominates search results. Investing in reputable content creators or influencers to review your product on YouTube can significantly boost brand visibility.
Choose influencers who align with your target audience and brand values. Authentic, real-life reviews build trust and can enhance your SEO presence.
3. Use forum insights for content creation
Monitoring customer questions on platforms like Reddit and Quora can help shape your website content strategy. By answering these queries in-depth through blog posts or landing pages, you can attract more visitors and improve your search rankings.
Find out how Marketing Intelligence can help steer your marketing efforts in the right direction.
Modern SEO management extends further than traditional practices, especially with the growth of AI and UGC. Contact us to find out how to leverage these new strategies for SEO success.
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