In the ever-evolving world of SEO, staying ahead of trends is crucial. Recently, Reddit has emerged as a significant player in Google's search engine results pages (SERPs). A new study by BrightLocal analyzed 800 search terms to understand how often Reddit appears in local SERPs. Let's dive into the findings and what they mean for local SEO and digital marketing.

What is Reddit and Why It Matters

Reddit is a social network and forum platform founded in 2005, boasting over 82 million active daily users as of March 2024. Users post text, images, videos, and links in thousands of subreddits dedicated to specific topics. In early 2024, Google and Reddit formed a partnership to display more Reddit content in search results, responding to user demand for Reddit information.

Key Findings from the BrightLocal Study

BrightLocal's study focused on the appearance of Reddit results in local search queries. They analyzed 800 local SERPs using both transactional keywords (e.g., "coffee shop") and informational keywords (e.g., "best coffee shop") across 20 verticals in 20 different U.S. cities. Here are the key findings:

Reddit's Presence in Informational Searches

• High Appearance Rate: Reddit results appeared in 81% of informational search queries.
• Multiple Results: 9% of these searches had more than one Reddit result.
• Common Verticals: Verticals like car dealerships, chiropractors, and fast food restaurants saw Reddit results in 100% of informational searches.

Reddit's Role in Transactional Searches

• Lower Appearance Rate: Reddit results appeared in 16% of transactional search queries.
• Key Verticals: Fast food restaurants (85%), day spas (60%), and gyms (45%) generated the most Reddit results.

Discussions and Forums Feature

• Grouping Results: Reddit results appeared in the "Discussions and Forums" feature 35% of the time for informational queries.
• Transparency: This feature helps users identify content from forums, providing a clear distinction from traditional organic results.

You can read the full study here

Analyzing the Impact on Local SEO

The Importance of Informational Searches

Informational searches see a high rate of Reddit results because users often seek opinions and experiences. Reddit provides a platform for in-depth discussions, which Google values for user research and decision-making. However, the reliability of content varies since anyone can post on Reddit.

The Role in Transactional Searches

Reddit results are less common in transactional searches, appearing mainly in hospitality and leisure industries. Users might seek customer experiences to inform decisions with low perceived risk. For example, choosing a coffee shop based on Reddit discussions involves minimal risk compared to selecting a tax advisor.

Ranking Positions

Reddit results for informational queries often rank high, indicating Google's trust in discussion content. For example, "best movie theater" had an average ranking of 2.3, while "best hotel" averaged 6.1, suggesting Google values discussions where detailed experiences are shared.

Discussions and Forums Feature

The "Discussions and Forums" feature groups Reddit and other forum results, appearing 35% of the time for informational queries. This feature helps users find relevant discussions, providing transparency and clarity.

Practical Tips for Leveraging Reddit in Local SEO

Create Unique, High-Quality Content

Despite Reddit's rise in SERPs, focus on creating unique, high-quality content that demonstrates expertise. Align with Google's E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness) guidelines to maintain strong SEO performance.

Monitor and Engage on Reddit

Monitor how your brand is discussed on Reddit using site searches (e.g., "site

.com brand name") or set up alerts. Engage authentically with users by creating a brand account and participating in relevant discussions. Authentic engagement builds trust and authority.

Focus on Customer Experience

Deliver exceptional customer experiences to generate positive discussions about your brand. Satisfied customers are more likely to share their experiences, enhancing your brand's reputation and visibility in SERPs.

Conclusion

The BrightLocal study highlights Reddit's growing presence in Google's local SERPs, especially for informational searches. While this trend challenges traditional SEO strategies, it also offers new opportunities for businesses to engage with consumers authentically.

Stay adaptable and focus on creating valuable content to succeed in the evolving digital landscape. By understanding and leveraging platforms like Reddit, businesses can enhance their online presence and better meet customer needs.

If you have any thoughts on Reddit's creep into search engine results be sure to tell us in the comment section below!