Reddit SEO: Why Conversations Are Your Brand's Secret Weapon
In 30 seconds
Reddit has become impossible to ignore. Google's $60 million partnership with the platform means Reddit threads are now a far more common sight in the top search results for product reviews, recommendations, and real customer experiences.
Reddit's also punching above its weight when it comes to influencing AI - so it's worth getting your head in the game.
At Bottle, we believe the best Reddit SEO strategy isn't about gaming algorithms. It combines PR storytelling with SEO fundamentals, creating valuable content that earns visibility because it genuinely helps people. The same authentic conversations that rank in Google also influence AI recommendations and build real brand authority.
The search landscape has fundamentally changed, and if you're here, it's likely because you've noticed it, too.
When someone searches "best running shoes for flat feet" or "honest review of meal kit services," they're finding Reddit discussions - not carefully crafted brand blogs or listicles. Traditional marketing content is losing some of its hallowed SEO ground to something far more powerful: authentic human conversation.
Reddit threads from real users discussing actual experiences can now outrank established publishers, review sites, and even brand websites. This isn't an accident. It's the result of Google's evolving priorities, the rise of AI search, and a fundamental shift in what people trust online.
Let's unpack why this matters and what actually works.
Reddit's surge in Google search rankings
Reddit's organic visibility has surged by up to 400% following Google's helpful content updates. It's now the third most visible domain in Google Search in the US, with an estimated click potential of over 573 million monthly clicks.
Two major factors converged to make this happen.
First, Google signed a $60 million annual deal with Reddit in early 2024 to license its data for training AI models. Reddit's visibility in search results skyrocketed shortly after.
Second, Google's algorithm updates have increasingly prioritised "helpful content" and authentic human experiences over traditional marketing material. When users upvote content, they're essentially telling Google "this information is valuable" - creating a crowdsourced quality signal that algorithms trust.
The result? Reddit threads from 2019 are still attracting thousands of monthly visits because they answer evergreen questions with genuine, community-vetted insights and drive organic traffic years after publication.
How Reddit dominates AI Overviews and LLM citations
Reddit isn't the only site influencing Google's AI Overviews - but it's one we cannot overlook.
Reddit's presence in AI Overviews increased by 450% from March to June 2025, reaching 7.15% of all citations. Analysis of over 10 million Google AI Overview citations revealed that Reddit appears in citations 21% of the time. When you expand beyond Google to other AI platforms like ChatGPT, Perplexity, and Claude, Reddit is the single most cited domain.
Think about what this means for brand discovery. When potential customers ask AI tools - and Google - for product recommendations or buying advice, the answers increasingly draw from Reddit discussions as well as your website and traditional media.
Also, did you know? Users referred from ChatGPT view 42% more pages per session than those from Google. Of course, the slice of the search pie these AI chatbots deliver is teeny-tiny compared to Google, but it's good to think ahead and learn what works now. Because after all, these users are going to be more engaged, show stronger intent, and are going to get deeper into the consideration phase when they come to your website. This traffic quality makes the effort worthwhile.
The big picture? Your brand's online visibility in AI isn't determined by "traditional" SEO efforts alone - it's shaped by what real people say about you in authentic online conversations. Which, if you think about it, is precisely what PR has always been about.
"SEO" is (obviously) Search Engine Optimisation, but when have you last stopped to think what that really means? For too long, many SEOs have treated it as if it optimising for search engines begins and ends with your website. Our PRs have been putting that right with offsite storytelling for years, but now it's clear that optimising for search engines means thinking about more of the ways you show up. A good SEO strategy is one that looks at the whole search engine. And that includes Reddit.
Effective Reddit strategies for brand visibility
Right, let's get practical because this is where it's easy to trip up.
Reddit requires a different approach than other platforms. Redditors can spot promotional content instantly, and they'll bury it. So, here's what genuinely works:
1. Start by listening, not posting
The best Reddit strategy begins with weeks of observation. What questions get asked repeatedly? What pain points generate emotional responses? What language do users naturally employ? This insight is gold for both PR storytelling and content strategy: you're seeing real search intent and authentic customer problems in action.
Join 5-7 relevant subreddits where your audience congregates. Read the top posts from the past month. Understand the culture before you open your mouth. Use Reddit's search function to identify recurring themes around specific topics in your niche.
2. Target existing high-ranking Reddit threads
Rather than always creating new posts, look for existing threads already ranking in Google for your target keywords. High-quality comments on these threads can appear in search snippets and AI Overviews - what we call "second-hand traffic." You're piggybacking on established visibility whilst adding genuine value.
Use tools like Ahrefs to find Reddit threads ranking in Google's top 10 for your keywords, then craft detailed, value-packed comments that could stand alone as mini-articles. This method helps you drive traffic from existing discussions whilst building authority in the community.
3. Balance value with strategic brand mentions
When you engage, focus on being genuinely helpful. Answer questions thoroughly, share expertise transparently, and mention your brand when it directly solves someone's problem. The most successful brand representatives on Reddit don't act like marketers: they show up as community members who happen to have relevant knowledge.
This is different from avoiding promotion altogether. It's about earning the right to mention your work by providing disproportionate value first. Drop the corporate mask, speak like a human, and you'll find the community responds differently. Avoid anything spammy—Reddit users will call it out immediately.
4. Create discussion-worthy content
The Reddit discussions that rank best are those providing unique perspectives, comparing products authentically, or challenging common assumptions. Posts backed by real experience generate more engagement than safe, neutral content—and engagement is what signals value to algorithms.
Engaging content that sparks meaningful discussions drives comments, and comments are engagement gold. The key is backing up controversial statements with data and personal experience, not trolling for attention. This is why a background in PR is useful: you're used to telling great stories, but you're also used to backing them up to stand up to editorial rigour.
Why Reddit requires PR skills alongside SEO tactics
You might already see where we're going with this. Here is what makes Reddit different from traditional SEO channels: success depends on understanding human psychology and managing reputation, not just technical optimisation.
Social proof is marketing 101. People seek to share decision responsibility. It's a way of validating they're not making a terrible choice. "I talked to my friend and they said it was good" provides psychological comfort that marketing copy will struggle to replicate. But Reddit threads offer that validation at scale.
There's also the journey aspect. When someone researches a purchase, they rarely start with the right question. They think they need "the best vacuum" when what they really need is "a vacuum that won't void my carpet warranty." Reddit's conversational format allows people to work through layers of their actual problem and discover valuable insights they didn't know they needed.
This is precisely the insight that informs brilliant PR storytelling. Understanding the real problems your audience faces, the language they use, and the validation they seek, is how you create campaigns that resonate.
At Bottle, our PR teams actively monitor Reddit communities to understand what stories will land, what language audiences use, and what problems people actually care about. They stay informed about industry trends emerging in these discussions. This doesn't just inform media pitches; it shapes everything from social content to on-site SEO strategy (because yes, top-class SEO should make use of this thinking, too).
Managing brand reputation on Reddit
Spotted an AI Overview on your way to this blog? We're not surprised. Sixty percent of Google searches now end in zero clicks, with AI Overviews providing answers directly on the page. When those answers reference your brand, they're increasingly drawing from Reddit discussions.
And while you can't entirely control what people say about you on Reddit, you can influence it.
Managing brand reputation on Reddit means ensuring you show up authentically in relevant discussions, building enough positive mentions that they outweigh isolated criticisms, and demonstrating expertise consistently. It requires actively participating in the community rather than treating it as just another channel for driving traffic.
The brands succeeding on Reddit aren't those with clever marketing tactics - they're those genuinely solving customer problems. Make your brand worth recommending.
Building quality consensus for AI and search visibility
A common misconception is that brands simply need "more mentions" for improved visibility. This actually fundamentally misunderstands how both search engines and AI platforms operate.
A handful of mentions in highly authoritative editorial sources carries significantly more weight than dozens of scattered references in low-authority spaces. AI systems consistently cite certain types of sources, and showing up there matters far more than appearing everywhere.
This is precisely how effective Digital PR has always worked. It's never been about coverage in every publication. It's about securing the right coverage in the right places that establish genuine authority. Link building still matters enormously - but the natural backlinks that matter most are those earned through genuine value and authoritative mentions, not forced or spammy links.
The same applies to on-site content. Creating endless blog posts to fill "content gaps" no longer guarantees visibility. Instead, developing genuinely distinctive resources - interactive tools, original research, unique perspectives - earns both editorial links and AI citations because it's actually valuable.
This is additive, not replacement. Your existing link building work continues to drive authority. Reddit simply represents an additional layer of visibility that complements traditional SEO efforts and helps boost your overall presence in SERPs.
Instagram, TikTok, and the expansion of searchable social
Reddit isn't alone. Instagram recently became indexable by Google, meaning social content now functions as searchable brand assets. TikTok users increasingly search for product recommendations directly on the platform rather than Google. The lines between social media strategy, SEO, and PR have completely blurred.
This validates what we've been saying: every touchpoint where brand perception is shaped now requires integrated thinking: the ability to consider narrative, authenticity, and influence across channels simultaneously.
User-generated content on community-driven platforms is becoming a parallel search engine. The brands that understand this will expand their visibility. Those that don't will wonder why their traditional efforts deliver diminishing returns.
What this means for marketing teams
If you're a marketing leader, the implications are clear:
SEO and PR need closer collaboration. The content that ranks in search and gets cited by AI requires PR thinking: understanding audiences, crafting compelling narratives, and building genuine authority. Your link building efforts and editorial placements should inform each other. When various subreddits discuss your industry, your teams need to identify the key opportunities and respond strategically.
Social proof complements SEO. Traditional link-building, technical optimisation, and on-site content remain foundational. But authentic conversations about your brand across platforms like Reddit add another dimension. These discussions influence both human decision-making and AI recommendations in ways that complement your existing SEO work.
Brand experience drives expanded visibility. The most sustainable Reddit strategy isn't a standalone campaign. Instead, it's building a brand worth talking about. Every customer experience potentially becomes content that influences your search visibility across multiple channels. Focus on creating relevant content that solves real problems.
Monitoring and response capabilities matter. Brand perception can shift based on viral Reddit threads. Having the capacity to identify relevant conversations early, analyze the sentiment, and respond appropriately expands your visibility - and your visibility management. The ability to engage directly with your audience on their terms is now a structured part of best practices.
How Bottle approaches integrated Digital PR and SEO
This is why we structure our work the way we do.
Our PR teams don't just secure editorial coverage for brand authority: they're monitoring Reddit and other community platforms to understand what stories resonate with real audiences. They explore various subreddits to discover emerging news and conversations that matter. Our SEO specialists don't just optimise websites - they're thinking about how content shows up in AI platforms and what language patterns appear in authentic discussions. They analyze data about which topics gain traction and identify opportunities to create articles that provide genuine value. Our social media experts are thinking about how conversations influence search visibility and how to respond strategically to viral moments, establishing your brand as a trusted voice.
It's integrated thinking in practice. Because in 2025, brand visibility isn't determined by any single channel - it's the result of consistent, authentic presence across every touchpoint where your audience discovers, evaluates, and discusses you.
Reddit represents an expansion of where your brand can show up, not a replacement for what's working. The brands achieving success in search are those adding these new visibility layers to their existing foundations - combining earned media coverage, strategic link building, technical SEO, and authentic community engagement.
Recent analysis shows that 61% of AI responses about corporate reputation come from editorial media, jumping to 65% for trust queries and 72% for value perceptions. This demonstrates that earned media (the territory where PR and SEO overlap) has become the primary driver of how AI platforms represent brands.
That's always been the heart of great PR. It just happens to be the future of SEO too.
Want to understand how your brand shows up in Reddit discussions, AI search, and across the modern visibility landscape? Get in touch with the team at Bottle. We combine Digital PR expertise with technical SEO knowledge to help brands expand their visibility across traditional and emerging channels.