Who Will Win This Algorithm Update: Reddit or AI?

Reddit has experienced a significant surge in search engine rankings over the last year (+446% increase in Top 3 rankings), raising questions about whether the platform will continue to benefit from Google’s latest algorithm updates and what this means for SEOs. As Google refines its search strategies, understanding the impact on platforms like Reddit becomes crucial. This article explores the potential effects on Reddit’s visibility and offers insights for digital marketers and content creators.

1. Latest core algorithm update

On August 15, 2024, Google made a significant move by extending its AI overviews feature to non-signed-in users in the U.S. This update represents a broader integration of AI into the search experience, aiming to deliver more personalized and informative search results to a wider audience.

Notably, this expansion coincided with the release of a core algorithm update, suggesting a potential correlation between the enhanced AI capabilities and shifts in search rankings. This dual update could indicate Google’s intent to refine how AI-driven content influences search outcomes, potentially prioritizing AI-generated summaries in search results.

2. Why Reddit COULD benefit from the latest update

Over the past year, Reddit has consistently seen significant increases in search rankings as a result of Google’s algorithm updates. Reddit is a rich source of real-world, user-generated content that spans a wide range of topics, opinions, and discussions. This content is highly valued for natural language processing (NLP) and understanding nuanced, conversational language, making Reddit an ideal candidate for benefiting from Google’s focus on content quality. With Google emphasizing high-quality, relevant content, Reddit’s diverse and organic discussions align well with the evolving search criteria.

Timeline of Reddit and Google’s relationship 

June 2023 – Reddit blackout: Many Reddit communities blocked Google from indexing their content as part of a protest. This significantly disrupted Google’s search results, highlighting Reddit’s critical role in search visibility. 

August to November 2023 – Algorithm updates and data demand: During this period, Google released a series of algorithm updates focused on content quality and combating SPAM, leading to a 131% surge in Reddit’s Top 3 keyword rankings (according to SEMrush). Concurrently, Reddit demanded compensation from Google for using its data to train AI models. 

November 2023 – Google-Reddit deal: Google signed a $60 million deal with Reddit to use its data for AI training. Following the deal, Reddit’s rankings stabilized through March 2024. 

March 2024 – Algorithm update: Another Google algorithm update was released, resulting in an additional 133% increase in Reddit’s keyword rankings, further solidifying its search presence. This update was one of the most impactful and volatile updates Goog le has released to date. 

Summary: Since June 2023, Reddit has experienced an astonishing 446% increase in Top 3 keyword rankings, reflecting the significant impact of these developments on its search visibility. 

3. Speculation: AI overviews will be the winner this time 

It’s possible that Reddit could see another surge in rankings, particularly if its content remains highly relevant and of high quality. However, the rollout of SGE to non-signed-in users may signal that we could see a shift towards more AI-generated results within the SGE framework. This could potentially lead to fewer traditional organic results and more AI-driven summaries appearing at the top of search pages, slightly reducing Reddit’s dominance in certain queries. 

4. What this means for engagement strategy 

Regardless of if the winner is Reddit or SGE, it will further underscore the importance of a comprehensive social engagement strategy as part of a successful search program. As search engines continue to utilize conversational results, businesses should actively engage in communities by providing insightful contributions that spark positive sentiment. A multi-channel approach not only boosts search visibility but also drives meaningful engagement and strengthens connections with audiences. 

Understanding how to leverage different media forms effectively is crucial for aligning SEO and content strategies with AI-driven search trends. By focusing on delivering consistent, high-quality content across these platforms, businesses can better position themselves to succeed in a rapidly evolving digital landscape.