"So what happened? It comes down to the law of supply and demand. The supply-and-demand crisis of online answers The demand for answers has skyrocketed as people increasingly turn to LLMs. ChatGPT, Perplexity, Gemini and Grok will try to come up with the answers from their training data and failing that, they'll search the web. ChatGPT uses Bing, Gemini uses Google and Claude, Grok and Perplexity use their own internal search engine."
"The web search engine will quickly find that the supply of long-tail answers is nonexistent. And so it will surface the closest thing it can find: a Reddit thread that matches the keywords, but could very well have been written by a novice, an armchair expert or a troll. Whose fault is it that the web is devoid of meaningful long-tail content? Ultimately, it was Google's."
Reddit's stock price rose 177.6%, making a 100-share investment $13,113 richer. Semrush found Reddit in over 40% of 150,000 AI citations. Demand for answers has skyrocketed as people increasingly turn to LLMs. LLMs resort to web search when training data lacks answers: ChatGPT uses Bing, Gemini uses Google, and others use internal search. Web search engines often surface Reddit threads because long-tail answers are scarce. SEO focus on ranking competitive keywords caused neglect of the long tail. Brands with expertise can capture that long-tail search by creating forums and using user-generated content.
Read at MarTech
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