"[Reddit seems to be trying to] capture and help publishers from what they're losing through Google, and trying to create a whole new news atmosphere on Reddit that helps publishers. I think that they're doing a really great job of that, and it's very hard to scale on Reddit, but I do think that it is a really important source of organic traffic, because, [Reddit was saying] most people that use Reddit are not on any other social platform."
"It is quite a large undertaking to do Reddit, but I think if you can do it well, it is driving tons of organic traffic when you unlock the keywords or the topics that you have authority in and then those get shared on Reddit. For us, especially in the product reviews and lifestyle space, what we see also is the Reddit search results that come up as well on the SERP is - it's major."
AI Overviews have reduced Google search referral traffic for many publishers, prompting resource shifts to other platforms. Publishers are investing more in social and community-driven platforms such as Reddit, Pinterest, and Facebook to offset referral volatility and rebuild organic audiences. Reddit is positioning itself to capture displaced publisher traffic by fostering a news atmosphere and offering audiences that do not overlap with other platforms. Reddit requires significant effort to scale but can deliver substantial organic traffic when publishers identify and unlock authoritative keywords and topics. Reddit search visibility on SERPs is particularly valuable in product review and lifestyle verticals. Community and ratings-building are central to success on Reddit.
Read at Digiday
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