Google’s algorithmic favouritism supercharges Reddit’s evolution into a full-fledged search destination and presents new opportunities for marketers focused on SEO and Answer Engine Optimisation (AEO).
There has been a significant shift in how users seek and find information online. In its Q2 2025 shareholder letter, Reddit reported that over 70 million users interact with its on-platform search weekly, a dramatic reflection of changing user behaviour.
But Reddit's internal growth story doesn’t exist in isolation. A major driver behind this surge is Google’s evolving treatment of Reddit content. Following algorithm updates prioritising “helpful content,” Google has dramatically increased the visibility of Reddit threads in search results, boosting Reddit’s organic traffic by nearly 40% year-on-year and up to 400% in some visibility metrics. Many Google search users are now encountering Reddit discussions without ever visiting Reddit directly, thanks to deeper integration with Google search.
Google’s endorsement accelerates Reddit’s search evolution
For years, Reddit’s own search was considered poor, prompting users to rely on Google searches to find relevant threads. But Google’s new emphasis on authentic, human-generated perspectives, and a $60 million content licensing deal with Reddit, will change all that. Now, Reddit is under pressure (and well-incentivised) to improve its internal search in order to retain and convert the flood of Google-driven users.
In response, Reddit has rolled out an upgraded AI-powered search experience, with the aim of surfacing more relevant, contextual posts. It’s a strategic play to make the platform “stickier” and align with users' growing expectations for quick, high-quality, human-centric answers—mirroring broader shifts in digital search behaviour.
Reddit Answers: AI meets authenticity
Reddit Answers, the platform’s new AI-powered tool for summarising insights from past discussions, exemplifies this evolution. The feature has grown rapidly to 6 million weekly active users (a 5x increase quarter-on-quarter) and is rolling out across new markets including the US, UK, Canada, Australia, and India. Importantly, Reddit plans to integrate Reddit Answers more deeply into its core search experience, underscoring its ambitions to own more of the search journey, not just contribute to it.
From forums to funnel
Reddit’s internal data reveals that 40% of posts display purchase intent, confirming its value not just as a forum but as a full-funnel influence channel. As Reddit content increasingly ranks in Google, and as more users engage directly with Reddit’s upgraded internal search, the platform becomes a critical visibility layer for brands looking to win in both SEO and AEO.
At equimedia, we’re helping clients navigate this shift by optimising their presence within Reddit and other answer-led ecosystems. From digital PR and structured content, to earned community engagement, our AEO-focused strategies ensure brand mentions are discoverable, credible and aligned with the intent behind each search, wherever it starts.
Strategic implications: a new AI battleground
The stakes are rising. Google is using Reddit data to fuel its own generative AI experiences, surfacing summarised Reddit insights directly in search results, often without sending users to Reddit at all. In turn, Reddit is improving its search experience and content summarisation to keep users on-platform.
As Reddit scales back other initiatives (like user economy tools) to prioritise search and discovery, it positions itself to meet a growing demand for conversational, answer-led search.
As Reddit CEO Steve Huffman puts it:
“Reddit is one of the few platforms positioned to become a true search destination. We offer something special: a breadth of conversations and knowledge you can’t find anywhere else.”
With Q3 2025 revenue projected at $535–$545 million, fuelled by ongoing AI and discovery investment, Reddit’s transformation into a hybrid content and search engine is well underway.
What this means for brands
Generative AI is reshaping how users search and where they find answers. Platforms like Reddit, boosted by Google's endorsement and their own internal innovations, are becoming essential environments for brand visibility.
At equimedia, we ensure that your brand’s content and community mentions are optimised not just for Google, but for the emerging multi-platform answer ecosystem. Now is the time to think beyond traditional SEO.
We have developed Vista.AI to help in this process. Do you want to discuss how AEO can future-proof your brand? Get in touch with the equimedia team.
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| Author | Andrew Burgess |
| Channel | Media |