Reddit’s Growing Search Visibility Encourages Publishers to Boost Their Presence

In September, Google implemented the Helpful Content Update, a significant overhaul of its search algorithm that has dramatically reshaped the digital landscape. Although the update appears innocuous at first glance, it has had substantial repercussions for various online platforms, particularly impacting smaller, independent websites while simultaneously boosting the visibility of others. Ewen Finser, the founder of the growth agency ReddVisible, notes that this update has given a significant advantage to user forums such as Quora and Reddit. Google’s introduction of a dedicated Forums tab in search results has particularly benefited Reddit, which has seen its traffic surge remarkably. Between August 2023 and April 2024, Reddit's monthly visitors skyrocketed from 132 million to 346 million, as indicated by Semrush data.

Finser emphasizes the impact of these changes, asserting that Reddit has become a dominant player in the digital arena, with its organic traffic increasing sevenfold in the past nine months. This explosive growth has prompted publishers to reevaluate their audience development strategies, aiming to leverage Reddit's burgeoning audience as a new source of social traffic. Prominent organizations such as Yahoo, Puck, and The New York Times Opinion have recently established new Reddit accounts, while others like Rolling Stone, The Philadelphia Inquirer, The Independent, the Associated Press, and Newsweek have either revitalized dormant accounts or allocated more resources to their existing presences.

For publishers creating new accounts on Reddit, turning these platforms into significant traffic sources is likely to be a long-term endeavor. However, the platform also serves as a valuable venue for engaging with subreddits where readers are already sharing their content. Puck's CEO, Sarah Personette, highlights the strategy of targeting subreddits where the organization's reporting is already being discussed, thereby enhancing brand exposure and fostering engagement with audiences who are already inclined to support their content. This interaction not only aids in building brand affinity but also has the potential to drive traffic and convert readers into subscribers.

In contrast, publishers that are reactivating their existing accounts have begun to see tangible results. Although many news organizations remain cautious about sharing specific traffic metrics—often classifying Reddit as a minor source of referral traffic—an upward trend is evident. For example, Newsweek experienced its highest-ever month of traffic from Reddit in July, surpassing previous records set in June. Similarly, another publisher reported a remarkable 132% year-over-year increase in Reddit referrals for its best month ever in July. The Washington Post has noted that traffic from Reddit has occasionally eclipsed that from Instagram, a significant development given that this had never occurred before. Rolling Stone has also increased its commitment to Reddit, hiring a dedicated team member focused solely on fostering the platform's presence, resulting in seven instances of year-over-year traffic increases over the past eight months.

These efforts are driven not only by the heightened search visibility of Reddit but also by a broader shift in traffic patterns. Data from Chartbeat reveals that social referrals from Facebook have plummeted by 58% since 2018. Moreover, challenges posed by artificial intelligence and recent algorithm updates have pushed publishers to seek alternative readership sources. This trend reflects a larger shift in the internet landscape, wherein publishers are adapting to a more fragmented digital environment. As news organizations strive to diversify their revenue streams, they are equally focused on expanding their array of traffic referral sources.

Josh Awtry, the senior vice president of audience development at Newsweek, succinctly captures this sentiment, stating that the era of major social media platforms driving traffic has ended and is unlikely to return. In this evolving landscape, every publisher is exploring where their next wave of readers will come from, and Reddit appears poised to be a key player in this new conversation.

Additionally, Reddit has made it easier for publishers to engage with its platform through a series of new tools released since its public market debut in March. Sarah Rosen, senior director of media business development at Reddit, notes that these new features are designed to enhance collaboration between brands and news publishers. Among the newly introduced tools is a streamlined version of the Ask Me Anything (AMA) feature, making it more accessible for brands. This includes improvements to embedding Reddit posts into articles and a free dashboard called Reddit Pro that offers analytics to help brands understand user engagement with their content.

Various publishers, including The Independent, Yahoo, Puck, and The Philadelphia Inquirer, have utilized the revamped AMA feature to engage with their audiences. For instance, The Independent hosted an AMA with its politics reporters discussing the Trump criminal trial, generating over 200 comments and questions, according to audience editor Valentina Botero. Rosen emphasizes Reddit’s commitment to supporting publishers by bridging the gap between them and their communities, underscoring the goal of making Reddit a valuable addition to existing strategies rather than creating dependency.

As the digital landscape continues to evolve, the interplay between Google’s algorithm updates, the rise of platforms like Reddit, and the adaptive strategies of publishers will be crucial in shaping the future of online content consumption and distribution. The ongoing shift in audience engagement underscores the importance of diversifying traffic sources and leveraging emerging platforms to foster growth and sustainability in the competitive media landscape.