In a recent LinkedIn post, Ann Smarty discusses the significant and often challenging impact of Reddit’s meteoric rise in organic search results on businesses. Smarty, a recognized digital marketing expert, highlights how the platform’s increasing visibility in search engines like Google is reshaping the landscape for brands, particularly concerning their bottom-of-the-funnel visibility.
Smarty points out that this surge is not necessarily due to direct agreements between platforms, but rather Google’s and AI’s drive to provide users with the information they are actively seeking. She emphasizes that search engines are merely following user behavior, and a growing number of users are turning to Reddit for insights and opinions.
“Reddit meteoric growth in organic search is astounding, and not good news for the bottom of the funnel for most businesses.”
According to data from Semrush, which Smarty notes likely represents less than a third of actual search data, Reddit is ranking for millions of queries. This includes terms that businesses have little to no control over, such as “reviews.” Specifically, she highlights that Reddit ranks for approximately 2 million queries containing “reviews,” indicating a vast amount of user-generated content about businesses that is outside of their direct management.
The ‘Reviews’ and ‘Scam’ Landscape on Reddit
Ann Smarty further elaborates on the nature of these search results, drawing attention to keywords that can significantly influence consumer decisions. She reveals that around 500,000 of Reddit’s ranking URLs and titles contain the word “SCAM.” This means potential customers might encounter these terms in search results and form immediate opinions without clicking through to verify the information. As Smarty notes,
“Searchers seeing these in search may make a buying decision right away without clicking to verify.”
Additionally, Smarty points out the prevalence of terms like “legit.” With about 500,000 ranking URLs and titles containing “legit,” businesses face a scenario where potential customers are actively questioning their legitimacy. The question then becomes whether other Redditors can provide the necessary validation in such instances, further underscoring the user-driven nature of the platform’s search authority.
Understanding Reddit’s Search Dominance
Smarty challenges the assumption that Reddit’s visibility is solely due to high-level agreements with search engines. Instead, she posits that Google and AI models are responding to user demand. She states,
“The latter two just give users what they apparently need!”
The data cited by Smarty suggests that the word “reddit” is appended to at least 9 million queries in Semrush’s known data, translating to over 100 million searches per month. This indicates a massive user appetite for understanding what Redditors think across a vast array of topics. This user-centricity is why Reddit appears so prominently in search results and, consequently, in the outputs of Large Language Models (LLMs), which are designed to fulfill user needs.
A Call to Action for Brands
Ann Smarty concludes her analysis with a strong recommendation for businesses to develop a proactive Reddit strategy. She argues that ignoring Reddit’s search power is no longer an option. In her view,
“And start working on your Reddit strategy now (actually, you should have started a few years ago!)”
Her insights suggest that brands need to engage with the platform authentically to manage their reputation and leverage its visibility, rather than hoping for its decline. The key, according to Smarty, is to recognize that user behavior dictates search engine and AI priorities, making platforms like Reddit indispensable for understanding consumer sentiment and intent.
📝 About This Content
This article is based on insights shared by Ann Smarty on LinkedIn.
📅 Originally posted on June 18, 2026 | View original post on LinkedIn →