How To Prepare For The Rise Of AIO & Reddit For SEO

For more than a decade, AI has powered Google’s products.

But here’s the kicker:

Generative AI has been on the rise (thanks ChatGPT), and Google isn’t sitting on the sidelines.

In the second half of 2023, the company launched a year-long experiment in Labs called Search Generative Experiences (SGE) to explore how generative AI could supercharge search. The premise was simple. Instead of forcing people to click on a link to get answers to their questions, Google would give them the answers to their questions directly on the search engine results page: 

In early 2024, Search Generative Experiences (SGE) got a facelift of its own, becoming AI Overviews (AIO). This rebranding rolled out alongside Google’s global launch of generative search results, and by October 2024, AIO had already expanded to 100 countries, reaching more than a billion users worldwide.

To suggest the last few years of search have been interesting would be an understatement. 

In the same year, Rajan Patel, VP of Search Experience at Google, announced an expanded partnership between Google & Reddit.  Rajan’s influence on search is massive—just look at his track record. According to his LinkedIn, he leads the product and engineering teams behind the entire Google Search experience, including Search, Image Search, Lens, and Autocomplete. During his tenure, he’s helped create and scale: (1) Search experimentation frameworks, (2) shopping features, (3) search ranking algorithms and (4) ARCore and AR experiences in Search. 

So let’s talk about the implications of this Reddit partnership for a second…

Data shows more traffic is being sent from Google to Reddit than ever before. 

That’s right—despite Reddit tightening its API policies, Google is funneling substantially more traffic from search directly to subreddits. According to its Q3 2024 Investor Report, Reddit traffic has reached an all-time high in the US and in international markets: 

For marketers, this opens up exciting possibilities. 

One area that is very interesting here is the internationalization of Reddit. Large-language model (LLM)–powered machine translation is showing early success on Reddit by breaking down language barriers and attracting millions of new users. As more translated Reddit content gets indexed by search engines, the platform has seen a noticeable uptick in top-of-funnel traffic and a corresponding rise in logged-in users. By the end of Q3, machine translation was fully operational in France and Spain, while pilot programs began rolling out in Germany, Brazil, and Italy. The roadmap calls for expansions into 30+ additional countries by the end of Q4 and continuing into 2025.

Think about it: brands can now show up in the SERP (in multiple languages) not only through their own domain but also through Reddit-related content. Better yet, with the new Google and Reddit Partnership, if Google’s AI Overviews start pulling user-generated insights from Reddit, imagine how powerful (and trustworthy) those search snippets could become for prospective customers. 

And if your brand or content resonates within those subreddits, you might snag a mention in an AI Overview. In other words: free social proof, directly in search…

What does this mean for marketers and SEO pros?

At the end of the day, these generative AI features are changing how people find and engage with content. As someone who loves connecting the dots between marketers and audiences, I’m here to help you make sense of all this. This guide walks you through exactly what AI Overviews mean for your content strategy and offers practical tips on staying visible in a world where Google’s AI now plays an even bigger role in shaping search.

Ready to dive in? Let’s get started.

How do AI Overviews work?

One of my favorite things about this industry is how much people share. It’s the constant distribution of knowledge that makes the SEO industry great, so a huge shout out to Rich Sanger, who dissected Google’s patent and provided us with a pretty solid view of how AI Overviews (AIO) do their thing.

First off, here’s how the system picks its sources (and this is huge for SEOs):

1. Query-Independent Measures: The AI checks each document’s overall selection rate, popularity, trustworthiness, and freshness across many searches.
2. Query-Dependent Measures: It looks at how relevant a source is to your specific query, including the location, language, and the document’s ranking position.
3. User-Dependent Measures: It also factors in your profile—like your past searches and even non-query browsing behavior.

Next, let’s talk about how Google stitches together the responses once it has those sources:

• Query Submission: You type in your search.
• Understanding the Query: Multiple large-language models (LLMs) interpret your query’s context and intent.
• Processing Extra Info: The AI considers related searches, plus content people found useful under similar circumstances.
• Gathering Content: Relevant web pages, articles, images, and videos are pulled in.
• Generating a Summary: A specialized LLM then condenses all that data into a single, concise answer.
• Dynamic, Context-Aware Responses: Similar queries in different contexts get adjusted answers—so the summaries aren’t one-size-fits-all.
• User Interaction & Learning: Google tracks how people interact with the results—if certain answers get more engagement, those answers surface more often.
• Constantly Improving Accuracy & Relevance: The AI refines its approach as new data, feedback, and user behavior roll in.

If you’re itching for more detail, check out Rich Sanger’s write-up. 

It’s a masterclass in how AI Overviews really operate under the hood.

With Google’s expanded partnership with Reddit and the emergence of AI Overviews, we’re witnessing a significant shift in how search engines prioritize and surface content. As an SEO agency that works mostly with SaaS & cloud companies, we’ve been using STAT to keep track of how our clients are doing in the SERP for years along with tracking how third-party review sites are doing when compared to UGC sites like Reddit. The results are quite staggering:  

Across the board, third-party review sites have tanked in terms of traffic since the ‘helpful content update,’ causing sites like Capterra, G2, Trustradius, and more to struggle with traffic.

At their peak, it’s estimated that G2 was generating 5.4M visitors (now 1M), InfluencerMarketingHub was generating 2.3M (now 385k), Softwareadvice 1.5M (now 411k), Capterra more than 1.4 (now 990k) and Trustradius around 850k (now 310k). The downfall of review sites is real… 

According to Sistrix, the Reddit domain is the 3rd most visible domain in Google Search, US. The US Visibility Index they use to track visibility for Reddit suggests a click-potential of over 573 million clicks per month from organic positions in search:

That’s a lot of traffic. 

The same study found that the number of queries in which Reddit ranks in the top 10 is on the rise (so is the top 100). So it’s not just that Reddit is ranking in the SERP—it’s capturing clicks that were once going to a brand’s actual domain. 

Now that’s not the only thing showing up in the SERP. 

We talked earlier about AI Overviews and their presence in the SERP. When we look at client domains in STAT, we often try to understand how many keywords are more than just links, and more often than not we’re starting to see AI Overviews appear in priority queries that are competing with Reddit for search traffic. Here’s a quick snapshot of a dashboard showing clearly how AI Overviews are the second most common SERP Feature for a set of keywords we’re tracking: 

This is valuable information because it helps you place your bets. 

I’m not saying X (formerly known as Twitter) is dead, but… It’s definitely not (see the last icon in the STAT screenshot above) showing up in the SERP in a way that is highly going to impact my search strategy when it comes to the keywords in the STAT setup highlighted above. All that said, I see that there’s a ton of AI Overview activity, ‘answers’ activity and even discussion threads. 

This gives me an initial glimpse into where my bets might need to be made.

How Do You Impact Reddit In The SERP? 

The most important step that brands should take when trying to impact the way Reddit is showing up for them in the SERP is to start tracking it. As mentioned before, STAT by Moz is one of the best ways to get a regular pulse check on how your brand is doing in the SERP across priority keywords on Reddit and other domains. For my content agency, Foundation, we compete with a lot of software-related brands for position in the SERP along with (you guessed it) Reddit:

Based on this data, we can see that Reddit has quickly gone from being in the fifth position in the SERP for some priority keywords to second. One of my other favorite features in STAT is that you can see exactly what is showing up in the SERP at any given time. 

Here’s a snapshot of a Full HTML SERP you could see from STAT if you were creating content about pets, dogs and cat allergies: 

Once you have a glimpse into the type of content showing up in the SERP from Reddit, the next step is to consider two primary functions for influencing the SERP: 

Tactic 1: Create Native Content For Reddit 

If you want to influence the conversation about your brand on Reddit, the best place to start is with content specifically built for the platform. Redditors are quick to spot (and downvote) thinly veiled marketing attempts, so it’s important to create posts that feel authentic, add value, and speak to the culture of each subreddit. Here’s how:

Identify Relevant Subreddits

• Find subreddits where your product or service is relevant. It could be niche communities (e.g., r/SaaS, r/CloudComputing, r/DigitalMarketing), or broader subreddits (e.g., r/AskMarketing, r/Entrepreneur) where potential customers might hang out.
• Pay attention to subreddit rules regarding self-promotion; some communities allow it within reason, while others forbid it entirely.

Focus on Education Over Promotion

• Offer how-tos, best practices, or industry insights instead of a direct pitch. For example, if you’re a cloud software company, share a post outlining “10 Cloud Security Mistakes to Avoid” or “How to Optimize Your SaaS Stack.” This gives value and sparks discussion.
• Limit promotional links to only when they’re genuinely helpful. If a conversation in the comments invites deeper info, then—and only then—drop a link.

Use an Authentic Voice

• Write your post like you would write an email to a colleague. Avoid overly “salesy” language. Keep it conversational and transparent about who you are and why you’re sharing.
• Where appropriate, include personal stories or experiences. This humanizes your brand and builds credibility.

Leverage Reddit’s Formatting & Tools

• Make use of Reddit’s Markdown formatting for bullet points, headings, and block quotes. A well-structured post is more readable, which encourages upvotes and discussion.
• Consider creating or using existing subreddit flair if available, which can help highlight the nature of your post (e.g., “Case Study,” “AMA,” or “Resource”).

Engage in the Comments

• Posting isn’t just about a one-time drop; it’s about participating in the follow-up conversation. Answer questions, clarify points, and show gratitude for feedback.
• The more you engage, the more trust you build with the community, increasing the likelihood that your posts will stay visible and ultimately rank in Google.

By consistently creating native, value-rich content in the right subreddits, you can generate more positive brand mentions on Reddit—and that content can show up in the SERP, taking advantage of Reddit’s growing authority.

Tactic 2: Create Engagement Content For Reddit

Beyond simply posting new threads, it’s equally (if not more) important to dive into Reddit’s existing discussions—and specifically those already ranking in the SERP. By strategically answering popular questions and delivering high-quality insights, you not only build trust and authority but also increase the likelihood of getting upvotes (and stronger SERP visibility). 

Here’s how:

Cross-Reference the SERP & Keywords You Want to Rank For

• Identify the keywords that matter most for your brand. Then, search for these keywords in Google and see which Reddit threads are already ranking in the top 10 or top 20. You can use your favorite keyword research tool like STAT to find this information:
  

• Make a list of these threads, because these are the conversations that Google already deems relevant—and they’re likely attracting traffic from searchers interested in your topic or product category. If these threads are still actively available, they are clear targets for you to prioritize for interaction and engagement.

Let’s get tactical…

If I were running a website dedicated to sleep or selling sleep masks, I would find a priority keyword like “best sleep masks” and take a closer look at the content showing in the SERP: 

The thread ranking # 1 is still active, so the best approach would be to go in and comment: 

You will notice that the response I crafted in the screenshot above is straightforward and to the point. This is intentional. You don’t want to write a long response that is overly salesy as it will result in all the Reddit users’ Spidey senses tingling and a quick block or ban from the sub. 

Which is why my next tip is this… 

Jump Into Existing Reddit Conversations

• Once you’ve identified the threads, join the conversation with thoughtful, in-depth answers. Don’t just drop a link to your site; genuinely engage with the question or discussion at hand.
• Share personal experiences, data, or examples that illustrate why your solution or perspective is helpful. Aim to provide unique value that other responses haven’t yet covered.

Craft Answers So Good They Earn Upvotes

• Reddit upvotes can boost the visibility of your post within the thread, attracting more readers (and potential SERP attention).
• To earn upvotes, be transparent about who you are and why you’re contributing. Offer well-organized, easy-to-skim information with bullet points, subheadings, or short paragraphs.
• Provide real-world examples, credible data, or step-by-step instructions. If you can teach Redditors something new or solve a specific problem, you’re more likely to see those upvotes roll in.

Foster Authentic Engagement

• Once you post your response, keep an eye on the thread. Engage with follow-up questions, clarify points, and show that you’re genuinely interested in the conversation—not just plugging your brand.
• Encourage continued discussion. If someone wants more context or background, give it to them in a helpful, friendly manner. The more engagement a thread gets (including your replies), the more Reddit’s algorithm (and Google) will see its value.

Track & Revisit to Refresh

• Threads can stay active for weeks, months, or even years if the topic remains relevant. Periodically revisit high-value conversations to see if new questions have popped up or if you can update your original comment with new insights.
• Keep monitoring how these Reddit threads perform in the SERP. If a particular post is moving up in rankings, consider adding fresh content or answering any new questions that appear. Staying on top of this monthly can be a great way to ensure that no matter how the SERPs change – your brand stays a part of the conversation. 

By targeting the right subreddits and conversation threads that are already ranking for your ideal keywords—and then delivering answers so valuable that Reddit users can’t help but upvote—you’ll strengthen the visibility of both your brand and the relevant Reddit threads. Over time, these highly ranked discussions can become a recurring source of traffic and brand awareness for your business.

How Do You Impact AI Overviews? 

While Google’s partnership with Reddit is radically reshaping the SERP, the rise of AI Overviews (AIO) is also having a massive ripple effect on SEO. If you’ve been following how SGE evolved into AI Overviews, you know that ranking factors for the AI “summary boxes” (as some folks call them) are different from traditional organic results or featured snippets. Why? Because these AI Overviews leverage multiple LLMs that cherry-pick both high-level and highly specific information from across the web—and synthesize it into a single, concise response.

Put simply: if Google’s generative AI trusts your content enough to feature it in that initial overview box, you’ll see a dramatic boost in visibility, authority, and (ultimately) traffic.

So how do you increase the odds that your content lands in an AI Overview rather than being overshadowed by it? Let’s dive in.

1. Focus on Fulfilling Multiple Types of Intent

Why it matters: AI Overviews aren’t just about who ranks #1 for a specific keyword; they’re designed to answer all the angles of a user’s query. For example, if the search is “Best productivity tools for remote teams,” the AI Overview might incorporate:

• A short list of top tools and their features
• Pros and cons from real users from Review sites
• Academic journals supporting the recommendations
• Pricing info from official product sites
• Highly authoritative writing and niche acronyms
• Key stats or data from recognized authorities
• Common pitfalls or watch-outs

These are all the best practices that have been outlined as being important for Generative Engine Optimization efforts. Google wants a 360-degree answer—something a single web page rarely nails on its own.

How to leverage it:

• Perform Deep-Dive Keyword & Topic Research – Identify not just the primary keyword but also closely related subtopics, synonyms, user questions, and “People Also Ask” queries.
• Cover the Full Context – Go beyond the obvious. If you’re publishing “7 Productivity Tools for Remote Teams,” also include sections on security concerns, budget considerations, real-life success stories, or comparisons with alternative solutions.
• Include Data & Commentary – AI Overviews love pulling in stats or user experiences, so mix authoritative research and real-world user quotes (possibly from your own community, customers, or credible third parties).

2. Master E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

Google has made it clear that the LLMs behind AI Overviews draw heavily on signals of credibility and trust. That’s where E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) comes into play. This visual gives a great summary of the concept: 

If you read through Google’s Search Quality Evaluator Guidelines and updates from the Google Search Central blog, you can start to gather insight into why Google emphasizes E-E-A-T signals (Experience, Expertise, Authoritativeness, and Trustworthiness) and how it’s defined.

If your content or domain is known for thorough, accurate, and up-to-date information, you stand a better chance of being referenced in the AI Overview. How to leverage it:

• Show Real Expertise – Whenever possible, include bylines from real subject matter experts, thought leaders, or individuals with relevant experience. This helps prove your content has depth.
• Cite Reputable Sources – Link to credible studies, government websites, academic research, or well-known authorities in your niche. This also helps the AI see you as a trustworthy aggregator.
• Maintain Updated & Fact-Checked Content – If your page references stats from 2019, you risk losing out to fresher data from 2023 or 2024. Regularly refresh your content.
• Display Social Proof & Reviews – User testimonials, case studies, or endorsements from credible organizations enhance your brand’s trust signal.

3. Structure Your Content for AI Readability & Extraction

AI Overviews often pull snippets or small chunks of content that can be easily parsed and recombined. If your site is a giant text block with no clear headings, bullet points, or subtopics, the AI may have trouble extracting the essence of your content—and move on to a competitor that’s more structured.

One of the best ways to understand AI Overviews interpretation of content is to look at the SERP. Similar to the way STAT shows you how Reddit snippets show in the SERP, it also shows how AI overviews appear directly in their product: 

The best thing about STAT in this example is that it shows the URL the AI Overview is using to inform its response. This can help you structure your own content in a way that aligns with what Google wants to see from content creators and how it shows in the SERP. 

How to leverage it:

• Use Clear Headings & Subheadings – Organize each section with H2s, H3s, and so on. This helps the AI pinpoint exactly where the info on “pricing,” “benefits,” or “comparison” lives.
• Bullet Points & Numbered Lists – Especially for instructions, pros and cons, or enumerations (like “10 best practices…”). The AI can parse these quickly.
• Concise Summaries & TL;DRs – Offer short, clear summaries at the beginning or end of your article. Perfect for direct extraction.
• Schema Markup – Implement structured data (e.g., FAQ schema, how-to schema, review schema) so search engines (and LLMs) have machine-readable context.

4. Provide Unique Angles & Original Data

AI Overviews aim to present something distinct and helpful. If your page rehashes standard best practices without any fresh insights, the AI might not find you worthy of inclusion. Conversely, if you have unique data—like original research, proprietary survey results, or interesting user anecdotes—Google’s AI may see you as a valuable puzzle piece for a well-rounded answer.

How to leverage it:

• Original Research – Conduct polls, surveys, or case studies that yield new data. Even small data sets can be powerful if they’re truly unique.
• Thought Leadership Pieces – Don’t just list features; provide insightful commentary on market trends, future predictions, or “behind-the-scenes” details.

5. Optimize for User-Dependent Signals (Personalization)

Remember, Google’s AI Overviews consider not just query-dependent signals but also user-dependent signals—things like user location, past searches, and browsing history. If you serve a specific region or niche audience, it’s important to tailor your content so it resonates with those users in a personalized way.

How to leverage it:

• Localize Your Content – If you operate in multiple markets, provide localized versions of your blog posts, landing pages, or product descriptions (and consider including local data or case studies).
• User Path Analysis – Look at how people enter, navigate, and exit your site. Where do they drop off? What’s driving them to convert or share your content? Insights here can inform how you structure your pages for maximum clarity and value.

6. Track & Iterate Based on AI Overview Performance

As you optimize for AI Overviews, you’re entering somewhat uncharted territory—search is evolving faster than ever. Monitoring your progress, testing new approaches, and iterating quickly will be the key to staying ahead. How to leverage it:

• Set Up Tracking – Tools like Moz’s STAT or Semrush can help you see which of your keywords or pages are showing up in generative AI results (when such data is available).
• Analyze User Engagement – If you see an uptick in traffic from queries that typically trigger an AI Overview, cross-reference that with on-page metrics. Are people bouncing, or are they engaging more deeply?
• Proactively Update Evergreen Content – If you see your content losing traction in an AI Overview, freshen it up with updated stats or new insights. Let Google know your page is relevant, timely, and worth referencing.

Wrapping Up: Your Roadmap to SEO in the Era of AI Overviews

We’ve covered a lot of ground—from how Reddit’s newfound SERP dominance can siphon off traffic to the intricacies of Google’s AI Overviews that are shifting how searchers find information. The bottom line?

1. Reddit is here to stay—embrace UGC (user-generated content) as a new channel to capture brand visibility and authority.
2. AI Overviews aren’t just a fun experiment; they’re fundamentally altering how (and what) Google surfaces. If your content is structured, authoritative, and aligned with user intent, you’ve got a better chance of being quoted in the generative snippet.
3. Tracking & adaptation are crucial. Keep a close eye on how your content performs in the face of these changes. Use advanced SERP-tracking tools like STAT, watch for fluctuations, and respond quickly with updates or new tactics.

As these shifts accelerate, staying nimble and user-focused is the name of the game. Invest in genuinely helpful, in-depth content—both on your site and on platforms like Reddit—and optimize it for AI’s evolving “understanding” of searcher queries. 

Do that, and you’ll be well-poised to navigate (and thrive in) the next era of SEO.

Time to roll up your sleeves and get to work—your audience is waiting, and so is Google’s new AI. 

Good luck! I’m rooting for you.