Garrett Sussman: Is the founder foundation and distribution[.ai], which is actually a really cool software you all should check out. He’s an Amazon best selling author with a mantra, create once, distribute forever, a sushi lover adventure seeker, and a Philadelphia Eagles fan, which is why I am allowed to be friends with him. Ross is always exploring new flavors and cultures around the globe presenting Search AI and UGC navigating the future of Google and Reddit’s influence. Please welcome Ross Simmons.

Ross Simmonds: Hi. Life turns up turned upside down. I’d like to take a minute to sit right there. What’s up y’all? Super excited to be here. So, I wanna do a quick little experiment to create some FOMO because people left. So, I need you guys to help me. We’re gonna pretend that something crazy is going on. I’m not Oprah, I’m not giving away a car, but let’s pretend I am, I’m actually just gonna give away a book. If you guys can make some noise to make a bunch of FOMO so everybody who left feels super bad about leaving, that would be amazing. So, let’s do it. Alright? On the count of three, we’re gonna pretend that I’m giving away cars, you’re gonna go crazy, and let’s see if anybody comes in. And if they do, we’ll give them this gnarly look like it’s a Canadian in America right now. Alright. I’m kidding. Alright. Let’s do it though. One, two, three, make some noise, make some noise. Alright. Who wants a book? Who wants a book? You want a book? Here we go. You get a book. You get a book. Anybody else want a book? You want a book? You want a book? Here you go. You can get a book. Alright. Alright. Alright. Let’s see. Hey. Thank you for coming in. Appreciate you. Alright. 

Capture the flag. Red Rover, Red Rover, called. Rossi right Over, that was my nickname back in the day. Hide and Go Seek. All of those games made up my childhood. And you might be wondering, what in the world does this have to do with anything? I’ll get to that. But essentially, Capture the Flag was without question my favorite game. Anyone play Capture the Flag as a kid? Grow up? Yeah. Capture the Flag. So good. I have this dream that one day I’m gonna set up my entire neighborhood and get a bunch of the kids and me and we’re gonna play Capture the Flag across the entire neighborhood. It’s gonna be absolutely wild. But there’s three things that you have to do to be great at Capture the Flag. I’ve always grown up playing weird games. I was like semi-pro dodgeball player for a long, long time and then I tore my meniscus. Can’t play anymore. I still think I’d be pretty good, but I love weird games. Capture the flag is one of my favorites. 

There’s a three simple step concept to win at capture the flag. Lurk, listen, leap. And that is the same philosophy that you can apply to Reddit and I’m super excited to share it with you today. You have to lurk in the shadows, try to play it cool and like scope out what everybody’s doing, listen to make sure that there’s no quick foot steps coming up behind you to grab the flag, and then you have to leap, grab that flag, and run fast as you can. That’s essentially the concept. And, the same concept applies to Reddit, and that’s what we’re gonna be diving in today. You might be wondering, bro, what’s that got to do with Reddit? Everything. Because in capture the flag, you leap, you grab that flag, you need to get back. You might get tagged, you gotta get back in because on Reddit, you’re gonna probably get banned, but you gotta get back in. Trust me, I’ve been banned like twenty times. I’ve been told where to go and how to get there by a lot of people, including employees that read it. I wrote my first book on Reddit back in 2015. As you can see, people told me to go away. They hated it. They said, get off of the internet. We don’t like you. I even had this guy write a huge essay, and you know that was actually him because AI didn’t exist back then, so he was like sitting in his underwear just writing all this stuff, and like, people were mad at me. It’s okay. I spoke at MozCon, told everybody that I got blocked from Reddit a bunch of times and talked about that, and people gave it love because again, I’ve been in this Reddit world for quite some time. 

Take you back into time, this is what Reddit used to look like, this is what it now looks like, pretty much very similar to what it used to be, still a similar format. But here’s what has changed. Reddit today is absolutely massive. Over a 101 million daily active uniques, 379 million weekly uniques, over 138,000 different communities and subreddits, and in the US, it is the second most popular website in the US. Crazy. Right? Ahrefs just came up with this this month. It is wild. So, for all those people that left and are no longer going to be able to reap the benefits of Reddit, good for you. But for you guys, you’re going to be able to tap in. And you might be wondering why does Reddit matter? What’s so good about Reddit? This is it. The Google relationship that has popped off over the last few years has been absolutely a driving force for why Reddit has gotten over that impostor syndrome where it called itself the front page of the internet for quite some time, but now it actually has done that, and it is truly the front page of the internet. How many of you, since you’ve been in New York, have been on Reddit? Just a quick show of hands. A couple. Some of you might not even know what Reddit is. Don’t worry, we’ll get into that as well.

So, Reddit is going through a moment. There’s no question that there’s a real moment happening on the internet with Reddit. Reddit is having its content scraped left, right, and center from all of the different solutions, all of the AI tools. They’re striking up a lot of partnerships. They’re striking up a lot of deals. In fact, one of their number one drivers for revenue right now is actually from data licensing agreements that they’ve locked in with organizations like Google and beyond. Millions of dollars. That’s not going anywhere anytime soon. In addition to that, for all the SEOs who are thinking on a global scale, you have to recognize that Reddit is finally making a real push internationally. They’re seeing an increase in their actual revenue on an international basis by over 70% and they’re showing up in the SERPs on the international basis more frequently than ever before, along with in different languages and I’ll show you something on that shortly. The folks over at Profound sent me this data and it was mind blowing but also just reassuring to know that what I’m talking about makes sense, and that is that Perplexity on the vast majority of its queries, when you go to Perplexity and you ask it something, it’s using Reddit as a primary source to identify what content it should actually serve up to you. This is showing up time and time again. Reddit recently started to roll out a translation of all of the threads. So, you might be in New York and you’re creating content about a great bagel shop up the street. If somebody in France is actually doing a keyword research in French and they’re looking for a bagel shop in New York because they’re trying to plan their vacation, Reddit has now integrated an LLM that it was translating live that content, automatically adding an extension to the URL and positioning and creating local content, kind of like what Greg was talking about, but at scale directly in that market.

This is taking off across all of the different languages from Brazil, Portuguese, all over German. They’re translating their content and it is resulting in a massive, massive increase in the daily active users. If you happen to be at Carrie’s talk, she talked about yesterday about all of the media sites that were competing with the brands that she wanted to talk about and the brands that they were getting out there. Look at the biggest block there. The biggest block happened to be Reddit. Reddit is taking over the SERP in so many industries, but so many people are sleeping on it. And, there’s a core reason why this is happening. Yes, there is a partnership where Google has a little bit of skin in the game and they see value if Reddit shows up in the SERP. They won’t say it out loud, but we all know they probably got some shares at the IPO.But there’s trust in the online communities like this piece is a key part. People were adding the keyword reddit to so many of their queries that Google had to respond to it. A lot of people for over the last few years have been looking for their mattress and they’ve been being met with a bunch of content that SEOs have been creating, myself, teams included, and they’re reading this content saying, this isn’t good. I know these people never actually laid in these mattresses. I don’t trust them. So, they’re adding Reddit to their queries and they’re getting feedback from people who they actually trust. Social sharing is also in the decline. We used to share so much on social, on Facebook, on X. Now, people are typically going into these platforms with an experience where they actually just want to consume content and not so much actually share. The buyer’s journey on Reddit is so closely connected to transactions, to considerations, to purchase, but for some reason so many brands still sleep on this. People are using Reddit every single day to make business decisions around products no matter if you’re in B2B, B2C, D2C, it doesn’t matter. People are using Reddit to make these decisions and the data doesn’t lie. If you took all of the keywords that Reddit actually ranks for and you cross referenced whether it was commercial and transactional intent, it would be over $204 million worth of PPC traffic that are going to these pages that are ranking in Reddit every single day. 

So, if you’re convinced that maybe you should actually jump into Reddit, I’m excited to share with you what I call the Reddit Operating System of Scale, Ross. Lurk, listen, leap. I just got to make up acronyms. I don’t know. It’s fun. Alright. So, where do you start? First of all, I know some people hate Reddit, but let me tell you, Reddit doesn’t give away always bad advice. This first one’s brilliant. When you sign up for anything online, put the website’s name as your middle name. That way, you receive spam, you know who it was from. That’s gold. Do that. That’s genius. The second tip is also great. Convince your kids to read books. Doesn’t seem like rocket science, but hey, still good advice. Now, I’m not saying that you should use Reddit for any health advice. This is definitely not what I’m saying. I think it’s doing a lot of weird stuff in that regards. However, if we put on our capitalism hat, then let’s ride. Alright. Subreddits exist for every niche, whether you’re an entrepreneurship, VPN, big SEO, technology, you name it, AI. There is a subreddit for you. I don’t care if you’re working in any space. Right? You can work in someone name a weird space. There’s even like HVACs, it’s there. Whatever. You have a niche and you don’t want to say it out loud because it might not be cool, it’s there. I guarantee you, there is a subreddit for you. Filterfloss. Anyone know what Filterfloss is? Me neither. I don’t even know where the query came from, but I did a quick search and Filterfloss is something that people are looking for. I think it goes into like your fish tanks and stuff like that, but you can see there’s 4,000 people who are looking for that every single month, and what’s the number one ranking website? It’s Reddit.

This is showing up time and time again. There are great tools out there like SEMrush that make it easy for you to actually see what URLs are ranking in the SERP from Reddit. You can do this pretty much in all the tools if you’re able to navigate it, but what’s interesting about something that they’ve been working on is that it’ll also show you how often queries associated with the LLMs are actually pulling from Reddit as well. So, I’m a big believer in lurking. So you need to go into these subreddits with the idea of just lurking. Learn. I’m not saying that every single brand should have a presence on Reddit. Fast forward five years from now, I will 100% say, unless Google and Reddit have a falling out and a divorce like Canada and the US, that you should 100 I’m joking. I love you guys. I had to tell my parents I went to Toronto though because they’re having nervous breakdowns. I told them I went to Texas a few weeks ago, mom’s crying and stuff. It was insane. It’s insane. Either way, New York, let’s go. I love this too. Alright. 

So, New York. I was coming here and I was like, I gotta find some pizza. So, I did a search in the New York subreddit and I just typed in pizza. This thread had hundreds of comments, thousands of upvotes. People loved it. If anybody wants to grab pizza tomorrow for lunch, still haven’t gone to any of these, let’s do it. But, you can look at that and you can see the format that people want. That is what I call content market fit. Let’s say I am a food blogger. I look at New York and I type in pizza and I can see what the top content is within that community, now I know what content market these people want. These people want long form content just like a blog post that kind of falls into the categories of Double E where it says that I’ve researched, I’ve tried all of these pizzas, etc. Now, I’m going to go and give that back to these people. You also want to lurk through a bunch of different queries and see how your domain, your industry, your niche is showing up in the LLMs. If you’re in the coffee industry, every single time somebody has a transactional query, I’ve been noticing that Reddit is showing up all the time. So, you need to consider that. Again, there’s a reason why Reddit is showing up more and more. It’s because they have struck these deals left, right, and center and it’s showing no signs of slowing down. If you’re in software, b to b is kind of the play, industry in the world that I grew up in. It has completely changed the way that B2B is done. 

This, if you’re in B2B SaaS, if you’re in software, take this slide and bring it to your team and show them the reality of the SERP. Back in the day, back in like May 2024, Reddit was nowhere to be found in the top three or four queries as it relates to bottom of funnel searches. We took over 100 and/or 1,600 different bottom of funnel queries where people were typing in best CRM, best marketing software, best marketing automation tools, all of the software queries that would be bottom of funnel, and we found that without question, the top players were there. Capterra, G2, TrustRadius, all of those kind of software review sites. But with the rollout of Reddit’s partnership, Reddit has surpassed them all. It is absolutely wild how much traffic Reddit has stolen from these sites and how far their companies have dropped in terms of total organic value. And, it’s crazy because these folks raised a lot of money, so they’re not happy with Reddit but they should have partnered with Google and they would have been laughing. But that’s a lot of money to lose. So, it started with folks like Capterra generating tons and tons of high value traffic, tons of traffic for people who were trying to buy software. Now, that is all going to Reddit. UGC content is showing up in the SERP, but for some reason, software companies are still like, oh, review sites, they always get a line item of our budget for a hundred and twenty five grand a year and Reddit gets $500 and we’re gonna pull that back in a few weeks anyway.

This is what is broken. The industry is not catching up to the reality. If you look at wirecutter[.]com or what was wirecutter[.]com, now New York Times, the number one competitor that it has in the SERP is Reddit. It is Reddit. But we’re all sleeping on Reddit. Reddit’s not for for marketers, we shouldn’t be there. But no matter what queries you think about, people are going to Reddit to find out answers to questions. So what I encourage you to do is do an analysis even at the beginning to understand like how is Reddit showing up in the SERP, what type of content are people looking at, do your own analysis and your research to see like what queries you’re currently ranking for, what keywords you’re targeting, and whether or not Reddit is showing up in the SERP for those queries, and start to lurk in and start to actually show up and start to create content in those. That’s the leap and we’ll talk about that shortly as well.

There’s a great tool called Gummy Search, which is great for lurking to understand the sentiment of your brand on Reddit. What you’re able to do is you’re able to type in your brand queries, it will actually look across all of the different subs for mentions of your business and your brand, it will then cross reference the sentiment of the comments that people are leaving with your words, and you can actually get a snapshot of how your brand compares to others, it’s a beautiful thing. But again, you have to be willing to lurk. You want to lurk and see how else – this was something that I saw on LinkedIn from Chris Long and it ties in nicely with what Will was talking about around like the listicle style content, but listicles are also ultimately being sourced even if they are directly from Reddit. So someone put up a post of his SEO agency recommendations, they talk about all of the sites that Will had along with SEER, which is cool, shout out to Will, and they tipped that and they essentially pulled it right into the LLM and used that to inform the response. So when you’re thinking about your strategy, you should also be thinking about Reddit. If you want to run a quick and easy test, Reddit just launched this new tool called Reddit Answers, which is their way of responding to ChatGPT and all of these tools. It’s on the left hand side. It might be in beta depending on who you are, but if you go to Reddit Answers and you ask it a question, you will see how the Reddit LLM is actually viewing its own content and how it’s translating that into results. So, you can actually say to it, hey, what is the best mattress recommendations? And it’s going to sing King Coil and it’s going to link to a comment that is in Reddit with the most comments and the most upvotes. You can also use a tool like SparkToro, upload your website domain to SparkToro and it’s going to show you the subreddits that your audience is actually spending time on. It cross references who your visitors are, looks at Reddit and matches it up, so you now know which subreddits you should be prioritizing for when you’re not only lurking, but you’re also going to make that leap eventually.

This is gold. This is gold because you can go into these communities like our marketing where your audience might be spending time and say, I now know that my audience is here. If you’re targeting marketers and you don’t think they’re in our marketing, okay, we I’m not talking to you. I’m talking to everybody else. But the marketers who are in that subreddit are probably interested in certain types of content. So, you go into that subreddit and you’re going to sort the content by top post. When you sort the content by top post in the community that your audience is on, what do you see? You see the content that they’ve given up votes to, that they’ve commented on the most, and just like that New York post, you have uncovered content market fit. You now have to distribute, create assets on these topics. For example, if I see the number one post in our marketing is about Duolingo, then maybe as a marketer I can pick up on the idea that marketers care about this brand, they think it’s interesting and I could write some pieces on this brand if I wanted to get some traction. 

Lurk, listen, leap. I’ve lurked and now I’m going to listen to see if there’s any more signals such as on X where people are talking about Duolingo. Okay. Now, I have validated this idea that marketers care about this brand. I should probably write a case study. I should probably write a book, a guide, a resource of some sort on this concept and then distribute it back into that subreddit and guarantee that I’m going to get success. That is the way that you do it. But, you also want to use things like this new tool that Reddit also launched. They’re rolling out a bunch of crazy cool tech to empower people to actually be more active in the organic side where you can add keywords to the back end of Reddit in this feature called Trends and it will cross reference the entire platform and let you know when somebody talks about your brand. So, if you’re Aeropress, it will tell you when there’s conversations happening about your business all the time, give you a notification as well as an email so you can jump in and engage, and I’ll show you how to engage in a second. You can listen and pick up like what subreddits directly from trends have the most members, and again, this will support you in understanding what subreddits you should be active in. I truly believe that the tools like Gummy Search are game changing for SEOs because we’re not just thinking about search from a Google lens, we’re thinking about it holistically at large. And as Greg was mentioning before, about the sentiment, that whole concept of sentiment is really influencing the way things are showing up, even based off of Reddit trends. So, you dive into a tool like Gummy Search and it will actually analyze what are the patterns across subreddits that people are saying when they’re talking about your brand, when they’re talking about coffee machines? You can quickly see that people are thinking about budget friendly coffee machines, best coffee machines for home use. Maybe we need to position our brand more closely around home usage. Maybe we need to start thinking about how we can have more campaigns about a milk frother, all of those different things. Or, you notice that there’s this subreddit that is called Buy It For Life that is constantly talking about how this one coffee machine can last forever, and maybe you need to position yourself as such.

You want to listen for what people are saying at the bare minimum, folks. That would be if anyone left here and they just said, okay, we’re gonna we’re gonna listen and lurk, I’d be so happy. That on its own because you’re now paying attention to the market and your customers who are probably very, very willing to give you authentic and real feedback directly on Reddit than they wouldn’t if you just asked them for an answer to an email or something like that. Here’s the other thing. I know that’s where the fear is. You don’t actually want to know what they’re saying because they’re probably going to tell you where to go and how to get there, but you just you should do it anyway. Simple coffee maker recos, like, you see this type of content on a regular. Ideally, you can start to see what people are saying about you. 

This Mockamaster brand, I don’t know if anybody has it, but they’re crushing it. You’ve got that? You do? Oh, man. I’ve been hearing Well, from Reddit, like, they’re loving this thing. I think I’ve to get one. But it’s all over Reddit, like blowing up. But if I worked at Mockamaster, I’d be like, okay, why does Aeropress have a more positive sentiment than me based off of this? And when you dive deeper, you’ll see that they don’t have a higher brand sentiment, they just have a higher volume of conversations happening about them. So that should be a signal that we need to increase our presence as Mocha Master if we want to be able to compete with the AeroPresses of the world. 

Reddit also has this cool ad analyzer tool. This is something that I don’t think any other ad like marketing social platform has. They’re super transparent about it. It’s kind of weird, but it’s okay. They tell you why people are running ads, it shows you like their entire ad along with the reasons why it works. They tell you what they’re prioritizing with the ad, so it’ll tell you that this ad is optimized for conversion. The format, it tells you how high of a budget people are actually investing in Reddit, kind of weird, but Reddit’s a weird place. How to study the communities? Again, there’s that Mocha master, again, over two forty upvotes on this post with people saying that they love it. This is where you should be if you’re in this space. Gummy search, I’m not going to spend too much more time talking about it. It’s great. If you are to tap into a tool to lurk and listen, this is the one. 

Alright. Now, let’s get into it. Now, it’s time to leap. Grab the flag, run back, don’t get banned. How do you do it? Alright. So, anybody from Ahrefs here? Alright. Good. Okay. So, back in 2015, Ahrefs was going in and they were like, let’s go in on Reddit, and they started to create content. And, it was great. Brilliant strategy. This is exactly what you’re supposed to do. You go into Reddit, you get customer feedback, and they were doing it year after year after year, and they were getting gold. Right? Like, people were responding, they were engaging, they were having these in-depth conversations, people were saying, we want you to have a data studio connector. That would be awesome. People loved it so much, they were saying, I love you guys, but I have some gripes. And look at that feedback. Wouldn’t that be amazing to get like that in-depth level of feedback from people who are using your product? It’s amazing. They kept going. They kept going and they kept going. And then last, a few years ago, people told him where to go and how to get there, and it wasn’t too pretty. They swore at Tim, they were telling Tim all kinds of things, and it turns out that that post got locked, blocked, deleted by. It was wild. So, you have to go in with thick skin. You have to be okay with, yes, it can be lollipops and roses, but if your prices are crazy and you’re doing some crazy stuff, people are gonna tell you what they feel. And I know this, like I’ve been blocked a lot, but I’ve also been on the front page of Reddit hundreds of times. I used to run a coffee company called Hustle and Grind. Grind means coffee grinds, and we were on the front page time and time again, reached millions of people. Our posters, our art sold like bonkers on Reddit. It was crazy. 

So, let’s go one zero one for a second, and then we’ll dive into tactics real quick. There’s a few key things that you need to know about Reddit and how it works. First, there’s a branded subreddit. This is what I would encourage you all to do. If you do not already own your own branded subreddit, r/YourBrandName, go and get it yesterday. Like, go and get that subreddit. You need to have your subreddit because if somebody else creates it, you can’t get it back. It’s really hard to get it back. Twilio, HubSpot, Zapier, ClickUp, they all have set the bar for what these look like in SaaS, but if you want some other examples, can check out RWGU. Supernote is doing a good job. There’s a lot of brands that have set up a great optimized subreddit that I would encourage you to consider. You want to have a great description over on the right hand side that gives you details around like your business. You’ll notice that there’s four little blocks on the right hand side. You can have links going directly from your sub to your website into priority pages that matter to you, or you can let the industry and the people, your customers, your clients create your subreddit, kind of like ChatGPT did, and then have millions of people who are running it, but it’s not you. It’s out of your control. You have no management of it. Not my preferred advice and approach. I think brands should try to run their own sub, but if you can’t, you’re out of luck. Another thing you should do is own the user. 

So, there’s two different types. There’s r, which means community, and /u, which means user. You also want to own your brand’s user account. User accounts are very important. SEMRush has theirs. Brilliant. That’s how it should be. You want to own your own user account and subreddit. The user is the brand representing like the company going into threads, responding, interacting and engaging on a regular basis. There’s a few different approaches that you can take to this. I think there always should be one overarching account for your business that operates as your business’ main account. That account is going to be the mod of your sub just in case employees get wild and you’re going to let them go or something like that, you don’t want them to like take your account and run with it. Make sure that you have a mod that is neutral with a shared login, sort of like what Supernote has done. 

You also can take an approach like Sonos has done, which is also a great Is there Sonos in the house? Are you Keith? No. Oh, I was going to say, you, because Keith is the OG GOAT. Cool. So Sonos, I think, does an amazing job with their subreddit as well. They’ve got all of their teams empowered to be using the sub, and that’s exactly how it’s showing up. These folks are in there responding and communicating. SEMRush is doing their thing too. They’ve got a few folks on there that are no longer at their team, so I don’t know if they’re managing it well anymore, but that’s a whole different conversation. But you should run a subreddit with excellence. And again, Sonos is, in my opinion, one of those ones that is doing that. They don’t own their own subreddit, but they have people who are employees clearly listed on the bottom of their sub and it calls out that this is a sub not owned or run by Sonos, and that is exactly how you do it. If you are empowered to take a subreddit and like become a part of it and you can’t become a mod, becoming a contributor, a responder is the second best place to go. Definitely a great approach. So cool to see you guys here. And this is another great one. So you wanna have personality in your responses on Reddit. This is how it’s done. What can I say except you’re welcome? That’s – anyone know that song? I say that to my kids all the time. They want peanuts? What can I say except you’re welcome? Trophy case, like, this is where This is the goal. This what you want your user accounts to be, to be getting awards. We have a bunch of accounts that we run for our clients, and at first it was weird to be like, you know, we just got a trophy and they’re like, what? What are we what are we talking about? What are we talking about? I’m like, we’re We’ve got like a gilding trophy, we’ve got this consistency trophy, but yeah, either way, they still love us.

That’s the other type. You can create brand users. So, if you do have another type of account, create users. So, it could be Ross from Foundation, mine are just like r/simmonds and other accounts, all this stuff, but I would encourage you to consider all of these different types. Here’s another thing though. If you have a user If somebody has your username and you’re like, I want my username, which you should, there is a way to get it. If it’s a subreddit, not a chance. There’s close to no chance. If somebody has your username, you can go through a trademarking process where you can reach out to me and I can send you the link to do it, or you can just reach out to Reddit and they can hook you up. But you can claim a trademark if you have a trademark for a username that is associated with your brand. If you want to be added to a sub, you can reach out to a sub, to a mod. This is something that we’ve done. There’s my subreddit. That’s my username. So, r/simmonds, I say, hey, do you happen to work at this company or working with this client? They want to get their sub back. I was like, can you give it to me? Then they added me as a mod within a matter of a few days. So, you can reach out. Some people on Reddit are nice, some people not so nice. But I strongly encourage you to set up your accounts because we have another client whose account is set up like this and it’s real messy because somebody is running explicit content on their account.

Reddit’s also big in that world and if that’s your world, then you do you boo boo, that’s you. Alright. Leap. So, marketing. I think you need to jump in but you really gotta stop sounding like marketers, folks. You’re killing yourselves out there on the internet. Going in and putting up posts like this, marketing in the dumps, deploy a chatbot for free, bot deploy dot ai. Hope they’re not here. Be gone. Right? That’s what Reddit will tell you. Be gone. Get that foolishness out of here. They don’t want that. You need to actually go in and respond like a human and be actually interesting and funny. There are a few peak hours in which you can operate on Reddit. Again, all my slides will be shared so you can see this. Here’s another low hanging fruit. You’re not ready to leap. Get this pixel code, install it on your website. Low hanging fruit. We have seen crazy conversion rates on remarketing from Reddit. The brand doesn’t even need to be there. Just run remarketing ads to people who are on your money pages, especially I’m talking to my B2B people. If they’re on a comparison page, if they’re on a pricing page or a solutions page, especially if you’re talking to a highly technical audience, these folks, when they see the remarketing, it’s like magic still and they will come over and start to consume your content.

Reddit also runs a very transparent platform where you can see all of the ads that are showing. I encourage you to study those and then start to boost your top performing posts. You should also, I didn’t have a slide on this, go to the search bar on Reddit, type in the word site:yourwebsitedomain. Hit the enter bar. It’s going to show you any blog post, any article on your domain that has ever been submitted to Reddit. Every week we work with a client, we’re finding these clients who jump in and they’re like, we haven’t been on Reddit. And then we do that search and we find posts that they created back like five years ago that went ridiculously viral. Yes, viral. Like hundreds of shares, thousands of comments sometimes, and they didn’t even know that they like were Reddit famous for a day. Guess what happens? You take that same content from two thousand and fourteen, you give it to people again in 2025, and it’s still gonna resonate. Why?  Because we’re just walking balls of chemicals and we still react the same way we did back then.

So, Redditors still love links. We did this analysis and we found that Redditors love links, don’t be afraid to submit your links. Just make sure that you’re looking at Reddit, analyzing your keywords, studying the threads that are responding and engaging, respond to those that are ranking in the SERP. You should also tap into influencers. If there’s people who are active in subreddits, make friends with them. They might even mention your blog content in the future, which is great because you start to get referral traffic from that. This is another great example, native content, so you can take blog post style content, submit it into subreddits, and add value to the communities. Will you still get banned? Maybe, but at the end of the day, you have to try. Here’s another example. I created a bunch of posts, none of them got me banned, where I was talking about how to grow your Instagram account up to 50,000, how I built my first consultancy, that was many years ago, but how I was able to grow the early days of foundation, all of that stuff. Now, real quick, remember that pizza post that I talked about earlier? I gave this talk when I had no hair on my face called at CTA Conf where I told people that they need to remix their content. If you see something that is great in the internet and is resonating with people, you don’t steal it, but you find inspiration from it and you bring it back into your industry and your space. So, I took that pizza spot and I did it from my hometown, which is Halifax, Nova Scotia. Where is that? Way on the East Coast. So, I created this piece that got over 100 upvotes, 127 comments. We’re not as big as New York, but 40,000 views for just one post in Reddit shows that content market fit is a real concept. I took an idea which was essentially people care about pizza in New York, let me do the same thing in Halifax. You could do that in Atlanta, you could do it in New York, you can do it in Jersey, you can do it in Philly, go birds, all over again, and you are going to win. Folks, if you ask questions, people will comment, people still love images and videos, and we’re going through a ridiculously pivotal time right now. I search X to find out what I should read, I search Reddit to find out what I should watch, I use Facebook to find out what to do, TikTok to find out where I should eat, Instagram to find out what I should wear, even though they would never tell me to wear a coogee sweater, YouTube to find out how to build things.

Folks, search has changed completely and it is going nowhere anytime soon. I dropped as much as I could on you guys because I want you all to win at Reddit. Don’t be afraid of this platform, Embrace the Reddit operating system of scale, and if you’re feeling overwhelmed, it’s okay. I wrote this book called Create Once Distributed Forever, it’s available everywhere, that you can check out that actually breaks down a little bit about Reddit. I wrote it before AI became a real big thing, so it covers Reddit but not too deep. If you have questions about this stuff, check out the book, hit me up, remember to listen, lurk, and then make the leap. Thank you so much. SEO week, you’ve been great. Appreciate you.