B2BVault's summary of:

Reddit Is Winning the Battle for Transactional Keywords

Published by:
The Future of SEO
Author:
Eli Schwartz & other

Introduction

Reddit has quietly taken over search results for buying-related keywords, replacing review sites like G2 and Capterra.

What’s the problem it solves?

Most B2B marketers still spend heavily on review sites, unaware that Reddit now dominates search and AI results for bottom-of-funnel (BOFU) queries. The article shows how to shift strategy to meet buyers where they actually are - on Reddit.

Quick Summary

For years, software review sites like Capterra and G2 ruled search results for “best” or “alternative” software keywords. But that era is ending. Data from STAT shows Reddit now drives more traffic from high-intent, transactional searches than any traditional review platform. Reddit’s share of this traffic rose above 4% in 2025, while review sites remain flat or declining.

Google’s algorithms now favor authentic, peer-driven conversations over polished marketing pages. Threads full of user debates and real experiences feel more trustworthy than curated lists, so Reddit posts often outrank branded content. Large Language Models (LLMs) also use Reddit discussions as training data, meaning Reddit influences both human and AI-driven search results.

For marketers, this means they no longer control the narrative through SEO pages alone. Buyers are reading Reddit threads before visiting a company’s site. But this also opens new opportunities. Brands that show up authentically in relevant discussions can gain trust, shape perceptions, and build long-term authority that affects both search visibility and AI-generated answers.

Key Takeaways

  • Reddit now outperforms Capterra, G2, and Gartner for high-intent keywords.
  • Google favors Reddit’s user discussions because they reflect genuine experiences.
  • LLMs like ChatGPT frequently cite Reddit threads, shaping AI responses about products.
  • Brands must shift from polished SEO pages to authentic Reddit engagement.
  • Having the right account setup (brand subreddit, official user, and persona) builds trust and presence.

What to do

  • Search Reddit for threads ranking for “best,” “alternatives,” or “reviews,” and join the discussions with useful insights.
  • Create evergreen posts around real buyer questions like “What’s the best CRM under $50?”
  • Repurpose blogs and case studies into conversational Reddit threads instead of direct links.
  • Keep engaging in comment sections - don’t just post and leave.
  • Encourage users to share reviews on Reddit, not just G2 or Trustpilot.
  • Set up three Reddit accounts: a brand subreddit, an official user profile, and a personal-style account for authentic participation.

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