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