Reddit Is Winning the Battle for Transactional Keywords
Budgets for many B2B brands continue to invest significantly in review sites as if it was still 2023. Unfortunately, the times have changed and BOFU traffic is dominated by Reddit.
This week’s newsletter is guest-written by Ross Simmonds, founder of Foundation, and is sponsored by North Star Inbound and AthenaHQ
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For years, bottom-of-funnel (BOFU) keywords have been dominated by software review platforms like Capterra, G2, and Gartner.
If you searched “best [software]” or “[tool] alternatives,” odds were high that one of those sites owned the top real estate in Google. That dominance is fading fast.
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According to data from STAT (2024–2025), Reddit now generates more traffic from transactional and commercial queries than any software review site:
In fact, Reddit’s share of traffic for high-intent keywords climbed above 4% this summer — overtaking Capterra, G2, and Gartner. What’s more telling is the trajectory: while the review platforms remain flat, Reddit’s curve continues upward. Here’s what some of those other sites are seeing in terms of traffic loss…
Yet…
Budgets for many B2B brands continue to invest significantly in review sites as if it was still 2023. Unfortunately, the times have changed and BOFU traffic is dominated by Reddit.
This presents a great opportunity for both paid and organic efforts on Reddit. Let’s dive a bit deeper into the organic opportunity that exists and why it might be time to shift your pipeline influencing efforts to Reddit.
Why Google Favors Reddit
The reason is simple: people trust authentic voices.
A Reddit thread with dozens of users debating the pros and cons of SaaS tools looks and feels more credible than a polished “Top 10 Alternatives” article. Google knows this. The Helpful Content Update and subsequent algorithm changes have consistently rewarded Reddit’s user-generated content because it reflects real search intent.
Over the last few months, I’ve been experimenting with a series of LLM tracking tools and one of the biggest things I’ve noticed is that Reddit is being cited time and time again in the LLMs. But it’s not just threads. It’s individual comments within Reddit threads that are being cited in these LLMs and ultimately influencing the response that buyers are getting from them.
If you’ve ever Googled a question like “best CRM for small business” or “Trello alternatives,” you’ve probably seen Reddit threads outrank comparison listicles from Zapier or PCMag.
That’s not an accident — it’s the new normal.
Reddit is influencing not only the bottom of funnel for LLMs but also in the SERP. And sometimes that influence isn’t exactly what marketers and brands want to see. Take for example this SERP for “Dialpad Reviews” – it has 720 searches per month and the messaging isn’t exactly ideal for what the brand would likely want to see:
“Billing is an absolute nightmare” → That isn’t EXACTLY what a marketer wants to see on the SERP. The fact that these threads are two years old are promising as we all know that Google loves freshness but unfortunately for Dialpad; it’s likely influencing buyers right now.
What This Means for Marketers
For SaaS marketers, this shift is both a challenge and an opportunity:
The Challenge:
You no longer control the conversation through polished SEO pages alone. Your prospects are reading peer-to-peer discussions on Reddit before they ever hit your site.The Opportunity:
By contributing authentically to those conversations, you can capture influence right where buying decisions are being made.
And unlike review platforms, Reddit’s barrier to entry is low…
You don’t need a paid listing or partnership — you need strategy, patience, and a commitment to adding value. This is exactly what we’ve been helping our partners with lately at Foundation. We’re a Reddit Marketing Agency that has been helping brands around the world for years…
What Is The Right Account Set Up For Reddit
When it comes to Reddit marketing, setting up the right accounts is critical for building credibility and driving meaningful engagement. There are three types of accounts every brand should consider.
First, a dedicated brand subreddit (/r/BrandSubreddit) acts as a community hub where fans, customers, and curious users can connect, share experiences, and ask questions—all under your brand’s umbrella. Examples of best in-class Subreddits include:
/r/MonarchMoney
/r/Hubspot
/r/Twilio
/r/Bitly
Second, a brand-owned user account (/u/Brand) gives the company an official voice on the platform, making it easy to post updates, join conversations, and answer questions with transparency. Best in class examples of branded accounts using Reddit right include:
/u/SEMrush
/u/Salesforce
Finally, a branded user persona (/u/BrandUser) can be used to participate more organically across different subreddits, offering insights, adding value, and contributing to discussions without being overly promotional. Together, these accounts allow brands to strike a balance between community building, official communication, and authentic participation—the three pillars of a sustainable Reddit marketing strategy.
/u/KeithFromSonos
/u/MattFromNEXT
Strategies Working Right Now On Reddit
Here’s a few simple yet effective approaches that I’ve seen work:
Target BOFU Long-Tail Keywords.
Search for Reddit threads already ranking for high-intent queries like “alternatives,” “reviews,” or “best tools.” Add value with thoughtful responses and updated insights.Start Evergreen Discussions.
Create posts framed around questions you know buyers are already asking. Example: “What CRM tools are you using for under 50 employees?” These threads can live (and rank) for years.Repurpose Existing Content.
Instead of dropping links, translate blog posts, guides, or case studies into conversational Reddit threads. Summarize the value first, then share a link for deeper reading if the community allows.Engage in the Comments.
Don’t treat Reddit as a billboard. The threads that thrive (and rank) are those with active discussion. Stick around, answer follow-up questions, and help steer the conversation.Ask For Reddit Reviews.
Instead of always asking for reviews on Trust Pilot and G2 → Ask for reviews on Reddit.
But let’s wrap this in a bow…
This isn’t just about SEO.
Reddit is becoming one of the most important public data sources for AI models and search engines alike. By showing up on Reddit, you’re not just influencing today’s search results…
You’re influencing how large language models (LLMs) “learn” about your category.
The brands that lean into this shift now will build authority that extends far beyond Google rankings. They’ll be shaping how both people and machines talk about their industry for years to come. If you want to learn more about Reddit and how brands can do it the right way – Get in touch. I’d love to share with you more about how we’re tapping into Reddit the right way for our clients and helping them scale on the front page of the internet.
Want to learn more about Reddit? Get in touch.or reply here for an introduction.
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