Why Winning on SEO Doesn’t Mean Winning on LLMs (And Why Reddit Holds the Key)

Written By Mark McManus

Introduction

For years, SEO (Search Engine Optimization) has been the cornerstone of digital visibility. Rank high on Google, and customers will find you. But with the rise of AI-powered search and Large Language Models (LLMs) like ChatGPT, Google Gemini, and Claude, the rules are changing.

Here’s the hard truth:
👉 Winning on SEO no longer guarantees that your brand will show up in AI answers.

To succeed in the new landscape, businesses need to rethink how visibility works — and that’s where Reddit comes in.

SEO vs. LLMs: Two Different Playing Fields

SEO (Traditional Search)

  • Optimizes content for Google’s ranking signals.

  • Relies on keywords, backlinks, technical site health.

  • Rewards well-structured, authoritative websites.

  • Users click through to websites for answers.

LLMs (AI Search & Answers)

  • Don’t rank pages — they synthesize answers.

  • Draw heavily from user-generated content (UGC) and conversational sources.

  • Cite trusted community platforms like Reddit.

  • Users often never leave the AI interface.

That means even if you dominate traditional search results, you may be invisible when a customer asks the same question in ChatGPT or Gemini.

Why Reddit Is the Shortcut to LLM Visibility

LLMs need authentic, human conversations to generate convincing answers. Reddit provides exactly that:

  • Scale & Depth: Millions of threads across every industry and niche.

  • Credibility: Seen as more trustworthy than brand websites or polished content.

  • Coverage: From skincare to SaaS to finance, Reddit discussions shape purchase decisions.

  • Integration: Reddit has licensing deals with OpenAI and Google, ensuring its content is baked into the future of AI answers.

Put simply: brands with a strong Reddit presence have a direct advantage in LLM visibility.

Examples in Action

  • Ask an AI model: “What’s the best moisturizer for sensitive skin?” → It often cites discussions from r/SkincareAddiction.

  • Search: “Best project management tools for startups.” → LLMs frequently reference debates in r/SaaS or r/Productivity.

  • Query: “What’s the most reliable gaming mouse?” → Answers are shaped by r/MouseReview and r/pcgaming.

In all of these cases, brands that are mentioned positively on Reddit show up — even if they don’t rank #1 on Google.

Why Winning on SEO ≠ Winning on LLMs

  1. LLMs Prioritize Conversation Over Content

    • Google rewards optimized pages. LLMs reward authentic, human answers — often from Reddit.

  2. Backlinks Don’t Matter

    • Traditional SEO relies on authority from backlinks. LLMs don’t care — they pull from Reddit threads regardless of site DA.

  3. Brand Voice vs. Community Voice

    • SEO lets you control the narrative on your site. LLMs amplify community opinions, which you can’t control unless you’re present where those opinions form.

  4. Evergreen Visibility

    • A Reddit thread that gets traction can live for years and continue to surface in AI answers. SEO content needs constant upkeep to maintain rankings.

How to Win in the Age of AI & LLMs

1. Invest in Reddit Engagement

Participate authentically in subreddits where your audience already gathers. Add value to discussions rather than pushing promotions.

2. Build Organic Mentions

Encourage satisfied customers to share their experiences on Reddit. These authentic testimonials carry more weight than polished website case studies.

3. Use Reddit Ads to Spark Conversations

Reddit Ads can boost visibility and drive discussions that live beyond the campaign itself — influencing both communities and AI answers.

4. Monitor & Manage Reputation

Track brand mentions across Reddit. Engage where appropriate and address misinformation before it becomes part of the AI “knowledge base.”

Conclusion

The rise of LLMs is reshaping how people discover brands. Winning on SEO is no longer enough. If you want your business to show up in the answers customers are actually reading, you need to influence the conversations that AI models cite.

And right now, the most powerful platform shaping those conversations is Reddit.

At Upvote, we help brands build strategies that go beyond SEO — ensuring they show up in the places (and AI answers) that matter most.

Exploratory Call
Mark McManus
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