In 2024, we used the Trisolute News Dashboard to track Reddit’s dramatic rise in Google visibility. A year later, there has been much disruption on Google’s SERPs, led in part by AI-powered features like AI Overviews and AI Mode, as well as the continued rise of social media platforms in search visibility. Reddit has continued to build a dominant presence in search visibility, especially on Google’s mobile SERP.

For our 2025 mid-year performance analysis, we focused on the Share of Voice report in the Trisolute News Dashboard, a feature we released earlier this year that is ideal for analyzing broad search visibility trends. We used the report’s default filter for the initial analysis, which includes mobile and desktop visibility data combined and News Boxes as the selected ranking type.

Reddit has skyrocketed in Share of Voice over the last year, earning 3rd place in overall Share of Voice. In 2024 over the same time period, Reddit was in 29th place. When broken down by device, the visibility growth is much more pronounced on the mobile SERP, where Reddit went from 20th place in July 2024 to 2nd place in June 2025. On the desktop SERP, Reddit’s Share of Voice has been more steady, with a slight decline in the last few months.

Reddit’s rise in visibility is not restricted to one or two news categories. Below is Reddit’s Share of Voice broken down by Google news category and device type. As you can see, Reddit performs well on both the mobile and desktop SERP in several diverse categories: technology, health, entertainment, science, and sports. For news publishers with a focus on US and World news, they can take some consolation in that Reddit’s influence is not as strong in those categories … yet.

Mobile and desktop SERP visibility trends

Reddit demonstrated volatility in visibility during Google core update periods over the last year, but overall has maintained an impressive visibility growth trend on the mobile SERP. On the desktop SERP, Reddit has declined in visibility by nearly half since reaching a peak in Feb. 2025.

Click on each image below to expand.

Top keywords and topics

• Sports, science, health, and technology keywords are where Reddit earns the most Google visibility rankings on the mobile and desktop SERPs.
• An analysis of the top URLs in visibility for Reddit on the mobile and desktop SERP found that half were space-related. Health topics also performed well. On the desktop SERP, entertainment content (Golden Globes, Oscars) made the top 10.

Top SERP news ranking types

• Reddit is steadily increasing in Visual Digest (Knowledge Panel) visibility rankings, especially with sports and video game keywords. And Reddit has become a go-to source for Google’s What people are saying SERP feature, which has largely replaced the Perspectives feature, as we pointed out in our recent social media and search News Dashboard analysis.

Recommendations for news publishers

Reddit’s visibility growth on the mobile SERP should not be ignored. While there has been a modest decline in Reddit’s visibility on the desktop SERP, considering the deal with Reddit that Google announced in Feb. 2024, Reddit will likely continue to be featured prominently on Google’s SERPs.

Reddit is intent on its own platform becoming a top search destination. In Reddit’s Q2 2025 letter to shareholders, CEO Steve Huffman cited search as one of the areas in which the company is prioritizing right now, growing its core search product as well as Reddit Answers with the ultimate goal of making Reddit a “go-to search engine.”  In the accompanying user and product highlights document, the search section leads with “Reddit is becoming a go-to source for trusted, human insights and perspectives.” Sounds a lot like Google’s helpful content guidelines, doesn’t it?

This go-to source trend also applies to Google’s AI Overviews. According to research from Profound, which analyzed 10 million citations from Aug. 2024-June 2025, Reddit is the top cited source for AI Overviews.

Reddit’s visibility is concentrated  in specific news categories: technology, entertainment, health, science, and sports. If you work for a publisher with a content focus in any of these areas, you’ll want to ensure you are including Reddit in your search optimization strategy.

How does a news publisher optimize for Reddit? 

Where Reddit shines is in user-generated content: opinions, reviews, and commentary about everything from news headlines of the day to niche interests. It’s become clear in the last few years that a significant amount of web users, especially those in younger demographics, trust Reddit more than traditional search results. Are you able to offer unique, crowd-sourced content that is of interest to your audience? Publishers can also maintain a presence directly on Reddit but need to be careful about individual journalists sharing links, as it’s easy to get banned if one is deemed to be overly promotional with their own work. More prominent journalists have used Ask Me Anything (AMA) as a way to connect with Reddit users who have interest in a particular news story or topic.

Reddit can be a great tool for content discovery. WTF is SEO shared how journalists are using Reddit to research rising queries around breaking news stories and to better understand the issues in communities they cover. If you need to refresh evergreen content on your site, Reddit can be helpful in identifying points of interest or questions that people have that can serve as inspiration for new content.

Incorporating Reddit into your Google optimization strategy may be more about increasing publisher visibility and authority through community building than about increasing search traffic. 

More insights from Trisolute News Dashboard

Social Media’s Rise in Search: Why AI is Not the only Google Visibility Threat News Publishers Face

How a News SEO Tool Differs from Traditional SEO Tools

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