Why are Quora and Reddit Smashing it? (And why you should care)

Ever noticed how Reddit and Quora threads are appearing more and more when you search on Google?

It’s not just you. Since Google’s November 2023 Core Update, these platforms have seen a huge boost in visibility:

📈 Reddit.com’s search visibility has jumped 22.9% with organic traffic up 253% 

📈 Quora.com is up 15.9% with organic traffic up 133%

So, what’s going on? 👀

Why is Google suddenly so obsessed with these sites? And more importantly—what can your business learn from it?

It’s All About User-Generated Content (UGC)

Reddit and Quora are built entirely on user-generated content—genuine answers, stories, questions and insights shared by real people. It’s the human element that sets this kind of content apart.

Now, we’re not saying your website content isn’t authentic—but let’s be honest, Google knows it’s written by you about you. It’s naturally biased. 

And that’s OK. 

But what Google is prioritising more and more is:

• Fresh, diverse perspectives 
• Real-life experiences 
• Content that answers real questions

That’s exactly what Reddit and Quora deliver. It’s also why platforms like Wikipedia, YouTube comments, and product reviews are getting similar attention.

What This Means for Your Business

You don’t need to become a full-time Redditor to benefit from this trend. But you do need to take UGC seriously—both by contributing to platforms such as Reddit and Quora and by encouraging it on your own site.

It’s a lot to ask but if you have an existing audience online then you should be making inroads into leveraging them and their opinions (and everyone has an opinion on everything online, right?)

Here’s how to make it work:

• Join the conversation Find active subreddits or Quora threads related to your industry. Start contributing helpful, non-promotional responses. This builds brand visibility and positions you as an expert.
• Use platforms to learn These sites are goldmines for customer insights. Pay attention to the common questions, complaints, and trends—then use them to shape your content, offers, or messaging.
• Bring UGC into your own site Not every business has a thriving forum—but that doesn’t mean you can’t benefit from user-driven content. 

Other Platforms Are Available

Reddit and Quora may be leading the UGC surge, but they’re not the only platforms getting attention from Google right now.

As an estate agent you should be looking for platforms that include visuals, customer opinions, or location data. 

Here are a few more to sink your teeth into:

🖼️ Pinterest – Pinterest boards often show up in image searches which is great for capturing early-stage browsers so is great for estate agents. Create boards for different property types, locations or home inspiration and optimise pin titles and descriptions with relevant keywords.

📸 Instagram (with UGC Tags) – this is central to many estate agents’ marketing—but how many are leveraging UGC? Repost photos from happy buyers (with their permission) and try creating a custom hashtag to curate real customer posts

🌐 Facebook Groups & Community Pages – Hyper-local groups can be SEO goldmines so get involved in neighbourhood groups or local community pages and share helpful answers (not just listings) to local housing or area questions.

🗺️ Google Business Profile Q&A and Reviews – I’ve taliked about this before here, but to reitterate – your Google Business Profile is one of the most powerful forms of local UGC.

📝 Houzz (for design-focused agents or developers) – If your agency also deals in property staging, interior design, or development, Houzz is another niche platform worth a look.

Here are a few simple ways to start:

• ⭐Add a reviews/testimonials section to your site
• ❓Include an FAQ that pulls from real customer questions
• 💬Enable comments or discussion on blog posts (and respond to them)
• 🙋Encourage Q&As or product feedback via social channels
• 🗣️Ask your friends, staff and wider network to get the conversation going

Over time, this kind of content not only helps with SEO—it builds trust. It shows potential customers that you’re not just shouting about your business, you’re listening to what real people are saying.

The rise of Reddit and Quora isn’t just a trend—it’s a signpost.

Google is rewarding content that’s human, helpful, and honest. And that’s something every business, no matter the size, can start doing today.