I often encounter discussions about the charts that go viral on LinkedIn, highlighting AI citation data. It’s common knowledge now that Wikipedia and Reddit top the list of domains cited by major LLM platforms. CMOs seem eager to jump on this data.
But this is where the challenge lies. Just do a search for any BOFU software query, and you’ll see Reddit threads prominently ranking. This explains why there’s a proliferation of ‘Reddit SEO’ agencies these days.
However, I believe it’s crucial to pause here. Shifting your entire GEO strategy towards platforms like Reddit or Wikipedia, based solely on this macro context, is typically a strategic misstep for most B2B brands.
The hype around these platforms is largely due to algorithmic shifts favoring large community forums and encyclopedias. While these charts might accurately reflect data, they’re often strategically misguided when misapplied as a universal strategy playbook.
Reddit is often targeted because it’s seen as easier to manipulate, unlike Wikipedia with its stringent editorial rules. This reflects a classic marketing Whiplash Syndrome, where foundational principles are sacrificed for new, shiny tactics.
Understanding why Reddit and Wikipedia are high-effort but low-upside channels for most brands requires looking beyond ignored contexts. Engaging with these platforms needs a comprehensive understanding of their dynamics and not a superficial chase for citations.
Studies show that citations are aggregated from a randomized keyword database ranging from pop culture to consumer advice, which is why massive sites like Wikipedia, Reddit, and YouTube naturally garner more citations.
Reddit threads that rank high on BOFU queries can’t simply be reproduced, as these rankings come from authentic, peer-reviews and ongoing discussions, not quick marketing hacks.
The illusion of hacking Reddit and Wikipedia for AI visibility backfires when you consider how LLMs process data. The data shows Reddit citations are based on historical consensus, not manufactured virality, and Wikipedia’s editors remain cautious.
If you decide to pursue strategies involving Reddit or Wikipedia, it’s important to approach these communities with respect to their unique ecosystems rather than attempting to circumvent their core principles for short-term gains.
Inspired by this post on Search Engine Land.
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