UGC: SEO’s Friend or Foe?

3 min read
11/21/24 9:12 AM

UGC Platforms on SEO

You have probably seen that Reddit and Quora are lately dominating Google search results. It is clear that user-generated content is transforming the SEO landscape. So, UGC: SEO’s Friend or Foe? Let's check the most pressing trends and challenges facing the SEO industry today with insights on algorithm updates.


The Impact of UGC Platforms on SEO


First let's answer the question what are the UGC Platforms, if we can call them this way? Yes, well-known Quora and Reddit can be called UGC platforms because the content on these sites is primarily created by users, rather than by the platform itself.
The impact of User-Generated Content (UGC) platforms on SEO can be significant, both positively and negatively. So why is Google suddenly pushing these results more and more? UGC platforms like Reddit, Quora, and forums provide a constant flow of fresh content. Search engines prioritize new, relevant content, and user-generated content helps satisfy this need, improving a site's ranking potential.
Professional blog writers also rely on various SEO and AI tools to write content around, while on the other hand, UGC often contains natural language, long-tail keywords, and questions that users are actively searching for.
Users are spending also significantly more time on those websites than on your company's blog, as they scroll through comments or participate in discussions. Longer dwell time sends positive signals to search engines about user satisfaction.


 
2024: A Year of Long Updates and AI Integration


2024 has been marked by unusually lengthy updates, such as the March update, which stretched over 44 days. This means that website owners and SEOs have had to be patient, waiting for clear results on how their sites were affected.
This year was also marked by the increasing presence of AI-driven features, such as AI overviews in search results. At the same time, marketers have produced content more than ever, and as mentioned the role of user-generated content (UGC) from platforms like Reddit and Quora is growing, signaling a shift in what Google values when ranking content.


“With the new AI tools, we must know how to take advantage and differentiate from the rest. The different platforms are saturated with content, therefore to have an organic position is getting harder, if we do not have the correct strategy and offers to sustain growth over time.” Rafael Aspiazu, Digital Marketing Specialist 

UGC the Future of SEO


Is UGC the Future of SEO?


The rise of UGC, especially on Reddit and Quora, is one of the biggest SEO trends of the past year. The prominence of these platforms suggests that search engines are placing increasing value on authentic, community-driven content. However, the question is how this benefits businesses. 
Google tells us to aim for original and useful content and to focus on value, and many people and clients have told us and we have seen, that no matter how they were doing things “right” updates hit many smaller sites hard.
Following all expert advice by diversifying traffic sources and creating high-quality, user-centric content that builds authority and relevance over time, relying on patience and adaptability could be questionable. Do you have time to wait? 
You can find multiple studies that are saying that the number of Google searches per day has been stable for years now, slightly over 8 billion. And you can find also studies saying that zero-click searches have gone from some 30-40% to 60% in the last couple of years (depending on a study). UGC websites are today taking almost 1 billion clicks per day and they are growing. This leaves a little place for your growth based just on organic search. 


Actionable Tips


It is getting clearer that relying solely on Google for traffic is risky. Build a robust presence on social media, engage with local SEO efforts, and consider forums or discussion platforms, yes consider engaging on Reddit, Quora… Of course, always ensure your website provides immediate value to users.
Need some help managing all of this, contact us.

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