Reddit has become an important player in the SEO landscape, especially due to its role as a training data source for large language models (LLMs) like those used by OpenAI. An Bui, VP of Product Marketing at First Tech Federal Credit Union, emphasizes that companies should view Reddit not just for driving traffic but as a platform for influence. Content that gains traction on Reddit can significantly shape how LLMs respond to queries, making authentic engagement on the platform critical for brand visibility. Bui shares practical insights from her experience developing Reddit strategies. First, companies should approach Reddit as a real-time lab for discovery. She notes that organic traffic from Reddit can convert just as well as Google traffic, but paid ads often fall flat because Reddit’s community values authenticity. Companies should track mentions, identify customer pain points, and engage thoughtfully within existing subreddit communities rather than launching their own, which can be resource-intensive. Building trust on Reddit is essential. Bui advises against superficial engagement; instead, companies should focus on contributing valuable content over time. Founders and team members who genuinely care about the community should lead these efforts. Finally, authenticity is crucial. Hiring someone to manage Reddit interactions usually falls short. If no one on the team can authentically engage, it might be best to hold off on Reddit until the right resources are available. Overall, for early-stage companies willing to invest in long-term engagement, Reddit presents a valuable opportunity for growth and insight.