A few months ago, a client sent me a screenshot. The subject line said: “Why is Reddit answering questions about our product?”
We had a well-optimised comparison page on Google. But above it, Google showed a three-year-old Reddit thread. It was written by a stranger, and his opinion about our pricing was mixed.
I’ve seen situations like this quite often lately. So what is really going on here, and what should you do about it? Let’s talk about it.
Why does Google use forum content in AI Overviews?
Google’s AI Overviews try to answer the way people want to be answered. When someone searches “Is this brand worth it?” or “Which is the best CRM for a small team?”, they don’t just want polished marketing copy. They want to hear from people who have actually used the product.
Forums are full of this kind of content: real complaints, ways people solved their problems, unexpected benefits, and honest opinions that a brand would never publish on its own blog.
Google is giving more importance to this kind of content. Reddit, in particular, now shows up in many search results. Content from Quora, niche communities, Stack Exchange, and product forums can also appear in AI Overviews.
This isn’t random. It reflects what people who search actually trust.
So, should your brand be on forums?
Yes, but you need to understand what “being there” really means. There are two ways to build a brand presence on forums, and only one of them works in the long run.
The wrong way: Creating accounts, dropping links, and posting “Have you tried our product?” in every relevant thread.
Reddit users spot this very quickly. Your posts will get downvoted, and your account may even get banned. Worse, the negative discussions about brands behaving this way can later show up in AI Overviews.
The right way: Take part as a genuinely useful member. Answer questions without promoting your product. Be upfront when your product isn’t right for everyone. Share your expertise even if it doesn’t lead to a sale.
This may feel slow, and it is. But it’s the best way to build trust that lasts.
If this were my brand, here’s what I would do.
1. Start by listening first.
Before you post anything, search your brand name, your competitors, and your industry on Reddit and other relevant forums.
- What questions are people asking?
- What complaints do they have about your product?
- Which forum threads rank on Google for your important keywords?
All of this is free market research, but many teams skip this step.
2. Find the threads that already matter.
Some old discussions still rank well on Google, so users and AI Overviews keep referring to them. If the information about your product in those threads is outdated or wrong, an honest, updated reply from someone at your company can really help.
But one thing you must not forget: always make it clear that you work for the company.
3. Represent a real person.
Anonymous brand accounts often feel like ads.
Instead, involve a named team member who works at your company, such as your support lead or a product specialist. When they openly share their connection to the company, it adds to your credibility.
People know you may have a bias. But when you’re upfront about it instead of hiding it, trust becomes much easier to build.
4. Be helpful first, relevant second.
Imagine a user asks a question because they need to solve a problem. If the best solution is in a competitor’s product, say so honestly.
From a business point of view, this may feel counterintuitive. But this kind of honesty is what builds real credibility on forums.
Not every conversation has to end in a sale.
5. Fix the source, not just the symptom.
If customers keep saying on Reddit that your onboarding is confusing, a single reply won’t solve the problem.
Improve the onboarding process. Once the problem is fixed, let your customers share their better experience themselves.
The best way to improve your reputation on forums is to improve the actual customer experience.
Don’t forget your own website content.
Here’s something I always tell my clients: when brands don’t give detailed answers to important questions, forums fill that gap.
If the only honest and detailed answer to a question is on Reddit, Google is likely to use it in AI Overviews.
So fill that gap on your own website.
- Create pages that answer the real questions customers ask.
- Use simple language.
- Include both the pros and cons of your product.
- Explain who your product is not suitable for.
- Add real examples, screenshots, and customer feedback.
Your website doesn’t need the most polished answer. It needs the most useful one.
First-hand experience, original information, and clear authorship now matter more than keyword density.
Risks to keep in mind
Building a brand presence on forums has its benefits, but there are a few risks you should understand too.
- You don’t control the story: Negative threads can show up on Google, and you can’t delete them.
- Your website traffic may drop: When an AI Overview gives the answer itself, fewer users click through to your site. So measure visibility and brand trust too, not just visits.
- The rules keep changing: Platform policies, Google’s sources, and AI Overview behaviour can all change. Don’t build your whole strategy around just one platform.
- Fake engagement backfires: Buying upvotes or using fake accounts can damage your reputation and destroy brand trust.
How do you measure whether the strategy is working?
You can use a few simple metrics to track your forum engagement and AI search visibility.
- Branded search volume: Are more people searching for your brand name?
- AI Overview mentions: Does your brand show up in AI Overviews when people search your target keywords?
- Forum sentiment: In the threads that rank on Google, are people talking about your brand in a positive or negative way?
- Referral traffic: Is traffic coming to your website from Reddit, Quora, and other communities?
Check these metrics every month. Don’t expect perfect results overnight. Instead, look for steady, gradual improvement.
Conclusion
Your brand should be on forums. Discussions on platforms like Reddit are already shaping how people see your brand in Google search results and AI Overviews.
But your main goal shouldn’t be to manipulate AI Overviews. The goal is to become a brand people genuinely want to recommend.
Share useful content consistently, solve your customers’ problems, and communicate honestly.
When you keep doing this, your brand visibility is likely to improve. If you’re a local business and want expert help, working with an SEO agency in Thrissur that understands both forum-driven search and AI Overviews can help you build this presence the right way, without shortcuts.
