Google prioritizes UGC (user-generated content) because users want real, relatable answers from real people. Platforms like Reddit have seen a massive increase in visibility, largely because users trust authentic, unfiltered recommendations.
Reddit, for example, saw a +1,328% jump in visibility between June 2023 and April 2024 (source: Sistrix via Silvia Gutito of Amsive). Google is actively integrating UGC into search results, mirroring user behavior that increasingly favors platforms like TikTok, Instagram, and Reddit for genuine, human-first answers.
As User Expectations Evolve, Google Does Too
Google’s goal has always been to serve the most helpful content. As user preferences shift toward more visual and community-driven content, Google is adapting by including more UGC in search results.
Think about how we search for recipes: a short video on TikTok often beats a lengthy blog post. Why? Because it’s direct, engaging, and aligns with how modern users consume content.
UGC and the Helpful Content Framework
Google’s “Helpful Content” framework is based on three pillars:
Helpful
Real-life images, like those submitted in customer reviews, give users information studio shots can’t. They help users visualize how products fit into real life. Brands should incorporate this UGC into schema markup and product carousels to improve visibility and engagement.
Reliable
UGC boosts E-E-A-T (Experience, Expertise, Authoritativeness, and Trust). People rely on peer reviews far more than brand messaging—especially for high-cost purchases. External UGC (Reddit threads, social posts) can serve as strong SEO signals.
People-First
UGC is inherently people-first. It offers direct insight into user needs, preferences, and problems. Brands can analyze user reviews, social media posts, and forum discussions to uncover:
- Common concerns
- Product benefits
- Content formats that resonate
A practical example: Brooklinen’s review section contains thousands of data points. Analyzing the most “helpful” reviews can guide content improvements that align with what users actually care about—boosting both SEO and UX.
Help Your Users by Letting Them Help You
UGC is a long-term SEO asset. When users create content for you—and you strategize how to showcase and repurpose it—it becomes a powerful tool for:
- Improving SERP rankings
- Increasing engagement
- Building brand trust
Smart brands treat UGC not just as a byproduct, but as a strategic SEO resource. Whether it’s showcasing social posts, collecting reviews, or highlighting forum mentions, UGC offers authentic, people-first content that aligns with what Google—and your users—want.