How to Get Cited in LLMs: Why YouTube and Reddit Are Beating Your Blog
A recent report referenced by Adweek confirms a major shift: YouTube and Reddit are dominating citations in AI search results.
For the traditional marketer, this might seem like a signal to abandon the technical foundations of SEO. That would be a mistake.
The reality is more nuanced. AI models crave the human context found on Reddit, but they rely on structured data to make sense of the web. The winning strategy isn't to choose between "Technical SEO" and "Human Content." It is to master both.
The Misunderstanding: "Hacks" vs. "Hygiene"
There is a dangerous narrative that AI makes technical SEO obsolete. In fact, the opposite is true.
Schema Markup is the language LLMs speak. It is how a machine differentiates between a "product," a "review," and a "recipe." If your site lacks this technical infrastructure, you are effectively speaking a foreign language to the model. Technical SEO is not a "hack" to game the system; it is the essential hygiene required to be indexed at all.
However, technical perfection is no longer enough. It is the entry ticket, not the winning lottery number.
The Info-Tech Perspective
In my research at Info-Tech Research Group (specifically the "Stay Relevant in the Era of AI-Powered Search" blueprint), we emphasize that while users are shifting from "Keywords" to "Research," the technical foundation remains critical.
You must structure your data so the AI can read it, but you must populate that structure with deep, contrarian expertise. The AI cites Reddit because it offers unfiltered human experience. To compete, your corporate content must offer similar depth.
A Critical Caution on Reddit: Do Not Touch the Wheel
While Reddit is a goldmine for AI citations, it is a minefield for brands. There is a massive difference between "Advertising" and "Controlling."
You can buy ads on Reddit. That is a transparent transaction. But you cannot attempt to control the organic conversation. The moment a community senses "astroturfing" (fake grassroots support) or heavy-handed corporate moderation, they will revolt. The backlash will be swifter and more damaging than the silence you were trying to fix.
I have been having deep discussions with our members about Reddit best practices. The consensus is clear: You can facilitate, you can answer, but you cannot dictate.
The Fix: Structure + Expertise
If you want to be cited, you need a two-pronged approach:
- Technical Rigor: Double down on Schema and structured data. Ensure the AI clearly understands who you are and what you know. This is your "Digital Identity."
- Content Depth (EEAT): Once the AI can read your site, give it something worth citing. Thin content won't cut it. You need original research, strong points of view, and long-form analysis that rivals the depth found in a Reddit thread or YouTube transcript.
I advocate using video to create content with thought leadership interviews, webinars that can be posted on multiple places.Spend time on video bites from the videos, use video "watch" pages to post on your website. Help discoverability with transcripts and summaries.
Finally, stop measuring organic traffic. In a zero-click world, traffic is a vanity metric. Measure the outcome: Are deals closing faster? Is brand awareness growing?
Let's Talk Reddit Strategy
Navigating these communities requires a specific set of rules. I am currently discussing these "Best Practices" with members.
If you are interested in how to engage without backfiring, let's talk.
Sources
- Adweek. "YouTube, Reddit Dominate AI Search Engine Citations."
- Info-Tech Research Group. "Stay Relevant in the Era of AI-Powered Search."