Grok is site-searching Reddit 👀

Grok isn’t the biggest LLM on the block.

But it still processes 134 million searches a day…

And according to fresh research from Peec AI, it turns out Reddit appears in 10.5% of all Grok chats.

In 9 out of 10 cases, that’s because Grok automatically performs a site:reddit.com search – even for commercial terms like “best dash cam”.

Here’s my take…

Like everyone who’s been adding “Reddit” to their Google searches for years, Grok has already decided Reddit is a trusted source.

You don't get to opt into that. Grok is already forming an opinion about your brand from Reddit threads.

The only question is whether you've had any say in what those threads contain 👀

If you want a practical way to start showing up in the Reddit threads shaping Grok’s responses without starting from scratch, check out my guide to piggyback on high-traffic Reddit threads.

Forget traffic. Track this instead.

Remember when the game was ranking your content for the right keywords?

The good ol’ days!

Today, things aren’t so simple. As Wil Reynolds points out, content needs to do a lot more than just drive people to your site.

Because pages that get traffic but no social shares, no bookmarks, and no direct return visits? Those will be disrupted. There's no moat around content people don't actually care about in 2026.

So Wil's new playbook is finding the pages people genuinely love (by how much direct and organic social traffic they’re getting):

Then pouring fuel on those by asking:

How do I get this in front of more journalists?
How do I find where it’s mentioned on Reddit?
How do I update this regularly to keep it fresh?

Here’s my take…

The fact is, you should be publishing less and distributing more.

If you've got a page with strong direct traffic and social shares, that's your signal. Stop producing new content and start asking where the people who already care about this topic are hanging out – and go show up there.

Reddit is one answer (and my guide to Reddit promotion can help you there). But the point is the same wherever you go: find the conversation that's already happening and add something worth reading.