The past year reshaped the search landscape, bringing major shifts in how platforms gain visibility on Google. According to SISTRIX’s latest IndexWatch report, websites focused on user-generated content (UGC), AI-driven strategies, and strong keyword targeting emerged as the biggest winners.
In this blog post, we are going to take a look at some of these websites that found SEO success in 2024. And we’ll try to learn what tactics set them apart, and what this means for content creators, businesses, and brands navigating the ever-evolving world of SEO.
Top-performing websites and what drove their growth
In 2024, Reddit led the pack with a staggering 190.9% growth in search visibility, becoming one of the year’s standout performers.
Its success stemmed from its ability to rank for a broad array of keywords, ranging from niche discussions to product reviews. For example, searching for “best budget headphones” might bring up a Reddit thread featuring real-world user experiences and recommendations, often ranking above brand or review sites.
By tapping into its extensive library of user-generated discussions, Reddit solidified itself as a major competitor to traditional content platforms and e-commerce sites.
Other top performers include:
- Instagram.com: Benefited from the growing emphasis on video content and visuals.
- YouTube.com: Maintained dominance by optimizing for video SEO and high user engagement.
- Spotify.com: Achieved gains through better keyword alignment with music-related queries.
- Wikipedia.org: Continued to thrive as a trusted, evergreen source of detailed information.
Reddit’s rise highlights questions about Google’s rules
While Reddit’s growth is impressive, it raises questions about fairness in search rankings. Google typically rewards websites that establish authority in a specific niche while penalizing those that stray too far from their topical focus. However, Reddit ranks for an astonishing variety of keywords, from lifestyle advice to technical tutorials, despite its decentralized structure.
Adding to the complexity is Reddit’s partnership with Google, which grants broader search distribution. Although details of this partnership remain unclear, it has sparked concerns over whether platforms like Reddit receive preferential treatment in search rankings.
Example: A search for a complex phrase like “how to fix a faulty GPU” might surface a Reddit discussion featuring diverse insights, even if it’s less authoritative than a tech site’s guide.
Fastest-growing platforms: small sites making big moves
Beyond the industry giants, several smaller websites stood out for their remarkable growth:
- ck12.org: +601.59% growth, fueled by AI-powered educational resources.
- VirginAtlantic.com: +509.74% growth after optimizing its site structure during a migration.
- Quillbot.com: +490.70% growth by using AI to generate content that targets long-tail keywords.
- Hardrock.com: +436.63% growth through better site consolidation and SEO improvements.
- TheKitchn.com: +300.40% growth by leveraging recipe content for highly specific search queries.
Example: ck12.org scaled its educational content through “flexbooks,” AI-generated pages tailored to subjects like geometry and physics, making it a go-to resource for students and educators alike.
The growing power of user-generated content
User-generated content platforms had a banner year, with sites like Quora, Stack Exchange, and HubPages achieving notable growth. Google’s algorithm appears to favor UGC-heavy sites, even when the individual content pieces are inconsistent in quality.
HubPages’ Discover subdomain, for instance, grew substantially by targeting everyday topics like pet advice, music, and humor. Its growth suggests Google values authentic, human-driven contributions over strictly polished or professional-grade content.
Example: A question like “how to stop a dog from barking at night” might rank high on HubPages because it compiles relatable, user-tested advice rather than expert-only opinions.
According to the report:
“Interestingly, many of these articles resemble low-quality content that often causes demotion by Google’s algorithm updates targeting spammy content. This suggests Google’s algorithms may put more weight on prioritizing UGC websites like HubPages, which contain authentic human experiences and contributions, over penalizing or demoting individual articles included on those sites.”
E-commerce regains momentum
E-commerce platforms rebounded strongly, leveraging better keyword targeting and user-focused site updates to reclaim visibility.
- Carters.com: Boosted rankings by optimizing product pages for terms like “baby clothes.”
- Nike.com: Improved mobile responsiveness and navigation, earning steady growth.
- eBay.com: Leveraged data insights to align listings with trending queries.
Example: Carters optimized its site for key terms like “best baby clothing store,” combining relevant keywords with engaging visuals to draw in shoppers.
What we can learn from this year’s winners
This year’s SEO trends offer valuable lessons for anyone looking to improve their online visibility.
- UGC platforms are thriving: Websites like Reddit and Quora show the growing importance of community-driven content. Encouraging discussions, reviews, or user contributions can boost engagement and search rankings.
- Niche expertise still matters: While platforms like Reddit rank broadly, most sites succeed by narrowing their focus. For example, recipe blogs that specialize in specific cuisines can build authority faster than general food blogs.
- Automation and AI can scale results: Sites like ck12.org and Quillbot demonstrate the effectiveness of AI-driven content strategies for tackling a wide range of search queries. Even small businesses can use tools like ChatGPT or Jasper to enhance their content output.
- E-commerce benefits from constant updates: Optimizing site structure, improving mobile responsiveness, and using trending keywords helped brands like Carters and eBay regain visibility.
- Authenticity wins: Platforms that feel relatable—whether through user stories or unpolished advice—are gaining traction. Focus on creating content that speaks to real-life problems and solutions.
By understanding these patterns, businesses, creators, and brands can develop strategies that align with emerging SEO trends, whether that involves harnessing AI, building community-focused platforms, or refining content for search. As search algorithms continue to evolve, adaptability remains the key to long-term success.
7 actions you can take to keep up
The SISTRIX report offers valuable insights that websites and brands of all sizes can use to improve their search visibility and overall SEO strategies.
Here’s how you can apply these lessons effectively:
1. Capitalize on user-generated content (UGC)
Platforms like Reddit, Quora, and GitHub thrive because they showcase authentic, user-driven content. Websites and brands can tap into this by encouraging audience participation.
For example, a beauty brand could include customer reviews, tutorials shared by users, or a Q&A section where users discuss their favorite products.
UGC adds credibility, builds trust, and provides fresh, relevant content that search engines love.
2. Build topical authority
Unlike platforms like Reddit, which seem to rank broadly, most websites need to stay focused on their niche. Consistently produce content aligned with your expertise.
For instance, if your site specializes in fitness, publish articles on workout routines, nutrition tips, and wellness trends rather than unrelated topics. A fitness website like Bodybuilding.com maintains its authority by sticking to its core themes and producing highly specific content like "Best Protein Powders for Muscle Growth" or "Top 5 Exercises for Beginners."
Staying focused builds your site’s reputation as a trusted resource, which is essential for ranking well on Google.
3. Adopt programmatic SEO strategies:
Programmatic SEO, which leverages automation and AI, is becoming a game-changer for content scalability. Use tools to create pages tailored to various search queries quickly, whether for FAQs, product descriptions, or specific topics within your niche.
For example, a travel website could use this strategy to create thousands of city-specific pages, such as "Top Things to Do in Paris" or "Best Hotels in Tokyo," using data-driven templates to save time.
This approach allows your site to address a wider array of user needs while improving efficiency.
4. Optimize for e-commerce growth
E-commerce platforms that succeeded in 2024 focused on better keyword targeting, user-friendly design, and technical SEO improvements.
If you’re running an online store, ensure your product pages are detailed and optimized with relevant keywords, high-quality images, and clear calls to action.
For instance, Carters.com grew by targeting keywords like “baby clothes” and “kids clothing store” while enhancing its product pages with high-quality visuals and mobile optimization.
5. Ensure mobile optimization
With the majority of web traffic coming from mobile devices, having a mobile-friendly website is no longer optional. Make sure your site is responsive, loads quickly, and offers a seamless experience across devices. Simplify navigation for mobile users and use touch-friendly features like clickable buttons to improve accessibility.
For example, a food delivery site could streamline its mobile experience by enabling one-tap reordering, fast checkout, and easy-to-navigate menus.
6. Incorporate broader SEO strategies
Regardless of your audience, refining your SEO strategy is key to staying competitive.
- Conduct thorough keyword research to understand what people are searching for and tailor your content accordingly.
- Use internal links to guide users through your site and keep them engaged.
- Pay attention to technical SEO, such as fixing broken links and improving site speed, to ensure a smooth browsing experience.
For example, an educational website like Khan Academy might use targeted keywords like “learn algebra online” while linking related lessons to improve site navigation and rankings.
7. Leverage social media for engagement
Platforms like Instagram and YouTube gained significant traction thanks to their engaging visual and video content. Websites and brands can replicate this by creating captivating social media posts, short videos, or tutorials to share their expertise.
For instance, a cooking website could share quick, step-by-step recipe videos on Instagram or TikTok, linking back to full recipes on their site. Engaging content builds brand awareness and can drive traffic to your website, signaling to search engines that your site is relevant and active.
Conclusion
By implementing these strategies, any website or brand can thrive in an evolving search landscape. Prioritizing authentic content, leveraging technology, and focusing on user experience will be key to long-term success in the ever-changing world of search rankings.
