How Dark Social Creates Organic and LLM Visibility Growth
Published on: Jul 29, 2025 Updated on: Jul 29, 2025
As a digital marketing agency, we continue to adapt to the ever-changing digital landscape. In terms of Search, Google is rewriting the SEO rules with AI Overviews and forum content gaining visibility; it’s no longer just about rankings.
This highlights a pivotal moment where traditional metrics of success are being redefined. The rise of AI-driven content and the prominence of discussions and forums in search results indicate a shift towards share of voice, valuing genuine interactions and being prominent in the share of conversation.
Brands are now competing not only for visibility but also for relevance and trust of their audience, requiring a deeper understanding of consumer needs and a commitment to engaging in meaningful discussions with their target market.
Read more on how Propelrr was able to leverage the shift and rise back in the conversation for one of our trusted partners.
Google’s Changing Search Priorities
The Rise of AI Overviews
Google’s AI Overviews (AIO) are now front and center. Instead of directing users to a single blue link, AIO summarizes insights from multiple sources like articles, studies, and even forums or discussion threads. That means content isn’t just competing for rank—it’s competing to be quoted, summarized, and cited.
Forum Content Is Getting More Visibility
In February 2024, Google’s partnership with Reddit has accelerated the rise of forums in search by giving Google's AI greater access to real, user-generated discussions—making these authentic conversations more visible and influential in search results.
But not just on Reddit, Google has been prioritizing content that fosters genuine dialogue like Quora, review sites, and various niche community sites have emerged as favored sources.
One of the key reasons for this shift is the perceived authenticity of forum content. Unlike traditional marketing materials, which can often feel promotional or biased, discussions in forums are typically driven by real users sharing their experiences, insights, and opinions. As a result, search engines are rewarding these platforms, recognizing that they provide valuable context and depth to the topics being searched.
Evolution from Semantic Conversational Search
The resurgence of forums can be attributed to Google's strategic shift towards conversational search. Search queries look more like full questions than keyword clusters now. And the content that answers them best? It's user-generated content that is often someone in a forum explaining something in their own words.
With this data, Google can surface more nuanced, experience-based answers directly in search results. As a result, platforms like Reddit are becoming primary sources of trusted insights, heavily influencing what users see first when they search.
In fact, UX studies of Google show that people use Reddit to validate what they read on AI Overview summaries, especially for topics involving ‘Your Money, Your Life.’ This behavior highlights a growing user preference for real-life experiences, reinforcing the trust and credibility that forums bring to critical decision-making moments.
What does this mean for digital marketers?
This means, we adapt… again!
We used to track SEO success with charts, graphs, and exact ranks. Now, we're looking at things like conversation share, user trust, and brand mentions in context. In other words, it’s not enough to show up—you need to be talked about.
Here’s where it gets exciting: “dark social” (the stuff users share in DMs and forums) is becoming brand marketing gold. If your brand is being discussed in these circles, you’re building influence that search engines can’t ignore anymore.
Case Study: How Dark Social Creates Organic and LLM Visibility Growth
What do we want to answer: Can forum content improve search visibility?
In exploring the evolving dynamics of search visibility, Propelrr embarked on an innovative experiment with a US-based client to test the potential of forum content as a means to enhance organic reach.
This initiative reflects a strategic pivot away from traditional SEO tactics, such as building backlinks or creating lengthy blog posts, towards leveraging the power of authentic conversations that occur within forums.
The challenge presented to Propelrr was intriguing: rather than relying on conventional methods that often require significant time and resources, could the team tap into real conversations happening in dark social forums to gain organic ground?
This question underscores a fundamental shift in thinking about how brands can engage with their audiences. Instead of merely broadcasting messages, the focus is on participating in existing dialogues that resonate with users. This approach aligns with the broader trend of prioritizing authenticity and community engagement in digital marketing.
Hypothesis: Relevant and expert forum discussions improve share of voice and search visibility
We tested out the hypothesis of: “By publishing clear, forum-style content on the website’s forum page, we can improve search visibility and share of voice on search.”
By creating content that mirrors the conversational style and topics found in forums, we can position ourselves as valuable contributors to discussions that matter to our target audience. This not only helps in optimizing for search engines but also fosters a sense of belonging and trust among community members.
The Strategy & Execution: Forum Seeding and Community Engagement
1. Leveraging Owned Forums (vs. External Ones)
In the quest to enhance search visibility and foster genuine brand engagement, the strategy of forum seeding and community engagement has emerged as a pivotal approach. A key aspect of this strategy is the decision to leverage owned forums rather than relying solely on external platforms like Quora or Reddit. This choice reflects a strategic understanding of the unique advantages that come with managing a brand's site-based forum.
Many brands often gravitate towards popular external forums, believing that established platforms will provide immediate access to a broader audience. However, this brand's decision to utilize its forum underscores the significant benefits of having full control over content, moderation, and structure. By owning the forum, the brand can curate discussions that align with its values and objectives, ensuring that the conversations are relevant and constructive.
One of the primary advantages of an owned forum is the ability to shape the narrative. Brands can create content that directly addresses the needs and interests of their community, fostering a sense of belonging and engagement. This control allows for the implementation of targeted discussions, where users can explore topics that are pertinent to the brand's offerings. Additionally, the brand can moderate conversations to maintain a positive environment, addressing any misinformation or negativity that may arise.
2. The crucial steps: Content Creation
The execution of the forum seeding and community engagement strategy involves a series of deliberate steps designed to foster authentic conversations and enhance user interaction. By focusing on genuine engagement rather than promotional content, brands can create a vibrant community that drives both visibility and loyalty.
Tip #1: Post Real Questions
The first step in this execution process is to post real questions that resonate with the audience. This involves understanding the genuine inquiries and concerns that users have within the community.
By prioritizing authenticity, brands can avoid the pitfalls of sales-driven language and lengthy blog reposts that often fail to engage users. Instead, the focus should be on crafting short, helpful posts that invite discussion and provide value.
This approach not only establishes the brand as a knowledgeable resource but also encourages users to contribute their insights and experiences.
Tip #2: Seed Conversations Organically
Once the groundwork is laid with real questions, the next step is to seed conversations organically. This can be achieved by sparking dialogue around frequently asked questions (FAQs), and troubleshooting tips that are relevant to the audience.
By addressing common pain points and interests, brands can create a space where users feel comfortable sharing their thoughts and solutions on social media. Encouraging peer-to-peer interaction is crucial in this phase; rather than solely focusing on brand-to-user communication, fostering a community where users can engage with one another enhances the overall experience.
This collaborative environment not only enriches discussions but also builds a sense of camaraderie among community members.
Tip #3: Monitor Engagement & Feedback
The final execution step involves monitoring engagement within the forum. By keeping a close eye on popular threads and discussions, brands can gain valuable insights into what resonates with their audience. This information can inform future content creation and SEO efforts, allowing brands to align their strategies with the interests and needs of their community.
By adapting to the evolving conversations and preferences of users, brands can ensure that their forum remains a relevant and engaging space.
The Results: Organic Wins That Speak for Themselves
The results of Propelrr's experiment with forum content and community engagement provide compelling evidence of the effectiveness of this innovative strategy. The key metrics achieved since the launch underscore the significant impact that authentic conversations and user-driven content can have on organic visibility.
1. Increased Monthly Organic Traffic Since Launch
One of the most striking outcomes is the consistent increase in monthly organic traffic, which has surpassed visitors since the implementation of the forum strategy.
This metric not only highlights the effectiveness of engaging with users through real conversations but also demonstrates the power of community-driven content in attracting a steady stream of visitors.
The growth in organic traffic indicates that users are actively seeking out the brand's forum as a valuable resource, reinforcing the idea that authenticity and relevance are key drivers of engagement.
2. 6,500 Keywords Ranked, Many Within SERP Features
Another impressive result is the ranking of over 6,500 keywords, with many appearing within prominent SERP features. This achievement illustrates how forum-style content can enhance a brand's visibility in search results.
By aligning content with the questions and topics that users are genuinely interested in, the brand has successfully positioned itself as a relevant authority in its niche
3. Forum Posts Contributed to Visibility in Key SERP Features
The contribution of forum posts to visibility in key SERP features is a testament to the effectiveness of the dark social strategy. By participating in discussions and providing valuable insights, the brand has been able to secure a place in sections that are highly visible to users. This not only enhances the likelihood of attracting clicks but also positions the brand as a trusted source of information. The inclusion in "People Also Ask" and "Discussions and Forums" showcases the brand's ability to engage with users at various stages of their search journey, ultimately driving traffic and fostering trust.
Why This Works: The Strategic Benefits of Forum-Led SEO
The strategic benefits of forum-led SEO are multifaceted, providing brands with unique opportunities to enhance their visibility, build trust, and gain valuable insights. Each of these elements plays a crucial role in shaping a brand's online presence and fostering long-term engagement with its audience.
1. Increased Share of Voice in Emerging SERP Features
One of the most significant advantages of forum-led SEO is the increased share of voice that brands can achieve in emerging SERP features. Forums allow brands to gain recurring visibility, even if they do not secure top-page rankings. This is particularly important in a landscape where search engines are prioritizing interactive and community driven content. By participating in discussions and providing valuable insights, brands can position themselves within key SERP features. This visibility not only enhances brand awareness but also allows brands to engage with users who may not have encountered them through traditional search methods. The ability to maintain a presence in these features ensures that brands remain relevant and accessible to their target audience.
2. Builds Trust and Community
Another critical benefit of forum-led SEO is its ability to build trust in content and foster a sense of community. When audiences see others engaging with a brand in forums, they perceive the brand as approachable and credible. This perception is vital in today's digital landscape, where consumers are increasingly seeking authentic interactions and relationships with brands. By facilitating open discussions and social sharing encouraging user participation, brands can create an environment where users feel valued and heard. This sense of community not only enhances brand loyalty but also encourages users to advocate for the brand within their networks.
3. Builds Trust and Community
By monitoring discussions and interactions within forums, brands can gain real time insights into trends, pain points, and content opportunities that resonate with their audience. This information is invaluable for shaping content strategies and optimizing SEO efforts. This proactive approach to content creation ensures that brands remain aligned with their audience's interests and concerns, ultimately driving engagement and traffic.
Ready to Rethink Your Strategy?
Brands that adopt a community-centric mindset are more likely to succeed in both visibility and loyalty. By thinking like communities, brands can foster an environment where users feel valued and engaged. This approach encourages open dialogue and collaboration, leading to stronger relationships between the brand and its audience.
Key Takeaways
- Shift in SEO Strategy: The digital marketing landscape is evolving, with search engines like Google prioritizing authentic interactions and community-driven content over traditional ranking metrics. Brands must adapt by engaging in discussions and forums to enhance their visibility and credibility.
- Importance of Forums: Forums have emerged as vital platforms for genuine dialogue, serving as trusted sources of information for consumers. They provide real opinions and peer recommendations, which are crucial for shaping consumer perceptions and decision-making.
- Community Engagement as a Strategy: Brands that leverage owned forums and actively participate in community discussions can foster trust and loyalty among their audience. This community-centric approach not only enhances search visibility but also drives organic growth through authentic engagement and user-generated content.
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