In this special episode of Create Like the Greats, Ross Simmonds sits down with SEO expert Garrett Sussman from iPullRank for a dynamic conversation recorded ahead of SEO Week. They unpack the current and future state of search, the increasing relevance of Reddit in SEO strategies, and how marketers must evolve with AI-driven search behaviors. Ross also previews his upcoming SEO Week talk on Reddit, AI, and user-generated content—and shares a tactical gem that every brand should act on today.
Key Takeaways and Insights:
SEO Week 2026 Preview
SEO Week will return to NYC in 2026 featuring top minds in SEO, content marketing, social, AI, and more.
The State of Search: Chaotic but Beautiful
Search has dramatically evolved; it's no longer just about Google.
Fragmented discovery across TikTok, Reddit, YouTube, ChatGPT, Perplexity.
Emphasis on first principles: high-quality content, user intent, and storytelling.
Marketers must now behave more like... well, marketers, not just SEOs.
Creating Content That Scales
SEO in 2024+ requires multimedia optimization:
Text + video (especially YouTube) for better SERP coverage.
Understanding where your audience starts their search journey.
Reddit threads and YouTube videos are now ranking in Google results, diversifying content visibility.
Reddit + AI + UGC: A Preview of Ross's Talk at SEO Week
Reddit is emerging as a powerful and underused SEO platform.
Ross's team is scraping and analyzing subreddits, mapping them to keywords and AI outputs.
Google & OpenAI have data licensing deals with Reddit—proof of its strategic value.
Reddit content is influencing AI-generated responses… and SEO strategies must adapt.
Tactical Insight: Own Your Subreddit
Brands should immediately create and claim their subreddit—even if not actively using it.
Prevent brand impersonation or NSFW sabotage by securing the namespace.
“It's as basic as securing your domain or Twitter handle,”
💡 Bonus Tip:If another user claimed your brand subreddit, reach out to the mod team to request control.
What's Next: The Future of Search
Rise in brand mentions could impact search visibility.
Voice search is finally finding a place—via AI assistants and wearable UIs.
Search is becoming more immersive—but Google is far from dead.
SEOs must balance short-term tactics with long-term strategic brand building.
Resources & Tools:
🔗Distribution.ai
🔗seoweek.org
🔗Create Once, Distribute Forever
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