Google is currently testing a feature that allows Reddit threads to occupy more space in search results. This test builds on the sitelink treatment, making it possible for upvotes and comments to be displayed alongside user responses. The purpose of this feature is to provide users with a more detailed overview of Reddit threads.
The rationale for this special treatment of Reddit in search results is not fully understood, but it is known that Google and Reddit entered into a content agreement a few months ago, granting Google deeper access to Reddit's content. This extra data could be utilized to boost Reddit's visibility in Google's search results.
Despite Reddit's already strong performance in Google Search, this modification could potentially increase Reddit's traffic from Google Search and offer a more beneficial feature for searchers. It's also important to note that any special user interface changes in Google's search results could provide the featured site with a competitive edge, likely leading to a higher click-through rate.
This test has been met with criticism from SEOs, who have previously expressed concern about Reddit's dominance in search results.
