This article was orginally posted on my Linkedin timeline
G2 and Capterra might not have the same leverage.
There is a fundamental shift in how B2B buyers find software:
Reddit’s traffic is up 2,500% in two years. Users don’t just search anymore. They add “reddit” to find real discussions. (Google’s -$60M Reddit data deal made this even stronger)
Google Search for Best CRM for Small Business
Not just Reddit. Even other technical forums are winning such as Microsoft Answers, Spiceworks, TenForums.
G2 and Capterra dominated SaaS search results. Those days are ending. Their non-branded search traffic is dropping. Google’s recent updates wants real experiences, not just reviews.
Source: Ahref G2 nonbranded search
What does this mean for SaaS marketers?
- Optimize websites for long-tail keywords often found in forum threads
- Engage with forum communities authentically by answering questions and participating in discussions.
- Consider creating your own forums to foster community engagement and leverage UGC for SEO benefits (provided you can moderate it)