SEO, Content Quality, and the Rise of Forums: Key Takeaways from Lily Ray (Ahrefs Evolve 2024)

If you’ve been wondering where SEO is headed and why your old content strategies are suddenly falling flat, recent insights from the Evolve conference shed some light.

The message is clear: search engines are no longer impressed by mass-produced fluff or shallow affiliate lists.

Instead, they’re moving towards rewarding authentic, user-generated content — particularly from forums.

Here are the practical insights by Lily Ray for anyone trying to keep up.

What Counts as Low-Quality Content Now?

In case you hadn’t noticed, Google’s getting a bit judgy about content quality.

Search engines now identify “highly visible & low-quality” content.

Here’s what made the naughty list:

• One page per city: If you’re rolling out city-based pages without actually operating in those locations, Google’s not fooled. Local SEO isn’t just a scattershot of city names; it’s about genuine local engagement.
• Top 10 lists: The classic “10 Best Things to Do in ___ City” articles are losing their charm — especially if they’re just regurgitating the same recommendations for every city.
• One page per FAQ: Splitting every “People Also Ask” query into individual pages screams “content farm,” and search engines have cottoned on to this trick.
• Quotes, jokes, and lyrics: Unless you’re adding value beyond Google-able one-liners, it’s not enough anymore. Throw in some analysis or commentary if you want these to count.
• Dictionary definitions and reference guides: Unless you’ve got something unique to offer, these are just more white noise in Google’s eyes.

Bottom line: High-quantity, low-substance content is out. Genuine, insightful content is in.

Repetition is a Red Flag

Creating numerous “Best Things to Do in [City]” or “Driving in [Place]” articles without much variation or depth is problematic.

Search engines are spotting these patterns, and it’s not working out well for the sites that keep pumping out these repetitive formats.

In other words, the days of making cookie-cutter content for each location or keyword are fading fast.

Search engines are now sophisticated enough to recognize these as “templates” rather than unique pieces of content.

The fix? Invest in real expertise, unique insights, and give users a reason to actually want to read each page.

Informational & Affiliate Sites Take a Hit

Sites that rely heavily on affiliate links and “informational” content that’s light on substance have lost significant visibility over the past year, with some experiencing declines of up to 94% year-over-year.

Affiliate and informational sites that are little more than traffic funnels are taking a big hit, with search engines deciding that thin, low-value content is no longer worthy of high rankings.

So, if you’re running an affiliate site or informational blog, it’s time to rethink: add genuine depth, original insights, or lose out.

Forum Sites Are On the Rise

Forums like Reddit, Quora, and Stack Overflow are making a comeback in search visibility, with platforms like Reddit seeing visibility increases of up to 175%.

Why the forum love? It appears that search engines are rewarding sites where real people discuss real topics, sharing honest experiences and opinions.

This kind of content feels authentic and authoritative, and users trust it.

For SEO practitioners, this shift means it might be time to rethink how they engage with user-generated content.

The Changing Rankings for “What Game Should I Play?”

For those creating “best-of” lists, forums are encroaching on your territory.

Top 10 rankings for queries like “What game should I play?” now show forums edging out affiliate-driven listicles.

Apparently, users (and search engines) prefer recommendations that come from fellow gamers discussing their personal favorites, rather than “top 10” lists that feel overly promotional.

If your content strategy involves affiliate lists, consider adding more community-driven, expert-based content to stay competitive.

How to Respond to the Rise in Forums

Forums are winning.

But how should brands respond?

Here are some practical tips for engaging with forums and online communities without looking like you’re there just to sell.

• Keep an eye on relevant discussions: Follow what people are saying in forums relevant to your industry. You’ll get insights and potential opportunities to contribute.
• Use tracking tools: Tools like Ahrefs can help you see where your brand is being mentioned and join conversations where appropriate.
• Offer real expertise: When you chime in, make sure it’s useful and not overly salesy. Add value to the discussion to build trust.
• Be genuine: Forums are highly sensitive to commercialism. Engage honestly, and don’t go in with the sole intent of promoting your brand.

The advice here is to tread carefully. Forums aren’t just another ad platform — they’re a place to build relationships and offer value, which can lead to long-term brand recognition.

The Forum Dominance Stats

Forums are taking over the “Discussions & Forums” section of search results.

Reddit alone represents over 50% of tracked impressions in this feature, with Quora following at 27%.

These stats are a wake-up call for brands: if you’re not already engaging on forums, you’re missing out on a huge slice of organic visibility.

Reddit and Quora are dominating because users trust the community insights they provide.

Being present on these platforms isn’t about pushing products but rather joining relevant conversations and offering help.

The Big Picture

The overarching message here? The days of cranking out keyword-stuffed, templated content are on their way out.

Search engines are rewarding authenticity, expertise, and real user experiences more than ever.

Whether it’s creating content that’s genuinely helpful or joining in on relevant forum discussions, the goal should be to offer real value.

If your content strategy is stuck in 2019, it’s time for a refresh. Embrace community-driven content, give up on the templated fluff, and focus on being genuinely useful.

SEO is evolving, and if you want to keep up, so should your content.