News Summary

• Online communities have infiltrated the internet, appearing at the top of search engine results pages (SERPs) for most queries.
• They play an integral role in shaping brand perception, purchasing decisions, and search visibility.
• But participation without a solid strategy in place can backfire, damaging reputation.
• This article explores why it’s essential to build authority in Reddit and Quora, the brands that got it right (and wrong), and how to operationalize community authority as part of a broader marketing and SEO strategy.