In mid-September 2025, ChatGPT significantly reduced its citations to Reddit, cutting traffic by approximately 50%. Despite this dramatic drop, Reddit remains the most cited source by ChatGPT across most industries. This shift reveals how volatile large language model citation patterns remain and what businesses need to do to stay visible in AI search results.
What Happened to Reddit Citations from ChatGPT?
ChatGPT updated its algorithm in mid-September 2025, resulting in Reddit receiving roughly half the citations it previously did. The change appears related to Google’s indexing modifications, which altered how easily ChatGPT could crawl and reference Reddit content.
We track ChatGPT citations for about 30 clients across different industries. When analyzing the data after the September update, nearly every single client showed the same pattern: Reddit citations dropped by approximately 50%.
Here’s what makes this surprising: no single website shot up to replace Reddit’s lost share. The citations simply dropped, with the remaining share distributed more evenly across other sources.
Reddit Is Still the Top Cited Source
Despite losing half its citations, Reddit remains the number one cited source by ChatGPT in most industries. Industry data shows Reddit historically made up about 14% of all ChatGPT citations, though this varies significantly by sector.
For some of our clients, particularly in technology and consumer product industries, Reddit still accounts for a significant portion of citations. In finance queries specifically, Reddit threads are referenced an average of 1.77 times per query, far outpacing traditional financial websites.
Which Sources Are ChatGPT Citing Now?
While Reddit remains dominant, other sources have gained ground:
Wikipedia has emerged as a major citation source. Wikipedia’s share of ChatGPT citations jumped approximately 62% since July 2025, now representing roughly 13% of all citations. The platform fills some of the gap left by Reddit’s decline.
Technology news sites like TechRadar have become increasingly important. Recent analysis ranks TechRadar and G2 just behind Wikipedia and Reddit in total citations.
Review platforms continue to perform well. Sites like G2, Capterra, and industry-specific review platforms show up frequently in ChatGPT responses, particularly for business services and software queries.
Why This Matters for Your Business
This shift demonstrates how unpredictable large language model citations remain. ChatGPT referral traffic can drop by more than 50% even as usage increases, purely based on algorithm updates.
The volatility means brands cannot rely on a single platform for AI visibility. What works today might change next month. However, Google still handles 80-90% of global queries versus roughly 9% for ChatGPT, so traditional SEO remains the foundation of any search strategy.
Most importantly: Google dominates transactional queries with 90% market share versus just 5% for ChatGPT. If you’re an e-commerce business or service provider looking for customers ready to buy, Google organic search still drives the overwhelming majority of traffic, leads, and revenue.
The Core Strategy Hasn’t Changed
Despite the Reddit citation drop and ongoing volatility, the fundamental approach to AI optimization remains the same: make sure your brand appears in the sources these large language models cite.
Right now, that means focusing on:
- High-authority publications where your industry’s audience reads
- Wikipedia entries for your brand or product category (when appropriate)
- Review platforms relevant to your industry
- Community discussion sites where authentic conversations happen
- Industry news outlets that cover your sector
Few brands are actively working on this strategy yet. The opportunity exists precisely because the landscape is still so new and unpredictable.
What About Traditional SEO?
Traditional search engine optimization isn’t going anywhere. Google organic search still drives the bulk of clicks and revenue for most businesses. The sensible approach is maintaining strong traditional SEO foundations while dedicating perhaps 10-20% of resources to AI optimization.
Think of AI optimization as complementary rather than a replacement. You’re not abandoning what works—you’re preparing for what’s coming.
How to Adapt Your Strategy
Track where ChatGPT is citing information in your industry. Tools like Profound.ai can help monitor citation patterns over time. When you notice changes like the Reddit drop, adjust your efforts accordingly.
If Reddit was a major source of citations for your brand, don’t abandon it entirely. It’s still the top source. But also ensure you’re building presence on Wikipedia, getting featured in industry publications, and appearing on relevant review platforms.
The brands that will succeed in AI search are those that stay agile. Monitor, adapt, and keep testing as the landscape evolves.
Getting Started with AI Optimization
The Reddit citation drop is a reminder that AI optimization is still in its early stages. The factors that determine recommendations change significantly every month. But the core principle remains: be present in the authoritative sources these models trust.
If you want help tracking where your brand appears in ChatGPT and other large language models, or if you need a strategy for improving your AI visibility, contact TJ Digital for a free audit. We’ll show you exactly where you stand and what you can do about it.