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For years, some of the world’s most productive web searches have had something in common: They begin at Google and end at Reddit.

In some cases, that’s because the person doing the searching has added “reddit” to their query, deliberately pushing material from the internet’s biggest, most indispensable hub of conversations to the top of Google results. But even if you haven’t expressed an explicit preference for Reddit links, Google often emphasizes them. They can feel like islands of quality information floating in a river of links to sites that are spammy or just not very good.

Now Reddit sees an opportunity to become, in CEO Steve Huffman’s words during its most recent quarterly investor call, “a true searc

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