How to grow your brand on Quora and show up in Google’s AI results

Written by Ellie Craig
October 7, 2025

How to grow your brand on Quora and show up in Google’s AI results

Search is evolving beyond traditional keyword-driven results. Users are increasingly interacting with AI-powered answer engines rather than just scanning links.

AI Overviews appear within standard search results without users actively opting in, while
AI Mode is an opt-in feature (currently only 3% of UK Google users) that delivers highly engaged, tech-savvy audiences.

For brands and SEO, the focus is shifting from clicks to visibility at the top of the funnel. AI Overviews and AI Mode may drive stronger conversion rates in some industries, but first and foremost, they’re about being seen.

Source: Semrush

Why is Quora relevant?

Quora is one of the most cited sources in Google AI results: the top source in AI Mode is LinkedIn, but Quora is second for AI Overviews and third for AI Mode. Key reasons include:

400M+ active users worldwide.
A knowledge-driven, expert-focused community.
Google’s AI prefers authoritative, structured content from expert communities, which is something Quora excels at.

How does Quora work?

Quora operates on a simple, effective cycle:

Users ask questions – active engagement, not passive scrolling.
Experts answer – high-quality, knowledge-driven content.
Community votes and engages – engagement metrics like upvotes, comments, and shares boost visibility.
High-quality content attracts new users – recommended via Quora’s machine learning algorithms.

Why Expert Insights Matter in SEO

Experts matter in Google’s SEO because AI has lowered the baseline for content creation, making it easier for generic or automated content to exist. What sets humans apart is E-E-A-T – first-hand experiences, unique perspectives grounded in real practice, and established credibility through name, title, and reputation. People naturally trust and engage with experts rather than faceless businesses, so brands that highlight authentic expert voices are more likely to gain visibility and authority in both traditional search results and AI-driven responses.

What content performs the best on Quora?

In a recent webinar by Quora, it was stated that an analysis of 278k prompts and 26k Quora URLs cited in Google AI Mode revealed:

Content quality over keywords: AI Mode values substance, clarity, and expert insight, not exact keyword matches. Direct, detailed answers outperform one-liners. Include comparisons, perspectives, and examples.
Engagement matters: Threads with more replies (37+ on average) are more likely to be cited, showing community validation. Encourage discussion, ask questions, reply to comments, and link related threads.
Quora relevance algorithm: 90% of cited replies were marked relevant by Quora itself.
AI blends sources: Google rarely lifts one answer entirely. It rephrases multiple sources containing the exact query only 5.4% of the time.

How should you set up your Quora presence?

Decide your approach:

Individual: Builds authenticity and personal credibility.
Business: Boosts brand authority, offers customer support, and shares stories or testimonials.

Profile best practice:

Quality headshot or logo
Clear credentials are displayed with each answer
Short, informative bio
Add relevant knowledge topics

Best practice for answering questions:

Direct first, then expand: Answer immediately, then provide additional context.
Format: Use bullets, short paragraphs, and hyperlinks.
Length: Around 500 words is ideal. Add a TL;DR for longer answers.
Tone: Helpful and genuine, avoid overt promotion (80/20 rule).
Repurpose content: Adapt blogs, FAQs, or existing material.
Engage: Invite discussion, reply to comments, and link related threads. Consistency and credibility are crucial; repeated copy-paste answers can result in penalties.

Finding topics to answer on Quora:

Focus on topic and meaning, not keywords.
Use the search bar to find relevant questions related to your expertise.
Explore related topics and questions via Quora’s suggestions.
Ask questions yourself if they don’t exist, then answer them from your business or personal profile.

Quora is more than just a Q&A platform; it’s a tool to build authority, demonstrate expertise, and boost visibility in Google’s AI Overviews and AI Mode and improve your SEO.

At Trio, we help brands turn expert content into SEO results. As a performance marketing and SEO agency, we can advise on best practice for Quora and other expert-led content, and we can also create high-quality content on your behalf.