Google’s AI Mode is rewriting the rules of online visibility—and Quora has quickly become one of its top sources.
We analyzed 26,000 Quora URLs cited in AI Mode and spoke with Quora’s own team to uncover the patterns behind which threads get surfaced.
Our research reveals why Quora threads surface, what signals matter most, and how brands can increase their visibility in AI answers.
Key Takeaways
- Quora is one of the top 4 sources in AI Mode: About 1 in 14 answers (7.25%) included a Quora link, making it one of the most-cited domains
- AI Mode rewrites Quora content: On average, there was less than 50% overlap between an AI Mode answer and the closest Quora reply. This shows that Google blends multiple inputs rather than quoting directly.
- Topic alignment matters more than keywords: Quora threads were often cited even when the original question didn’t exactly match the AI prompt—indicating Google prioritizes broader topical relevance.
- Engagement is a strong signal: Cited threads averaged 37 replies, with higher activity making them more likely to surface in AI results
- Quality signals carry weight: Nearly 90% of cited answers were labeled Most Relevant by Quora’s algorithm, suggesting Google relies on the platform’s own quality markers
Methodology
To understand how Quora appears in Google AI Mode, we built a dataset of 278,279 unique prompts and tracked the responses.
From these, we identified 26,000 unique Quora URLs that were cited at least once by AI Mode.
We then measured the frequency of Quora citations and domain share. We also looked at text similarity between AI Mode answers and the closest Quora replies, along with thread engagement and relevance signals.
In addition, we spoke with experts from Quora’s team who shared practical tips on how to get prioritized by Quora’s internal algorithm—and increase your chances of being cited in Google’s AI Mode.
Here are our top findings.
1. Quora Is the 4th Most Cited Source by Google AI Mode
Google AI Mode included a Quora link in 7.25% of responses. That’s 20,189 citations across our dataset of 278,279 responses.
Simply put, about one out of every 14 answers contained a Quora link.
This makes Quora one of the top four most-cited domains, behind only LinkedIn, Reddit, and Google.
Our previous research also found that Quora is the most cited source in Google AI Overviews.
What This Means for You
Quora marketing is worth including in your AI visibility strategy.
It also requires the same level of planning you’d dedicate to LinkedIn or SEO—with its own strategy and resources. That means:
- Building a branded presence and publishing answers consistently
- Researching Quora threads to spot customer pain points and find content ideas
- Actively engaging with discussions instead of dropping one-off posts
2. AI Mode Blends Ideas from Quora Responses in Its Answers
AI Mode does not copy text directly from Quora. Instead, it blends together elements from multiple Quora replies and restructures them into new text.
On average, Google AI Mode responses had an overlap score of just 0.435 with the closest Quora answer.
Meaning less than 50% similarity.
For example, when we searched “does vaseline help wrinkles,” AI Mode highlighted this guidance as if extracted from Quora:
However, this text wasn’t copied directly.
The same ideas appeared across Quora answers (hydration, occlusive barrier, not reducing wrinkles), but Google reworded and blended them into a new response:
What This Means for You
Make your Quora answers easy for AI to reuse:
- Write complete answers that stand on their own. Explain the “why,” outline steps, or compare options so your expertise has weight
- Ground your points in specifics. Use data, examples, or case studies—concrete details survive paraphrasing better than vague claims
- Make your key message simple. Phrase your point in clear, everyday language so it still comes through even when AI rephrases
- Organize your response into 2-3 clear points. Use short sections or bullets so each idea is easy for AI (and readers) to extract and blend
For example, the author’s response got cited because it’s detailed, evidence-based, and structured.
It explains the “why,” adds comparisons (e.g., retinol vs. Vaseline), and grounds claims with specifics, making it easier for AI to reuse:
But it’s not only about how you write.
Since AI Mode blends content from multiple Quora replies and other sources, you also need to show up for the same topic consistently across platforms.
The more places your perspective appears—whether on social media, Wikipedia, or your own blog—the higher the chance it will be included in the final answer.
3. Topic Wins Over Keyword Match
AI Mode doesn’t surface answers because you repeated the exact words in the question. It looks for responses that address the intent of the query.
On average, the similarity between the user query and the Quora question title was just 0.1.
This shows that AI Mode pulls Quora content based on topic alignment—not prompts.
What This Means for You
Stuffing keywords in your Quora answers or relying on exact phrasing won’t improve your chances of being cited.
You need to show you actually understand the subject:
- Answer the question directly, then expand. Add reasoning, evaluation criteria, and examples that give your answer depth
- Cover related angles. Touch on adjacent subtopics (alternatives, use cases, pitfalls), so your answer applies across variations of the same query
- Write for intent, not phrasing. Think about what the user is really trying to solve, and frame your answer around that problem
For example:
4. Engagement Matters: Surfaced Threads Are Active Discussions
Google AI Mode also favors Quora threads with many replies, upvotes, and longer, thoughtful answers. In other words, signals of collective validation.
The cited responses had, on average, 37 answers per thread, 15 upvotes, one comment, and were at least 535 words long.
What This Means for You
If you want your answers to surface in AI responses, join active discussions.
Look for questions that already attract a steady flow of answers and engagement.
Then, contribute thoughtful, detailed responses and try to:
- End your answers with a question to invite more perspectives and spark ongoing discussion.
- Engage with commenters to keep the thread active and signal that the conversation is still relevant.
- Link to related Quora answers so readers can explore further and add their own replies.
- Remember, more replies = stronger signal. Threads with sustained activity are more likely to surface
- Prioritize quality. A thoughtful, in-depth reply attracts both engagement from users and credibility signals for AI Mode
For example, this Quora answer earned 848 upvotes and 26 comments by offering a thoughtful, detailed response with specific examples:
5. AI Mode Follows Quora’s Algorithm: Surfaced Answers Are Usually Flagged As “Most Relevant” by Quora
Google AI Mode follows Quora’s own algorithm when selecting responses to feature.
About 89.7% of cited answers were also marked as “Most Relevant” by Quora’s integral algorithm—a tag also visible to LLMs.
What This Means for You
If your goal is to be cited, you need to follow Quora’s best practices for writing responses.
It’s as simple as that.
Best Practices for Writing on Quora—According to Quora
The best advice we can share?
Follow Quora’s own best practices to grow your presence. Both on the platform and in Google’s AI Mode.
Here are the top tips for writing on Quora, straight from Quora’s team.
Answer Questions Right Away
Start your Quora reply by giving a direct answer in the first 1-3 sentences.
This simple step boosts your “Most Relevant” chances on Quora, which makes it far more likely that Google AI Mode will surface your answer.
Getting straight to the point and answering questions directly within the first few sentences can help boost your relevancy on Quora. While AI analyzes full content, opening and closing portions typically carry a greater weight. If you can’t answer a question quickly, use a TL;DR at the very start and then go on to explain what and why, just so you can hit this metric.
For example, this Quora response addresses the question in the first paragraph and then dives into details by providing additional information and arguments.
Demonstrate Real Credibility
Explain who you are and why you’re qualified every time you post.
Quora users—and Google AI Mode—prioritize answers that come from people with demonstrable expertise.
A strong credential line, a short bio, and context in your answer build trust and increase your credibility.
People come to Quora for a credible human response. And this is what makes Quora stand out, right? Demonstrating credibility also builds trust and differentiates you from other answers. And it gives context as to why people should listen.
And it perfectly fits into the modern marketing paradigm:
People buy from people. And that sales path is not linear anymore. People are engaging with product experts, with specialists within a company, long before they buy. Quora is a fantastic place to do that.
For example, in this answer, Justin Rosenstein, co-founder of Asana, signals credibility right away by highlighting his background and role in building widely used productivity software:
Be Helpful, Not Promotional
Follow the 80/20 rule. Make your answers 80% genuinely useful and only 20% promotional at most.
Quora rewards authentic, useful responses.
So, focus on answering questions and integrating your brand where it naturally adds value.
Quora favors answers that feel genuinely helpful over ones that sound like ads. A good rule of thumb is the 80/20 approach: make 80% of your response focused on being useful, and reserve only the last 20% for a soft, relevant mention of your brand.
For example, this response delivers useful insights and mentions the brand only near the end. It feels natural and helps the reader by offering a clear next step:
Make Your Answers Easy to Read
Format your answers so they’re scannable. Use short paragraphs, bullets, and bold text for key points.
Well-structured answers keep readers engaged and also make it easier for Google’s AI Mode to extract and reuse your ideas.
“With attention spans shrinking, answers need to be visually easy to scan. This means breaking your content into short, digestible sentences and paragraphs, using bold and italics to highlight key details. Taking just a few extra minutes on formatting can significantly boost engagement.”
For instance, this Quora response is easy to read thanks to clear white space, short sentences, and bold formatting that highlights key ideas:
Use AI, But Don’t Abuse It
Finally, you can let AI help with speed and repurposing, but make sure your answers reflect real expertise and a human perspective.
AI tools are useful for reformatting or turning your existing content into Quora-ready posts.
Use what you already have. If you don’t have time to write answers from scratch, repurpose pre-approved content. This is gonna be your FAQs, your blogs, your white papers, your webinars, any content that you have—use it. Copy and paste snippets, inform an answer, and then edit it.
However, if your content is entirely AI-generated and adds nothing new, it’s unlikely to engage users or gain traction.
If all you’re doing is dropping AI-generated content instead of real value, why should Quora not just do that itself? Why should Google not do that itself? People buy from people. People engage with people. And most of us by now can spot a ChatGPT response a mile away.
To sum it all up:
Track Your Quora Citations in Google’s AI Mode
The best way to know what works—and what doesn’t—is by tracking your AI Mode citations over time.
With Semrush’s AI SEO Toolkit, you can see what drives your visibility in Google’s AI Mode compared to competitors, down to specific citation sources.
Start by opening the “Brand Performance” report > “Narrative Drivers.”
Then, scroll down to “Citations” and choose branded or non-branded queries.
Finally, open “Cited Pages” and enter the domain you want to check (e.g., “quora.com”) to see pages that AI Mode cited as sources when mentioning your brand.
From here, you can analyze which Quora threads are driving visibility. Then, use those insights to refine your participation strategy, double down on high-performing topics, or fill content gaps.
FAQs
How Does Quora’s Algorithm Mark Answers as Relevant or Irrelevant?
Quora’s algorithm for picking relevant answers comes down to a few core things like: structuring your content (answering the question directly and making it easy to read), avoiding overly promotional content, and providing genuine value.
Should I Include Links in My Answers on Quora?
Include links in your Quora answers, but sparingly. One or two well-placed links that add context or proof are fine. A long list of links might sometimes feel overwhelming and less trustworthy. The most important factor is making sure the links you include add value.
Does Formatting My Quora Responses Increase the Chances of Being Cited by Google’s AI?
Structured, scannable answers make it easier for both readers and AI systems to extract the key points. Just remember: Formatting only helps if the content itself is strong.
How Do I Find the Right Questions to Answer on Quora?
To find relevant topics, start with Quora’s search bar. Type in broad themes relevant to your industry, then drill down into related questions. Explore the “related questions” box on the right side of any thread.
What if There Are No Questions on Quora About My Product Yet?
You can ask your own questions if you can’t find any relevant topics on Quora. Use Quora’s “limited” setting when creating a question if you don’t want it tied back to your profile. It will still be discoverable to others.
Should CEOs or Executives Answer on Quora as Individuals?
Having your employees and executives write on Quora is generally a good idea. For example, a CEO sharing firsthand experience builds credibility and humanizes the brand. Remember: People trust people.
How to Address Misinformation About My Brand or Biased Answers on Quora?
To address potential misinformation on Quora, engage and respond thoughtfully. Jump into comments and correct misunderstandings, provide your perspective, and back it up with data or sources. That way, you can control the narrative around your brand.
How Can I Track Whether My Quora Content Is Being Cited in Google AI Mode?
Use Semrush’s AI SEO Toolkit to monitor your Google AI Mode citations and see which of your pages (including Quora threads) are surfacing in AI results, how often, and against which prompts—compared to other players in your niche.