Reddit is already one of the most visited social media sites on the internet. Now the company is looking to parlay that popularity into search engine dominance. “The world and the Internet are rapidly changing, and I believe Reddit has a once-in-a-generation opportunity,” said CEO Steve Huffman on an earnings call Thursday.

To continue to build out search, Reddit is “expanding Reddit Answers globally, integrating it more deeply into the core search experience, and making search a central feature across Reddit,” Huffman says.