In a recent report by BrightEdge, the AI-first search engine Perplexity is gaining traction by showing promising referral traffic growth and relevant search results. Despite concerns about the impact of AI on SEO efforts, the study indicates that Perplexity is effectively directing traffic to brand websites.
Perplexity’s success is viewed as a potential threat to Google’s dominant position in the search market. The study examined nine industries, highlighting differences in content sources preferred by Google’s Search Generative Experience (SGE) and Perplexity. Notably, Perplexity’s reliance on sources such as Reddit and Yahoo in various sectors sets it apart from Google.
The study also delves into the role of partnerships in acquiring data for AI models, citing examples like Reddit’s licensing deal with Google and Yelp’s collaboration with Perplexity. Moreover, Perplexity’s plans to introduce native ads raise questions about the balance between ad-driven models and search neutrality.
BrightEdge’s CEO, Jim Yu, advises companies to focus on credibility and expertise in content topics to optimize for AI search engines. Structured information, breaking down organizational silos, and preparing for a diverse AI search landscape are among the recommendations put forth in the report.
Despite Perplexity’s growth, Yu emphasizes that Google retains significant market share and should not be underestimated. The evolving search landscape underscores the importance for businesses to adapt to multiple AI engines and stay updated on the developments in AI search technology.
The study does not position Perplexity as a superior marketing tool to Google but highlights the emergence of new search models that businesses need to be prepared for. With the rise of AI-first engines, mastering multiple search platforms becomes crucial for marketers to stay competitive in the evolving digital landscape.
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