The Growth of Perplexity Challenges SEO Concerns and Uncovers a Vulnerability in Google’s Dominance

The Growth of Perplexity Challenges SEO Concerns and Uncovers a Vulnerability in Google’s Dominance

In the world of search engines, Google has long been the undisputed leader. However, the emergence of AI-first search engines, such as Perplexity, is threatening Google’s dominance and raising concerns about the future of Search Engine Optimization (SEO). But a new study by BrightEdge, an enterprise SEO platform, suggests that these fears may be overblown.

According to BrightEdge’s research, Perplexity’s referral traffic from its search engine to brand websites has grown by 40% month-over-month since January. This indicates that Perplexity is gaining traction and becoming a significant player in the search engine market. In addition, 60% of its citations match the top 10 organic Google results, meaning that Perplexity provides similar and relevant answers to user queries like traditional search engines.

Jim Yu, the CEO of BrightEdge, believes that companies should continue to invest in SEO, regardless of AI’s involvement. However, he emphasizes the need for credibility in the AI era. Websites that rank well today have a head start, but it’s essential to focus on optimizing for specific topics that align with a company’s expertise.

Perplexity’s impact on search is evident when comparing it to Google’s Search Generative Experience (SGE). BrightEdge studied nine industries and found differences in content sources received by each search engine. For example, Reddit is cited as a top domain across seven industries, except for Healthcare and Finance. Perplexity prefers Yahoo, MarketWatch, and CNN for Finance-related queries. The Mayo Clinic, Yelp, Tripadvisor, and Coursera are considered high authority sources for healthcare, restaurants, travel, and education respectively.

The study also highlights the importance of partnerships between AI engines and online communities to obtain training data. Reddit’s licensing deal with Google and Yelp’s tie-up with Perplexity exemplify the need for collaboration in the AI-first search engine space.

Furthermore, BrightEdge’s report reveals that Perplexity will soon display branded ads on its search results. This move allows advertisers to influence follow-up queries displayed to users. While it may seem contradictory to Perplexity’s claim of being free from advertising-driven models, Dmitry Shevelenko, Perplexity’s Chief Business Officer, states that advertising was always part of their business strategy.

Despite Perplexity’s growth, Yu advises marketers not to underestimate Google’s dominance in referral traffic. However, he offers insights for marketers to adapt to the changing search landscape. These include identifying areas of expertise for content creation, ensuring structured information for AI search engines, and breaking down silos within organizations to optimize for the web effectively.

In conclusion, Perplexity’s growth and influence in the search engine market indicate that AI-first engines are gaining ground and challenging Google’s dominance. While Perplexity may not be a better marketing tool than Google, businesses should prepare for a world with multiple AI engines. The marketing community must master multiple search platforms to stay ahead and capitalize on the potential revenue opportunities. The future of search is evolving, and it’s crucial to track the development of AI search engines and adapt accordingly.