The growth of perplexity challenges SEO concerns and uncovers a vulnerability in Google’s domain
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 from BrightEdge, an enterprise SEO platform, suggests those fears may be overblown.
Perplexity’s referral traffic from its search engine to brand websites has grown 40% month over month since January, according to BrightEdge research. This indicates that Perplexity is gaining momentum and becoming a major player in the search engine market. Additionally, 60% of its citations match the top 10 organic results on Google, meaning that Perplexity provides similar and relevant answers to user queries as traditional search engines.
Jim Yu, CEO of BrightEdge, believes that companies should continue to invest in SEO, regardless of the involvement of AI. However, it underscores the need for credibility in the age of AI. Websites that rank well today have an advantage, but it’s essential to focus on optimizing for specific topics that align with a company’s expertise.
The impact of perplexity on search is evident when compared to Google’s Search Generative Experience (SGE). BrightEdge studied nine industries and found differences in the content sources received by each search engine. For example, Reddit is cited as a top domain in seven industries except 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 for training data. Reddit’s licensing agreement with Google and Yelp’s tie-up with Perplexity exemplify the need for collaboration in the AI search engine space.
Additionally, the BrightEdge report reveals that Perplexity will soon display brand ads in its search results. This move allows advertisers to influence which tracking queries are shown to users. Although it may seem contradictory to Perplexity’s claim to be free of advertising-driven models, Dmitry Shevelenko, Chief Business Officer of Perplexity, says that advertising has always been part of its business strategy.
Despite Perplexity’s growth, Yu advises marketers not to underestimate Google’s dominance in referral traffic. However, it provides 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 effectively optimize the web.
In conclusion, Perplexity’s growth and influence in the search engine market indicates 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 needs to master multiple search platforms to stay ahead and take advantage of potential revenue opportunities. The future of search is evolving and it is crucial to track the development of AI search engines and adapt accordingly.
[ad_2]
Source link
