A recent study on Perplexity AI reveals positive news for SEO practitioners and ecommerce sites. The study, conducted by BrightEdge, highlights how Perplexity AI’s referral traffic has surged by 40% since January. Perplexity AI, an innovative search engine and chatbot hybrid, is gaining traction among users who are interested in trying something different from traditional search engines. According to BrightEdge, this surge in traffic presents a valuable opportunity for search marketers to optimize their content for AI-driven search engines. The study also reveals interesting overlaps between Perplexity AI’s search results and those of Google’s SGE (Generative Experience). Overall, this study offers insights into the potential benefits and strategies for optimizing content for AI-driven search engines.
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What is Perplexity AI?
Overview of Perplexity AI
Perplexity AI is a self-described Answer Engine that combines the functionalities of a search engine and a chatbot. Founded by researchers and engineers from top tech companies like OpenAI, Facebook, Quora, Microsoft, and Databricks, Perplexity AI has quickly emerged as one of the leading AI search engines. It stands out from its competitors by offering generous amounts of citations to websites, making it a valuable tool for users seeking reliable and trustworthy information.
Founders and backers
Perplexity AI has an impressive lineup of founders and backers, including influential investors and engineers from Silicon Valley. The team behind Perplexity AI brings extensive expertise and experience from renowned companies, which has contributed to its rapid growth and success in the AI search engine space.
Combination of search engine and chatbot
Perplexity AI operates as a combination of a search engine and a chatbot. Users interact with the chatbot interface to submit queries, and the AI algorithms behind the scenes generate relevant search results. This unique approach allows Perplexity AI to offer both the convenience of a chatbot and the functionality of a traditional search engine. Additionally, Perplexity AI has the capability to perform tasks like writing essays, further enhancing its versatility.
Generous amounts of citations
One of the key features that sets Perplexity AI apart from its competitors is its generous use of citations. When presenting search results, Perplexity AI includes a significant number of citations to relevant websites. This emphasis on citations helps users navigate through search results more effectively and ensures that the information they receive is backed by reliable sources.
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Surge in Traffic
Increase in referral traffic
According to a recent study by BrightEdge, Perplexity AI has experienced a surge in referral traffic of 40% since January. This significant increase indicates that users are willing to explore alternative search engines and are interested in trying out Perplexity AI’s unique features and capabilities.
Interest in AI search engines
The surge in traffic to Perplexity AI suggests a growing interest in AI search engines. Users are increasingly open to utilizing AI-driven platforms for their search queries, which presents new opportunities for search marketers and SEO professionals.
Comparison to Google’s early days
BrightEdge’s research draws parallels between the current state of AI search engines, like Perplexity AI, and the early days of Google. Just like when Google first appeared, search marketers now have the opportunity to test and experiment with optimizing for a new search engine. This offers a chance for industry professionals to stay ahead of the curve and leverage the unique features of Perplexity AI for their marketing strategies.
Challenges for search marketers
While the surge in traffic to Perplexity AI presents exciting possibilities, it also comes with its own set of challenges for search marketers. The newness and dynamic nature of AI-driven platforms like Perplexity AI make it difficult to track and adapt to changes. Therefore, search marketers need to stay updated on the latest developments and optimize their strategies accordingly to make the most of this emerging search platform.
Overlap with Google Search
Significant overlap in health-related queries
BrightEdge’s research shows that there is a significant overlap between Perplexity AI’s search results and those of Google, particularly in health-related queries. This overlap can be attributed to the limited number of websites that are qualified to provide reliable and accurate information on health and medical topics.
Reddit’s absence in healthcare and finance queries
Interestingly, while Reddit shows up in most search query topics, it is absent in healthcare and finance queries on both Perplexity AI and Google. This highlights the importance of authoritative and trustworthy sources in these critical areas, with users relying on more reputable platforms for information.
Overlap in B2B search results
Another area of overlap between Perplexity AI and Google’s search results is in B2B queries. Perplexity AI tends to rank authoritative sites in topics like healthcare and education, while review platforms and local search sites have a stronger presence when it comes to restaurant and travel queries. Notably, big brands like Yelp and TripAdvisor perform well on Perplexity AI.
Overlap in travel search results
In travel-related search queries, Perplexity AI and Google show some overlap in the results, with both search engines featuring websites like Yahoo, MarketWatch, and CNN. However, there is less overlap in eCommerce queries, with only Wikipedia and Amazon appearing consistently in the rankings of both platforms. This presents an opportunity for eCommerce sites to take advantage of Perplexity AI’s growing share of search.
Opportunities for Ecommerce Sites
Perplexity’s growing share of search
BrightEdge’s research indicates that Perplexity AI’s share of search is growing at a rate of 39% per month. This growth presents a valuable opportunity for eCommerce sites to tap into a new source of organic search traffic and expand their online presence.
Generous website citations in search results
When presenting search results, Perplexity AI includes an average of 5.28 website citations. This emphasis on citations increases the visibility and credibility of eCommerce websites, making it more likely for users to visit and engage with these sites.
More citations in travel and restaurant queries
BrightEdge’s research also reveals that Perplexity AI shows more citations in travel and restaurant queries compared to Google’s search engine. This provides eCommerce sites in these industries with an opportunity to stand out and attract potential customers through the citations included in Perplexity AI’s search results.
Encouragement for search marketers
BrightEdge encourages search marketers to seize the opportunities presented by Perplexity AI. With its rising share of search, generous website citations, and unique features, Perplexity AI offers a chance for eCommerce sites to enhance their visibility and reach a wider audience. By optimizing their strategies for AI-driven search engines, search marketers can stay ahead of the curve and maximize the potential of this emerging search platform.
Importance of Optimizing for AI-driven Search Engines
Seismic impact of AI-first search engines
According to Jim Yu, Founder and Executive Chairman of BrightEdge, optimizing for emerging search platforms like Perplexity AI is essential for marketers due to their seismic impact. Even capturing just 1% of the global organic search market on these AI-first engines can translate to approximately $1.2 billion in ad revenue per year. The growing popularity of AI-driven search engines underscores the need for search marketers to adapt and leverage multiple search platforms.
Revenue potential in mastering multiple search platforms
With AI-first engines gaining ground and establishing their areas of expertise, search marketers have the opportunity to tap into multiple revenue streams by mastering various search platforms. As the development of these engines and AI search technologies progresses, staying informed and adaptable becomes crucial for maximizing revenue potential.
Tracking development of AI search engines
Given the dynamic nature of AI search engines, it is essential for search marketers to closely track their development. Monitoring traffic trends, analyzing search queries, and assessing the quality of search results are crucial aspects of optimizing for AI-driven search engines. By staying informed and adaptable, search marketers can position themselves to capitalize on the opportunities presented by these emerging platforms.
Conclusion
Bright spot for ecommerce sites
The surge in traffic to Perplexity AI and its growing share of search provide a bright spot for ecommerce sites. With generous website citations and a unique approach to search, Perplexity AI offers a valuable opportunity for ecommerce businesses to expand their reach and attract new customers.
Need to adapt to AI-driven search engines
The rise of AI-driven search engines, like Perplexity AI, calls for search marketers to adapt and optimize their strategies accordingly. Embracing the opportunities presented by these platforms can lead to increased visibility, organic traffic, and revenue growth for businesses.
BrightEdge’s recommendations for search marketers
BrightEdge recommends that search marketers take advantage of the opportunities in optimizing for AI-driven search engines. By staying informed, tracking development, and mastering multiple search platforms, search marketers can position themselves for success in the ever-evolving landscape of AI search engines.
