Perplexity SEO is already changing the game for businesses and marketers, and getting an early foot in the door now may change the game for you too.
For the past couple of decades, businesses have been optimizing their websites for search engines like Google. But times are changing.
Say “hello” to Perplexity AI: a conversational search engine that synthesizes search, chat, and links all in one. This new tool isn’t ranking content like Google does, so it’s time to rewrite your SEO strategies.
Here’s how it works, why it matters, and how to rank using Perplexity SEO with ease:
What is Perplexity AI and How Does It Work?
You’re probably familiar with AI tools like ChatGPT and Gemini, but Perplexity is an equally high-functioning AI tool operating in a different ballgame. So what is it for?
The simple answer is that Perplexity AI operates like the brainchild of Google search and a normal AI chatbot. Whereas a tool like ChatGPT is often best used for creative purposes (like writing or idea generation), it isn’t well-known for its information accuracy.
With Perplexity, the user is able to throw in a question or a topic and it’ll return with a digestible, summarized version of their inquiry — but with a focus on info precision, and linked sources to boot.
Perplexity AI uses large language models and live web indexing to generate real-time, cited answers to user questions. Unlike Google’s SERP rankings, it pulls from trustworthy websites, summarizes key points, and cites the sources directly. That’s why visibility here depends on being reference-worthy rather than keyword-heavy.
And like all AI tools, its popularity is only growing. Within one year, Perplexity’s monthly visitors increased by 191.9%, now handling 100 million queries each week.
Let’s Talk Business: Why Does Perplexity AI Matter?
As of 2024, nearly 60% of traditional searches end in zero clicks, according to a study by SparkToro.
This means that although Perplexity is still green in the grand scheme of chatbots and search engines, it can be more valuable for marketers — and yes, more valuable than ChatGPT.
The reason? It’s true that ChatGPT tends to produce a higher number of hits and views. But users who search with Perplexity were found to stay, browse, and convert on websites at higher rates, according to a study conducted by SEO expert Neil Patel.
In other words, adapting to the new SEO landscape is more important than ever. Here’s what that looks like.
What’s the Difference? Perplexity AI SEO vs. Traditional SEO
The good news is that SEO just got a lot simpler. Here’s a basic breakdown:
- Traditional search engines provide a ranking based on a combination of website elements: keywords, mobile optimization, backlinks, page speed, domain trust, etc.
- A generative search engine like Perplexity is aiming to deliver a digestible, concise answer to the user rather than a list of links.
So what does this really mean? Strong Perplexity SEO is all about clarity and distilling information efficiently.
This is a simple guide on how to optimize your website for exactly that:
5 Proven Perplexity SEO Tips: Rank Higher on the AI Search Engine
1. Build Credibility and Trust
Google ranks content based on a metric called E-E-A-T, and generative search engines like Perplexity look for similar signs of authority. Focus on building an established reputation that is well-cited and well-sourced.
Think: guest posts, third-party sources, and references wherever possible.
2. Refresh Content Regularly
AI tools like Perplexity update daily to maintain search accuracy. As a result, newer content is prioritized.
Update your content with new facts, data, and refreshed information — remember: act like Perplexity, and get rewarded by Perplexity.
3. Keep it Simple
Perplexity AI wants to condense and deliver answers to the user in a way that’s easy to read. If your content is already clear, concise, and full of clear-cut facts, you’re matching its tone.
This means cutting out fluff and abandoning keyword stuffing. Your content should do two things: sound human and deliver value.
This can mean including:
- FAQ’s
- Data sets
- “How-to’s”
- Question and answer
- Lists
4. Structure Your Content
If your content isn’t easy for Perplexity AI to parse through, it’s less likely to pull from your site.
This is simpler than it sounds! Ensure your content is organized with descriptive H2 and H3 tags, numbered lists, tables, and underlined or bold text wherever relevant. Use standard best practices for readability, and remember that Perplexity is searching for clear excerpts.
5. Use Images, Videos, & Graphics
Perplexity doesn’t only give users a text-based response. It will often produce multimedia for searchers to browse and engage with, leading to a more well-rounded user experience.
What does that look like? Instead of just citing a number or a statistic, the facts-driven platform may prioritize a visual dataset or chart.
As a result, quality visuals and infographics can increase your visibility.
Conclusion
AI tools like Perplexity are here to stay, and marketers that prepare for its SEO landscape will have a leg up on their competition.
Ranking well on Perplexity AI isn’t about the keyword game of just a few years ago. For an AI search engine, it’s increasingly important to produce human-sounding, accurate, and clear results.
Most importantly, adapt your content to what we know works right now, but make sure to keep up with Perplexity search engine SEO strategies as they progress.
Like with all AI and tech, the strongest way to make Perplexity SEO work for you is to watch how it grows.