Perplexity as a Concept
Our last article tackled Artificial Intelligence Search Optimization, specific to Google. But Google does not have a monopoly on AI searches. In the AI world, perplexity is a way of measuring how well a model, like me, predicts the next word in a sentence.
- Low perplexity = the AI is confident and accurate.
- High perplexity = the AI is guessing, unsure, or just plain confused.
Think of it like this: if AI were reading your website, low perplexity means it understands your content perfectly. High perplexity? It’s lost in the weeds. The less surprised the AI is by your words, the better it “gets” your message.
Perplexity as a Tool
Perplexity AI is the AI-powered search engine that’s making waves. Instead of just spitting out a list of links like Google, it gives you a concise answer — with sources.
It’s basically Google + ChatGPT rolled into one: you ask a question, it summarizes the web, cites the references, and lets you ask follow-ups to dig deeper.
Why This Matters for Your Business
Here’s the kicker: more people are using tools like Perplexity just like they use Google. That means:
- If your content isn’t optimized for AI search (AISO), you risk disappearing from these new AI-driven results.
- Perplexity always shows sources, so it’s a golden opportunity to get your brand directly linked in AI-generated answers.
- Being “AI-friendly” isn’t optional anymore — it’s how you make sure your business is found in the AI-first world.
Our Theory: Perplexity is the next frontier for AI search visibility.
We believe that businesses who understand and implement AISO (AI Search Optimization) early will have a huge advantage. The companies that get cited by AI tools like Perplexity are the ones building trust and authority before their competitors even know what hit them.
In other words, if your content is clear, authoritative, and structured in a way AI understands (low perplexity content), you’re not just appearing in search results — you’re becoming the answer. And that’s the kind of visibility that drives clicks, leads, and sales in 2025 and beyond.
Action Steps
Let’s move your business into this next phase of visibility early and review often.
1. Website Care (this gives you monthly data on your website’s performance as well as many other benefits)
2. Website Audit – this includes SEO evaluation
3. AISO implementation on your site
