Even search engine is undergoing changes. It is a serious shift and AI is redefining the segment. The best two examples to share here are Perplexity’s AI-driven chatbot and Google’s Search Generative Experiences (SGE). These two are leading the AI-powered search engine segment. Now, the future of SEO is also being reshaped. To understand the transformations and implications, let us look at what Jim Yu, the founder of corporate SEO platform BrightEdge is saying.

BrightEdge’s recent study reveals Perplexity has positioned itself as a competitor to Google. It has witnessed a significant rise in the referral links to brand sites. Its growth is about 40% month over month since January. Data highlights that users are increasingly clicking on Perplexity’s citation links.

Jim Yu states that the appeal of Perplexity lies in its transparent approach. It provides well-researched answers which are equipped with source citations. This clarity is missing in other AI models including the most popular ChatGPT. Perplexity has positioned itself as a trusted ally for users seeking credible information.

Meanwhile, Google’s SGE approach strikes a balance between transparency and authority. It integrates AI-generated results with industry-specific guardrails. It mainly prioritizes authoritative sources like the CDC and NIH in health-related searches. This signals a shift towards valuing established expertise in AI-driven rankings.

However, the approach of Google is challenging emerging players in industries like healthcare as trust and accuracy are important here. Jim Yu advises web operators to focus on brand authority and niche expertise.

As AI engines increasingly rely on authority graphs being cited by platforms like Perplexity or Google’s SGE becomes is crucial for SEO strategies. Jim Yu suggests to be original and trusted source.