Perplexity’s growth upends SEO fears, reveals crack in Google’s dominance

Study suggests that AI-first search engine Perplexity is disrupting the search market dominated by Google. Perplexity's referral traffic to brand websites has grown 40% month-over-month since January. Google's market dominance is being threatened by generative AI. Jim Yu advises businesses to invest in SEO and focus on topics where they have the right to win. Perplexity and Google differ in their content sources and preferred sites across industries. Marketers should optimize for conversations, use structured information, and break down silos within organizations to succeed in an AI-driven search landscape.