Are AI Search Engines the Future?

Table of Contents

• Enter Perplexity: A New Way to Search
• Using Machine Learning to Compile and Summarize
• Correcting the Flaws of Traditional Search Engines
• Improving the User Experience
• Prioritizing Data Privacy and Security
• Preserving SEO
• AI Search Engines: The Bottom Line
• FAQ

Enter Perplexity: A New Way to Search

Founded in August of 2022, Perplexity AI is on a mission. The company’s FAQ states that its goal is to “make searching for information online feel like you have a knowledgeable assistant guiding you.” 

Perplexity’s AI search engine offers a different experience when browsing the web. Instead of typing in a keyword-based search term, users pose questions. Perplexity returns concise summaries and a list of sources, learning your preferences over time.

So, how will AI search engine technology change how we interact with the internet? At My Social Practice, we make it a point to stay up-to-date about technology and how it can improve dental marketing. Here’s how we think Perplexity will change the game.

1. Using Machine Learning to Compile and Summarize

The technology behind Perplexity’s AI search engine allows the program to scour the internet quickly, find the most relevant sources for a query, and then compile that information into a comprehensive answer. Perplexity combines lots of fancy technology and methods like large language models (LLMs), its own web crawler, natural language processing (NLP), information retrieval and summarization, and source citation. 

The result is a stark comparison to your average Google search result. Rather than a list of links based on keywords, Perplexity returns an actual answer gathered from multiple cited sources, delivered in natural language.

2. Correcting the Flaws of Traditional Search Engines

When searching for specific information, do you find that you have to perform a mini-audit before landing on the right website? Sponsored results and articles full of targeted keyword stuffing or affiliate links often crowd the front page of the average Google SERP.

Traditional search engines have several limitations:

• Information Overload: Search engines return a massive amount of results, leaving it to the user to determine which websites are more relevant and reliable.
• One-Size-Fits-All: Impersonal search results mean that a user’s needs aren’t considered in the info dump.
• Vulnerability to Manipulation: Some websites focus on using the algorithm’s emphasis on popularity and keywords to capture clicks at the cost of providing reliable information. (But don’t worry––reputable dental SEO strategies provide visibility and value rather than click-bait.)
• Lack of Context: A traditional search engine can’t understand the context or intent behind a search query and can’t deliver results based on these factors.

AI search engines like Perplexity aim to correct these issues. Perplexity offers a conversational interface with a natural back-and-forth discourse. The program remembers the information you input and can search based on nuanced queries, finding results that include more than just keywords—they also take true intent into account.

Additionally, Perplexity’s direct answers summarize information from multiple sources. It takes context into account, allows for follow-up questions, and sifts misleading or low-quality content out of the mix for users:

3. Improving the User Experience

Perplexity’s interface focuses on creating valuable, personalized information. Users can create a customized experience based on their interests, language, and response format. Additionally, Perplexity offers several features that make searching for information a breeze. 

The Copilot is an AI assistant that asks clarifying questions to refine user intent. It uses this data to understand the why behind a query and returns more accurate results. 

The Focus feature lets you ask Perplexity to search specific websites and compile the sources into a summary. For example, if you’re interested in reviews of a certain topic from YouTube and Reddit, you can use Focus to scan these sources and generate a tailored answer.

After generating a summary for your search, Perplexity also gives a series of follow-up questions you can explore. Google offers a similar feature, but because Perplexity learns from your previous query, it can help you to define an idea further or ask helpful questions you hadn’t considered.

4. Prioritizing Data and Security

Rejoice! Perplexity offers an ad-free experience, purporting to value users over ad revenue. Because of this, Perplexity doesn’t sell your data. Compared to other search engines, Perplexity collects minimal user data, and the information it does gather is used to improve your experience and further develop the product (if you consent to your data being used to train its AI search engine models). 

Personal data is protected through a Data Processing Agreement that provides robust safeguarding. A privacy-focused approach means peace of mind that may sway users of certain other search engines to spend more time on Perplexity. 

5. Preserving SEO

Maybe you’ve been reading this article with a slight edge of anxiety, thinking about the many resources you’ve invested in your dental SEO strategy. In that case, you can breathe a sigh of relief. A recent study provides good news for those wondering whether their SEO efforts will translate to Perplexity.

In the study, 60% of Perplexity citations also take the top 10 organic search results on Google. A robust SEO campaign will likely translate to AI search engines now and in the future––though it’s important to note that as AI technology develops, so will dental marketing companies offering SEO services.

So, what does this mean for your practice? Building an SEO-friendly dental website and publishing valuable content will remain critical to your visibility. 

AI Search Engines: The Bottom Line

Perplexity AI is already having a significant effect on the search industry, with a jaw-dropping month-over-month growth rate of over 40%. In recent months, Google trends shows a rapid increase in interest over the past 12 months:

Frequently Asked Questions

About the Author: Megan Nielsen is an SEO strategist and the Grand Overlord of copywriting at My Social Practice. My Social Practice is a dental marketing company that offers a full suite of dental marketing services to thousands of dental practices throughout the United States and Canada.