What is Perplexity? How the AI search engine works — and how your business gets cited
Published 2026-09-30 · Updated 2026-09-30
Perplexity is an AI search engine that searches the web in real time, summarises the answer and shows numbered sources next to the text. Because every answer links to its sources, Perplexity is one of the AI services where businesses can actually earn clicks — if they get cited.
Free toolCheck if PerplexityBot can read your site →What is Perplexity?
Perplexity (perplexity.ai) is an answer engine: you ask in plain language and get a written answer instead of a list of links. Behind it are a web search and a language model that reads and summarises the most relevant pages.
It's available on the web, as an app and as the Comet browser, and is popular for research, product comparisons and questions where people want to verify sources.
How does Perplexity work?
Perplexity searches the web, fetches a set of pages, picks passages that answer the question and writes a response with footnotes. Sources appear as numbered links and in a list next to the answer.
It runs its own crawler, PerplexityBot. If your robots.txt or firewall blocks it, you're less likely to be cited.
Is Perplexity free?
Yes, the basic version is free. Paid tiers (Pro and above) add more advanced searches and a choice of AI models. Sources are shown in both.
Does your business show up in AI answers?
Free AI Visibility Score — 8 questions run against ChatGPT, Perplexity, Gemini and Google AI Overviews.
Perplexity vs ChatGPT and Google
ChatGPT is a general assistant that searches when needed. Perplexity is built around search and always shows sources. Google's AI Overviews appear above regular results. The same content needs to work for all three — but Perplexity is usually the most transparent about which sites it uses.
How to get your business cited in Perplexity
Perplexity picks pages that answer clearly and are machine-readable. Focus on:
- ▸Allow PerplexityBot in robots.txt and your firewall/CDN
- ▸Write pages that answer real customer questions, with the answer first
- ▸Show facts: prices, locations, specs, comparisons
- ▸Use structured data (Organization, Product, FAQPage)
- ▸Earn mentions elsewhere: industry lists, reviews, forums, media
- ▸Keep content fresh with a visible date
How do I know if Perplexity mentions me?
Search the questions your customers ask and check whether your site is among the sources. Our free AI Visibility Score automates this: 8 industry questions across Perplexity, ChatGPT, Gemini and Google AI Overviews, showing how often you're mentioned.
Checklist
- 01Confirm PerplexityBot isn't blocked
- 02List 10 questions your customers ask
- 03Create or improve one page per question with a direct answer first
- 04Add structured data and clear facts
- 05Earn mentions on relevant external sites
- 06Measure with the AI Visibility Score
Frequently asked questions
What is Perplexity?
An AI search engine that searches the web, writes a summarised answer and shows numbered sources.
Is Perplexity free?
Yes, the basic version is free. Paid tiers add more advanced searches and model choice.
Where does Perplexity get its sources?
From real-time web search and its own index, built by the PerplexityBot crawler.
Can I pay to appear in Perplexity?
Organic citations can't be bought. They come from clear content, technical accessibility and mentions.
Does Perplexity send traffic?
Yes, sources are clickable links. How much depends on how often and how prominently you're cited.
Does your business show up in AI answers?
Free AI Visibility Score — 8 questions run against ChatGPT, Perplexity, Gemini and Google AI Overviews.