The question of whether to invest time in Perplexity AI now, as an Australian SME, is a smart one. It’s tempting to wait for wider adoption, but we believe getting started sooner rather than later offers significant marketing advantages. While search engine market share is dominated by established players, Perplexity represents a shift in user behaviour – a move towards conversational search and synthesised answers. This isn’t just another search engine; it’s a fundamentally different way people are seeking information.

Here’s why we recommend exploring Perplexity now, even with its current user base:

• Early Adopter Advantage: Being amongst the first to optimise for a new platform often yields higher organic visibility. Perplexity’s algorithm is still evolving, meaning there’s less competition for prime positions in its responses. Think of it like SEO in the early days – the groundwork you lay now will pay dividends.
• Content Repurposing Opportunities: Perplexity thrives on comprehensive, well-structured content. You likely already have valuable assets – blog posts, FAQs, case studies – that can be repurposed to directly answer common queries within Perplexity. This isn’t about creating *new* content initially, but making your existing content more ‘answer-engine’ friendly.
• Understanding the Conversational Shift: Perplexity forces us to think about how people *ask* questions, not just what keywords they type. Analysing the types of queries Perplexity surfaces related to your industry provides invaluable insights into customer intent. This informs your broader content strategy, even beyond Perplexity itself.
• Brand Positioning & Thought Leadership: If your business consistently provides high-quality answers within Perplexity, you position yourself as a trusted authority. This builds brand awareness and can drive qualified traffic back to your website.

Don’t overthink a massive strategy launch. Start small. Identify 5-10 key questions your target audience asks. Then, ensure your website content directly and comprehensively answers those questions. Monitor Perplexity to see how it’s responding to similar queries and refine your content accordingly. We anticipate that conversational search will become increasingly prevalent in 2026 and beyond, so understanding this landscape now is crucial.

Your next step: Dedicate a few hours this week to researching relevant queries on Perplexity and assessing how well your current content addresses them. This initial audit will reveal quick wins and inform a more strategic approach.