Perplexity's Sonar algorithm works completely differently from Google - here's what we've learned optimizing for it

I’ve been studying Perplexity’s Sonar algorithm. Here’s what the data shows.

Sonar’s core mechanics:

1. Real-time retrieval - Not relying on static index
2. Semantic matching - Understanding query intent
3. Source evaluation - Citation worthiness assessment
4. Response synthesis - Combining sources into answer

What Sonar values:

The Reddit effect:

Perplexity LOVES Reddit because:

• Real user experiences
• Community validated (upvotes)
• Discussion format = multiple perspectives
• Fresh content constantly

6.6% of Perplexity citations go to Reddit - highest single source.

Optimization implications:

Focus on being the best answer for specific queries, not the most “authoritative” site overall.

Recency is HUGE for Perplexity.

Our testing:

Same content, different ages:

• Content <7 days old: 3x more likely to be cited
• Content 7-30 days: 2x more likely
• Content 30-90 days: Baseline
• Content >90 days: 50% less likely

What this means:

Perplexity favors fresh information. Unlike Google where evergreen content can rank for years, Perplexity wants recent.

Our strategy:

1. Content refresh schedule - Update key pages monthly
2. Timestamp visibility - Clear “last updated” dates
3. Trending topics - Quick-turn content on current events
4. News integration - Connect evergreen topics to recent developments

The trade-off:

More content maintenance, but better Perplexity visibility.

If you optimize for Google’s “set and forget” approach, Perplexity will ignore you.

B2B perspective on Perplexity:

Who uses Perplexity:

• Tech-savvy researchers
• Early adopters
• Often B2B buyers doing due diligence

Why it matters for B2B:

When a potential customer asks Perplexity “best [your category] solutions,” you want to be cited.

What works for B2B:

1. Industry-specific publications - More impact than general press
2. Comparison content - “X vs Y” gets cited heavily
3. Technical documentation - Detailed specs and features
4. Case studies - Real results with data

What doesn’t:

• Generic marketing copy
• Vague value propositions
• Gated content (Perplexity can’t access)

Our results:

Perplexity now drives 8% of our qualified demo requests. Higher quality than Google paid traffic.

Worth optimizing for if you’re B2B.

The platform-specific optimization reality:

What works where:

The Perplexity playbook:

1. Real-time relevance - Stay current
2. Community presence - Be in discussions
3. Direct answers - Lead with facts
4. Niche authority - Own your specific topic
5. Citation-ready format - Quotable content

Measurement:

We track platform-specific visibility with Am I Cited:

• Google AI Overviews: 23% citation rate
• ChatGPT: 18% citation rate
• Perplexity: 31% citation rate (after optimization)

Platform-specific strategies pay off.

Publisher angle on Perplexity:

The good:

• Perplexity’s Publisher Program shares revenue
• Direct attribution with links
• Drives actual traffic (unlike some AI platforms)

The reality:

Traffic from Perplexity citations:

• Lower volume than Google
• Higher engagement (2x time on site)
• Better conversion rates

What content performs:

The insight:

Perplexity values original reporting and fresh takes. Commodity content gets ignored.

Our strategy:

Double down on original research and timely analysis. That’s what Perplexity cites.

Technical optimization for Perplexity:

What helps:

1. Fast loading - Perplexity’s crawlers timeout quickly
2. Clean HTML - Easy content extraction
3. Visible content - No heavy JS requirements
4. RSS feeds - Helps with discovery
5. Sitemaps - Proper XML sitemaps

What to avoid:

• Interstitials/popups blocking content
• Heavy JavaScript dependencies
• Paywall without proper tags
• Slow server response times

The crawl reality:

Perplexity crawls more frequently than Google for fresh content. Your server needs to handle it.

robots.txt note:

Some sites block Perplexity’s crawler (PerplexityBot). If you want visibility, make sure you’re not accidentally blocking them.

User-agent: PerplexityBot
Allow: /

Check your robots.txt!

Local business + Perplexity perspective:

The opportunity:

When people ask Perplexity “best [service] in [city],” local businesses can appear.

What we’ve done for clients:

1. Local content - City-specific pages
2. Reddit local presence - Active in r/[city] subreddits
3. Local publications - Coverage in city blogs/news
4. Review responses - Detailed, helpful replies

Results:

Local service business went from 0 Perplexity mentions to appearing in 40% of “[service] [city]” queries.

The key:

Perplexity pulls from local Reddit discussions and local publications heavily. Be present there.

Compared to Google:

Less competition for local Perplexity visibility than local SEO. Opportunity for first movers.

Fantastic insights. Here’s my consolidated Perplexity optimization framework:

Perplexity’s Sonar Algorithm Priorities:

1. Recency - Fresh content wins
2. Topical relevance - Direct query match
3. Community validation - Reddit presence
4. Specificity - Concrete facts, data
5. Source diversity - Not just traditional authority

The Perplexity Playbook:

Content:

• Update key content regularly
• Lead with direct answers
• Include specific data/facts
• Create comparison content

Distribution:

• Genuine Reddit participation
• Industry publication coverage
• Local media for local topics
• Fast publishing for timely content

Technical:

• Fast, crawlable pages
• No heavy JS blocking content
• Clean HTML structure
• PerplexityBot allowed

Measurement:

• Track with Am I Cited
• Monitor citation patterns
• Test queries regularly
• Compare to competitors

Is it worth optimizing for Perplexity specifically?

YES, if:

• Your audience uses Perplexity (tech-savvy, B2B)
• You can maintain fresh content
• You’re willing to invest in community presence
• You want to get ahead of the curve

Perplexity is growing fast. Early optimization builds a moat.

Thanks everyone for the incredible insights!