How to Rank on Perplexity (It’s More Complex Than You Think)

This isn’t another article about the basics of Perplexity — what it is, how it works, or why it’s gaining traction. We wanted something more useful: how to rank on Perplexity.

We took the same hands-on approach we used when uncovering how to optimize for ChatGPT, and applied it here.

To find out, we went “undercover.” Well, sort of. We talked to Perplexity like everyday consumers. First, we asked it to help us shop for some common products. Next, we asked it to recommend services. And then we pushed harder.

We asked questions like:

• Would you trust a new brand with 1,000 five-star reviews over an established one with only 300?
• Can a superior service with a terrible website still get recommended?
• What matters more: expertise or visibility?
• Can you tell when a brand is gaming the system?
• If two products have identical specs, which one wins?
• If you were a brand, what would you do to increase your chances of being recommended?

The answers were surprising. And clear. Perplexity didn’t just tell us what to buy. It explained why. Often in great detail.

And somewhere along the way, we uncovered something most people don’t realize: Perplexity uses totally different criteria when recommending services vs. products.

If you’re trying to figure out how to rank on Perplexity, this is a profound insight.

Let’s get into it.

Why Perplexity Matters for Brands

You’ve probably heard of Perplexity, even if you haven’t used it. Like ChatGPT and Grok, it’s not a traditional search engine. It gives you direct, well-sourced answers instead of just links. Think of it as the smart friend you text when you need a quick, accurate explanation. And a lot of people are starting to use it.

As of mid-2025, Perplexity handles over 100 million queries every week and has about 15 million monthly active users. That number keeps rising. In May alone, it processed more than 780 million searches. And it’s not just the volume that stands out. Around 30% of users are senior leaders and 65% are high-income professionals. These are people who ask questions because they’re ready to make decisions.

Perplexity is also expanding its reach. Germany is now its second-largest revenue market, and it’s partnering with companies across Europe to build localized AI models. That means more people around the world are relying on it every day.

For brands, this matters. People come to Perplexity not just to browse, but to act. They’re comparing products, looking for services, and making choices. If your content shows up in the answer, you’re right there when it counts.

That’s why learning how to rank on Perplexity is becoming just as important as ranking on Google.

We Didn’t Just Guess—We Asked Perplexity Directly

If you’ve read other articles about Perplexity, you’ve probably seen a lot of speculation. They’ll tell you how they think Perplexity ranks products or services, but the sources are usually vague and the insights often feel recycled from marketing tweets or other articles.

We didn’t want to guess. We wanted real answers.

So we did something different. We sat down and had a long, in-depth conversation with Perplexity. Not just a few prompts. We treated it like a real interview. Asked follow-up questions. Challenged its answers. We kept pushing until it explained not just what it recommends, but why.

Somewhere in that back-and-forth, it started revealing things that felt surprisingly honest. Especially about the difference between recommending a product with clear specs and recommending a service that’s more subjective.

That’s where things got interesting.

Perplexity Has Two Modes of Ranking: Products and Services

The more we asked, the more we noticed something interesting. Perplexity doesn’t recommend everything the same way. It actually thinks in two very different ways depending on what you’re asking for.

When you ask about physical products like a smart home security camera, Perplexity focuses on clear, objective facts. Specs. Features. Pricing. Real-world performance. All of that takes center stage.

But when you ask about services like hiring a lawyer or finding a good accounting firm, Perplexity becomes more subjective. It starts looking at things like reputation, website quality, and whether your business feels trustworthy and transparent.

Let’s break this down by walking through the actual conversation we had with Perplexity.

Step One: Shopping for a Smart Camera on Perplexity

We started with a basic question:

Q: What’s the best smart home security camera with two-way audio?

Perplexity responded with a curated list of options. Here’s what it recommended:

• Arlo Essential Outdoor Camera 2K
  The Arlo Essential Outdoor Camera 2K is a standout for those seeking a robust blend of high-resolution video and reliable two-way audio. Its 2K resolution delivers detailed footage, making it easier to identify faces or license plates. The camera features noise-canceling audio, which enhances the clarity of conversations with visitors or delivery personnel. Its integrated spotlight and siren add extra deterrence, while color night vision ensures visibility after dark. The device is weather-resistant and wire-free, making it suitable for both indoor and outdoor use. The Arlo Secure app allows for easy remote access and communication. The only drawback is that some premium features require a subscription after a trial period, but its core functionality remains strong for most users.
• Lorex W463AQ-AA 2K Dual Lens Indoor Camera
  The Lorex W463AQ-AA 2K Dual Lens Camera excels indoors with its unique dual-lens system, allowing you to monitor two areas simultaneously. Its pan-and-tilt capabilities ensure comprehensive coverage, and the two-way audio is both clear and responsive, making it ideal for communicating with family members or pets. The privacy mode is a thoughtful addition, physically turning the camera away when not in use. Flexible storage options—including local and cloud—give you control over your recordings, and the smart lighting band adds a customizable touch. This camera is best for those who want advanced features in a single device, though it’s primarily designed for indoor use.
• Reolink Argus 3 Ultra 4K
  The Reolink Argus 3 Ultra is a top pick for those prioritizing wireless flexibility and advanced smart detection. This 4K wire-free camera offers full-duplex two-way audio, enabling real-time conversations without delay. Its dual-band Wi-Fi support ensures a stable connection, and the smart detection minimizes false alarms by distinguishing between people, vehicles, and routine movements. The Argus 3 Ultra is weatherproof and can be powered by battery or solar, making it versatile for outdoor placement. Its high video quality and reliable audio make it a strong choice for comprehensive home security.

At first glance, these seemed like solid product picks. But we wanted to know more.

So we asked:

Q: Why did you recommend the Arlo Essential Outdoor Camera 2K?

And here’s (part of ) what Perplexity said:

I based my assessment of the Arlo Essential Outdoor Camera 2K’s strong combination of features for smart home security with two-way audio on several key specifications and capabilities directly supported by manufacturer and retailer information.

That’s when things started to click.

Perplexity wasn’t just pulling popular products. It was making a judgment based on specific technical capabilities. And how well those capabilities were documented and supported by sources like manufacturer pages and third-party retailers.

So we asked a tougher question:

Q: What if another camera has the same specs? How do you decide which one to recommend first?

Perplexity explained:

I would consider user needs, value for money, integration with existing smart home systems, and user experience in real-world conditions.

We pushed a bit further:

Q: What if there’s a better product that doesn’t have a great product page or many online reviews?

Here’s what it told us:

Without detailed, reliable product information, I would exercise caution. I would prioritize recommending cameras with clear, accessible, and detailed information.

That last quote is a key insight.

If you’re selling a physical product, your documentation matters. Perplexity needs something to point to. That includes:

• Detailed spec sheets
• Clear product pages
• Verified third-party reviews
• Comparison data when available
• Real-world performance claims
• Visual documentation
• Smart integration and compatibility info

If you don’t have that, even a great product might get skipped.

Step Two: Shopping for Services on Perplexity

Once we understood how Perplexity handles physical products, we switched gears. This time, we asked about something more subjective: service businesses. We pretended we were searching for an accounting firm.

Perplexity made it clear that when evaluating services, it can’t rely on specs or performance data the way it does with products. Instead, it looks for different kinds of trust signals. Here’s how it described its approach, in response to our prompt:

When recommending a physical product like a camera, objective specifications—such as resolution, field of view, and weather resistance—play a major role in the recommendation because they are measurable and directly impact performance. However, with services like accounting firms, the evaluation is inherently more subjective and relies on qualitative factors rather than just technical specs.

It then listed its key factors for recommending a service like an accounting firm:

• Expertise and Specialization: Assess the firm’s experience in your industry and their ability to handle specific needs, such as tax planning, audits, or financial strategy.
• Range of Services: Consider whether the firm offers the full spectrum of services you require, from basic bookkeeping to advanced advisory or audit services.
• Reputation and References: Look for client testimonials, online reviews, and willingness to provide references. A strong reputation and positive feedback from similar clients are crucial indicators of reliability and service quality.
• Professionalism and Ethics: Evaluate the firm’s commitment to ethical standards and professionalism, which is essential for trust and compliance.
• Communication and Accessibility: Prioritize firms that are responsive, accessible, and proactive in their communication, ensuring a smooth working relationship.
• Technological Competency: Modern firms should use up-to-date accounting software and technology to deliver efficient, accurate, and timely services.
• Cost and Value: Understand their pricing structure and ensure it aligns with the value and quality of service provided.
• Team Qualifications: The expertise and stability of the team, including certifications and ongoing education, are important for consistent service quality.

In short, service recommendations combine subjective and objective signals, with an emphasis on demonstrating value, trust, and responsiveness since there are no concrete stats to measure.

The Website Visibility Twist

So we know what Perplexity says it wants. Next, we tested its behavior to see what really matters in practice.

We posed a simple scenario:

Q: Let’s say there’s a great accounting firm, but their website is thin and outdated. Would you still recommend them?

Perplexity’s response was candid and revealing. It told us:

If a superior firm had a bad website, I would be more likely to recommend the firm with the robust website, especially if there is little other public information available about the superior firm.

This confirmed what we suspected from earlier answers. When Perplexity can’t find solid external proof (like in-depth reviews, case studies, or third-party validation), it leans on what it can see. And that often means the website.

In other words, visibility beats capability.

A competitor with a more polished online presence can outrank a firm that’s technically better or more experienced. Perplexity is not trying to ignore quality. It’s just working with the data it can access. If one firm shows up with detailed service pages, client testimonials, and a clear value proposition, while the other stays quiet online, Perplexity will almost always surface the one that’s easier to evaluate.

This changes the game for service brands.

It means your website isn’t just a marketing tool. It’s your primary trust signal. It’s your portfolio, your pitch, and your proof. All in one place.

If you’re not telling your story online, Perplexity can’t tell it for you. That’s true even if you’re the best at what you do.

This is one of the most actionable insights we uncovered, and it points directly to where brands need to focus next.

What We Learned About How Perplexity Ranks Products vs. Services

After hours of digging, one thing became clear: Perplexity doesn’t rank everything the same way.

It uses one mental model for physical products and another for service businesses. Understanding that split is key to figuring out how to rank on Perplexity.

Products Are About Proof

With physical products like smart cameras, laptops, or routers, Perplexity looks for measurable, objective evidence.

Here’s how it breaks down its decision-making:

Clearly, specs lead the way. Perplexity favors products that are clearly documented, well-reviewed, and technically strong. If your product is built well and described clearly, you are in the running.

Services Are About Trust Signals

Services like accounting firms, consultants, or law practices are evaluated very differently.

There are no specs, so Perplexity relies on cues it can see: expertise, online presence, and perceived credibility.

Here’s the weighting it gave us:

For services, perception becomes performance.

That means your reputation is only as strong as your ability to show it. If your expertise isn’t visible, it may as well not exist. What Perplexity can’t find, it can’t recommend. And what it can find (whether authentic or not), often shapes what it surfaces first.

How to Rank on Perplexity: What Brands Should Do Next

Now that we understand how Perplexity thinks, let’s talk about how to apply it.

Whether you sell a physical product or run a service business, the strategy is the same at a high level: make it easy for Perplexity to trust you. But how you do that depends on what you’re offering.

If You Sell Products, Focus on Clarity and Credibility

Perplexity leans on specs, documentation, and real-world performance data. Here’s how to show up:

1. Create crystal-clear product pages
   Include all key specs, comparisons, compatibility details, and use cases. Use structured data whenever possible so large language models can parse it easily.
2. Publish expert-backed reviews or testing
   Perplexity often pulls from trusted sources. If your product is featured in independent reviews, tech roundups, or comparison articles, you increase your chances of being recommended.
3. Optimize for summaries, not just rankings
   Write product descriptions that can be lifted directly into an answer. Use plain language, bullet points, and clear formatting.
4. Make your content citation-worthy
   Perplexity links to sources. If you want to be one, create content that sounds authoritative, helpful, and complete.

If You Run a Service Business, Build Visible Trust

For services, your online reputation is everything, especially your website. Here’s how to increase your chances of being recommended:

1. Invest in a detailed, transparent website
   Showcase your team, your services, your process, and your proof. Case studies, bios, and FAQs are not fluff. They are trust signals.
2. Use real client testimonials and reviews
   Encourage clients to leave reviews on Google, Yelp, or industry directories. These act as external validation that Perplexity can surface and cite.
3. Publish content that demonstrates expertise
   This could be blog posts, guides, or explainer videos. Even a basic article about how to prepare for a tax audit shows credibility and helps you get noticed.
4. Make your service easy to understand and easy to trust
   Explain your values, your mission, and what makes you different. Use language that sounds human, not corporate.
5. Close the gap between expertise and visibility
   If you are amazing but invisible online, Perplexity will not recommend you. Your digital footprint needs to reflect your real-world quality.

Final Takeaways: Ranking on Perplexity Starts with What It Can See

To close out our conversation, we asked Perplexity one last question:

Q: If you were a brand, what would you actually do to improve your chances of being recommended?

Its answer brought everything into focus. Whether you sell a product or offer a service, the formula is the same: be credible, be transparent, and be easy to discover.

• For product brands: Publish clear specs, share real reviews, create educational content, and maintain a consistent online footprint.
• For service brands: Build a detailed website, collect client testimonials, share thought leadership, and be transparent about pricing and process.
• For all brands: Be visible across platforms and give AI (and people) multiple reasons to trust you.

This is where most brands still have catching up to do. Perplexity isn’t just another search engine. It’s a decision-making assistant. That means it doesn’t just list your brand. It weighs it. Judges it. And only recommends what it can clearly understand and verify.

Here’s what to remember:

1. Products need proof. Specs, performance data, and clear documentation still matter most. Make your product easy to understand and easy to trust.
2. Services need signals. A detailed website, real testimonials, and helpful content are essential. Perplexity isn’t guessing. It’s evaluating.
3. Visibility is non-negotiable. Even the best service can be overlooked if its online presence is weak. A well-written website is your evidence.
4. Trust is visible. Perplexity can’t recommend what it can’t verify. Make your expertise easy to see, understand, and believe.

The future of brand visibility won’t be won by chasing keywords or gaming the algorithm. It will belong to the brands that communicate clearly, build trust, and show their value upfront.

Start there. Be real. Be visible. And make it easy for Perplexity to say yes.

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