EXPERT ARTICLE
The AI revolution in search
(and why it matters to car dealers)
Sarah Suhail
Sr. Director SEO
Dealer Inspire
Tricia Kucinski
Sr. Manager SEO
Dealer Inspire
Byron Lapola
SEO Specialist
Dealer Inspire
Long before we built our first website, Dealer Inspire was a search agency helping dealers navigate Google’s shifting algorithms and evolving buyer behavior. Since those early days in 2011, we’ve seen a lot of change. But the transformation happening right now, driven by artificial intelligence, is the most profound yet.
Today’s shoppers are increasingly turning to tools like Google’s AI Overviews and ChatGPT to find instant answers, not just links. And with the rollout of AI Mode from Google, there is a potential future where, by default, shoppers will be directed to answers consolidated for them. All this means your dealership’s visibility depends less on keywords, and more on how well AI can crawl (yes, it still crawls), understand, and feature your expertise.
This shift calls for a revised version of your current strategy. And we say shift, because good SEO is still the backbone of successful visibility. However, there are nuances to ensure that your strategy is built for how AI finds, processes, and shares information. In a landscape where being part of the answer is quickly becoming table stakes, Generative Engine Optimization (GEO) is your key to staying visible and trusted.
What are GEO and AEO?
Generative Engine Optimization (GEO) is the practice of optimizing your online content so AI-driven tools like ChatGPT, Google’s AI Overviews, Perplexity, and Copilot can easily understand, trust, and cite or synthesize your content in the answers they generate. It’s about structuring your website to ensure you become a primary source for the information AI uses.
Answer Engine Optimization (AEO) supports this by helping search engines extract clear, direct answers to questions — particularly for traditional SERP features like Featured Snippets and People Also Ask boxes.
AEO is a tactical layer within GEO — it’s how we apply structured content principles to help AI engines (traditional and generative) understand your dealership’s expertise and elevate it as the trusted answer.
What’s powering the new search experience
AI search is powered by evolving technologies that make it feel more like a conversation and less like a keyword-matching game. These are the core technologies you should know:
Natural Language Processing (NLP):
Think of NLP as the AI’s ability to truly comprehend human language. It’s what allows search engines to interpret the conversational questions your customers ask, like, “What’s the most reliable used truck for towing a small boat?”—and grasp the intent, not just the isolated words.
Why it matters: This is a direct signal to create content that mirrors how your customers actually talk and search. By answering their conversational questions clearly, you align perfectly with how this technology works.
Machine Learning (ML):
This is how AI gets smarter over time. ML algorithms analyze vast amounts of data to continuously learn and refine how to deliver the most relevant results.
Why it matters: This ongoing learning process rewards consistency. Publishing high-quality, authoritative content over time builds your digital reputation, effectively teaching the AI that your dealership is a trustworthy source of information.
Generative AI (GenAI):
This is the engine that creates the human-like summaries you see at the top of search results by synthesizing information from existing, credible online content.
Why it matters: To become the source for these powerful AI summaries, your content needs to be exceptionally clear and well-organized, making it easy for AI to extract and feature your expertise.
What this all means is that AI platforms are becoming powerful answer engines. For your dealership, this shifts the goalposts: it’s less about just ranking high in a list and more about being featured as a key source within AI-generated answers. Earning that spot requires your content to be exceptionally clear and authoritative.
Key AI players redefining search
You’re likely already using these tools, and so are your customers. They’re setting new expectations for fast, direct, and complete answers. That’s exactly why GEO matters now.
| AI technology | What it is and how it’s used |
|---|---|
| Google Gemini & AI Overviews (Soon to be AI Mode) | Google’s advanced AI that powers the summarized answers appearing at the top of many search results pages. |
| ChatGPT (OpenAI) | A conversational AI assistant, now capable of accessing live web results via Bing to generate sourced, summarized answers. |
| Claude (Anthropic) | An AI known for its strong contextual understanding and its ability to process large amounts of information concisely and safely. |
| Perplexity AI | A conversational search engine gaining traction for providing direct, real-time answers with clear source citations. |
| Microsoft Copilot | Microsoft’s AI assistant is deeply integrated into Bing search, Windows 11, and the Office suite, providing direct answers and assistance. |
The new search strategy your dealership can’t afford to ignore
The shift to AI-driven search is directly impacting how customers choose a dealership. They are asking AI-specific, high-intent questions, such as, “What’s the best family-friendly SUV under $40,000 in [Your City]?” or “Which dealers near me have certified pre-owned Accords?”
In response, AI tools are naming specific businesses.
This creates a powerful opportunity for visibility. When your website is optimized for GEO, you position your dealership to be a key voice in these new conversations, allowing you to connect with qualified leads who rely on AI for guidance. Being featured isn’t just exposure — it’s a proactive way to build authority and trust.
And here’s the key: GEO doesn’t replace your existing SEO strategy, it builds on it. Traditional SEO is still essential for ranking in search results. But as AI tools shift from displaying links to delivering answers, the goal is no longer just to rank, it’s to be the trusted source.
| SEO vs. GEO: How Shoppers Search Differently | |
|---|---|
| Search Engine Optimization | Generative Engine Optimization |
| Multiple queries: [used trucks for sale] → [Ford CPO blue vs gold] → [Ford dealers near me] | Single, conversational query: [Which nearby dealerships have used Ford trucks for sale, and can you explain the difference between Ford’s Blue and Gold Certified programs?] |
| User Experience: Shopper clicks through multiple pages, compares inventory, opens new tabs for dealership locations, then searches for certification details separately. | User Experience: AI summarizes inventory options, dealership recommendations, and certification differences in one direct answer, possibly citing your dealership. |
| Result: Shopper pieces together the answers themselves, but your dealership may be missed if you don’t rank high for every query. | Result: Shopper gets a clear, complete answer. Your dealership can be the trusted source if your content is optimized for GEO. |
How to optimize for AI-powered search (AEO tactics that support GEO)
Now that you understand what GEO is and why it matters, it’s time to take action. These proven AEO tactics help support your GEO strategy — increasing your chances of being featured in AI-generated responses and winning trust from high-intent shoppers before they even click.
1. Structure your content for AI (and people)
Adopt an “answer-first” approach. For example, if a shopper asks, “Is the Toyota RAV4 good in snow?”, your content should lead with a clear, “Yes, the Toyota RAV4 performs well in snow, largely due to its available All-Wheel Drive system…” before you expand on the details. Enhance this with a robust page structure that utilizes clear headings and concise paragraphs.
2. Make schema markup a priority
Schema markup helps AI understand the meaning of your content, not just its words. Think of it as adding descriptive labels to your business info — hours, services, vehicle specs — so AI can grasp your relevance and feature you.
3. Create “askable” content that responds directly
Build or update pages to directly answer real shopper questions, like “What are the best used SUVs under $30K in [Your City]?” or “Which local dealership offers instant online trade-in quotes?”
FAQs and blog posts are perfect formats for this. Clear, authentic answers serve both users and AI.
4. Use local and high-intent keywords
Go beyond broad terms and lean into specific phrases that signal local interest and purchase intent, like “sell my car for cash in Miami.” This precision aligns perfectly with how users ask AI for actionable results.
5. Align with AI best practices and maintain technical health
Support claims with sources. Avoid vague language. Ensure your site loads fast, works well on mobile, and stays technically clean so both shoppers and AI tools can engage confidently.
6. Guard against AI “hallucinations”
When your online presence is unclear, AI may misrepresent your dealership. A well-structured, up-to-date site is the best defense.
These tactics help ensure your content is eligible, understandable, and useful to both humans and generative search engines — a cornerstone of strong GEO performance.
GEO meets AEO: Going beyond the answer
While AEO is about helping search engines extract your answers in traditional formats, GEO is about earning trust and citation within AI-generated responses. GEO positions your dealership to be referenced or synthesized by tools like ChatGPT, Google’s AI Overviews, and Perplexity.
Here’s how:
- Publish expert content that earns citations. Original insights, local data, and comparisons (like “Top SUVs for Chicago Winters”) are more likely to be quoted.
- Get published where generative engines look. In addition to your site, contribute to platforms AI engines often pull from, like high-authority automotive blogs, dealer forums, and even Wikipedia-style content hubs.
- Track your visibility in AI summaries. Every AI tool now includes citations with their search results. If your dealership shows up, you’re doing GEO right.
The human factor: Your competitive edge
This isn’t a rush toward automation. Never lose sight of your dealership’s greatest strength: your people. AI can’t replicate true local expertise, the empathy of great service, or the reputation you’ve built. These human elements are your winning strategy.
Cars.com’s automated review building grows your reputation with authentic customer stories that generative search engines use to answer local shopping questions — putting your dealership’s experience in front of buyers, in your customers’ own words.
Dealers thrive by combining GEO with these irreplaceable assets:
- Leverage your unbeatable local knowledge. AI processes data — your team understands your community. Weave this deep local insight into your content.
- Let customer stories build real connections. Facts inform, but authentic customer stories persuade. Genuine reviews of your dealership provide powerful social proof — the kind that shapes how AI models interpret and represent your brand.
- Win loyalty through transparency. Clear pricing and open communication cut through marketplace noise, building immediate credibility.
- Guide with clear, helpful calls to action. An effective call to action comes from a human understanding of the buyer’s journey.
The bottom line: Keep your content human, helpful, and rooted in the real-world experiences that build trust — because AI can’t replicate that.
Maintain your edge in the AI era
To stay competitive, your digital strategy needs to evolve just as quickly with ongoing learning, audits, and visibility checks baked into your process.
Here’s how to keep your dealership ahead of the curve:
- Stay vigilant on AI’s evolution. AI tools are constantly evolving. Monitor these changes to anticipate shifts in search behavior.
- Embed regular technical SEO audits into your workflow. Your content is what AI learns from. Regularly ask: Is it accurate? Does it answer today’s customer questions? Is it structured for AI summarization?
- Actively monitor your AI visibility. Are your AEO efforts working? Track where your brand appears in AI-generated responses. Tools like Perplexity often cite their sources, offering a key indicator of your authority.
This proactive stance will empower your dealership to navigate the evolving search landscape with confidence and a clear competitive advantage.
GEO is the new search game
The verdict is in: AI isn’t just a trend — it’s the new foundation of search. How customers find your dealership has fundamentally changed, and success will belong to those who adapt decisively.
Whether it’s Google’s AI Overviews, ChatGPT, or Perplexity, your dealership’s organic search visibility depends on how well AI can understand, trust, and use your content.
AEO ensures your content is structured and answerable. GEO ensures your content is cited and surfaced. Together, they position your dealership at the center of this new AI-powered discovery process.
It’s not too late to get in the game
Let’s make sure your dealership is part of the answer. Dealer Inspire can help you put GEO and AEO into action with the strategy, structure, and platform support to earn visibility in this next era of search.
1 Shift Digital Analysis of on-program websites, 2024
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