by Terry MacCauley - Posted 1 day ago
Imagine a car shopper in 2025 asking an AI assistant, “What’s the best place to buy a used car near me?” Instead of a list of blue links, they get an instant answer synthesized from across the web. This scenario is becoming a reality as AI-powered search tools like OpenAI’s ChatGPT, Google’s upcoming Gemini, Elon Musk’s Grok, and Bing’s AI transform how consumers find information. These generative AI search engines don’t just show search results. They answer questions directly in conversational language. The impact on traditional search is dramatic. Recent studies show that roughly 60% of searches now end without any click-through to a website, because users get what they need right on the results page (Source). In Google’s case, new AI “Overview” answers appear at the top of nearly 40% of search results pages as of early 2025 (up from 25% in mid-2024) (Source). For auto dealers, this is a watershed moment. If your dealership’s website isn’t being picked up as part of these AI-driven answers, you risk losing visibility even if you’ve been ranking well in traditional search results.
This changing landscape is our new reality. But it is not a death knell for SEO. In fact, far from it. SEO and website performance are more critical than ever. As AI search evolves, dealers must evolve their digital strategy in tandem. This blog attempts to guide and explain why a strong SEO foundation and high-performing website are crucial in the age of AI-driven search, and how auto dealers (OEM franchises, independent retailers, and BHPH operators alike) can adapt. In this blog, we will also explore the pros and cons of platforms like WordPress for AI-focused SEO and share how Big Time Advertising & Marketing anticipated these shifts, building solutions like GetBest Used Cars, LLC (a Big Time Advertising Company), to build websites on the all-new DaraCoreAI platform, built from the ground up with the future in mind) to give dealers more control and better results. Let us dive into what the AI search revolution means for your dealership’s web presence.
Search engine optimization (SEO) has always been about earning visibility when customers search for what you offer. Traditionally, that meant vying for a coveted spot on page one of Google’s results. But with the rise of AI-driven answers, the goal posts are moving. We are now entering the era of “generative engine optimization” (GEO) – optimizing content so that AI systems choose your site when generating answers for users (Source). Unlike classic SEO which focused on improving your ranking among a list of links, GEO is about ensuring your brand’s information is included or cited in the direct answers that tools like ChatGPT or Google’s AI Overview give to searchers. In other words, we have to think beyond blue links and consider how to become the trusted source that an AI assistant will pull into a conversation.
Why is this shift happening? Simply put, user behavior is changing. Microsoft’s integration of GPT-4 into Bing and Google’s experiments with AI in Search (as seen with Search Generative Experience) aim to provide users with quick, chat-style answers. This means fewer people are clicking through to websites for basic queries. Industry data confirms this trend: after Google rolled out AI-generated answer summaries, click-through rates for organic results dropped sharply (by as much as 30%) even as total search impressions went up (Source). A Bain & Company survey similarly found that about 80% of consumers now rely on “zero-click” AI results for at least 40% of their searches, leading to an estimated 15–25% decline in organic web traffic overall (Source). In the auto world, we can imagine fewer shoppers clicking multiple dealer websites to compare inventory; instead, an AI might compile pricing, reviews, and locations into one answer.
Does that mean SEO is obsolete? Absolutely not. It means SEO is adapting. As one digital strategist said, “More than ever, the ability to rank in AI search results is a skill you can’t afford to overlook” (Xponent21). The challenge for dealers is to provide the kind of content and site experience that AI-driven search engines find valuable. This includes focusing on the factors AI and traditional search have in common (high-quality content, technical soundness) and new considerations like how an AI might interpret your site’s data. Some marketers have dubbed this focus “Answer Engine Optimization” (AEO) or GEO, emphasizing tactics to win featured snippets, voice queries, and AI citations. The bottom line is that if an AI is going to be a car buyer’s co-pilot, you want your dealership to be in the navigation system. That requires rethinking and reinforcing your SEO fundamentals for this new environment.
Whether a human or an AI is consuming your website, some fundamentals of SEO have not changed. They matter even more now. Content quality is paramount. Google’s own guidance stresses “helpful, reliable, people-first content” as the heart of search rankings (Source). For auto dealers, this means your site should do more than list VINs and prices. You will stand out by publishing useful, trustworthy content: detailed vehicle descriptions, buying guides, financing FAQs, comparison articles, local market insights, and more. High-quality content not only engages human shoppers, but it also gives AI algorithms rich material to draw from when formulating answers. If your site has a thorough blog on “How to choose the right family SUV” and a user asks an AI assistant a similar question, there’s a good chance the AI will pull insights (and even direct quotes) from your content. Conversely, thin or duplicate content (like boilerplate vehicle descriptions every other dealer has) will not earn that spotlight.
Crawlability is another critical factor. This refers to how easily search engine bots (and by extension, AI indexers) can access and understand your site’s pages. Dealers must ensure that every inventory item and content page is indexed correctly and updated. Simple practices go a long way: a logical site structure with straightforward navigation, up-to-date XML sitemaps, and no roadblocks like broken links or disallow directives that prevent crawling essential pages. For example, each vehicle in stock should ideally have its own page with a search-friendly URL (e.g. /inventory/2021-toyota-camry-XLE) that can be indexed and served to users searching for that exact car. When inventory changes, implementing redirects (so that sold cars’ pages redirect to relevant alternatives) will help avoid 404 errors that hurt both user experience and your SEO. Ensuring structured data is in place is part of crawlability, too. Adding schema markup for things like Vehicle details, reviews, and FAQ sections makes it easier for AI systems to parse your site’s information. Today’s generative search tools “rely heavily on schema markup to help them synthesize website content” (Source). Clear headings (H1, H2 tags, etc.), descriptive meta tags, and structured data all act like signposts that guide Google’s algorithms and AI models through your site.
Perhaps most overlooked, site performance (speed and technical stability) has become a core ranking factor and a crucial aspect of user experience. Google has explicitly incorporated page experience signals (like Core Web Vitals, which measure loading speed, interactivity, and visual stability) into its ranking algorithms. This means a slow, clunky website can tank your visibility, no matter how great your content is. And it is not just Google looking at performance: users have little patience for slow sites, and AI services prefer fast sources too. Suppose an AI fetches content from various sites to answer a query; it will likely “favor” sites that respond quickly and reliably. Google’s data indicates that site speed and responsiveness are critical – they directly affect SEO rankings by shaping user experience (Source). Sadly, we have recently witnessed some web providers blocking Google LightSpeed tests to avoid this reality. For car dealers, large image galleries and third-party scripts (for chat, inventory widgets, etc.) can bog down pages. It is essential to optimize these elements through image compression, efficient coding, good hosting, and content delivery networks (CDNs). The payoff is twofold: better SEO and happier customers who do not bounce out of frustration. A well-tuned site that loads in a snap on mobile devices (where a huge chunk of car shoppers browse) is non-negotiable in 2025.
In summary, your website must excel at the basics: publish valuable content, be easily crawlable and structured for machines to digest, and run fast and smoothly to thrive in the AI-driven search era. These qualities build your site’s authority and trustworthiness in the eyes of search engines. They also ensure that when an AI combs the web for the “best SUV under $20K in [Your Town]”, it finds your content and finds it worthy of featuring to the user. Think of content, crawlability, and performance as your digital presence's fuel, oil, and engine. All three need to be high-quality and working in harmony if you want to win in this new race.
Given these shifts, what practical steps can auto dealers take to adapt their SEO and digital strategy? Here are key areas to focus on to ensure your dealership stays visible when customers turn to AI-driven search, voice assistants, or traditional search engines:
Anticipate and Answer Customer Questions: One immediate tactic is structuring some of your content in a question-and-answer format. Identify the common questions shoppers ask – from “How does financing work for first-time buyers?” to “Which is better, the 2020 Accord or Camry?” – and provide clear, concise answers on your site. This can be done via an FAQ page or, even better, sprinkled throughout relevant pages (e.g., a financing FAQ on your financing landing page, model comparison Q&As on your blog). Doing this increases the chances of your content being snipped for a quick answer or featured snippet. SEO experts suggest including an FAQ section on key pages, as it improves user experience and signals to AI what questions your content can answer (Source). For example, a dealership’s page titled “2019 Honda Civic vs 2019 Toyota Corolla” might lead with a brief Q&A comparing the two models, followed by deeper details. If a local user asks an AI, “Is the 2019 Civic or Corolla a better buy?”, your page could be precisely the source the AI summarizes.
Leverage Structured Data and Clear Organization: Make your site as machine-friendly as it is human-friendly. Use schema markup for your content wherever relevant – this could mean Vehicle schema for inventory listings (including details like make, model, price, and mileage), FAQ schema for your Q&A content, review schema for testimonials, and so on. Structured data gives search engines explicit context about your information. Also, pay attention to your heading structure and metadata. Each page should have a single H1 title that indicates its topic (e.g., “2025 Toyota RAV4 for Sale in Denver – Features & Pricing”), and subheadings (H2, H3) that logically break down sections (specifications, safety features, financing options, etc.). Not only does this help SEO, but well-organized headings and metadata make it easier for AI algorithms to read and understand your content (Source). In other words, structure your content for skimming and parsing. When an AI “spider” reads your page, it should easily grasp what each section is about. As a bonus, proper structure often leads to rich search results, like Google displaying your page’s subheadings as jump-to links or pulling a specific paragraph as a featured snippet.
Double-Down on Local SEO and Reputation: Auto dealerships are inherently local businesses, so ensure you dominate the local search landscape – something AI will also tap into. Keep your Google Business Profile (formerly Google My Business) updated with correct info, good photos, and fresh posts or updates. Encourage happy customers to leave Google reviews; a high rating and a healthy number of reviews not only improve your local pack rankings, but AI assistants often consider or even mention ratings (“Dealership X has a 4.6-star rating”). Include your location details prominently on your website and embed Google Maps for your store. For SEO content, consider creating localized pages or blog posts (e.g., “Best road trips around [City]” or “[City]’s guide to winter car maintenance”) – these can earn local long-tail traffic and give you geographically relevant content that an AI might surface for local queries. With generative search, being recognized as the local authority is key. If someone asks, “Which dealership in town is best for EVs?”, you want your name, backed by local content and reviews, to come up in the AI’s answer.
Optimize Site Speed and Mobile Experience: As discussed, site performance is critical. Conduct a thorough audit of your site’s speed using tools like Google’s PageSpeed Insights or Lighthouse. Address any red flags: compress images (especially those car photos and slideshows), enable browser caching, minify code, and remove or defer non-critical third-party scripts. Ensure your site is mobile-responsive and passes Google’s mobile-friendly test, as many AI searches happen on mobile devices or via voice on smartphones. If your site has interstitials or pop-ups, ensure they aren’t hampering mobile usability (Google may penalize sites with intrusive pop-ups). A lean, fast site not only pleases the algorithms but also means that when a user does click through from an AI result or a traditional search, they get a seamless experience (which in turn increases the chance they stay, convert, or at least do not bounce back – something that can indirectly affect rankings). Think of every millisecond shaved off load time as improving your SEO score and your customers’ happiness.
Create High-Intent, Informative Content (and Plenty of It): Many dealerships focus only on the bottom-of-funnel content (inventory pages, “Contact Us”, etc.). To stand out in the AI era, broaden your content strategy to cover every stage of the buying journey with genuinely helpful info. This means adding content that addresses early research queries (e.g. “Should I buy or lease my next car?”, “Pros and cons of hybrid vs gas for city driving”), mid-funnel comparisons and educational pieces (car A vs car B, maintenance tips, financing advice), and hyper-local content (“How to get the best deal on a used car in [Your City]”). Not only do these pieces help you capture organic traffic, but they also position your site as a knowledge hub that an AI might trust. The key is to ensure depth and authenticity in whatever you publish. Use your in-house experts, salespeople, service techs, and finance managers to contribute insights. For example, a blog article with quotes from your service manager on “5 things to check before a road trip” adds E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) to your site. That quality content is more likely to be referenced by AI (and appreciated by Google’s algorithms, which explicitly reward expertise-driven content).
Keep Technical SEO in Check: The best content in the world will not help if your site has lurking technical issues. Regularly scan your site for problems like broken links, missing meta tags, duplicate title tags, or improper canonical tags – especially on inventory pages, which turn over often. Ensure each active vehicle page is getting indexed and isn’t inadvertently blocked (check Google Search Console for indexing coverage issues). Also, consider the lifespan of your content. When a car is sold, have a strategy (redirect it to a similar model or a generic sold page) so you’re not accumulating dead pages. Use pagination or load-more strategies wisely for inventory listings so search engines can crawl through your inventory. Essentially, tidy up behind the scenes so search crawlers (and AI data aggregators) have a smooth ride through your site. A technically sound site is more likely to be fully ingested into the “knowledge base” that AI search tools draw from.
Overall, adapting your strategy boils down to thinking like both your customer and an AI assistant. If you serve your human audience with great answers, fast and user-friendly pages, and relevant local expertise, you’re simultaneously feeding the AI what it wants. This alignment is what “future-proofing” your SEO is all about. And remember: while new AI tools can feel disruptive, they ultimately use our web content. By stepping up the quality and performance of your website now, you’re staking your claim in the AI-driven search results of tomorrow.
One question dealers often have is whether the website platform or CMS (content management system) choice affects their SEO in this new era. Many dealership websites today run on WordPress, the ubiquitous platform that powers 43% of all websites. WordPress is popular for good reasons. It is flexible, has a plugin for almost anything, and has a relatively user-friendly interface. With the right plugins and configuration, WordPress sites can be SEO-friendly. However, it’s essential to recognize that not all platforms are equal, especially for auto dealers' specific needs, especially when speed and structured data are at a premium. A recent analysis of Google’s Core Web Vitals (page experience metrics) found that only about 40% of WordPress sites passed the recommended performance thresholds, compared to 55% for leaner platforms like Shopify (Source). The study notes that the culprit is often “bloated code and inefficient databases” on heavy WordPress setups. In plainer terms: WordPress’s strength (its flexibility and plugin ecosystem) can also be a weakness, because sites can become slow and clunky if not expertly managed.
For auto dealers, this is a significant consideration. A dealership website is not a simple blog or brochure site; it is a dynamic, inventory-driven portal where hundreds or thousands of vehicle pages need to be generated, updated, and removed as stock rotates. WordPress, which originated in 2003 as a blogging tool, wasn’t inherently designed for this level of dynamic content. As I have pointed out before, WordPress was not built for automotive dealerships' dynamic, inventory-driven needs. A dealership's site is not a collection of articles. It is a virtual lot where every vehicle needs its own page, updated in real-time, optimized for search engines, and ready to convert visitors into buyers. It can certainly work when WordPress is retrofitted for dealerships via plugins (like inventory management plugins or automotive themes), but those add-ons are essentially workarounds. They often introduce extra layers of code, which can slow down load times and complicate site maintenance. To use a colorful analogy from my former blog: relying on plugins to make WordPress do all these tasks is like “retrofitting a minivan for a racetrack,” functional maybe, but far from ideal (Source).
Do not misrepresent what I am saying. We are not saying that WordPress cannot rank well or be tuned for speed; it absolutely can, with effort. Many dealerships succeed on WordPress by using caching plugins, CDN services, and careful tuning of every plugin. But it requires ongoing vigilance. For example, managing 500+ car detail pages on WordPress means you must constantly watch out for duplicate content issues (did two similar models get the same meta descriptions?), broken links when pages come down, or slow database queries when inventory updates. Our Big Time analysis cited Semrush research noting that dealer sites can degrade without constant upkeep, and that WordPress’s plugin-reliance makes this worse. It is telling that the major pain points often come down to performance and technical SEO stability, exactly the factors crucial for the AI-era SEO.
So what is the alternative? Many dealers use proprietary platforms from industry providers (Dealer.com, Dealer Inspire, etc.) tailored to automotive needs. These can offer better integration with inventory systems and often good performance, but sometimes at the cost of flexibility (e.g., you may not have complete control over content or code). Another path is custom or modern frameworks, such as building a site using technologies like Django (Python) or a headless CMS with a front-end in a modern JavaScript framework. The benefit of a custom build is that it can be optimized from the ground up for speed and SEO: you include only the code you need, you can generate pages server-side for every vehicle (ensuring crawlable HTML). You are not carrying legacy baggage meant for generic use-cases. In our previous Big Time blog, we noted that a custom site using Python/Django or modern PHP can “dynamically generate clean, crawlable pages for every vehicle, updating seamlessly as inventory shifts… no plugins, no clutter, just SEO-friendly code tailored to your needs.” (Source). This setup can yield lightning-fast page loads and precise control over SEO elements on each page.
This philosophy and crossroads that dealers now face with emerging AI technologies led Big Time Advertising & Marketing to incorporate Get Best Used Cars and develop the DaraCoreAI™ platform. We saw the writing on the wall: with AI changing search, dealers need websites that are blazingly fast, structured for data, and give them control rather than forcing them to rely on slow-moving vendor processes. DaraCoreAI is our proprietary web platform that is explicitly engineered for automotive digital marketing. It powers our all-new Get Best Used Cars websites, which are designed to eliminate the typical headaches dealers face with traditional sites. As we recently announced, the DaraCoreAI platform finally ends the games dealers have had to play with their websites for too long. No more delays on changes. No more sluggish vehicle feeds. No more canned responses. No more ‘that’s the way it has been done. In practical terms, DaraCoreAI lets dealers update content or inventory instantly (instead of waiting days for a vendor ticket), ensures vehicle data flows in real-time, and is built with a “can-do" attitude toward customization rather than one-size-fits-all. The result is a website that loads fast, adapts quickly, and is primed for traditional SEO and AI-centric search. Dealers on this platform get reporting and analytics that they define (so they can truly measure what matters) and proper tracking attribution for leads from all channels. It is a modern, adaptable foundation with precisely what is needed when algorithms and user behaviors evolve rapidly.
WordPress vs. modern platform does not have a universally correct answer; it depends on resources and priorities. However, what is clear is that website technology matters for SEO outcomes. The Core Web Vitals compliance data proves that a leaner, purpose-built site can have an edge in technical performance. And in the age of AI search, where speed, structured data, and quality content are king, those edges add up. Our stance (backed by our extensive, authentic experience in the industry) is that dealers should not be stuck with yesterday’s web tools if those tools hinder performance. This is why we have invested heavily in solutions like DaraCoreAI to give dealerships a fighting chance to own their SEO success rather than being limited by a generic platform. We were tired of dead ends for our dealers and needed a solution. If your current site holds you back, or you have maxed out what your WordPress theme or dealer provider site can do. It may be time to explore a change. The switch to a more modern, optimized platform could pay off quickly in improved rankings, traffic, and lead conversions, especially as AI-driven search ramps up.
The rise of AI in search is not some distant trend; it is here right now, reshaping how our potential customers find answers. For auto dealers, this shift presents both a challenge and an opportunity. The challenge is clear: complacency will cost us, as will relying on the same old website with the same old SEO approach. At the same time, with the digital landscape rapidly transforming, it means risking invisibility in the channels where customers seek information. The opportunity, however, is there for the taking: dealers that embrace modern SEO best practices and invest in a high-performing, AI-friendly web presence can leapfrog competitors and capture the attention of the new generation of searchers.
To future-proof your dealership’s web presence, start with an honest assessment of your current situation. Is your website fast, mobile-friendly, and easy to update? Do you have content that genuinely answers the questions your customers are asking? Are all your inventory pages getting appropriately indexed and free of technical errors? If any of those answers are “no” or “not sure,” that is your cue to take action. The good news is you do not have to do it alone. At Big Time Advertising & Marketing, we have been in the automotive digital trenches for years and saw this AI-driven change coming. That foresight is why we developed tools like Get Best Used Cars sites and the DaraCoreAI platform to ensure our dealer partners are not just reacting to the future of search, but leading in it. We believe dealers deserve websites and SEO strategies that keep pace with technology (and consumer expectations), not lag years behind.
In practical terms, what should you do next? Here is a brief roadmap: First, shore up your content and make it the best on the block (quality over quantity, but aim to cover all your bases). Second, tackle any technical or performance issues on your site. Think of this as tuning up a high-performance car; you want every part running smoothly for peak output. Third, consider whether your current website platform is serving you well, or if it is time to upgrade to something more robust (especially if you are on an older, sluggish system). And finally, engage with experts or partners who understand both automotive and the latest in SEO/AI. Sometimes a fresh set of eyes can identify opportunities we have overlooked, or provide solutions (like DaraCoreAI) that we did not know were available.
The key message is urgency. The digital landscape moves fast: a year ago, few people outside tech circles talked about AI chatbots; today, millions are using them to find everything from recipes to car buying advice. Do not wait until your organic traffic graphs start dwindling or your competitor across town suddenly dominates local voice search results. By then, catching up will be much more complex and expensive. Instead, be proactive and protective about your online presence. Strengthen your SEO, polish your website, and stay informed about evolving search. As Bain’s research succinctly put it, marketers face an urgent question in this new era: “How do we engage consumers when clicks and site visits are disappearing?” (Source) The answer is to ensure that when those consumers get an AI-generated answer, your dealership is either embedded in that answer or is the obvious next click for deeper information.
In the age of AI search, a great website and smart SEO are a dealership’s lifeline to online visibility. It is not just about pleasing algorithms. It is about providing an outstanding digital experience for users and AI alike. Auto dealers who recognize this and act decisively will find that, even as technology changes, the fundamentals of winning business remain: be where your customers are, deliver what they need, and make it effortless for them to connect with you. SEO and website excellence will ensure we do precisely that. So let’s get to work and tune up that website, revamp your strategy, and get your dealership ready to thrive on the new search roads. Future-proofing starts now. The next generation of customers (and their AI assistants) are waiting to find us.
If you are unsure where to begin or want to accelerate these improvements, consider contacting digital marketing specialists who know the automotive space. At Big Time Advertising & Marketing, we are actively helping dealers navigate these changes every day, from SEO content planning to now pre-launching high-performance DaraCoreAI websites. We would be excited to do the same for you. The dealerships that act today are the ones that will sell to the customers of tomorrow. Do not let your online presence stall out; shift gears and embrace the future of search today.
-by Terry MacCauley, Founder & CEO
