Unlocking Your Dealership's Future in the Shifting Search Landscape
This webinar, presented by C-4 Analytics for the National Automobile Dealers Association (NADA), explores the inevitable impact of generative AI on automotive SEO. As C-4 Analytics' Ben Carsley and Melyssa Cantor explain, the rise of AI-powered platforms like ChatGPT, Bing Chat, and Google's new Search Generative Experience (SGE) is fundamentally altering the way consumers find information online.
The truth is, we don't know yet how quickly the search ecosystem will change, but savvy dealers must understand the difference between traditional search and AI chat to prepare for what's to come.
The Rise of Generative AI
Generative AI uses algorithms and large language models to mimic human thought and create new content. This technology is already disrupting search, with key players like ChatGPT, Bing Chat, Google Bard, and Google SGE leading the charge.
The key difference lies in consumer intent:
- Search is for people who know exactly what they want (e.g., "Ford F-150 lease offers near me").
- Chat is for people who "sort of" know what they want and need to ask more complex, conversational questions (e.g., "Which 5-seat SUV with all-wheel drive is right for my family?").
While AI-powered platforms can provide surprisingly good answers, they are not without flaws. Examples from the webinar show that these tools can give outdated or inaccurate information on pricing and vehicle specifications, a major roadblock for car shoppers.
Actionable SEO Strategies for the AI Era
To adapt to this shifting landscape, dealers must move beyond traditional SEO and focus on building trust and authority on their websites. The good news is that the strategies that work today will also prepare you for the future.
- Focus on E-E-A-T: Google's search algorithm now rewards content that demonstrates Experience, Expertise, Authority, and Trust. To stand out, you must create high-quality, custom content that honestly and directly answers your customers' questions.
- Answer FAQs: The new search landscape, with features like the "People Also Ask" box, rewards websites that provide clear, short-form answers to frequently asked questions. This allows you to own multiple pieces of SERP real estate, giving you a major advantage over competitors.
- Establish Local Expertise: While the OEM may rank for general product queries, your dealership can win by becoming the local authority. Create content that highlights your local knowledge, such as nearby charging infrastructure, or specific deals for your community.
- Do Not Ignore the Basics: AI optimization is an addition, not a replacement. Continue to focus on fundamental SEO practices like technical SEO, backlinks, and site performance.
Dispelling the Myths of AI in SEO
- Myth: AI-generated content is automatically penalized by Google. Fact: Google does not penalize content for being created by AI. It only penalizes content if it's spammy, low-quality, or intended to manipulate rankings.
- Myth: AI is ready to completely disrupt the industry today. Fact: While the technology is exciting, most AI-powered search tools are still in beta and can be inaccurate. The average car shopper is still using traditional search engines, so it's a mistake to abandon what works today.
The key takeaway is to be prepared. Use AI as a tool for content creation and research, but always have a human vet the content for accuracy, branding, and optimization. By building a high-quality, trustworthy website, you can ensure your dealership is ready to thrive in the search landscape of tomorrow.
Watch the Full Webinar
For a deeper dive into these topics and to hear directly from Ben Carsley, VP of Content & SEO, and Melyssa Cantor, Director of SEO, watch the full webinar below.