As more consumers turn to AI-powered tools for answers, dealerships must adapt their digital marketing strategies to remain visible in an increasingly zero-click search process. On today’s episode of Marketing Matters, Colin Carrasquillo, digital marketing director of the Nielsen Automotive Group, shares how dealers can shift their approach to win in the age of AI.
Understanding the shift to AI-powered search
The way people search for vehicles and services is changing rapidly. Approximately 80% of AI-based searches now occur through OpenAI’s ChatGPT. However, this doesn’t mean traditional search has disappeared. Google still maintains the lion’s share of overall search volume. Dealers must now optimize their content to meet both traditional SEO and AI-driven search guidelines.
Google’s mission has always been to organize the world’s innumerable information and present it in an accessible, digestible way. To support that goal, the platform now delivers an AI overview, often referred to as an AIO, at the top of each search engine results page (SERP). This placement, coined as Position Zero, sits above both paid advertising and organic search results.
"Traditional SEO is not dead—it's just evolved."
In the past, users relied on short queries such as “best deals near me” or “Jeep Grand Cherokee lease offers.” Today, consumers are asking higher-funnel questions like “What’s the best SUV for my family?” or “What is the best truck for commercial work?” These searches reflect lifestyle needs rather than immediate purchase intent, and AI-powered tools are designed to deliver direct, detailed answers.
How to rank in Google AIOs
Ranking on page one is no longer enough. Position Zero commands the most digital real estate on the page and can effectively crowd out competitors when paired with strong paid and organic visibility. Since most consumers do not scroll beyond the first screen of results, dominating that space is critical.
To rank within Google’s AI Overviews, dealerships must focus on several core principles.
Create comprehensive, authoritative content
Google prioritizes rich, thorough and accurate content that directly answers a user’s primary question. For example, if a customer searches “What’s the SUV for my family?,” an effective page should outlinethe qualities families care about, present supported recommendations, and then guide users deeper into the site with relevant inventory or comparison tools. The goal is to make the dealership website both a research hub and a referral destination.
Use structured data and schema markup
Structured data and schema markup remain foundational to SEO, even as search evolves. While AIOs have changed how results are displayed, traditional SEO has not disappeared. It has simply evolved. Schema markup, including H1 and H2 headers and meta information, helps Google understand the structure and relevance of content. For instance, an H1 might read “Best SUV for Your Family,” followed by an H2 such as “Great SUV Options for Families in the Atlanta Market.”
Use high-quality sources
High-quality sources are also non-negotiable. Dealership websites must be viewed as trusted and authoritative in Google’s eyes. That means leveraging reputable third-party data, awards, and industry sources to support claims. Creating unsupported narratives or publishing information that lacks external validation can result in penalties and prevent content from appearing in AI Overviews.
Present direct answers
Equally important is how information is presented. AIO-friendly content should be written in a direct-answer or question-and-answer format. When users ask broad questions, they expect concise, structured responses. Use tools like ChatGPT or Google Gemini to identify common consumer questions, then thoughtfully integrate those questions and answers into dealership content with human oversight and brand-specific context.
User engagement metrics
User engagement metrics also play a key role. After answering a consumer’s question, the website must encourage further interaction. Clear calls to action such as browsing inventory, scheduling a test drive, or initiating a chat help reduce bounce rates and make the site stickier, signaling value to both users and search engines.
Utilize AI tools to rank in Google AOI
AI tools themselves can support this process when used correctly. They can assist with keyword research, identifying common consumer queries, drafting initial content, competitive analysis, schema markup, and understanding user intent. However, AI-generated content should never be published without human review and personalization. Without that layer, content risks being generic and ineffective.
Leverage content across all digital touchpoints
Finally, optimized content should be leveraged across every digital touchpoint. Dealers can extract bite-sized insights for social media, link posts back to in-depth website content, repurpose information into email FAQs, and ensure high-value pages are prominently featured on the homepage. This cross-channel distribution strengthens visibility, authority, and engagement.
Winning in the age of AI
AI has fundamentally changed the rules of digital marketing. Rather than signaling the end of SEO, Carrasquillo says it represents an opportunity. Dealers who understand how AI Overviews work, leverage AI tools responsibly, and distribute content strategically across all digital platforms will be best positioned to stay visible in a zero-click world.
