While artificial intelligence is reshaping how car buyers research vehicles, making it essential for dealerships to adapt quickly, GEO (Generative Engine Optimization) is an emerging technology that delivers highly personalized, AI-powered search results, transforming how customers find dealerships, pricing, and sales guidance.
April Simmons, corporate internet and marketing director at Horne Auto Group, joins us on the latest episode of Inside Automotive to break down how GEO differs significantly from traditional SEO. While search engine optimization relies on broad strategies to rank in Google results, GEO tailors responses to each user. The same query from two customers can produce completely different results, making it impossible to rely solely on generic website content to influence buyer decisions.
For dealers, Simmons argues that the implications are consequential. Notably, GEO searches draw from multiple sources, including reviews, forums, Better Business Bureau ratings, and testimonials. She expresses that every positive interaction matters, as AI can highlight both favorable and unfavorable experiences, even referencing past reviews down to the individual sales representatives.
The rapid pace of AI presents a new challenge for online businesses, as industry experts predict that websites may become less relevant in the coming years as conversational AI takes a greater role in online search. Therefore, businesses must prioritize the fundamentals now by ensuring they have accurate content, strong customer experiences, and a credible online presence across all digital platforms. Simmons notes that it’s vital that responses to customer reviews remain genuine, as AI technology can detect overly automated or insincere replies.
Conversely, Simmons emphasizes that dealers cannot rely solely on quick-fix solutions or external vendors. Building a solid foundation is essential for success, while monitoring AI search results helps dealerships understand how they appear to potential buyers. The rise of agentic AI, capable of guiding customers through the entire purchasing process, underscores the need for a proactive digital strategy.
Dealerships that prioritize comprehensive online visibility, engage genuinely with customers, and continuously adapt will thrive in an AI-driven automotive marketplace.
“I’m here to talk about how dealers can start working in the foundation today so that they’re not left behind six months, a year from now, or two years from now.”
