Dealer Insights Podcast is brought to you in part by Strolid, the premiere automotive BDC solution.

Guest
Matt Copley, HRIZN https://hrizn.io/
HRIZN is offering a free account to listeners with their Free Around and Find Out campaign.

Summary
In this episode of the Dealer Insights Podcast, Michael Donovan and Matt Copley discuss the evolution of SEO and AI in the automotive industry. They explore the importance of quality content, the impact of Google’s algorithm changes, and the need for collaboration with AI to enhance content marketing strategies. The conversation emphasizes the significance of building a customer-centric experience and leveraging data for marketing success. They also highlight the role of agencies in SEO and the necessity of adapting to the changing landscape of digital marketing.

The changes to Google in 2025 for tier 3 dealerships is having an impact. The SEO practices and techniques are no longer generating the results in ranking and organic traffic. In some cases the SERP will return an AI overview and Search Generative Experiences (SGEs) suppress position 1 2-4 full scrolls below the fold.  Google is syndicating and summarizing content without consistent attribution or clicks, which makes them the supplier and competitor. The only way to be above AI Overview is with Google Ads.  

How do dealers navigate these changes?
Leverage the data available in GA4, Google Ads, and Search Console to capture the 2025 trend. 
Explore external tools like SEM rush to gain a deeper understanding of performance.

SEO Data-driven Questions for dealerships
1. Keyword Count: How many keywords is your dealership ranking for?
2. Index Analysis: How many pages are currently indexed on Google?
3. Exposure/Activity Trend: What is the YTD trend for Impressions and Clicks (organic)?
4. Mutual Keywords: What top keywords are being targeted in Google Ads and SEO?
5. Analyze mutual keywords (paid and organic) average position, and change in position.

Pro Tip: Consider expanding the date range to a 13 month period. This will provide YoY and complete trend line. Visualize in simple charts and graphs to share across stakeholders in your organization.

Action Plan
With a current analysis complete the next step is to form an action plan. The details might vary from dealer to dealer, market to market, and OEM to OEM.  Define the areas that are the biggest opportunities, and align with your goals. If it begins with exposure, then more keywords and indexed pages is how you get there.

Chapters

00:00 Introduction to Dealer Insights Podcast
02:24 The Evolution of Content Creation in Automotive
05:19 SEO: Past, Present, and Future
07:43 The Role of AI in SEO and Content
10:15 Collaborating with AI for Better Content
12:50 The Shift in Google’s Algorithm and Its Impact
15:40 Strategies for Effective Content Creation
18:13 The Importance of Consistency in SEO
20:47 The Future of SEO: Search Everywhere Optimization
23:26 Leveraging Agencies for SEO Success
25:47 Conclusion and Key Takeaways
34:06 AI as a Force Multiplier in Automotive
36:45 The Unique Challenges of Automotive Content Creation
38:18 The Future of Work: Humans and AI Collaboration
42:26 Creating Customer-Centric Experiences
48:27 The Importance of Intent-Driven Content
52:26 Leveraging Data for Enhanced Customer Engagement
56:56 Navigating the AI Revolution in Automotive

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Innovators of #conversationalai #ai and #technology that empowers our BDC advisors to deliver results.

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