Generative Engine Optimization (GEO) for Car Dealerships

Internet search is evolving—fast. 

Whether it’s users leveraging Large Language Models (LLMs) like ChatGPT for its ability to scour the internet for your query, or Perplexity, an AI platform built specifically as a search engine, online search has moved significantly beyond its original form.

Until recently, Google searches often required scrolling, clicking links, or expanding drop-down results to find the answers you were really looking for. Today, Google has integrated its own AI results overview which provides instant responses personalized to your search right at the top of the results page, reducing the need to explore or scroll further.

No matter which platform internet users prefer, it’s crucial for dealers to understand that approaching online visibility now requires a new strategy. Traditional Search Engine Optimization (SEO)—writing website content or YouTube descriptions around keywords that shoppers are searching for—is no longer enough. The era of Generative Engine Optimization (GEO) is here, and it’s quickly overtaking conventional SEO.

What is GEO and how is it different from traditional SEO?

Most marketers are familiar with Search Engine Optimization, commonly known as SEO. A dealership’s SEO strategy typically relies on using keywords and terms within online content, linking to resources or other pages across their website, or adding supplementary text below videos or images—all aimed at ranking highly on search results pages. While useful and relevant content is crucial, traditional SEO often rewards keyword repetition and precision more than the actual usefulness of the information. In contrast, Generative Engine Optimization (GEO) prioritizes utility and relevance, shifting the focus from keyword density to delivering meaningful, valuable answers.

GEO is about appearing in answers generated by AI, rather than just traditional search results. Yes, search engines now employ AI, but this also includes a multitude of AI platforms, agents, and large language models (LLMs) that aren’t marketed explicitly as search engines but are now being used as such.

AI-based search fundamentally differs from traditional search. As technology evolves, user behavior is shifting—queries are becoming longer and more context-rich, moving from quick keywords to detailed questions. This is because LLMs perform better when they understand the full context of what users are searching for and their intent. 

When users input a question into LLMs like ChatGPT, Gemini, or Claude, the AI extensively searches for the most relevant answers available, not only referencing dealership websites but also exploring platforms like Reddit, third-party recommendation platforms, blogs, and forums where related topics are discussed. To be visible and referenced in these AI-generated answers, dealerships need to have already provided valuable content on these platforms that answers common questions. AI systems may not incorporate every piece of content you produce, but by offering concise, easy-to-scan summaries or bullet points, your dealership’s information becomes more accessible for AI to extract and utilize.

Why GEO Matters for Dealerships

According to a recent report by Fullpath, 85% of car buyers conduct at least some of their research online before making a purchase, with the same number comfortable using AI in some way or another in their purchasing journey. If your dealership isn’t appearing in their search results, your competition has already gained the advantage, potentially before you’ve even had the chance to engage personally with those shoppers. In 2025, dealers need to be turning their marketing attention towards GEO and performing well within AI search responses. 

Shoppers are increasingly using ChatGPT, Google’s AI Overviews, and other AI tools to quickly find dealer recommendations. They may be asking questions like “What’s the best Honda dealership in Chicago?” or “Where can I get the best deal on a Toyota RAV4 in Florida?” To be included in these AI responses, your dealership’s website, blogs, and even forum presence need to be structured in a way that provides clear, relevant answers to the types of questions you can expect your next sales opportunity to be asking.

If your dealership isn’t cited or even recognized by the LLMs conducting these searches, it’s akin to ranking on page 3 of traditional search results—you’re effectively invisible to potential customers. The good news is that GEO prioritizes dealerships that are authentic, relevant, and helpful through their online content. Focus on producing useful, trustworthy information—prioritizing quality over quantity—rather than merely increasing content volume or heavily investing in advertising, which still plays a significant role in traditional SEO strategies. The key is to keep it authentic and natural. Your sales team is already answering these questions and providing valuable explanations directly to shoppers. Now, simply ensure those well-crafted responses are available online for AI to find and use.

7 Best Practices to Start Appearing in AI Search Results

GEO is still in its early days, so best practices are continually evolving. At the same time, AI itself remains in constant development—retraining and expanding on ever-increasing amounts of data and online content—creating new opportunities every day for your dealership to appear more prominently in AI-generated responses.

Below are some tips to consider when optimizing your dealership’s online presence for GEO, but remember, staying updated on AI advancements is essential as the technology continues to evolve.

1. Create Hyperlocal, Helpful Content

Focusing on content that is specifically helpful to your surrounding community can help your dealership stand out in AI search results. Think about questions your potential customers are asking, such as “Best electric SUVs for winter driving in Minnesota” or “Top used trucks for towing in Dallas.” By addressing these specific buyer questions, you make your content more relevant and useful for AI models trained to answer detailed queries. This approach positions your dealership as a knowledgeable local authority.

2. Use Structured Data and Schema Markup

Implementing structured data and schema markup on your website is crucial for helping AI engines understand your content. Adding dealership schema, review markup, product listings, and FAQ code allows search engines and AI systems to better interpret your website’s offerings. Proper schema helps AI extract relevant information and feature it in summaries or answer boxes, improving your chances of appearing in AI-generated responses.

3. Build Topical Authority on Your Website

Establishing topical authority involves creating comprehensive content hubs around key areas such as electric vehicles, financing options, or maintenance and servicing. By providing well-rounded, authoritative content on these topics, your website becomes a trusted reference point. Large language models (LLMs) tend to reference sources they recognize as knowledgeable and comprehensive, so building topical authority can boost your visibility in AI responses.

4. Get Cited by Third-Party Sites and Local Sources

Getting your dealership mentioned on reputable third-party sites—such as local news outlets, review sites, auto blogs, and industry forums—is highly beneficial. LLMs heavily pull information from these credible sources, often more so than from Google rankings. Encouraging reviews, press mentions, and references on these platforms not only improves your local reputation but also increases the likelihood that AI models will include your dealership in their answers.

5. Engage Authentically on Reddit

Reddit is one of the key sources used to train many LLMs. Participating in relevant subreddits like r/Cartalk or r/whatcarshouldIbuy allows you to build a genuine presence. By offering honest advice, answering questions, and mentioning your dealership when appropriate, you create a real persona that AI models can recognize and reference. Creating a subreddit or company profile for your dealership can also help establish consistent engagement, ultimately boosting your chances of being included in AI training data and live citations. Just make sure your content is authentic, relevant and helpful or Reddit may flag your account for spam and delete your comments! 

6. Write Conversational Q&A Content and Highlight Testimonials

Creating conversational Q&A content such as “Should I buy or lease a car in 2025?” helps align your website with the types of questions people and AI models are asking. Incorporate real customer testimonials and tell authentic stories, as informal and honest content tends to resonate well with AI. These formats not only improve user engagement but also make it easier for AI systems to identify and extract relevant information for responses.

7. Don’t Ignore Bing—It’s the Gateway to LLM Visibility

While many focus on Google, Bing plays an important role in LLM visibility because platforms like ChatGPT’s browsing mode, Copilot, and Perplexity rely on Bing for indexing and data. Bing is typically faster to index new content and faces less competition from local businesses. Setting up Bing Webmaster Tools and optimizing your website for Bing can increase your chances of being included in AI responses, making it a critical component of an effective GEO strategy.

GEO: The New Standard in Search Visibility

GEO isn’t just a passing trend—it’s a tectonic shift in how dealerships are found and referenced online. Dealerships that show up in LLM and other AI responses will have a competitive edge not just in the future, but already, today. You don’t need to game the system; instead, focus on being helpful, local, and visible where it counts.

If GEO sounds like more pressure than traditional SEO, remember it’s simply a change in strategy. SEO remains relevant, but its role may evolve, and who knows for how long? Continue optimizing for keywords and backlinks, but also shift your storytelling to align with how AI recognizes and surfaces helpful, relevant content. Stay adaptable, and your dealership will be well-positioned to thrive in this new era of search.

Want to prepare your dealership for the future of AI search? Check out Fullpath’s AI solutions for your dealership.