As Artificial Intelligence (AI) browsers continue to rise in popularity for everyday search, digital marketing strategies must reassess and adapt to succeed both in traditional channels and in this new frontier. At PCG Digital, we are continuing to monitor AI trends while implementing complementary strategies for both AI and traditional search.
What is Generative Engine Optimization?
Generative Engine Optimization (GEO) signals a shift in conventional website optimization to better align with AI-driven search engines. GEO is built on three core pillars:
- Utilizing question-based keyword strategies
- Building website and brand authority
- Formatting website content to be easily crawled
Where appearing on page one and holding top rankings for multiple keywords used to be top priorities, GEO encourages us to look at how our website appears in Google’s AI overview results. We must take on the challenge of balancing longstanding best practices with new GEO strategies so that our websites are not left behind.
What Generative Engine Optimization Strategies Should I Implement?
GEO strategies build on traditional SEO strategies by understanding how AI browsers serve search results. Before you implement GEO strategies, conduct a thorough audit of your existing SEO efforts. Understanding what’s working and where you have content gaps will help you build a solid foundation for success. Using tools such as Search Console, SEMRush, and GA4 will help you identify quality traffic, high-volume landing pages, and successful keywords coming to your site. Doing this will help you implement the following GEO strategies in a strategic and meaningful way!
Create Conversational Content
Conversational search is shaping content strategies. Thanks to AI, users can now ask full questions and receive direct answers without having to scroll through an entire page. When you create your content strategy, think about it like having a conversation with your intended user. You may start a blog with the core idea “3 Benefits of Routine Ford Maintenance”, which naturally flows from “How Often Do I Need Ford Maintenance?” to “Where to Schedule Ford Service Near Me.” This structure creates a conversation that AI crawlers follow easily while maintaining conventional SEO priorities, like strategic keyword placement and local geotargets.
Build Brand Authority With Local Listings
Google Business Profile, Yelp, and other business directories establish the authority and relevance of your business. Keeping these listings optimized and accurate helps you help AI browsers determine where and how to serve your website. Be sure you are keeping these listings optimized with correct hours, phone numbers, business descriptions, and accurate business categories. A local listing management platform can also help you monitor and update listings you don’t directly control.
Update Page Formatting
With AI search, every element on a page must serve a clear purpose. Content can no longer rely on filler text or flashy headlines just to hit a word count. AI browsers prioritize relevance, clarity, and direct answers to user intent. Bottom line? Your content needs to get to the point within the first two sentences of a section. To do this, previous pages may need formatting upgrades.
- Swap flashy H2s for questions: Consider editing your existing headers for easily answered questions. “Check Out the 2026 Ford F-150 Trim Comparisons” can be changed to “What are the 2026 Ford F-150 Trim Levels?”
- Create lists: While lists can be utilized successfully, it will benefit your website to incorporate bulleted lists. Going to write a blog about the new features in the Jeep Wrangler? Why not list out 3 to 4 of these within the first paragraph of your content so that users and AI browsers alike know exactly what they are getting from your content
- Use Short Paragraphs: Large chunks of content are not easily digestible. Breaking content up into smaller sections helps with on-page readability.
- Embed relevant media: from videos to images with ALT tags to maps, the more valuable content we have on the page, the better AI crawlers can determine the authority of your site. A “Why Buy from our Dealership” page would be enhanced by a branded YouTube video, while a “Dealer Near Me” page can be boosted with an embedded map with directions.
How Can We Tailor Search Engine Marketing Strategies Around This New Type of Search?
With generative search reshaping how shoppers explore their car-buying options, dealerships need to make sure their Google Ads strategy focuses on intent-driven moments and the shoppers who are closer to making a purchase decision. Remember, generative search will dominate general questions, so putting more of your Search Engine Marketing budget behind specific search queries will be most impactful. This means targeting more than just broad discovery terms, but instead focusing on high-intent queries like “Honda Accord lease near me” or “best price on Ford Explorer in [city].” Using Responsive Search Ads with clear offers, Performance Max campaigns with strong creative, dynamic search campaigns, demand generation, and granular location-based targeting ensures your ads reach buyers when they’re actively comparing or ready to visit the showroom. By tailoring messaging around incentives, financing, and dealership differentiators, your Google Ads strategy can capture these lower-funnel opportunities. This approach keeps the dealership top-of-mind at the exact moment shoppers are ready to buy, while still allowing generative search to reinforce your overall digital strategy positively.
Here’s an example of how a Google Ads strategy can work while still having generative search in play:
1. Search Campaigns
- Keyword Examples: “Toyota RAV4 lease near me,” “best price on Ford F-150 [city],” “Honda Civic dealer specials,” etc.
- Match Types: Use Phrase Match to capture intent-based searches
- Ad Copy: Highlight specific offers (lease deals, financing rates, trade-in bonuses) with urgency-driven CTAs like “Book Your Test Drive Today” or “0% APR Ends This Month.”
- Assets: Include price extensions, promotion extensions, and location extensions to reinforce local authority.
2. Performance Max Campaign (where your Vehicle Listing Ads live)
- Feed: Upload your full vehicle inventory with real-time availability.
- Creative: High-quality vehicle images (no stock or in-transit images)
- Audience Signals: Layer in in-market auto segments + custom segments (e.g., “searched for lease vs buy [brand]”).
3. Remarketing + First-Party Data
- Build audiences from trade-in tool users, finance pre-approval submissions, and prior website visitors using a tool like a Customer Data Platform.
- Use Display/YouTube remarketing to re-engage with personalized offers (e.g., “Your Trade-In Could Be Worth More at [Dealer]”).
- Integrate customer lists for previous buyers or service customers to drive loyalty and cross-sells (like upgrading to newer models or servicing a vehicle with you).
4. Local Dominance Layer
- Run Local Ads with geo-fencing around competitor dealerships and high-traffic retail areas.
- Use copy like “Skip the Wait at [Competitor], Same-Day Test Drives Available Here in [City].”
5. Video Ads
- Capture attention, showcase vehicle features in action, and reach in-market shoppers across YouTube and the Google Display Network, driving both brand awareness and conversion generation
This strategy zeroes in on shoppers in “buy now” mode — the ones searching with high-intent queries, actively comparing dealers, or already engaging with inventory online. Generative search plays a key role by answering broad, research-driven questions earlier in the car-buying journey. Paid search then steps in to capture those same buyers once they’re ready to take action, with ad copy highlighting offers, incentives, and dealership differentiators that generative results can’t replicate. Together, SEO content optimized for generative search builds awareness and trust. At the same time, this Google Ads strategy ensures the dealership stays front and center at the exact moment shoppers are ready to walk into the showroom.
