Optimizing your dealership’s website content for generative search engines, such as Chat GPT, Perplexity, and other AI platforms, is a gateway to maintaining visibility in AI-driven searches. In PCG Digital’s, How to Adapt Your SEO Strategy for GEO, SEO Specialist Tanner Rahl mentions crafting GEO-optimized content to adjust to the ever-changing landscape of search. The new Google algorithm prioritizes helpful content, demonstrating E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). But how do we create content to show in AI overviews and tools?
Tips to Create GEO Friendly Content
- Prioritize content structure and clarity
- Write in a conversational tone
- Maintain consistent content freshness
Learn how to apply these tips to our content creation to help with our visibility in generative engines.
Prioritize Content Structure and Clarity
GEO emphasizes clarity and structure to deliver intent-driven results across commercial, informational, transactional, and navigational contexts. Structured content helps avoid AI misinterpretations while offering easy-to-navigate content for AI models and human readers.
How Do You Create Structured Content?
- Breaking up text
- Proper usage of headers (H1s through H6s)
- Incorporating bulleted lists and tables
Breaking up Text
Your content should always be easily readable for human readers and search engines. With the prime benefit of improving user experience, you can break up your text for greater scanability in generative engines by following these writing tips:
- Leading with your answer
- Avoiding long walls of text
- Using lists and short paragraphs (2-3 sentences max)
- Hierarchical structure of headers and subheaders as an outline
Large blocks of text can create blurred lines, allowing AI summaries to pull information that is not relevant to the search topic. The concise yet comprehensive content will yield greater AI output.
Proper Use of Headings and Subheadings
From a GEO and SEO perspective, the use of heading tags helps break content into digestible sessions for easier access to information for users and search engines. The use of H1s, H2s, H3s, and so on, written webpage helps AI tools:
- Generate concise summaries
- Display relevant information for snippets
- Reinforce key points with repetition
A blog with clearly defined HTML headers creates richer search results. Headings are direct signs for generative engines, identifying the topic of each section and providing context for the following paragraphs.
Incorporating Bulleted Lists and Tables
Using bulleted lists and tables in your GEO content provides uniqueness that engines value in written content and structured data for AI to understand.
Why Write in a Conversational Tone for GEO Content?
Search engines heavily value high-quality, human-generated content as it provides authenticity in an automated future. AI-generated content is not a violation of spam policies, but if misused to manipulate rankings, it can become a problem. Conversational writing favors AI models because they sound natural enough to provide human-like responses.
How to Develop a Conversational Tone in Automotive Content:
- Use long tail, question-based queries – preferably mimicking how people speak
- Avoid Keyword stuffing
- Adding Micro FAQs or Q&A-Based Headers
Long Tail Keywords and Question-Based Headers
Question-based search phrases often mirror real-life conversation patterns. Conversational queries starting with who, what, when, where, why, and how frequently help with phrasing when people ask questions. An example we can use to apply to our GEO-optimized writing for our dealerships:
Original Header
- [Brand] Oil Changes
GEO-Optimized Header
- Where Can I Schedule an Oil Change for My [Brand] in [City]
- [Brand] Oil Changes in [City]
Follow up with subheaders including:
- How Often Does My [Brand] Need an Oil Change
- When Should I Schedule an Oil Change for my [Brand]
- Warning Signs My [Brand] Needs an Oil Change
- Will Not Getting an Oil Change Affect My [Brand]
Avoid Keyword Stuffing
Keyword stuffing creates poor-quality content and negatively impacts the user experience on your website. Beyond the bounce rates and unnatural level of content, other negative impacts of keyword stuffing for GEO-optimized content include:
- Direct lowering of rankings and removal from the index
- Ineffective long-term strategy
- Loss of originality
- Duplicate content
Create Frequently Asked Question Pages and Sections
Frequently Asked Questions (FAQs) bridge audience questions and your site content. FAQ pages often appear as direct answers to specific queries, a spotlight that can dramatically increase your visibility. Tips on how to craft micro FAQ sections and dedicated FAQ landing pages help your GEO efforts include:
- Fulfilling user intent with conversational phrasing
- Identifying real questions about car models and the car shopping process
- Leveraging schema markup
- Keep answers concise, direct, yet comprehensive
- Using natural language
- Update FAQs regularly with trending topics and questions
- Cite reputable sources and use industry terms with an explanation
Does Content Freshness Still Matter for Generative Engines?
Content freshness is essential for AI-driven search engines and platforms. Up-to-date content is pivotal in indexing, generating greater reliability and trustworthiness, and helping with overall ranking. GEO is an adaptation of SEO best practices, and keeping your content fresh is a nuance of advancements in search algorithms.
How to Keep Automotive Content Fresh for AI Models:
- Updating evergreen pages for current model year information
- Available and standard features and amenities
- Capacities for passenger space, towing, and cargo space
- Fuel efficiency
- Trim levels
- Available dealership lease and financing deals
- Conduct quarterly content reviews, ensuring content is either updated or redirected to relevant pages
- Ensure factual accuracy with reliable sources, statistics, and data
- Update images and other multimedia content
Create Generative Engine Optimized Content with PCG Digital
The rise of generative AI is not a threat to traditional search. In fact, it is another opportunity to increase your dealerships’ online visibility. Develop a proper GEO content strategy to cater to AI-driven searches and build lasting content.
At PCG Digital, our team of automotive marketing specialists aligns our initiatives with the advancements in digital marketing, while our strategies for developing a unique GEO help dealerships stay ahead of the changing search world.
Offering data-driven audits to develop creative content to ensure your dealership has an authoritative voice in traditional and generative search, and driving sustained growth in the competitive automotive marketplace. Contact our team today to learn more about creating and optimizing content for your dealership website.
