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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Host Michael Donovan welcomes Strolid Founder and CEO Vin Micciche to discuss practical applications of ChatGPT and AI tools for automotive dealers who want to start leveraging artificial intelligence today. The conversation covers how dealers can begin using AI for marketing content creation, data analysis, and operational efficiency without overhauling their entire business model, emphasizing that AI should empower teams rather than replace human relationships. Vin and Michael explore real-world examples, including generating USP concepts and radio scripts, analyzing conversation data for business insights, and using AI to streamline email creation and business planning processes.

The hosts stress that AI today is like the internet in 1996 - rapidly evolving but still in early stages - and dealers should pay attention without feeling pressured to rush into significant changes. A key takeaway from the episode is that AI can handle 80-90% of creative and analytical work, allowing dealers to add their human experience and expertise to achieve results much faster than traditional methods, creating significant efficiency gains while maintaining the personal touch that drives automotive sales.

Learn more about how Strolid helps dealerships Never Miss opportunities for dealers at https://www.strolid.com.

Chapters

00:00 Introduction to AI for Car Dealers
03:05 The Evolution of AI and Its Current State
06:05 Practical Applications of ChatGPT for Dealerships
08:50 Data Management and CRM Integration
11:55 Leveraging AI for Business Insights
14:52 Creating Marketing Strategies with AI
18:00 The Future of AI in the Automotive Industry
24:06 Leveraging AI for Dealership Success
27:31 The Human Element in AI Integration
30:09 Empowering Teams with AI
34:55 Data-Driven Decision Making
39:15 The Future of CRM and AI
44:01 Enhancing Customer Experience with AI

Host Michael Donovan welcomes Strolid Founder and CEO Vin Micciche to dissect actionable strategies for dealerships to thrive in an evolving automotive landscape. Vin emphasizes human-centric AI adoption, arguing that tools like conversational analysis and CRM automation should enhance and replace staff capabilities. He critiques over-reliance on IVR systems and “hype-driven” AI solutions. He advocates for systems prioritizing rapid response times, conversational data insights (via Strolid’s vCon standard), and accountability across sales/service workflows.

The episode highlights how dealers can leverage AI to identify hidden revenue opportunities, such as analyzing call transcripts for geographic demand shifts or stalled inventory mentions. Vin shares metrics showing dealers using Strolid’s AI-powered search tools recover 80+ missed sales monthly by acting on real-time conversational signals. He also stresses the irreplaceable value of human intuition in resolving complex negotiations and building customer trust, noting that “AI’s greatest strength isn’t replacing people’s giving them superhuman memory to spot patterns in chaos.” Learn more about how Strolid helps dealerships Never Miss opportunities for dealers at https://www.strolid.com.

Chapters

00:00 Introduction to AI in Dealerships
02:02 Understanding AI: Hype vs. Reality
05:05 Conversational AI: Capabilities and Limitations
09:58 The Human Element in Sales
14:56 Data-Driven Insights from Conversations
19:57 The Role of Technology in Customer Interaction
25:05 Future of AI in Dealerships
29:50 Conclusion: Balancing AI and Human Interaction
33:55 The Role of AI in Customer Engagement
39:43 Customer Experience: The Golden Rule
44:52 AI as a Co-Pilot, Not a Crutch
51:46 Data-Driven Decision Making in Automotive
57:51 Building Relationships in the Automotive Industry