Jukebox Marketing has warned dealers that AI search is going to impact website performance.
Google has expanded its use of AI Overviews (AIOs) in Google. As of October 2024, AIOs are occupying the top spot of over 20% of Google search results.
Stephen Jury, MD of Jukebox, said: “With many searching for the perfect car deal online, it’s important that your business stands out from the rest to get as many clicks as possible.
“But, with the increasing use of AI overview and adverts from Google, being “top” of the organic search results might no longer be enough.”
AIOs are AI-generated answers based on your Google search query, drawing their answer from multiple sources and providing several links to websites.
A survey conducted by Jukebox found that 39% of car buyers trust the answer on Google’s AI overview to a question while 46% dislike it and would prefer to read the information on a site.
In addition, 39% know the best local car dealers so do not use Google to find them and 45% trust Google to give them the best local car dealers.
The research also found that 44% find it difficult to distinguish between paid adverts and organic search results for car dealers on Google and 49% tend to use Google maps first when searching for the best local businesses
Google has also expanded PPC slots and showcased businesses on Google Maps on search terms like “Car Dealer Near Me”.
Ian Godbold, Automotive Digital Expert at IGC Digital, said: “Google’s evolving use of AI is fundamentally changing how customers find and choose car dealers online. Relying on organic rankings alone is no longer enough.
“The dealers who thrive will be those who invest in brand trust, local recognition and a consistent marketing presence. In a world where AI often answers the question before your website is even seen, your name needs to be the one customers already know.”