Post by John Ellis

OK, let's get ready for the debate. By now we all know that EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) is Google’s Search Quality Rater Guidelines. It is how Google evaluates which webpages should rank well, especially for topics where accuracy and trust matter. However, the 44% increase in AI shopping usage means that there are new shopper models that don’t optimize for EEAT in the same way because they aren’t ranking webpages. We discuss this with our dealers every day as to why lead count is softening and phone/floor-ups are on the rise. AI doesn't produce a lead form or email address in the results. AI search focuses on the user’s intent to deliver the most useful response. For vehicle shopping, the AI tends to place a lot of weight on the information the user provides, such as: • Budget (Under $25000) • Use case (Towing Cap) • Preferences (Color/Trim) • Constraints (“AWD, USBC) For example, “I'm looking for the dealer with the best selection of Ford F150 King Ranch trucks at the best price, with the largest selection to choose from with the highest rated dealer reviews in my area." For over 20 years i've been suggesting to my dealer partners to think about how their shoppers shop and ask themselves the same questions about the way they shop. The takeaway is don't just optimize for algorithms. Optimize for the customer’s questions. That’s what wins in both Google Search and AI Search. #SEO #AISearch Erich Black Keith Shrader Guy-Olivier P. David Heitzmann John Hamlin Scott Simons #GenerativeAI Ed French #DigitalMarketing David Long Ben Hadley⚡ Jon Frederick #ContentMarketing Peter Smith #SearchMarketing #CustomerExperience #ContentStrategy Frank Knox #AutomotiveMarketing #DealerMarketing Audra Ellis Joe Jackson 🔥 #Automotive #MarketingTips #AI #GoogleSearch Shaun 'NIFF' Kniffin Danny Zaslavsky