The AI buzzword is making the rounds again, and while the Wild West Era of the decade-defining advancement is still in full swing, some things have settled enough that we asked our Director of Organic Marketing and AI Strategy, Katie Myers, for her expert opinion. What she found is that AI search is slowly changing how people find information, which is a BIG deal…on the user side. On the marketing side of things, not so much.
“Our research shows that 95% of ChatGPT users still rely on Google, reinforcing that AI is complementing search rather than replacing it,” Myers says. “Google continues to reward original, people-first content supported by a strong technical foundation, making quality SEO more valuable in AI search experiences.” Why? Because the primary source for AI is the same – web pages optimized for maximum visibility.
What AI Search Really Changes
AI search encourages longer, conversational questions and often summarizes information before users visit a website. Google says people are asking longer and more complex questions through AI-powered search, creating new opportunities for businesses to target long-tail keywords and provide detailed, helpful answers. Rather than reinventing SEO, businesses should focus on becoming trusted sources that AI systems reference.
Google recommends continuing to prioritize:
- Unique, people-first content
- Fast, easy-to-use websites
- Strong technical SEO
- Structured data
- High-quality images and videos
- Helpful information that satisfies user intent
Those recommendations look remarkably familiar because they’re the same principles that have guided successful SEO for years.
Good AI Visibility Starts with Good SEO
One of the biggest misconceptions is that AI requires an entirely new marketing playbook.
AI search still relies on many of Google’s long-standing ranking signals. In fact, our research shows that less than 1% of website traffic currently comes from AI search, while traditional search remains the primary source of organic visibility. Strong technical SEO, clear site structure, trustworthy content, and consistent business information all help AI understand and reference your website.
Think of AI as another audience reading your website. The easier your content is to understand, the better.
Structure Matters More Than Ever
AI systems don’t just read words. They interpret how information is organized. Clear headings, concise answers, bullet points, and structured pages help both people and AI understand your content. Google also recommends making pages crawlable, indexable, and supported by accurate structured data.
At the same time, businesses shouldn’t overlook what happens beyond their website. Reviews, local business listings, and other trusted third-party sources all contribute to how AI understands a brand.
Adapt Without Overreacting
There is no question that AI is changing search behavior, but it’s also creating new opportunities. Businesses that continue to invest in quality content, strong websites, and a trusted online presence will be well-positioned as search evolves.
Strong Automotive helps dealerships build digital marketing strategies that perform in both traditional and AI-powered search. From technical SEO and quality content to local optimization and reputation management, we focus on proven strategies that keep your dealership visible as search continues to evolve. AI will continue changing how consumers search, but the businesses that invest in trusted content and strong SEO fundamentals will be ready for what’s next, and Strong Automotive is here to help you get there.
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John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
