As we move into the second half of 2025, one thing is clear: the automotive SEO landscape is shifting faster than ever. From the rise of AI Overviews and chat-based search to the continued importance of intent-driven content and technical SEO fundamentals, dealers must stay agile to stay competitive. I’ve talked about all of these changes and developments in my monthly articles, but there’s been a lot to absorb, so it’s time for a rundown of the most important takeaways.
In this mid-year update, I’m going to break down the five of the most important “must knows” as we go into the rest of the year. We’ll look at how AI has developed into something you need to optimize for and how to use schema and content to optimize for it, the importance of focusing on transactional intent keywords, how to identify a phony SEO audit, the importance of keeping your vendors in the loop during a website migration, and some of the recent industry disruptions, such as tariffs and manufacturer mergers. As I said, there have been a lot of changes in these last six months. So, listen up. These are important developments.
#1 AI Went From “Nice to Know” to “Need to Optimize For”
AI has been a running theme in SEO for years now, but 2025 is the first time we’ve really seen it move from background buzz to front-and-center priority for dealers.
Back in January, I talked about how artificial intelligence can be used as a tool for keyword research, data parsing, and even drafting content. At that time, AI wasn’t really impacting search for car dealers; AI Overviews weren’t even appearing on Google results pages for transactional searches back then. Over the last few months, this has changed.
AI is still a great tool in terms of planning and executing some aspects of your SEO strategy––that part hasn’t changed. However, the way AI impacts car dealerships and search has developed. While the models still aren’t replacing traditional search engines, they’re certainly becoming more a part of them.
Here’s the deal: People are using chat models like ChatGPT to help them decide which makes or models would be best for them, and those conversations have the potential to lead to dealership suggestions. You want to be one of the dealerships suggested.
AI Overviews are also now showing up on SERPs for transactional search terms, whereas, in the past, they were only on informational ones. This means that searches like “Chevy dealer” or “Ford F-150 for sale” can trigger AI summaries that suggest local dealerships or inventory. And if your site is mentioned in that overview alongside the map pack and an organic result, you’re essentially taking up three times the real estate on the SERP. You want to optimize for this.
How do you ensure you are showing up in chat model conversations and ranking in AI overviews?
- Keep writing high-quality, human-focused content, which helps with regular organic rankings and AI overview rankings.
- Check and optimize your schema, making sure you have @type set as AutoDealer and areaServed filled out with your target geos.
- Don’t skip the basics: accurate business information, solid page structure, and internal linking all help.
You can also now track AI rankings. Tools like Semrush are rolling out features to show whether you’re showing up in AI Overviews and are even experimenting with tracking visibility in ChatGPT. This is a signal that generative engine optimization is no longer speculative; it’s here, it’s real, it’s measurable, and it matters.
#2 Content Still Reigns—But It Must Be Intent-Driven
While AI is evolving how content is served, the core rule hasn’t changed: write for people, not for search or generative engines.
It’s 2025, and there’s no reason your SEO vendor should still be publishing content with outdated tactics like keyword stuffing. They certainly shouldn’t be writing “local content” about coffee shops or upcoming festivals in the area, either. Your content should always be meaningful and about your dealership’s offerings. Anything else is going to be ignored by and outranked on Google; there have been and continue to be algorithm updates ensuring that content no longer performs.
So, what should you focus on instead?
- Transactional keywords: These are the searches that bring real leads, people who are ready to make a purchase. Think “Jeep Grand Cherokee for sale in Colorado Springs,” not “Jeep towing capacity.” The latter is informational and likely won’t convert.
- Search intent: Does your content actually match what the user is trying to accomplish? Writing high-quality content that answers consumer questions and leads them toward their end goal is key.
- Unique, useful pages: Whether it’s a landing page, a service description, or a blog post, every page should serve a purpose. No filler.
When it comes down to it, the standards for an effective content marketing strategy remain the same for now. Focus on transactional keywords and continue producing content that is written by people, for people. Not only will doing so continue helping you rank on traditional search engines’ results pages, but it will also help you earn authority in the eyes of AI models.
#3 Watch Out for Sales-Driven SEO Audits
Over the years, and even more so in early 2025, we have seen many dealers being served “SEO audits” from other vendors. While audits can provide valuable insight into how your website could be improved, unfortunately, many vendors use them as scare tactics to win your business.
If you’ve received an audit that:
- Obsessively focuses on minor issues (like a missing geo in a meta title),
- Provides a long list of “errors” without explaining why they matter,
- Assigns arbitrary grades or scores with no industry benchmark,
- Or fails to account for your specific website platform’s limitations…
…it’s probably a sales pitch, not a performance evaluation.
A real audit starts with performance data, evaluates strategic gaps, and considers the limitations of your platform. It’s collaborative, contextual, and focused on outcomes, not on checklist SEO. So, the next time an unsolicited audit hits your inbox, remember: if it’s not grounded in your performance and your goals, it’s likely not worth your time.
Keep your standards high in 2025.
#4 Don’t Migrate Blind—Keep Your SEO Vendor in the Loop
Website migrations are a routine part of dealership life; most dealers go through at least one at some point or another. So far this year, we’ve seen an increase in migrations with DealerOn acquiring Sincro from Ansira. Even beyond that, though, dealers are––and should be––always looking to see which platform has the best offerings, which sometimes leads to migrations. These changes are inevitable, but it’s important to know that mishandling them can mean weeks (or months) of lost progress if your SEO team isn’t looped in.
If you’re planning or are in the middle of a migration, here’s why your SEO vendor must be part of the process:
- Prevent wasted work – A lot of optimizations, such as meta titles and headers are lost during a migration. If you alert your SEO provider of your pending migration, they can avoid working on tasks that will be lost, ensuring they’re using their time efficiently.
- Preserve your content – Website providers often migrate core pages but leave behind SEO-driven content like model pages or blogs. By giving your SEO provider a heads-up, you’re giving them time to back up all of your content and ensure it gets published on the new site immediately.
- Fix redirects fast – Website providers often implement blanket 301s during a migration. This means that a lot of your old URLs end up redirected to irrelevant pages or even not redirected at all. Keeping your SEO team in the loop is important because they can work with your website provider and help map these accurately.
- Maintain workflow – If your vendor loses access to your website because they aren’t aware of the migration and don’t get the new credentials, they can’t monitor performance or publish new work until they regain access, which can take time. Connecting them with your website provider during the migration makes for a smooth transition and helps to maintain workflow.
- Keep analytics tools up to date – As soon as your site migrates, your GA4 tag needs to be added to it and your sitemap needs to be added to Google Search Console, ensuring ongoing accurate measurement. Your SEO provider will handle this as long as they are aware of the migration.
If you’re going to migrate to a new website platform, keep your SEO vendor in the loop. You don’t want to lose or hinder your SEO strategy’s progress.
#5 Industry Disruptions Are Constant—But Don’t Panic
Last, but certainly not least, it’s essential that going into this second half of 2025 you remember that industry disruptions are a constant, but not a reason to panic. Automotive news has rocked the industry so far this year, from the potential Honda-Nissan merger to tariff talks that rattled both the industry itself and the stock market as a whole.
Here’s the truth: not every news story should trigger a change to your SEO strategy.
Yes, a major OEM merger could shift search behavior. For example, if the Nissan Rogue became the “Honda Rogue,” search volume for “Nissan Rogue for sale” might shift, and dealers who prioritized getting ahead of targeting the new model names could benefit. But nothing’s happened yet—and knee-jerk reactions are rarely helpful.
Similarly, fears over car tariffs haven’t resulted in any meaningful SEO-related search trends. Terms like “tariff-free cars” have zero search volume. That doesn’t mean it’s irrelevant; it just means SEO isn’t the right channel for it; there are other, more lucrative targets to be hit with your SEO strategy. Email marketing and social posts are typically a better way to reassure your audience during uncertain times.
Bottom line? Stay informed, but stay focused. Be aware of what’s going on, but don’t throw out a solid SEO strategy unless the data tells you to. So far, there haven’t been any major industry shifts that should result in an SEO strategy change, but staying up to date on what’s going on can ensure that when those shifts do happen, you’re ready to make moves.
Your Mid-Year Checklist
So, what should you walk away with from the first half of 2025?
☐ Embrace AI as a search channel. Optimize schema. Write quality content. Track your AI rankings.
☐ Prioritize transactional, intent-driven content. Don’t chase fluff. Write for your buyers.
☐ Be skeptical of SEO audits. Demand context and performance-focused feedback.
☐ Communicate during website migrations. Protect your content, redirects, and tracking tools.
☐ Monitor industry news, but don’t overreact. Let data––not headlines––drive your SEO decisions.
The rest of 2025 will undoubtedly bring even more changes—new tools, new SERP features, and maybe even new algorithms. But one thing remains true: foundational SEO work still wins.
High-quality content. Smart keyword targeting. Technical health. Measured performance. Human-first strategies.
Whether it’s through Google, AI Overviews, or chat models, your dealership’s visibility hinges on showing up when and where buyers are searching and giving them what they need.
Need help making that happen? Reach out to us at Wikimotive. Whether you want a real audit, AI strategy support, or full-service SEO, we’re here to help you dominate your market.