It’s officially a new year, which means it’s the perfect time to look back and reflect on the previous one. In 2024, we saw a large continuation of SEO trends that we had started to pick up on in 2022 and 2023. Between the ongoing rollout of Google’s updates and the never-ending development of AI tools, the SEO hot topics were largely the same over the last year. However, some of these ongoing hot topics are things you should be aware of as you look at your automotive SEO strategy for 2025.
#1 AI Is a Tool, Not a Competitor
This is something I point out a lot, but it’s too important to not include in this list. Going into 2025, we should not look at artificial intelligence models as competitors in the space but as tools. Especially when it comes to automotive SEO, AI hasn’t replaced traditional search engines. When push comes to shove, you can’t purchase a car through ChatGPT. For this same reason, the AI Overviews Google launched in May of 2024 shouldn’t be impacting the traffic to your dealership’s site.
Instead of looking at AI as a threat, it should actually be used as a tool. AI models like ChatGPT and Gemini can be really helpful when trying to brainstorm new target keywords or geographies. They can also assist with writing content outlines and even with helping you find new, more efficient ways to organize your data. The possibilities are practically endless, so it’s essential that as we move into 2025, you find those opportunities and run with them. AI isn’t going to destroy your SEO strategy, but you need to learn how to use and leverage it if you want to continue being successful.
#2 Content Should Be Written for People
This has been an ongoing theme for years now, but it is still a very common issue. Your content marketing should target human readers; it should not be written to trick or influence a search engine. Google pushed seven algorithm updates in 2024, three of which were specifically targeted at spam content. The others were core updates, all of which were aimed at better serving content that meets human needs.
Google is actively working toward putting people-first content first, meaning that old keyword-stuffed content isn’t going to cut it anymore. This has been ongoing for the last few years and is continuing today. It’s essential that when you’re writing content for your site, you’re writing content that answers the needs of someone who would be likely to land on that page. In 2025, your content needs to focus on what people want and not on tactics to trick search engines.
#3 Search Intent Matters
When mapping your 2025 keywords, you need to remember that search intent matters. To be fair, it has always mattered, but let’s leave antiquated SEO tactics targeting informational keywords like “Chevy truck towing capacity” and local content such as “our favorite local coffee shops” in the past. We still see so many pieces of content targeting these topics, but why?
When it comes down to it, your goal as a dealer is to sell someone a car or get them to schedule service, right? So, doesn’t it make more sense to target keywords that will capture people who are already looking to make a purchase or get work done on their vehicle? Answer: Yes! You should be targeting transactional keywords, like “Ford Explorer for sale” to bring in customers who are actually looking to be customers. Having someone land on your site because they’re looking for the best coffee in Cincinnati will not help you sell a car.
If anything, these informational (and sometimes irrelevant) pieces of content lead to inflated data that can make it seem as though your SEO strategy is helping you succeed. But if the content that’s on your site isn’t ultimately leading to a phone call, a visit, or a form submission, is it really helping you? It’s essential that your 2025 automotive SEO strategy targets keywords that matter to your business and help you bring in the right customers.
#4 You Can’t Rely On the Map Pack
Around early 2024, we identified some odd ranking variations in Semrush and began watching clients go from the #1 position to not ranking at all for particular keywords depending on the day. This back-and-forth really stood out and was completely out of the ordinary. When looking deeper into it, we realized that this was being caused by one thing and one thing only: map pack volatility.
When searching on Google, some searches, especially terms using the phrasing “near me,” lead to map pack results above the regular organic results. What we were observing was Google frequently changing whether or not a SERP included a map pack, sometimes even daily. This was causing Semrush to show dealers going back and forth from the #1 spot, as Semrush’s standard is to count the map pack when assigning a site’s SERP position.
It’s important to note that whether or not a dealer is in the map pack on any given SERP would not necessarily change whether we would target it in content; earning an organic position is essential regardless because of the higher CTR. With that being said, this volatility only emphasizes the need for organic content even when you currently have a map pack position. Plus, this volatility is important to understand so that you can recognize the potential oddities in your data this year.
#5 Don’t Cannibalize Yourself
The final item on my list is something that was not unique in 2024; it’s something that has been an ongoing issue for a very long time. However, this one makes for a great 2025 new year’s resolution. Stop cannibalizing yourself. When I say that, I mean stop paying for ads where you already rank well organically. Paid and organic search are both important pieces to your marketing strategy, but overlapping them helps no one. If you own space on a SERP, why would you rent space too?
This goes beyond making decisions, though. Keeping up with this can be hard work, which is why your SEM and SEO vendors should be communicating. When done correctly, SEM should be renting you positions in places you don’t rank organically. However, if and when you do earn an organic position there, the SEM strategy should be tweaked. So, this year, get your SEM and SEO vendors working together, don’t spend where you don’t need to spend, and don’t cannibalize yourself!
Make 2025 Your Year of Domination
It’s time to take charge of your SEO and dominate your market. By utilizing AI as a tool, writing human-focused content, focusing on transactional keywords, not relying on the map pack, and having your SEO and SEM vendors work together, you can do just that. Need help bringing all the pieces together? Not sure where to start? Reach out to us at Wikimotive or schedule a free demo! We’re here and happy to help.