As artificial intelligence reshapes digital marketing, confusion around generative engine optimization (GEO) is leading some dealerships to misallocate budget and miss opportunities. Brooke Furniss, BZ Consultants Group, joins us on today’s episode of CBT Now to outline how dealers can cut through the noise and focus on foundational strategies that drive results.
According to Furniss, much of the confusion stems from the belief that AI-driven strategies are replacing traditional search engine optimization. In reality, she emphasized, GEO and related technologies are extensions of SEO, not substitutes. Dealers who have not built a strong foundation in search optimization are now being exposed as AI-driven search tools prioritize well-structured, authoritative content.
GEO refers to optimizing content to appear in AI-generated summaries, featured snippets, and answer-based search results. While the terminology may be new, Furniss notes that success still depends on core elements such as structured data, schema markup, and overall domain authority. Rather than treating GEO as a separate initiative, dealerships should view it as part of a broader, integrated digital strategy.
For dealers looking to get started, Furniss advised focusing first on accountability and verification. She recommends asking vendors detailed questions about how they are implementing SEO and schema strategies, rather than accepting broad claims. Dealers should also independently validate this work using available tools and review multiple page types across their websites to ensure consistency.
She cautioned against relying too heavily on third-party tools that promise to measure AI performance, noting that many produce inconsistent or conflicting results. Instead, Furniss pointed to Google Search Console as a reliable source of insight into customer behavior, helping dealers understand what shoppers are searching for and where their websites rank.
That data is critical, she said, because strong organic performance remains the foundation for visibility in AI-generated results. Dealerships that fail to rank well in traditional search are unlikely to appear in AI summaries or featured answers. Additionally, Furniss highlights the growing importance of online reputation, noting that AI platforms often evaluate third-party reviews and external content when determining which businesses to surface.
Despite concerns that AI search results may reduce website traffic, Furniss said dealerships with strong SEO strategies are seeing positive trends. While fewer users may click through when answers are provided directly in search results, overall visibility is increasing. In some cases, new traffic sources such as ChatGPT are beginning to appear in analytics reports, reflecting a shift in how consumers discover information.
Still, she warned that many dealerships are making critical mistakes as they attempt to adapt. Overreliance on AI-generated content, particularly copy-and-paste strategies, can lead to duplication and weaken brand differentiation. Furniss stresses the importance of customizing content to reflect a dealership’s unique voice and market position. She also advised caution when evaluating vendor claims, particularly those promising immediate results. The complexity of SEO and GEO means meaningful improvements take time, and any solution marketed as an overnight fix should be viewed skeptically.
Looking ahead, Furniss expects AI to further highlight the gap between dealerships that have invested in strong digital foundations and those that have not. Businesses with weak SEO strategies may find themselves relying more heavily on paid advertising, while those with established authority continue to gain organic traction.
To navigate this shift, she recommended that dealership leaders prioritize transparency and expertise in their marketing efforts. Whether through in-house resources or trusted advisors, having someone who can evaluate vendor performance and protect the dealership’s interests is becoming increasingly important.
As AI continues to evolve, Furniss said the dealerships that succeed will be those that stay disciplined, focus on fundamentals, and avoid distractions from industry buzzwords.
