In this episode of Inside Automotive, April Simmons, corporate internet and marketing director at Horne Auto Group, explains how generative engine optimization (GEO) is reshaping automotive search and what it means for dealerships navigating an AI-driven buying journey. Simmons outlines how GEO differs from traditional SEO, shifting discovery away from static rankings toward personalized, conversational search results that vary by user.

She discusses why dealer visibility now depends on more than website content, as AI engines increasingly draw from reviews, forums, ratings, and real customer interactions. As conversational and agentic AI tools evolve, Simmons emphasizes the need for dealers to strengthen their digital foundations today rather than relying on short-term fixes or vendor promises.

Key topics explored include:

• How GEO personalizes search results compared to traditional SEO
• The growing influence of reviews, forums, and third-party platforms
• Why authentic customer engagement matters more in AI search
• The potential decline of websites as primary discovery tools
• Preparing dealership operations for agentic AI–guided purchases

Simmons shares practical insights on building long-term resilience in an increasingly automated search environment.

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