{"version":"1.0.0","episode":{"title":"Search Isn’t Being Replaced...It’s Evolving – How Dealers Win Search in the AI Era | Zach Billings, Co-Founder of Wikimotive","url":"http://getcarcurious.com/episodes/search-isn-t-being-replaced-it-s-evolving-how-dealers-win-search-in-the-ai-era-zach-billings-co-founder-of-wikimotive","audioUrl":"https://chrt.fm/track/C6AG88/traffic.megaphone.fm/CREUR2146081707.mp3","description":"Today Sam D'Arc is joined by Zach Billings, Co-Founder of Wikimotive. \n\nWe break down why AI search is an evolution of SEO—not a replacement—and why consumer behavior is changing far slower than the hype suggests.\n\n Zach explains where GEO actually matters today, why reputation and human content outperform technical gimmicks, and why most dealers should still double down on traditional search. \n\nThe big takeaway: AI is loud, but the real lead opportunity hasn’t moved yet.\n\nThis episode is brought to you by:\n\n\n1. Openlane  -  The world’s best online dealer marketplace for used cars, bringing you exclusive inventory, simple transactions, and better outcomes. If you’ve never used OPENLANE before, or it’s been a while since you have, you’re eligible to earn up to $2,500 in buy or sale fee credits. Learn more @ openlane.com/cdg\n\n\n\n2.  Siro  - Siro’s AI gives dealerships full visibility into every conversation. It records, transcribes, and analyzes in-person conversations. Proactively flagging compliance issues, missed revenue opportunities, and training gaps.  Go to @ https://www.siro.ai/cdg to learn more   \n\n\n\n3. Wikimotive  - Wikimotive delivers organic and paid search solutions to hundreds of dealerships from rural rooftops to multiple top-5 national dealers. Their focus is simple: get your store in front of people already searching for a car or service, and measure success by the leads and appointments that follow — not vanity metrics. Visit @ https://wikimotive.com/CDG/ to learn more.\n\n\n\nCheck out Car Dealership Guy’s stuff:\n\n\nFor dealers:\n\nCDG Circles ➤ ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://cdgcircles.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠\n\nIndustry job board ➤ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠http://jobs.dealershipguy.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠\n\nDealership recruiting ➤ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠http://www.cdgrecruiting.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠\n\nFix your dealership’s social media ➤ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠http://www.trynomad.co⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠\n\nRequest to be a podcast guest ➤ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠http://www.cdgguest.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠\n\n\n\nFor industry vendors:\n\nAdvertise with Car Dealership Guy ➤ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠http://www.cdgpartner.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠\n\nIndustry job board ➤ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠http://jobs.dealershipguy.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠\n\nRequest to be a podcast guest ➤ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠http://www.cdgguest.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠\n\n\n\nTopics:\n\n02:00 Consumer habits haven't shifted to AI search yet.\n\n05:45 Google (with Gemini) will win the AI war.\n\n06:25 The tech isn't ready for inventory searches.\n\n08:05 AI search is just 0.5% of opportunity.\n\n09:45 Reputation (consensus) is the #1 factor.\n\n10:52 Traditional SEO is the #2 lever.\n\n11:52 Structure content with clear subsections and FAQs.\n\n15:30 Perfect schema markup is overhyped busy work.\n\n29:58 Winning requires a 12-month SEO horizon.\n\n41:50 Google now devalues AI-generated content.\n\n\n\nCar Dealership Guy Socials:\n\nX ➤ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠x.com/GuyDealership⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠\n\nInstagram ➤ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠instagram.com/cardealershipguy/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠\n\nTikTok ➤ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠tiktok.com/@guydealership⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠\n\nLinkedIn ➤ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠linkedin.com/company/cardealershipguy⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠\n\nThreads ➤ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠threads.net/@cardealershipguy⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠\n\nFacebook ➤ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠facebook.com/profile.php?id=100077402857683⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠\n\nEverything else ➤ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠dealershipguy.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠"},"annotations":[{"startTime":163.8,"endTime":170.8,"type":"term","title":"GEO","url":"/glossary/geo","quote":"Between Pro and Anti, the notion of GEO, which is Generative Engine Optimization, for those not familiar with the term, it's the acronym being thrown around for optimizing for this.","canonicalId":"term:geo","priority":0.5,"confidence":0.95,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"GEO stands for Generative Engine Optimization, a concept related to optimizing content or processes using generative AI technologies such as large language models (LLMs). It is used in automotive contexts for improving discovery and research.","simplifiedExplanation":"GEO means using smart computer programs that can create and improve information to help people find and learn about cars better."}},{"startTime":176.7,"endTime":181.1,"type":"term","title":"LLMs","url":"/glossary/llms","quote":"People are using LLMs, and they are definitely using it for discovery and for research in automotive.","canonicalId":"term:llms","priority":0.5,"confidence":0.95,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"LLMs stands for Large Language Models, which are advanced AI systems trained on vast amounts of text data to understand and generate human-like language. They are increasingly used in automotive research and discovery.","simplifiedExplanation":"LLMs are smart computer programs that can read and write like people, helping with finding and understanding information about cars."}},{"startTime":183.78,"endTime":184.5,"type":"brand","title":"General Motors","url":"/glossary/general-motors","quote":"If you're Ford or GM or Stellantis,","canonicalId":"brand:general-motors","priority":0.9,"confidence":1.0,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"General Motors (GM) is a large American car manufacturer that owns brands like Chevrolet, GMC, and Cadillac, producing a variety of vehicles including trucks and SUVs.","simplifiedExplanation":"GM is a company that makes many kinds of cars and trucks, like Chevrolet."}},{"startTime":183.78,"endTime":184.5,"type":"brand","title":"Stellantis","url":"/glossary/stellantis","quote":"If you're Ford or GM or Stellantis,","canonicalId":"brand:stellantis","priority":0.9,"confidence":1.0,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"Stellantis is a multinational automotive company formed from the merger of Fiat Chrysler Automobiles and PSA Group, owning brands like Jeep, Ram, Dodge, and Chrysler.","simplifiedExplanation":"Stellantis is a big car company that owns brands like Jeep and Ram trucks."}},{"startTime":186.28,"endTime":189.7,"type":"car","title":"Ford F150","url":"/cars/ford/f-150","image":"https://upload.wikimedia.org/wikipedia/commons/5/56/2022_Ford_F-150_Lightning_Rear.jpg","quote":"If you're Ford or GM or Stellantis, you care a whole lot about how the F-150, the Silverado,","canonicalId":"car:ford:f-150","priority":0.5,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"The Ford F-150 is a full-size pickup truck known for its durability, capability, and popularity in the United States as a best-selling vehicle.","simplifiedExplanation":"The Ford F-150 is a big truck that many people use for work and daily driving.","imageAttribution":"UltraTech66 (CC BY-SA 4.0)"}},{"startTime":186.28,"endTime":189.7,"type":"car","title":"Chevrolet Silverado","url":"/cars/chevrolet/silverado","image":"https://upload.wikimedia.org/wikipedia/commons/0/04/2022_Chevrolet_Silverado_1500_Z71.png","quote":"you care a whole lot about how the F-150, the Silverado,","canonicalId":"car:chevrolet:silverado","priority":0.5,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"The Chevrolet Silverado is a full-size pickup truck known for its strong towing capability and wide range of trims and engines.","simplifiedExplanation":"The Chevrolet Silverado is a big truck used for carrying heavy loads and everyday driving.","imageAttribution":"LukaCali (CC BY-SA 4.0)"}},{"startTime":189.0,"endTime":190.5,"type":"car","title":"Ram 1500","url":"/cars/ram/1500","image":"https://upload.wikimedia.org/wikipedia/commons/3/3a/2025_RAM_1500_REV%2C_front_NYIAS_2023.jpg","quote":"the Silverado, or the Ram 1500 are represented","canonicalId":"car:ram:1500","priority":0.9,"confidence":1.0,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"The Ram 1500 is a full-size pickup truck known for its comfortable ride and strong engine options.","simplifiedExplanation":"The Ram 1500 is a large truck that is good for hauling and driving comfortably.","imageAttribution":"Kevauto (CC BY-SA 4.0)"}},{"startTime":754.6,"endTime":757.2,"type":"car","title":"Honda Civic","url":"/cars/honda/civic","image":"https://upload.wikimedia.org/wikipedia/commons/2/23/2022_Honda_Civic_LX_Sedan%2C_front_right%2C_11-02-2022.jpg","quote":"...Your schema data would be like a vehicle schema on a VDP would be like price, 35 grand, year, 2026, model, civic, etc.","canonicalId":"car:honda:civic","priority":0.5,"confidence":0.95,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"The Honda Civic is a popular compact car model known for its reliability, fuel efficiency, and strong resale value. The mention of the 2026 model year indicates a future or current generation of this model.","simplifiedExplanation":"The Honda Civic is a small car many people like because it doesn't use much gas and is dependable. The 2026 model means the version of the car made for that year.","imageAttribution":"MercurySable99 (CC BY-SA 4.0)"}},{"startTime":817.5,"endTime":820.3,"type":"concept","title":"transparent wholesale experience","url":"/glossary/transparent-wholesale-experience","quote":"...using the power of people in AI to build a transparent wholesale experience.","canonicalId":"concept:transparent-wholesale-experience","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"A transparent wholesale experience refers to a buying process where vehicle condition, pricing, and history are clearly disclosed and easy to understand, reducing uncertainty and risk for buyers and dealers.","simplifiedExplanation":"It means the car buying process is clear and honest, so you know exactly what you're getting without surprises."}},{"startTime":828.9,"endTime":831.9,"type":"term","title":"OBD2 codes","url":"/glossary/obd2-codes","quote":"...high quality engine audio recordings and OBD2 codes decoded into plain English.","canonicalId":"term:obd2-codes","priority":0.5,"confidence":0.95,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"OBD2 codes are standardized diagnostic trouble codes generated by a vehicle's onboard computer system. They help identify issues with the engine, transmission, and other systems by providing specific fault codes that can be read with a scanner.","simplifiedExplanation":"OBD2 codes are like error messages from your car's computer that tell you if something is wrong. Mechanics use special tools to read these codes and figure out what needs fixing."}},{"startTime":835.2,"endTime":837.9,"type":"concept","title":"predictive pricing","url":"/glossary/predictive-pricing","quote":"Open Lane predictive pricing provides historical and future pricing guidance, allowing you to buy confidently.","canonicalId":"concept:predictive-pricing","priority":0.5,"confidence":0.95,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"Predictive pricing uses historical data and algorithms to estimate future vehicle prices, helping buyers and sellers make informed decisions about when to buy or sell.","simplifiedExplanation":"It's a way to guess how much a car will cost in the future based on past prices, so you can decide the best time to buy or sell."}},{"startTime":901.2,"endTime":902.8,"type":"term","title":"VDP","url":"/glossary/vdp","quote":"If you take one of your VDPs, if you're on one of the major website platforms, this applies to you.","canonicalId":"term:vdp","priority":0.5,"confidence":0.95,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"VDP stands for Vehicle Detail Page, which is a webpage dedicated to a specific car listing on automotive sales platforms. It typically includes detailed information, photos, and pricing for that vehicle.","simplifiedExplanation":"A VDP is a webpage where you can see all the details about a car someone is selling online, like pictures and price."}},{"startTime":979.2,"endTime":979.5,"type":"company","title":"Carvana","url":"/glossary/carvana","quote":"in anticipating future AI search, like Carvana, like CarMax,","canonicalId":"company:carvana","priority":0.5,"confidence":1.0,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"Carvana is an online used car retailer known for its large inventory and car vending machines, offering a fully digital car buying experience.","simplifiedExplanation":"Carvana is a company that sells used cars online, letting you buy a car without going to a dealership."}},{"startTime":979.2,"endTime":979.5,"type":"company","title":"CarMax","url":"/glossary/carmax","quote":"in anticipating future AI search, like Carvana, like CarMax,","canonicalId":"company:carmax","priority":0.5,"confidence":1.0,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"CarMax is a large used car retailer with physical locations across the U.S., known for no-haggle pricing and a wide selection of vehicles.","simplifiedExplanation":"CarMax is a big company that sells used cars at set prices, so you don't have to negotiate."}},{"startTime":1898.2,"endTime":1903.0,"type":"term","title":"SEO","url":"/glossary/seo","quote":"\"...this reputation piece, this location piece and this SEO really doubling down on this different type of SEO search.\"","canonicalId":"term:seo","priority":0.5,"confidence":1.0,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"SEO stands for Search Engine Optimization, which is the practice of improving the visibility and ranking of a website or web page in search engine results to attract more organic traffic.","simplifiedExplanation":"SEO means making your website show up higher when people search online, so more people visit your site."}},{"startTime":1920.0,"endTime":1928.64,"type":"term","title":"ad spend","url":"/glossary/ad-spend","quote":"\"Because I'll tell you, the biggest problem in automotive today is how do you take that ad spend and best use it to bring customers through that door?\"","canonicalId":"term:ad-spend","priority":0.5,"confidence":1.0,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"Ad spend refers to the budget allocated by businesses, including car dealerships, to pay for advertising campaigns to attract potential customers.","simplifiedExplanation":"Ad spend is the money a business uses to pay for ads that help get customers to come in and buy cars."}},{"startTime":2681.24,"endTime":2691.06,"type":"car","title":"Chrysler Saratoga","url":"/cars/chrysler/saratoga","image":"https://upload.wikimedia.org/wikipedia/commons/f/f9/1958_Chrysler_Saratoga_red.jpg","quote":"...n the Albany market and 30 miles north of them in Saratoga Springs,  New York, they're in position one for t...","canonicalId":"car:chrysler:saratoga","priority":0.5,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"The Chrysler Saratoga was a full-size car produced by Chrysler primarily during the mid-20th century, known for its blend of luxury and performance. It holds historical significance as a model that helped establish Chrysler's reputation in the upscale market segment. The mention likely relates to its connection to the Saratoga Springs area or its role in automotive history.","simplifiedExplanation":"The Chrysler Saratoga is an older car made by Chrysler that was known for being comfortable and a bit fancy. People might talk about it because it was popular a long time ago and has a connection to the Saratoga Springs area.","imageAttribution":"Sicnag (CC BY 2.0)"}}],"speakers":[{"id":"s1","name":"Car Dealership Guy","role":"host"}],"transcripts":[{"url":"http://getcarcurious.com/episodes/search-isn-t-being-replaced-it-s-evolving-how-dealers-win-search-in-the-ai-era-zach-billings-co-founder-of-wikimotive/transcript.vtt","type":"text/vtt"}]}