Under the Hood: Unpacking Google's SGE Impact on Car Dealerships

In the fast-paced world of car sales, staying ahead of the curve in digital presence is not just an option—it's a necessity. The imminent rollout of Google's Search Generative Experience (SGE) is set to redefine the online search landscape, bringing both challenges and opportunities to the forefront for car dealerships. Let's dive into how your dealership can navigate this change effectively, with a special focus on ELOTS? proactive approach.

Understanding Google SGE: A Quick Overview

Think of Google SGE, or Search Generative Experience, as Google's advanced approach to searching utilizing AI. Picture this: you ask Google a question, and instead of giving you a bunch of website links to sort through, it hands you a clear, concise summary right then and there. Thanks to Google's cutting edge AI, SGE provides the info you need to know upfront on the search results page, speeding up how quickly and easily you get answers.

Now, for car dealerships like yours, this is a big deal. The way Google looks at your dealership's online info—like your Google Business Profiles, your website, and how you show up on other sites—will really matter.

Google SGE will analyze this info to decide how and when to show your dealership brand in search results. So, understanding SGE and getting your brand entities properly connected is more important than ever. It's all about making sure when someone asks Google something that your dealership could answer, you're right there in the mix.

?Understanding SGE is crucial because it's set to redefine the rules of online search and Local SEO.

?Why Google Business Profiles Matter More Than Ever

Your Dealership should already have 3 Google Business Profiles (GBPs) set up – one for sales, another for service, and a third for parts.

?If you are like most dealers your sales GBP usually gets most of the attention, while service and parts GBPs might feel like they're in the backseat. But here's the thing: SGE is changing the game, and it's time all three of your GBPs get ready to shine if you want to maximize all the benefits SGE will offer your dealership brand in local searches.

You see, SGE is all about giving searchers a more comprehensive answer right off the bat.

It's not just about finding a business anymore; it's about getting a snapshot of what you offer, how you stand out, and why someone should choose your dealership. This means that your GBPs need to be spot-on, packed with accurate and detailed information that reflects what you do best.

Comprehensive Visibility: With SGE, a well-optimized Google Business Profile (GBP) for sales, service, and parts becomes your digital showroom, providing potential customers with a holistic view of your dealership right on the search results page. Our SGE research shows that a correctly optimized GBP gets a lot of attention from Google. Not just one element, but numerous elements inside every GBP including your image profile.

Part of that comprehensive snapshot - ?A solid photo portfolio showcasing every element of your dealership – from the new and used cars for sale, to the behind-the-scenes action in your service bays, the well-stocked parts department, your dealership building inside and out, and those all-important smiling faces of happy customers and employees.

Navigating the Shift in How Google Responds to Search Queries

Conversational Queries on the Rise: SGE's conversational nature means people will be asking more specific, detailed questions. Tailoring your online content to answer these queries is key.

1. Instant Answers for Complex Queries: Imagine a potential buyer searching for "best family SUV with high safety ratings available near me." With SGE, instead of sorting through various websites, the buyer gets an instant, AI-generated summary pointing directly to your dealership's SUV inventory that matches these criteria. This direct connection not only saves time for the buyer but positions your dealership as the go-to source for specific needs.
2. Tailored Responses to Service Inquiries: For someone looking for "affordable service for [Car Model] in [Location]," SGE can highlight your dealership's service department, showcasing special offers, expertise in specific models, and even customer reviews about your service quality. This targeted approach helps to attract customers who are already interested in what your dealership specifically offers.
3. Enhanced Visibility for Parts Department: A customer needing a "replacement part for [Car Model]" might struggle to find a reliable source. SGE can streamline this process by directing them to your dealership's parts department, detailing your stock availability, pricing, and compatibility with their car model. This not only boosts sales but also builds trust in your dealership as a comprehensive car care destination.
4. Showcasing Customer Satisfaction: If a prospective customer searches for "dealership with the best customer service in [Location]," SGE could pull together a summary of your great reviews across platforms, reinforcing your dealership's reputation directly in the search results. This leverages positive customer experiences to attract new business.

Brand search results will reflect what Google can find: If you have a weak brand in Google’s SGE it may pull results from third party sources that may not be what you want. Properly branding your dealership in the Google Knowledge Graph ensures that Google will pull entities directly related to the search query, like your website or GBPs.

?Optimizing for SGE and Beyond: Insights from our ELOTS? Team

ELOTS? has been at the forefront of the limited release called Search Generative Experiment, closely monitoring how SGE handles local searches. We've gained valuable insights into how SGE is leveraging GBP data, information from the Google Knowledge Graph, website content, and citation sites to generate results.

Here's how our hands-on experience is shaping the strategies we recommend:

Expanded Local Visibility: For location based search queries, Places?is one of the most common type of SGE module we see. We've observed that the local 3-pack is now often displaying around 5 results, offering more opportunities for your dealership to be seen by potential customers in a wider area.

Unordered lists?have been seeing accelerated experimentation since the start of the year. Google is adding more context, in the form of images as well as descriptions.

Reviews:?Clickable snippets being taken from full reviews are now being shown for sales and service. This is critical as Google begins to look at your review score as a ranking factor.

Data-Driven Content Strategy: Leveraging our understanding of SGE's preferences, ELOTS? helps dealerships focus their content and digital assets on what Google SGE values most, ensuring you capture the attention of both the AI and potential customers.

As Google AI advances, we are finding its preferred data is no longer just text, it also looks at images and videos. This is in line with what searchers are consuming when seeking answers.

The Road Ahead - Don’t Wait on Google, take action now!

I remember back in 1996 when I founded the company that released the very first online car classifieds with photos in Arizona, there were two types of dealers; – trend setters and wait & seers. I also remember that the hesitant dealers were late to the game and regretted waiting so long to get their inventory online. The funny part was in 1996, Auto Trader reps were telling dealers the internet was just a fad and will be gone in a few years! We all know how that turned out!

The introduction of SGE to the organic search results will be a significant milestone in the evolution of digital marketing for car dealerships.

By focusing on your Google Business Profiles, connecting your brand entities already in the Google Knowledge Graph and adding what is missing, enriching your online content to meet the needs of conversational search, and leveraging the expertise of Local SEO platforms like ELOTS?, your dealership can not only navigate but thrive in the new search landscape.

Is Your Dealership Ready for the Google SGE Roll Out?

When is it coming? It’s already here, just not 100% implemented yet. Google has been sending mixed messages for the past 6 months. After the projected rollout date of December 23, 2023 passed without action, some experts predicted it may not happen. Now with the recent promotion of Liz Reid to Head of Search at Google, it now seems inevitable a roll out of some form of SGE is coming soon.

With SGE poised to transform organic search traffic dynamics, ensuring your dealership is fully prepared to meet these changes head-on is critical. Embrace this opportunity to showcase every aspect of your dealership in the best light and drive more organic traffic your way.

With ELOTS? deep insights into SGE's workings and strategic content focus, your dealership will not just participate in the conversation but lead it. Reach out to ELOTS? today and let's gear up for the future together.

ELOTS? intimate involvement with the early stages of SGE provides your dealership with an unmatched advantage. For the past 12 months we have examining SGE data and preparing our clients for the transition to SGE search. Our strategic insights and data-driven approaches are designed to position your dealership prominently in this new era of search.

Does Google Trust Your Brand?

Now more than ever, how Google views your brand and the entities connected to it will influence your appearance in SGE search results. Find out where you currently stand by requesting a Full ELOTS? Local Search Audit. Our Local Search Experts dive deep into the Google Knowledge Graph and dissect every element of your GBPs and Website to find incongruent data connections and missed opportunities!

Click here to request your ELOTS? Local Search Audit Today!