{"id":12404,"date":"2026-07-15T13:43:50","date_gmt":"2026-07-15T17:43:50","guid":{"rendered":"https:\/\/www.coxautoinc.com\/retail\/?post_type=resource&#038;p=12404"},"modified":"2026-07-15T13:45:00","modified_gmt":"2026-07-15T17:45:00","slug":"driving-impact-episode-1-geo-seo","status":"publish","type":"resource","link":"https:\/\/www.coxautoinc.com\/retail\/resources\/driving-impact-episode-1-geo-seo\/","title":{"rendered":"Driving Impact, Ep. 1: GEO, SEO, and the Changing Role of Search"},"content":{"rendered":"\n<!-- The script tag should live in the head of your page if at all possible -->\n<script type=\"text\/javascript\" async src=\"https:\/\/play.vidyard.com\/embed\/v4.js\"><\/script>\n\n<!-- Put this wherever you would like your player to appear -->\n<img decoding=\"async\"\n  style=\"width: 100%; margin: auto; display: block; max-width: 1000px;\"\n  class=\"vidyard-player-embed\"\n  src=\"https:\/\/play.vidyard.com\/6N5ZVxEYMoVqA6cSeooFQ5.jpg\"\n  data-uuid=\"6N5ZVxEYMoVqA6cSeooFQ5\"\n  data-v=\"4\"\n  data-type=\"inline\"\n  data-width=\"1000\"\n\/>\n\n\n\n<p class=\"wp-block-paragraph\">Everyone is talking about AI, but where should dealers focus their time and attention? In the first episode of&nbsp;<em>Driving Impact<\/em>, Matt Maher sits down with Cox Automotive&#8217;s Tessa Nadik to discuss practical ways dealers are using AI today. Tessa shares her approach to getting started, common mistakes to avoid, how to create more personalized customer experiences, and what dealers should look for when evaluating new technology. Whether you&#8217;re just getting started or looking for new ways to use AI in your dealership, discover practical insights you can put to work right away.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Episode Transcript\u00a0<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Introduction<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> Welcome to Driving Impact, the Cox Automotive show, where we highlight industry trends and emerging technology within the automotive industry. I&#8217;m your host, Matt Maher, and today I&#8217;m joined by this week&#8217;s guest, Tessa Nadik. Tessa, welcome to the show.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Hey, Matt, thanks for having me. And it is great to see you again.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> I know there was such, like, an official open, but we actually know each other. How are you, Tessa? It&#8217;s been a while. How&#8217;s everything going?\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Everything&#8217;s going pretty well. 100 miles an hour every single day. Things are changing constantly, but, pretty good. Can&#8217;t complain.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> Well, we appreciate you being here today. We&#8217;ve got a great episode planned. We&#8217;re going to revisit a presentation Tessa and I did back at NADA earlier this year around the dealer&#8217;s six steps to success with AI. And then what I&#8217;m looking forward to the most: we&#8217;ll dive into some practical use cases where dealers are using AI today. But first, we&#8217;re going to put you, Tessa, on the hot seat with a 60 second lightning round.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Lightning Round<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> Number one favorite thing to listen to on your commute.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Silence.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> We&#8217;re off to a great start. One AI buzzword in auto that should be retired.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>AI enabled. Everything&#8217;s AI enabled. Let&#8217;s talk about the problems it solves.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> The Geo myth that just won&#8217;t die.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>That it&#8217;s a replacement for SEO.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> The dealer KPI that does not matter anymore.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Not that it doesn&#8217;t matter, but looking at raw traffic alone, it&#8217;s shifting.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> Okay, favorite news story of 2026. There&#8217;s been 55 million, pick one.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Oh, I think it&#8217;s the one that really focused on how AI started as something that could help create efficiencies. But now it&#8217;s changing the way that we engage with everything across the Internet in total.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> SEO is dead. True or false?\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>False.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> I know that was an easy one. Same. Same. I agree. Last one. The higher every dealer should make this year.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>A content strategist that understands consumer behavior.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> Oh, that&#8217;s so good. Tessa, congratulations, you won. But you couldn&#8217;t have lost because there was no way to lose.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The 6 Steps to Dealer Success<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> Let&#8217;s dive into the six step framework you laid out at NADA for how dealers should be talking about AI. Now, granted, that was about six months ago, which is, you know, 147 years in AI time&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Roughly.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> We want to revisit those six steps and what they mean for dealers today. So I&#8217;d love to go through each of those. Let&#8217;s start with step one. Define.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Yeah, absolutely. We start with defining our goals, right? And really leaning into the efficiency, visibility, where you&#8217;re showing up versus where you&#8217;re not. And then where can you reduce friction for your consumers in their base.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> Right. It&#8217;s such a critical first step because in a world where everyone&#8217;s moving too fast and it&#8217;s like, ready, fire, aim. It&#8217;s like, this is where you&#8217;re actually getting a strategy and aligning on these definitions before you move forward. So it&#8217;s like if you don&#8217;t define, everything else kind of falls apart. Let&#8217;s hit number two, which is Understand.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Understand is a big one. And I think sometimes we overlook this and we&#8217;re like, yeah, yeah, we got it. There&#8217;s different types of AI. And when I say understand, I don&#8217;t mean you have to understand the nuances of algorithms or how, you know, computer vision works or things like that. It&#8217;s what can you do with these tools and what can&#8217;t you do? And I would lean into understanding what you can&#8217;t do the most. Right? Can&#8217;t ask for opinions, can&#8217;t ask for thought leadership. Really leveraging the tools to what they do best, knowing that they&#8217;re powerful, not intelligent.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> It really is the human in the loop. It&#8217;s like, it&#8217;s how you prompt it, it&#8217;s how, it&#8217;s what you give in to what you get out.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Exactly.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> Let&#8217;s move into number three. Audit.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Yeah. So once you have, you know, what your goals are, defined, you&#8217;re understanding what types of AI exists. Next is kind of to look at the tools that you&#8217;re already leveraging. Right. Every dealership is likely already using AI in some form or fashion. And that&#8217;s why the &#8220;AI enabled&#8221; is kind of a bit of a frilly term at this point in time, but understand your tech stack. Understand where AI is already implemented so that you make sure you&#8217;re not creating duplicative work, for your people and for your robots, if you will. And then also, again, looking for the opportunity to, if you&#8217;re going to add technology, that it&#8217;s going to be a cohesive integration versus duplicative.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> I am with you. That AI enabled, throw it out. Okay, number four, let&#8217;s go into Align and Clean.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Yes. This is one of my favorite ones. AI is only as good as the data that feeds it. So the data that you control, whether it&#8217;s your inventory feed, um, your business information online, your structured data, consistency, accuracy, and keeping it up to date, absolutely critical.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> Yeah, it&#8217;s really smart. It&#8217;s like, I understand the will to be like, we just got to go ahead. We need to like plug everything into the system. But then the second order effects of just doing that and then having to go back and then clean it. It&#8217;s like just, you kind of got to do it right the first time.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Yes, absolutely.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> So let&#8217;s go into number five then. Train and build.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Yeah, train and build. And this is huge. It&#8217;s not looking for the, like a silver bullet on what role to hire, but the right pipe type of people and culture to foster, ensure that you are incentivizing users at your business to to try things out, and then also looking for opportunities for collaboration. Right. Not just to understand wins and opportunity, but just to understand losses too and where it doesn&#8217;t make sense to spend the time.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> I love that juxtaposition of like when you think of using a, an AI tool which feels isolating in this one and one, the fact that it&#8217;s like being collaborative, sharing, sharing these things together actually is like one plus one equals, equals ten.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Yes. It&#8217;s a really interesting way to frame because again, you can kind of go in your own silo and just use it. But you might, you know, that level of curiosity becomes really important. Like, are you curious? Do you want to learn more?\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> I love that. So let&#8217;s go into partners. Number six.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Yes, this is a good one too. And I know, like, even as someone who is in the AI industry, I build AI products. The, amount of noise that exists with, you know, vendors reaching out, hey, I&#8217;ve got an AI tool. Hey, I&#8217;ve got an AI tool\u2026 is like the new your car&#8217;s extended warranty. They will find you anywhere. Be very, very intentional on who you partner and whoever you&#8217;re going to partner with. They should be able to drive and tell you clear, consistent outcomes, the way their technology works, how it&#8217;s going to work for you, how it integrates into the tech stack that you already have, and what the goals are at the end of the day. And can they show that from historical examples.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So that was a long winded way of saying these six things are absolutely critical to a dealer&#8217;s success. And again, as you mentioned, they have evolved, they&#8217;ll continue to evolve. But they, in terms of strategy, they remain the same.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>AI Applied<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> So Tessa, those six steps as a strategy, absolutely fantastic. What I&#8217;m interested to talk about now are examples of how that comes to life. So let&#8217;s hear.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Yeah, I think one of the easiest ones, to be honest, Matt, is like putting together, talking points for, for your sales folks. Right? So what you can easily do is like, again, I&#8217;ll use Claude in this example, but you could use ChatGPT, you can use Gemini, is you can, you know, prompt it to basically pull in a bunch of the different trending topics or news sources, whether it&#8217;s relative to the industry or the vehicles that you&#8217;re looking to move on the floor and have that brought together and kind of consolidate that down versus having to manually go to wherever you get that information from, whether, you know, it&#8217;s the Times, US News and so on, to find that information and again, just bringing it together and providing it to you so that you can look at it kind of at bullet list and then you could head out onto the floor.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And what&#8217;s even great about that is I love use cases that can be applicable to multiple individuals. That could be true for your sales organization, that could be true for service, your B2C, your marketing manager, whoever it might be. And what you can actually do is create a skill and it&#8217;s like, okay, maybe we&#8217;re getting a little bit too technical. But the reality is like in Claude, like Claude will actually help you make the skill. So once you feel like the output that you&#8217;re getting is great, you could say, hey, I would like to make this into a skill. And then you can actually share it with people across different departments so they&#8217;re using the same type of logic and so on. So that&#8217;s one of the examples that I&#8217;ve seen that&#8217;s you know, pretty simple, but has a really large impact for people.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> Do you view it as a thought partner though? Because, there&#8217;s two ways that can go. It can be hey, shoot me out like a script. But it sounds more like you&#8217;re thinking more of like enhancement. Like you&#8217;re going to get the most up to date information. Yeah. So which one is it? Is it more thought partner?\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>I would say it&#8217;s, it&#8217;s as a companion. Right. I am very hesitant to use thought partner because remember, very powerful, not very smart. So again, use it to curate the information and then you are the subject matter expert. Right. Whether you&#8217;re in sales or you&#8217;re in service, about like who your client is and what you&#8217;re trying to do. So use it to kind of <em>enhance you<\/em> instead of <em>do the work for you<\/em> is what I would say there.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> That&#8217;s really smart. Companion because what that connotes is like you have this like super tool in a way like as opposed to reading every trade and talking to every person. It&#8217;s like it all kind of comes together.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Yes.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> Is there anything that people need to worry about with like, did I prompt it right? Did I get the right information, like how much work? Or is it like you can kind of broadbase shoot out what you think it is and you should be get enough back to be effective?\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Yeah. I think as long as you&#8217;re being objective in what you&#8217;re asking again, think about the language that you&#8217;re using in your prompt. Like. Let&#8217;s pull down the top five news sources. Here are my preferences and find the things that would be most relative relative to X, Y and Z and you can give specifics if you want to talk about which OEM, if it&#8217;s the used car market and so on, you could be pretty confident as long as you&#8217;re using objective language that you&#8217;re going to get results that you want. And again, if as it comes back, if you see some issues, prompt again and refine it and then once you get to the point where you feel that you&#8217;ve really zoned it in on what you need, that&#8217;s when it becomes the skill. Don&#8217;t start making the skill from the beginning and then try to iterate from there. Get yourself to a point where you feel comfortable about what the output is, make it a skill and then share it with others. And they might identify some gaps or even ways to expand it that can bring even more value to the table for you.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> Let me ask a follow up question there. For another application, let&#8217;s flip it to the actual customer because I remember you said this and it really stuck with me about like customer profiles being so critical. You said AI can be a real godsend in how you build those customer profiles. Do you have any examples there of how it&#8217;s enhanced customer profiles?\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Yeah, this is one of my favorite things to talk about because I love data, but also like the power that it can bring to the table. So when you think about how many dealers probably have an integration of like a natural language search, meaning that they can search in plain terms like &#8220;I&#8217;m looking for family cars&#8221; or a chat-like experience, it&#8217;s like a shopping assistant to them. Right. My thing that I&#8217;ve been sharing a lot is like, it is so important to take the context of those conversations and add them to the customer profile. Right. A lot of times we think about customer profiles as like they are in-market and they drive this as their preference. But who somebody is, when we think about experiences that consumers are expecting, they&#8217;re expecting a tailored experience, right? So again, if you know that they have children or you know that they coach a sport and need like extra cargo space and things like that, bringing that information and making a really well rounded customer profile for not just their experience online, but when they walk through the door at your dealership, you know that, right? And again, you&#8217;re using this information to speak to them in terms that like, you know, they&#8217;re like, oh, wow, you know, I started this online. They definitely can tell who I am versus I walk into the dealership, which is already a little bit daunting. It&#8217;s a big process, right? And I have to start completely over, you know, the second I walk through the door. And that&#8217;s just not ideal. So, that&#8217;s what I would say, is like leveraging all the information that you have, but also the information you&#8217;re getting to make it even more well rounded. Consumer profile is very important.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> So I&#8217;ll round this out then. Those are two great use cases. Now when that moment comes, so you&#8217;ve done your work, you feel ready, you now know the customer profile. So you&#8217;re about to go up into this conversation with a leg up. Now let&#8217;s go to the actual execution. You&#8217;re now talking to a customer and that sales cycle might take a week, a month. Where does it play into that conversation and then essentially that follow up. Are there any examples you have?\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Yeah, it&#8217;s great. And again, remember, consumers&#8217; journeys are omnichannel, right? They do a lot of things online, but most people are so comfortable walking into the dealership. So let&#8217;s say you&#8217;re gathering all that information online and you set up an appointment to come into the dealership today, Matt. Right. I have all of that information that came from, you know, either the industry trends that we talked about, different aspects of the vehicles I&#8217;m looking to move, and then who you are in your consumer profile. I can take all of that data and kind of go through getting some more talking points. Right. To make sure that I mentioned to you.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Someone walks in the door and it&#8217;s, let&#8217;s say it&#8217;s you, I&#8217;m like, &#8220;hey, Matt, what can I help you with today?&#8221; You mentioned you&#8217;ve already started something online or you saw something and, like, I already know you, right? I have the right things. &#8220;Hey, have you seen this vehicle? It could fit. I know you have three small children. It can fit three across in the second row.&#8221; Or, &#8220;Your kids play sports. Great. We have this minivan or, you know, this SUV that has this much cargo space that might be a good fit for your lifestyle.&#8221; &#8220;You have dogs. Oh, check this one out. It has little ramps so they can get into there.&#8221;\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So really bringing that level of personalization not just to the web, but when you&#8217;re having conversations face to face. And AI can help you prep for those conversations. Right. It&#8217;s never going to replace them. It&#8217;s going to prep you for them and make the time you&#8217;re spending with customers more beneficial and more intentional than starting all the way from zero.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> And if I&#8217;m\u2026tell me if I&#8217;m right or wrong here, from the consumer side of things, when they experience this level of passive personalization and it feels like it was made for me. It doesn&#8217;t feel like AI at all, right?\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Right.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> Okay, so extrapolate on that for a second. Like. If you&#8217;re the consumer, I&#8217;m not feeling like, oh, they just used AI all over. And this feels like, you know, stale and not personal.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Right. I mean, it can happen, right. If you are not using AI the right way and you&#8217;re just imagining it replaces all roles. It doesn&#8217;t feel right. I would correlate it to, like, when the first AI answering machines were available and they, you know, you&#8217;re screaming representative into the phone and you&#8217;re already frustrated. That is not the experience that you want by any means. So it&#8217;s really leaning into making sure that you&#8217;re getting the quality data that you&#8217;re using these tools to provide quality outputs, not just for you, but for your customer, your clients, whoever that might be.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> Right. Yeah. You mean, you said it before about Omnichannel. And what I&#8217;m hearing now is like, this is what actually connects Omnichannel in a way, but it&#8217;s the human that has to do it. Because, again, companion. Companion. Companion. That&#8217;s such a good way to put it, that it&#8217;s not the replacement, but it empowers you and it makes. Am I right to say that, like, omnichannel, doesn&#8217;t become easier, but just becomes more connected?\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Yes, more connected, more fluid and more personalized. I would say personalization is likely a buzzword, too, unless you&#8217;re executing it right. And then it&#8217;s a game changer. And again, that&#8217;s not just having a little widget on your website. That&#8217;s a personalized website, that&#8217;s a personalized chat, that&#8217;s a personalized experience. The second they walk through your dealership door. That&#8217;s how you win in the world that we live in today.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Final Word<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> Well, we&#8217;re nearly at the end of this week&#8217;s episode, but before we go, Tessa, I want to give you the final word. I&#8217;m going to pick a word for you to define that we hear occurring everywhere these days. &#8220;GEO.&#8221;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>I jokingly say on a lot of calls that we&#8217;re living in the EIEIO phase of life, if you will. So &#8220;GEO,&#8221; it stands for &#8220;Generative Engine Optimization.&#8221; And you might also hear &#8220;Answer engine optimization,&#8221; and you could probably search across the web and find different interpretations of the definition. But I would say if you take nothing away, generative engine optimization is the process by which you optimize experiences on the website to make sure you show up in experiences like ChatGPT, or answer engines like Google&#8217;s AI overviews, or AI mode.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So we are familiar with &#8220;SEO,&#8221; which is &#8220;search engine optimization.&#8221; This is just another flavor, And again, they complement each other very heavily. But there are differentiators. GEO is really focused on answering consumer&#8217;s questions. If you think about how people engage with ChatGPT now, people are typing extensively long sentences or paragraphs, whereas historically in SEO they would type in &#8220;Ford F150 for sale.&#8221;\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We&#8217;re seeing those queries grow longer and longer, and showing up in that space and the process by which you do so, and we talked about some of those today is super important when it comes to GEO.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Closing<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> Tessa, congratulations. You survived the first episode of Driving Impact. Thank you so much for joining us today.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TESSA NADIK: <\/strong>Yeah, thank you for having me. These were some of my favorite topics. Another fun fact about me is I actually did not grow up in product management. I grew up in SEO. I was in technical SEO for 10 years. So these conversations are absolutely my jam. It&#8217;s cool again, if you will. So glad to be here. Looking forward to future episodes, and always a pleasure.\u202f&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MATT MAHER:<\/strong> That&#8217;s it. &#8220;SEO is cool again.&#8221; We&#8217;ve got our title. Well, thank you all for joining us. We&#8217;ll see you again in two weeks.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Everyone is talking about AI, but where should dealers focus their time and attention? In the first episode of&nbsp;Driving Impact, Matt Maher sits down with Cox Automotive&#8217;s Tessa Nadik to discuss practical ways dealers are using AI today. 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