The Future of Search: How LLMs Are Reshaping the UK Car Market’s SEO Strategy

The UK car market has always depended on search engines like Google to drive traffic, generate leads, and sell vehicles. But with the rise of Large Language Models (LLMs) such as ChatGPT, Perplexity AI, and Google’s own Gemini, the search game has fundamentally changed.

These AI-powered tools provide direct answers to user queries, reducing the need for users to click through to dealership websites. This shift means traditional SEO tactics may no longer deliver the results they once did. As UK car dealerships face a future of fragmented search behaviour, let’s explore what’s next for Google search results—and what car marketing professionals must do to stay competitive.

1. Conversational Queries Will Drive Search

With AI-powered search engines, people no longer type simple queries like “Used BMW near me”. Instead, they’ll ask:

“What’s the best used BMW for under £20,000 that’s good for motorway driving?”

LLMs understand contextual search queries, which means dealerships must adapt by providing specific, detailed answers that match natural-language searches.

What This Means for UK Car Dealerships

Adapt Content: Websites must answer real-world customer questions. Instead of just listing car models, provide search-driven answers like:

·  “Which SUVs have the lowest road tax in the UK?”

·  “What’s the best electric car for families in 2025?”

Action Plan:

·  Create FAQ Sections targeting specific car-buying queries.

·  Use question-based keywords on landing pages and vehicle listings.

·  Optimise for Long-Tail Queries that reflect what potential buyers are really searching for.

2. Zero-Click Searches Will Dominate

With AI summaries appearing at the top of Google search results, users can now get direct answers without visiting a dealership’s website. This trend is called a “zero-click search”, and it could leave car dealerships out of the picture entirely.

For example:

“What’s the cheapest hybrid car to lease in the UK right now?”

Google’s AI could provide a direct answer, bypassing dealership websites altogether.

What This Means for UK Car Dealerships

Decreased Click-Through Rates: If your dealership isn’t featured in Google’s AI-generated snippets, you risk losing valuable traffic.

Action Plan:

· Optimise for Featured Snippets: Use structured data (schema markup) to ensure Google can extract your content.

· Lead with Answers: Place clear, informative answers at the start of every page—don’t bury key information under lengthy introductions.

3. Social Search Will Challenge Google

For younger UK buyers, platforms like Tok-tok, Instagram, and YouTube are becoming go-to search engines, especially for the younger market (and I don’t mean kids!). A potential buyer might search for:

“Best second-hand EVs in the UK under £15,000” on Tok-tok* instead of Google.

This search behaviour is particularly common among Millennials and Gen Z, who trust video reviews and peer recommendations more than static webpages.

What This Means for UK Car Dealerships

SEO May Longer Be Enough: Dealerships must have a strong social media presence to capture interest early in the buying journey.

Action Plan:

· Create Short-Form Video Content: Post test drives, reviews, and finance guides on Tok-tok, Instagram Reels, and YouTube Shorts.

· Collaborate with UK Influencers: Partner with automotive influencers to showcase vehicle features in a relatable way.

· Optimise Videos for Search: Use relevant keywords, hashtags, and descriptions to increase visibility on these platforms.

4. AI will Understand Search Intent Like Never Before

LLMs like ChatGPT and Google’s Gemini will improve search intent detection, meaning they’ll serve results based on intent—not just keywords. This could mean a shift from simply ranking for keywords to matching specific customer needs.

What This Means for UK Car Dealerships

· Intent-Driven SEO Is King: Content must match exact user intent, whether it’s informational (“Best EVs under £30,000”) or transactional (“Find a used Ford Focus near me”).

Action Plan:

· Focus on Intent-Based Content: Create articles, guides, and videos that solve problems or answer direct questions.

· Highlight Specific Benefits: Don’t just list cars—explain why each model fits specific needs, like “best family SUV for long-distance travel.”

5. Being "AI-Ready" Will Determine Success

In the future, AI-powered search engines will reference trusted, authoritative websites when generating answers. This means dealerships must build trust signals that AI tools can recognise.

What This Means for UK Car Dealerships

Brand Authority Will Drive Success: If your dealership isn’t recognised as an authority in your niche, AI search tools won’t recommend you.

Action Plan:

· Establish Authority: Publish expert-led reviews and vehicle comparison guides with data-driven insights.

· Monitor Brand Mentions: Use tools like Google Alerts to track how often your dealership is referenced online.

· Get Featured on Trusted Sites: Seek coverage in automotive news outlets like AutoTrader, Local Motoring Online Press, and WhatCar?

· Get back onto the PR saddle and improve your brand Identity

6. Structured Data Will Be Essential

To stay relevant in AI-powered search, dealerships must use structured data to enhance visibility. Google and LLMs rely on structured content to understand page context and serve relevant results.

What This Means for UK Car Dealerships

Well-Organised Data = Higher Rankings: The more organised your content, the better search engines will interpret it. Simply rehashing your old website or maybe spraying a different colour won’t help. You need a new fresh approach to website architecture (we are kind of good at that)

Action Plan:

· Add Schema Markup: Use FAQ, product, review, and event schemas.

· Test Your Pages: Use Google’s Rich Results Test Tool to ensure structured data is implemented correctly.

· Use an AI powered website to dynamically deliver tailored content

The Bottom Line for UK Car Dealerships

With Google’s traditional search model evolving due to the rise of LLMs, UK car dealerships cannot rely solely on SEO or PPC. To succeed, they must adopt a multi-platform approach that includes:

· Conversational Content for Google

· Short-Form Video for social media

· AI-Friendly Website Optimisation

Staying ahead means embracing these emerging trends and rethinking traditional SEO strategies and website technologies. Ready for the future? Why not arrange a demonstration of CaboodleCode2.0, the future of websites…and it’s here today.