No, Google Isn’t Dead. It’s More Critical Than Ever

There has been no shortage of hot takes lately. “SEO is dead.” “Google is dead.” “AI is taking over search.” The reality is far less dramatic. Google is not going anywhere. If anything, its role in the car-buying process is more important than ever.

Car shoppers still turn to Google first, and they finish their journey there, too. Search volume is at record highs, with Google holding 88 percent of the market share. Even among the 17 percent of consumers experimenting with AI for research, 99 percent still rely on Google. The average person searches on Google 200 times per month, and that number continues to grow.

So why all the noise? AI is shifting how people interact with information, and ChatGPT along with other AI-powered tools are gaining traction.

I personally use ChatGPT upwards of 20 times a day and have experienced life-changing efficiency gains as a result. But these tools are still in the early stages, lacking the structured data, local relevance, and deep integration that make Google the go-to search engine for in-market shoppers. The idea that AI is replacing search is premature. If anything, it is following a similar trajectory to how Google has evolved its own AI capabilities to refine and enhance search results over time.

Local Search Still Reigns Supreme

AI chat tools today feel like Google in its early days before the Venice update, when results were more generic and less relevant to local searches. That difference matters. Searching for “car dealerships near me” on Google delivers a full suite of features - maps, reviews, inventory, dealership phone numbers, and lead generation tools that make shopping seamless. AI chat tools, on the other hand, struggle with accuracy in local search. They often pull from outdated or broad information, making them unreliable for consumers looking to take real action.

Google has been integrating AI into search for years. RankBrain, introduced in 2015, was one of the earliest examples of AI improving search relevance. Since then, every major update has focused on refining accuracy, personalization, and user experience. AI in search is not a replacement for Google. It is simply part of the evolution.

AI and Google Pull From the Same Source

For all the talk about AI changing search, one truth remains. AI tools and Google both rely on published content.

If a dealership is not actively creating relevant content that speaks to its local market, neither Google nor AI will have much to pull from. Google indexes web pages, ranking them based on quality, relevance, and authority. AI models, including ChatGPT and Bing Chat, function in a similar way by scanning the internet to find answers.

The difference is that Google has spent decades refining how it ranks and prioritizes information, while AI is still in its infancy when it comes to structuring reliable results for local businesses. That is why Google continues to dominate in-market search and why SEO remains critical for dealerships.

Organic Search is Still the Most Valuable Traffic Source

A quick look at Google Analytics and Search Console data from dealership websites confirms the trend. Organic traffic is holding strong, and in many cases, it is growing. Google remains the largest source of inbound leads for dealerships, while AI-driven referral traffic is barely registering.

Even consumers who use AI tools for early research tend to return to Google for dealership comparisons, pricing reviews, and final decisions. That is because Google structures and serves information in a way that drives action. Consumers are not just looking for answers. They are looking for their next step, whether that is checking inventory, reading customer reviews, or scheduling a test drive.

If a dealership is not visible in search, it is missing out on a steady stream of in-market buyers.

The High Cost of Pulling Back on SEO

With competition for car shoppers intensifying, now is not the time to scale back SEO efforts. Rising interest rates and shifting consumer demand have made it essential for dealerships to fight for every lead. Yet some dealers assume that because they have ranked well in search for years, they will continue to hold their position without ongoing investment. That is a dangerous assumption.

Google’s search results are constantly evolving. Competitors that continue investing in SEO are making gains, and dealerships that pull back do not simply maintain their rankings. They drop. Losing visibility in search does not just impact website traffic. It affects revenue. Regaining lost ground in Google rankings takes time, and by the time a dealership realizes the damage, leads and sales have already gone to the competition.

SEO is not just about keeping up with the status quo. It is about securing a long-term presence in the places where consumers are searching.

The Takeaways

• Google search volume is at an all-time high, and usage continues to grow.

• AI is expanding, but it is not replacing search. Consumers still turn to Google at every stage of the buying process.

• The same content that fuels SEO also feeds AI-driven tools, reinforcing the need for strong, relevant, and localized content.

• Google remains unmatched in delivering local search results that drive real action, from maps and reviews to lead-generation tools.

• Pulling back on SEO now puts long-term market share and revenue at risk, making it harder to recover when competition tightens.

The landscape is changing, but Google is not fading away. Dealers who remain committed to strong SEO strategies will capture more leads, maintain search dominance, and stay ahead as both AI and search continue to evolve.

The future is not about choosing between Google and AI. It is about making sure your dealership is visible no matter where consumers are searching. Do both.

Dave Spannhake
Founder and CEO, Reunion Marketing