TL;DR: AI search is changing how customers find auto repair shops. Right now, about 5% of searches happen in AI platforms like ChatGPT and Gemini, with 95% still in traditional search engines. But that 5% is growing fast. To show up in AI results, you need schema data, content with summaries and details, tech bios with certifications, reviews across multiple platforms, detailed service pages with FAQs, and an omnipresent online presence. The shops AI recommends aren’t the biggest. They’re the ones showing up everywhere with authentic information that helps AI confidently suggest them.
Most shop owners think “marketing” means showing up on Google.
And yeah, Google still matters. About 80% of search engine traffic runs through Google. But here’s what’s changing: about 5% of searches are now happening in AI platforms like ChatGPT, Gemini, Claude, Perplexity, and Grok.
Five percent doesn’t sound like much. But when you think about who’s using AI (younger generations, people who want detailed answers fast), you start to realize this isn’t some future thing. This is happening now.
I still default to Google out of habit. But when I have a complex question or need a detailed answer? I go straight to AI. And I’m not the only one. At Shop Marketing Pros, people are finding us through AI all the time. They tell us, “ChatGPT said you guys were the best auto repair marketing company to work with.”
So here’s the question: when someone asks AI to recommend a shop in your area, does your name come up?
Because if the information about your shop doesn’t exist online in the right way, you don’t exist to AI.
Think of it like fuel injection replacing carburetors. Sure, carbs still worked. Mechanics made good money servicing them. But the shops that learned fuel injection early? They didn’t scramble when the industry shifted. They were ready.
AI search is your fuel injection moment. You can get ahead of it now, or play catch-up later when everyone else figures it out.
What's Different About AI Search?
Google has Gemini built into search now. When you search, you’ll often see an “AI overview” at the top that answers your question right there. People don’t click through to websites anymore.
This is creating “clickless search.” And across every industry, websites are getting way fewer clicks because of it.
Here’s the interesting part: I’m in a group with about 300 marketing agencies. Each of us works in a specific niche. Mine is auto repair. Others work with attorneys, doctors, and dental clinics. And we’ve all seen the same thing: fewer website clicks, but leads aren’t dropping. In some cases, leads are going up.
So that’s good news.
The bad news? We’re losing the ability to retarget people. If they never land on your website, we can’t track them and show them ads later.
Which means when someone’s using AI to find a shop, we need to convince them right there in that first interaction that your shop is the right choice.
Why Clickless Search Matters (And Why It's Not All Bad)
Look, people are arguing about what to call this. You’ve got:
- GEO (Generative Engine Optimization)
- KEO (Knowledge Engine Optimization)
- AEO (Answer Engine Optimization)
- SEO (Search Everywhere Optimization)
The experts I follow say we should settle on AEO when talking specifically about AI.
At Shop Marketing Pros, we use SEO as Search Everywhere Optimization because we don’t just want you to be found in search engines. We want you to be found in search engines, in AI, and in whatever comes next.
For this article, I’m talking about AI specifically. So think AEO. But honestly? I don’t care what you call it. Just know you need to show up in it.
The 10 Things AI Loves (And How to Give Them What They Want)
All right. Let’s get into it. Here’s what AI looks for when deciding which shops to recommend.
1. Schema Data
Schema data is code in the background of your website. It tells AI exactly what information means. Phone number, address, hours, reviews. You won’t see it as a visitor, but it’s huge for AI to understand what it’s reading.
And no, you’re not doing this yourself. It would be like me asking you to rebuild my transmission. Talk to your developer or marketing company about adding it.
2. Summaries (TL;DRs)
Some people just want the answer. Others want all the details.
AI likes to give short, concise answers. So when you have a summary at the beginning of your content, you’re making AI’s job easy.
Go look at our recent blogs at shopmarketingpros.com. We start every article with a summary. Sometimes we put a heading that says “TL;DR.” Other times, we just make sure the first paragraph answers the question.
Then we dive into the full content below that.
3. Long-Form Content
As much as AI likes summaries, it also loves long-form content. People ask AI really detailed questions. Without long-form content, AI doesn’t have the answers.
We give it the best of both worlds: summary at the top, detailed content in the middle, FAQs at the bottom.
That structure works for both AI and human readers.
4. Bios and Credentials
This one’s big. And I already know what you’re thinking.
When people use AI, they’re giving those long, detailed prompts. “Find me a shop with ASE-certified technicians.” “I need a shop that’s been to Cummins training.”
If your technicians have gone to training at Vision, ASTA, AAPEX, or any industry event, you should list that on their bio pages. Every certification, every training, every specialization.
AI understands the training your team has had and makes recommendations based on that.
Now, I hear the pushback: “Brian, I’m not putting bio pages on my website because I don’t want competitors cherry-picking my technicians.”
Look, I get it. That’s valid.
But here’s the reality: if you provide a great place to work, take care of your people, pay them well, and create an environment where they want to stay, they’re not leaving. You’re a unicorn when you do all those things right.
Take care of your people. Get those bio pages on the website. Tell customers what your team can do.
5. Reviews Across Multiple Platforms
AI loves reviews. But it doesn’t just want to see your Google reviews.
AI wants to see reviews in a lot of different places. Google, Yelp, Merchant Circle, Yellowpages.com, Carfax, Better Business Bureau.
Here’s the cool part: this gives you more opportunities to ask for reviews. That client who’s been with you for three years? The one who already left you a Google review and says, “I already did that” every time you ask?
Now you can say, “Yeah, but you did that on Google. Would you mind leaving us one on Yelp? Or Carfax?”
More platforms, more chances to get reviews from people who already trust you.
6. Better Business Bureau
Oh, don’t you love that? I know. I know how much you love the BBB.
But here’s the deal: AI likes the BBB.
We’re finding that AI often recommends shops with BBB certifications or memberships.
You should have a page on your website showing all your memberships, affiliations, awards, and any time you’ve been in the news. All of that builds trust with AI.
If you’re a BBB member or have a nationwide warranty, put that in your website footer so it’s on every page. AI will pick up on it and recommend your shop because of it.
7. Citations
A citation is just a reference to your business: name, address, phone number.
All those directory listings (Google Business Profile, Yelp, Merchant Circle, Yellowpages.com) are citations.
You want lots of citations, and you want that name, address, and phone number to be exactly the same everywhere.
8. User-Generated Content (Reddit and Quora)
AI loves websites like Reddit. In fact, Reddit is the number one reference AI uses.
Think about it: Reddit has user-upvoted content. Someone asks a question, people answer, and others upvote the best answers. AI reads those answers and knows the upvoted content is probably the best answer.
If you have time to spend on Reddit or Quora answering questions thoroughly, it’s not a bad use of your time.
Oh, and by the way: YouTube is the number two most referenced website by AI. If you’ve never heard me say You should be doing video, you should be doing video.
9. Service Pages
Service pages are huge.
When people use AI with those long prompts, they say things like, “Find me a shop that works on Honda Civics, has loaner cars, and can do a brake job.”
If you have a dedicated page about brake service, you just helped AI answer that question.
We set up service pages the same way we set up blog articles now. Sometimes we put a TL;DR at the top. We create detailed content about the service, then FAQs at the bottom.
AI loves it. Our clients are getting recommended by AI all the time because of this. They tell us, “Jane Smith came in and said ChatGPT told her we were the best shop to bring her car to.”
These tactics make that happen.
10. Prompt Engineering
People are getting better at asking AI detailed questions. That’s called prompt engineering.
I gave you my Ram truck example earlier. That’s the kind of detail people put into their prompts now. And it’s wild how specific they’re getting. I’m talking down to tire sizes, injection pump conversions, and loaner car requirements all in one prompt.
As people get better at asking detailed questions, your website needs detailed answers.
Big Brands vs. Small Shops
Here’s something interesting: big brand names like Christian Brothers Automotive, Firestone, and Goodyear tend to be stored in AI’s memory.
If I go to AI right now and say, “Using only your knowledge base, recommend an auto repair shop in Atlanta,” it’ll probably give me those big brand names. That stuff is stored in AI’s memory.
But when AI searches the web (which it does really quickly), it can find all the local shops.
So how does a small shop compete?
By being omnipresent.
Omnipresent means you’re everywhere. Content on your website, YouTube, Instagram (now indexed by search engines and likely by AI), Reddit, Quora, and magazine articles where you’ve been featured.
When you’re everywhere online, you dramatically increase your chances of being suggested by AI.
You can’t outspend the big brands. But you can out-show them.
Think of it like tools in your shop. When you need a 10mm socket, you want it within arm’s reach, no matter where you’re working. Same with your online presence. When AI searches for answers, your content needs to be right there.
One piece of content on your website? That’s one toolbox in the corner. Content on your website, YouTube, Reddit, and reviews on six platforms? That’s tool carts at every bay. AI will always find what it needs from you.
How to Structure Your Content for AI
Here’s our exact formula for blogs and service pages:
- TL;DR or Summary at the Top: Answer the question right away for people who just want the quick answer.
- Detailed Content in the Middle: Give the full story, all the context.
- FAQs at the Bottom: Short questions and concise answers.
This works for both AI and human readers.
What to Do This Week
Search is changing. You need to stay visible.
Start here:
- Check your website for schema data. Call your developer and ask, “Do we have schema data?” If they say no, that’s problem one.
- Add summaries to your blog posts and service pages. Answer the question at the top.
- Create or update team bio pages. List certifications, training, and specializations.
- Get reviews on multiple platforms. Not just Google. Ask existing reviewers to post on Yelp, Carfax, and Yellowpages.com.
- Build out service pages. Each major service should have its own page with detailed content and FAQs.
- Show your credentials. Create a page listing memberships, affiliations, awards, and media features. Put key ones in your footer.
- Start creating content everywhere. YouTube videos, answers on Reddit or Quora, and social media posts. Be omnipresent.
FAQs About Getting Your Auto Repair Shop Found in AI Search
What percentage of searches are happening in AI right now?
About 5% of searches happen in AI platforms like ChatGPT, Gemini, and Claude, with 95% still in traditional search engines. But that 5% is growing, especially with younger users.
Do I need to hire someone to add schema data to my website?
Yes. Schema is technical code requiring development expertise. It’s not something shop owners should DIY. Talk to your website developer or marketing company about it.
Should I really put my technicians’ certifications on my website if competitors might try to hire them?
If you’re providing a great workplace, paying well, and treating your team right, they won’t leave just because their bio is online. The benefits of showing AI and customers what your team can do outweigh the risk.
Which review platforms matter most for AI?
AI looks for omnipresence across multiple platforms. Google reviews are important, but so are Yelp, Merchant Circle, Yellowpages.com, Carfax, and Better Business Bureau. Reviews spread across many platforms signal trustworthiness to AI.
How long does content need to be for AI to find it useful?
AI loves long-form, detailed content because it absorbs information to answer complex questions. But it also wants summaries. The ideal structure: summary at top, detailed content in the middle, FAQs at the bottom.
Is clickless search bad for my business?
It’s mixed. Websites get fewer clicks because AI answers questions directly, which means you lose retargeting ability. But leads aren’t dropping. If AI recommends your shop, people still call or book appointments.
Get Your Shop Visible in AI Search Now
At Shop Marketing Pros, we’re helping auto repair shops stay ahead of this shift. We’re building websites, content strategies, and marketing for auto repair shops that work for both traditional search engines and AI platforms. Unlike generic marketing, we specialize in keeping you visible wherever your customers are searching.
If you want to ensure your shop appears when potential customers ask AI for recommendations, we can help.
Book your free discovery call, and let’s make sure your marketing is ready for how people are actually searching today.
Getting your shop visible in AI search is like preventive maintenance on a vehicle. You can wait until something breaks and scramble to fix it when you’re losing business.Â
The choice is yours. But the shops that move now are the ones that’ll own their market in two years.
In everything you do, be a Pro.
