"1.8% Of Clicks Are Paid" - The Traffic Every Dealer Is Leaving On The Table | Matt Copley, Co-Founder & CRO of Hrizn

Most dealers are fighting over a sliver of traffic while the majority goes unclaimed. Matt Copley, Co-Founder, Chairman, and Chief Revenue Officer of Hrizn, joins Michael to unpack it. With over 25 years across media, adtech, and martech, including a decade working inside retail automotive itself, Matt's built a career watching how dealers show up online, and now builds the platform to fix it.They dig into a number pulled from SparkToro, Datos, and Semrush: paid clicks only account for 1.8 to 4.9% of all clicks after a search. The rest is organic, and it's where the real opportunity sits. They get into why chasing hundreds of keywords through an outside SEO vendor is a losing fight, how a simple wearable AI note taker can capture a service writer's or product specialist's knowledge with zero extra work, and a mistake already live on plenty of dealer sites right now: unchecked AI-generated vehicle descriptions.Connect with Matt Copley on LinkedIn, or head to Hrizn.io for their resource library on content and search, open to anyone whether they're a customer or not.Michael's takeaway: stop fighting for the 2%. The 98% is already there, and it's free.Timestamps(00:00) Stop Chasing Keywords(01:13) Sponsor Message FlexDealer(02:38) Content Lives In Store(03:30) Outsourced Content Problem(07:12) Capture Expertise With AI(09:10) Search Everywhere Strategy(14:48) Paid Vs Organic Flip(20:08) Social As Infrastructure(23:09) People Over Brands(28:54) Fight AI Content Slop(35:38) Podcast Outro