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

<p>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&#39;s built a career watching how dealers show up online, and now builds the platform to fix it.</p><p>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&#39;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&#39;s or product specialist&#39;s knowledge with zero extra work, and a mistake already live on plenty of dealer sites right now: unchecked AI-generated vehicle descriptions.</p><p>Connect with Matt Copley on LinkedIn, or head to Hrizn.io for their resource library on content and search, open to anyone whether they&#39;re a customer or not.</p><p>Michael&#39;s takeaway: stop fighting for the 2%. The 98% is already there, and it&#39;s free.</p><p><strong>Timestamps</strong>(00:00) Stop Chasing Keywords</p><p>(01:13) Sponsor Message FlexDealer</p><p>(02:38) Content Lives In Store</p><p>(03:30) Outsourced Content Problem</p><p>(07:12) Capture Expertise With AI</p><p>(09:10) Search Everywhere Strategy</p><p>(14:48) Paid Vs Organic Flip</p><p>(20:08) Social As Infrastructure</p><p>(23:09) People Over Brands</p><p>(28:54) Fight AI Content Slop</p><p>(35:38) Podcast Outro</p>