Comprehensive analysis of the OLX Group automotive verticals
Otomoto (PL)·Standvirtual (PT)·Autovit (RO)
May 2026 · Jose Luis Hernando · SEO/GEO Lead Motor, OLX Group
OLX Motor Stack - Full History
Monthly Clicks Across 28 Months (Jan 2024 → Apr 2026)
The shape of the year - read with care: the May 2025 step (~25M → ~34M, ~+65%) is a GSC data backfill, not a real traffic event - same magnitude appeared on all three markets the same month with no underlying cause (see next slide). The Jul-Aug 2025 Discover inflection that pushed the stack to ~68M in Oct 2025 is real. Since the Oct peak the stack has wobbled in the 49M-65M band. Using a post-backfill baseline (Jun 2025) gives a cleaner ~+40% YoY read; the headline "+159%" partially reflects the backfill, not organic growth.
The risk shape, too: Of the +40M monthly clicks gained Apr 2025 → Apr 2026, roughly 24M sit on Google Discover. That's not a moat - it's a channel that can re-rate down (as it already has in Standvirtual, −35% from Oct 2025 peak). The strategic question is how quickly we convert Discover-borrowed traffic into Web-search durable traffic.
⚠ Read all YoY numbers with this caveat
The May 2025 Step Is a GSC Data Backfill, Not a Real Event
+65%
🇵🇱 Otomoto · Apr → May 2025 in one month
20.7M → 34.2M clicks
+73%
🇵🇹 Standvirtual · same month
Identical pattern, no local cause
+59%
🇷🇴 Autovit · same month
Three markets, one root cause
Evidence (Otomoto, Apr → May 2025)
Reading
What it kills
98.95% same pages · only 1.05% of May clicks came from pages new since April
27.0M of 27.3M May clicks were earned by pages already earning in April
"Ad-detail indexation expansion" theory
Avg position got worse · osobowe/category 14.87 → 15.38
Top sections didn't climb - they earned more clicks at lower ranks
Conclusion: the +65%/+73%/+59% three-market step in May 2025 is a GSC data backfill coming through the GSC → Airbyte → Glue pipeline - most likely previously-anonymized queries or dropped partitions getting attributed. Any "YoY" comparison that crosses May 2025 overstates real growth. The clean post-backfill baseline is June 2025; using it, real YoY growth on the stack is ~+40%, driven almost entirely by the Jul-Oct 2025 Discover ramp. Source: SOTU/gsc_may2025_deepdive.sql · M1-M7 in GSC_API_SUPERSET/.
OLX Motor Stack - Otomoto · Standvirtual · Autovit
Key Performance Indicators (Apr 2026)
65.4M
Total clicks / month across the 3 markets
▲ +159% YoY combined
40.6M
Web Search clicks (3-market sum)
▲ +63% YoY
23.9M
Google Discover clicks (3-market sum)
37% of total · new channel · already volatile
861M
Total impressions / month (3-market sum)
▲ +200% YoY
Market
Total Clicks
Web
Discover
Impressions
CTR
Brand share
YoY clicks
🇵🇱 Otomoto
53.94M
32.9M (61%)
20.3M (38%)
684M
7.88%
52%
+160.7%
🇵🇹 Standvirtual
5.30M
3.58M (68%)
1.65M (31%)
84.9M
6.24%
54%
+185.9%
🇷🇴 Autovit
6.13M
4.12M (67%)
1.92M (31%)
92.8M
6.60%
34%
+126.3%
Three markets, one stack: Otomoto carries ~83% of motor stack clicks but STV + ATV are growing faster on a percentage basis. All three rely heavily on Google Discover (31-38%) - a channel that drove the Apr 2025 → Apr 2026 acceleration but is already declining from its 2025 peaks. Platform-level SEO improvements compound across all 3 properties.
YoY click figures (+126% to +186%) cross the May 2025 GSC data backfill - see prior slide. A clean post-backfill YoY (Jun 2025 → Apr 2026) is ~+40% across the stack.
Google Trends - 5 Year View
Brand Search Demand is Declining
All four marketplace brands sit below their 2021-2022 Google Trends peaks (relative index, not absolute clicks).
Google Trends
5-Year Brand Demand by Market
🇵🇱 Poland
🇵🇹 Portugal
🇷🇴 Romania
🇫🇷 France
Google Trends
Brand Demand Key Takeaways
-50%
Otomoto (PL)
100 → 50
-56%
Standvirtual (PT)
100 → 44
-66%
Autovit (RO)
100 → 34
-40%
La Centrale (FR)
100 → 60
Implication:Both brand AND broad-category search are declining. Marketplace brand demand fell -40% to -66% over 5yr; the generic head term "samochody używane" fell ~50% (PL Trends, in lockstep with the brand decline). Where demand has grown is specific attributes (SUV up ~40% over 5yr) and specific models (e.g. Toyota RAV4 up ~50% in 2025-26).
Decline asymmetry: La Centrale (-40%) and Otomoto (-50%) have the gentlest decline. Autovit is dropping fastest at -66% - still SERP-dominant (9/15 at #1) but losing brand mindshare quickest. AutoScout24 remains weak across all markets.
OLX Motor Stack
Brand vs Non-Brand Traffic - Cross-Market
🇵🇱 Otomoto (Apr 2026)
9.54M brand · 8.67M non-brand
🇵🇹 Standvirtual (Apr 2026)
1.26M brand · 1.07M non-brand
🇷🇴 Autovit (Apr 2026)
0.87M brand · 1.71M non-brand
Non-Brand Click Share by Market (Monthly Trend)
Asymmetric brand dependency: Autovit operates at 66% non-brand (closest to target), while Standvirtual sits at 46% non-brand (most brand-reliant). Each market starts from a different baseline, so the non-brand SEO playbook needs to be tuned per market: STV most aggressive, ATV defensive, Otomoto balanced.
Strategic target: ~85% non-brand / 15% brand. The goal is not to shrink brand - we want to keep brand strong and grow it (defend search demand against the 5-year Trends decline through brand marketing, retention, and direct demand). The non-brand share should grow because non-brand grows faster, not because brand shrinks. An 85/15 split signals a healthy marketplace: a dominant brand that also wins the open market.
GSC anonymization caveat: 60-70% of clicks are anonymized at the query level across all 3 markets - so the real non-brand share is materially higher than reported here. Treat these as conservative floors, not ceilings.
OLX Motor Stack - Section by Section
Where the Traffic Actually Lives
Cars carry the stack, ad-detail eats nearly half, and one market has lost its informational engine
Otomoto - All Verticals
Traffic by Site Section
Section
Clicks (Apr 2026)
Share
CTR
YoY Change
Ad Detail (osobowe/oferta)
19.7M
43.3%
6.48%
+9,048%
Category Listings (osobowe)
11.6M
25.6%
7.52%
+34.4%
Homepage
6.5M
14.4%
59.58%
+80.1%
Dealer Subdomains
2.6M
5.6%
17.38%
+39.1%
Motocykle
1.2M
2.6%
5.49%
+172.4%
News / Editorial
0.9M
2.1%
4.81%
+73.6%
Maszyny Rolnicze
0.5M
1.1%
5.58%
+1,817%
Dostawcze
0.5M
1.0%
6.45%
+487.6%
Czesci (Parts)
25K
0.1%
3.44%
Migrating to OLX
Leasing
8.1K
0.0%
1.06%
-37.6%
Cars (osobowe) = 69% of all traffic. Non-car verticals growing explosively from small bases. Leasing is the only declining section.
OLX Motor Stack
The Ad Detail Page Dilemma - Platform-Wide
Ad detail pages are the largest section across all 3 markets and the surface most exposed to Google Discover. The scale is real and uniform; the mechanism (and how to mitigate) is on the next slide.
Market
Ad-Detail Clicks (Apr 2026)
Share of Total
Discover Share
YoY
From Peak
🇵🇱 Otomoto
19.7M
43.3%
37.7%
+9,048%
Watch
🇵🇹 Standvirtual
1.86M
35.1%
31.2%
+3,393%
−35% from Oct 2025
🇷🇴 Autovit
2.11M
34.4%
31.3%
+2,563%
−8% from Dec 2025
~30-40%
Discover share - every market
Single channel risk across the stack
Soft-expired
Page state after listing closes
Page persists with "no longer available" template + similar-ads carousel - but conversion value collapses
~24M
Discover clicks/month at risk (3-mkt)
Aggregate exposure on a single Google channel
Cross-market reading: Almost identical Discover dependency on ad detail across the three markets (31-38%) and almost identical YoY shape - this is platform behaviour, not market-specific strategy. STV is already showing the downside (-35% from Oct 2025); ATV starting to follow (-8% from Dec 2025). The mechanism and the recovery options are walked through next.
Ad Detail · How the Value Collapses
The Problem Chain - and Two Ways to Cushion It
The Problem Chain:
Discover surfaces car listing (with photos)
→
User clicks ad detail page (osobowe/oferta)
→
Listing sells/expires (no longer available)
→
Conversion value collapses (no inventory to transact on)
What users see when they click a Discover-surfaced ad that has expired.
What actually happens at expiry:
→ Page persists with a soft-expired template ("no longer available")
→ Shows a similar-ads carousel as a recovery surface
→ Original listing's content, photos, intent are gone
→ Page can receive impressions, but CTR and conversion both collapse - Discover loses interest, listing has nothing to convert
Not a hard 410 - it degrades. But the marketplace value (a specific car, city, price) evaporates the moment the listing closes.
Contrast with category pages: Category pages (/osobowe/hyundai/tucson · /carros/tesla · /autoturisme/bmw/seria-3) are evergreen and accumulate authority. Ad detail pages are a treadmill. The strategy should shift traffic value from ad detail toward category pages where SEO investment compounds. Autovit already demonstrates the target state - category-autoturisme (38%) outperforms ad-detail (34%).
Make the expired-ad surface itself work harder: The "similar ads" carousel is already a recovery mechanism - but it can be much stronger. Treat the expired-ad page as a transition: keep the original page (so external links + Discover don't break), but turn the carousel into a true "find me one like this" experience (same model, same generation, same fuel, same price band, same city). Today's similar-ads strip already preserves some of the click value; a smarter recovery surface could preserve most of it.
OLX Motor Stack - Web vs Discover
Same Inflection, Same Risk, Three Markets
🇵🇱 Otomoto
🇵🇹 Standvirtual
🇷🇴 Autovit
Discover inflection is uniform across the stack: All 3 markets saw Discover go from zero to 30-40% of total clicks between Jul-Aug 2025. Same template behavior, same Google decision. ~24M clicks/month across the stack now ride on this single channel. STV already shows the downside - Discover clicks peaked at 2.55M in Oct 2025 and have since dropped to 1.65M (−35%). The Discover bump is a platform-wide tailwind, not a strategic moat - treat it as borrowed traffic until further notice.
🇵🇹 Standvirtual - Cars (Carros)
Market Snapshot
5.3M
Total Clicks / Month (Apr 2026)
▲ +185.9% YoY
3.58M
Web Search Clicks
▲ +97.3% YoY
1.65M
Google Discover Clicks
31% of total · same platform pattern
54%
Brand share of clicks
Most brand-dependent OLX motor market
Section
Clicks (Apr 2026)
Share
YoY Change
Note
Ad Detail (anuncio)
1.86M
35%
+3,393%
Discover-driven
Category Carros
1.28M
24%
+68.2%
Healthy listing growth
Homepage
1.10M
21%
+112.1%
CTR 48.9% (vs Otomoto 59.6%)
Category Motos
101K
1.9%
+157.7%
Small but growing
Category Comerciais
14K
0.3%
+78.6%
Underdeveloped
Editorial (/diarioautomovel/)
141K
2.7%
+74.7% YoY (80,656 → 140,841)
Isolated from marketplace
STV editorial - the real story (correction): The section migrated from /blog/* (on-platform - 360 URLs earning 444K clicks Apr-Jul 2024, ~111K/mo) to /diarioautomovel/* (separate CMS) around Aug 2024. No 301 redirects: /blog today returns 502 (backend gone, route still configured), and the legacy URLs are purged from GSC's by_page table. New path rebuilt from 31 clicks (Jul 2024) → 62K (Aug) → 124K (Oct) → 141K (Apr 2026, +74.7% YoY).
The remaining gap is architectural, not volume: Editorial is healthy in absolute terms but lives on a separate platform, isolated from the rest of standvirtual.com - no shared sitemap, no internal-link integration with category/ad-detail pages, no Vehicle schema inheritance. The migration also lost the legacy URL equity entirely (360 /blog/* URLs that earned 444K clicks Apr-Jul 2024 now return 502). Fix is two-part: (1) 301 the high-value /blog/* URLs to matching /diarioautomovel/* articles, (2) integrate /diarioautomovel/ into the standvirtual.com sitemap + internal-link graph.
🇷🇴 Autovit - Cars (Autoturisme)
Market Snapshot
6.13M
Total Clicks / Month (Apr 2026)
▲ +126.3% YoY
4.12M
Web Search Clicks
▲ +56.9% YoY
1.92M
Google Discover Clicks
31% of total · same platform pattern
66%
Non-brand share of clicks
Healthiest non-brand profile in motor stack
Section
Clicks (Apr 2026)
Share
YoY Change
Note
Category Autoturisme
2.35M
38%
+50.7%
Dominant section - listings doing the work
Ad Detail (anunt)
2.11M
34%
+2,563%
Discover-driven
Homepage
0.72M
12%
+65.9%
CTR 37.7% (lowest of the 3)
Editorial / Blog
251K
4.1%
-6.7%
Holding ground but eroding
Category Moto
23K
0.4%
+402.8%
Off small base
ATV is the most balanced market: Category-led traffic (38%), healthiest non-brand share (66%), only OLX motor market where SERP coverage = 15/15 with 9 at #1, and editorial still contributing. The Tiriac/AutoScout24/Carzz competitive layer is real, but ATV has the strongest organic foundation to defend. Treat ATV as the benchmark for the other markets.
Editorial detail: A single ATV blog post (martorii-de-bord, dashboard warning lights) drives 13.5K clicks/month at 4.78% CTR. Evidence that practical "how-to" + driver education content can earn major share on the same stack. STV could replicate this immediately.
The Biggest Growth Levers
Taxonomies & On-Page are ~10× Every Other Lever
Multi-millions of clicks/mo addressable across PL · PT · RO on the shared stack - while every other named lever (lease, dealers, editorial, new cars) sits in the 30-130K range.
Otomoto - Cars: Taxonomy Expansion
Taxonomies - Discovered by Google, Under-Exposed by Us
The original Micelio crawl said "fuel type / body type / gearbox don't exist" because the crawler can't reach them - they're not in internal links or sitemaps. But the GSC data shows Google has discovered some of them on its own via search history and they earn real traffic. So the gap is not "doesn't exist" - it's not deliberately exposed, scaled, or treated.
Taxonomy level
URL pattern
Pages found (Micelio)
URLs ranking (GSC)
Clicks (Apr 2026)
Status
Make / Model / Location
✅ Clean
90,849
-
(part of category 11.6M)
Exists - optimize titles + attributes
Make / Location
✅ Clean
15,551
-
-
Exists - optimize
Make only
✅ Clean
2,441
-
-
Mostly noindexed
Generation (version/trim)
⚙️ Param
12,137 (crawler)
1,347
1,480,488
WORKS - replicate the pattern
Fuel type
⚙️ Param
62 (crawler missed)
508
113,109
Partial - scale + expose
Body type
⚙️ Param
0 (crawler missed)
92
9,919
Tiny - scale dramatically
Gearbox
⚙️ Param
0
9
0
Not exposed
Price range
⚙️ Param
15
~9 (price-related)
0
Not exposed
Year (from)
⚙️ Param
-
67
207
Almost nothing
Color
⚙️ Param
1
1
0
Not exposed
Source: Micelio crawl (Apr 21, 2026, 742K pages) + GSC × Glue param-traffic query (April 2026). The "URLs ranking" column is what Google has actually indexed and earned clicks on. Crawler missed most of them because they're not in internal navigation.
The real gap is "not deliberately exposed": Generation works at scale (1.34K URLs / 1.48M clicks) because the platform exposes it. Fuel type works (508 URLs / 113K clicks) but only 1 single facet (electric) drives most of it. Body type, gearbox, year, color, price exist as filter params but aren't linked from anywhere - Google has found a handful via search history, but the bulk of indexable surface is invisible. The opportunity isn't to "build new taxonomies" - it's to scale the patterns that already work and noindex/canonicalise the dead weight.
Three concrete moves (URL form is not the lever):
(1) Sitemap + internal-link exposure for fuel × body × gearbox × price combinations at the make/model layer (the generation playbook). Param URLs already prove this works - 1.34K generation URLs / 1.48M clicks.
(2) On-page attribute treatment on every facet page (param or otherwise): title + H1 + intro + Vehicle schema focused on that page's one attribute. This is what closes the rank-5-to-rank-1 gap, not the URL form.
(3) Canonical hygiene on multi-filter combinations and pagination - one canonical destination per attribute combination so we don't fragment Google's signal across ?fuel=…&body=…&page=… variants.
Cross-market signal: Standvirtual already exposes /carros?filter_enum_fuel_type=electric (14K clicks) and a motos body-type URL (motor-125, 7.7K clicks). Autovit has fuel+generation. None has the complete picture. Same platform, same fix benefits 3 markets.
Otomoto - Param URL Traffic Deep Dive
What Filter Params Actually Earn (Apr 2026)
All URLs with query strings (?...) - generation, fuel, body, page, sort - across the entire Otomoto domain. Numbers from a direct GSC × Glue query, not estimates.
Pages 1-9: canonical to page 1. Page 10+: robots.txt block
page + generation
49
956
Same policy: canonical pages 1-9, block 10+
Headline reading: A single attribute (generation) does 90% of all param traffic on Otomoto - body, fuel, gearbox, price barely exist as indexable surfaces. Next slide breaks down the pagination distribution + section-level spread and walks through the three concrete actions out of this picture.
Which sections lean on which param pattern, and where pagination clicks actually live (only pages 2-3 carry meaningful traffic) - the diagnostics behind the three concrete actions below.
Params by section
Section
Top param
Clicks
osobowe
generation
1,481,475
osobowe
fuel_type
109,216
motocykle-i-quady
body_type (motor-125…)
3,700
dostawcze
fuel_type
2,009
czesci
parts-category
2,370
maszyny-budowlane
make
1,040
Motos already use body_type successfully (motor-125 etc.) - proof the platform supports it; just not wired for cars.
Pagination distribution
Page
URLs
Clicks
% of pagination
2
622
8,680
32.7%
3
457
16,393
61.8%
4-5
173
1,218
4.6%
6-10
103
83
0.3%
11-50
177
37
0.1%
50+
407
128
0.5%
Read: pages 2-3 leak ~25K clicks/month that should accrue to canonical category pages. Pages 4-9 = trickle. Pages 10+ = pure crawl waste (584 URLs, ~165 clicks total). The fix splits at page 10: canonical for pages 2-9; robots.txt block from page 10 onwards.
Three concrete actions out of this data:
(1) Replicate the generation pattern for body type, gearbox, fuel and price on osobowe - that 1.48M-click engine should not be model-specific. The single biggest opportunity.
(2) Build real attribute combinations - fuel_type + generation, body_type + fuel_type currently have 1 indexed URL each with single-digit clicks; these are real destination gaps (electric BMW, electric SUV - see prior slide).
(3) Two-tier pagination policy: pages 2-9 canonical to page 1 (consolidate ranking signal for the trickle that does earn); pages 10+ blocked via robots.txt (pure crawl-budget waste - 584 URLs / ~165 clicks). Compensate ad-discovery by ensuring every live ad is in sitemap.xml + internally linked via "similar cars / recent listings" modules - so ads no longer depend on deep pagination to be crawlable.
Same query needs to be re-run on STV + ATV (file: SOTU/gsc_param_traffic.sql) to confirm the same patterns.
Otomoto - Cars: The Biggest Quick Win
On-Page Attributes Are Under-Surfaced
The gap is two-layered. (1) Destination gap: high-demand attribute combinations have no dedicated page at all - no "electric cars" listing, no "BMW electric", no "electric SUVs", no "diesel SUVs", no "hybrid kombi". (2) Treatment gap: where pages do exist (mostly as filter-param URLs), the attributes users search for - fuel, body, gearbox, year/generation, price - appear only in the URL, not in titles, H1s, on-page text, or schema. Google ranks some param URLs (proof that the platform can rank attribute pages), but both layers cap rankings. Next two slides walk each layer in turn.
What's already working - proves the platform can rank attribute pages:
How much traffic do all param URLs add up to? Just 3.6% of Otomoto's clicks (1.64M / 45.5M, Apr 2026). Of that, 90.4% is generation alone; fuel type 6.9%; body type 0.6%; everything else <2%. Multi-filter combo URLs essentially earn zero.
Body, gearbox, price
Attributes with NO indexable surface at all
Not as text, not as param, not as schema
~0%
Category pages with attribute terms in title / H1 / intro
Even working param URLs use the bare template
0
Pages with Vehicle / Car schema
Attributes invisible to AI / structured-data consumers
0%
Titles with buying-intent terms (używane, oferty, na sprzedaż)
Brand+model+location alone leaves intent on the table
Otomoto - On-Page · Layer 1 of 2
Destination Gap: Pages That Don't Exist Yet
Otomoto has the inventory for every fuel × body × make combination, but the dedicated destination pages don't exist. Users searching these queries land on the homepage, a make page, or a generic filter - never a page actually about their attribute combination. The URL form (param vs clean) is not the lever here - what's missing is a destination page with proper attribute treatment.
Single attribute
User searches:
"samochody elektryczne"
❌ Today:?filter_enum_fuel_type=electric exists but template treats it as a generic listing - no "samochody elektryczne" anywhere on-page
✅ Needed: a destination page about electric cars (URL form: indifferent - param fine if treated properly)
Make × fuel
User searches:
"bmw elektryczne"
❌ Today: 1 indexable make+fuel URL, 6 clicks. No destination page for "BMW electric" exists in any form.
✅ Needed: BMW-only EV destination - internally linked from /osobowe/bmw, with H1/intro about electric BMWs
Body × fuel
User searches:
"elektryczne SUV-y"
❌ Today: 1 body+fuel combo URL, 2 clicks. No destination for "electric SUV" at all.
✅ Needed: electric-SUV destination - schema bodyType=SUV · fuelType=Electric, intro about electric SUV variants
Same gap repeats across every combination:diesel SUV, hybryda kombi, automat do 30 000 zł, elektryczne hatchback. The inventory is there; the destination + treatment is what's missing. Param URLs work fine if they get the treatment.
Otomoto - On-Page · Layer 2 of 2
Treatment Fix: One Attribute Per Page, Done Right
The fix is not "list every fuel × body × gearbox in one title". Each destination page targets one search intent and surfaces that one attribute clearly in title, H1, intro, and schema. A page about electric cars says "samochody elektryczne". A page about electric SUVs says "elektryczne SUV-y". Brand+model pages stay about brand+model.
Today's template (every category page):
Title: "Hyundai Tucson Warszawa - Samochody Osobowe - Otomoto.pl"
H1: "Hyundai Tucson Warszawa"
Body: (no descriptive paragraph - straight into listing grid)
Right pattern - one attribute per page, surfaced cleanly:
Intro: "342 oferty. BMW iX, Tesla Model Y, Audi e-tron…"
Schema:bodyType=SUV · fuelType=Electric
Brand+model pages stay focused: /osobowe/hyundai/tucson says "Hyundai Tucson używane" - don't cram fuel/body/gearbox in the title; surface the model's variant spread in the intro paragraph instead.
Why this caps rankings: Param URLs that are indexable rank at avg position 5-6, not 1-3 - because the page itself doesn't reinforce the one attribute the URL is about. ?filter_enum_generation=gen-e90 ranks despite the title only saying "BMW Seria 3 Warszawa"; if title+H1+intro+schema also said "BMW Seria 3 E90", it would rank at 1-3. Same template engine on STV + ATV means one fix benefits 3 markets.
A New Topic
Beyond Used. Owning New Cars Too.
The platform is perceived as a used-car marketplace. The opportunity is to own new cars with the same authority.
Otomoto - Growth Lever
New Cars: The Authority Gap
The Perception Problem:
What users and Google think:
"Otomoto = used cars"
→
What we want:
"Otomoto = THE automotive marketplace"
Used + New + Leasing + Parts + Commercial
How to build new car authority:
Dedicated Taxonomies
→ Dedicated URL space: /nowe/[make]/[model]
→ "Nowe samochody" category pages
→ New car price pages per model
→ New vs used comparison pages
Editorial → Stock Linking
→ New car reviews link to new stock
→ Model launch articles link to listings
→ Comparison guides (new vs new)
→ Price tracking / market reports
Proprietary Data Pages
→ Average new car prices per model
→ Dealer inventory depth signals
→ Price history / depreciation curves
→ Regional availability maps
Why this matters for GEO: AI answer engines need authoritative sources for car pricing and availability. By publishing proprietary data (real prices, real inventory) for both new and used, Otomoto becomes the source these models cite. Not manufacturer MSRPs - real market data that only a marketplace can provide.
Three markets, three flavours of the same gap: Standvirtual and Autovit have the same "used car marketplace" perception. Standvirtual already proves a hint of new-car content can land (BYD model pages with 11K clicks/month), and Autovit dominates new-model queries (Zeekr 9x, BMW M3, BYD all in the top 30 queries). The new-cars authority play scales across all three markets on the shared stack.
Otomoto - INFORMATIONAL Pillar · The Problem
New-Car SERPs are Owned by Manufacturers + AI Overviews + autocentrum
Otomoto is the marketplace authority on used cars - and not in the picture for new-car info queries (price, specs, dimensions, range). The slot is currently split between manufacturer sites, the AI Overview at the top (which cites those same sources), and a handful of 3rd-party content aggregators. We want to displace all three by being the single centralised authority for every make/model/trim across PL · PT · RO.
Control the brand narrative on every model query. Specs + MSRP + configurator. Usually top 1-3 in SERP. Cited by AI Overviews for spec questions.
Layer 2 - AI Overview
Pulls from manufacturer + autocentrum + EV blogs
When AIO is present on a car query (~13% PL today, growing), it consolidates the answer above the organic 10. Otomoto is never cited. Result: AIO answers "BMW i4 cena" with someone else's data.
Layer 3 - 3rd-party aggregators
autocentrum.pl · samochody.pl · mototarget.pl
Thin spec pages, often filled with estimated prices and stale data - but at scale. autocentrum.pl/dane-techniczne/ alone earns ~641K visits/month (Ahrefs estimate) - the single biggest car-info surface in PL. Survive because they're the only "neutral" source. No real prices, no real inventory - both of which Otomoto has uniquely.
Concrete examples - Otomoto absent from top 10 for new-car info queries
Query
Top 3 today
AI Overview source
Otomoto
bmw i4 cena
bmw.pl · autocentrum.pl · samochody.pl
bmw.pl + autocentrum.pl
Not in top 10
tesla model y zasięg
tesla.com · autocentrum.pl · EV blogs
tesla.com + EV blogs
Not in top 10
hyundai tucson wymiary
hyundai.pl · autocentrum.pl · samochody.pl
hyundai.pl
Not in top 10
toyota corolla 2025
toyota.pl · autocentrum.pl
toyota.pl
Not in top 10
byd seal cena
byd-electric.pl · autocentrum.pl · EV blogs
byd-electric.pl
Not in top 10
Scale of the opportunity (PL alone)
~120K est. monthly traffic on top 10 [make] [model] cena queries (470K SV today)
~360-500K when extended across all major makes/models (3× the top-10 baseline)
~641K dane techniczne category traffic (autocentrum benchmark)
~1M+ combined cena + dane techniczne addressable on /info/
Both query universes target the same /info/[make]/[model] URL - user intent is "researching this model". One page captures both, the same way autocentrum's /dane-techniczne/ pages already rank for price queries.
The strategic shift: Stop being just "the marketplace for used cars" and become the centralised authority on every make/model in PL · PT · RO - new car prices + offers, leasing, second-hand inventory, specs, dimensions, range - all on one URL per model. Manufacturer sites only know their own brand. Autocentrum has thin estimates. Otomoto has the real cross-brand data (and the only one that joins it with inventory + lease).
Editorial layer on top - human-written model overview (1-2 paragraphs), curated photo selection, "what we'd buy" recommendation per trim, FAQ answers in our voice. Keeps the page feeling like a recommendation, not a spec sheet.
~500 models × 3 markets = ~1,500 pages from a single template. One-time engineering setup; ongoing work splits between data-pipeline maintenance and the editorial layer. Long-term moat: 3rd-party aggregators can't replicate the live-price + inventory feed, and manufacturer sites can't offer independent recommendations.
Otomoto - INFORMATIONAL Pillar · New Surface
A /info/ Namespace: Specs, Price, Dimensions, Trunk, Interior, Range
A separate URL space (/info/<make>/<model>) that attacks research/specification queries - distinct from marketplace listings and from long-form editorial. One comprehensive URL per model with year archives underneath and EV-specific sections layered on top for electric models. Three surfaces, three intents, one cross-linked authority.
→ Dane techniczne (full spec sheet) - the autocentrum-killer section: engine, dimensions, weight, trunk, performance, fuel/range, all in one structured table
→ Real-market price by trim (from Otomoto's 307K live ads - no PL competitor has this)
→ MSRP / nowy from manufacturer + lease offer from OtomotoLease
→ Interior gallery + key features
→ Trim & generation comparator
→ FAQ + linked review from /news/
→ 3-6 live listings sample with CTA to full marketplace
⚡ Conditional sections for EVs
→ Range (km WLTP + real-world) · Battery capacity (kWh) · Charging time (AC/DC, 10-80%) · Connectors · Range vs price chart across trims. Hybrids get both EV + ICE blocks; ICE cars get fuel + consumption only.
Single-URL pattern matches what wins SERPs today (coches.net, autocentrum, edmunds). One comprehensive page concentrates link equity and ranks for all long-tail spec queries; section schema (Vehicle, VehicleDimensions, Offer, FAQPage) signals the parts to Google + AI engines.
What this slide covers: the three-surface architecture and what /info/ stacks. Next slide: the specific spec queries /info/ captures, why it wins on AI engines, and the cross-market rollout phasing.
The headline /info/ opportunity. Both target the same URL. Real-market price + full spec sheet + manufacturer MSRP all on one page - structured for AI extraction
bmw i4 wymiary
bmw.pl / forums
Dimensions block + visual comparison vs similar models
WLTP + real-world (from owner anecdotes in listings) side-by-side
bmw i4 bateria / ładowanie
Manufacturer / EV blogs
kWh + AC/DC charging time table + connector compatibility
bmw i4 specyfikacja
bmw.pl (producer-controlled)
Trim specs + actual price users pay per trim
Why /info/ wins on GEO/AI: AI engines need structured, citable answers to "what does X cost?" / "what's X's range?" / "is X reliable?". /info/ pages stack Vehicle + AggregateOffer + FAQPage + Review schema with proprietary real-price data underneath - the structured passage they'll quote, with attribution. Coches.net is already cited by ChatGPT for Spanish car specs; the same role is open in PL/PT/RO.
Cross-market + phasing: Same template: otomoto.pl/info/ · standvirtual.com/info/ · autovit.ro/info/. Phase 1: top 100 models by used inventory (covers ~80% of model-search demand) - prioritise the EVs (Tesla, BMW i-series, Kia EV6, Hyundai Ioniq, BYD) given the high-intent EV query landscape; Phase 2: dimension/trunk/interior + range/battery deep-pages; Phase 3: year archives + trim variants. /info/ lives on the marketplace stack so it can read live listing data; long-form editorial stays where it is.
Dealers - Subdomain Network
When a Dealer Leaves, Their URLs Die With Them
Each dealer subdomain accrues organic equity. When the dealer churns off the platform, that equity evaporates - a quiet, recurring loss.
Otomoto - Dealer Subdomains
The State of the Dealer Network
2.55M
Dealer-subdomain clicks (Apr 2026)
▲ +61% vs Jan 2024 · ▼ −24% from Oct 2025 peak (3.35M)
2,069
Indexed dealer subdomains (Apr 2026)
▼ 3,998 → 2,069 since Jan 2024 (−48%)
1,243
Avg clicks / active dealer / month
▲ 397 → 1,243 (3.1× since Jan 2024)
36.7%
Annual dealer churn (Apr 25 → Apr 26)
990 of 2,700 active dealers went dark
The honest trajectory: dealer clicks were flat at ~1.5-1.8M/month for 18 months, jumped to 3.1M in May 2025 (GSC data backfill - Discover was zero that month; see "May 2025 step" slide), peaked at 3.35M in Oct 2025 on the real Discover ramp, then dropped back to ~2.5M and have stayed there. Subdomain count has fallen steadily through all of this (−48%). The network is doing two things simultaneously: consolidating (fewer dealers, each earning more), and absorbing Discover-volatility. The "+61% YoY" headline hides a "−24% from peak" reality.
Otomoto - Dealer Subdomains
The Annual Churn - and What Dies With It
Annual churn breakdown (Apr 2025 → Apr 2026)
Cohort
Dealers
Apr 2025 clicks
Apr 2026 clicks
Active Apr 2025
2,700
1,836,385
-
Still alive Apr 2026
1,710
1,708,238
2,501,163
Churned (zero clicks Apr 26)
990
128,147
0
990 dealer subdomains went dark in 12 months - that's 36.7% of the active roster a year ago. They walked off with 128K clicks/month of organic equity that the platform no longer captures. Net section growth (+665K clicks) comes entirely from the survivors compounding, not from new dealers replacing the lost ones.
Top 10 recent churners (Oct 2025 peak → Apr 2026)
Dealer
Oct 25 clicks
Apr 26
pestrol-rolnicze
5,379
0
certyfikowanevolkswagen
3,524
0
primecar
2,561
0
makarewicz
2,438
0
topcarimport
2,067
0
pieluszynska
1,888
0
uscars-lodz
1,680
0
europecars
1,659
0
uzywane-waro
1,646
0
furmax
1,496
0
Each was a working subdomain at the Discover peak - accumulated years of authority, page rankings, and Google trust - and is now serving zero clicks. Multiply by hundreds of similar churners in the long tail.
The hypothesis is confirmed: when a dealer leaves the platform, the subdomain's organic equity dies with them. The platform does not capture or redirect that authority - it's permanently lost. 36.7% annual churn × ~130K clicks/month evaporating, year after year. The section grows on paper only because the surviving dealers absorb more clicks, but a parallel universe with the same survivors plus the churners' equity preserved would be measurably bigger.
The play: preserve the subdomain post-churn. When a dealer cancels, the subdomain stays online and serves a single templated page instead of going dark. Layout: a short header - "Currently there are 0 ads for this dealer" - and below it, the bigger, primary section: "Check out these dealers nearby", listing paying dealers in the same region (and, secondarily, matching category/stock profile). The user lands somewhere actionable, the platform monetizes the residual demand via active dealers, and the subdomain's accrued authority keeps working - no 301-chain dilution, no equity decay. Operationally lightweight: one template, region/category resolved from the dealer's last-known profile, subdomain ownership stays with the platform on cancellation. Turns the +665K-clicks-from-survivors story into "+665K survivors + ~130K preserved = +795K", every year, compounding.
Lease - Structurally Subscale
Otomoto doesn't compete in the lease market.
8.1K clicks/mo (-37.6% YoY) is the GSC view. The market view: Otomoto ranks 11th with 1.70% share - and is missing 85,729 visits/month of addressable lease traffic on Polish queries.
Otomoto - Lease: Where We Stand in the Market
1.70% Market Share, 11th Place, 94.7% of Keywords Uncovered
Source: market-research-seo lease analysis (2026-05-19), 2,202 Polish lease keywords / 410,930 monthly searches, Ahrefs + DataForSEO SERPs. The GSC view (8.1K clicks / -37.6% YoY / 1.06% CTR) is the symptom; the keyword universe below shows the underlying competitive position.
Adjusted opportunity (visits/mo if at #1, difficulty-weighted)
98.8% non-brand · 933 keywords drive 80% (Pareto)
Fragmented
No single player breaks 8% share
Top 4 are lease specialists with focused content + UX
Top 12 PL lease competitors (position-weighted share)
Domain
Keywords ranked
Share
Domain
Keywords ranked
Share
superauto.pl
321
7.93%
portal.toyotaleasing.pl
4
2.43%
vehis.pl
394
7.75%
bmw.pl
20
2.42%
automarket.pl
291
7.65%
multisalon24.pl
133
2.05%
carleasepolska.pl
251
6.31%
toyotabank.pl
24
1.97%
mleasing.pl
165
2.50%
go-leasing.pl
146
1.81%
🇵🇱 otomoto.pl (lease)
116
1.70%
kalkulator.vwfs.pl
77
1.65%
Reframe: The -37.6% YoY decline is the symptom; the underlying issue is that Otomoto Lease was never structurally competitive. The section's current 8.1K clicks/mo isn't the ceiling - it's the floor while the addressable +85,729 visits/mo sit on competitors. Next slide: which specific keywords are missing, and the four moves that change the trajectory.
Otomoto - Lease: The Path Forward
Top Missing Keywords → Four Moves That Change the Trajectory
Top missing lease keywords (Otomoto not ranking · ordered by adjusted opportunity)
Keyword
Vol/mo
Opp (adj)
Keyword
Vol/mo
Opp (adj)
leasing
24,000
+4,195
audi leasing
3,600
+816
leasing konsumencki
14,000
+3,220
mercedes leasing
3,500
+805
leasing samochodu
12,000
+2,401
vw leasing
3,100
+677
toyota leasing
6,800
+1,556
skoda leasing
3,000
+676
volkswagen leasing
5,600
+1,262
leasing kalkulator
3,000
+669
bmw leasing
4,700
+1,070
+ 922 more keywords across the Pareto 933
All eleven shown are pos 0 in the DataForSEO scrape (not in top 10) with no otomoto.pl ranking URL. Opportunity = difficulty-discounted gain at position 1.
What changes the trajectory — enhance, don't replatform:
Optimise the existing lease URLs — titles, H1s, intros, and on-page content tuned to the keywords today's pages don't capture (leasing konsumencki, leasing kalkulator, [make] leasing). URL changes are expensive (product + indexing); the lift is in SEO elements + content depth.
FAQPage + Product/Offer schema on existing lease pages — 88% of lease SERPs have PAA; Otomoto owns 1 featured snippet vs ~100 PAA answers available.
Internal linking from marketplace → lease — category/model/ad-detail pages link to matching lease offers. Compounds otomoto.pl's domain authority into the lease section.
Leverage otomoto.pl authority — Otomoto can rank for "leasing" faster than vehis or superauto can rank for "samochody używane". The brand strength is the moat the competitors don't have.
Editorial / News - INFO Pillar
Editorial Across Our Markets
Otomoto 950K · Autovit 251K eroding · Standvirtual 141K - all three sections live on the same separate editorial platform.
OLX Motor - Editorial / News
Editorial Performance by Market
Monthly editorial clicks per market, Jan 2024 → Apr 2026 (GSC). All three sections run on the same shared editorial platform - so changes ship 3× via one CMS, and architectural problems repeat across markets.
🇵🇱 Otomoto /news/
950,238
+73.6% YoY · /news/* first appears in GSC Aug 2024 at 99K
🇵🇹 STV legacy /blog/
0
Apr 2024 peak 137K → 22 by Sep → 0 from Oct · 360 URLs lost, no 301s
🇵🇹 STV /diarioautomovel/
140,841
+74.7% YoY · rebuilt from 31 clicks (Jul 2024)
🇷🇴 Autovit /blog/
251,127
-6.7% YoY · slow erosion from May 2025 peak (407K)
OT and STV grow at the same rate (+73.6% / +74.7% YoY). Both /news/* (OT) and /diarioautomovel/* (STV) first appear in GSC in Aug 2024 - consistent with a same-window CMS rollout. Same platform, same CMS, parallel growth curves. Both stepped up in May 2025 alongside the GSC data backfill visible in listings too, then OT kept climbing while STV plateaued.
ATV is the only market going backward. Sat at ~270-400K clicks/mo through 2024-2025 (peaked at 423K in Jul 2025), now decaying back toward 250K. Same stack as the growing markets, so the problem is content/refresh - not platform. ATV is sitting on the most mature editorial library and letting it rot.
OLX Motor - Editorial / News
What Actually Works: Top Editorial Pages by Market (Apr 2026)
Top 10 editorial pages per market by April 2026 clicks. The pattern is starkly different in each market - and the differences tell us what kind of editorial earns clicks under each market's search intent shape.
🇵🇱 Otomoto /news/ - News-cycle driven
Page
Clicks
Umowa-kupna-sprzedazy.pdf 📄
189,777
volkswagen-jetta-x-chiny
76,058
audi-rs-6-sedan-2027-silnik
44,271
volkswagen-touareg-nastepca
22,254
czy-lpg-sie-oplaca (Duster)
21,365
najlepiej-sprzedajace-chinskie-auto
20,544
isuzu-d-max-zmiany-silnik
17,791
audi-rs-q5-testy-prototyp
15,505
umowa-kupna-sprzedazy (HTML)
14,868
nielegalny-rower-elektryczny
14,563
Top 10 = 437K clicks (46% of total). Mix: model launches (Chinese brands, Audi, VW), news, one massive purchase-contract PDF that converts at 33.7% CTR.
🇵🇹 STV /diarioautomovel/ - Long tail
Page
Clicks
dacia-duster-hybrid-g-155 (review)
8,303
portagens-a2-a6 (toll guide)
5,481
motos-eletricas-todo-o-terreno
3,239
microcarros-eletricos-16-anos
3,031
xiaomi-su7-precos
2,505
valor-de-iuc-do-seu-veiculo 🔁
2,472
xiaomi-yu7-suv-eletrico
2,322
carros-eletricos-mais-autonomia
2,236
inspecao-carro (when to inspect)
2,039
zeekr-9x-suv-hibrido-chines
2,015
Top 10 = 33.6K clicks (24% of total). No anchor article. The IUC page 🔁 is a re-published legacy /blog/ winner now at 2.5K vs 14.7K in 2024 - 83% lost equity from missing 301. EV + utility content dominates.
🇷🇴 Autovit /blog/ - Utility / how-to
Page
Clicks
martorii-de-bord (dashboard lights)
13,535
redobandirea-permisului-suspendat
6,793
verificare-numar-inmatriculare
5,455
Contract-de-comodat-auto.pdf 📄
4,263
top-masini-electrice-2021
3,941
martori-bord-dacia-logan
3,622
radierea-auto (deregistration)
3,444
scade-antigelul (coolant FAQ)
3,148
martorul-bujii-incandescente
2,892
copii-loc-fata-masina (kids/seats)
2,687
Top 10 = 49.8K clicks (20% of total). Three of top 10 are dashboard warning lights - one topic cluster, 20K clicks. Driver licensing, registration, mechanical FAQs. Evergreen utility - which is also why decay hurts: nothing being refreshed.
The editorial archetype differs by market - and so should the playbook:
OT wins on news velocity + one viral utility doc (sale-contract PDF, 33.7% CTR). Playbook: keep shipping model launches fast; add 5-10 more high-conversion utility PDFs.
STV has no anchor - top page is just 8.3K. The single biggest fix is recovering the IUC + carta-de-conduzir + carros-usados-5000-euros legacy URLs via 301: those drove 14.7K / 9.0K / 8.2K each in 2024. Today's equivalents earn 2.5K / 1.4K / 1.5K.
ATV wins on evergreen utility but isn't refreshing. martorii-de-bord alone earns 13.5K - more than STV's #1 page. Playbook: refresh top 20 utility pages quarterly, replicate the dashboard-lights cluster pattern into other car-care verticals.
OLX Motor - Editorial / News
Where the Clicks Live: Article Lifecycle by Market
Each article bucketed by how many distinct months it earned clicks in (2024-01 onward). Reveals whether each market lives off a deep evergreen library or a stream of single-month news hits - and how much of the Apr 2025 baseline survived to Apr 2026.
STV's 80.5% churn = baseline was 1366 articles from year one of /diarioautomovel/ (most were single-spike news pieces from the 2024-08 / 2025-04 publishing bursts). Surviving 266 articles actually gained +31K clicks collectively - the evergreens are real, the rest is noise.
🇷🇴 ATV evergreen share
95.1%
1,207 evergreen articles average 6,066 clicks each. Newer ATV articles aren't reaching that bar - the 7-12mo cohort averages just 532 clicks/article (~9% of evergreen level), so the next generation isn't replenishing the top of the curve.
🇵🇱 OT evergreen share
74.4%
9.66M from evergreens + 25% from articles < 1 year old. Healthiest mix - news velocity AND library compounding.
🇵🇹 STV evergreen share
59.1%
Library is young (only 21 months old) - 33.2% still from 7-12mo articles. Evergreens forming now; another year of consistent publishing will push this past 75%.
The lifecycle profile tells us the right intervention per market:
ATV - 95% of clicks come from a generation of articles that newer publishes aren't matching (evergreens average 6K clicks/article vs ~530 for 7-12mo). The fix isn't more volume; it's understanding what the legacy evergreens did right (utility/how-to, deep coverage of dashboard lights, licensing, registration) and replicating that depth in new clusters.
OT has the model the others should aim at: deep evergreen base (1,931 evergreens, 9.66M clicks) plus a 200+/mo news factory keeping the funnel full.
STV is still pouring concrete - the foundation isn't done. Priority is consistency, not volume: keep shipping the utility/EV content that's now in 7-12mo bucket, so it ages into the evergreen 13+ bucket through 2026.
OLX Motor - Editorial / News
Live Library vs Pages Actually Earning Clicks
Cross-checking two sources: the editorial library as published in the WordPress sitemap (CMS truth, snapshot 19 May 2026) against the unique pages that earned at least one Google click in April 2026 (GSC). The gap is the share of the published library that didn't earn a click last month - editorial content debt.
🇵🇱 Otomoto /news/
7,739 live · 5,187 earning
33% silent (2,552 articles)
Largest absolute dead pile (2.5K articles) but the youngest library is dragging the count - many are too new to have caught up yet.
🇵🇹 STV /diarioautomovel/
2,371 live · 1,620 earning
32% silent (751 articles)
Best ratio of the three despite the youngest section. The Apr-May 2025 utility refresh push is paying off - most of what's live is also earning.
🇷🇴 Autovit /blog/
3,474 live · 1,542 earning
56% silent (1,932 articles)
Worst signal:noise of the three. More than half of ATV's editorial library is published but dark in GSC - the decay story told as inventory.
ATV is sitting on a 1,932-article dead pile - articles that exist in the CMS, are in the sitemap, but earned zero Google clicks last month. Combined with the lifecycle finding (95% of earnings come from evergreens) and the section's -6.7% YoY decline, the picture is consistent: the library is aging without intervention. Most of these articles likely just need a refresh, internal links, or schema - not removal.
What this means for action:
ATV - audit the 1,932 silent articles; segment into (a) refresh candidates with historic clicks, (b) consolidation candidates (thin/duplicate), (c) sunset candidates (truly obsolete). Best ROI: refresh the top 100 once-earning ATV articles.
STV - the 32% silent share is mostly recent publishes still ramping. Worth re-checking in 3-6 months; for now, prioritize recovering the lost legacy /blog/* equity via 301 (separate finding, already in section).
OT - 33% silent at 7.7K-article scale = 2.5K articles. With OT shipping 200+ new articles/mo, this is partly the cost of news velocity. Worth a one-time prune of articles >12mo old that never earned a click.
Method: "Live" = count of <url> entries in each market's /<section>/post-sitemap.xml (e.g. otomoto.pl/news/post-sitemap.xml; excludes pages, categories, tags). "Earning" = COUNT(DISTINCT page) in GSC by_page table where clicks > 0, Apr 2026. Sitemap counts: OT 7,739 / STV 2,371 / ATV 3,474. The earning number is slightly inflated by URL variants (?utm, AMP) - so the silent share is a conservative floor; the real content debt is somewhat higher.
OLX Motor - Editorial / News
STV /blog/ → /diarioautomovel/: A Migration Without Redirects
What we found
Editorial migrated from /blog/* (on-platform) to /diarioautomovel/* (separate platform) around Aug 2024. No 301 redirects were put in place - /blog today returns 502 and the legacy URLs were dropped from Google's index.
Net traffic impact
Recovered. The section dropped from 137K clicks (Apr 2024) to a 80K trough (Apr 2025), then rebuilt to 140,841 clicks (Apr 2026, +74.7% YoY). Total editorial traffic is back to pre-migration levels and growing at the same rate as OT's /news/.
Lost equity (still recoverable)
360 legacy /blog/* URLs that earned ~444K clicks Apr-Jul 2024 were never redirected. Pattern is utility / how-to content - much of it has direct equivalents already published on /diarioautomovel/.
Recommendation - two parallel workstreams:
301 the high-value legacy URLs to live equivalents. Top legacy candidates (Apr-Jul 2024 clicks): /blog/valor-de-iuc-do-seu-veiculo/ (14.7K) → /diarioautomovel/valor-de-iuc-do-seu-veiculo; /blog/tirar-carta-mota/ (9.0K) → /diarioautomovel/tirar-carta-mota; /blog/carros-usados-5000-euros/ (8.2K) → /diarioautomovel/carros-usados-5000-euros; /blog/quais-sao-os-custos-da-legalizacao-de-um-carro-importado/ (8.0K); /blog/posso-conduzir-com-a-luz-do-motor-acesa/ (6.9K). Full list of 360 URLs in STV-Q28b.
Rebuild the legacy articles that don't have a current equivalent. Where there's no matching /diarioautomovel/ article, republish the legacy content on the new path - the search demand for these utility topics is durable (IUC tax, driving licenses, registration costs) and the equity can be earned back once a destination URL exists.
GEO / AI Visibility
The New Search is Already Live.
Editorial is the bridge: same content that wins comparison SERPs also wins AI citations. Otterly's May 2026 baseline quantifies where we are today.
Otomoto is the most-named marketplace in PL AI answers — 40% mention SoV, ahead of OLX.pl (24%) and autocentrum.pl (16%). But mentions don't equal sources: when engines actually cite a URL as evidence, only ~8% of citations are otomoto.pl. The 50% "Specific Inventory" tilt of the prompt set flatters even that. On the decision-stage Comparison pillar citation SoV collapses to 0.9% and pure editorial autocentrum.pl wins 76%. Same shape in PT (0.3% on comparison). In RO, autovit.ro takes 90% of comparison — the editorial pattern is the variable, not the engines. Translation: named everywhere, sourced rarely.
GEO Comparison Gap · PL
The Pillar We Lose: 0.9% Citation SoV on Comparison Prompts
Source: Otterly export, May 2026 · 200 PL prompts (28 tagged "Car comparison") · aggregated across ChatGPT, Gemini, Perplexity, Google AIO · ~15.9K total citations on the comparison subset · Citation SoV = otomoto.pl citations ÷ all citations on those prompts · "Share among editorial competitors" = share of citations within the 9-domain tracked set on comparison only.
Otomoto Citation SoV by intent tag · PL
Tag
Citation SoV
Specific Inventory
12.8%
General / Info
5.7%
Budget-Driven
5.0%
Persona-Driven
4.1%
Car comparison
0.9%
Marketplace strength on transactional prompts (12.8%) collapses 14× on the decision-stage pillar where buyers commit.
Who wins PL Comparison citations
Domain
Share
autocentrum.pl
76.0%
otomoto.pl
22.5%
Sprzedajemy.pl
1.5%
Everyone else
0.0%
Share among tracked editorial+marketplace competitors on the 28 comparison prompts. autocentrum has zero inventory — it wins on content alone.
How to read these numbers
Mention SoV = brand name appears in the answer text. Otomoto PL overall: 40% (#1 of 9). We're known.
Citation SoV = our URL is the source the engine links. Otomoto PL overall: ~8%. On comparison: 0.9%. We're not the evidence.
AI engines reward extractable, structured editorial for evidence — listings get namedropped, articles get sourced. autocentrum.pl is what extractable looks like.
PL · 0.9%
autocentrum.pl wins 76% of comparison citations. No marketplace breaks 25%.
PT · 0.3%
Guia do Automóvel + Razao + AutoUncle take 77%. /diarioautomovel/ isolation costs us here.
RO · 90.3%
Benchmark. Autovit's editorial section dominates on the same 3 engines — the platform variable is content, not infra.
So what: Comparison is the highest-intent prompt class in the buyer journey (model-vs-model = active decision). Losing it to a pure editorial site means AI engines route comparison-stage traffic to autocentrum.pl, where leads are monetised by ads — not by us. As Google AIO and ChatGPT browsing displace classic SERPs (0 AIOs in our sample today, but the rollout is when, not if), this gap converts directly into lost organic clicks and lost lead share.
Fix: Ship a comparison-stage editorial pillar (model-vs-model, cost-to-run, residual value, fuel economy) on otomoto.pl + standvirtual.com, structured for passage extraction (Vehicle / Comparison / FAQPage schema). Cross-link bidirectionally with category/model pages so listing authority feeds the editorial. Autovit already proves the same engines reward this pattern — 90.3% RO citation SoV on identical prompts.
GEO Measurement · Prompt Set v2
Rebalance Pillars · Measure Each LLM
Prompt mix · today vs target
Pillar
Today
v2 target
BUY
~92%
40%
SELL
0%
20%
LEASE
0%
15%
INFO
5%
25%
SELL & LEASE are unmeasured. INFO is collapsed into "General".
Per-LLM blind spot
Otterly export gives one column: All Engines your brand rank. We can't see ChatGPT vs Gemini vs Perplexity vs Google AIO behavior — exactly the cross-LLM coverage question.
Objective: Be #1 and #2 in SERPs (vertical + horizontal brand) across all 4 pillars. Not just rank - be the inevitable first stop for every automotive need. Own the transactional pillars (BUY, SELL, LEASE) and influence decisions through proprietary data (INFORMATIONAL). Same framework applies to cars, commercial vehicles, and agricultural machinery.
BUY Pillar - Deep Dive
Be Everywhere in the Buyer Journey
🔍
Awareness
Editorial content GEO/AIO citations "best used cars 2026"
Key insight: Transactional queries ("find me SUVs under 50K in my area") should be served by listings directly via WebMCP, schema markup, and API integration - not content pages. The BUY pillar needs both: informational touchpoints (awareness, research) to build authority, and transactional pages (taxonomy, listings) to capture the conversion.
Traditional Search
Own Every SERP Feature
The modern SERP has 10+ touchpoints. We should own them all:
Organic #1-2
Vertical + OLX dual-brand moat
Have it
Featured Snippet
Price data, model specs passage-level answers
Build
Image Pack
Car photos, gallery alt text + metadata
Gap
PAA (People Also Ask)
FAQ schema answer-first content
Build
Video
40-80% of SERPs have video results
Gap
Image Optimization = Multimodal Search Strategy
Google Images / Lens
Users search by photo. Our car images need descriptive alt text, structured data (Vehicle schema), and optimized file names. Currently: generic filenames, no alt text strategy.
AI Multimodal
ChatGPT, Gemini can process images. Car photos with structured metadata become searchable by AI: "show me SUVs that look like this". Our image library is a competitive asset.
Discover Feed
Already driving 20.3M clicks via car listing photos. Better image quality, metadata, and structured data can amplify Discover performance and diversify beyond ad detail pages.
Goal: For any car-related query, OLX Group properties should appear in organic results, image pack, featured snippets, PAA, and local results simultaneously. Maximum SERP real estate = maximum inevitability.
Otomoto 13/15, STV 14/15, ATV 15/15 core car keywords ranked
Dual-brand SERP moat (vertical + m.olx.xx) in all 3 markets
ATV is the non-brand benchmark: 66% non-brand share
Shared stack = one fix benefits 3 markets
Clean tech foundation across the stack
Weaknesses
Weak internal linking between marketplace and editorial across all 3 markets - editorial and listings coexist on the same domain but barely link to each other in either direction. Editorial authority doesn't compound with transactional intent.
STV editorial migration to /diarioautomovel/ lost 360 /blog/* URLs (444K clicks Apr-Jul 2024) with no 301 redirects - /blog now returns 502
0% of 118K Otomoto category titles use buying-intent keywords (same template likely on STV/ATV)
Missing taxonomies (fuel, body, gearbox, price) across stack
Opportunities
Bidirectional internal linking between marketplace and editorial (cross-market: OT, STV, ATV) - editorial→category and category→editorial. No CMS change needed.
Recover lost STV legacy editorial equity - 301 surviving /blog/* URLs to matching /diarioautomovel/* articles
Non-brand title + taxonomy push applies 3× across the stack
ATV-style category dominance (38% of clicks) replicable in STV
Optimize dual-brand SERP coverage per keyword/market
Discover decline already happening - STV -35% from Oct 2025 peak, ATV -8% from Dec 2025 peak
~30-40% of every market's traffic sits on a single Google channel
Brand search demand down on Google Trends -50% / -56% / -66% (PL/PT/RO) vs own 5yr peak
Autoplac rising PL, Tiriac/AutoScout24 active in RO, piscapisca/hertz in PT
AI Overviews expansion (when, not if) - expected -38% CTR when present
Cars First - Action Plan (Cross-Market)
Prioritized Next Steps
🔴 Do Now
On-page attribute treatment + buying-intent titles on 118K category templates (~10× every other lever; ships 3× cross-market on shared CMS)
Scale the generation taxonomy playbook to fuel / body / gearbox / price - generation already earns 1.48M clicks/mo on a single attribute, replicate for the rest
STV legacy URL recovery - 301 the 360 pre-Aug-2024 /blog/* URLs (444K clicks Apr-Jul 2024) to matching /diarioautomovel/* articles
Build real attribute combinations as destinations - electric BMW, electric SUV, diesel kombi (today: 1 indexed URL each / 2-6 clicks). High-intent EV / fuel-search queries currently have no destination page.
Lease SEO + content + internal linking — optimise existing lease URLs (titles, H1, intros, schema) and link from marketplace → lease. No URL changes; the lift is on-page + link-graph. Otomoto holds 1.70% lease market share (11th place); +85,729 visits/mo addressable on a fragmented market with no dominant player.
Bidirectional internal linking between marketplace and editorial (cross-market) - editorial articles link to matching category/model pages; category pages link to top relevant articles. Editorial stays where it is; the gap is the link graph, not the host.
Dealer churn preservation - keep subdomains alive post-churn with a curated landing (similar dealers in region / matching category). Currently 36.7% annual churn → ~130K clicks/mo of equity walking off the platform.
ATV editorial refresh (-6.7% YoY decay) + replicate "martorii-de-bord"-style how-to posts on STV (single ATV post = 13K clicks/mo)
🔵 Plan For
New cars authority - /nowe/[make]/[model] taxonomy, editorial → stock linking, proprietary new-car price data (real prices vs MSRP - what AI engines need)
GEO prompt-set v2 + per-LLM tracking - rebalance the 200-prompt Otterly set to BUY/SELL/LEASE/INFO (40/20/15/25), enable per-engine reporting (draft in SOTU/GEO TRACKING/otomoto_promptset_v2.md)
Discover diversification - reduce single-channel dependency below 25% across all 3 markets
Non-brand growth plan tuned per market (STV most aggressive, ATV defensive)
La Centrale opportunity assessment (third-party traffic baseline - GSC unavailable)
Platform leverage: OT, STV, and ATV share the same tech stack. Title, taxonomy, schema, and depth fixes implemented once benefit all three markets. The Discover bump already demonstrated this platform symmetry - strategic changes should too.
Thank You
Jose Luis Hernando · SEO/GEO Lead Motor · OLX Group
OT 7,739 / STV 2,371 / ATV 3,474 articles · snapshot 19 May 2026
Live library vs earning (silent-article share), editorial debt audit
OnCrawl
Technical SEO crawl · structure, internal links, page weight
Otomoto · May 2026
Site efficiency baseline
Caveats to remember when reading: (1) May 2025 GSC data backfill — YoY comparisons crossing May 2025 overstate growth; post-backfill baseline = Jun 2025 (~+40% real YoY vs +159% headline). (2) GSC anonymization — 60-70% of clicks are query-anonymized; reported non-brand shares are conservative floors. (3) La Centrale (FR) — GSC access unavailable; included only in Google Trends brand decline.
