Fighting misinformation in the AI SEO era

Sean Barber ‪joins Search with Candour to discuss fighting misinformation in the era of AI search, especially in YMYL (Your Money or Your Life) industries.

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Show overview

Misinformation has been exacerbated with the growth of LLMs and AI, which increasingly cite piecemeal sources in ways that can mislead or endanger users.

Sean and Jack share examples such as incorrect CPR guidance and confusing emergency and non-emergency phone numbers.

Key themes include:

differentiating misinformation vs disinformation
prioritising accuracy over speed
monitoring narratives beyond the website
cross-team consistency across channels
transparency about processes and AI use
strengthening trust signals through expertise, clear content, and visible credentials, including putting real experts in front of audiences via video

Follow Sean

Website: https://www.searchwithsean.com/
YouTube: https://www.youtube.com/@SearchWithSean
LinkedIn: https://www.linkedin.com/in/seanrbarber/
Bluesky: https://bsky.app/profile/searchwithsean.bsky.social