Navigating SEO in the Age of AI and Misinformation

Sean Barber joins Search with Candour to discuss fighting misinformation in the health industry.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.Follow Sean:Website: https://www.searchwithsean.com/YouTube: https://www.youtube.com/@SearchWithSeanLinkedIn: https://www.linkedin.com/in/seanrbarber/Bluesky: https://bsky.app/profile/searchwithsean.bsky.social00:00 Fighting misinformation in YMYL industries01:36 Meet Sean Barber05:15 Why misinformation spreads so quickly08:09 AI Overviews causing health risks11:26 Patience versus accuracy15:02 Organisation-wide strategies for companies fighting misinformation21:19 The importance of transparency and reputation26:28 Defensive vs proactive tactics29:51 Proving your expertise34:01 Put experts on camera37:58 Low-budget video setup39:51 Authenticity beats big productions41:10 Why showing your face matters43:13 How to build trust signals46:18 AI search and funding50:03 Bad press is actually bad press52:59 Always keep a human in the loop55:11 Recommendations: Sean’s actionable tip57:41 Recommendations: Sean’s SEO tools59:38 Recommendations: TV and movies01:03:54 Episode wrap-up