Since our last podcast, the furore around chatbots has only increased with Microsoft and Google’s heavy involvement and integration of AI into their search algorithm.

WIth most searches, you’re looking not only for an answer, but a location to get more information or contact to a technical expert. Rather than the list of urls we’re used to seeing, a chatbot’s aim is to provide  information in a more natural way, and thus becomes more complicated and open to interpretation.

While ChatGPT and the like are slick and sophisticated, it can make something meaningless sound convincing and the lines between fact and fiction easily become blurry.

What impact is this going to have on traditional SEO? And how do we think it’s all going to ultimately unfold?