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

00:00 Fighting misinformation in YMYL industries

01:36 Meet Sean Barber

05:15 Why misinformation spreads so quickly

08:09 AI Overviews causing health risks

11:26 Patience versus accuracy

15:02 Organisation-wide strategies for companies fighting misinformation

21:19 The importance of transparency and reputation

26:28 Defensive vs proactive tactics

29:51 Proving your expertise

34:01 Put experts on camera

37:58 Low-budget video setup

39:51 Authenticity beats big productions

41:10 Why showing your face matters

43:13 How to build trust signals

46:18 AI search and funding

50:03 Bad press is actually bad press

52:59 Always keep a human in the loop

55:11 Recommendations: Sean’s actionable tip

57:41 Recommendations: Sean’s SEO tools

59:38 Recommendations: TV and movies

01:03:54 Episode wrap-up