Consumers ask questions about your brand every single day.  Do you really know who is answering their questions?

The rise of voice assistants, chatbots, and the introduction of natural language processing in search has made the entire search ecosystem more conversational. We ask for what we need because we trust that the search ecosystem will provide a specific answer.

But what about when it doesn’t provide an accurate or relevant answer? What about when consumer questions about businesses lead to answers from content farms looking to capitalize on clicks — or an ad for the business’s top competitor?