SEO has far less to do with content and words than people think. Google ranks sites based on the experience people have with brands. If a bot can enhance that experience in such a way that people are more enthusiastic about a site – they share it, return to it, talk about it, and spend more time there, it will affect positively how the site appears in Google.
Some brands already seem to be getting the balance right. A bot needs to capture a user's attention quickly and display a healthy curiosity about their new acquaintance, but too much curiosity can easily push them into creepy territory and turn people off. They have to display more than a basic knowledge of human conversational patterns, but they can't claim to be an actual human -- again, let's keep things from getting too creepy here.
The upcoming TODA agents are good at one thing, and one thing only. As Facebook found out with the ambitious Project M, building general personal assistants that can help users in multiple tasks (cross-domain agents) is hard. Think awfully hard. Beyond the obvious increase in scope, knowledge, and vocabulary, there is no built-in data generator that feeds the hungry learning machine (sans an unlikely concerted effort to aggregate the data silos from multiple businesses). The jury is out whether the army of human agents that Project M employs can scale, even with Facebook’s kind of resources. In addition, cross-domain agents will probably need major advances in areas such as domain adaptation, transfer learning, dialog planning and management, reinforcement/apprenticeship learning, automatic dialog evaluation, etc.

ELIZA's key method of operation (copied by chatbot designers ever since) involves the recognition of clue words or phrases in the input, and the output of corresponding pre-prepared or pre-programmed responses that can move the conversation forward in an apparently meaningful way (e.g. by responding to any input that contains the word 'MOTHER' with 'TELL ME MORE ABOUT YOUR FAMILY').[9] Thus an illusion of understanding is generated, even though the processing involved has been merely superficial. ELIZA showed that such an illusion is surprisingly easy to generate, because human judges are so ready to give the benefit of the doubt when conversational responses are capable of being interpreted as "intelligent".