How does AI SEO work in 2025? Obsero's Founders explain

In this episode of the TradeInformer Podcast we speak to Obsero Founders Andy Francos and Mike Logue about SEO and marketing in the age of AI. 

Andy and Mike have held senior marketing roles at IG Group and have a huge wealth of experience working at one of the largest brokers in the world. We talk about what changes LLMs have caused, how brands are responding, how to rank in LLMs, differences between search and LLMs, and a lot more.

You can skip to individual questions below:

00:00 - Intro
02:34 - What is Obsero.ai?
04:05 - Why did Andy and Mike start Obsero?
05:20 - How have LLMs changed marketing so far?
09:14 - Did AI kill attribution?
16:04 - How are people using Google vs LLMs
21:10 - How do you know if you're ranking well in LLMs?
27:00 - Why good LLM rankings are not always positive
31:01 - Given LLM searches are tailored to the user, how do you know what people are seeing about your brand?
35:58 - What is good technical SEO to rank well in AI LLMs?
42:00 - Using Reddit to rank in AI search
44:13 - Finding AI search keyword volumes
48:00 - Will AI kill review websites?
51:35 - Do sites tank in LLMs like they do after Google updates?
54:45 - AI becoming a news source
01:01:02 - Are we at the end of the 'open internet'?