Stop Marketing to Humans. Do THIS Instead.

Dante Fiorini discusses the claim that SEO is “dead” and says the online environment has become harder for small companies as paid advertising grows. He and Pete Cooper turn to a related question: how brands are found and evaluated when AI agents and bots play a larger role online.

Fiorini argues that businesses need credible signals beyond their own websites so outside systems can assess them. The video presents this as a changing-discovery strategy, not an instruction to stop communicating with people. Its focus is on reputation, visibility and evidence that can be found off-site.