Episode 2 of The Marketing Mechanic — the geo-vertical grid explained: how connecting your business to your industry and geography builds unbeatable local rankings.
In Episode 1 I explained that Google ranks entities, not websites. This episode shows you how to strengthen your entity by building what I call the geo-vertical grid — the web of connections between your business, your industry, and your location.
SEO Is About Relationships, Not Keywords
Most SEO agencies focus on keywords and backlinks. But Google’s algorithm has evolved far beyond simple keyword matching. What Google really looks at is relationships — how your business entity connects to other trusted entities in your industry and your geography.
If you run an HVAC company in Philadelphia, Google wants to see digital connections between your business and other trusted HVAC entities (equipment manufacturers, industry associations, training programs) AND connections to your local area (community organizations, local business directories, city-specific content).
Building Your Geo-Vertical Grid
The vertical axis is your industry. Get mentioned on industry sites, participate in trade associations, create content about the technical aspects of your trade. The geographic axis is your location. Post photos of your team working in specific neighborhoods, engage with local community pages, get cited in local news and directories.
When both axes are strong, you create a grid of signals that makes it impossible for Google to ignore your authority. This is why I show geo-grid ranking data to every contractor I work with — it reveals exactly where your connections are strong and where they are weak.
Why This Beats Traditional SEO
Traditional SEO tells you to target keywords and build backlinks. The geo-vertical grid approach tells you to build relationships that naturally generate the signals Google values. The result is rankings that are more durable, harder for competitors to replicate, and effective across Google search, Maps, and AI search results simultaneously.
Watch the full episode for my breakdown of how geo-vertical grids work, with real examples from contractors I have worked with. Then request a free audit through Local Service Spotlight to see where your grid has gaps and how to fill them.
About The Marketing Mechanic: This is a whiteboard video series where I explain marketing concepts, frameworks, and strategies based on real experience — drawing from real names, real stories, and real data from people I have worked with. These are not live screen-sharing demonstrations. For live working sessions where we build and optimize together on screen, join our AI Apprentice program coaching calls every Thursday at 2 PM Pacific through High Rise Influence. New whiteboard episodes drop every Thursday morning on my YouTube channel.
Dennis Yu
Dennis Yu is the CEO of Local Service Spotlight, a platform that amplifies the reputations of contractors and local service businesses using the Content Factory process. He is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other brands.
Dennis has achieved 25% of his goal of creating a million digital marketing jobs by partnering with universities, professional organizations, and agencies. Through Local Service Spotlight, he teaches the Dollar a Day strategy and Content Factory training to help local service businesses enhance their existing local reputation and make the phone ring.
Dennis coaches young adult agency owners serving plumbers, AC technicians, landscapers, roofers, electricians, and believes there should be a standard in measuring local marketing efforts, much like doctors and plumbers must be certified.