I’m Dennis Yu, the host of the Marketing Mechanic — and in this series, I’m breaking down the full framework we use to help local service businesses grow through Google, Facebook ads, and AI.
I’ve managed over a billion dollars in ad spend and built this framework so that you can understand how everything fits together — from your website and SEO to your personal brand and team growth. The first seven episodes form the foundation. Ideally, watch them in order to see how each layer builds on the last.
Episode 1: Understanding the Entity
Everything begins with the entity — your business as it appears in Google’s database.
An entity is a person, place, or company. For local businesses, your entity must be connected to both your industry and your city. For example, if you run an HVAC company in Philadelphia, you need to be digitally linked to other trusted HVAC entities (software partners, suppliers, conferences) and to your local area (community events, local pages, and other Philadelphia businesses).
This web of connections creates what we call a geo-vertical grid, signaling to Google and AI systems like ChatGPT that you’re a legitimate authority in your field and location.
Episode 2: The Geo-Vertical Grid
SEO isn’t just about keywords or backlinks — it’s about relationships.
In this episode, we show how connecting your entity with relevant industry and local partners builds digital credibility. For example, your HVAC company could post photos of technicians working around the city, tag other local businesses, and engage with community organizations.
When you associate your business with others in the same vertical and geography, you strengthen your rankings naturally — because Google understands your place in the network.
Episode 3: Content That Feeds the Entity
Once your entity is established, it’s time to fill it with proof — through stories, videos, and posts.
We teach how to repurpose content across platforms like Facebook, YouTube, and your blog so that everything points back to your entity. Each piece reinforces the others, forming what we call your Topic Wheel — the hub of your stories, expertise, and values.
Topics might include how you hire, your warranty, your company culture, or your founder’s journey. This authentic, experience-driven content demonstrates E-E-A-T (Experience, Expertise, Authority, Trust) — exactly what Google values.
Episode 4: Optimization Through MAA (Metrics, Analysis, Action)
Not all content performs equally. Optimization means identifying what’s working — and doing more of it.
We use the MAA framework: Metrics, Analysis, and Action. For instance, one Facebook ad or technician video might drive better leads than others. Instead of guessing, you double down on winners, turning high-performing content into ads and repurposing it across platforms.
Most businesses waste effort publishing constantly without knowing what works. With MAA, you focus your time and ad spend where it delivers real ROI.
Episode 5: Building Your Personal Brand
Your company’s growth depends on trust — and trust comes from people.
A personal brand isn’t about fame or luxury cars; it’s about connection. Customers want to know the person behind the company. If you’re Anthony from Anthony’s Lawn Care, your personal story — how you serve your community, lead your team, and grow your business — is what turns you into a local celebrity.
This credibility attracts better technicians, loyal customers, and scalable opportunities. The stronger your personal brand, the faster your company grows.
Episode 6: The Ideal Home Service Website
Your website is where all your stories and signals converge.
It must connect your company brand and personal brand, clearly displaying your services, service areas, reviews, team stories, and community involvement. Done right, it becomes more than a marketing page — it’s the central hub of your digital ecosystem, optimized for Google, social, and AI discovery.
This is where traditional SEO meets data architecture. When structured properly, your business wins simultaneously across Google search, ads, social media, and ChatGPT results.
Episode 7: The Platform, Agencies, and Certification
The final piece is the ecosystem that powers everything.
Local Service Spotlight provides the platform that handles video editing, SEO, and website automation. High Rise Influence provides training and certification for agencies and team members, so they can manage marketing systems the right way.
Our certified agencies and tools work together to amplify your stories, build location pages, and optimize everything across search and social — while keeping your trust and reputation intact.
Just as technicians or real estate agents need certification, digital marketers and AI operators need verified systems to ensure quality execution. That’s what this framework provides.
Episode 8: How to Actually Use ChatGPT
This episode breaks down how to turn ChatGPT from a search toy into a real assistant. Instead of typing short prompts, talk to it like a teammate—give goals, context, and clear instructions.
Organize your work into projects so ChatGPT remembers your tone, SOPs, and brand. Over time, it learns from your examples, becoming smarter with each task.
Connect it to your files and CRM for real work output, not just drafts. The key is managing it like an employee: train it, check its work, and keep refining your process.
Episode 9: Why “AI SEO” Doesn’t Exist for Local
In this session, Dennis explains why “AI SEO” is a myth for local businesses. ChatGPT and other AI tools pull their answers from the same data Google already uses.
If your website, reviews, and citations are strong, you’ll appear there too. There’s no separate “AI ranking” system.
The real focus is on building trust through authentic content, strong entities, and proof of good service. When you do that, both Google and AI tools will recognize your business naturally.
A Repeatable Process That Works
Marketing isn’t magic or luck — it’s a mechanical process of diagnosis and improvement.
Just as a car mechanic follows a step-by-step system to fix a transmission, your marketing should follow Metrics, Analysis, and Action. No guessing. No chasing trends. Just a proven process that connects trust, content, and ROI.
Every Thursday at 11 AM Eastern, a new Marketing Mechanic episode dives deeper into one of these topics.
If you want a system that will still work 10 years from now — one rooted in real relationships, not hype — start here.
Subscribe, comment, and let us know what topics you want to see next.
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.