In Episode 16 of the Marketing Mechanic, Dennis Yu steps away from the whiteboard and takes contractors on a walk-and-talk through the ancient city of Laodicea. Instead of diagrams and markers, he uses real ruins—temples, columns, and stadiums—to explain how Google actually understands businesses. The setting becomes the lesson: SEO is not about pumping out content or chasing tools, it’s about assembling real-world proof into a clear structure that search engines can recognize.Dennis breaks down why Google doesn’t rank websites—it ranks entities. Your company, your services, your city, your customers, your team, and your relationships are the real building blocks. Reviews, job photos, videos, locations, and customer stories are like stone columns. On their own, they don’t mean much. When organized correctly, they form a structure that clearly signals who you are, what you do, and where you do it. This is why shortcuts, fake signals, and AI-generated filler fail over time.The episode ties everything back to common sense. Contractors already have the proof: jobs completed, people helped, communities served. The job is to organize that proof using a clear framework so Google, Maps, and even AI systems like ChatGPT can connect the dots. When your signals are real and properly structured, rankings become the natural outcome rather than something you try to hack.If you want someone on your team who can build this the right way—from organizing real proof to structuring entities correctly—enroll a young adult in our AI Apprentice Program at High Rise Influence, and we’ll train them hands-on to do it properly from day one: https://highriseinfluence.net/Dennis Yu, Founder of Local Service Spotlight:Facebook: https://www.facebook.com/dennisyu/LinkedIn: https://www.linkedin.com/in/dennisyuTwitter: https://x.com/dennisyuLocal Service Spotlight: https://localservicespotlight.com/

Today in Episode 15 of the Marketing Mechanic, Dennis Yu explains why YouTube is actually the best CRM a contractor can use. Most plumbers, HVAC techs, electricians, and roofers think of YouTube as a giant entertainment site, but Dennis shows how its recommendation engine is built to recognize local intent when you feed it the right signals. The process starts with a clear opening in the first few seconds stating your name, the job you are doing, and the city where you are doing it. That gives YouTube the context it needs to match your content with nearby homeowners who care about that specific service.Dennis walks through the cadence that makes this work. One long form video each week in the seven to twelve minute range posted at the same time and uploaded at least 48 hours early so the system can analyze it. You boost each video for a dollar a day so YouTube has enough data to learn who your ideal audience is. Over time YouTube notices who watches past thirty seconds and who sticks around for several minutes which allows it to refine your targeting automatically. When a video performs well you extend the budget and let it run longer while continuing to publish new ride along clips that show real work in real neighborhoods.As the channel builds history the effect carries over into Google search. Your videos begin appearing for local service terms because very few contractors produce content showing actual jobs in specific cities. This growing library becomes the foundation for remarketing short conversion focused videos to high intent prospects at the moment they need a contractor. When homeowners search later for emergency help they already recognize your face and trust your work because they have seen you out in the field. The result is a simple system that strengthens itself every week.If you want someone on your team who can build this system correctly from day one enroll a young adult in our AI Apprentice Program and we will train them hands on: https://highriseinfluence.net/ai-apprentice-program/Dennis Yu, Founder of Local Service Spotlight:Facebook: https://www.facebook.com/dennisyu/LinkedIn: https://www.linkedin.com/in/dennisyuTwitter: https://x.com/dennisyuLocal Service Spotlight: https://localservicespotlight.com/

Today in Episode 14 of the Marketing Mechanic Dennis Yu breaks down the process of boosting Facebook posts in a way that actually produces customers. Dennis explains when to boost, what type of content to use, which objective to choose, and how to evaluate whether a post deserves more budget after the first week. The focus isn’t on tricks or hacks, but on letting the system learn from real engagement so it can find people who care about what you do.Dennis walks through the exact setup: raw one-minute cell-phone videos filmed on the job, posted directly to your profile or page, boosted for a dollar a day for seven days on the engagement or video-views objective. He shows why you should avoid buttons like “Send Message,” why you never want to start with lead forms, and why the first week is simply a signal-gathering period. The goal is to identify which posts hit a 10% engagement rate, attract meaningful comments, and prove they resonate with real homeowners in your area.From there, Dennis explains how to scale winners without burning them out. Instead of raising budgets aggressively, he recommends slow increases, additional testing rounds, and eventually shifting the same post into a lead objective once it has enough data. When done consistently, a handful of strong evergreen videos can run for months (sometimes years) quietly generating leads at low cost while you continue adding new tests into rotation.This episode shows what separates contractors who “tried boosting once” from those who build a reliable system. With the right process, Facebook becomes a steady engine that amplifies authentic stories from the field, identifies your best content, and keeps winning posts working in the background even as you create new ones.If you want someone on your team who can build this kind of system the proper way, enroll a young adult in High Rise Academy and we’ll help them create it for your business: https://highriseinfluence.net/ai-apprentice-program/Dennis Yu, Founder of Local Service Spotlight:Facebook: https://www.facebook.com/dennisyu/LinkedIn: https://www.linkedin.com/in/dennisyuTwitter: https://x.com/dennisyuLocal Service Spotlight: https://localservicespotlight.com/#MarketingMechanic #DennisYu #FacebookAds