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MCANIX

The Resource Hub

Resources for Hands-On Industries

Field-tested playbooks, SEO and GEO strategies, and honest takes on marketing for trade business owners.

Latest posts

PPC·6 min

Why Most Roofers Waste Money on Google Ads (And How to Fix It)

Five Google Ads mistakes that show up in nearly every roofing company account — and the exact fixes that drop cost-per-lead and book more jobs.

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SEO·8 min

Local SEO for Home Service Companies: The 2026 Playbook

What actually moves the local pack for plumbers, roofers, and HVAC companies in 2026 — including the new AI Overview signals and review velocity factors.

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GEO·7 min

What Is GEO? Why AI Search Changes Everything for the Trades

ChatGPT, Perplexity, and Google AI Overviews now recommend businesses by name. Generative Engine Optimization is how you make sure yours is the one mentioned.

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GEO·6 min

Google AI Overviews Are Taking Your Leads — Here's What to Do About It

AI Overviews now answer 'cost of a roof replacement' before any website shows. Here's how trade businesses become the cited source — and stay top of the local pack.

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Strategy·7 min

How to Fire Your Marketing Agency (And What to Look for Next)

The red flags that mean your agency has to go, how to evaluate the next one, and how to transition cleanly without losing your rankings or your data.

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Strategy·8 min

The Real Cost of Marketing for Roofing, HVAC, and Plumbing Companies in 2026

Real numbers, broken down by company size and service. What to spend, where to spend it, and what NOT to waste budget on as a trade business in 2026.

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Industry·6 min

5 Things Your HVAC Website Needs to Book More Service Calls

The five structural elements that separate HVAC websites that convert from the ones that don't — and what to remove if your site already has it.

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SEO·7 min

How to Get More Google Reviews for Your Trade Business (Without Being Annoying)

The five-element system that consistently produces 5+ new Google reviews per month for trade businesses — and how to handle negative reviews professionally.

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Strategy·7 min

Why Your Plumbing Company Needs More Than Just a Facebook Page in 2026

The five-channel marketing stack that actually works for plumbing companies — and why Facebook alone is leaving leads on the table.

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GEO·9 min

How to Show Up When Someone Asks AI for the Best [Your Trade] in [Your City]

The step-by-step playbook for getting your trade business cited by ChatGPT, Perplexity, and Google AI Overview — before your competitors figure out it matters.

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