Phil RisherPhlash Consulting · No. 1 Digital Marketing Consulting Company For $1m-10m Home Service Businesses 🚀

Google has been telling us this directly. #shorts

16 Sept 2026 · 1 min

Watch on YouTube

1:21

In this short, Phil Risher argues that marketing strategies produced by agencies that can be applied to any business are ineffective because they lack uniqueness and fail to establish SEO authority. He describes how agencies often rely on a factory‑like approach, reusing the same blog posts, social media updates, and email templates across multiple clients for efficiency, but this generic content does not help a business compete or rank in Google. Risher stresses that Google rewards content that provides unique, answer‑focused information, not volume. He advises business owners to combat the generic approach by documenting all of their internal ideas, stories, and questions—their "company brain"—in a single place and then sharing that repository with the marketing agency so that the agency can build truly original, layered content that reflects the business’s distinct voice and expertise.

Chapters

If the marketing strategy that your agency gave you could be used for any business, then it's not built for your business. What I found was that inside of marketing companies, there's cookie-cutter factories that happen that you have to fight against. There's the same blog posts that go out for everyone. There's the same social posts. There's the same emails that are used across all the clients. Yes, this is efficient from a marketing company perspective, but is it actually going to help you compete in the market? to be shown for SEO, to rank for certain things, to be the authority that you should be. No, that strategy is the old playbook. It's not about volume. It's not even about just showing up in places. It's about being the answer. So what does this mean? You have to fight back to your marketing company and say, this is something that any HVAC business could produce, and this is not good enough. Google literally tells us if every HVAC business could say these things, then it's not good enough. You need to have unique things created about your business. So here's what you can do right now. One, all the ideas and thoughts that's in your brain, all the stories, all the questions, you need to document them in one place because that is essentially your company's brain. And that brain can now be used in tandem with content. What you can do is give it to your marketing company and say, hey, marketing company, when you create content, use this brain and use these stories to layer in on top of it. Now you get real content, not commodity stuff.