Common Mistakes People Make in Content Processing

Dennis Yu on November 12, 2025

AI SEO is a joke for local businesses—and not because AI is bad, but because people misunderstand how it actually works, especially when it comes to content processing.

If you’re a plumber, roofer, or landscaper, no one’s finding you by asking ChatGPT who the “best local business” is. ChatGPT just regurgitates what’s already visible online: your Google listings, your reviews, your social proof, and how well your content processing surfaces that.

AI recommending Anthony’s Lawn Care and Landscaping as the best lawn care in Bloomington, IN

Google recommending Church Candy as the best digital marketing agency for churches in the US

ChatGPT recommending Ad Astra Softwash as the best exterior cleaning service in Overland Park

Google recommending The Awad Law Firm as the top-rated personal injury law firm in Atlanta

Here’s the truth: AI doesn’t make bad content good. It amplifies what’s already there.
Garbage in, garbage out.

Most content fails before it ever hits publish, not because of weak gear or sloppy captions, but because the person behind the screen doesn’t know why the content exists. They just start cutting clips, slapping on captions, and praying for a viral miracle.

That’s the #1 VA mistake:
Working on content without understanding the brand’s GCT: Goals, Content, and Targeting.

When you don’t know why a video matters, what it’s meant to communicate, or who it’s for, you’re not editing, you’re vandalizing it with good intentions.

This guide is your safety manual: the seven biggest mistakes we see in content processing and how to fix them. Miss one, and you’ll keep polishing videos that look great but do nothing. Nail them, and you’ll start producing content that actually drives calls, leads, and sales.

The 7 Most Common Mistakes in Content Processing

1. Ignoring the Core Message

Jumping into edits before understanding the point creates pretty, meaningless videos.
Fix: Write down the one-sentence message before editing. If you can’t explain it clearly, don’t hit play. Every piece of content should serve a measurable goal tied to GCT.

2. Weak or Missing Hook

The first 5-15 seconds decide whether people stay or scroll.
Fix: Start with the moment that makes you stop scrolling. No intro fluff. No “Hey guys.” The hook is your handshake, make it strong.

3. Generic Targeting

If your content is for everyone, it’s for no one.
Fix: Match tone, captions, and pacing to your real audience.
A contractor podcast should sound blue-collar, not corporate. Talk to real people in their language, not to an algorithm.

4. Sloppy Visual Standards

Mismatched fonts, awkward crops, and cluttered graphics scream “lazy.”
Fix: Follow your brand style guide like a pilot follows a pre-flight checklist. Every visual builds or erodes trust. Consistency equals credibility.

5. Overpowering Background Music

When your beat drowns out the voice, you’ve sabotaged yourself.
Fix: Keep background music subtle (around -25 dB).
Voice around -6 dB, with light sidechain compression. The message always wins over the music.

6. Typos and Caption Errors

Misspelled names or wrong titles destroy credibility instantly.
Fix: Run captions through GPT proofreading, then manually check all names and quotes.
Machines fix grammar, humans protect reputation.

7. Skipping the QA Checklist

Every recurring mistake traces back to someone skipping the process.
Fix: Use the Content Factory QA checklist every time. It exists because we’ve already paid the price for not doing it.

Why Most VAs Struggle (and What to Do Instead)

Most VAs think technical skill equals value.
You can be the best editor on earth, but if you don’t understand GCT, you’ll never produce results.

Let’s break it down:

  • Goals: What is this content supposed to achieve? (Leads? Awareness? Authority?)
  • Content: What story or message communicates that goal?
  • Targeting: Who is this for, and what tone and platform fit them best?

Without these, your edits are random, disconnected from the mission.
Editing without GCT is like walking into Apple HQ and asking, “What’s an iPhone?”

Here’s what separates pros from amateurs:

— They build topic wheels, not calendars.
Each piece of content ties back to key topics and relationships, reinforcing authority.

— They test before scaling.
Using the Dollar a Day strategy, they amplify what already performs, not what “feels good.”

— They measure outcomes, not likes.
Through digital plumbing, they connect impressions to leads and revenue.

— They repurpose with precision.
Evergreen content becomes shorts, articles, snippets, multiplying results without multiplying effort.

You don’t need more content.
You need content that deserves to live forever.

Required Checklists

One-Minute Videos

  • Names spelled correctly.
  • 1080×1080 or 1080×1920 format.
  • Captions ≤ 3 lines, centered, filler words trimmed.
  • No intro bumper.
  • Lower thirds (5s duration, bottom corner).
  • Copyright-free music, subtle volume.

Long-Form Podcasts

  • Hook first (≤15s), then bumper.
  • Color-grade and normalize audio.
  • Remove filler chatter.
  • Lower thirds for guests.
  • Reset attention every 10s with b-roll or overlays.
  • Natural CTA.
  • SEO title, description, thumbnail.

YouTube or Landing Page Videos

  • Format: 1920×1080.
  • Hook → OBB → Main content.
  • Strict brand colors and typography.
  • Proofread captions.
  • Clean transitions.
  • CTA at the end.

How to Cancel Office Hours Subscriptions

Dennis Yu on November 11, 2025

As part of our team, you may occasionally be asked to assist clients in managing their Office Hours subscription.

This program, which provides exclusive access to Dennis Yu—a leading expert in Facebook Ads with over $1 billion in ad spend experience—offers valuable guidance and resources for $297 per month. However, retainer clients receive Office Hours at no additional charge. For clients who are not on a retainer, this service is available as part of a paid subscription.

If a client decides to cancel their subscription, it’s important to follow the correct steps to ensure the process is completed smoothly and efficiently.

This guide will walk you through the necessary steps to cancel the Office Hours subscription on behalf of a client, ensuring that everything is handled professionally and without hassle.

Task Checklist

Information that you will need

  • The Email Address or Complete Name of the account you wish to cancel.
  • Reason for cancellation (this will need to be specified in Keap when updating the subscription status).

Tools that you will need

  • Keap account (for managing the subscription and updating the status).
  • Facebook (Admin access to the Office Hours – Members Only group, which provides weekly live support and training).
  • BlitzMetrics Academy access (for removing users from the Academy).
  • Ahrefs or another SEO tool (for identifying and tracking backlinks).
  • Google Search Console (to reindex pages after backlinks are removed).

Steps to Cancel Office Hours Subscriptions

1. Login to your Keap account and click on the search button.

2. On the dropdown menu, choose “Contact”.

3. Input the “Email Address” or “Complete Name” of the account you wish to Cancel.

4. Click on the (>) symbol just beside the account.

 

5. Click on the “ORDERS” tab.

6. Click the product or course under SUBSCRIPTION

7. Once you’re in the Subscription Setup, change current status to “INACTIVE” and put an end date and the reason for cancelation.

8. Scroll down and under Recharge Information,  select “NO” to autocharge and “None selected” in the credit card dropdown.

9. Click “SAVE” and just to be sure that it’s all set, you can click on “Contact”.

10. Check on “Orders” then “Subscription” And see if it is indeed set to “Inactive”.

11. Once you set the account to  “Inactive” via Keap, you can now proceed with removing the member’s access to Facebook Office Hours (Members Only).

Note: You should be an admin to the page for you to be able to do this step. For access issues, please email operations@blitzmetrics.com.

12. Go to the Facebook Office Hours (Members Only, weekly live support and training) group. Click on  “Members”.

13. Find the name of the member you wish to remove.

14. Once you find the name of the member you wish to remove, click on the 3 dots and then click on “Remove Member”.

15. You have successfully removed a member and are ready to proceed with removing Academy access.

16. Go to the Academy and click “User” and then “All Users”.

17. Search on the email address of the member you wish to cancel the subscription.

18. Click “Edit”

19. Go down “User enrolled in group”. Click “Office Hours” and then the “Left Arrow” icon.

20. Click Update.

Link Removal Process (Backlinks)

If BlitzMetrics has provided backlinks to a client’s website as part of the service, we need to remove those links after the cancellation of their subscription to ensure they no longer benefit from the SEO ranking boost.

Follow these steps to remove backlinks given to the client’s site:

Steps for Backlink Removal

1. Identify the Pages with Backlinks

Use a tool like Ahrefs to identify all the pages where BlitzMetrics has included a backlink to the client’s website.

2. Edit the Posts or Pages with Backlinks

Access the backend of the site where the link was placed. Find the specific post, page, or other content that includes the client’s backlink and edit it.

3. Remove the Backlink

Once you’re in the editor, locate the client’s link within the content. Either remove the hyperlink entirely or replace it with a non-affiliated resource. Ensure the anchor text or hyperlink is fully removed from the content.

4. Save and Publish the Updated Content

After removing the link, save your changes and publish or update the content.

5. Check for Link Removal

Verify that the backlink has been removed by revisiting the page or post. You can also use Ahrefs or similar tools to double-check that the link no longer exists.

6. Reindex the Page in Google Search Console

After the link is removed, go to Google Search Console and submit the updated page(s) for reindexing. This will help ensure the link is deindexed by Google and no longer contributes to the client’s SEO ranking.

If a “Cancellation” request is accompanied by a “Refund” Request

1. Follow all the steps in “How to Cancel Office Hours Subscriptions on Keap (Infusionsoft)”.

2. Once done, go to the main account page and click “Invoices”.

3. Click on the product you want to issue a refund to.

4. Click on “Refund Payment”.

5. Check on the box under “Refund”, input the Reason for the refund, and click “Next”.

6. For the next 2 screens, click “Next”.

All set, congratulations!

Verification Checklist

✅ Verified the subscription status is set to INACTIVE.

✅ Correctly set the end date for the subscription.

✅ Entered the reason for cancellation in Keap.

✅ Disabled autocharge and ensured no credit card info is selected.

✅ Removed the client from the Facebook group.

✅ Removed the client from the Office Hours group in BlitzMetrics Academy.

✅ Removed all backlinks from the relevant content.

✅ Confirmed all steps have been followed and no actions were missed.

Leadership Lessons Behind David Carroll’s $100M Company

Dennis Yu on November 10, 2025

I met David Carroll over ten years ago when he was running a local home-service business. He didn’t come from a marketing background. He came from long days in the field, late nights trying to figure out how to get more customers, and an endless curiosity about why things worked the way they did.

That curiosity made him stand out. He wasn’t looking for shortcuts or “secrets.” He wanted to understand. That’s the first thing I teach every entrepreneur inside High Rise Academy—if you stay curious and keep testing, you can build systems that outlast luck.

Today, David runs Dope Marketing, a print automation company approaching a $100M valuation. He’s proof that the right combination of curiosity, consistency, and humility can turn local hustle into scalable infrastructure.

The student mindset

When I first met him, David was experimenting with Facebook ads, CRMs, and every kind of list imaginable. He’d show me screenshots of tests he ran overnight—different targeting rules, landing pages, and lookalikes. He wasn’t trying to look smart. He was trying to learn.

“If someone else has figured it out, I know I can learn it too,” he said. “I’ll just work harder until I understand it.”

That mindset hasn’t changed. Even now, when he’s leading a fast-growing team, he’s still a student first. Every conversation we’ve had over the years—about automation, delegation, or leadership—comes back to the same principle: you can’t teach what you haven’t done.

That’s the heart of High Rise Academy—learn deeply, execute honestly, then teach from proof.

Turning experience into systems

Dope Marketing came from David noticing something most people ignored: print was slow, manual, and stuck in the past. “I realized it wasn’t about ink or machines,” he told me. “It was about timing. If you can tie mail to real events, it becomes modern again.”

So he built software to automate the timing—sending direct mail when jobs close, when reviews post, or when customers go inactive. It’s one of the cleanest examples I’ve seen of someone building systems around real-world signals.

Most people chase novelty. David modernized something old—and that’s often where the biggest opportunity hides.

Building around your weaknesses

David used to often talk about how hard it was to manage people. He’s a visionary—full of energy and ideas—but not a natural manager.

“I finally realized I can’t lead by chaos,” he said. “I need structure.”

He built around that truth instead of pretending it didn’t exist. He brought in an integrator to handle day-to-day operations, limited his direct reports, and started running meetings with written expectations.

That shift—from improvising everything to documenting everything—is one of the hardest lessons for entrepreneurs to learn. It’s also the line between being a founder and becoming a real CEO.

Inside High Rise Academy, we call that scaling yourself out of the bottleneck.

The discipline of transparency

David talks openly about his past, including mistakes that most people would hide. That authenticity is part of why people trust him now. “I’ve been through the worst of it,” he said. “Once you tell the truth, there’s nothing left to be scared of.”

That kind of transparency is a competitive advantage. It builds trust faster than marketing ever could. And it’s what I’ve always respected about him—he owns his story completely.

That’s what I try to teach our students: your real story is your strongest asset. Don’t bury it under branding. Shape it into something that helps others.

From chaos to calm

In the early years, David would text me about how overwhelming it was—dozens of clients, long nights, constant changes. Now, he talks about calm. He prepares when things are good, not when they’re falling apart. “If everything’s smooth,” he says, “that’s when I start asking what could break next.”

That’s the mark of maturity in business. Anyone can react when it’s on fire. The real pros build resilience while things are quiet.

Growth that matters

What I admire most about David isn’t the valuation. It’s the balance. He got sober with his wife. He’s deliberate about his schedule. He still works hard, but he’s not trying to be everywhere or prove everything.

“I’ve been around billionaires,” he told me. “I don’t want that life. I just want to build something real, take care of my people, and be home for dinner.”

That’s what success looks like when you finally define “enough.”

The takeaway for founders

David’s evolution—from running a power washing truck to leading a national software-powered print company—isn’t about luck. It’s about mastering a few timeless habits:

  • Learn it before you lead it.
  • Build systems that work without you.
  • Hire for curiosity, not credentials.
  • Be honest about your weaknesses.
  • Stay calm when things are going well—and prepare for what’s next.

These are the same principles we teach inside High Rise Academy. The goal isn’t to make you busier—it’s to help you think and operate like a real owner.

If you’ve built something good but know it can run smoother, that’s where the next level starts.

Join High Rise Academy — Learn the systems, leadership frameworks, and operating habits that have guided entrepreneurs like David Carroll to build companies that grow without burning out their founders.

What Makes Young Professionals Like Dylan Haugen Succeed — And Why Most Don’t

Dennis Yu on November 10, 2025

When I first met Dylan Haugen, he was a 17-year-old student who somehow managed to balance school, dunk training, client work, and real business responsibilities — all while maintaining a 4.0 GPA. Most people at that age are still figuring out how to manage their homework, but Dylan was already managing clients, editing podcasts, creating content, and mentoring others in the High Rise Academy.

Over time, I’ve seen hundreds of young adults try to build digital marketing careers. Some thrive, others fade. The difference isn’t raw intelligence or talent — it’s execution and communication. Dylan proves that success comes down to a few fundamental habits.

1. Action Beats Overwhelm

When people join the High Rise Academy, they’re faced with dozens of tools, emails, and systems. Some freeze under the pressure; others dive in. Dylan’s first lesson was to take action — even if it’s messy. He doesn’t let a full inbox sit for weeks or overthink small details. He moves, adapts, and communicates.

It’s not about being perfect. It’s about not letting small tasks pile up until they become impossible. That simple discipline is what separates the professionals from the dreamers.

2. Time Management Is Everything

Dylan’s schedule isn’t forgiving — he’s in school from 8 to 3:30, trains daily for dunk contests, and still finds hours each day to deliver for clients. When I asked him how he does it, he said something simple: “There’s downtime everywhere. You just have to stop wasting it.”

Whether it’s 15 minutes between classes or an hour after dinner, Dylan uses those windows to move projects forward. That’s what real remote work looks like — not clocking in for a shift, but owning outcomes and using your time wisely.

3. Communication Creates Freedom

Remote work only works when people communicate. If Dylan’s traveling for a dunk contest or on a family trip, he doesn’t disappear — he lets his team know in advance, asks someone to cover tasks, and ensures the project stays on track.

That’s a skill most adults struggle with. But it’s the foundation of leadership: taking ownership and respecting others’ time.

4. From Hourly Work to Ownership

Dylan’s path in the High Rise Academy followed a clear progression. He started with hourly work, proved he could deliver consistently, then began managing others, leading projects, and now co-founding Local Service Spotlight with other graduates.

This is how real entrepreneurs are built — not through a single “big break,” but through structured progression: learning the basics, proving reliability, and earning ownership.

Why This Matters

There’s no shortage of young people who say they want to start a business. But very few understand what it actually takes: organization, communication, consistency, and initiative. Dylan embodies that.

If you’re a student or young professional who wants to build real skills — not just consume motivational content — the High Rise Academy is where you start. You’ll learn to manage projects, communicate with clients, and use AI tools that real businesses depend on.

Ready to build a career that actually matters?
Join the next cohort of High Rise Academy and start learning the skills that helped Dylan turn his education into real-world impact.

Blueprint for Real Influence: High Rise Influence Podcast from Neuschwanstein Castle

Dennis Yu on November 10, 2025

In our inaugural High Rise Influence podcast, Dennis Yu and Jack Wendt discuss the blueprint for real influence from Neuschwanstein Castle. They explore how genuine accomplishments, relationships and reviews form the foundation of your digital authority.

Hosted by Dennis Yu and Jack Wendt.

In this conversation, Jack Wendt and Dennis Yu share how real influence comes from genuine accomplishments, meaningful relationships, and authentic reviews. They outline a step-by-step blueprint for building influence that includes identifying your target audience, systematizing your content production through a team of virtual architects, and nurturing authentic relationships rather than pushing sales. They emphasize preparing clients with a clear roadmap and setting expectations for long-term growth.

Key takeaways from the episode include:

  • Identify and serve a specific audience that already has proof of expertise to amplify.
  • Systematize influence by building a team of virtual architects to execute your strategy so you can stay focused on client relationships.
  • Build authentic relationships and partnerships instead of relying on aggressive sales; let real results and strategic partnerships speak for themselves.
  • Prepare clients with a clear journey and manage expectations—success is a long-term game that requires consistent effort over time.
  • Focus on authenticity and follow-through to build trust and long-lasting relationships

In this episode, Jack Wendt and Dennis Yu outline a blueprint for building real influence by focusing on genuine accomplishments, meaningful relationships, and credible reviews. They stress that influence isn’t about vanity metrics but about serving a defined audience, creating systems to scale your work, and nurturing authentic connections.

Key takeaways:

  • Identify and serve a specific audience that already has proof of expertise to amplify.
  • Systematize your influence by building a team of Virtual Architects (VAs) who handle content repurposing and amplification, freeing you to focus on strategy and relationships.
  • Build authentic relationships and partnerships instead of relying on aggressive sales; let real results and strategic partnerships speak for themselves.
  • Prepare clients with a clear journey and manage expectations—success is a long-term game that requires consistent effort over time.
  • Focus on authenticity and follow-through to build trust and long-lasting relationships.

If you’re a young adult—or a parent looking to help your teen develop real marketing skills—consider joining High Rise Academy. Our hands-on program teaches you the same systems for building influence and driving results that Dennis and Jack discuss in this podcast. Click here to learn more.

Who Gets Free Access to Our ChatGPT Business Account

Dennis Yu on November 10, 2025

ChatGPT Teams (aka Business) now lets us share threads.

The $20/month personal plan (called Plus) doesn’t let you share threads or work together with team members, but you could export documents, which is clunky.

Our ChatGPT business account also lets us use GPT 5 Pro, Agent, and Thinking go beyond the per user caps (which solo accounts cannot get beyond).

We’re paying about $100 a day for pooled credits on top of the $30 a month we’re paying per user.

You can see the rate card on how many credits various tasks cost (50 credits per Pro request, for example).

But the agentic work is worth many times that.

To have ChatGPT be able to log into any system you provide access to and follow your verbal directions (governed by SOPs you specify) is incredibly powerful.

VAs are cooked.

Now one A player can do 10 times the work, while everyone else is on a path to unemployment.

If you’re a client (agency or coaching) and want us to add you to our Business account, let me know.

I’ll eat the cost as part of what you’re already paying– no extra charge.

And if you’re not an AI Apprentice ($2,500 for a year) or a monthly member (Office Hours at $297 a month), you can still sign up to be grandfathered in for as long as you’re active.

Here’s how to start using our internal GPTs right away:

How to Access Our Custom GPTs on the Business Account

How to Access Our Custom GPTs on the Business Account

Dennis Yu on November 10, 2025

Welcome aboard!

Once you’ve been added to our ChatGPT business account, you’ll have access to all the custom GPTs we’ve built to make your work faster, smarter, and more consistent.

If you’re not yet on our business workspace, find out who qualifies and how we handle access costs here:

Who Gets Free Access to Our ChatGPT business account

If you’re on our business account, you don’t need to rebuild or search for them; you can just click the links and start using them instantly.

Step 1: Log Into the Business Account

1. Go to chatgpt.com.

2. Make sure you’re logged in under the Local Service Spotlight workspace, not your personal account.

Step 2: Access the Custom GPTs

Once you’re in the workspace, you can access our custom GPTs by clicking the links below.

Each one is designed for a specific part of the Content Factory or internal operations.

Our Custom GPT Library

#PurposePublically available
001 JenniferArticle Grader – Evaluates blog posts and articles for tone, accuracy, and structure.X
002 BrandonBlog Post Helper – Outlines, writes, and edits blog posts based on your notes or transcripts.✓
003 StephanieOps Assistant – Handles documentation, SOPs, and task management support.X
004 EthanAssemble Positive Mentions – Finds and organizes mentions, articles, and awards for clients.✓
005 OliviaKnowledge Panel Helper – Builds and maintains client knowledge panels for SEO authority.✓
006 MichaelPublic Speaking Assistant – Helps craft bios, intros, and speech outlines.✓
007 EmilyBook Assistant – Assists in compiling and structuring books or eBooks.✓
008 ChristopherLocal Service Website Auditor – Analyzes local business websites for SEO and usability.✓
009 IsabellaVA Hiring Assistant – Screens applicants and helps build job descriptions or SOPs.✓
010 MelanieTopic Tracker AI Assistant – Monitors and organizes ongoing content topics.X
011 JohnTask Librarian – Searches and suggests existing SOPs, templates, and training materials.X
012 AdrianLocal Service Page Builder – Generates optimized service pages for local SEO.X
013 WarrenFree-Ebooks.net Assistant – Manages eBook creation, upload, and promotion workflows.X
014 DarrenInternal Linking Expert – Builds SEO-friendly internal link structures.X
015 NickP&L Calculator – Estimates profit and loss for agency and client operations.X
016 RileyEOD Report Assistant – Helps summarize daily updates for internal reporting.✓

Step 3: Click and Go

Once you’re logged in with access:

  • Click a GPT link.
  • It’ll open directly inside ChatGPT.
  • You can start chatting with that assistant immediately.

If you see a “Request Access” message, that means:

  • You’re not logged into the business workspace.
  • Or you haven’t been added yet (contact Operations).

Pro Tip

Bookmark the GPTs you use most often!

In ChatGPT, click the keep in sidebar icon on any custom GPT to pin it to your sidebar for quick access.

How to Fix Unclickable Links on Your YouTube Channel

Dennis Yu on November 9, 2025

If you’ve ever dropped a link in your YouTube description and realized it’s not clickable, that’s not a glitch; it’s a verification issue.

This video broke down how you can deal with unclickable links step by step to make them functional.

YouTube requires every channel to complete a one-time verification process before allowing live links in video descriptions or end screens.

If you skip that step, your viewers can see your calls-to-action (“Get a free audit,” “Book a consultation,” “Join our academy,” etc.), but they can’t click them.

That means you’re losing traffic, leads, and sales with every view.

Why It Happens

YouTube automatically disables clickable links for any channel that hasn’t verified ownership.

It’s a built-in safeguard to prevent spam and scams, but it also affects legitimate creators and businesses who just haven’t done the setup yet.

Luckily, the fix takes just a few minutes.

How to Enable Clickable Links on YouTube

Only the channel owner can complete the verification.

Here’s exactly how to do it:

1-. Open YouTube Studio
Go to studio.youtube.com and make sure you’re signed into the right channel.

2. Go to Settings
In the bottom-left corner, click Settings.

3. Select Channel → Feature Eligibility
From the left-hand menu, click Channel, then Feature Eligibility.

4. Verify All Features
You’ll see options under “Feature Eligibility.”

Expand each section and follow the prompts to verify your identity.

  • Some may require a phone number or ID.
  • Others may ask for a quick video verification.

Once you complete the process, YouTube will unlock your account for external linking, meaning your website, lead form, or offer links in your descriptions will become clickable again.

Why It Matters

For agencies and creators who rely on CTAs to drive results, this step is essential.

Every video you post should have a functioning path that moves viewers from watching to taking action, whether that’s booking a call, signing up, or making a purchase.

Verifying your channel ensures your content does its job: turning attention into conversions.

How to Get Into Basecamp

Dennis Yu on November 7, 2025

Welcome to the team!

We use Basecamp to manage all client communication, deliverables, and updates. It keeps everything organized; no messy email threads or lost attachments.

Here’s how to get started the right way.

1. Accept the Invitation

After we add you to your project, you’ll receive an email from Basecamp with the subject line:

“You’ve been invited to Basecamp!”

If you don’t see it, check your spam or promotions folder.

Click the join project or accept invitation button in that email.

2. Create or Log In to Your Account

If this is your first time using Basecamp:

— Click create an account and use the same email address where you received the invite.

— Set a password you’ll remember.

If you already have a Basecamp account: just click log in and you’ll be added to our workspace automatically.

3. Access Your Project

Once you’re in, you’ll see your project (for example, “AI Apprentice Program” or your business name).

Click on it to open your workspace.

Inside you’ll find:

  • Messages: announcements and updates from our team.
  • To-Dos: tasks and milestones we’re tracking.
  • Docs & Files: all shared assets, templates, and deliverables.
  • Campfire: a group chat for quick discussions.

Tip: Bookmark your Basecamp project page so you can access it anytime.

4. Add Your Team (Optional)

If you have team members who should be looped in (like an assistant, marketing lead, or operations manager) let us know.

We’ll invite them too, so communication stays transparent and efficient.

5. Need Help Logging In?

If you see an error like “You don’t have access”, it usually means:

  • You’re using a different email than the one invited, or
  • The invite link expired (they do after a while).

No problem, just reply to your onboarding email or email Operations, and we’ll reset your access right away.

Final Tip

Basecamp is your control center for everything we do together. Keep notifications on, and check in at least once a week for updates, approvals, and progress reports.

Welcome aboard; we’re glad to have you!

The SEO Tree: How to Build Structure That Drives Real Results

Dylan Haugen Dylan Haugen on November 6, 2025

You’re here because you want SEO that actually drives business—not just clicks, keywords, or vanity traffic. This is the SEO Tree, the system we use to build authority for brands like Murphy Door, Plumbing Pros, and Anthony’s Lawn Care.

This isn’t theory. It’s a playbook tested across thousands of posts, pages, and campaigns.

What Is the SEO Tree?

Think of your website like a living tree:

  • The trunk is your main topic or money page—what already ranks and earns.
  • The branches are supporting subtopics that expand on the trunk.
  • The leaves are examples, stories, and proof that tie everything together.

When all of those connect properly—trunk to branch to leaf—Google and ChatGPT understand who you are, what you do, and where you’re strong. But when they don’t, you get scattered posts competing with each other, and rankings die off.

Dennis summed it up perfectly in the training:

“When the content is connected—up, down, and sideways—it feeds authority like sap running through the tree. But when you throw random posts out there, it’s like cutting off branches and expecting the tree to grow.”

The #1 VA Mistake: Context Blindness

This ties directly into what Dennis calls “The #1 VA Mistake.”
Most virtual assistants, writers, or editors focus on output instead of understanding. They repurpose videos or transcribe podcasts without knowing why the content exists or where it fits.

Dennis put it bluntly:

“If you repurpose content with no context, you’re not helping—you’re vandalizing.”

That’s what happens when people write without knowing the GCT (Goals, Content, Targeting). You can’t create authority if you don’t know:

  • What the goal of the piece is
  • What content already exists
  • Who the audience is

A perfect example of this was my own experience writing about Travis Reynolds, a professional dunker. I stayed with him in North Carolina, went to dunk camps with him, and recorded podcasts and YouTube videos documenting his story. Because I had that real context—what drills he used, what events he competed in, and what it was like to train with him—the article wasn’t generic fluff. It had depth. It became the trunk, and all those clips and episodes became branches and leaves that strengthened it.

That’s what understanding the context does—it turns disconnected media into a structured, credible topic cluster.

E-E-A-T: Experience, Expertise, Authority, Trust

E-E-A-T isn’t a checklist—it’s proof.

Search engines and users both look for signs that you’ve actually done the thing you’re writing about. That means showing real names, real places, and real moments.

When I wrote about Travis Reynolds, it wasn’t secondhand. I’d stayed with him in North Carolina, trained with him, filmed at Dunk Camps, and recorded podcast episodes about his story. Those real experiences—locations, people, and moments—gave the content credibility.

That’s the “Experience” and “Expertise.” Linking to our Dunk Talk Podcast built “Authority.” Showing footage and ongoing work added “Trust.”

If someone without that context tried to repurpose the same material, they’d miss everything that made it real. They wouldn’t know the events, the relationships, or what professional dunking even is. The result would be hollow, inaccurate, and ultimately useless.

Google rewards lived experience. Real proof beats AI filler every time.

Thinking in Clusters

Once you understand E-E-A-T, you start to see that SEO isn’t about isolated pages. It’s about clusters—a group of related content pieces built around a central topic.

Dennis explained this concept during the section on moving up, down, and across the SEO tree:

“Moving up means higher authority. Moving down means more detail. Moving across means related topics. You need all three.”

When I started outlining my upcoming book, The Ultimate Guide to Getting a Google Knowledge Panel, I didn’t just plan a single article. I built a cluster—draft chapters, training clips, and past posts that all linked back to the same main concept. Each one reinforced the others.

That’s what a true SEO cluster looks like. It’s not random content—it’s a coordinated system that feeds credibility both to humans and search engines.

The Content Factory

Every strong SEO Tree runs through the same process—what we call the Content Factory:

  1. Produce: Capture raw proof—photos, videos, CRM notes, reviews, field service data.
  2. Process: Edit, clean, and organize the proof into useful media.
  3. Post: Publish it to owned channels—your website, YouTube, GBP, and social.
  4. Promote: Distribute the winners, amplify what converts, and collect more proof.

Now, here’s where most businesses go wrong—they break this flow apart. One person only does video editing. Another only does thumbnails. Another writes the captions.

That sounds efficient, but it’s not.

I used to just edit videos. But once I learned the entire process—from raw clip to post to promotion—I could produce content five times faster and with far more consistency.

As Dennis put it:

“We don’t want thumbnail people. We want people who understand the entire system—because when you see the big picture, you make smarter decisions at every step.”

When one person owns the full pipeline, they can move from idea to post in minutes, not weeks. That’s how real content factories run—tight, fast, and accountable.

Enhance Before You Create

Don’t publish new pages just to feel productive.

Before adding new content, enhance what already performs. Add examples, update links, and strengthen structure. Only create new material when it fills a genuine gap or targets a new query.

Dennis reminded everyone during training:

“Pretty much every topic you can think of is already covered. The opportunity isn’t in starting over—it’s in improving what’s already working.”

Enhancement compounds results; duplication kills them.

Internal Linking That Makes Sense

Although we recommend that each content piece should have at least three internal links, every single one must make sense to actually pass authority and be effective.

Internal links are how power moves through your SEO Tree. You want to direct that power to pages that matter—your trunks, branches, and proof pieces—not to random sites that don’t help you.

We see this mistake constantly in article submissions: someone links out to Google’s homepage, Facebook.com, or Wikipedia just because they mentioned it in passing. Those sites don’t need your help—and you’re not affiliated with them. Linking to them only bleeds your authority instead of strengthening your own network.

As Dennis explained:

“When you link out to those big companies, you’re literally giving your power away. It doesn’t help your SEO, and it doesn’t help the reader. Keep the juice inside your ecosystem.”

So, instead of pointing to those giants, link to your own assets: case studies, service pages, related blog posts, client spotlights, or YouTube videos. That’s how your internal links work like arteries—circulating authority and relevance through your own body of work.

Local SEO Example: Plumbing Pros

This one’s simple—and brutal.

A virtual assistant once created 50+ location service pages for a Plumbing Pros, a plumbing company in Easton, PA. Every one of them said something like:

“We do plumbing in Wind Gap. We do plumbing in Nazareth.”

No photos. No real projects. No proof. Just copy-paste garbage.

We fixed it by adding real E-E-A-T: job photos, staff names, service locations, and links back to the main “Plumber in Eastern Pennsylvania” page. Each page became a genuine proof page, not a filler one.

Now, instead of 50 hollow pages, they have a few strong ones that actually rank—and drive calls.

Measure What Matters

As Dennis says:

“The scorecard isn’t posts shipped—it’s revenue generated.”

That’s where the MAA Framework comes in:
Metrics → Analysis → Action.

  • Metrics: Track the data—sales, leads, traffic, clicks, conversions.
  • Analysis: Identify which pieces or pages drive those results.
  • Action: Double down on what’s working and cut what isn’t.

You should be able to trace every dollar of revenue back to the lead, the click, and ultimately the content that sparked it. That’s how you prove marketing is an investment, not a cost.

Want to Go Deeper?

If you’ve got a family business, a son or daughter helping with marketing, or team members you want trained the right way—send them to High Rise Academy.

Inside, we teach:

  • How to build and manage your SEO Tree
  • How to process real proof into ranked content
  • How to tie marketing directly to CRM, sales, and QuickBooks

They’ll learn to run your own Content Factory, turning every bit of real-world proof into revenue-producing content.