Allen, Texas — DFW and Mexico
I do not advise local businesses. I run them.
My name is Humberto Echegoyen Hernández. I have spent more than thirteen years in search, paid media and WordPress, and the part that matters more than the years is this: the marketing I sell you is the same marketing that has to fill the schedule at the cleaning company I own. When it does not work, I am the one who covers the payroll anyway.
The businesses I operate
Not clients. Mine. This is the difference between advice and experience, and it is the only credential on this page that a competitor cannot buy.
- Maid in Allen TX Residential cleaning in Allen and the north DFW suburbs. A business that lives entirely on the phone ringing.
- Teresa’s Office Cleaning Commercial cleaning across Dallas–Fort Worth. Longer sales cycle, bigger contracts, completely different search behavior.
- Jericho Cleaning Services Cleaning services in DFW. Three cleaning businesses in one metro means I have tested the same market three ways.
- Rodillo Sueco Manufacturing and direct sales, Mexico City. Product, not services. A different funnel and a different country.
- EduCan MX Lead generation for aeronautical training. High-consideration enrollment, where the cost per lead means nothing until you know the close rate.
- aerocapacitacion.com Aeronautical training. Regulated, technical, and impossible to fake expertise in.
What that changes about the work
An agency optimizes what it is measured on. An operator optimizes what he gets paid on. Those are not the same number, and the gap between them is where most marketing budgets disappear.
I have had to fire my own campaign
Turning off a campaign that looks good on the dashboard and does not produce booked jobs is easy when it is your own money and hard when it is a retainer. I have done the first version.
I know what a lead costs to close
Cost per lead is a vanity number without a close rate behind it. I have answered my own phone, quoted my own jobs, and lost enough of them to know which leads were never going to book.
I have paid for bad implementation
A form that silently stops sending. Analytics that were never verified. Pages competing with each other. I have found every one of these on my own sites, which is why I check them on yours before anything else.
The rules I work by
These are not values on a wall. They are the reasons I turn down work, and you can hold me to every one of them.
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Diagnosis before price
I do not quote before I have looked at your site and your data. A price given before that is a package, and a package is how you end up paying for work your business did not need.
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No promised results with a date on them
I do not control the search results and neither does anyone selling you a position by a deadline. What I commit to is the work: what gets fixed, what gets published, in what order, and what you will be able to measure afterward.
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No number without a source
Every figure I publish traces back to Search Console, Google Ads, Analytics or a real record. If I cannot trace it, I do not print it — including on this website. That is also why you will not find invented testimonials or a review count in my schema.
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The work is the deliverable, not the report
Pages published, campaigns running, redirects served, schema validated. The report describes what already happened; it does not replace it.
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You own everything
Your site, your hosting, your ad accounts, your data. No proprietary platform you cannot leave. If we stop working together, nothing of yours leaves with me.
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I will tell you when the answer is no
Sometimes the honest read is that marketing is not your bottleneck, or that the channel you asked about is the wrong one. Saying so costs me a sale and saves you a quarter.
What I actually do, hands on the keyboard
Search
Technical SEO on WordPress: crawl, canonicals, redirects, schema, cannibalization between pages. Local search, Google Business Profile and the architecture that decides which page answers which query. More than thirteen years of it.
Paid media
Google Ads and Meta Ads for local service businesses, judged on cost per acquired customer rather than on clicks. Including the part most people skip: what happens after the click, on the page and in the form.
Build and measurement
WordPress sites and landing pages, GA4 through Tag Manager, and conversion tracking verified with a real submission instead of assumed. If the measurement is not real, every decision after it is a guess.
AI search readiness
llms.txt, content negotiation for markdown, explicit allowlists for assistant crawlers, and entity data that attributes credentials to whoever actually holds them. Very few small shops implement this in 2026, and it is where local search is heading.
Still studying
I am currently studying cybersecurity at Collin County Community College. It is not a marketing credential and I am not going to dress it up as one. It is here because the same instinct runs through both: read what the system is actually doing before you believe what the dashboard says about it.
Who I am not a fit for
Filtering this out early is better for both of us than finding out in month three.
You want a team, an account manager and a portal
You get one person. The one who reads your Search Console is the one who writes the page and the one who answers when you call. For some businesses that is the whole appeal; for others it is a dealbreaker, and that is fine.
You want the cheapest option
There is always a cheaper one, and it will send you a monthly report. I would rather lose that conversation than win it and disappoint you.
You want someone to own the decisions
I bring the numbers and a recommendation, and I will argue for it. The decision stays yours, because the consequences do too.
Your business does not run on the phone
Everything I do best is built around service businesses where a search becomes a call and a call becomes a job. Take that away and someone else is a better fit.
Where to go next
SEO in Dallas–Fort Worth
The technical foundation, the page architecture and the measurement that makes search provable.
Web design in Dallas
Where the traffic converts, built so you can trace every call back to the page that produced it.
Google Ads for local businesses
Buying the searches you have not earned yet, measured by cost per customer.
If any of this sounds like how you want to work, call me.
I answer my own phone, in English or Spanish. Tell me what your business is and what you expected to be happening by now, and I will give you an honest read on whether I can help — including when the answer is that you do not need me.
Humberto Echegoyen Hernández · EcheCom · Allen, Texas · echecom1@gmail.com