1. Evidence Register
Inventory of platform connections, exports and audit evidence scope. Source IDs are preserved so references elsewhere continue to resolve.
| Source ID | Platform / scope | Evidence | Dates / coverage | Status |
|---|---|---|---|---|
| SRC-GA4-01 | GA4 — woodwardheating.com | Nine uploaded traffic, landing-page, event, attribution, geography and browser exports. | Jul 2–Sep 29, 2026 · 90 days | Reviewed exports |
| SRC-GSC-HVAC | GSC — woodwardheating.com | Queries, pages, dates, countries, devices, search appearance and filters. | Recent Jun 29–Sep 28, 2026 · 92 days; long Sep 29, 2025–Sep 28, 2026 · 365 days | 14 files reviewed |
| SRC-GSC-PLUMB | GSC — woodwardplumbing.com | Same seven export types across two windows. | Recent Jun 29–Sep 28, 2026 · 92 days; longer chart Mar 30–Sep 28, 2026 · 183 days | 14 files reviewed |
| SRC-GADS-01 | Google Ads — 805-868-2394 | Campaigns, conversions/settings, search terms, destinations, budgets, devices and weekdays. | Jul 2–Sep 29; recent Aug 31–Sep 29, 2026 | Read-only verified |
| SRC-GBP-01 | Public Google profiles / Maps via DataForSEO | Salem, Eugene and separate plumbing profiles; categories, reviews, center rankings and attempted grid. | Sep 30, 2026 snapshot | Public evidence reviewed |
| SRC-DFS-01 | DataForSEO via Revved MCP | Backlinks, keywords, organic SERPs and AI visibility snapshots and modeled estimates. | Collected Sep 30, 2026 | Third-party snapshot |
| SRC-INSPECT-01 | Live website inspection | Heating site, plumbing site and https://revved-template6.vibepreview.app/; desktop page/form/booking inspection. | Sep 30, 2026 | Desktop inspection |
| SRC-PUB-01 | Public business records | BBB, chamber, homebuilders, HomeAdvisor, Manta and trade references. | Cached entries, Sep 30, 2026 | Leads to verify |
| SRC-OWNER-01 | Ownership context | Scott's supplied account-access experience. | As supplied during audit | Not independently audited |
Limitation & Scope: This register describes evidence and access scope, not audit credentials. No secrets are displayed. Connector errors affected specific reports; Ads account access itself works. Do not attribute unsupported-field failures to privacy suppression. PDF p. 55.
2 & 3. Dataset Inventory and Metric Definitions
37 uploaded first-party CSVs plus Ads retrieval through Revved MCP, with standardized metric scope and calculation notes.
Dataset Inventory
37 uploaded first-party CSVs:
- 28 GSC CSVs: 14 heating + 14 plumbing.
- Each website has two sets of seven files: Chart, Queries, Pages, Countries, Devices, Search appearance and Filters.
- Nine heating GA4 reports: channel grouping, source/medium, landing pages, pages/screens, events, key-event attribution paths, city, region and browser.
- Ads evidence was retrieved through Revved MCP, not counted as uploaded CSVs.
- Ads totals reconcile across 288 campaign rows and device/weekday reports.
- Search terms: 500 highest-spend rows, truncated.
- Attempted grid: Salem 3×3, 3 km spacing, incomplete — not a 7×7 shapefile.
Metric Definitions
- GSC clicks
- Web-search clicks reported for the selected property and period; not sessions, unique people or leads.
- GSC impressions
- Search-result exposure; not unique users or local market size.
- CTR
- Clicks ÷ impressions × 100.
- Average position
- Aggregated search position across impressions; not a fixed neighborhood rank.
- GA4 sessions
- Visits using GA4's session definition.
- Engagement rate
- Engaged sessions ÷ sessions.
- Key events
- Recorded event occurrences; not automatically unique service inquiries.
- Session key-event rate
- Share of sessions containing at least one key event.
- Reported Ads conversions
- Platform attribution credit for included conversion actions; may be fractional and is not a verified lead/job count.
- Reported CPA
- Spend ÷ reported conversions for the same scope and period.
- Qualified lead / booked job
- Business outcomes requiring approved definitions and CRM reconciliation.
- Maps result-group rank
- Position within returned Maps results at a documented search center; not guaranteed local 3-pack placement.
- Provider rank/spam/difficulty
- Proprietary third-party indicators, not Google scores or proof of penalties.
- Unknown
- Display “Not measured,” “Not verified” or “—”; never substitute zero.
Limitation & Scope: Action settings differ across Ads conversion actions; the generic claim that all Ads calls require more than 60 seconds has been removed. PDF pp. 5, 17, 20, 27–28, 55.
4 & 5. Methodology and Limitations
How evidence was combined, and the boundaries that constrain interpretation.
Limitations
- GSC query exports are capped at 1,000 rows; anonymous/omitted queries prevent full-property brand composition.
- No joined query/page/time dataset; recent and long windows overlap.
- Plumbing's longer chart contains 183 days; website launch date is unproven.
- No historical plumbing GA4 or verified independent booked-lead value.
- Ads includes plumbing-named campaigns and separate paid hosts; account totals are not assigned solely to either organic website.
- Conversion overlap is possible, not proven; no complete CRM deduplication, revenue, margin or financial ROAS.
- Full Ads keyword/negative, geography, hourly, change-history and historical action-level outcome evidence remains incomplete.
- No comprehensive crawl, index coverage, field Core Web Vitals or real-device mobile QA.
- Robots/sitemap requests were inaccessible through research tools; this does not prove missing files or Google blocking.
- GBP ownership, eligibility and private performance require verification.
- Review velocity, newest-review dates and response rates were not measured.
- Grid collection was incomplete and sparse; no reliable coverage percentage.
- Bing/Apple/Yelp listing verification was incomplete.
- Rankings vary by query, place, device and time; keyword volumes are national estimates where labeled.
- Link discovery dates do not prove acquisition dates, ranking effects or vendor misconduct.
- AI results are model/prompt dependent; no universal visibility rate or guarantee.
- Recommendations and suggested owners/timeframes are proposed, not completed work or performance promises.
Limitation & Scope: No direct GSC/GA4 API access or Ahrefs/Semrush sourcing is claimed. Connector errors affected specific reports; Ads account access itself works and is not privacy suppression. PDF p. 55.
6 & 7. Report References and Version Information
Report metadata, PDF section index and public profile verification links.
PDF section index
| Topic | Pages |
|---|---|
| Executive briefing | 3–4 |
| Scope / ownership / ecosystem | 5–7 |
| Organic search and two-site evidence | 8–16 |
| Google Ads | 17–24 |
| GA4 and measurement | 25–28 |
| Local profiles, Maps and citations | 29–32 |
| Technical SEO | 33 |
| Links and competitors | 34–36 |
| Content priorities | 37 |
| AI visibility | 38 |
| Conversion experience | 39–40 |
| Domain strategy | 41–42 |
| Implementation roadmap | 43–54 |
| Sources and limitations | 55 |