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Web evaluations have two basic parts: on-site evaluation and off-site evaluation.

On-Site Evaluation

  • Test to see if the website is responsive by shrinking the size of your browser window. If the site does not change to fit the smaller screen size, it is not responsive. An older style mobile website may load only on devices, but will not adapt to the smaller screen size. Google prefers responsive sites because it reduces duplication.
  • Test what CMS (content management system) the website is built in using
On-site SEO
  • Check your title tags, meta descriptions & heading tags. You can do this by viewing the source code, or alternatively by downloading the SEO toolbar and using the “SEO X-Ray” tool which looks like a big red X when installed. The SEO X-Ray tool only works in Firefox at this time. You’ll need to sign up with an email address here to get it for free:
    1. If your titles, meta descriptions & heading tags have keywords and geos that target a clear target (ie: AC Repair Chicago) you can attempt to determine the campaign target by this and assume that someone is performing SEO in some capacity.
    2. If they have items like “Home” or just simply the brand name, you can assume that no one is performing SEO at this time.
  • If you were able to determine the primary target(s) in the last step, start a new private window to prevent caching impacting results, make sure that you’re logged out of all Google accounts and try some primary searches to see how well the website ranks for those terms. I’d recommend trying a half dozen primary terms such as: AC Repair, AC Service, AC Installation, Heating Repair, Heating Service, Heating Installation. Make sure to add the location (like Heating Repair Chicago or Heating Repair Chicago, IL) dependent on what you found in the previous steps.
Off-site SEO


In summary, your web evaluation should be concise but provide the information you need to start the discussion. Remember that things you discover in a web evaluation may be inaccurate due to the dealer having hidden pages, multiple domains, or even hiring an SEO company that simply isn’t doing their job.

A sample web evaluation would look as follows for a site like

Web: Modern, responsive WordPress site. Strong use of headings. Good mobile design.
SEO: Targeting Chicago and other surrounding suburbs. Found many first page rankings for primary search terms. 35 PA, 22 DA.

See What Our Happy Clients
Have To Say About Us

Having taken your advice with all upgrades to our Web Site, the social media marketing, and the additional content you add to our S.E.O., we have seen incredible gains in our ranking, maps, and overall conversions…

Carlo Cardella
Desert Diamond Mechanical

Since we engaged with you in 2014, we are amazed with the results as you have us ranking on the first page of Google in Chicago for hundreds of keywords and due to that we have seen lead generation exceed 1000 leads per month….

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All Temp Chicagoland

As a small business owner, I know that a great website and powerful marketing tools can make all the difference, especially in the service industry. Jack and his team at MTA360® understands how important this is….

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Carrier Territory Manager

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CE Florida West Coast

MTA360® created our current website for us a few years back. During this time they have provided us regular support, social media management and they handle all of our SEO. Jack has taken his many years in the HVAC trades…

Green Valley Cooling & Heating