Wilmington and surrounding-area patient acquisition. Complete old-plan review, current V2 evidence and a decision-led path to qualified discovery calls.
Wilmington functional-medicine thyroid support, a useful normal-labs pathway, accurate Hashimoto’s and hypothyroidism education, and a transparent introduction to the practice. Preserve the approved look, every original article URL and existing media.
“Thyroid doctor” does not mean “functional medicine.” The sampled local results often favor medical endocrinologists and diagnosis/treatment providers. “Root cause” is also used by a direct functional-medicine competitor. Neither a keyword domain nor more schema establishes a competitive moat.
Recommended order: patient fit → booking reliability → credible local service information → focused content → measured expansion. Rankings, broad traffic and AI mentions support this goal. They are not the goal.
Research and page captures: October 13, 2026, Pacific time. The requested title retains 10/12/26 exactly. This is a new report, not an update to the old public plan or either website.
[21][1]| Evidence | Returned result | Decision |
|---|---|---|
| Connected Search Console, live https://thyroiddoctornc.com/, July 9–October 9, 2026 | 7 page rows. 1 click; 83 page-level impressions. No more rows reported. | A sparse starting point. These are live-domain measurements, not V2 results. |
| Same dates, query + page | 0 rows; no more rows reported. | Anonymized query omissions mean this is not proof of zero demand, deindexing or zero impressions. |
| Same dates, date dimension | 25 returned dates, 1 click and 21 property-level impressions. | Page impression aggregates differ from property-level totals. Do not equate them or sum them together. |
| Google Analytics property 536211516, September 12–October 9; compared with August 15–September 11 | 2 organic sessions, 1 active user, 1 engaged session, 0 recorded key events. Previous organic sessions: 2. | No verified booking-specific attribution. Zero recorded key events does not prove zero real appointments. |
| Earlier saved annual baseline, October 9, 2025–October 9, 2026 | Sparse hyperthyroidism cause variants and one practice query. | Do not turn a historical “4 organic keywords” claim into a current ranking baseline. |
| OpenSEO research credits | Insufficient-credit blocker already established. Free connected reads still worked. | Use direct DataForSEO and primary pages. Do not retry paid OpenSEO endpoints or manufacture scores. |
Read-only evidence retained locally: raw-research-tool-messages.json, parsed-research-tools.json and the earlier first-party-baseline.json. Exact project: 54bf8fc6-6850-4e1c-858e-97d282722b44. Search Console requests used 1,000-row limits, no filters and no remaining pages. Analytics property timezone is America/New_York; Search Console dates are Pacific. Small averages such as position 4.5 for the homepage do not demonstrate nonbrand Wilmington rankings.
| Old-plan section | Verdict | Updated decision |
|---|---|---|
| Executive diagnosis and expected impact | Change | Keep the separate microsite model. Drop “dominates,” “moat,” 20–30 keywords in 4–6 weeks and AI citations in 3–6 months. The old four-keyword headline was not a current evidence base. |
| Current site inventory | Change | Old inventory listed 10 articles while stating 13, and used /our-story/. This audit captures all 42 current canonical URLs and all 18 articles. V2 uses /about/ and preserves the original /blog/ URLs. |
| Technical foundation and stack | Change | V2 is Astro, not an instruction to buy Rank Math Pro or edit Divi in WordPress. Review noindex is deliberate. Titles, descriptions, relationships, breadcrumbs and sitemap work already exist. Check real performance separately. |
| Hub-and-spoke architecture | Keep | Retain the useful condition/testing hubs and genuine bios. Separate symptom exploration, local practice fit and testing purchase intent. Hubs do not by themselves guarantee authority. |
| Navigation and footer | Change | Keep compact dropdowns and call CTA. Preserve phone-free V2 and identical visual conventions. Add an entry for symptoms only after substantive routes are approved. |
| Titles and descriptions | Change | Use accurate care/support language and clear credentials. Avoid “thyroid specialist” implying endocrinology and “we find what is actually causing” promising diagnostic certainty. National education does not need Wilmington in every title. |
| Local targeting and parent links | Change | Keep parent identity and relevant reciprocal links. A microsite does not need its own Google Business Profile, but patients still need accurate office and care-logistics information. Do not imply offices in every town. |
| AEO answer paragraphs | Change | Keep direct answers, readable headings and cited limitations. Drop rigid 40–80-word rules, forced certainty and invented percentages. |
| GEO external promotion | Defer | Use genuine, disclosed expertise and existing video transcripts. No forum seeding, fake recommendations or assumed training-data weights. Prioritize call quality before a new publishing channel. |
| robots.txt prescriptions | Change | Use effective crawl/index/snippet controls, a real sitemap and approved search access. Training crawlers and search discovery are different purposes. Explicit Allow is not a citation switch. |
| MedicalCondition / MedicalTest schema | Change | Optional accurate semantics, not condition/test rich-result promises. Never use Endocrinology in provider identity for these chiropractic practitioners. |
| FAQ / HowTo rich-result promises | Drop | FAQ rich results stopped May 7, 2026; documentation removed June 15. HowTo rich results were deprecated in 2023. Visible useful questions still matter. |
| Article authors and “last updated” | Change | Preserve approved practice publisher and no personal bylines. Named review only after real review. Dates reflect actual editorial work, not rebuild time. |
| Content gaps and article depth | Change | The old gaps are largely built. Improve local fit and overlap before another bulk batch. No 1,500/2,000-word quota or city × condition permutations. |
| Conversion and testimonials | Change | Keep an accessible call path. Explain the GHL intake → separate scheduling/request stages. Do not promise a clinician-led 15-minute appointment without verification. Retain genuine, permissioned testimonials without outcome guarantees. |
| Checklist, owners and roadmap | Change | Replace historical API/manual WordPress assignments with Astro editor, practice, operations and analytics owners. Add approval, privacy and acceptance gates. |
| September 18 activity log and manual instructions | Change | Treat recorded WordPress actions as historical, not reverified today or instructions to repeat. Rows 12–19 are old actions; rows 20–25 are old manual tasks. Row 16 says 10 posts, inconsistent with 13 elsewhere. Do not reassign AI writing to a doctor. |
DataForSEO Google live advanced snapshots captured October 13, 2026. Depth requested: 10. Organic positions below use rank_group, not absolute positions that include other features. Leland, Hampstead and Jacksonville are query modifiers searched from Wilmington, not rank grids inside those towns.
| Exact query | Geography and device | First five organic results | Coverage |
|---|---|---|---|
| functional medicine thyroid wilmington nc | Wilmington city, mobile | 1. wilmingtonfunctionalmedicine.com 2. breakthroughfunctional.com 3. www.upcurrentfm.com 4. alignedmodernhealth.com 5. tidalwellness.com | 9 returned organic results; 0 map listings. AI shell only; no answer/citations. |
| hashimotos doctor wilmington nc | Wilmington city, mobile | 1. wilmingtonendo.com 2. www.wilmingtonadultmed.com 3. health.usnews.com 4. www.wilmingtonhealth.com 5. wilmingtonfunctionalmedicine.com | 9 returned organic results; 3 map listings. AI shell only; no answer/citations. |
| thyroid testing wilmington nc | Wilmington city, mobile | 1. www.anylabtestnow.com 2. wilmingtonendo.com 3. www.afcurgentcare.com 4. requestatest.com 5. www.wilmingtonhealth.com | 9 returned organic results; 0 map listings. AI shell only; no answer/citations. |
| thyroid doctor leland nc | Wilmington city, mobile | 1. www.facebook.com 2. m.yelp.com 3. www.mapquest.com 4. wilmingtonendo.com 5. www.facebook.com | 9 returned organic results; 0 map listings. AI shell only; no answer/citations. |
| thyroid doctor hampstead nc | Wilmington city, mobile | 1. wilmington-health-family-medicine-hampstead-1.wheree.com 2. www.facebook.com 3. www.mapquest.com 4. m.yelp.com 5. doctor.webmd.com | 9 returned organic results; 0 map listings. AI shell only; no answer/citations. |
| fatigue and hair loss | United States | 1. www.mayoclinic.org 2. pmc.ncbi.nlm.nih.gov 3. valleyhealth.org 4. www.youtube.com 5. www.health.harvard.edu | 8 returned organic results; 0 map listings. AI answer/references returned. |
| thyroid doctor wilmington nc | Wilmington city, mobile | 1. www.wilmingtonhealth.com 2. www.novanthealth.org 3. www.facebook.com 4. wilmingtonendo.com 5. www.doximity.com | 8 returned organic results; 0 map listings. AI shell only; no answer/citations. |
| thyroid doctor jacksonville nc | Wilmington city, mobile | 1. www.practo.com 2. biote.com 3. www.unchealth.org 4. missionwellnessnc.com 5. www.healthgrades.com | 9 returned organic results; 0 map listings. AI shell only; no answer/citations. |
General thyroid and Hashimoto’s searches surfaced endocrinology, internal medicine, directories and medical-system providers. The Hashimoto’s sample map pack contained Wilmington Endocrinology, Michael Favorito, MD, ECNU, and Liudmila Yesaulava, MD. Functional-medicine intent instead returned the parent practice first and Breakthrough second.
The testing sample led with Any Lab Test Now, followed by endocrinology and urgent care. Cost and where to obtain testing appeared in People Also Ask. A visitor buying a lab test is not automatically a visitor seeking ongoing functional-medicine support.
The microsite did not appear among the organic items returned in these samples. That is a snapshot finding, not proof of no rankings. The parent practice appeared first for functional-medicine thyroid intent and fifth for Hashimoto’s doctor intent. Keep that existing parent foothold and clarify the microsite’s complementary role.
Surrounding-town samples returned mixed and sometimes weakly relevant directory/social results. They justify testing relevant local information, not a claim that those cities are easy to dominate. People Also Ask included off-target geography and unrelated questions; these were not blindly converted into content briefs. The national symptom sample included Mayo Clinic, NIH, Valley Health, YouTube and Harvard Health plus an actual AI answer with references. We analyze its format, not endorse the AI answer as clinical evidence.
| Keyword / cluster | Market and source | Returned monthly search estimate | Difficulty / limitation | Priority decision |
|---|---|---|---|---|
| thyroid testing wilmington nc | Wilmington city, Google Ads through DataForSEO | 10 | No organic difficulty returned. Monthly details only September and November 2025. Sparse record. | High service-fit page. Use 10 as a limited provider estimate, not a reliable October 2026 demand forecast. |
| thyroid doctor wilmington nc | Wilmington Google Ads + United States Labs | Unavailable | Labs returned intent metadata, not volume or organic difficulty. | Provider-shopping query; clarify credentials and scope rather than impersonate an endocrinologist. |
| functional medicine wilmington nc | Wilmington Google Ads / United States Labs | Unavailable | Labs organic difficulty 23; database updated June 14, 2026. This is not Wilmington-specific difficulty. | Broad practice query belongs primarily to the parent. Microsite targets thyroid-specific support. |
| hashimotos doctor wilmington nc; normal thyroid labs but symptoms | United States Labs; retried smaller omitted batch | Unavailable | No rows on retry. This is unavailable data, not zero searches. | Prioritize based on patient fit and observed local/provider intent. |
| fatigue and hair loss | United States Google Ads and Labs | 880 | No difficulty returned. August 2026 monthly row 3,600; July 1,900. Close-variant clustering and unstable trend require caution. | Symptom-aware education, not local market size. Cross-site overlap with Fatigue needs ownership review. |
| brain fog and fatigue | United States Labs | Unavailable | Organic difficulty 11; volume absent; metadata updated July 15, 2026. | Potential symptom guide after primary-care differential and internal-link plan. |
| hypothyroidism symptoms | United States Labs | Unavailable | Organic difficulty 36; volume absent; metadata updated July 12, 2026. | Use existing hypothyroidism education. National institutions are strong competitors. |
| hashimotos | United States Google Ads | 201,000 | Ads competition LOW, index 9. Ads competition is not organic difficulty. | Demonstrates national information demand, not Wilmington patient opportunity. Do not chase this term alone. |
| hypothyroidism | United States Google Ads | Unavailable | Keyword/location only. | Do not substitute a guessed volume. |
Requested Labs overview: eight keywords, five returned. A smaller retry of the three omitted terms returned none. Local Ads request: three keywords, all returned, but only one included a volume. National Ads retry: three keywords, two included usable volumes. Missing metrics remain unavailable. No volumes are summed into a market estimate. No national number is presented as Wilmington demand.
| Group | Seed language | How it is used |
|---|---|---|
| Qualified local care | functional medicine thyroid wilmington nc; hashimotos doctor wilmington nc; hypothyroidism treatment wilmington nc; thyroid testing wilmington nc; thyroid doctor near me | Prioritize the care/testing/fit pages. Treatment wording requires scope confirmation. Near-me coverage requires real business proximity, not adding the phrase to every page. |
| Symptoms and uncertainty | fatigue and hair loss; brain fog and fatigue; normal thyroid labs but symptoms; always tired despite sleeping; unexplained weight gain; cold all the time | Answer the visitor’s actual symptom question first. Only route to thyroid content when relevant. Untested phrases are editorial hypotheses, not measured demand. |
| Competitor | Primary-page evidence | Acquisition advantage | Our response |
|---|---|---|---|
| Wilmington Endocrinology | Board-certified endocrinology/metabolism identity; thyroid-nodule and cancer expertise; imaging, publications, patient forms and portal.[5] | A clear specialist proposition and substantial evidence of medical expertise. | Do not pursue cancer/surgery traffic with a discovery-call pitch. Explain when specialty assessment is appropriate. |
| Wilmington Health endocrinology | Adult care; ultrasound/FNA; referral instructions; new-patient packet; actual Wilmington and Leland provider locations.[6] | Care logistics and clinician/service/location relationships are explicit. | Explain WFM’s real office, who conducts the introduction and how ongoing medical care is coordinated. No fictional town offices. |
| Wilmington Adult Medicine | Named MD, a dedicated thyroid Q&A/service page and Request Appointment path; page describes prescribing.[7] | Matches local thyroid diagnosis/treatment intent directly. | Differentiate supportive care and consultation fit. Do not claim the same prescribing capability. |
| Breakthrough Functional Medicine | Named nurse practitioner; discovery call is optional; no direct medical advice on call; separate foundational assessment and ongoing membership.[8] | “Root cause” is already occupied. The next steps after the call are unusually clear. | Compete on transparency, evidence, care coordination and actual patient process, not a renamed “root cause protocol.” |
| Any Lab Test Now | Dedicated Wilmington test result first in sampled testing SERP. Provider result exposed a $162 price. Body retrieval captured mostly cookie UI.[10] | Testing buyers look for access and price. | Treat price as a dated snippet, not a verified current quote. Publish approved WFM test-cost process and interpretation value, without claiming lower cost. |
| UpCurrent | Third organic result for functional-medicine thyroid search; snippet invites a 20-minute consultation. Primary extraction was incomplete. | Visible direct consultation proposition in the search sample. | Do not copy duration or services. Body-level offering and availability were not verified. |
Positioning recommendation: “A practical next step for people with persistent symptoms or diagnosed thyroid conditions who want to understand Wilmington Functional Medicine’s approach, testing options and how support can fit alongside their medical care.” This is proposed copy, not a verified promise of diagnosis, prescribing or symptom resolution.
Fresh sitemap and HTML capture reconciles 42 canonical URLs, including 18 articles. Earlier build verification separately records 62 served route documents, because archives, continuity paths and query-dependent documents are not all canonical pages. Do not call this 62 distinct SEO landing pages.
Condition and testing hubs, six condition spokes, four testing spokes, genuine practitioner biographies, parent relationship, improved titles/descriptions, breadcrumbs, article cross-links, call CTA, original forms, five new articles and a complete human-readable site map. Public office numbers and click-to-call were deliberately removed from V2.
Clinical signoff, booked-call attribution, production indexability, local rank-grid coverage, current backlink quality or field Core Web Vitals. A good build or embedded iframe does not establish these outcomes.
| Current path | Actual title | Role / provenance | Description | H1 count | Observed schema types |
|---|---|---|---|---|---|
| / | Thyroid Care & Testing in Wilmington, NC | Thyroid Doctor NC | Existing core / utility | Present | 1 | BreadcrumbList ListItem Organization WebPage WebSite |
| /blog/ | Thyroid Health Blog | Wilmington, NC | Thyroid Doctor NC | Existing core / utility | Present | 1 | BreadcrumbList ListItem Organization WebPage |
| /blog/adrenal-stress-thyroid-function/ | Stress, Sleep and Thyroid Function | Thyroid Doctor NC | Retained original article | Present | 1 | Answer BlogPosting BreadcrumbList FAQPage ListItem Organization Question WebPage |
| /blog/can-hormonal-imbalances-especially-shifts-in-estrogen-be-causing-my-hypothyroidism/ | Hormones and Hypothyroidism: What to Discuss | Thyroid Doctor NC | Retained original article | Present | 1 | Answer BlogPosting BreadcrumbList FAQPage ListItem Organization Question WebPage |
| /blog/can-my-excess-stress-be-causing-my-hypothyroidism/ | Stress and Hypothyroidism: Evidence and Next Steps | Thyroid Doctor NC | Retained original article | Present | 1 | Answer BlogPosting BreadcrumbList FAQPage ListItem Organization Question WebPage |
| /blog/can-vitamin-mineral-deficiencies-be-causing-my-hypothyroidism/ | Nutrients and Thyroid Health: Avoid Guesswork | Thyroid Doctor NC | Retained original article | Present | 1 | Answer BlogPosting BreadcrumbList FAQPage ListItem Organization Question WebPage |
| /blog/could-my-diet-food-sensitivities-poor-diet-toxins-etc-be-causing-my-hypothyroidism/ | Diet, Food Reactions and Thyroid Symptoms | Thyroid Doctor NC | Retained original article | Present | 1 | Answer BlogPosting BreadcrumbList FAQPage ListItem Organization Question WebPage |
| /blog/diet-thyroid-health/ | Thyroid Diet: Food Choices and Testing Limits | Thyroid Doctor NC | Retained original article | Present | 1 | Answer BlogPosting BreadcrumbList FAQPage ListItem Organization Question WebPage |
| /blog/do-you-not-feel-right-but-your-doctor-says-your-lab-results-look-normal/ | Normal Thyroid Labs but Persistent Symptoms | Thyroid Doctor NC | Retained original article | Present | 1 | Answer BlogPosting BreadcrumbList FAQPage ListItem Organization Question WebPage |
| /blog/is-my-thyroid-issue-caused-by-old-infections/ | Infections and Thyroid Concerns: What Tests Mean | Thyroid Doctor NC | Retained original article | Present | 1 | Answer BlogPosting BreadcrumbList FAQPage ListItem Organization Question WebPage |
| /blog/is-my-thyroid-problem-hashimotos/ | Is It Hashimoto’s? Signs, Testing and Next Steps | Thyroid Doctor NC | Retained original article | Present | 1 | Answer BlogPosting BreadcrumbList FAQPage ListItem Organization Question WebPage |
| /blog/root-cause-thyroid-testing/ | Root-Cause Thyroid Testing: Utility and Limits | Thyroid Doctor NC | Retained original article | Present | 1 | Answer BlogPosting BreadcrumbList FAQPage ListItem MedicalTest Organization Question WebPage |
| /blog/what-is-hashimotos-hypothyroidism/ | Hashimoto’s Disease: Symptoms and Thyroid Testing | Thyroid Doctor NC | Retained original article | Present | 1 | Answer BlogPosting BreadcrumbList FAQPage ListItem Organization Question WebPage |
| /blog/what-is-hyperthyroidism-and-what-causes-it/ | Hyperthyroidism: Causes, Tests and Specialist Care | Thyroid Doctor NC | Retained original article | Present | 1 | Answer BlogPosting BreadcrumbList FAQPage ListItem Organization Question WebPage |
| /blog/why-do-i-have-thyroid-symptoms-but-normal-labs/ | Thyroid Symptoms with Normal Labs: A Careful Review | Thyroid Doctor NC | Retained original article | Present | 1 | Answer BlogPosting BreadcrumbList FAQPage ListItem Organization Question WebPage |
| /book-call/ | Book a Free Thyroid Discovery Call | Thyroid Doctor NC | Existing core / utility | Present | 1 | BreadcrumbList ListItem Organization WebPage |
| /contact/ | Contact Thyroid Doctor NC | Thyroid Doctor NC | Existing core / utility | Present | 1 | BreadcrumbList ListItem Organization WebPage |
| /disclaimer/ | Medical Disclaimer | Thyroid Doctor NC | Existing core / utility | Present | 1 | BreadcrumbList ListItem Organization WebPage |
| /faq/ | Thyroid Questions and Answers | Thyroid Doctor NC | Existing core / utility | Present | 1 | Answer BreadcrumbList FAQPage ListItem Organization Question WebPage |
| /privacy-policy/ | Privacy Policy | Thyroid Doctor NC | Existing core / utility | Present | 1 | BreadcrumbList ListItem Organization WebPage |
| /terms/ | Terms and Conditions | Thyroid Doctor NC | Existing core / utility | Present | 1 | BreadcrumbList ListItem Organization WebPage |
| /about/ | About Wilmington Functional Medicine | Thyroid Doctor NC | Practice or genuine biography | Present | 1 | BreadcrumbList ListItem Organization WebPage |
| /testing/ | Thyroid Testing in Wilmington, NC | Thyroid Doctor NC | Testing information / fit | Present | 1 | BreadcrumbList ListItem Organization WebPage |
| /conditions/ | Thyroid Conditions | Thyroid Doctor NC | Condition education / support fit | Present | 1 | BreadcrumbList ListItem Organization WebPage |
| /conditions/hashimotos-disease/ | Hashimoto’s Disease | Thyroid Doctor NC | Condition education / support fit | Present | 1 | Answer BreadcrumbList FAQPage ListItem MedicalCondition Organization Question WebPage |
| /conditions/hypothyroidism/ | Hypothyroidism | Thyroid Doctor NC | Condition education / support fit | Present | 1 | Answer BreadcrumbList FAQPage ListItem MedicalCondition Organization Question WebPage |
| /conditions/hyperthyroidism/ | Hyperthyroidism | Thyroid Doctor NC | Condition education / support fit | Present | 1 | Answer BreadcrumbList FAQPage ListItem MedicalCondition Organization Question WebPage |
| /conditions/graves-disease/ | Graves’ Disease | Thyroid Doctor NC | Condition education / support fit | Present | 1 | Answer BreadcrumbList FAQPage ListItem MedicalCondition Organization Question WebPage |
| /conditions/thyroid-nodules/ | Thyroid Nodules | Thyroid Doctor NC | Condition education / support fit | Present | 1 | Answer BreadcrumbList FAQPage ListItem MedicalCondition Organization Question WebPage |
| /conditions/thyroid-symptoms-normal-labs/ | Thyroid Symptoms with Normal Labs | Thyroid Doctor NC | Condition education / support fit | Present | 1 | Answer BreadcrumbList FAQPage ListItem MedicalCondition Organization Question WebPage |
| /testing/thyroid-panel/ | Thyroid Panel | Thyroid Doctor NC | Testing information / fit | Present | 1 | Answer BreadcrumbList FAQPage ListItem MedicalTest Organization Question WebPage |
| /testing/adrenal-hormone-testing/ | Adrenal & Hormone Testing | Thyroid Doctor NC | Testing information / fit | Present | 1 | Answer BreadcrumbList FAQPage ListItem MedicalTest Organization Question WebPage |
| /testing/gut-health-testing/ | Gut Health Testing | Thyroid Doctor NC | Testing information / fit | Present | 1 | Answer BreadcrumbList FAQPage ListItem MedicalTest Organization Question WebPage |
| /testing/food-sensitivity-testing/ | Food Sensitivity Testing | Thyroid Doctor NC | Testing information / fit | Present | 1 | Answer BreadcrumbList FAQPage ListItem MedicalTest Organization Question WebPage |
| /about/dr-hilary-rutledge/ | Dr. Hilary Rutledge | Thyroid Doctor NC | Practice or genuine biography | Present | 1 | BreadcrumbList ListItem Organization Person WebPage |
| /about/dr-mathew-bradshaw/ | Dr. Mathew Bradshaw | Thyroid Doctor NC | Practice or genuine biography | Present | 1 | BreadcrumbList ListItem Organization Person WebPage |
| /blog/hashimotos-vs-hypothyroidism/ | Hashimoto’s vs Hypothyroidism: What’s the Difference? | Thyroid Doctor NC | New V2 article | Present | 1 | Answer BlogPosting BreadcrumbList FAQPage ListItem Organization Question WebPage |
| /blog/thyroid-medication-guide/ | Thyroid Medication Guide: Questions for Your Prescriber | Thyroid Doctor NC | New V2 article | Present | 1 | Answer BlogPosting BreadcrumbList FAQPage ListItem Organization Question WebPage |
| /blog/thyroid-and-weight-gain/ | Thyroid and Weight Gain: A Practical Evaluation Guide | Thyroid Doctor NC | New V2 article | Present | 1 | Answer BlogPosting BreadcrumbList FAQPage ListItem Organization Question WebPage |
| /blog/thyroid-and-fertility/ | Thyroid and Fertility: Planning Care Before Pregnancy | Thyroid Doctor NC | New V2 article | Present | 1 | Answer BlogPosting BreadcrumbList FAQPage ListItem Organization Question WebPage |
| /blog/functional-medicine-vs-endocrinology/ | Functional Medicine vs Endocrinology for Thyroid Concerns | Thyroid Doctor NC | New V2 article | Present | 1 | Answer BlogPosting BreadcrumbList FAQPage ListItem Organization Question WebPage |
| /sitemap/ | Complete Site Map | Thyroid Doctor NC | Existing core / utility | Present | 1 | BreadcrumbList ListItem Organization WebPage |
Schema type presence is not a validation certificate or Google rich-result eligibility. Primary content and metadata were captured for every sitemap URL; the full texts, headings, schemas, iframes and hashes remain in v2-inventory.json. Existing retention evidence records all original content/media preserved. This report does not re-edit or delete inherited content.
/ /about/ + 2 real biographies /conditions/ + 6 condition pages /testing/ + 4 testing pages /blog/ + 18 articles /faq/ /book-call/ /contact/ /disclaimer/ /privacy-policy/ /terms/ /sitemap/
The complete route list above is the current contract. No route is removed here.
/care/thyroid-support-wilmington-nc/ /symptoms/ /symptoms/fatigue-hair-loss/ /symptoms/brain-fog-fatigue/ /how-it-works/ /locations/ /locations/wilmington-nc/ /locations/leland-nc/ /locations/hampstead-nc/ /locations/jacksonville-nc/ /locations/remote-care-north-carolina/
Do not launch all these at once. The care page, how-it-works page and symptom hub come first. Local spokes are conditional on substantive logistics and qualified demand. Remote eligibility/process needs confirmation.
Homepage ownership: the main branded local entry and concise overview. Care page ownership: thyroid-focused functional-medicine support in Wilmington, including fit, limits and next steps. Testing hub ownership: available tests and ordering/interpretation process. Avoid using all three as interchangeable “thyroid doctor Wilmington” pages.
The Wilmington location page, if needed, should own office logistics, directions/accessibility and visit arrangements. If the care page can answer these completely, use an office section rather than a redundant location page. Leland and Hampstead pages should explain travel to the Wilmington practice and verified alternatives for collection/visits. Jacksonville and statewide remote pages stay in a later queue until process and eligibility are confirmed.
Symptoms | Conditions | Testing | About | Resources | Book Free Call. Symptoms and Resources can replace, not endlessly add to, top-level items after approval. Put local care/how-it-works links in relevant menus, and keep FAQ, Contact and the full sitemap accessible. Maintain one-row desktop navigation, readable dropdowns and phone-free mobile booking.
| Keyword cluster | Primary URL owner | Awareness | Page purpose | Primary next step | Internal flow | Evidence / limit | Priority |
|---|---|---|---|---|---|---|---|
| functional medicine thyroid wilmington nc | /care/thyroid-support-wilmington-nc/ | Solution / provider | Scope, practice fit, process, local access | Book free discovery call | About → How it works → Book call | Local functional SERP + real parent services | High |
| thyroid doctor wilmington nc; thyroid doctor near me | / | Provider shopping | Clarify actual practitioner credentials and care model | Check whether this approach fits | Care / specialist comparison → Book call | Sample favors endocrinology; not a claim to be one | High |
| hashimotos doctor wilmington nc; Hashimoto’s support | /conditions/hashimotos-disease/ | Problem / solution | Diagnosis education + WFM support boundaries | Explore care options | Existing Hashimoto’s explainer → Care → Book call | Hashimoto’s local sample + primary clinical review | High |
| hypothyroidism treatment wilmington nc | /conditions/hypothyroidism/ | Problem / provider | Treatment education; clarify what practice offers and does not | Discuss whether WFM support fits | Medication guide → Care → Book call | Treatment capability must be confirmed; avoid prescribing inference | High |
| normal thyroid labs but symptoms | /conditions/thyroid-symptoms-normal-labs/ | Uncertainty / solution | Decision hub: what results mean, alternatives and next step | Prepare questions for a clinician | Normal-labs articles → Testing utility → Care fit | Existing overlapping cluster; ATA testing guidance | High |
| thyroid testing wilmington nc; complete thyroid panel | /testing/thyroid-panel/ | Solution | Indication, limits, collection and interpretation; costs process | Ask how testing is selected | Testing hub → How it works → Book call | Local volume estimate 10, sparse; testing SERP | High |
| fatigue and hair loss | /symptoms/fatigue-hair-loss/ | Symptom-aware | Differential and appointment preparation; thyroid one possibility | Read the symptom checklist | Symptoms hub → Relevant condition only if applicable | National volume 880; Mayo/NIH-style competing format | Medium |
| brain fog and fatigue | /symptoms/brain-fog-fatigue/ | Symptom-aware | Everyday description, alternatives, meaningful care-seeking questions | Understand next steps | Symptoms → Normal-labs guide if relevant → Care | National difficulty 11; volume unavailable | Medium |
| functional medicine vs endocrinologist thyroid | /blog/functional-medicine-vs-endocrinology/ | Solution-aware | Complementary roles, credentials, referrals, prescribing and specialist care | Compare care roles | Care → About → Book call | Already built; local SERP specialty mismatch | High |
| thyroid support Leland / Hampstead | /locations/leland-nc/ and /locations/hampstead-nc/ | Provider / ready | Actual Wilmington access and care logistics, not new offices | Check visit arrangements | Wilmington care → How it works → Book call | Town-modified snapshots; confirmation gate | Medium |
| thyroid support Jacksonville / remote North Carolina | Conditional later local/remote routes | Provider | Eligibility, collection, secure records and care coordination | Check availability | Locations hub → Care fit → Book call | No town offices established; no demand-volume claim | Defer |
| free thyroid discovery call; Wilmington Functional Medicine call | /book-call/ | Most aware | What happens, who answers, process and next step | Continue to schedule date and time | GHL intake → public scheduler → request / staff confirmation | Actual form button and public scheduler inspection | Critical |
| Graves / hyperthyroidism / thyroid nodules | Existing respective /conditions/ routes | Problem education | Timely appropriate medical/specialist assessment and optional support limits | Understand medical next steps | Relevant existing article → Specialist-role comparison | Do not make urgent/surgical/cancer traffic a call funnel | Medium |
This is a content-ownership map, not a claim that every phrase was measured. Preserve useful secondary articles while giving each a different question. Search Console query-to-page data after an approved launch should test whether the intended owner receives the right impressions and leads.
| Visitor stage | Real-language example / channel | Destination and opening | Useful next step | Call invitation and measure |
|---|---|---|---|---|
| Unaware of a thyroid connection | No thyroid query yet. Ordinary daily-life concerns, a helpful clinician video or non-promotional local education. | Symptom hub: “Feeling unlike yourself can have many explanations. Start with what changed and what you want help understanding.” | Learn when persistent symptoms merit medical evaluation. No diagnostic quiz or thyroid-label pressure. | No forced call. Measure helpful-guide engagement and subsequent care-fit visits. |
| Symptom-aware, cause-unaware | “always tired despite sleeping”; “fatigue and hair loss”; “brain fog and fatigue” | Symptom guide: “These symptoms can occur for several reasons. Thyroid problems are one possibility, not a diagnosis you can make from a checklist.” | Symptom timeline and questions for primary care; relevant thyroid education only when useful. | “If you want to understand our approach, see how the practice works.” Track assisted care-fit progression. |
| Problem-aware | “Hashimoto’s symptoms”; “why thyroid labs normal but feel bad” | Existing condition hub or normal-labs hub: explain terms, test limits and other explanations. | Understand medical follow-up and what information to bring. | “Learn whether our support approach fits your situation.” Track condition → care / call progression. |
| Solution-aware | “functional medicine vs endocrinologist thyroid”; “thyroid panel Wilmington” | Comparison or testing page: separate supportive services, diagnosis, prescribing and specialized assessment. | Compare roles, tests and realistic logistics. | “Ask about the process on a free discovery call.” Track unique qualified leads, not tests-page views alone. |
| Provider-aware / shopping | “functional medicine thyroid Wilmington NC”; practice-name reviews or practitioner-name queries | Care and About pages: show real credentials, office, care process and genuine testimonials. | Resolve who helps, cost process, fit and coordination. | “Book a free discovery call to discuss whether a consultation is appropriate.” Track confirmed scheduling. |
| Most aware / ready | “Wilmington Functional Medicine discovery call”; direct returning visit | /book-call/: explain the two stages before collecting details. | Submit the minimum intake, choose staff/visit/date/time, understand confirmation. | Match button wording to action. Track attendance, qualified attendance and patient enrollment. |
The existing hero, “Your Labs Say Normal. You Know Something Is Wrong,” recognizes frustration. Keep that empathy, but pair it with clear diagnostic limits near the hero instead of relying only on a distant disclaimer. Proposed supporting sentence: “Persistent symptoms deserve attention. Thyroid concerns are one possibility, and the right next step depends on your history, results and other explanations.”
Review “tests most doctors never order” and “discover what’s really causing” claims for accuracy and implied superiority. More tests do not automatically give a better diagnosis. Do not turn a visitor’s feeling of being dismissed into distrust of necessary medical care.
[17][16]| URL | Proposed title | Proposed description | Opening / CTA focus |
|---|---|---|---|
| / | Thyroid Support in Wilmington, NC | Thyroid Doctor NC | Explore Wilmington Functional Medicine’s approach to thyroid concerns, testing options and care coordination. See whether a free discovery call fits your needs. | Persistent symptoms deserve attention. Explore care options. |
| /care/thyroid-support-wilmington-nc/ | Functional Medicine Thyroid Support | Wilmington, NC | Understand thyroid-focused functional-medicine support in Wilmington, including practitioner credentials, testing options and the free discovery-call process. | Clear offer, limitations and next steps. Book free discovery call. |
| /conditions/hashimotos-disease/ | Hashimoto’s: Symptoms, Testing and Support | Wilmington | Understand Hashimoto’s disease, appropriate medical follow-up and Wilmington Functional Medicine’s support approach. Explore testing questions and next steps. | Condition definition, care roles, support fit. |
| /conditions/hypothyroidism/ | Hypothyroidism: Care Options and Support | Wilmington | Learn about hypothyroidism, standard medical care and questions to discuss before testing or support. See how Wilmington Functional Medicine’s approach works. | Treatment facts without offering unverified prescribing. |
| /conditions/thyroid-symptoms-normal-labs/ | Normal Thyroid Labs but Symptoms? Questions to Ask | Persistent symptoms with normal thyroid labs can have several explanations. Understand testing limits, other possibilities and questions for your clinician. | Prepare for an informed medical discussion. |
| /testing/thyroid-panel/ | Thyroid Testing in Wilmington, NC: Options and Limits | Learn what thyroid tests can show, how they are selected and what to ask about collection, interpretation and costs at Wilmington Functional Medicine. | Ask how a test will change care, not order everything. |
| /blog/functional-medicine-vs-endocrinology/ | Functional Medicine vs Endocrinology for Thyroid Care | Compare credentials, services and care roles for thyroid concerns. Understand when specialist assessment matters and how supportive care may fit alongside it. | Explain complementary roles. |
| /symptoms/fatigue-hair-loss/ | Fatigue and Hair Loss: Causes and Questions to Ask | Fatigue and hair loss can have several causes. Learn what to record, when to seek medical evaluation and where thyroid testing may fit into the discussion. | No thyroid diagnosis from symptoms. |
| /about/ | Meet Wilmington Functional Medicine | Thyroid Doctor NC | Meet the practitioners behind Thyroid Doctor NC. Read their actual credentials, approach and how the practice introduces prospective patients to care. | Genuine bios, no invented author credentials. |
| /book-call/ | Free Thyroid Discovery Call | Wilmington Functional Medicine | Learn what the free discovery call covers and how to request a time. Start with contact details, then continue to scheduling with the practice’s team. | Describe intake versus request/confirmation accurately. |
These are proposed copy assets. They have not been installed. Title display depends on screen width and Google’s rewriting; a fixed character count is not a ranking rule. Keep one useful visible H1 and meaningful headings, not a question format for every heading.
Keep Wilmington Functional Medicine as the real publisher. Keep genuine practitioner bios. Do not restore personal article bylines merely to imitate a ranking signal. AI assistance is not inherently a reason for exclusion; unhelpful scaled content and false medical expertise are the risks.
Health readers need to know who takes responsibility for accuracy. Without named clinical review, source citations, clear limits, current service facts and an accountable editorial process become even more important. None of these substitutes for review when a page makes high-stakes care claims.
| Topic | Required factual treatment | Acceptance gate |
|---|---|---|
| Practitioner identity | V2 bios use Hilary Rutledge, DC, DABCI and Mathew Bradshaw, DC, AFMCP. Current parent bio spells Matthew and includes older studying-for-certification language. Do not normalize spelling or treat a bio as current license verification. | Practice confirms preferred display spelling and credential currency. Preserve exact existing route /about/dr-mathew-bradshaw/. No endocrinologist/MD claim. |
| Normal labs | Symptoms deserve evaluation but do not prove a thyroid diagnosis. Explain timing, context and other causes. | Reviewed against ATA/NIDDK; no “normal labs always miss disease” pitch. |
| Thyroid panels | Describe offered tests from approved original client-written copy. Separate availability from clinical utility. ATA notes reverse T3 is not useful for determining hypothyroidism in healthy non-hospitalized people. | Clinician reviews indications, limits and result interpretation. No universal “complete panel for everyone” recommendation. |
| Food sensitivity | If offered panels include IgG, AAAAI advises against using IgG to diagnose food allergy or intolerance/sensitivity. Do not present such panels as established causes of thyroid disease. | Specify actual methodology and evidence limits; approve truthful context around inherited descriptions. |
| Medication, fertility, Graves and nodules | Explain standard care and when appropriate medical/specialist evaluation matters. Discovery calls are not medication management, urgent care or pregnancy assessment. | No changing prescriptions, cancer-treatment marketing, or promises that WFM manages all conditions. |
| Named review | Add “Reviewed by” only after the real person reviews the page and agrees to attribution. | Record reviewer, credential, date, scope, sources and changes. No retroactive review label on untouched AI drafts. |
| Testimonials and outcomes | Keep genuine testimonials with permission and context. A testimonial is not average patient outcome data. | Never invent percentages, before/after claims, scarcity or a named protocol’s efficacy. |
Keep all original content in the preservation contract. Where inherited claims need context, propose a visible annotation or an approved future correction, not a silent content purge.
| Article URL | Status | Distinct editorial job |
|---|---|---|
| /blog/adrenal-stress-thyroid-function/ | Original retained | Sleep/stress and symptoms context; distinguish from the personal stress-question article. Review adrenal claims. |
| /blog/can-hormonal-imbalances-especially-shifts-in-estrogen-be-causing-my-hypothyroidism/ | Original retained | Hormonal context and care-coordination questions. Do not imply broad hormone replacement capability. |
| /blog/can-my-excess-stress-be-causing-my-hypothyroidism/ | Original retained | Stress as a discussion topic, not proof of a thyroid cause. Link to sleep/stress overview and medical evaluation. |
| /blog/can-vitamin-mineral-deficiencies-be-causing-my-hypothyroidism/ | Original retained | Nutrient evidence and excess/supplement cautions. No symptom-based deficiency diagnosis. |
| /blog/could-my-diet-food-sensitivities-poor-diet-toxins-etc-be-causing-my-hypothyroidism/ | Original retained | Narrower food-reaction/testing-evidence discussion. Preserve original text; add verified test-method limits. |
| /blog/diet-thyroid-health/ | Original retained | Diet overview. Avoid unnecessary universal restrictions and link to the narrower food-reactions article. |
| /blog/do-you-not-feel-right-but-your-doctor-says-your-lab-results-look-normal/ | Original retained | Patient preparation and persistent-symptom discussion. Do not duplicate the full testing explanation. |
| /blog/is-my-thyroid-issue-caused-by-old-infections/ | Original retained | Association versus causation and when a test would change care. Avoid routine infection-panel pitch. |
| /blog/is-my-thyroid-problem-hashimotos/ | Original retained | “Could this be Hashimoto’s?” question page, not a diagnosis. Link to primary evaluation and the condition hub. |
| /blog/root-cause-thyroid-testing/ | Original retained | Testing utility and limits. Link to panel/service logistics rather than another broad normal-labs pitch. |
| /blog/what-is-hashimotos-hypothyroidism/ | Original retained | Main evergreen explanation. Link to the Hashimoto’s condition support page; make medication/standard-care context clear. |
| /blog/what-is-hyperthyroidism-and-what-causes-it/ | Original retained | Medical and specialist education. No general discovery-call pitch before appropriate care guidance. |
| /blog/why-do-i-have-thyroid-symptoms-but-normal-labs/ | Original retained | Testing interpretation and other explanations. Link to the normal-labs hub as the main next-step owner. |
| /blog/hashimotos-vs-hypothyroidism/ | New V2 | Keep precise condition-versus-function distinction. Link to both condition pages without repeating full guides. |
| /blog/thyroid-medication-guide/ | New V2 | Questions for the prescriber, interactions/process and medical follow-up. No personalized dosing. |
| /blog/thyroid-and-weight-gain/ | New V2 | Realistic expectations and other causes. Route symptom-aware visitors appropriately; no weight-loss guarantee. |
| /blog/thyroid-and-fertility/ | New V2 | Pregnancy planning with appropriate medical care. Lower acquisition priority than local fit/process; clinician review first. |
| /blog/functional-medicine-vs-endocrinology/ | New V2 | High-priority solution fit page. Add clear credentials, prescribing/referral boundaries and who conducts the call. |
The condition normal-labs page plus two original normal-labs articles and the testing article cover closely related questions. Keep the condition page as the decision hub; the “do you not feel right” article as visit preparation; the “why symptoms but normal labs” article as interpretation; and testing as test selection/utility. Do not delete or canonicalize them simply because they share language. Use query/page evidence after publication to decide whether a stronger consolidation is actually needed.
| Brief / priority | Required sections | Conversion and acceptance |
|---|---|---|
| Wilmington thyroid-support care page, High | Who this is for; actual credentials; offered support versus medical treatment; office/care logistics; how testing decisions work; cost process; coordination; next step. | Primary CTA to /book-call/. Practice confirms all service claims; no specialist impersonation. |
| How it works, High | Intake stage; actual call staff; what call covers; scheduling/request semantics; appointment confirmation; consultation next steps; costs/insurance questions; secure records. | One clear flow diagram. Operations approves, staff test the complete path without patient data. |
| Normal-labs cluster refresh, High | What results do/do not mean; other causes; when repeat/other evaluation is appropriate; questions for clinician; care fit. | Review overlapping roles and links, no thyroid diagnosis by checklist. |
| Thyroid-panel refresh, High | Test indication and limits; approved offered descriptions; collection options; turnaround only if confirmed; interpretation; how costs are disclosed. | No universal expanded panel claim. Separate lab-only intent from ongoing support. |
| Fatigue and hair loss, Medium | Symptom timeline; primary-care differential; thyroid possibility; questions/records; when medical attention matters. | Coordinate with Fatigue site so the fleet does not publish near-duplicate symptom pages. |
| Leland then Hampstead practical access, Medium | Real office in Wilmington; travel/visit arrangements without guessed journey times; available collection options; who can be seen; genuine local questions. | Unique useful local information or remain a section in the hub. No invented office/reviews. |
| Brain fog/fatigue and remote arrangements, Later | Differential guide or verified remote eligibility/process. | Only after early local funnel performance and clinical/operational approval. |
Working editorial cadence: finish the two decision/process pages, refresh three priority clusters, then add one or two new useful guides per month as review capacity allows. This is a capacity proposal, not an SEO requirement. No generic AI padding, word-count quota or promise that a year in the title improves rankings.
| Area / layer | Recommended treatment | Proof before publication |
|---|---|---|
| Wilmington | Primary practice/care market. Clearly identify parent Wilmington Functional Medicine and real office at 5046 Wrightsville Ave., Suite 200, Wilmington, NC 28403. | Parent page matches; practice reconfirms current hours, access, clinician availability and office logistics. |
| Leland | Next practical area. Explain care at the Wilmington practice and actual collection/visit arrangements. | Wilmington Health has a real Leland service location, so do not falsely claim local-office parity. |
| Hampstead | Next practical area if confirmed patient process supports it. Useful access and how-to-start information. | Town-modified sample is mixed. Need real logistics, not city-name substitutions. |
| Jacksonville | Later geographic test, not a default expansion target. | Confirm fit, travel/remote options and qualified leads. Do not infer an office or convenient distance. |
| Statewide North Carolina | A separate remote-care proposition only where eligible and operationally supported. | Confirm licensing/service scope, who can use local labs or mailed kits, who interprets results, secure records and exclusions. |
| Parent Google Business Profile | Keep the real practice profile, legitimate name/categories, current business details and approved appointment destination. | Do not create a second microsite business profile or keyword-stuff business names. Owner approval before off-site edits. |
| Citations and links | Audit parent identity on relevant legitimate directories and professional/local organizations; request one useful parent thyroid-resource link. | No mass directory packages or artificial link swaps. Distinguish local pack identity from organic microsite content. |
| Reviews | Neutral, permission-sensitive requests for genuine reviews; professional responses without confirming patient/condition details. | No incentives, review gating or fabricated outcomes. Public replies must not disclose health details. |
Local pages earn their place by resolving a local patient’s access questions. A city mention, local landmark or stock map is not enough. Keep surrounding-area wording as “for residents of” or “serving patients from” only where true, not “our Leland office.” Measure organic queries and qualified leads by useful landing page; use a controlled rank grid later if actual geographic coverage needs assessment.
| Observed stage | What was verified | Action recommendation |
|---|---|---|
| V2 /book-call/ | Iframe vnB0FcYvY29IwbIHRVap renders at mobile width with two visible required fields. No patient data entered. | Tell visitors there are two stages: contact details, then scheduling. Keep required intake minimal. |
| GHL configuration | Rendered configuration actionType 1 points to https://wfmpatientportal.md-hq.com/embedded/schedule.php. | Verify redirect and operational lead handoff with a practice-approved staff test later. Configuration alone is not a successful redirect test. |
| Public scheduler, provider stage | Selectable labels: “Dr. Ass’t Mackenzie Myrick” and “Dr. Ass’t Debra Yaw.” | Explain who actually handles introduction calls. Do not promise the call is with Dr. Rutledge or Dr. Bradshaw. Confirm readable public staff labels. |
| Mackenzie selection | Visit types include Discovery Call and Discovery Call - Thyroid, alongside other condition choices. | Prefer a verified thyroid-specific deep link or guided selection if provider supports it. Do not invent an unsupported URL parameter. |
| Debra selection | Message: online appointments cannot currently be scheduled with this provider. | Remove the dead-end choice if operationally appropriate, or provide an approved non-phone follow-up route. This is a recommendation, not a change made. |
| Date/time and final request form | Thyroid visit type 49, Mackenzie selected, October 15, 2026: 09:30 AM EDT was the single slot marked available/enough-time in this snapshot. Other displayed grid labels were unavailable. Opening that slot exposed the final Request Appointment form. No values entered or request submitted. | Show timezone and request-versus-confirmation clearly. Reverify actual slots and duration operationally; a 30-minute available block does not prove a 30-minute call. |
| Second intake and privacy friction | The final form asks again for first/last name and email, plus date of birth, ZIP, timezone, sex, phone, preferred contact method and top three health priorities. | Review which fields are required and necessary for an introductory call. Explain why data is collected and protect it. Do not assume GHL contact details automatically transfer. Avoid capturing health priorities in analytics. |
| Contact form | Separate iframe egNX5rJbP5Fhy1S072l0. Completion behavior not established by merely rendering it. | Define contact messages separately from call requests and confirmed calls. |
Suggested pre-form text: “Start by sharing your contact details. You will then continue to the practice’s scheduling page to choose the appropriate introductory call and an available time. The call explains how the practice works; it is not a diagnosis or urgent medical visit.” Final wording depends on operations confirming request/confirmation semantics.
| Stage | Proposed event / record | Source of truth and deduplication |
|---|---|---|
| Visitor → call CTA | discovery_cta_click | Privacy-approved analytics. page_path and cta_location only; exclude form text and patient identifiers. |
| Intake starts | discovery_intake_start | Verified supported iframe signal or first-party integration. A page view cannot substitute for start. |
| Valid unique lead | discovery_lead_received | GHL server-side receipt with an internal idempotency key; deduplicate repeated submissions privately. No email/phone/diagnosis to Analytics. |
| Scheduler / appointment request | discovery_schedule_open; discovery_appointment_requested | Only fire when the real supported action occurs. If tracking cannot bridge systems safely, report this stage from operational records. |
| Actually scheduled | discovery_call_confirmed | Confirmed scheduler/EHR appointment record, not request button, thank-you or iframe render. One appointment identity; reschedules not new acquisitions. |
| Call attended | discovery_call_attended | Staff attendance record. Cancellation/no-show separately classified. |
| Qualified attended call | discovery_call_qualified | Practice-defined fit: eligible geography/process, relevant support need and informed interest in next step. No health details in public analytics. |
| New patient | discovery_patient_enrolled | Practice’s agreed enrollment milestone, such as completed first paid consultation. Do not count a lead as a patient. |
Primary scorecard: unique confirmed calls, attended calls, qualified attended calls and new patients. Secondary ratios: valid leads / CTA visitors; confirmed calls / valid leads; attended / confirmed; qualified / attended; enrolled / qualified. Compute from deduplicated records, with a documented attribution window and separate counts for new versus returning patients. Targets come from capacity and an actual baseline, not invented industry averages.
The earlier admin baseline listed custom dimension names tel_number, email_address and wp_user_id. These are review flags, not proof those values were transmitted. Audit actual payloads, page/query strings, enhanced form interactions and destination URLs before activating new events. Never put patient information, diagnoses, form values or medical intake in Google Analytics.
Existing measurement ID: G-G0583KVWMT. Keep contact and appointment identifiers within approved GHL/EHR records. Only aggregate attribution and permitted non-sensitive events move to analytics after privacy review. No appointment-level identifier is automatically “safe” because it is hashed or random.
Operations should approve success semantics using a controlled staff test account and reconcile the first test lead, request, confirmation and reminder in each system. No real patient submission was made in this research. Events above are proposals, not installed tracking.
| Item | Current finding / distinction | Next acceptance test | Owner |
|---|---|---|---|
| Review index protection | V2 remains a noindex preview by design. Canonicals point to intended live identities; not proof the preview ranks. | Keep noindex until separate launch approval. At future cutover check effective headers and generated worker, not only _headers. | Site developer + owner |
| Sitemap and redirects | Fresh XML has 42 URLs, browsable /sitemap/ exists. Old plan used stale sitemap_index.xml. | At approved production launch verify robots sitemap URL, final host, canonical/redirects, Search Console submission and coverage. | Developer + SEO |
| Content/URLs/media | Current work preserves original articles and embeds. More served documents than canonical pages is expected. | Before any approved edit rerun full retention and route contract; no original-host assets required. | Developer |
| Performance | Astro HTML does not prove lightweight Divi CSS/JS, image loading or iframe impact. No field speed score obtained in this report. | PageSpeed/field vitals for home, testing, article and call page; desktop/mobile; preserve visual fidelity while improving supported bottlenecks. | Developer |
| Rendering and accessible forms | GHL intake rendered at 390 pixels. Read-only scheduler has an unavailable-provider path. | Test keyboard/focus/errors, mobile overflow, scrolling/sticky CTA, iframe height, successful staff-only handoff and no-slot fallback. | Developer + operations |
| Schema truthfulness | Organization/practice relationship, article and condition/test semantics observed. | Validate syntax, visible-content match and supported attributes. No fake physician specialty, reviewer, rating or treatment claims. | Developer + clinical reviewer |
| Search reporting | Connected live GSC and GA data retrieved. Preview visibility is a separate issue. | Use property URL inspection, query/page reporting and post-launch checks; do not change Search Console settings as part of this report. | SEO owner |
No site deploy, branch edit, DNS action, production release or indexability change is authorized by this report. Implementation and launch require separate explicit scope approval.
Use clear definitions, comparison tables and self-contained explanations with clinical limitations. Google’s current guide says there is no required special AI markup, llms.txt or ideal page length. It also requires inclusion in Search generative AI features in Search Console alongside technical eligibility. Read that setting with the owner; do not silently change it.
OAI-SearchBot relates to OpenAI search discovery; GPTBot relates to training. Do not blanket-allow training crawlers as a booking tactic. The local AI Overview elements were shells without answer/reference data. No WFM citation or recommendation is established by those shells.
| Markup / tactic | Recommended role | Promise to remove |
|---|---|---|
| Organization / WebSite / WebPage | Stable, truthful practice and site identity. Keep approved phone-free microsite details. | No schema-only ranking boost or invented standalone clinic. |
| Person on real biographies | Actual identity/credentials; confirm current spelling and credential facts. | No automatic author/reviewer assignment to every article. |
| BlogPosting / Article | Practice publisher, actual dates and genuine article content. | No fabricated doctor authorship or daily refreshed update dates. |
| BreadcrumbList | Real navigation hierarchy. | No guarantee of a particular SERP display. |
| MedicalCondition / MedicalTest | Optional descriptions consistent with visible evidence and limits. | No condition/test-specific rich-result promise or Endocrinology provider claim. |
| FAQPage / HowTo | Keep useful visible Q&A/process content. Optional semantics where accurate. | No FAQ or HowTo rich-result opportunity to justify prioritization. |
| Testimonials / reviews | Genuine visible stories with permission and context. | No self-serving star-rich-result claim or fabricated aggregate rating. |
| Video / off-site content | Caption/transcribe existing genuine videos; real local/clinical education and approved profiles. | No assumed training influence, forum manipulation or “expert quote” invented under clinician identity. |
Monthly test set, after eligibility and approval: local functional-medicine thyroid support; Hashimoto’s care-role comparison; thyroid tests and their limits; normal labs with symptoms; who conducts the discovery call. Record engine, date, location, prompt, retrieval mode, full answer and exact cited URLs. Count real citations separately from mentions and separately from qualified traffic/calls. Current Search Console generative-AI reports should be reviewed in the actual property when available; this integration’s supported endpoints do not establish the absence of those reports.
| Window | Work | Owner / dependency | Acceptance |
|---|---|---|---|
| Days 1–14, before implementation | Confirm scope/credential spelling, actual call staff/duration, request-confirmation behavior, costs/insurance language and privacy policy. Staff-only funnel test. | Practice lead + operations + analytics. No site changes before approval. | One documented process; lead/request/confirmed/attended stages reconciled. No clinical or appointment promise invented. |
| Days 15–30 | Approve local care/process briefs; refresh normal-labs roles, panel utility and comparison page. Confirm source/review process. | Editor + practice + clinician reviewer + developer only after implementation approval. | Copy and URL ownership accepted; all original content/URLs/media conserved; same visual design. |
| Days 31–60 | Implement approved content and privacy-safe measurement; validate routes, accessibility, performance and noindex protection. Pilot Wilmington plus one surrounding-area section/page. | Developer, operations and SEO. Launch requires separate explicit approval. | Desktop/mobile and forms pass; actual service facts/CTA semantics match; no fabricated local office or duplicate city funnel. |
| Days 61–90, after authorized launch if granted | Read GSC query/page changes, confirmed/attended/qualified outcomes; refine pages and decide whether Leland/Hampstead/one symptom guide earns expansion. | SEO + practice capacity. Without launch approval, continue preview review only. | Use measured patient fit and conversion friction to choose the next brief. No guaranteed position/traffic timeline. |
Planning assumption, not a quote: reserve 2–4 hours for operational/privacy validation, 4–6 hours per substantial care/process brief plus clinician review, and developer time based on approved scope and tests. Start with two decision/process briefs and three focused refreshes rather than committing to a large article count. Owner should set a research/tool-credit ceiling and reviewer capacity before expansion. No paid tool, plugin, sponsorship or mass content purchase is required by this report.
| Old item | Original task | Verdict | Current state or replacement |
|---|---|---|---|
| 1.1 | Fix author attribution: create WP users for Dr. Rutledge and Dr. Bradshaw, reassign all content | Drop | No WordPress user reassignment or fictional doctor authorship. Practice publisher/no personal bylines is approved. |
| 1.2 | Rewrite all title tags (keyword-first format, see title tag table) | Change | Titles already improved in Astro. Proposed factual refinements appear in the copy table. |
| 1.3 | Add meta descriptions to all 7 core pages | Keep | Descriptions present on all captured canonical pages; continue unique intent-based review. |
| 1.4 | Add MedicalCondition schema to condition pages, MedicalTest schema to testing pages | Change | Condition/test semantics observed. No rich-result or ranking promise; review medical accuracy. |
| 1.5 | Add Organization schema site-wide (with parentOrganization linking to Wilmington Functional Medicine) | Keep | Parent practice relationship already represented; ensure real identity, not a fictional clinic. |
| 1.6 | Add FAQPage schema to /faq/ page | Change | Useful FAQ retained. FAQ rich results retired; optional accurate semantics only. |
| 1.7 | Update robots.txt with AI bot allowances | Change | Effective eligibility/search crawler checks, not a training-bot allow list as a magic switch. |
| 1.8 | Fix Person schema: replace email with real practitioner names and credentials | Change | Remove misleading attribution; genuine Person biographies only. Credential currency needs confirmation. |
| 1.9 | Add cross-links to parent business (wilmingtonfunctionalmedicine.com) on homepage, about, contact, and footer | Keep | Microsite parent relationships already visible. External reciprocal parent work needs approval. |
| 1.10 | Verify sitemap is complete and submitted to Google Search Console | Change | 42-URL sitemap verified. Submission and production indexing are separate approved launch tasks. |
| 1.11 | Run PageSpeed Insights on homepage and blog | Keep | Performance testing still needed; no new PSI score claimed. |
| 2.1 | Create /conditions/ hub and individual condition pages (Hashimoto's, Hypothyroidism, Graves', Thyroid Nodules) | Keep | Existing condition hub and spokes built. Scope/referral clarity matters more than creating them again. |
| 2.2 | Rename /our-story/ to /about/, create practitioner sub-pages | Change | Current /about/ and bios built; old source actually included /about-us/. Keep deliberate continuity. |
| 2.3 | Restructure navigation with dropdowns (Conditions, Testing, About) | Keep | Dropdown structure built; preserve design and compact navigation. |
| 2.4 | Add "Book Free Call" button to nav | Keep | Call CTA already present. Measure its actual downstream effect. |
| 2.5 | Rebuild footer with condition links, testing links, and "Part of Wilmington Functional Medicine" link | Change | Footer relationships and links built; keep phone-free policy and sitemap link. |
| 2.6 | Expand /book-call/ page with content and embedded scheduler | Change | Page expanded, but embed is lead intake leading to separate scheduler. Confirm outcome semantics. |
| 2.7 | Create /testing/ hub with sub-pages (thyroid panel, adrenal/hormones, gut health) | Keep | Testing hub/four spokes built. Review availability versus utility and local process. |
| 2.8 | Add new blog posts: Hashimoto's vs Hypothyroidism, Thyroid Medication Guide | Keep | Both proposed articles exist. Refresh care-role accuracy; do not rewrite by word quota. |
| 3.1 | Restructure H2 headings on all blog posts (questions where possible) | Keep | Useful article headings already improved; review intent and structure, not every heading as a question. |
| 3.2 | Add author bylines with credentials to all blog posts | Drop | Do not attach personal doctor bylines to AI articles without genuine authorship/review approval. |
| 3.3 | Add "Last updated" dates to all blog posts | Change | Dates tied to actual editorial work and review, not automatic rebuild freshness. |
| 3.4 | Add internal links: every blog post to 2 other posts + 1 testing/condition page | Change | Contextual links built. Select the useful next step rather than a mechanical link count. |
| 3.5 | Add mid-article and end-of-article CTAs to every blog post | Change | Use stage-appropriate next steps; symptoms/urgent education need care guidance before a call. |
| 3.6 | Add FAQ schema to blog posts with Q&A content | Change | Visible Q&A can stay; no Google FAQ rich-result return. |
| 3.7 | Expand top 3 blog posts to pillar content (2000+ words) | Drop | No 2,000-word target. Fill real information gaps and consolidate editorial roles. |
| 3.8 | Add comparison tables to blog posts (AI-citation-worthy structured data) | Keep | Comparisons only when evidence and care limits make them useful. No invented data. |
| 3.9 | Add "What to Read Next" section to every blog post | Keep | Related next-step links already built; align them to primary URL ownership. |
| 4.1 | Add Graves' disease and thyroid nodules condition pages | Change | Graves/nodule pages exist. Appropriate medical/specialist guidance, not acquisition-first treatment claims. |
| 4.2 | Add new blog posts: Thyroid & Weight Gain, Thyroid & Fertility | Keep | Weight/fertility articles exist. Fertility requires clinical review, not broad traffic chasing. |
| 4.3 | Expand all blog posts to 1500+ words with structured data | Drop | No 1,500-word expansion quota or generic AI padding. |
| 4.4 | Create pillar content pages for each condition cluster | Change | Condition hubs built. Avoid duplicating existing articles under a new pillar label. |
| 4.5 | Ensure every condition page links to related blog posts, testing pages, and booking CTA | Change | Links already implemented; match the stage and appropriate medical care. |
| 4.6 | Ensure parent business site links back to this microsite for thyroid content | Keep | Parent reciprocal editorial link remains an owner-approved external task. |
| 4.7 | Add geo-targeted blog content (mentioning Wilmington, Leland, Jacksonville, Hampstead naturally) | Change | Prioritize verified local logistics and service fit. No town × condition blog factory. |
| 4.8 | Add "Functional Medicine vs Endocrinology" comparison content for AI citation | Keep | Existing functional-medicine/endocrinology comparison is high-priority refresh material. |
| 5.1 | Rewrite blog article opening paragraphs as self-contained answers (40-80 words) | Change | Direct clear answers with nuance. No rigid passage length or clinically unjustified certainty. |
| 5.2 | Add named framework ("The Root-Cause Thyroid Protocol") | Drop | Do not create a named medical protocol as an authority shortcut. Explain actual process. |
| 5.3 | Publish patient outcome data points | Defer | Only publish outcomes with actual methodology, appropriate permissions and review; none invented. |
| 5.4 | Create Reddit presence: answer questions in r/Hashimotos, r/Hypothyroidism | Defer | Only genuine disclosed participation. No forum seeding or training-data assumptions. |
| 5.5 | Create YouTube channel with 3-5 educational videos | Change | Existing real videos first: accurate captions/transcripts and relevant placement. New production optional. |
| 5.6 | Publish LinkedIn articles from Dr. Rutledge | Defer | Approved genuine expertise only. No automatic clinician-authored LinkedIn output. |
| 5.7 | Set up monthly AI visibility testing (search target queries in ChatGPT, Perplexity) | Keep | Dated full-answer/cited-URL testing after eligibility. Secondary to qualified calls. |
| 5.8 | Create comparison content (functional medicine vs endocrinology) for AI citation | Keep | Already built comparison. Do not duplicate item 4.8 as another page. |
Historical activity rows 12–19 and manual rows 20–25 are reviewed in the section-level matrix above. They are not fresh implementation claims. The old plan contains internal count/identity inconsistencies and obsolete WordPress directions; repeating them is not an acceptance criterion.
| Confirmation | Why it changes the work | Owner |
|---|---|---|
| Preferred Bradshaw spelling and current credentials | V2 retains Mathew; parent currently shows Matthew and partly historical credential narrative. | Practice lead |
| Call staff, exact duration and schedule request/confirmation rules | Public scheduler lists assistants, one unavailable. The parent 15-minute promise may not describe this exact call. | Operations |
| Consultation/testing costs, payment and insurance/referral arrangements | These are major provider-shopping objections. Do not fill the gap with unsupported promises. | Practice + operations |
| Surrounding-area/remote eligibility, collection and secure records | Determines which location pages deserve publication and what can be claimed. | Practice + appropriate clinician |
| Actual clinical-review workflow and attribution preference | Preserve no personal bylines; named review only after real review and approval. | Practice + editor |
| Analytics/privacy and operational reconciliation | Determines which events can be measured safely and what constitutes a booked/attended/qualified call. | Analytics + privacy owner + operations |
These are decision gates, not a request to pause research. The report is complete; implementation should not proceed on guessed answers.
Primary pages and official guidance were retrieved on October 13, 2026. Citations point to exact source identities. Local tool snapshots and connected reports are retained as local evidence, not publicly uploaded patient-system data.
[1] thyroiddoctornc.com SEO Action Plan
https://thyroid-nc-seo-plan.pages.dev/
[2] WilmingtonFunctionalMedicine.com – WilmingtonFunctionalMedicine.com
https://wilmingtonfunctionalmedicine.com/
[3] About Us – WilmingtonFunctionalMedicine.com
https://wilmingtonfunctionalmedicine.com/about-us/
[4] Hormone / Thyroid Imbalances – WilmingtonFunctionalMedicine.com
https://wilmingtonfunctionalmedicine.com/hormone-imbalances/
[5] Wilmington Endocrinology
https://wilmingtonendo.com/our-practice/
[6] Endocrinology Specialists in Wilmington, NC - Wilmington Health
https://www.wilmingtonhealth.com/specialties/endocrinology/
[7] Thyroid Specialist - Wilmington, NC: Stephen J Liederbach, MD: Internal Medicine: Wilmington Adult Medicine
https://www.wilmingtonadultmed.com/services/thyroid
[8] Functional Medicine in Wilmington, NC | Breakthrough
https://breakthroughfunctional.com/
[9] UpCurrent Functional Medicine
https://www.upcurrentfm.com/
[10] Thyroid Test In Wilmington | Any Lab Test Now
https://www.anylabtestnow.com/wilmington-28403/tests/comprehensive-thyroid-panel/
[11] Latest Google Search Documentation Updates | Google Search Central | What's new | Google for Developers
https://developers.google.com/search/updates
[12] Creating Helpful, Reliable, People-First Content | Google Search Central | Documentation | Google for Developers
https://developers.google.com/search/docs/fundamentals/creating-helpful-content
[13] Google's Guide to Optimizing for Generative AI Features on Google Search | Google Search Central | Documentation | Google for Developers
https://developers.google.com/search/docs/fundamentals/ai-optimization-guide
[14] Spam Policies for Google Web Search | Google Search Central | Documentation | Google for Developers
https://developers.google.com/search/docs/essentials/spam-policies
[15] Google Search's Guidance on Generative AI Content on Your Website | Google Search Central | Documentation | Google for Developers
https://developers.google.com/search/docs/fundamentals/using-gen-ai-content
[16] Thyroid Function Tests | American Thyroid Association
https://www.thyroid.org/thyroid-function-tests/
[17] Hypothyroidism (Underactive Thyroid) - NIDDK
https://www.niddk.nih.gov/health-information/endocrine-diseases/hypothyroidism
[18] The myth of IgG food panel testing | AAAAI
https://www.aaaai.org/tools-for-the-public/conditions-library/allergies/igg-food-test
[19] Guidelines for representing your business on Google - Google Business Profile Help
https://support.google.com/business/answer/3038177
[20] Overview of OpenAI Crawlers
https://platform.openai.com/docs/bots
[21] Current complete V2 sitemap
https://wfm-thyroid-v2.pages.dev/sitemap/
[22] Current booking page
https://wfm-thyroid-v2.pages.dev/book-call/
[23] Public scheduler
https://wfmpatientportal.md-hq.com/embedded/schedule.php
| Item | Status | What changed / did not change | Research date |
|---|---|---|---|
| Complete old-plan review | Done | All sections and all 44 numbered implementation tasks reevaluated. Original report not overwritten. | October 13, 2026 |
| Current V2 inspection | Done | 42 canonical pages captured; all 18 articles and exact current titles included. Site files unchanged. | October 13, 2026 |
| Keyword, SERP and competitor research | Done | Eight new Google snapshots; direct metric retries; primary pages and connected GSC/GA read. Partial data labeled. | October 13, 2026 |
| Public funnel inspection | Done | GHL intake and public scheduler read without patient submission. Confirmation/attendance not falsely certified. | October 13, 2026 |
| New report artifact | Done | New left-sidebar report, distinct project. No old plan or website deployment replaced. | October 13, 2026 |
| Recommended content and measurement | To Do | No website implementation, tracking installation, off-site edit, branch change, DNS or launch performed. | Separate approval required |