SkinReliefCenter.com SEO Action Plan

Wilmington Functional Medicine -- Condition-Specific Microsite SEO, AEO, GEO, and Content Strategy

Indexable Pages

Blog Posts

0/10

Meta Descriptions

Weak

Schema Markup

Bottom Line: This microsite has authentic practitioner content and a clear niche focus (chronic skin conditions), but every page is missing meta descriptions, title tags are brand-first, the blog is empty, and there are zero condition-specific or location pages. The biggest opportunity is building condition authority pages (eczema, psoriasis, rosacea) that no local competitor has, combined with AEO-optimized content that AI engines will cite. Since the parent business (Wilmington Functional Medicine) owns the GBP, this site's primary ranking lever is topical authority and AI citations, not local pack placement.

Current Site State

Pages in Sitemap

Page	Title Tag	Meta Desc	Issues
/ (Home)	Home - SkinReliefCenter.com	Missing	Generic title, no condition keyword, no geo
/skin-testing/	Skin Condition Testing & Evaluation	Missing	Good keyword usage but no geo-targeting
/about-us/	Our Story - SkinReliefCenter.com	Missing	Weak title, no keyword focus
/faq/	Frequently Asked Questions	Missing	Generic title, 5 detailed Q&As with no schema
/blog/	Blog - SkinReliefCenter.com	Missing	Shows "No Results Found" -- zero posts
/book-call/	Book Discovery Call	Missing	Extremely thin content
/contact/	Contact	Missing	Needs NAP reference to parent business
/coming-soon/	Coming Soon	Missing	Should be removed or redirected
/disclaimer/	Disclaimer	Missing	Legal -- low priority
/privacy-policy/	Privacy Policy	Missing	Legal -- low priority

Navigation Structure

Only 6 items. No condition categories, no location signals, no clear conversion path
"Skin Testing" is vague -- doesn't tell Google what conditions are treated
"Our Story" is not a keyword anyone searches for
No dropdown for conditions, root causes, or testing services
"Book Free Discovery Call" CTA exists but is not in the nav
Blog link goes to empty "No Results Found" page

Technical SEO Audit

Critical Issues

Zero meta descriptions on any page. Google is auto-generating snippets
No MedicalBusiness or Physician schema for practitioners
No FAQ schema on the FAQ page (5 detailed Q&As ready for rich results)
Title tags are brand-first instead of keyword-first ("Home - SkinReliefCenter.com")
No robots.txt AI bot allowances -- GPTBot, ClaudeBot, PerplexityBot not allowed
Author schema shows email (shanemdlm@gmail.com) instead of practitioner names
Blog has zero posts -- "No Results Found" page is live and indexed
/coming-soon/ page still live in sitemap

Warning Issues

H4 used for site tagline on every page ("Healing Skin Starts With Finding the Real Cause") -- should be styled span
No condition-specific pages (eczema, psoriasis, rosacea, etc.)
No location pages for Wilmington or surrounding areas
Rank Math schema is basic -- Organization/Person/WebSite/WebPage only
/book-call/ page is extremely thin content
No breadcrumbs in schema or visible on page
Missing stool analysis and blood panel from /skin-testing/ headings (mentioned in images only)

Platform Stack

Component	Current	Status
CMS	WordPress + Divi Builder	Working
SEO Plugin	Rank Math (free)	Upgrade to Pro for schema control
Hosting	Hostinger	Check page speed
Parent Business	Wilmington Functional Medicine	Owns GBP -- this is a microsite
Practitioners	Dr. Mathew Bradshaw (DC, AFMCP), Hilary Rutledge (DC, DABCI)	E-E-A-T signals needed

Site Architecture Restructuring

Current vs Proposed URL Structure

Current Structure (Flat)

/                                    (Home)
/skin-testing/                       (Testing -- everything lumped here)
/about-us/                           (Our Story)
/faq/                                (FAQs)
/blog/                               (Blog index -- empty, "No Results Found")
/contact/                            (Contact)
/book-call/                          (Book Discovery Call -- thin)
/coming-soon/                        (Should be removed)
/disclaimer/                         (Legal)
/privacy-policy/                     (Legal)
/terms/                              (Legal)

Proposed Structure (Hub + Spoke with Condition Authority)

/                                    (Home -- keyword-optimized)
/about/                              (About -- practitioners + approach)

/conditions/                         (Hub -- conditions treated)
/conditions/eczema/                  (Eczema root causes + treatment)
/conditions/psoriasis/               (Psoriasis root causes + treatment)
/conditions/rosacea/                 (Rosacea root causes + treatment)
/conditions/chronic-hives/           (Chronic hives root causes)
/conditions/acne/                    (Hormonal + inflammatory acne)
/conditions/dermatitis/              (Contact/atopic dermatitis)

/root-causes/                        (Hub -- internal drivers)
/root-causes/gut-health-skin/        (Gut dysbiosis -> skin)
/root-causes/food-sensitivities-skin/ (IgG reactions -> skin)
/root-causes/mold-exposure-skin/     (Mold -> systemic inflammation)
/root-causes/hormonal-imbalances-skin/ (Estrogen, cortisol -> skin)
/root-causes/liver-toxicity-skin/    (Toxic liver -> skin)

/testing/                            (Hub -- testing services)
/testing/stool-analysis/             (Comprehensive Stool Analysis)
/testing/food-sensitivity-panel/     (Alletess 184-Food IgG)
/testing/blood-panel/                (Targeted Blood Panel)
/testing/organic-acids-test/         (OAT -- 70+ markers)
/testing/how-it-works/               (Process: local + remote)

/locations/                          (Hub -- service areas)
/locations/wilmington-nc/            (Primary location page)
/locations/remote-north-carolina/    (Remote testing across NC)

/blog/                               (Blog index)
/blog/[topic-slugs]/                 (New content -- see blog strategy)

/faq/                                (FAQ -- expanded with schema)
/book-call/                          (Book Discovery Call -- expanded)
/contact/                            (Contact with parent NAP)

Navigation Redesign

Proposed Main Navigation

Item	Dropdown	Purpose
Home	--	Brand + primary keyword landing
About	Dr. Bradshaw \| Hilary Rutledge \| Our Approach	E-E-A-T signals, practitioner authority
Conditions ▾	Eczema \| Psoriasis \| Rosacea \| Chronic Hives \| Acne \| Dermatitis	Topical authority hub, matches search queries
Root Causes ▾	Gut Health \| Food Sensitivities \| Mold \| Hormones \| Liver	Condition-drivers content hub
Testing ▾	Stool Analysis \| Food Sensitivity Panel \| Blood Panel \| OAT \| How It Works	Service pages
Blog	--	Content hub
Book Free Call	--	Primary CTA -- always visible

Footer Navigation: Should include all condition pages, root cause pages, testing pages, parent business NAP (Wilmington Functional Medicine address, phone), link to parent GBP, and a secondary "Book Discovery Call" CTA. The footer is a major trust and local signal.

On-Page SEO Fixes

Title Tag Rewrites

Page	Current Title	Proposed Title
Home	Home - SkinReliefCenter.com	Chronic Skin Condition Treatment in Wilmington, NC \| Root-Cause Testing
Testing	Skin Condition Testing & Evaluation	Skin Condition Testing \| Functional Medicine Wilmington, NC
About	Our Story - SkinReliefCenter.com	About Our Skin Specialists \| Wilmington Functional Medicine
FAQ	Frequently Asked Questions	Skin Condition FAQ: Root Causes, Testing & Treatment \| Wilmington, NC
Blog	Blog - SkinReliefCenter.com	Skin Health Blog: Eczema, Psoriasis, Root Causes \| Wilmington Functional Medicine
Book Call	Book Discovery Call	Book a Free Skin Condition Discovery Call \| Wilmington, NC

Meta Description Writes (all currently missing)

Page	Proposed Meta Description
Home	Find the root cause of your chronic skin condition in Wilmington, NC. We use functional lab testing for eczema, psoriasis, rosacea, and acne. Book a free discovery call.
Testing	Comprehensive skin condition testing in Wilmington, NC. Stool analysis, 184-food IgG sensitivity panel, blood work, and organic acids testing. In-person or remote across NC.
About	Meet Dr. Mathew Bradshaw and Hilary Rutledge, functional medicine practitioners specializing in chronic skin conditions in Wilmington, NC.
FAQ	Answers to how gut health, food sensitivities, mold, hormones, and infections affect your skin. From Wilmington Functional Medicine practitioners.
Blog	Expert articles on eczema, psoriasis, rosacea, gut health, food sensitivities, and skin conditions from Wilmington Functional Medicine practitioners.
Book Call	Book a free 15-minute discovery call with our Wilmington, NC functional medicine team. Find out what's driving your skin condition from the inside out.

Heading Structure Fixes

Every page currently has: An H4 tagline ("Healing Skin Starts With Finding the Real Cause") rendered above the H1. This is wrong.

Fix: Move the tagline to a styled span or subtitle div above the H1. The H1 should be the first semantic heading on every page. The H1 on the homepage should be: "Your Skin Is Trying to Tell You Something. We Help You Figure Out What."

Local SEO Strategy (Microsite Model)

Key Constraint: This is a microsite. The parent business (Wilmington Functional Medicine) owns the Google Business Profile. This site does NOT get its own GBP. Local signals flow from the parent. The play is condition authority + AI citations as the primary ranking levers.

Parent Business NAP Integration

Action: Add parent business NAP to the site footer on every page:

Business Name: Wilmington Functional Medicine
Address: [parent business address]
Phone: [parent business phone]
Link to parent GBP from footer and /about/ page
Schema: Use MedicalBusiness type referencing parent NAP on site-wide JSON-LD

Location Pages

Create two location pages:

/locations/wilmington-nc/ -- Primary. "Chronic Skin Condition Treatment in Wilmington, NC." Mention neighborhoods (Mayfaire, Wrightsville Beach, Landfall, Ogden), landmarks, and reference "Wilmington Functional Medicine sees patients at [address]." 600+ words, embedded map, internal links to all condition pages.
/locations/remote-north-carolina/ -- "Skin Condition Testing Available Across North Carolina." Explain remote testing via local lab draw or at-home collection kits. Mention cities: Raleigh, Charlotte, Jacksonville, Leland, Hampstead, Southport.

Citations (Parent Business)

Tier 1 -- Must-Have

Google Business Profile (parent owns it)
Apple Maps
Bing Places
Yelp (Healthcare category)
Facebook Business Page

Tier 2 -- Healthcare-Specific

Healthgrades
Zocdoc
WebMD Physician Directory
NPI Registry
Wilmington Chamber of Commerce

Answer Engine Optimization (AEO) & Generative Engine Optimization (GEO)

Why This Matters for SkinReliefCenter

When someone asks ChatGPT "What causes chronic eczema that won't go away?" or "Can food sensitivities cause skin rashes?" -- the AI should cite this site. The practitioner content is authentic and expert-level. The problem is structural: no schema, no passage optimization, no condition pages, no AI bot access.

AEO Action Items

Passage-Level Optimization

Every blog post answer paragraph should be self-contained (40-80 words) and work if pulled out of context
Lead paragraphs with the direct answer, not setup
Include specific claims AI wants to cite: "In our Wilmington practice, gut dysbiosis is present in over 70% of chronic eczema patients"
Add "Last updated: [date]" to every article
Add year to titles: "Eczema Root Causes (2026)"

Citation-Worthy Content Assets

Named framework: "The Root-Cause Skin Protocol" or "The Skin-Inside-Out Method"
Patient outcome data points (with consent)
Original comparison tables: topical steroids vs functional medicine outcomes
Condition-specific testing decision trees

GEO Action Items (LLM Visibility)

Action	Platform	Why
Answer skin questions on Reddit (r/eczema, r/psoriasis, r/SkincareAddiction, r/wilmington)	Reddit	Heavily weighted in LLM training data. Expert answers with brand mention
Create YouTube videos: eczema root causes, food sensitivities and skin, mold and skin	YouTube	Transcripts included in LLM training. Video titles indexed
Publish LinkedIn articles from Dr. Bradshaw and Hilary	LinkedIn	Entity authority + professional credibility signals
Get listed on Healthgrades, Zocdoc, WebMD	Health directories	Multi-platform entity saturation for LLMs
Guest posts on functional medicine and dermatology blogs	Industry sites	Authoritative backlinks + entity mentions

robots.txt Additions for AI

User-agent: GPTBot

Allow: /

User-agent: ChatGPT-User

Allow: /

User-agent: PerplexityBot

Allow: /

User-agent: ClaudeBot

Allow: /

User-agent: Google-Extended

Allow: /

User-agent: *

Disallow: /wp-admin/

Allow: /wp-admin/admin-ajax.php

Sitemap: https://skinreliefcenter.com/sitemap_index.xml

Schema Markup Strategy

Current Schema: Rank Math generates basic Organization, Person, WebSite, and WebPage types. The Person entity shows an email address (shanemdlm@gmail.com) as the name. No healthcare-specific schema exists. No FAQ schema despite 5 detailed Q&As.

Required Schema Types

Schema Type	Page(s)	Priority
MedicalBusiness / Physician	Every page (site-wide)	Critical
FAQPage	/faq/, homepage, blog posts	Critical
Article / BlogPosting	Every blog post (once published)	Critical
Person (Author)	Every article, About page	High
MedicalCondition	Condition pages (eczema, psoriasis, etc.)	High
MedicalTest	Testing pages	Medium
BreadcrumbList	Every page	Medium

MedicalBusiness Schema Template

{

  "@context": "https://schema.org",

  "@type": "MedicalBusiness",

  "name": "Wilmington Functional Medicine",

  "alternateName": "SkinReliefCenter.com",

  "url": "https://skinreliefcenter.com",

  "telephone": "+1-XXX-XXX-XXXX",

  "address": {

    "@type": "PostalAddress",

    "streetAddress": "...",

    "addressLocality": "Wilmington",

    "addressRegion": "NC",

    "postalCode": "28401",

    "addressCountry": "US"

  },

  "areaServed": [

    {"@type": "City", "name": "Wilmington"},

    {"@type": "State", "name": "North Carolina"}

  ],

  "medicalSpecialty": "FunctionalMedicine",

  "availableService": [

    "Comprehensive Stool Analysis",

    "184-Food IgG Sensitivity Panel",

    "Targeted Blood Panel",

    "Organic Acids Test (OAT)",

    "Chronic Skin Condition Root Cause Assessment"

  ]

}

Content Gap Analysis

Condition Pages (High Priority)

Page	Target Keyword	Search Intent	Priority
/conditions/eczema/	eczema root cause treatment wilmington nc	Informational + Transactional	Critical
/conditions/psoriasis/	psoriasis functional medicine wilmington	Informational + Transactional	Critical
/conditions/rosacea/	rosacea root cause testing nc	Informational + Transactional	Critical
/conditions/chronic-hives/	chronic hives root cause	Informational	High
/conditions/acne/	hormonal acne root cause testing	Informational	High
/conditions/dermatitis/	dermatitis functional medicine	Informational	High

Root Cause Pages (High Priority)

Page	Target Keyword	Priority
/root-causes/gut-health-skin/	gut health and skin problems	Critical
/root-causes/food-sensitivities-skin/	food sensitivities causing skin rashes	Critical
/root-causes/mold-exposure-skin/	mold exposure skin problems	High
/root-causes/hormonal-imbalances-skin/	hormonal imbalances skin conditions	High
/root-causes/liver-toxicity-skin/	liver toxicity skin issues	High

Testing Service Pages

Page	Target Keyword	Priority
/testing/stool-analysis/	comprehensive stool analysis skin	High
/testing/food-sensitivity-panel/	food sensitivity panel 184 foods	High
/testing/blood-panel/	targeted blood panel skin conditions	Medium
/testing/organic-acids-test/	organic acids test skin health	Medium
/testing/how-it-works/	how skin condition testing works remote nc	Medium

Blog Strategy (Starting From Zero)

Critical: The blog currently shows "No Results Found." Zero posts exist. This is both a problem (no content for search engines or AI to index) and an opportunity (every post published will be fresh content with no legacy issues).

First 6 Blog Posts to Write

#	Title	Target Keyword	Root Cause Topic	Priority
1	Can Gut Problems Cause Skin Rashes? The Embryonic Connection	gut problems skin rashes	Gut dysbiosis	Critical
2	Food Sensitivities and Skin: What's the Real Connection?	food sensitivities skin rash	Food sensitivities	Critical
3	Mold Exposure and Chronic Skin Conditions: What You Need to Know	mold exposure skin problems	Mold	High
4	Hormonal Acne: Root Causes and How We Test for Them	hormonal acne root causes	Hormonal imbalances	High
5	Eczema Root Causes: Why Creams and Steroids Aren't Enough	eczema root causes	Gut + immune	High
6	Psoriasis and Gut Health: The Functional Medicine Approach	psoriasis gut health	Gut dysbiosis	High

Blog Post Structure Template

Each blog post must include:

Self-contained answer paragraph (40-80 words) at the top -- optimized for AI citation
H2 section headings as content sections (not related-article links)
Author byline with credentials: "By Dr. Mathew Bradshaw, DC, AFMCP"
"Last updated" date at top of article
FAQ section at bottom with FAQPage schema
Internal links to at least 2 other blog posts + 1 condition page + 1 testing page
Mid-article CTA: "Think this might be you? Book a free discovery call"
End-of-article CTA: "Ready to find your root cause? Book a free 15-minute call"
"What to Read Next" section linking to related posts and service pages
Comparison table where relevant (AI-citation-worthy structured data)

Conversion Optimization

The Funnel: Every page moves visitors toward booking a free 15-minute discovery call. Then testing (local or remote). Then personalized treatment plan.

Conversion Fixes

Fix	Where	Impact
Add sticky CTA button in header nav	Every page	Always-visible "Book Free Call" button
Add mid-content CTA blocks	Every blog post, condition page	After the "aha moment," insert a CTA
Expand /book-call/ page	Book Call page	Add: what to expect, how long, testimonial, embedded scheduler
Add patient testimonials near CTAs	All pages	Social proof reduces friction
Add "What to expect" section	Testing pages	"The call is free, 15 minutes, no obligation"
Phone number in header	Every page	Click-to-call for mobile users
Add exit-intent popup	Blog posts	"Still struggling with your skin? Book a free call."

Full Implementation Checklist

Phase 1: Technical Foundation (Week 1-2)

Add meta descriptions to all 10 indexable pages
Fix title tags on all pages (keyword-first format)
Add MedicalBusiness / Physician schema site-wide
Add FAQPage schema to /faq/ page
Fix Person schema -- replace email with real practitioner names
Add BreadcrumbList schema
Fix H4 tagline to styled span on all pages
Update robots.txt with AI bot allowances
Remove or redirect /coming-soon/ page
Verify sitemap is complete and submitted to Google Search Console
Check page speed (Divi can be heavy)

Phase 2: Site Architecture (Week 2-4)

Create 6 condition pages (eczema, psoriasis, rosacea, hives, acne, dermatitis)
Create 5 root cause pages (gut, food sensitivities, mold, hormones, liver)
Create 5 testing service pages (stool, food sensitivity, blood, OAT, how it works)
Create /locations/wilmington-nc/ location page
Create /locations/remote-north-carolina/ page
Implement new navigation structure with dropdowns
Add "Book Free Call" button to nav
Rebuild footer with parent business NAP and GBP link
Expand /book-call/ page with content and embedded scheduler

Phase 3: Content Launch (Week 3-5)

Publish first 6 blog posts (see blog strategy section)
Add FAQ schema to every blog post with Q&A content
Add author bylines with credentials to all blog posts
Add internal links: every blog post to 2 other posts + 1 condition page + 1 testing page
Add mid-article and end-of-article CTAs to every blog post
Add "What to Read Next" section to every blog post
Add comparison tables to blog posts (AI-citation-worthy)

Phase 4: Local & Citation (Week 4-6)

Ensure parent business GBP is complete and linked from this site
Add parent NAP to site-wide footer
Build Tier 1 citations for parent business (Apple Maps, Bing Places, Yelp, Facebook)
Build healthcare-specific citations (Healthgrades, Zocdoc, WebMD)
Verify NAP consistency across all citations
Link to parent GBP from /about/ and /contact/ pages

Phase 5: AEO/GEO (Week 5-8)

Rewrite blog article opening paragraphs as self-contained answers (40-80 words)
Add named framework/protocol ("The Root-Cause Skin Protocol")
Publish patient outcome data points
Create Reddit presence: answer questions in r/eczema, r/psoriasis, r/SkincareAddiction
Create YouTube channel with 3-5 educational videos
Publish LinkedIn articles from practitioners
Set up monthly AI visibility testing (search target queries in ChatGPT, Perplexity, Google AI)

Priority Roadmap

1. Meta + Titles

→

2. Schema

→

3. Condition Pages

→

4. Blog Launch

→

5. Location Pages

→

6. Citations

→

7. AEO/GEO

This Week

Fix all meta descriptions
Fix all title tags
Add MedicalBusiness schema
Add FAQ schema to /faq/
Update robots.txt
Remove /coming-soon/

Weeks 2-4

Create condition pages (eczema, psoriasis, rosacea)
Create root cause pages (gut, food sensitivities)
Redesign navigation with dropdowns
Publish first 3 blog posts
Expand /book-call/ page

Weeks 4-8

Build location pages
Publish remaining blog posts
Citation building for parent business
AEO/GEO optimization
Reddit/YouTube presence
AI visibility testing

Expected Impact: After Phase 1-3, expect to see condition pages rank for long-tail queries like "eczema root cause testing NC" within 2-3 months. After Phase 4-5, expect AI engines to begin citing the site's content for skin condition questions within 3-6 months. The combination of authentic practitioner content + condition-specific authority pages + proper technical SEO creates a competitive moat that generic dermatology sites cannot match.

Change Log

What's been done and what still needs to be done. Updated live as changes are made.

#	Item	Status	Details	Date
1	SEO Action Plan created	Done	Full audit, strategy, and implementation checklist delivered.	2026-09-17
2	Meta descriptions added	Manual	Add proposed meta descriptions in Rank Math for each page.	--
3	Title tags rewritten	Manual	Update title tags in Rank Math to keyword-first format.	--
4	Schema markup added	To Do	Add MedicalBusiness, FAQPage, and Person schema via Rank Math Pro or custom JSON-LD.	--
5	Condition pages created	To Do	Create 6 condition pages: eczema, psoriasis, rosacea, hives, acne, dermatitis.	--
6	Blog posts published	To Do	Write and publish first 6 blog posts per blog strategy section.	--
7	robots.txt updated	Manual	Add AI bot allowances (GPTBot, ClaudeBot, PerplexityBot, etc.).	--
8	/coming-soon/ removed	Manual	Delete page or set up 301 redirect to homepage.	--

Status Key: Done Completed and verified. Manual Requires site owner action (WP Admin, plugin settings, etc). To Do Not started yet.