CholesterolDoctorNC.com SEO Action Plan

/                                    (Home — keyword-optimized)
/about-us/                           (Our Story)
/cholesterol-testing/                (Testing — everything lumped here)
/faq/                                (6 FAQ questions)
/blog/                               (Empty — zero posts)
/contact/                            (Contact)
/book-call/                          (Book Discovery Call)
/coming-soon/                        (Should be removed)
/disclaimer/                         (Legal)
/privacy-policy/                     (Legal)
/terms/                              (Legal)

Proposed Structure (Hub + Spoke with Conditions and Locations)

/                                    (Home — keyword-optimized)
/about/                              (About — add practitioner bios, credentials)

/conditions/                         (Hub — cholesterol-related conditions)
/conditions/high-cholesterol/        (Primary condition page — the money keyword)
/conditions/familial-hypercholesterolemia/  (Genetic cholesterol)
/conditions/statin-side-effects/     (Statin dangers — expand FAQ answer)
/conditions/insulin-resistance-cholesterol/ (Expand FAQ answer)
/conditions/gut-health-cholesterol/  (Expand FAQ answer)
/conditions/liver-health-cholesterol/ (Expand FAQ answer)

/testing/                            (Hub — all testing overview)
/testing/advanced-blood-lipid/       (NMR, particle size, omega ratios)
/testing/comprehensive-stool/        (Gut microbiome testing)
/testing/organic-acids-test/         (OAT — metabolic function)
/testing/remote-testing/             (Mail-in testing for all of NC)

/locations/                          (Hub — service areas)
/locations/wilmington-nc/            (Primary location page)
/locations/leland-nc/                (Nearby town)
/locations/jacksonville-nc/          (Nearby city)
/locations/charlotte-nc/             (Major NC metro)
/locations/raleigh-nc/               (Major NC metro)
/locations/remote-north-carolina/    (Statewide mail-in testing)

/blog/                               (Blog index — NOW with actual posts)
/blog/[topic-slug]/                  (New content — see content gaps)

/faq/                                (FAQ — expanded with FAQPage schema)
/book-discovery-call/                (Renamed for clarity)
/contact/                            (Contact with NAP + map)

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 ▾	High Cholesterol | Familial Hypercholesterolemia | Statin Side Effects | Insulin Resistance | Gut Health | Liver Health	Topical authority hub, matches search queries
Testing ▾	Blood Lipid Panel | Stool Testing | Organic Acids Test | Remote/At-Home	Service pages, matches "cholesterol testing" queries
Areas We Serve ▾	Wilmington | Leland | Jacksonville | Charlotte | Raleigh | Remote/NC	Local SEO location pages
Blog	—	Content hub (once posts exist)
Book Free Call	—	Primary CTA — always visible, red button

Action	Priority	Details
Add "cholesterol testing" as a GBP service	Critical	Under the existing WFM GBP listing. Include description with "cholesterol," "NMR," "particle size," "functional medicine"
Seed GBP Q&A with cholesterol questions	High	Post the 6 FAQ questions (plus new ones) on the WFM GBP Q&A section with keyword-rich answers
Post cholesterol content weekly	High	Blog excerpts, statin dangers, testing benefits. Link to cholesteroldoctornc.com
Collect reviews mentioning "cholesterol"	High	Ask cholesterol patients to mention "cholesterol testing" or "high cholesterol" in their GBP review

Each location page needs:

• H1: "Cholesterol Testing & Root-Cause Care in Wilmington, NC"
• 600+ words of unique, locally-relevant content
• Link to parent GBP: "Wilmington Functional Medicine sees patients at [address]"
• Mention Wilmington landmarks, neighborhoods (Wrightsville Beach, Mayfaire, downtown)
• Internal links to condition pages and testing pages
• FAQ section specific to Wilmington patients
• NAP in the page body
• CTA: Book Free Discovery Call
• Remote testing callout: "Can't come in? We ship testing kits anywhere in NC"

{
  "@context": "https://schema.org",
  "@type": "MedicalBusiness",
  "name": "Wilmington Functional Medicine",
  "alternateName": "CholesterolDoctorNC.com",
  "url": "https://cholesteroldoctornc.com",
  "telephone": "+1-XXX-XXX-XXXX",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "...",
    "addressLocality": "Wilmington",
    "addressRegion": "NC",
    "postalCode": "28401",
    "addressCountry": "US"
  },
  "areaServed": [
    {"@type": "City", "name": "Wilmington"},
    {"@type": "City", "name": "Leland"},
    {"@type": "City", "name": "Jacksonville"},
    {"@type": "City", "name": "Charlotte"},
    {"@type": "City", "name": "Raleigh"},
    {"@type": "State", "name": "North Carolina"}
  ],
  "medicalSpecialty": "FunctionalMedicine",
  "availableService": [
    "Advanced Blood Lipid Testing (NMR)",
    "Comprehensive Stool Testing",
    "Organic Acids Test (OAT)",
    "Cholesterol Root Cause Assessment",
    "Statin Alternative Care Plans"
  ]
}

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "Can high cholesterol be caused by insulin resistance?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Insulin resistance is the MAIN reason for high cholesterol. A diet consistently high in high-glycemic foods leads to the body's resistance to high blood sugars, and the liver responds by converting that excess blood sugar into cholesterol."
      }
    },
    {
      "@type": "Question",
      "name": "Why can't I just take a statin to keep my cholesterol at a good level?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Serious side effects from statin therapy include severe muscle damage, CoQ10 depletion leading to heart damage, brain fog, memory loss, increased risk of diabetes, reduced vitamin K2 production necessary to prevent artery calcification, and increased risk of cataracts."
      }
    }
  ]
}

Current FAQ has 6 questions. Expand to 15-20 questions covering:

• Existing 6: Keep all, expand brief answers, add internal links
• Testing questions: "What is NMR testing?" "How does stool testing relate to cholesterol?" "Can I do cholesterol testing at home?"
• Cost/logistics: "How much does advanced cholesterol testing cost?" "Does insurance cover functional medicine testing?" "How long does it take to get results?"
• Outcomes: "How long until my cholesterol improves?" "Can I stop taking statins?" "What if my doctor says I need medication?"
• Location: "Do you see patients outside Wilmington?" "Can I do testing remotely?" "What areas of NC do you serve?"

Each question gets FAQPage schema. This is the #1 AEO play for this site.