8 workstreams. Hyperlocal. Intent over volume. Map Pack is the lever.
Track C is the SEO foundation build for a new outpatient Suboxone/MAT clinic launching in downtown Lansing, Michigan. 8 workstreams executed once during Phase 1 + Phase 2 to set up the architecture that lets the site rank, get cited by AI Overviews, and convert local intent traffic.
The site competes for intent, not volume. Hyperlocal pulls (2026-05-21) show 1,480× ratios between national and Lansing-metro keyword volume — e.g. “suboxone clinic near me” is 14,800/mo nationally but ~10/mo in Lansing-metro. Optimize for ranking accuracy + intent conversion + Map Pack movement, not inflated traffic projections.
/ team
foundation build
across 8 workstreams
Phase 1 SEO
How to use this packet. Complete engagement brief for the SEO specialist. 8 workstreams executed once during Phase 1 + Phase 2. ONE-TIME FOUNDATION BUILD — ongoing retainer is a separate quote (see Add-Ons in §quote). Respond to chad@creativepartnersolutions.com within 5 business days with hours per workstream + citation campaign volume + schema architecture + AI Overview optimization detail. The client’s identity, exact domain, and entity details are disclosed under white-label NDA at engagement confirmation — this is deliberate practice that protects every client we partner you with.
Engagement snapshot
The shape of the whole engagement in eight numbers. The forecast below is honest — Map Pack ranking is the biggest SEO lever for a healthcare clinic given GBP-centric search patterns. Optimize accordingly.
Foursquare · Factual
Honest 12-month visitor forecast
Map Pack ranking is the biggest SEO lever for this client given GBP-centric search patterns in healthcare. We forecast monthly visitor counts only — not revenue, not booked-patient projections. Conversion modeling is a Track-D + Track-E concern.
What’s fixed, what’s yours
Two columns. Everything on the left is set — don’t quote it differently. Everything on the right is your professional call.
Locked
SetDon’t quote differently — these are decided.
- Keyword tiers per A1 addendum (2026-05-21) — Tier A (Lansing direct ~30/mo), Tier B (near-me national, geo-filtered to ~10/mo Lansing real), Tier C (topical authority), Tier D (per-city long-tail).
- 21 indexable URLs — each gets full on-page optimization (Workstream 2).
- DataForSEO hyperlocal pull complete (2026-05-21) — canonical row in Supabase keyword_research table. Row identifier provided under NDA.
- 8 workstreams scope — Keyword Architecture, On-Page SEO, Internal Linking, External Linking (citations + aggregators), Schema Markup, Technical SEO, CRO Foundation, AI Overview/Generative Search.
- Per-CMS-item content uniqueness ≥ 60% — your linking strategy and schema generation must handle this dynamically.
- Citation campaign volume: 50–75 business listings in 3 tiers.
- Data aggregator push: Data Axle, Localeze, Foursquare, Factual.
Flexible
Your callUse your professional judgment.
- Specific schema entity @id URI patterns.
- Internal linking exact-match anchor variations per page.
- Per-CMS-item dynamic schema generation approach (Velo code patterns).
- AI Overview content patterns — which sentence structures to push.
- Citation campaign sequencing within tiers.
- Tool selection where alternatives exist (BrightLocal vs Yext vs manual citations).
Keyword architecture & mapping
Deliverable: keyword-to-URL spreadsheet for all 21 URLs. No cannibalization, intent classified per page, full DataForSEO data per keyword, competitive landscape mapped, target ranking + timeline assigned, priority tier set.
Per-page deliverables
21 URLs- Primary keyword per page — no two pages share a primary keyword. Cannibalization is a launch-day failure mode; resolve it in the architecture.
- 5–10 secondary keywords per page — semantic cluster supporting the primary.
- Search intent classification per page — informational, navigational, commercial, transactional. Drives Workstream 2 + Workstream 7 decisions.
- Monthly volume + difficulty + CPC per keyword — sourced from the completed DataForSEO pull in Supabase.
- Competitive ranking landscape per primary keyword — who currently ranks 1–10 in Lansing-metro SERPs.
- Target ranking position + timeline per keyword — realistic given KD + market depth.
- Priority tier — which pages first to optimize for what.
- Cannibalization risks identified + resolved.
- Sources: DataForSEO research pull (already in Supabase), manual SERP review, Google Keyword Planner cross-reference.
Tier A is hyperlocal-verified — not national-inflated
Per A1 addendum (2026-05-21). The hyperlocal-vs-national volume gap is the entire reason this engagement is intent-priced, not volume-priced. Quote Tier B optimization with the Lansing-metro column in mind, not the national one.
12 service-area cities (Tier D CMS items). Holt, East Lansing, Dimondale, Waverly, DeWitt, Bath, Grand Ledge, Haslett, Okemos, St. Johns, Charlotte, Hastings. One CMS template + 12 dynamic items, each with unique Place schema + city-specific anchors.
On-page SEO implementation
Per-page deliverables: 21 pages × full optimization. Title, meta, H1, H2/H3 hierarchy, URL slug, alt text, image filenames, body keyword density, internal links, outbound authority links, Open Graph + Twitter cards, canonical, robots.
Per-page optimization checklist
All 21 pages- Title tag — 60 char max, primary keyword in first 50 chars, brand at end.
- Meta description — 155 char max, compelling, CTA-driven, keyword present.
- H1 — one per page, primary keyword present naturally.
- H2/H3 hierarchy aligned with semantic intent + secondary keywords.
- URL slug optimized — short, keyword-present, no stop words.
- Image alt text descriptive + keyword-aligned where natural.
- Image file names descriptive + keyword-aligned.
- Body copy keyword density + LSI keyword presence verified.
- Internal link placement per Workstream 3.
- External outbound links to authoritative sources — SAMHSA, NIDA, ASAM cited where relevant.
- Open Graph + Twitter Card meta tags.
- Canonical URL specified.
- robots meta directives where appropriate.
Internal linking strategy & implementation
Deliverable: documented Internal Linking Map. The MAT page is the primary conversion hub; the Lansing location page is the geographic hub. CMS service-area items link to both with city-specific anchor variants generated via Velo code.
Linking architecture
Hub-and-spoke- MAT (Suboxone) page = primary conversion hub. Every service area CMS page links to it with anchor variations.
- Each service area CMS page also links to Counseling + Case Management with city-specific anchor variants (CMS-driven via Velo).
- Lansing — Downtown Clinic page = geographic hub. Links to all 12 service area pages.
- Services Overview links to all 4 dedicated service pages with primary-keyword anchors.
- Home features curated links to MAT, About, Insurance with high-conversion anchor text.
- Footer site-wide links to legal/compliance with nofollow on Terms/Privacy.
- Breadcrumb navigation on every non-home page.
- Anchor text variation library — exact-match, partial-match, branded, generic, contextual variants per primary keyword. Prevents over-optimization while maximizing relevance.
- Implementation — hand-built pages: manual link placement. CMS service area pages: dynamic generation via Velo code reading CMS fields, emitting links with correct anchor variations per city.
External linking foundation (off-page)
One-time foundation — NOT ongoing link building. Citation campaign, data aggregator push, NAP consistency audit, initial high-authority profile creation, healthcare directory positioning, backlink prospect list for future outreach. Ongoing link earning is a separate retainer.
Off-page deliverables
One-time- Citation campaign — 50–75 business listings across 3 tiers (table below).
- Data aggregator push to Data Axle, Localeze, Foursquare, Factual — feeds hundreds of secondary directories + GPS + voice assistants.
- NAP consistency audit — Name/Address/Phone IDENTICAL byte-for-byte across every citation, footer, schema, structured data.
- Initial high-authority profile creation — LinkedIn Company, Facebook Business, Crunchbase, BBB, Chamber of Commerce.
- Healthcare directory positioning — SAMHSA Behavioral Health Treatment Services Locator (FREE, federal, high-authority), state licensing directory verification.
- Backlink prospect list — 50–100 targets for FUTURE ongoing outreach (recovery publications, Lansing-area community orgs, healthcare partner referral relationships, alumni newsletters).
- Ongoing link earning is separate retainer.
Tier breakdown · 50–75 listings over 30–45 days
Sequenced by authority and time-window. Tier 1 essentials in the first 14 days; healthcare-specific within 30; general directories within 30–45.
Aggregator pass-through fees. Data aggregator cost is typically $0–$300 one-time per aggregator + annual maintenance. Quote those as pass-through in §quote (line: Data aggregator push). Tier 2 healthcare directories have ZocDoc / WebMD acceptance variability — pass-through fees uncertain until applications submit.
Schema markup architecture
12+ schema types deployed across all 21 URLs. Entity relationships linked via stable @id URIs. CMS dynamic schema generated per service-area item via Velo code. Every schema block validates via Google Rich Results Test + Schema.org validator before launch.
Entity relationship linking via @id
ArchitectureEvery schema entity gets a unique @id URI; entities reference each other via those IDs. Example wiring:
- MedicalBusiness on home — @id: "[domain]/#organization".
- Each Physician references the organization — "worksFor": {"@id": "...#organization"}.
- Each MedicalProcedure references organization + location — "provider": {"@id": "..."}, "areaServed": {"@id": "...#lansing-location"}.
- Service area CMS pages dynamically generate Place entities referencing back to the Lansing location.
CMS dynamic schema generation
Velo codeFor the 12 service-area dynamic pages, schema is generated by Velo code reading CMS field values and emitting valid JSON-LD per dynamic URL.
- Per-city Place schema with @id: "[domain]/service-area/[city]/#place".
- References to providing organization + parent location.
- areaServed properties on parent organization schema dynamically populated.
- Validation — every schema block validated via Google Rich Results Test + Schema.org validator before launch.
Technical SEO
Sitemap, robots, canonicals, Core Web Vitals, mobile-first readiness, HTTPS/HSTS, 404 + 301 strategy, crawl budget, page speed, JS rendering verification on CMS dynamic, structured-data testing, indexability audit.
Technical deliverables
Audit + setup- XML sitemap properly generated, all 21 URLs incl. dynamic CMS, submitted to GSC + Bing.
- robots.txt configured — block staging, allow production.
- Canonical tag strategy — self-referential per page; CMS dynamic correctly generated.
- Hreflang — N/A unless multilingual (Add-On 5 in Track A).
- Core Web Vitals — LCP, FID, CLS verified post-launch (image optimization happens in Track A).
- Mobile-first indexing readiness — every page renders correctly on mobile.
- HTTPS implementation — SSL active, no mixed content, HSTS configured.
- 404 handling — custom branded 404 page.
- 301 redirect strategy — staging-to-production map documented.
- Crawl budget optimization.
- Page speed — Lighthouse mobile ≥ 85, TTI < 3.5s on 3G.
- JavaScript rendering — verify Google can render CMS dynamic pages correctly (Wix Studio is SSR by default; verify, don’t assume).
- Structured data testing — all schema validates via Rich Results Test.
- Indexability audit — GSC URL Inspection on every priority page post-launch.
Tool stack · part of Workstream 6
Five tools provisioned + configured. GTM container connects them all. Microsoft Clarity rides on GTM — no separate install needed on the web layer.
Conversion rate optimization foundation
Foundational CRO — NOT ongoing CRO. Conversion path mapping, CTA hierarchy per page, form placement strategy, phone prominence, QR positioning, trust signal scaffolding, friction reduction, form confirmation flow, A/B-test scaffolding (Clarity), conversion event firing wired into GA4 + GHL.
CRO foundation deliverables
One-time setup- Conversion path mapping — every visitor path to inquiry documented.
- Primary CTA hierarchy — every page: clear primary (intake form), secondary (phone), tertiary (resource access).
- Form placement strategy — header, inline on Home + Service pages, footer, dedicated Contact page. Always 1 click away.
- Phone number prominence — sticky on mobile, prominent in header desktop, click-to-call site-wide.
- QR code positioning — Contact page (cross-references bus campaign + printed collateral).
- Trust signals layered — owner story, mission, insurance accepted, compliance badges, professional credentials, GBP review widget.
- Friction reduction on intake form — only 4 fields, mobile keyboard optimization, instant validation.
- Form confirmation flow — what happens after submit (SMS handoff to EHR portal via GHL — Track E).
- A/B test scaffolding — Microsoft Clarity for session recording; framework to identify friction after 30 days.
- Conversion event firing — every form submission, phone click, QR scan → GA4 + GHL with proper attribution.
Every conversion measured
Seven events wired into GA4 + GTM + GHL. Form submissions and phone clicks are the two business-critical events; the rest feed engagement scoring.
AI Overview & Generative Search Optimization
The newest discipline — most agencies don’t even know this workstream exists.
Google’s AI Overviews now appear above traditional results for the majority of healthcare queries. This is part of this engagement’s premium positioning — under-quoted W8 = under-delivered W8. If new to your firm, factor a learning curve into your quote.
Content patterns to push
Lift-targetsSentence structures and content blocks AI extractors lift directly into AI Overview citations.
- Question-and-answer content patterns — every service page has structured FAQ with concise extractable answers (1–3 sentence answers). FAQs marked with FAQPage schema.
- “What is” / “How does” / “Who can” sentence patterns prominent in opening paragraphs — patterns AI extractors lift directly into AI Overview citations.
- Entity-rich language — canonical entity names (Suboxone, buprenorphine, MAT, opioid use disorder, 42 CFR Part 2) for clear topical entity identification.
- Conversational query patterns — content written for how patients actually phrase questions (“can I get Suboxone if I’m pregnant”, “does Medicaid cover MAT in Michigan”, “what’s the difference between Suboxone and methadone”).
- Citation-worthy content blocks — short, factual, defensible statements AI models can extract + attribute.
Trust signals & monitoring
E-E-A-THealthcare SUD = elevated YMYL E-E-A-T scrutiny. Author and expertise signals must be deep.
- Author + expertise signals (E-E-A-T) — provider bios include credentials, training institutions, years of experience, board certifications; pages cite SAMHSA, NIDA, ASAM; medical content reviewed by clinical staff.
- Structured data for AI — schema markup from W5 directly feeds AI models.
- ai_keyword_volume data pull from DataForSEO — identifies queries getting heavy AI Mode traffic.
- AI Overview monitoring setup — track which client pages get cited (using llm_mentions_search from DataForSEO + manual SERP review).
- Anti-hallucination signals — clear date stamps, clear authorship, citation of medical sources.
What you give, what you receive
SEO sits in the middle of every track. You feed schema and meta to Track A, keyword + competitor data to Track B, citation strings to Track D, and conversion events to Track E. You receive final copy, URL slugs, GBP verification, GHL form embeds, and the practice owner’s ground-truth inputs (address, insurance carriers, provider credentials).
You DELIVER to:
You RECEIVE from:
Flagged upfront
Already known. None of these block kickoff — they’re flagged so your quote can accommodate them honestly.
Lansing address pending — citation campaign blocked
Workstream 4 (citations) needs real NAP. Phase 1 launch uses placeholder address; Tier 1 + Tier 2 citations push back until address confirmed. Tier 3 can pre-build accounts but not submit. Quote should not be conditional on the address landing by kickoff.
Wix Studio CMS dynamic schema needs verification
JavaScript rendering for CMS dynamic schema — needs verification, not assumption. First Phase 2 CMS item: validate via Google Rich Results Test BEFORE building remaining 11. If render fails, Velo schema injection has to swap to an alternate pattern.
AI Overview optimization (W8) — confirm familiarity
Most agencies’ first time touching it. If new to your firm, factor learning curve into quote. This is part of the client’s premium positioning — under-quote = under-deliver. Be honest in your §9 risk flags.
12 CMS items need dynamic schema with valid entity relationships
@id linking — Velo code complexity. Need to coordinate with Track A on Velo code structure pre-build. Don’t quote on assumption it’s trivial.
Healthcare SUD = elevated YMYL E-E-A-T scrutiny
Workstream 8 author / expertise signals must be deep — provider credentials, board certs, training institutions, medical-source citations. Plan for richer-than-average author / expertise infrastructure.
What we need from you
8 workstream quotes + citation detail + schema detail + AI Overview detail + timeline + dependencies + your honest risk flags. Use the section headers below as the structure of your reply.
1. Scope Summary
Briefly restate the scope as you understand it. If you understand it differently than this scope file, flag it here. Your 3–5 sentence restatement.
2. Hours / cost quote by workstream
3. Add-on / optional
Each independent. Client opts in per add-on.
4. Citation campaign detail
Per-tier hours + cost. Some directories charge listing fees; quote those as pass-through.
5. Schema markup detail
How many hours per schema type? Which require Velo code? How does dynamic CMS schema generation work in your approach?
6. AI Overview optimization detail (Workstream 8)
How will you approach AI Overview optimization? Specifically: question-and-answer patterns, entity-rich language strategy, E-E-A-T author/expertise infrastructure, ai_keyword_volume + llm_mentions_search monitoring setup, anti-hallucination signals. If new to W8, flag learning curve in hours.
7. Timeline
8. Dependencies — what you need from us
Brand approval + signed contract, final Lansing address (citations gate), Insurance carriers (Insurance page schema), GHL form embed (for conversion event firing), Track A’s CMS Velo code structure (for dynamic schema generation), client-supplied provider credentials + headshots (for Physician schema + E-E-A-T).
9. Risk flags — what YOU see
Be honest. Examples:
- “Wix Studio CMS Velo schema generation has X gotcha — adds Y hours.”
- “AI Overview optimization for healthcare YMYL requires deeper E-E-A-T than I’ve delivered before — quote +30% on W8 to learn it right.”
- “Citation campaign Tier 2 healthcare directories have ZocDoc / WebMD acceptance variability — pass-through fees uncertain until applications submit.”
Be bulleted, specific, actionable. “Could be tricky” doesn’t help us.
10. Anything else
Open field. Tell us what we missed.
Confirm quote & engagement
Return to chad@creativepartnersolutions.com. Subject: SEO Track C Quote — [Firm name]. By submitting this quote, [Firm name] confirms: we have read the scope + keyword strategy + README in full; the scope as quoted matches our understanding; we can meet July 1 Phase 1 SEO + August 31 Phase 2 (or flag in §7); we understand W8 (AI Overview) familiarity expectations; we will sign a white-label agreement (the client does not know we exist).
Reply to confirm
All communication routes through Chad. By engaging, your firm confirms it has read this packet in full, the scope as quoted matches your understanding, July 1 (Phase 1 SEO) and August 31 (Phase 2 SEO) are deliverable (or you’ve flagged otherwise), and you will sign a white-label agreement before client identity is disclosed.