HeartburnReliefNC.com SEO Action Plan

/                                    (Home)
/heartburn-testing/                  (Services — everything lumped here)
/about-us/                           (Our Story)
/faq/                                (FAQs)
/blog/                               (Blog index)
/blog/[article-slug]/                (6 blog posts)
/contact/                            (Contact)
/book-call/                          (Book Discovery Call)
/disclaimer/                         (Legal)
/privacy-policy/                     (Legal)
/terms/                              (Legal)

Proposed Structure (Hub + Spoke with Location Pages)

/                                    (Home — keyword-optimized)
/about/                              (About — renamed from /about-us/, add practitioners)

/services/                           (Hub — all services overview)
/services/functional-medicine-heartburn/   (Primary service page)
/services/stool-testing/                   (Gut microbiome + H. pylori testing)
/services/food-sensitivity-testing/        (Alletess 184 panel)
/services/adrenal-stress-testing/          (Adrenocortex/HU-Map)
/services/ppi-cessation-support/           (Getting off PPIs)

/conditions/                         (Hub — conditions treated)
/conditions/gerd/                    (GERD — the money keyword)
/conditions/acid-reflux/             (Acid Reflux)
/conditions/h-pylori/                (H. pylori — expand blog post into page)
/conditions/hiatal-hernia/           (Hiatal Hernia — expand blog post)
/conditions/eosinophilic-esophagitis/ (EoE — expand blog post)
/conditions/food-sensitivities/      (Food sensitivities — expand blog post)

/locations/                          (Hub — service areas)
/locations/wilmington-nc/            (Primary location page)
/locations/leland-nc/                (Nearby town)
/locations/jacksonville-nc/          (Nearby city)
/locations/charleston-nc/            (Regional)
/locations/remote-testing/           (Mail-in testing for all of NC)

/blog/                               (Blog index)
/blog/[existing-slugs]/              (Keep all current blog URLs)
/blog/[new-topic-slugs]/             (New content — see content gaps section)

/faq/                                (FAQ — expanded with schema)
/book-discovery-call/                (Renamed for clarity)
/contact/                            (Contact with NAP + map)
/resources/                          (Future: guides, downloads)

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 We Treat ▾	GERD | Acid Reflux | H. pylori | Hiatal Hernia | EoE | Food Sensitivities	Topical authority hub, matches search queries
Our Testing ▾	Stool Analysis | Food Sensitivity Panel | Adrenal Testing | How It Works	Service pages, matches "heartburn testing" queries
Blog	—	Content hub
Book Free Call	—	Primary CTA — always visible

• Homepage footer: "A service of Wilmington Functional Medicine" with link to parent site and GBP
• About page: Already mentions "Wilmington Functional Medicine" — make this a link to the parent site
• Location references: "Wilmington Functional Medicine sees patients at [address]" with embedded Google Map showing the parent business location
• Schema: Use MedicalBusiness schema with the parent business NAP. The microsite is a service/brand of the parent, not a separate entity
• Blog posts: Author bylines link to the parent business practitioner bios

{
  "@context": "https://schema.org",
  "@type": "MedicalBusiness",
  "name": "Wilmington Functional Medicine",
  "alternateName": "HeartburnReliefNC.com",
  "url": "https://heartburnreliefnc.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": "State", "name": "North Carolina"}
  ],
  "medicalSpecialty": "FunctionalMedicine",
  "availableService": [
    "Comprehensive Stool Analysis",
    "Food Sensitivity Testing (184 foods)",
    "Adrenal Stress Testing",
    "H. pylori Testing",
    "Heartburn Root Cause Assessment"
  ]
}