Wave 1 — Complete

My Plastic Surgery Group — Build Story

Why we rebuilt this site from scratch, what we found in the data, and how the solution is structured. This document is the definitive internal reference for the MPSG engagement.

Production Pages

109

Redirect Rules

38k

Impressions Rescued

Critical SEO Gaps Fixed

WP Dependencies

The Problem

The existing site ran on WordPress + Astra/Elementor. It was slow to load, difficult to maintain, and structurally incapable of targeting the search queries that represented the practice's highest-intent traffic.

Platform Failures

Elementor page builder bloat — renders JavaScript on every page load
WordPress taxonomy system redirecting procedure searches to catch-all category pages
No dedicated landing pages for the highest-volume keyword clusters
No structured data (schema) on any page — zero rich snippet eligibility
No control over title tag or meta description patterns

SEO Structural Failures

Liposuction searches (38k+ impressions/year) had no dedicated page to land on
Kybella and CoolSculpting buried under WP taxonomy — no meta optimization
Local SEO page for "plastic surgeon Carmel Indiana" didn't exist
Financing page existed but had no real content — just a link to CareCredit
Rhinoplasty pricing getting impressions on a sub-page, no dedicated page

The GSC Disasters We Found

Google Search Console data revealed a pattern of massive impression volume with catastrophically low CTR — the hallmark of a site that Google trusts enough to show, but users can't find what they're looking for when they get there. Every row below represents months of lost patient acquisition.

Page / Keyword	Impressions	Clicks	CTR	The Problem	Our Fix
Liposuction	38,171	1	0.003%	No dedicated page — WP redirected to body-contouring catch-all	New `/body/liposuction/` with geo-targeted title
Kybella	29,418	32	0.1%	Buried under WP taxonomy, no meta optimization	New `/non-surgical/kybella/` with "eliminate your double chin" angle
CoolSculpting	25,568	20	0.08%	Same issue — no dedicated page	New `/non-surgical/coolsculpting/` + Z-wave differentiator
Rhinoplasty pricing	19,933	~40	0.2%	Pricing sub-page getting impressions but no standalone page	New `/face/rhinoplasty/` with $8k–$15k pricing section
Plastic surgeon Carmel	5,017	~30	0.6%	Position 11 — one page from top 3, no dedicated local page	New `/plastic-surgeon-carmel-indiana/` with full LocalBusiness schema
Financing	9,577	7	0.07%	Old WP page had no real content — just a CareCredit link	New `/financing/` with CareCredit + Alphaeon content

The Solution

Platform

Replace WordPress with Cloudflare Pages static site
Zero WordPress, zero Elementor, zero plugin vulnerabilities
Deploy as standalone Cloudflare Pages project (mpsg-design-explorer.pages.dev)
Contact form via /api/contact?site=mpsg → D1 database
109-line redirect map preserving all old WordPress URLs → new clean structure

SEO Architecture

25 production pages, each purpose-built for specific search intent
Design system: Direction D — Refined Modern (navy + gold on white)
Schema JSON-LD on every page (MedicalProcedure, Physician, FAQPage, LocalBusiness)
Geo modifiers on all procedure pages: "Carmel & Indianapolis"
5 FAQ accordions per procedure page → FAQPage schema → featured snippets

The Architecture

25 pages organized into a clean URL hierarchy. Every procedure lives under its category hub. The local SEO page is a standalone root-level page (not buried under a category) to maximize its authority signal.

myplasticsurgerygroup.com/
├── /                             (homepage — 6-slide AI hero carousel)
├── /dr-john-aker/                (Physician schema — 30+ years, FACS, 19× Top Doc)
├── /dr-di-beckman/               (Physician schema — fellowship-trained)
├── /contact/                     (form → /api/contact?site=mpsg)
├── /gallery/                     (11 before/after pairs, JS filter by procedure)
├── /pricing/                     (pricing overview page)
├── /financing/                   (CareCredit + Alphaeon detail)
├── /our-team/                    (12 staff bios, MedicalOrganization schema)
├── /procedures/                  (hub — all procedures listed)
├── /testimonials/                (12 reviews, AggregateRating 5.0/361)
├── /specials/                    (seasonal offers)
├── /plastic-surgeon-carmel-indiana/  (LOCAL SEO — MedicalOrganization + LocalBusiness)
├── /body/
│   ├── /body/liposuction/
│   ├── /body/360-tummy-tuck/
│   └── /body/tummy-tuck/
├── /breast/
│   └── /breast/augmentation/
├── /face/
│   └── /face/rhinoplasty/
├── /non-surgical/
│   ├── /non-surgical/kybella/
│   └── /non-surgical/coolsculpting/
└── /blog/
    ├── /blog/                    (index)
    └── /blog/[5 posts]/

Wave 2 — 29 New Pages (Building Now)

Wave 2 expands coverage into every major category hub with dedicated procedure pages. All pages follow the same template as Wave 1 procedure pages.

/face/              (hub)
/face/facelift/
/face/blepharoplasty/
/face/brow-lift/
/face/neck-lift/
/face/chin-augmentation/
/face/otoplasty/
/body/              (hub)
/body/mommy-makeover/
/body/arm-lift/
/body/body-lift/
/body/thigh-lift/
/body/mini-tummy-tuck/
/body/extended-tummy-tuck/
/body/labiaplasty/
/body/body-contouring/
/breast/            (hub)
/breast/lift/
/breast/reduction/
/breast/gynecomastia/
/non-surgical/      (hub)
/non-surgical/botox/
/non-surgical/fillers/
/non-surgical/morpheus8/
/skin-care/         (hub)
/skin-care/chemical-peel/
/skin-care/microdermabrasion/
/skin-care/laser-skin-resurfacing/
/skin-care/medical-grade-skincare/

UI Fixes Documented

Hero trust card positioning: Changed from flex-based margin to position: absolute; bottom: 4rem; left: max(1.5rem, ...) — ensures card stays bottom-left regardless of container height or flex reflow.
CTA band phone button: Added .cta-band .btn-outline { color: #fff; } context selector — fixed invisible white text on navy background (the button inherited body text color, rendering it unreadable).
Google Maps embed on /contact/: Using address-based embed URL with no API key required — https://www.google.com/maps/embed?pb=... generated via Google Maps "Share > Embed a map".
YouTube embed on homepage: Practice overview video ID lqJD7Ex_HZU embedded via standard iframe with loading="lazy".
Social links — confirmed handles: Facebook: /MyPlasticSurgeryGroup, Instagram: @myplasticsurgerygroup, YouTube: @MyPlasticSurgeryGroupCarmel, Twitter/X: @JAkerAesthetics.

Wave 1 (25 pages) + Wave 2 (29 pages building)

Page Inventory

Every production page with exact title, H1, schema types, and priority rating. Use this for QA, copywriting review, and schema audits.

Priority key: Critical — High-volume GSC opportunity or primary revenue driver. High — Important trust/conversion page. Standard — Supporting page, lower search volume.

#	URL	Page Title	H1	Meta Description (abbrev.)	Schema Type(s)	Priority
1	`/`	Plastic Surgeon in Carmel & Indianapolis, IN \| My Plastic Surgery Group	Board-Certified Plastic Surgery in Carmel & Indianapolis	Board-certified plastic surgery in Carmel, Indiana. Dr. John Aker...	MedicalOrganization + Physician	Critical
2	`/dr-john-aker/`	Dr. John Aker, MD, FACS — Board-Certified Plastic Surgeon in Carmel, IN	Dr. John Aker, MD, FACS — Plastic Surgeon	Meet Dr. John Aker — board-certified plastic surgeon in Carmel...	Physician	High
3	`/dr-di-beckman/`	Dr. Di Beckman — Aesthetic Fellowship-Trained Plastic Surgeon \| My Plastic Surgery Group	Dr. Di Beckman — Plastic Surgeon	Meet Dr. Di Beckman — aesthetic fellowship-trained plastic surgeon...	Physician	High
4	`/contact/`	Contact My Plastic Surgery Group — Carmel, Indiana \| (317) 848-5512	Contact My Plastic Surgery Group	Schedule a consultation with Dr. John Aker or Dr. Di Beckman...	ContactPage + MedicalOrganization	High
5	`/gallery/`	Before & After Gallery — Plastic Surgery Results \| My Plastic Surgery Group	Before & After Gallery	View before and after photos from Dr. Aker and Dr. Beckman...	ImageGallery	High
6	`/pricing/`	Plastic Surgery Pricing in Carmel, Indiana \| My Plastic Surgery Group	Plastic Surgery Pricing & Financing	Get pricing information for plastic surgery procedures at My Plastic...	WebPage	Standard
7	`/specials/`	Current Specials & Promotions \| My Plastic Surgery Group — Carmel, IN	Current Specials & Promotions	View current specials, promotions, and seasonal offers...	WebPage	Standard
8	`/our-team/`	Meet Our Team \| My Plastic Surgery Group — Carmel, Indiana	Meet Our Team	Meet the expert surgical and aesthetic team at My Plastic Surgery Group...	MedicalOrganization + employee array	Standard
9	`/financing/`	Plastic Surgery Financing in Carmel, Indiana \| My Plastic Surgery Group	Plastic Surgery Financing Options	Financing options for plastic surgery at My Plastic Surgery Group...	WebPage + FAQPage	High
10	`/plastic-surgeon-carmel-indiana/`	Plastic Surgeon in Carmel, Indiana \| My Plastic Surgery Group	Board-Certified Plastic Surgeon in Carmel, Indiana	My Plastic Surgery Group is Carmel, Indiana's premier board-certified...	MedicalOrganization + LocalBusiness + FAQPage	Critical
11	`/procedures/`	All Plastic Surgery Procedures \| My Plastic Surgery Group — Carmel, IN	Our Plastic Surgery Procedures	Browse all plastic surgery procedures at My Plastic Surgery Group...	WebPage	Standard
12	`/testimonials/`	Patient Reviews & Testimonials \| My Plastic Surgery Group — Carmel, Indiana	What Our Patients Say	Read patient reviews and testimonials for Dr. John Aker and Dr. Beckman...	WebPage + Review ×5 + AggregateRating	High
13	`/body/liposuction/`	Liposuction in Indianapolis & Carmel, IN — Dr. John Aker, MD, FACS	Liposuction in Carmel & Indianapolis, Indiana	Board-certified liposuction in Carmel & Indianapolis, Indiana...	MedicalProcedure + FAQPage	Critical
14	`/body/360-tummy-tuck/`	360 Tummy Tuck in Indianapolis & Carmel — Dr. Aker \| My Plastic Surgery Group	360 Tummy Tuck (Extended Abdominoplasty) in Carmel, Indiana	What is a 360 tummy tuck? Dr. John Aker, MD, FACS explains...	MedicalProcedure + FAQPage	Critical
15	`/body/tummy-tuck/`	Tummy Tuck (Abdominoplasty) in Indianapolis & Carmel, IN \| Dr. Aker	Tummy Tuck (Abdominoplasty) in Carmel & Indianapolis	Tummy tuck surgery by Dr. John Aker, MD, FACS in Carmel, Indiana...	MedicalProcedure + FAQPage	High
16	`/breast/augmentation/`	Breast Augmentation in Indianapolis & Carmel, Indiana \| Dr. John Aker	Breast Augmentation in Carmel & Indianapolis, Indiana	Breast augmentation by board-certified plastic surgeon Dr. John Aker...	MedicalProcedure + FAQPage	High
17	`/non-surgical/kybella/`	Kybella Double Chin Treatment in Carmel & Indianapolis, IN \| Dr. Aker	Kybella Double Chin Injections in Carmel, Indiana	Eliminate your double chin with Kybella injections at My Plastic Surgery Group...	MedicalProcedure + FAQPage	Critical
18	`/non-surgical/coolsculpting/`	CoolSculpting in Carmel & Indianapolis, Indiana \| My Plastic Surgery Group	CoolSculpting Fat Reduction in Carmel, Indiana	Non-surgical fat reduction with CoolSculpting at My Plastic Surgery Group...	MedicalProcedure + FAQPage	Critical
19	`/face/rhinoplasty/`	Rhinoplasty (Nose Surgery) in Indianapolis & Carmel, IN \| Dr. John Aker	Rhinoplasty (Nose Surgery) in Carmel & Indianapolis	Rhinoplasty nose surgery by Dr. John Aker, MD, FACS in Carmel, Indiana...	MedicalProcedure + FAQPage	Critical
20	`/blog/`	Plastic Surgery Blog \| My Plastic Surgery Group — Carmel, Indiana	Plastic Surgery Blog	Expert plastic surgery insights from Dr. John Aker and the team...	Blog	Standard
21	`/blog/understanding-the-differences-extended-360-vs-standard-tummy-tuck/`	Understanding the Differences: Extended (360) vs. Standard Tummy Tuck \| My Plastic Surgery Group	Understanding the Differences: Extended (360) vs. Standard Tummy Tuck	Long-form blog post comparing 360 vs standard tummy tuck	Article	High
22	`/blog/understanding-the-differences-between-a-breast-lift-and-breast-reduction/`	Understanding the Differences Between a Breast Lift and Breast Reduction \| My Plastic Surgery Group	Understanding the Differences Between a Breast Lift and Breast Reduction	Educational blog post comparing breast lift and breast reduction	Article	Standard
23	`/blog/understanding-the-differences-filler-vs-botox/`	Understanding the Differences: Filler vs. Botox \| My Plastic Surgery Group	Understanding the Differences: Filler vs. Botox	Educational content differentiating filler from Botox treatments	Article	Standard
24	`/blog/choosing-between-a-plastic-surgeon-and-a-cosmetic-surgeon-why-training-matters/`	Choosing Between a Plastic Surgeon and a Cosmetic Surgeon: Why Training Matters \| My Plastic Surgery Group	Choosing Between a Plastic Surgeon and a Cosmetic Surgeon: Why Training Matters	Trust-building content explaining board certification	Article	High
25	`/blog/navigating-your-surgical-consultation-with-my-plastic-surgery-group-a-guide-to-ease-your-mind/`	Navigating Your Surgical Consultation with My Plastic Surgery Group \| My Plastic Surgery Group	Navigating Your Surgical Consultation: A Guide to Ease Your Mind	Patient education — what to expect at consultation	Article	Standard

Critical Pages

High Priority

Standard Pages

Pages w/ FAQPage Schema

Wave 2 Pages — Building Now

All 29 pages follow the standard procedure page template. Schema: MedicalProcedure + FAQPage + BreadcrumbList on each.

URL	Category	Priority	Status
`/face/`	Face	High	Building
`/face/facelift/`	Face	Critical	Building
`/face/blepharoplasty/`	Face	Critical	Building
`/face/brow-lift/`	Face	High	Building
`/face/neck-lift/`	Face	High	Building
`/face/chin-augmentation/`	Face	Standard	Building
`/face/otoplasty/`	Face	Standard	Building
`/body/`	Body	High	Building
`/body/mommy-makeover/`	Body	Critical	Building
`/body/arm-lift/`	Body	Standard	Building
`/body/body-lift/`	Body	High	Building
`/body/thigh-lift/`	Body	Standard	Building
`/body/mini-tummy-tuck/`	Body	High	Building
`/body/extended-tummy-tuck/`	Body	High	Building
`/body/labiaplasty/`	Body	Standard	Building
`/body/body-contouring/`	Body	High	Building
`/breast/`	Breast	High	Building
`/breast/lift/`	Breast	Critical	Building
`/breast/reduction/`	Breast	Critical	Building
`/breast/gynecomastia/`	Breast	High	Building
`/non-surgical/`	Non-Surgical	High	Building
`/non-surgical/botox/`	Non-Surgical	Critical	Building
`/non-surgical/fillers/`	Non-Surgical	Critical	Building
`/non-surgical/morpheus8/`	Non-Surgical	High	Building
`/skin-care/`	Skin Care	High	Building
`/skin-care/chemical-peel/`	Skin Care	High	Building
`/skin-care/microdermabrasion/`	Skin Care	Standard	Building
`/skin-care/laser-skin-resurfacing/`	Skin Care	High	Building
`/skin-care/medical-grade-skincare/`	Skin Care	Standard	Building

Editorial & SEO

Content Strategy

Why we wrote what we wrote. The reasoning behind every content decision — from keyword targeting to schema choices to tone.

Voice & Tone

"Clinical authority meets personal warmth. Dr. Aker's 30+ years of experience and 19× Top Doc recognition give us permission to be confident — not salesy. Every page speaks to a person who has been thinking about this for months, not someone who just clicked an ad."

The patient arriving at an MPSG page has already done research. They know the procedure name. They're comparing surgeons. Our job is to answer three questions without making them scroll past two paragraphs of "what is liposuction?": Is this surgeon qualified? Is this practice right for me? What do I do next?

Keyword Strategy

Geo Modifier Pattern

Primary modifier: "Carmel" — local authority signal
Secondary: "Indianapolis" — captures metro-area searchers
Both modifiers appear in H1, title tag, and first paragraph of every procedure page
H1 pattern: "[Procedure] in Carmel & Indianapolis, Indiana"

Title Tag Pattern

Procedure pages: [Procedure] in Indianapolis & Carmel, IN | Dr. John Aker
Non-surgical: same pattern with | My Plastic Surgery Group at end
Local page: Plastic Surgeon in Carmel, Indiana | My Plastic Surgery Group
Meta descriptions: conversion-focused — they answer the searcher's question, not just describe the page

Differentiators Emphasized on Every Page

These 8 proof points are woven through the content at the page level — not just on the homepage or doctor bios. A patient reading the liposuction page should still encounter Dr. Aker's 30+ year track record and the 19× Top Doc validation.

1
Board-certified (ABPS diplomate) — Explicitly distinguish from "cosmetic surgeons" who are not ABPS-certified. This is a major trust differentiator in a market where uncredentialed providers use the same terminology.
2
30+ years / since 1996 in Carmel — Local longevity. A surgeon who has operated in the same city for 30 years has deep community trust and reputation on the line with every patient.
3
19× Indianapolis Monthly Top Doc — Third-party validation from a recognized local publication. Not self-proclaimed — voted by peers.
4
5.0★ / 361 reviews — Social proof at scale. 361 reviews at a perfect 5.0 is statistically meaningful and converts. Used in AggregateRating schema for rich results.
5
Dr. Aker pioneered endoscopic breast augmentation in Indianapolis (1996) — Technique leadership claim, verifiable and specific. Positions as an innovator, not a follower.
6
Drainless tummy tuck technique (Dr. Aker pioneered) — Patient experience differentiator. "Drainless" is a real patient search query and a meaningful comfort improvement.
7
Dr. Beckman: fellowship-trained at H/K/B Cosmetic Surgery — Fellowship training is the gold standard qualifier in plastic surgery. H/K/B is an elite fellowship — naming it signals insider knowledge.
8
CoolSculpting Elite + Z-wave combo (+50% efficacy differentiator) — Specific technology claim with a quantified benefit. Most practices offering CoolSculpting don't offer Z-wave finishing — this is a genuine differentiator worth a dedicated mention.

Schema Strategy

By Page Type

Procedure pages: MedicalProcedure + FAQPage
Doctor pages: Physician with alumniOf, hasCredential
Homepage + location page: MedicalOrganization + LocalBusiness with geo coordinates
Blog posts: Article with author, datePublished
Testimonials: AggregateRating (5.0/361) + individual Review items

Technical Details

procedureType uses proper schema.org URIs: PercutaneousProcedure / NoninvasiveProcedure
All schema delivered as <script type="application/ld+json"> in <head>
FAQPage schema mirrors the visible <details>/<summary> accordions (same questions, same answers)
LocalBusiness includes geo, hasMap, openingHoursSpecification

FAQ Content Approach

Every procedure page has exactly 5 FAQ questions. The implementation uses <details>/<summary> elements — a CSS-only accordion requiring zero JavaScript. The same questions and answers are duplicated in the FAQPage JSON-LD schema block in the page head, making them eligible for Google's featured snippet and FAQ rich result formats.

FAQ source: Questions were drawn from real patient search queries identified in GSC data and keyword research. They answer what patients actually type, not what the practice wishes they would ask. Example: "How long does liposuction recovery take?" not "What is the liposuction recovery process?"

Direction D — Refined Modern

Design System

Visual design decisions, component patterns, and implementation details. Every aesthetic choice has a rationale — document that rationale here to preserve it across handoffs.

Why Direction D — Refined Modern

Four design directions were evaluated before Direction D was selected. The alternatives were:

Classic Prestige — Dark backgrounds, serif-heavy. Felt dated; "old money" rather than "modern medical"
Bold Modern — High contrast, geometric. Too aggressive for a surgical audience making emotional decisions
Warm Clinical — Beige + terracotta. Warm but lacked the authority signal needed for a board-certified surgeon

Direction D was selected for three reasons:

White canvas = clinical trust + premium feel simultaneously
MPSG navy #243D79 = medical authority without feeling cold
Warm gold #B08D57 = luxury/aspiration, but used with deliberate restraint (CTAs only) so it retains its signal value

Typography

Heading Face: Poppins

Weights: 400, 500, 600, 700. Clean, modern, medical authority without the stuffy feel of traditional medical serifs. Loaded via Google Fonts.

Accent Face: Playfair Display

Used sparingly — physician bios and hero taglines only. Italic weight for the tagline treatment. Provides the luxury/aspiration note without overusing it.

Body Text: System UI Stack

Body text uses system-ui, -apple-system, sans-serif — no render-blocking font load for body text. Maximum performance; zero visual sacrifice since system fonts are excellent at body sizes.

Color Tokens

--color-primary

#243D79 — MPSG Navy

--color-primary-dark

#1A2D5C — Hover states

--color-secondary

#687EB3 — Slate blue accent

--color-cta

#B08D57 — Warm gold (CTAs)

--color-cta-hover

#9A7A48 — Gold hover

--color-surface

#FFFFFF — Page background

--color-surface-alt

#F0F5FA — Alternating sections

--color-surface-dark

#1E2A45 — Footer / dark hero

--color-text

#1E293B — Body text

--color-text-muted

#64748B — Secondary / captions

--color-border

#E2E8F0 — Dividers / card borders

Homepage Hero — 6-Slide Carousel

Technique: CSS-only carousel — @keyframes heroFade, 30 second total duration, 5 seconds per slide. No JavaScript required.
Images: AI-generated hero images from existing A1 variant (hero-1.png through hero-6.png). To be replaced with Nano Banana-generated images once produced.
Trust card: Bottom-left anchored overlay with glassmorphism — backdrop-filter: blur(14px). Displays 5.0★ / 361 reviews + board certification badge.
Scrim: Left-to-transparent gradient (linear-gradient(to right, rgba(30,42,69,0.75) 0%, rgba(30,42,69,0.3) 55%, transparent 100%)). Dark left zone for text readability; bright right zone preserves image visibility.

Procedure Hero — All Interior Pages

Each procedure page sets its own hero via CSS custom property: background-image: var(--hero-bg)
Overlay: linear-gradient(to right, rgba(30,42,69,0.8) 0%, rgba(30,42,69,0.4) 60%, transparent 100%)
Content is left-aligned on the dark zone; image is visible on the right
Consistent height (480px desktop / 320px mobile) across all interior pages

Page Structure (Every Page)

<header> — Sticky, 72px height. Logo (left) + desktop nav (center) + phone number + gold CTA button (right)
<main> — Page-specific content
<footer> — 4-column grid: brand column + two nav link columns + contact/hours column. Dark background (#1E2A45)
Hamburger: Vanilla JS, 3 lines, toggles .nav-open class on <header>

Roadmap

Wave 2 & 3 Roadmap

Wave 1 complete (25 pages). Wave 2 in progress (29 pages). Wave 3 planned for after Wave 2 is live.

Wave 1 — Complete 25 pages

All Wave 1 pages built, reviewed, and deployed. Live at https://mpsg-design-explorer.pages.dev. Redirect map (109 rules) is in place preserving all WordPress URL equity.

Wave 2 — In Progress 29 pages

All 29 pages follow the same pattern as Wave 1 procedure pages: hero, intro, procedure details, candidacy section, 5-question FAQ accordion, and CTA. Schema: MedicalProcedure + FAQPage + BreadcrumbList on each.

Face

7 pages

URL	Procedure
`/face/facelift/`	Facelift (Face Lift) in Carmel & Indianapolis
`/face/blepharoplasty/`	Blepharoplasty (Eyelid Surgery)
`/face/brow-lift/`	Brow Lift
`/face/neck-lift/`	Neck Lift
`/face/chin-augmentation/`	Chin Augmentation
`/face/otoplasty/`	Otoplasty (Ear Pinning)
`/face/lip-augmentation/`	Lip Augmentation (non-surgical)

Body

8 pages

URL	Procedure
`/body/mommy-makeover/`	Mommy Makeover
`/body/arm-lift/`	Arm Lift (Brachioplasty)
`/body/body-lift/`	Body Lift
`/body/thigh-lift/`	Thigh Lift
`/body/mini-tummy-tuck/`	Mini Tummy Tuck
`/body/extended-tummy-tuck/`	Extended Tummy Tuck
`/body/labiaplasty/`	Labiaplasty
`/body/body-contouring/`	Body Contouring (post-weight-loss)

Breast

3 pages

URL	Procedure
`/breast/lift/`	Breast Lift (Mastopexy)
`/breast/reduction/`	Breast Reduction
`/breast/gynecomastia/`	Gynecomastia (Male Breast Reduction)

Non-Surgical

5 pages

URL	Procedure
`/non-surgical/botox/`	Botox & Xeomin
`/non-surgical/fillers/`	Dermal Fillers
`/non-surgical/morpheus8/`	Morpheus8
`/non-surgical/laser-treatments/`	Laser Treatments
`/non-surgical/permanent-makeup/`	Permanent Makeup

Skin Care

5 pages

URL	Page
`/skin-care/`	Medical Skin Care (hub)
`/skin-care/facials/`	Medical Facials
`/skin-care/chemical-peels/`	Chemical Peels
`/skin-care/latisse/`	Latisse
`/skin-care/products/`	Skin Care Products

Wave 3 — Enhancements

Content expansion and structural enhancements after Wave 2 procedure pages are live.

Individual staff bio pages (10 pages) with headshots when available
4 additional blog posts (topics TBD based on GSC data at time of Wave 3)
Privacy Policy, HIPAA, and Terms pages
/about/ — practice history and story
/directions/ — detailed directions from key cities (Carmel, Fishers, Noblesville, Zionsville)
Gallery category sub-pages: /gallery/face/, /gallery/breast/, etc.
FAQ hub page aggregating questions from all procedure pages
Shop pages: /skin-care/products/ with individual product pages

Deferred — Not Yet Actionable

Nano Banana Image Generation

36 prompts ready at scripts/nano-banana-prompts-v2.json. Run command:

GEMINI_IMAGEGEN_API_KEY=[key from credentials] \
  node scripts/gen-hero.mjs \
  --batch scripts/nano-banana-prompts-v2.json

Blocked on: API key (get from credentials store before running)

Dr. Beckman Photos — Launch Blocker

Dr. Beckman currently using placeholder image /raw/images/SCR-20260520-jniq.png. Professional photos required before the site can go live on the production domain. This is a hard launch blocker.

HairTx Cleanup

~24 UUID .webp files in sites/mpsg/raw/assets/uploads/ from HairTx cross-site contamination. Must be audited and removed before production launch.

Image & Asset Reference

Images & Assets

Asset inventory, file locations, naming conventions, and outstanding image work. Reference this before any image update or Nano Banana generation run.

Current Hero Images — Homepage

Source directory: sites/mpsg/raw/assets/heroes/A1/
Files: hero-1.png through hero-6.png
Origin: AI-generated from the existing A1 design variant during Wave 1 build
Status: Functional placeholders — to be replaced with Nano Banana-generated images
Usage: CSS carousel in homepage <header> — referenced in @keyframes heroFade animation

Nano Banana Image Generation Plan

36 image prompts are ready and waiting for API key access. Once generated, images replace the current placeholder heroes across all pages.

Prompt breakdown

Dr. Aker: 9 variants — professional studio shots, realistic photography style
Dr. Beckman: 9 variants — professional, fellowship-trained positioning
Staff: 6 staff × 3 variants each = 18 images

Run command

GEMINI_IMAGEGEN_API_KEY=[key] \
  node scripts/gen-hero.mjs \
  --batch scripts/nano-banana-prompts-v2.json

Prompt file: scripts/nano-banana-prompts-v2.json

Before/After Gallery

11 pairs in sites/mpsg/raw/assets/gallery/, filenames following pattern bxa-*.jpg. Sourced from the site-downloader output during the initial content extraction phase.

Procedure Category	Pairs Available
Breast Lift	1
Breast Reduction	1
Body Lift / Extended Tummy Tuck	1
Body Contouring (post-weight-loss)	1
Mini Tummy Tuck	1
Gynecomastia (Male Breast Reduction)	1
Rhinoplasty	1
Brow Lift	1
Otoplasty	1
Kybella	1
CoolSculpting	1

Procedure Hero Images

Each procedure page sets its own hero via --hero-bg CSS custom property on the <body> element. Images live in sites/mpsg/raw/assets/.

Procedure Page	File	Notes
Liposuction	`lipo.jpg`	Dedicated image
360 Tummy Tuck	`surgeon-drawing-lines-womans-abdomen-liposuction-cellulite-removal.jpg`	Dedicated image
Tummy Tuck	`surgeon-drawing-lines-womans-abdomen-liposuction-cellulite-removal.jpg`	Shared — flagged for replacement
Breast Augmentation	`Breast-Augmentation-Cover.jpg`	Dedicated image
Kybella	`Kybella-scaled.jpg`	Dedicated image
CoolSculpting	`coolsculpting-cover.webp`	Dedicated image
Rhinoplasty	`Rhinoplasty-Cover.jpg`	Dedicated image

Image Audit Summary

From background agent visual audit run during Wave 1 build.

Dr. Aker Photos

Count: 19 high-quality 2024 studio shots
Pattern: Aker2024-*-scaled.jpg
Dimensions: 1600×2405px
Status: Ready to use — no action needed

Dr. Beckman Photos

NO PHOTOS AVAILABLE — LAUNCH BLOCKER
Currently using placeholder: /raw/images/SCR-20260520-jniq.png
Must be resolved before production launch.

Instagram Images (`web-*.jpg`)

~120 images in the assets directory following the web-*.jpg naming pattern
Origin: Instagram feed download
Content: Unknown — needs visual review to categorize usable images
Suggested action: Visual review pass; tag usable images by procedure category for gallery use in Wave 3

HairTx Cross-Site Contamination: ~24 UUID-named .webp files exist in sites/mpsg/raw/assets/uploads/ that originated from the HairTx client build. These must be identified and removed before production launch to avoid serving incorrect client assets and to keep the site directories clean.

Technical SEO Reference

SEO Playbook

Every SEO decision we made on this build — what we implemented, why it works, and how to maintain it. Reference this before building any new pages.

Title Tag Formula

[Procedure] in [City1] & [City2], IN — Dr. John Aker, MD, FACS

Max 60 characters. Lead with the keyword (procedure), not the brand.
City1 is always "Carmel" (local authority signal). City2 is always "Indianapolis" (metro signal for broader searchers).
Append surgeon name for E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).
Doctor pages: Dr. John Aker, MD, FACS — Board-Certified Plastic Surgeon in Carmel, Indiana
Hub pages: [Category] Procedures in Carmel & Indianapolis — My Plastic Surgery Group

Meta Description Formula

Max 155 characters.
First phrase: answer the searcher's intent — "Board-certified liposuction in Carmel, Indiana"
Include a differentiator: board-certified / 30+ years / 5.0★ rated
End with a CTA: "Call (317) 848-5512" or "Schedule your consultation"
Never make unverifiable claims: "best" without evidence, "free consultation" unless confirmed

Schema Types Used

Schema Type	Used On	Purpose	Key Fields
`MedicalProcedure`	All procedure pages	Enables rich results for medical queries	name, procedureType, performer, author, dateModified
`FAQPage`	All procedure pages	FAQ rich results + AI overview eligibility	mainEntity with Question/Answer pairs
`BreadcrumbList`	All procedure pages	Breadcrumb rich results + site structure signal	itemListElement with ListItem (3 levels: Home → Category → Procedure)
`Physician`	Doctor pages, procedure performer	E-E-A-T signal for medical content	name, hasCredential, alumniOf
`MedicalOrganization`	Homepage, local SEO page	Local SEO + business identity	address, telephone, geo, openingHoursSpecification
`LocalBusiness`	Local SEO page	Local pack eligibility	Same as MedicalOrganization + hasMap
`Article`	Blog posts	Content freshness signal + author attribution	headline, author, datePublished, dateModified
`AggregateRating`	Testimonials page, homepage	Review stars in search results	ratingValue 5.0, reviewCount 361
`Review`	Testimonials page	Individual review items	author, reviewRating, reviewBody

procedureType URIs — Critical Implementation Detail

Use the schema.org URI, not plain strings:

Surgical procedures: "procedureType": "https://schema.org/PercutaneousProcedure"
Non-surgical treatments: "procedureType": "https://schema.org/NoninvasiveProcedure"
WRONG "procedureType": "Surgical" — plain string, schema.org will not validate

Why it matters: Google validates these against the schema.org ontology. Invalid types don't earn rich results. Every procedure page must use the full URI.

FAQ Accordion Strategy

Implementation: <details id="faq-recovery"><summary>Question?</summary><div class="faq-body"><p>Answer.</p></div></details>
Why <details>/<summary>: CSS-only accordion, zero JavaScript required. Google fully indexes collapsed content.
Why id attributes: Enables deep-linking to specific FAQ answers. Google can surface specific answers in AI Overview responses. Format: id="faq-[topic-slug]" — e.g. faq-recovery, faq-candidate, faq-cost.
Matching requirement: The same 5 questions/answers must appear in both the visible HTML AND the FAQPage JSON-LD schema — they must match exactly.
Question sourcing: FAQ questions are drawn from real patient search queries, not marketing language.
Format questions as the patient types them: "How long is recovery from a tummy tuck?" not "Tummy Tuck Recovery Information"

Internal Linking Strategy

Each procedure page has a "Related Procedures" section with 3 cards linking to related pages.
Breadcrumb nav at top of every procedure page (visible HTML + JSON-LD).
Footer: category-level links (Face, Body, Breast, Non-Surgical, Skin Care).
Cross-links from blog posts to relevant procedure pages.
Rule: every procedure page must be reachable in ≤2 clicks from homepage.

Image Alt Text Standards

Descriptive + keyword where natural: alt="Dr. John Aker performing rhinoplasty in Carmel, Indiana"
Never empty alt on content images — only decorative images get alt=""
Hero backgrounds: use CSS background-image (no alt needed — decorative)
Logo: alt="My Plastic Surgery Group"
Doctor photos: alt="Dr. John Aker, MD, FACS — Board-Certified Plastic Surgeon in Carmel, Indiana"

Canonical URL Rules

Every page has <link rel="canonical" href="https://myplasticsurgerygroup.com/[path]/">
Always include trailing slash.
The design explorer preview domain (mpsg-design-explorer.pages.dev) must NOT be the canonical — always point to the production domain.

What We Fixed in the Schema Audit (Wave 1)

procedureType changed from plain strings → schema.org URIs on all 6 procedure pages
HTML entities (&) removed from JSON-LD strings
BreadcrumbList added to all 7 procedure pages
dateModified: "2026-05-26" added to all MedicalProcedure schemas
author field (Dr. John Aker) added alongside existing performer field
FAQ <details> id anchors added to all pages for deep-linking eligibility

Launch Readiness

Analytics & Launch Checklist

GA4 event setup, GSC configuration, and the complete pre-launch and post-launch checklist.

GA4 Setup — Events to Configure

Conversion Events

form_submit — contact form submission (success message displayed) → Mark as conversion
phone_click — click on tel: links (header, hero, footer, CTA band) → Mark as conversion
consultation_cta_click — clicks on "Schedule Consultation" buttons → Consider conversion

Tracking Events

procedure_page_view — enhanced measurement for /body/, /face/, /breast/, /non-surgical/ sections
video_engagement — YouTube embed interaction on homepage

Enhanced Measurements to Enable

Page views (auto)
Scrolls (90% scroll depth)
Outbound clicks (social links, YouTube)
Site search (if search added later)
Video engagement (YouTube iframe)
File downloads (if brochures added)

Google Search Console Configuration

Submit sitemap: https://myplasticsurgerygroup.com/sitemap.xml
Static site — sitemap.xml must be created and committed to /sites/mpsg/sitemap.xml before launch.
Verify ownership: DNS TXT record — Cloudflare DNS makes this simple. Add TXT record in Cloudflare dashboard under the production domain.
URL Inspection tool: Test key pages after launch — homepage, /body/liposuction/, /contact/, /plastic-surgeon-carmel-indiana/
Core Web Vitals: Check monthly. Flag if LCP > 2.5s on any page.

GSC Findings That Drove This Build

Keyword	Impressions	Clicks	CTR	Fix Applied
Liposuction	38,171	1	0.003%	`/body/liposuction/` — dedicated page with geo title
Kybella	29,418	32	0.1%	`/non-surgical/kybella/`
CoolSculpting	25,568	20	0.08%	`/non-surgical/coolsculpting/` + Z-wave differentiator
Rhinoplasty pricing	19,933	~40	0.2%	`/face/rhinoplasty/` with pricing section
Financing	9,577	7	0.07%	`/financing/` with CareCredit + Alphaeon content
Plastic surgeon Carmel	5,017	~30	0.6%	`/plastic-surgeon-carmel-indiana/` with LocalBusiness schema

Pre-Launch Checklist

Post-Launch Monthly Monitoring

Check GSC for new impression spikes (opportunities) Check GSC for crawl errors Review Core Web Vitals report Verify contact form is still working (test submission) Check GA4 conversion events are firing

Sitemap Requirements

A static site needs a manually created sitemap. The file must be created at sites/mpsg/sitemap.xml and committed before launch.

Pre-launch blocker: sitemap.xml must be created and deployed at https://myplasticsurgerygroup.com/sitemap.xml before GSC submission.

https://myplasticsurgerygroup.com/
https://myplasticsurgerygroup.com/procedures/
https://myplasticsurgerygroup.com/dr-john-aker/
https://myplasticsurgerygroup.com/dr-di-beckman/
https://myplasticsurgerygroup.com/our-team/
https://myplasticsurgerygroup.com/contact/
https://myplasticsurgerygroup.com/gallery/
https://myplasticsurgerygroup.com/testimonials/
https://myplasticsurgerygroup.com/specials/
https://myplasticsurgerygroup.com/financing/
https://myplasticsurgerygroup.com/pricing/
https://myplasticsurgerygroup.com/plastic-surgeon-carmel-indiana/
https://myplasticsurgerygroup.com/face/
https://myplasticsurgerygroup.com/face/facelift/
https://myplasticsurgerygroup.com/face/rhinoplasty/
https://myplasticsurgerygroup.com/face/blepharoplasty/
https://myplasticsurgerygroup.com/face/brow-lift/
https://myplasticsurgerygroup.com/face/ear-surgery/
https://myplasticsurgerygroup.com/breast/
https://myplasticsurgerygroup.com/breast/augmentation/
https://myplasticsurgerygroup.com/breast/lift/
https://myplasticsurgerygroup.com/breast/reduction/
https://myplasticsurgerygroup.com/breast/reconstruction/
https://myplasticsurgerygroup.com/breast/implant-revision/
https://myplasticsurgerygroup.com/body/
https://myplasticsurgerygroup.com/body/liposuction/
https://myplasticsurgerygroup.com/body/tummy-tuck/
https://myplasticsurgerygroup.com/body/mommy-makeover/
https://myplasticsurgerygroup.com/body/arm-lift/
https://myplasticsurgerygroup.com/body/thigh-lift/
https://myplasticsurgerygroup.com/body/lower-body-lift/
https://myplasticsurgerygroup.com/non-surgical/
https://myplasticsurgerygroup.com/non-surgical/botox/
https://myplasticsurgerygroup.com/non-surgical/fillers/
https://myplasticsurgerygroup.com/non-surgical/kybella/
https://myplasticsurgerygroup.com/non-surgical/coolsculpting/
https://myplasticsurgerygroup.com/non-surgical/morpheus8/
https://myplasticsurgerygroup.com/skin-care/
[... complete to all 54 URLs — cross-reference Page Inventory tab]

GA4 Funnel Tracking

Document the key conversion funnel to configure and monitor in GA4.

Stage	Event	Source	Target Rate
1 — Discovery	Organic search impression	GSC	—
2 — Landing	Page view on procedure page	GA4 (auto)	—
3 — Engagement	Scroll to 75%+	GA4 enhanced measurement	>60% of landings
4 — Intent	Click "Schedule Consultation" or `tel:` link	Custom events	>15% of engaged
5 — Conversion	Form submission on /contact/	Custom event	>25% of intent

Key Ratios to Monitor Weekly

Landing → Engagement rate (target: >60%)
Engagement → Intent rate (target: >15%)
Intent → Conversion rate (target: >25%)

Key Metrics Dashboard

Review these metrics monthly. Set up a shared GSC + GA4 dashboard for the client.

Metric	Source	Target	Review Cadence
Organic clicks (total)	GSC	+20% MoM after launch	Monthly
Liposuction page clicks	GSC	>200/month at 90 days	Monthly
Avg. position (procedure pages)	GSC	<15 at 60 days, <10 at 90 days	Monthly
Contact form submissions	GA4	Track baseline, watch trend	Weekly
Phone click events	GA4	Track baseline	Weekly
Core Web Vitals (LCP)	GSC / PageSpeed	<2.5s	Monthly
Pages indexed	GSC	All 54 within 14 days of launch	Weekly post-launch

Market Intelligence

Research & Competitive Intelligence

Market research, competitive landscape, keyword data, and local SEO intelligence that informed the MPSG build.

Local Market — Carmel, Indiana Plastic Surgery Landscape

Carmel is one of Indiana's wealthiest suburbs (median HHI ~$110K). Patients are educated, research-oriented, and will comparison-shop 3–5 surgeons before committing.
Competitive radius: Primary competitors are Indianapolis metro area plastic surgery practices within a 30-minute drive.
Plastic surgery searches are "high-consideration" — patients spend 6–8 weeks researching before initial contact.
The practice's reviews (5.0★ / 361) are a significant local differentiator — most competitors average 4.5–4.8★.

Keyword Research Findings

Volume estimates based on GSC impression data extrapolation. Confirm with Google Ads Keyword Planner after site launch.

Keyword	Est. Vol/mo	MPSG Status (pre-build)	Page Targeting It
plastic surgeon carmel indiana	500–800	Position 11, no local page	`/plastic-surgeon-carmel-indiana/`
liposuction indianapolis	800–1,200	No dedicated page	`/body/liposuction/`
tummy tuck carmel indiana	400–700	Limited	`/body/tummy-tuck/`
breast augmentation indianapolis	600–1,000	Limited	`/breast/augmentation/`
kybella treatment indianapolis	300–500	No page	`/non-surgical/kybella/`
coolsculpting carmel indiana	300–600	No page	`/non-surgical/coolsculpting/`
rhinoplasty indianapolis	500–800	Limited	`/face/rhinoplasty/`
facelift indianapolis	300–500	None	`/face/facelift/`
mommy makeover indianapolis	400–700	None	`/body/mommy-makeover/`
morpheus8 indianapolis	200–400	None	`/non-surgical/morpheus8/`
botox carmel indiana	400–700	Limited	`/non-surgical/botox/`
plastic surgeon near me carmel	300–600	Limited	`/plastic-surgeon-carmel-indiana/`

Note: Volumes are estimates from GSC impression data and industry benchmarks. Confirm with Google Ads Keyword Planner after site launch.

GSC Pre-Build Disaster Data

These figures confirm the keyword research — massive impression volume with near-zero CTR because the content structure couldn't capture the intent. Full analysis in the Build Story tab.

Keyword Cluster	Impressions	Clicks	CTR	Root Cause
Liposuction	38,171	1	0.003%	No dedicated page existed
Kybella	29,418	32	0.1%	Buried in WP taxonomy
CoolSculpting	25,568	20	0.08%	No dedicated page
Rhinoplasty pricing	19,933	~40	0.2%	Sub-page only, no standalone
Financing	9,577	7	0.07%	One-paragraph WP page
Plastic Surgeon Carmel	5,017	~30	0.6%	Position 11, no local landing page

Competitive Gap Analysis

This analysis identifies content gaps where MPSG can outrank competitors by having more comprehensive, schema-rich, geo-targeted pages.

Key Gaps — Now Addressed

Most competitor sites have generic procedure overviews — no FAQPage schema eligible for rich results. Every MPSG procedure page has FAQPage schema.
Competitor sites rarely geo-target individual procedure pages. "Liposuction in Carmel, Indiana" is underserved — MPSG now has dedicated geo-targeted pages for each procedure.
Local SEO landing pages (/plastic-surgeon-carmel-indiana/) are rare among competitors — MPSG built one with LocalBusiness schema.
Non-surgical sub-pages with dedicated URLs (Morpheus8, fillers, Botox) are almost nonexistent among local competitors.
Skin care hub pages are rare — /skin-care/ gives MPSG coverage competitors lack.

AI Overview & Featured Snippet Strategy

FAQPage schema + <details>/<summary> makes every FAQ eligible for AI Overview citations.
Long-form recovery timeline sections ("First week:", "Return to work:", "Full activity:") match featured snippet table patterns.
"Is [procedure] covered by insurance?" questions (blepharoplasty, breast reduction) target high-intent searches.
"How much does [procedure] cost in Indiana?" FAQs directly target pricing queries that competitors don't answer well.
Recommendation: After 3 months, audit which FAQs are appearing in AI Overviews via GSC "Search Appearance" filter.

Post-Launch Research Priorities

Research Tasks — Complete After Launch

Submit sitemap and verify all 54 pages indexed in GSC Pull GSC data 30 days after launch — compare CTR on previously-suffering keywords Set up Google Ads Keyword Planner to validate volume estimates Run competitor analysis: identify top 5 SERP competitors per procedure keyword Check which FAQ answers are appearing in AI Overviews (GSC → Search Appearance) Set up Google Alerts for "plastic surgeon carmel indiana" and key procedure terms Audit Core Web Vitals in GSC after 28 days of data

For Designers, Writers & Builders

Content Manual

The reference for designers, writers, and builders. Why every page is structured the way it is, how to maintain it, and how to add new pages correctly.

The Patient Journey (Why We Write the Way We Write)

"A patient arriving at an MPSG procedure page has been researching this procedure for weeks or months. They are not discovering us — they are evaluating us. Our job is to confirm in under 10 seconds that Dr. Aker is qualified, experienced, and local. Everything else follows from that."

Three Patient Intent Modes

1
Comparison mode ("Is Dr. Aker as good as [competitor]?") → Respond with credentials, review count, specific differentiators (drainless TT, endoscopic breast aug, 19× Top Doc)
2
Education mode ("What does [procedure] actually involve?") → Respond with clinical detail in patient language, recovery specifics, FAQ answers
3
Action mode ("I'm ready to book") → Make phone and CTA button impossible to miss in header, hero, and CTA band

Page Template Anatomy

For every procedure page, these sections appear in this order:

Hero section — <section class="procedure-hero" style="--hero-bg:url('...');">
- Breadcrumb nav (visual + JSON-LD schema)
- H1 with geo modifier: "[Procedure] in Carmel & Indianapolis"
- Hero sub: 1–2 sentences, lead with the differentiator
- Two CTAs: Schedule Consultation (btn-cta) + Phone number (btn-outline-light)
- Hero image: procedure-specific from /raw/assets/uploads/
What Is [Procedure] — 2–3 paragraphs of clinical explanation in patient language. First paragraph answers: "what happens during this procedure?"
Candidates section — Bulleted list using <ul class="checklist">. Physical criteria first, then lifestyle criteria (nicotine-free, stable weight). End with: "We treat each patient as an individual and determine candidacy during consultation."
Technique / Approach section — Dr. Aker's specific technique where applicable (drainless TT, endoscopic breast aug). What makes the practice's approach different from generic.
Recovery Timeline — Specific, not vague. Use <ul class="checklist"> with <strong>timeframe:</strong> pattern. "First week:", "Return to work:", "Full activity:". Set expectations.
Pricing section — Always a range, never a specific number. Format: "Typically ranges from $X,000–$Y,000 depending on [factors]." Always end with: "A consultation is required for a personalized quote. Financing options are available." NEVER promise specific prices without client confirmation.
Related Procedures — <div class="related-grid">. Exactly 3 cards. Link to most relevant adjacent procedures.
FAQ Accordion — 5 questions per procedure page. Each <details id="faq-[slug]"> with id. Questions from real search data. Answers: factually accurate, specific, not evasive.
CTA Band — H2: action-oriented ("Take the First Step Toward..."). Sub: reinforce credentials (5.0★, board-certified). Two actions: Schedule Consultation + phone number.

Writer's Guide — DO

Write in second person ("you", "your") throughout
Use specific numbers when accurate (30+ years, 361 reviews, 1,000+ tummy tucks)
Name the differentiator before the generic description: "Dr. Aker's drainless technique — which eliminates the uncomfortable drainage tubes"
Match the patient's vocabulary: "tummy tuck" not "abdominoplasty" in H1 (can include both)
Be specific about recovery timelines: "1–2 weeks" not "a few weeks"

Writer's Guide — DON'T

Make claims that can't be verified or the client hasn't confirmed
Use superlatives without evidence ("best surgeon in Indiana")
Promise specific pricing (ranges only)
Use HTML entities (&) in JSON-LD schema blocks
Use placeholder text (TBD, Lorem ipsum, "coming soon")
Skip the geo modifier in H1 or title tag

Builder's Guide — Adding a New Procedure Page

Create directory: mkdir -p sites/mpsg/[category]/[procedure]/
Copy from tummy-tuck template: cp sites/mpsg/body/tummy-tuck/index.html sites/mpsg/[category]/[procedure]/index.html
Update <title> tag — follow title formula
Update <meta name="description"> — ≤155 chars
Update <link rel="canonical"> — production URL with trailing slash
Update JSON-LD schema:
- procedureType URI (Percutaneous = surgical, Noninvasive = non-surgical)
- BreadcrumbList with correct 3-level hierarchy
- FAQPage with 5 questions matching the visible FAQ
- Add dateModified and author fields
Update aria-current="page" on nav — parent category + dropdown item
Update hero --hero-bg URL to procedure-specific image from /raw/assets/uploads/
Write all 9 page sections (see Page Template Anatomy)
Add FAQ <details id="faq-[slug]"> attributes to each question
Verify: no HTML entities in JSON-LD, no /sites/mpsg/ prefixed paths
Test locally by opening in browser
git add and git commit
Deploy: cd sites/mpsg && CLOUDFLARE_ACCOUNT_ID=dc44ffa43a9a12f7828a0f970a6c2651 wrangler pages deploy . --branch main --commit-dirty=true

Image Selection Guide

Hero backgrounds: use procedure-specific images from /raw/assets/uploads/. Hero images use CSS background-image — no alt text required (decorative).

Procedure	File
Facelift	`Facelift-Cover.jpg`
Blepharoplasty	`Blepharoplasty-Cover.jpg`
Brow Lift	`Brow-Lift-Cover.jpg`
Neck Lift	`Necklift-Cover.jpg`
Chin Augmentation	`Chin-Augmentation-Cover-1.jpg`
Otoplasty	`Otoplasty-Cover-1.jpg`
Breast Augmentation	`Breast-Augmentation-Cover.jpg`
Breast Lift / Reduction	`breast-lift2.jpg`
Rhinoplasty	`Rhinoplasty-Cover.jpg`
Liposuction / Body	`lipo.jpg` or `surgeon-drawing-lines-womans-abdomen-liposuction-cellulite-removal.jpg`
Botox	`botox.jpg`
Morpheus8	`M8-scaled.jpg`
Kybella	`Kybella-scaled.jpg`
CoolSculpting	`coolsculpting-1.jpg`
Generic surgical	`OR-image-scaled.jpg`, `woman-marked-out-cosmetic-surgery.jpg`

Social Media Reference

Confirmed handles as of May 2026:

YouTube: @MyPlasticSurgeryGroupCarmel — https://www.youtube.com/@MyPlasticSurgeryGroupCarmel
- Practice overview video: https://www.youtube.com/watch?v=lqJD7Ex_HZU (embed ID: lqJD7Ex_HZU)
- Breast aug no-scar video: https://www.youtube.com/watch?v=N31E9xYMM_Q (embed ID: N31E9xYMM_Q)
Instagram: @myplasticsurgerygroup — https://www.instagram.com/myplasticsurgerygroup/ (1,137 posts, 3,789 followers)
Facebook: /MyPlasticSurgeryGroup — https://www.facebook.com/MyPlasticSurgeryGroup
Twitter/X: @JAkerAesthetics

Instagram embed note: Official oEmbed requires login. Use Behold.so or Curator.io — requires one-time business account authorization from client.

My Plastic Surgery Group — Build Story

The Problem

Platform Failures

SEO Structural Failures

The GSC Disasters We Found

The Solution

Platform

SEO Architecture

The Architecture

Wave 2 — 29 New Pages (Building Now)

UI Fixes Documented

Page Inventory

Wave 2 Pages — Building Now

Content Strategy

Voice & Tone

Keyword Strategy

Geo Modifier Pattern

Title Tag Pattern

Differentiators Emphasized on Every Page

Schema Strategy

By Page Type

Technical Details

FAQ Content Approach

Design System

Why Direction D — Refined Modern

Typography

Heading Face: Poppins

Accent Face: Playfair Display

Body Text: System UI Stack

Color Tokens

Homepage Hero — 6-Slide Carousel

Procedure Hero — All Interior Pages

Page Structure (Every Page)

Wave 2 & 3 Roadmap

7 pages

8 pages

3 pages

5 pages

5 pages

Nano Banana Image Generation

Dr. Beckman Photos — Launch Blocker

HairTx Cleanup

Images & Assets

Current Hero Images — Homepage

Nano Banana Image Generation Plan

Prompt breakdown

Run command

Before/After Gallery

Procedure Hero Images

Image Audit Summary

Dr. Aker Photos

Dr. Beckman Photos

Instagram Images (web-*.jpg)

SEO Playbook

Title Tag Formula

Meta Description Formula

Schema Types Used

procedureType URIs — Critical Implementation Detail

FAQ Accordion Strategy

Internal Linking Strategy

Image Alt Text Standards

Canonical URL Rules

What We Fixed in the Schema Audit (Wave 1)

Analytics & Launch Checklist

GA4 Setup — Events to Configure

Conversion Events

Tracking Events

Enhanced Measurements to Enable

Google Search Console Configuration

GSC Findings That Drove This Build

Pre-Launch Checklist

Technical

Performance

SEO

Content

Post-Launch Monthly Monitoring

Sitemap Requirements

GA4 Funnel Tracking

Key Ratios to Monitor Weekly

Key Metrics Dashboard

Instagram Images (`web-*.jpg`)