Site
Strategy.
Research-backed site structure, keyword strategy, and competitive positioning for The Stepwell Center's new website.
Proposed Sitemap
Every page is purpose-built around what patients search for. ~67 pages across programs, conditions, locations, services, and resources.
Keyword Targets
411 keywords analyzed across 10 verticals. These are the highest-value terms driving the site architecture.
Why "zero volume" keywords still matter: 89% of our target keywords show zero volume in Google Ads data. This means they fall below the 10/month reporting threshold, not that nobody searches for them. Our SERP analysis confirms active competition and results for all of them. Zero-volume keywords have minimal paid competition, making them easier to rank for organically. Lake Travis city keywords are the prime example.
Who We're Up Against
324 live SERPs analyzed across 11+ competitor domains. The market is fragmented and dominated by directories and hospitals, not purpose-built outpatient centers.
Strongest profile, luxury residential, near Dripping Springs
Directory/info hub, not a treatment provider
Hospital (different category), IOP page ranks 67 times
National brand, multi-city, proven location-hub model
Luxury positioning, but focused on residential
Best architecture, 60% top-3 rate, northern suburbs
Primary Lake Travis competitor - weakest domain profile
Lucent Recovery is the #1 target. They appear in 93 of our 208 SERPs with a 40% top-3 rate and rank for Lake Travis city keywords, but their domain profile is the weakest of any competitor: Domain Rank 99, just 86 backlinks, and a traffic value of $4,322. For comparison, Driftwood generates $390K in traffic value with a Domain Rank of 238. Lucent ranks on geographic proximity alone. Better architecture, content, and backlinks will overtake them.
Where Stepwell Can Win
Key gaps in the Austin market that no competitor currently fills.
Lake Travis City Pages
14 location pages
No competitor has dedicated location pages for Lakeway, Bee Cave, Spicewood, Westlake, or Dripping Springs. Stepwell covers all Lake Travis cities plus Austin suburbs.
Condition Breadth
26 condition pages
No outpatient center covers mental health + substance use + process addictions + disordered eating + grief + relationships. Stepwell is the first to build all verticals.
Process Addictions
480 monthly searches
Phone addiction treatment has 480 monthly searches with zero local outpatient competition. Social media and technology addiction queries are also uncontested.
Couples & Family
880 monthly searches
Couples counseling in Austin has 880 monthly searches but no treatment center ranks - only individual therapists. Stepwell can own this space within an outpatient program framework.
Assessment Services
No competitor bundles
No outpatient center bundles qEEG brain mapping, pharmacogenetic testing, and neurofeedback into treatment. Small niche practices offer these individually.
Content Opportunity
283 questions
283 "People Also Ask" questions collected across 10 content clusters. These directly inform FAQ sections, resource pages, and blog content.
How We Get Found
Beyond beautiful design, the site includes behind-the-scenes optimizations that help The Stepwell Center appear in Google search results and AI-powered recommendations.
Structured Data
Every page gets rich schema markup (MedicalBusiness, Service, FAQPage, LocalBusiness, and MedicalCondition) telling Google exactly what The Stepwell Center is, where it operates, and what it treats. No competitor in the Austin market currently uses FAQPage or MedicalBusiness schema.
Example: What Google Sees
{
"@type": "MedicalBusiness",
"name": "The Stepwell Center",
"medicalSpecialty": [
"Psychiatry", "MentalHealth"
],
"availableService": [
"Partial Hospitalization Program (PHP)",
"Intensive Outpatient Program (IOP)",
"Evening IOP",
"Outpatient Program"
],
"address": "Lakeway, TX"
}AI Discoverability
NewPeople increasingly use AI assistants like ChatGPT and Google's AI to find treatment providers. We'll include a special file called llms.txt that makes The Stepwell Center's information easy for AI systems to understand and recommend.
Example: llms.txt
# The Stepwell Center
> Elevated mental health & wellness
> care in Lakeway, Texas. Outpatient
> treatment for the Lake Travis and
> greater Austin communities.
## Programs
- Partial Hospitalization Program (PHP)
- Intensive Outpatient Program (IOP)
- Evening IOP / Outpatient Program
## Conditions Treated
- Anxiety, Depression, PTSD & Trauma
- Grief, Couples & Family, Life Transitions
- Process Addictions, Disordered Eating
- Alcohol, Opioid & Substance Use
## Services
- Brain Mapping (qEEG), Neurofeedback
- Pharmacogenetic & Psychological Testing
## Contact
- 512.743.9285 / stepwellcenter.comThink of this as a summary sheet that AI assistants can read instantly, so when someone asks "What are the best IOP programs near Lake Travis?", The Stepwell Center is part of the answer.
Location-First Architecture
Lake Travis city pages are the #1 SEO opportunity. No competitor has dedicated location pages for Lakeway, Bee Cave, Spicewood, Westlake, or Dripping Springs. Each page targets "[service] in [city]" searches with unique, city-specific content and cross-links to programs and conditions.
Hub-and-Spoke Model
/locations/ (hub)
├── lakeway/ (primary)
├── bee-cave/
├── spicewood/
├── westlake/
├── dripping-springs/
└── lake-travis/Cross-Linking
Every location page links to:
→ All program pages
→ Key condition pages
→ Insurance & getting started
Every condition page links to:
→ Applicable programs
→ All locationsAnswering Real Questions
283 "People Also Ask" questions were collected from Google search results. These are the exact questions potential clients are asking. Each one maps to a page, FAQ section, or blog post.
Understanding IOP
/resources/iop-guide/
- "How does an IOP program work?"
- "How long do people stay in the IOP?"
- "How many hours a week is an intensive outpatient?"
- "What is the success rate of IOP?"
- "Is IOP the same as rehab?"
- "Can you work during outpatient rehab?"
Cost & Insurance
/resources/cost-insurance/
- "How much does IOP cost per day?"
- "How expensive is an IOP?"
- "Will insurance cover IOP and individual therapy?"
- "How much does therapy cost in Austin Texas?"
- "How much is drug rehab in Texas?"
- "Is therapy 100% covered by insurance?"
IOP vs PHP
/resources/iop-vs-php/
- "Is PHP or IOP better for mental health?"
- "How does a PHP program work?"
- "Is PHP considered a hospitalization?"
- "Is PHP the same as inpatient?"
- "When to consider partial hospitalization?"
- "How long can you stay in PHP?"
Condition-Specific
Condition pages + blog
- "What is the best treatment for anxiety?"
- "What is the 3-3-3 rule for anxiety?"
- "What are the 5 F's of PTSD?"
- "What is the most effective treatment for dual diagnosis?"
- "What does CPTSD look like in a woman?"
- "How to calm down an OCD flare up?"
Process Addictions
/behavioral-health/
- "How can you cure phone addiction?"
- "Is there therapy for social media addiction?"
- "What are the five signs of phone addiction?"
- "Can social media addiction be treated?"
- "What is the 72 hour brain reset?"
- "What are the types of behavioral addictions?"
Grief & Relationships
/mental-health/grief-loss/
- "Is it worth seeing a grief counselor?"
- "What is the best therapy for grief and loss?"
- "What is the success rate of couples counseling?"
- "What is the 5 5 5 rule in couples therapy?"
- "What kind of therapy is best for family issues?"
- "How much does marriage counseling cost in Texas?"
PHP & Assessment
/programs/php/ + /services/
- "How is PHP different from IOP?"
- "How much do PHP programs cost?"
- "Does my insurance cover PHP?"
- "Is QEEG brain mapping legitimate?"
- "How much does pharmacogenetic testing cost?"
- "Does neurofeedback therapy actually work?"
Ready to build.