Aesthetic Plastic Surgery & Laser Center Audit Scorecard

Aesthetic Plastic Surgery & Laser Center is a long-established Farmington Hills, MI plastic surgery practice led by board-certified Dr. Michelle Hardaway (F.A.C.S., 30+ years, former Chief of Plastic and Reconstructive Surgery at Detroit Receiving Hospital). The site (built on WordPress + Mai Engine / Mai Prosper theme) ranks for 156 organic keywords and pulls roughly 477 estimated organic visits per month from Google US, with a domain backlink profile of 1,577 links from 484 referring domains (rank 249) but a non-trivial spam score of 28 and 1,390 broken inbound links. The technical foundation is strong (HTTPS, single H1, valid PlasticSurgery LocalBusiness schema, canonical, robots, alt text on most images), but three operational issues are immediately fixable and high-leverage: (1) the XML sitemap returns HTTP 403 to non-whitelisted user agents, harming discoverability; (2) the JSON-LD schema phone number `+12482211957` does not match the on-page phone `(248) 780-0558`, a NAP inconsistency that weakens local trust signals; and (3) a dense quick-win cluster around "lymphatic massage" (4 keywords, 2,760 combined volume, KD 0-5, currently ranking positions 10-20) can be consolidated to push the existing blog post into the top 3 with a single content refresh + internal link pass. The highest-traffic geo terms ("plastic surgery michigan", "cosmetic surgeon michigan", "best plastic surgery in michigan") are already in positions 7-20 and represent a $5k-$10k CPC vertical, making them the strategic priority for the next 90 days.