Pre-redesign SEO benchmark — mypregnancychoices.com

Baseline · 17 August 2026

At a glance

Where the website stands today, in six numbers.

We get 771 visits a month. 589 are people already looking for us by name. Only 182 are new people.

771Organic visits / monthEstimated, all 1,088 ranking keywords

182Non-branded visits / monthThe number a redesign has to move

38Keywords in Google’s top 10Out of 1,088 that rank at all

12Pages earning any visitOut of 42 that rank, on a site of unknown size

1 of 8Markets with a map pack listingApple Valley only

30 of 37Directory listings needing fixesSemrush rates local presence “Poor”

91%Of our SERPs carry an AI OverviewRanking #1 no longer guarantees the click

61%Of all traffic from one keyword“pregnancy choices”, our own brand name, at #1

Start here

Action plan

What to do, in order.

We have one office. Google shows nearby places first, so we can win Apple Valley and the suburbs. Minneapolis has to be won with articles instead.

Proximity to the searcher is a dominant factor in Google Map Pack ranking, and it is the one factor no amount of website or listing work can change. A single Apple Valley address will rank in Apple Valley and its immediate neighbours, and will struggle in Minneapolis (roughly 20 miles north) and St. Paul (roughly 15 miles) no matter how good the profile becomes. First Care wins those packs in part because they have locations there. The listings work on the Local presence section remains essential; it simply applies to a smaller and more reachable set of markets than the tracked footprint suggests. Content, by contrast, carries no proximity constraint at all: an article about abortion cost ranks the same for a reader in Minneapolis as one in Apple Valley.

Reachability by market

Market	Distance from Apple Valley	Unrealised clicks / mo	Map pack reachable?	Organic reachable?	Verdict
Burnsville	5 mi	13.6	Likely	YES	Primary growth market. Close enough for proximity to work.
Rosemount	6 mi	4.8	Likely	YES	Small, but the cheapest fix in the workbook (missing city page).
Eagan	7 mi	15.9	Likely	YES	Primary growth market.
Lakeville	8 mi	12.5	Likely	YES	Primary growth market.
Bloomington	12 mi	10.5	Borderline	YES	Worth trying. Amnion and First Care both hold packs here.
St. Paul	15 mi	22.7	Unlikely	YES	Pursue organic only. Do not budget for map pack wins.
Minneapolis	20 mi	90.2	Unlikely	YES	Largest number in the workbook, and the least reachable via map pack. Pursue through content and organic, not local.
Proximity-reachable subtotal (Apple Valley through Bloomington)		88
Metro markets - organic only (St. Paul + Minneapolis)		112.9

Recommended sequence

#	Action	Why it sits here	Effort	Proximity-dependent?	Evidence
1	Fix the ?utm_campaign=gmb indexed URL	Free, takes an hour, and it is currently competing with your own homepage for your own brand term.	Trivial	No	Page Inventory
2	Fix the 30 broken directory listings	Still the highest-leverage item, but now scoped to Dakota County plus Bloomington rather than the whole metro. Listing accuracy also feeds organic local relevance everywhere.	Low	Partly	Local SEO Gap
3	Build the content clusters - abortion cost, free ultrasound, free pregnancy testing	Content is the only lever that reaches Minneapolis and St. Paul, which together hold 113 of the 202 unrealised clicks. No proximity constraint.	High	No	Content Plan
4	Protect URLs through the redesign	Non-negotiable. A changed URL without a 301 loses that page's rankings outright, whatever else is happening.	Medium	No	Redirect Map
5	Split the three mega-pages into focused articles	This is how the metro is reached without a metro address: focused articles rank on merit, not proximity.	High	No	Content Bloat
6	Build the Rosemount city page and strengthen the other six	Real but small: 4.8 unrealised clicks, and only 340 searches/mo name any city in our footprint.	Low	Yes	Demand Map
7	Review programme - grow beyond 25 reviews	Helps the map pack in the markets we can actually win, and helps conversion everywhere.	Ongoing	Partly	Local SEO Gap
8	Do NOT budget for Minneapolis or St. Paul map pack wins	Explicitly out of scope with one location. If metro presence matters strategically, that is a location decision, not an SEO one.	n/a	Yes	This tab

For whoever builds the site

Redesign brief

The to-do list for whoever builds the new site.

What must not break, what to fix, and what a new site will not fix on its own.

Non-negotiables

Breaking any of these loses rankings on day one.

#	Requirement	Why	Evidence	Owner
1	Preserve or 301-redirect all 23 ranking URLs and all 42 ranking pages	Twelve pages produce every visit the site gets. A changed URL without a 301 loses that page's rankings outright.	Redirect Map / Page Inventory	Dev
2	Keep the seven city landing page URLs exactly as they are	/burnsville- carries 9 keywords, /eagan- 8 across two markets, /lakeville- 7, /bloomington- 5, /st-paul- 4, /minneapolis- 4. These ARE the satellite markets.	Redirect Map	Dev
3	Do not let the homepage URL change or gain a redirect chain	The homepage is 72% of all organic traffic, almost entirely from one term ("pregnancy choices") at #1.	Site reality section	Dev
4	De-index https://mypregnancychoices.com/?utm_campaign=gmb	A tracking URL is indexed and ranks #10 for the same term the homepage ranks #1 for. Fix the GBP link or set a canonical. Do this now, not at launch.	Page Inventory	Marketing
5	Keep the /es/ Spanish URL structure and expand it, do not fold it into English pages	Nine Spanish keywords rank today, all on /es/ pages. Spanish demand is real and under-served ("ultrasonidos cercas de mi" is KD 6).	Rankings by market: Spanish / Demand Map	Dev
6	Preserve every page currently earning traffic before restructuring anything	Only 12 of 42 ranking pages earn a single visit. Know which twelve before you touch them.	Page Inventory	SEO
7	Crawl the current site and diff the URL list against the new sitemap before launch	This workbook only sees URLs that rank. The true site size is unknown - there may be pages with links or conversions that have no rankings at all.	(gap - needs a crawl)	SEO

Structural fixes the redesign should deliver

#	Fix	What the data says	Evidence	Priority
8	Break the three mega-pages into focused pages, one intent each	/how-does-plan-b-work/ holds 536 keywords and earns 14 visits; /how-do-i-know-if-im-really-pregnant/ holds 215 for 68; /my-period-is-late/ holds 62 for 8. First Care covers the same ground in ~15 focused articles and beats us on all of it.	Content Bloat / Competitive Gap	HIGH
9	Split the Minnesota abortion-law page into separate pages per question	One URL is competing for 12 near-identical law queries, all stuck at #18-30.	Redesign brief	HIGH
10	Add a Rosemount city page	Only tracked city without one. Worst Dakota County market: 7 of 12 keywords ranking vs 10 of 12 for its neighbours.	Redesign brief / Rankings by market: Rosemount	MEDIUM
11	Build city pages as proximity and relevance signals, NOT as traffic pages	Only 13 keywords in 149,772 name a city in our footprint - 340 searches/mo total. Nobody searches "pregnancy test apple valley". The pages earn their keep by feeding near-me and map pack results.	Demand Map	MEDIUM
12	Move the donor subdomain out of the way of service content	donors.mypregnancychoices.com/contact-partners/ is the URL cited in the AI Overview for all six brand queries. A visitor searching for help is shown a fundraising page.	Redesign brief	HIGH
13	Give every service its own indexable page per market, especially STD/STI	Outside Apple Valley, all STD rankings come from one generic page and sit at #11-61.	Traffic Opportunity	MEDIUM
14	Design for AI Overview citation, not just blue links	91% of the SERPs we rank on now carry an AI Overview. Clear question-and-answer structure, definitions near the top, factual sourcing.	Site reality section	MEDIUM
15	Mobile parity - test every template on a phone against local intent	We have NO usable mobile ranking data. Semrush shows 19 mobile keywords vs 1,088 desktop, which is database sparsity, not truth. "Near me" search skews heavily mobile.	(gap - needs Search Console)	HIGH

Things a redesign will not fix

These need separate owners and separate budget.

#	Issue	Why a redesign cannot solve it	Owner
16	30 of 37 directory listings need fixing; online presence rated Poor	Map pack ranking is driven by Google Business Profile and citation consistency, not by the website. This is the largest single gap in the benchmark and the cheapest to close.	Marketing
17	No map pack presence in 7 of 8 markets	First Care holds #1 in the map pack on every near-me term in Minneapolis, St. Paul and Bloomington while ranking BELOW us organically in two of the three.	Marketing
18	25 total reviews across all locations	Review count and recency are direct local ranking factors and no page change affects them.	All staff
19	76% of organic traffic is branded	Non-branded traffic is 182 visits/month across 1,078 keywords. A prettier site does not create demand - content and local presence do.	Leadership

New pages and blog posts

Content plan

Eighteen new pages to write, easiest first.

A competitor our size already ranks for every topic here. So we know it can be done.

Ranked by winnability, not raw volume. Every row is a topic where demand is measured and a competitor of comparable size already ranks — so the result page is known to be reachable.

Priority	Working title	Primary keyword	Vol / mo	KD	Cluster vol / mo	Proof it is winnable	Notes
1	How much does an abortion cost in Minnesota?	how much is an abortion	14,800	17	55,300	First Care ranks #1 for "how much is an abortion in minnesota"	Biggest soft target in the market. KD 15-27 across the whole cluster. We rank for none of it.
2	What a free ultrasound appointment is actually like	free ultrasound near me	6,600	10	15,170	Lowest KD in the dataset; we already rank #2-6 in most markets	KD 9-10. This is literally our service. Local pack on most of these SERPs.
3	Free pregnancy testing: what to expect and how to book	free pregnancy test	8,100	17	24,480	We already hold #1 locally in Apple Valley	Pair with a clear booking path. "where can you go to get a free pregnancy test" is KD 10.
4	Infant CPR classes	infant cpr classes near me	4,400	17	10,160	Local pack SERP; low KD throughout	Adjacent service demand we do not touch at all. KD 7-17.
5	Free parenting classes in Dakota County	parenting classes near me	3,600	30	7,690	First Care ranks for the cluster; local pack present	"parenting classes mn" and "minnesota court ordered parenting classes" are KD 5-10.
6	What is Plan C?	plan c pills	6,600	14	23,560	First Care /plan-c-what-is-it/ ranks #16	KD 9-21 on the money terms. Currently no page of ours exists.
7	Does Plan B stop implantation?	does plan b stop implantation	480	17	840	First Care ranks #12 with a dedicated page	Small volume, but a direct question we get asked and currently answer nowhere.
8	Is Plan B an abortion? How accurate is it?	is plan b abortion	2,400	11	9,130	First Care /plan-b-is-it-abortion/ ranks #38 - beatable	Split this OFF the existing mega-page rather than adding to it.
9	Giving a baby up for adoption in Minnesota	giving baby up for adoption	590	18	2,010	Low KD throughout (5-22)	Small volume, highest-intent visitor in the whole plan.
10	Can you be pregnant and not know it?	can you be pregnant and not know	390	19	6,210	First Care ranks #3 with a dedicated page	Proven top-3 achievable. Currently buried in our mega-page.
11	Early pregnancy signs: appetite and hunger changes	is increase in appetite a sign of early pregnancy	390	28	7,890	First Care ranks #3-6 across this cluster	58 long-tail keywords. Good candidate for one thorough article.
12	Chlamydia vs gonorrhea: symptoms and testing	gonorrhea vs chlamydia	1,000	35	7,470	First Care ranks #15	Supports the STD/STI service line, which is our largest volume cluster.
13	The most common STIs and their symptoms	most common stds	2,400	52	23,520	First Care /top-5-most-common-stis/ ranks #26	High KD on head terms - target the long tail first.
14	When are you most likely to get pregnant?	when are you most likely to become pregnant	1,900	48	13,480	First Care ranks #15	Informational top-of-funnel. Lower priority, higher difficulty.
15	Does insurance cover abortion?	does insurance cover abortion	4,400	48	5,780	First Care ranks #34 - nobody owns this	KD 48-50. Winnable because the incumbent is weak, not because it is easy.
16	Warning signs of an incomplete abortion	failed abortion	590	22	2,060	We already rank #87; First Care #35-62	We have a page - it just needs to be focused and rewritten.
17	Am I pregnant? A self-check guide	online pregnancy test	4,400	60	14,950	First Care has an interactive quiz ranking #12-14	Requires building a tool, not just a page. Highest effort in the plan.
18	Spanish: ultrasonidos y pruebas de embarazo gratis	ultrasonidos cercas de mi	1,300	6		We already rank #2-3 on existing /es/ pages	KD 6. Nine Spanish terms have no matching /es/ page at all - see Rankings by market: Spanish tab.

Every keyword on record

Master keyword index

Our Google position for every keyword, in every city, versus competitors.

Green means we are ahead. Red means they are. Almost all our wins are in Apple Valley.

Position Tracking is the primary measure throughout. It reports position by city against the four competitors, which is what a single-location clinic competes on. The national organic index is reported alongside as secondary context.

Why local leads — local “near me” searches are the demand. Only 13 keywords in 201,279 name a city in this footprint, so national position rarely reflects what a searcher in Burnsville actually sees.

Head to head by market — one chip per tracked campaign reading market · our position · best competitor. Green where we are ahead, red where a competitor is. Abbreviations: AplV Apple Valley, Burn Burnsville, Lkvl Lakeville, Egan Eagan, Rsmt Rosemount, Blmg Bloomington, StPl St. Paul, Mpls Minneapolis, ES Spanish.

Best competitor — the strongest position any of First Care, Amnion, Guiding Star or New Life holds in the same tracked markets.

KD — keyword difficulty, 0–100. Green ≤ 20, amber 21–35, red 36+.

Tracked keywords — the primary comparison

123 keywords measured across nine city campaigns, 189 keyword-market pairs in total. Volumes here are scoped to the tracked city, so they are much smaller than national figures for the same term — and much closer to the demand actually available.

Keyword	Local vol / mo	KD	Our best position	Best competitor	Head to head by market — us vs best competitor	Won / lost	Status	National
free std testing near me	720	62	1Apple Valley	20First Care	AplV1—Burn1123Lkvl1920Egan61—Rsmt2722Blmg3035StPl—21Mpls—33	5 / 3	Map packApple Valley	—
abortion pill near me	110	64	—	4Amnion	AplV—12Burn—4Lkvl—19Egan—13Rsmt—12Blmg—19StPl—15Mpls—15	0 / 8	Tracked — not ranking	—
std testing near me	90	55	5Apple Valley	19First Care	AplV5—Burn2620Lkvl1921Egan2623Rsmt3019	2 / 3	Local top 10	—
early pregnancy symptoms	70	55	—	—	AplV——	0 / 0	Tracked — not ranking	—
free pregnancy test near me	70	25	1Apple Valley	1First Care	AplV12Burn45Lkvl46Egan45Rsmt64Blmg51StPl62Mpls51	4 / 4	Local top 3	—
pregnancy clinic near me	70	56	1Apple Valley	1First Care	AplV17Burn32Lkvl56Egan57Rsmt—5Blmg41StPl52Mpls41	3 / 5	Map packApple Valley	—
pregnancy choices	50	52	1Apple Valley	—	AplV1—	1 / 0	Local top 3	1
abortion clinic	40	68	—	22First Care	AplV—22	0 / 1	Tracked — not ranking	—
abortion pill	40	73	—	63First Care	AplV—63	0 / 1	Tracked — not ranking	—
minnesota womens care	40	39	—	—	AplV——	0 / 0	Tracked — not ranking	—
planned parenthood apple valley	30	32	10Apple Valley	—	AplV10—	1 / 0	Local top 10	13
does insurance cover abortion	20	53	—	32First Care	AplV—32	0 / 1	Tracked — not ranking	—
free ultrasound near me	20	10	2Apple Valley	1First Care	AplV23Burn65Lkvl57Egan56Rsmt65Blmg51StPl61Mpls51	3 / 5	Local top 3	39
pregnancy center near me	20	58	1Apple Valley	1First Care	AplV15Burn54Lkvl45Egan45Rsmt—4Blmg41StPl61Mpls111	3 / 5	Map packApple Valley	—
pregnancy test near me	20	30	7Eagan	7First Care	AplV87Burn87Lkvl87Egan78Rsmt—7	1 / 4	Local top 10	—
abortion cost	10	25	—	10First Care	AplV—10	0 / 1	Tracked — not ranking	—
abortion pill cost	10	43	—	34First Care	AplV—34	0 / 1	Tracked — not ranking	—
abortion pill side effects	10	38	—	—	AplV——	0 / 0	Tracked — not ranking	—
am i pregnant	10	67	—	—	AplV——	0 / 0	Tracked — not ranking	—
are abortions legal in minnesota	10	42	26Apple Valley	41First Care	AplV2641	1 / 0	Local deep	26
cost of pregnancy termination	10	20	—	34First Care	AplV—34	0 / 1	Tracked — not ranking	—
fatherhood program	10	44	—	—	AplV——	0 / 0	Tracked — not ranking	—
free diapers near me	10	42	—	—	AplV——	0 / 0	Tracked — not ranking	—
free parenting classes	10	42	—	51First Care	AplV—51	0 / 1	Tracked — not ranking	—
free pregnancy test	10	49	1Apple Valley	6First Care	AplV16	1 / 0	Map packApple Valley	—
free std testing	10	46	1Apple Valley	20First Care	AplV120	1 / 0	Map packApple Valley	—
guiding star wakota	10	31	—	3Guiding Star	AplV—3	0 / 1	Tracked — not ranking	—
how does plan b work	10	50	41Apple Valley	—	AplV41—	1 / 0	Local deep	40
how effective is plan b	10	42	—	26First Care	AplV—26	0 / 1	Tracked — not ranking	—
how far along am i	10	63	—	—	AplV——	0 / 0	Tracked — not ranking	—
how long you can get pregnant after abortion	10	25	—	66Amnion	AplV—66	0 / 1	Tracked — not ranking	—
how much does an abortion cost	10	19	—	28First Care	AplV—28	0 / 1	Tracked — not ranking	—
how much is an abortion	10	30	—	43First Care	AplV—43	0 / 1	Tracked — not ranking	—
is abortion legal in minnesota	10	42	24Apple Valley	—	AplV24—	1 / 0	Local deep	21
is abortion legal in mn	10	47	25Apple Valley	37First Care	AplV2537	1 / 0	Local deep	26
minnesota abortion law	10	50	24Apple Valley	37First Care	AplV2437	1 / 0	Local deep	23
miscarriage support	10	47	—	—	AplV——	0 / 0	Tracked — not ranking	—
my period is late	10	35	—	—	AplV——	0 / 0	Tracked — not ranking	—
new life family services	10	16	—	1New Life	AplV—1	0 / 1	Tracked — not ranking	—
plan b side effects	10	38	—	—	AplV——	0 / 0	Tracked — not ranking	—
pregnancy help center near me	10	47	2Apple Valley	5Amnion	AplV28Burn65Lkvl57Egan56Rsmt265	3 / 2	Map packApple Valley	1
sintomas de embarazo	10	32	—	—	ES——	0 / 0	Tracked — not ranking	—
when to take plan b	10	42	—	—	AplV——	0 / 0	Tracked — not ranking	—
abortion cost minnesota	0	20	—	6First Care	AplV—6	0 / 1	Tracked — not ranking	—
abortion grief support	0	23	32Apple Valley	20First Care	AplV3220	0 / 1	Local deep	—
abortion law in minnesota	0	45	23Apple Valley	34First Care	AplV2334	1 / 0	Local deep	22
abortion law in mn	0	43	18Apple Valley	30First Care	AplV1830	1 / 0	Local page 2	23
abortion law minnesota	0	48	18Apple Valley	31First Care	AplV1831	1 / 0	Local page 2	18
abortion laws in minnesota	0	40	20Apple Valley	34First Care	AplV2034	1 / 0	Local page 2	26
abortion pill requirements	0	73	—	63First Care	AplV—63	0 / 1	Tracked — not ranking	—
abortion prices	0	28	—	39First Care	AplV—39	0 / 1	Tracked — not ranking	—
abortions near me	0	66	—	5Amnion	AplV—17Burn—5Lkvl—21Egan—17Rsmt—18	0 / 5	Tracked — not ranking	—
aborto legal en minnesota	0	13	24Spanish	46First Care	ES2446	1 / 0	Local deep	—
aborto minnesota	0	18	29Spanish	52First Care	ES2952	1 / 0	Local deep	—
adoption options minnesota	0	28	—	—	AplV——	0 / 0	Tracked — not ranking	—
adoption vs abortion	0	25	—	—	AplV——	0 / 0	Tracked — not ranking	—
amnion womens center	0	42	—	1Amnion	AplV—1	0 / 1	Tracked — not ranking	—
apoyo despues de un aborto	0	13	—	—	ES——	0 / 0	Tracked — not ranking	—
baby and me apple valley	0	18	4Apple Valley	—	AplV4—	1 / 0	Local top 10	—
centro de embarazo cerca de mi	0	14	2Spanish	11First Care	ES211	1 / 0	Local top 3	—
clases de crianza gratis	0	10	—	—	ES——	0 / 0	Tracked — not ranking	—
clinica de embarazo apple valley	0	23	4Spanish	—	ES4—	1 / 0	Local top 10	—
como funciona plan b	0	11	11Spanish	—	ES11—	1 / 0	Local page 2	—
confidential std testing near me	0	14	1Apple Valley	19First Care	AplV119	1 / 0	Local top 3	—
confidential sti testing	0	41	9Apple Valley	58First Care	AplV958	1 / 0	Local top 10	—
cuanto cuesta un aborto	0	4	—	—	ES——	0 / 0	Tracked — not ranking	—
decision point coaching	0	8	—	—	AplV——	0 / 0	Tracked — not ranking	—
does plan b stop implantation	0	25	—	21First Care	AplV—21	0 / 1	Tracked — not ranking	—
early pregnancy ultrasound near me	0	24	2Apple Valley	6First Care	AplV26	1 / 0	Map packApple Valley	—
embarazo inesperado	0	40	—	—	ES——	0 / 0	Tracked — not ranking	—
first care pregnancy center	0	14	—	4First Care	AplV—4	0 / 1	Tracked — not ranking	—
free parenting classes dakota county	0	20	—	38First Care	AplV—38	0 / 1	Tracked — not ranking	—
free pregnancy test apple valley	0	22	2Apple Valley	15First Care	AplV215	1 / 0	Local top 3	—
free pregnancy testing	0	44	2Apple Valley	3First Care	AplV23	1 / 0	Local top 3	—
free pregnancy tests near me	0	12	1Apple Valley	2First Care	AplV12	1 / 0	Local top 3	—
free ultrasound apple valley	0	24	1Apple Valley	20First Care	AplV120	1 / 0	Local top 3	—
free ultrasounds near me	0	52	1Apple Valley	6Amnion	AplV17Burn56Lkvl57Egan56Rsmt56	5 / 0	Map packApple Valley	—
good father program	0	17	1Apple Valley	—	AplV1—	1 / 0	Local top 3	—
how does the abortion pill work	0	54	—	68First Care	AplV—68	0 / 1	Tracked — not ranking	—
how far along can you get an abortion in minnesota	0	36	30Apple Valley	26First Care	AplV3026	0 / 1	Local deep	—
how much are abortions	0	25	—	62First Care	AplV—62	0 / 1	Tracked — not ranking	—
how much do abortions cost	0	25	—	51First Care	AplV—51	0 / 1	Tracked — not ranking	—
how much is a abortion	0	33	—	50First Care	AplV—50	0 / 1	Tracked — not ranking	—
how much is a abortion pill	0	42	—	—	AplV——	0 / 0	Tracked — not ranking	—
how much is an abortion in minnesota	0	31	—	1First Care	AplV—1	0 / 1	Tracked — not ranking	—
incomplete abortion	0	19	—	29First Care	AplV—29	0 / 1	Tracked — not ranking	66
is adoption right for me	0	10	—	—	AplV——	0 / 0	Tracked — not ranking	—
life coaching pregnancy	0	6	1Apple Valley	—	AplV1—	1 / 0	Map packApple Valley	—
minnesota abortion clinic	0	31	—	37First Care	AplV—37	0 / 1	Tracked — not ranking	—
minnesota abortion laws	0	49	23Apple Valley	37First Care	AplV2337	1 / 0	Local deep	21
minnesota abortion laws 2026	0	46	21Apple Valley	—	AplV21—	1 / 0	Local deep	—
mom choice for pregnancy	0	21	5Apple Valley	—	AplV5—	1 / 0	Local top 10	5
my girlfriend is pregnant what do i do	0	8	—	—	AplV——	0 / 0	Tracked — not ranking	—
my pregnancy choices	0	58	1Apple Valley	—	AplV1—	1 / 0	Local top 3	—
open adoption minnesota	0	31	—	—	AplV——	0 / 0	Tracked — not ranking	—
parenting support minnesota	0	32	—	41First Care	AplV—41	0 / 1	Tracked — not ranking	—
pastillas para abortar	0	36	—	—	ES——	0 / 0	Tracked — not ranking	—
post abortion support minnesota	0	15	16Apple Valley	4First Care	AplV164	0 / 1	Local page 2	—
pregnancy center burnsville mn	0	19	4Apple Valley	1Amnion	AplV41	0 / 1	Local top 10	—
pregnancy centers near me	0	52	2Apple Valley	6First Care	AplV26	1 / 0	Map packApple Valley	—
pregnancy choices apple valley	0	31	1Apple Valley	13First Care	AplV113	1 / 0	Local top 3	1
pregnancy choices apple valley mn	0	31	1Apple Valley	13First Care	AplV113	1 / 0	Local top 3	1
pregnancy choices mn	0	44	1Apple Valley	9First Care	AplV19	1 / 0	Local top 3	—
pregnancy near me	0	58	1Apple Valley	2First Care	AplV12	1 / 0	Local top 3	—
pregnancy resources dakota county	0	19	1Apple Valley	18First Care	AplV118	1 / 0	Map packApple Valley	—
proof of pregnancy near me	0	54	2Apple Valley	4First Care	AplV24	1 / 0	Map packApple Valley	—
prueba de embarazo gratis	0	8	—	—	ES——	0 / 0	Tracked — not ranking	13
prueba de embarazo gratis cerca de mi	0	8	5Spanish	27Amnion	ES527	1 / 0	Local top 10	—
prueba de its gratis	0	18	—	—	ES——	0 / 0	Tracked — not ranking	—
que es plan b	0	10	—	—	ES——	0 / 0	Tracked — not ranking	1
que tan efectiva es la pastilla plan b	0	27	3Spanish	—	ES3—	1 / 0	Local top 3	1
same day pregnancy ultrasound near me	0	5	2Apple Valley	4First Care	AplV24	1 / 0	Local top 3	—
std testing without insurance	0	58	2Apple Valley	58First Care	AplV258	1 / 0	Map packApple Valley	—
types of abortion	0	36	—	—	AplV——	0 / 0	Tracked — not ranking	—
ultrasonido de embarazo gratis	0	8	7Spanish	—	ES7—	1 / 0	Local top 10	—
ultrasonido gratis minnesota	0	7	2Spanish	6First Care	ES26	1 / 0	Local top 3	—
ultrasound before abortion	0	8	—	—	AplV——	0 / 0	Tracked — not ranking	—
ultrasound to confirm pregnancy near me	0	14	1Apple Valley	2First Care	AplV12	1 / 0	Local top 3	—
unplanned pregnancy help for men	0	5	3Apple Valley	7First Care	AplV37	1 / 0	Local top 3	—
unplanned pregnancy help near me	0	50	1Apple Valley	1Amnion	AplV18Burn21Lkvl19Egan15Rsmt17	4 / 1	Local top 3	98
warning signs of infection after abortion	0	6	87Apple Valley	—	AplV87—	1 / 0	Local deep	92
what are different types of abortion	0	—	—	—	AplV——	0 / 0	Tracked — not ranking	—
what to know before an abortion	0	20	—	60First Care	AplV—60	0 / 1	Tracked — not ranking	—

Head to head across all 189 tracked keyword-market pairs

81we rank ahead

78a competitor ranks ahead

30neither ranks

Market	We rank ahead	Competitor ahead	Reading
Apple Valley	48	36	Home market. We lead, but not comfortably.
Lakeville	9	3	Clear lead.
Eagan	9	3	Clear lead.
Spanish	9	0	Uncontested. No competitor ranks for any Spanish term.
Burnsville	3	9	Losing, despite proximity. Amnion is strong here.
Rosemount	2	10	Worst Dakota County market. No city page exists.
Bloomington	1	5	Losing.
St. Paul	0	6	Beaten on every tracked keyword.
Minneapolis	0	6	Beaten on every tracked keyword.

Held in the workbook, not here

Two reference sets are deliberately not reproduced in this document. They exist to be queried, sorted and filtered rather than read, so they live in the spreadsheet where that is possible.

Untracked keywords — 2,234 rows. Keywords appearing in the national organic index or the competitor gap analysis but not in any Position Tracking campaign. National US positions only, which a single Apple Valley clinic cannot act on directly. Workbook tab: Untracked Keywords.

Demand research pool — 2,764 rows. Keywords from the nine Keyword Magic seeds that nobody in this competitive set ranks for. Research input for the content plan, already distilled into the eighteen briefs above. Workbook tab: Demand Research Pool.

Also workbook-only: the 162-keyword winnable list, the full CTR model, and the head-to-head matrix with all nine markets as paired columns. Tabs: Competitive Gap, Traffic Opportunity, Head to Head.

All 189 tracked keyword-location pairs

Rankings by market

The same rankings, one city at a time.

For when someone asks how we are doing in a specific town.

One row per tracked keyword per market, with the URL Google chose and all four competitors. Blank position = not ranking in the top 100.

Apple Valley 105 keywords

Apple Valley, MN (HQ) | English | Campaign 30724810 / Export 5294787

Keyword	Vol	KD	Our position	Change	Result type	Our landing page	First Care	Amnion	Guiding Star	New Life	Best comp	Status
confidential std testing near me		14	1	0	organic	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	19	—	—	—	19	Top 3
free pregnancy test	10	49	1	0	local		6	—	—	—	6	Top 3
free pregnancy test near me		25	1	0	organic	https://mypregnancychoices.com/	2	—	—	—	2	Top 3
free pregnancy tests near me		12	1	0	organic	https://mypregnancychoices.com/	2	—	—	—	2	Top 3
free std testing	10	46	1	1	local		20	—	—	—	20	Top 3
free std testing near me	30	62	1	1	local		—	—	—	—	—	Top 3
free ultrasound apple valley		24	1	0	ai overview	https://donors.mypregnancychoices.com/contact-partners/	20	—	—	—	20	Top 3
free ultrasounds near me		52	1	0	local		7	—	—	—	7	Top 3
good father program		17	1	0	organic	https://mypregnancychoices.com/pregnancy-resources/for-men/	—	—	—	—	—	Top 3
life coaching pregnancy		6	1	0	local		—	—	—	—	—	Top 3
my pregnancy choices		58	1	0	ai overview	https://donors.mypregnancychoices.com/contact-partners/	—	—	—	—	—	Top 3
pregnancy center near me	10	58	1	0	local		5	—	—	—	5	Top 3
pregnancy choices	50	52	1	0	ai overview	https://donors.mypregnancychoices.com/contact-partners/	—	—	—	—	—	Top 3
pregnancy choices apple valley		31	1	0	ai overview	https://donors.mypregnancychoices.com/contact-partners/	13	—	—	—	13	Top 3
pregnancy choices apple valley mn		31	1	0	ai overview	https://donors.mypregnancychoices.com/contact-partners/	13	—	—	—	13	Top 3
pregnancy choices mn		44	1	0	ai overview	https://donors.mypregnancychoices.com/contact-partners/	9	—	—	—	9	Top 3
pregnancy clinic near me		56	1	0	local		7	—	—	—	7	Top 3
pregnancy near me		58	1	0	organic	https://mypregnancychoices.com/	2	—	—	—	2	Top 3
pregnancy resources dakota county		19	1	0	local		18	—	39	—	18	Top 3
ultrasound to confirm pregnancy near me		14	1	0	organic	https://mypregnancychoices.com/pregnancy-services/ultrasounds/	2	15	—	—	2	Top 3
unplanned pregnancy help near me		50	1	0	organic	https://mypregnancychoices.com/	8	—	—	—	8	Top 3
early pregnancy ultrasound near me		24	2	0	local		6	28	—	—	6	Top 3
free pregnancy test apple valley		22	2	-1	site links	https://mypregnancychoices.com/	15	—	—	—	15	Top 3
free pregnancy testing		44	2	-1	organic	https://mypregnancychoices.com/pregnancy-services/	3	—	—	—	3	Top 3
free ultrasound near me		10	2	-1	organic	https://mypregnancychoices.com/	3	—	—	—	3	Top 3
pregnancy centers near me		52	2	0	local		6	—	—	—	6	Top 3
pregnancy help center near me		47	2	-1	local		8	—	—	89	8	Top 3
proof of pregnancy near me		54	2	0	local		4	—	—	—	4	Top 3
same day pregnancy ultrasound near me		5	2	0	organic	https://mypregnancychoices.com/	4	24	—	—	4	Top 3
std testing without insurance		58	2	-1	local		58	—	—	—	58	Top 3
unplanned pregnancy help for men		5	3	0	organic	https://mypregnancychoices.com/pregnancy-resources/mens-support/	7	—	—	—	7	Top 3
baby and me apple valley		18	4	0	organic	https://mypregnancychoices.com/baby-and-me/	—	—	—	—	—	Top 10
pregnancy center burnsville mn		19	4	-2	organic	https://mypregnancychoices.com/burnsville-pregnancy-resources/	—	1	—	—	1	Top 10
mom choice for pregnancy		21	5	-1	organic	https://mypregnancychoices.com/pregnancy-resources/for-women/	—	—	—	—	—	Top 10
std testing near me	50	55	5	-3	organic	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	—	—	—	—	—	Top 10
pregnancy test near me	10	30	8	-3	organic	https://mypregnancychoices.com/	7	—	—	—	7	Top 10
confidential sti testing		41	9	91	organic	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	58	—	—	—	58	Top 10
planned parenthood apple valley	30	32	10	1	organic	https://mypregnancychoices.com/	—	—	—	—	—	Top 10
post abortion support minnesota		15	16	16	organic	https://mypregnancychoices.com/pregnancy-resources/reproductive-grief-abortion/	4	—	—	—	4	Page 2
abortion law in mn		43	18	3	organic	https://mypregnancychoices.com/abortion-questions/minnesota-after-roe-v-wade/	30	—	—	—	30	Page 2
abortion law minnesota		48	18	5	organic	https://mypregnancychoices.com/abortion-questions/minnesota-after-roe-v-wade/	31	—	—	—	31	Page 2
abortion laws in minnesota		40	20	3	organic	https://mypregnancychoices.com/abortion-questions/minnesota-after-roe-v-wade/	34	—	—	—	34	Page 2
minnesota abortion laws 2026		46	21	1	organic	https://mypregnancychoices.com/abortion-questions/minnesota-after-roe-v-wade/	—	—	—	—	—	Deep
abortion law in minnesota		45	23	1	organic	https://mypregnancychoices.com/abortion-questions/minnesota-after-roe-v-wade/	34	—	—	—	34	Deep
minnesota abortion laws		49	23	0	organic	https://mypregnancychoices.com/abortion-questions/minnesota-after-roe-v-wade/	37	—	—	—	37	Deep
is abortion legal in minnesota	10	42	24	0	organic	https://mypregnancychoices.com/abortion-questions/minnesota-after-roe-v-wade/	—	—	—	—	—	Deep
minnesota abortion law	10	50	24	0	organic	https://mypregnancychoices.com/abortion-questions/minnesota-after-roe-v-wade/	37	—	—	—	37	Deep
is abortion legal in mn	10	47	25	-3	organic	https://mypregnancychoices.com/abortion-questions/minnesota-after-roe-v-wade/	37	—	—	—	37	Deep
are abortions legal in minnesota	10	42	26	0	organic	https://mypregnancychoices.com/abortion-questions/minnesota-after-roe-v-wade/	41	—	—	—	41	Deep
how far along can you get an abortion in minnesota		36	30	3	organic	https://mypregnancychoices.com/abortion-questions/minnesota-after-roe-v-wade/	26	—	—	—	26	Deep
abortion grief support		23	32	-10	organic	https://mypregnancychoices.com/pregnancy-resources/reproductive-grief-abortion/	20	—	—	—	20	Deep
how does plan b work	10	50	41	1	organic	https://mypregnancychoices.com/abortion-questions/how-does-plan-b-work/	—	—	—	—	—	Deep
warning signs of infection after abortion		6	87	2	organic	https://mypregnancychoices.com/abortion-questions/what-are-the-signs-of-an-incomplete-abortion/	—	—	—	—	—	Deep
abortion clinic	40	68	—				22	—	—	—	22	Not ranking
abortion cost	10	25	—				10	—	—	—	10	Not ranking
abortion cost minnesota		20	—				6	—	—	—	6	Not ranking
abortion pill	40	73	—				63	—	—	—	63	Not ranking
abortion pill cost	10	43	—				34	—	—	—	34	Not ranking
abortion pill near me	10	64	—				12	—	—	—	12	Not ranking
abortion pill requirements		73	—				63	—	—	—	63	Not ranking
abortion pill side effects	10	38	—				—	—	—	—	—	Not ranking
abortion prices		28	—				39	—	—	—	39	Not ranking
abortions near me		66	—				17	—	—	—	17	Not ranking
adoption options minnesota		28	—				—	—	—	—	—	Not ranking
adoption vs abortion		25	—				—	—	—	—	—	Not ranking
am i pregnant	10	67	—				—	—	—	—	—	Not ranking
amnion womens center		42	—				—	1	—	—	1	Not ranking
cost of pregnancy termination	10	20	—				34	—	—	—	34	Not ranking
decision point coaching		8	—				—	—	—	—	—	Not ranking
does insurance cover abortion	20	53	—				32	—	—	—	32	Not ranking
does plan b stop implantation		25	—				21	—	—	—	21	Not ranking
early pregnancy symptoms	70	55	—				—	—	—	—	—	Not ranking
fatherhood program	10	44	—				—	—	—	—	—	Not ranking
first care pregnancy center		14	—				4	—	—	13	4	Not ranking
free diapers near me	10	42	—				—	—	—	—	—	Not ranking
free parenting classes	10	42	—				51	—	—	—	51	Not ranking
free parenting classes dakota county		20	—				38	—	—	—	38	Not ranking
guiding star wakota	10	31	—				—	—	3	—	3	Not ranking
how does the abortion pill work		54	—				68	—	—	—	68	Not ranking
how effective is plan b	10	42	—				26	—	—	—	26	Not ranking
how far along am i	10	63	—				—	—	—	—	—	Not ranking
how long you can get pregnant after abortion	10	25	—				—	66	—	—	66	Not ranking
how much are abortions		25	—				62	—	—	—	62	Not ranking
how much do abortions cost		25	—				51	—	—	—	51	Not ranking
how much does an abortion cost	10	19	—				28	—	—	—	28	Not ranking
how much is a abortion		33	—				50	—	—	—	50	Not ranking
how much is a abortion pill		42	—				—	—	—	—	—	Not ranking
how much is an abortion	10	30	—				43	—	—	—	43	Not ranking
how much is an abortion in minnesota		31	—				1	—	—	—	1	Not ranking
incomplete abortion		19	—				29	—	—	—	29	Not ranking
is adoption right for me		10	—				—	—	—	—	—	Not ranking
minnesota abortion clinic		31	—				37	—	—	—	37	Not ranking
minnesota womens care	40	39	—				—	—	—	—	—	Not ranking
miscarriage support	10	47	—				—	—	—	—	—	Not ranking
my girlfriend is pregnant what do i do		8	—				—	—	—	—	—	Not ranking
my period is late	10	35	—				—	—	—	—	—	Not ranking
new life family services	10	16	—				—	—	—	1	1	Not ranking
open adoption minnesota		31	—				—	—	—	—	—	Not ranking
parenting support minnesota		32	—				41	—	—	—	41	Not ranking
plan b side effects	10	38	—				—	—	—	—	—	Not ranking
types of abortion		36	—				—	—	—	—	—	Not ranking
ultrasound before abortion		8	—				—	—	—	—	—	Not ranking
what are different types of abortion		0	—				—	—	—	—	—	Not ranking
what to know before an abortion		20	—				60	—	—	—	60	Not ranking
when to take plan b	10	42	—				—	—	—	—	—	Not ranking

Spanish 18 keywords

Apple Valley / Dakota County | Spanish | Campaign 30810168 / Export 5294798

Keyword	Vol	KD	Our position	Change	Result type	Our landing page	First Care	Amnion	Guiding Star	New Life	Best comp	Status
centro de embarazo cerca de mi		14	2	2	organic	https://mypregnancychoices.com/es/contacto-centro-de-ayuda-para-el-embarazo/	11	62	—	—	11	Top 3
ultrasonido gratis minnesota		7	2	1	organic	https://mypregnancychoices.com/es/servicios-de-embarazo/ultrasonidos/	6	36	82	—	6	Top 3
que tan efectiva es la pastilla plan b		27	3	97	site links	https://mypregnancychoices.com/es/preguntas-aborto/como-funciona-plan-b/	—	—	—	—	—	Top 3
clinica de embarazo apple valley		23	4	0	organic	https://mypregnancychoices.com/es/contacto-centro-de-ayuda-para-el-embarazo/	—	—	—	—	—	Top 10
prueba de embarazo gratis cerca de mi		8	5	3	organic	https://mypregnancychoices.com/es/servicios-de-embarazo/ultrasonidos/	81	27	—	—	27	Top 10
ultrasonido de embarazo gratis		8	7	93	organic	https://mypregnancychoices.com/es/servicios-de-embarazo/ultrasonidos/	—	—	—	—	—	Top 10
como funciona plan b		11	11	89	organic	https://mypregnancychoices.com/es/preguntas-aborto/como-funciona-plan-b/	—	—	—	—	—	Page 2
aborto legal en minnesota		13	24	-2	organic	https://mypregnancychoices.com/es/preguntas-aborto/minnesota-after-roe-v-wade/	46	—	—	—	46	Deep
aborto minnesota		18	29	-8	organic	https://mypregnancychoices.com/es/preguntas-aborto/minnesota-after-roe-v-wade/	52	—	—	—	52	Deep
apoyo despues de un aborto		13	—				—	—	—	—	—	Not ranking
clases de crianza gratis		10	—				—	—	—	—	—	Not ranking
cuanto cuesta un aborto		4	—				—	—	—	—	—	Not ranking
embarazo inesperado		40	—				—	—	—	—	—	Not ranking
pastillas para abortar		36	—				—	—	—	—	—	Not ranking
prueba de embarazo gratis		8	—				—	—	—	—	—	Not ranking
prueba de its gratis		18	—				—	—	—	—	—	Not ranking
que es plan b		10	—				—	—	—	—	—	Not ranking
sintomas de embarazo	10	32	—				—	—	—	—	—	Not ranking

Burnsville 12 keywords

Burnsville, MN | English | Campaign 30810169 / Export 5294802

Keyword	Vol	KD	Our position	Change	Result type	Our landing page	First Care	Amnion	Guiding Star	New Life	Best comp	Status
unplanned pregnancy help near me		51	2	0	organic	https://mypregnancychoices.com/burnsville-pregnancy-resources/	9	1	—	29	1	Top 3
pregnancy clinic near me		56	3	2	organic	https://mypregnancychoices.com/burnsville-pregnancy-resources/	4	2	—	—	2	Top 3
free pregnancy test near me		25	4	0	organic	https://mypregnancychoices.com/burnsville-pregnancy-resources/	6	5	—	—	5	Top 10
free ultrasounds near me		52	5	-1	organic	https://mypregnancychoices.com/burnsville-pregnancy-resources/	7	6	—	—	6	Top 10
pregnancy center near me	10	58	5	0	organic	https://mypregnancychoices.com/burnsville-pregnancy-resources/	6	4	—	—	4	Top 10
free ultrasound near me		10	6	-1	organic	https://mypregnancychoices.com/burnsville-pregnancy-resources/	7	5	—	—	5	Top 10
pregnancy help center near me	10	47	6	-1	organic	https://mypregnancychoices.com/burnsville-pregnancy-resources/	8	5	—	—	5	Top 10
pregnancy test near me	20	30	8	-3	organic	https://mypregnancychoices.com/burnsville-pregnancy-resources/	7	60	—	—	7	Top 10
free std testing near me	40	62	11	-1	organic	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	23	—	—	—	23	Page 2
std testing near me	70	55	26	-2	organic	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	20	—	—	—	20	Deep
abortion pill near me	10	64	—				18	4	—	—	4	Not ranking
abortions near me		66	—				25	5	—	—	5	Not ranking

Lakeville 12 keywords

Lakeville, MN | English | Campaign 30810169 / Export 5294886

Keyword	Vol	KD	Our position	Change	Result type	Our landing page	First Care	Amnion	Guiding Star	New Life	Best comp	Status
unplanned pregnancy help near me		50	1	0	organic	https://mypregnancychoices.com/	9	—	—	—	9	Top 3
free pregnancy test near me		25	4	0	organic	https://mypregnancychoices.com/lakeville-pregnancy-resources/	6	—	—	—	6	Top 10
pregnancy center near me	10	58	4	0	organic	https://mypregnancychoices.com/lakeville-pregnancy-resources/	5	—	—	—	5	Top 10
free ultrasound near me		10	5	-1	organic	https://mypregnancychoices.com/lakeville-pregnancy-resources/	7	12	—	—	7	Top 10
free ultrasounds near me		52	5	-1	organic	https://mypregnancychoices.com/lakeville-pregnancy-resources/	7	11	—	—	7	Top 10
pregnancy clinic near me		56	5	-1	organic	https://mypregnancychoices.com/lakeville-pregnancy-resources/	6	—	—	—	6	Top 10
pregnancy help center near me		46	5	-1	organic	https://mypregnancychoices.com/lakeville-pregnancy-resources/	7	—	—	46	7	Top 10
pregnancy test near me	20	30	8	0	organic	https://mypregnancychoices.com/lakeville-pregnancy-resources/	7	—	—	—	7	Top 10
free std testing near me	40	62	19	-9	organic	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	20	—	—	—	20	Page 2
std testing near me	70	55	19	0	organic	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	21	—	—	—	21	Page 2
abortion pill near me	10	64	—				19	—	—	—	19	Not ranking
abortions near me		66	—				21	—	—	—	21	Not ranking

Eagan 12 keywords

Eagan, MN | English | Campaign 30810169 / Export 5294887

Keyword	Vol	KD	Our position	Change	Result type	Our landing page	First Care	Amnion	Guiding Star	New Life	Best comp	Status
unplanned pregnancy help near me		51	1	0	organic	https://mypregnancychoices.com/eagan-pregnancy-resources/	5	9	—	—	5	Top 3
free pregnancy test near me		25	4	0	organic	https://mypregnancychoices.com/eagan-pregnancy-resources/	5	—	—	—	5	Top 10
pregnancy center near me	10	58	4	0	organic	https://mypregnancychoices.com/eagan-pregnancy-resources/	5	—	—	—	5	Top 10
free ultrasound near me		10	5	-1	organic	https://mypregnancychoices.com/eagan-pregnancy-resources/	6	11	—	—	6	Top 10
free ultrasounds near me		52	5	-4	organic	https://mypregnancychoices.com/eagan-pregnancy-resources/	6	8	—	—	6	Top 10
pregnancy clinic near me		56	5	-1	organic	https://mypregnancychoices.com/eagan-pregnancy-resources/	7	—	—	—	7	Top 10
pregnancy help center near me		47	5	-1	organic	https://mypregnancychoices.com/eagan-pregnancy-resources/	6	—	—	—	6	Top 10
pregnancy test near me	20	30	7	-3	organic	https://mypregnancychoices.com/eagan-pregnancy-resources/	8	—	—	—	8	Top 10
std testing near me	90	57	26	-6	organic	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	23	—	—	—	23	Deep
free std testing near me	50	62	61	-2	organic	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	—	—	—	—	—	Deep
abortion pill near me	10	64	—				13	—	—	—	13	Not ranking
abortions near me		66	—				17	—	—	—	17	Not ranking

Rosemount 12 keywords

Rosemount, MN | English | Campaign 30810169 / Export 5294889

Keyword	Vol	KD	Our position	Change	Result type	Our landing page	First Care	Amnion	Guiding Star	New Life	Best comp	Status
unplanned pregnancy help near me		51	1	0	organic	https://mypregnancychoices.com/	7	—	—	30	7	Top 3
free ultrasounds near me		52	5	0	organic	https://mypregnancychoices.com/pregnancy-services/ultrasounds/	6	11	—	—	6	Top 10
free pregnancy test near me		25	6	0	organic	https://mypregnancychoices.com/eagan-pregnancy-resources/	4	—	—	—	4	Top 10
free ultrasound near me		10	6	-1	organic	https://mypregnancychoices.com/pregnancy-services/ultrasounds/	5	13	—	—	5	Top 10
pregnancy help center near me		47	26	-21	organic	https://mypregnancychoices.com/eagan-pregnancy-resources/	5	—	—	114	5	Deep
free std testing near me	10	62	27	-8	organic	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	22	—	—	—	22	Deep
std testing near me	20	55	30	-5	organic	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	19	—	—	—	19	Deep
abortion pill near me		64	—				12	—	—	—	12	Not ranking
abortions near me		66	—				18	—	—	—	18	Not ranking
pregnancy center near me	10	58	—				4	25	—	—	4	Not ranking
pregnancy clinic near me		56	—				5	—	—	—	5	Not ranking
pregnancy test near me	10	30	—				7	—	—	—	7	Not ranking

Bloomington 6 keywords

Bloomington, MN | English | Campaign 30821722 / Export 5299626

Keyword	Vol	KD	Our position	Change	Result type	Our landing page	First Care	Amnion	Guiding Star	New Life	Best comp	Status
pregnancy center near me	10	55	4	0	organic	https://mypregnancychoices.com/bloomington-pregnancy-resources/	1	2	—	—	1	Top 10
pregnancy clinic near me	10	52	4	0	organic	https://mypregnancychoices.com/bloomington-pregnancy-resources/	1	3	—	—	1	Top 10
free pregnancy test near me	10	35	5	-1	organic	https://mypregnancychoices.com/bloomington-pregnancy-resources/	1	3	—	—	1	Top 10
free ultrasound near me		51	5	-1	organic	https://mypregnancychoices.com/bloomington-pregnancy-resources/	1	2	—	—	1	Top 10
free std testing near me	90	45	30	-9	organic	https://mypregnancychoices.com/bloomington-pregnancy-resources/	35	—	—	—	35	Deep
abortion pill near me	10	51	—				19	—	—	—	19	Not ranking

St Paul 6 keywords

St. Paul, MN | English | Campaign 30821722 / Export 5299643

Keyword	Vol	KD	Our position	Change	Result type	Our landing page	First Care	Amnion	Guiding Star	New Life	Best comp	Status
pregnancy clinic near me	10	52	5	0	organic	https://mypregnancychoices.com/st-paul-pregnancy-resources/	2	—	—	—	2	Top 10
free pregnancy test near me	10	35	6	-1	organic	https://mypregnancychoices.com/st-paul-pregnancy-resources/	2	—	—	—	2	Top 10
free ultrasound near me	20	51	6	-1	organic	https://mypregnancychoices.com/st-paul-pregnancy-resources/	1	—	—	—	1	Top 10
pregnancy center near me	10	55	6	1	organic	https://mypregnancychoices.com/st-paul-pregnancy-resources/	1	—	—	—	1	Top 10
abortion pill near me	30	51	—				15	—	—	—	15	Not ranking
free std testing near me	170	45	—				21	—	—	—	21	Not ranking

Minneapolis 6 keywords

Minneapolis, MN | English | Campaign 30821722 / Export 5299676

Keyword	Vol	KD	Our position	Change	Result type	Our landing page	First Care	Amnion	Guiding Star	New Life	Best comp	Status
pregnancy clinic near me	70	52	4	0	organic	https://mypregnancychoices.com/minneapolis-pregnancy-resources/	1	—	—	—	1	Top 10
free pregnancy test near me	70	35	5	-1	organic	https://mypregnancychoices.com/minneapolis-pregnancy-resources/	1	—	—	—	1	Top 10
free ultrasound near me	20	51	5	0	organic	https://mypregnancychoices.com/minneapolis-pregnancy-resources/	1	—	—	—	1	Top 10
pregnancy center near me	20	55	11	-2	organic	https://mypregnancychoices.com/minneapolis-pregnancy-resources/	1	—	—	—	1	Page 2
abortion pill near me	110	51	—				15	—	—	—	15	Not ranking
free std testing near me	720	45	—				33	—	—	—	33	Not ranking

The whole site, not just tracked keywords

Site reality check

A health check on the whole website.

We show up for 1,088 searches, but only 38 on page one. Only 12 pages bring in a visitor.

Total ranking keywords (US): 1088The "1.1K keywords" headline. Nearly all of it is deep and earns nothing.
Keywords in top 3: 121.1% of the keyword footprint.
Keywords in top 10: 383.5% of the footprint. This is the real size of the site's search presence.
Keywords in positions 21-100: 95788% of rankings sit on page 3 or deeper, where clicks are effectively zero.
Estimated monthly organic traffic: 771Total across all 1,088 keywords.
Branded traffic: 589People searching for you by name.
Non-branded traffic: 182People discovering you who did not already know you. This is the number the redesign must move.
Traffic from the single keyword "pregnancy choices": 47261% of ALL organic traffic comes from one branded term at #1.
Pages earning any ranking: 42Out of an unknown total site size - a crawl is still needed to find orphaned and non-ranking pages.
Pages earning any traffic at all: 12Only twelve pages on the entire site bring in a visitor.
Keywords whose SERP shows an AI Overview: 985 (91%)Nine in ten of your SERPs now have an AI Overview above the organic results, compressing clicks.
Google Business Profile listing health: Poor - 30 of 37 listings need fixingFrom the Domain Overview PDF. This is the root cause of the map pack losses. 25 reviews total.

Position distribution

Position band	Keywords	Share of footprint	Est. traffic from band
Top 3	12	1.1%	565
4-10	26	2.4%	108
11-20	93	8.5%	55
21-50	369	33.9%	43
51-100	588	54.0%	0

Root cause of the map pack losses

Local presence

Our Google Business listing.

The biggest problem we found, and a new website will not fix it. 30 of our 37 listings have wrong info. That is why we are missing from the map outside Apple Valley.

Online presence rating: POORSemrush's own summary judgement of local listing health.
Directory listings needing fixes: 30 of 37Inconsistent name, address, phone or category across directories is the classic cause of weak map pack ranking. 81% of your listings are wrong.
Total reviews: 25Low for a multi-location organisation. Review count and recency are direct local pack ranking factors.
Locations with a map pack presence in tracking: 1 of 8Apple Valley only. Confirmed across all nine position tracking exports.
Locations with a dedicated city page: 7 of 8Rosemount is the exception - see the Redesign brief.

This is the highest-leverage finding in the whole benchmark. The redesign cannot fix it - it is not a website problem. Fixing 30 listings and building a review programme is cheaper than the redesign and addresses the gap that is costing the most traffic: First Care holds the #1 map pack slot on every near-me term in Minneapolis, St. Paul and Bloomington while ranking BELOW you organically in two of those three markets.

Single location Notewith one Apple Valley address, fixing the 30 listings should be expected to win map packs in Apple Valley, Burnsville, Eagan, Lakeville and Rosemount, and possibly Bloomington. It will not deliver Minneapolis or St. Paul map packs, where First Care has physical locations. The reachable markets are worth roughly 88 unrealised clicks/mo, so this remains worth doing - set expectations accordingly.

Geo-qualified STD / STI keywords in the footprint

Keyword	Vol / mo	KD	Local pack on SERP?	Source export
std testing minneapolis	90	16	YES	std testing
sti testing bloomington	50	24	no	sti testing
std testing bloomington	50	17	YES	std testing
std clinic bloomington	40	20	YES	sti testing
free std testing minneapolis	40	-	no	std testing
std testing mn	30	-	no	std testing
reditus and idph bloomington testing site	20	-	no	sti testing
covid tests bloomington	20	-	no	sti testing
bloomington drug testing facility	20	-	no	sti testing
bloomington drug testing	20	-	no	sti testing
std testing centers bloomington	10	-	no	sti testing
free std testing bloomington	10	-	no	sti testing
bloomington testing lab	10	-	no	sti testing
bloomington drug testing lab	10	-	no	sti testing
bloomington dna testing	10	-	no	sti testing
Small individually, but every one of the highest-volume terms carries a local pack. Combined with the listing health above, the STD/STI opportunity is a local-listings play first and a content play second.
Caution: national "near me" volumes in the Keyword Magic exports (e.g. "std testing near me" at 90,500) are US-wide aggregates and are NOT achievable local volume. The location-scoped figures on the KW tabs are the ones to plan against.
SINGLE-LOCATION NOTE: with one Apple Valley address, fixing the 30 listings should be expected to win map packs in Apple Valley, Burnsville, Eagan, Lakeville and Rosemount, and possibly Bloomington. It will not deliver Minneapolis or St. Paul map packs, where First Care has physical locations. The reachable markets are worth roughly 88 unrealised clicks/mo, so this remains worth doing - set expectations accordingly.

What competitors rank for and we do not

Competitive gap

What competitors show up for and we do not.

First Care has about fifteen focused articles. We have three overloaded ones. Their list is our to-do list.

Keywords where a competitor ranks and we do not: 1314This is the full missing set.
Combined monthly search volume: 454,610US national volumes. Heavily inflated by head terms - see the caution below.
First Care ranks for: 1,049 of 1,314They cover 80% of the gap. The other three competitors are marginal by comparison.
First Care keywords inside the top 10: 139Proof of what is actually winnable in this space by an organisation your size.
New Life ranks for: 162Mostly off-topic - see the noise section.
Amnion ranks for: 96Concentrated in one Spanish page on ectopic pregnancy.
Guiding Star ranks for: 15Negligible.

The structural finding

The Strategic FindingFirst Care is not beating you with better pages on the same topics. They are beating you with MORE pages on the SAME topic space. They split the subject into roughly fifteen focused articles - one for the abortion pill, one for Plan B, one for Plan C, one for common STIs, one for pregnancy-test mechanics, one for early symptoms, one for "could I be pregnant and not know". You cover the same ground in three overloaded pages (see the Content bloat section). That is the single clearest structural difference between the two sites, and it is a redesign-shaped problem.

Competitor pages winning the most ground

Each row is one competitor URL. This doubles as a content blueprint: proven topic-to-page mappings in this exact market.

Competitor page	Domain	Keywords taken	Combined vol / mo	Their best position	Relevant to us?
https://firstcaremn.org/what-is-the-abortion-pill/	First Care	43	126,470	54	YES - build our equivalent
https://firstcaremn.org/	First Care	76	36,590	1	YES - build our equivalent
https://firstcaremn.org/plan-b-is-it-abortion/	First Care	179	33,010	11	YES - build our equivalent
https://firstcaremn.org/top-5-most-common-stis/	First Care	112	30,880	6	YES - build our equivalent
https://firstcaremn.org/when-am-i-most-likely-to-get-pregnant/	First Care	104	25,950	12	YES - build our equivalent
https://firstcaremn.org/plan-c-what-is-it/	First Care	37	25,600	7	YES - build our equivalent
https://amnionwomenscenter.org/es/que-es-un-embarazo-ectopico/	Amnion	26	20,750	36	YES - build our equivalent
https://firstcaremn.org/am-i-pregnant-take-this-online-test/	First Care	29	15,810	9	YES - build our equivalent
https://nlfs.org/event/first-care-woodbury-grand-opening/	New Life	3	15,050	37	NOISE - ignore
https://firstcaremn.org/how-do-pregnancy-tests-work/	First Care	38	13,350	17	YES - build our equivalent
https://nlfs.org/mean-pro-life/	New Life	6	12,120	22	NOISE - ignore
https://firstcaremn.org/10-signs-you-might-be-pregnant/	First Care	84	9,890	1	YES - build our equivalent
https://firstcaremn.org/could-i-be-pregnant-and-not-know-it/	First Care	52	8,850	3	YES - build our equivalent
https://firstcaremn.org/what-you-need-to-know-about-chlamydia-and-gonorrhea/	First Care	22	7,430	15	YES - build our equivalent
https://nlfs.org/ways-to-give/material-donations/	New Life	36	6,490	24	NOISE - ignore
https://firstcaremn.org/will-my-insurance-pay-for-my-girlfriends-abortion/	First Care	14	6,140	15	YES - build our equivalent
https://nlfs.org/get-involved/careers/	New Life	18	5,180	15	NOISE - ignore
https://nlfs.org/	New Life	30	4,410	1	YES - build our equivalent
https://amnionwomenscenter.org/can-you-get-pregnant-again-after-an-abortion/	Amnion	19	3,430	45	YES - build our equivalent
https://firstcaremn.org/what-are-the-signs-of-an-incomplete-abortion/	First Care	21	3,040	31	YES - build our equivalent
https://firstcaremn.org/what-are-the-mental-health-effects-from-abortion/	First Care	20	2,840	11	Minor
https://nlfs.org/venue/cedar-valley-church/	New Life	3	2,660	15	NOISE - ignore
https://firstcaremn.org/sti-testing-treatment/	First Care	7	1,560	16	Minor
https://amnionwomenscenter.org/	Amnion	10	1,510	2	Minor
https://firstcaremn.org/curbside-pregnancy-testing-kits/	First Care	13	1,500	9	Minor
https://firstcaremn.org/minneapolis-services/	First Care	6	1,370	25	Minor

Noise Warningseveral New Life and Amnion pages rank for terms with nothing to do with pregnancy services - "because this is my first life" (a TV drama, 12,100/mo), "life pro life", "car seat donation", "young life jobs", "cvc church bloomington mn". These inflate the raw gap volume and must not be chased.

The full topic space

Demand map

What people around here actually type into Google.

Almost nobody searches by city name. They search “near me.”

Explicit city-name search barely exists in this market

Across all nine seeds and 201,279 keywords, only 13 keywords name a city or region in our footprint, worth 500 searches/month combined. Nobody searches "pregnancy test apple valley" - they search "pregnancy test near me". This is important for the redesign: the city landing pages have almost no direct search demand of their own. Their value is as a relevance and proximity signal feeding the near-me and map pack results, which is where the volume actually is. Build them for that purpose, not as traffic pages in their own right.

Every geo-qualified keyword in the footprint

Keyword	Vol / mo	KD	Local pack?	AI Overview?	Seed
abortion pills minnesota	90	12	no	yes	-
std testing minneapolis	90	16	YES	no	-
minnesota court ordered parenting classes	50	5	no	no	-
parenting classes mn	50	10	YES	no	-
free std testing minneapolis	40	-	no	no	-
parenting classes minneapolis	30	19	YES	no	-
std testing mn	30	-	no	no	-
signs of pregnancy mnemonic	20	-	no	no	-
free ultrasound minneapolis	20	-	no	no	-
free ultrasound mn	20	-	no	no	-
free clinics twin cities	20	-	no	no	-
dakota county parenting classes	20	-	no	no	-
birthing classes minneapolis	20	-	no	no	-

Where the winnable demand is

Topic cluster	Keywords (100+ vol)	Total vol / mo	Keywords at KD ≤ 30	Winnable vol / mo	Assessment
Abortion cost	108	138,550	44	68,400	The single biggest low-difficulty cluster in the market, and the one First Care already owns (#1 for "how much is an abortion in minnesota"). We do not rank for any of it.
Free ultrasound / free pregnancy test	74	53,440	51	39,660	Lowest difficulty in the entire dataset - "free ultrasound" is KD 9, "free ultrasound near me" KD 10. These are exactly our services. Most carry a local pack.
Parenting / CPR classes	136	58,070	72	29,330	Adjacent service demand we barely touch. "infant cpr classes near me" 4,400 at KD 17. Mostly local pack SERPs.
Abortion pill mechanics / safety	233	374,260	27	7,960	Huge raw volume but almost all of it is KD 70+ national head terms held by health systems. Low-difficulty share is small. Do not lead with this.
Adoption decision	21	4,120	17	3,300	Small but highly qualified intent - someone typing "giving baby up for adoption" is exactly our client.
Abortion regret / after-abortion	2	730	1	140	Very small measured demand. We already rank #16 for "post abortion support minnesota".

Top 40 winnable keywords across all nine seeds

Keyword	Vol / mo	KD	Intent	Local pack?	AI Overview?	Cluster
how much is an abortion	14,800	17	Informational	no	yes	Abortion cost
how much does an abortion cost	12,100	19	Informational	no	yes	Abortion cost
free pregnancy test	8,100	17	Commercial	no	yes	Free ultrasound / free pregnancy test
abortion cost	8,100	21	Informational	no	yes	Abortion cost
free ultrasound near me	6,600	10	Transactional	YES	no	Free ultrasound / free pregnancy test
free ultrasound	4,400	9	Commercial	YES	yes	Free ultrasound / free pregnancy test
free pregnancy test near me	4,400	15	Transactional	YES	yes	Free ultrasound / free pregnancy test
how much is the abortion pill	4,400	21	Informational	no	yes	Abortion cost
infant cpr classes near me	4,400	17	Transactional	YES	yes	Parenting / CPR classes
parenting classes near me	3,600	30	Transactional	YES	yes	Parenting / CPR classes
pregnancy test for free near me	2,900	17	Transactional	YES	no	Free ultrasound / free pregnancy test
abortion prices	2,900	15	Informational	no	yes	Abortion cost
how much are abortions	2,900	27	Informational	no	yes	Abortion cost
infant cpr classes	2,900	12	Informational	YES	yes	Parenting / CPR classes
how much is a abortion	2,400	15	Informational	no	yes	Abortion cost
how much is does an abortion cost	1,900	17	Informational	no	yes	Abortion cost
how much does it cost to get an abortion	1,600	27	Informational	no	yes	Abortion cost
abortion price	1,300	27	Informational	no	yes	Abortion cost
how expensive is an abortion	1,300	23	Informational	no	yes	Abortion cost
how much is abortion	1,300	22	Informational	no	yes	Abortion cost
in clinic abortion cost	1,300	23	Informational	no	yes	Abortion cost
co parenting classes	1,300	26	Informational	YES	yes	Parenting / CPR classes
free ultrasounds	1,000	29	Informational	YES	no	Free ultrasound / free pregnancy test
how much does abortion cost	1,000	16	Informational	no	yes	Abortion cost
where can you go to get a free pregnancy test	880	10	Transactional	YES	no	Free ultrasound / free pregnancy test
where free pregnancy test	880	14	Transactional	YES	no	Free ultrasound / free pregnancy test
where to get a free pregnancy test	880	14	Transactional	YES	no	Free ultrasound / free pregnancy test
how much does a abortion cost	880	13	Informational	no	yes	Abortion cost
free parenting classes near me	880	28	Informational, Transactional	YES	yes	Parenting / CPR classes
where to get free pregnancy test	720	18	Informational	YES	yes	Free ultrasound / free pregnancy test
how much is a abortion pill	720	25	Informational	no	no	Abortion cost
cost of abortion	720	9	Informational	no	yes	Abortion cost
how expensive is abortion	720	12	Informational	no	yes	Abortion cost
how much abortion cost	720	6	Informational	no	yes	Abortion cost
how much does abortion cost out of pocket	720	24	Informational	no	yes	Abortion cost
how much is a abortion bill	720	23	Informational	no	yes	Abortion cost
how much is am abortion	720	27	Informational	no	yes	Abortion cost
parenting class near me	720	19	Commercial	YES	yes	Parenting / CPR classes
baby cpr classes	720	27	Informational	YES	yes	Parenting / CPR classes
infant cpr class	720	7	Transactional	YES	no	Parenting / CPR classes

Protect this through the rebuild

Migration risk

Web addresses we must not break during the rebuild.

Change one of these without a redirect and we lose that page from Google overnight.

Redirect map — every URL Google currently ranks

Verify each resolves 200 or 301 on the new site before launch, then again within 24 hours after. Risk is CRITICAL where a URL carries five or more keywords inside the top 10, or where a keyword on it exceeds 70 searches a month.

Current URL	Keywords	Markets affected	Best position	Max search vol	Risk if lost
https://mypregnancychoices.com/abortion-questions/minnesota-after-roe-v-wade/	11	Apple Valley (HQ)	18	10	HIGH
https://mypregnancychoices.com/	9	Apple Valley (HQ), Lakeville, Rosemount	1	30	CRITICAL
https://mypregnancychoices.com/burnsville-pregnancy-resources/	9	Apple Valley (HQ), Burnsville	2	20	CRITICAL
https://mypregnancychoices.com/eagan-pregnancy-resources/	8	Eagan, Rosemount	1	20	CRITICAL
https://mypregnancychoices.com/lakeville-pregnancy-resources/	7	Lakeville	4	20	CRITICAL
https://donors.mypregnancychoices.com/contact-partners/	6	Apple Valley (HQ)	1	50	CRITICAL
https://mypregnancychoices.com/bloomington-pregnancy-resources/	5	Bloomington	4	90	CRITICAL
https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	4	Apple Valley (HQ), Burnsville, Eagan, Lakeville, Rosemount	1	90	CRITICAL
https://mypregnancychoices.com/minneapolis-pregnancy-resources/	4	Minneapolis	4	70	CRITICAL
https://mypregnancychoices.com/st-paul-pregnancy-resources/	4	St. Paul	5	20	HIGH
https://mypregnancychoices.com/pregnancy-services/ultrasounds/	3	Apple Valley (HQ), Rosemount	1		HIGH
https://mypregnancychoices.com/es/servicios-de-embarazo/ultrasonidos/	3	Spanish	2		HIGH
https://mypregnancychoices.com/es/contacto-centro-de-ayuda-para-el-embarazo/	2	Spanish	2		HIGH
https://mypregnancychoices.com/es/preguntas-aborto/como-funciona-plan-b/	2	Spanish	3		HIGH
https://mypregnancychoices.com/pregnancy-resources/reproductive-grief-abortion/	2	Apple Valley (HQ)	16		MEDIUM
https://mypregnancychoices.com/es/preguntas-aborto/minnesota-after-roe-v-wade/	2	Spanish	24		MEDIUM
https://mypregnancychoices.com/pregnancy-resources/for-men/	1	Apple Valley (HQ)	1		HIGH
https://mypregnancychoices.com/pregnancy-services/	1	Apple Valley (HQ)	2		HIGH
https://mypregnancychoices.com/pregnancy-resources/mens-support/	1	Apple Valley (HQ)	3		HIGH
https://mypregnancychoices.com/baby-and-me/	1	Apple Valley (HQ)	4		HIGH
https://mypregnancychoices.com/pregnancy-resources/for-women/	1	Apple Valley (HQ)	5		HIGH
https://mypregnancychoices.com/abortion-questions/how-does-plan-b-work/	1	Apple Valley (HQ)	41	10	MEDIUM
https://mypregnancychoices.com/abortion-questions/what-are-the-signs-of-an-incomplete-abortion/	1	Apple Valley (HQ)	87		MEDIUM

Full page inventory

URL	Keywords	Est. traffic / mo	Share of site traffic	Primary intent	Assessment
https://mypregnancychoices.com/	27	558	72.4%	Navigational	CORE - protect at all costs
https://mypregnancychoices.com/pregnancy/how-do-i-know-if-im-really-pregnant/	215	68	8.8%	Informational	CORE - protect at all costs
https://mypregnancychoices.com/pregnancy-resources/for-women/	5	57	7.4%	Informational	CORE - protect at all costs
https://mypregnancychoices.com/?utm_campaign=gmb	2	37	4.8%	Navigational	TECHNICAL FAULT - tracking URL is indexed, see note below
https://mypregnancychoices.com/es/preguntas-aborto/como-funciona-plan-b/	19	18	2.3%	Informational	Earning - protect
https://mypregnancychoices.com/abortion-questions/how-does-plan-b-work/	536	14	1.8%	Informational	Earning - protect
https://mypregnancychoices.com/all/my-period-is-late-what-do-i-do/	62	8	1.0%	Informational	Earning - protect
https://mypregnancychoices.com/abortion-questions/minnesota-after-roe-v-wade/	25	6	0.8%	Informational	Earning - protect
https://mypregnancychoices.com/pregnancy-services/	13	2	0.2%	Transactional, Informational	Earning - protect
https://mypregnancychoices.com/pregnancy-resources/miscarriage-support/	1	1	0.1%	Informational	Earning - protect
https://mypregnancychoices.com/st-paul-pregnancy-resources/	11	1	0.1%	Navigational	Earning - protect
https://mypregnancychoices.com/am-i-pregnant/when-am-i-least-likely-to-get-pregnant/	2	1	0.1%	Informational	Earning - protect
https://mypregnancychoices.com/pregnancy-help-center/	1	0	0.0%	-	Marginal
https://mypregnancychoices.com/all/what-are-different-types-of-abortion/	14	0	0.0%	-	Marginal
https://mypregnancychoices.com/all/what-are-the-risks-of-abortion/	3	0	0.0%	-	Marginal
https://mypregnancychoices.com/minneapolis-pregnancy-resources/	4	0	0.0%	-	Marginal
https://mypregnancychoices.com/pregnancy-resources/for-men/	1	0	0.0%	-	Marginal
https://mypregnancychoices.com/abortion-questions/how-will-abortion-affect-me-mentally/	27	0	0.0%	-	Ranks widely, earns nothing - consolidation candidate
https://mypregnancychoices.com/all/what-are-the-mental-health-effects-of-abortion-2/	1	0	0.0%	-	Marginal
https://mypregnancychoices.com/abortion-questions/how-will-abortion-affect-me-physically/	7	0	0.0%	-	Marginal
https://mypregnancychoices.com/es/blog/	1	0	0.0%	-	Marginal
https://mypregnancychoices.com/bloomington-pregnancy-resources/	3	0	0.0%	-	Marginal
https://mypregnancychoices.com/pregnancy-services/ultrasounds/	2	0	0.0%	-	Marginal
https://mypregnancychoices.com/abortion-questions/what-are-the-signs-of-an-incomplete-abortion/	23	0	0.0%	-	Ranks widely, earns nothing - consolidation candidate
https://mypregnancychoices.com/new-mothering/due-date-calculator/	9	0	0.0%	-	Marginal
https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	4	0	0.0%	-	Marginal
https://mypregnancychoices.com/baby-and-me/	1	0	0.0%	Commercial	Marginal
https://mypregnancychoices.com/es/el-embarazo/como-se-si-estoy-realmente-embarazada/	5	0	0.0%	Informational	Marginal
https://mypregnancychoices.com/pregnancy-services/pregnancy-testing/	2	0	0.0%	-	Marginal
https://mypregnancychoices.com/pregnancy-resources/reproductive-grief-abortion/	16	0	0.0%	-	Marginal
https://mypregnancychoices.com/all/can-you-get-pregnant-again-after-an-abortion/	15	0	0.0%	-	Marginal
https://mypregnancychoices.com/es/servicios-de-embarazo/prueba-de-embarazo/	7	0	0.0%	Informational	Marginal
https://mypregnancychoices.com/eagan-pregnancy-resources/	0	0	0.0%	-	No rankings
https://mypregnancychoices.com/all/facts-about-medical-abortion-you-might-not-know/	1	0	0.0%	-	Marginal
https://mypregnancychoices.com/apple-valley-pregnancy-resources/	2	0	0.0%	-	Marginal
https://mypregnancychoices.com/all/how-can-i-recover-emotionally-after-an-abortion/	6	0	0.0%	-	Marginal
https://mypregnancychoices.com/es/preguntas-aborto/what-to-know-if-youre-considering-an-abortion/	0	0	0.0%	-	No rankings
https://mypregnancychoices.com/burnsville-pregnancy-resources/	2	0	0.0%	Transactional, Informational	Marginal
https://mypregnancychoices.com/lakeville-pregnancy-resources/	1	0	0.0%	-	Marginal
https://mypregnancychoices.com/contact-pregnancy-help-center/	1	0	0.0%	-	Marginal
https://mypregnancychoices.com/es/servicios-de-embarazo/ultrasonidos/	5	0	0.0%	Informational	Marginal
https://mypregnancychoices.com/pregnancy-resources/abortion-education/	6	0	0.0%	-	Marginal

High keyword counts that earn nothing

Content bloat

Pages that show up a lot but bring in nobody.

One page covers 536 searches and gets 14 visits a month. It answers everything and wins nothing.

URL	Keywords it ranks for	Est. traffic / mo	Combined vol / mo	Best position	Clicks per 1,000 vol	Verdict
https://mypregnancychoices.com/abortion-questions/how-does-plan-b-work/	536	14	151,660	17	0.1	Severe bloat - split or consolidate
https://mypregnancychoices.com/pregnancy/how-do-i-know-if-im-really-pregnant/	215	68	76,400	14	0.9	Severe bloat - split or consolidate
https://mypregnancychoices.com/all/my-period-is-late-what-do-i-do/	62	8	11,060	10	0.7	Bloat - review
https://mypregnancychoices.com/	27	558	2,780	1	200.7	Efficient
https://mypregnancychoices.com/abortion-questions/how-will-abortion-affect-me-mentally/	27	0	1,800	36	0	Bloat - review
https://mypregnancychoices.com/abortion-questions/minnesota-after-roe-v-wade/	25	6	7,990	18	0.8	Bloat - review
https://mypregnancychoices.com/abortion-questions/what-are-the-signs-of-an-incomplete-abortion/	23	0	4,370	31	0	Bloat - review
https://mypregnancychoices.com/es/preguntas-aborto/como-funciona-plan-b/	19	18	1,450	1	12.4	Efficient
https://mypregnancychoices.com/pregnancy-resources/reproductive-grief-abortion/	16	0	1,700	33	0	Normal
https://mypregnancychoices.com/all/can-you-get-pregnant-again-after-an-abortion/	15	0	2,500	41	0	Normal
https://mypregnancychoices.com/all/what-are-different-types-of-abortion/	14	0	4,510	40	0	Normal
https://mypregnancychoices.com/pregnancy-services/	13	2	2,030	1	1.0	Normal
https://mypregnancychoices.com/st-paul-pregnancy-resources/	11	1	6,790	13	0.1	Normal
https://mypregnancychoices.com/new-mothering/due-date-calculator/	9	0	1,620	41	0	Normal
https://mypregnancychoices.com/es/servicios-de-embarazo/prueba-de-embarazo/	7	0	990	13	0	Normal
https://mypregnancychoices.com/abortion-questions/how-will-abortion-affect-me-physically/	7	0	310	50	0	Normal
https://mypregnancychoices.com/pregnancy-resources/abortion-education/	6	0	640	25	0	Normal
https://mypregnancychoices.com/all/how-can-i-recover-emotionally-after-an-abortion/	6	0	1,000	27	0	Normal

The Headline Case/abortion-questions/how-does-plan-b-work/ ranks for 536 keywords - half the entire site keyword footprint - against 151,660 monthly searches, and delivers 14 visits per month.

447 of those 536 keywords sit at position 51-100. The page is being surfaced as a weak match for the whole Plan B topic rather than winning any part of it.

The same pattern, smaller: /pregnancy/how-do-i-know-if-im-really-pregnant/ carries 215 keywords for 68 visits, and /all/my-period-is-late-what-do-i-do/ carries 62 for 8.

These three pages are the site's entire informational strategy. In the redesign they are the strongest candidates for being broken into focused pages, one intent each - but do it deliberately, because they also hold the only non-branded rankings the site has.

Modelled, not measured

Traffic opportunity

Visits we are missing, market by market.

An estimate, not real numbers. Use it to compare markets, not to predict traffic.

Clicks the tracked keyword set earns today versus what it would earn at position 3, using a standard organic CTR curve. Read it as relative priority between markets, not as a forecast.

Market	Keywords tracked	Tracked vol / mo	Est. clicks today	If all at position 3	Unrealised clicks	Capture rate
Apple Valley (HQ)	105	660	34.6	65.3	30.7	53.0%
Burnsville	12	160	2.2	15.8	13.6	13.9%
Lakeville	12	150	2.3	14.8	12.5	15.5%
Eagan	12	180	1.9	17.8	15.9	10.7%
Rosemount	12	50	0.2	5	4.8	4.0%
Bloomington	6	130	2.4	12.9	10.5	18.6%
St. Paul	6	250	2.1	24.8	22.7	8.5%
Minneapolis	6	1,010	9.8	100	90.2	9.8%
Spanish	18	10	0	1	1	0.0%
TOTAL	189	2,600	55.5	257.4	201.9	21.6%

Single location NotePregnancy Choices operates from one address, in Apple Valley. The Minneapolis and St. Paul figures above include map pack opportunity that proximity makes largely unreachable from that address. Treat 113 of the 202 unrealised clicks as organic-only. See the Action plan section.

The STD / STI cluster

1,460 searches/mo tracked across all markets. We capture an estimated 17 clicks/mo of it. Every result outside Apple Valley comes from one generic page: /pregnancy-services/std-sti-testing/

Market	Keyword	Vol / mo	Our position	Result type	Best competitor	Our landing page	Est. clicks / mo
Market	Keyword	Volume /mo	—	Result type	—	Our landing page	Est. clicks /mo
Apple Valley (HQ)	confidential std testing near me		1	organic	19	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	0
Apple Valley (HQ)	free std testing	10	1	local	20		2.8
Apple Valley (HQ)	free std testing near me	30	1	local	—		8.4
Apple Valley (HQ)	std testing without insurance		2	local	58		0
Apple Valley (HQ)	std testing near me	50	5	organic	—	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	2.6
Apple Valley (HQ)	confidential sti testing		9	organic	58	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	0
Burnsville	free std testing near me	40	11	organic	23	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	0.4
Burnsville	std testing near me	70	26	organic	20	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	0.4
Lakeville	free std testing near me	40	19	organic	20	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	0.4
Lakeville	std testing near me	70	19	organic	21	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	0.7
Eagan	std testing near me	90	26	organic	23	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	0.5
Eagan	free std testing near me	50	61	organic	—	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	0.1
Rosemount	free std testing near me	10	27	organic	22	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	0.1
Rosemount	std testing near me	20	30	organic	19	https://mypregnancychoices.com/pregnancy-services/std-sti-testing/	0.1
Bloomington	free std testing near me	90	30	organic	35	https://mypregnancychoices.com/bloomington-pregnancy-resources/	0.5
St. Paul	free std testing near me	170	—		21		0
Minneapolis	free std testing near me	720	—		33		0
TOTAL		1,460	—		—		17

CTR curve used in this model

Position	CTR
1	28.1%
2	15.2%
3	9.9%
4	7.0%
5	5.2%
6	4.0%
7	3.2%
8	2.6%
9	2.2%
10	1.9%
11-20	1.0%
21-30	0.5%
31-100	0.2%

The frozen “before” measurement

Benchmark scorecard

Our “before” scorecard.

We run these same reports again after launch to see if the work paid off.

Re-run the same nine Semrush exports after launch and compare row by row. Primary success metrics: top 3 count, top 10 count, average position, map pack count.

Location	Language	Keywords tracked	Ranking in top 100	Top 3	Top 10	Page 2	Not ranking	Avg position	Map pack	AI Overview	Visibility
Apple Valley, MN (HQ)	English	105	53	31	38	4	52	9.7	13	6	24.5
Apple Valley / Dakota County	Spanish	18	9	3	6	1	9	9.7	0	0	8.6
Burnsville, MN	English	12	10	2	8	1	2	7.6	0	0	13.0
Lakeville, MN	English	12	10	1	8	2	2	7.5	0	0	18.8
Eagan, MN	English	12	10	1	8	0	2	12.3	0	0	18.7
Rosemount, MN	English	12	7	1	4	0	5	14.4	0	0	12.2
Bloomington, MN	English	6	5	0	4	0	1	9.6	0	0	13.2
St. Paul, MN	English	6	4	0	4	0	2	5.8	0	0	8.4
Minneapolis, MN	English	6	4	0	3	1	2	6.2	0	0	10.1
TOTAL / WEIGHTED		189	112	39	83	9	77	9.2	13	6	127.5

Share of voice against competitors

Semrush visibility, summed across each market's tracked keyword set. Keyword counts and average positions per competitor are in the workbook.

Location	Metric	Us	First Care	Amnion	Guiding Star	New Life	Standing
Apple Valley, MN (HQ)	Total Visibility	24.5	5.8	2.0	0.3	1.0	1st (leading)
Apple Valley / Dakota County	Total Visibility	8.6	1.1	0.3	0.0	0	1st (leading)
Burnsville, MN	Total Visibility	13.0	8.7	21.4	0	0.2	2nd
Lakeville, MN	Total Visibility	18.8	8.4	0.8	0	0.1	1st (leading)
Eagan, MN	Total Visibility	18.7	9.5	1.9	0	0	1st (leading)
Rosemount, MN	Total Visibility	12.2	11.6	1.0	0	0.2	1st (leading)
Bloomington, MN	Total Visibility	13.2	67.5	20.1	0	0	3rd or lower
St. Paul, MN	Total Visibility	8.4	45.8	0	0	0	2nd
Minneapolis, MN	Total Visibility	10.1	67.6	0	0	0	2nd

Tracking coverage

Where the benchmark itself has blind spots. “Not tracked” means there is no baseline and post-launch change cannot be measured.

Keyword	Apple Valley (HQ)	Burnsville	Lakeville	Eagan	Rosemount	Bloomington	St. Paul	Minneapolis	Markets tracked	Markets where we rank
pregnancy center near me	1	5	4	4	no rank	4	6	11	8 of 8	7 of 8
pregnancy clinic near me	1	3	5	5	no rank	4	5	4	8 of 8	7 of 8
pregnancy help center near me	2	6	5	5	26	not tracked	not tracked	not tracked	5 of 8	5 of 5
pregnancy test near me	8	8	8	7	no rank	not tracked	not tracked	not tracked	5 of 8	4 of 5
free pregnancy test near me	1	4	4	4	6	5	6	5	8 of 8	8 of 8
free ultrasound near me	2	6	5	5	6	5	6	5	8 of 8	8 of 8
free ultrasounds near me	1	5	5	5	5	not tracked	not tracked	not tracked	5 of 8	5 of 5
unplanned pregnancy help near me	1	2	1	1	1	not tracked	not tracked	not tracked	5 of 8	5 of 5
std testing near me	5	26	19	26	30	not tracked	not tracked	not tracked	5 of 8	5 of 5
free std testing near me	1	11	19	61	27	30	no rank	no rank	8 of 8	6 of 8
abortion pill near me	no rank	no rank	no rank	no rank	no rank	no rank	no rank	no rank	8 of 8	0 of 8
abortions near me	no rank	no rank	no rank	no rank	no rank	not tracked	not tracked	not tracked	5 of 8	0 of 5

Provenance and definitions

Sources & glossary

Where the numbers came from, and what we still do not know.

No mobile data, no conversion data, and traffic figures are estimates.

Which export is which, and where

Tab	Location tracked	Language	Campaign ID	Export ID	Source file	Keywords	Date range	Confidence	How the location was identified
Rankings by market: Apple Valley	Apple Valley, MN (HQ)	English	30724810	5294787	30724810_5294787_position_tracking_rankings_overview_20260817.csv	105	2026-08-12 - 2026-08-17	Confirmed	Tracks "pregnancy choices apple valley", "free ultrasound apple valley", "pregnancy resources dakota county"; client holds 13 local-pack positions here and nowhere else.
Rankings by market: Spanish	Apple Valley / Dakota County	Spanish	30810168	5294798	30810168_5294798_position_tracking_rankings_overview_20260817.csv	18	2026-08-12 - 2026-08-17	Confirmed	All 18 keywords Spanish-language; ranking URLs are all /es/ pages. Includes "clinica de embarazo apple valley".
Rankings by market: Burnsville	Burnsville, MN	English	30810169	5294802	30810169_5294802_position_tracking_rankings_overview_20260817.csv	12	2026-08-12 - 2026-08-17	Confirmed	8 of 10 ranking keywords land on /burnsville-pregnancy-resources/.
Rankings by market: Lakeville	Lakeville, MN	English	30810169	5294886	30810169_5294886_position_tracking_rankings_overview_20260817.csv	12	2026-08-12 - 2026-08-17	Confirmed	7 of 10 ranking keywords land on /lakeville-pregnancy-resources/.
Rankings by market: Eagan	Eagan, MN	English	30810169	5294887	30810169_5294887_position_tracking_rankings_overview_20260817.csv	12	2026-08-12 - 2026-08-17	Confirmed	8 of 10 ranking keywords land on /eagan-pregnancy-resources/.
Rankings by market: Rosemount	Rosemount, MN	English	30810169	5294889	30810169_5294889_position_tracking_rankings_overview_20260817.csv	12	2026-08-12 - 2026-08-17	Confirmed	Confirmed by 30810169_..._rankings_multi_overview_20260817.csv, whose column headers name Burnsville, Lakeville, Eagan and Rosemount explicitly. Note: no /rosemount-pregnancy-resources/ page exists - see the Redesign brief.
Rankings by market: Bloomington	Bloomington, MN	English	30821722	5299626	30821722_5299626_position_tracking_rankings_overview_20260817.csv	6	2026-08-13 - 2026-08-17	Confirmed	All 5 ranking keywords land on /bloomington-pregnancy-resources/. Local pack held by First Care + Amnion.
Rankings by market: St Paul	St. Paul, MN	English	30821722	5299643	30821722_5299643_position_tracking_rankings_overview_20260817.csv	6	2026-08-13 - 2026-08-17	Confirmed	All 4 ranking keywords land on /st-paul-pregnancy-resources/. Local pack held by First Care only.
Rankings by market: Minneapolis	Minneapolis, MN	English	30821722	5299676	30821722_5299676_position_tracking_rankings_overview_20260817__1_.csv	6	2026-08-13 - 2026-08-17	Confirmed	Confirmed by 30821722_..._rankings_multi_overview_20260817.csv, whose headers name Bloomington, Saint Paul and Minneapolis explicitly.

Domains tracked in every campaign

Domain	Role	Notes
mypregnancychoices.com	CLIENT (us)	The site being redesigned. All "MPC" columns in this workbook refer to this domain.
firstcaremn.org	Competitor - First Care Pregnancy Center	Strongest overall rival. Wins the local pack in Bloomington and St. Paul and owns the abortion-cost/abortion-law content cluster.
amnionwomenscenter.org	Competitor - Amnion Women's Center	Strong in Burnsville and Bloomington; weak elsewhere.
guidingstarwakotacenter.org	Competitor - Guiding Star Wakota	Barely visible in any tracked market.
nlfs.org	Competitor - New Life Family Services	Barely visible; occasional deep rankings only.

Glossary

Rankings by market: [city] tabs: Keyword-level detail for one Semrush Position Tracking campaign: one row per tracked keyword, with our position, the URL Google ranked, and all four competitors.
KD: Keyword Difficulty, 0-100. Semrush's estimate of how hard it is to reach page one. Under 30 is realistic for a site of this authority.
Local pack / map pack: The block of three business listings with a map, shown above organic results on local searches. Ranked mainly by Google Business Profile quality and proximity, not by the website.
AI Overview: Google's AI-generated answer at the top of the results page. It can cite a site without sending a click.
Visibility: Semrush score combining position and search volume across a tracked keyword set. Comparative only.
Volume: Estimated monthly searches. Position Tracking volumes are scoped to the tracked city; Keyword Magic and Organic Research volumes are US national and much larger.
Winnable volume: Combined monthly searches for keywords at KD 30 or below. A prioritisation aid, not a traffic forecast.
301: A permanent redirect. The mechanism that carries a page's search rankings from an old URL to a new one.

Re-measuring after launch

Do not delete or re-scope the Semrush campaigns. Changing the keyword list or location breaks comparability with this baseline.
Export the same nine Rankings Overview reports at 30, 60 and 90 days post-launch, using the campaign IDs above.
Compare against the benchmark scorecard. Primary metrics: top 3 count, top 10 count, average position, map pack count.
Before launch, capture every URL in the redirect map. Each must resolve 200 or 301 on the new site.
Bloomington, St. Paul and Minneapolis exports cover 13–17 August 2026; the other six cover 12–17 August. They have less trend history.

Known limits of this analysis

All traffic figures are Semrush models, not measured analytics. Google Search Console would replace them with fact.
No usable mobile data. Semrush returns 19 mobile keywords against 1,088 desktop, which reflects database sparsity rather than a real ranking gap. Near-me search skews heavily mobile.
Site size is unknown. Only URLs that rank are visible here; a crawl is needed to find orphaned, thin or non-ranking pages.
No conversion data. Nothing here indicates which pages produce appointments.
Position tracking covers a five-day window, so short-term movement should be treated as noise.
The Keyword Gap export covers the “Missing” view only — keywords where we rank nothing. The “Weak” view was not exported.

The short version

At a glance

Action plan

Reachability by market

Recommended sequence

Redesign brief

Non-negotiables

Structural fixes the redesign should deliver

Things a redesign will not fix

Content plan

Master keyword index

Tracked keywords — the primary comparison

Head to head across all 189 tracked keyword-market pairs

Held in the workbook, not here

Rankings by market

Site reality check

Position distribution

Local presence

Geo-qualified STD / STI keywords in the footprint

Competitive gap

The structural finding

Competitor pages winning the most ground

Demand map

Explicit city-name search barely exists in this market

Every geo-qualified keyword in the footprint

Where the winnable demand is

Migration risk

Redirect map — every URL Google currently ranks

Full page inventory

Content bloat

Traffic opportunity

The STD / STI cluster

Benchmark scorecard

Share of voice against competitors

Tracking coverage

Sources &amp; glossary

Which export is which, and where

Domains tracked in every campaign

Glossary

Re-measuring after launch

Known limits of this analysis

Sources & glossary