Product Briefing Document

Purpose: This document provides a comprehensive reference for anyone who needs to understand, explain, or answer questions about the Co-Kinetic Visibility Assessment product. It is designed for internal team members, marketing communications, and the help system AI assistant.

Last Updated: April 2026

1. The Problem We Solve

Healthcare Practitioners Are Invisible Online

Healthcare practitioners — physiotherapists, osteopaths, chiropractors, sports therapists, and other allied health professionals — face a visibility crisis. The way patients find healthcare providers has fundamentally changed, and most practitioners haven't adapted.

The Traditional Problem: Google Search Patients search for help using phrases like "physiotherapist near me" or "back pain treatment Clapham." Most clinic websites don't appear on the first page of Google for these searches. The clinics that do appear have invested in content, local SEO, and technical website quality — whether they realise it or not.

The New Problem: AI Search A growing number of patients now ask AI assistants for healthcare advice and recommendations. When someone asks ChatGPT "who is the best physiotherapist in Manchester for knee pain?" or asks Google's AI Overview to recommend a local osteopath, the AI draws its answers from websites it considers authoritative and trustworthy. Most clinic websites are never cited by any AI platform.

Why Practitioners Can't Fix This Themselves

• They don't know what's wrong with their website
• They don't know what content they're missing compared to competitors
• They don't know what topics would actually attract patients
• They don't have the time or expertise to research, write, and optimise content
• They don't understand E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) — the quality signals Google uses to decide which content to show
• They don't know what AI platforms look for when deciding which clinics to recommend

The Result: Practitioners lose patients to competitors who are more visible online — not because those competitors are better clinicians, but because they have better content.

2. What Our Product Does — The Big Picture

Co-Kinetic's Content-Focused Findability Intelligence platform takes a clinic from "I don't know where I stand" to "I have optimised, personalised content ready to publish" through a structured, AI-powered process.

Two Access Tiers

The platform has two tiers of access:

Free Visibility Assessment Users — Anyone can run a free AI visibility assessment. They receive a single assessment results page showing their scores, AI visibility test results, and a high-level content opportunity report. They cannot access the content creation, local intelligence, or My Plan features.

CCS Subscribers (Co-Kinetic Content Subscription) — Full portal access. Subscribers get everything in the free tier plus: a personalised content creation studio, My Plan (their complete content roadmap), a Developer Brief for their web team, a Quote Document, Local Entities discovery, a Content Library of all generated content, and the ability to push content directly to WordPress.

The Core Journey (for CCS Subscribers)

1. Visibility Assessment — We scan and score the clinic's entire online presence to show exactly where they stand today
2. Content Opportunity Intelligence — We identify the specific content gaps and opportunities that will have the biggest impact on visibility
3. My Plan — We generate a complete, personalised content strategy with prioritised actions, a developer technical brief, and a quote document for their web team
4. Optimised Content Creation — We create ready-to-publish content that is personalised to the practitioner, localised to their area, and optimised for both Google and AI platforms

Each phase builds on the previous one. The assessment reveals what's missing. The intelligence engine prioritises what to fix. My Plan turns that into an actionable strategy. The content creation system produces the actual content.

3. Phase 1: The Visibility Assessment — How It Actually Works

What Happens When You Run an Assessment

When a practitioner enters their clinic website URL and postcode, our system runs a multi-stage automated pipeline that typically takes 15–30 minutes to complete. Here is what happens at each stage:

Stage 1: Address Resolution

The system visits the clinic's website, finds their homepage and contact page, and uses AI to extract the business address, phone number, email, and booking system details. It validates UK postcodes and resolves the address to neighbourhood-level precision using Google's Geocoding API. This gives us the exact location context needed for hyperlocal competitor analysis and content creation.

Stage 2: Sitemap Discovery

We look for XML sitemaps on the website (sitemap.xml, sitemap_index.xml, and common CMS-specific locations). The sitemap tells us every page the website wants search engines to know about. If no sitemap exists, we crawl the site by following links from the homepage.

Stage 3: Enhanced Website Audit

This is the most intensive stage. We visit every page discovered in the sitemap and analyse it:

• Page Classification — Each page is automatically categorised as a service page, condition page, blog post, team/about page, or other. This tells us what the website covers and what it doesn't.
• Content Quality Analysis — We measure word count, check for thin content (pages with too little substance), look at heading structure, detect whether content has been recently updated, and assess readability.
• Technical Health — We check for meta descriptions, proper heading hierarchy, schema markup, mobile responsiveness, SSL security, and sitemap completeness.
• E-E-A-T Signals — We look for author attribution on content, professional credentials displayed, case studies, patient testimonials, and last-updated dates.
• Hub Page Discovery — We detect navigation dropdown menus that link to sections within pages (anchor links), treating each section as a distinct content item. This is important because many clinic websites hide multiple services on a single page behind navigation menus.
• CMS Detection — We identify the website's content management system (WordPress, Squarespace, Wix, Webflow, or custom) and specific plugins or page builders (Elementor, Divi, etc.). This matters for content publishing recommendations and the developer brief.
• JavaScript Content Detection — Some websites hide content behind JavaScript (it loads dynamically rather than being in the page source). We use headless browser rendering to detect this pattern, because content hidden behind JavaScript is often invisible to search engines and AI platforms.

Stage 4: Clinic Profile Intelligence

We build a detailed profile of the practice by extracting:

• Team Members — Names, qualifications, professional registrations, specialisations, profile photos, and bio text for each practitioner listed on the website
• Social Media Presence — Links to Facebook, Instagram, LinkedIn, YouTube, TikTok, and Twitter/X
• Booking System — We detect what booking platform the clinic uses (Cliniko, Jane App, Fresha, etc.) through multiple detection methods including script analysis, URL patterns, and iframe detection
• Google Business Profile — We check whether the clinic has a Google Business Profile and validate the URL

Stage 5: AI Visibility Testing

This is one of the most distinctive features of the product. We test whether the clinic appears when patients ask AI platforms for recommendations. We do this by:

1. Generating 12 realistic patient queries tailored to the clinic's specialty and location, grouped into 4 intent types:

   • Condition queries (3): "What are the symptoms of [condition]?", "What causes [condition]?"
   • Treatment queries (3): "Best [treatment] for [condition] in [location]", "How does [treatment] help with [condition]?"
   • Practitioner queries (3): "Best [profession] in [location]", "[Profession] specialising in [condition] [location]"
   • Comparison queries (3): "Is [treatment] or surgery better for [condition]?", "[Treatment A] vs [treatment B]"

2. Asking these queries across 4 AI platforms, each weighted by market importance:

   • Google AI Overviews (50% weight) — Tested via DataForSEO SERP API, checking whether the clinic's website appears in Google's AI-generated answer box
   • Perplexity (20% weight) — Tested by querying the Perplexity API and checking whether the clinic is cited in the response
   • ChatGPT (20% weight) — Tested by querying OpenAI's API and analysing whether the clinic is mentioned or recommended
   • Claude (10% weight) — Tested by querying Anthropic's API for similar analysis

3. Identifying competitors — Every clinic that appears in AI responses instead of (or alongside) the practitioner is logged as a competitor, filtered to the same geographic area. This builds a real competitor landscape based on who is actually winning the AI visibility race in their local market.

Stage 6: SERP Position Analysis

We check where the clinic currently ranks in traditional Google search results for relevant keywords. Using the DataForSEO API, we test the clinic's position for queries related to their specialty and location, identifying which searches they appear for and where they rank.

Stage 7: Content Opportunities

Using everything gathered in the previous stages, the system identifies specific opportunities to improve visibility:

• Content gaps — Topics competitors rank for that this clinic doesn't cover
• Page improvements — Existing pages that could rank higher with specific changes
• Practitioner enhancements — Missing E-E-A-T signals that would strengthen credibility
• Local SEO fixes — Missing or incomplete local signals
• Technical issues — Technical problems holding the site back

The Visibility Score — What It Measures

The assessment produces a total visibility score out of 110 points, broken down into 6 categories. Each category is classified by ownership — whether it's something the clinic needs to do themselves, or something Co-Kinetic can help with through content.

Things the Clinic Needs to Do (Client Action Required): 50 points

Things Co-Kinetic Can Help With (Through Content): 60 points

Why the split matters: This ownership classification is central to how we present results to practitioners. We show them clearly: "Here are the things you need to handle (your Google Business Profile, your reviews, your site speed) — and here are the things we can do for you (your content, your E-E-A-T signals, your AI visibility)." This makes the next step obvious.

What the Practitioner Sees — By Access Tier

Free Visibility Assessment Users

Free users receive a single assessment results page. There are no additional tabs or portal features. They can see:

• Their overall score with category breakdown
• An AI-generated narrative summary explaining what the scores mean for their practice
• Their AI visibility test results across the 4 platforms
• A high-level content opportunity report showing what content they are missing

This is intentionally a taster — comprehensive enough to be genuinely useful, but the content creation, My Plan, and developer tools are reserved for CCS subscribers.

CCS Subscribers

CCS subscribers access a full portal organised across five tabs for each assessment:

1. Overview — Overall score with category breakdown, AI-generated narrative summary, key strengths, critical issues, and quick wins. The narrative is generated last by AI, grounded in all the data collected, so it provides specific, evidence-based insights rather than generic advice.

2. Clinic Profile — Their practice details as extracted from the website: address, contact details, social media links, booking system, and team members with their qualifications and E-E-A-T scores. This often reveals things the practitioner didn't realise were missing or incorrect on their website.

3. AI Visibility — A detailed breakdown of how visible the clinic is across each AI platform, showing which queries they appear for and which they don't. The intent clustering view shows visibility across the 4 intent types (condition, treatment, practitioner, comparison) as X/3 badges, making it immediately clear where they have coverage gaps. Competitor clinics identified from AI responses are listed with their citation frequency.

4. Local Entities — Nearby locations and organisations discovered through our local research pipeline: parks, sports clubs, golf clubs, GP practices, sports shops, employers, and events. These are used to make generated content authentically local. Practitioners can review the discovered entities and exclude any that are not relevant to their practice.

5. My Plan — The complete content strategy for the practice. This is the primary action hub for CCS subscribers. It contains the full prioritised content plan, Developer Brief, and Quote Document. See Section 8 for a full description.

4. Phase 2: Content Opportunity Intelligence — The Strategy Engine

How We Turn Assessment Data into a Content Strategy

Once the assessment has mapped the clinic's current position, the Content Opportunity Intelligence engine identifies exactly what content will make the biggest difference. This isn't guesswork — it's driven by actual search volume data, competitor analysis, and AI citation patterns.

The Search Volume Enrichment Process

After the initial assessment identifies content gaps and opportunities, a second-stage enrichment process adds real search data:

1. Keyword Extraction — AI analyses each existing page and each potential topic to identify the keywords patients actually use to search for these topics
2. Search Volume Lookup — We query real search volume data to understand how many people search for each term monthly
3. Competition Analysis — We assess how difficult it would be to rank for each keyword
4. Revenue Estimation — We estimate the patient value of each keyword based on the type of search (someone searching for "ACL reconstruction recovery" is more likely to become a patient than someone searching for "what is the ACL")

Three Tiers of Opportunities

The intelligence engine sorts all opportunities into three actionable tiers:

Quick Wins (Emerald) These are internal linking and cross-referencing opportunities between existing pages. The clinic already has the content — they just need to connect it better. For example, if a clinic has a blog post about "runner's knee" and a service page about "sports physiotherapy" but neither links to the other, that's a quick win. These can be implemented immediately with minimal effort.

High-Impact Fixes (Amber) These are improvements to existing pages that could significantly boost their ranking. This includes adding missing E-E-A-T signals, expanding thin content, adding FAQ sections, improving heading structure, adding scientific citations, and optimising meta descriptions. We identify the specific changes needed for each page and prioritise them by potential impact.

Strategic Creates (Blue) These are entirely new content pieces the clinic should create to fill gaps in their topical coverage. Each strategic create comes with:

• The specific topic and recommended title
• Target keywords with search volume
• A rationale explaining why this content matters
• Estimated impact on visibility
• Competitive context — what currently ranks for this topic and why

Hyperlocal Intelligence

Before suggesting any content, the system researches the clinic's local area to ensure content is authentically local. This includes:

• Neighbourhood context — Local landmarks, transport links, schools, sports clubs, major employers
• NHS and healthcare context — Local NHS trusts, hospitals, GP surgeries, referral pathways
• Community context — Local sports leagues, fitness centres, demographics that influence injury patterns
• Regional terminology — How locals actually describe their area, neighbourhoods within neighbourhoods

This local intelligence feeds directly into content creation, so every piece reads as though it was written by someone who genuinely knows the area — because it was informed by genuine local research.

The Unified Visibility Plan

All opportunities — quick wins, high-impact fixes, and strategic creates — are combined into a single prioritised queue called the Visibility Plan. Each item is scored by a unified impact formula that considers:

• Search volume potential
• Competition difficulty
• Current ranking position (if the page already exists)
• AI visibility gap (whether competitors are being cited for this topic)
• Effort required to implement

The result is a clear, ordered list: "Do this first, then this, then this." The practitioner doesn't need to figure out priorities — they're already sorted by impact.

5. Phase 3: Optimised Content Creation

How We Create Content That Actually Works

Content creation isn't just about writing — it's about producing content that is personalised to the practitioner, optimised for search engines, structured for AI citation, and rooted in the local area. Every piece of content we produce includes these layers.

Deep Practitioner Personalisation

Content is built around the practitioner's professional identity:

• Author Integration — Their name, qualifications (BSc, MSc, MCSP, HCPC), and professional registration numbers are woven naturally into the content
• Professional Voice — The tone is matched to their style, informed by their existing content and profile
• Expert Quotes — AI-generated quotes attributed to the practitioner, based on their clinical approach and treatment philosophy
• Clinical Expertise — Their specific specialisations and treatment approaches are reflected in the content, not generic advice

Hyperlocal Content

Every piece is rooted in the practitioner's specific location:

• Regional Spelling — British English for UK practitioners (optimise, specialised, organisation, physiotherapy)
• Neighbourhood References — Local landmarks, transport links, and community touchpoints embedded naturally
• Healthcare Context — Local NHS trusts, hospitals, GP referral pathways mentioned where appropriate
• Community Relevance — Local sports clubs, schools, employers referenced to build local trust signals

E-E-A-T Enhancement

Every piece of content includes the signals that Google and AI platforms reward:

• Scientific Citations — Peer-reviewed research automatically extracted and formatted with journal name, authors, year, and DOI/PMID links
• Expert Credentialing — Qualifications and professional registrations displayed prominently
• Evidence-Based Claims — Every clinical claim is supported by citable sources
• Clear Attribution — Named author, publish date, and last-updated date on every piece
• Schema Markup — Complete JSON-LD structured data provided as ready-to-paste code blocks, including Article schema, MedicalWebPage schema, FAQPage schema, LocalBusiness schema, and Person schema

Content Types

The system generates the following types of content. Each type uses a dedicated, regularly-maintained prompt that has been optimised for its specific purpose. Several content types include a structured pre-generation intake step to gather clinic-specific context that can't be inferred from the assessment alone. This is how we ensure the content reflects the clinic's actual approach — not a generic description of the service.

The Service Page Intake Wizard

Service pages receive the most thorough pre-generation intake of any content type, because a service page that reads like every other clinic's service page provides no competitive advantage. The multi-step wizard walks through:

1. Which practitioners deliver this service — selecting all clinicians who contribute, not just the primary author
2. Which credentials are relevant to this specific service — a clinician may hold many qualifications, but only a subset are directly relevant to the service being described. The wizard presents their full credential set as checkboxes so the practitioner curates exactly what is highlighted
3. The primary author — who the page is attributed to
4. A clinical insight question — a prompt-style question addressed personally to the named practitioner, asking them to speak directly to a patient who is uncertain whether this service is right for them. This produces a first-person, clinically authentic voice that is woven into the content
5. The patient journey — how patients typically come to the clinic for this service and what the treatment process looks like step by step
6. The target patient profile — a clear description of who this service is designed for, enabling audience-matched language throughout the page
7. The clinic differentiator — what makes this clinic's approach to this service genuinely different from others offering the same thing

The answers feed directly into the content generation prompt as first-person source material. The result is a service page that reflects the specific clinic's treatment philosophy, patient pathway, and clinical credentials — not a generic template with the clinic name inserted.

Truly Ready to Publish

Every content piece includes everything needed to publish immediately:

• The main content body (formatted, spell-checked, and localised)
• Meta title and description
• H1 and H2 heading structure
• Internal linking suggestions
• Complete schema markup code block
• Featured image recommendations
• Author bio snippet

No editing required. Copy, paste, publish.

WordPress Publishing Integration

For clinics running WordPress websites, content can be pushed directly to their site via the WordPress REST API. This requires the Co-Kinetic CPT Setup Plugin to be installed on the WordPress site.

How the plugin works:

The Co-Kinetic CPT Setup Plugin is a downloadable ZIP file that the clinic's developer installs via the standard WordPress plugin uploader. It does two things automatically:

1. Creates five custom post types — Condition Pages, Treatment Pages, Service Pages, Locations, and Team Members. These appear as new sections in the WordPress admin sidebar alongside Posts and Pages.
2. Registers all custom fields — Every structured data field that Co-Kinetic fills in (e.g. short_definition, faqs, schema_markup, scientific_citations) is pre-registered. The developer does not need to create these manually.

Blog posts use the standard WordPress Posts content type — the plugin registers the Co-Kinetic custom fields on Posts as well.

Authentication — Bearer Token (not Application Passwords):

After installing the plugin, the developer goes to Settings → Co-Kinetic in the WordPress admin. The plugin auto-generates a secure API token on that page. The developer copies this token and pastes it into the Co-Kinetic platform under Clinic Settings → WordPress Connection. There is no manual password creation required — the token is managed entirely by the plugin.

What the developer needs to build:

The developer needs to build six page templates in their WordPress theme:

In practice this means three distinct template designs: the shared content layout (used for conditions, treatments, services, and blog posts), the team member profile, and the location page.

SEO plugin detection:

When pushing content to WordPress, the system automatically detects whether the site has Yoast SEO or Rank Math installed and injects the meta title and description through the correct plugin-specific fields. For sites with neither plugin, it falls back to JSON-LD schema injection.

Publishing options:

Content can be pushed as a WordPress draft (for the practitioner to review before publishing) or published live immediately.

6. How Personalisation Works — The Layers That Make Content Unique

A common question is: "How can AI-generated content really be personalised to my clinic?" The answer lies in the number of distinct data sources that are assembled before a single word of content is written. No two practices will produce the same content for the same topic, because the inputs are different for every clinic, every clinician, and every page.

Layer 1 — The Clinician's Professional Profile

Every piece of content begins with the clinician's profile: their formal qualifications and professional registrations, their specialisations and clinical niches, their years of experience, and their treatment philosophy. These details are woven into the content as attributable credentials, not dropped in as an afterthought.

Layer 2 — Clinical Voice

Beyond credentials, the system captures how each clinician actually speaks about their work. A structured set of guided questions is used to extract the practitioner's clinical perspective, the language they naturally use, and the philosophy that shapes how they explain things to patients. This material is used to ensure content written in their voice reads as authentically theirs — not as generic healthcare copy that could have been produced for any clinic.

Layer 3 — CPD Portfolio

The practitioner's Continuing Professional Development history is another layer of specificity. Uploaded CPD documents are analysed and summarised, giving the system a detailed picture of the clinician's ongoing education — the advanced courses they've attended, the specialist training they've pursued, and the clinical areas they've invested in developing. This history informs the depth of expertise claims made in content and provides citable evidence of continued professional growth.

Layer 4 — Per-Content Intake Questions

For content types where the clinic's specific approach is particularly important — most notably service pages — a structured intake step is completed before generation begins. This captures things like the patient journey for that specific service, who the target patient is, what makes the clinic's approach distinctive, and a direct clinical insight from the named author. None of this can be inferred from the website; it has to come from the practitioner directly. The intake answers become source material fed directly into the content generation process.

Layer 5 — Local Entities

The Local Entities discovery pipeline identifies the specific places and organisations in the clinic's area — the parks, sports clubs, GP practices, employers, and community fixtures that are part of the local landscape. References to these are woven into content naturally, replacing generic local phrases ("near local sports facilities") with specific, credible mentions that patients in that area will immediately recognise.

Layer 6 — Hyperlocal Research

In addition to the entities database, the system conducts live research into the clinic's local area before generating content: the specific NHS trusts and hospitals nearby, local health service context, community demographics, and regional terminology. This context ensures content is grounded in the actual local healthcare landscape, not a generic regional approximation.

Layer 7 — Assessment Data and Competitor Context

The content generation system has access to everything gathered during the assessment: what pages the clinic already has, which topics competitors are covering, which keywords are being searched in the local area, what AI platforms are citing in response to relevant patient queries, and where the clinic currently ranks. This means content isn't created in a vacuum — it is created specifically to fill the gaps that matter most.

The Result

The combination of these seven layers means that a condition page for a physiotherapist in Bristol and a condition page for a physiotherapist in Edinburgh covering the same condition will be substantially different documents — different practitioners, different voices, different local references, different competitive context, different NHS landscape, and different keyword opportunities. That specificity is what makes the content credible to both patients and AI platforms.

7. The E-E-A-T Profile Builder

Why Practitioner Profiles Matter

Google's quality guidelines explicitly reward content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). For healthcare content, this is especially important — Google holds health-related content to a higher standard (known as YMYL — Your Money or Your Life).

The E-E-A-T Profile Builder creates comprehensive practitioner profiles that serve as the foundation for all content personalisation and credibility signals. The richer the profile, the more personalised and credible every piece of content becomes.

Profile Depth — What We Capture

The profile system is designed to build an exceptionally deep picture of each clinician. It goes far beyond a standard CV:

Core Professional Details — Qualifications, professional registrations (HCPC, MCSP, GOsC, etc.), specialisations, years of experience, and treatment philosophy. These form the E-E-A-T backbone that every content piece draws from.

Clinical Voice — A structured set of guided questions specifically designed to capture how the practitioner thinks, speaks, and approaches their clinical work. The answers to these questions are used to ensure that AI-generated content genuinely sounds like that specific practitioner — not like generic healthcare copy. This is one of the most important differentiators between content that reads as authentic and content that reads as AI-generated.

CPD Portfolio — Practitioners can upload their Continuing Professional Development (CPD) documents directly to the platform (PDF or Word format). The system automatically extracts all CPD records — course names, providers, completion dates, hours, and categories — and generates a summary of the practitioner's professional development portfolio. This CPD history is a powerful E-E-A-T signal: it demonstrates active, ongoing professional development and can be referenced in content to substantiate clinical expertise claims.

Profile Enrichment — Additional layers of professional detail: publications, research contributions, professional memberships, speaking engagements, and media appearances. Each of these strengthens the practitioner's authority score and adds texture to content attribution.

Guided Interview Mode — For practitioners who prefer a structured approach, the system walks them through a curated interview that draws out their professional story, clinical philosophy, specialist knowledge, and the things that make their practice distinctive. Admin-managed interview questions can be customised and reordered. The resulting responses feed directly into content generation as first-person source material.

Polish with AI — Once profile information is entered, the "Polish with AI" feature refines and enhances the text to be professional, compelling, and optimised for E-E-A-T signals — while preserving the practitioner's authentic voice.

E-E-A-T Authority Scoring

Each practitioner profile has a numerical E-E-A-T Authority score — a calculated measure of the strength of their professional credentials. This score is visible on the practitioner's profile and feeds into the assessment's Authority category score. It considers:

• Verified professional registrations
• Breadth and level of qualifications
• Publications and research contributions
• Years of clinical experience
• Specialisation depth
• CPD activity and portfolio completeness
• Profile completeness overall

The scoring system uses milestones to show practitioners how adding specific credentials improves their score and, in turn, their assessment results.

Public Hosted Profile Pages

Each practitioner gets a publicly accessible profile page hosted on the Co-Kinetic platform. These pages include:

• Full professional biography
• Qualifications and registrations
• Specialisations and treatment approaches
• Achievements
• JSON-LD Person schema markup — structured data that helps search engines understand who the practitioner is and connect their credentials to their content

These hosted profiles serve as authoritative reference pages that can be linked from blog posts, clinic websites, and schema markup — strengthening the E-E-A-T signal for all content the practitioner authors.

Practitioner Authentication

Practitioners can access and edit their own profiles through a secure passwordless login:

1. They enter their email address
2. A magic link is sent to their email
3. After clicking the link, they verify via SMS code
4. They can edit their profile with sessions scoped specifically for profile editing

This means practitioners can update their own information without needing admin access to the main platform.

8. Local Entities Discovery

What It Is

Local Entities is a dedicated research pipeline that discovers the specific places and organisations near the clinic that make content authentically local. This is a premium feature available to CCS subscribers only.

What It Discovers

The system searches for and catalogues nearby:

• Parks and open spaces
• Sports clubs (football, rugby, tennis, cricket, running clubs, cycling clubs, etc.)
• Golf clubs
• GP practices and health centres
• Sports shops and physiotherapy equipment suppliers
• Major local employers
• Local events and sporting fixtures

How It Is Used

These local entities are surfaced to the content generation system when creating any piece of content. Instead of generic local references, the content can mention the specific park where local runners train, the football club whose players visit the clinic, or the NHS trust that refers patients. This makes the content meaningfully local rather than superficially local.

Subscriber Control

Practitioners can review all discovered entities in the Local Entities tab and exclude any that are not relevant to their practice. Excluded entities are not used in content generation.

9. My Plan — The Complete Content Strategy

What My Plan Is

My Plan is the strategic heart of the CCS subscriber experience. It is a complete, AI-generated content strategy for the practice that combines the assessment findings, content opportunity analysis, local context, and E-E-A-T profile into a single actionable document.

My Plan is accessed through the fifth tab of the assessment portal. It is generated automatically when first accessed and can be regenerated at any time by an admin — for example, after a re-assessment or when the content plan needs refreshing.

What My Plan Contains

The Content Plan — A prioritised list of specific content pieces recommended for the practice. Each item includes:

• The page type (condition page, treatment page, blog post, etc.)
• A recommended title
• The rationale for why this piece matters
• The estimated impact on visibility
• An action button to create the content directly

Items are automatically grouped and prioritised — the most impactful content opportunities appear first.

Priority Blockers — A curated list of the most critical technical and structural issues identified during the assessment that need to be addressed before content can reach its full potential. These feed directly into the Developer Brief.

The Developer Brief — A comprehensive technical brief for the clinic's web developer or technical team. It is automatically generated alongside My Plan and comes in two versions:

• WordPress version — Covers plugin installation, custom post type setup, template requirements for all six page types, custom field specifications, SEO plugin integration, connection testing, and a full site-wide optimisation guide
• Non-WordPress version — Covers the same content requirements in a CMS-agnostic format, with guidance on implementing the structured fields and schema markup in whatever platform the clinic uses

The Developer Brief can be shared directly with the web developer via a secure public link — no login required on the developer's side. Admins can also send the link by email from within the platform. The brief is specifically written to be pasted into AI coding assistants (ChatGPT, Claude, Cursor, GitHub Copilot) so developers can use it to generate the correct template code for their specific theme.

The Quote Document — A document generated separately within My Plan that summarises the work required for the web developer in plain, non-technical language. It is designed to be sent to a developer when commissioning the work, giving them enough context to provide an accurate quote without needing to read the full technical brief. Admins can generate and regenerate the Quote Document at any time from within My Plan.

The Pricing Brief — Available alongside the Developer Brief. This is a pricing-focused version of the brief that lists just the technical work items and page requirements, formatted to help a web developer produce a quote for the implementation work. It can be generated and regenerated independently.

My Plan Regeneration (Admin)

Admins can trigger a full regeneration of My Plan at any time. When this is triggered:

1. The system immediately acknowledges the request and runs the regeneration in the background
2. The My Plan tab shows a persistent "Regenerating…" state while the background process runs
3. The tab updates automatically when the new plan is ready — without requiring a manual page refresh
4. The regeneration process typically takes several minutes, as it reruns the full content plan analysis and developer brief generation pipeline

10. The Content Library

What It Is

The Content Library is the subscriber's central repository for all content that has been generated for their practice. Every piece of content created through the platform — whether from My Plan actions or directly from the content studio — is saved to the Content Library.

What It Shows

Each content piece in the library displays:

• The content type and title
• When it was generated
• The full content (accessible via a side-panel editor)
• A Regenerate option — which reopens the appropriate intake modal (if the content type requires one) pre-filled with the previous answers, then generates a fresh version

Content Editor

Each piece in the library can be opened in a full content editor that shows the generated content, allows it to be edited directly, and provides the WordPress publish button for WordPress-connected sites. The editor shows the content formatted as it will appear when published.

11. The Prompt Library — How Content Quality Is Maintained

What the Prompt Library Is

The quality of every piece of generated content depends entirely on the system prompts that instruct the AI. The Co-Kinetic platform maintains a library of carefully-crafted prompts — one for each content type, plus prompts for each stage of the assessment pipeline, the AI narrative, My Plan generation, the Developer Brief, and the Quote Document.

These prompts are stored in the database and can be reviewed and updated by admins through the admin prompt management interface. They are not hard-coded — they can be refined as AI models improve, as new research emerges about what content performs best, or as the product evolves.

Best-in-Class Page Prompts

Each page type prompt is designed to produce content that represents the current best practice for that type of healthcare content. The prompts are regularly updated to reflect:

• Changes in how Google evaluates healthcare content
• New research into AI citation patterns
• Feedback from content that has been published and monitored
• Updates to E-E-A-T guidelines and YMYL standards
• Improvements to the structured data and schema markup requirements

Research Stages Before Generation

Several content types — particularly condition pages, blog posts, and service pages — use a multi-stage research process before the main content is written. These research stages run as separate AI calls:

1. Scientific evidence research — Queries peer-reviewed literature to identify relevant citations for the topic
2. Competitor content analysis — Analyses what currently ranks for this topic and identifies gaps
3. Local landscape research — Pulls in local context relevant to the topic and the clinic's location

The research outputs are assembled into a rich context package that is passed to the primary content generation prompt. This is why condition pages and blog posts take slightly longer to generate than simpler page types — the extra time buys significantly better content.

Prompt Transparency

Admins can view, edit, and test every prompt in the system. If a particular content type is producing results that aren't right — wrong tone, missing a key section, not including citations in the right format — the prompt can be updated directly without a code deployment. This makes the content quality system fully adjustable by non-developers.

12. AI Visibility — Why This Matters Now

The Shift to AI-Mediated Search

The way patients find healthcare providers is changing rapidly. Increasingly, patients don't just type a query into Google — they ask AI assistants for advice and recommendations. This includes:

• Google AI Overviews — Google's AI-generated answer boxes that appear above traditional search results. These are now shown for a growing percentage of health-related searches.
• ChatGPT — Patients ask ChatGPT for healthcare recommendations, treatment comparisons, and practitioner suggestions.
• Perplexity — An AI search engine that provides cited, sourced answers to questions, increasingly used for healthcare research.
• Claude — Anthropic's AI assistant, used for detailed healthcare information and provider research.

What Makes a Clinic Visible to AI?

AI platforms decide which clinics to recommend based on the quality, authority, and relevance of their online content. The key factors are:

1. Content depth and specificity — AI platforms favour comprehensive, detailed content over thin pages. A 2,000-word guide to ACL rehabilitation with scientific citations will be cited; a 200-word service page listing "knee injuries" will not.

2. E-E-A-T signals — Named authors with verifiable credentials, professional registrations, and evidence-based claims make content more trustworthy to AI platforms.

3. Local relevance — AI platforms consider geographic context. Content that mentions specific locations, local landmarks, and community details is more likely to be recommended for local queries.

4. Structured data — Schema markup helps AI platforms understand what the content is about, who wrote it, and where the clinic is located.

5. Citation-worthiness — AI platforms are more likely to cite content that includes references to peer-reviewed research, specific statistics, and authoritative sources.

How We Measure AI Visibility

Our assessment tests 12 real queries across 4 AI platforms, producing:

• An overall AI Visibility score (out of 15 points, contributing to the total 110-point assessment)
• Per-platform scores showing where the clinic is visible and where it isn't
• Intent clustering showing visibility across condition, treatment, practitioner, and comparison queries (displayed as X/3 badges per intent group)
• A competitor list showing which other clinics are being recommended instead

This gives practitioners a clear, measurable baseline — and a clear target to work toward.

13. The Visibility Race — Why Every Month Matters

Visibility Is Zero-Sum in Local Markets

When a patient asks Google or an AI assistant for a healthcare recommendation, there are a limited number of spots. The clinics producing consistent, optimised, authoritative content rise to the top. Those who don't, fall behind.

The Compound Effect

Content visibility compounds over time:

• Month 1: A competitor publishes 4 optimised blog posts with E-E-A-T signals
• Month 3: Those posts start ranking; the competitor appears in AI recommendations
• Month 6: They're now the established authority; other clinics are trying to catch up
• Month 12: The gap is significant and widening with every new piece of content

The clinics that identify their content gaps today and start filling them with properly optimised, personalised content will be the ones patients find tomorrow. Every month of delay is a month competitors gain ground.

14. What Makes This Different from Other Tools

Not Just an Audit — A Complete Visibility Platform

Most SEO audit tools give you a score and a list of technical issues. Our platform goes far beyond that:

Healthcare-Specific Intelligence

Unlike general SEO tools, our platform understands healthcare:

• Content freshness standards are calibrated for healthcare (medical guidelines change — outdated health content is penalised more heavily)
• E-E-A-T requirements are heightened for YMYL (Your Money or Your Life) health content
• Professional registration verification validates regulatory body registrations
• Scientific citation extraction pulls peer-reviewed research relevant to the practitioner's specialty
• Healthcare review platform discovery finds and consolidates reviews across health-specific platforms, not just Google and Yelp

15. The 12-Step Research Process Behind Content Creation

Before any content is created, our AI conducts comprehensive research to ensure every piece is deeply personal, clinically credible, and authentically local:

1. Practitioner Profile Analysis — Your qualifications, specialisations, years of experience, and treatment philosophy
2. Patient Language Mapping — How patients actually describe their symptoms and search for help, not clinical terminology
3. Clinical Evidence Review — Peer-reviewed research relevant to the topic, extracting citations with journal names, authors, year, and DOI/PMID links
4. Local Landscape Research — Local landmarks, transport, NHS trusts, hospitals, community context, regional terminology
5. Competitor Content Analysis — What competing clinics are publishing and ranking for on this topic
6. AI Citation Analysis — Which sources AI platforms are currently citing for this topic
7. Search Volume Assessment — How many patients search for this topic monthly and related keyword opportunities
8. Content Gap Identification — What angles and subtopics aren't covered by existing content in the search results
9. E-E-A-T Signal Planning — Which credentials, citations, and trust signals to weave into this specific piece
10. Schema Markup Generation — Structured data tailored to the content type (Article, MedicalWebPage, FAQPage, Person)
11. Internal Linking Strategy — How this content connects to the clinic's existing pages
12. Strategic Prioritisation — Where this piece fits in the overall content roadmap, ranked by patient value, competition level, and likelihood of success

16. Admin-Only Features

Certain features of the platform are only accessible to Co-Kinetic administrators. These are not visible to subscribers or free users.

Assessment Management

• Running assessments on behalf of subscribers
• Viewing the full raw assessment report (the underlying data collected during the pipeline, before it is processed into scores and narratives)
• Exporting assessment data
• Manually triggering My Plan regeneration for any assessment

Content Plan Administration

• Viewing and editing the prompt library — every system prompt used across the platform
• Running the content plan refresh pipeline (which resyncs the My Plan items, regenerates the AI narrative, and reruns the developer brief)
• Reviewing assessment quality via the Manus Review panel (a quality check view that assesses the completeness and accuracy of the raw report)

User Management

• Creating, editing, and managing subscriber accounts
• Managing clinician profiles associated with each subscriber
• Resetting the onboarding wizard for a subscriber
• Managing access levels (free VA vs CCS subscriber)

WordPress Connection Management

• Downloading the Co-Kinetic CPT plugin ZIP for distribution to subscribers' developers
• Testing WordPress connections on behalf of subscribers

Prompt Library

• Full read/write access to every system prompt in the database
• Ability to test prompts against live assessment data
• Version management — prompts are preserved if they have been manually edited, to prevent automated re-seeding from overwriting custom refinements

17. Frequently Asked Questions

About the Assessment

How long does an assessment take? A full visibility assessment typically takes 15–30 minutes to complete, depending on the size of the website. Larger sites with hundreds of pages take longer because every page is individually analysed.

What information does the practitioner need to provide? Just their website URL and postcode. The system discovers everything else automatically — address, team members, services, social media, booking system, and more.

How accurate is the scoring? The scoring is based on objective, measurable factors — not subjective judgement. Page content is analysed programmatically, AI visibility is tested with real queries to real AI platforms, review data comes from actual review platforms, and search rankings come from live SERP data via DataForSEO.

Can the assessment be re-run? Yes. The snapshot system tracks score changes over time, so practitioners can see how their visibility improves as they publish new content and implement recommendations. Re-running assessments after making changes shows measurable progress.

What about websites built with different platforms? The system works with any website regardless of the platform — WordPress, Squarespace, Wix, Webflow, or custom-built sites. We automatically detect the CMS and adapt our recommendations accordingly. The direct publishing integration requires WordPress with the Co-Kinetic CPT plugin installed.

About AI Visibility

Why do you test 4 different AI platforms? Because patients use different AI tools, and each platform has its own way of selecting sources. A clinic might be visible on Perplexity but invisible on ChatGPT. Testing across all four gives a complete picture. The weightings (Google 50%, Perplexity 20%, ChatGPT 20%, Claude 10%) reflect current market usage.

Why is Google AI Overviews weighted at 50%? Google dominates search. When Google shows an AI Overview for a health query, it appears above all traditional search results. Being cited in a Google AI Overview is currently the single most valuable AI visibility position.

How are the 12 test queries chosen? They're automatically generated based on the clinic's specialty, treatments, and location. A physiotherapy clinic in Manchester gets different queries than a chiropractic clinic in Bristol. The queries cover 4 intent types (condition, treatment, practitioner, comparison) with 3 queries each, ensuring comprehensive coverage of how patients actually search.

Can AI visibility really be improved? Yes. AI platforms draw from web content. By publishing comprehensive, well-structured, E-E-A-T-optimised content with scientific citations and local context, clinics can become the source that AI platforms cite. We've designed every aspect of our content creation specifically to maximise the likelihood of AI citation.

About Personalisation

How can the content really be personalised to my clinic — isn't it just a template with my name swapped in? No. The content generation system draws from seven distinct data sources for every piece: the clinician's full professional profile (qualifications, registrations, specialisms), their clinical voice responses (how they actually speak about their work), their CPD portfolio (their ongoing professional development history), the answers they give during the pre-content intake steps (patient journey, clinical approach, differentiators), the specific local entities near their clinic, live local area research, and the competitor and keyword data from their assessment. A condition page for a physiotherapist in Bristol and the same condition page for a physiotherapist in Edinburgh will be substantially different documents. There is no shared template — the inputs are different every time.

Can the clinical voice really be captured in a way that changes the content noticeably? Yes. The clinical voice questions are specifically designed to elicit the way a practitioner thinks and talks about their work — not what they do, but how they explain it. These responses feed directly into the content as first-person source material and are used to calibrate the tone throughout. The difference between content produced with a completed clinical voice profile and content produced without one is meaningful: one reads like a specific person wrote it, the other reads like a brochure.

How much difference does the CPD upload make? Significantly, in two ways. First, it gives the system a detailed, factual record of the clinician's specialist training and ongoing education — which can be referenced in content to substantiate expertise claims. Second, it strengthens the E-E-A-T Authority score, which feeds into the assessment and into the credibility signals embedded in all content attributed to that clinician.

About Research Quality

How do you ensure the content is well-researched and not just AI-generated filler? Several things. First, content types that benefit from it — particularly condition pages and blog posts — go through a multi-stage research pipeline before any content is written: scientific literature is reviewed for relevant peer-reviewed citations, competitor content is analysed to identify gaps, and local context is researched. The main content prompt only runs after this research stage is complete and has produced usable outputs. Second, all scientific citations are real, formatted with full bibliographic details, and linked to DOI or PMID records — they are not invented. Third, the prompts for each content type are maintained and updated regularly to reflect current standards for healthcare content quality, E-E-A-T compliance, and AI citation patterns.

Are the scientific citations genuine? Yes. Citations are extracted from peer-reviewed research and formatted with the journal name, authors, publication year, and a DOI or PMID link. The citation pipeline is designed to find research that is genuinely relevant to the topic being written about, not generic references inserted to look credible.

How do you make sure the content is clinically accurate? The system does not invent clinical facts. It draws on peer-reviewed sources for clinical claims, uses the practitioner's own profile and interview responses to describe their specific approach, and is explicitly instructed not to make claims that cannot be supported by the practitioner's stated credentials or the cited research. Practitioners are always encouraged to review content before publishing and to add their own clinical experience and patient context — which further strengthens credibility.

About Content

Is the content unique to each practitioner? Yes. Every piece is generated using the practitioner's specific profile, qualifications, location, and clinical expertise. Two physiotherapists in different locations writing about the same condition will get entirely different content — different local references, different competitor context, different clinical voice, different CPD background, different internal linking suggestions.

Does the practitioner need to edit the content before publishing? The content is designed to be ready to publish as-is. However, practitioners are always encouraged to review and add their own clinical insights or patient stories, which further strengthens the E-E-A-T signals.

What about scientific citations — are they real? Yes. Scientific citations are extracted from peer-reviewed research and formatted with full reference details including journal name, authors, publication year, and DOI or PMID links. They are not fabricated.

Does the Pricing & Fees page include actual prices? No. The system never invents prices. All fee references in the generated page use [£XX per session] placeholders that the practitioner replaces with their real figures before publishing. The intake questions capture context about insurance networks, concessions, and payment methods — not specific amounts.

Can content be published directly to WordPress? Yes, for WordPress sites with the Co-Kinetic CPT plugin installed. The system connects via a Bearer token generated by the plugin (not WordPress Application Passwords), auto-detects SEO plugins (Yoast or Rank Math), and can publish as draft or live.

About the WordPress Plugin

What does the plugin actually do? It creates the five custom content types (Conditions, Treatments, Services, Locations, Team Members) and registers all the custom fields that Co-Kinetic fills in. Without it, WordPress has no structure to receive the content.

Does the developer need to write any custom code? They need to build the page templates that display the content. The plugin handles the data structure — the developer builds the visual presentation. The Developer Brief specifies exactly what each template needs to display and in what format.

What if the site doesn't use WordPress? The Non-WordPress Developer Brief provides the same field specifications and schema requirements in a CMS-agnostic format. The practitioner can still use the platform to generate content and copy-paste it manually, or their developer can build a custom integration using the specifications in the brief.

About the Scoring

What does the ownership split mean (Client Action vs We Can Help)? The 110-point score is deliberately split into two halves. "Client Action Required" items (Technical Foundations and Local Trust Signals, 50 points) are things only the clinic can do — claim their Google Business Profile, improve site speed, get more patient reviews. "We Can Help" items (Authority, Content Quality, AI Visibility, Topical Coverage, 60 points) are things Co-Kinetic can directly improve through content creation and E-E-A-T profile building. This clarity makes the value proposition immediately obvious.

Why 110 points instead of 100? The scoring system is designed around 6 meaningful categories with point allocations that reflect their relative importance, not around a neat total. The odd total reinforces that this is a genuine assessment, not a simplified percentage scale.

What does a "good" score look like? Most clinics score between 25–45 out of 110 on their first assessment. A score above 70 indicates a well-optimised online presence. The more important metric is the breakdown — some clinics score well on technical foundations but poorly on content and AI visibility, which is exactly where Co-Kinetic helps.

About the Platform

Is the practitioner's data secure? Yes. All authentication is passwordless (magic link email + SMS verification code). No passwords are stored. Practitioner sessions are scoped to their specific profile, so they can only access their own data.

Can multiple practitioners from the same clinic use the system? Yes. The system supports multiple team members per practice, each with their own E-E-A-T profile and authentication.

How does progress tracking work? The snapshot system captures the full assessment state at each point in time. When an assessment is re-run, the new scores are compared against the baseline, showing exactly what has improved and by how much. This enables ROI tracking — practitioners can see the direct impact of content they've published.

18. Summary — The Value Proposition

For the practitioner: "We scan your entire online presence, score you across 6 visibility categories, show you exactly where you stand compared to local competitors — including on AI platforms like ChatGPT and Google AI Overviews — and then give you a prioritised My Plan with ready-to-publish content that's personalised to your qualifications, your clinical expertise, and your local area. Every piece includes the E-E-A-T signals, scientific citations, and schema markup that Google and AI platforms reward. We also give your web developer everything they need to set up your site correctly — a full technical brief, a pricing document for quoting, and direct publishing integration for WordPress."

For Co-Kinetic: "We've built an end-to-end visibility intelligence and content creation platform that is genuinely hard to replicate. The AI visibility testing across 4 platforms, the hyperlocal content personalisation, the E-E-A-T scoring system, the WordPress plugin with custom post types, the auto-generated developer brief, the research-backed prompt library — these aren't features bolted on to a generic SEO tool. They're a purpose-built system for making healthcare practitioners findable in an AI-first search world."