I’m going to tell the story of a project I had no real plan for at the beginning. However, I waited long enough, and I was able to use ChatGPT to create a project plan for a website that had been sitting around for years.
The Beginning
I purchased the domain for www.whydopilates.com several years ago.
I didn’t put much on the site, just a few articles. These weren’t even new articles but were part of a Pilates newsletter I wrote when I had the studio even many more years ago.
It wasn’t until recently, maybe six or seven months ago, last fall in 2024, that I made an effort to add content to the site.
As you can see from the Google Analytics snapshot, that’s when a lot of activity started around November 2024.
Some of the things I have been doing to the website since November 2024 have been mostly adding blog posts and optimizing them. This has included optimized images – image name, file size and alt text – title tags, meta descriptions, slugs, headers, etc. I’ve tried to create categories for the blog posts and assigned at least one category per blog post. Not sure how much this helps, but there is some internal linking created. I have tried to keep the user experience straightforward with a menu and search at the top that is a floating menu, highlights and categories on the side as well. Hopefully, making the site easy to navigate, as it’s essentially one big FAQ on Pilates.
Current Status
This is all I have been doing since November 2024 until about February 2025. More recently, I have been thinking of ideas on what to do next to try to increase topical authority. One idea was to create pillar pages for each category to act as a hub for all the posts that fall under that category. My first pillar page was for the category posture.
I have also tried to consider more popular topics within fitness, recreational sports, injuries or physical conditions and their relation to Pilates. Given the increasing popularity of pickleball, I wrote a post on pickleball and Pilates for injury prevention.
I also wanted to take a look at Google Search Console and see how things have been progressing since putting more effort into the site. As you can see, things have started becoming more active around November 2024 and continue to remain active. Some activity dropped when I slowed down posting in March 2025.
I took some data from GSC and fed it into ChatGPT and asked it to provide some visuals of the data provided.
Prompt to do some basic analysis on GSC data
Please review the attached excel spreadsheet. Please review all tabs. Please create a visual representation for each of the tab except for the search appearance tab and the filters tab. Thank you.
When I asked ChatGPT to redo the visuals, it actually couldn’t do it, as it seems I have reached my limit of prompts with regards to visuals. I did ask for a summary of the data and some predictions. Probably all qualitative, based on inspection, but still worthwhile. Refer to Appendix 1 for a detailed summary and predictions/suggestions for steps forward by ChatGPT.
Since free ChatGPT wasn’t able to provide me with different types of visuals, I decided to ask it something else. I wanted ChatGPT to help with increasing my “topical authority”. First I wanted a second opinion on what the topical authority, if any, is given by the website. ChatGPT was able to do this. I believe I used the deep search option for this. The prompt I used for this is below.
Prompt for topical authority
I would like to build on my topical authority for this website: https://whydopilates.com/ The definition of topical authority is as follows: Topical authority refers to a website’s perceived expertise and trustworthiness on a specific subject, achieved by covering all relevant subtopics in depth. Building topical authority helps a site rank higher for a broad set of queries related to its main topic. Can you please first give me the topic that this website, if at all, has some topical authority on?
This first prompt returned a Topical Authority Analysis for the site. It was encouraging as the analysis found that Pilates was indeed the area of topical authority of the website. Success! That’s exactly what I was hoping for. Refer to Appendix 2 for details on ChatGPT’s topical authority analysis.
Future Work
Now I want to increase this authority. My next prompt was to ask ChatGPT what I could do to increase my topical authority in this area, and as quickly as possible. I requested a 90-day plan to do this in. The prompt is below.
Prompt for 90-day plan to increase topical authority
Thank you. Now, can you provide ways I can increase the topical authority of this website as quickly as possible with as little effort as possible? Provide a 90-day plan for this project of increasing topical authority for this website.
The results of this 90-day plan were encouraging, I believe realistic, depending on my schedule over the next 90 days. First, it was suggested that I create pillar pages to create more internal linking and that topical map for the site. Great! This is exactly how I was thinking from above! It went on to recommend more content, but not necessarily in quantities, but strategically to help create visibility and relevance. This may include changing titles, more internal linking, creating backlinks, and adding individual page-specific FAQS where relevant to develop that topical authority and ultimately become a leader in the space. Refer to Appendix 3 for details on 90-day topical authority improvement plan.
Summary
When I first bought the domain, whydopilates.com, I didn’t have any specific plans for it. I just thought I would put up all the information I have about Pilates on it and just keep it as a resource for myself and for anyone else who stumbles on the website. There were no AI tools readily available when I bought the domain and started the website. So it was an “old school” process of creating and posting up content. I never put much effort or time into the website until recently.
Investing a bit of time into the website, posting up content regularly from the content I have on Pilates has yielded some activity on the site, which is great. Based on this little bit of effort, the site is slowly fulfilling its desired intent and has a “topical authority” for Pilates. Going forward with the site, there are all kinds of options. Three of these options are: Keep the site as is, keep posting up content with no particular plan for that content or create a plan and post content. I decided to see what the latter would entail.
Now that AI tools like ChatGPT are available, there is help to create a plan. I was able to have “someone” else take an “objective” look at the site and provide feedback and a possible plan. A topical authority 90-day plan was proposed by ChatGPT. The plan looks great. Now it’s up to me to implement the plan.
Perhaps if I wait long enough, I can just let the improved version of AI tools implement the plan for me! For now, I’ll have to do the bulk of the implementation myself, with an AI assistant, of course!
Note that all the content below was generated by the AI conversational tool ChatGPT.
Appendix 1
This is the result provided by ChatGPT after I asked for a summary of the data and some kind of prediction of what to do next based on the data.
Summary of the Data for whydopilates.com
Looking at all five images, I can see this is analytics data for what appears to be a Pilates business/website, likely located in Ottawa.
Traffic Patterns and User Behavior:
- The first graph shows “Daily Clicks Over Time” with four distinct spikes around Dec 2024, early Jan 2025, Feb 2025, but zero activity for March and April 2025.
- Mobile devices generate 3 times more clicks than desktop, with no visible tablet traffic.
- Canada and the United States are the top traffic sources by country.
- The top pages are related to Pilates, specifically “runners-knee” and “reformer” content.
- The top search queries driving impressions are “reformer pilates ottawa” and variations, along with pregnancy-related Pilates queries and specific conditions like arthritis and kyphotic posture.
Predictions
Based on this data:
- Seasonal Pattern: The traffic appears to follow a monthly cycle with activity spikes and long quiet periods. If this pattern continues, we might expect the next activity spike in early May 2025.
- Mobile Focus: With mobile generating 3x more clicks than desktop, optimizing the mobile experience should be prioritized for future development.
- Content Development: The top-performing content relates to specialized Pilates applications (runners, pregnancy, arthritis). Expanding content in these specific niches could drive additional traffic.
- Geographic Opportunity: While Canada and the US dominate traffic, there’s potential to develop region-specific content for other English-speaking countries showing some interest.
- Keyword Strategy: “Reformer pilates ottawa” is clearly the dominant search term driving impressions. Building more content around reformer equipment and techniques, while maintaining local relevance, would leverage this existing strength.
- Conversion Optimization: There appears to be a disconnection between high impressions for certain queries and actual clicks on related pages. Improving metadata and content alignment could improve click-through rates.
Would you like me to provide more specific recommendations for any particular aspect of this data?
Content Strategy for Pilates Business Growth
Based on the analytics data, here are strategic content recommendations to increase your online visibility and generate leads in the Pilates industry:
High-Value Content Topics
- Reformer-Focused Content
- Complete guide to reformer Pilates for beginners
- Advanced reformer techniques for experienced practitioners
- Comparisons between reformer, mat, and other Pilates equipment
- “What to expect in your first reformer class” with video demonstrations
- Specialized Pilates for Health Conditions
- Comprehensive series on Pilates for runners (addressing knee issues specifically)
- Pilates exercises for arthritis management (your data shows search interest)
- Kyphotic posture correction through Pilates (addressing existing search interest)
- Pilates for back pain management (evergreen topic with consistent interest)
- Life Stage-Specific Pilates Content
- Pregnancy Pilates safety guides by trimester (capitalize on existing search interest)
- Postpartum Pilates recovery series
- Pilates for seniors with mobility limitations
- Pilates for desk workers and professionals
- Educational Content
- Pilates terminology glossary for beginners
- History of Pilates with focus on the reformer
- Differences between classical and contemporary Pilates methods
- Science-backed benefits of Pilates (with research citations)
Content Formats
- Video Content
- Quick “exercise of the week” demonstrations for social media
- Virtual studio tour highlighting your reformer equipment
- Client testimonial videos focused on specific health improvements
- Instructor profiles and teaching philosophy
- Interactive Content
- “Find your perfect Pilates class” assessment quiz
- Printable Pilates progress tracker
- Mobile-friendly self-assessment tools for posture evaluation
- Beginner’s guide to Pilates downloadable e-book (lead generation)
- Local Content
- Ottawa-specific Pilates community spotlights
- Collaboration content with local health practitioners
- Seasonal Pilates programs (winter wellness, summer fitness)
- Local events calendar for Pilates workshops
Implementation Strategy
- Mobile Optimization
- Prioritize mobile-friendly content (shorter paragraphs, easily clickable elements)
- Consider developing a simple mobile app with exercise tutorials
- Ensure all video content loads efficiently on mobile devices
- Content Calendar Strategy
- Develop seasonal content aligned with your traffic spikes (December-February)
- Create “evergreen” foundational content for the quieter periods
- Plan regular pregnancy-related content updates (high search volume topic)
- Lead Generation Tactics
- Create gated content specific to high-interest topics (reformer guides, pregnancy Pilates)
- Develop specialized email sequences for different client segments
- Offer virtual consultations for specific conditions (runners, pregnancy, arthritis)
- Create downloadable exercise programs for specific outcomes
- Expansion Opportunities
- Consider content in French to better serve the Ottawa bilingual market
- Develop specific content for US audience (your second largest market)
- Create content partnerships with runners’ groups and prenatal care providers
Appendix 2
This is the result that was provided by ChatGPT after asking for a topical authority analysis of the site whydopilates.com in its current state.
Topical Authority Analysis for WhyDoPilates.com
The site WhyDoPilates.com is entirely focused on Pilates, with a structured blog/FAQ covering every aspect of the practice. Its main menu shows broad Pilates categories (Introduction, Equipment, Benefits, Posture, Sports, Training, etc.) and subpages (e.g. “Pilates Flows,” “Pilates Links”). Each category page lists many posts on related questions. For example, the Posture section includes posts like “Muscle imbalances can be improved with Pilates” and “What are some of the most common posture problems?”. Similarly, the Physical Conditions section has articles on fibromyalgia and women’s health (“Learn to Manage Fibromyalgia with Pilates…”, “Pilates can help during pregnancy”) and on injuries (frozen shoulder, rotator cuff, plantar fasciitis, etc.). All content revolves around Pilates practice, with internal navigation (category lists, search, “Recent Posts,” “Related Posts”) linking the topics closely together. This clear internal linking and singular focus meets Google’s expectation for topical cohesion.
- Pilates Fundamentals & Equipment: The blog includes basic explanations of Pilates and its equipment (e.g. “What is the Pilates Cadillac?” explains the trapeze table apparatus in detail). It also covers Pilates history and principles (articles on Joseph Pilates’ life and the “eight basic principles” of Pilates ). This establishes depth on core Pilates concepts.
- Health Conditions & Rehabilitation: Many articles address specific health issues. For example, there are detailed posts on managing chronic conditions (fibromyalgia, pregnancy-related back pain) and on rehabilitating common injuries (e.g. frozen shoulder and rotator cuff problems, plantar fasciitis, patellar tracking). The site frequently explains how Pilates helps with each condition (demonstrating expertise in Pilates-based rehabilitation).
- Posture & Musculoskeletal Issues: A whole category is devoted to posture. It includes explanations of forward head posture, swayback, “military” posture and flat back, and advice on detecting and preventing postural problems. Posts like “Muscle imbalances can be improved with Pilates” show the site’s deep coverage of how sedentary lifestyles create tight/weak muscles and how Pilates addresses them.
- Sports & Cross-Training: The site ties Pilates to many athletic activities. For example, it has articles on pickleball and Pilates (“Pilates can elevate your pickleball game…”), on racquet sports (tennis/pickleball), golf (muscles used in a golf swing), skiing, snowboarding, curling, dance and martial arts, among others. This breadth means the site answers queries about Pilates for specific sports and fitness goals, aligning with Google’s idea of covering related subtopics.
- Fitness & Lifestyle: Topics include Pilates for weight loss and skin tightening after weight loss, and the role of Pilates in managing stress and anxiety . There are posts on making exercise fit one’s lifestyle, sticking with a routine, and choosing workouts to match personality . These show coverage of general fitness concerns from a Pilates perspective.
- Instructor Training & Business: The blog also discusses Pilates education and studio life – e.g. “What is the Pilates Instructor training like?”, instructor personas, studio culture, and even how a failing studio was revived. These posts suggest an insider, authoritative perspective on the Pilates industry.
- Internal Linking & References: The site’s structure (categories, archives, related posts) strongly interlinks its Pilates content, helping Google understand its focus. The “Pilates Links” page, for example, points to respected bodies (Canadian Pain Society, Pilates Method Alliance, etc.), indicating the author’s engagement with credible sources. Notably, each post is authored by a “Pilates Instructor” – often explicitly a “Certified Stott Pilates instructor” – which reinforces expertise (E-E-A-T) on Pilates topics.
Alignment with Topical Authority Criteria
- Comprehensive Coverage: WhyDoPilates covers an unusually wide range of Pilates-related subtopics. It answers specific user questions (e.g. “Is Pilates good for pregnant women?”, “How can Pilates help with rotator cuff health?”, “Pilates vs. yoga”) and more niche inquiries (postural conditions, sports injuries, fitness behaviors). This breadth means it addresses many related queries around Pilates, as Google recommends for topical authority.
- Focused Content: The entire site is devoted to Pilates. There are no off-topic pages. Every article ties back to Pilates practice, demonstrating consistent topical focus – a key sign of authority.
- Depth and Expertise: Articles go into detail rather than skimming the surface. For example, the Cadillac post explains historical context and mechanics. Posts on injuries describe anatomy and Pilates modifications. The expertise of the author (a certified instructor) shows through.
- Internal Linking and Structure: Categories and menus organize topics logically. Related and recent-post lists further interconnect the content, helping users (and search engines) discover all aspects of Pilates covered by the site.
Summary of Authority Topics
Overall, WhyDoPilates.com appears to have strong authority on Pilates and its applications. In particular, the site demonstrates expertise in areas like:
- Pilates fundamentals and equipment (e.g. the Cadillac and reformer apparatus) – covering the “why” and “how” of exercises.
- Rehabilitation and health conditions – chronic pain (back/neck issues, fibromyalgia), injuries (shoulder, knee, foot ailments) and special populations (pregnancy) and how Pilates addresses them.
- Postural correction and muscle balance – identifying common posture problems and showing how Pilates fixes imbalances,.
- Athletic cross-training – applying Pilates to improve performance and prevent injury in sports (tennis, golf, pickleball, skiing, etc.)
- Fitness lifestyle and mental wellness – using Pilates for weight management, stress relief, and general fitness adherence.
- Pilates industry knowledge – insights on teaching, studio management, and Pilates education.
By covering these areas in depth and linking them under the Pilates umbrella, the site meets Google’s expectations for a topical authority on Pilates (comprehensive subtopic coverage, clear topical focus, and structured content).
Sources: Content and navigation from WhyDoPilates.com itself, along with published blog posts and pages cited above.
Citations
- Posture Archives – Why Do Pilates? – Your Pilates Questions Answered, https://whydopilates.com/category/posture/
- Physical conditions Archives – Why Do Pilates? – Your Pilates Questions Answered, https://whydopilates.com/category/physical_conditions/
- Benefits Archives – Why Do Pilates? – Your Pilates Questions Answered, https://whydopilates.com/category/benefits/
- Styles of Pilates Archives – Why Do Pilates? – Your Pilates Questions Answered, https://whydopilates.com/category/styles-of-pilates/
- Muscles Archives – Why Do Pilates? – Your Pilates Questions Answered, https://whydopilates.com/category/muscles/
- Sports Archives – Why Do Pilates? – Your Pilates Questions Answered, https://whydopilates.com/category/sports/
- How Pilates helps with Anxiety | Why do Pilates? | Ottawa, ON, https://whydopilates.com/category/anxiety/
- Pilates Training | Why Do Pilates? – Your Pilates Questions Answered | Ottawa, ON, https://whydopilates.com/category/pilates-training/
- Pilates Links and Sites | Why do Pilates? | Ottawa, ON, https://whydopilates.com/pilates-links/
- What is the Pilates Cadillac? | Why do Pilates? | Ottawa, ON, https://whydopilates.com/what-is-the-pilates-cadillac/
- Introduction Archives – Why Do Pilates? – Your Pilates Questions Answered, https://whydopilates.com/category/introduction/
Appendix 3
90-Day Plan to increase the topical authority of WhyDoPilates.com with a “highest-impact, lowest-effort” approach, using your existing content strength and domain focus. The plan follows three pillars of topical authority growth:
- Content expansion (smart additions, not massive output)
- Internal optimization (structure + interlinking)
- Off-page authority signals (engagement + citations)
Topical Authority Growth Plan (Low-Effort, High-Impact)
| Timeframe | Focus Area | Key Outcome |
| Days 1–30 | Internal linking + content tuning | Clarify topical structure and connect related posts |
| Days 31–60 | Add 6–8 strategic new posts | Fill keyword gaps and expand coverage |
| Days 61–90 | Promote + build backlinks | Boost off-page signals and build credibility |
DAYS 1–30: Optimize What You Already Have
✅ 1. Create Internal Topic Hubs (Easy win)
- Identify 5–6 pillar topics you already cover deeply (e.g. Posture, Pilates for Injuries, Pilates for Athletes, Pilates Equipment).
- For each, create a topic hub page or enhanced category intro, linking to all related posts.
- Example: /pilates-for-injuries/ ➝ brief intro + links to shoulder, knee, ankle injury posts.
- Add internal links between related posts (use “Related posts” boxes or in-text links).
Effort: 5 pages x 30 mins = 2.5–3 hours
Tool: Use Ahrefs/Semrush or Google Search Console to find existing internal link gaps
✅ 2. Refresh and Retitle Existing Posts for Target Keywords
- Use GSC or Ahrefs to find top impressions but low-click posts.
- Optimize title tags + meta descriptions for clickthrough (e.g. use “benefits,” “how-to,” “relief,” etc.).
- Add FAQ schema where possible (using Yoast or RankMath).
Effort: 10–15 posts x 15 mins = ~4 hours
Impact: Better visibility for content you’ve already written.
DAYS 31–60: Fill Strategic Content Gaps
✅ 3. Add 6–8 Quick Posts on Missing Subtopics
Use keyword gap tools (or even just Google’s “People Also Ask”) to find questions not yet covered.
Focus on:
- Comparisons: e.g. Mat Pilates vs Reformer, Pilates vs Weightlifting for Core Strength
- “Pilates for [specific pain]”: e.g. Pilates for Sciatica, Pilates for Desk Workers
- Injury-specific posts: e.g. Pilates for ACL rehab, Pilates for Carpal Tunnel
Format: 500–800 words, question-based, internal links to related topics.
Effort: 6–8 posts x 45 mins (can be written or AI-assisted) = ~6 hours
Optional: Use ChatGPT to draft first versions and edit for tone.
✅ 4. Create 1 Super-Authoritative Resource
Choose one high-potential topic (e.g. Complete Guide to Pilates for Posture) and build a longform post (1,500–2,000 words).
- Include: Intro, 5–7 subtopics, client testimonials, 2–3 internal links, 1 external citation.
- Use this as your cornerstone content to attract backlinks later.
Effort: 1 post x 2–3 hours (repurpose from older posts where possible)
DAYS 61–90: Promote + Get Referenced
✅ 5. Get 5–10 Local and Contextual Backlinks
- Reach out to:
- Local physiotherapy/chiro/wellness clinics
- Yoga/Pilates directories
- Local Ottawa fitness blogs or health magazines
- Offer: “Would you be interested in linking to our free guide on Pilates for injuries?”
- Also submit to:
- Pilates Method Alliance directory
- Reddit and Quora threads (link sparingly with value)
Effort: 15 emails sent = 3–4 backlinks expected
Tools: Hunter.io (for emails), LinkedIn, local directories
✅ 6. Republish Older Posts on Social + Google Business Profile
- Choose 1 old post per week to:
- Re-share on Instagram, Facebook, Threads, and GBP.
- Add a quote or graphic.
- Link back to the original.
Effort: 15–30 mins/week
Impact: Builds engagement signals, gets return visits, boosts E-E-A-T.
Metrics to Track (Weekly or Biweekly)
| Metric | Tool |
| Clicks & Impressions | Google Search Console |
| Pages Ranking in Top 10 | Ahrefs / Semrush |
| Backlink count | Ahrefs / SearchAtlas |
| Top keywords per topic | GSC / SEO tool |
| Internal link coverage | Screaming Frog or Link Whisper |
Would you like a Google Sheet to track this 90-day plan, or a content calendar template for the new posts?
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