An AFib patient googling "cardiac electrophysiologist Phoenix" wants a shortlist of local physicians who run weekly ablations, not a national HRS membership search form. HRS publishes a roster but does not ship city pages, so the result page belongs to whoever does build them out to the metro level for patients.

The data layer holds 400 US cities with EP counts, board-certified share, dominant device clinics (Medtronic, Abbott, Boston Scientific), and ablation type mix. Each row maps to one URL via the slug column. ep_count drives the hero stat, top_device_brand populates a badge, and a JSON column of named physicians feeds a card grid through SleekRank.

The base page is a normal WordPress page in your theme. Gutenberg, Bricks, Oxygen, or classic all work because SleekRank operates on rendered HTML. The XML sitemap auto-includes every /electrophysiologists/{slug}/, ablation-only filters can run as a parallel page group sharing the same dataset, and stale rows 404 cleanly when a physician leaves a program.

Electrophysiology care is regional. AFib patients pick an EP based on distance to a hospital with a stocked ablation lab and same-week scheduling, not on a national HRS membership search form. That is why "electrophysiologist near me" and "electrophysiologist [city]" together pull more monthly searches than national EP queries.

A national search form cannot win those queries against a competitor who shipped a real URL for each metro. Google ranks pages, not query parameters. The cities that rank carry specifics: EP counts, dominant device brands, ablation shares, board-certified ratios, named lead physicians.

Maintaining that uniqueness across 400 US metros by hand is unrealistic. Maintaining it across 400 rows in a sheet your operations team is already updating yearly is a single afternoon of mapping work. SleekRank turns the operations sheet into the SEO surface, so the team that already owns the EP roster also owns the pages that rank for AFib and ablation intent across the country.