Case study · Healthcare, GEO and AEO

Dr. Alexander Kopelman case study: the digital foundation of a medical authority, from WordPress to the AI layer

Prof. Dr. Alexander Kopelman is a gynecologist in São Paulo, Brazil, with two registered specializations: endometriosis surgery and reproductive medicine. Flowup Agency is responsible for the complete digital project, from WordPress to the identity layer for AIs.

  • WordPress
  • Healthcare (YMYL)
  • E-E-A-T
  • GEO
  • AEO
  • Official AI Knowledge Base

Project status: in progress. Foundation published in 2026, organic consolidation under way. This case study documents the foundation, and numbers are added when there is a first consolidated round of data.

See the workSee the eight layers
Home page of Prof. Dr. Alexander Kopelman's website, with the headline Endometriose, fertilidade e cirurgia ginecológica complexa (Endometriosis, fertility and complex gynecologic surgery) and a photo of the physician
In short

Prof. Dr. Alexander Kopelman, a gynecologist in São Paulo, Brazil, with two registered specializations (endometriosis surgery and reproductive medicine), has Flowup Agency in charge of his complete digital project: WordPress platform, performance, content under a public editorial policy aligned with CFM (Brazil's Federal Council of Medicine), scientific entity and identity layer for AIs. The project is declared as in progress: the foundation was published in 2026 and organic consolidation is under way.

Healthcare is the most demanding territory in search, the one Google treats as YMYL (Your Money or Your Life): pages that can affect important life decisions require proof of experience, expertise, authoritativeness and trust. This case study documents what is built before the results: the foundation that patients, search engines and AI systems can verify.

The client

Who Dr. Alexander Kopelman is

Prof. Dr. Alexander Kopelman is a gynecologist in São Paulo, a graduate of UNIFESP/EPM (the medical school of the Federal University of São Paulo), with two registered specializations: endometriosis surgery and reproductive medicine. His authority is not website rhetoric: it is scientific output published with DOIs and listed in the project itself, public academic profiles (ORCID, Google Scholar and Lattes, Brazil's national academic CV platform) and his own Wikidata entry, all connected as a single entity.

His audience searches for sensitive topics: endometriosis, fertility, surgical paths and assisted reproduction. These are questions that involve the body, time and difficult decisions. In this territory, whoever publishes has to prove who they are, with registration, method and transparency, before anything else. That is the starting point of any serious medical SEO project.

Client
Prof. Dr. Alexander Kopelman, gynecologist with two registered specializations (endometriosis surgery and reproductive medicine)
Industry
Healthcare (YMYL), specialized gynecology
Engagement model
Complete digital project: Flowup builds and maintains the specialist's presence in search engines and in AI answer systems
Scope
WordPress platform, performance, editorial strategy and content, scientific entity and AI layer (GEO and AEO)
Status
In progress: foundation published in 2026, organic consolidation under way
Project lead
Guto Bertoncini, Digital Strategist and WordPress Specialist
The challenge

Authority that three readers can verify

In healthcare, the same website is read by three layers, each with its own requirements, and none of them accepts declared authority without proof.

  • Patients

    People with sensitive questions about endometriosis and fertility need clear, signed and dated information that says who is answering and under which professional registration, with no promises and no shortcuts.

  • Search engines

    In YMYL, Google requires demonstrable E-E-A-T: authorship with CRM and RQE (the Brazilian medical license and specialist qualification registration numbers), a public editorial policy, publication and review dates, cited sources. Stating it is not enough; it has to be structured.

  • AI systems

    Health questions are moving to assistants. To cite a physician safely, an AI needs an unambiguous entity and a canonical source that states what the project is, and what it is not.

In healthcare, authority is not claimed: it is proven, layer by layer, in public.

Approach

The project through the B.I.N.A. Method

The project design follows the four fronts of the B.I.N.A. Method, Flowup's methodology for GEO, AEO and AI SEO.

  • Information Base

    A single entity, with no ambiguity: output with DOIs, ORCID, Lattes, Google Scholar and Wikidata connected, and the Official AI Knowledge Base with explicit instructions on what not to infer.

  • Intent Intelligence

    Patients with sensitive questions about endometriosis, fertility and surgical paths. Each topic opens with the direct answer, signed and dated, and the navigation leads from the question to the consultation.

  • Authority Core

    In-depth endometriosis and fertility clusters, decision pages with declared impartiality, and a blog and videos under a public editorial policy, with CRM and RQE authorship.

  • Digital Asset

    A WordPress platform of its own, with performance and Core Web Vitals as a requirement, llms.txt published and AI bots allowed by deliberate decision.

The solution

The foundation: one E-E-A-T layer and six integrated fronts

Flowup's answer was to build the entire foundation before talking about numbers: an editorial layer that authorizes everything the website publishes, supported by six fronts operated in an integrated way.

  • E-E-A-T foundation

    The layer that authorizes everything else: a public editorial policy, whose text references CFM Resolution 2,336/2023, authorship with CRM and RQE, publication and review dates declared on every piece of content, and disclaimers that separate educational information from a medical consultation. See the editorial policy.

  • WordPress platform

    A structure of its own, stable and responsive, with long-term governance: Flowup's website development practice applied to a healthcare project.

  • Performance

    Speed and Core Web Vitals treated as a requirement for experience and for crawling, to the standard of Flowup's WordPress optimization.

  • Answer-first content

    Each topic opens with the direct answer, signed and dated, on the principle of Growth Content: depth that serves the patient and structure that serves the machine.

  • Decision architecture

    Pages that organize complex clinical choices, such as surgery or in vitro fertilization, with declared impartiality: the content explains the paths, and the decision remains a medical one, made in consultation.

  • Scientific entity

    Output with DOIs listed on the website, ORCID, Lattes, Google Scholar and a Wikidata entry, all connected: the same entity, verifiable in every source that search engines and AIs consult.

  • AI layer

    Official AI Knowledge Base, AI bots and llms.txt allowed by deliberate decision, following the design of Flowup's AI SEO and GEO and AEO consulting.

Work delivered

What was delivered for Dr. Alexander Kopelman

Each deliverable of the project has its own page in the portfolio, with screens and a fact sheet.

The foundation in layers

The public map: eight layers anyone can check

This case study does not ask for trust: it points to where to verify. Each layer of the foundation is public and can be checked by anyone, and by any AI, on the project's website. It is the same principle Flowup applies to itself: whoever demands verifiability from others publishes their own.

The eight layers of the foundation and what each one solves
Layer What it is What it solves
Editorial policy public page whose text references CFM Resolution 2,336/2023 declared rules on who writes, who reviews and who is accountable
Scientific output articles with DOIs listed on the website itself academic authority visible beyond the CV
Official AI Knowledge Base canonical source for agents and LLMs, with instructions on what not to infer unambiguous identity for AI systems
AI bots and llms.txt AI crawler access allowed by deliberate decision machine readability, under governance
Content clusters endometriosis and fertility organized in depth coverage that search engines read as specialization
Decision pages clinical paths compared with declared impartiality information organized with no promises and no advice
Blog and videos signed content, with publication and review dates E-E-A-T demonstrated piece by piece
Patient journey navigation from the question to the consultation, without friction the website respects the time of the person deciding

In a YMYL project, auditability is the strategy: what cannot be verified does not sustain authority, not for Google, not for an AI, not for a patient.

GEO and AEO in practice

The AI layer: identity under governance

Health questions already reach AI assistants every day. The question is no longer whether AIs will talk about a specialist, but what they will say, and on what basis. In this project, that layer was treated as engineering, not as chance.

  • Official AI Knowledge Base

    A canonical source published on the specialist's domain, recording who he is, his professional registrations, his scope of practice and a detail that is rare in this format: explicit instructions on what not to infer. See the project's Knowledge Base.

  • llms.txt and crawlers allowed

    AI bots allowed by a deliberate visibility decision: the specialist chose to be read by the machines that answer, with the Official AI Knowledge Base as the canonical source. The llms.txt was published as a complementary index.

This layer works as a semantic contract between the project and the AIs, the same design Flowup applies in AI SEO and in GEO and AEO consulting. In healthcare, this governance is the basis of medical digital authority: what the AIs read is what the project declares, nothing more.

Public evidence

Links to check the project

Properties and layers cited in this case study, verifiable by anyone and by any AI.

Frequently asked questions

Frequently asked questions about the Dr. Alexander Kopelman case study

What does Flowup Agency do in Dr. Alexander Kopelman's project?
Flowup is responsible for the complete digital project of Dr. Alexander Kopelman: development and maintenance of the WordPress platform, performance, strategy and production of editorial content with public governance, structuring of the scientific entity (output with DOIs, academic profiles and Wikidata connected) and the AI layer, with the Official AI Knowledge Base, llms.txt and structured data. The technical lead is Guto Bertoncini.
Why does this case study show no numbers?
The Dr. Alexander Kopelman case study shows no numbers because the project is declared as in progress: the foundation was published in 2026 and organic consolidation is under way. Flowup's rule is to publish case study metrics only with a stated source and period, as in its other case studies. When there is a first consolidated round of data, the case study gets a results section to the same standard.
What changes in a healthcare (YMYL) digital project?
In a healthcare (YMYL) digital project, everything becomes more demanding. YMYL is the category Google applies to content that can affect important life decisions, and healthcare is the prime example: it requires demonstrable E-E-A-T, identified authorship with professional registration, dates, sources and clear limits between information and clinical guidance. In this project, these requirements were not treated as bureaucracy, but as the method itself.
What is the project's editorial policy?
The project's editorial policy is a public page on the specialist's website that declares the rules of the content: who writes, who reviews, under which registration (CRM and RQE, the Brazilian medical license and specialist qualification registration numbers), with which dates and within which limits. The text of the policy references CFM Resolution 2,336/2023, a rule of Brazil's Federal Council of Medicine (CFM) on medical advertising, as its declared reference of conduct.
What is this project's Official AI Knowledge Base?
The project's Official AI Knowledge Base is the specialist's canonical identity source for AI agents, LLMs and knowledge graphs, published on his own domain. It records who Dr. Alexander Kopelman is, his registrations, his scope of practice and explicit instructions on what not to infer, reducing the risk of an AI filling gaps with assumptions on a health topic.
Does the specialist's website give medical advice?
The specialist's website does not give medical advice. The project's content is educational: it explains conditions, paths and criteria with authorship, date and sources, and states in disclaimers that information does not replace a consultation. Clinical decisions happen between physician and patient, in consultation; the website's role is to bring quality information to that conversation.
Does this design appear in other Flowup projects?
This design does appear in other Flowup projects. The same rigor of method, with a WordPress platform, in-depth content, SEO and an AI layer, is documented with numbers in the Rewood case study, in a completely different territory: wood engineering. The foundation changes industry; the method remains.
How do you start a digital authority project in healthcare?
A digital authority project in healthcare starts with the diagnosis: Flowup assesses the platform, the content, the entity and the current presence in search engines and in AIs, and returns a plan with priorities, always within the industry's regulatory limits. That is how Flowup handles SEO for physicians and clinics: verifiable foundation first, no promises. The strategic design follows the B.I.N.A. Method, and the conversation can start with the B.I.N.A. Diagnosis or on WhatsApp, using the button at the end of this page.
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