Case study · Digital authority in healthcare

The B.I.N.A. Method in practice: the Dr. Ana Vega case study in SEO, GEO and AEO

The B.I.N.A. Method, also searched for as the BINA Method, was applied in the project of Dr. Ana Vega, an ophthalmologist in São Paulo, Brazil, to turn real medical authority into a digital presence that is clearer, more structured and easier to understand for people, Google, answer engines and artificial intelligence.

  • B.I.N.A. Method
  • Healthcare (YMYL)
  • SEO
  • GEO
  • AEO
  • 108leads in June 2026, compared with 60 a year earlier
  • 71%of the month's leads coming from organic channels
  • 103WhatsApp clicks in 30 days, compared with 29 before

Sources: the clinic's operational data, June 2025 and June 2026 (approximate channel attribution); Google Analytics, 30 days to September 4, 2026. Observable signals, not a guarantee of results.

See the resultsSee the work
Home page of Dr. Ana Vega's website, with the headline Cirurgia refrativa a laser em São Paulo, com rápida recuperação (laser refractive surgery in São Paulo, with fast recovery) and a photo of the doctor
In short

This case study shows how the B.I.N.A. Method can turn existing professional authority into a digital architecture that is easier to understand, better organized and more citable. It connects SEO, GEO, AEO, responsible medical content, structured data, owned assets and search intent to strengthen a specialist's organic presence.

In June 2026, the project recorded 108 leads, compared with 60 in June 2025, with 71.3% coming from Google and the Presbyond hub. In September 2026, with the migration to the main domain complete, there were 103 WhatsApp clicks in 30 days and 11 citations of the site by Microsoft Copilot.

The client

The authority already existed. The challenge was to make it understandable to the new search environment.

Dr. Ana Vega already had medical authority, training, reputation and a clear focus on refractive surgery, Presbyond, presbyopia, vista cansada (the everyday term for presbyopia in Brazil) and independence from glasses. Flowup's challenge was to turn that real authority into a digital presence that is better organized, easier to crawl and prepared for the way people search today.

In the medical market, a patient rarely decides on the basis of a single search. Patients research symptoms, compare techniques, check the specialist's credentials, confirm the location, follow social media, consult Google, talk to people close to them and, more and more, put questions to answer engines and artificial intelligence.

Client
Dr. Ana Vega Carreiro de Freitas, ophthalmologist in São Paulo, Brazil
Industry
Healthcare (YMYL): refractive surgery, Presbyond, presbyopia and vista cansada
Method
B.I.N.A. Method, with SEO, GEO and AEO
Assets
anavegaoftalmo.com and the Presbyond hub, migrated to the main domain in September 2026
Data
The clinic's operational data, June 2025 to June 2026; Search Console, Analytics, Semrush and Bing Webmaster Tools, 30 days to September 4, 2026
Project lead
Guto Bertoncini, Digital Strategist and WordPress Specialist
The challenge

The challenge was not just to rank pages. It was to reduce information noise.

Before the strategic implementation, the risk was not only a lack of content. The risk was dispersion: important information might exist, but without an architecture able to concentrate authority, answer specific intents and explain the relationship between the doctor, the procedure, the location and the patient's journey.

  • Fragmented intents

    Searches such as “Presbyond em São Paulo” (Presbyond in São Paulo), “cirurgia para vista cansada” (surgery for presbyopia, in everyday terms), “independência dos óculos após os 40” (independence from glasses after 40) and “oftalmologista para Presbyond” (ophthalmologist for Presbyond) need answers that are different but connected.

  • Authority with little structure

    The specialist's authority needed to be translated into pages, topics, entities, FAQs, internal links and technical signals that would help search engines and AIs understand the context.

  • A complex decision journey

    In healthcare, the decision requires trust. The content needed to educate without promising, guide without replacing a consultation and lead toward an individualized evaluation.

The thesis of this case study: in the new search landscape, having authority is not enough. It takes an information base able to explain that authority clearly to people, search engines and generative systems.

Approach

How Flowup organized Dr. Ana Vega's digital authority

The B.I.N.A. Method was used as the framework to turn knowledge, reputation and specialty into an organized digital system. The logic was not to create isolated content, but to build a Semantic Information Base with a strategic function.

  • Information Base

    Organizing the official information: who the specialist is, where she practices, which topics she masters, which procedures she evaluates patients for and which messages need to be consistent.

  • Intent Intelligence

    Mapping the patient's real questions and the searches with commercial, educational, local, comparative and pre-decision value.

  • Authority Core

    Building pages, clusters, FAQs, internal links and narratives that concentrate authority in Presbyond, presbyopia, refractive surgery and independence from glasses.

  • Digital Asset

    Turning organic presence into an asset that works continuously to generate trust, discovery, validation and qualified demand.

The solution

What was structured in practice

The implementation connected narrative, search intent, owned assets, semantic architecture, educational content and demand measurement, with the practices of AI SEO, GEO and AEO.

  • Priority entities

    Defining the entities the project needed to make clear: doctor, procedure, condition, location and intent.

  • Pillar and supporting pages

    Building pillar pages and supporting content for the patient's frequently asked questions.

  • Responsible medical language

    Content that educates without promising and guides without replacing the consultation, with no absolute promises.

  • Direct answers

    Direct-answer blocks for AEO and answer engines, on the questions the patient actually asks.

  • Internal links

    Links that connect institutional pages, content and topic hubs in a single architecture.

  • Structured data

    Markup consistent with the visible content, so that search engines and AIs read the same thing the patient reads.

  • Knowledge base

    An official knowledge base, interpretable by search engines and AI systems, published on the website itself.

  • Measurement

    Measuring the organic channels, including the early signals coming from AI assistants.

  • Migration and a single entity

    In September 2026, the Presbyond hub migrated to the main domain, and the doctor's entity was unified across the site's 19 pages.

Work delivered

What was delivered for Dr. Ana Vega

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

Results

The first indicators: organic search in demand generation

The first indicators show that the organic base came to play a relevant part in generating qualified demand. In June 2026, the project recorded 108 total leads, compared with 60 in June 2025. Of that volume, 60 leads were attributed to Google and 17 to the Presbyond site: 77 leads, or 71.3% of the month's total.

  • 108leads in June 2026.
  • 60leads in June 2025.
  • 80%growth in total lead volume in one year.
  • 60leads attributed to Google in the month.
  • 17leads attributed to the Presbyond site in the month.
  • 77leads coming from Google and the Presbyond site: 71.3% of the month's total.

The right reading is not to claim that AI is already a significant acquisition channel, but to show that the authority architecture built for Google, search engines and answer engines is starting to generate signals in different discovery environments.

Google and the Presbyond vertical hub were the most relevant organic channels by volume. Beyond them, 1 lead was attributed to ChatGPT: it carries no quantitative weight, but it matters as an early GEO signal, indicating that the brand has begun to leave discovery traces outside traditional search as well.

Methodological note: channel attribution in clinical journeys is approximate, since a patient's decision usually involves multiple touchpoints. The numbers are observable signals of how demand behaved, not a guarantee of results and not an attribution to the organic work alone.

From search to consultation

The clinical indicators for the period

The funnel shows demand moving beyond the first contact, with a strategic reading of each indicator. None of them is attributed exclusively to organic search.

The clinic's operational indicators, June and first half of 2026
Indicator Observed result Strategic reading
Pre-evaluations in June 2026 14 Volume of qualified interest recorded in the month, closer to the decision stage.
Preoperative consultations in June 2026 13 Indicates demand moving beyond the first contact, not concentrated only in discovery.
Surgeries in June 2026 8 Shows a connection between authority, trust and clinical conversion, with no exclusive attribution to organic search.
Pre-evaluations in the first half of 2026 68 Continuous strengthening of qualified demand over the period.
Preoperative consultations in the first half of 2026 50 Consistency of the interest closest to the decision throughout the half-year.
Surgeries performed in the first half of 2026 47 An indicator of clinical and commercial performance in a context of digital authority still being built.
Growth in surgeries compared with 2025 51.6% A sign of the project's progress, influenced by multiple factors.
Presbyond's share of the half-year's surgeries 45% Confirmation of the premium procedure as the strategic axis of authority and positioning.
September 2026 update

Migration complete and conversion measured: the project's new numbers

In September 2026, the project completed the migration of the Presbyond hub to the main domain, unified the doctor's entity across the site's 19 pages and began measuring conversion through WhatsApp. The indicators compare 30 days with the previous 30 days, as read on September 4, 2026, from four independent sources: Search Console, Analytics, Semrush and Bing Webmaster Tools.

  • 103clicks on the WhatsApp button in 30 days; there were 29 in the previous period.
  • +65%clicks coming from Google in 30 days: 147, compared with 89.
  • 9keywords in Google's top 3, 7 of them in first place.
  • 0errors in the Semrush technical audit, with technical health at 95%.
  • 11citations of the site by Microsoft Copilot in 30 days; there were 3.
  • 1 in 3sessions coming from AI assistants end in a click on WhatsApp.

The 3-month reading and the AI signal: clicks coming from Google tripled, impressions multiplied by seven and the average position went from 12.3 to 7.0. The artificial intelligence signal that this case study recorded as a single lead in June has become a series: in 30 days, AI assistants brought 21 sessions and 7 WhatsApp clicks, and the site was cited 11 times by Copilot. The same caveats as in the methodological note apply: observable signals, not a guarantee of results.

Implementation

Two digital assets with complementary roles

The work did not start from content volume. It started from clarity about who needed to be understood, on which topics, in which assets and for which intents.

  • Dr. Ana Vega
  • Presbyopia
  • Vista cansada
  • Independence from glasses
  • Refractive surgery
  • Presbyond®
  • São Paulo
  • Tatuapé (São Paulo neighborhood)
  • Medical authority
  • AI SEO

  • anavegaoftalmo.com

    The institutional domain acts as the base of medical and professional authority. It organizes who Dr. Ana Vega is, her location, her practice, the topics she masters and the path for patients who want a careful ophthalmological evaluation.

  • Presbyond hub

    The vertical domain presbyond.com.br served as a specialized hub for Presbyond, presbyopia, vista cansada, refractive surgery after age 40 and independence from glasses, concentrating semantic depth on a high-value, high-intent topic. In September 2026, the hub migrated to the main domain.

Organic Dominance Architecture: an institutional domain strengthens the medical entity; a vertical hub deepens topical authority on a procedure and its search intents.

Benefits by time horizon

The digital asset works in layers

  • Short term

    Clear positioning, more direct pages, better organized answers to frequently asked questions and better validation before contact.

  • Medium term

    Greater semantic consistency, stronger organic channels, expansion of content by intent and better use of the demand that already exists.

  • Long term

    Building a long-term organic asset: a system of pages, content, internal links and authority signals that keeps working over time.

Risks avoided

In the new search landscape, unclear companies become less citable

When a company does not organize its own information, search engines and generative systems have to interpret scattered signals. That increases the risk of invisibility, incomplete answers, loss of context or a weak association between brand, service, specialty and location.

  • Losing ground to generic content on the same topic.
  • Not being understood as a specialized source in a category.
  • Depending on paid media alone to generate demand.
  • Having real authority, but a weak digital translation of that authority.
  • Being mentioned incompletely or inaccurately by answer engines.
In the client's words

What Dr. Ana Vega says about the work

I turned to Guto Bertoncini when my website had lost a lot of ground on Google. After months of appearing among the top results, I fell from first position to eighth and, in some important searches, I was already on the second page.

After researching SEO professionals, I found Flowup Agency and decided to start working with them. We are only in the second month of the partnership and the results have already started to show: in about a month, we were back in the top positions, again reaching between first and second place in the organic searches most relevant to the clinic.

Beyond the results, I would highlight the clarity of the strategy, the organization of the work and the long-term vision Guto brought to the project. Today he is our monthly partner and we are building a consistent plan for digital growth.

I strongly recommend Flowup Agency and, in particular, the work of Guto Bertoncini, to companies that want to improve their online presence in a serious, strategic and sustainable way.

Dr. Ana Vega Carreiro de Freitas, Ana Vega Oftalmo. Translated from Portuguese.
Public evidence

Public references for context

Sources that give public context for the specialist's positioning, the digital assets worked on and the technical best practices related to search, AI and structured data.

Frequently asked questions

Frequently asked questions about this case study

What was implemented in the Dr. Ana Vega case study?
Flowup applied the B.I.N.A. Method to organize Dr. Ana Vega's medical authority into a digital base that is clearer, more structured and easier to understand for people, Google, answer engines and artificial intelligence.
Does the B.I.N.A. Method replace traditional SEO?
The B.I.N.A. Method does not replace traditional SEO. It extends the logic of traditional SEO by connecting the information base, search intent, topical authority, structured content, semantic data and the building of a digital asset.
Does the case study promise that other clinics will get the same result?
The Dr. Ana Vega case study does not promise that other clinics will get the same result. The indicators presented are observable results of Dr. Ana Vega's project and are not a guarantee of performance. Each scenario depends on prior authority, market, offer, sales operation, demand, content and consistency of execution.
Why is the case study relevant to GEO and AEO?
The Dr. Ana Vega case study is relevant to GEO and AEO because it shows a practical application of information architecture, answer content, semantic entities, pillar pages, clusters and structured data to make a specialist easier to understand, cite and recommend in search and AI environments.
Which digital assets were worked on?
The project organized Dr. Ana Vega's institutional domain as the base of medical authority and the Presbyond domain as a vertical hub focused on Presbyond, presbyopia, vista cansada (the everyday term for presbyopia in Brazil), refractive surgery and independence from glasses. In September 2026, the hub migrated to the main domain.
Did the result come from the website alone?
The result did not come from the website alone. The strategic reading is that the website strengthens organic presence, reduces information noise, improves trust before contact and works together with Google, the local profile, Instagram, referrals, patient service and medical reputation.
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