Escola Concept case study: technical SEO with proof, page by page, on a bilingual school's website
Escola Concept, a bilingual school in Brazil with campuses in São Paulo, Ribeirão Preto and Salvador, had a website that Google read as English and displayed with the same description on almost every priority page. In Phase 1, Flowup corrected the language, rewrote the search text and checked each change on the public page.
- Education
- Technical SEO
- Language declaration
- Titles and descriptions
- Search Console
- 48targeted fixes applied and verified one by one
- 20 of 20priority pages with their own title and description
- 25 of 25Portuguese pages declaring the right language
Phase 1 execution numbers, checked by reading the public pages on September 18, 2026. Status: Phase 1 completed; the effects on clicks will be added to this case study, with source and period, when consolidated data is available.
Escola Concept is a bilingual school in Brazil, from early childhood education through high school, with campuses in São Paulo, Ribeirão Preto and Salvador. In Phase 1 of the project, Flowup Agency fixed what kept Google from reading the site as it is: all 25 Portuguese pages declared English as their language, 19 of the 20 priority pages had the same description and 16 of the 20 titles were cut off in the search results.
There were 48 targeted fixes, applied one page at a time and checked on the public page, not in the system's dashboard. That check found 12 pages that the system reported as published and that were still serving the old text; all of them were redone and reread before delivery.
Who Escola Concept is
Concept is a bilingual school that teaches students from early childhood education through high school, with project-based learning and international diplomas, on campuses in the Brazilian cities of São Paulo, Ribeirão Preto and Salvador. The website has two parts at the same address, one in Portuguese and one in English, and it is where families research campuses, the school's educational approach and enrollment.
Families looking for a school compare campuses, school stages and the enrollment process starting from the Google result. That is why the first phase dealt with the basics a search engine needs to understand the site: the language of each page and the text that appears in the result.
- Client
- Escola Concept, a bilingual school from early childhood education through high school
- Industry
- Bilingual education
- Property
- escolaconcept.com.br
- Phase 1 scope
- Language declaration, Search Console and sitemap, broken address, and titles and descriptions of the 20 priority pages
- Status
- Phase 1 completed on September 18, 2026; two work fronts are waiting for access to be granted
- Lead
- Guto Bertoncini, Digital Strategist and WordPress Specialist
A website that Google read in another language
Three flaws, all confirmed by reading the code of the pages, made the search result work against the school.
Wrong language
All 25 Portuguese pages told Google they were in English. The effect reached families: the cookie notice on the Portuguese version appeared in English.
Repeated description
Nineteen of the twenty priority pages had the same description. Someone who saw the result for the Ensino Médio (high school) page read the same text as someone who saw the Matrículas (enrollment) page.
Titles cut off
Sixteen of the twenty titles went past the practical limit of the search result and were cut off in the middle. The end of the title never appeared to the person searching.
The cause was in the website's platform: the language, title and description fields stay locked until a box is checked, page by page, and text typed without it is discarded on save, with no warning.
Phase 1 through the B.I.N.A. Method
Phase 1 took care of the foundation: making the site readable. The work is organized along the fronts of the B.I.N.A. Method, Flowup's methodology for GEO, AEO and AI SEO.
Information Base
The language of each page declared as it really is: pt-BR in the Portuguese part and en-US in the English part, without changing any English page.
Intent Intelligence
Titles and descriptions written from the words families search for, with the search term at the start of each title.
Authority Core
Next phase: make the official website the source that search engines and AI assistants consult to answer questions about the school.
Digital Asset
Search Console verified and the first sitemap submitted to Google, which gives the school its own history for measuring each change.
The Phase 1 work fronts
Eight work fronts under contract: six completed and two on hold, waiting for access. Each change was made page by page, with a record in the system.
Titles and descriptions for 20 pages
The text that appears on Google was rewritten on the 20 priority pages, based on research into the words families search for, and validated against length and repetition criteria before going live.
Language declaration
The 25 pages of the Portuguese part went from en-US to pt-BR, one by one, because on this platform the fix does not carry over to child pages.
Search Console and sitemap
Property verified, and the first sitemap in the site's history submitted to Google and accepted by the search engine.
Broken address
Anyone who typed /portugues, without the final e, landed on a 404 error. They are now redirected to /portuguese, with no change to any address on the site.
Initial state and report
Before any change, the state of each page was read and saved. The phase closed with a report written to be understood without technical knowledge.
Sitemap in robots.txt and measurement
Two fronts remain on hold: they depend on access that the school controls. Flowup's work on them starts when access is granted.
What changed in the search text
Indicators for the 20 priority pages, read on the public page before and after Phase 1.
| Indicator | Before | After |
|---|---|---|
| Average title length | 72.5 characters | 52.9 characters |
| Titles cut off in the result | 16 of 20 | 0 of 20 |
| Descriptions identical to one another | 19 of 20 | 0 of 20 |
| Titles that open with the search term | 0 of 20 | 20 of 20 |
| Code errors in the title | 2 | 0 |
One example, the home page in Portuguese. Before: Home - Escola Concept | Escola Internacional e Bilíngue (International and Bilingual School), with the same description as nineteen other pages. After: Escola Bilíngue em SP, Ribeirão Preto e Salvador | Concept (Bilingual School in SP, Ribeirão Preto and Salvador), with its own description covering the school stages and the campuses.
No change is complete until the public page has been read
The system confirms that it published, but that confirmation does not guarantee the fields were saved. The only proof is to open the public address and read what Google would read.
1. Copy of the previous state
The state of each page is read and saved to a file before anything is typed.
2. One change at a time
One change per page, never in batches, with a traceable comment in the system.
3. Separate publishing
Each page is published on its own, without pulling its child pages along.
4. Reading the public page
The code of the live page is read and checked against the expected value.
It was this reading that found 12 pages the system reported as published and that were still serving the old text. All 12 were redone and reread one by one, and the final check of the 20 pages was redone on September 18, 2026.
- 20 of 20pages approved in the final check
- 0repeated descriptions
- 0titles cut off
From a readable website to a website that gets found
Phase 1 made the site readable for Google. That was a prerequisite, not the destination. The next phase is about bringing the school into the searches of people who do not yet know its name and making the official website the source that artificial intelligence assistants consult to answer questions about Concept.
The effects of Phase 1 on clicks and position will be added to this case study when consolidated data is available, with stated source and period.
Links to check the work
Public pages cited in this case study. Anyone can open the source code and check the language, the title and the description.
- Home page in PortugueseDeclares pt-BR and carries the new title and description.
- Sobre a Concept (About Concept, in Portuguese)Its own title and description, without the repeated default text.
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