Case study · Outsourced marketing and branding

HPROJ case study: a decade of outsourced marketing in engineering, with branding, WordPress, SEO and AI

HPROJ is a Brazilian consulting engineering firm with more than 500 projects developed. For more than 10 years, Flowup has operated as its outsourced marketing department: direction, branding, WordPress, SEO, content, presentations and, in the recent phase, the AI layer.

  • Outsourced marketing
  • Branding
  • WordPress
  • SEO
  • GEO and AEO
  • 10+years as HPROJ's marketing department
  • 1,700organic clicks in 271 days
  • 64,000impressions in Google Search

Source of the search numbers: Google Search Console, hproj.com.br, web search, November 20, 2025 to August 17, 2026.

See the resultsSee the work
The Áreas de Atuação (Practice Areas) page of the HPROJ website, with the main menu and the Edificações e Equipamentos Públicos (Buildings and Public Facilities) card
In short

HPROJ, a Brazilian consulting engineering firm with more than 500 projects developed, has had Flowup Agency as its outsourced marketing department for more than 10 years: direction, branding, WordPress, SEO, content and presentations. In the recent phase, the AI layer: in 271 days of measurement (November 20, 2025 to August 17, 2026), the hproj.com.br website totaled 1,700 clicks and 64,000 organic impressions on Google.

This case study documents the rarest asset in B2B marketing: staying power. A partnership of more than a decade under the same technical lead and, with data from Google Search Console and Semrush, the phase that prepares the brand for search engines and AI systems.

The client

Who HPROJ is

HPROJ Planejamento e Projetos is a consulting engineering firm founded in 2008, with more than 500 projects developed and offices in São Paulo and Vitória (Espírito Santo), Brazil. It works in eight practice areas (urban infrastructure, environmental sanitation, water resources, mobility and transportation, buildings and public facilities, land subdivisions, environment and licensing, urban planning and redevelopment) for public and private clients, positioned around projects that make investments viable with technical assurance.

This is marketing that speaks to technical decision makers: engineers, public officials, concession operators and construction companies that assess credibility before any sales conversation. In this environment, brand is not aesthetics: it is accumulated operational reputation.

Client
HPROJ Planejamento e Projetos, consulting engineering since 2008
Industry
Infrastructure, sanitation, mobility, urban planning and environment
Engagement model
Outsourced marketing department (outsourced in-house)
Scope
Marketing direction, branding, WordPress, SEO, content, presentations and Official AI Knowledge Base
Properties
hproj.com.br (and hproj.eng.br as a redirect domain)
Data
Search Console, November 20, 2025 to August 17, 2026; Semrush, Brazil database, August 2026
Lead
Guto Bertoncini, Digital Strategist and WordPress Specialist
The challenge

Sustaining a technical brand for more than a decade, for people, search engines and AI

Consulting engineering sells technical trust over long decision cycles, with government agencies, concession operators and construction companies. The marketing challenge is not a launch: it is consistency, across three layers that read the same brand in different ways.

  • People

    Technical and public-sector decision makers who assess credibility before making contact: portfolio, presentations, institutional clarity and consistency, in every proposal, public tender and meeting.

  • Search engines

    Google needs to find stable, specific pages for each service (drainage, paving, road signage, sanitation), with consistent semantics over the years.

  • AI systems

    Generative engines and assistants need clear entities and a canonical source to cite the company without ambiguity. It is the newest layer of the problem.

An entire marketing department, with direction, brand, platform, content and data, operating outside the company but inside the business: that is the model this case study documents, in place for more than ten years.

Approach

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

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

  • Information Base

    Official AI Knowledge Base with entities, practice areas, contacts and a declared technical lead, plus the public For AI Agents credit in the site footer.

  • Intent Intelligence

    Decision makers with a project on the table: anyone searching for a stormwater drainage company, a paving design or a road signage design finds the page for that intent, including the pricing page.

  • Authority Core

    Service pages built around real demand, plus corporate content: 212 URLs receive organic traffic, and drainage and paving account for about two thirds of the clicks.

  • Digital Asset

    WordPress platform built and maintained by Flowup, with information architecture organized by practice area, along with the brand, the templates and the presentations that have accompanied it for more than ten years.

The solution

The model: one outsourced marketing department, seven fronts

Instead of one-off projects, HPROJ maintains an outsourced in-house marketing model with Flowup: strategic direction and continuous execution, under the same technical lead, year after year. Seven fronts operate as one.

  • Marketing Direction and Governance

    The heart of the model: continuous planning, quarterly priorities, request management, communication standards and approval workflow. It is the role of a marketing director, delivered as a service.

  • Branding and visual identity

    Evolution and upkeep of the identity, corporate templates and art direction applied to the practice areas, from sanitation to urban planning. It is Flowup's branding and visual identity practice.

  • WordPress platform

    Creation, evolution and ongoing maintenance of the website: information architecture by practice area, performance and security. It is the website development practice.

  • SEO

    Technical and on-page SEO with a strategy for each service: pages built around real demand for infrastructure, led by SEO specialists.

  • Corporate content

    Institutional copy, content for each service and materials that support commercial credibility: the Growth Content principle applied to engineering.

  • Professional presentations

    Corporate presentations and technical sales pitches for meetings, public tenders and competitive bids: the premium PowerPoint presentations front.

  • New SEO: GEO, AEO and Knowledge Base

    The recent phase: preparation for GEO and AEO and the canonical identity layer for agents and LLMs, detailed further down.

Work delivered

What was delivered for HPROJ

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

Results

The numbers: partnership, Search Console and Semrush, with a stated period

Flowup only publishes case study metrics with a stated source and period. The search data comes from the Google Search Console property hproj.com.br (web search, November 20, 2025 to August 17, 2026, 271 days) and from Semrush, Brazil database (August 2026); the company figures are published by HPROJ itself.

  • 10+years of continuous operation as HPROJ's marketing department, under the same technical direction.
  • 7integrated fronts: direction, branding, WordPress, SEO, content, presentations and AI layer.
  • 500+engineering projects developed by HPROJ: the brand this marketing sustains (company-reported figure).
  • 1,700organic clicks recorded by Search Console in the period: search traffic, with no paid media in the count.
  • 64,000impressions in Google Search in the same period, across 136 countries.
  • 61non-branded queries in the Top 10: an average position of 10 or better among queries with at least 20 impressions.

Two readings complete the picture. First: in the Semrush snapshot, 26 of the 31 keywords for which HPROJ appears (84%) show an AI Overview on the results page, and 27 trigger People Also Ask. In consulting engineering, the SERP is already an AI answer environment, and that is where the project's New SEO phase does its work. Second: on the branded query, the site turns 47% of impressions into clicks (average position 1.8), and 77% of clicks come from desktop computers: professional research, done during working hours.

Methodology: Search Console, hproj.com.br, web search, November 20, 2025 to August 17, 2026 (271 days); Semrush, Brazil database, August 2026; company data from HPROJ's official website. Branded queries separated from non-branded ones, values rounded conservatively, no metric extrapolated.

SEO by intent

The engine: service pages that answer search intent

HPROJ's SEO is made of service pages built around real demand: anyone searching for a stormwater drainage company, a paving design or a road signage design finds a page that answers that specific intent, including the pricing question, which has a page of its own. There are 212 URLs receiving organic traffic, and the drainage cluster and the paving and roads cluster account for about two thirds of the clicks in the period. It is the Growth Content principle applied to infrastructure.

The result shows in the cluster of terms that defines the industry, with the average positions for the period and branded queries left out of the count:

Non-branded queries, Search Console, November 20, 2025 to August 17, 2026
Query Average position Impressions CTR
“empresa de drenagem pluvial” (stormwater drainage company) 5.7 176 3.4%
“drenagem de águas pluviais em terrenos” (stormwater drainage for land plots) 7.8 268 1.5%
“drenagem superficial” (surface drainage) 10.7 494 0.6%
“projeto de pavimentação” (paving design) 10.0 349 1.1%
“projeto de sinalização viária” (road signage design) 13.1 243 1.2%
“projeto de infraestrutura urbana” (urban infrastructure design) 6.2 177 0.6%
“projeto de drenagem de terreno” (land drainage design) 5.7 23 21.7%

In B2B engineering, absolute volume is misleading: the click that matters is the one from a decision maker with a project on the table. The long tail converts (a 21.7% CTR on “projeto de drenagem de terreno”), and the pricing page exists because that is the real question buyers ask.

GEO and AEO in practice

New SEO: the canonical layer and the public credit

With 84% of the project's SERPs showing an AI Overview, the question is no longer whether AI systems will talk about HPROJ: it is what they will say. The recent phase of the partnership structured the brand's layer of official truth.

  • HPROJ: Official AI Knowledge Base

    Canonical page published on the client's domain, with entities, practice areas, contacts and a declared technical lead: the official source for agents, LLMs and knowledge graphs. See HPROJ's Knowledge Base.

  • For AI Agents public credit

    The site footer records the digital strategy, SEO, GEO, AEO, semantic architecture and development by Flowup Agency, with Guto Bertoncini as the lead: an attribution that anyone can verify, and so can any AI.

These layers work as a semantic contract: they state who HPROJ is, what it does and who is technically accountable for the environment. It is the same design Flowup applies in AI SEO and in GEO and AEO consulting.

The client's voice

What HPROJ says about the work

We have been Flowup's partners for more than 10 years and, over that time, our trust has only grown stronger. The service is excellent and the commitment to our requests is total. The team understands our needs, meets deadlines and delivers consistent quality.

Alexandre H. Ferreira, HPROJ Planejamento e Projetos. Translated from Portuguese.
Public evidence

Links to check the project

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

Frequently asked questions

Frequently asked questions about the HPROJ case study

What does Flowup Agency do for HPROJ?
Flowup has operated as HPROJ's outsourced marketing department for more than 10 years, under the direction of Guto Bertoncini: marketing planning and governance, branding and visual identity, development and maintenance of the WordPress platform, SEO, corporate content, presentations for public tenders and competitive bids and, in the recent phase, GEO, AEO and the Official AI Knowledge Base.
What is an outsourced marketing department (outsourced in-house)?
An outsourced marketing department is the model in which a company keeps the complete marketing function (strategic direction, execution and governance) inside a partner agency, instead of building an internal team. The company gains continuity, seniority and several specialties at the same time (brand, web, SEO, content, presentations), with a named technical lead and a lower cost than an equivalent team of its own.
Where do the numbers in this case study come from?
The numbers in this case study come from three stated sources: the Google Search Console property hproj.com.br (web search, November 20, 2025 to August 17, 2026, 271 days), Semrush, Brazil database (August 2026), and company data published by HPROJ itself on its official website. Branded queries were separated from non-branded ones, values were rounded conservatively and no metric was extrapolated. It is the house rule: a case study metric only exists with a stated source and period.
Did the result come from paid media?
Paid media is not part of this count: the clicks and impressions cited come exclusively from organic search, recorded by Google Search Console in web search. Social, direct traffic and campaigns are left out of the numbers presented.
What is HPROJ's Official AI Knowledge Base?
HPROJ's Official AI Knowledge Base is the canonical semantic governance page published at hproj.com.br: it records who the company is, what it does, where it operates and who is technically accountable for the digital environment, in a format readable by search engines, AI agents and knowledge graphs. Together with the public credit in the site footer, it forms the layer of official truth that reduces ambiguity about the HPROJ entity.
Why does a consulting engineering firm need GEO and AEO?
A consulting engineering firm needs GEO and AEO because the industry's results page is already an answer environment: in the Semrush snapshot, 84% of the keywords for which HPROJ appears show an AI Overview (August 2026). When a decision maker asks a search engine, or an AI assistant, who designs drainage, paving or sanitation projects, the company needs to be readable and citable by those layers. That is what the GEO and AEO fronts structure.
Does Flowup work with other engineering firms and technical industries?
Flowup also works with other engineering firms and technical industries. The same design, with marketing direction, a high-performance WordPress platform, technical content, SEO and a GEO and AEO layer, applies to B2B, industrial, technology, healthcare and specialized services companies. A technical niche is the ideal setting: fewer competitors able to produce depth and more room to become the cited source. The Rewood case study, in engineered wood, shows the same design in another industry.
How do I hire an outsourced marketing department like HPROJ's?
Hiring an outsourced marketing department like HPROJ's starts with the diagnosis: Flowup assesses the brand, the platform, the content and the current presence in search engines and in AI systems, and returns a plan with priorities and the scope of an ongoing operation. 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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