Paso 1 — La salida
Google Business Profile
Categories rebuilt around Dance school, Tango class and Event venue; milonga-night hours; weekly posts for each class level; Q&A answered in three languages; class passes listed as products.
ITango academy · Buenos Aires
Academia Compás · Latin America
Step by step: how a San Telmo tango academy led tourists and locals to the dance floor
+138%
organic class bookings
8 months, 8 steps. A local engagement for an academy that tourists could not find in their own language.
- Languages ranking
- 1 → 3
- Map-pack top 3 (San Telmo)
- Yes
- Reviews
- 52 → 240
IIThe challenge · El cabeceo
Tourists searched in English and Portuguese for classes and milongas, while the academy appeared only in Spanish results.
In tango the dance begins with the cabeceo — a glance across the room that invites. Academia Compás had the room: a restored San Telmo salon, teachers with decades on the floor, a Thursday milonga regulars swore by. But visitors planning their week in Buenos Aires search on their phones, in English and Portuguese, often from the hotel lobby. The academy never caught their eye.
Two-thirds of the modelled demand for classes and milongas near San Telmo was not in Spanish. Tour aggregators collected those bookings and a commission with them.
Monthly searches by language (modelled)
- Español4,300
Academy visible
- English8,100
Academy invisible
- Português3,200
Academy invisible
IIIDiagnosis
Six missteps on the floor before a single step forward.
- 01Critical
Google Business Profile
Single category “School”; no event or class posts in 14 months; hours ignored the 22:00 milonga nights.
- 02High
Google Business Profile
9 photos, none of the dance floor; description in Spanish only, so EN/PT discovery queries had nothing to match.
- 03Critical
Multilingual
One Spanish site. A client-side translate widget produced no indexable EN or PT URLs and no hreflang.
- 04Medium
Multilingual
Prices shown only as “consultar”; tourists bounced to competitors listing prices in USD.
- 05Critical
Event schema
Milonga calendar lived in Instagram flyers — images with no dates in HTML and zero Event markup.
- 06High
Reviews
52 reviews, all in Spanish, last one 5 months old; no owner replies and no ask moment after class.
IVThe strategy
Four figures, danced in order.
Built on our Local plan, each tactic was a figure that only works once the one before it has landed.
Paso 2 — El ocho
Multilingual pages
Server-rendered /en/ and /pt-br/ sections written by native editors, not machine-translated: beginner classes, private lessons, a milonga etiquette guide. Reciprocal hreflang and self-canonicals on every pair.
Paso 3 — El giro
Event schema
The Instagram flyers became HTML event pages, each with Event markup — startDate, offers, performer and a location matching the Business Profile address — so milongas surface for “tonight” searches.
Paso 4 — El cierre
Review strategy
A QR card handed out as the class ends, an ask flow in the guest's own language, and owner replies within 48 hours. Never incentivised, never gated — just asked at the right moment.
Before and after · switch the language
tango lessons san telmo
Map pack · San Telmo
- AAcademia Compás4.9 · 240 reviews · Classes in English
- BBA Tango Tours4.7 · 1,230 reviews
- CLa Baldosa Escuela4.6 · 318 reviews
Tango lessons in San Telmo, in English | Academia Compás — beginners welcome
VThe choreography
8 months, one step at a time.
Leader in black, follower in red. Each pair is a month; its height on the floor is the academy’s map-pack position for “clases de tango San Telmo”, and the dotted ocho traces the climb.
Paso 1 · Abrazo · Audit
Embrace the data
Full local audit: GBP, citations, crawl, Search Console by language, and 140 tourist queries mapped across ES, EN and PT.
VIResults
+138% organic class bookings.
Organic class bookings per month
Languages ranking
1 → 3
ES
Español
EN
English
PT
Português
Map-pack top 3 (San Telmo)
Yes
Reviews
52 → 240
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Keyword positions, month 0 → month 8
| Query | Lang | Monthly vol. | Before | After |
|---|---|---|---|---|
| clases de tango san telmo | ES | 880 | 7 | 1 |
| tango lessons san telmo | EN | 1,300 | — | 1 |
| tango classes buenos aires | EN | 4,400 | — | 3 |
| milonga tonight buenos aires | EN | 1,900 | — | 4 |
| aulas de tango buenos aires | PT | 1,600 | — | 2 |
| milonga hoje buenos aires | PT | 720 | — | 3 |
| escuela de tango cerca | ES | 590 | 12 | 2 |
| beginner tango class english | EN | 480 | — | 2 |
“—” means not in the top 20. Modelled positions, mobile, Buenos Aires.
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