Selvagem Recovery · Cryotherapy and sports recovery studio · São Paulo
An ice-cold data study that put a São Paulo recovery studio in national sports media
- Region
- Latin America
- Plan
- Authority
- Duration
- 11 months
Drag the lens to read the heat, or tap anywhere on the image.
Top-10 keywords: 18 before, 134 at month 11.
01 · Cold read
Loud on Instagram. Ice-cold on Google.
A crowded fitness market with influencer-led competitors left Selvagem with low authority and no rankings for recovery treatments.
São Paulo’s recovery scene is run by personalities. Competitors win attention through founders with big followings, and that attention evaporates in a feed. Selvagem had the better protocols and the sports-science staff — but none of it existed in a form a journalist could cite or a search engine could trust.
The brief: make the studio the source national sports media quotes on recovery, and turn that coverage into rankings for the treatments people actually search for.
Diagnostic scan · month 0
Authority
34 RD
34 referring domains, most of them directories and gym listings. The three influencer-led competitors in Pinheiros and Vila Madalena averaged 290, built from press around their founders.
Content
4 pages
Every treatment — cryotherapy, ice baths, compression boots, contrast sauna — shared one thin services page. Nothing a journalist could cite, nothing Google could rank for “crioterapia são paulo”.
Lost equity
11 + 23
11 domains still linked to retired /promo URLs that now returned 404, and 23 articles mentioned Selvagem by name without linking at all.
Local
Pack #9
Google Business Profile in the wrong primary category (“Gym”), no treatment services listed and reviews unanswered — invisible in the map pack beyond its own block.
Technical
4.8 s LCP
Hero video on mobile pushed LCP to 4.8 s; booking widget loaded in an iframe that search engines could not see, so no page carried booking intent.
02 · Heat sources
Four ways to generate heat that search engines can measure
Built on our Authority plan: earn authority from people who cover sport, then route it into the pages that take bookings.
- 0117 national mentions
Digital PR
One story per quarter, pitched to national sports desks and running media in Portuguese. Each pitch led with a number from the data study and a São Paulo angle, with a regional cut for Rio, BH and Curitiba titles.
- 0231 partner-led links
Athlete partnerships
Recovery programmes for a jiu-jitsu academy and two marathon-training clubs. Each partner page explains the protocol and earns links from the clubs, race organisers and their sponsors — no paid endorsements.
- 0394 linking domains
Data studies
“Índice do Gelo”: recovery habits of 3,100 amateur athletes across 12 Brazilian capitals, with a methodology page, downloadable charts and a city ranking reporters could localise.
- 0427 links recovered
Link reclamation
301s from the dead /promo URLs to the new treatment pages, plus polite requests to every writer who had named Selvagem without linking. Small, fast and compounding.
03 · Warm-up curve
11 months, frame by frame
- Month 134 RD
Diagnose
Backlink and competitor gap audit; mention mining; GBP category fixed; 404 equity mapped.
- Month 241 RD
Reclaim
301s from retired /promo pages; first 14 unlinked mentions converted; treatment pages briefed.
- Month 352 RD
Build
Five treatment pages and a methodology hub live; survey for the data study fielded with partner clubs.
- Month 468 RD
Launch
“Índice do Gelo” published; national sports desk exclusive, then regional cuts to 9 titles.
- Month 587 RD
Amplify
Follow-up angles on runners vs. fighters; the city ranking picked up by regional TV websites.
- Month 6104 RD
Partner
Jiu-jitsu academy and marathon clubs onboarded; protocol pages earn links from race organisers.
- Month 7126 RD
Localise
Neighbourhood pages for Pinheiros and Itaim; map-pack reviews answered; LCP down to 1.9 s.
- Month 8148 RD
Second wave
Summer heat edition of the study: cold-plunge habits during the hottest month on record.
- Month 9171 RD
Consolidate
Internal links from the study pages pushed into treatment pages; FAQ schema on pricing.
- Month 10192 RD
Reclaim II
Second sweep of unlinked mentions from the summer coverage; 13 more converted.
- Month 11210 RD
Compound
Expert-commentary requests now arrive inbound; quarterly study cadence handed to the in-house team.
04 · Full thermal
White-hot by month 11
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Referring domains
34 → 210
From 34 at month 0
Top-10 keywords
18 → 134
From 18 at month 0
Organic bookings
+142%
From Baseline at month 0
National media mentions
17
From 0 at month 0
Keyword readings · Google.com.br, São Paulo
| Keyword | Monthly volume | Month 0 | Month 11 |
|---|---|---|---|
| crioterapia são paulo | 2,900 | 41 | #3 |
| banho de gelo sp | 1,600 | Not in top 100 | #2 |
| crioterapia corpo inteiro preço | 1,300 | 58 | #4 |
| recuperação muscular pós treino | 6,600 | Not in top 100 | #7 |
| botas de compressão pinheiros | 480 | 23 | #1 |
| crioterapia para corredores | 720 | Not in top 100 | #2 |
| sauna e banho de gelo | 1,900 | 67 | #6 |
| benefícios da crioterapia | 8,100 | Not in top 100 | #9 |
Get a plan like this
Authority built from stories people want to cover — then channelled into the pages that convert.