Fiter: Fixing search before the redesign
Fixing search before the redesign
Covered by Forbes and Folha, and invisible in search
Fiter is a Brazilian HR and EdTech SaaS that uses AI to predict turnover, measure climate and reduce student dropout. It had coverage in Folha de SP, Estadão, Forbes Brasil and CBN, and none of it showed up in search. Nine critical issues were logged before any design decision.
The situation
One Joomla page for two products
Everything sat on a single Joomla page. The title tag read "fiter" and the meta description read "parallax one page", the name of the theme. GTM was installed but never configured, and the blog lived on a subdomain.
- 22/100SEO score
- 1page for two products
- 0conversion events tracked
- 4press outlets, unused
Decision
HR and Education got separate paths
An HR director and a university dean search for different things. One page can't rank for both, so each ecosystem got its own pages, intent and CTA inside the same domain.
Architecture
Why the site stayed on one domain
Two separate domains were rejected: they would have split the press backlinks in half. The blog came back from the subdomain to fiter.com.br/blog.
SEO
On-page SEO across all 16 pages
Titles, metas, one H1 per page and schema on all 16 pages, mapped to five keyword clusters across the funnel.
Outcome
The audit at launch
Every category rebuilt from near zero, inside the same two weeks, with GA4 and Search Console live from launch day. Scores measured at launch.
Results
At launch and three months later
Three months after launch, organic traffic had grown nearly 100%, and the site had its first conversion baseline: 2%.
- 22 → 100SEO score at launch, all 7 categories
- 1 → 16pages fully structured
- 0 → 16pages with schema markup
- 3leads attributed in the first weeks; the old site tracked none