Escoba Clara presenta
Una telenovela de SEO en cinco episodios
A cleaning startup's fair-wage report put it on Colombia's front pages and the top of search
+58
editorial links from national media
- Starring
- Escoba Clara
- Setting
- Home-cleaning subscription · Bogotá
- Running time
- 8 months
- Plan
- Authority
Episodio 1 de 5
La Humilde Retadora
The challenge: a fair-wage underdog against the app giants
The challenge
An ethical home-cleaning subscription was competing with app aggregators with far larger link profiles.
Escoba Clara pays its cleaners a formal salary with social security, then sells the service as a weekly or fortnightly subscription across Bogotá. That costs more than the per-hour apps, and on search it was invisible: the aggregators owned every commercial query in the city, carried by hundreds of referring domains each. Out-spending them on ads was impossible. Out-shouting them in the press was not, because Escoba Clara had the one thing they did not: a story about who actually does the cleaning.
- Aggregator app A540
- Aggregator app B420
- Aggregator app C310
- Escoba Clara24
The diagnosis · authority audit
Five secrets the backlink profile was hiding
Link gap
24 referring domains against 310–540 for the three largest app aggregators; none from national media.
Fix: A newsworthy, data-led asset only Escoba Clara could publish.
Unlinked mentions
37 mentions of the brand in regional blogs, forums and a university study, with no link back.
Fix: Polite, specific reclaim requests with an asset worth linking to.
No newsroom
No press page, founder bio, photography or data downloads, so journalists had nothing to cite.
Fix: A newsroom with embargo-ready assets and a methodology page.
Anchor profile
81% of existing links were naked URLs from directories; the service pages had zero external links.
Fix: Hub-and-spoke internal linking from the report to money pages.
Invisible founder
No expert presence on labour, wages or the care economy, despite a clear point of view.
Fix: An expert-commentary routine with a two-hour response window.
Continuará…
¿Podrá una pequeña empresa de aseo enfrentarse a los gigantes?
Next: El Informe
Episodio 2 de 5
El Informe
The strategy: one fair-wage report, four ways to earn links
El reparto · the cast
The campaign runs on our Authority plan (digital pr & links). Instead of buying links, we gave journalists a reason to write: original data on what domestic work in Colombia really pays, with Escoba Clara as the only company willing to publish its own wage sheet.
La protagonista
Digital PR
A national survey of 1,200 domestic workers on pay and social security, published as “El costo real de un hogar limpio” with city-by-city charts, embeddable graphics and a methodology page. One story, built so every outlet had its own angle.
El galán
Expert commentary
The founder, briefed and media-trained, answering journalist requests on informal labour, the care economy and minimum-wage debates within two hours. Every quote linked to the data hub.
La hermana olvidada
Unlinked mentions
37 existing brand mentions found by audit, plus every new mention after launch, reclaimed with short, specific requests pointing to the most relevant page.
Los vecinos
Local news links
Locality-level cuts of the survey, for Usaquén, Chapinero, Suba and Kennedy, pitched to community papers and city news sites so links arrived from Bogotá itself.
Continuará…
¿Leerán los periodistas el informe… o lo ignorarán?
Next: Ocho capítulos
Episodio 3 de 5
Ocho Capítulos
The timeline: 8 months, one month at a time
Use the arrow keys or tap a month to follow the plot.
Capítulo 3 de 8 · El escándalo
“El costo real de un hogar limpio” is published
The report goes live as a data hub with city-by-city charts and downloadable tables. An embargoed briefing reaches 40 national and regional journalists. Two national dailies lead with it.
Editorial links, cumulative
15(+11 this month)
Continuará…
¿Lograrán el primer puesto?
Next: La Revelación
Episodio 4 de 5
La Revelación
The results, after eight months
+58
editorial links from national media
Referring domains
24 → 96
Branded search
+180%
New subscriptions from organic
+64%
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Rankings · Google Colombia, Bogotá
From page four to the first act
| Keyword | Volume | Month 0 | Month 8 |
|---|---|---|---|
| servicio de limpieza bogotá | 9.9k | 34 | 3 |
| empleada por días bogotá | 6.6k | 51 | 6 |
| limpieza de hogar por suscripción | 1.3k | 12 | 1 |
| aseo por horas bogotá | 4.4k | 47 | 5 |
| salario trabajadoras domésticas colombia | 8.1k | — | 2 |
| empresa de aseo con prestaciones | 1.9k | 28 | 2 |
| escoba clara | 3.2k | 1 | 1 |
Monthly search volume and positions are modelled. “—” means not ranking in the top 100.
Antes y después · the search results
The twist on page one
1. escobaclara.co
Escoba Clara: limpieza de hogar por suscripción con salario justo
2. app-aseo-rapido.co
Limpieza a domicilio en Bogotá: reserva en 60 segundos
3. escobaclara.co/informe
El costo real de un hogar limpio: informe 2026
4. casalimpia-marketplace.co
Empleadas por días en Bogotá | Precios 2026
5. directorio-hogar.com.co
Los 10 mejores servicios de aseo en Bogotá
Episodio 5 de 5
Final Feliz
Your business, the next season
Every brand has a story the press would print. Authority finds it, turns it into data, and turns the coverage into links that move rankings.