Referring domains
23 → 174
before
after
month 1 → 16
Qantu AlpacaAlpaca textile cooperative · Cusco
Giving 140 Andean weavers a direct line to the world's knitwear buyers
+192%
wholesale enquiries from organic, over 16 months
Authority plan · Digital PR · Fair-trade certifications · Resource link building · Spanish-English hreflang
+192%wholesale enquiries from organic
01The challenge
The cloth was theirs. The search results were not.
The cooperative sold through intermediaries; its own site had no authority and buyers searching for ethical alpaca found big exporters first.
Qantu Alpaca is alpaca textile cooperative of 140 weavers and dyers in the valleys around Cusco. Their shawls and knitwear reached boutiques in Europe, North America and Japan, but through three exporters who set the price and kept the buyer relationship.
Search is where that relationship begins now. A sourcing manager in Hamburg types ethical alpaca wholesale and finds the exporters, their press coverage and the cooperative’s own photographs on someone else’s domain. The goal was not traffic: it was to make the cooperative the most cited source for its own craft, so buyers would arrive at the people who made it.
02Diagnosis
Six loose threads in the authority audit
- 23 domains
Link profile
23 referring domains, 17 of them free directories and craft-fair listings. No fashion, sustainability or textile-education site linked to the cooperative itself.
- 3 of 3 above
Intermediary capture
Three exporters resold the cooperative's cloth using its weavers' photos. They held the press links and outranked it for its own name in English.
- 186 excluded
Language & hreflang
One Spanish site with a machine-translated /en folder, no hreflang and English canonicals pointing at Spanish URLs. 186 English pages excluded as duplicates.
- 5 badges, 0 text
Certifications
Fair-trade and fibre-origin credentials existed only as JPEG logos in the footer: no certificate numbers, no text a buyer or a crawler could verify.
- 31 mentions
Unlinked mentions
31 pages (fair reports, travel writers, NGO newsletters) named Qantu without linking to it, most written in English.
- 0 trade pages
Wholesale path
No wholesale page, no MOQ or lead-time facts and a contact form in Spanish only. International buyers who did arrive had nowhere to convert.
03The strategy
Six bands of weft, one warp: a site worth linking to
Built on our Authority plan. Four tactics (Digital PR, Fair-trade certifications, Resource link building, Spanish-English hreflang) worked as six campaigns. Each band below is one of them; pick one to see what was made and why.
Tactic 1
Digital PR
2 campaigns · +68 domains
Tactic 2
Fair-trade certifications
1 campaign · +22 domains
Tactic 3
Resource link building
2 campaigns · +52 domains
Tactic 4
Spanish-English hreflang
1 campaign · +9 domains
Spanish-English hreflang · Plain weave band · months 1–3
Two-language foundation
Rebuilt the machine-translated /en copy into 214 paired pages with reciprocal hreflang (es-PE, en, x-default), self-canonicals and one sitemap per language. Spanish keeps the domestic buyers; English goes after importers in the US, UK, Germany and Japan.
Why it mattered. Before this, Google treated the English pages as thin duplicates and showed the Spanish page to London buyers. Nothing built later would rank until each market had its own canonical page.
- Referring domains added
- +9
- Ethical-fashion features
- 0
0416 months on the loom
The cloth, row by row
Each row is a month. The shuttle passes as you scroll; the pattern shows which campaign carried that month.
- M01
FebPlain weaveAudit: 23 referring domains, English pages flagged as duplicates.
- M02
MarRhombushreflang pairs live across 214 pages; certification registry drafted.
- M03
AprRhombusRegistry published; first certifier profiles relinked.
- M04
MayMountain zigzagFibre Ledger tables open; outreach to 120 textile courses.
- M05
JunMountain zigzagDirectory links complete: 22 trusted profiles now point home.
- M06
JulStepped fretPrice-chain data story researched with the cooperative's books.
- M07
AugStepped fretStory launches: first two ethical-fashion features.
- M08
SepStepped fretFibre Ledger passes 30 citing domains; press room goes live.
- M09
OctChevronDye almanac commissioned; English wholesale page enters top 10.
- M10
NovChevronWeaver profiles syndicated in three languages.
- M11
DecChevronAlmanac launch to slow-fashion and trend desks.
- M12
JanTocapu checkBrand + 'fair trade alpaca' queries overtake two exporters.
- M13
FebTocapu checkBuyers' guide published with landed-cost tables.
- M14
MarTocapu checkTrade associations link the guide; enquiries cross 30 a month.
- M15
AprTocapu checkUnlinked mention sweep: 17 recovered.
- M16
MayTocapu check174 referring domains, 118 top-10 keywords, cloth complete.
05Results
The finished cloth, measured
+192%
wholesale enquiries from organic: 12 a month to 35 (+192%)
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Ethical-fashion features
19
month 1 → 16
Organic sessions
+213%
before
after
month 1 → 16
Top-10 keywords
9 → 118
before
after
month 1 → 16
Month by month
Month 16 · May
174Referring domains
Positions, month 1 → 16
| Query | Vol. | Before | After |
|---|---|---|---|
| ethical alpaca yarn wholesaleEN·US | 880 | 48 | 3 |
| fair trade alpaca sweatersEN·UK | 1,300 | 61 | 5 |
| alpaca knitwear manufacturer peruEN·US | 590 | — | 4 |
| hilado de alpaca comercio justoES·PE | 320 | 22 | 2 |
| alpaca wholesale supplierEN·DE | 720 | 74 | 8 |
| naturally dyed alpaca yarnEN·US | 480 | — | 6 |
| cochineal dyed woolEN·UK | 390 | 39 | 2 |
| handwoven alpaca throwEN·JP | 260 | 33 | 7 |
| cooperativa textil cuscoES·PE | 210 | 12 | 1 |
“—” = not in the top 100. Monthly volumes are modelled for the named market.
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