Find your place.

We never stop looking up

Laika is an SEO and AI visibility consultancy led by MJ Cachón. We're named after the first dog to orbit Earth: someone looking up while everyone else looks down.

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Where we come from

Laika started from a question MJ Cachón has been repeating on stages and in classrooms for years: what if SEO isn't just SEO? For a long time, positioning meant fighting over ten blue links. Today it means showing up when someone asks ChatGPT, compares on a marketplace, searches TikTok or asks an assistant for a recommendation.

What hasn't changed is the hard part: understanding a business, reading demand and deciding where it's worth competing. No tool makes that call. That's why we're a small, senior team, and why we don't grow by accepting everything that comes in.

We work with large brands and with projects ready to stop improvising. We've done SEO across 19 industries and on platforms almost nobody works on, like Salesforce Commerce Cloud or SAP Commerce Cloud. And we publish what we learn, because teaching is the best way to keep your judgement sharp.

+15

years positioning brands

+30

clients

industries

CMS and platforms

Our history

Seventeen years of continuous work in search, with the landscape shifting every few years and the same way of deciding.

2009
First projects
MJ Cachón starts doing SEO agency-side and in-house, in sectors where the catalogue matters more than the blog: retail, travel, classifieds. She learns to read a crawl log before a ranking report.
2012
Back in the classroom
She starts teaching SEO at KSchool, Cesma, IED and AulaCMi. Teaching forces every concept down to earth: if it can't be explained, it hasn't been fully understood.
2013
Going independent
She opens her own consultancy. The model is simple: few clients, deep work, and the freedom to say no when a project isn't a fit.
2015
From hours to judgement
She stops selling hours and starts selling judgement: audits, support for technical teams and migrations nobody else wanted to sign off. Value shifts to the decision, not the volume of deliverables.
2017
SISTRIX and weekly seminars
She leads SISTRIX's weekly seminars in Madrid and starts coordinating the SEO Master's at Webpositer Academy. That same year she begins a Master's in Statistics and Data Science with R.
2019
Laika is born
The name comes from the first dog to orbit Earth. The idea: look up while everyone else looks down, and build a small, senior team. Miguel Díaz and Enrique Hidalgo join, each from their own technical specialty.
2021
Laika takes shape
MJ moves to lead Laika full-time. Nekane Abuelo, Alejandra Valles and Roberto Vega arrive from MJ Cachón, with years of prior joint work, and the team starts operating as a single judgement unit.
2022
Hard platforms
Salesforce Commerce Cloud, SAP Commerce Cloud, catalogues of hundreds of thousands of URLs. The work specialises in what almost nobody wants to touch: crawling, rendering, enterprise migrations and catalogue architecture.
2024
The Hubble
We open our own lab: SERP eye tracking, results monitoring and citation analysis in generative answers. Marta Sutil joins and the team grows without losing its project-team size.
2026
Visibility, not just search engines
The work now covers search engines, social platforms and generative engines. The headline question stays the same: what if SEO isn't just SEO?

How we decide

Six values that aren't an office poster: you notice them in how we prioritise, in what we tell you and in when we stop a project.

Judgement before deliverables

One well-argued decision beats a two-hundred-page report. We also explain what we ruled out, and why.

Human first, AI assisted

AI takes us further in analysis; it doesn't write for us. What we hand over is signed by someone who can defend it.

We say what isn't working

If your problem isn't solved by SEO, we'll say so even if it takes us out of the budget.

Few projects at a time

We work with a limited number of brands so you always deal with whoever made the decision, not a management layer.

Inside your house

Your tickets, your releases, your QA. We don't build a parallel process nobody maintains once we leave.

First-party data

When there's no reliable public evidence, we generate it ourselves. That's what The Hubble is for.

What we never do

Saying it before the first meeting saves everyone time. These limits aren't negotiable, and they're part of why the projects we do take on work out.

We don't work in certain industries
Gambling, adult content and similar activities are out, no matter the budget behind them.
Ethics, values and honesty above the contract
If the project isn't working, or isn't working as it should, we stop it and tell you. We don't stretch out an engagement that isn't giving you anything.
We don't implement technically
We don't touch your code: we define, prioritise and validate. And if something gets stuck, we get in with your team or your vendor until it's unblocked.
We don't handle PR spend
We design the strategy and the story, but media budget and third-party payments stay with you, with full transparency on where they go.