Our history
From a first project to a consultancy with judgement
Laika didn't come out of a business plan: it came out of years inside difficult projects, seeing which decisions hold and which collapse after three months. This is the timeline, without the epic.
Let's talk about your projectThe timeline
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?
Who we've worked with
Brands where a bad decision shows up in next quarter's numbers. That shapes how we work.
- El Corte Inglés
- Arcos
- Lladró
- Adolfo Domínguez
- Unode50
- Logiscenter
- Ysi
- coches.com
- Multiópticas
- Cash Converters
- Funidelia
Want to know how this applies to your case?
Tell us the context and we'll tell you what it would take.