SECTOR · TECHNOLOGY / TELCO
The customer compares rates, features and the fine print before deciding, and that's where you win or lose.
In tech and telco the decision comes down to comparing plans, features and near-identical terms across competitors. We work so that comparison gets resolved on your content, not on a third-party comparison site.
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Brands that have trusted Laika
The brands that call us compete in a market where the product looks a lot like the one next door.
External comparison sites capture the search before your own brand does
Someone searching for the best rate or plan finds a comparison site first. If you're not there and you don't win the branded search either, the decision gets made without your content in the mix.
Plans and rates change frequently and leave pages outdated
Every price or terms update forces a review of pages that were already indexed and ranking well, with the risk of losing that ranking if it's done poorly.
Technical support generates searches your competitor is answering today
Questions about setup, issues or compatibility get searched a lot, and often a forum or a rival brand answers them, when they could bring your own traffic and trust instead.
The product launch cycle is short and constant
New devices, rates or features launch frequently, and each one needs fast visibility before the novelty turns into just another product on the shelf.
More people are asking AI directly which rate or product suits them
The comparison that used to mean reading several sites is now requested as a single answer. If that answer doesn't mention you, you lose that part of the decision without it showing up in any analytics.
The scope
SEO in tech and telco means winning the comparison before the user reaches an external comparison site. We work so your content answers with concrete data where a third party used to win.
We work on the architecture by product, plan and use case, and on the controlled update of content whenever rates, terms or the catalogue change.
Which capabilities matter here
In this sector not every capability carries the same weight. These are the ones that move the outcome in a market of constant comparison.
High weight
Search enginesThe base: architecture by product and plan, and comparison content that competes head to head with external comparison sites.
High weight
AI visibilityComparisons between rates and products are increasingly resolved in a single AI answer. Showing up there with correct data is part of winning the decision.
Medium weight
ConsultingDeciding with judgement what content gets updated with each rate change and how to avoid losing rankings in the process.
Social search matters less here than direct comparison, so we don't force it: if it starts moving real purchase decisions, we'll tell you with data.
The areas of work
Four areas of work built for a market of constant comparison: first the catalogue, then comparison content, then support and finally the launch.
Architecture for product, plan and rate
Make every product and rate have a clear, updatable page without losing its ranking.
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- Category structure by product type, plan and customer segment
- Process to update prices and terms without losing the URL or its history
- Criteria for archiving discontinued plans without leaving orphan pages
- Internal linking between product, rate and related help content
Own comparison content
Make your own site answer the comparison before the user turns to an external comparison site.
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- Comparison pages between your own plans and against competitors
- Content with concrete, verifiable data (price, speed, coverage, terms)
- Product and offer structured data to show up with price and features
- Tracking which external comparison sites are winning branded search
Support and help content
Make your own content resolve technical questions and issues, not an external forum.
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- Help centre structured by product, issue and use case
- Content that answers real setup and compatibility searches
- Coordination between support, community and SEO content to avoid duplicated answers
- Prioritisation of help content based on real search volume and support impact
Launch visibility
Give every product or rate launch visibility from day one, not weeks later.
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- Launch calendar cross-checked with prior content and structure work
- Launch page ready before the official announcement date
- Coordination with comms and press to avoid duplicating or overlapping content
- Measuring how a launch's visibility evolves compared to the previous one
Who does it?
The project is run by a senior profile with experience in complex, changing product catalogues. MJ leads the strategy and the specialist team works product, comparison and support.
Why Laika?
We know the pressure of competing in a market where your product looks like the one next door, because we've worked in it.
Content that goes stale with the next rate change is no use here. You have to build so the change doesn't cost you the ranking.
You always talk to whoever decides
There's no management layer between you and the judgement. MJ leads the strategy and the specialist team executes.
If we're not the right fit, we say so
Even if that means there's no project for us, we'd rather say so before signing.
We work so a rate change doesn't cost you the ranking
Every price and terms update follows a process designed not to lose what's already been built.
We know which comparisons you aren't going to win
Against an established comparison site some searches aren't worth it. We'd rather say so and spend the effort where there is margin.
Frequently asked questions
How do we avoid losing rankings every time prices change?
With an update process that preserves the page's URL and history, instead of creating a new one every time. A price change shouldn't mean starting from zero.
Can we compete with rate comparison sites?
On part of the searches, yes, especially the ones involving your brand or a specific use case. On the most contested generic ones, we prioritise others with a better return.
Do you work on technical support content as SEO?
Yes. Many setup or issue questions get searched a lot and today get answered by an external forum. Bringing them into your own content generates traffic and reduces support load.
How do you prepare a product or rate launch?
With the page ready before the announcement date and coordinated with comms, so the launch has visibility from day one instead of weeks later.
Tell us how your catalogue changes
With your site and your rate or launch cycle we can tell you where to start.
The comparison can be won before reaching the comparison site.
Tell us where you are and we'll tell you what needs to be ready, and by when.
We look at your project before proposing anything. Reply within two working days at most.
Let's talk about your project