Services Used:
Meet M1 Maxx
Maxx is a SIM-only mobile plan offering from M1, built around affordable no-contract mobile connectivity for users in Singapore. The official Maxx site currently highlights plans with large local data allowances, roaming data across multiple countries, eSIM and physical SIM options, free caller number display, unlimited local incoming calls, and SIM card delivery.
In a competitive telco market where users compare SIM-only plans based on data, roaming, price and flexibility, M1 Maxx needed stronger visibility not only on Google, but also across AI-powered discovery platforms where users increasingly ask for recommendations and comparisons.
The initial challenge
M1 Maxx partnered with First Page to increase its visibility in AI-generated answers across platforms such as ChatGPT, Google AI Overviews and Perplexity.
As a challenger telco brand, Maxx was competing against larger and more established mobile providers with stronger market presence and brand recognition. This made it harder for the brand to surface consistently when users searched for SIM plan recommendations, roaming SIM options and affordable mobile plans.
The challenge was also different from traditional SEO. Instead of only ranking on search engine results pages, Maxx needed to appear in AI-generated responses where visibility depends on entity strength, topical relevance, content clarity, citation likelihood and how well the brand is associated with specific user prompts.
There was also no fixed optimisation playbook for this emerging search landscape. First Page needed to track how Maxx appeared across priority prompts, identify visibility gaps, and continuously refine content signals to improve Maxx’s share of voice against larger competitors.
First Page developed a NEXSEO strategy focused on improving Maxx’s visibility across commercially valuable AI search journeys.
The first priority was topical authority development. Optimisation focused on high-intent themes such as roaming, affordability, SIM plan recommendations and value-led mobile connectivity. This helped strengthen Maxx’s relevance in AI-generated answers for users comparing telco options.
Next, First Page created LLM-optimised content structures designed to improve discoverability, citation frequency and brand mentions across AI platforms. Content was structured to make Maxx easier for large language models to understand, retrieve and reference when answering mobile plan-related queries.
The team also worked on entity and visibility optimisation. Brand signals, product positioning and content structure were refined to improve Maxx’s ability to surface for commercially valuable telecom queries, especially where users were seeking direct recommendations.
Finally, First Page implemented continuous query refinement. Priority prompts were tracked over time, allowing the team to monitor visibility shifts, identify competitor movements and iteratively improve content to increase Maxx’s share of voice across AI-generated responses.
