Fernando Macia

Fernando Macia

CEO and expert in
Digital Marketing

Photo of Fernando Macia, CEO and expert in Digital Marketing

More than 20 years of SEO experience

Digital marketing

Degree in Information Sciences
Master’s Degree in Marketing Management by ICADEA

Google Analytics Certification


Coming from the fields of advertising and direct marketing, my first web designs date back to 1996. After developing numerous sites for companies and institutions, I started in web traffic analysis and search engine optimization at the end of 2001, so I am one of the pioneers in SEO, online marketing and web analytics in Spain.

I originally programmed the real estate web platform Inmostrategy, with Microsoft ASP language and SQL Server database, as well as the web traffic analysis tool Netmetriks, in Adobe ColdFusion with SQL Server database.

Among my first Web developments, the Chocolates Valor site was distinguished by Macromedia as “Best portal in Spanish”.

My business career has always been linked to the fields of communication and marketing. In 1992, I founded Magenta Creatividad, an advertising agency where I developed advertising campaigns, direct marketing, website design and corporate identity design, working for companies and institutions such as Pikolinos, Chocolates Valor, Cavanilles Foundation, Helados Alacant, Fundesem, Juan Gil-Albert Institute, etc. In mid-2001, Magenta Creatividad’s increasing focus on online strategy prompted the need for a company repositioning that would eventually lead to the new name: Human Level Communications.

For eight years, I combined my professional activity with that of technical director of the magazine Empresa Avanzada, published by Fundesem.

My professional beginnings were in radio (Radio Villena SER) and press (La Verdad newspaper).

Author of SEO Avanzado – Casi todo lo que sé sobre SEO (2020), Estrategias de Marketing Digital (2018), SEO – Técnicas Avanzadas (2015), Marketing Online 2.0 (2013), Técnicas Avanzadas de Posicionamiento en Buscadores (2011), y co-author of Marketing en Redes Sociales (2016), Marketing Online: Estrategias para ganar clientes en Internet (2010), Marketing con Redes Sociales (2011) y Posicionamiento en Buscadores, the first book in Spanish on SEO, published in November 2006 by Anaya Multimedia publishing house and of which new, expanded and updated editions were published in 2009 and 2012. And I am currently preparing, together with my colleagues at Human Level, a new book on SEO.

Teaching activity

I have been the director of KSchool’s Master of Professional SEO and SEM from 2018 to 2023. Currently, I participate sporadically as a guest lecturer in some training programs.

Over the last 23 years, I have given training related to online marketing, search engine optimization and web analytics in more than 450 seminars and courses at universities and business schools in Spain, Venezuela, Colombia and Paraguay:

KSchool in Madrid, Barcelona and Valencia, CEU Cardenal Herrera in Valencia, EDEM, Valencia, University of Mondragon. Aquora – ESEUNE Business School, Grupo SPRI – Enpresa Digitala, ENAE Business School in Murcia, WindUp School in Malaga. Florida Universitaria de Valencia, Business School of the Federation of Businessmen of the Province of Albacete, Universitat Pompeu-Fabra de Barcelona, Universidad de Zaragoza, Universidad Politécnica de Madrid, Universidad Politécnica de Valencia, Universidad de Alicante, Universidad Miguel Hernández de Elche, Universitat Jaume I de Castellón, Universidad Pontificia Bolivariana de Bogotá and Medellín (Colombia), Escuela de Negocios Cardenal Herrera de Madrid, ESIC Valencia, Fundesem Business School in Alicante and Murcia.

I am also a regular speaker at events such as SMXL, The Inbounder, Clinic SEO, Digital Marketing Day, OMExpo, eShow, Indusmedia, Internet es tuyo, Evento SEO, Congreso SEO Profesional, Search Congress, Web Congress, Webmasters Congress, FICOD, Congreso Internet del Mediterráneo (of which I was co-founder), OM Week…

On a personal level

Outside of work, my first passion is my family. I also love spending time with friends. And although I feel fortunate to live in a privileged place, I like to travel -and drive- to discover new landscapes, smells and flavors. This also gives me the opportunity to practice one of my great hobbies: photography. I have many, many, many books… and I’ve read most of them! Previously, poetry and novels. Now, almost always essays, biographies or travel notes. Of course, always on paper -I look at screens enough- and if I write by hand, better with a fountain pen. I like all kinds of music -rock, classical, opera, jazz, pop- and I confess to being an audiophile. When the tension rises, I play the electric guitar – especially Gilmour’s plucking – or loosen up my muscles in the gym.

I am a member of Greenpeace and Doctors without Borders.

Articles written by Fernando