{"id":51564,"date":"2022-03-10T13:44:26","date_gmt":"2022-03-10T12:44:26","guid":{"rendered":"https:\/\/www.humanlevel.com\/fernando-macia"},"modified":"2025-06-19T10:18:23","modified_gmt":"2025-06-19T08:18:23","slug":"fernando-macia","status":"publish","type":"page","link":"https:\/\/www.humanlevel.com\/en\/about-us\/team\/fernando-macia","title":{"rendered":"Fernando Macia"},"content":{"rendered":"<div id=\"toc_container\" class=\"no_bullets\"><p class=\"toc_title\">Index<\/p><ul class=\"toc_list\"><li><a href=\"#Professionally\">Professionally<\/a><\/li><li><a href=\"#Teaching_activity\">Teaching activity<\/a><\/li><li><a href=\"#On_a_personal_level\">On a personal level<\/a><ul><li><a href=\"#Findability_in_2026_What_every_CEO_should_know_about_the_new_search_ecosystem\">Findability in 2026: What every CEO should know about the new search ecosystem<\/a><\/li><li><a href=\"#Searcher_personas_an_alternative_to_zero_search_volume\">Searcher personas: an alternative to zero search volume<\/a><\/li><li><a href=\"#SEO_and_AI_Search_Doesn8217t_Die_It_Evolves\">SEO and AI: Search Doesn&#8217;t Die, It Evolves<\/a><\/li><\/ul><\/li><\/ul><\/div>\n<p><div class=\"row\"><div class=\"col-md-6 align-self-center order-1 order-md-0\"><div class=\"row mb-4\"><div class=\"col \"><div class=\"mb-4\"><\/p>\n<div class=\"estilo_contador\">Fernando Macia<\/div>\n<p><\/div><\/div><\/div><div class=\"row mb-4\"><div class=\"col \"><div class=\"mb-4\"><\/p>\n<div class=\"cargo_equipo\">CEO and expert in<br \/>\nDigital Marketing<\/div>\n<p><\/div><div class=\"mb-4\"><ul class=\"social_icons\"><li><a href=\"https:\/\/twitter.com\/fernandomacia\" title=\"Twitter de Fernando Maci\u00e1\" target=\" _blank\" =\"\" class=\"twitter\"><\/a><\/li><li><a href=\"https:\/\/es.linkedin.com\/in\/fernandomacia\" =\"\" target=\" _blank\" =\"\" class=\"linkedin\"><\/a><\/li><li><a href=\"https:\/\/www.youtube.com\/user\/fernimac\" =\"\" target=\" _blank\" =\"\" class=\"you-tube\"><\/a><\/li><\/ul><\/div><\/div><div class=\"col-md-4 \"><\/div><\/div><\/div><div class=\"col-md-6 \"><div class=\"mb-4\"><img loading=\"lazy\" decoding=\"async\" class=\"foto_ficha aligncenter wp-image-36344 size-medium\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Fernando-Macia.jpg\" alt=\"Photo of Fernando Macia, CEO and expert in Digital Marketing\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Fernando-Macia.jpg 690w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Fernando-Macia-150x150.jpg 150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><div class=\"row\"><div class=\"col \"><div style=\"height:20px;\" ><\/div><\/div><\/div><div class=\"row\"><div class=\"col destacado_ficha\"><div class=\"row mb-4\"><div class=\"col-md-6 \"><div class=\"mb-4\"><\/p>\n<div class=\"destacado_ficha\">\n<p><strong>EXPERIENCE<\/strong><br \/>\nMore than 20 years of SEO experience<\/p>\n<p><strong>SPECIALTY<\/strong><br \/>\nSEO<br \/>\nDigital marketing<\/p>\n<\/div>\n<p><\/div><\/div><div class=\"col-md-6 \"><div class=\"mb-4\"><\/p>\n<div class=\"destacado_ficha\">\n<p><strong>QUALIFICATION<\/strong><br \/>\nDegree in Information Sciences<br \/>\nMaster&#8217;s Degree in Marketing Management by ICADEA<\/p>\n<p><strong>CERTIFICATIONS<\/strong><br \/>\nGoogle Analytics Certification<\/p>\n<\/div>\n<p><\/div><\/div><\/div><\/div><\/div><div class=\"row\"><div class=\"col \"><div style=\"height:20px;\" ><\/div><\/div><\/div><div class=\"row\"><div class=\"col \"><div style=\"height:20px;\" ><\/div><\/div><\/div><div class=\"row\"><div class=\"col \"><div class=\"mb-4\"><\/p>\n<h2 class=\"titulo_seccion_ficha\"><span id=\"Professionally\"><strong>Professionally<\/strong><\/span><\/h2>\n<p><\/div><div class=\"mb-4\">Coming from the fields of advertising and direct marketing, <strong>my first web designs date back to 1996<\/strong>. After developing numerous sites for companies and institutions, <strong>I started in web traffic analysis and search engine optimization at the end of 2001<\/strong>, so I am one of the pioneers in SEO, online marketing and web analytics in Spain.<\/p>\n<p>I originally programmed the <strong>real estate web<\/strong> platform <strong>Inmostrategy<\/strong>, with Microsoft ASP language and SQL Server database, as well as the web traffic analysis tool <strong>Netmetriks<\/strong>, in Adobe ColdFusion with SQL Server database.<\/p>\n<p>Among my first Web developments, the <strong>Chocolates Valor site was distinguished by Macromedia as &#8220;Best portal in Spanish&#8221;<\/strong>.<\/p>\n<p>My business career has always been linked to the fields of communication and marketing. <strong>In 1992, I founded Magenta Creatividad<\/strong>, an advertising agency where I developed advertising campaigns, direct marketing, website design and corporate identity design, working for companies and institutions such as <strong>Pikolinos, Chocolates Valor, Cavanilles Foundation, Helados Alacant, Fundesem, Juan Gil-Albert Institute,<\/strong> etc. In mid-2001, Magenta Creatividad&#8217;s increasing focus on online strategy prompted the need for a company repositioning that would eventually lead to the new name: <strong>Human Level Communications<\/strong>.<\/p>\n<p>For eight years, I combined my professional activity with that of <strong>technical director of the magazine Empresa Avanzada, <\/strong>published by Fundesem.<\/p>\n<p>My professional beginnings were in radio (Radio Villena SER) and press (La Verdad newspaper).<\/p>\n<p><strong>Author<\/strong> of <strong><a href=\"https:\/\/www.humanlevel.com\/en\/about-us\/books\/seo-avanzado-posicionamiento-web\" target=\"_blank\" rel=\"noopener noreferrer\">SEO Avanzado &#8211; Casi todo lo que s\u00e9 sobre SEO<\/a><\/strong> (2020), <em><strong><a href=\"https:\/\/www.humanlevel.com\/en\/about-us\/books\/estrategias-de-marketing-digital\" target=\"_blank\" rel=\"noopener noreferrer\">Estrategias de Marketing Digital <\/a><\/strong><\/em>(2018), <a href=\"https:\/\/www.humanlevel.com\/en\/about-us\/books\/seo-tecnicas-avanzadas\" rel=\"noopener\"><strong><em>SEO &#8211; T\u00e9cnicas Avanzadas<\/em><\/strong><\/a> (2015), <strong><a href=\"https:\/\/www.humanlevel.com\/en\/about-us\/books\/marketing-online-2-0\" rel=\"noopener\"><em>Marketing Online 2.0 <\/em><\/a><\/strong>(2013), <strong><a href=\"https:\/\/www.humanlevel.com\/en\/blog\/seo\/book-tecnicas-avanzadas-de-posicionamiento-en-buscadores\" rel=\"noopener\"><em>T\u00e9cnicas Avanzadas de Posicionamiento en Buscadores<\/em><\/a> <\/strong>(2011), y <strong>co-author<\/strong> of <a href=\"https:\/\/www.humanlevel.com\/en\/about-us\/books\/marketing-en-redes-sociales\" rel=\"noopener\"><em><strong>Marketing en Redes Sociales<\/strong><\/em><\/a> (2016<em>)<\/em>,<strong> <a href=\"https:\/\/www.humanlevel.com\/en\/about-us\/books\/marketing-online-estrategias-para-ganar-clientes-en-internet\" rel=\"noopener\"><em>Marketing Online: Estrategias para ganar clientes en Internet <\/em><\/a><\/strong>(2010), <strong><a href=\"https:\/\/www.humanlevel.com\/en\/about-us\/books\/marketing-con-redes-sociales\" rel=\"noopener\"><em>Marketing con Redes Sociales <\/em><\/a><\/strong>(2011) y <a href=\"https:\/\/www.humanlevel.com\/en\/about-us\/books\/posicionamiento-en-buscadores-ed-2006\" rel=\"noopener\"><strong><em>Posicionamiento en Buscadores<\/em><\/strong><\/a>, 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 <a href=\"https:\/\/www.humanlevel.com\/en\/about-us\/books\/posicionamiento-en-buscadores-ed-2009\">2009<\/a> and <a href=\"https:\/\/www.humanlevel.com\/en\/about-us\/books\/posicionamiento-en-buscadores-ed-2012\">2012<\/a>. And I am currently preparing, together with my colleagues at Human Level, a new book on SEO.<\/div><\/div><\/div><div class=\"row\"><div class=\"col \"><div class=\"mb-4\"><\/p>\n<h2 class=\"titulo_seccion_ficha\"><span id=\"Teaching_activity\"><strong>Teaching activity<\/strong><\/span><\/h2>\n<p><\/div><div class=\"mb-4\">I have been the director of KSchool&#8217;s Master of Professional SEO and SEM from 2018 to 2023. Currently, I participate sporadically as a guest lecturer in some training programs.<\/p>\n<p>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:<\/p>\n<p>KSchool in Madrid, Barcelona and Valencia, CEU Cardenal Herrera in Valencia, EDEM, Valencia, University of Mondragon. Aquora &#8211; ESEUNE Business School, Grupo SPRI &#8211; 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 Polit\u00e9cnica de Madrid, Universidad Polit\u00e9cnica de Valencia, Universidad de Alicante, Universidad Miguel Hern\u00e1ndez de Elche, Universitat Jaume I de Castell\u00f3n, Universidad Pontificia Bolivariana de Bogot\u00e1 and Medell\u00edn (Colombia), Escuela de Negocios Cardenal Herrera de Madrid, ESIC Valencia, Fundesem Business School in Alicante and Murcia.<\/p>\n<p>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 Mediterr\u00e1neo (of which I was co-founder), OM Week&#8230;<\/div><\/div><\/div><div class=\"row\"><div class=\"col \"><div class=\"mb-4\"><\/p>\n<h2 class=\"titulo_seccion_ficha\"><span id=\"On_a_personal_level\"><strong>On a personal level<\/strong><\/span><\/h2>\n<p><\/div><div class=\"mb-4\">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&#8230; and I&#8217;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 &#8211; especially Gilmour&#8217;s plucking &#8211; or loosen up my muscles in the gym.<\/p>\n<p>I am a member of <a href=\"https:\/\/www.greenpeace.org\/international\/get-involved\/\" target=\"_blank\" rel=\"noopener noreferrer\">Greenpeace<\/a>\u00a0and <a href=\"https:\/\/www.doctorswithoutborders.org\/get-involved\" target=\"_blank\" rel=\"noopener noreferrer\">Doctors without Borders<\/a>.<\/div><\/div><\/div><div class=\"row\"><div class=\"col \"><div style=\"height:40px;\" ><\/div><\/div><\/div><div class=\"row\"><div class=\"col \"><div class=\"mb-4\"><\/p>\n<div class=\"titulo_seccion_ficha\"><strong>Articles written by Fernando<\/strong><\/div>\n<p><\/div><div class=\"mb-4\">\t<div>\r\n\t\t<div class=\"row\">\r\n\t\t\t<div class=\"col-md-12\">\r\n\t\t\t\r\n <hr>\r\n\t\t\t\t<main class=\"row filaBlog\">\r\n\t\t\t\t\r\n<div class=\"col-md-12 hl-border-bottom\">\r\n<article class=\"card mb-3\" id=\"post-80740\" class=\"post-80740 post type-post status-publish format-standard has-post-thumbnail hentry category-artificial-intelligence entry\">\r\n <div class=\"row align-items-center\">\r\n\r\n <div class=\"articulo_col1 col-12 col-sm-12 col-md-12 col-lg-9 col-xl-9\">\r\n <div class=\"entry-title\"><a href=\"https:\/\/www.humanlevel.com\/en\/blog\/artificial-intelligence\" rel=\"category tag\">Artificial Intelligence<\/a><\/div>\r\n <div class=\"card-body\">\r\n <h3 class=\"card-title\"><span id=\"Findability_in_2026_What_every_CEO_should_know_about_the_new_search_ecosystem\"><a href=\"https:\/\/www.humanlevel.com\/en\/blog\/artificial-intelligence\/findability-in-2026\">Findability in 2026: What every CEO should know about the new search ecosystem<\/a><\/span><\/h3>\r\n <div class=\"card-text\"><p>Discover how AI is transforming online search and what strategic decisions your company must make to remain visible within AI models.<\/p>\n<\/div>\r\n \r\n <div class=\"card-text-small\">\r\n <ul class=\"list-post\"><li><span class=\"screen-reader-text\"><\/span><span class=\"author vcard\"> <a class=\"url fn n\" href=\"\/en\/about-us\/team\/fernando-macia\">Fernando Maci\u00e1<\/a><\/span><\/li><li>&nbsp;|&nbsp;<\/li><li>Published on <time class=\"entry-date published\" datetime=\"2025-12-22\">22\/12\/2025<\/time><\/li><\/ul> <\/div>\r\n \r\n <\/div>\r\n <\/div>\t\t\t\r\n <div class=\"articulo_col2 col-0 col-sm-0 col-md-0 col-lg-3 col-xl-3 imgBlog\">\r\n \t\r\n\t\t\t<figure class=\"post-thumbnail\">\r\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"272\" height=\"272\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/encontrabilidad.jpg\" class=\"img-fluid wp-post-image\" alt=\"Encontrabilidad en la era de la IA\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/encontrabilidad.jpg 272w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/encontrabilidad-150x150.jpg 150w\" sizes=\"auto, (max-width: 34.9rem) calc(100vw - 2rem), (max-width: 53rem) calc(8 * (100vw \/ 12)), (min-width: 53rem) calc(6 * (100vw \/ 12)), 100vw\" \/>\t\t\t\t\r\n\t\t\t<\/figure>\r\n\t\r\n\t\t\t\t <\/div>\r\n <\/div>\r\n<\/article>\r\n\r\n\r\n\r\n\r\n\r\n\r\n<\/div><div class=\"col-md-12 hl-border-bottom\">\r\n<article class=\"card mb-3\" id=\"post-80718\" class=\"post-80718 post type-post status-publish format-standard has-post-thumbnail hentry category-seo entry\">\r\n <div class=\"row align-items-center\">\r\n\r\n <div class=\"articulo_col1 col-12 col-sm-12 col-md-12 col-lg-9 col-xl-9\">\r\n <div class=\"entry-title\"><a href=\"https:\/\/www.humanlevel.com\/en\/blog\/seo\" rel=\"category tag\">SEO<\/a><\/div>\r\n <div class=\"card-body\">\r\n <h3 class=\"card-title\"><span id=\"Searcher_personas_an_alternative_to_zero_search_volume\"><a href=\"https:\/\/www.humanlevel.com\/en\/blog\/seo\/searcher-personas-an-alternative-to-zero-search-volume\">Searcher personas: an alternative to zero search volume<\/a><\/span><\/h3>\r\n <div class=\"card-text\"><p>In the face of search fragmentation, this methodology allows us to deeply understand users and their ultra-specific queries.<\/p>\n<\/div>\r\n \r\n <div class=\"card-text-small\">\r\n <ul class=\"list-post\"><li><span class=\"screen-reader-text\"><\/span><span class=\"author vcard\"> <a class=\"url fn n\" href=\"\/en\/about-us\/team\/fernando-macia\">Fernando Maci\u00e1<\/a><\/span><\/li><li>&nbsp;|&nbsp;<\/li><li>Published on <time class=\"entry-date published\" datetime=\"2025-11-25\">25\/11\/2025<\/time><\/li><\/ul> <\/div>\r\n \r\n <\/div>\r\n <\/div>\t\t\t\r\n <div class=\"articulo_col2 col-0 col-sm-0 col-md-0 col-lg-3 col-xl-3 imgBlog\">\r\n \t\r\n\t\t\t<figure class=\"post-thumbnail\">\r\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"272\" height=\"272\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/searcher-personas.jpg\" class=\"img-fluid wp-post-image\" alt=\"Searcher personas\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/searcher-personas.jpg 272w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/searcher-personas-150x150.jpg 150w\" sizes=\"auto, (max-width: 34.9rem) calc(100vw - 2rem), (max-width: 53rem) calc(8 * (100vw \/ 12)), (min-width: 53rem) calc(6 * (100vw \/ 12)), 100vw\" \/>\t\t\t\t\r\n\t\t\t<\/figure>\r\n\t\r\n\t\t\t\t <\/div>\r\n <\/div>\r\n<\/article>\r\n\r\n\r\n\r\n\r\n\r\n\r\n<\/div><div class=\"col-md-12 hl-border-bottom ultimo\">\r\n<article class=\"card mb-3\" id=\"post-79611\" class=\"post-79611 post type-post status-publish format-standard has-post-thumbnail hentry category-seo entry\">\r\n <div class=\"row align-items-center\">\r\n\r\n <div class=\"articulo_col1 col-12 col-sm-12 col-md-12 col-lg-9 col-xl-9\">\r\n <div class=\"entry-title\"><a href=\"https:\/\/www.humanlevel.com\/en\/blog\/seo\" rel=\"category tag\">SEO<\/a><\/div>\r\n <div class=\"card-body\">\r\n <h3 class=\"card-title\"><span id=\"SEO_and_AI_Search_Doesn8217t_Die_It_Evolves\"><a href=\"https:\/\/www.humanlevel.com\/en\/blog\/seo\/seo-and-ai-search-isnt-dying-its-evolving\">SEO and AI: Search Doesn&#8217;t Die, It Evolves<\/a><\/span><\/h3>\r\n <div class=\"card-text\"><p>We offer expert analysis on the real impact on search, visibility data, and optimization strategies for this new paradigm.<\/p>\n<\/div>\r\n \r\n <div class=\"card-text-small\">\r\n <ul class=\"list-post\"><li><span class=\"screen-reader-text\"><\/span><span class=\"author vcard\"> <a class=\"url fn n\" href=\"\/en\/about-us\/team\/fernando-macia\">Fernando Maci\u00e1<\/a><\/span><\/li><li>&nbsp;|&nbsp;<\/li><li>Published on <time class=\"entry-date published\" datetime=\"2025-06-26\">26\/06\/2025<\/time><\/li><\/ul> <\/div>\r\n \r\n <\/div>\r\n <\/div>\t\t\t\r\n <div class=\"articulo_col2 col-0 col-sm-0 col-md-0 col-lg-3 col-xl-3 imgBlog\">\r\n \t\r\n\t\t\t<figure class=\"post-thumbnail\">\r\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"272\" height=\"272\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/seo-ia-web.jpg\" class=\"img-fluid wp-post-image\" alt=\"SEO e IA: la b\u00fasqueda evoluciona\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/seo-ia-web.jpg 272w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/seo-ia-web-150x150.jpg 150w\" sizes=\"auto, (max-width: 34.9rem) calc(100vw - 2rem), (max-width: 53rem) calc(8 * (100vw \/ 12)), (min-width: 53rem) calc(6 * (100vw \/ 12)), 100vw\" \/>\t\t\t\t\r\n\t\t\t<\/figure>\r\n\t\r\n\t\t\t\t <\/div>\r\n <\/div>\r\n<\/article>\r\n\r\n\r\n\r\n\r\n\r\n\r\n<\/div><div class=\"verTodos\"><button class=\"btn btn-hlc btn-hlc-light\" onclick=\"location.href='\/en\/author\/fernando';\" \/>VIEW ALL<\/a><\/div>\r\n <\/main>\r\n \r\n <\/div>\r\n <\/div>\r\n <\/div><\/div><div style=\"height:40px;\" ><\/div><\/div><\/div><div class=\"row\"><div class=\"col \"><script type=\"application\/ld+json\">\n{\n    \"@context\": \"https:\/\/schema.org\",\n    \"@type\": \"ProfilePage\",\n    \"mainEntity\": {\n        \"@type\": \"Person\",\n        \"name\": \"Fernando Maci\u00e1 Domene\",\n        \"jobTitle\": \"CEO\",\n        \"description\": \"Fernando Maci\u00e1 is an expert consultant in SEO and digital marketing. He started as a freelance SEO in Spain in 2001 and in 2005 founded Human Level, one of the first SEO agencies in Spain. Now, Human Level is formed by a highly qualified team of 35 consultants and provides expert digital marketing services to top level companies and institutions in more than fifteen countries in Europe and America. With more than 20 years of experience as a teacher of various masters in institutions in Spain and Latin America, Fernando has been for the last five years the director of the SEO and SEM Professional masters at KSchool, a leading Spanish school focused on the development of digital competencies. Fernando holds a degree in Information Sciences (specializing in Audiovisual Communication) from the Complutense University of Madrid, a Master's degree in Marketing Management from ICADE. 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