{"id":81233,"date":"2025-12-15T11:27:49","date_gmt":"2025-12-15T10:27:49","guid":{"rendered":"https:\/\/www.humanlevel.com\/uncategorized\/fernando-macia-ia-encontrabilidad-san-sebastian"},"modified":"2026-02-23T10:27:48","modified_gmt":"2026-02-23T09:27:48","slug":"fernando-macia-ia-encontrabilidad-san-sebastian","status":"publish","type":"post","link":"https:\/\/www.humanlevel.com\/en\/blog\/news\/fernando-macia-ia-encontrabilidad-san-sebastian","title":{"rendered":"Fernando Maci\u00e1 closes 2025 speaking about AI and findability in San Sebasti\u00e1n"},"content":{"rendered":"<div id=\"toc_container\" class=\"no_bullets\"><p class=\"toc_title\">Index<\/p><ul class=\"toc_list\"><li><a href=\"#From_click_to_answer_the_new_search_paradigm\">From click to answer: the new search paradigm<\/a><\/li><li><a href=\"#The_four_pillars_of_findability_in_the_AI_era\">The four pillars of findability in the AI era<\/a><ul><li><a href=\"#1_From_click_to_answer\">1. From click to answer<\/a><\/li><li><a href=\"#2_From_keywords_to_entities\">2. From keywords to entities<\/a><\/li><li><a href=\"#3_The_findability_ecosystem\">3. The findability ecosystem<\/a><\/li><li><a href=\"#4_Strategic_decisions_for_the_industrial_company\">4. Strategic decisions for the industrial company<\/a><\/li><\/ul><\/li><li><a href=\"#Digital_PR_as_a_strategic_response\">Digital PR as a strategic response<\/a><\/li><\/ul><\/div>\n<p>On December 11, our director, <a href=\"https:\/\/www.humanlevel.com\/sobre-nosotros\/equipo\/fernando-macia\"><b>Fernando Maci\u00e1<\/b><\/a>, traveled to San Sebasti\u00e1n to participate in the <b>AI Applied to the Web Forum<\/b>. An event organized by <a href=\"https:\/\/enpresadigitala.spri.eus\/es\/foro-de-ia-aplicada-a-la-web\/\">SPRI Enpresa Digitala<\/a> and <a href=\"https:\/\/www.mondragon.edu\/\">Mondragon Unibertsitatea<\/a>, which took place in the iconic TABAKALERA building in Donostia.<\/p>\n<p>Fernando was in charge of opening the day with his presentation &#8220;Findability: how AI redefines online search,&#8221; where he shared the stage with other leading experts in the sector: <b>Juan Gonz\u00e1lez Villa<\/b> (founder of the USEO agency and SEO specialist for ecommerce), <b>Lorena Romero<\/b> (SEO Manager at Puma Europe), and <b>Mar\u00eda Jos\u00e9 Cach\u00f3n<\/b> (head of the LAIKA crew).<\/p>\n<p>The conference, which was free and open to the public, also featured an institutional presentation by <b>Elixabete Garc\u00eda<\/b>, Director of Digital Transformation for the Basque Government, and brought together digital marketing professionals, managers from Basque industrial companies, and SEO professionals interested in understanding how to adapt to the new search paradigm driven by artificial intelligence.<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-81990 size-full\" src=\"https:\/\/ww1.humanlevel.com\/wp-content\/uploads\/foro-ia-2.jpg\" alt=\"Fernando Maci\u00e1 at the AI Forum\" width=\"1500\" height=\"1000\" \/><\/figure>\n<h2><span id=\"From_click_to_answer_the_new_search_paradigm\"><b>From click to answer: the new search paradigm<\/b><\/span><\/h2>\n<p>Fernando Maci\u00e1&#8217;s presentation addressed one of the most profound changes digital marketing is experiencing: the transition from the traditional click-based search model toward an ecosystem where direct answers are the new goal.<\/p>\n<p>As we already explained in our article on <a href=\"https:\/\/www.humanlevel.com\/blog\/inteligencia-artificial\/encontrabilidad-en-2026\">findability in 2026<\/a>, Google AI Overviews and generative AI platforms such as ChatGPT or Perplexity are radically transforming how users search for and find information online.<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-81991 size-full\" src=\"https:\/\/ww1.humanlevel.com\/wp-content\/uploads\/foro-ia-1.jpg\" alt=\"Fernando presents the findability manifesto\" width=\"1500\" height=\"1000\" \/><\/figure>\n<h2><span id=\"The_four_pillars_of_findability_in_the_AI_era\"><b>The four pillars of findability in the AI era<\/b><\/span><\/h2>\n<p>Fernando Maci\u00e1&#8217;s presentation was structured around four fundamental strategic points:<\/p>\n<h3><span id=\"1_From_click_to_answer\"><b>1. From click to answer<\/b><\/span><\/h3>\n<p>Why the goal is no longer just to appear on Google, but to be part of the answers generated by AI systems. Generative AI platforms are receiving billions of monthly queries, and brands that are not present in their data sources will remain invisible to a growing portion of their audience.<\/p>\n<h3><span id=\"2_From_keywords_to_entities\"><b>2. From keywords to entities<\/b><\/span><\/h3>\n<p>How the new search engines work and what they need to know about your company to be able to recommend you. AI systems do not work with isolated keywords, but with entities, relationships, and contexts. Understanding this change is fundamental to adapting your content strategy.<\/p>\n<h3><span id=\"3_The_findability_ecosystem\"><b>3. The findability ecosystem<\/b><\/span><\/h3>\n<p>A new scenario consisting of three layers, which determine whether your brand appears when your customers ask ChatGPT, Perplexity, or Google. This comprehensive view includes presence in data sources, brand authority, and information structure\u2014three elements that work together.<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-81992 size-full\" src=\"https:\/\/ww1.humanlevel.com\/wp-content\/uploads\/foro-ia-3.jpg\" alt=\"Fernando presents the three layers of findability\" width=\"1500\" height=\"1000\" \/><\/figure>\n<h3><span id=\"4_Strategic_decisions_for_the_industrial_company\"><b>4. Strategic decisions for the industrial company<\/b><\/span><\/h3>\n<p>What a CEO must consider to avoid being left out of the new search paradigm. The CEO of Human Level tailored his message to the profile of the audience, mostly made up of industrial companies from the Basque Country, offering practical and actionable recommendations.<\/p>\n<h2><span id=\"Digital_PR_as_a_strategic_response\"><b>Digital PR as a strategic response<\/b><\/span><\/h2>\n<p>This presentation connects directly with our new service line, <a href=\"https:\/\/www.humanlevel.com\/seo\/digital-pr-y-estrategia-de-marca\">Digital PR<\/a>, which was born precisely as a response to this new scenario. As we explained in our service launch, Digital PR is the authority strategy that makes you findable in the age of AI.<\/p>\n<p>Beyond the technical and semantic factors that favor content indexability and positioning, mentions in the media, building brand authority, and a multi-channel presence have become indispensable elements for AI platforms to consider your brand a reliable source and include it in their answers.<\/p>\n<p>It is not just about getting links to improve traditional SEO, but about building authority signals across multiple channels that AI systems can identify and validate when generating answers about your sector or specialty.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El pasado 11 de diciembre, Fernando Maci\u00e1 particip\u00f3 en el Foro IA aplicada a la Web en San Sebasti\u00e1n, organizado por SPRI Enpresa Digitala y Mondragon Unibertsitatea. En su ponencia &#8220;Encontrabilidad: c\u00f3mo la IA redefine la b\u00fasqueda online&#8221;, abord\u00f3 la transici\u00f3n del modelo tradicional de b\u00fasqueda basado en clics hacia un ecosistema donde las respuestas directas son el nuevo objetivo. <\/p>\n","protected":false},"author":56,"featured_media":80919,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[464],"tags":[],"class_list":["post-81233","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","entry"],"yoast_head":"\n<title>Fernando Maci\u00e1 participates in the AI Applied to the Web Forum | Human Level<\/title>\n<meta name=\"description\" content=\"Report on Fernando Maci\u00e1&#039;s presentation at the AI Applied to the Web Forum in San Sebasti\u00e1n regarding how AI is redefining online search.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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Formada en copywriting, locuci\u00f3n y creaci\u00f3n digital, hoy trabaja en digital PR y estrategia de marca, uniendo creatividad, investigaci\u00f3n y relato para convertir a las marcas en noticias que merecen ser contadas.","url":"https:\/\/www.humanlevel.com\/en\/author\/belen"}]}},"_links":{"self":[{"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/posts\/81233","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/users\/56"}],"replies":[{"embeddable":true,"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/comments?post=81233"}],"version-history":[{"count":3,"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/posts\/81233\/revisions"}],"predecessor-version":[{"id":81278,"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/posts\/81233\/revisions\/81278"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/media\/80919"}],"wp:attachment":[{"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/media?parent=81233"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/categories?post=81233"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/tags?post=81233"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}