SEO consultant specializing in semantic SEO

Home > Álvaro Pichó

First-person presentation of Álvaro Pichó

Spanish version

Hello!

I'm Álvaro Pichó, a freelance SEO & AI Search Optimization consultant based in Valencia (Spain) since 2009, working with companies, professionals, and universities, specializing in Semantic SEO.

I'm originally from and live in Valencia, and I came to SEO as an adaptive reaction to the 2008 crisis, since my academic background (Industrial Design and Fine Arts) pointed towards technical-creative professions.

Here you can visit My LinkedIn profile.

What kind of SEO consultant am I?

Due to my academic background (Information Technology and Fine Arts), I've always focused on the more human side of SEO: Human-Centric.

Many of my SEO colleagues are computer engineers with, let's say, a knack for marketing.

Given this situation, back in 2009, it didn't seem smart, prudent, or appropriate to go back to school again, this time studying Computer Engineering.

By intentionally turning my back on computer science, I was able to see two clear areas for SEO development:

• Business strategy and
• Language mastery.

First I looked for the best strategic business training available to me, and as you advance in the profession you inevitably end up in semantic SEO.

When you realize the two sides that make up this world of SEO, you see that on the other side (Google and other search engines) you have what is known as the semantic web... When I "achieved this vision," I ended up making this meme in 2024:

And what is the semantic web?

Science and technology for automated understanding—this is my definition © Álvaro Pichó.

An excerpt from the definition of the semantic web says:

Additional information on the semantic web describes the content, meaning, and relationship of data, which must be provided in a formal way so that processing machines can understand them automatically.

Therefore, the semantic web (search engines) is based on a technology of automated understanding, and we SEOs try to make it easy by knowing and mastering the principles that govern it.

Semantic SEO, therefore, is a broad and sophisticated topic that I explain in depth as part of entity-based SEO.

You can read more at:

• Entity-Based SEO
• Semantic SEO
• JSON-LD Structured Data

Here's a paragraph from what I say about Semantic SEO:

Semantic SEO is the evolution from SEO based on keyword indexing to SEO based on the indexing of phrases, paragraphs, entire documents, and ultimately, the entire set of documents that constitutes a website.

Semantic SEO is a retrospective adaptation of the evolution of search engine algorithms (Semantic Web), which aim to better understand natural language and find the documents (web pages) that best answer users' queries.

The moment search engine algorithms begin to understand the whole (document) from the unit (word) implies that they analyze the context.

The context of a topic does not rely so much on the depth of the content, as on the ability to establish relationships between parts and other documents.

Ultimately, what I'm trying to say is that over time you either become a specialist in semantic SEO or you become something else (copywriter, PR, backlinker...), but not a pure and simple SEO consultant.

My beginnings as an SEO: in the right place at the right time

Back in 2009, after finishing Fine Arts, a relative of mine—thanks, David!—offered me an apprenticeship and work position: "So-and-so is going to teach you how to do SEO, and you're going to rank my product." And what could have been temporary turned into what I call my third career: SEO.

Attentive to circumstances and opportunities, it became increasingly clear that SEO was a profession of the future, among other things because it has a very beneficial cost-effectiveness ratio for companies, and this was the best sign that there would be demand for SEO.

As a member of Valencian society, with my whole life, family, and friends here, more and more opportunities gradually arose... Until today, when I have my own clientele (see Google My Business profile) and the clients provided by a Valencian digital development company with clients throughout Spain.

As a point of interest

Currently, in 2026, I've been married for 14 years, we have a wonderful 13-year-old son, and we've just moved to Malvarrosa.

I should mention that I maintain an intermittent artistic activity, when time allows, which I showcase on my personal website alvaropicho.com

Best regards, with Love & Respect

Álvaro Pichó, creator and head of SEO Levante.

SEO Specializations

As an SEO consultant, I specialize in strategic SEO and Schema Markup structured data.

Strategic SEO

Strategic SEO is essentially the sum of:

• Technical SEO;
• Product SEO; and
• Content SEO.

Which aligns with the company's overall strategy.

And the project phases are scheduled according to business priorities.

My clients always understand the reasons and purpose behind the actions taken. As a professional, I make a great effort to explain the motives and consequences of the proposed strategy.

An SEO project is based on resolving:

• The website structure in terms of content silo organization.
• The Web architecture or user navigation: navigation menu, submenus, and internal linking.
• Proper grouping and separation of entities: services, products, business areas, and complementary informational content.

Specificity and differentiation of each piece of content and URL, in Titles and Headings: structural semantics.

• Support in the drafting and publication of the final content.

 

Theoretical SEO (All in spanish)

There are many different schools of thought and approaches in SEO.

The longer-term schools of thought and approaches that I practice are:

• Entity-based SEO.
  • Semantic and Contextual SEO.
  • Structured Data JSON-LD.
• SEO for AI
• Website Quality (according to Google's Quality Guidelines);
• EEAT Credibility.

Latest Research and Studies

December 2025

I've been delving into SEO's new companion term: AEO, Answer Engine Optimization.

From most recent to oldest, you can read:

• Answer Engine & Citation Optimization and
• How to do AEO according to Ethan Smith.

May 2025

In May 2025, I conducted in-depth research on the recommendation reasoning of AI companies, such as ChatGPT, AI Mode, Copilot, etc.

Here is the full study:

• Presentation: of the study and summary:
• Introduction and Chapter 1: the AI Overviews
• Chapter 2: ChatGPT and Basic Query Study
• Chapter 3: ChatGPT and Complex Query Study

Interesting Facts

As a point of interest, I recommend Studies in Information Cartography. I once wondered, "If there is an information architecture, must there be a Cartography...?", so I set out to research and investigate it.

In conclusion, I believe that SEO is an important and very rewarding profession, because with my work I contribute to the prosperity of my clients.

Warm regards,

Personal data

• Complete number: Álvaro Pichó Torres
• Fecha y lugar de birth: 14 de junio de 1976 en Valencia, España

Contact data

• Email alvaro[at]seolevante.com
• Despacho in Calle del Padre Antón Martín 26, Malvarrosa Valencia (España)

Social Redes

• Twitter como ciudadano;
• LinkedIn as professional.

Other technical profiles

• Archive.org;
• Github;
• Reddit.

Academic

University Studies

• Bachelor of Fine Arts by the UPV (2009)

National Registry of Titles: 2009159008.

• Bachelor’s Degree in Industrial Design Engineering by CEU San Pablo - Cardenal Herrera (2001)

National Registry of Titles: 2012/092040. Title approved in 2011.

Employee training

• El ABC de la estrategia en la EDEM (2019). Summary of the course published aquí en Plan estratégico.
• Internet Startup Camp (2013)

Here myself with D. Antonio Noblejas collecting the diploma

CONFERENCES, TALKS, PRESENTATIONS ...

• Attendance at the SEO on the Beach Congress 2023, 10th Anniversary.
• Attendance at the SEO on the Beach 2022 Congress.
• In November 2018, I attended the presentation of the Valencian Association of Startups at the Digital Summit The Future of the Startup Ecosystem in Valencia.
• In 2018, I attended The Inbounder 2018 held on April 24 and 25 in Madrid, organized by by We are marketing WAM Valencia, whose speakers were: Aleyda Solís, Bas van den Beld, Gianluca Fiorelli, Joanna Lord, Marcus Tandler, Rand Fishkin, Ricardo Tayar, Samantha Noble, Valentina Falcinelli, Wil Reynolds, Jono Alderson, Russell McAthy, Purna Virji, Melanie Deziel, Mike King, Lindsay Wassell, Lexi Mills, Jon Myers, Cyrus Shepard, Talia Wolf, Oli Gardner, Peep Laja, Cindy Krum, Krista Seiden, Alba Vargas Jiménez, Mauro A. Fuentes Álvarez, Ashley Friedlein, and Daryn Smith.

  In 2016, I attended The Inbounder 2016 on May 19 and 20, 2016, organized by We are marketing WAM Valencia. I would like to mention the following speakers due to their relevance: Marcus Tandler, Félix Muñoz, Fernando Maciá, Valentina Falcinelli, Gemma Muñoz, Jennifer López, Will Critchlow, Wil Reynolds, Bas Van den Beld, Ricardo Tayar, Kieran Flanagan, Joanna Lord, Paolo Zanzottera, Joantxo Llantada, Rich Millington, Barbara Mackey, Samantha Noble, Lisa Myers, Nathalie Nahai, Clara Ávila, Aleyda Solís, Gianluca Fiorelli and Rand Fishkin.

• Attendance at the Internet Startup Camp 2014 from July 7 to 11, 2014 organized by Internet Jungle and in collaboration with the Polytechnic University of Valencia.
• Attendance at Meet Magento 2014 in Madrid from March 3 to 4.
• Attendance at the Internet Startup Camp 2013 from July 1 to 5 2013 (50 hours) organized by Internet Jungle in collaboration with the Polytechnic University of Valencia, as part of the 'Internet Startup Camp: Program for the creation and acceleration of internet companies' course.
• Seminar on Search Engine Optimization (SEO) given by Fernando Maciá, CEO of Human Level Communications at the Valencia Chamber of Commerce. July 2012.
• Book presentation of Socialholic by Juan Luis and Fernando Polo, CEOs of Territorio Creativo at INVATTUR - CdT in Valencia, accompanied by Fernando Maciá (CEO of Human Level Communications) and Joantxo Llantada. March 2012.
• Presentation of the Real Cloud Project at FEMEVAL. The project is coordinated by TISSAT in cooperation with COREX, AIMME, UJI, and URV, and with the collaboration of ITIO-DOE-UPV and ITI. February 2012 (Valencia).
• Presentation by Saeed Amidi of Plug and Play Tech Center in Silicon Valley at the Westin. January 2012 (Valencia).

Business Model Seminar in ICTs, University of Valencia. January 2012 (Valencia).

• Workshop Community Manager and Environment on February 25, 2011 at the Clean Technologies Center (CTL) in the Paterna Technology Park (Valencia) led by Elena Benito, Santiago Pérez-Castillo, Sara de Dios López, Araceli Castelló Martínez, and Manuela Battaglini.
• Workshop with Iker Marcaide of Peertransfer coordinated by Iniciador Valencia of the UPV in September 2010.
• Workshop Social Media – Social Networks: A Community Manager in Every Company in May 2010 at AIMME Valencia, presented by Esteban Rodrigo, Elena Benito, and Santiago Bonet.
• Conferences of the Planetary Collegium, President Roy Ascott, University of Plymouth, coordinated by The Parpalló Room and held at the La Beneficencia Cultural Center (Valencia) on April 24 and 25, 2009.
• In December 2001 at the UPV (Polytechnic University of Valencia), lectures given by the general managers of Pilma, La Oca, and V.I.A. (French Association for Appreciation and Innovation in Furniture), and by the design director of Ikea.
• In February 2002, at the UPV, lectures given by the Departmental Society for Design and Innovation (D.D.I.), in which they presented a study on the state of design in Spain.

And countless short courses such as: Multimedia Tools and Web Creation Course using Macromedia Dreamweaver 8.0 at the UPV's CFP (Vocational Training Center). March 2010 (20 hours); Multimedia Tools and Web Creation Course using Macromedia Flash 8.0 at the UPV Vocational Training Center (CFP). March 2010 (20 hours); Web 2.0 Course taught at AIMME. February 2009. 15 hours; Video Generation: Processing Course (60 hours), taught by E. Maza at the UPV Vocational Training Center (CFP). March 2009.