About me

I’m Antonio Araya, an independent SEO and AEO consultant based in Santiago, Chile. I help large brands, mainly in e-commerce, turn their visibility on Google and in LLMs like ChatGPT and Gemini into measurable revenue. I work as a Fractional SEO or in an in-house leadership role, and I’m the founder of Fractitud.

Illustrated portrait of Antonio Araya, SEO and AEO consultant in Santiago, Chile

Updated October 2026.

At a glance

  • Experience: working in SEO since 2009.
  • What I do: SEO, AEO and GEO strategy for large sites, team leadership and AI automation.
  • Where: Santiago, Chile, with projects across Latin America and the United States.
  • How I work: independent consultant, as a Fractional SEO or in an in-house role.
  • Languages: Spanish and English.

Recognition

  • 2026 Regional SEO Leader (Referente SEO Regional), SEOawards Latam.
  • 2025 SEOaward, best SEO-optimized retail site, with Falabella’s SEO team.
  • Retail category judge at the 2026 SEOawards.
2025 SEOawards trophy for Falabella as the best SEO-optimized retail site
2025 SEOawards trophy, Falabella.

Experience

Founder, Fractitud

Present | Santiago, Chile

A network of senior specialists who join companies for a fraction of their time, including SEO leadership.

Fractional SEO, Galgo

July 2026 to present | E-commerce

I lead the online channel’s SEO strategy as a Fractional SEO.

Client Operations Associate Director, Previsible

October 2025 to June 2026

I led a team of 15 marketing, technical and AI professionals for Event Tickets Center, a major player in the US secondary ticket market.

Head of Owned Media and Corporate SEO Manager, Falabella

December 2019 to October 2025 | Chile, Peru, Colombia and Mexico

  • Led teams of up to 19 people across four countries, covering SEO, AEO/GEO and ASO for falabella.com.
  • Played a key role in migrating Sodimac, Linio and Tottus into falabella.com in Chile and Peru.
  • Worked with Paid Media to connect organic search with Search Ads and Shopping investment.

Head of SEO and Product Owner, PedidosYa (Delivery Hero)

December 2015 to August 2019 | South and Central America

  • Led SEO across mobile web, PWA, desktop and apps.
  • Built reporting that splits branded and non-branded organic conversions.
  • As Product Owner, led discovery and delivery of marketing features to hit user acquisition and order frequency OKRs.

Agencies: iCrossing, Cardumen and Media Interactive

December 2009 to December 2015 | Santiago, Chile

Grew from analyst to Search Manager at iCrossing, where I worked on accounts such as LG’s international SEO.

Results

  • Falabella: during my time leading SEO, non-branded organic traffic grew by 271% between 2019 and 2025.
  • SEO and AEO for launches: for phone launches such as the iPhone, falabella.com showed up in search results and in AI answers on launch day. That came from working SEO and AEO together, with pages ready before people started searching.

How I work

My strength is connecting technical SEO with what the business needs. First, I understand what the company has to solve. Then I decide where time and budget are worth it, and drop what doesn’t make sense. Finally, I align product, engineering, content and paid media teams so those priorities get shipped.

Recommendations

Toño is a clear SEO leader in the industry and across LATAM. Beyond his technical knowledge, which everyone can see, he’s a great colleague and leader. He encourages collaboration, listens, aligns teams and always moves toward results with a strategic view.

Maria Lucila Picallo

Head of Growth & Digital Marketing, ex Mercado Libre and Falabella.com

We worked on the same team at Falabella. October 2025. Translated from Spanish.

I was lucky to work with Antonio at Falabella and to learn a lot from him as a professional and from how brilliant he is in his field. Toño has an incredible human side; he’s a very approachable leader.

Ricardo Contardo Díaz

Head of Data & BI

We worked on the same team at Falabella. October 2025. Translated from Spanish.

It’s my pleasure to recommend Antonio, both as a friend and a highly skilled professional. His dedication and professionalism are evident in everything he does. He consistently achieved remarkable results during our time working together, and I know he will continue to exceed expectations.

Gerardo Bautista

Paid Digital Marketing, Performance & Lead Gen

We worked on different teams. March 2025.

If there’s one #Keyword that stands for dynamic, forward-thinking work connected to business needs, it’s #Toño. He’s a high-value professional for any industry, thanks to his broad digital knowledge, especially in SEO strategy. I’m deeply grateful for his generosity in explaining algorithms and information in a simple, practical way.

Camila Ríos Zúñiga

Public Relations

We worked on different teams. June 2024. Translated from Spanish.

Antonio is an expert in search engine optimization and digital strategy for brands across industries. With a strong focus on optimization, digital performance and content creation, he’s without a doubt a great asset for improving a brand’s search results.

Rafael Vásquez González

Media, Growth & SEO Manager at Scotiabank

He was on my team. February 2015. Translated from Spanish.

He blended highly developed hard skills with natural leadership and soft skills, which pleasantly surprised me and gave me great peace of mind and confidence. Antonio is a professional I recommend 100%.

Rodrigo Orellana

Founder & CEO at Futture

He was my direct manager at Cardumen. May 2015. Translated from Spanish.

Antonio is one of the industry’s go-to experts in SEO, SEM and analytics. He’s also an excellent, very approachable leader who fills his teams with energy and optimism.

Leonardo Espinoza Muñoz

Commercial Manager at JCDecaux Chile

We worked together. August 2015. Translated from Spanish.

Working on the Search team Antonio led was a great opportunity. I found someone full of knowledge, demanding and, above all, detail-oriented. Antonio, you’re a true reference.

Sara Alejandra Cárdenas

Chief Brand Officer

She was on my Search team. October 2015. Translated from Spanish.

Antonio joined Cardumen with a strong reputation in the digital industry for his technical knowledge, but also for his charisma and leadership. He stood out from his first week, with great initiative and a drive to work as a team beyond his own role.

Ariel Jeria Cánovas

General Manager at Rompecabeza

We worked together at Cardumen. May 2015. Translated from Spanish.

I worked with Antonio at iCrossing, where I saw his abilities as a leader: involved in every aspect of his area, guiding and supporting his team to meet its goals, always aiming for more.

Ignacio Arancibia

Founder at Prospera Now

We worked together at iCrossing. February 2015. Translated from Spanish.

Focused, energetic, progressive, detail oriented, and accountable. He shouldered the weight of a critical project for a global client and ensured an exceptional execution through developing a tailored training program for all members of the team but also rolling up his sleeves and getting in the details himself.

Rafael Chavez

Creative UX Operations

We worked on the same team. May 2013.

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All recommendations are on my LinkedIn profile.

Talks and community

What I write

Teaching

SEO instructor, The Valley

April 2020 to May 2023

SEO instructor for the Executive Program in Digital Marketing (EPDM).

SEO instructor and content developer, Coderhouse

March 2020 | Remote

I developed the SEO course content that the other instructors used in their classes, and taught the course online.

SEO instructor, Senpai Academy

August 2017 to November 2021

Taught SEO in the Digital Marketing Analyst program in Uruguay and, from 2020, remotely for Paraguay. In 2021, I led the development of the program’s SEO lessons.

SEO instructor, Academia MacPC

September 2013 to May 2015

Taught SEO in the Strategy and Online Media Diploma and the SEO course.

Education

Advertising, DuocUC. Santiago, Chile, 2005 to 2008.

Let’s talk

If your company needs to grow in organic search and in LLMs, reach me through the contact form or on LinkedIn.

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