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.

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.

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.
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.
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.
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.
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.
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%.
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.
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.
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.
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.
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.
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All recommendations are on my LinkedIn profile.
Talks and community
- Talks: SEO Day 2020, 2024 and 2025, and Local Search Day 2026.
- Publications: co-author, with Aleyda Solis, of the e-book «Estar primero no es un don» (2014, in Spanish).
- Free tools: Google Location Changer and the SEO cost calculator (in Spanish).
- Free mentoring for people starting out in SEO.
What I write
- Best SEO consultants in Latin America in 2026 (in Spanish)
- How much it costs to hire an SEO in 2026 (in Spanish)
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.



