Palo Seco agency examines the impact of artificial intelligence on business digital visibility For years, ranking on Google has been the main goal for companies with an online presence, as appearing in the top results guaranteed visibility, traffic, and sales. However, this scenario is rapidly evolving. Currently, many searches begin with AI assistants that provide recommendations and answers without the need to access a traditional search engine. In this context, Palo Seco agency has stood out for anticipating these changes and successfully adapting. Led by Pedro Serrano, a communicator, educator, and SEO expert, the agency has been helping businesses understand and leverage new ways users search and make decisions for over ten years. Palo Seco's approach, based on observation and analysis rather than fleeting trends, has been key since its inception. Before founding the agency, Pedro Serrano and his partner Oscar Blasco (Oscar RGB on social media, a specialist in UX, CRO, and design) managed an online jewelry and piercing store. This experience allowed them to validate the potential of organic positioning, although they soon discovered their true passion was to drive the growth of other businesses. Thus, Palo Seco was born, which today has a team of 15 professionals and a solid track record in development, marketing, and artificial intelligence. SEO was the initial pillar of the agency at a time when it was not yet a widespread discipline. The qualitative leap came with the creation of educational content. Pedro Serrano launched the YouTube channel Pedro SEO, aimed at explaining how web positioning works in a simple way. Currently, the channel has over 230,000 subscribers and is one of the references in the Spanish-speaking sector. “Sharing knowledge has been fundamental to generating trust and credibility,” says Serrano. This outreach strategy has strengthened the agency's reputation, attracting companies from diverse sectors, from driving schools like Zona F in Barcelona to industrial companies like Ufesa and leading e-commerce brands. In some cases, the results have been remarkable: projects where traffic multiplied tenfold or internationalization processes that marked a turning point. A recent example is a paddleboard brand that, after implementing AI-based automatic translations, managed to position itself in several European countries, especially Italy and Germany. What distinguishes Palo Seco is not only its technical mastery but also its strategic and personalized vision of digital marketing. “We do not apply standard formulas. There are businesses that are not searched on Google, and it makes no sense to force strategies that do not fit,” explains Serrano. Therefore, the team first analyzes the business model and acquisition channels before designing any strategy, even proposing structural changes to the website or digital proposal if necessary. The emergence of artificial intelligence has posed one of the greatest challenges and opportunities for the agency. Far from seeing it as a threat, Palo Seco was a pioneer in exploring how tools like ChatGPT, Gemini, or Perplexity are transforming information search. “Traditional organic traffic is decreasing in many sectors, but that does not mean losing visibility if the strategy is adapted,” notes Serrano. In fact, they have managed to have some client websites recommended directly by AI assistants, compensating for the drop in clicks on conventional search engines. Pedro Serrano publicly shares real cases and impact data, which is uncommon in the sector. “Showing results builds trust and accelerates the adoption of new solutions,” he asserts. This outreach vocation led him to teach at universities such as the Universitat Politècnica de Catalunya and EAE Business School. However, the slow pace of academic content updates prompted him to create his own academy, focused on professionals and entrepreneurs seeking practical and updated training in automation and artificial intelligence. Currently, the academy has over 200 students and a dynamic model, with periodic sessions to incorporate the latest trends and tools. “Continuous training is a necessity today,” he concludes. Looking ahead, Palo Seco anticipates a year marked by automation and the integration of AI into business processes. From virtual assistants that serve customers 24/7 to systems that optimize internal processes and reduce costs, the goal is clear: to improve efficiency without losing strategic vision. “The key is to understand the processes, not just the tool,” Serrano concludes. Source: lavanguardia.com