Meet Jose Luis Hernando Sanz
Jose Luis Hernando Sanz is a Technical SEO consultant and marketing automation specialist based in Madrid, Spain. For the last decade he has worked on marketplace and e-commerce platforms, helping teams turn organic search into a scalable, reliable growth channel.
Today, he leads SEO for Spain’s top automotive marketplaces, coches.net and motos.net at Adevinta. He owns the end-to-end strategy — from technical foundations and information architecture to content ecosystems and experimentation — working closely with product, engineering, and leadership.
Before that, he spent several years at Builtvisible in London, advising enterprise clients in e-commerce, travel, finance, and B2B. He gravitates to the messy problems: migrations, JS-heavy builds, crawling and indexing at scale, and international growth. One highlight was leading a multi-domain migration that unlocked major revenue growth for a client.
His way of working is simple: find the real bottleneck, build systems instead of one-offs, and make SEO legible for everyone involved. If a task repeats, he automates it — usually with JavaScript / Apps Script, SQL, or small Python helpers — so teams move faster with fewer manual steps across SEO and marketing workflows.
He writes here about technical SEO and automation, and shares tools on GitHub. He has also contributed to Search Engine Journal and spoken at events like brightonSEO.
Outside work, he’s usually traveling. If there’s water nearby, he’s probably diving.
Speaking & publications
Selected places where Jose has appeared or shared work.
Common questions
Answers pulled from my most frequent conversations with teams.