CEO & Founding Partner · Play.Interactive

Fer Balcázar

I help companies show up where their customers search — including the new generation of AI-powered search engines.

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About me

CEO and Founding Partner of Play.Interactive, a Mexican digital agency founded in 2011.

26+ years of experience developing digital projects with clients across 3 continents.

Specialist in traditional SEO, GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization).

Areas of expertise

SEO

Organic ranking on Google rooted in solid technical and content foundations.

GEO

Generative Engine Optimization: showing up in ChatGPT, Perplexity, and Gemini answers.

AEO

Answer Engine Optimization: being cited in AI Overviews and answer snippets.

Entity Authority

Building the brand identity LLMs recognize as a trusted source.

Web Development

Web systems with pre-rendering, Schema.org, and Core Web Vitals dialed in.

Digital Branding

Identity and narrative aligned with visibility on search engines and AI.

Education

BA Organizational Communication

Universidad de la Comunicación

Audiovisual Production

Fermatta Academy of Music

Executive programs

IPADE Business School

MBA Program in Sustainable Innovation

University of Victoria

Latest articles

View all articles
SEO

Why your current SEO agency probably isn't doing GEO

April 16, 20267 min
SEO

Entity Authority: what it is and how to build it for your brand

April 16, 20269 min
GEO & AEO

How to know if your website appears in AI answers

April 16, 20266 min

Weekly newsletter

Every Monday, a reflection on positioning your company in the AI era

Practical strategies, real cases, personal takes, and what I'm learning week by week. No spam, no filler.

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