The paper presents the development and implementation of a heuristic knowledge-based heliostat control strategy optimizing the temperature distribution within a volumetric receiver at the Platforma Solar de Almeria (PSA) power tower plant. The experience in operating the plant has been used in the development of an automatic control strategy that provides an appropriate flux distribution within the volumetric receiver in order to obtain a desired temperature profile, and allows for operation without a continuous intervention of the operator, which is one of the main characteristics and drawbacks in the exploitation of these kinds of plants. Experimental results are included and discussed in the paper,