About me
Hello! I’m Clara Soteras, and if you’ve landed here, it’s probably because you’d like to know a little more about me. So, here’s a brief introduction. I’m passionate about the world of digital media, especially everything related to audiences. Understanding their needs at every stage, their behaviour, how to connect with them, and what valuable products we can offer to build loyalty and become their trusted reference.
Today, with all the changes brought about by AI, understanding our users and identifying the audiences we want to reach is essential for putting any strategy into action. Whether through channels such as SEO on Google and Google Discover or by developing brand and digital PR campaigns to increase visibility across LLMs, audience knowledge has become the foundation of every successful strategy.
The truth is, SEO is no longer just SEO. And Google is no longer just Google. Today, every digital strategy for a media organisation or a brand needs to be approached from a broader, more holistic perspective. That’s where you’ll find me: researching, thinking, and optimising every project down to the smallest detail, always with the audience at its core and focused on what we need to keep growing in this new era.
I currently work as an SEO and Digital Strategy Consultant for a range of media organisations, brands, and content creators, bringing together product thinking and business strategy in every project. I collaborate with media companies, brands, journalists, and creators across Spain, Europe, Latin America, and the United States.
I train professionals and editorial teams from around the world and regularly speak at international conferences on journalism, SEO, and digital media. I am also an Associate Lecturer at the Autonomous University of Barcelona, where I teach SEO, and I lecture in business schools. In addition, I serve on the Advisory Board of WAN-IFRA for the Future Audiences initiative.
One of my latest projects is the creation of The Audience Club, a community designed for media professionals, consultants, and digital communication experts to exchange ideas openly and share knowledge about the future of media, brands, and digital creators. One of the things I enjoy most is bringing together professionals from my two worlds—media and digital marketing—so they can exchange ideas and build outstanding projects together.
You’ll also find me serving as a judge for leading search industry awards, including the Global, European, and UK Search Awards, as well as collaborating with international media organisations such as Online News Association, WAN-IFRA, and LION Publishers.
My latest book is “SEO Playbook for News Publishers”, published by the Tendenci@s newsletter. The book brings together the essential principles of SEO for news publishers, covering both editorial and technical best practices.
My areas of expertise include audience growth for media organisations and brands, the application of AI in newsrooms, Google Discover, editorial product development with a business focus, content strategy, and brand visibility initiatives designed to strengthen the authority of media organisations, brands, and journalists.
Previously, I was Head of Innovation and Digital Strategy at AMIC, an association representing more than 600 local media outlets. I also served as Head of SEO and Product at the Spanish news organisation El Nacional, and as SEO Manager at betevé, Barcelona’s local public television broadcaster.
And if you’ve made it this far, thank you! Before you go, I’d like to say how proud I am to be part of the Mujeres en SEO community, as well as the Google Product Experts programme and the Catalan SEO Association. These communities allow me to keep learning every day while connecting with professionals from a wide range of backgrounds. If you’d like to know more about me, feel free to follow me on social media or get in touch. I’d be delighted to hear from you. See you soon!
BRANDS THAT HAVE ALREADY TRUSTED MY WORK
Looking for expert consulting for your project? Get in touch!
