Presentations

Clara Soteras gave a presentation at the Online News Association’s global conference, the leading event for digital media professionals in the United States. In her talk, “Understanding Audiences and Algorithms in 2026: An Overview in the Age of AI,” she provided attendees with a comprehensive overview of the current state of SEO, algorithms, LLMs, and the need to build product and authority, offering practical insights and real-world examples of success.

The Madrid Press Association (APM) is launching the “SEO Course for Journalists: Positioning Strategies in the Face of AI-Driven Search Engine Changes,” taught by Clara Soteras, an SEO and digital strategy consultant for media outlets. The course will be held virtually through the APM Campus on January 27 and 29. It addresses the importance of search engine optimization for media outlets and its relationship with various news distribution channels, such as Google Search, Top Stories, Google Discover, Google News, new environments driven by artificial intelligence (AI), and changes in language models. Participants will learn strategies for covering breaking news, using tools like Google Trends, content planning, and managing evergreen topics. Clara Soteras will also delve into the use of analytics to interpret data and make informed decisions in newsrooms.

Clara Soteras participated as a speaker at Google Zurich with the talk “From newsrooms to electronic commerce: The Google Discover strategy that you are not yet using”. The talk was given at Google Search Central Live in Zurich 2025. The talk explores how the positioning factors and strategic approaches of Google Discover, traditionally used by news publishers, can be applied by brands and e-commerce sites. The session highlights the evolution of the role of content creators, the growing influence of visibility in social networks and the latest updates that Google is implementing in its algorithm to show attractive and high-value content in different sectors.

Chronicle of the presentation event of the book “Manual de instrucciones SEO para medios” at the Madrid Press Association, together with Ismael Nafría. This event also presented the study with unpublished data on the impact of AI Overviews in Spanish media prepared by MJ Cachón and the Laika team and also offered a debate on SEO in the media with Antionio Miró, director of Audiences and SEO of El Confidencial y Vanitatis, and Marta Nieto, Head of SEO at El Mundo, moderated by Francisco Sierra, vice secretary general of the APM and president of its Comisión de Formación, Empleo y Tecnología.

Conference with presentations and workshops from international SEO and marketing experts. I offered a very practical workshop on understanding and applying a Google Discover strategy for all types of digital projects entitled “Unlocking the Power of Google Discover: Practical Workshop,” applying a media methodology to other sectors.

Presentation for the SISTRIX Digital Marketing Meetup in Barcelona. This talk aims to gain perspective to make clear and strategic decisions after the rollout of AI Overviews and all the changes Google is implementing at the Google Discover level, as well as how it is investing in content creators. The metaphorical comparison is made with the experience of going to a hot pot restaurant, because the essence of SEO remains unchanged and endures even in the new era of GEO, LLMO, or AEO.

Presentation for SEOPLUS 2025, in Alicante, a conference organized by Webpositer and Team Platino. This talk explains how to leverage Google Discover to boost your website traffic beyond organic traffic and contextualizes how AI Overviews can affect informational traffic. Exclusive data from Google Discover in Spain is also provided. Presentation by Álvaro Mazariegos, Director of Audiences at El Español, and Clara Soteras, SEO consultant for media and digital strategy.

With the arrival of AI Overviews in Spain, we analyze how to survive them and not die trying thanks to the Google Discover channel, presented at the online Marketing and Web event, Territorio DSM 2025. We leverage all the knowledge and experience gained in the media to apply it to other projects and websites. Data from a recent Google Discover study by John Shehata and NewzDash is included.

Presentation on the latest developments and updates from Google and AI Overviews and their implications for search traffic for news and media. The presentation includes data from the latest published reports and details five key points to consider for our SEO strategy in 2025. This is the introductory presentation for the roundtable discussion held at the WAN-IFRA event in Krakow for the World News Media Congress 2025.

Presentation at the first Ahrefs MeetUp in Spain, in Barcelona on April 8, 2025, at Talent Garden. The event, organized by Ahrefs, featured talks, Q&A, and networking. The talk was titled “How do these media outlets get so much traffic? Reverse engineering keys to discovering content,” alongside Daniel Peris, co-CEO of PICKASO; Sara Fernández Carmona, international SEO and SXO consultant; Erik Sarissky, Head of International Marketing; Marian Rodríguez, Marketing Manager ES/LATAM; and Gordon McConell, Product Marketer, at Ahrefs.

Presentation at PRO MARKETING DAY 2025, a benchmark event for marketing professionals held in Madrid at the Goya Theater. It featured more than 600 attendees and around twenty speakers, as well as marketing agencies. The talk was titled “Taking Off on Google Discover: 14 Hours of Flight to Sell a Pair of Headphones.” In it, I explained that Google Discover is also a great opportunity for e-commerce businesses to make ourselves known and impact those who don’t yet know about us and are at a different point in the customer journey.

Participation as a speaker at the 6th edition of the only SEO event in South America with the presentation entitled: “SEO Audit in Media: Applying the HIIT Method to Get Your Website and Editorial in Shape.” This event is organized by Agencia Eleven in Buenos Aires, Argentina. The presentation explains the three phases of the audit using its own methodology: technical audit, content audit, and workflow audit—a very different approach to editorial and media work than what can be done with other types of web projects.