Strategic SEO

The Luca de Tena Foundation Journalism Lab podcast features the perspectives of various communication experts and professionals on the future of journalism to close out the year. Produced by communication consultant Lluís Cucarella, the podcast is titled: “The Journalism of the Future: Keys to Understanding 2026. The Vision of Leading Members of the Media Industry.”

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.

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.

Mentioned in the article “Is your media ready for the new SEO? This is the manual that will change your digital strategy” in the journal Directivos y Empresas, which discusses the new book “SEO Instruction Manual for Media,” published by Clara Soteras and edited by Ismael Nafría’s Tendenci@s newsletter.

Mentioned in the article by SEO consultant and expert MJ Cachon, director of the LAIKA agency, titled “Keyword Cannibalization and SEO: The Definitive Guide” published on the WordPress.com blog.

Podcast titled “SEO in the Age of AI: Conversational Search Challenges the Media” for the Future of Journalism podcast series hosted by the Journalism Laboratory. Interview with Clara Soteras by Agustina Heb about SEO in the media, the future of AI in search, and the business of journalism.

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.

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.