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Clara Soteras (she/her/hers)

SEO for News Publishers & Audience Growth Consultant
Clara Soteras

Clara Soteras is an SEO for News Publishers and Audience Growth Consultant for different media outlets and companies and content teams in Europe, Spain and LATAM, bringing a product-oriented vision to any project or business. She has served as Head of Innovation and Digital Strategy at AMIC, an association of local and regional media with more than 600 members. She is also an adjunct professor at the Autonomous University of Barcelona and teaches SEO for News at other business schools such as Webpositer and KSchool. In addition, she serves as a judge on various search awards, including the Global, European, and UK Search Awards, as well as journalism awards from international organizations such as the Online News Association, WAN-IFRA, and LION Publishers.

She has recently published the book “SEO Playbook for News Publishers”, edited by the Tendenci@s newsletter, available in both print and digital formats, she published an Spanish and an English version. The book compiles all the essential keys for content optimization in media, covering both editorial and technical aspects, and is aimed at journalists, editors, and newsroom strategic roles.

Clara has also collaborated as an expert in evaluating the Code of Practice of the AI Act, the European Artificial Intelligence law, through the European Commission’s AI Office. She frequently speaks at SEO and media conferences, addressing topics such as strategy, business, SEO, product development, and the challenges and opportunities of AI in the media industry. She is an active member of the #MujeresEnSEO community, the Catalan SEO Association, and Google Product Experts, where she shares knowledge with other professionals in the field.

She has worked with all types of newsrooms and roles within media organizations, promoting SEO across all areas so that journalists, editors, department heads, and business managers can understand its importance. She also provides tailored training for companies and agencies that want to learn SEO techniques and apply newsroom methodologies to their workflows, exploring opportunities offered by Google Discover and current news to improve online visibility.

Previously, she worked as Head of SEO and Product at the digital-native media outlet El Nacional, where she built the SEO team from scratch, trained the newsroom on organic search and Google Discover, developed content planning, and launched new products and verticals for emerging audiences. One of her projects was the creation of an AI-focused vertical for executives and entrepreneurs, designed to introduce new revenue streams such as memberships, events, and training. She also carried out similar responsibilities at betevé, Barcelona’s public television, as Head of SEO.

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