Name: How to Use AI and Grow SEO Traffic in 2025 Despite Google Updates
Start: 2025-02-28T18:00:00+01:00
End: 2025-02-28T21:00:00+01:00
Location: BlackLab Tap House

Welcome to **Search Barcelona - How to Best Use AI in 2025 !**

Join us for an exciting in-person event at **BlackLab Tap Room**, Carrer de València, 202, L'Eixample, 08011 Barcelona, where we will delve into the world of AI in digital marketing.

Save the date for our first Search Barcelona event of 2025 ! We will be discussing How Best to Use AI in 2025 without feeling overwhelmed or being penalised by Google. We will also learn how we can grown SEO traffic despite all the Google updates. SEO is here to stay and we will hear from real case studies with examples on what you can do for your site in 2025.

We will have soft drinks and pica pica and lots of networking at Black Lab, in Exiample, Carrer de València, 202. Black Lab have offered us the space and the tickets cover soft drinks and some pica pica.

Please purchase any alcholic drinks and/craft beer at the bar.

Save the date for our first Search Barcelona event of 2025 ! Talks will be in Spanish and in English
Agenda:
18:00 - Doors open and networking begins
18:30 - Clara Soteras presents (in Spanish)
18:50 - Robert Brandl presents (in English)
19:05 - Networking
19:30 - Panel(45 mins in Spanish and English) with Olivier, Esteve and Estela
20:15 - Further networking
21:00 - Event ends but we can stay until the bar closes

Thank you to BlackLab Tap Room for hosting us at their venue on Carrer de València, 202, L'Eixample, 08011. Please note, this is a different venue to the one by the port in Barceloneta.

Our first talk of the evening will be by Clara Soteras, followed by Robert Brandl.

**Clara Soteras**
[Clara ](https://www.linkedin.com/in/clara-soteras-acosta/ "https://www.linkedin.com/in/clara-soteras-acosta/")es Consultora SEO y Estrategia Digital para medios. Actualmente es Jefa de Innovación y Estrategia Digital en AMIC, una asociación de medios de información y comunicación de proximidad con más de 600 asociados. Uno de los proyectos actuales con los que está trabajando es la implementación de la IA en los medios locales. También es profesora asociada en la Universidad Autónoma de Barcelona y profesora de SEO en medios en otras escuelas de negocio. Participa como juez en distintos premios de búsqueda como los Global, European o los UK Search Awards y ha sido miembro y juez en Online News Association. Ha sido directora de SEO y Producto en El Nacional y responsable SEO en betevé. También formo parte de MujeresenSEO.

**Cómo cambiará la IA la estrategia SEO en los medios en 2025?**
Clara Soteras ofrecerá una panorámica de la situación de la inteligencia artificial y el impacto que está teniendo en los medios, así como en la creación de contenido, el debate ético y editorial que ha generado en las redacciones y las posibilidades de este avance tecnológico. También explicará hacia dónde se prevé que pueda evolucionar la IA y cómo terminará afectando a las breaking news o noticias de última hora, así como el contenido evergreen de los medios o Google Discover. Hablaremos también de las particularidades que está generando la IA Act, la ley europea de inteligencia artificial, que sitúa la Unión Europea en una partida totalmente diferente por ahora.

**Robert Brandl**
[Robert](https://www.linkedin.com/in/robertbrandl/ "https://www.linkedin.com/in/robertbrandl/") is the founder of EmailTooltester.com, where he leads a team of 10 to help small businesses get started with email marketing. By applying their unique SEO strategies, they have consistently increased their Google traffic despite the recent challenges faced by independent websites. With 14 years of experience in SEO, Robert has successfully built and ranked his own websites, including Tooltester.com, a review platform for website builders and ecommerce software, and HostingExperto.es, a Spanish-language hosting review site. His company, Tooltester S.L., earned a spot on the Financial Times' FT1000 list of Europe’s fastest-growing companies for two consecutive years (2021 + 2022).

**Why Branding is the Key to SEO Success in 2025**
Robert will share the case study of his company, EmailTooltester.com, and how they grew their organic traffic in 2024 despite the challenging environment for affiliate and review websites. Their SEO strategy includes multiple facets, such as diversifying traffic channels through email marketing, sponsorships, and social media. By leveraging these channels, they not only grow their traffic but also increase brand awareness and navigational search queries, which are crucial for succeeding in SEO in 2025.

**Olivier Buigues**
[Olivier](https://www.linkedin.com/in/olivierbuigues/ "https://www.linkedin.com/in/olivierbuigues/") is a Consultant in Digital Marketing and AI Automation with a focus on helping businesses leverage AI technologies to enhance their marketing strategies, Olivier has worked on numerous projects aimed at automating and optimizing digital campaigns. His expertise lies in combining data-driven insights with innovative AI tools to boost performance and achieve measurable results. Olivier frequently collaborates with organizations to design cutting-edge strategies that bridge the gap between marketing and technology.
In addition to his consulting work, Olivier is the Program Director of Digital Marketing and Analytics at TBS Education. He shares his knowledge and actionable strategies as a professor, inspiring the next generation of digital marketers to harness AI’s potential in their careers.

**Esteve Castells**
[Esteve ](https://www.linkedin.com/in/estevecastells/ "https://www.linkedin.com/in/estevecastells/")Castells is an Independent SEO Consultant & Growth Advisor based in Barcelona, who previously served as Global Head of SEO at Adevinta, where he managed SEO strategies across 30 marketplaces in 11 countries. He has optimized websites receiving over 4 million daily clicks and managed some of Europe’s largest platforms.

Esteve Castells es un Consultor SEO Independiente y Growth Advisor con sede en Barcelona, que anteriormente fue Global Head of SEO en Adevinta, donde gestionó estrategias SEO en 30 marketplaces de 11 países. Ha optimizado sitios web que reciben más de 4 millones de clics diarios y ha gestionado algunas de las mayores plataformas de Europa.

**Estela Franco**
[Estela](https://www.linkedin.com/in/estelafranco/ "https://www.linkedin.com/in/estelafranco/") Franco is a web performance and technical SEO specialist with 15 years of experience in the digital world. She is passionate about frontend web development and loves to talk and share about web performance optimization, technical SEO, JavaScript and web standards whenever she can. She works as Technical Architect in Web Performance at Shopify. But apart from that, she loves being connected to the community. That is why she is a Google Developer Expert in Web Technologies, co-organizer of the PerformanceObserver.dev Meetup, and co-founder of the Mujeres en SEO community.

Estela Franco es especialista en web performance y SEO técnico con 15 años de experiencia en el mundo digital. Le apasiona el desarrollo web frontend y le encanta hablar y compartir sobre optimización de rendimiento web, SEO técnico, JavaScript y estándares web siempre que puede. Trabaja como Arquitecto Técnico en Web Performance en Shopify. Pero aparte de eso, le encanta estar conectada con la comunidad. Por eso es Google Developer Expert en Tecnologías Web, coorganizadora de la PerformanceObserver.dev Meetup y cofundadora de la comunidad Mujeres en SEO.

Purchase your ticket on Eventbrite [here](https://www.eventbrite.com/e/entradas-how-to-use-ai-and-grow-seo-traffic-in-2025-despite-google-updates-1122002763469?aff=oddtdtcreator) to secure your place. One ticket comes with soft drinks and pica pica, plus meeting the speakers and networking. RSVPing on Meetup does not guarantee a place.

Compra tu entrada en [Eventbrite](https://www.eventbrite.com/e/entradas-how-to-use-ai-and-grow-seo-traffic-in-2025-despite-google-updates-1122002763469?aff=oddtdtcreator), por cada entrada os invitaremos una bebida no alcohólica a la llegada y pica pica.

https://www.eventbrite.com/e/entradas-how-to-use-ai-and-grow-seo-traffic-in-2025-despite-google-updates-1122002763469?aff=oddtdtcreator

Please note the venue is **BlackLab Tap Room**, Carrer de València, 202, L'Eixample, 08011 Barcelona. The venue is NOT in Barceloneta.

Jo Juliana Turnbull

Search Barcelona

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