SEO Content and User Intent with Meritxell G. Farré

February 9, 2026

Meritxell G. Farré is an SEO and content strategist with a background in languages and digital marketing. She has worked across the UK, US and Spanish markets covering SEO, paid media and editorial content. She helps organisations align language, user intent and performance. Her work is driven by transparency and trust using language as a strategic asset, not something added at the end.

It was genuinely inspiring to talk about content from her perspective.

1. You’ve worked across SEO articles, ad copy and media content. What do the texts that truly convert have in common, regardless of format?

I’d say they all have the same underlying principle: the language represents the user’s intent. In other words, the text immediately indicates “you’re in the right place” by reflecting the user’s intention in a straightforward and understandable manner.

And this is where language is more crucial than most people know, because it actively influences what the reader understands as the key promise the main benefit, or even what action to take next. The content must rapidly and clearly identify the user’s aim, regardless of the angle, terminology or syntax utilised.

The distinction between a values-led and an outcome-led headline shows this. Consider this well-known headline in Spanish advertising or creative services: “Ideas que conectan marcas y personas”. It’s a socially useful phrase. It conveys brand warmth and purpose while leaving the conclusion open for interpretation.

“Campaign ideas that increase brand recall and engagement” is an English-market counterpart that quantifies and clarifies the value. Linguistically, you move from an abstract noun phrase (“ideas”, “connect”) to a more straightforward cause-and-effect structure (“ideas that increase X – something-“). This adjustment narrows the angle and reduces ambiguity, which is especially important when people are skimming quickly and trying to decide whether to click, keep reading, or scroll past.

What’s remarkable is that the same pattern arises across sectors. Compare “Innovative Solutions for Your Business” to “Reduce Checkout Drop-Off with Faster Payments” in e-commerce or fintech. The Spanish version makes a broad quality claim (“innovative solutions”), whereas the English version makes a specific result appear instant.

It is not true that Spanish audiences are uninterested in results. People in English-language markets, particularly where performance is important, respond well to messages that are direct and convey the “so what” clearly. It’s less about seeming spectacular and more about being practical. When the benefit is evident and consumers do not have to guess what they will receive, they are far more inclined to trust the message and take action.

2. Your approach blends linguistics, psychology and data. Which of these elements do marketing teams tend to overlook the most and why?

Personally, I still believe linguistics is the most frequently overlooked part. Language is often treated as something intuitive, rather than as something that actively shapes how people process information and interpret data, and that’s a big mistake.

If you look at examples like “optimización de recursos financieros” or “mejora de la toma de decisiones”, these structures are very common in Spanish fintech or consultancy content. When the same principles are stated in English as actions, such as “cut down on unnecessary fees” or “make financial decisions faster,” they are considerably more effective.

The reason is quite simple. The theory behind both versions may be sound, but the manner the message is expressed can make it easier or more difficult to comprehend. When people skim content, the brain seeks simplicity. It is almost instinctual. If something appears complicated or abstract, it is filtered away. That is why simplifying things for the reader does not imply dumbing down the material; rather, it respects how individuals read.

3. When working with founders or product teams, what’s usually the hardest part about aligning the message with real user intent?

One of the most difficult aspects, in my opinion, is transitioning away from using terminology intended solely for internal use. We’ve all seen marketing teams try to describe a product from the brand’s perspective, yet people are more concerned with how it will affect them personally.

This is something I often see in technology, creative tools, and even educational systems. A marketing team may choose the phrase “A comprehensive platform for content management,” which is translated as “Plataforma integral para la gestión de contenidos.”

However, “create, edit, and publish content without switching tools” is much more tempting to users. The differentiator is not in the product but in the perspective that guides the message.

4. When companies want to scale content internationally, what’s the biggest mistake they make when adapting their message for other markets?

The most common mistake I observe is that the words are translated without modifying how the value is explained.

Spanish e-commerce and fintech content often begins with a brand or purpose statement, such as “Acompañamos a nuestros clientes en su crecimiento financiero.” This approach is effective locally. However, in English-speaking economies, people typically demand something much more specific, such as “Track your spending and avoid overdraft fees in real time.”

The message is technically valid in both circumstances, but people’s expectations of substance are radically different. In English, users expect to know the outcome right away. If it is unclear what will change for them, they tend to move on.

5. If a brand could improve just one thing in its content in 2026 to gain both visibility and trust, what should it focus on?

I’d really need to see the data first. Without understanding how consumers act, what they’re looking for, or where they tend to get stuck, any single tip is likely to be too broad to be beneficial.

I mention this since the problem isn’t always the same. In certain cases, the issue is due to unclear messaging. Other times, it’s a difference in structure, tone, or what the title promises versus what the page actually delivers.

When you respond to real signals rather than trends or assumptions, you can see significant changes. That is why keeping a close check on the data is critical before making hasty or rash decisions.

6. When SEO leads the content strategy, how do you balance storytelling with performance?

That’s an excellent question, and one that can be difficult to balance. At the end of the day, performance must come first. The content should clearly and quickly respond to the search intent. And storytelling is meant to help people understand, not to slow them down.

What I’ve found works best is contextual storytelling.Rather with lengthy narratives, a simple, tangible situation is frequently sufficient. For example, an English website could state, “Many small business owners still reconcile invoices manually at the end of the month.”

In Spanish, this idea is typically developed into something like, “Muchos negocios dedican tiempo y recursos a procesos manuales que podrían automatizarse. ” While both provide context, the English version is more detailed and closer to a genuine, identifiable situation. Again, narrative succeeds when people recognise themselves in it and can go forward, rather than when they become trapped attempting to comprehend the meaning.

7. From a practical point of view, what does a strong on-page content structure look like today?

A well-structured page is easy to understand even if read quickly. Headings should be structured like real questions to assist the reader follow along.

Spanish websites often begin with a general introduction and history about the company. English pages, on the other hand, typically begin with practical sections such as “Who this is for,” “Common problems we solve,” or “Is this the right choice for you?”

This structure assists people in navigating their surroundings and deciding whether or not to proceed.

8. After working in markets like the UK and the US, what key differences do you see in how content is used to communicate and sell compared to Spain?

The UK and the US are quite different markets, therefore it’s critical to maintain them separate.

Content in the UK is often measured and practical. Typically, statements are supported by evidence or an explanation. A UK fintech would state, for example, “Made to help you manage your cash flow more reliably.” The tone conveys trust and control.

Information in the United States is generally more simple and results-oriented. You might promote the identical product as “Take charge of your cash flow and grow faster.” As you can see, US audiences respect confidence and momentum, and they are used to making strong assertions.

In Spain, content frequently prioritises context and brand positioning over everything else. You may say something like “Financial solutions tailored to each company’s needs” to communicate the same message.

Such language works well in local markets, but it may appear unclear in more competitive Anglo-Saxon markets. As a result, the distinction should be based on how explicitly the content is intended to help individuals make decisions.

9. In your experience, what do UK and US brands do better in terms of message clarity and user focus that still feels challenging for many Spanish brands?

As previously said, Anglo-Saxon markets like clear and well-defined information. It is fairly typical for businesses to publicly state who something is for and, more crucially, who it is not for.

Instead of attempting to appeal to everyone, the message establishes expectations, discusses real-world effects, and defines a few boundaries. That actually increases people’s trust in the content since it allows them to immediately determine whether it is relevant to them or not without having to read between the lines.

For example, English-language websites may include phrases like “Best suited for freelancers and small teams” or “Not ideal if you need enterprise-level customisation.” In Spanish, that phrase is frequently changed to “Pensado para todo tipo de profesionales”, which sounds more welcoming and inclusive but provides less information and avoids segmentation.

That’s why it’s critical to remember that detail empowers people to make their own decisions and builds trust.

10. If a Spanish company wants to compete in English-speaking markets, what should be the first thing it changes in its content and communication strategy?

I believe that the most effective shift is one that prioritises the user. That entails shifting away from brand-led message and towards user-driven clarity. Content should not begin with who the company is, but with what the user is attempting to do and what difficulty they are facing.

In practice, this frequently entails adopting simpler, more straightforward language, focussing on real-world outcomes, and altering the tone based on whether you’re speaking to a UK or US audience. In Spain, such level of directness might be overwhelming at times, but in other markets, it is usually evident.

Clarity, rather than novelty or creativity, is what enables material to transit successfully between marketplaces.

*This interview was originally posted by GlobalSearch in February of 2026. Read the interview here