My goal is to guess the word in the fewest turns, but also to keep it interesting, so I vary my strategy.
Sometimes I'll start with a word of frequently-used letters, like STARE or SHARE or SLATE. But I've found, as
@S209 says, that S _ A _ E is a very common sequence, so it may be quicker to avoid those letters and initially look for other consonants. Then after I get a consonant or two, I consider how I can manipulate them into the above sequence.
Sometimes I'll start with a few one-vowel words to get a handle on the consonants, such as FROCK, STERN, CLUMP, NIGHT.
Just checked the Jotto game, and it doesn't have SOARE in its dictionary.