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Susan Esparza - 4/41 - Bruce Clay, Inc. Blog

Posts by Susan Esparza

September 3, 2010

Friday Recap: Free Your Mind Edition

Looking Up

We the people of the SEM community hold these truths to be self-evident that all search engines are not created equal. But while we knew the algos and layouts changed, how many people really thought about how that would change the heat maps? Turns out different search engines have very different eye-tracking patterns. Something to think about when you’re preaching the (now obsolete) Golden Triangle.

Read more from the Friday Recap: Free Your Mind Edition

August 19, 2010

Tim Ash: The Four Pillars of Building Instant Trust Online — Keynote SES San Francisco

Tim Ash at SES

Good morning and welcome to the final day of SES San Francisco. We have another full day of coverage planned for you starting with the very excellent Tim Ash (@tim_ash) CEO, and all around smart guy.

Mike Grehan once again welcomes us to the show. Conversion Conference is going on today. You know, if you’re into that kind of thing.

Tim jumps up on stage with a cheerful “Good morning, everybody!” and then mocks the room for failing to respond enthusiastically. Hee.

The four pillars of building trust online: It’s not about technology.

The most important things you’ll learn about marketing have nothing to do with technology. Marco Polo brought silk back from China and everyone went, “Ooh cool.” Radio? “Ooh, cool.” We’re still the same. It’s not the technology.

Read more of Tim Ash: The Four Pillars of Building Instant Trust Online.

August 18, 2010

B2B Lead Generation Management & CRM Integration — SES San Francisco

generalized learning slide

So I decided to cover one more session today and for a change, we’re going to focus in on B2B marketing, post-click. Patricia welcomes us all here and thanks us for not going down to the reception going on downstairs.

Patricia Hursh, President, SmartSearch Marketing

Lauren Vaccarello, Sr. SEM Manager,
Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP
Jamie Smith, CEO, Engine Ready

Jumping right in, Crispin gets things started by talking about lead gen at his company.

They have multi-country, multi-language concerns and had to figure out how to globalize originally separate divisions.


They have a very long sales cycle in some cases looking at weeks or months to close. They have diverse audiences, multiple touch points and multiple individuals.

Read more of B2B Lead Generation Management & CRM Integration.

News Search Optimization — SES San Francisco

news panel at ses

Second session of the day with those lovely folks from the traditional media. How does it look from out there in the Fourth Estate? What new tidbits will they have for us that we didn’t know before?

Dana Todd, CMO, Newsforce

Brent Payne, SEO Director, Tribune, @BrentDPayne
Allison Fabella, SEO & Social Media Manager, The Atlanta Journal-Constitution, @alli12
Topher Kohan, SEO Manager, CNN, @TopherATL
Eleanor Hong, Lead Editor, SEO,, @eleanorhong

Dana (who is rocking some fantastic violet hair, I wonder what she uses) starts off by asking who the “real” journalists are, the bloggers, the publishers, the SEOs for publishers. I raise my hand for none of it because I’m bringing you this coverage. You’re welcome.

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Using Computers to Change What We Think and Do — SES Keynote by BJ Fogg

BJ Fogg at SES San Francisco

Day two and the room is slowly filling up. My expectations are high this morning because Li Evans built them up last night. If this sucks, blame her. If it’s great, same goes.

The lights go down and Mike Grehan starts us off again with some housekeeping. You don’t need to know this part so I’ll skip it. Hi Mike! He intros our keynote speaker next. Welcome to the stage BJ Fogg, @bjfogg, Director, Persuasive Technology Lab, Stanford University.

BJ warns us that some of his talk might be wrong but he wants us to think about it critically anyway. Well, okay then.

Read more of Using Computers to Change What We Think and Do.

August 17, 2010

Search and Branding — SES San Francisco Opening Keynote with Jeffrey Hayzlett

Jeffrey Hayzlett

Good morning. Welcome to the first day of SES San Francisco, part of Connected Marketing Week. This week of Digital marketing nerddom kicked off yesterday with SEO Training with our very own Bruce Clay and now we’re diving into the heart of the conference itself. I have coffee and a programming guide. Let’s do this. I don’t know who programmed the music this time around but it’s pretty great.

Mike Grehan welcomes us all. Hi, Mike!

Our opening keynote will be the delightful Jeffrey Hayzlett (@jeffreyhayzlett) whose bio lists him as a celebrity CMO as well as former Kodak CMO, Eastman Kodak Company. Can I be listed as a celebrity editor from now on? Or do you have to be Anna Wintour for that? I’m adding it to my bio regardless.

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July 20, 2010

InHouse SEO – BlueGlass LA

BlueGlass LA Jessica Bowman In-House SEO

We’ve come almost to the end, my friends. With just one site review session after this, you are looking at the last liveblog to come out of BlueGlass LA. Speakers Jessica Bowman, Founder,, Marshall Simmonds, Chief Search Strategist, New York Times Company/, Co-Founder and CEO, Define Search Strategies, and Laura Lippay, Director of Technical Marketing, Yahoo! Media are bringing it on home.

Read more from Inhouse SEO.

Links Matter: How to Measure and Attain Them – BlueGlass LA

BlueGlass LA link panel

Hey there! It’s after lunch on day 2 of BlueGlass LA. Mysteriously, all the people who were missing this morning have finally shown up. Was it because they heard who the speakers were? I’ll bet. You’d shake off your hangover too for Rand Fishkin, CEO and CO-Founder, SEOmoz and Dave Snyder, Partner, Search & Social (we hear they’re called BlueGlass now but I guess the conference website hasn’t caught up.)

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Marketing Strategy: Dont Forget Search – BlueGlass LA

BlueGlass LA search panel

Let’s just jump right into the next section, shall we? We’re talking about building your marketing strategy with Melanie Mitchell, SVP/Search Marketing Strategy at Digitas, David Szetela, CEO, Clix Marketing, and Dave Roth, Director of Search Marketing at Yahoo.

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Building Communities that People Love – BlueGlass LA

BlueGlass LA communities panel

We kick off Day 2 at BlueGlass LA with what promises to be a killer keynote. Ben Huh, CEO, Cheezburger Network and JR Johnson, CEO and Founder, are here to share their insights and experience. As a tribute, I’ll write this entire liveblog in lolcat (nom nom nom.)

Read more from Building Communities that People Love.

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