From Hair Pro to SEO Pro - Part I

Yesterday, while on Twitter (follow me!), I got the most amazing question from Ben Heligman from Kahena Digital Marketing. He asked me to explain how I went from being a hairstylist to running an SEO team at one of the best ad agencies in the world (yeah, I said it!)... let me tell you, it wasn't an easy path.

Hair Pro to SEO Pro

Once upon a time, I was barely graduating high school. I had dreams of being a chef and my mom supported those dreams. My dad, not so much. I was working at a restaurant as a cook, at the time, and my dad watched my sister, Deb, work tirelessly in restaurants until she finished beauty school. He gave me an alternative to culinary arts - he told me to go to beauty school. There was no recommendation. If I wanted help with funding, I needed to get a trade that wasn't culinary arts. So, off to the David Pressley School of Cosmetology. I went to school with such a diverse group of women and men. Seriously, strippers, church wives, a male escort... you get the idea.

I graduated around Thanksgiving time and was ready to take on the world. I passed my state board exam, went on to take care of clients in a salon, worked on photo shoots, I got to work with models... but I needed something more. I was constantly hearing that hair dressers weren't smart. Lemme ask you this: would you let an idiot come near your head with a sharp pair of scissors?? I didn't think so. I gained some SEO experience while working as a hair dresser - only I didn't realize it at the time. I was helping salons build their own websites.

Bye, Bye, Miss American Pie

Still, I wanted more. The economy was tanking. The timing was right, so I moved home to Israel. I got accepted to the Interdisciplinary Center in Israel and started learning Counter Terrorism, Diplomacy, and the like. I got to study on the beach. I met people from all over the world. I became acquainted with dignitaries and powerful people. I also started content writing, editing, and utilizing my American-born ability to speak, read, and write in English. That was a hot commodity in Israel. Not every Anglo can write and, not every English-speaking country speaks the same version of English.

I had lofty dreams - I wanted a job in Israeli politics and government. The problem? I don't like the city of Jerusalem. I also don't like Israeli politics. The more I started learning about Israeli politics, the more I realized I did NOT want to be a part of it. So, while taking 14 classes a semester (that's the norm!), I continued working full-time at various web-based firms. I went from writing content to working in social media, community building, and SEO.


I think that's enough for today, friends. Just wait for part II!

Invest in Your Business

Photo Credit: Carvajal Group

Earlier this week, an interview I gave went live on Marketing Land, and a teaser went live on Search Engine Land. I was SO excited about this interview that I had to share it with everyone! And I did. I shared it everywhere - except here. I apologize. Between having a yucky stomach virus and trying to get work done, I haven't been able to update you wonderful readers about this awesome opportunity.

I'm proud of this interview. It's a career success for me. I've worked for nearly a decade to get to where I am and I am incredibly proud of that but my interview raised some questions for people about what I do. I work in Search Engine Optimization - I can't really explain exactly what I do but I can tell you that I work tirelessly to help my clients get found in search engines. When you search, I want you to see my clients - I'm proud of the work they do. Still, there's concern among my fellow SEO-ers about the work we do and how we're not quite taken seriously.

Let me explain.

When you build a website, you want to get found on Google and Bing. Without people like me, that becomes harder to do. For large companies, especially companies that have several departments that update their website, there's not a lot of consistency in how they update. That's where people like me (and the awesome people I work with) come in and say "STOP!" - we help you stay consistent before you get out of whack with your site.

Some of the other things I've heard are "I have a cousin who can do what you do - why should I hire you?" We hate this question. Do you go to your doctor and say "I have the Doctors TV app on my phone - why do I need you?" Do you go to a lawyer and say "I'm not sure I need you, because I Googled my problem and found something on About.com - but look over this contract and tell me if I'm in the wrong." Much like your body, your website can get sick, too. And just like you and a contract, your presence on search engines could be all wrong. You need professionals to guide you with certain things - SEO is one of them. Your health is an investment. Your website is an investment. I can't prescribe medication for your ailments or tell you what to do to lead a healthy lifestyle (legally, at least) - but I can tell you what's hindering your website from search engines and I can tell you what to do to make your site healthy again.

That's worth the investment.

Invest in your business and let us help you build your brand.

Bought a New Roof

Do you have those cheesy windows/roof commercials in your neighborhood? We do and we have quite a few of them. There are several roofing companies in our area that pay for commercials during the news and we just bought a roof from one of them.

Let me back track a bit for you.

In December, our ceiling started leaking. We called our contractor to come out and fix it. He did the job but couldn't finish because it wouldn't stop snowing!! There was nothing we could do - we needed him to finish sealing the roof and he couldn't because the roof was too wet. Just as he finished the interior of the house - our ceiling started leaking... at 3am!!!

Did I mention that it started leaking on Saturday morning - the day before Yoav's birthday? No? Well, keep that in mind.

I must have called a dozen places and the quotes we received were crazy. Some only wanted to fix one part of the roof. Others wanted to do one section of our roof (we have 4 altogether). So, we called Hansons. Their known for their deals on windows and siding but I was surprised to know they install roofing shingles, too.

Bob came out to our house ... in the middle of a snow storm. Bob was great! He took measurements, showed us some options, and then took $10k off the price. Done. They're coming out this week to fix the leak in the roof and then they'll be back to completely redo our roof.

I hope the weather can hold out until then ... and by weather, I mean I hope it's cold so the leaks freeze and water doesn't keep leaking into my house.

I hate home ownership...even if I do have a cool pool.

Lowe Campbell Ewald Returns to Detroit

Today feels like the first day of school...except it's the first day for Lowe Campbell Ewald in our NEW offices in Detroit. So far, I got an awesome parking spot, met a nice security guard, and found out the only water source is the tap in the kitchen. Still, they brought in some awesome coffee - so who needs water?

I also learned that my instagram name is in Hebrew. Found that out rather awkwardly when it showed up on our giant screen that rests throughout most floors. Ooops. That giant screen is fairly cool - it shows all the tweets and 'grams with the tag #LCEDetroit. It's really nice to see all the love from around the 'net when it comes to LCE's big move. Super lovin' that.

Seeing the space all done up was also really exciting! All the LCE branding was super cool as is the fantastic view of Comerica Park. People are starting to settle in now and they're leaning to work within the open-space atmosphere. So far, not super loud - which is nice. Just in case, I have my headphones.

I know I don't look super thrilled in my selfie but that cup of coffee was AMAZING That pic was also taken SUPER early this morning. It will likely be the only selfie I take today. How do I look?

Our reference center reminds me of the Marc Rich Library at the IDC. The chairs in there look super comfy. So, if you're in the office and you need me, that's where I'll be.

In SEO news (just in case anyone cares), if you have the idea of guest blogging for link building - don't bother. Matt Cutts (of Google fame) says it's a bad idea. Guest blogging is dead (for link building).

Back to the topic at hand - our new office. Here are some cool media snippets for you:

We were serenaded this morning. These kids are the future of Detroit and their voices are phenomenal! Well done Detroit Academy of Arts & Sciences - you are the future of this city! There's nothing like being serenaded by kids who could easily beat out Michael Jackson,  the Supremes, and Alicia Keys.

I got into work early this morning, like I normally do, and I even started working - here's proof! My desk isn't super 'homey' yet. I'm waiting on some new pictures of the kids and the dogs before I start adding new wallpaper.

Welcome to LCE Detroit. I won't miss Warren and its 50 shades of gray. I prefer the color and open-ness (that's a word, right?) of Detroit.

UPDATE!!

I hugged Herman Moore.

A 2014 Challenge

Earlier this morning, a friend of mine posted an article on Facebook via HuffPost about what NOT to say to a working mom. I see posts like this all the time and, frankly, I'm annoyed by it.

We need to get over ourselves.

We need to relieve ourselves of our guilt.

The reason, in my opinion, we take offense to people saying things like "can't you afford to stay home?" is because we're feeling insecure about something. Be it money, time not spent with our kids, or our personal drive to WANT to work - we get offended over someone else and their mouth.

We seriously need to get over our egos, too.

We just need to not give a shit. Seriously. 

What does it serve us to get so angry about someone's idiocy? People don't aim to be hurtful, so why do we let them get to us? We get all riled up, we let the negativity fester, and then we POP! What does this do? Does it make us a better parent? Does it make us a better person? You can answer those questions yourself.

The same goes for people at work.

A few weeks ago, I did something stupid at work and I aimed to apologize for my idiocy. Still, someone got upset and I feel as though I'm being watched.

We're human. We make mistakes. We do stupid things and we often do them to other people - although usually not intentionally. Rather than confronting the person who harmed us, we take it a step higher. We go to their boss, their boss' boss...etc. We get offended, sometimes without reason. Then we talk. We talk about that person. We label that person who wronged us. Sometimes we set out to destroy them because they hurt us.

For what? Our ego? To heal our wounds?

We need to get over ourselves.

This is my challenge to you in 2014 - stop caring so much about what other people say and do (or write). Don't let their words get to you and, if they do, confront them. Ask them why they chose to say or do what they did. That is my challenge to you.

Share the Love

In keeping with my bucket list, I don't want to spend too much time connected today but, since I happen to be clearing my phone of its pictures, I thought I'd write a short post.

I woke up at midnight - just as my neighbors were setting off fireworks. Happy New Year. I thought a transformer blew. Oops. My bad. Just the rowdy neighbors! Still, it was kind of cool seeing the quiet street all lit up like it was the 4th of July.

When I woke up again at 8am, I thanked my children for letting us sleep in - then got into 'Mommy Mode'.

In truth, I'm glad it's 2014. Last year brought some heart ache but it mostly brought challenges. Both Good and Bad. I went from being a mom of one to a mom of two. I became a home owner. And I realized just how hard you have to work to keep your marriage from plummeting when all those things happen.

So, today, I'm grateful. I'm going to keep up with my bucket list of things to do in 2014 and I will once again feel my soul renewed.

My wish for you: be happy and share the love.

Photo Credit.

Understanding My Bucket List

Yesterday, I posted my bucket list for 2014 and I got a lot of questions about that list and my post on Facebook. I posted a picture of me from 2007 and I basically stated that I missed this girl:

I miss this girl. I do. When my ex-boyfriend too this photo, I remember thinking "OMG, I look horrible and my boobs are HUGE!" but I look back at this 26 year old and wonder "where did she go?" I looked strong. I remember having a 'take no shit' attitude. I remember not caring about what other people thought of me. I was a 'take me or leave me' kind of person. I was equal parts Detroiter and Israeli.

I miss this girl, too. Aside from the fact that I was the thinnest I'll ever be in my life (mostly because I didn't eat ... I didn't really have money to eat) - I had no fear. I was living in a great place, had great friends, and learned the true meaning of 'family'. My friends were my family. When my credit card was stolen - they offered me money, food, and probably alcohol. When I was seemingly stranded in Netanya, they came to get me - then took me for pancakes because it was an 'emergency' situation. And when I was sick, they brought me soup and lifted my spirits. My actual family was just as awesome.

This girl didn't care if people didn't like her. She got along with most people but if someone didn't care for her - f*ck 'em. She had a good heart but didn't let things get to her. She was comfortable in her skin but less comfortable dating. She was a proud Israeli-American. She didn't hide herself and never made apologies. She may have accidentally insulted people but it was rarely held against her.


I'm not homesick. I just miss this person and I don't really like the person I turned into. While I'm still outspoken and loud, I keep my opinions to myself...sometimes. I'm not as blunt as I used to be and I find myself saying things like "I apologize for the stupidity of my question but I don't know how things work around here..." before asking a question. I used to just ask the question and not apologize for how dumb it might sound. I want to get back to the core of this girl - not so much the 26 year old me who was thin, tan, and often dressed like she just came back from hiking in India - but the young woman who was blunt, didn't mince words, never felt the need to apologize, and was proud of who she was.

So, the list was born. Yes, I want to lose weight - two pregnancies and two kids does wonders for my once size-4 physique. Being physically active and eating better will help that. I will also learn to shut my mouth a bit more so I can do a better job of listening. By becoming more physically active, I will likely include my kids and husband in those activities - which will give us better time to spend with each other. Lord knows I also need to disconnect...from electronic devices. Less time on the phone/iPad, more time playing  outside.

I will learn to be a better person and lead by example. One of the things I hate about American society is that you can't do anything 'nice' for people without them thinking you have an agenda. I just want to do nice things for people. I don't need them to do it back. I also want to get more active in the community that gave me so much.

Does that explain it?

Don't pity me. Don't feel badly for me. Learn from me and my mistakes. Make 2014 the year of YOU - fill your soul, do something you are passionate about, and love - just love. And don't feel badly if you have to be a bit selfish to accomplish your goals.

Happy New Year!