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Up Close with Ruchi Off with the nametag
Ruchi Koval
just got back from a trip to Israel, which was thrilling on many levels. First, the joy of being able to travel to the Holy Land, after so many months of not knowing when we’d be able to go back, made the trip all the more sweet.
IAs one of the attendees remarked, “You know how you get a Jew to Israel? Tell him he can’t go to Israel.” Also, I was privileged to travel on a Momentum tour, which is an organization that takes Jewish mothers to Israel on a free trip to explore the land, their Judaism and themselves. It’s always supercharged to experience our land through the eyes and hearts of these inspired women. Finally, I stayed five extra days to spend time with my daughter, Hindy, who is at Meohr seminary – five days of pure nachas.
The transition from part one of this trip (Momentum) to part two of the trip (Hindy) was stark. For the first week, I was a VIP staff member. I wore a nametag that identified me as staff and gave me access to venues with a telling yellow lanyard. I had my own suite in the hotel and worked with a staff person who helped me with all logistics. Whatever I needed or wanted for my job was supplied, from food, drink, details, transportation, down to which kind of microphone was preferred (handheld wireless, thanks).
And then, on Monday night, the trip ended. I got back to the hotel. I took off the nametag and discarded it – it no longer meant anything. I took my detailed itinerary with my copious notes, which I had consulted multiple times a day, and likewise, discarded it. After all, it had no instructions past Monday night. If I was hungry, I had to figure out what to do. If I wanted to get somewhere, I took public transportation like everyone else. No more VIP. No more status. No more detailed itinerary telling me where to go and what to do every moment of every packed day.
My transition was complete.
I felt the change so viscerally, but something else was tickling the edge of my mind. This meant something deeper, but what? And then it hit me: This is the journey from this world to the next.
The journey we will all take.
In this world, we thrive on the outer trappings of status. We drive a certain car, live in a certain neighborhood. We have our busy schedules telling us where to go and what to do and we run around like busy bees. We may have certain titles or communal statuses or be related to certain people or get attention for the accomplishments of self, spouse or child. These things often change how others think about us and certainly how we think about ourselves. We get distracted by the details of the “microphone” we prefer (phone, simchas, clothing) and by the access we have to various experiences or venues.
And then one day, sometimes suddenly and sometimes expectedly, the “trip” is over. Clothing no longer matters. Our busy schedules become obsolete overnight. There are no more instructions. Our indispensability shows itself to be false. Our little preferences over cars and clothes and statuses suddenly seem silly. How much people do or don’t pay attention to us, or for what is irrelevant. The only thing that matters now is the choices we’ve made, the moral compass we’ve developed, the person we’ve shown ourselves to be.
Shlomo Hamelech said, “Grace is false, and beauty is vain, but a woman who reveres Hashem should be praised.” We need to be taught these truths, and we need to learn and review them over and over, precisely because they are so easy to forget. The seductive pull of the status-driven life is beyond strong, and if we’re not paying attention, our default mode is to get sucked in.
How can we remind ourselves that none of that stuff actually matters? How can we own the truth that beauty is vanity? There are stray comments all around us that seem so in line with reality, that reinforce the lie that beauty matters, that honor is worth pursuing, that money and status are true currency.
But these are lies, and the more we remind ourselves that they are, the freer we will be.
I like to say, “Take out your garbage down here, so you don’t have to take it out up there.”
Up Close with Ruchi
We all have our detritus, packed nicely into bags, that we choose to ignore in this lifetime: the mistakes we’ve made, things we’ve said, relationships we have neglected, people we’ve mistreated.
It’s easier to pretend it isn’t there, because we’re so busy doing other things, running around, checking off our boxes. But our stuff doesn’t disappear. We don’t take the silly stuff with us to the next world, but we do take our unfinished business. We take along the garbage we never took out to the trash.
Then what happens? We have to unpack our junk in olam haba. And by then it’s too late. Too late to fix, too late to apologize, too late for regrets. The goal is to travel light to the next world and not carry our heavy burdens. We want to only take along our good choices, our personal transformation.
So, these ruminations of my trip, while heavy,
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and maybe hard to think about, and maybe you’re wondering why I’m being such a downer today, are actually profoundly important. Let’s think about taking off the nametag. Let’s go there. Because if it will help me, or you, or even one person, to think a bit more deeply about this journey as a human being in a finite experience, if it will help even one of us to be a bit more humble, then it’s worth sharing.
The nametag never defines the person; it’s the person who defines the nametag. Yup, I just made that up. Feel free to steal it. Because, hey, we all need reminding.
Ruchi Koval is the co-founder and director of the Jewish Family Experience (JFX). She is a certified parenting coach, educator, author, musician and motivational speaker. She lives in University Heights with her husband and children.
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Community News
Beis Chinuch Horav Dessler / Hebrew Academy of Cleveland inaugurates Mendy and Ita Klein Campus
Ahistorical morning and a powerful kiddush Hashem. An estimated 1,800 people representing Cleveland’s Jewish community attended Beis Chinuch Horav Dessler/Hebrew Academy of Cleveland’s historical Chanukas HaBayis and Hachnosas Sifrei Torah Nov. 7. The event reflected the beauty of the mosad’s unique history and storied legacy while celebrating the inauguration of a magnificent, new state of the art makom Torah.
The audience filled the new Freschl Auditorium and hundreds more people overflowed into the Stone Promenade and outside. Chaired by HAC president Dr. Louis Malcmacher, the audience was addressed by Rabbi Simcha Dessler, Menahel; Rabbi Shmuel Kamenetsky and Rabbi Elya Brudny (via video); Ohio Gov. Mike DeWine (via video); and J. David Heller, board chair of the Jewish Federation of Cleveland.
The Roshei Yeshiva lauded the Academy for its leadership role in harbotzas Torah in Cleveland and around the world. Gov. DeWine expressed his personal appreciation to the Academy for rising to the challenges of the hour, for its astounding growth and commitment to excellence in education.
HAC Financial Director Rabbi Eli Dessler presented The Jack, Joseph and Morton Mandel Foundation with the dedication of the Simon and Rose Mandel Building, which was accepted by Stephen Ho man, chairman of the Mandel Foundation, and The Eliyahu and Masha Knapp Early Childhood, with a response from Chaim Bennett, a great-nephew of the Knapps. Rabbi Simcha Dessler presented the inauguration of the Mendy and Ita Klein Campus, which was accepted by Yoni Klein on behalf of the Klein family. Reb Yoni conveyed how deepfelt is the relationship is between the Klein family and the Academy, a relationship nurtured by his parents and continuing throughout the extended family. He singled out
the contributions of his mother, Ita Klein, and all the dedicated mothers and wives in their commitment to Torah chinuch.
Entertainment was provided by Rabbi Ariel Klein’s fifth grade, accompanied by Rabbi Shmuel Yaakov Mann. Cleveland’s Clei Zemer Choir opened and closed the event.
A festive Hachnasas Sefer Torah ushered a brand new Sefer Torah, dedicated by Nati and Chany Klein into its new home, The Academy’s beautiful new Beis Medrash and two other new sifrei Torah joined the procession. Hundreds of men, women and children joined the procession and danced to the festive music. Peklach, flags, torches and special commemorative Art
Community News
Scroll Tehillim (for adults and a separate one for children) were distributed in honor of the occasion and a dessert reception followed in the new Immerman Gymnasium.
In anticipation of the Hachnosas Sefer Torah, and in advance of the event, the Rabbeim of the Yeshiva Ketana and Junior High School, were honored to write a letter in the new Sefer Torah. They were accompanied by their talmidim, who learned a lesson about the mitzvah of writing a Torah from sofer, Rabbi Yosef Heinemann. The boys in grades five and six who daven daily in the new Beis
Medrash received leather shtenders to keep in school or take home.
The Academy’s new Mendy and Ita Klein Campus pays tribute to an unforgettable askan and his aishes chayil, in the words of Rabbi Simcha Dessler: “A man whose sparkling personality was larger than life, whose heart was large enough for all to enter, whose passion and compassion were unique and whose generosity was immeasurable.”
May the campus, which houses early childhood, Yeshiva Ketana, Junior High, Yeshiva of Cleveland and Kollel Ateres Nochum Zev, be an everlasting zechus for Reb Mendy and the Klein family.
HAC | 8
Community News
Partners Cleveland grows in post-COVID19 world
By: Lisa Matkowsky
Partners Cleveland, an organization that has o ered Jews of all backgrounds the opportunity to learn Torah at their own pace since it was started in June 2014, has continued to thrive and expand during changing and challenging times. Modeled after Partners in Torah as an o shoot of Partners Detroit, Partners Cleveland’s flagship program matches Jewish men and women with an interest in acquiring specific skills or who want to build on their Jewish knowledge base one-on-one with carefully selected personal Torah tutors or “mentors.”
Participants can choose any subject, including Hebrew, philosophy, or a variety of historical topics. The goal is to make Jewish knowledge accessible to every Jew, of all backgrounds and denominations. All programs are free.
“There are 80,000 Jews in Cleveland,” Director Rabbi Pinchas Landis said. “We want to bring all 80,000 Jews together through the study of Torah. This is so important because no matter where we are on the Jewish spectrum, what we all share in common is Torah, and people who are participating are truly benefiting and enjoying. It’s often a tossup of who is getting more from the relationship, the mentor or the mentee.”
Like all organizations, Partners Cleveland was impacted by the pandemic and has had to modify its methods of operating. Before COVID, Partners Cleveland would take over the Jewish Federation of Cleveland’s Jack, Joseph and Morton Mandel Building on Tuesday nights and turn it into a Beis Medrash of sorts, filled to capacity.
Rabbi Pinchas Landis leads Partners Cleveland.
Community News
In response to the pandemic, “digital learning was majorly increased to a full roster,” Rabbi Landis said. “We are slowly getting back to our complete schedule of in-person programs while retaining all of our digital expansion and continuing to grow across the board.”
The response to the increased digital programming was overwhelmingly positive, with great demand for both types of learning as over 2,000 participants presently participate digitally, he said.
Currently, while Partners Cleveland is gradually regaining attendance postpandemic, it is temporarily housed at Green Road Synagogue for the weekly Tuesday night learning, and there are about 100 active partnerships (one-on-one learning relationships). In-person programming includes Tuesday night partners study with the Shmorg once a week; the Jewish Destiny Series (exploring Jewish history) every Wednesday; the weekly lunch and learns; the daily and weekly podcasts, and the monthly Torah on Tap for Young Professionals. Recently about one hundred people came and enjoyed a TED Talk-type presentation.
“For our popular program ‘the Shmorg,’ families come together, teens – a whole smorgasbord of people,” Rabbi Landis said. “Every type of person comes and has a great time, and this even happened virtually when we couldn’t do in-person events.” Partners Cleveland prides itself on catering to every member of the community, every demographic. Everyone is welcome, and every type of person attends and is represented, from young to old, from every walk of life. People eat together and learn together and are exposed to all di erent kinds of Jews.
Unlike other organizations, Partners Cleveland grew and added to sta during the pandemic, hiring Associate Director Rabbi Doovie Jacoby last year in light of increasing focus on various divisions. It has continued to flourish, and that is its goal because there are so many to serve. It has been ramping up its
Former U.S. Sen. Joseph Lieberman discuses his life as a Jewish American leader at Partner in Torah’s fundraiser in 2017. | Submitted photo
Young Professionals division and has added a series of educational trips with the next being a ski retreat Shabbaton in February in Colorado. It also has a working partnership with mobile app Torah Anytime called Torah Anyone.
“The name reflects our goal perfectly,”
Rabbi Landis said. “Torah is for anyone and everyone. Our goal is quite simple. To be the leading educational resource for the entire Cleveland Jewish community.”
To learn more about Partners Cleveland, visit torahcleveland.com.
Lisa Matkowski is a writer from South Euclid.
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Unger’s Kosher Bakery and Food continues aroma of success
By: Lisa Matkowsky
Like every business, bakeries have been changing with the times. Convenience, speed and cost-effectiveness are priorities, and these days, the standard is that baked goods are shipped and delivered to bakeries and baked-good purveyors frozen, where they are defrosted, filled and finished with icing. The labor involved in baking from scratch is very expensive, so the majority of retailers just forgo it.
Unger’s Kosher Bakery and Food functions as the last remaining old-fashioned kosher bakery in the area, thriving in a dying era. Visit the back of the Cleveland Heights location at 1831 S. Taylor Road, and one will find enormous amounts of flour and fillings, steam boxes with from-scratch doughs rising, and loyal workers dedicated to this enduring art, where every bread, roll, cake and cookie is handmade.
“We hope to keep introducing new generations to the artisanal craft of old-fashioned bakeries and fresh-from-the-oven baked goods,” owner Malka Rosenberg said. “It’s a difference of taste.”
And a labor of love, with a 24/6 bakery schedule.
That’s the kind of service she’s dedicated to the bakery since she took over ownership of Unger’s Kosher Bakery with her late husband, Moshe, and his brother, Tibor Rosenberg on March 1, 1978.
“Because we are an old-
UNGER’S | 18
Photos / Lisa Matkowsky
Community News
UNGER’S | 16
fashioned bakery, we still use wonderful, fresh ingredients,” Rosenberg said. “We are using the same recipes and techniques from the original owners. We like to tell people that, truthfully, it’s better to get stuff here than to be buying those grab-and-go bars for breakfast.”
Rosenberg said her employees love their jobs and the products they create, and that it’s ultimately the people who make the hard work and long hours worthwhile.
“We get a lot of satisfaction when customers are genuinely happy with what we do and with so many people coming because they want to buy here specifically, even if they have to make a special trip. We have loyal customers and they tell us that they appreciate what we do. We’re kind of famous for it.
“Some people even order items to have them shipped to themselves or to friends or relatives in different parts of the country because they can’t get stuff like ours where they are. We are especially well-known for our custard and glazed doughnuts and poppy seed pastry. We do absolutely everything from scratch, with
no preservatives and no artificial colorings unless requested. We have everything for every holiday and every type of custom order. We make the very best hamantaschen, even nonJews come in for them. You dream it, we create it for you.”
Whether they get to know customers by name or just by recognizing a friendly face, Rosenberg said she enjoys seeing and serving Cleveland residents and strives to make Unger’s a welcoming place.
“We try to hire nice, warm, caring people,” she said. “That’s kind of the way we are, and I think people enjoy that.”
Rosenberg fully expects to continue down this path for years to come and for as long as the demand dictates. “Warmth, wholesomeness, good feelings and delicious smells. I don’t know what the future will hold, but right now, this is what we are still doing for as long as people want it,” Rosenberg said.
Lisa Matkowski is a writer from South Euclid.
Photos / Lisa Matkowsky
A Kesher Conversation
with Ari Klarfeld
who
co-owns Overbeke School of Driving in Beachwood with his wife, Ariana
KESHER: Why did you found Overbeke School of Driving?
ARI: As a former medic, I found that drivers were not yielding to emergency vehicles. As many people need emergency vehicles at some point, getting to those emergencies are very important and in a timely manner. Drivers who don’t yield to emergency vehicles are preventing those in need. I also wanted to enhance my skills to be able to provide driver training to all those in need and not just restrict it to teen drivers. I am licensed in Ohio as a provider for ADD/ADHD as well as a mature driver course of which I created to assist drivers 60 and older in order to review the basics of driving and encourage them to remain safe as drivers and passengers.
KESHER: What has changed in driver’s training over the years?
ARI: Many areas have changed, especially as technology has become more enhanced. Cellular telephones or mobile communication devices are not to be used while driving a vehicle. Teenagers are only allowed to drive with a legal guardian or driving instructor between the ages of 15½ until 16, and then they can drive with those older than 21 with a valid license and insurance. The Ohio Legislature has changed to make a distracted driver a violation in it of itself, so a peace officer who believes that a driver is distracted, either by a cellular phone or for any other reason, can be pulled over and issued a citation for that violation. But drivers have the ability to take a no-cost one-hour course on the driver training website, which would help reduce the fines of $100 or less.
Unfortunately, the number of fatal crashes is increasing and too many drivers are losing their lives likely as a result of being distracted. The No. 1 cause of death for teens in the last few years is texting while driving.
Ari and Ariana Klarfeld reside in Beachwood and attend Beachwood Kehilla. They are the proud parents of 8-yearold twins, Jake and Max, and 4-year-old Sadie.
KESHER: What advice would you give young drivers?
ARI: Pay close attention to the road and put any distraction to the side. New teenage drivers like to get the benefit of taking driver’s education online because it can be taken anytime. However, those who take the online course can be more sidetracked. We offer classes on Zoom and at the same time, and for those who want to be in person, may do so as well. Our Zoom and in-person classes are done simultaneously so students can answer questions that may not be asked in an onlineonly course, but could be answered easily with me teaching those classes. Beginning this year, we are offering classes which meet in person Sunday through Thursday for in-class driving lessons so students can have every opportunity to take advantage of our in class lessons. Our courses are 100% state specific as I grew up in Cleveland and have studied the laws in depth, as opposed to the online courses (that ultimately make drivers education even more expensive than it has to be) which are only 51% state specific so that it can be used throughout the country.
A Kesher Conversation with Ari Klarfeld
KLARFELD | 20
KESHER: What makes your driving school different than others?
ARI: We are family run and we try to personalize each customer’s experience. We offer Zoom and in-person classes and provide an atmosphere that is conducive to safe driving. We are the only Orthodox owners in the state of Ohio and are proud to be able to educate those in our community. Compared to other places, Overbeke School of Driving, with the previous owner and since our ownership in 2015, is one of the longest-running driving schools in Northeast Ohio. My experience has been with public safety and driver’s education for the majority of my working life and to be able to give back to our community has been one of my greatest pleasures.
KESHER: Can you offer tips for winter driving?
ARI: Winter driving is one of the more feared types of driving that we encounter. The most important point is to have your car prepared for the winter with proper tires, extra clothing in the event of an emergency and not to have your vehicle go below a quarter of a tank of gas. Keep a safer following distance from those in front and give yourself plenty of time to get to where you need to go.
KESHER: How can people reach you?
ARI: Families can reach me by calling our number at 216-765-0600, emailing us at info@overbekedriving.com and texting our work number as well.
A Dose of Inspiration
Thinking about Tu B’Shvat
Rabbi Moshe Gancz
While in Cleveland, the weather may be dark and cold. In Eretz Yisroel, where the laws of tithing produce still apply today, the holiday of Tu B’Shvat, the new year for the trees, is a very significant date. This day distinguishes between the fruit of the current year and that of the previous year. Outside of Eretz Yisroel, it is what we may refer to as a minor Yom Tov, marked by our not reciting Tachnun prayer and also by eating variety of fruits of the tree, particularly those of the seven species for which the Torah praises the land of Israel.
The Torah states “Ki Ha’adam eitz Hashed” – for (is) man like a tree of the field and the Talmud says that indeed man is like a tree in many respects. Of course there are vast differences between a tree and man. Nevertheless, there are many lessons man can derive for his own development when observing the development and growth process of the tree.
The tree is made up of three main parts; the roots, the trunk and branches, and the fruit.
The roots, buried underground, virtually invisible, ossess neither the majesty of the tree’s body, nor the colorfulness of its leaves nor the tastiness of its fruit. But without roots, a tree cannot survive. The roots must be deeply extended into the ground in order to receive proper nourishment and to withstand the strong winds that will blow.
The roots of Yiddishkeit are Emunah-faith. We can not see faith, nor can we measure or evaluate faith. Yet our faith, our supra-rational commitment to G-d, is the foundation of our entire tree. From it stems the trunk of our understanding, from which branch out our feelings, motivations and deeds. And while the body of the tree also provides some of its spiritual nurture, the bulk of our spiritual sustenance derives from its roots, from our
A Jew’s own saintliness will be insufficient if it lacks concern for others as well. A true blossoming Jew uses his power to influence others, to plant a seed in a fellow human being and see it sprout, grow and bear fruit.
faith in and commitment to our Creator.
But as strong as roots may be, they are not yet a tree. The bulk of the tree is the trunk and branches. These grow from year to year. The age of a tree can be measured by its rings. The trunk of a Jew’s life is his study of Torah and observance of Mitzvos. One must constantly grown in learning and in observance of Mitzvos and add to our spiritual circumference.
The tree is not perfect until it bears fruit to perpetuate itself. The term “fruit” is not limited to edibles but also includes any benefit the tree offers such as shade from the heat of the sun or protection from the rain. The fruit is our power of spiritual procreation. A Jew’s own saintliness will be insufficient if it lacks concern for others as well. A true blossoming Jew uses his power to influence others, to plant a seed in a fellow human being and see it sprout, grow and bear fruit.
May we merit to celebrate Tu B’Shvat in Eretz Yisroel with the coming of Moshiach speedily in our days!
Rabbi Moshe Gancz is Director of Fromovitz Chabad Center in Beachwood.
Spotlight on Marketing
5 reasons to invest in SEO for your business
Submitted by: Nachum “Nooch” Langsner
If your business is not ranking high in online search results, then your website really isn’t working for you. You may not realize the importance of search engine optimization, but here are five reasons why SEO matters and how to go about making that investment.
It’s not optional. In order to thrive in today’s online world and reach your constantly online customers, you need to have a strong online presence. Unwrapping what that means, though, takes a little more work. It’s not uncommon in my line of work to encounter businesses that, while recognizing the general value of digital marketing, do nothing to improve their ability to rank highly in a search. And yet, that might just be the most powerful tool at your disposal. After all, Google alone accounts for more than 50% of tra c to most websites. In fact, investing in search engine optimization might just be one of the best moves you can make.
When I talk to potential partners about SEO, I tend to hear some common reasons why they don’t pay much attention to it. Let’s turn that around.
In reality, these five reasons are actually the top five reasons you should be investing in SEO to grow your business.
SOCIAL MEDIA MARKETING IS NOT ENOUGH
Yes, channels like Facebook and Instagram are hot. You’ll find plenty of marketing experts recommending them. And sure, they can play a vital role in your overall marketing e orts. But in reality, social media marketing is never enough to market your business.
That 50% number quoted above? The same study found that social media only accounts for 5% of tra c generation. In addition, even the best presence on your (or your audience’s) favorite networks will have no direct impact on your search rankings.
Social media is great for brand awareness. It might be even better for customer service interactions. It does not, however, lead to tra c to your website that drives actual leads and customers.
Google only includes quantifiable data in its search algorithms and because it doesn’t have access to social media metrics, it disconnects social from search rankings. If you want to rank highly, you need an SEO strategy.
INVESTING IN SEO ISN’T EXPENSIVE
I often hear that investing in SEO is expensive. That’s relative, but generally not true. In fact, you can get to a No. 1 ranking on a popular search term with absolutely no budget at all. Because you can’t pay your way to the top, you don’t need a line item. It really can be that simple.
Instead, SEO is all about the time you invest and the expertise you bring to the table. If you are looking for external expertise, that does mean spending some money. But you don’t need to budget anything for actual ads because SEO is all about authenticity. It’s your actual website or business that ranks, not promotional messages.
Even when you do invest some money, don’t think about SEO as a cost. It’s an investment in your business that will pay o long after you spend the money. Your SEO rankings need nurturing, but they won’t just disappear. There is no campaign length. The investment you make now is into your business future and growth.
SLOW AND STEADY CAN WIN THE RACE
Closely related to the above notion is the idea that SEO is not e ective because it cannot achieve results quickly. That’s true. It takes the average business four to six months to see a tangible increase in web tra c as a result of search optimization. The important thing to
MARKETING | 26
remember is that this slow and steady approach is actually a good thing.
When you’re embracing SEO, you’re playing the long game. The reason it’s such a good long-term investment is that even though it takes some time to build, that build will pay off multifold. If you are looking for immediate results, don’t abandon SEO – instead look into some paid SEM ads that can complement your long-term efforts to rank on relevant keywords.
YOU CAN STILL BEAT YOUR COMPETITION
Looking at those relevant keywords for your business and industry can be depressing, especially if your competition is already ranking highly and you’re nowhere to be seen. That doesn’t mean you shouldn’t even start. Beating your competitors and climbing to the top of the rankings is impossible if you don’t start somewhere. Remember: You miss 100% of the shots you don’t take.
Viewed differently, your competition’s head start might not actually be a bad thing. It gives you the opportunity to find the chinks in the armor of your closest competitors. They’re not doing all they can either and once they reach a high spot on a relevant search results page, they tend to get lazy. Now is the time to strike.
Knowing what your competitors are doing is half the battle. Use some competitive SEO research to uncover their tactics and devise a strategy to beat them. They’ll never see you coming until your website suddenly receives more clicks and climbs up the rankings higher than theirs.
BAD EXPERIENCES DON’T PREDICT THE FUTURE
Unfortunately, I sometimes run into potential clients who swear off investing in SEO because they’ve had a bad experience. That’s all too common. Many in this game are unscrupulous or not transparent. They engage black hat tactics to get some immediate results, which get your website penalized and hurt your efforts in the long run.
Don’t let that take your eyes off the potential of this digital marketing channel. Instead, look for a partner who offers you transparency and a good relationship.
Spotlight on Marketing
TRANSPARENCY
Being open about pricing builds trust. Transparency about techniques, methodology, and processes showcases expertise.
A GOOD RELATIONSHIP
The right partner is open to constant communication, wants to learn about your business needs, and is committed to your success. Sometimes, it’s just as important to simply avoid some of the red flags that come with questionable SEO companies:
GUARANTEED RESULTS
SEO is determined by search engines, not marketers. Anyone who guarantees results should be viewed questionably. No marketer has a “special relationship” with Google or gets preferential treatment.
SECRET SAUCES
They just don’t exist in digital marketing. There are some best practices, and they tend to be well-known among experts. Strategy and execution will drive your success, not some secret recipe you never get to learn.
BLACK HAT TACTICS
Google specifically hunts and penalizes efforts to circumvent its algorithms. That includes automatically generated content, socalled doorway pages, hidden text and links, keyword stuffing, or link buying. Basically, anything that doesn’t involve building value and relevance for your audience first.
THE CHEAP OPTION
The company promises to outbid everyone else probably is worth about that much. You get what you pay for. Sometimes, a larger initial investment actually gets you the skill and dedication you need and deserve.
Nachum ‘Nooch’ Langsner is co-founder and chief marketing guru at LocalBizGuru.
Time for School
CHAVIVA HIGH SCHOOL
s the adage states, “seeing is believing” and this certainly applies to the importance of having mentors and role models in a young person’s life. Seeing a living example of accomplished and successful adults and having an opportunity to learn from them is an especially powerful tool in the education and inspiration of our teens. Chaviva High School emphasizes the strength of the Jewish woman, and incorporates messages, lessons, and examples of it in our classrooms and beyond. Each Sunday, Chaviva hosts women from different sectors of our community and highlights a piece of their story in our weekly “Sunday Speaker Series.”
Our students have heard from a cancer survivor about her message of faith and gratitude, an organ donor who gave the ultimate gift to her father, and a day school educator who shared about the gift of failure.
On Sunday, November 21, we opened our weekly speaker series to the entire community and welcomed special guest Rivka Ravitz from Israel. Our crowd of over 100 people heard firsthand accounts from Mrs. Ravitz in her tenure as the Chief of Staff to Reuven Rivlin, the 10th president of Israel. She shared various experiences she’s had with world leaders that were delivered with humor and grace.
Although raised in a very poor family and never imagined being in the position she is now, Ravitz took opportunities that came her way and never shied away from hard work.
Rivka Ravitz demonstrates the strength and greatness one can achieve by asking the right questions. When people ask her how she meets
the needs of her large family of 12 children and the demanding schedule of government life, she rephrases the question and in turn her entire mindset. Instead of focusing on “How can I do it all,” she asks herself, “Why was I blessed with this opportunity?” The same message is depicted by turning the Hebrew word “lamah” which means “why,” to “limah” for what purpose? When challenges come our way we can choose to get stuck on the problem or view the obstacle as our path to greater success.
Her message to our students and to the community focused on our unlimited potential and our ability to achieve great things while not compromising our values. Rivka Ravitz serves as a living example for our students of what hard work, determination and a sense of responsibility can achieve.
Time for School feature submitted by: Chaviva High School
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We value service like you do. We have experienced staff to take care of your family with the utmost integrity. We will ensure you and your loved ones are provided the best care possible.
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- David Pearl, Community Liaison
Cleveland Jewish Funerals
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SCAN ME
Time for School Fuchs Mizrachi School
o many incredible programs have been taking place at Fuchs Mizrachi School this year.
In November, the Genshaft Early Childhood and Lower School held a parent literacy night in which our school reading specialist presented tools to help children build phonemic awareness, vocabulary background knowledge, and word recognition in fun ways. Our Lower School recently also launched a fifth grade Chessed Club, a yearlong initiative focused on promoting acts of kindness and leadership development.
The Junior High GIBOR program has been focusing on social emotional growth and development. Most recently they finished a unit, led by the Upper School social worker, on bullying prevention and how to be an “upstander” as opposed to a bystander. In the coming weeks, students will team up with the Jewish Family Service Association of Cleveland and partake in their KNOW Abuse program. They will learn tools such as recognizing signs
of abuse, ways to be a supportive friend, and how to be a peer leader.
This year, the Stark High School initiated a program called Shalvat Hanefesh, tranquility of the mind and soul. This focuses on engaging students and their families in essential conversations surrounding adolescent health and well-being. In November, Kevin Kemelhar, Beachwood City School’s psychologist, focused on adolescent behavior management, presented on healthy versus unhealthy stress. Later in December, there will be a movie screening and discussion of “Angst,” a film which focuses on removing the stigma surrounding anxiety. In February, Dr. Lisa Damour, a New York Times bestselling author and psychologist, will be presenting.
Save The Date! Mizrachi’s Annual Gala will be taking place March 20, 2022!
Interested in learning more about our Fuchs Mizrachi School program? Come check us out – we are currently accepting applications for the 2022-23 school year!”
Time for School feature submitted by: Fuchs Mizrachi School
Time for School HEBREW ACADEMY OF CLEVELAND
Noted author and lecturer Rabbi Paysach Krohn visited Hebrew Academy of Cleveland.
Rabbi Naphtali Burnstein visits Hebrew Academy of Cleveland’s early childhood class on the day his grandson, Yehuda Graiser, learns the letter zayin for Zeidy.
Time for School content provided by Hebrew Academy of Cleveland
Time for School Yeshiva Derech H a Torah
To commemorate the Shmita year, the YDT Elementary girls are learning lessons about the challenges that the farmers have this year in Israel, leaving their land fallow, beautiful bulletin boards decorate our hallways illustrating the concepts of Shmita year. This month’s “Emunah Moments” lesson is drawn from Shmitah farmers as well, who show their tremendous faith in Hashem, He is the only One who provides our needs.
Our first graders are hard at work, honing their math skills. Ensuring that each student is able to comprehend the math concepts, they are using cubes to assist in visualizing addition and subtraction.
Time for School content provided by Yeshiva Derech HaTorah
