Business Attorney Jeffrey K Schaffer Launches Website

Congratulations to Adventures Online’s client Jeffrey K Schaffer, business attorney in Marlborough MA, on his new website. Jeff hired Karen Callahan to work with his designer, Justin Clapp of Clapp Design.

Jeffrey K. Schaffer business attorney Marlborough MA

Home page of business attorney Jeffrey K. Schaffer's new website


The design is unique in that it looks like there are multiple pages, however, there is only one physical page. Four requirements for website development were:

  1. Develop a responsive website so that the photos and text scale as the viewing device (phone, tablet, desktop, TV) changes
  2. Instead of repainting the whole page, bring pages up to meet the menu panel so that the menu panel is always on display and in the same spot.
  3. Display “highlights” about each section in a left sidebar in each section
  4. Use WordPress as the website’s base so that the client can update the content on each virtual page


  1. CSS was used to accomplish the responsive design requirement.
  2. JavaScript was used to “bring pages up” to meet the menu panel
  3. Four custom sidebar programs were created using PHP, registered in WordPress and selectively displayed using a third-party widget in order to accomplish the “highlights” requirement.
  4. A custom web page template was developed using PHP in order to include individual WordPress pages into the virtual pages of the website.

Jeffrey K Schaffer’s website

More about WordPress website developer Karen Callahan

More about graphic designer Justin Clapp

Getting to Blog Worthy Presentation

Getting to Blog Worthy is the name of the presentation I recently gave to twenty eager bloggers at the Marlborough Regional Chamber of Commerce in Marlborough, MA.  Kudos to the Chamber for recognizing the importance of blogging and offering this seminar, and,  kudos to the attendees who showed their Boston Strong by carrying on as they had planned despite the unsettling shutdown of multiple cities and frightening news reports out of Boston. SO, we took control of this one hour and decided to have fun.

After introducing myself, everyone filled in a personal profile – to be kept private and used as a reference during the rest of the presentation.  Next, together, we took the “Is it Blog Worthy or Not” quiz (list of ten blog titles).  It started out bumpy, but, everyone got the hang of it by the time we got to the eight title – and – most were surprised to learn the definition of blog worthy just through these mini discussions of blog titles.

After that, we looked at Google search results which set the stage for keeping our eye on the prize. Why get blog worthy rightWe went on to talk about the attendees’ areas of expertise, their target audiences, and their current business goals. Next we explored strategies for finding topics to write about, keeping the content relevant, and keeping their target audience coming back.

We talked about blog SEO, Google+ and Google Authorship and the types of posts that will get you higher rankings. Finally, two scheduling strategies and one blog scheduling tool were introduced in order to keep ideas fresh and the blog posts coming.

Some Take-Aways…

  • Blog-worthy content is content that will compel visitors to take the “call to action”
  • Blog-worthy content can be written in such a way that you help your blog get better rankings in the search engines
  • Blog-worthy content changes depending on your area of expertise, your business goals, your target audience
  • If you’re blogging, it is worth while to set up G+ and Google Authorship in order
  • ‘Evergreen’ blog posts can help you preserve your ranking

Want to know more? Call me…508-480-8833. Circle me

Social Engagement Optimization, the new SEO

This morning while catching up with industry news on Google+, I ran across an article by Alan K’necht about search engine optimization (SEO) and how that has evolved to include the influence of social media.

It’s the conversation that I have been having (trying to have) with clients and prospects over the last 6 months at least; how search engine optimization now includes optimization tactics for your social media presence participation. Your social interactions – how often you communicate, with whom you communicate and about what you communicate – are becoming more and more important to getting found on the Internet.

K’necht points out that in his experience, C-level  management is slow to pick up on the marketing opportunities available via social media websites (and the need to plan and strategize about social media activities), yet, they understand the power of word-of-mouth marketing…and scratches his head perplexed by the imbalance of those two.

With that, K’necht suggests a strategy for social engagement optimization – a new take on SEO. It’s a good, quick read that explains better than I. Read the article: The New SEO = Social Engagement Optimization

Google SERPs & the tough choices a search engine faces

If I told you that Google (SERPs division) had it tough, would you agree with me? You’re shaking you head – horizontally. You probably think that Google search engine results pages don’t work right because your website has never made it to the first page or made it to the first page and then was pushed out after a Panda update.

At SMX West, during an evening forum on March 11, 2013, Matt Cutts and Patrick Thomas of Google, reaffirm Google’s aim to provide *quality* results in its search engine results pages (SERPs). They discuss the difficult decisions the search engine giant has to make regarding tough content like race, porn, violence, wars,  suicides, etc.

Thomas points out that there are over 30 Trillion pages on the Internet. Naturally, the process needs to be automated. Programs are used to categorize content. Programs can’t always tell the difference between positive and negative presentation and discussion of topics.

Google does not want to push shocking or offensive content to you unless you want it (requesting it in search box). How do you determine the intent of a search?

Cutts states,

… you can’t scientifically vet everything on the Web…

The discussion moved to the “suggestions” Google provides as one is typing into the search box. Danny Sullivan (moderator from Search Engine Land) asks if there isn’t a list of negative words that can be searched for and suggests that they can just be eliminated. Cutts and Thomas bob their heads in understanding and say that it isn’t that easy, and confirm that there is a level of censorship going on in the suggestion box.

Thomas says,

We try to thread the needle really, really, really carefully…slippery slope…

Google applies some “really narrow policies” for suggestions that are sexually explicit, (some) hate speech, and stuff that can lead to violent content.

It is an interesting and candid discussion with more examples of tough choices (pics of ex girlfriends) and questions and suggestions from the audience. Thanks to Danny Sullivan (circle +SearchEngineLand) moderator, Matt Cutts (Google – circle +Matt Cutts) and Patrick Thomas (Google).

Watch the exchange…

Top 1% Endorsed in U.S. for WordPress

Since 2004, I’ve done WordPress installs, customized WordPress themes, written custom WordPress programs and widgets, done WordPress upgrades and WordPress training. Looks like all the work I have done with WordPress has paid off. I opened my email this morning to find a delightful message from LinkedIn…

Of the 200 million LinkedIn members, I am one of the top 1% most endorsed for WordPress in the United States!

Top WordPress Consultant on LinkedIn

Karen Callahan, Adventures Online, top 1% of professionals endorsed for WordPress on LinkedIn (2-11-2013)