November 17–19, 2015 #CZLCHI | @ClickZLive The Global Conference Series Designed by Digital Marketers, for Digital Marketers

Writing the “Right” Content Highly Searchable, Keyword-Driven & Relevant Content

Grant Simmons VP of Search Marketing & Consumer Engagement

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

•  20+M Visits a Month •  4th Largest Real Estate

portal in US •  Established 1993

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

FYI

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

not the GECKO

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Tweet This Session! @simmonet #CZLCHI

November 17–19, 2015 #CZLCHI | @ClickZLive The Global Conference Series Designed by Digital Marketers, for Digital Marketers

Writing the “Right” Content Highly Searchable, Keyword-Driven & Relevant Content

Grant Simmons VP of Search Marketing & Consumer Engagement

November 17–19, 2015 #CZLCHI | @ClickZLive The Global Conference Series Designed by Digital Marketers, for Digital Marketers

Writing the “Right” Content Highly Searchable, Keyword-Driven & Relevant Content

Grant Simmons VP of Search Marketing & Consumer Engagement

intent ^

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

what about KEYWORDS?

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Started a Revolution!

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The british are coming

The British Are Coming!

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Intent Man

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November 17–19, 2015 | #CZLCHI | @ClickZLive

INTENT ĭn-tĕnt′ noun: an aim or purpose

(of users)

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

my INTENT educate and entertain

November 17–19, 2015 #CZLCHI | @ClickZLive The Global Conference Series Designed by Digital Marketers, for Digital Marketers

Writing the “Right” Content Highly Searchable, Keyword-Driven & Relevant Content

Grant Simmons VP of Search Marketing & Consumer Engagement

intent ^

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

INTENT

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

INTENT without

CONTEXT

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

INTENT without

CONTEXT is like…

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

CONTEXT is KING

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

WHAT and WHY

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

WHAT is guessing*

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

WHAT is guessing*

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

WHAT is guessing* *based on a crap-ton** of data

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

WHAT is guessing* *based on a crap-ton** of data

**approximately 6 kajillion

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

examples

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

“I want an Apple”

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

“I want an Apple”

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

“I want an Apple”

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

so WHERE

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

so WHERE is important too

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

“New House”

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

“New House”

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

“New House”

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

“House with Apple”

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

so WHAT I’ve done is important too

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Content/Context

Medium

Site

Message

Device

GEO

Influence

Inspira<on

BuyingStage

UserHistory

SocialGraph

CONTEXT •  Influences •  Experience •  Understanding

– Situation – Need – Outcome

Goal = Satisfaction

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

WHY people search

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

WHY people search

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Tickles & Triggers •  Understand stimuli that will

influence and inspire users into buying desire

•  Understand what forces consumers into a buying need

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

TICKLES

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

hungry?

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

kitten?

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Tickles & Triggers •  Understand stimuli that will

influence and inspire users into buying desire

•  Understand what forces consumers into a buying need

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

TRIGGERS

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

trigger users have problems to solve

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

trigger users want their questions answered

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

KEYWORDS are ALIVE DEAD

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

QUESTIONS are ALIVE ALIVE

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

QUESTIONS are the ANSWER

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

what is the QUESTION?

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

QUESTIONS = user search queries

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

QUERY research

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

use your BRAIN

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

RankBRAIN

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

irony

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

“SEOwasalwaysaboutthinkinglikesearchengines,nowsearchengineswanttothinklikeus.Soreally…weshouldjustthinklikeus.” grantism

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

research TOOLS

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

+ your BRAIN

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

cool ‘difficulty-to-beat’ rank

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

use your BRAIN

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

dig for relevant QUESTIONS / TOPICS

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

“ How to tell kids how much a house costs ”

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Kids Playhouse Videos

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Kids Playhouse Videos

October 2015 > 250,000 views

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Disclosure: I *love* SEMRush!

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Filter for How / What etc.

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

but WAIT!

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

use the Homes.com Handy Tool unop.me/HandyHomes

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

use the Homes.com Handy Tool unop.me/HandyHomes

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

unop.me/HandyHomes

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

unop.me/HandyHomes

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

use your BRAIN

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

dig for relevant QUESTIONS / TOPICS

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

“ Should I rent or buy my next home? ”

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Homebuyers Guide •  Top Questions •  Resource

– Online – Downloadable

•  Altruistic – Build trust – Social presence … and Links

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

KeywordTool.io

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Keywordtool.io

questions screenshot

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Keywordtool.io

questions screenshot

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

use your BRAIN

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

dig for relevant QUESTIONS / TOPICS

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

“ How much are homes in phoenix? ”

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Location-based Videos

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

LSIGraph

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

use your BRAIN

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

dig for relevant QUESTIONS / TOPICS

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

“ How do I save money on heating bills? ”

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Lots and Lots of How Tos •  Top ‘How’ Questions •  Resource

– Provide value •  Partner

– Amplify efforts •  Altruistic

– Build trust … and Links

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Pinterest

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Pinterest

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Pinterest

great for visual discovery and UG tags

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

use your BRAIN

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

dig for relevant QUESTIONS / TOPICS

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

“ How do I cook Thanksgiving turkey? ”

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Article

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

great for colloquialisms and social questions

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

use your BRAIN

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

dig for relevant QUESTIONS / TOPICS

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

“ Anyone know a Spanish speaking

#realestate agent? ”

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Casa.homes

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

use your BRAIN to find gaps

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

and ENTERTAIN

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

dig for relevant TIMELY TOPICS

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Homes.com/game-of-homes

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

IsHaunted.com •  DVD promotion •  PR with Fox •  Audience •  Awareness

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

two biggest up-coming TIMELY TOPICS

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

Christmas? Boxing day? New Years? Kwanza? Hanukkah? New UK Sherlock series?

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

nope! Christmas? Boxing day? New Years? Kwanza? Hanukkah? New UK Sherlock series?

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

hush hush

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

hush hush Bar Doors

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

hush hush The Big Game

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

wrap UP

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

understand INTENT and CONTEXT

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November 17–19, 2015 | #CZLCHI | @ClickZLive

answer QUESTIONS

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November 17–19, 2015 | #CZLCHI | @ClickZLive

provide VALUE

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

use your BRAIN

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have

@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

THANK YOU!

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@simmonet

November 17–19, 2015 | #CZLCHI | @ClickZLive

TwiKer@simmonetLinkedin/in/simmonetGoogle+/grantsimmons

November 17–19, 2015 #CZLCHI | @ClickZLive The Global Conference Series Designed by Digital Marketers, for Digital Marketers

Writing the “Right” Content Highly Searchable, Keyword-Driven & Relevant Content

Grant Simmons VP of Search Marketing & Consumer Engagement

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