Creating Behavior-Changing Content by Grant Simmons - #SEJSummit Atlanta

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•  SEO Since 1997 •  Joined Homes.com 2014 •  Worked with Fox Sports, Red Bull,

Sams Club, Move, Paramount Pictures, Warner Bros, Disney

•  SEO Since 1997 •  Joined Homes.com 2014 •  Worked with Fox Sports, Red Bull,

Sams Club, Move, Paramount Pictures, Warner Bros, Disney

•  NOT the GEICO Gecko

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

portal in US •  Established 1993 •  Positioned on ‘quality’

through better targeting

1.  Keys to understanding your users’ behavior

2. What kind of content connects with

3.  Leveraging to create content that influences Tickles

Triggers

1.  Keys to understanding your users’ behavior

2. What kind of content connects with

3.  Leveraging to create content that influences

Three shall be the number thou shalt count, and the number of the coun&ng shall be three

Monty Python Marke-ng

Tickles

Triggers

#SEJSummit #Searchmetrics @simmonet

Context is King


Context is King FYI… Not Mike King


Context is King Who What Where How Most important ‘Why’


Context is King Everyone is different


Filling Your Funnel Why are people actively searching for your product?

Where & how / What answers are they searching for?

Triggers!


Filling Your Funnel Where are people who could use your product online?

What stimulus will inspire prospects for your product / service?

Tickles!


Active Searchers Why are they searching?


There are Triggers


Triggers Happen

My car broke down

I got evicted

I’m having another kid

My phone wasn’t quite waterproof

I got invited to an ABBA tribute


Triggers Happen Without You Leave your ego at the door J


Why Do People Move?

0%

10%

20%

Foreclosure / Evic&on

BeGer neighborhood

Own home / not rent

Cheaper housing

New or beGer home / apt

Other

0%

10%

20%


BeGer neighborhood

Own home / not rent

Cheaper housing


Other


Why Do People Move?

0%

10%

20%


BeGer neighborhood

Own home / not rent

Cheaper housing


Other


Why Do People Move?

Trigger: “I’ve been evicted”


Trigger Content Examples


Homebuyers Guide •  Resource

•  Online •  Downloadable

•  Altruistic •  Build trust •  Social presence •  Links


Lots and Lots of How Tos •  Resource

•  Value •  Altruistic

•  Build trust •  Links

•  Partner •  Amplify •  Grow reach


Location-Based Videos


You Just Have to Understand User Search Intent


Rank Brain s


Rank Brain Understanding User Intent


Irony u


SEO was always about thinking like search engines, now search engines want to think like us. So really… we should just think like us. gran-sm


We Are All Users


We Are All Users Doh


Funner Stuff. Tickles.


Passive Searchers How can you make them search for you?


Passive Searches Goals 1.  Get your brand into their consideration set 2.  Inspire them to search for your product / service

? ? ?


Tickles


Tickles are the ‘itch’


Tickles are the ‘itch’ … of wants & desires


“I want to” “I desire to”

I want bacon!

I want vegan-y stuff!



I want a new home!



I want a kitten!


I WANT A KITTEN NOW!


To understand Tickles


To understand Tickles … you must ask…


To understand Tickles … you must ask…

… open-ended questions


Why Do People Move?

0%

10%

20%


BeGer neighborhood

Own home / not rent

Cheaper housing


Other


Why Do People Move?

0%

10%

20%


BeGer neighborhood

Own home / not rent

Cheaper housing


Other


Why Do People Move?

0%

10%

20%


BeGer neighborhood

Own home / not rent

Cheaper housing


Other

Tickle Research: “What does a better

neighborhood mean to you?”


Tickle Research Tools

Tickle Tools / Methods •  In Person •  Email surveys •  Online surveys •  By Phone •  Site surveys



Buy Audiences •  Survey Monkey •  Fluid Survey •  Survey Gizmo (Cint) •  SodaHead •  Google Consumer

Surveys


The 3 I’s of Tiiickles J


The 3 I’s of Tiiickles J Inspire

Influence Inform


Inspire •  You deserve better •  Here’s an idea for you •  Lifestyle expectation •  Financial affordability


Inspire •  You deserve better •  Here’s an idea for you •  Lifestyle expectation •  Financial affordability

It’s about the dream!


Influence •  Peers / Reviews •  Relationship •  Educators •  Parents •  Media / Advertising •  Social / UGC


Influence •  Peers / Reviews •  Relationship •  Educators •  Parents •  Media / Advertising •  Social / UGC •  Speakers J


Inform •  Personal Growth

•  Salary studies •  Scarcity

•  Only 3 days left! •  Contribution

•  Charity stories


How to Tickle? Leverage user survey responses

•  Best <anything> in Neighborhood… •  Best, top, awards, safest,

user reviews etc. •  School data / information •  Restaurants / activities •  GEO-based studies

•  Jobs / economy •  Commute etc.


Tickle Content Examples

Homes.com/game-of-homes



October 2015 > 250,000 views


Home Depot / Decorators Partnership


USA Today / Media Planet

•  Print / digital partnership •  New audiences •  Right audiences


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





First 20 days – 80,000 page views

Wrap Up

1.  Your users’ are both passively & actively searching for solutions

2.  You cannot create demand situations, but you can connect to them with Triggers

3.  You can leverage Tickles to Tickle users into your funnel, and your brand into their consideration set

Tickles Triggers

Tickle

1.  Your users’ are both passively & actively searching for solutions

2.  You cannot create demand situations, but you can connect to them with Triggers

3.  You can leverage Tickles to Tickle users into your funnel, and your brand into their consideration set

Success is not final, failure is not fatal: it is the courage to con&nue that counts. Winston Churchill Marke-ng

Tickles Triggers

Tickle

Marketing

Creating Behavior-Changing Content by Grant Simmons - #SEJSummit Atlanta