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The web page 123zeroenergy.com had the following in the homepage, "Developed in conjunction with Ext-Joom." We saw that the website stated " 123 Zero Energy provides affordable DIY home energy packages." It also said " Eliminating your energy bill is easier than you thought! FREE Design Saving Report. LED Lighting Helps Increase Milk Production By 6 Percent! Sandy-Battered Neighborhood Gives Thanks For Solar. New Lights Extend Winter Fun on Abes Hill. 123 Zero Energy specializes in." The header had diy solar as the highest ranking optimized keyword. This keyword is followed by zero energy homes, affordable zero energy homes, and diy zero energy homes which isn't as urgent as diy solar. The other words 123zeroenergy.com used was zero energy buildings. building a zero energy home is included but will not be understood by search parsers.