A specific CPG digital marketing strategy created for Amazon is essential to find success on the wildly popular, yet crowded online marketplac
Digital Marketing | Evolve Digital Labs
Digital Marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. The digital building blocks of this type of marketing provide objective data that can be assessed, categorized, and analyzed in ways that were previously impossible.
SEM and Design: Why the disconnect?
Far too often, we come across brands that consider the design of a site and Search Engine Marketing two separate projects, and the resulting pages fail to contribute to the end goal: achieving leads. The three primary reasons a designer neglects to consider SEM and SEO prior to designing an entire website, a single page or collateral material for a site are Resources, Process, and Values.
1. Failure to Acquire Resources
This is a difficult issue to address because typically, search engine marketing and search engine optimization are believed to be additional components to a website or acceptable tactics for consideration after the website is finished. In reality, search engine strategy should be considered in the very beginning, with data (the voice of the customer) driving initial decisions and strategy. When handled in the correct way, the direction and certainty of keyword research provide a specific, linear path to visual success in a page’s design. Strategy and need should become dramatically less ambiguous, thus reducing the need for revisions based on visual messaging.
2. Preferred Design Process is Flawed
Regardless of the craft or expertise, injecting a new element to a seasoned professional’s process can be difficult, especially when that craft requires a creative and emotional connection to produce success. The larger the corporation the designer supports, the more levels of approval, therefore increasing the difficulty or likelihood of implementing data like keyword research. Designers and writers alike are communicators of ideas. These professionals of messaging have struggled with search since its inception of mainstream marketing. I’ve often heard that these communicators battle with the idea of a machine or data telling them what to say or how to design, but the irony is that it’s the targeted customers asking the questions. It is the customers who drive that data, the very people to whom we are supposed to be marketing, messaging, and ultimately helping.
3. Perception of Design’s Value is Skewed
The value of design is often dependent upon the specific brand and the artist. It’s a way to tap into the emotional elements of what the brand stands for and how the brain wishes to connect with this consumer. While some may argue that data creates interruption or unnecessary barriers of communication, these strategic initiatives cannot be ignored because they represent the voice of the customer. Search marketing and search engines have evolved drastically; there’s no longer a need, nor should there be a practice or recommendation, to oversaturate a page with unnecessary vernacular exclusively using data based on the voice of the customer. In the same way, every brand has style guides specifying which fonts or colors to use, customer-produced data from the search engines can also be guidelines, acting as a litmus for consideration when developing websites for developing content when designing landing pages and designing messaging.
How to fix it
There are a few possible remedies to three interrupters of incorporating search marketing into the world of design. Step 1: Provide the necessary information with the project assignment. Keyword research and visitor data isn’t an afterthought. It should be baked into the visual concepts, then tested through behavior online. Step 2: Develop a process to incorporate Search data into the design. This action is as simple as validating data and desired outcomes during the rounds of revision to ensure that all the essential communication points and consumer needs are being met. Step 3: Create search marketing guidelines. These guidelines can be incorporated into the value of the brand thought leader, educator, or advocate. There’s a way to align how people search and what they are searching for into the basic guidelines of how you communicate with people online.
Why I no longer run a search marketing agency
If it were exclusively up to me, I would still be the President of Evolve Digital Labs, a premier search marketing agency. The one I started and helped build. From one person to fourteen amazing people.
But we do not always get to choose what happens personally or professionally. So true to our name, change is expected and inevitable.
Today, I lead an organization focused on online growth and digital innovation.
If the accepted science is correct, and we do completely shed ourselves inside and out every seven years, then the change is appropriate. I am no longer interested in decoding an algorithm. I know that success is not found in search engine rankings alone. Keywords have never been as simple as a data point. It is not enough to focus on lead generation. Instead, I want to lead this generation of change. As blue collars dissipate and the starkness of white collars unforthcoming, a new assembly line and asset management is needed. I have been challenged and changed by those with whom I share an illustrious responsibility and connection.
Now, the focus is on the consumers of the world and their needs. Empowering the customer through data and search is the beginning.
Yes, search. Search is a consumer-centric channel. The consumer vehicle four out of five online sessions include. Search is more than Google and Google is more than search. Google is an innovation platform. They redefined how we hear the voice of the customer. The outcome is their focus. The value comes to the consumer and the business through behavior, not descriptions. We do not only understand it, we embrace and promote it.
We will continue to help companies be found. We will continue to connect our clients with the right customer and the customer with the power to get the job done. We do not relinquish our rights nor refute the need to improve a brand’s digital assets. Yes, we mine keywords, we use the data of the consumer online provided by search & social giants. The change is how we evaluate the market and select the customer and the confidence in what is necessary to invest.
- There is a need to deliver a marketplace assessment a online.
- There is a need to build a strategic framework for profitable and scalable growth.
- There is a need to improve and innovate the results of a consumers experience online.
Evolve Digital Labs is proving the value of a new model for growth online. I stand proudly on the backs of the brilliant and dedicated people who built a new meaning to our name. It is through our superior people and process that we have leveraged technology to provide services that far exceed those of a search marketing company.
I am one of the lucky ones. I wake up feeling privileged and I fall asleep from mental exhaustion because every day I am challenged by the people around me and the problems we are paid to solve. The work, to me, is necessary. It fills my heart and keeps it beating while my children attend school and my wife improves the world one trialed family and adolescent at a time. The connection I feel to my professional responsibilities, my staff, clients, and partners amazes me.
To all involved, thank you and welcome.
Three Reasons Hospitals Should Seek Online Reviews
People not only follow healthcare organizations’ social media profiles, they trust them. Although it was hardly available even ten years ago, social networking has grown to be a major marketing platform for cultivating relationships. Every day, millions of consumers attend trusted networks to collaborate and share experiences; healthcare brands are capitalizing on the opportunity to communicate with this audience.
From social media profiles to review websites, new digital channels give full power to word-of-mouth marketing. In fact, a poll by QuantiaMD reveals 65% of physicians have switched from traditional advertising to using social media marketing to connect and engage with potential patients. Perhaps itas because 78% of consumers trust peer recommendations, while only 14% trust advertisements.
Hospitals on Google+?
The reality is patients are more frequently referring to online reviews when researching potential physicians. In fact, a 2012 study by the PEW Research Center reports that one in five Internet users consults online reviews of doctors or healthcare facilities. Popular websites for physician reviews include vitals.com and healthgrades.com, while healthcare facilities are typically reviewed on Google+ Local. Unfortunately, as revealed in the same report, only 3-4 percent of Internet users are posting the reviews, and in many cases, it is the unsatisfied patient that decides to share his or her poor experience.
Three Reasons to Seek Online Reviews
1. Dilute negative feedback: The most compelling reason to seek reviews is to effectively control your reputation, especially if your brand is currently suffering from a sea of negative reviews. Patients are taking the time to look up online physician and healthcare facility reviews; asking for your current patients to provide their own feedback gives you the opportunity to take a proactive stance and influence customers and control your online material.
2. Promote practice: A highly-rated Google+ profile will surface more easily in search results, which is why it’s important to build out a page and encourage reviews from patients. In addition to relying on patients to supply feedback, it’s also important for the brand to actively share healthcare news, whether branded or not. A booming profile: including photos, links, and videos, helps build a presence in online communities and solidifies relationships with current patients and encouraging referrals.
3. Improve relationships with current patients: Asking for a review from a patient following an appointment, whether it was for a checkup or a surgery, is a fantastic way to show your concern for the quality of healthcare you are providing. That will keep you accountable with every patient, and while it may seem risky to direct patients to share their stories on such a public platform, most people who are satisfied with their experiences will be more than happy to do it.
Adapting to Awareness
Healthcare marketing was once about interrupting people to broadcast messages. Today, it includes sharing on social media channels to communicate your commitment to patientsa well being. Success in healthcare depends on a brand’s ability to deliver value and build trust. By reaching patients off-site through search engines and social media, healthcare brands can convey a sense of commitment to patients, in addition to earning a more expansive presence online.
Using Keyword Research for Organic Search
We’re big fans of Keyword Research. Huge. We include it in our SEO Audit because we know how a brand can benefit from targeting the right audience with its site. It’s pretty obvious how a client can use keyword research for Paid Search; bidding on suggested terms will prompt the display of a relevant ad to the searcher. If implemented strategically, the campaign will direct paid clicks to keyword-specific landing pages.
How do I safely use keywords on my site?
What many clients don’t understand, however, is how to use keywords for organic search. Recent updates in Google’s algorithm penalize websites that try to manipulate the system. One example is the creation of thin content; webmasters will build out thousands of pages containing one or two paragraphs. These pages provide very little value to the visitor; rather, they exist only to house keywords and trick Google into thinking the site is authoritative on a subject.
If your site has experienced a sudden drop in traffic, it could be the pages are in violation of Google’s policies. Before you lose all hope, let’s look at some best practices for organic keyword usage. We can fix this.
The web address of a page is a critical element; it conveys to Google a summary of the content on a page. We definitely recommend using a keyword in a URL, preferably close to the domain. The URL doesn’t necessarily have to match verbatim the title of a page or post, which is helpful for blog posts especially.
Much like the URLs, the title tag is a very important element; it reinforces the subject of the page. Every page should have a unique title tag that contains a keyword close to the front. Because title tags show in SERPs and typically play a significant role in helping searchers decide whether to click through or not, we also recommend adding a branded phrase, such as a company name, to the title tag. Make sure to keep everything under 70 characters.
These elements are also found in SERPs, but search engines don’t take the contents into consideration when ranking a page. Still, people searching for a solution rely on meta descriptions to deliver a sneak peek of a page, so it’s a good idea to use keywords when relevant.
It’s fairly easy to build pages that arenat overstuffed with keywords; just make sure you are writing for humans and not search engines. Paragraphs should sound natural when reading aloud. Additionally, ask yourself if any new content you’ve added to your site is serving a real purpose. These litmus texts may seem elementary, but they will help you develop a new mindset of what it means to create quality content on the web. Finally (and this should be a given) a do not duplicate content in order to switch out keywords. This is an outdated practice that doesn’t fool anyone – including Google. The only time repeated content is acceptable is when A/B testing multiple landing pages (but in this case, the variable pages should be assigned “no index” attributes).
Here’s where you need to be careful. Penguin, Google’s most recent major algorithm update, punished an extraordinary number of sites that engaged in unethical linking tactics, such as link buying, cloaking, and abuse of keywords in anchor text. The first two mentioned are quite obviously sketchy practices, but the last one can be more difficult to catch. When a site has too many links that are tagged with keyword-rich anchor text, Google will perceive this activity as intentionally manipulative.
For example, if your site is trying to rank for tax services, it would be a huge red flag for the pages to be swarming with link after link called “tax services,” “tax services,” “tax services.” First of all, a link like that doesn’t help visitors understand what the page will cover (aside from the broad topic of tax services). Keywords are completely fine to use; just try to vary the words used in the full anchor text. So instead of “tax services,” use “tax refunds for small businesses,” (assuming that’s relevant to the page, of course).
It’s really challenging to produce valuable content, especially for brands in less-than-exciting industries that struggle to deliver solutions in new ways. One underrated use of a keyword list is as a search tool for specific queries. The keyword “grass seed,” for example, would be typed into Google, followed by “a,” then “b,” and so on. Google Instant Search automatically fills in a query as you type, revealing common long-tail searches that relate to a keyword. It’s not always a home run, but it certainly can inspire new content ideas that will answer specific questions for the segmentation of your audience.
This method is fantastic because it’s showing real questions that real potential customers are asking online. It provides your brand with a chance to create something from it, whether a detailed blog post, landing page for a product, or even a visually dynamic infographic.
Keyword research is still a critical element of attracting customers to a site. Why wouldn’t we want to know what industry-relevant terms are frequently typed into Google? The problem with keywords is when brands greedily try to either rank for unrelated (or hardly-related) phrases AND when brands try to rank for relevant terms in unethical ways. Hopefully, this post will help you remember to focus on customers’ needs when generating new content pieces and optimizing your pages. If you’re feeling left out because you don’t even have a list of keywords to refer to, send us a note. We’d be happy to do the research for you. We’re really good at it.
Why most agencies miss the point of Search
In the last few years, many traditional agencies have tried and failed to dip their toes into search marketing. Others have tried to find partner agencies but experienced limited success. Either way, it has left a bad taste in both the agency and their client’s mouth. Here is a list of common mistakes and a few ideas for the agencies to consider before partnering or investing in search.
1. Search is the last piece. “We will just add it to the website after we are finished.” -Famous last words. Sorry, but SEO isn’t a shot you inject into your website. Success in the search engines is a collaboration of many parties within your organization and outside of it. It takes a great deal of research and strategy. Optimizing a website for Google extends beyond the technical upgrades to a website. It now includes adding supportive content to the site that answers consumers’ questions and (bonus!) features keywords for which it aims to rank. A website is not much different than a physical store where most transactions still take place.
SEO improves the user’s experience when navigating a website. Pushing these efforts to a later date or half-assing the work prevents a website from earning valuable search engine real estate. Here’s the icing on the cake: The limited number of customers that reach the site are likely unsatisfied with the on-site content if the brand hasn’t utilized keyword research as a guide for solving problems.
2. Lowest person on the totem pole has the responsibility of managing or implementing. It isn’t that this is an inherently poor idea. Often these positions can afford the time for massive amounts of learning. The problem starts when the reporting and requests come in. The lowest folks on the totem pole can’t always move the needle when it comes to resources; they do not have the authority to spend the budget or allocate a team members’ time. The other issue is the lack of experience they can bring to the project. To be successful in search marketing, it isn’t enough to just have an understanding of the technology, there must also be an understanding of the consumers’ needs. This critical awareness typically comes with time and experience (although not always).
3. More time is spent on analytics than on the campaign. The tools and the information available to us are amazing; it is vital to review and understand the data for future success, but it’s easy to get distracted or discouraged by the constant fluctuation of traffic or SERP positions. An action is typically more valuable than contemplation. It is absolutely important to spend time setting goals and creating a meaningful report, one that gives specific direction and tangible steps. That is when the investment of time will pay off. Logging into Google Analytics every day will not change the results.
4. They just do not believe in it. There isn’t much an agency can do when there is not a belief in the power of the search engines. Like it or not, it happens. When the decision-makers of a brand haven’t experienced SEO success firsthand, they’re not likely to consider future efforts worth the required time and budget.
The ideas below aren’t just points to consider, they’re also part of the practice. 1. The big idea doesn’t always come from you, the agency. In a previous life, I worked at a branding agency. I would constantly hear statements about “the big idea” and “that doesn’t feel on-brand.” While I completely understand the need to build a brand and maintain the integrity, it seems that agencies like this miss the point and power of search marketing. They are looking at a website as a static extension of the brand. While that is true to a degree, a website should help you learn about and mold the brand, and in large part, lead it. Improvement is a core concept of search marketing that agencies need to understand. The improvement should come from consumer feedback and data. 2. Function, then form. While aesthetics have and will continue to improve online, the simplest of sites still prove to be successful. Function rules. Consumers have a job to do when they are searching, even if it is something mundane. If the best attribute of your content is the design, it will only be as successful as the trend.
3. A consumer search = A consumer need. What is the starting point for online success? Consumer need. Think about the volume of search for an industry combined with the value of a transaction. Those two factors greatly contribute to what industries and companies are willing to invest.
4. Bounce rate and conversion rate = consumer satisfaction Learn what content and messaging people respond to and optimize the format in which you present it. Search might be the most effective way to test messaging and conversion paths. If you have a low bounce rate, your ability to optimize for conversion is greatly improved. May not a novel concept to all, but there are those out there who haven’t looked at this way.
Search marketing involves more than keyword-enriched metadata and 301 redirects. We scratch our heads when companies donat see the value of investing in efforts that yield results almost instantly. Google is a digital matchmaker; it aligns customers with potential solutions to their queries. Maybe that’s why we and so many other internet marketers have chosen to come into work every day and follow Google’s rules blindly; we see that it’s an opportunity to improve Evolve’s and our clients’ processes. Search tactics and trends shift over the months, but the basic motive remains the same: to meet potential clients halfway and win them over with an effective on-site strategy.
Lately I’ve been seeing a lot of brands that have multiple domains, particularly local companies. I get it. Well, sort of. These guys figure more separate websites will equal a greater web presence, so they have a different domain for different locations and even services. What they don’t realize is that spreading out across multiple domains actually works against them for several reasons.
I’ve written about duplicate content once or twice. It’s a pretty interesting sh*t show, especially because so many webmasters don’t even realize that their pages are duplicated at times. When one brand has multiple websites, each featuring a specific location or service, there’s likely going to be duplication. Brands usually don’t want to write unique content for each domain (after all, content creation is expensive), so they often have the same company description, philosophy, and paragraph for similar or even identical products. This means you’re making the Google bots do the same job twice. And that’s not cool. They will lash back by making the sites really difficult to find online. It will hurt. If you insist on keeping your many domains, at least fix the du-co.
Diluted Link Juice
The way websites are perceived to be valuable by search engines is through the number of links they receive from outside sources. A link is essentially a thumbs up, so naturally, more referrals signify a quality website. Google strongly takes well-liked sites into consideration when dishing out results for users. We call the power of these links “link juice.” The problem with having multiple domains, though, is that outside sources don’t necessarily know which of the many dot-coms of your brand to link to. So rather than reaping the full benefits of inbound links, the “link juice” is divvied up among however many domains exist.
It’s confusing for users to search a brand in Google and be served a full page (or more) of different domains to choose from. More than anything, it’s annoying. Stop confusing your visitors. Give them one site to love.
Pain to maintain
As SEOs, we’re constantly barking at our clients to create helpful, fresh content. Write blog posts! Assemble case studies! Update your pages! Why? Visitors love it, and the search engines view such sites as authoritative, proactive domains. But you can imagine how difficult it must be to publish new, unique content across multiple domains. It’s pretty much impossible when they are all for the same brand. You’ll quickly grow exhausted fixing errors, updating metadata, and cranking out new content strategies. More than likely, you’ll give up altogether because you’re not a magician. And that’s okay. (The not-being-a-magician part. Not the giving up part.)
So in conclusion…
I’m sure there are times when having more than one domain for your brand can work in your favor. Companies have been successful in this effort, and for that I shrug my shoulders. The problem arises when you start scooping up domain names just to squeeze in location-based or service-specific keywords. If you can’t look your grandmother in the eyes and swear that each domain serves a unique, specific purpose, you should seriously consider clustering your digital real estate. A few redirects here and there, maybe some updated content creation, and you’ll be good to go. It’s hard enough to manage one site (for us, at least); you, customers, and those search bots will appreciate being able to find your brand at one stop. If you’re starting to worry about the state of your site, you might want to check out our SEO Audit or consultation services. We’re awesome at what we do, which is just one of many reasons why you will enjoy working with us. Check out our SEO Resources!
SEO Audits: More Than Just Data
Yesterday at the State of Search conference in Dallas, Derek gave a fantastic presentation about SEO Audits and how their main purpose should be to increase return on investment. What good is a 20-page report without direction for implementation? SEO has been changing since its inception, but one main difference between SEO today and SEO 15 years ago is awareness. Now, Derek pointed out, even the boss believes in SEO. Transparency is imperative as a result; you can’t manipulate clients into buying your BS (not that you would anyway, right?). Additionally, the margins of error are shrinking; there’s not an excuse to not supply the right data and supplement it with a plan of action. If you don’t do it, another SEO will. At Evolve, we always start with an SEO audit. Audits are fan-freaking-tastic, but utterly pointless if the end goal isn’t ROI. We put together a checklist that walks you through the most important parts of an SEO audit. (We might have mentioned it once or twice before.) The Onsite Analysis, Derek mentioned, is vital for identifying errors that trip up bots that try to crawl your site. Fixing them is always a good idea, as it can boost traffic, but it’s not an inclusive solution. You also have to check out the competition to figure out why they’re kicking ass and your not. Where do their links come from? What kind of content strategy are they rocking? This lets you know how much you’re slacking and what it will take to catch up (and hopefully inch ahead). Keyword research, the final portion of our audit, presents opportunity when performed correctly. A solid SEO will be smart about how keywords are listed and what data is used to find them. Derek says it’s simple: be relevant. Find keywords that present value and aren’t impossible to chase. What’s more awesome than checking things off our list? Solving problems. A strategic audit can accomplish both, but not without a realistic mindset that success in the SERPs requires an investment in substantial content. It’s clear that SEO is about transferring brand authority and trust to the digital realm. That’s why our ultimate goal as an agency is to empower brands through Search; we want our clients to understand that applying our recommendations will in turn boost their ability to provide solutions online.
5 simple tools for even simpler link building
Successful link building trends are continuing to evolve into genuine transactions: I have content that will appeal to your visitors. Feel free to use it, but please credit the original source.
I constantly rely on tools that simplify the sometimes-tedious link building process. You don’t need a bunch of training in SEO to use the link building tools that I mention below. You certainly don’t need to use black/gray hat tactics to find and hassle leads.
So while your head may not be spinning by the end of this list, maybe that’s a good thing. These tools may not be flashy, but they are essential.
1. Google’s Keyword Tool
Every good link building strategy, much like most other SEO strategies, starts with solid keyword research. This is the most important part, as it will form the foundation for all of the following steps. This is also the hardest part; keyword research challenges you to brainstorm how the ideal audience is searching. Luckily, Google’s Keyword Tool helps us think like the consumer.
- Is there a significant amount of traffic for the terms I am searching?
- Which keywords relate to this term?
- What sites are ranking for these similar terms?
If part of your link building strategy is to contribute a relevant guest post in exchange for a link to your content piece, this tool helps with idea generation for the subject, it can become frustrating to spin the subject in new ways.
2. Google Search
This is not really considered a tool, but it is incredibly useful. I couldn’t leave it off of the list. Once you have adopted the mindset of your target market, it’s time to test your theory. Conduct a Google search with that keyword and evaluate the sites that are coming up.
- Is this what my target persona (let’s say a small business owner) is really interested in?
- Do these sites have contact information for the webmaster?
The sites might be purposely ranking for the search term, meaning that they could be your competitors and probably won’t be very likely to promote your content. The point of this exercise is to filter your growing list of contenders down to those most likely to respond.
3. Raven Tools Site Finder
Once you have a few keywords to start from, plug them into the Raven Tools’ Site Finder tool. This is such an amazing tool for link building because it finds the sites that link to the pages in the top search results for that keyword! So really, it’s doing the work for you a you don’t need to run a huge backlink check for these sites and organize your data in an excel spreadsheet according to Page Authority. This tool already organizes them so that the highest quality sites are near the top. What this means is that it is pulling out the most authoritative sites, which have a reason to link to the highest-ranking pages for the keyword you chose. So in other words, their site has some sort of connection to the key term, and they promote content built around that term, aka YOUR content. What more could you ask for?
- Only reach out to the top 5-10 of the recommended URLs for each keyword in order to maximize the diversity (and hopefully, positive response) of the sites you are targeting
- Start again with a different keyword
- The list gets less authoritative as you move down, so moving horizontally across the list of keywords will ensure youare only reaching out to the most credible sites
4. SEOmoz Open Site Explorer
The obvious use for Open Site Explorer is to plug the URLs you just found in the site finder into this tool to make sure it has a strong enough domain and page authority. If a site’s Domain Authority is a measly 5, it’s not worth your time, and with Google’s ruthless Penguin Update on the loose, a link from a site with low credibility could actually hurt your site’s reputation. But there is an additional use for this tool. Look a little further down the page at the inbound links section. What this is basically showing you are the sites, that link to the sites, that link to the sites, which rank for the keyword for which your target market is searching. Woah. What better way to find a community of highest authority sites discussing your content topic? Rinse and repeat for all of your keywords. And guess what? You’ve just generated a list of interested, qualified sites that can benefit from your content.
5. Boomerang Gmail Plugin
Once you have reached out to multiple webmasters, the last thing that you want to do is forget or give up if they haven’t responded right away. After a designated time frame, the plugin Boomerang automatically sends back any emails that have not received a response. This tool is crucial for me because with all of my other daily activities, it’s nearly impossible for me to remember when I reached out to whom. It might be easy to ignore a spreadsheet with the follow-up date marked, but it’s hard to ignore an influx of 25 new emails. (Especially if you practice inbox zero, right Derek?) There you have it, folks! There’s not a lot of flashiness to my link building outreach strategy, but it gets the job done. Without these 5 tools, I would be completely lost. How do you simplify link building?
You can’t afford to ignore Local Search
The act of Googling has become such a natural part of our day (and our vocabulary), we often fail to acknowledge that there is a process. Users typically phrase their Google searches according to their stage in the research phase. Anyone who is just starting to explore his or her options might word the search so it is specific to a particular location. This is why paying attention to Local Search is invaluable. Those who specify a brand, however, clearly have previous knowledge and are performing additional research to find out if that brand is the right fit. Read more
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