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11 Ways to Build a Google Algorithm Update Resistant SEO Strategy

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11 Ways to Build a Google Algorithm Update Resistant SEO Strategy

Google’s algorithm updates can make it feel as though the search engine is punishing publishers for mysterious reasons.

Website rankings are never guaranteed.

Even so, you can improve the stability of your rankings and formulate a more Google algorithm update-resistant SEO strategy with these 11 tips.

1. User Intent Is Just The Beginning

User intent is important but it’s just a starting point for creating content that makes money day after day after day, regardless of algorithms.

User intent is one ingredient out of several for creating algorithm-resistant webpages.

It’s the beans in your burrito — the cheese on your pizza. It gives flavor to your content.

The reason identifying user intent is important is because it puts you in the mindset of putting the user (not keywords) as your foremost consideration.

And that’s where great SEO strategies begin.

2. Make Site Visitors The Center Of Your Universe

One psychological writing trick that works fantastically for creating webpages is to write content in a way that mirrors the visitor’s need to see things through the lens of how they are affected.

Site visitors only relate to pages that relate to them.

I know a smart pay-per-click marketer who creates landing pages that fit every visitor so well his webpages are practically mirrors.

One of the many things this person did was to create landing pages that sniffed if a site visitor was using an Android or Apple device. The webpage would next swap in an “Apple Friendly” or “Android Friendly” icon to the webpage.

He did that because A/B testing proved that his audience converted at a slightly higher rate with those icons on the webpage. Such a silly thing, right?

Readers are focused on how a webpage topic affects them. When the site visitor hits a webpage the world stops revolving around the sun. It revolves around the site visitor, even if they are at an ecommerce store.

Do customers care why Apple created their own CPU chip?

No. They just want to hear about how it’s going to exceed their expectations and turn them all into heroes.

Zappos became popular because they made it easy to return the shoes. Their customer service was so good because they treated their customers like people who only care about their own needs.

What users want to see increasingly has to do with how your site, service, product, or information impacts their life.

3. Authoritative Means More Than Just Links

There is no authority metric at Google, and yet Google says it wants to rank authoritative content.

Part of determining whether something is authoritative has to do with language.

For example, sometime after Google Hummingbird, Google appeared to have begun introducing language-related features into the search results pages (SERPs).

I noticed that Google began ranking university research pages for a two-word phrase that software companies used to rank for.

The commercial webpages all had links to their sites, far more than these university webpages about research.

All of the commercial pages were banished from the first two pages of the SERPs except for one. That commercial webpage had the word “research” in the content of the webpage.

The .edu university webpages weren’t ranking because they had .edu magic or because of links.

For a short period of time, Google associated this two-word phrase with a type of topic (research) and chose to rank only pages that featured research, which at the time mostly consisted of university webpages.

Today, Google mostly ranks informational webpages for that two-word keyword phrase. In other words, informational content is authoritative for this two-word keyword phrase.

Links are the traditional measure of authority. Sites with more links are authoritative.

But language can be a signal of authority, too. This is evidenced in search results where the words that are used influence what is ranked more than the influence of links.

Links used to be the overwhelming deciding factor that powered webpages to the top of the SERPs.  That is no longer the case.

Now it’s like natural language processing decides which race a webpage is going to run in and sometimes that race is on page two of the search results, depending on the user intent and what qualifies as authoritative for that type of content.

For some queries, informational content is going to race on Track 1 (analogous to the top half of the SERPs) and pages with commercial intent might qualify for Track 2 (analogous to the bottom half of those SERPs).

No matter how many links that commercial page may acquire, its content will never be authoritative enough to rank at the top for that keyword phrase topic.

To wrap up, what I want to do is introduce the idea that content can be authoritative in a way that has to do with the topic.

Users signal to Google (via their choices and activities) what kind of content is relevant to them. Content can either be authoritative for what users are looking for or not authoritative, regardless of links, based just on the content alone.

4. Comprehensive Content vs. Treating Visitors Like They’re 5 Years Old

When people think of authority, they sometimes think of being comprehensive, bigger, and at an intermediate level.

Stay with me, because authority and authoritativeness could be about understanding what users want and giving them what they want in the form that they want it.

Sometimes it’s in the form of a baby bottle. Sometimes authoritative means explaining it as if the site visitors were a 5-year-old.

For ecommerce, authoritative could be a webpage that helps the user make a choice and doesn’t assume that they know what all the jargon is.

Authoritative Content Can Be Many Things

For example, a site visitor could have the user intent of, “I’m dumb, what does XYZ mean?” In that case, authoritative content means content that is at the, “I have no idea” beginner’s level.

This may be particularly true for sites that are reviewing things that involve technical jargon.

A site that’s doing a round-up summary of top ten budget products might choose to focus on a quick and easy-to-understand summary that doesn’t have to explain the jargon.

In the full review webpage, it can have an explainer in a sidebar or tool-tips to explain the jargon.

I’m not saying that people are dumb. What I am saying is that sometimes it works out best to write content as if your site visitors lack intelligence because that’s the level many people may be operating at for a particular topic.

Seeing that there is a virtually inexhaustible supply of people who need to have things carefully explained, it can make for a winning strategy for long-term ranking success.

5. Let The Search Results Be Your Guide… To A Certain Extent

In general, it’s best to let the search results be your guide. There is value in trying to understand why Google is ranking certain webpages.

But understanding why a page might be ranking does not mean the next step is to copy those pages.

One way to research the search engine results pages is to map out the keywords and intents to the top ten ranked webpages, especially the top three. Those are the most important.

This is where current SEO practices can be improved.

Top Two Strategies That Can Be Improved

Imitate Top-Ranked Sites?

The general practice is to copy or emulate what the top-ranked sites are already doing except to “do it better.”

The idea is that if the top-ranked sites have XYZ factors in common then it is presumed that those XYZ factors are what Google wants to see on a webpage in order to rank it for a given keyword phrase.

Common sense, right?

Outlier is a word from the field of statistics. When webpages hold certain factors in common then those pages are said to be normal. The webpages that are different are called outliers.

For the purpose of analyzing the search results, if your webpage doesn’t have the same word count, keywords, phrases, and topics than the top-ranked sites contain, then that webpage is considered a statistical outlier.

Search analysis software will recommend the changes to be made so that the outlier page more closely conforms to what is currently ranked.

The problem with this approach is the underlying assumption that Google will rank content with the qualities that exist on webpages that are already ranked in the search results.

That’s a huge assumption with no logical basis.

Of course, another site that is statistically an outlier can outrank the top three ranked pages.

For example, I’ve ranked webpages higher than existing pages by doing things like explaining more or being easier to understand or including diagrams and original photos – and using keywords that the competition wasn’t using.

My pages ended up having not only a different keyword mix but the content, in general, was designed to better answer the question inherent in the search query.

That’s the difference between focusing on keywords and focusing on the search query.

In my opinion, it’s far better to understand the search query than to analyze webpages to identify Factors XYZ that may or may not have anything to do with why those pages are ranking.

The past several years of updates have been focused on better understanding what search queries mean and understanding what pages users want to see, in addition to other things.

So doesn’t it make sense to focus on better understanding what search queries mean and addressing that with your content in a way that’s easy for people (and search engines) to understand?

Analyzing the search results is a good thing to do in order to learn what the user intent is.

The next step should be to take that information and bring your best game to fulfilling the need that’s inherent in that user intent.

Create Pages That Are Bigger and Better?

The second strategy is creating content that’s better or simply more than the content of top-ranked competitors.

They’re both about beating the competition by imitating the competitors’ content but making it (vaguely) “better” or simply longer or more up to date.

So if they have 2,000 words of content, you publish 3,000 words of content.

And if they have a top ten list, outrank them with a top 100 list.

The concept is similar to a set-piece in a comedy where a clearly deranged man communicates his strategy for outselling a famous 8-Minute Abs video by creating a video called 7-Minute Abs.

Just because the content is longer or has more of what the competitor has doesn’t automatically make it better or inherently easier to rank or obtain links to it.

It still has to be useful.

So rather than focusing on vague recommendations of being ten times better or more concrete but completely random recommendation to be more than your competitor, how about just being useful?

Back to Search Results as a Guide

Mining the search results in a quest to understand why Google is ranking webpages will not produce useful information.

What you can possibly understand is the user intent and what I call the Latent Question that is inherent in every search query.

You can read about this here:  Search Results Analysis: The Latent Question

6. Create Diversity In Your Promotional Strategy

It’s never a good idea to promote a site in one way. Anything that gets the word out is great. Do podcasts, write a book, be interviewed on YouTube, pop up on television, etc.

Be everywhere as much as possible so that how the site is promoted, how people learn about the site comes from many different areas.

This will help to build a strong foundation for the site that can overcome changes in the algorithm.

For example, if word of mouth signals somehow become important, a site that has focused on word of mouth type promotion will be ready for it.

7. Work To Prevent Link Rot

Link Rot occurs where links to a webpage are themselves losing links, thereby reducing the amount of influence they confer to your web page.

The solution to link rot is to maintain a link acquisition project, even if it’s a modest effort. This will help counter the natural process where links lose their value.

8. Website Promotion

Webpages must be promoted. A lack of promotion can cause a webpage to slowly and steadily lose reach, becoming unable to connect with the people who need to see the content.

Google’s John Mueller said:

“We use a ton of different factors when it comes to crawling, indexing and ranking.

So it’s really hard to say like, if I did this how would my site rank compared to when I do this. …those kinds of comparisons are kind of futile in general.

In practice though, when you’re building a website and you want to get it out there and you want to have people kind of go to the website and recognize what wonderful work that you’ve put in there, then promoting that appropriately definitely makes sense.

And that’s something you don’t have to do… by dropping links in different places.”

As Mueller said, it’s not just about having links added to webpages. It’s simply about letting people know the site is out there.

It can be through social media, by participating in Facebook Groups and forums, by local promotions, with cross-promotions with other businesses, and many other techniques.

Some call it brand building, where the name of a business becomes almost synonymous with a type of product or website.

9. Diversity Of Links

One of the reasons some sites bounce up and down in the search results is that there’s a weakness that sometimes has to do with a lack of diversity in the inbound links.

Anecdotal observations have noticed that sites that tend to sit at the top of the search results are the kind that has different kinds of links from different types of websites.

This may no longer be true with the advent of natural language processing (NLP) technologies that can put a stronger emphasis on content over links.

However, links continue to play a role – particularly the right kinds of links.

Setting aside the influence of NLP and focusing just on links, it may be helpful for a site to withstand changes in Google’s link algorithms by cultivating a diverse set of inbound links.

There are many kinds of links.

  • Resources links.
  • Links given in articles.
  • Links of recommendation given by bloggers.
  • Links in news articles.

It no longer matters if a link is blocked from being followed by a search engine using a link attribute called nofollow.

Google may choose to follow those links. Also, some links have value in building the popularity and awareness of a site.

10. Ranking Signals And E-A-T

There are many signals Google uses to rank a site. Google will even ignore links or spammy content in order to rank a site that is doing other things well.

Google’s John Mueller has said:

“A lot of times what will happen is also that our algorithms will recognize these kind of bad states and try to ignore them.

So we do that specifically with regards to links… where if we can recognize that they’re doing something really weird with links… then we can kind of ignore that and just focus on the good parts where we have reasonable signals that we can use for ranking.”

…we try to look at the bigger picture when it comes to search, to try to understand the relevance a little bit better.”

Read more: John Mueller on Why Google Ranks Sites with Spammy Links

So there are qualities to a site that can overcome spammy links or SEO. What these qualities are can only be speculated about.

But I suspect that it has to do with how expert, authoritative, and trustworthy the content and the webpage is in itself.

11. Stay Aware Of Changes

In order to build a site that’s resistant to algorithm changes, it’s important to be aware of all of the announced changes to Google’s algorithm. Changes such as passage ranking, BERT, and how Google ranks reviews are all important to keep up with.

Try to understand what the subtext to the algorithm change could be, but do it by asking: How does this algorithm change help users?

When it comes to interpreting what an algorithm means, don’t speculate on motives. That’s always a bad idea and never helps to form an actionable ranking strategy.

Instead, think about algorithm changes from the perspective of how the change might help a user.

For example, the passage ranking changes could be interpreted as a way to surface more content for users because it previously had a hard time with long pages with less than optimal SEO.

The recent changes to how Google ranks reviews could be interpreted as Google expanding the range of sites that need to be trustworthy and accurate.

This means that it may be useful to focus on those qualities of trustworthiness and accuracy. Or it could mean being more authentic.

Focusing on the steps outlined above can help you build a high-quality site that can withstand changes to Google’s algorithm.


Featured image: Shutterstock/Fonstra

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Google Clarifies Organization Merchant Returns Structured Data

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Google updates organization structured data for merchant returns

Google quietly updated their organization structured data documentation in order to clarify two points about merchant returns in response to feedback about an ambiguity in the previous version.

Organization Structured Data and Merchant Returns

Google recently expanded their Organization structured data so that it could now accommodate a merchant return policy. The change added support for adding a sitewide merchant return policy.

The original reason for adding this support:

“Adding support for Organization-level return policies

What: Added documentation on how to specify a general return policy for an Organization as a whole.

Why: This makes it easier to define and maintain general return policies for an entire site.”

However that change left unanswered about what will happen if a site has a sitewide return policy but also has a different policy for individual products.

The clarification applies for the specific scenario of when a site uses both a sitewide return policy in their structured data and another one for specific products.

What Takes Precedence?

What happens if a merchant uses both a sitewide and product return structured data? Google’s new documentation states that Google will ignore the sitewide product return policy in favor of a more granular product-level policy in the structured data.

The clarification states:

“If you choose to provide both organization-level and product-level return policy markup, Google defaults to the product-level return policy markup.”

Change Reflected Elsewhere

Google also updated the documentation to reflect the scenario of the use of two levels of merchant return policies in another section that discusses whether structured data or merchant feed data takes precedence. There is no change to the policy, merchant center data still takes precedence.

This is the old documentation:

“If you choose to use both markup and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

This is the same section but updated with additional wording:

“If you choose to use both markup (whether at the organization-level or product-level, or both) and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

Read the newly updated Organization structured data documentation:

Organization (Organization) structured data – MerchantReturnPolicy

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What Is It & How To Write It

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What Is It & How To Write It

In this guide, you will learn about alternative text (known as alt text): what it is, why it is important for on-page SEO, how to use it correctly, and more.

It’s often overlooked, but every image on your website should have alt text. More information is better, and translating visual information into text is important for search engine bots attempting to understand your website and users with screen readers.

Alt text is one more source of information that relates ideas and content together on your website.

This practical and to-the-point guide contains tips and advice you can immediately use to improve your website’s image SEO and accessibility.

What Is Alt Text?

Alternative text (or alt text) – also known as the alt attribute or the alt tag (which is not technically correct because it is not a tag) – is simply a piece of text that describes the image in the HTML code.

What Are The Uses Of Alt Text?

The original function of alt text was simply to describe an image that could not be loaded.

Many years ago, when the internet was much slower, alt text would help you know the content of an image that was too heavy to be loaded in your browser.

Today, images rarely fail to load – but if they do, then it is the alt text you will see in place of an image.

Screenshot from Search Engine Journal, May 2024

Alt text also helps search engine bots understand the image’s content and context.

More importantly, alt text is critical for accessibility and for people using screen readers:

  • Alt text helps people with disabilities (for example, using screen readers) learn about the image’s content.

Of course, like every element of SEO, it is often misused or, in some cases, even abused.

Let’s now take a closer look at why alt text is important.

Why Alt Text Is Important

The web and websites are a very visual experience. It is hard to find a website without images or graphic elements.

That’s why alt text is very important.

Alt text helps translate the image’s content into words, thus making the image accessible to a wider audience, including people with disabilities and search engine bots that are not clever enough yet to fully understand every image, its context, and its meaning.

Why Alt Text Is Important For SEO

Alt text is an important element of on-page SEO optimization.

Proper alt text optimization makes your website stand a better chance of ranking in Google image searches.

Yes, alt text is a ranking factor for Google image search.

Depending on your website’s niche and specificity, Google image search traffic may play a huge role in your website’s overall success.

For example, in the case of ecommerce websites, users very often start their search for products with a Google image search instead of typing the product name into the standard Google search.

Screenshot from search for [Garmin forerunner]Screenshot from search for [Garmin forerunner], May 2024

Google and other search engines may display fewer product images (or not display them at all) if you fail to take care of their alt text optimization.

Without proper image optimization, you may lose a lot of potential traffic and customers.

Why Alt Text Is Important For Accessibility

Visibility in Google image search is very important, but there is an even more important consideration: Accessibility.

Fortunately, in recent years, more focus has been placed on accessibility (i.e., making the web accessible to everyone, including people with disabilities and/or using screen readers).

Suppose the alt text of your images actually describes their content instead of, for example, stuffing keywords. In that case, you are helping people who cannot see this image better understand it and the content of the entire web page.

Let’s say one of your web pages is an SEO audit guide that contains screenshots from various crawling tools.

Would it not be better to describe the content of each screenshot instead of placing the same alt text of “SEO audit” into every image?

Let’s take a look at a few examples.

Alt Text Examples

Finding many good and bad examples of alt text is not difficult. Let me show you a few, sticking to the above example with an SEO audit guide.

Good Alt Text Examples

So, our example SEO guide contains screenshots from tools such as Google Search Console and Screaming Frog.

Some good examples of alt text may include:

”The
”Google
”List
”Screaming

Tip: It is also a good idea to take care of the name of your file. Using descriptive file names is not a ranking factor, but I recommend this as a good SEO practice.

Bad And/Or Spammy Alt Text Examples

I’ve also seen many examples of bad alt text use, including keyword stuffing or spamming.

Here is how you can turn the above good examples into bad examples:

”google search console coverage report
”google
”seo
”seo

As you can see, the above examples do not provide any information on what these images actually show.

You can also find examples and even more image SEO tips on Google Search Central.

Common Alt Text Mistakes

Stuffing keywords in the alt text is not the only mistake you can make.

Here are a few examples of common alt text mistakes:

  • Failure to use the alt text or using empty alt text.
  • Using the same alt text for different images.
  • Using very general alt text that does not actually describe the image. For example, using the alt text of “dog” on the photo of a dog instead of describing the dog in more detail, its color, what it is doing, what breed it is, etc.
  • Automatically using the name of the file as the alt text – which may lead to very unfriendly alt text, such as “googlesearchconsole,” “google-search-console,” or “photo2323,” depending on the name of the file.

Alt Text Writing Tips

And finally, here are the tips on how to write correct alt text so that it actually fulfills its purpose:

  • Do not stuff keywords into the alt text. Doing so will not help your web page rank for these keywords.
  • Describe the image in detail, but still keep it relatively short. Avoid adding multiple sentences to the alt text.
  • Use your target keywords, but in a natural way, as part of the image’s description. If your target keyword does not fit into the image’s description, don’t use it.
  • Don’t use text on images. All text should be added in the form of HTML code.
  • Don’t write, “this is an image of.” Google and users know that this is an image. Just describe its content.
  • Make sure you can visualize the image’s content by just reading its alt text. That is the best exercise to make sure your alt text is OK.

How To Troubleshoot Image Alt Text

Now you know all the best practices and common mistakes of alt text. But how do you check what’s in the alt text of the images of a website?

You can analyze the alt text in the following ways:

Inspecting an element (right-click and select Inspect when hovering over an image) is a good way to check if a given image has alt text.

However, if you want to check that in bulk, I recommend one of the below two methods.

Install Web Developer Chrome extension.

Screenshot of Web Developer Extension in Chrome by authorScreenshot from Web Developer Extension, Chrome by author, May 2024

Next, open the page whose images you want to audit.

Click on Web Developer and navigate to Images > Display Alt Attributes. This way, you can see the content of the alt text of all images on a given web page.

The alt text of images is shown on the page.Screenshot from Web Developer Extension, Chrome by author, May 2024

How To Find And Fix Missing Alt Text

To check the alt text of the images of the entire website, use a crawler like Screaming Frog or Sitebulb.

Crawl the site, navigate to the image report, and review the alt text of all website images, as shown in the video guide below.

You can also export only images that have missing alt text and start fixing those issues.

Alt Text May Not Seem Like A Priority, But It’s Important

Every source of information about your content has value. Whether it’s for vision-impaired users or bots, alt text helps contextualize the images on your website.

While it’s only a ranking factor for image search, everything you do to help search engines understand your website can potentially help deliver more accurate results. Demonstrating a commitment to accessibility is also a critical component of modern digital marketing.

FAQ

What is the purpose of alt text in HTML?

Alternative text, or alt text, serves two main purposes in HTML. Its primary function is to provide a textual description of an image if it cannot be displayed. This text can help users understand the image content when technical issues prevent it from loading or if they use a screen reader due to visual impairments. Additionally, alt text aids search engine bots in understanding the image’s subject matter, which is critical for SEO, as indexing images correctly can enhance a website’s visibility in search results.

Can alt text improve website accessibility?

Yes, alt text is vital for website accessibility. It translates visual information into descriptive text that can be read by screen readers used by users with visual impairments. By accurately describing images, alt text ensures that all users, regardless of disability, can understand the content of a web page, making the web more inclusive and accessible to everyone.

More resources: 


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Google Dials Back AI Overviews In Search Results, Study Finds

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Photo of a mobile device in mans hand with generative google AI Overview on the screen.

According to new research, Google’s AI-generated overviews have undergone significant adjustments since the initial rollout.

The study from SE Ranking analyzed 100,000 keywords and found Google has greatly reduced the frequency of AI overviews.

However, when they appear, they’re more detailed than they were previously.

The study digs into which topics and industries are more likely to get an AI overview. It also looks at how the AI snippets interact with other search features like featured snippets and ads.

Here’s an overview of the findings and what they mean for your SEO efforts.

Declining Frequency Of AI Overviews

In contrast to pre-rollout figures, 8% of the examined searches now trigger an AI Overview.

This represents a 52% drop compared to January levels.

Yevheniia Khromova, the study’s author, believes this means Google is taking a more measured approach, stating:

“The sharp decrease in AI Overview presence likely reflects Google’s efforts to boost the accuracy and trustworthiness of AI-generated answers.”

Longer AI Overviews

Although the frequency of AI overviews has decreased, the ones that do appear provide more detailed information.

The average length of the text has grown by nearly 25% to around 4,342 characters.

In another notable change, AI overviews now link to fewer sources on average – usually just four links after expanding the snippet.

However, 84% still include at least one domain from that query’s top 10 organic search results.

Niche Dynamics & Ranking Factors

The chances of getting an AI overview vary across different industries.

Searches related to relationships, food and beverages, and technology were most likely to trigger AI overviews.

Sensitive areas like healthcare, legal, and news had a low rate of showing AI summaries, less than 1%.

Longer search queries with ten words were more likely to generate an AI overview, with a 19% rate indicating that AI summaries are more useful for complex information needs.

Search terms with lower search volumes and lower cost-per-click were more likely to display AI summaries.

Other Characteristics Of AI Overviews

The research reveals that 45% of AI overviews appear alongside featured snippets, often sourced from the exact domains.

Around 87% of AI overviews now coexist with ads, compared to 73% previously, a statistic that could increase competition for advertising space.

What Does This Mean?

SE Ranking’s research on AI overviews has several implications:

  1. Reduced Risk Of Traffic Losses: Fewer searches trigger AI Overviews that directly answer queries, making organic listings less likely to be demoted or receive less traffic.
  2. Most Impacted Niches: AI overviews appear more in relationships, food, and technology niches. Publishers in these sectors should pay closer attention to Google’s AI overview strategy.
  3. Long-form & In-Depth Content Essential: As AI snippets become longer, companies may need to create more comprehensive content beyond what the overviews cover.

Looking Ahead

While the number of AI overviews has decreased recently, we can’t assume this trend will continue.

AI overviews will undoubtedly continue to transform over time.

It’s crucial to monitor developments closely, try different methods of dealing with them, and adjust game plans as needed.


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