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How Google’s Helpful Content Update Affected News SEO Globally

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How Google's Helpful Content Update Affected News SEO Globally

This post was sponsored by Trisolute News Dashboard. The opinions expressed in this article are the sponsor’s own.

Wondering why some of your articles’ visibility seemed to suddenly dip this year?

Could this be part of a larger trend?

On August 25, 2022, Google started rolling out an update that could be quite interesting for news publishers and their visibility. On September 12, they rolled out yet another core update.

These core updates were named “Helpful Content Update(s)”.

Today, we’ll be showing you how news publishers around the world were impacted by them.

What Is The Helpful Content Update?

Google’s Helpful Content Update is an algorithm update that focuses on:

  • Weeding out content that is written for the sole purpose of getting a good ranking.
  • Deprioritizing articles that don’t contain any informational or helpful content for the reader.
  • Rewarding content that is helpful to readers.

Google frequently updates its algorithm in order to better match content to searchers, and sometimes, publishers’ visibility is heavily impacted.

Which Google Categories Has The Helpful Content Update Impacted?

In this article, we’ll be showcasing which publishers around the world were impacted by the Helpful Content Update.

We examined each of Google’s categories to see whether we would find something extraordinary around the time the updates were executed and picked out one or two countries per category where the changes were especially obvious.

Those categories were:

  • Top Stories.
  • Country-Specific News.
  • World News.
  • Business News.
  • Science & Technology News.
  • Entertainment News.
  • Sports News.
  • Health News.
  • COVID-19 News.

All of the data shown in this article is taken from Trisolute’s News Dashboard.

How We Discovered The Impact Of The Helpful Content Update

We wanted to make sure to look at the most visible publishers for the generally freshest, most newsworthy keywords based on Google News and Trends to get the most impactful results for the publisher landscape.

All rankings are based on a near real-time 15-minute crawling interval, so, we used the following filter settings on the KPI Dashboard → Mobile News Box:

  • Date Range: July 25, 2022 – September 25, 2022 (Week 30 – Week 38).
  • Top 10 Competitors.
  • All Ranking Types.
  • General Keyword Set.

With those filter settings, we took a look at different countries from all over the world individually.

Let’s have a look:

Top Stories

Mexico

Here, we can observe that the two publishers, El Financiero and Infobae, have obviously been affected by the updates:

While El Financiero showed a rise in its visibility following the August update, Infobae dropped in visibility afterward.

After the September update, El Financiero then showed a visible drop as well.

Screenshot from Trisolute News Dashboard, October 2022How Google’s Helpful Content Update Affected News SEO In 12 Different Countries

The two vertical dashed lines mark the two updates respectively.

The Verdict:

Publishers seem to have been affected slightly more by the August update than by the September update, both positively and negatively.

Country-Specific News

Switzerland

20 Minutes and Blick both rose in visibility after the August update.

Then, in week 36 (September 5 – September 11), 20 Minutes had its peak in visibility, while Blick had already started to drop.

From week 36 to week 37, the week when the second update happened, both publishers displayed an extreme drop.

How Google’s Helpful Content Update Affected News SEO In 12 Different CountriesScreenshot from Trisolute News Dashboard, October 2022How Google’s Helpful Content Update Affected News SEO In 12 Different Countries

The Verdict:

While publishers seemed to have benefitted from the August update in this category, the September update led to a drop in their visibility.

World News

Colombia

For Columbia, there was an increase in visibility after the August update, especially for El Tiempo and Semana, while the visibility of El Espectador nearly stagnated.

However, the visibility dropped for all three publishers before the September update and remained at an almost constant level after it.

Only El Espectador was able to regain visibility after the second update.

How Google’s Helpful Content Update Affected News SEO In 12 Different CountriesScreenshot from Trisolute News Dashboard, October 2022How Google’s Helpful Content Update Affected News SEO In 12 Different Countries

The Verdict:

Both updates have caused a lot of turbulence in visibility for publishers.

Business News

Peru

Here, we can observe that between the two updates, CNN saw losses in visibility, but these evened out again towards the September update.

RPP was also able to build up visibility at first, but lost it leading up to and after the September update.

For El Comercio, there was a short-term upswing after the August update, but it flattened out again.

How Google’s Helpful Content Update Affected News SEO In 12 Different CountriesScreenshot from Trisolute News Dashboard, October 2022How Google’s Helpful Content Update Affected News SEO In 12 Different Countries

The Verdict:

The first update seems to have had a stronger and more negative effect on publishers in Peru than the second one.

Science & Technology News

France

In the Science & Technology category, publishers in France have largely been able to maintain or even build their visibility after the August update.

However, both Jeuxvideo and Gamekult lost visibility after the September update – only Le Monde increased its visibility after both updates.

How Google’s Helpful Content Update Affected News SEO In 12 Different CountriesScreenshot from Trisolute News Dashboard, October 2022How Google’s Helpful Content Update Affected News SEO In 12 Different Countries

The Verdict:

For most of the French publishers, the two Google updates in the Science & Technology category resulted in a loss in visibility.

Entertainment News

Australia

In the Australian Entertainment category, News.com.au’s visibility increased leading up to the August update, only to then show an extreme drop that lasted until the week of the September update.

This led to the visibility curve flattening again.

How Google’s Helpful Content Update Affected News SEO In 12 Different CountriesScreenshot from Trisolute News Dashboard, October 2022How Google’s Helpful Content Update Affected News SEO In 12 Different Countries

The Verdict:

The first update in August seems to have had a significantly negative impact on Australian publishers in the Entertainment category, while the second update in September had a more positive impact.

United Kingdom

For publishers in the U.K., the two updates showed significant influences on visibility, as can be seen below for the Daily Mail and the Mirror.

Both publishers showed an increase in their visibility leading up to Week 34.

Then, when the August update took place, both of their visibilities dropped significantly.

For the Daily Mail, the graph drops continuously, even through the September update, but for the Mirror, this second update made them drop even more in terms of visibility.

How Google’s Helpful Content Update Affected News SEO In 12 Different CountriesScreenshot from Trisolute News Dashboard, October 2022How Google’s Helpful Content Update Affected News SEO In 12 Different Countries

The Verdict:

Here, the first update in August had a significant effect on the publishers’ visibility; the second one only had a moderate effect.

Sports News

Canada

In the Canadian Sports category, TSN held visibility during the August update, but lost it slightly in the week before and during the September update. However, they gained it back after the update.

CBC’s visibility, on the other hand, went the other way: Before the August update, their visibility increased significantly, and then dropped off slightly at the time of the September update and in the following week.

How Google’s Helpful Content Update Affected News SEO In 12 Different CountriesScreenshot from Trisolute News Dashboard, October 2022How Google’s Helpful Content Update Affected News SEO In 12 Different Countries

The Verdict:

The August update had a larger impact on publishers’ visibility in the Sports category, for some immediately at the time of the update, and for others in the following weeks.

Health News

Austria

In the Health category, Austrian publishers Der Standard and ORF were able to significantly increase visibility after the August update and also brought this increase through the September update with slight fluctuations.

In contrast, both Kurier and Vienna.at lost visibility after the August update, but were also able to make up for this after the September update.

How Google’s Helpful Content Update Affected News SEO In 12 Different CountriesScreenshot from Trisolute News Dashboard, October 2022How Google’s Helpful Content Update Affected News SEO In 12 Different Countries

The Verdict:

For publishers in Austria, the August update seems to have had the largest impact on their visibility in the Health category, with it being negative for some publishers and positive for others.

United States

In the U.S. Health category, the progressions seem to have been identical between NPR and The New York Times, because initially, both lost visibility after the August update.

However, NPR continued to lose visibility until the September update and after that, their visibility increased slightly again.

For The New York Times, on the other hand, things got a bit more turbulent: First, they regained visibility between the two updates, only to lose it significantly in the week of the September update, and regain it in the week after the update.

How Google’s Helpful Content Update Affected News SEO In 12 Different CountriesScreenshot from Trisolute News Dashboard, October 2022How Google’s Helpful Content Update Affected News SEO In 12 Different Countries

The Verdict:

The August update seems to have had a negative impact on the publishers’ visibility in the Health category, while the second update in September had a positive effect.

COVID-19 News

Brazil

In the COVID-19 category in Brazil, the three publishers Globo, Abril, and UOL showed little to no changes in their visibility in the week of the August update.

In week 36 though, which marks the week immediately before the September update, both Abril and Globo dropped in their visibility, while UOL rose.

For Globo, this drop continued throughout the September update as UOL continued to rise; only Abril was able to catch itself again and flatten the curve.

How Google’s Helpful Content Update Affected News SEO In 12 Different CountriesScreenshot from Trisolute News Dashboard, October 2022How Google’s Helpful Content Update Affected News SEO In 12 Different Countries

The Verdict:

Brazil’s top publishers seem to have been significantly more impacted by the September update than by the August update.

Germany

In the German COVID-19 category, DER SPIEGEL particularly gained visibility in the week leading up to the August update and then slowly lost it again throughout it.

Through the September update, the trend for DER SPIEGEL then went up again.

The picture is different for Die Zeit: Here, the publisher lost visibility in the week before the August update and regained it throughout. They were also able to maintain this visibility with slight reductions in the time between the updates.

However, they then lost visibility dramatically through the September update.

How Google’s Helpful Content Update Affected News SEO In 12 Different CountriesScreenshot from Trisolute News Dashboard, October 2022How Google’s Helpful Content Update Affected News SEO In 12 Different Countries

The Verdict:

Here, both updates seem to have had an impact on visibility simultaneously.

Key Findings For How Google’s Helpful Content Update Affected Publishers

For top publishers in most countries, the first Helpful Content Update in August seems to have had a more significant impact on their visibility than the second one in September. It cannot be clearly said that publishers’ visibility was only negatively impacted by the updates, since some clearly benefitted from them.

Here are some other interesting takeaways we noticed:

  • Publishers from Argentina, Australia, Canada, and Germany showed noticeable changes in visibility around the updates in all of Google’s categories.
  • The Country-Specific News category was the only category where publishers from all countries showed anomalies in some way.
  • In the Business News category, Brazil was the only country that showed no noticeable changes in top publishers’ visibility.
  • The categories Country-Specific News, Business News, Science & Technology News, Entertainment News, and Health News were most affected by the update.
  • The BBC was affected by the top 10 rankings of the World category in four countries (Australia, Canada, Mexico, and Peru) and was therefore the most affected publisher in this analysis.

Want to learn more about your visibility in Google News? Schedule a free demo.


Image Credits

Featured Image: Image by Trisolute News Dashboard. Used with permission.

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Google’s AI Overviews Shake Up Ecommerce Search Visibility

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Google's AI Overviews Shake Up Ecommerce Search Visibility

An analysis of 25,000 ecommerce queries by Bartosz Góralewicz, founder of Onely, reveals the impact of Google’s AI overviews on search visibility for online retailers.

The study found that 16% of eCommerce queries now return an AI overview in search results, accounting for 13% of total search volume in this sector.

Notably, 80% of the sources listed in these AI overviews do not rank organically for the original query.

“Ranking #1-3 gives you only an 8% chance of being a source in AI overviews,” Góralewicz stated.

Shift Toward “Accelerated” Product Experiences

International SEO consultant Aleyda Solis analyzed the disconnect between traditional organic ranking and inclusion in AI overviews.

According to Solis, for product-related queries, Google is prioritizing an “accelerated” approach over summarizing currently ranking pages.

She commented Góralewicz’ findings, stating:

“… rather than providing high level summaries of what’s already ranked organically below, what Google does with e-commerce is “accelerate” the experience by already showcasing what the user would get next.”

Solis explains that for queries where Google previously ranked category pages, reviews, and buying guides, it’s now bypassing this level of results with AI overviews.

Assessing AI Overview Traffic Impact

To help retailers evaluate their exposure, Solis has shared a spreadsheet that analyzes the potential traffic impact of AI overviews.

As Góralewicz notes, this could be an initial rollout, speculating that “Google will expand AI overviews for high-cost queries when enabling ads” based on data showing they are currently excluded for high cost-per-click keywords.

An in-depth report across ecommerce and publishing is expected soon from Góralewicz and Onely, with additional insights into this search trend.

Why SEJ Cares

AI overviews represent a shift in how search visibility is achieved for ecommerce websites.

With most overviews currently pulling product data from non-ranking sources, the traditional connection between organic rankings and search traffic is being disrupted.

Retailers may need to adapt their SEO strategies for this new search environment.

How This Can Benefit You

While unsettling for established brands, AI overviews create new opportunities for retailers to gain visibility without competing for the most commercially valuable keywords.

Ecommerce sites can potentially circumvent traditional ranking barriers by optimizing product data and detail pages for Google’s “accelerated” product displays.

The detailed assessment framework provided by Solis enables merchants to audit their exposure and prioritize optimization needs accordingly.


FAQ

What are the key findings from the analysis of AI overviews & ecommerce queries?

Góralewicz’s analysis of 25,000 ecommerce queries found:

  • 16% of ecommerce queries now return an AI overview in the search results.
  • 80% of the sources listed in these AI overviews do not rank organically for the original query.
  • Ranking positions #1-3 only provides an 8% chance of being a source in AI overviews.

These insights reveal significant shifts in how ecommerce sites need to approach search visibility.

Why are AI overviews pulling product data from non-ranking sources, and what does this mean for retailers?

Google’s AI overviews prioritize “accelerated” experiences over summarizing currently ranked pages for product-related queries.

This shift focuses on showcasing directly what users seek instead of traditional organic results.

For retailers, this means:

  • A need to optimize product pages beyond traditional SEO practices, catering to the data requirements of AI overviews.
  • Opportunities to gain visibility without necessarily holding top organic rankings.
  • Potential to bypass traditional ranking barriers by focusing on enhanced product data integration.

Retailers must adapt quickly to remain competitive in this evolving search environment.

What practical steps can retailers take to evaluate and improve their search visibility in light of AI overview disruptions?

Retailers can take several practical steps to evaluate and improve their search visibility:

  • Utilize the spreadsheet provided by Aleyda Solis to assess the potential traffic impact of AI overviews.
  • Optimize product and detail pages to align with the data and presentation style preferred by AI overviews.
  • Continuously monitor changes and updates to AI overviews, adapting strategies based on new data and trends.

These steps can help retailers navigate the impact of AI overviews and maintain or improve their search visibility.


Featured Image: Marco Lazzarini/Shutterstock



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Google’s AI Overviews Go Viral, Draw Mainstream Media Scrutiny

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Google's AI Overviews Go Viral, Draw Mainstream Media Scrutiny

Google’s rollout of AI-generated overviews in US search results is taking a disastrous turn, with mainstream media outlets like The New York Times, BBC, and CNBC reporting on numerous inaccuracies and bizarre responses.

On social media, users are sharing endless examples of the feature’s nonsensical and sometimes dangerous output.

From recommending non-toxic glue on pizza to suggesting that eating rocks provides nutritional benefits, the blunders would be amusing if they weren’t so alarming.

Mainstream Media Coverage

As reported by The New York Times, Google’s AI overviews struggle with basic facts, claiming that Barack Obama was the first Muslim president of the United States and stating that Andrew Jackson graduated from college in 2005.

These errors undermine trust in Google’s search engine, which more than two billion people rely on for authoritative information worldwide.

Manual Removal & System Refinements

As reported by The Verge, Google is now scrambling to remove the bizarre AI-generated responses and improve its systems manually.

A Google spokesperson confirmed that the company is taking “swift action” to remove problematic responses and using the examples to refine its AI overview feature.

Google’s Rush To AI Integration

The flawed rollout of AI overviews isn’t an isolated incident for Google.

As CNBC notes in its report, Google made several missteps in a rush to integrate AI into its products.

In February, Google was forced to pause its Gemini chatbot after it generated inaccurate images of historical figures and refused to depict white people in most instances.

Before that, the company’s Bard chatbot faced ridicule for sharing incorrect information about outer space, leading to a $100 billion drop in Google’s market value.

Despite these setbacks, industry experts cited by The New York Times suggest that Google has little choice but to continue advancing AI integration to remain competitive.

However, the challenges of taming large language models, which ingest false information and satirical posts, are now more apparent.

The Debate Over AI In Search

The controversy surrounding AI overviews adds fuel to the debate over the risks and limitations of AI.

While the technology holds potential, these missteps remind everyone that more testing is needed before unleashing it on the public.

The BBC notes that Google’s rivals face similar backlash over their attempts to cram more AI tools into their consumer-facing products.

The UK’s data watchdog is investigating Microsoft after it announced a feature that would take continuous screenshots of users’ online activity.

At the same time, actress Scarlett Johansson criticized OpenAI for using a voice likened to her own without permission.

What This Means For Websites & SEO Professionals

Mainstream media coverage of Google’s erroneous AI overviews brings the issue of declining search quality to public attention.

As the company works to address inaccuracies, the incident serves as a cautionary tale for the entire industry.

Important takeaway: Prioritize responsible use of AI technology to ensure the benefits outweigh its risks.



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New Google Search Ads Resemble AI Assistant App

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New Google Search Ads Resemble AI Assistant App

A keynote at Google’s Marketing Live event showed a new AI-powered visual search results that feature advertisements that engage users within the context of an AI-Assisted search, blurring the line between AI-generated search results and advertisements.

Google Lens is a truly helpful app but it becomes unconventional where it blurs the line between an assistant helping users and being led to a shopping cart. This new way of engaging potential customers with AI is so far out there that the presenter doesn’t even call it advertising, he doesn’t even use the word.

Visual Search Traffic Opportunity?

Google’s Group Product Manager Sylvanus Bent, begins the presentation with an overview of the next version of Google Lens visual search that will be useful for surfacing information and for help finding where to buy them.

Sylvanus explained how it will be an opportunity for websites to receive traffic from this new way to search.

“…whether you’re snapping a photo with lens or circling to search something on your social feed, visual search unlocks new ways to explore whatever catches your eye, and we recently announced a newly redesigned results page for Visual search.

Soon, instead of just visual matches, you’ll see a wide range of results, from images to video, web links, and facts about the knowledge graph. It gets people the helpful information they need and creates new opportunities for sites to be discovered.”

It’s hard to say whether or not this will bring search traffic to websites and what the quality of that traffic will be. Will they stick around to read an article? Will they engage with a product review?

Visual Search Results

Sylvanus shares a hypothetical example of someone at an airport baggage claim who falls in like with someone else’s bag. He explains that all the person needs to do is snap a photo of the luggage bag and Google Lens will take them directly to shopping options.

He explains:

“No words, no problem. Just open Lens, take a quick picture and immediately you’ll see options to purchase.

And for the first time, shopping ads will appear at the very top of the results on linked searches, where a business can offer what a consumer is looking for.

This will help them easily purchase something that catches their eye.”

These are image-heavy shopping ads at the top of the search results and as annoying as that may be it’s nowhere near the “next level” advertising that is coming to Google’s search ads where Google presents a paid promotion within the context of an AI Assistant.

Interactive Search Shopping

Sylvanus next describes an AI-powered form advertising that happens directly within search. But he doesn’t call it advertising. He doesn’t even use the word advertising. He suggests this new form of AI search experience is more than offer, saying that, “it’s an experience.”

He’s right to not use the word advertisement because what he describes goes far beyond advertising and blurs the boundaries between search and advertising within the context of AI-powered suggestions, paid suggestions.

Sylvanus explains how this new form of shopping experience works:

“And next, imagine a world where every search ad is more than an offer. It’s an experience. It’s a new way for you to engage more directly with your customers. And we’re exploring search ads with AI powered recommendations across different verticals. So I want to show you an example that’s going live soon and you’ll see even more when we get to shopping.”

He uses the example of someone who needs to store their furniture for a few months and who turns to Google to find short term storage. What he describes is a query for local short term storage that turns into a “dynamic ad experience” that leads the searcher into throwing packing supplies into their shopping cart.

He narrated how it works:

“You search for short term storage and you see an ad for extra space storage. Now you can click into a new dynamic ad experience.

You can select and upload photos of the different rooms in your house, showing how much furniture you have, and then extra space storage with help from Google, AI generates a description of all your belongings for you to verify. You get a recommendation for the right size and type of storage unit and even how much packing supplies you need to get the job done. Then you just go to the website to complete the transaction.

And this is taking the definition of a helpful ad to the next level. It does everything but physically pick up your stuff and move it, and that is cool.”

Step 1: Search For Short Term Storage

1716722762 15 New Google Search Ads Resemble AI Assistant App

The above screenshot shows an advertisement that when clicked takes the user to what looks like an AI-assisted search but is really an interactive advertisement.

Step 2: Upload Photos For “AI Assistance”

1716722762 242 New Google Search Ads Resemble AI Assistant App

The above image is a screenshot of an advertisement that is presented in the context of AI-assisted search.  Masking an advertisement within a different context is the same principal behind an advertorial where an advertisement is hidden in the form of an article. The phrases “Let AI do the heavy lifting” and “AI-powered recommendations” create the context of AI-search that masks the true context of an advertisement.

Step 3: Images Chosen For Uploading

1716722762 187 New Google Search Ads Resemble AI Assistant App

The above screenshot shows how a user uploads an image to the AI-powered advertisement within the context of an AI-powered search app.

The Word “App” Masks That This Is An Ad

Screenshot of interactive advertisement for that identifies itself as an app with the words

Above is a screenshot of how a user uploads a photo to the AI-powered interactive advertisement within the context of a visual search engine, using the word “app” to further the illusion that the user is interacting with an app and not an advertisement.

Upload Process Masks The Advertising Context

Screenshot of interactive advertisement that uses the context of an AI Assistant to mask that this is an advertisement

The phrase “Generative AI is experimental” contributes to the illusion that this is an AI-assisted search.

Step 4: Upload Confirmation

1716722762 395 New Google Search Ads Resemble AI Assistant App

In step 4 the “app” advertisement is for confirming that the AI correctly identified the furniture that needs to be put into storage.

Step 5: AI “Recommendations”

1716722762 588 New Google Search Ads Resemble AI Assistant App

The above screenshot shows “AI recommendations” that look like search results.

The Recommendations Are Ad Units

1716722762 751 New Google Search Ads Resemble AI Assistant App

Those recommendations are actually ad units that when clicked takes the user to the “Extra Space Storage” shopping website.

Step 6: Searcher Visits Advertiser Website

1716722762 929 New Google Search Ads Resemble AI Assistant App

Blurring The Boundaries

What the Google keynote speaker describes is the integration of paid product suggestions into an AI assisted search. This kind of advertising is so far out there that the Googler doesn’t even call it advertising and rightfully so because what this does is blur the line between AI assisted search and advertising. At what point does a helpful AI search become just a platform for using AI to offer paid suggestions?

Watch The Keynote At The 32 Minute Mark

Featured Image by Shutterstock/Ljupco Smokovski

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