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How Many & Which Ones



How Many & Which Ones

Typical advice says that there are five to 10 content marketing goals and that you can hit them separately with different types of content. I think there are two mistakes in this approach.

First, it mistakes goals for outcomes of content marketing. 

Second, you shouldn’t design to hit only one of those “goals” because it can hurt content quality. 

In this article, I’ll share a perspective on what’s wrong with the typical model and offer a solution —a slightly more streamlined (and hopefully realistic) approach to content goals.

The problem with traditional content marketing goals

For years, we’ve been getting used to the same set of content marketing goals. It goes something like this:

  • Brand awareness 
  • Lead generation
  • Thought leadership 
  • Lead nurturing
  • Creating interest in the product 
  • Conversion (sales/sign-ups)
  • Brand loyalty 
  • Customer retention 

Sounds familiar? These are the traditional marketing goals repeated by countless publications over the years. 

Surprisingly, these goals were built upon two simple fallacies.

1. Mistaking outcomes for goals 

In reality, those are not marketing goals; those are outcomes of good content marketing. In other words, this is how businesses benefit from creating helpful and enjoyable content. 

If you’re wondering what the difference is:

Goals vs. objectives

So the reason to do content marketing is to achieve the outcomes. But to achieve them, you need something else. You need goals that lead to those outcomes. 

2. Implying that you can/should focus on one goal 

Imagine that your “goal” is to make content that will generate more leads. 

Does that mean you can forget about building trust, creating brand awareness, and educating the audience on that same piece of content? 

And why would someone sign up for your product or newsletter if they thought the content was of poor quality?

The point that I’m trying to make is that you can’t just pick one of those traditional goals and forget the rest. 

If you insist on keeping your content about only one of those traditional goals, you risk deteriorating its quality and, as a result, limiting the outcomes. 

Conversely, good content brings multiple outcomes at the same time. It’s just like working out—it affects the whole body and your mind too. But only if you do it right. 

The root of the problem

The above two fallacies have the same root: thinking about content in a business-centric way and not a user-centric one. 

Good content is user-centric. 

At the end of the day, all businesses expect marketing to increase sales. But consumers weigh in many aspects before making a choice. Not all of them can be influenced by marketing, especially content marketing. 

In reality, all content marketing can influence is more or less these three things: 

  • Education
  • Inspiration
  • Entertainment

I propose to use them as content marketing goals. 

Think of the traditional marketing goals as outcomes of user-centric content and consider the following as your new goals. 

Goal 1. Education 

This is where you create helpful content about: 

  • Problems your product or service can solve.
  • Things that your product/service can make better. 
  • Other challenges your audience experiences (relevant to your business).

Educational content works out for businesses because people need information to thrive in this world. But what’s even better than information is a tool that helps you use that information and solve your problems. With content marketing, companies can deliver those two things simultaneously: information and the means to use it. 

Let’s look at three examples. 

Our article called “How to Rank Higher on Google” is an example of the first category—content about a challenge an SEO suite like ours can help to solve. 

Article title

It’s also the kind of topic we’ll prioritize because of the high Traffic Potential.

Keyword data via Ahrefs' Keywords Explorer
Data via Ahrefs’ Keywords Explorer.

The next example is from Zapier. Although its app doesn’t directly solve the problem of “the best to-do list app,” it can make any app experience better via automated integrations. 

Calls to action in Zapier's article

The third example shows that you can be helpful to your audience even if the solution doesn’t lie within your product. The first page of Google for “how to say no to customers” is dominated by companies whose products can’t solve the problem. 

SERP overview in Ahrefs

Goal 2. Inspiration 

This is content that gives people “the spark” to act and achieve their goals. 

Inspiration is different from education in a way that it doesn’t serve complete solutions. It acts on imagination and emotion to show the possible or states an important question. Plus, it’s typically more influential than educational content. 

Inspiration works for businesses because it: 

  • Allows you to reach people before they experience a problem your product solves and when they’re not looking to solve a problem. This allows you to beat the competition to the punch.
  • Makes an emotional connection with your audience through excitement and enthusiasm. Emotions make brands unforgettable. 
  • Lets inspirational brands really stand out. 
  • Has the power to influence. 
  • May make people want to come back spontaneously. And that’s important because then the content makes its way to the reader without any competition. 

Here’s an example from InVision. It has an entire podcast section where it interviews popular and influential people on topics that generate unforgettable inspiration. 

Podcast interview with John Cleese

InVision’s podcasts don’t talk about the product but:

  • The branding is there.
  • Inspiration is the creative fuel for its target audience. 

Goal 3. Entertainment

Make “lighter” content with the goal of entertaining your audience. But only if you see signals that your audience appreciates that. 

Entertaining content may work for your business in similar ways to inspirational content. It creates an emotional connection and gives the audience a compelling reason to come back. But while inspirational content needs something profound (food for thought), entertaining content will mainly aim to catch the attention and evoke an experience.

On top of that, entertaining content has arguably the broadest reach potential from all three types because: 

  • People rarely miss an occasion to be entertained. 
  • In a market where everyone has already published “The Ultimate Guide to X,” you get to jump over that with content no one else has seen before. 
  • It can reach people very early on in their customer journey. Possibly even earlier than inspirational content. 
  • It has high potential to go viral. 

Again, this kind of content may work, but it’s a bit tricky to handle. Businesses are not the usual entertainers (especially B2B ones). However, entertainment doesn’t need to be about posting memes on social media; after all, there are many movie genres, and they are all entertaining. 

In the same sense, entertainment can come from serious topics too. Here’s an example from Mailchimp. It’s a documentary about the owner of a historical candy store.  

Entertaining content example from Mailchimp

This is not an obvious way to do marketing, I get it. But pair that image with a quote (provided to Variety) from Mailchimp VP Mark DiCristina, and you’ll get the idea: 

We see this content being a great vehicle for attracting people to Mailchimp who have never heard of us and maybe don’t need us yet.

The three goals and their outcomes 

As already mentioned, achieving multiple outcomes is a general characteristic of good content marketing. However, with these three goals, you are able to direct your focus on a particular outcome. It’s analogical to training muscle parts—every training will help you burn energy, but you can focus on some parts more than others. 

Here’s a rough breakdown. 

Education Inspiration Entertainment
Primary outcome Interest in the product Interest in the brand Attention and awareness

How to achieve your new content goals

Here are a few tips that will help you work with setting and achieving content marketing goals. 

Express your goals 

So we’ve got three general content marketing goals so far. The problem is they’re too general. We need to make them practical using a goal-setting method. 

One method you have probably heard of is the SMART method. But since not everyone agrees with it, here are some others: CLEAR, PACT, etc.

I think they all have something to offer and are a matter of personal preference because all are open to interpretation. So use whatever goal-setting method that suits you best to educate, inspire, or entertain your audience. Just consider this: 

  • Focus on the outputs you can control – What you can’t control, you can’t control. 
  • Don’t use time frames that are too strict – Good content takes time to produce, and it takes time to show effects too. 
  • Use simple, practical KPIs – This will help you stay on track (more on this in a bit).
  • Don’t be afraid to experiment – If you’re not sure what will happen, make it your goal to find out. 

So here are a few examples:

Good Bad
Publish nine educational articles and two inspirational in Q3 Generate 400 leads with the new ebook
Test the impact on engagement by publishing 20% more entertaining content pieces in the next six weeks Become a thought leader in our industry by the end of this year
See if focusing the content on features X, Y, Z will increase their usage this quarter Decrease churn rate by 2%

Use simple, practical KPIs

Content marketing is a long-term game. It’s important to make sure you’re going in the right direction right off the gate and stay on track. This is where KPIs come into play.

The problem is content analytics can become complicated really fast, and there are only imperfect solutions in this area. My advice is to start with simple, actionable KPIs. Once you get more confident, see if adding more metrics helps you create better content. 

Here are some ideas for practical content marketing KPIs:

  • Publication rate
  • Social media engagement 
  • Share of voice 
  • NPS
  • Impact on product usage 

Let’s take a quick look at each of those. 

Publication rate 

Publication rate is about taking chances. Think of your content topics as chances you need to take to hit your outcomes. The more good chances you take (i.e., topics), the more probable the outcome. New content will help you get more traffic which, in turn, can attract new customers and keep your audience in touch with your brand. 

To illustrate, the more SEO content you create, the more organic traffic you can generate. 

Organic traffic linear relationship with organic pages
Organic traffic to our blog (orange line) increases as we create more content about topics people search for (yellow line).

Keep in mind to put quality over quantity. It sounds cliche, but it’s going to be important for your brand’s reputation. 

Social media engagement 

If you use social media for publishing content (and you probably will), then you can use social media metrics to see what resonates with your audience. 

Social media metrics are often regarded as vanity metrics. But it all depends on how you use them.

Something worth considering is using social media metrics only relative to your social media profile. If you see some content getting more likes, shares, and comments, that’s a sign you should probably do more of that type of content. 

Keep in mind these two specific things about social media:

  • There are multiple possible reasons why any social media post could be performing well or badly, e.g., time of day, more shares, content more suitable for the platform, etc. 
  • Sometimes content is engaging because of the messenger and not the message. That’s how Elon Musk gets viral-like numbers by tweeting three digits. 
Elon Musk's tweet

Share of voice in organic search

Share of voice (SOV) in organic search is an SEO metric used to show how visible your brand is compared to competitors for the keywords you target. 

It’s expressed by the percentage of all possible organic clicks (from SERPs) for the tracked keywords landing on your website. 

To track it, you need a tool like Ahrefs’ Rank Tracker. All you need to do is enter your target keywords, and the tool will automatically calculate and keep track of your SOV (among other things). 

SOV metric in Ahrefs' Rank Tracker


Organic search is an effective channel for content marketing. Optimizing your content for SEO allows you to get free, passive traffic. If you’re new to SEO, make sure to check out our guide.


NPS stands for Net Promoter Score. It’s a measure of how likely your audience is to recommend your brand, product, or even content to others. 

NPS is one of the most useful metrics in marketing and can be used for many aspects of the business, including content. The reason it’s so effective is that people won’t recommend things that make them look bad. It’s a matter of social image and responsibility. 

Here’s how it works: Ask your audience (through email or on-site) this question, “How likely are you to recommend to a friend or colleague?”

The answer is given on a 10-point scale. Generally, an NPS score of 30 to 70 is considered great and a score above 70 is excellent. 

How to calculate NPS

Impact on product usage 

Impact on product usage can help you measure your educational goals. 

The idea is simple: promoting product features through content should increase the usage of those features. 

To track feature usage, you will need product analytics tools such as Heap, Mixpanel, or PostHog.

Find good topics 

One of the best ways to find topics for content is to discover what people look for in Google—this is called keyword research. 

Here’s how you’ll do it in Ahrefs’ Keywords Explorer

  1. Type in some things that your audience may be interested in, for instance, “car seat”
  2. Go to the Matching terms report 
  3. See keyword ideas 
How to look for topics with search potential

For example, here are some keywords that will probably make good topics for educational content:

Example keywords related to "car seats"

Other topic generation ideas: 

Find the right proportions

Focusing on only one goal can minimize the outcomes. 

But doing everything in equal proportion may not be optimal for your business. 

So what you need is to find the right proportions that will help you prioritize your goals. 

Unfortunately, there is no silver bullet. You’ll need to experiment and find out what works in your niche with your brand. 

Two quick tips to get you started:

  • You can “guesstimate” a reasonable number and see what happens – For example, 70% education, 20% inspiration, 10% entertainment. 
  • You can use our prioritization matrix – At Ahrefs, we practice product-led content, which means we prioritize articles that allow us to feature the product naturally. As a result, usually, our goal is to educate. 
Table showing how business potential scores are determined

Think like a farmer, be resourceful

A resourceful farmer doesn’t let things go to waste. They will fix what’s broken and find ways to get the most out of the fruits of their farm.

A resourceful content marketing team will use a similar strategy. Its members won’t just publish something and forget. There are a few options to “squeeze” the most out of content:

If you’re worried that you’ll be repeating the same message or focusing too much on existing content instead of going full forward, consider this: 

  • Each of your content produces bits of information.
  • That information can be packed and repacked multiple times. 
  • Your audience is fragmented among different channels with different reach capabilities. 
  • Messages are more effective when repeated (of course, there’s a limit to this too).

This idea is nothing new. Walt Disney’s success is built upon the idea of diversification and recycling. It’s all laid out in this amazingly complex drawing from 1957. 

Walt Disney's strategy

Final thoughts 

OK, so is it that simple to stop worrying about business outcomes and just focus on one of these three goals? Not necessarily: 

  • Success rarely comes overnight. You will still need to try different things to find what resonates with your audience.
  • While you’re out there on a mission to create epic content, your boss could expect that every piece of content brings in customers. 
  • This approach to content marketing goals is a generalization. And just like any generalization, it simplifies things and makes compromises. Treat it rather like a compass than a map.

Got questions or comments? Let me know on Twitter or Mastodon.

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Google Clarifies Organization Merchant Returns Structured Data




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

Featured Image by Shutterstock/sutlafk

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What Is It & How To Write It




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:


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

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.


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: 

Featured Image: BestForBest/Shutterstock

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Google Dials Back AI Overviews In Search Results, Study Finds




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.

Featured Image: DIA TV/Shutterstock

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