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The Top 5 SEO Software Suites For Agencies



The Top 5 SEO Software Suites For Agencies

Reliable SEO software suites help agencies plan campaigns, prove results, and demonstrate value to clients.

These technologies can provide technical insights, performance reports, and even assistance with content creation.

SaaS subscription costs can stack up and become difficult to manage, so it’s vital to ensure you’re using the best SEO software for your needs.

The following five options are some of the best on the market, each with its own strengths. This overview will help you evaluate the key features of each suite.

What Is An SEO Software Suite?

The phrase “SEO software suite” covers a lot of bases.

There are so many potential components to an SEO strategy that covering them all – and covering them well – in one platform is a sizable task.

So, first of all, let’s draw some boundaries for our guide.

When we say “SEO software suite,” we mean technologies that perform at least a majority, if not all, of the following:

  • Keyword opportunity research.
  • Keyword rank tracking.
  • Universal search analysis.
  • Page reporting and recommendations.
  • Content optimization recommendations.
  • Competitor tracking and analysis.
  • Backlink analysis.
  • Site crawl functionality.
  • Technical SEO crawling and recommendations.
  • Core Web Vitals analysis.
  • Social media metric tracking.
  • Analytics integrations.

That is a broad spectrum of capabilities, but it is what modern marketers require of an SEO software suite.

As identified in the Search Engine Journal State Of SEO survey for 2022, SEO professionals split most of their time across technical, strategic, and content tasks.

It is also worth stating that no SEO platform is the standout performer in every single one of these areas.

As a result, it is important to weigh up the factors that matter most to your marketing strategy before deciding on the right solution.

Where a platform perhaps falls short of being the industry leader, search marketers may also want to complement their SEO software suite with a specialized tool to compensate for this.

Ultimately, this guide will highlight the areas in which each platform excels to help you navigate this highly competitive landscape.


Botify‘s DNA is in technical SEO, which has won the platform a significant number of fans in the advanced SEO community.

Along with its proprietary crawling tools that use log file data to analyze search engine behavior, Botify also provides user-friendly dashboards that tie technical SEO fixes to business performance.

Historically, that has been the SEO equivalent of squaring the circle.

However, technical SEO remains fundamental to improved website performance.

A tool like Botify helps get those essential messages across.

The platform has developed into a full-service SEO software suite that goes beyond technical SEO to provide content recommendations and track social media metrics.

The core Botify Analytics product that uses the company’s proprietary crawler to report on site performance is now tied to Botify Keywords, a product that reveals the rankings impact of SEO and content issues.

Botify Intelligence uses machine learning to assess a company’s raw data and automate the prioritization of website fixes based on their potential performance impact.

Botify's DNA is in technical SEO.Screenshot from Botify, December 2022

As an SEO software suite, Botify has entered the market differently than the other platforms in this guide.

Where others have started as rank trackers that branched out into intent signals and content idea generation, Botify is a technical SEO software that is building organically on that platform over time.

All of these areas combine to create an advanced SEO strategy, but it is worth noting where Botify’s core strengths lie in comparison with the competition.

Unique Selling Points:

  • Exceptional technical SEO analysis, including a crawl budget report and log file analyzer.
  • Botify Keywords helps to tie technical SEO to performance improvements.
  • Botify Intelligence automatically surfaces opportunities to increase website traffic.
  • The frequency of crawls and availability of data are both at a very high level.
  • The ability to segment website content and isolate issues is invaluable.
  • Intuitive dashboards that communicate technical issues to non-technical audiences.


Ahrefs is a popular, all-in-one set of SEO tools built on top of the Ahrefs Bot – a web crawler that maintains the platform’s index of 12 trillion links. That makes it the second most active web crawler (after GoogleBot), and the most active in the commercial SEO field.

This platform has grown rapidly over the last few years to include access to over 170 countries and 10 search engines.

The Keyword Explorer tool is the highlight when searching for new content ideas and keywords to target.

Ahrefs SEO DashboardScreenshot from Ahrefs, December 2022

The Content Explorer allows Ahrefs to diversify beyond its initial strengths in link tracking and keyword analysis.

This tool surfaces trending content from across the web, which can then be segmented to identify new topics that fit with your marketing objectives.

Overall, Ahrefs is an increasingly complete set of SEO tools. It is user-friendly for novices, yet it provides endless opportunities for SEO veterans to dig deeper into the data and create new tactics.

Unique Selling Points:

  • An impressive web crawler and a vast link database.
  • The Content Explorer brings social media and content marketing into the Ahrefs suite.
  • Simple enough for novices, complex enough to satisfy advanced SEOs.
  • Great coverage for international markets.
  • Site Explorer is one of the best competitive analysis tools out there.


BrightEdge has gone through many evolutions over the past decade. Most recently, it moved into AI-assisted content generation.

The core BrightEdge product is its rank tracking software, which updates weekly and produces automated reports that can be customized to each brand’s needs.

This is complemented by the StoryBuilder, which helps marketers to make sense of the masses of data available in such a platform.

Perhaps the real game-changer for BrightEdge in the last few years, though, has been the creation of Data Cube:

BrightEdge Data CubeImage credit:, December 2022

Data Cube makes use of BrightEdge’s own index. It suggests new keyword ideas and also creates an overview of SEO visibility over time.

The latest AI-driven innovations in the platform include an Insights product, which automatically surfaces new site developments for marketers – and there is a new content platform that can optimize content as you create it.

BrightEdge is undoubtedly a leading contender for enterprise sites with integrations available for various analytics software packages.

It covers a significant number of the bases in our initial list of criteria – and plenty of new innovations are on the horizon.

BrightEdge Search Opportunity ForecastingImage credit:, December 2022

One point to consider for the largest sites out there will be cost, as many BrightEdge packages are based on the number of keywords tracked.

As we move into a mobile-first, highly localized, personalized version of organic search, monthly fees for a BrightEdge license can grow quite quickly for marketers needing accurate tracking across devices and territories.

Tracking a query on desktop and on mobile will count as two keywords from your total allocation, for example.

Furthermore, it is worth corroborating some of the findings in BrightEdge with other tools.

The technical SEO recommendations are somewhat limited, and rankings pull weekly based on normalized values from a number of crawls over that period. In the case of the latter, you can end up with a ranking position that does not tell the full story.

Rankings can be pulled daily and at a local level, but again, this typically comes at an extra cost.

Those are not hesitations about the platform’s technological capabilities. However, they are worth considering for marketers looking for an all-in-one SEO platform.

BrightEdge does a lot of things – and does them well. But it is still a good idea to use specialist tools for technical SEO and backlink analysis.

Unique Selling Points:

  • Intuitive, customizable dashboards with many API integrations available.
  • Can track rankings in more than 76,000 locations.
  • Data Cube is great for keyword and competitor research.
  • Universal search rank tracking is very useful.
  • Latest AI-driven developments could prove invaluable for time-poor digital marketers.


Conductor is another enterprise-level software that has developed significantly beyond its initial offering as a rank-tracking platform.

In terms of its positioning in a crowded market, Conductor’s focus has shifted slightly more toward understanding audience intent and the importance of strategic insight for SEO performance.

Many of the dashboards within this platform are devised with the aim of helping you prioritize your workloads and emphasize the areas that will drive performance.

Conductor dashboardScreenshot from Conductor, January 2023

I have always found that Conductor excels in its usefulness as an SEO platform. That may seem a trite observation, but it is the most fitting phrase.

When you are working on an SEO campaign, you can use Conductor to get things done.

Of course, it may just be that it tallies well with my particular way of working, but it has the feel of a technology built by SEO pros to help others overcome daily challenges.

For example, Conductor has tools that map content to a particular phase in the purchase journey, highlighting where a site performs well and where it performs poorly. This leads to actionable insights through a simple but effective visualization.

Conductor does not excel when it comes to technical SEO analysis. That said, it is possible to integrate the tool with DeepCrawl.

Furthermore, it is arguable that Conductor’s performance dashboards are not quite as visceral and effective as those of Searchmetrics and BrightEdge when it comes to driving home the top-line numbers.

Overall, Conductor offers a sophisticated package. It nurtures a healthy approach to organic search, beginning with a more nuanced understanding of consumer intent.

Unique Selling Points:

  • Insightful audience and content planning tools.
  • Dashboards help to visualize and simplify the SEO and content marketing workflow.
  • The Business Case tool is handy when trying to demonstrate SEO potential to senior management.
  • Lots of integrations with external analytics and SEO technologies.
  • Support for over 100 international markets.

Moz Pro

Moz Pro is one of the most popular all-in-one SEO software suite contenders for small businesses.

Signing up for a license provides access to:

  • A backlink checker (Open Site Explorer).
  • A rank tracking tool (Rank Tracker).
  • An on-page analyzer (On-Page Grader)
  • And quite a few other helpful tools.

Moz Keyword Explorer is perhaps the highlight and is the newest addition to this particular software suite.

I particularly like this tool for keyword research as it fits in with the new landscape of obscured search volumes and topic-driven content generation.

While still sticking to the SEO fundamental of pinpointing search queries to target, Keyword Explorer goes further to suggest new topics and highlight their level of priority for the business in question.

These keywords can then move to the Moz Rank Tracker, allowing marketers to keep track of their progress.

Moz ProScreenshot from Moz Pro, January 2023

Where is Moz a little weaker than the competition?

Given the significance of backlink analysis for SEO performance, it would be advisable to pair Moz with a tool like Ahrefs or Majestic.

None of these tools lay claim to a “full” index of URLs, and there is significant overlap between them, but the differences are significant enough to merit the use of more than one backlink checker.

Moreover, some of the tools (such as Moz Local) are best for sites with a smaller footprint, as a license will only provide access to a limited number of locations or keywords.

Nonetheless, a Moz Pro subscription starts at just $99 per month, making it a worthy addition to your SEO toolbox.

Unique Selling Points:

  • Access to a range of SEO tools at a low cost.
  • Moz Keyword Explorer is a fantastic tool for keyword research and SERP analysis.
  • Open Site Explorer remains a useful competitor analysis tool.
  • Moz’s proprietary metrics, such as Domain Authority, are illuminating for SEO strategies.


The SEO software suites in our guide have all invested heavily to keep pace with the demands of the industry.

Marketers require access to machine learning tools to help them surface new content and keyword opportunities in real time. The likes of Botify and BrightEdge have made this a priority for their recent and upcoming technology upgrades.

Marketers also require assurance that the basics are covered, and all these platforms do this very well. The SEO fundamentals of keyword tracking, technical audits, and content ideation are as important as ever.

SEO agencies will derive maximum value from these powerful tools by first identifying their own needs.

Although every strategy must cover the same areas, each accentuates some areas over others.

For instance, it may be that a huge retail website requires robust technical and keyword support over content recommendations. Those criteria will dictate which of these SEO software suites is, in fact, the best choice for you.

Featured Image: Paulo Bobita/Search Engine Journal

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GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays




GPT Store Set To Launch In 2024 After 'Unexpected' Delays

OpenAI shares its plans for the GPT Store, enhancements to GPT Builder tools, privacy improvements, and updates coming to ChatGPT.

  • OpenAI has scheduled the launch of the GPT Store for early next year, aligning with its ongoing commitment to developing advanced AI technologies.
  • The GPT Builder tools have received substantial updates, including a more intuitive configuration interface and improved file handling capabilities.
  • Anticipation builds for upcoming updates to ChatGPT, highlighting OpenAI’s responsiveness to community feedback and dedication to AI innovation.

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96.55% of Content Gets No Traffic From Google. Here’s How to Be in the Other 3.45% [New Research for 2023]



96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023]

It’s no secret that the web is growing by millions, if not billions of pages per day.

Our Content Explorer tool discovers 10 million new pages every 24 hours while being very picky about the pages that qualify for inclusion. The “main” Ahrefs web crawler crawls that number of pages every two minutes. 

But how much of this content gets organic traffic from Google?

To find out, we took the entire database from our Content Explorer tool (around 14 billion pages) and studied how many pages get traffic from organic search and why.

How many web pages get organic search traffic?

96.55% of all pages in our index get zero traffic from Google, and 1.94% get between one and ten monthly visits.

Distribution of pages by traffic from Content Explorer

Before we move on to discussing why the vast majority of pages never get any search traffic from Google (and how to avoid being one of them), it’s important to address two discrepancies with the studied data:

  1. ~14 billion pages may seem like a huge number, but it’s not the most accurate representation of the entire web. Even compared to the size of Site Explorer’s index of 340.8 billion pages, our sample size for this study is quite small and somewhat biased towards the “quality side of the web.”
  2. Our search traffic numbers are estimates. Even though our database of ~651 million keywords in Site Explorer (where our estimates come from) is arguably the largest database of its kind, it doesn’t contain every possible thing people search for in Google. There’s a chance that some of these pages get search traffic from super long-tail keywords that are not popular enough to make it into our database.

That said, these two “inaccuracies” don’t change much in the grand scheme of things: the vast majority of published pages never rank in Google and never get any search traffic. 

But why is this, and how can you be a part of the minority that gets organic search traffic from Google?

Well, there are hundreds of SEO issues that may prevent your pages from ranking well in Google. But if we focus only on the most common scenarios, assuming the page is indexed, there are only three of them.

Reason 1: The topic has no search demand

If nobody is searching for your topic, you won’t get any search traffic—even if you rank #1.

For example, I recently Googled “pull sitemap into google sheets” and clicked the top-ranking page (which solved my problem in seconds, by the way). But if you plug that URL into Ahrefs’ Site Explorer, you’ll see that it gets zero estimated organic search traffic:

The top-ranking page for this topic gets no traffic because there's no search demandThe top-ranking page for this topic gets no traffic because there's no search demand

This is because hardly anyone else is searching for this, as data from Keywords Explorer confirms:

Keyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demandKeyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demand

This is why it’s so important to do keyword research. You can’t just assume that people are searching for whatever you want to talk about. You need to check the data.

Our Traffic Potential (TP) metric in Keywords Explorer can help with this. It estimates how much organic search traffic the current top-ranking page for a keyword gets from all the queries it ranks for. This is a good indicator of the total search demand for a topic.

You’ll see this metric for every keyword in Keywords Explorer, and you can even filter for keywords that meet your minimum criteria (e.g., 500+ monthly traffic potential): 

Filtering for keywords with Traffic Potential (TP) in Ahrefs' Keywords ExplorerFiltering for keywords with Traffic Potential (TP) in Ahrefs' Keywords Explorer

Reason 2: The page has no backlinks

Backlinks are one of Google’s top three ranking factors, so it probably comes as no surprise that there’s a clear correlation between the number of websites linking to a page and its traffic.

Pages with more referring domains get more trafficPages with more referring domains get more traffic
Pages with more referring domains get more traffic

Same goes for the correlation between a page’s traffic and keyword rankings:

Pages with more referring domains rank for more keywordsPages with more referring domains rank for more keywords
Pages with more referring domains rank for more keywords

Does any of this data prove that backlinks help you rank higher in Google?

No, because correlation does not imply causation. However, most SEO professionals will tell you that it’s almost impossible to rank on the first page for competitive keywords without backlinks—an observation that aligns with the data above.

The key word there is “competitive.” Plenty of pages get organic traffic while having no backlinks…

Pages with more referring domains get more trafficPages with more referring domains get more traffic
How much traffic pages with no backlinks get

… but from what I can tell, almost all of them are about low-competition topics.

For example, this lyrics page for a Neil Young song gets an estimated 162 monthly visits with no backlinks: 

Example of a page with traffic but no backlinks, via Ahrefs' Content ExplorerExample of a page with traffic but no backlinks, via Ahrefs' Content Explorer

But if we check the keywords it ranks for, they almost all have Keyword Difficulty (KD) scores in the single figures:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

It’s the same story for this page selling upholstered headboards:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

You might have noticed two other things about these pages:

  • Neither of them get that much traffic. This is pretty typical. Our index contains ~20 million pages with no referring domains, yet only 2,997 of them get more than 1K search visits per month. That’s roughly 1 in every 6,671 pages with no backlinks.
  • Both of the sites they’re on have high Domain Rating (DR) scores. This metric shows the relative strength of a website’s backlink profile. Stronger sites like these have more PageRank that they can pass to pages with internal links to help them rank. 

Bottom line? If you want your pages to get search traffic, you really only have two options:

  1. Target uncompetitive topics that you can rank for with few or no backlinks.
  2. Target competitive topics and build backlinks to rank.

If you want to find uncompetitive topics, try this:

  1. Enter a topic into Keywords Explorer
  2. Go to the Matching terms report
  3. Set the Keyword Difficulty (KD) filter to max. 20
  4. Set the Lowest DR filter to your site’s DR (this will show you keywords with at least one of the same or lower DR ranking in the top 5)
Filtering for low-competition keywords in Ahrefs' Keywords ExplorerFiltering for low-competition keywords in Ahrefs' Keywords Explorer

(Remember to keep an eye on the TP column to make sure they have traffic potential.)

To rank for more competitive topics, you’ll need to earn or build high-quality backlinks to your page. If you’re not sure how to do that, start with the guides below. Keep in mind that it’ll be practically impossible to get links unless your content adds something to the conversation. 

Reason 3. The page doesn’t match search intent

Google wants to give users the most relevant results for a query. That’s why the top organic results for “best yoga mat” are blog posts with recommendations, not product pages. 

It's obviously what searchers want when they search for "best yoga mats"It's obviously what searchers want when they search for "best yoga mats"

Basically, Google knows that searchers are in research mode, not buying mode.

It’s also why this page selling yoga mats doesn’t show up, despite it having backlinks from more than six times more websites than any of the top-ranking pages:

Page selling yoga mats that has lots of backlinksPage selling yoga mats that has lots of backlinks
Number of linking websites to the top-ranking pages for "best yoga mats"Number of linking websites to the top-ranking pages for "best yoga mats"

Luckily, the page ranks for thousands of other more relevant keywords and gets tens of thousands of monthly organic visits. So it’s not such a big deal that it doesn’t rank for “best yoga mats.”

Number of keyword rankings for the page selling yoga matsNumber of keyword rankings for the page selling yoga mats

However, if you have pages with lots of backlinks but no organic traffic—and they already target a keyword with traffic potential—another quick SEO win is to re-optimize them for search intent.

We did this in 2018 with our free backlink checker.

It was originally nothing but a boring landing page explaining the benefits of our product and offering a 7-day trial: 

Original landing page for our free backlink checkerOriginal landing page for our free backlink checker

After analyzing search intent, we soon realized the issue:

People weren’t looking for a landing page, but rather a free tool they could use right away. 

So, in September 2018, we created a free tool and published it under the same URL. It ranked #1 pretty much overnight, and has remained there ever since. 

Our rankings over time for the keyword "backlink checker." You can see when we changed the pageOur rankings over time for the keyword "backlink checker." You can see when we changed the page

Organic traffic went through the roof, too. From ~14K monthly organic visits pre-optimization to almost ~200K today. 

Estimated search traffic over time to our free backlink checkerEstimated search traffic over time to our free backlink checker


96.55% of pages get no organic traffic. 

Keep your pages in the other 3.45% by building backlinks, choosing topics with organic traffic potential, and matching search intent.

Ping me on Twitter if you have any questions. 🙂

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Firefox URL Tracking Removal – Is This A Trend To Watch?




Firefox URL Tracking Removal - Is This A Trend To Watch?

Firefox recently announced that they are offering users a choice on whether or not to include tracking information from copied URLs, which comes on the on the heels of iOS 17 blocking user tracking via URLs. The momentum of removing tracking information from URLs appears to be gaining speed. Where is this all going and should marketers be concerned?

Is it possible that blocking URL tracking parameters in the name of privacy will become a trend industrywide?

Firefox Announcement

Firefox recently announced that beginning in the Firefox Browser version 120.0, users will be able to select whether or not they want URLs that they copied to contain tracking parameters.

When users select a link to copy and click to raise the contextual menu for it, Firefox is now giving users a choice as to whether to copy the URL with or without the URL tracking parameters that might be attached to the URL.

Screenshot Of Firefox 120 Contextual Menu

Screenshot of Firefox functionality

According to the Firefox 120 announcement:

“Firefox supports a new “Copy Link Without Site Tracking” feature in the context menu which ensures that copied links no longer contain tracking information.”

Browser Trends For Privacy

All browsers, including Google’s Chrome and Chrome variants, are adding new features that make it harder for websites to track users online through referrer information embedded in a URL when a user clicks from one site and leaves through that click to visit another site.

This trend for privacy has been ongoing for many years but it became more noticeable in 2020 when Chrome made changes to how referrer information was sent when users click links to visit other sites. Firefox and Safari followed with similar referrer behavior.

Whether the current Firefox implementation would be disruptive or if the impact is overblown is kind of besides the point.

What is the point is whether or not what Firefox and Apple did to protect privacy is a trend and if that trend will extend to more blocking of URL parameters that are stronger than what Firefox recently implemented.

I asked Kenny Hyder, CEO of online marketing agency Pixel Main, what his thoughts are about the potential disruptive aspect of what Firefox is doing and whether it’s a trend.

Kenny answered:

“It’s not disruptive from Firefox alone, which only has a 3% market share. If other popular browsers follow suit it could begin to be disruptive to a limited degree, but easily solved from a marketers prospective.

If it became more intrusive and they blocked UTM tags, it would take awhile for them all to catch on if you were to circumvent UTM tags by simply tagging things in a series of sub-directories.. ie.<tag1>/<tag2> etc.

Also, most savvy marketers are already integrating future proof workarounds for these exact scenarios.

A lot can be done with pixel based integrations rather than cookie based or UTM tracking. When set up properly they can actually provide better and more accurate tracking and attribution. Hence the name of my agency, Pixel Main.”

I think most marketers are aware that privacy is the trend. The good ones have already taken steps to keep it from becoming a problem while still respecting user privacy.”

Some URL Parameters Are Already Affected

For those who are on the periphery of what’s going on with browsers and privacy, it may come as a surprise that some tracking parameters are already affected by actions meant to protect user privacy.

Jonathan Cairo, Lead Solutions Engineer at Elevar shared that there is already a limited amount of tracking related information stripped from URLs.

But he also explained that there are limits to how much information can be stripped from URLs because the resulting negative effects would cause important web browsing functionality to fail.

Jonathan explained:

“So far, we’re seeing a selective trend where some URL parameters, like ‘fbclid’ in Safari’s private browsing, are disappearing, while others, such as TikTok’s ‘ttclid’, remain.

UTM parameters are expected to stay since they focus on user segmentation rather than individual tracking, provided they are used as intended.

The idea of completely removing all URL parameters seems improbable, as it would disrupt key functionalities on numerous websites, including banking services and search capabilities.

Such a drastic move could lead users to switch to alternative browsers.

On the other hand, if only some parameters are eliminated, there’s the possibility of marketers exploiting the remaining ones for tracking purposes.

This raises the question of whether companies like Apple will take it upon themselves to prevent such use.

Regardless, even in a scenario where all parameters are lost, there are still alternative ways to convey click IDs and UTM information to websites.”

Brad Redding of Elevar agreed about the disruptive effect from going too far with removing URL tracking information:

“There is still too much basic internet functionality that relies on query parameters, such as logging in, password resets, etc, which are effectively the same as URL parameters in a full URL path.

So we believe the privacy crackdown is going to continue on known trackers by blocking their tracking scripts, cookies generated from them, and their ability to monitor user’s activity through the browser.

As this grows, the reliance on brands to own their first party data collection and bring consent preferences down to a user-level (vs session based) will be critical so they can backfill gaps in conversion data to their advertising partners outside of the browser or device.”

The Future Of Tracking, Privacy And What Marketers Should Expect

Elevar raises good points about how far browsers can go in terms of how much blocking they can do. Their response that it’s down to brands to own their first party data collection and other strategies to accomplish analytics without compromising user privacy.

Given all the laws governing privacy and Internet tracking that have been enacted around the world it looks like privacy will continue to be a trend.

However, at this point it time, the advice is to keep monitoring how far browsers are going but there is no expectation that things will get out of hand.

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