Wednesday, August 14, 2019

Is the Keyword Really Dying? - MarTech Series

Is the Keyword Really Dying? - MarTech Series


Is the Keyword Really Dying? - MarTech Series

Posted: 14 Aug 2019 08:30 AM PDT

jellyfish logoEach week, Hollywood box office results are released that reveal the heavy hitters. People have long been intrigued by keeping track of winners and losers. Thus far in 2019, the top three box office winners are courtesy of Disney –  and their shareholders are singing all the way to the bank. Disney continues to affirm that it knows exactly what its patrons want.

Think of tech advances in the last three decades. Try to imagine going back even 10 years ago. In the tech world, that is ancient history. The number of websites has blown past the stratosphere. The competition is fierce – worse than on 'Survivor' or 'The Bachelor.' Brands are in hot pursuit of a magic potion. They hope for a magnetic force that will attract more visitors. Savvy ones know things have changed and tactics have changed, too. Yet in spite of the advancement in algorithms, some marketers are stuck in the past; they rely too much on keywords.

In the early days, the keyword reigned supreme. Today – not so much. In fact, it may never again be the emperor. While it's lost some of its voltage, it is not ready for a tombstone. It just needs some help. Let's go back in time so we can see how it all began.

Evolution of the keyword

In the early days, we bid on keywords to drive traffic. They were broad in nature and efficient at driving visitors to our sites in droves! Then with improvements in tracking and greater visibility into performance and ROI/ROAS, we had the ability to refine our keyword; we drilled down on precise words and specific searches. We maximized our budget on low-funnel terms and began to migrate away from broad. Then, armed with greater knowledge about our audiences and attribution, we rediscovered the value of broader, generic keywords.

The advent of the Broad Match Modifier (BMM)

Campaigns associated with the right keywords will elevate your chances of connecting with your targeted audience. A careful selection may trigger an avalanche of clicks. Conversely, a poor choice of words in your ad may catch the attention of viewers who are not interested in what you are selling. A host of them may click – and thus, blow your PPC budget.

An example of a BMM: Cheap flights to Miami. With this phrase as your keyword, you will want to select the Broad Match keyword option. The words that you must include are 'cheap' and 'airfare'. If someone types 'cheapest' or 'flight' the ad will still be displayed. However, if someone searches for "inexpensive flight" or "inexpensive airfare" Google will not display the ad because those words are not variants – but synonyms. BMMs are a popular option as they provide a match of the exact keyword, as well as variants.

Close variants and what they mean

Close variants are basically variations of your keyword that people are likely to type into a search engine. 'Child bike' or 'Children's bike". This is a close variation but not an exact match.

Close variants are making exact keywords less exact, and allowing the search engine to determine what is relevant, just like broad… they've been termed 'exact-ish'. It's another way of saying 'kind of exact' but not really.

Scripts/negatives

The very word 'negative' sounds like something marketers would automatically avoid. However, many words have more than one connotation. If your online business was established to sell eyeglasses, the logical choice is to select the keyword 'glasses'. Yet, glasses can also refer to a set of drinking glasses. Or shot glasses. Or wine glasses. Thus, someone who is actually searching for wine glasses to purchase as a wedding gift may click on your ad. Those types of ambiguities can be expensive.

Keep a list of negative words and when you create a campaign, add them to your ad-group level. This instructs Google to never show your ad for words that are not associated with your campaign.

How search behavior has changed our keyword strategies

Searchers are not robots that speak one or two words; they are living, breathing humans who have discovered that conversation is still valuable – unlike teenagers who use a flurry of texting codes. Someone who is conducting research on a pre-owned automobile to purchase within their own zip code will be more specific. Think of it as if the person telephones a car dealership. They describe what type of vehicle they are looking for.

Questions, one-word, long tail

A long tail is a keyword phrase of three or more words, and those with four words will seize a larger search volume. Why are consumers inclined to do this, knowing they are requesting information from a robot? They realize that search capabilities have become much more sophisticated. By adding a few more words, they can usually narrow down the results. Searching for a seafood restaurant on the Bay in San Francisco is a more effective search than just typing seafood restaurant. Marketers who create high-caliber long-tail keywords generally see substantial results in converting to Leads/Sales.

We're going back to more long-tail now… think back to Ask Jeeves. Remember our searches back in ancient times? We'd ask lengthy questions and then we got smarter. Search engines also became more sophisticated and we focused more on short tail. However, we stayed with conversational and voice searches, ensuring we have BMM and broader keywords in place to pick up the long tail searches.

The way people conduct searches has changed; they are far more creative with their vocabulary. As marketers, we've had to adjust accordingly. To engage the reader, we must understand what the audience wants. A successful search campaign blends the combination of the search with everything we know about the searcher to create the right message and outcome.

In addition to devoting time to the keyword strategy, enormous chunks of time must be invested if you hope to understand the audience and devise a creative strategy. There is good news for businesses with limited budgets: if you focus on the right audience, one-word generic keywords are affordable.

Hopefully, I have provided you with enough tips to fuel your next campaign and catch lightning in a bottle. The keyword isn't dying, it just needs friends to help it survive!

Read more: How to Run Brainstorms That Will Actually Generate Good Ideas

Vayyar Launches First Universal Sensor Solutions To Put An End to Hot Car Deaths - Citizentribune

Posted: 14 Aug 2019 06:30 AM PDT

TEL AVIV, Israel--(BUSINESS WIRE)--Aug 14, 2019--

Vayyar, the global leader in 4D imaging technology, today announced the launch of the world's first sensor solution capable of meeting industry dual-band needs. Developed specifically to increase safety and passenger monitoring in the interior of a car, this solution is the first to provide manufacturers with sensors that meet country-specific frequency requirements, such as a 79GHz band in Japan, or a 60Ghz band in Europe and the United States. Addressing these regulatory bands provides new flexibility to manufacturers and tier 1 suppliers by offering a choice between these frequencies. Compared to other options, this sensor suite is far more advanced and cost-efficient, meeting all requirements for faster and more effective interior sensor implementation. See how it works here.

The need for more advanced interior car monitoring and safety has become a critical issue in the industry, especially for infants; since 1998, over 800 children have died as a result of vehicular heatstroke with more than half of the cases showing that the child was forgotten by the caregiver. By 2022, child presence detection will be a requirement through the HOT CARS Act legislation in the USA and the Euro NCAP. Vayyar's universal sensor solutions create a new, holistic solution for manufacturers to maximize in-cabin safety and prevent such accidents. These sensors are able to detect if an infant has been left in a vehicle, even if they are covered by a blanket or in a car seat, and send a notification to a driver's phone to alert them of the danger. As the only sensor capable of meeting all country-specific frequency requirements, Vayyar is dedicated to preventing hot car deaths around the world, not just in one country.

Ian Podkamien, Director of Automotive Business Development for Vayyar, said: "Today, in a global market, car manufacturers need absolute flexibility on frequency ranges for an in-cabin safety solution. Vayyar is now uniquely positioned to offer low-cost yet highly advanced solutions that have multiple safety applications. With this advancement, we hope to prevent dangerous and life-threatening situations from happening in vehicles and look forward to working with manufacturers to create smarter, safer cars."

The sensors' point cloud capabilities are able to display the dimension, shape, location and movement of people and objects, and enable the complete identification of the car's environment - regardless of environmental conditions like darkness. In-cabin safety solutions include seat belt reminders (SBR), optimized airbag deployment, gesture control, driver drowsiness alerts and Child Occupancy and Detection (COPD) alarms.

Vayyar's RF sensor on a chip has 48 transceivers at 60 GHz and 79 GHz wide-bands, allowing over thousands of virtual channels. The chip also consists of an internal DSP for real-time signal processing saving the need for an external ECU. This dual-band solution is easily integrated into existing automotive framework, and offers multi-function capabilities to reduce the overall cost and number of sensors needed for a vehicle.

About Vayyar Imaging

Vayyar Imaging is a global leader in 4D imaging technology, providing highly advanced sensors to a wide variety of industries including automotive, smart home, robotics, retail and medical. The company's sensors can see through walls and objects and track and map everything happening in an environment in real-time, all while maintaining privacy. Utilizing a state-of-the-art embedded chip and advanced imaging algorithms, Vayyar's mission is to help people worldwide improve their health, safety and quality of life using mobile, low-cost 4D imaging sensors. In 2018, Vayyar Imaging was named a Technology Pioneer with the potential to transform society and industry by the World Economic Forum. Visit vayyar.com to learn more.

CONTACT: Adriana Howell

BIGfish Communications for Vayyar

617-713-3800

KEYWORD: UNITED STATES NORTH AMERICA MIDDLE EAST ISRAEL

INDUSTRY KEYWORD: NETWORKS AUTOMOTIVE TECHNOLOGY OTHER AUTOMOTIVE MOBILE/WIRELESS OTHER TECHNOLOGY

SOURCE: Vayyar Imaging, Ltd.

Copyright Business Wire 2019.

PUB: 08/14/2019 09:30 AM/DISC: 08/14/2019 09:30 AM

Need for Speed Heat Arrives on November 8th, Burning All Limits - Tullahoma News and Guardian

Posted: 14 Aug 2019 11:27 AM PDT

REDWOOD CITY, Calif.--(BUSINESS WIRE)--Aug 14, 2019--

Ghost Games™, an Electronic Arts Inc. (NASDAQ: EA) studio, today announced Need for Speed™ Heat, the ultimate street racer versus cop fantasy. The game deepens and expands everything Need for Speed™ fans love – expressive customization, authentic urban car culture, and an immersive narrative that pulls you into the game. Watch the announce trailer here.

Deep Customization, Authentic Urban Car Culture, an Open World, and an Immersive Narrative All Fuel the New Need for Speed Game (Graphic: Business Wire)

Need for Speed Heat sends fans to Palm City, a brand-new open world where street racers have gathered to make their names known. By day, players compete in the Speedhunters Showdown, a sanctioned competition where they earn Bank to customize and upgrade their garage of high-performance cars. At night, players risk it all to build their Rep in underground races where a rogue police task force roams the streets, ready to take racers down and swipe all their earnings. The roads, the risks, and the rides never end in this street racer where a player can roll deep with their crew, build their garage full of hot cars, and make the city their nonstop playground.

"We're delivering more options than ever before for players to be unique and make themselves known," said Riley Cooper, Creative Director at Ghost Games. "Our fans have been clear that they want more cars, more customization, and more challenges, and we're tuning up on every aspect. From your character's style to your car's performance and your driving style, we're fuelling everyone's creativity with this new game."

Fans who pre-order the standard edition will get a K.S Edition styled Mitsubishi Evolution X. Pre-ordering the Deluxe Edition adds three K.S Edition styled cars (BMW i8 Coupe, Mercedes C63 AMG Coupe, Chevrolet Corvette Grand Sport), access to exclusive deluxe edition character clothing, and increased earnings of in-game currencies Bank and Rep. Anyone who pre-orders Need for Speed Heat in-game from Need for Speed Payback on any format will also get a 10% discount as a Loyalty Reward 1.*

Need for Speed Heat launches November 8, 2019 for Xbox One, PlayStation® 4, and PC. Jump into the game first on November 5, 2019 with EA Access and Origin™ Access Basic to enjoy up to 10 hours of play time as part of the Play First Trial, or sign-up for Origin Access Premier to get full access on PC.**

To join the conversation, players can like Need for Speed page on Facebook, or follow the Need for Speed channels on Twitter®, Instagram and YouTube. Players can also sign up to the franchise's email list to get the latest news, updates, behind-the-scenes content, exclusive offers, and more (including other EA news, products, events, and promotions). Press assets are available at http://press.ea.com.

1 Loyalty Reward discount does not stack with Access. Must pre-order through in-game menu in Need for Speed Payback.

About Electronic Arts

Electronic Arts (NASDAQ: EA) is a global leader in digital interactive entertainment. The Company develops and delivers games, content and online services for Internet-connected consoles, mobile devices and personal computers.

In fiscal year 2019, EA posted GAAP net revenue of $4.95 billion. Headquartered in Redwood City, California, EA is recognized for a portfolio of critically acclaimed, high-quality brands such as EA SPORTS™ FIFA, Battlefield™, Apex Legends™, The Sims™, Madden NFL, Need for Speed™, Titanfall™ and Plants vs. Zombies™. More information about EA is available at www.ea.com/news.

CONTACT: Jino Talens

Sr. PR Manager

650-628-9111

PR Manager

+46 70 975 99 52

KEYWORD: NORTH AMERICA UNITED STATES EUROPE GERMANY CALIFORNIA

INDUSTRY KEYWORD: CONSUMER ELECTRONICS TECHNOLOGY ELECTRONIC GAMES ONLINE MOBILE ENTERTAINMENT ENTERTAINMENT SOFTWARE AUDIO/VIDEO

SOURCE: Electronic Arts Inc.

Copyright Business Wire 2019.

PUB: 08/14/2019 02:27 PM/DISC: 08/14/2019 02:27 PM

7 SEO Mistakes Bloggers Better Not Make - MintTwist Blog

Posted: 14 Aug 2019 01:11 AM PDT

Like it or not, but blogging and SEO are closely intertwined with each other. The truth is, by implementing SEO tactics into your blogging campaign, you can get your blog in front of lots of new readers. But it happens quite often that bloggers give 100% of their efforts to writing content totally forgetting about SEO. And even if bloggers do make some SEO efforts, they often fail to do everything correctly because SEO is not easy stuff to do. So, here are 7 commonly made SEO mistakes that may prevent you from running a successful blog.

Mistake #1: Not doing keyword research

In the age of semantic search and machine learning, Google is considered clever enough to understand the meaning of your content without even looking at separate keywords. Therefore, many bloggers tend to ignore keyword research and proceed with covering some broad topics. If you're one of them, you need to stop doing this right now. The truth is, without optimizing your content for relevant keywords, your pages have almost no chance to rank high in the SERPs. Therefore, keyword research should be one of the most important activities for you as a blogger.

Solution:

The very first thing to do is to identify keywords that you already rank for. They can be comfortably extracted from Google Search Console. These keywords are of the greatest importance because they already bring you traffic and are quite easy to optimize for.

The best way to enrich your keyword list with some gems is to reveal your top competitors' keyword profile. One of the best tools for doing that is SEO PowerSuite's Rank Tracker, a powerful keyword research tool. By typing your competitor's URL in this tool, you can see the exact keywords he or she is ranking for as well as positions in SERPs.

Although we've identified keywords that already bring you traffic and stole some from your competitors, there are still lots of keywords to be collected. They can be dragged from various search engines – Google, Bing, Yahoo, etc. What's more, you can do it with the help of different search methods like related searches, autocompletes, related questions, and so on. Of course, this is a pretty time-consuming activity, and it's times easier to use a tool like Rank Tracker for such purposes.

Mistake #2: Not optimizing content for your keywords

Of course, as a blogger, your major responsibility is to write for people and people only. But although it's a very nice approach to pursue, bloggers quite often forget to optimize their content for keywords to make search engines better understand their content. As a result, they end up with low-ranking pages or pages that rank for the wrong keywords. That is why each and every time you publish a piece of content, you need to make sure that it's keyword-optimized.

Solution:

After you've decided on the page that is in need of optimization and found relevant keywords, it's time to fill your content with them. Make sure that your keywords are present in titles, descriptions, H1 tags, as well as alt texts. But don't overdo it because repeating the same words or phrases is considered keyword stuffing and, as a rule, leads to the Panda penalty. The best thing you can do is leverage so-called semantic SEO and enrich your content with both target keywords and more synonymous keyword phrases with the same meaning.

With the rising popularity of voice search, it's also a good idea to include long-tail keywords and question phrases in your content. Doing this also raises your chances to compete for a featured snippet.

Mistake #3: Not ensuring your website is accessible and easily crawl-able

Logically enough, if search engines can't crawl your content, there's no chance it will appear in search results. The most common reasons for your site being crawler-unfriendly are robots.txt restrictions, broken links, bad internal linking, too complicated website structure, etc.

Solution:

The very first thing that Google looks at when trying to crawl your site is robots.txt file. And if according to its instructions some of your pages are restricted from indexing, they will be invisible to Google. Therefore, robots.txt instructions need to be checked in the first place.

The next thing to be checked is sitemap, which is exactly what it sounds like – a model of your website's content. There's also a so-called sitemap.xml file, which helps search engine crawlers index all pages on the site. But in case your sitemap file is blocked by robots. txt, Google bots won't be able to reach its content. What's more, you need to make sure that all the pages in your sitemap are relevant and updated and there are no wrong pages.

I guess it's only fair to say that both users and crawlers are not big fans of broken links. They provide bad user experience and signal to Google that the site is of poor quality. On top of that, if you have too many broken links, Google bots may waste their entire crawl budget on trying to index them instead of your quality pages.

Another thing you need to watch out for is orphan pages. These are the ones that are not internally linked to by any other pages and, therefore, cannot be found by both users and search engines.

The deeper in your site structure your page is, the harder it becomes for bots to crawl it. So, try not to hide your most important pages deep in your site structure. The best practice is for every single page of your website to be no farther than 3 clicks away from your homepage.

I know, many of the above-listed things may seem too complicated and time-consuming to you. That's why it's better to invest in a good site audit tool like WebSite Auditor. It will automate all the work for you showing all website issues in one comfortable dashboard.

Mistake #4: Not promoting content/not building links

In harsh SEO reality, having a cool blog with top-notch content doesn`t necessarily guarantee that everyone will see it. Don't get me wrong, content is still king and still a must. But there's this dramatic mistake a lot of bloggers and content creators tend to make – spending more time on writing a piece of content rather than on promoting it and building links. And links are still one of the strongest ranking signals, and I would definitely advise you to invest more time and effort in quality link building with a top-notch backlink checker tool. Remember that it's not a one-time activity, it needs to be done every time your post goes live.

Solution:

So, here are some link building and content promotion tactics for you to consider.

  1. Link bait

This strategy requires sharing high quality content that would drive links due its value. Try to look at your content from aside and decide whether it's link-worthy or not. If not, think of treating your readers with some unique insights, free stuff, helpful articles and surveys, videos, infographics, hot topics, etc.

  1. Guest blogging

With no exaggeration, guest posting is still one of the most effective link building strategies. It allows you to earn backlinks, gain new audience for your own blog, and, of course, website traffic. The only "but" is your guest blogging prospects need to be of quality. So, search for blogs similar to your niche and offer a post or an exchange of posts.

  1. Blog commenting

Commenting on blogs is yet another powerful link building tactic that can help you with raising authority, improving your blog's visibility, and driving new links. The only thing you need to do is find relevant blogs with comments enabled and start commenting. The best practice is to provide some helpful information (add a link to a relevant post on your blog) or answer a question. Remember that "Great post!" sort of comments will hardly bring you any profit.

  1. Ego bait

Basically, the essence of this strategy is to make your industry authorities share your blog or post. Although it may first seem like mission impossible, if you succeed to appeal to the influencer's ego, he or she will most probably link you back. Think of quoting influencers, linking them, writing a positive review, or creating a round-up list with an influencer included, for instance.

Another good idea is to arrange an interview with an influencer. Practice shows that even the most unreachable industry authorities tend to accept interviews and almost always share them on their social channels. What you need to do is reach out, send questions, do an interview, and then publish it on your blog.

  1. Email list

If you offer a product or service, you most probably have an email list by means of which you inform your customers on some promotions or special offers. If you still don't have an email list, wait no more and start forming one. The best way to grab yourself an impressive collection of emails is attaching something valuable to your email signup form. Think of offering your articles in PDF format, private blog content, eBooks, discounts, etc. Just pick any relevant option and get your precious emails in return. After you've come up with an email list, you can start sending your content to it. Tools like GetResponse and MailChimp are perfect for this sort of activity.

  1. Content communities

Another way to get your content in front of as many eyes as possible and drive more relevant traffic is by submitting it to content communities. In a nutshell, these communities gather together professionals that are highly interested in sharing and discussing content related to certain topics. As a rule, the more active you are within your community, the more attention your posts are likely to receive. So, consider submitting your posts to content communities like Triberr, GrowthHackers, or some other ones that are relevant to your niche.

These are just a few examples of how you can build links and promote your content. The success key is not sticking to just one strategy, but using multiple techniques as a combo. The best thing you can do is work out promotional and link building routine and go through it every time you publish a post.

Mistake #5:  Not grabbing all the clicks from the SERPs you rank in

Another mistake bloggers (and not only) tend to make quite often is judging pages` success by their positions in SERPs. Although having high-ranking pages is undoubtedly cool, you should also pay equal attention to your snippets. As a rule, having pages that rank well but lag behind in terms of CTR means that your title tags and meta descriptions are not relevant or appealing enough. You should also have a look at your top competitors` snippets. If they have rich snippets implemented (reviews, star ratings, etc.) and you don't, people will more likely click on their websites.

Solution:

First of all, make sure that your titles and descriptions are keyword-optimized. Try to make them as appealing as you can by adding a strong call to action and pushing your target keywords closer to the beginning. It's also a good idea to check out your competitors` titles and descriptions for inspiration. If you don't want your title and description to be cut off by Google, make sure you don't exceed the limit of 55 characters for a title and 155 characters for a description. And of course, the last thing Google wants is pages with duplicate titles or descriptions, so watch out for that as well.

To make your webpage even more click-worthy, consider implementing structured data markup for enabling rich snippets. You'll be able to choose various rich snippet elements depending on your niche.

Mistake #6: Not watching out for duplicate content issues

I guess it's well understood that duplicate content both internal and external is not ok with Google. However, a lot of bloggers and content creators underestimate the negative impact of duplication. When it comes to external duplication, copying other people's content will hardly ever result in high rankings, as Google always prioritizes the original source. On top of that, scraping content may get you under the Panda penalty.

When it comes to internally duplicated content, it may result into wasting crawl budget, which means some of your pages will be crawled less frequently.

Solution:

If you're syndicating content, it's important to agree on some guidelines with your publishers. The best practice is to ask the publisher to use the canonical tag on the syndicated article. By doing so, Google will understand that your article was the original one. Another way to go is to use a so-called noindex tag, which excludes the page with the republished content from Google's search results.

You may not steal content from other websites, but still have duplication issues. Here I'm speaking about internal duplication that can occur quite often when your website is not set up correctly either technically or structurally. For instance, you may have some similar sections on your site and an article that would suit both of them. Therefore, this post will be repeated two times. In order to overcome such issues, consider running a duplicate content audit within your site. This can be comfortably done with the help of WebSite Auditor.

You only need to open your project, move the Site Audit submodule, scroll down to the On-page section, and look for pages with duplicate titles and descriptions. Now you need to go manually through these pages to spot the repeating ones. In case different pages have the same titles or descriptions, make sure to rewrite them. By the way, this can be done directly in the tool.

External duplication is yet another thing that can cost you a huge SEO trouble as well as get you under Google's Panda penalty. So, if you suspect your pages in having external duplication, make sure to check them with Copyscape.

Mistake #7: Not tracking page speed

With Google now being obsessed with speed more than ever before, not tracking it is almost an SEO sin. First of all, page speed is now a ranking factor for both desktop and mobile devices. So, you shouldn`t expect high rankings if your site doesn`t load in a second flash. On top of that, page speed is a core user experience metric. And of course, you`re familiar with the research conducted by Google according to which 50% of your visitors expect your page to load within less than 2 seconds. So, in order to overcome a ranking drop and stop frustrating visitors with slow loading pages, it`s crucial to identify where you stand with your site speed-wise.

Solution:

Without a shadow of a doubt, the best tool to track your page speed is the PageSpeed Insights tool. You only need to paste your website's URL, and it's going to be evaluated   based on the two criteria, which are Optimization and Speed. By the way, according to the experiment we've conducted recently, Optimization score is what now has the biggest impact on rankings. So, make sure your Optimization score is on point (higher than 80 points) or fix the below listed technical factors if it's not. If you don't know how it can be done, ask your webmaster to do it for you or consult this guide on page speed optimization.

Things get a bit trickier when it's the Speed parameter that lags behind. If that's the case, you will definitely need to call for your webmaster's help. The thing is the only way to improve the Speed score is to restructure your website so that it becomes less "heavy" and complicated. Minimizing the amount of images and scripts and implementing AMP (Accelerated Mobile Pages) for mobile pages can also help you with that.

In conclusion

So, here was my list of the top SEO mistakes bloggers tend to make from time to time. Although SEO landscape is constantly changing, basics still remain the same. So, if you want to run a successful blog, it's your sacred duty to do keyword research and optimize your content for these keywords. To make the most of your posts, make sure you build links and promote your content well enough. But don't forget about the exterior, and make your snippets look awesome. And of course, watch out for duplication issues and try to satisfy the need for speed as much as you can.

Bio: Aleh Barysevich is Founder and Chief Marketing Officer at companies behind SEO PowerSuite, professional software for full-cycle SEO campaigns, and Awario, a social media monitoring app. He is a seasoned SEO and social media expert and speaker at major industry conferences, including 2018's SMX London, BrightonSEO and SMX East.

Is the Keyword Really Dying? - MarTech Series


Is the Keyword Really Dying? - MarTech Series

Posted: 14 Aug 2019 08:30 AM PDT

jellyfish logoEach week, Hollywood box office results are released that reveal the heavy hitters. People have long been intrigued by keeping track of winners and losers. Thus far in 2019, the top three box office winners are courtesy of Disney –  and their shareholders are singing all the way to the bank. Disney continues to affirm that it knows exactly what its patrons want.

Think of tech advances in the last three decades. Try to imagine going back even 10 years ago. In the tech world, that is ancient history. The number of websites has blown past the stratosphere. The competition is fierce – worse than on 'Survivor' or 'The Bachelor.' Brands are in hot pursuit of a magic potion. They hope for a magnetic force that will attract more visitors. Savvy ones know things have changed and tactics have changed, too. Yet in spite of the advancement in algorithms, some marketers are stuck in the past; they rely too much on keywords.

In the early days, the keyword reigned supreme. Today – not so much. In fact, it may never again be the emperor. While it's lost some of its voltage, it is not ready for a tombstone. It just needs some help. Let's go back in time so we can see how it all began.

Evolution of the keyword

In the early days, we bid on keywords to drive traffic. They were broad in nature and efficient at driving visitors to our sites in droves! Then with improvements in tracking and greater visibility into performance and ROI/ROAS, we had the ability to refine our keyword; we drilled down on precise words and specific searches. We maximized our budget on low-funnel terms and began to migrate away from broad. Then, armed with greater knowledge about our audiences and attribution, we rediscovered the value of broader, generic keywords.

The advent of the Broad Match Modifier (BMM)

Campaigns associated with the right keywords will elevate your chances of connecting with your targeted audience. A careful selection may trigger an avalanche of clicks. Conversely, a poor choice of words in your ad may catch the attention of viewers who are not interested in what you are selling. A host of them may click – and thus, blow your PPC budget.

An example of a BMM: Cheap flights to Miami. With this phrase as your keyword, you will want to select the Broad Match keyword option. The words that you must include are 'cheap' and 'airfare'. If someone types 'cheapest' or 'flight' the ad will still be displayed. However, if someone searches for "inexpensive flight" or "inexpensive airfare" Google will not display the ad because those words are not variants – but synonyms. BMMs are a popular option as they provide a match of the exact keyword, as well as variants.

Close variants and what they mean

Close variants are basically variations of your keyword that people are likely to type into a search engine. 'Child bike' or 'Children's bike". This is a close variation but not an exact match.

Close variants are making exact keywords less exact, and allowing the search engine to determine what is relevant, just like broad… they've been termed 'exact-ish'. It's another way of saying 'kind of exact' but not really.

Scripts/negatives

The very word 'negative' sounds like something marketers would automatically avoid. However, many words have more than one connotation. If your online business was established to sell eyeglasses, the logical choice is to select the keyword 'glasses'. Yet, glasses can also refer to a set of drinking glasses. Or shot glasses. Or wine glasses. Thus, someone who is actually searching for wine glasses to purchase as a wedding gift may click on your ad. Those types of ambiguities can be expensive.

Keep a list of negative words and when you create a campaign, add them to your ad-group level. This instructs Google to never show your ad for words that are not associated with your campaign.

How search behavior has changed our keyword strategies

Searchers are not robots that speak one or two words; they are living, breathing humans who have discovered that conversation is still valuable – unlike teenagers who use a flurry of texting codes. Someone who is conducting research on a pre-owned automobile to purchase within their own zip code will be more specific. Think of it as if the person telephones a car dealership. They describe what type of vehicle they are looking for.

Questions, one-word, long tail

A long tail is a keyword phrase of three or more words, and those with four words will seize a larger search volume. Why are consumers inclined to do this, knowing they are requesting information from a robot? They realize that search capabilities have become much more sophisticated. By adding a few more words, they can usually narrow down the results. Searching for a seafood restaurant on the Bay in San Francisco is a more effective search than just typing seafood restaurant. Marketers who create high-caliber long-tail keywords generally see substantial results in converting to Leads/Sales.

We're going back to more long-tail now… think back to Ask Jeeves. Remember our searches back in ancient times? We'd ask lengthy questions and then we got smarter. Search engines also became more sophisticated and we focused more on short tail. However, we stayed with conversational and voice searches, ensuring we have BMM and broader keywords in place to pick up the long tail searches.

The way people conduct searches has changed; they are far more creative with their vocabulary. As marketers, we've had to adjust accordingly. To engage the reader, we must understand what the audience wants. A successful search campaign blends the combination of the search with everything we know about the searcher to create the right message and outcome.

In addition to devoting time to the keyword strategy, enormous chunks of time must be invested if you hope to understand the audience and devise a creative strategy. There is good news for businesses with limited budgets: if you focus on the right audience, one-word generic keywords are affordable.

Hopefully, I have provided you with enough tips to fuel your next campaign and catch lightning in a bottle. The keyword isn't dying, it just needs friends to help it survive!

Read more: How to Run Brainstorms That Will Actually Generate Good Ideas

Vayyar Launches First Universal Sensor Solutions To Put An End to Hot Car Deaths - Citizentribune

Posted: 14 Aug 2019 06:30 AM PDT

TEL AVIV, Israel--(BUSINESS WIRE)--Aug 14, 2019--

Vayyar, the global leader in 4D imaging technology, today announced the launch of the world's first sensor solution capable of meeting industry dual-band needs. Developed specifically to increase safety and passenger monitoring in the interior of a car, this solution is the first to provide manufacturers with sensors that meet country-specific frequency requirements, such as a 79GHz band in Japan, or a 60Ghz band in Europe and the United States. Addressing these regulatory bands provides new flexibility to manufacturers and tier 1 suppliers by offering a choice between these frequencies. Compared to other options, this sensor suite is far more advanced and cost-efficient, meeting all requirements for faster and more effective interior sensor implementation. See how it works here.

The need for more advanced interior car monitoring and safety has become a critical issue in the industry, especially for infants; since 1998, over 800 children have died as a result of vehicular heatstroke with more than half of the cases showing that the child was forgotten by the caregiver. By 2022, child presence detection will be a requirement through the HOT CARS Act legislation in the USA and the Euro NCAP. Vayyar's universal sensor solutions create a new, holistic solution for manufacturers to maximize in-cabin safety and prevent such accidents. These sensors are able to detect if an infant has been left in a vehicle, even if they are covered by a blanket or in a car seat, and send a notification to a driver's phone to alert them of the danger. As the only sensor capable of meeting all country-specific frequency requirements, Vayyar is dedicated to preventing hot car deaths around the world, not just in one country.

Ian Podkamien, Director of Automotive Business Development for Vayyar, said: "Today, in a global market, car manufacturers need absolute flexibility on frequency ranges for an in-cabin safety solution. Vayyar is now uniquely positioned to offer low-cost yet highly advanced solutions that have multiple safety applications. With this advancement, we hope to prevent dangerous and life-threatening situations from happening in vehicles and look forward to working with manufacturers to create smarter, safer cars."

The sensors' point cloud capabilities are able to display the dimension, shape, location and movement of people and objects, and enable the complete identification of the car's environment - regardless of environmental conditions like darkness. In-cabin safety solutions include seat belt reminders (SBR), optimized airbag deployment, gesture control, driver drowsiness alerts and Child Occupancy and Detection (COPD) alarms.

Vayyar's RF sensor on a chip has 48 transceivers at 60 GHz and 79 GHz wide-bands, allowing over thousands of virtual channels. The chip also consists of an internal DSP for real-time signal processing saving the need for an external ECU. This dual-band solution is easily integrated into existing automotive framework, and offers multi-function capabilities to reduce the overall cost and number of sensors needed for a vehicle.

About Vayyar Imaging

Vayyar Imaging is a global leader in 4D imaging technology, providing highly advanced sensors to a wide variety of industries including automotive, smart home, robotics, retail and medical. The company's sensors can see through walls and objects and track and map everything happening in an environment in real-time, all while maintaining privacy. Utilizing a state-of-the-art embedded chip and advanced imaging algorithms, Vayyar's mission is to help people worldwide improve their health, safety and quality of life using mobile, low-cost 4D imaging sensors. In 2018, Vayyar Imaging was named a Technology Pioneer with the potential to transform society and industry by the World Economic Forum. Visit vayyar.com to learn more.

CONTACT: Adriana Howell

BIGfish Communications for Vayyar

617-713-3800

KEYWORD: UNITED STATES NORTH AMERICA MIDDLE EAST ISRAEL

INDUSTRY KEYWORD: NETWORKS AUTOMOTIVE TECHNOLOGY OTHER AUTOMOTIVE MOBILE/WIRELESS OTHER TECHNOLOGY

SOURCE: Vayyar Imaging, Ltd.

Copyright Business Wire 2019.

PUB: 08/14/2019 09:30 AM/DISC: 08/14/2019 09:30 AM

Need for Speed Heat Arrives on November 8th, Burning All Limits - Tullahoma News and Guardian

Posted: 14 Aug 2019 11:27 AM PDT

REDWOOD CITY, Calif.--(BUSINESS WIRE)--Aug 14, 2019--

Ghost Games™, an Electronic Arts Inc. (NASDAQ: EA) studio, today announced Need for Speed™ Heat, the ultimate street racer versus cop fantasy. The game deepens and expands everything Need for Speed™ fans love – expressive customization, authentic urban car culture, and an immersive narrative that pulls you into the game. Watch the announce trailer here.

Deep Customization, Authentic Urban Car Culture, an Open World, and an Immersive Narrative All Fuel the New Need for Speed Game (Graphic: Business Wire)

Need for Speed Heat sends fans to Palm City, a brand-new open world where street racers have gathered to make their names known. By day, players compete in the Speedhunters Showdown, a sanctioned competition where they earn Bank to customize and upgrade their garage of high-performance cars. At night, players risk it all to build their Rep in underground races where a rogue police task force roams the streets, ready to take racers down and swipe all their earnings. The roads, the risks, and the rides never end in this street racer where a player can roll deep with their crew, build their garage full of hot cars, and make the city their nonstop playground.

"We're delivering more options than ever before for players to be unique and make themselves known," said Riley Cooper, Creative Director at Ghost Games. "Our fans have been clear that they want more cars, more customization, and more challenges, and we're tuning up on every aspect. From your character's style to your car's performance and your driving style, we're fuelling everyone's creativity with this new game."

Fans who pre-order the standard edition will get a K.S Edition styled Mitsubishi Evolution X. Pre-ordering the Deluxe Edition adds three K.S Edition styled cars (BMW i8 Coupe, Mercedes C63 AMG Coupe, Chevrolet Corvette Grand Sport), access to exclusive deluxe edition character clothing, and increased earnings of in-game currencies Bank and Rep. Anyone who pre-orders Need for Speed Heat in-game from Need for Speed Payback on any format will also get a 10% discount as a Loyalty Reward 1.*

Need for Speed Heat launches November 8, 2019 for Xbox One, PlayStation® 4, and PC. Jump into the game first on November 5, 2019 with EA Access and Origin™ Access Basic to enjoy up to 10 hours of play time as part of the Play First Trial, or sign-up for Origin Access Premier to get full access on PC.**

To join the conversation, players can like Need for Speed page on Facebook, or follow the Need for Speed channels on Twitter®, Instagram and YouTube. Players can also sign up to the franchise's email list to get the latest news, updates, behind-the-scenes content, exclusive offers, and more (including other EA news, products, events, and promotions). Press assets are available at http://press.ea.com.

1 Loyalty Reward discount does not stack with Access. Must pre-order through in-game menu in Need for Speed Payback.

About Electronic Arts

Electronic Arts (NASDAQ: EA) is a global leader in digital interactive entertainment. The Company develops and delivers games, content and online services for Internet-connected consoles, mobile devices and personal computers.

In fiscal year 2019, EA posted GAAP net revenue of $4.95 billion. Headquartered in Redwood City, California, EA is recognized for a portfolio of critically acclaimed, high-quality brands such as EA SPORTS™ FIFA, Battlefield™, Apex Legends™, The Sims™, Madden NFL, Need for Speed™, Titanfall™ and Plants vs. Zombies™. More information about EA is available at www.ea.com/news.

CONTACT: Jino Talens

Sr. PR Manager

650-628-9111

PR Manager

+46 70 975 99 52

KEYWORD: NORTH AMERICA UNITED STATES EUROPE GERMANY CALIFORNIA

INDUSTRY KEYWORD: CONSUMER ELECTRONICS TECHNOLOGY ELECTRONIC GAMES ONLINE MOBILE ENTERTAINMENT ENTERTAINMENT SOFTWARE AUDIO/VIDEO

SOURCE: Electronic Arts Inc.

Copyright Business Wire 2019.

PUB: 08/14/2019 02:27 PM/DISC: 08/14/2019 02:27 PM

7 SEO Mistakes Bloggers Better Not Make - MintTwist Blog

Posted: 14 Aug 2019 01:11 AM PDT

Like it or not, but blogging and SEO are closely intertwined with each other. The truth is, by implementing SEO tactics into your blogging campaign, you can get your blog in front of lots of new readers. But it happens quite often that bloggers give 100% of their efforts to writing content totally forgetting about SEO. And even if bloggers do make some SEO efforts, they often fail to do everything correctly because SEO is not easy stuff to do. So, here are 7 commonly made SEO mistakes that may prevent you from running a successful blog.

Mistake #1: Not doing keyword research

In the age of semantic search and machine learning, Google is considered clever enough to understand the meaning of your content without even looking at separate keywords. Therefore, many bloggers tend to ignore keyword research and proceed with covering some broad topics. If you're one of them, you need to stop doing this right now. The truth is, without optimizing your content for relevant keywords, your pages have almost no chance to rank high in the SERPs. Therefore, keyword research should be one of the most important activities for you as a blogger.

Solution:

The very first thing to do is to identify keywords that you already rank for. They can be comfortably extracted from Google Search Console. These keywords are of the greatest importance because they already bring you traffic and are quite easy to optimize for.

The best way to enrich your keyword list with some gems is to reveal your top competitors' keyword profile. One of the best tools for doing that is SEO PowerSuite's Rank Tracker, a powerful keyword research tool. By typing your competitor's URL in this tool, you can see the exact keywords he or she is ranking for as well as positions in SERPs.

Although we've identified keywords that already bring you traffic and stole some from your competitors, there are still lots of keywords to be collected. They can be dragged from various search engines – Google, Bing, Yahoo, etc. What's more, you can do it with the help of different search methods like related searches, autocompletes, related questions, and so on. Of course, this is a pretty time-consuming activity, and it's times easier to use a tool like Rank Tracker for such purposes.

Mistake #2: Not optimizing content for your keywords

Of course, as a blogger, your major responsibility is to write for people and people only. But although it's a very nice approach to pursue, bloggers quite often forget to optimize their content for keywords to make search engines better understand their content. As a result, they end up with low-ranking pages or pages that rank for the wrong keywords. That is why each and every time you publish a piece of content, you need to make sure that it's keyword-optimized.

Solution:

After you've decided on the page that is in need of optimization and found relevant keywords, it's time to fill your content with them. Make sure that your keywords are present in titles, descriptions, H1 tags, as well as alt texts. But don't overdo it because repeating the same words or phrases is considered keyword stuffing and, as a rule, leads to the Panda penalty. The best thing you can do is leverage so-called semantic SEO and enrich your content with both target keywords and more synonymous keyword phrases with the same meaning.

With the rising popularity of voice search, it's also a good idea to include long-tail keywords and question phrases in your content. Doing this also raises your chances to compete for a featured snippet.

Mistake #3: Not ensuring your website is accessible and easily crawl-able

Logically enough, if search engines can't crawl your content, there's no chance it will appear in search results. The most common reasons for your site being crawler-unfriendly are robots.txt restrictions, broken links, bad internal linking, too complicated website structure, etc.

Solution:

The very first thing that Google looks at when trying to crawl your site is robots.txt file. And if according to its instructions some of your pages are restricted from indexing, they will be invisible to Google. Therefore, robots.txt instructions need to be checked in the first place.

The next thing to be checked is sitemap, which is exactly what it sounds like – a model of your website's content. There's also a so-called sitemap.xml file, which helps search engine crawlers index all pages on the site. But in case your sitemap file is blocked by robots. txt, Google bots won't be able to reach its content. What's more, you need to make sure that all the pages in your sitemap are relevant and updated and there are no wrong pages.

I guess it's only fair to say that both users and crawlers are not big fans of broken links. They provide bad user experience and signal to Google that the site is of poor quality. On top of that, if you have too many broken links, Google bots may waste their entire crawl budget on trying to index them instead of your quality pages.

Another thing you need to watch out for is orphan pages. These are the ones that are not internally linked to by any other pages and, therefore, cannot be found by both users and search engines.

The deeper in your site structure your page is, the harder it becomes for bots to crawl it. So, try not to hide your most important pages deep in your site structure. The best practice is for every single page of your website to be no farther than 3 clicks away from your homepage.

I know, many of the above-listed things may seem too complicated and time-consuming to you. That's why it's better to invest in a good site audit tool like WebSite Auditor. It will automate all the work for you showing all website issues in one comfortable dashboard.

Mistake #4: Not promoting content/not building links

In harsh SEO reality, having a cool blog with top-notch content doesn`t necessarily guarantee that everyone will see it. Don't get me wrong, content is still king and still a must. But there's this dramatic mistake a lot of bloggers and content creators tend to make – spending more time on writing a piece of content rather than on promoting it and building links. And links are still one of the strongest ranking signals, and I would definitely advise you to invest more time and effort in quality link building with a top-notch backlink checker tool. Remember that it's not a one-time activity, it needs to be done every time your post goes live.

Solution:

So, here are some link building and content promotion tactics for you to consider.

  1. Link bait

This strategy requires sharing high quality content that would drive links due its value. Try to look at your content from aside and decide whether it's link-worthy or not. If not, think of treating your readers with some unique insights, free stuff, helpful articles and surveys, videos, infographics, hot topics, etc.

  1. Guest blogging

With no exaggeration, guest posting is still one of the most effective link building strategies. It allows you to earn backlinks, gain new audience for your own blog, and, of course, website traffic. The only "but" is your guest blogging prospects need to be of quality. So, search for blogs similar to your niche and offer a post or an exchange of posts.

  1. Blog commenting

Commenting on blogs is yet another powerful link building tactic that can help you with raising authority, improving your blog's visibility, and driving new links. The only thing you need to do is find relevant blogs with comments enabled and start commenting. The best practice is to provide some helpful information (add a link to a relevant post on your blog) or answer a question. Remember that "Great post!" sort of comments will hardly bring you any profit.

  1. Ego bait

Basically, the essence of this strategy is to make your industry authorities share your blog or post. Although it may first seem like mission impossible, if you succeed to appeal to the influencer's ego, he or she will most probably link you back. Think of quoting influencers, linking them, writing a positive review, or creating a round-up list with an influencer included, for instance.

Another good idea is to arrange an interview with an influencer. Practice shows that even the most unreachable industry authorities tend to accept interviews and almost always share them on their social channels. What you need to do is reach out, send questions, do an interview, and then publish it on your blog.

  1. Email list

If you offer a product or service, you most probably have an email list by means of which you inform your customers on some promotions or special offers. If you still don't have an email list, wait no more and start forming one. The best way to grab yourself an impressive collection of emails is attaching something valuable to your email signup form. Think of offering your articles in PDF format, private blog content, eBooks, discounts, etc. Just pick any relevant option and get your precious emails in return. After you've come up with an email list, you can start sending your content to it. Tools like GetResponse and MailChimp are perfect for this sort of activity.

  1. Content communities

Another way to get your content in front of as many eyes as possible and drive more relevant traffic is by submitting it to content communities. In a nutshell, these communities gather together professionals that are highly interested in sharing and discussing content related to certain topics. As a rule, the more active you are within your community, the more attention your posts are likely to receive. So, consider submitting your posts to content communities like Triberr, GrowthHackers, or some other ones that are relevant to your niche.

These are just a few examples of how you can build links and promote your content. The success key is not sticking to just one strategy, but using multiple techniques as a combo. The best thing you can do is work out promotional and link building routine and go through it every time you publish a post.

Mistake #5:  Not grabbing all the clicks from the SERPs you rank in

Another mistake bloggers (and not only) tend to make quite often is judging pages` success by their positions in SERPs. Although having high-ranking pages is undoubtedly cool, you should also pay equal attention to your snippets. As a rule, having pages that rank well but lag behind in terms of CTR means that your title tags and meta descriptions are not relevant or appealing enough. You should also have a look at your top competitors` snippets. If they have rich snippets implemented (reviews, star ratings, etc.) and you don't, people will more likely click on their websites.

Solution:

First of all, make sure that your titles and descriptions are keyword-optimized. Try to make them as appealing as you can by adding a strong call to action and pushing your target keywords closer to the beginning. It's also a good idea to check out your competitors` titles and descriptions for inspiration. If you don't want your title and description to be cut off by Google, make sure you don't exceed the limit of 55 characters for a title and 155 characters for a description. And of course, the last thing Google wants is pages with duplicate titles or descriptions, so watch out for that as well.

To make your webpage even more click-worthy, consider implementing structured data markup for enabling rich snippets. You'll be able to choose various rich snippet elements depending on your niche.

Mistake #6: Not watching out for duplicate content issues

I guess it's well understood that duplicate content both internal and external is not ok with Google. However, a lot of bloggers and content creators underestimate the negative impact of duplication. When it comes to external duplication, copying other people's content will hardly ever result in high rankings, as Google always prioritizes the original source. On top of that, scraping content may get you under the Panda penalty.

When it comes to internally duplicated content, it may result into wasting crawl budget, which means some of your pages will be crawled less frequently.

Solution:

If you're syndicating content, it's important to agree on some guidelines with your publishers. The best practice is to ask the publisher to use the canonical tag on the syndicated article. By doing so, Google will understand that your article was the original one. Another way to go is to use a so-called noindex tag, which excludes the page with the republished content from Google's search results.

You may not steal content from other websites, but still have duplication issues. Here I'm speaking about internal duplication that can occur quite often when your website is not set up correctly either technically or structurally. For instance, you may have some similar sections on your site and an article that would suit both of them. Therefore, this post will be repeated two times. In order to overcome such issues, consider running a duplicate content audit within your site. This can be comfortably done with the help of WebSite Auditor.

You only need to open your project, move the Site Audit submodule, scroll down to the On-page section, and look for pages with duplicate titles and descriptions. Now you need to go manually through these pages to spot the repeating ones. In case different pages have the same titles or descriptions, make sure to rewrite them. By the way, this can be done directly in the tool.

External duplication is yet another thing that can cost you a huge SEO trouble as well as get you under Google's Panda penalty. So, if you suspect your pages in having external duplication, make sure to check them with Copyscape.

Mistake #7: Not tracking page speed

With Google now being obsessed with speed more than ever before, not tracking it is almost an SEO sin. First of all, page speed is now a ranking factor for both desktop and mobile devices. So, you shouldn`t expect high rankings if your site doesn`t load in a second flash. On top of that, page speed is a core user experience metric. And of course, you`re familiar with the research conducted by Google according to which 50% of your visitors expect your page to load within less than 2 seconds. So, in order to overcome a ranking drop and stop frustrating visitors with slow loading pages, it`s crucial to identify where you stand with your site speed-wise.

Solution:

Without a shadow of a doubt, the best tool to track your page speed is the PageSpeed Insights tool. You only need to paste your website's URL, and it's going to be evaluated   based on the two criteria, which are Optimization and Speed. By the way, according to the experiment we've conducted recently, Optimization score is what now has the biggest impact on rankings. So, make sure your Optimization score is on point (higher than 80 points) or fix the below listed technical factors if it's not. If you don't know how it can be done, ask your webmaster to do it for you or consult this guide on page speed optimization.

Things get a bit trickier when it's the Speed parameter that lags behind. If that's the case, you will definitely need to call for your webmaster's help. The thing is the only way to improve the Speed score is to restructure your website so that it becomes less "heavy" and complicated. Minimizing the amount of images and scripts and implementing AMP (Accelerated Mobile Pages) for mobile pages can also help you with that.

In conclusion

So, here was my list of the top SEO mistakes bloggers tend to make from time to time. Although SEO landscape is constantly changing, basics still remain the same. So, if you want to run a successful blog, it's your sacred duty to do keyword research and optimize your content for these keywords. To make the most of your posts, make sure you build links and promote your content well enough. But don't forget about the exterior, and make your snippets look awesome. And of course, watch out for duplication issues and try to satisfy the need for speed as much as you can.

Bio: Aleh Barysevich is Founder and Chief Marketing Officer at companies behind SEO PowerSuite, professional software for full-cycle SEO campaigns, and Awario, a social media monitoring app. He is a seasoned SEO and social media expert and speaker at major industry conferences, including 2018's SMX London, BrightonSEO and SMX East.

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