There are eight kinds of link building practices that Google can identify and stop from passing PageRank. Most of the examples have links to research, patents and statements from Googlers to validate that this is possible.
1. Historical Data Link Trap
This a mistake that anyone can make. There is a patent from many years ago that is about taking note of changes to a web page, including inbound and outbound links, then making a determination of whether or not these are spammy or natural.
This patent is called, Information Retrieval Based on Historical Data.
Google has snapshots of the web, including snapshots of the state of the linking patterns. The most common and easily detectable mistake is adding a link to an existing web page.
This patent dates from 2003. Matt Cutts, the head of Google’s spam fighting department is listed in the patent as one of the authors. That’s a good sign that this patent has a strong anti-spam component.
Algorithm that Tracks Link Additions and Removals
Among the various things this patent covered, one of them was tracking changes of links on a web page.
- How many links are added to a web page
- How often links are added to a web page
- How often links are removed from a web page.
This patent covers a wide variety of changes to links on a page and links to a web page.
Here’s a sample of the things this patent covers:
The method of claim 26, wherein the measure of freshness of a link associated with the document is based on at least one of a date of appearance of the link, a date of a change to the link, a date of appearance of anchor text associated with the link, a date of a change to anchor text associated with the link, a date of appearance of a linking document containing the link, or a date of a change to a linking document containing the link.
Link selling was a multi-million dollar business in those years. Around 2006 to 2007, Google was able to identify which links were paid and began devaluing them.
I know this because an executive from a link selling businesses told me that many of the links they sold were increasingly no longer working.
There were multiple theories. In retrospect, something like the Historical Data Patent could be used to easily spot paid links. Google could simply keep an eye out for web pages that were adding and removing links.
One way Google could detect paid links or some poorly managed Private Blog Network (PBN) links, is to monitor the inbound/outbound link changes that are coming and going from pre-existing web pages.
Web pages change all the time. But there are some changes that are typical to spammy additions and subtractions to links. These are time based and also involves monitoring the anchor text.
Adding links to previously published articles in an attempt to influence Google may be one of the most common mistakes that backfire on link manipulators.
Typically the link may work for a few weeks to a few months. Then the links stop working and the site begins a slide in ranking.
2. EDU Discount Link Building
This is an example of a sketchy link building tactic. Offering something in return for a link is a paid link. Overstock.com was reported to be penalized by Google in 2011 for offering discounts to university students in exchange for links.
Overstock.com apparently was offering universities discounts in exchange for links to their product pages. A university published a PDF document with discounts that was intended for students.
Unfortunately for Overstock.com the document apparently contained the text of the outreach with instructions for how to link to the Overstock.com product pages. The PDF doesn’t exist anymore but Archive.org has a snapshot of it here.
For some reason people are still recommending discount link building. As you can see from the link above, this tactic is burned, it’s bad news. Don’t do it.
3. Free Products and Samples
This is another variation of a paid link. Interesting thing about this tactic is that it can actually be illegal because it may violate FTC rules against publishing reviews that have been paid for with products, samples or other compensation.
The official guidelines are here: FTC – Guides Concerning the Use of Endorsements and Testimonials in Advertising
An easy to read FAQ about endorsements is here FTC’s Endorsement Guides: What People Are Asking
4. Content Marketing Links
This is not about guest posting. This is about a different form of content marketing.
Content marketing is a lot of things. A valid version focuses on publishing articles on one’s own site to establish the site as a thought leader and create a useful resource that generates good will and links.
Another version of content marketing is hiring a writer to publish an article on a third party website, with a link to the client from within the article.
These kinds of article links do not typically contain a disclosure that a payment was made to the writer for the article and the link. This is advertising.
When money or other consideration is exchanged for a link, that is considered an advertisement done for promotional purposes.
This may violate the FTC Guidelines cited above. A relevant section is here:
“Your spokesperson should disclose her connection when promoting your products outside of traditional advertising media (in other words, on programming that consumers won’t recognize as paid advertising). The same guidance also would apply to comments by the expert in her blog or on her website.”
And here is another example:
“I’m a blogger, and XYZ Resort Company is flying me to one of its destinations and putting me up for a few nights. If I write an article sharing my thoughts about the resort destination, how should I disclose the free travel?
Your disclosure could be just, “XYZ Resort paid for my trip” or “Thanks to XYZ Resort for the free trip.” It would also be accurate to describe your blog as “sponsored by XYZ Resort.””
The following rule is from the FTC’s .Com Disclosure guidelines. Here it states that an advertisement must have a conspicuous disclosure. If it is not possible to place that disclosure within the context of the advertisement then that context should not be used.
This may apply to the context of an article that is written on behalf of a client and published on the website of a third party.
For hypothetical example could be a major web host might contract with a content writer specializing in technical articles about WordPress, SEO, and so on.
That writer might also be placing links within the articles to their clients, unknown to the blog itself. That’s an advertisement on behalf of the writer’s client that is being placed on the web host’s blog.
The following FTC guideline states that if the advertisement cannot be disclosed ( as in a hidden arrangement), then that advertisement should not exist.
“If a disclosure is necessary to prevent an advertisement from being deceptive, unfair, or otherwise violative of a Commission rule, and it is not possible to make the disclosure clearly and conspicuously, then that ad should not be disseminated. This means that if a particular platform does not provide an opportunity to make clear and conspicuous disclosures, then that platform should not be used to disseminate advertisements that require disclosures”
5. Viral Link Campaigns
How Viral Link Campaigns Can Be Useful
Viral link campaigns can be useful. A viral link campaign can be useful if it is highly targeted to the demographic of people who would become purchasers and results in links from relevant web pages.
In my opinion, some of the value in viral link campaigns lie less in link creation and can be in awareness building. Building awareness for a company has value.
How Viral Link Campaigns Can Fail
However, the more general the campaign is, the less likely that it will result in relevant links. In that scenario, the value may not exist in the context of ranking, link building and SEO.
Creating a viral contest or other form of viral stunt to obtain links may often result in irrelevant inbound links. Google discounts irrelevant links.
The page and/or the immediate context of the link must have a meaningful relevance to the site being linked to. If the relevance of the link is for the topic of the viral campaign, then those links may help rank that site for that topic.
A friend shared with me the anecdote of a company that ran a campaign for their real estate company. The campaign was a contest to about the world’s worst real estate agent portrait photograph. For years afterwards the real estate site failed to rank for meaningful phrases but it did receive a lot of traffic for phrases like world’s worst real estate agent.
Now imagine bloggers and news organizations linking to a toy retailer website because the toy retailer created world’s biggest teddy bear. All the links have the context of World’s Biggest Teddy Bear. The landing page they’re linking to is the viral link page about the world’s biggest teddy bear.
That site will rank for world’s biggest teddy bear. But those thousands of links will not help that site rank for their important search queries because none of those links come from the context of a specific toy nor do they link to a specific toy. So how can that site rank for yo-yo’s when all their links are about world’s biggest teddy bear?
It won’t. They never do. I gave a presentation at an Internet marketing conference several years ago and one of the audience member was confused at why his wildly successful viral link campaign failed to increase rankings and sales. The above description is why irrelevant viral link campaigns fail in terms of creating lift in rankings and sales.
Don’t overlook the value of building awareness with a viral link campaign. Viral linking as a strategy can be useful. Just don’t expect an off topic viral campaign to result in a change in rankings.
Redirect Viral Links Page to Another Page
While we’re on the topic of viral links, this is a strategy that no longer works. This strategy dates back to the days of when Digg was popular. The scheme was to build a ton of viral (irrelevant) links to a viral link page. Then months later take the page down and do a permanent 301 redirect to the home page or to a product page.
This no longer works and hasn’t worked for many years. Google will not assign PageRank or relevancy signals through a redirect (or canonical) if there isn’t a one to one relevance between the two pages.
6. Host or Support a Philanthropic Event
In my opinion, it is very unlikely that a Philanthropic event will generate links from a meaningful context. This is similar to a viral link campaign. The best links are from a context that’s related to your topic to a page on your site that is about that topic. A one to one match.
This kind of link is convenient and expedient. That’s why some SEOs may recommend them. They’re easier to acquire than creating the situation that results in an actual high quality link.
It’s not really the kind of link that will move your rankings. I say this from personal experience with my own websites. I and others experimented with these around 14 years ago. This is nothing new. They simply do not move the dial on rankings.
And if that’s not good enough for you, here’s what Google’s John Mueller said about charity sponsorship links in a Webmaster Hangout:
“…if with your website you’re sponsoring… different clubs and sites where it looks like the primary intent is to get a link there, then that’s something the web spam team might take action on.
…So I’d try to take a look at the bigger picture there and think uwhether or not this is really something that you’re doing systematically; like going out and sponsoring other sites or products with the intent of getting a link or if this is something that’s essentially just a natural part of the web.”
7. Scholarship Links
PageRank and link ranking algorithms look at how the web interconnects. Google builds a map of the Internet then likely creates what’s called a Reduced Link Graph, consisting of mostly non-spam links and pages. Then as part of the ranking analysis it organizes the web into neighborhoods by topic.
Now think about it. Is there a valid topical relationship between a scholarship page and a site about Best Mattresses or about web hosting? No. In a normal map of the web, a page about scholarships has zero relevance to a website about web hosting and most any other niche.
The definition of expedient is, “convenient and practical although possibly improper…” Scholarship links are an expedient solution to a difficult problem. What makes it improper is that the link generated from such a transaction (it’s a paid link after all) is not relevant. So it’s not going to move your rankings.
An SEO may say that a link from a .edu will help increase the domain authority of a page and make it look trusted. Well, that’s wrong in three different ways.
1. No such thing as domain authority.
2. No such thing as a trust metric in use by Google.
(John Mueller responding to the suggestion that a site had acquired “long term trust” said, “I don’t know that we’d call it trust or anything crazy like that.”
3. Dot EDU links are not special because of their domain.
Being fashionable is about going along with the current trends. Like fashion, link building has many trends, sometimes driven by a lack of understanding of how links work.
When it comes to link building, it’s good to understand the history behind certain tactics. It’s also useful to understand how search engines use links. Knowledge will help keep you from making avoidable mistakes.
Don’t let anyone tell you that knowing about patents or research is useless. Knowledge is useful. Understanding how search engines treat links can save you from needlessly tanking a website’s rankings.
There are so many ways that a link building strategy can go wrong. These are, in my opinion, a few of the ways that a link could end up not counting or helping a site rank well.
Images by Shutterstock, Modified by Author
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WordPress’ Parent Company Acquires Tumblr for Shockingly Low Sum
Automattic Inc., owner of WordPress.com, has acquired Tumblr for what is reported to be very low sum.
The Wall Street Journal reported that Tumblr was acquired for an “undisclosed sum,” however, it was soon revealed the sum was “well below” $10 million.
Dan Primack, business editor at Axios, broke the news about the acquisition price. He tweeted an update after publishing the story, saying the sum is actually below $3 million.
3/ Story updated: Price less than $3 million.
— Dan Primack (@danprimack) August 12, 2019
To put this in perspective, Yahoo acquired Tumblr for $1.1 billion in 2013. Yahoo later wrote down Tumblr’s value by $230 million in 2016 after it failed to generate significant revenue.
In 2017, Verizon gained ownership of Tumblr through its acquisition of Yahoo. Now, Verizon is reportedly selling Tumblr for a fraction of what it was valued at 5 years ago.
Despite what is considered to be a low sum, the acquisition of Tumblr is largest ever for Automattic in terms of price and head count.
As part of the acquisition, Automattic will take on Tumblr’s 200 staffers, so no one will be losing their job.
Another thing that will stay in place is Tumblr’s controversial porn ban. Matt Mullenweg, chief executive of Automattic, tells WSJ: “We’re not going to change any of that.”
Going forward, Mullenweg says that executives will look for ways to share services and functionality between WordPress.com and Tumblr.
In the meantime it sounds as though there will be no immediate changes to either service.
101 Easy (& Cheap) Ways to Drive Traffic to Your Website
In the modern-day landscape of saturated online content, it’s no longer enough to just build your site and wait for people to visit it.
You must be proactive at promoting your site and your brand online.
Admittedly, this is much easier said than done, especially because not everyone has the financial capability to throw into paid ad campaigns and corporate sponsorships.
The good news?
There are several things you can do to promote and drive traffic to your website, all without having to spend hundreds of dollars.
To help you do just that, here’s a list of 101 tactics you can try, grouped by strategy.
Search Engine Optimization (SEO) & Link Building
1. Find the core keywords that match your website’s goals, your industry, and offering.
2. Optimize your website and all of your on-page content for search engines.
3. Focus on Google, but add peripheral search engines like Bing, Yahoo, and DuckDuckGo, to your list.
4. Claim your Google My Business listing.
5. Submit your site to online directories like Yelp, Annie’s List, and TripAdvisor, among others
6. Scour Q&A sites like Quora and look for relevant questions you can create content about.
7. Optimize content with relevant keywords, particularly long-tail keywords signaling intent
8. Get news websites to cover your business and link to your site.
9. Invest time in blogger outreach to see which influencers and industry thought leaders you can reach out and link to your site.
10. Join relevant online discussions on sites like Quora and Reddit.
11. Monitor Google Trends for keyword ideas and trending topics you can write about.
12. Write killer headlines that grab people’s attention and encourage them to click on your article links.
13. Link internally so other pages in your site get attention and a bump in traffic.
14. Make sure your website is optimized for mobile to increase your mobile search rankings.
15. Optimize your site for local search, that means including your city or state in your target keywords.
16. Consider using remarketing on Google Ads for brief periods to drive traffic and sales on your site.
17. Use HARO to look for opportunities to appear on roundups, similar to the one below.
18. Optimize images on your website with alt tags to improve their discoverability on Google Images.
19. Optimize your meta descriptions and title tags so they’re easy to read and aren’t truncated in the search engine results pages.
20. Add your local address to the footer of every page on your site to make sure local searchers find you.
21. Improve your website’s page speeds by following Google’s guidelines and recommendations.
22. Use rich snippets to make your entry on the search engine results pages more clickable.
23. Start a blog if you haven’t already.
24. Create content that’s useful, valuable, and shareable.
25. Create free and paid resources such as case studies, reports, survey findings, etc.
26. Look for guest posting opportunities to get high-authority blogs to link to your site.
27. Create infographics that feature a roundup of industry statistics to increase their likelihood of going viral.
28. Start a regular content series, such as “Did You Know?” or a “Tip of the Day” that your audience can look forward to.
29. Update your blog regularly to get a boost in rankings and traffic.
30. Interview industry leaders and feature the conversation on your blog or YouTube channel.
31. Host a webinar or podcast about topics you’re passionate about and align with your business.
32. Create e-brochures that your audience can share, with links to your site and blog.
33. Invest in video content and upload your videos to YouTube.
34. Write an online/offline column for your local paper, magazine, or community website.
35. Create a press kit you can share with influencers, bloggers, and even other businesses.
36. Comment on other blogs relevant to your industry.
37. Launch a free ebook to generate interest in your brand. Offer it as a free download for users who sign up for your newsletter.
38. Start a blog on Tumblr. This is a great content platform, especially if you have a young audience.
39. Have a healthy mix of evergreen content and trending content to increase your website’s discoverability, particularly on search engines.
40. Promote your content on social media channels.
41. Obviously, you want to go big on Facebook. Create a page there if you haven’t already.
42. Join discussions on Facebook Groups to generate visibility.
43. Leverage social media contests on Facebook, Twitter, and Instagram to drive traffic to your website.
44. If it’s relevant to your audience, create an online presence on Snapchat and Pinterest.
45. Use Pinterest to upload high-quality images of your products.
46. Use relevant trending hashtags on Twitter to drive users to your site.
47. Try promoted tweets to fast-track traffic to your site.
48. Start an Instagram account and make sure your bio is filled features your website URL.
49. Use Facebook and Instagram Stories to engage your audience and raise brand awareness.
50. Let your employees control your Stories for a day. This will encourage them to share your social media account (and website) with their personal network.
51. Start an official YouTube channel. Use it to share videos of your brand, your products, and services.
52. Use Facebook, Twitter, and Instagram ads at short bursts to boost traffic to your site.
53. Leave comments on other social media pages.
54. Link your official social media channels with one another. Make sure all pages/profiles have a URL to your website.
55. Take advantage of Facebook and Instagram’s live streaming platforms. This will give you a chance to show your brand’s personality and encourage website visits.
56. If you serve a B2B market, double down on LinkedIn. According to a report, 63% of marketers rated LinkedIn as the most effective B2B social media platform.
57. Use SlideShare to create your own high-quality slideshows. Optimize your slideshow for keywords and add your website URL to the final or beginning slide.
58. Participate in events and talk about the event experience in your blog.
59. Collaborate with local academic institutions to get your brand’s name out in the world of academia.
60. Look for public speaking engagements in your industry.
61. Add QR codes to your print collateral (e.g., posters, post cards, flyers) to drive people to your site.
62. Design beautiful business cards and add a QR code directing people to your site, lead form, or social platforms.
63. Support local organizations to ensure your community knows your brand and site.
64. Place stickers and/or decals on your personal or company cars to promote your website.
65. If you have the budget, pay for local ad placements in your newspaper, benches, sporting events.
66. Organize events such as concerts, poetry nights, garage sales, flea markets, and workshops.
67. Make sure your website URL is visible on company merchandise.
68. Send direct mail and place your URL on letters.
69. Include your website URL on company uniforms
70. Look for free press release opportunities on magazines and newspapers
71. Add your website URL to office signs.
72. Join networking events in your city or out of state.
73. Take advantage of classified ads in your local paper.
74. Support a local charity by sponsoring a fun run or donating part of your proceeds to a cause.
75. Contact your local news station to submit yourself as an expert in your field or industry resource.
76. Join your local Chamber of Commerce or other business groups.
77. Appear on a local radio program as a resource guest, which will let you promote your site as well.
78. Entice customers with an exclusive deal that can be redeemed on your store. According to one study, 57% of shoppers are motivated by coupons to make first-time purchases.
79. Offer free gifts to in-store customers and add material to promote your site.
80. Start a loyalty program requiring users to fill out a form on your website.
81. Offer freebies that can be redeemed on your site after shoppers make in-store purchases.
82. Start a referral network and encourage users to refer your website to their friends in exchange for discounts/deals.
83. Send thank you cards or emails to your in-store customers, placing a URL to your site.
84. Take advantage of seasonal offers (e.g., Christmas, Thanksgiving, Halloween) to increase your likelihood of being found during these occasions.
85. Remember to market your website across all online channels you own — social media, newsletter, blog.
86. Create an official email signature with your website in it (and most recent blog post if applicable).
87. Don’t neglect email marketing. Start a newsletter and incentivize signups with offers and discounts.
88. Encourage customers to leave reviews on your social media pages and website.
89. Take advantage of user-generated content through contests or competitions. Have users submit entries to your website.
90. If your website has been around for a while, consider a redesign to drum up interest when relaunching it.
91. Add social buttons to your blog content and landing pages to make sharing easy.
92. When looking for influencers, look for those who are relevant to your brand and have an engaged audience. The number of followers isn’t a reliable metric for an influencer’s influence.
93. Educate your audience instead of selling to them.
94. Talk and listen to your customers about what they want from your brand. Use this information to improve products and/or create content.
95. Sell yourself and your site wherever you go. You are your greatest ambassador.
96. Use strong calls-to-action in your social media posts and blog content to drive audiences to your website.
97. Look for opportunities to appear on other people’s podcasts or webinars.
98. Make sure your website looks great on all devices to maximize its discoverability.
99. Make sure your internal stakeholders are encouraged to spread the word about your brand and website.
100. Pay attention to what your competitors are doing on their website and do something they aren’t so you stand out.
101. Want visits? Ask for them online and offline from the people you meet every day.
Over to You
This list of tactics only scratches the surface of what you can do to promote your website.
Nevertheless, these tricks should get you off to a good start.
Screenshots taken by author, August 2019
In-post Image #1: HubSpot
In-post Image #2: Content Marketing Institute
10 Best Readability Tools to Check Your SEO Content
Content strategy is a science and every detail matters.
Those details include:
- The reading level of the content.
- Word count (especially in relation to top-ranking content).
- Format and correct use of subheaders.
- Keyword distribution.
- Use of phrases related to the keyword.
- Sentence structure.
In fact, details like these can mean the difference between a No. 1 ranking (or answer box!) vs. content that doesn’t even make it on Page 1 of the search results.
Competitive content writers will use every tool at their disposal as they create content.
That’s why we’ve rounded up the 10 best content writing tools for SEO that specifically help you improve readability.
Add your keyword phrase (and related keywords if you like), and the SEO Writing Assistant will give you an aggregate score based on factors including:
- Number of hard-to-read sentences
- Long words
- Word count and reading time (compared to top-ranking content)
- Tone of voice
Notably, with the SEO Writing Assistant is the one tool on this list where you can set the preferred readability level you’d like your content to have.
You can customize the tone of voice you’d like your content to have, ranging from casual to formal, and check whether any content in the document is plagiarized.
It will also show related questions you should consider posing/answering within the content.
Personally, my favorite aspect of the SEO Writing Assistant is the recommended keywords – the tool will automatically show about 20 phrases that are present in the top-ranking comment.
Yoast is a free WordPress plugin that many digital marketers use to check the basic SEO of their content, but it can also give you a content readability score.
Within the content readability score, you’ll find a report that breaks down:
- Flesch reading ease
- Use of passive voice vs. active voice
- Subheading distribution
- Variety of sentence structure
- Paragraph length
- Sentence length
- Use of transition words
Like most of the tools on this list, the Content Experience provides scores pertaining to your content’s word count, sentence structure, keyword coverage, phrase repetition, etc. based on your keyword target.
This is one of the more robust content marketing tools on this list, and provides insights into user intent, keyword selection, and even the best time of year to publish a piece of content.
As the name suggests, the Readability Tool focuses primarily on the readability of your content.
You can input content you’re working on directly into the tool, or you can use a URL for content that already exits (yours or your competitors).
The report will give not one but six readability scores, including:
- Flesch reading ease.
- Flesch-Kincaid grade level.
- Gunning Fog Score.
- SMOG Index.
- Coleman-Liau Index score.
- The Automated Readability Index score.
It will also show you:
- The number of sentences
- Number of words
- Number of complex words
- Percent of complex words
- Average words per sentence
- Average syllables per word
With the Text Optimizer, you can pop in a webpage and this content readability tool will check the health of your content.
If you’re new to SEO or content strategy, this is a good tool to start with, given that no technical knowledge is required to wield this tool and create great content.
In addition to assessing your content’s word count, sentence length and verb use, this tool will give you suggestions of words to add to your content and words to remove from your content to increase your potential to rank.
According to Text Optimizer, 70% of their users achieve better SEO rankings within five weeks after using the tool.
This content readability tool focuses solely on reading level and gives your content a readability score based on
Not only will it give your entire content a score, but it will also score your content’s individual content.
If writing is not your strong suit, Grammarly is a game-changer.
This tool focuses on the mechanics of writing rather than the science of SEO content – nonetheless, it’s incredibly valuable and belongs on this list.
Poorly written content equates to poor user experience (and high-quality content should be written with the search engines and the user in mind).
Grammarly will address issues in grammar and spelling, but also in tone and structure.
It will flag overly complex sentences and keep an eye out for clarity and conciseness.
You can also set a goal for the content your writing so Grammarly can tailor its recommendations to your project.
Goals are aligned by the type of your content.
You can choose from academic, business, technical, creative, and casual. For most web content, you’ll probably want to choose business.
When working on a piece of business content, Grammarly will flag any use of the passive voice and misuse of pronouns, but allow for some use of informality.
Not only can you use Grammarly for blog posts, site content, and articles, but you can also use it for emails, messages, and social media posts.
Similarly, the free Hemingway app helps you improve the mechanics of your writing.
Copy your content into Hemingway’s desktop app and it will show:
- The readability of your content by grade level
- Opportunities to use more concise language
- Overuse of adverbs
- Use of passive voice
- Sentences that are hard to read
- Places where a simpler phrase could be used
- Word count and character count
- The average length of time to read the content
Sometimes content readability isn’t an issue of keyword distribution or poor grammar.
Sometimes, you just may have wild, out-of-hand formatting that needs to be dealt with.
As the name suggests, Bulk SEO Tools will help you take care of formatting issues (that impact readability) in bulk.
Let’s say, for example, your entire text or large portions of your text are in all uppercase.
You can input that text into Bulk SEO Tool’s case converter and switch the case to sentence case, capitalized case, lower case, title case, etc.
Bulk SEO Tools also has text tools to quickly remove any duplicate lines, add or remove line breaks, and even add prefixes or suffixes if you’re working with a list.
You know what else can hurt readability (at least from a user perspective)?
No one likes a cliché – they’ll make your writing seem contrived and contrite.
This free tool will highlight any clichés in your text in red so you can swap that out for a sentence that’s more meaningful.
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