My first reaction last week to schema.org was pure excitement. “Finally. the semantic Web is going to make a real difference in the world of search” I gushed.
I’ve been spicing up my markup with Microformats for years. Any chance I have to add more semantics to a webpage, I’ll take.
A couple of months ago—impatient with the wait for the semantic Web to hit search—I started playing around with SPARQL to query RDFa datasets from DBpedia. I’ve known for several years that the semantic Web is the future, and I’m beyond psyched that I can start incorporating more semantics–real semantics, on a macro level–into projects I work on. Woohoo!
I just have to forget about RDFa if I want the VIP treatment from Google,Bing and Yahoo.
What about my beloved DBpedia; the jewel of semantic data knowledge bases? How are they going to deal with this? According to Christian Bizer, DBpedia might begin publishing Microdata with it’s next release, mapping DBpedia’s ontology to Schema.org’s with OWL.
What about Wikipedia itself though. How do they feel about these changes? It certainly affects their vast implementation of structured data.
And why the proprietary format again?
Granted, the W3C moves slowly
Yes, we’re all aware of the W3C’s painfully… slow… process of going from drafts to recommendations and standards, but to be fair, certain browser vendors (do I need to name names) are even slower to adopt them. It’s difficult to observe the adoption of Web standards in wild if a huge chunk of the market doesn’t even implement the specifications.
Internet Explorer. Okay, there, I said it. Like I had to. How ironic is it that that they’re 1 of the W3C’s 324 members? Discuss amongst yourselves ;)
Stepping away from my enthusiasm for search 3.0—at least for a minute or two—because something deserves attention:
As great as it is that structured data will really get some recognition in the world of search, wouldn’t it have been a good idea in the spirit of the open Web to get some public opinion on what to include/not include in schema.org?
Why Google wants control of the semantic Web
My observation is that with Google’s attempted (and many failed) advances into the world of social media, now is a good time to have some control in the semantic web. The social space opens up a whole new application for semantic technologies. Their also-ran +1 button will probably benefit from a ubiquitous schema.org and help in their competition with Facebook.
The schema.org news is sudden, and though I’ll gladly play along with my new Web 3.0 toys, Im really hoping that Mr BYG (Bing, Yahoo & Google—you heard it here first folks ;) ) will listen to the dev community, and take public opinion seriously.
Remember Web 2.0—2 way conversations—before quickly moving on to Web 3.0
I often come across sexually provocative advertising that makes me chuckle. Some of it is subtle, some is downright raunchy, and if I’m lucky enough to spot it, (almost) cleverly subliminal.
Subliminal advertising: Great for a laugh
Subliminal advertising can get pretty creative since it has to be below the threshhold of concious perception to be effective. You know, the flash of an image on a single frame at 25 frames per second, or the suggestive figure in the ice cube of a dry gin ad.
When I notice an ad with a dirty little secret, I find myself wondering how many others have recognized it, and how many consumers have or will be persuaded to act as a result—unaware of a spell being cast.
I consider subliminal advertising to be in the blackhat category of “sexy” marketing. Blackhat marketing usually refers to deceptive search engine optimization tactics, but from here on in, let’s pretend it also applies to fooling the subconcious search engine in our minds. Something along those lines anyway.
Subliminal advertising doesn’t irritate me at all. In think it can be pretty funny and interestingly clever at times. On the other hand, if I’m aware of a company using it in their marketing efforts, I’d be inclined to wonder what their product lacks, in that this is part of their marketing strategy.
Overtly sexy advertising gets our direct attention
On the other side of the coin, the use of suggestive imagery in mainstream advertising is often far from invisible, let alone subtle.
Crate labels from as early as the 1930s were designed to appeal to a predominantly male target audience with sexy brands such as “Plenty Grand” and “Buxom Melons”, both of which I have originals of, framed and hanging on my livingroom wall (Yes, I’m a fan).
Television and magazine ads run by Godaddy and American apparel are a couple of examples of racy ad campaigns that have generated viral attention in recent years, and, in some cases even public outrage.
Still, I consider this type of marketing pretty “whitehat” (or at least as whitehat as traditional marketing gets, but that’s a whole another issue). There’s no wholesome pretense here, the message is pretty clear: “We are now distracting you with sexy images; imprint our brand into your psyche. Thank you for paying attention”.
Not manipulative or covert, your just typical,
sleazy, sexy, raunchy, push marketing.
The weird, grey areas: Ultra-manipulative anti-social sex appeal
Almost 100 years have gone by since the first suggestive crate-labels for “Buxom Pears” and “Indiana Belle” appeared on boxes of fruit in the US. By now, the sheeple are all be getting pretty desensitized to campaigns built on the “sex sells” advertising model,
because along with other forms of shout-marketing, it’s just getting lost in the noise.
Diesel’s Be Stupid campaign
It seems the next logical step for Diesel’s advertising division was to combine sex-appeal with risky and antisocial behavior. How irreverent and rebellious. Rarr.
The My6Sense video
Here’s another bit of marketing that creeped me out recently. The level of manipulation in the video is a bit much.
An attractive, busty, woman stands before us in a relatively tight t-shirt, describing in the first person, the “Digital Intuition” of my6sense‘s iPhone Application.
Here’s a transcription of the video with some of the more poignant lines in bold:
Hi! I’m your digital intuition.
- I’m insightful.
- I’m flexible.
- I’m NOT demanding.
So you don’t ever have to say anything for me to get to know you–even when your interests change.
I bring content from your RSS and social streams. The results are so tailored and specific to your needs that you’ll never again have to sit through hundreds of messages to find the insights that matter to you. And because I know that your moods and interests are diverse, I present you with your assorted streams in various ways.
- From all of the RSS streams and social networks that you’re subscribed to in your top messages list.
- From collections of streams in topic folders that find the you.
- …and even from a specific stream.
Remember, you don’t have to give me any feedback or give me any preferences at all. I’m your digital intuition! Just read the messages that interest you, and skip over the ones that don’t! Share them in social networks. Email them to your friends. And so on. It’s completely effortless on your part. All you need to do is: act naturally. [Playfully, almost giggling] Now, it may take some time to figure you out, but once I do, I might even bring you stuff you never dreamed would be interesting—but is!
Here’s my interpretation of the video.
Hi, I’m the woman of your dreams.
- I know what’s what.
- I’m “flexible”. (uh huh)
- I’m not demanding.
I’ll always know what you want, and when you want it. This is all about you, so don’t worry about having to pay attention to my never-ending blabbering in order to get to the good stuff.
I know you have all sorts of fetishes, and I have no problem accomodating your every need.
Don’t worry about feeling like you have to hold any conversation with me or even tell me how you like it.
I find this type of marketing much more unnerving than the typically provocative ad. The line is so blurred as to where the overt sexual overtones end and the manipulation begins that the advertiser could coyly infer that I’m imagining things. Am I? Am I just projecting my own desires onto a lil ol’ innocent product vid? Or, am I supposed to believe that if it seems manipulative, it’s just part of some cute, sexy marketing satire?
At least gratuitously sexual advertising is straightforward; the manipulation is much less aggressive. Watching the my6sense video left me feeling creeped out and manipulated almost to the point of feeling violated. Well maybe not that creeped out, but more than any social media application advertisement ought to.
The application itself does look interesting; it addresses segmentation and filtering of contacts over social media networks.
At this point, you might have realized that as annoyed as I say I am with this type of marketing, it is directly responsible for the attention I’m giving the product, and I’m now spreading their idea virus to you. In reality, I discovered this product by looking on Quora for discussion on similar apps and My6sense’s Marketing VP has been spreading the word there. As hungry as I am for these types of applications right now, this ad almost pushed me away.
Here’s the vid:
My favorite Caribbean restaurant’s website can be hard to find, even when searching for it by name and city together. I first discovered their site last year by looking at their take-out menu after ordering a delicious meal.
When I visit a site that holds some interest for me – and it lacks basic functionality such as an html title, I’ll often look at the bottom of the page for a link to the site’s creator. If it’s a web company, I’ll take a look at the services they offer.
I followed the link I found to a small web design outfit that advertises “Search engine submission” at the bottom of their services page.
Submitting your website to the search engines is the first step to getting found and increasing your website traffic!
If you want people searching on Google, Yahoo! or MSN to find your website – the first step is Search Engine Submission. Search engine submission is the process of getting your website included in the various search engines’ databases. If you’re not listed – there’s little chance of being found!
Don’t wait for valuable exposure – Get Listed Today!
We submit your site to all the major search engines every month for $20 per month. We also Guarantee 7 day listing in Google, Yahoo! or MSN.
Let’s just break this down, shall we.
Submitting your website to the search engines is the first step to getting found and increasing your website traffic!
Opening a text editor (or in this company’s case, Frontpage?) is also a first step to getting found and increasing web traffic . Do you charge a couple of hundred dollars to open the text editor as well? Do you charge $200 to close your html tags as well? </sarcasm> <- This one is free.
If you want people searching on Google, Yahoo! or MSN to find your website – the first step is Search Engine Submission.
You just said that. Overcompensate much?
Search engine submission is the process of getting your website included in the various search engines’ databases.
Wrong. Search engine submission is the process of submitting your website to the search engines. But whatever.
If you’re not listed – there’s little chance of being found!
Nice way to manipulate the perception of what’s needed to achieve search visibility.
Of course if a site isn’t “listed”, there’s no chance of being found in search. If you aren’t listed, you aren’t listed. Thanks for that insight. But what do listings have to do with search engine submission?
Try: There’s little chance of being found if you aren’t showing up for search terms relevant to your site.
Don’t wait for valuable exposure – Get Listed Today!
Okay, now they’re leaning into their scam a bit harder. Exposure. What they’re saying is: submission implies listings, and listings imply exposure. Therefore, if you want search engine exposure, all you need to do is submit? Smooth.
We submit your site to all the major search engines every month for $20 per month.
Say what? So not only are you charging $240 to knock on Google’s door to tell them you exist (and maybe Yahoo and Bing), but you’re going tell them every month? While you’re at it, why don’t you open up every .jpg and .png from the site in Photoshop, re-save them exactly as they are, and re-upload them every month.
Time well spent.
These people are looking for residuals on search engine submission. I’m getting angry now.
We also Guarantee 7 day listing in Google, Yahoo! or MSN.
Does that mean listed in 7 days or for 7 days? Either way, even if this search engine submission scam was worth anything; in search, the only guarantee is that there are no guarantees.
I cringe at the thought of anyone paying for this type of bogus service.
Talking about its indexing process, Google says:
We add thousands of new sites to our index each time we crawl the Web, but if you like, you may submit your URL as well. Submission is not necessary and does not guarantee inclusion in our index. Given the large number of sites submitting URLs, it’s likely your pages will be found in an automatic crawl before they make it into our index through the URL submission form.
Search engine submission scams aren’t as widespread as they were a few years ago; others have taken their place and are regularly used to prey upon naive site owners.
It isn’t my intention to create FUD. If you’re looking for a competent SEO company, ask for references, examples of past work, and educate yourself on at least the basics of web visibility before jumping into bed with any company.
Thanks to Rishil Lakhani for inspiring this piece.
Rishil, I almost linked to your site with search engine submission scams. How ironic would that have been.
Many SEOs have coding (opposed to marketing) backgrounds, and enjoy hours on end of alone-time in front of the computer. The stereotypical B movie computer nerd, glued to the monitor in mom’s basement and surrounded by Coke cans isn’t typically known for his social skills.
Not that B movie stereotypes dominate our industry, but I think you see what I’m getting at.
The ass-kissing, social climbing, or mutual m*sturbating nature of “link building” can be a real turn off to someone attracted to the more technical aspects of search. But the harsh reality is that building an online business is in many ways similar to running a brick and mortar operation; you need to develop professional relationships beyond your clientele if you want to succeed with your online ventures.
With some social skills (or at least interaction), your chances of discovering mutually beneficial opportunities and partnerships increase exponentially.
I’ll admit that I’d like to see Google put less value on incoming links. If unethical schemes for exaggerating a site’s worth were reserved to on-site tactics, some of us wouldn’t feel so bitter about the indexing advantages acquired by those willing to chance paying for links.
With all cards closer to – if not on – the table, quality content and site architecture would take on even greater importance in establishing a visible web presence.
But I digress.
For the time being, the right types of links matter – a lot. So let’s accept it. For now.
Visualize your Web site as a shop that you opened on the edge of town. If enough reliable tenants were to vouch for you, the landlord would probably trust you enough to rent you a choice spot, closer to the center of town.
With some connections and networking, chances are you’ll find a more visible section of online real estate from which to run your business; especially if you continue to nourish your inner geek’s appetite for the more technical SEO skillsets.
Technorati Claim ID: 33T642PQRMHS
Without warning, Google has removed PageRank data from the ‘Diagnostics’ section of their Webmaster Tools (WMT). The majority of the SEO community once considered PageRank to be the quintessential metric to track , but the last few years have seen a steady decrease in the little green bar’s popularity.
Webmaster Trends Analyst Susan Moskwa commented in a recent thread on Google Webmaster Central, that PageRank data was removed from WMT simply because they felt it was silly to display data that Big G has been trying to wean webmasters off of for quite some time.
“We’ve been telling people for a long time that they shouldn’t focus on PageRank so much; many site owners seem to think it’s the most important metric for them to track, which is simply not true. We removed it because we felt it was silly to tell people not to think about it, but then to show them the data, implying that they should look at it. :-)”
Moskwa concluded her brief, but to-the-point comment with a link to Google’s Webmaster Help FAQ on crawling, indexing & ranking that stresses:
“…worry less about PageRank, which is just one of over 200 signals that can affect how your site is crawled, indexed and ranked. PageRank is an easy metric to focus on, but just because it’s easy doesn’t mean it’s useful for you as a site owner. If you’re looking for metrics, we’d encourage you to check out Analytics, think about conversion rates, ROI (return on investment), relevancy, or other metrics that actually correlate to meaningful gains for your website or business”
I agree 100%. PageRank isn’t the link popularity metrics panacea that it once might have been. But as Barry Schwartz points out’, why then, is PageRank data still displayed in Google’s Toolbar – too silly for Google Webmaster Tools, but not too silly for Google Toolbar? What gives Google?
Barry then goes on to ask:
“… how many people have the Google Toolbar installed compared to those who use Google Webmaster Tools? I assume a fraction of those use Google Webmaster Tools.”
Barry offers a possible explanation:
“Google cannot remove PageRank from the Toolbar, it is too much of their branding. No matter how much Matt Cutts and the Google search quality and webmaster trends team want it removed, I cannot see Google’s executives allowing it.”
I partially agree here. Yes, PageRank is a big part of Google’s branding, but this branding has made its mark primarily on search marketers and webmasters, at best. I don’t think Google would be too worried about hurting its brand by removing a once-relevant link popularity metric, especially if the majority of experienced search marketers have long since accepted that PageRank offers little if any value as an actionable or meaningful metric.
Marketing Pilgrim’s Andy Beal made a comment that’s a humorous as it is true:
“The problem is, Google’s not yet ready to remove the PageRank score from the toolbar installed on hundreds of millions of web browsers. This really leads you to conclude that role of PageRank has been reduced to nothing more than a comfort blanket for SEO noob. “
PageRank is Dead – Long Live PageRank?
My take here is that Google is “giving notice”, and perhaps PageRank is officially on its way out, one step at a time. Or, this is what they’d have us believe – one less road map on a huge ‘let’s game the search engines” safari.
I for one, hope PageRank sticks around – at least in the shadows somewhere – for one reason only; that little green bar doesn’t do many things, but one thing it does do really quickly is indicate if a site is suffering from a serious indexing problem. Andy feels the same way:
“I only use it as an early warning that a site is not behaving in Google’s index. Any green means ‘go.’ No green, means there’s something to investigate.”
Hang in there PageRank. It never was easy being green.
I’ve been using SEOmoz’s Mozbar for about a month now, and am looking forward to getting a Pro SEOMoz account in the very near future. I enjoy comparing the difference in Mozrank and Pagerank on all the pages I visit, but I have to admit, I haven’t explored the toolbar as much as I probably should have. The features that interest me the most with it are available only once you get a pro account for $79.00/year. By the way, I have no vested interest in endorsing SEOMoz or their products (in case this is sounding overly promotional), this is purely enthusiasm, I assure you.
And there is now a lot more to be enthusiastic about with the new Mozbar release.
The new ‘analyze page’ button on the toolbar provides valuable off-page information and a wealth of on-page SEO information in one click, including data
- The URL
- Page Title
- Meta Description
- Meta Keywords
- HTML Text
- Alt Text
- Meta Robots
- Rel=”Canonical” usage
- IP Address
- mozRank (for the URL, subdomain and root domain)
- mozTrust (for the URL, subdomain and root domain)
- # of External Links (for the URL, subdomain and root domain)
- # of Linking Domains (for the URL, subdomain and root domain)
Because my on-page SEO strategies include coding pages in accordance with W3C standard recommendations, as well as focusing on semantic markup (often collectively refered to as clean code), this tool is a nice time saver. Quickly scanning a web page for semantically rich elements without having to control-f my way through oodles of nested tables and incredibly bloated HTML is very convenient when a client or colleague is on the phone asking for a quick opinion on the state of of their pages’ code. Sure beats the usual “mmmkay, one sec, let me just also check this.. yes, hold on one minute, just checking something else”.
Okay, we like to
find the hidden meaning behind what google says poke fun at google, right?
Yesterday, Google’s Non-Profits Team Google Grants published a post on their official blog, about a training session they held recently in Washington D.C. Their blog entry details the material that was taught to campaign managers on how to move sites up in natural search results.
We’ve taken this opportunity to test the beta version of our soon to be patented Google PR Cynic translation application (GCTA), AKA Goognic™, on the Google Grants Team‘s recent post.
|Google Grants Team wrote:||Goognic™ Translation|
At a recent non-profit training held in our D.C. office, I got the chance to teach a group of issue campaign managers the basics of “search engine optimization” (SEO), or how to earn a spot for your content that is closer to the top of Google’s natural (left-hand side) search results
At a not-immediately-profitable training session, our Google Propaganda Team got the chance to explain how to organize website content in order to help the successful targeting of Adwords campaigns.
It was a rewarding experience because we were able to take what’s often a technical conversation and make it feel like something everyone could (and should) do.
Our strategy here was two-pronged. From those of whom that will achieve results by following the guidelines, Google shall reap the rewards of better organized sites added to the index (we’ll profit when they switch to Adwords, once their site gets buried on page 6 a couple of “updates” down the line). Those that are overwhelmed by the whole “SEO thing” will realize there is really only one way to go. Did I mention Adwords?
Indeed, when most people hear the words “search engine optimization,” they figure it’s too technical for them or that it doesn’t apply to them. But if you’re running a long-term education or awareness campaign, you need to know how to improve the chances that interested users will find your information through natural search results. It’s just as important as learning how to use your Google Grant effectively.
See previous section. Oh and by the way. The Adwords store called. They want your rankings back.
Fortunately, much of what you can accomplish with SEO doesn’t require any programming or technical skills, but it does require a big-picture awareness of your issue. Because ultimately, you’re not trying to rise to the top of any one search results page, but rather to make your site more relevant to the whole search picture, which means designing your site, sections, and sub-pages with the most high-demand search terms related to your issue in mind
Don’t be intimidated by all this SEO stuff, because if after all your hard work your site still doesn’t rank, well hey, that’s ok, because an Adwords campaign will probably work REAL sweet now!
Doing well in high-demand search results pages requires that you first know what search terms or keywords are most popular. Take concepts and terms you discuss on your site and test them against related terms using tools like Google’s Keyword Tool and Insights for Search. Make sure you’re developing individual pages centered around what people are looking for, using the language they use
Lets get to know some of the tools you’ll be needing to run your first PPC campaign! Sktool, Analytics, Google’s Keyword Tool. Mmmmm, do you smell what the Goog is cooking?
Use these high-demand keywords where they accurately describe your content, especially in page titles, section headings, and in URLs. If you have lots of images or interactive graphics, make sure your most important content appears in text too, because the Googlebot doesn’t read images.
Googlebot has been able to “read” images for over a year. Nobody’s seemed to notice so far, so we’ll hold out a little longer from telling you, we don’t want to have to deal with curtailing a landslide of image sculpting. Well not until we endorse it first. (Ok, that was cheap, sorry, I couldn’t resist)
Finally, understand that the number and quality of other sites that link to your content determines much of your ranking in search results. Make sure you know the other online players on your issue, and encourage them to link to you. Starting a blog or Twitter feed is a great way to keep users abreast of the latest updates to your site and encourages them to link to you too
We’ll be acquiring Twitter soon. Get ready to transfer all your Twitter profiles to your Google accounts, suckahhhhs!
Ok ok, maybe I went a little far this time. But how could I resist? Google has a working++ business model, and I respect that. They’ve done many great things for the search industry, and will continue to do so, while making a profit (Go figure). But who says we can’t entertain the troops in the meantime.
In case you passed on clicking through to the Google Grants site, here are the slides from the recent training session. Enjoy!
By now, those of us even remotely up to date with what’s happening in the search industry know that Bing released its Webmaster Whitepaper almost 2 weeks ago.
I find it refreshing that the Bing Webmaster Center Team has referred to SEO as
an opportunity to help your website stand out from the crowd in the last couple of pages of the document. Not to infer that SEO will change so much on account of Bing, but it’s nice to see the Bing team demonstrate some examples of how the search engine’s categorized results lists will affects SEO efforts in general.
I’m pretty surprised however that in the 12 days since the whitepaper’s release, there hasn’t been more community response to the post, with a mere 32 comments, and very few questions.
In all honesty, I’m not too keen on the stripping of capital letters from comments on Bing Community, but I can live with that.
Don’t get me wrong, I do like what I see so far with this search engine. But what I am having a hard time understanding however, is that in the 6 posts of Bing’s ‘announcement’ ‘annoucement’ category made since May 28 2009, nobody has bothered to correct the typo and 301 redirect to the proper spelling of ‘announcement’.
Is it just me or does $80 million to $100 million (on marketing and advertising for Bing), not go as far as it used to?
In what is arguably the biggest SEO news so far this year, Matt Cutts announced yesterday that using nofollows is no longer a solution to preventing loss of a site’s or page’s link juice, and hasn’t been for over a year!
When the rel=nofollow attribute was introduced in 2005, it was meant as an annotation for not “vouching” for a link. Virtually all forum and blog pages have nofollow attributes associated with visitor generated content, as a means of instructing search engines not to follow (crawl) these untrusted user comments or guestbook entries. Not long after the introduction of rel=”nofollow”, we learned to minimize leakage of our sites’ total allocated PageRank by ‘sculpting’ PR with the attribute as well as to push it to more important pages of our sites. We can now cross this technique off the list.
In Google, nofollow links don’t pass PageRank and don’t pass anchor text. However, we find out now through Matt Cutts (who else) that nofollow links no longer conserve the linkjuice from an outgoing nofollow link in order to be be divided among other links on the page in question.
Old PageRank Algorithm
2 separate cases of a page with “x” amount of available link juice.
As a somewhat simplified example: In the original PageRank algorithm, a page of PR10 would have passed PR2 each to 5 regular links (fig.1). The same page would have passed PR2.5 each to 4 regular links and PR 0 to the nofollow link in fig. 2.
New PageRank Algorithm
Page with “x” amount of available link juice
As you can see in fig 3, nofollowing a link no longer passes extra juice through to the remaining live links. Many SEOs are now considering cutting down substantially on outgoing links, or going back to previous PR Sculpting methods such as:
- Embedding robots.txt-blocked iframes containing certain links
- Embedding Java, Flash or other non-parseable applications to contain certain links
Many SEOs are disillusioned by the fact that using internal nofollows were advocated as best practice by the powers that be at the Big G, and now feel they’re being told the opposite. There will be a lot of speculating, calculating and theorizing in the SEO community on this one in the upcoming weeks. I’ll be back with news on this one soon enough, because I know there’ll be some.
Forbes Media has released the results of its “Ad Effectiveness Survey“, revealing the digital marketing preferences among senior marketing executives polled.
The survey, published yesterday was conducted between February 19, 2009 and March 19, 2009 in order to better understand behaviors and beliefs regarding digital marketing, and to predict areas of growth and weakness in the industry over the next six months.
Some of the highlights of the study
- Search Engine Optimization, Email and e-newsletter marketing are by far the 3 leading methods of digital marketing among respondents.
- Ad networks were the most unpopular, with 50% of respondents stating that the results did not meet their expectations.
- The tools considered most effective for generating conversions were SEO (48%), email and e-newsletter marketing (46%), and PPC/search marketing (32%)
- In the coming six months, half of the respondents expect that viral marketing (54%) and SEO (50%) will likely see the biggest increases. Ad networks see the highest percentage of expected decreases (52%).
Forbes Media includes Forbes and Forbes.com, the #1 business site on the Web that reaches 18.6 million people monthly. The results of the “Ad Effectiveness Survey” are available at www.forbes.com/adinfo/research.html
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