In this episode we're going continue our series about building the perfect blog post and dive into the topic of search engine optimization for your blog posts.
This is part of a series that started with episode 15 describing how to become great at every part of online business. That episode talked about taking a big topic, in this case building the perfect blog post, and breaking it down into component parts.
In Episode 17 we talked about keyword research and how important it is for the overall ranking of your content in search engines. We also provided a detailed process for finding 5 – 10 related keywords to use in the blog post we are working on in this series.
At this point, you should have a fully edited draft, nearly ready for publishing. The next step is to ensure the post is optimized for search engines. This is referred to as on-page SEO. The things you need to do for an individual post.
In this episode you'll learn:
How to optimize:
- Title tag
- Meta description
- Keyword density
- Internal linking
- External linking
- Load speed
- Social sharing
- Review the top 3 resources for learning about editing
- Download the SEO checklist
- Customize the checklist to suit your needs
Links and resources mentioned in this episode:
On-Page SEO: Anatomy of a Perfectly Optimized Page (2017 Update) http://backlinko.com/on-page-seo
On Page SEO – Everything You Need to Know https://www.searchenginejournal.com/everything-need-know-page-seo/173577/
The definitive guide to higher rankings for WordPress sites https://yoast.com/wordpress-seo/
Transcript DownloadDownload a PDF of the Transcript
Hey everybody, Dave Ziembicki here from StrongStart.fm. My mission is to help you design, automate and outsource the technology of your online business. In today’s episode, we’re going to continue our series about building the perfect blogpost and dive in to the topic of search engine optimization for your blog posts. This is part of a series that started back in episode 15 describing how to become great at every part of online business.
That episode talked about taking a big topic, in this case building the perfect blogpost and breaking it down into component parts. Back in episode 17, we talked about keyword research and how important it is for the overall ranking of your content and search engines and we also provided a detailed process for finding five to 10 keywords to use in the blog post that we’re working on in this series.
The keyword research phase was all the way at the beginning because really, what you have to be thinking about is whatever the topic of your post is, whatever the target keywords that you want that post to rank for, you need to be thinking about those and having those in mind as you write your content.
As we walk through the structure and copywriting section and when we talked about images and graphics and calls to action and everything that we’ve done in this series so far, we were putting in some of those keywords with an eye towards eventually doing optimization of the post for search engine rankings and for making sure it shows up higher in the results and so forth.
At this point in the process, you should have a fully edited draft, nearly ready to publish. The next step that we’ll talk about here is to ensure that the post is optimized for the search engines. This is referred to as on-page SEO. The difference between that and regular SEO or site-wide SEO is we’re really talking about the things that are very specific to this individual post.
Other things like the title of your blog and the design and all the other content pages and things like that, that’s more site-wide SEO where you’re starting to think about the entirety of your content and how that shows up in search engines. In this episode, we’re really focused down on to an individual blog post and that on-page SEO for that specific post.
Now, what we’ve done in the series is for each of these topics I’ve provided you some detailed resources that you can go check out if you want to dive deeper on this topic and for the purposes of on-page SEO, there’s three articles that I’ll point you to and then I’ll include over in the show notes at StrongStart.fm/023.
The first resource is called On-Page SEO: Anatomy of a Perfectly Optimized Page, updated in 2017 and that’s over on Backlinko.com. The second is On-Page SEO: Everything You Need to Know and that was published over on Search Engine Journal last year. The third one is The Definitive Guide to Higher Rankings for WordPress Sites and that’s over on Yoast.com. Then in the show notes I’ll also include a couple of other links to some additional resources that I used when putting together this process and the checklist that I’ll be including.
Now, if you haven’t already, I do recommend installing the Yoast SEO for WordPress plugin. This is by far the leading plugin for SEO on WordPress and it makes the process of optimization that we’ll be talking about here a lot easier.
The plugin’s been around forever, version five actually just came out at the time that this episode is being published and it’s a really powerful tool. It’s built right into WordPress, it’s right into your page post, page and post editor and basically as you write your content, you can scroll down to the Yoast section and what it does is it scores your content on a whole bunch of different dimensions related to SEO.
It also gives you a number of different options for setting the specific things that we’re going to talk about in this episode. Things like your meta description and what your focus keyword is and what your post is going to look like if it’s shared on social media and so forth. All of these things are made much easier and done in one place if you install the Yoast plugin. Again, I’ll link to that over in the show notes at StrongStart.fm/023.
In terms of the details, there is 11 areas that we’re going to cover in this episode. Now don’t worry, most of these are very simple but they’re important items that you need to do for every post. I’ll cover some of the reasons why for each of these times here and then for the how and the step-by-step optimization, that I’m going to include as I always do in a downloadable checklist that will be over in the show notes at StrongStart.fm/023.
The first thing we’ll talk about is the title tag. This is usually whatever you set as the headline of your WordPress post and if you have an extremely custom theme or are using something other than WordPress, you need to double check that your headline is set as the H1 or title tag of your post.
We covered how to write great headlines back in episode 18. But from an SEO perspective and also sort of what we described in that episode, if you can get your primary keyword into your headline and as close to the beginning as possible, that’s ideal but you don’t want to do anything sort of unnatural or that’s not going to read well or not going to draw interest like a headline should just to get your keyword stuffed into the beginning of it.
That’s one of the reasons why we spent so much time on headlines is it sometimes can be a challenge to get that keyword in there, get it toward the front and also have it be an interest-generating headline, that’s one of the reasons why we included a bunch of formulas in that episode. So generally for this step, you want to make sure that your headline is wrapped inside of an H1 title tag in your post and once you’ve confirmed that for your theme and what you're doing with WordPress since again, it is the default for almost all cases, then you should be good to go for all of your post.
But again if you’re using some kind of weird complicated theme or you're using something other than WordPress for a post in your content then you’re going to want to really do a double check of that. Because that is one of the things that Google is looking at first is what is the title of this piece of content? The next section that’s important is called the meta description and that’s the short snippet of text that shows under your title in search results.
Now, that description is really important because if you think about it, when you go to Google or Bing or any of the search engines and you type in a query, you get back this list of results and for each result, generally, all that you see is the title of the page and, you know, maybe one sentence of content about that particular search results.
If you imagine your blog post that you’re about to publish, showing up in search results, the only thing readers are going to have to judge your content by and determine whether they’re going to click through is basically that headline or that title and that first line or two of text, which is called the meta description.
Now, absent of any other action, WordPress is just going to use the first – I forget how many characters it is but, you know, basically the first hundred and some characters of content. Your introductory sentence and paragraph may or may not be what you want to show up in search results. When we talked about the first sentence and the first paragraph back on episode 19, we recommended really short introductory sentences that were directly connected to the headline but were the goal was to really just get you to sentence number two and to get you through the first paragraph. Basically to get you into the flow of reading and continuing to read the article once you land on it.
That obviously is after the point where the person decided to click to read the article so again you may want to have a different meta description for your search results than whatever is the first line of your blog post. The Yoast tool plugin makes that very easy to do. So when you scroll down to that section of the post editor in WordPress, you’re going to see the ability to change what your title looks like in search results and what your met description looks like and there will be some guidance in there on length and so forth.
So definitely what you want to do is think about that and think about well what’s the best one line of text I could put here that’s going to generate enough interest along with the headline to get the user to click that search result? The next optimization is the URL or permalink that you set for the post and some people don’t know, this can be different than your entire headline. In fact, WordPress by default is going to try and shorten up your headline if – sorry. WordPress will try and shorten up the URL if your headline is really long.
Where you see this is basically right under the headline section in your WordPress post editor. So there’s whatever you type in to the title of your content and then right under that is the permalink or what that URL is going to look like and in the editor, you’re able to edit the very last part of it. That’s the part that’s going to be all the way to the right, whatever the final part of the URL is for your content.
Now the rest of that URL is basically set site-wide in WordPress and that’s called your permalink structure. What that does is that determines how WordPress is going to organize your content. So it used to be you could have – people recommended a structure like your domain, then your category and then maybe a month and then maybe the title of your content and then it basically showed within the URL structure that there is a hierarchy behind your site.
These days, that’s pretty much irrelevant because WordPress maintains that hierarchy, the search engines generally don’t care about that hierarchy anymore, so it’s better to have more clean URLs where it’s really just your domain/whatever the title or the permalink of your content is going to be. Again, that can be different than your headline. So when you look at some of the really significant articles that are out there on SEO, a couple of the ones that I mentioned at the top of this, you look at Bryan Dean’s articles, he has very nice headlines for those articles but the URL’s are usually much shorter and really just the keyword or the keyword plus one or two other words.
That’s something that you want to think about there, that’s something that I don’t do well right at this point. I wind up with this really long content series with titles so mine are overly long and probably not as optimized as they should be. But that is definitely something that you want to take a look at and really think about what your site-wide URL structure is and move that over to being the simplest one, which is domain/the title of your content and then within each of your posts, checking out that permalink and making sure that it’s got your keywords in there but maybe take out a lot of the extraneous text of your content’s actual headline.
The next thing that you want to optimize is the headings and subheadings in your content and what you want to remember here is that the search engines are doing basically what you're trying to do what your readers are, quickly scanning the post and see if it’s worth reading or it’s worth ranking. So headings and subheadings help both the search engines and your readers understand your content better.
Now, we covered these in some depth in episode 19. I mean, that whole episode was about the structure and copywriting of your post. From an SEO perspective here, this step is to make sure that the subheadings are actually proper H2 and H3 headings and not just you know, bold and font combinations in your text. If you’re primarily used to editing your post in the visual side of WordPress then, you know, you’re not seeing what that looks like in HTML and whether it’s a proper H1, or an H2, or an H3, or something like that.
You want to make sure that you’re using the formatting drop down in the WordPress visual editor and for those items that are going to be your headings and sub headings, you want to make sure that they are set to the heading tags inside of WordPress. The next item that we’ll talk about is keyword density. Now, the Yoast plugin lets you enter a focused keyword for your post and then it goes through and analyzes all of the content for how well and how often that keyword is used.
In this case, you know, when I write the show notes for this episode, one of the keywords is obviously going to be SEO because that’s what this episode is about. If I type that in as the focus keyword when I’m authoring the show notes and if I scroll down to the Yoast plugin section, it’s going to tell me how well that keyword is used. It’s going to say, “Well this post is 2,000 words long and you use the keyword 10 times in there,” and it basically comes up when it calls a keyword density rating for how often and how well that keyword is utilized.
Now, at this point, because we’re basically toward the end of the whole content creation process, you probably don’t want to make too many changes to your post at this point but if Yoast is telling you that the keyword density is either really high or really low then you probably do want to make a few edits there.
Now over time, you’ll get better at doing this and you know, you won’t have to make significant changes, you’ll know the proper amounts of time to use the keywords and so forth and really just the Yoast section will be a little bit of a double check of that but again if you get to the end of your content and it says hey, you’ve only used your focus keyword once in a 3,000 word post or something like that.
Then you’re definitely going to want to get that improved or it just never going to rank for that keyword. The next topic is image optimization. Now, we covered image optimization in depth in episode 20 and if you adhere to the check list and the guidance in that episode, then you should be good to go with this post.
Now, if not though, now is the time to work on your images, you don’t want to skip those steps. That episode covered things like looking at the size of your images and the speed of loading the images and how you can optimize that and especially setting a couple of other tags around each image like the alternative text that is used by the visually impaired and that is also used by search engine crawlers to understand what that image was about that you added into your post.
Again, this is one of those steps that a lot of people really don’t’ take much time with, they just sort of pop an image into there and that’s it. But you’re losing out on some potential SEO benefits if you don’t go through the optimization steps that we talked about in episode 20. Next up is the general readability of your post and this is going to be something that Google and the other search engines are ranking for as well.
If your post is just one gigantic, you know, 3,000 word paragraph with very long sentences and no headings or structure or anything like we’ve talked about so far. Then it’s just going to be – have a very low readability score, therefore the search engines are going to predict that users are not going to be very happy with that result and then that’s going to push it down in the rankings. Now, we already covered editing and proof reading for grammar and readability in episode 22 and we covered a couple of tools in there that help you do that.
Another one is actually the Yoast plugin itself and this is something that I don’t think I included in the last episode. So I may go back and make an edit there and add that into the resources, but Yoast does include a general readability score and assessment for your content as well. That’s going to tell you things like whether your paragraphs are too long, your sentences are too long and a number of different other readability things that it’s going to go through and take a look at.
Generally, at this point, hopefully you won’t have any if you followed in the process in episode 22 for editing and you used the tools that we talked about in there. But if Yoast is showing any kind of red or orange alerts or warnings on any of these categories of the content analysis then you do want to go through and take a look at that and maybe fix those up.
The next area of optimization is internal linking. It’s generally a good practice to link to other content of yours inside of each of the blogposts that you write. There’s a lot of really technical stuff related to SEO and how the search engines look at your content that this internal linking can help. So it’s a little bit more than what I think we can cover in this episode but generally speaking, if you have a page that’s going to rank really well and you link to other pages in your content, the ranking of the primary page may pass through some of those other pages.
An example is let’s say, like in my case, I wrote a post, it was called The Definitive Guide to WordPress for Online Entrepreneurs. That was an epic post, I think it was eight or 9,000 words, a ton of content, you know, something I expect to grow in rankings over time. Now, inside of that post, I linked to a bunch of my other content that was relevant, right? I had written previously about some productivity stuff and I’ve written previously about some particular things related to WordPress and blogs.
So as my Definitive Guide starts to rank higher and higher, that some of that ranking is going to actually pass through to those links because when a high ranked page links to a lower ranked page, it passes through some of that emphasis or some of that emphasis or some of that ranking.
Now, the reverse can also be true and so, let’s say you’re writing a post and it’s not going to rank well at first right? Maybe you don’t have a ton of traffic, maybe you’re not going to be able to market that post all that well. You still want to do this internal linking because it basically tells the search engines that for this particular topic, that post that you’re writing is not the only one that you’ve written about on that topic.
If you link out to other things in your content that are related to that, that will tell the search engine, “Well, okay, this isn’t just a one time article, this is something that maybe this site focuses on as a key topic and it will then rank the content a little bit higher just because of the various other internal links.
Yoast was recently updated to provide recommendations for internal linking based on the content of your post. What it’s doing is taking a look at all the different keywords and topics that you’re talking about and then it’s looking at all the other content you have in your blog archive and suggesting, “Hey, you might want to link out to these three articles or these four articles,” or something like that. That’s helpful if you’ve got a ton of content, maybe you forgotten about what you wrote about a year or two ago or what specific post it was in. Yoast is going to give you some of those suggestions.
Basically the ideal case is that in the current post that you’re working on, if you’re using a word that you know was the focus of another post you’ve written previously, use that word as the anchor text of a hyper link to that other piece of content. So in my case here, obviously a couple of times I’ve mentioned episode 22, the one the proceeded this one that was about editing. When I go back through and I update the show notes and I start adding some links and so forth, every time I mentioned episode 22 and editing, I’m going to go highlight the word editing and then I’m going to make a hyper link back to that particular episode.
That’s called an internal link because I’m linking to my own content, the anchor text is just the word editing because that’s what I’m going to highlight, right click and then say, “Make a hyper link.” Now, you do want to be careful not to do this too much or Google will penalize it, thinking that you're trying to actually manipulate this search engine results. Generally having two to four internal links per post is the ideal case.
Closely related to internal linking is the next topic which Is external linking. Also here, generally linking to external content is a positive ranking signal for most of the search engines. I mean after all, this is how the web and Google works. If they weren’t hyperlinks then there wouldn’t much of a web and Google would have a very difficult time figuring out how popular a particular content is. So the idea here is not to stuff your content with hundreds of external links because that would actually take the ranking down.
On the flip side, you don’t want to have none because it basically shows well this is just an opinion piece and did the person actually do any research because it didn’t link out to any references or site any sources or anything like that. So here, it’s not a problem if you have many outbound links, but you just want to make sure that they are relevant to whatever you are writing about and you definitely want to make sure that you’ve linked to any sources or content that you are siting or using inside of your particular blog post.
Now related to external links, there is a few cases where you want to modify those links so that they are not basically used in terms of ranking or page and those are called no follow links and so what that means is, whenever the Google robots come to your site and they’re crawling your content they look at all your hyperlinks and then they’ll go off to each thing that you link to to see what that page is about.
So there are certain times where you don’t want the search engine to go off to those other sites, especially in cases if you have affiliate links or some other scenarios where it just doesn’t make sense. You are including the link for a specific purpose but it doesn’t have anything to do with the content or the ranking of your page. So those types of links you can set to no follow and that basically tells the search engine crawlers, “Okay once you hit that link stop. You don’t need to go crawl the page that that was linked to.”
The next optimization topic is the actual page loading speed. Google announced a while ago that they would be taking page load speed into account and search rankings and at the time that freaked a lot of people out because it made it sound like the highest speed of page on a given topic was going to get the highest ranking but in reality, basically what Google is doing is trying to establish a minimum bar for performance.
What that means is, if pages are loading exceedingly slow or they don’t meet that minimum bar, then Google is going to push them further down in the rankings. But if your pages load in a reasonable amount of time then that ranking signal basically just gets turned off and everything else is going to be what your page is ranked on. So again I would look at it more like it’s just a minimum bar and as long as you can get your page load speed into the acceptable range, then that’s all you need to worry about at this point.
Obviously the question then is, “What is acceptable?” and they don’t publish the exact details of that but they do give you a huge amount of tools and capability in some of the Google tools to figure out what’s slow on your site, what is slowing down your page load time. Now I did cover this a fair amount in the Definitive Guide to WordPress for Online Entrepreneurs, so I am not going to cover in depth of some of the things you can do about page loading time here.
But I will talk about just a couple of things really quickly which is really the key factor is that control the speed of your site is, how good is your hosting? So if you are on really crappy shared WordPress hosting then a lot of times your site is going to be slow regardless of how much optimization you do because you might be on a shared server with a hundred other sites and you are seeing some load at that time and therefore, it is impacting the performance of your particular site.
So the biggest bang for your buck, and it does cost bucks, is more premium WordPress hosting where it’s going to be on a higher speed platform. That is just going to benefit all of your content and then any optimizations you do upon that are just going to be even better. The next biggest factor is how complicated your WordPress installation is. So how many different plugins you have and just how much stuff is getting loaded on each of your pages.
If you are on one of these themes where you’ve got sidebar then content then sidebar and each of your two sidebars has 55 different things that it’s trying to load. You may have these complicated plugins that are taking up a lot of time for your page loads, that is just going to impact your performance again across the board. So having a relatively simple WordPress installation with a relatively small set of plugins, you know, just the ones that you need and then optimizing those for performance that’s really the second most important factor in your page loading time.
Then the third is the one that is relevant on the proposed basis and that is the images and the image optimization that you do. If you’re including dozens of high resolution images in each of your posts and you’re not optimizing them and compressing them and so forth, then that’s also going to really kill the loading time on your page. So again, we did talk about that in some depth in episode 20 about image optimization.
So the bottom line here is that before you hit publish, you can do this with the preview copy of your page, it makes sense to go through and run it against some of the page speed analyzers that we’ve talked about in previous episodes. There’s Pingdom, there’s UT Metrics, there’s a couple of others like that that will basically let you enter any page on your site, it’s going to go overload that page and then it’s going to give you what’s called sort of a waterfall display of all the different things that load it and how long each part took and then an overall load time for your page and say, “Well this page took 1.7 seconds to load, or this page took 8 seconds to load.”
Generally what we are looking for here is three to four seconds or better loading time. If it takes more than four seconds to load your page, A, it’s going to be ranked lower by Google and B, a lot of readers are just not going to hang around for that page to load. So again, this gets into a fairly complicated and technical area, but it’s pretty critical and once you’ve solved the performance issues for your WordPress site as a whole, then most of this proposed optimization is relatively straight forward and it doesn’t take a whole lot of time.
The final optimization that we are going to talk about is social sharing. So one of the things that is nice about the Yoast plugin is that it provides a capability to preview what your post is going to look like if someone else shares it on Facebook or Twitter. What that means is that you can go a tab in Yoast and let’s say you click the Facebook tab and what you’re going to see there is, what is the default image that Facebook is going to pick up from your post?
Sometimes it’s not the image that you’re expecting. You might have a featured image up on the top of your post but for some reason, what gets picked up is an image from somewhere further into your post. The other thing you can change is if you want, you can change the title in the description that is going to show up on Facebook. So it is a nice feature and that you are going to get that view of exactly what that is going to look like on Facebook and then you have the ability to change it. Same thing for Twitter.
So if you need to and this is something that I usually do at the end in this optimization phase is I’ll go through and double check that. Is the image in there the one that I want it to be when I share it on Facebook? Is it what you want it to be when you share it on Twitter? Now the reason why this is important is because the dimensions of the image that you use in your blog post might be different than what the dimensions are in Facebook and Twitter and of course those two just differ amongst themselves.
So what we are getting out here is if, let’s say you have a title image that you want to show up everywhere. You are setting it up as the featured image on your blog post, you would like it to show up on Facebook, and you’d like it to show up on Twitter. You’re probably going to need to create three different versions of that image because they’re going to be very likely three different resolutions between your blog, Twitter, and Facebook.
So this section of Yoast makes it easy to upload the Facebook version of that image for Facebook and upload the Twitter one for Twitter, and then if anybody is going to share your post, it’s going to pick up the proper image for that particular social network. So again, that’s really sort of the moral of the story with this entire series is there’s a lot of these detail level stuff to make sure you do it correctly every time if you want to build these perfect blog posts that we’ve been talking about. So that is just a small but important example there.
Now directly related to that is if you don’t already, you almost certainly want to put some form of social sharing plug in on your WordPress installation. So most of us have this, but if you are not familiar with it, when you go to some of these blogs that are out there and you see the whole list of all these social media icons, Facebook and Twitter and Instagram and so forth, those are usually generated by a social sharing plugin. So that is something you go install in your WordPress installation. You configure some options like what your Facebook page is and what your Twitter handle is and so forth, and then it automatically populates those sharing icons at different locations that you can figure on your site.
So in my case, I like showing them right underneath of the featured image. I really don’t like these floating bars that have all those social icons in there. It may make for a few extra shares but I find none of them really work well on mobile, so I just don’t like installing them at all. The other thing you have to look out for with those plugins is some of them are really heavy weight and significantly slow down your site.
So I will provide some recommendations in the show notes but just be careful with that and go with the lightest weight version that you can find that is going to give you those icons and enable that sharing.
We just went through a bunch of these optimization items pretty quickly to step back a little bit and summarize, you know, the main process that’s outlined in this episode and I recommend is first installing the Yoast plugin. Review the getting started content for it. Then I want you to head over to the show notes to StrongStart.fm/023 and download my free checklist that outlines the full SEO process that we’ve been talking about here and goes into some more detail of each of the steps.
What you want to do is use that every time you create a new post and use that as the final optimization step before you hit the publish button. So at this point I have to stay stop and congratulate yourself. If you have listened to every episode in this series and that’s all the way from episode 16 to this one in episode 23, you have gone through a ton of content on really deep-diving into how to create a blog post process and work flow for making sure that everyone of your post is perfect every time you publish it.
We covered everything from initial research in episode 16 all the way through creating and editing the content, down to the final SEO optimization that we’ve talked about in this episode. So at this point, if you’ve been following along with one or more of your posts, you should have a fantastic blog post that’s ready to publish.
Now of course, the purpose of this series was to show how to create a professional workflow for doing all of those steps in a consistent way every time. I hope the episodes in this series explains things well and I hope you have downloaded all the checklists and are using them in your process and in your tools right now. But here’s an incredibly important point: Your work on this blog post is not done yet. The next phase is you have to promote the post that you published.
No matter how good your content is and no matter how well you’ve SEO optimized it, if you don’t promote the post and get it shared and get people linking to it, it is just not going to be read by anybody and it’s not going to be ranked by the search engines. For me, this is one of my biggest challenges. You know, I’m in this zone of trying to create a lot of content trying to add a lot of value to my audience and to you that are listening and the promotion phase of the content is something that I really have been trying to dig into a lot over the last month or so and started building up my processes there because to date they have been not all that great.
Other than some basic posting of tweets and to my Facebook page and reposting those a few times, I don’t yet do a ton of influencer or outreach or having a back link, a strategy and going after those and so forth and that is one of the reasons why, in my case, the growth of my site and my traffic has been relatively slow compared to what I wanted it to be.
So a lot of people that you talk to will say, “Well if you are spending 20 or 30% of your time creating content, you really need to then spend the remaining 70% promoting it.” So that’s something that I’m going to be making a big change in my whole workflow and that is going to be the root of the next couple of podcast episodes, is I go through everything that I am putting in place for promoting my content once I’ve created it.
So that topic will be a new podcast episode series, and in there we’ll talk about social sharing, we’ll talk about influencer outreach, we’ll talk about amplifying your content, repurposing it, and then also how advertising can come into the mix to promote your content as well. So with that, I want to thank you for joining me today.
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