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Ecommerce search engine optimisation — The right way to enhance ecommerce search rankings in 10 steps


Keys to key phrase rating

This text was initially printed on Oct. 22, 2019, and up to date on Might 12, 2022.

Among the finest methods to get site visitors to your on-line retailer is by showing in search engine rankings. This isn’t all the time a simple job, since ecommerce websites are centered on merchandise reasonably than content material. Whereas ecommerce search engine optimisation may be difficult, the outcomes will pay dividends on your ecommerce enterprise over time. On this scenario, numbers don’t lie.

Take into account:

You’ll be able to’t all the time compete with the massive guys, however you may concentrate on rating nicely for particular person product and class pages for much less aggressive phrases, like long-tail key phrases.

Associated: 50 on-line search and search engine optimisation stats to blow your thoughts

The right way to present up within the search rankings

Let’s have a look at the instance of ladies’s footwear.

The highest spots go to DSW, Well-known Footwear, Sneakers.com, Macy’s, Amazon, Nordstrom Rack, Nordstrom, Shoe Carnival and Zappos.

eCommerce SEO Womens Shoes Example

The probabilities of you knocking out one among these huge gamers is fairly low. However that doesn’t imply you must quit on ecommerce search engine optimisation.

In truth, you may leverage long-tail key phrases — or extra particular key phrases and phrases — to enhance your rankings and acquire new clients.

For instance, a seek for “girls’s biking footwear” nonetheless has some huge names (like Sierra, REI and Amazon). However in place 5, the area of interest web site Aggressive Bicycle owner joins the rankings. This rating can carry them invaluable site visitors and clients. In accordance with the Q1 2019 Benchmark Report from Monetate, the worldwide ecommerce conversion charge is 2.72%. That signifies that for each 100 new guests Aggressive Bicycle owner will get from their ecommerce search engine optimisation efforts, they get nearly three gross sales.

Plus, utilizing electronic mail advertising and remarketing methods, they’ll promote much more to these clients to broaden the client worth far past their preliminary worth.

eCommerce SEO Womens Cycling Shoes ExampleThe right way to enhance ecommerce search rankings in 8 steps

Profitable ecommerce search engine optimisation is a little bit totally different than search engine optimisation for a content-based web site. You’ll possible have extra pages to optimize with much less content material to leverage. Plus, the specter of duplicate content material is far larger.

So, how do you optimize your ecommerce web site?

  1. Do your key phrase analysis for product pages and class pages
  2. Optimize your pages with meta titles, descriptions and H1 tags
  3. Create and optimize product and class descriptions
  4. Revise and redirect URLs
  5. Enhance pictures for higher loading and searchability
  6. Carry out technical search engine optimisation
  7. Add content material for extra ecommerce search engine optimisation
  8. Don’t neglect cellular search
  9. To index or to not index
  10. Allow social sharing

Let’s get began.

1. Do key phrase analysis for product pages and class pages

Key phrase analysis isn’t nearly brainstorming and hoping you provide you with the best phrases. With instruments like Amazon, Google Key phrase Finder and different search engine optimisation instruments, you may create a listing of the phrases that your goal clients are utilizing to seek out your merchandise.

Possibility 1: Google Key phrase Planner

You can begin your key phrase analysis utilizing Google Key phrase Planner. You’ll should create a free Google Adverts account to make use of the instrument, however you don’t should construct any adverts or add bank card data to do analysis.

As soon as inside, add a number of seed key phrases. These are simply the key phrases that you’d use if you happen to had been in search of your self.

Don’t use your model title or firm title as one among your seed key phrases.

 

Your web site will possible rank nicely on your model title simply based mostly on how usually you employ it in describing your organization.

From the seed key phrases you entered, Google gives you extra associated key phrases together with tough search quantity. You’ll wish to decide key phrases that attraction to your audience and present the best search intent.

Search intent is solely the explanation persons are doing the search. Are they looking to be taught, to be entertained or to purchase?

One good strategy to decide search intent is to seek for the time period utilizing an incognito or personal searching window. Wanting on the first few search outcomes gives you a good suggestion if they’re centered on buying or merely searching.

One other strategy to decide search intent is the cost-per-click. The next cost-per-click usually signifies a purchase order search intent as a result of the businesses which might be paying for these clicks are keen to pay extra for the chance of ROI.

Google search engine outcomes pages are one other nice supply for brand new associated key phrases. On the backside of every web page are searches associated to your authentic time period.

Researching long-tail key phrase phrases also can assist enhance your ecommerce search engine optimisation. A current report by Backlinko claimed that “91.8% of all search queries are long-tail key phrases.” This implies there are many alternatives to rank larger in search queries utilizing particular phrases.

Purpose to have three to 5 phrases in your phrase and take into consideration queries your audience could also be trying to find. Instance phrases may embrace:

  • “Bedsheets that hold you cool”
  • “Perfume and cruelty-free shampoo”
  • “Grain-free kibble for small breed puppies”

Even when the search quantity may be low, long-tail key phrases are prone to lead to extra clicks and conversions. An extended-tail key phrase with low competitors makes it doable so that you can capitalize on a distinct segment market inside your business.

As a greatest apply, attempt researching phrases with over 50 month-to-month searches in your focused location and go for ones which have simple or low key phrase problem.

Associated: The right way to do search engine optimisation key phrase analysis to drive site visitors to your web site

 eCommerce SEO Related Search Example

Possibility 2: Amazon predictive search

Amazon, the world’s strongest ecommerce search platform, may help you discover key phrases on your web site optimization. Begin by typing in your key search phrase, and Amazon’s predictive search will present you in style phrases associated to your entered key phrase.

The Amazon Key phrase Instrument also can assist velocity up this course of.

eCommerce SEO Amazon Search Example

Possibility 3: Paid search engine optimisation instruments

Instruments like Ahrefs provide you with highly effective, in-depth instruments to do key phrase analysis, together with which key phrases your rivals are utilizing. Whereas it’s a paid instrument, it might probably prevent quite a lot of time and provide you with highly effective insights.

Regardless of which possibility you select on your ecommerce search engine optimisation analysis, don’t cease with a shortlist of key phrases. You’ll have to optimize every web page — together with product pages and class pages — with a novel key phrase.

That is most simply completed by making a spreadsheet with all your pages, and including columns for the key phrase you’re focusing on on the web page. If you happen to like, you can even use the spreadsheet to create meta titles, descriptions and H1 tags. (You’ll be able to obtain a pattern spreadsheet from my Useful resource Library.)
eCommerce SEO Meta Data Description

2. Optimize your pages with meta titles, descriptions and H1 tags

Now that you simply’ve accomplished your key phrase analysis, it’s time to begin placing it to work in your web site. Step one is to optimize your product and class pages with meta titles, meta descriptions and H1 title tags. Every of those components ought to comprise your goal key phrase no less than as soon as.

Keep in mind to jot down each component of your web site for the reader, not only for engines like google.

 

You can begin optimizing your product and class pages with:

Meta titles

These are essential for product and class pages and may vary between 50-60 characters. Attempt together with eye-catching headlines to extend ecommerce site visitors by way of CTR. You should utilize phrases like “free transport” or “free returns” to entice extra customers to click on.

Meta descriptions

These must be optimized to scale back the chance of Google robotically rewriting it for you. Maintain all related data on the very starting of your description and check out to not exceed advised character counts. Common pages ought to vary between 150-160 characters, whereas weblog posts ought to embrace 138-148.

H1 title tags

Maintain these between 20-70 characters and deal with person intent by providing an answer to their ache factors. Titles like “cook dinner a household meal in half-hour” or “simple leash coaching ideas for brand new puppies” can encourage customers to click on in your web site.

Most significantly, every of those components ought to comprise your goal key phrase no less than as soon as.

Associated: Meta tags and the pinnacle part of a web site

3. Create and optimize product and class descriptions

Your product and class descriptions assist each your potential clients and engines like google perceive what you’re promoting and why your merchandise are distinctive. Let’s check out how one can optimize for each.

Product pages

Optimizing your product pages is an effective strategy to enhance ecommerce site visitors from Google search queries. You will need to take the time to fill out key particulars for these pages so you may capitalize on any alternatives for a possible sale.

Your product pages ought to have extra content material to assist talk the worth, options and advantages of your product and assist the client make the best selection.

Listed below are some key factors you’ll wish to embrace in your product pages:

  • A novel description of the product. Have it vary between 150-200 phrases and ensure to incorporate your goal key phrase.
  • Three optimized pictures of the product. If relevant, attempt to embrace one picture of the product in use.
  • Product-specific particulars. Guarantee they’re simple to scan for customers and embrace dimensions like measurements, weight, necessities and extra.
  • Add a video. Present customers how one can use the product and describe why it’s higher than a aggressive set of merchandise.
  • Make navigation simple to entry. Guarantee your navigation hyperlinks are easy and descriptive. Keep away from dropdown menus or something overly sophisticated.
  • Don’t use producer descriptions. Google is extra possible so as to add your web page to SERPs if the content material is exclusive.
  • Enable user-generated opinions. These present pages with recent content material to maintain engines like google joyful, however you’ll have to reasonable it earlier than publishing. GoDaddy Web site Builder has an possibility to put in Yotpo opinions in a few clicks with out the necessity of a developer.
  • Embody sensory phrases. Peppering these into product descriptions can inch customers nearer to a sale. Incorporate phrases that describe the sights, sounds and smells of a product. Assume “decadent” for candy treats or “cozy” for gentle sweaters.
  • Keep away from exaggerating. Watch out to not describe issues which may not maintain. It may be tempting to say a sweater will hold you heat in “no matter temperature,” however except it’s been confirmed efficient by heavy analysis, you must keep away from making all these claims.
  • Add a FAQ part. You’ll be able to place this on the backside of your product web page and apply structured knowledge mark-up, additionally known as schema mark-up.

Observe:  The superior search engine optimisation apply of including schema mark-up to merchandise will show them as wealthy leads to Google picture searches. You’ll be able to be taught extra about Google’s superior search engine optimisation choices right here, together with how one can arrange structured knowledge on your merchandise.

Class pages

In your class pages, you’ll solely want a paragraph or two to share particulars about your services or products. You should definitely use your goal key phrase in every of your class descriptions.

Listed below are different key factors you must contemplate when writing your descriptions:

  • Optimize your class pages. They’re simpler to rank in aggressive marketplaces than product pages.
  • Don’t write to promote the product. The purpose is to encourage clients to consider a variety of class listings utilizing 150 – 300 phrases.
  • Take into account various structure strategies. Some web sites embrace further content material in collapsible dropdowns and carousels. Nonetheless, all content material must be seen within the supply code and never generated by JavaScript.
  • Insert absolute hyperlinks. Place these within the first paragraph and embrace matching anchor textual content to different class pages. For instance, H&M’s class web page for “girls’s tops” consists of anchor textual content that hyperlinks to different subcategories like “t-shirts” and “bodysuits.”
  • Maintain essential data on the high. A current case research discovered a 4.8% lower in clicks from SERPswhen descriptions moved under merchandise on class pages. You’ll be able to place small paragraphs of copy on the high, center or backside of the web page. However content material that sits larger on the web page advantages from larger rankings and elevated visibility.
  • Don’t double-up on tags. Class tags must be distinctive from product tags. You don’t wish to have the identical tag for each since this will confuse search bots.

Guarantee canonical hyperlinks are right. When you have a number of pages for a class or filters, you’ll wish to set the canonical URL for the opposite pages again to the primary class web page. It will enable you to keep away from duplicate content material. So, if one class is “shirts” and you’ve got sufficient product to fill three pages of shirts, ensure every web page factors again to the unique class web page.

Associated: The right way to create a compelling ecommerce product web page

4. Revise and redirect URLs

Pleasant URLs aren’t simply higher for sharing, they’re additionally essential to profitable ecommerce search engine optimisation.

Google prefers quick, easy-to-read URLs. If doable restrict your product web page URLs to simply your product title, with out the class slug.

  • Best: https://www.yoursite.com/product-keyword
  • Acceptable: https://www.yoursite.com/class/product-keyword
  • Keep away from: https://www.yoursite.com/class/category-keyword/product/product-keyword

Your ecommerce platform may dictate the alternatives you will have for URL constructions.

Earlier than you alter your URL constructions, ensure you monitor any earlier URLs and use 301 redirects to level to your new URLs.

Some ecommerce platforms will deal with this robotically, so you’ll want to verify your assist web site or buyer help to seek out out what you want to guarantee your redirects go into place.

Linking out from product pages

You’ll be able to add hyperlinks to different merchandise inside a product web page if it is smart to your customers. Attempt putting related hyperlinks on the backside of the web page with textual content like “regularly purchased collectively” or “chances are you’ll be fascinated about” to carry consciousness to your viewers.

It’s additionally essential to make sure all hyperlinks are <a href> absolute hyperlinks and never JavaScript generated. These ought to be seen in your supply code.

5. Enhance pictures for higher loading and searchability

Photographs are key to a profitable ecommerce web site, however with out correct optimization, they’ll additionally harm your ecommerce search engine optimisation.

You’ll have to discover a steadiness between small file dimension and acceptable picture high quality to optimize your pictures.

 

Generally, you must use JPEGs for pictures which have quite a lot of colours, and PNG for easy pictures. Take a look at a number of totally different codecs and compressions to seek out the right combination for the pictures your web site makes use of.

You should definitely embrace ALT tags for all your optimized pictures as nicely. ALT tags are utilized by display readers to assist visually impaired customers navigate and use your web site in addition to by engines like google to know what your pictures are of.

6. Carry out technical search engine optimisation

Good ecommerce search engine optimisation goes past simply measuring what content material is in your web site and in your metadata. There are additionally technical components that may contribute to your web site rankings.

Enhance web site load occasions

Bounce charges enhance by 50% in case your web site takes two further seconds to load, and conversion charges fall by 12% for each further second that it takes your web site to load. Optimizing your pictures and eradicating pointless components improves your search engine rating and conversion charges.

Create and submit a sitemap to Google and Bing Webmaster Instruments

By submitting your sitemap to Google Search Console and Bing Webmaster Instruments, you’re proactively letting the 2 largest engines like google on the earth find out about your web site. Plus, these instruments can warn you to essential points that Google or Bing encounter along with your websites.

Have a legitimate SSL certificates

An SSL certificates isn’t just one thing you want in your procuring cart. Because you may be amassing electronic mail addresses on different pages (with issues like your electronic mail signup kind), an SSL protects that knowledge as nicely.

Most browsers now level out to guests when a web site isn’t safe — generally even directing them away. Your web site host usually may help you with an SSL certificates.

Editor’s word: GoDaddy’s Web sites + Advertising Ecommerce answer comes already protected with a Safe Sockets Layer (SSL), so it gained’t be an extra value to you or what you are promoting to maintain your web site secure.

Make it simple to navigate

Give clients a number of methods to navigate your web site — from the highest navigation to subcategories and web site search. Search engine spiders use your web site navigation to make sure they’re discovering all the pages in your web site — making them findable to look engine customers!

Add breadcrumbs to your web site structure

Talking of navigation, there’s one other type of navigation that’s usually ignored that may affect your ecommerce search engine optimisation and web site usability. Breadcrumbs assist each your customers and engines like google perceive how your pages relate to one another. Breadcrumb navigation is usually a function of your store theme.

Clear up damaged hyperlinks

No person likes reaching a 404 web page, together with engines like google. To enhance your ecommerce search engine optimisation, clear up damaged hyperlinks by redirecting as many as you may to acceptable substitute pages.

You will discover damaged hyperlinks utilizing a plugin, similar to Damaged Hyperlink Checker for WordPress, Google Search Console, or a third-party instrument like Lifeless Hyperlink Checker.

You can also create a customized 404 web page on your web site that helps level folks in the best path once they do encounter a damaged hyperlink. These pages ought to comprise menu navigation and search bars, together with hyperlinks to your:

  • Homepage
  • Sitemap
  • Well-liked pages

All this stuff are essential for conserving searchers in your web site and stopping a rise in bounce charges.

Associated: The right way to create a customized 404 web page in WordPress

7. Add content material for extra ecommerce search engine optimisation

Most ecommerce websites don’t function quite a lot of content material, which makes it laborious for them to get a superb search engine optimisation rating. You’ll be able to change that by merely including content material with search engine optimisation in thoughts, that’s additionally helpful on your clients, similar to:

  • Infographics
  • Purchaser’s guides
  • Reward guides
  • Comparisons
  • How-to and learn-to guides
  • Generally requested questions
  • Testimonials

One other sort of content material that you want to add to your web site is opinions. Buyer opinions present extra content material to learn your ecommerce search engine optimisation together with permitting your pages to rank for associated long-tail phrases, together with mixtures of “Product Title Assessment.”

Legitimate buyer opinions additionally describe your merchandise within the phrases clients use — not your advertising description — providing you with much more phrases that you simply may rank for over time.

Lastly, opinions assist differentiate your merchandise from others who’re providing the identical or related services and products.

Associated: The right way to get product opinions 

Leverage an present weblog

Publishing weblog content material is likely one of the hottest methods to spice up search engine optimisation for product or class pages. That is very true if you happen to’re an knowledgeable in a selected topic inside your business.

Google’s Natural Search advocate, John Mueller, has famous that it is smart to hyperlink merchandise with related article matters in your web site. He advised that there ought to be a “clear construction” that exhibits “every part is type of round one central level.”

In different phrases, you shouldn’t go loopy plugging in every kind of product hyperlinks in the event that they don’t make sense with the subject at hand.

Mueller additionally recommends utilizing a third-party crawler like Screaming Frog to watch any inlinks in your posts. It’s a free instrument for small websites to assist establish pages which might be getting extra consideration.

Line graph showing GoDaddy's Website Builder leading the way in optimum performance for Core Web Vitals

You must also concentrate on how your weblog pages are performing below Google’s new Core Internet Vitals replace. This report helps you perceive the place you want to optimize in order that customers have the very best expertise in your web site. GoDaddy’s Web site Builder leads the best way in optimum efficiency below these metrics and is a good instrument if you wish to broaden your ecommerce web site with a weblog.

With all of the speak about how one can design your web site for conversions and search, it’s simple to miss the significance of cellular accessibility. Nevertheless it’s laborious to disregard the truth that many people flip to our cellular gadgets usually after we’re looking:

Mix these stats with Google’s Core Internet Vitals replace in summer time of 2021 and it’s clear to see why optimizing for cellular gadgets is essential to your web site’s success.

It’s now extra essential than ever to concentrate to the mechanics of a web site to make sure sustainable visibility, rating and site visitors.

Optimizing your web site for cellular search makes use of all the identical methods we’ve already mentioned, layered with further testing and optimization.

Associated: Every little thing you want to find out about Google’s Core Internet Vitals for small enterprise

Guarantee your web site renders nicely on cellular gadgets

Have you ever ever visited a web site that was riddled with pop-ups and overlays that had been laborious to navigate round and even unimaginable in your cell phone? Possible, it wasn’t optimized appropriately for cellular.

Earlier than you embark on a cellular model of your web site, carry out a guide verify of the next objects:

  • Make sure the call-to-action seems above the fold
  • Search for pop-ups or overlays that block the display
  • Modify fonts when mandatory and ensure it’s massive sufficient for cellular customers to see
  • Restrict the variety of merchandise a person should scroll by means of earlier than attending to the footer (this can be totally different from desktop variations)
  • Shorten a breadcrumb path if it’s taking over an excessive amount of house

Double and triple verify your load time optimizations

As web customers, we would like every part fast-faster-fastest. The times of being keen to attend half-hour for a single music to obtain are over. At this time, Google recommends a goal of 1.3 seconds for web page hundreds. Ecommerce websites usually have many pictures that pressure cellular bandwidth if not optimized correctly.

Make anchors a precedence

Utilizing anchors in your pages to hyperlink to essential data, like opinions and have lists, makes your web site simpler to navigate on cellular.

Associated: Ecommerce tendencies which might be shaping the world of on-line procuring

9. To index or to not index

Many of the content material in your web site ought to be listed to permit search bots to crawl for data related to a search question.

Nonetheless, there are some pages you gained’t wish to index since they don’t carry any worth to your rankings. Listed below are a number of examples of pages you’ll have to set to noindex:

  • Cart pages
  • Checkout web page
  • Phrases and circumstances web page
  • Privateness coverage
  • Account/login pages
  • Search pages

If you happen to want further data on how one can noindex pages on WordPress utilizing Yoast, right here’s a fast information for reference.

10. Allow social sharing

Social sharing is an oblique means of accelerating conversions, but it surely does assist in the notice stage of the client journey. It additionally results in a rise in natural site visitors and product searches.

Together with a distinguished social share button in your product web page permits customers to share your model with folks they know.

One research confirmed that millennial customers are twice as possible to purchase a product after they’ve shared it with family and friends first. These customers might really feel extra inclined to buy your model after publicly declaring their curiosity.

Moreover, your customers are exposing your model to others of their interior circle – which has the potential to spice up much more leads for gross sales sooner or later.

Distinctive challenges to ecommerce search engine optimisation

Ecommerce web sites face further distinctive challenges that the majority content-based web sites don’t face, together with:

Duplicate content material

This normally occurs when there are a number of variations of a product, and when a person selects a distinct variation, the CMS appends a variable to the URL, making it a novel web page. When this occurs all of the content material is similar on all variations, aside from the title of the variation. For instance:

  • https://www.yoursite.com/category1/product
  • https://www.yoursite.com/category1/product?gold

Until the product is essentially totally different to the extent that new content material will be written for the variation, the URL ought to keep the identical when a person switches between variations.

An alternative choice can be to canonicalize all variations to the first default product web page.

For instance, /vegan-shark-tshirt?dimension=8?shade=pink would level to /vegan-shark-tshirt.

Faceted navigation

Faceted navigation refers to filters positioned upon units of merchandise. These are frequent with massive product units, the place the web site permits customers to slim their consequence set by deciding on further defining product options, similar to narrowing outcomes to solely merchandise which have greater than 4 stars or can be found in a selected dimension.

The problem is that in case your filters are crawlable by the major search engines (which most are), it creates nearly a vast variety of pages and product variations that litter your web site with duplicate content material and spammy pages. This will trigger engines like google to get caught in an internet of infinite prospects and waste crawl fairness on low-value pages.

The excellent news is that there are methods to construction your filters/faceted navigation in a means that’s useful to customers and engines like google.

Moz has recommendations on how one can take care of faceted navigation if you happen to’re a big ecommerce web site working towards improved ecommerce search engine optimisation optimization.

Placing a product in a number of classes

At face worth, this downside will not be a priority with most content material administration programs. It’s usually useful to have merchandise in a number of classes to assist customers discover what they’re in search of.

The place web sites get in bother is when placing a product in a brand new class provides the class to the URL, leading to a number of URLs for a similar product. For instance:

  • https://www.yoursite.com/category1/product
  • https://www.yoursite.com/category2/product

You’ll be able to fight that by updating your commonplace URLs in order that the class isn’t a part of the URL. In some ecommerce administration programs, you may outline a major class used within the URL whereas all different class URLs are secondary to that one.

Cut back tagging

If you happen to’re a brand new web site with restricted pages, it’s greatest to not use tags straight away. Tags create further pages in your web site that don’t maintain a ton of worth for Google rankings.

So, if in case you have extra tags than pages, Google may find yourself reducing your rankings. It’ll contemplate most of your work as skinny content material (one thing Google hates) and ignore the posts that matter most.

But when you have already got a longtime web site with a whole bunch of tagged pages, chances are you’ll wish to contemplate making use of a noindex to these hyperlinks.

Google recommends noindexing tagged pages to keep away from partial duplicates of present pages. When you have a tagged web page that has a excessive quantity of searches, you may contemplate including a class web page as a substitute.

For extra assist noindexing tagged pages utilizing WordPress and Yoast, you may check with this useful information for extra data.

Is ecommerce search engine optimisation value it?

Bettering ecommerce search engine optimisation has many shifting items, however isn’t with out its rewards. With greater than 5.6 billion searches per day — that’s 63,000 searches per second on any given day, in response to Search Engine Land — investing in ecommerce search engine optimisation may help you develop what you are promoting and attain.

Bettering ecommerce search engine optimisation has many shifting items, however isn’t with out its rewards. With greater than 5.6 billion searches per day — that’s 63,000 searches per second on any given day, in response to Search Engine Land— investing in ecommerce search engine optimisation may help you develop what you are promoting and attain.

Want some assist? Let the specialists at GoDaddy search engine optimisation Providers information your search engine optimisation technique and optimize your web site so it will get the eye it deserves. Contact GoDaddy immediately to see how one can work much less and rank larger.

This text consists of content material initially printed on the GoDaddy weblog by the next authors: Invoice Ross, Bob Dunn and Ashley Grant. Jessica Resendez additionally contributed to this text.

Picture by: Silas Köhler on Unsplash

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