This complete guide to online reviews covers several key areas: why they’re important, how to generate and respond to them, and how to make the most of online reviews once you’ve got them. Read on to learn how getting more reviews can help local businesses thrive, and how to implement a solid review strategy. If you’re interested in improving your local SEO and online presence, you’ll first need to establish a formal online reviews strategy. Managing customer feedback, reviews, and your online reputation can feel daunting, but with this complete guide at your fingertips, you’ll be more than equipped to develop a sparkling online review strategy and, in turn, achieve better rankings and drive more foot traffic to your business. Read on to learn:
As we go through this guide, we’ll share some invaluable tips, tactics, and tools. Don’t forget to bookmark this page so you can refer back as you go. So, without further ado, let’s dive into the world of reviews! The post Online Review Management: The Complete Guide appeared first on BrightLocal. via BrightLocal https://ift.tt/3xACoHk Check out more SEO posts onhttps://seouk41.blogspot.com/
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Great news for agencies and brands managing 100+ locations: you can now set up custom plans for Local Search Grid credits! This means no more repetitive, manual purchasing of additional credits for businesses using this powerful tool at considerable scale. What’s New?Since launching Local Search Grid in February of this year, we’ve spoken to dozens of agency and brand customers who were excited to use the tool, but were unable to make it work with their otherwise fully-customized BrightLocal Enterprise plans. Now that Local Search Grid has been added to these custom plans, no matter how many Grid Points, keywords, Locations or reports you need each month, you can easily set up recurring, automated purchases of the required credits by speaking to the Enterprise team. Not sure how many credits you’ll need for your required reports? Just want to get some recommendations from an expert? No problem! The Enterprise team will be able to configure your custom plan to make sure you’re getting everything you need from Local Search Grid. If you need a refresher on how Local Search Grid can benefit your brand or agency, take a look here: Perfect for Enterprise AgenciesEnterprise agencies working with hundreds of locations, across multiple clients, want fast, efficient tools that highlight potential client problems and help them point their SEO tactics in the right direction. Local Search Grid does just that, from assisting your sales team when they’re pitching to prospects right up to presenting clients with a fully branded report visually showcasing the value of your ongoing SEO work. It’s a key tool for presales work, as the bird’s-eye view of local search performance provides you with an informed and educated response to the question: “why does my local business need your services?” With the ability to perform dozens of reports for potential clients, singling out areas of concern in local rankings that might otherwise go unseen, your sales team will have an invaluable prospect-pitching weapon at their disposal. Once you have that client on your books, Local Search Grid can really help to highlight the value of your foundational SEO work, especially while your client is waiting for your ongoing work to start making their phone ring. Your reputation is paramount; that’s why Local Search Grid’s fully-white-labeled reports are built to be customizable with your agency’s color scheme and logo, ensuring that the years you’ve spent cultivating a recognized brand aren’t lost the moment a client opens a detailed SEO report.
Perfect for Enterprise BrandsWith so many locations to manage, it’s no wonder that Enterprise brand marketers can get overwhelmed when their focus is split between PPC, conversions, social media and everything in between. But that doesn’t mean local SEO doesn’t deserve a place at the table. Left unmonitored and unmanaged, local rankings can suffer, contributing to big drops in your search visibility and customer acquisition. Local Search Grid makes it easy to spot when a branch needs attention, and gives you a playbook to use when working out why local competitors might be starting to rule the roost. Brands with hundreds of branches across the country already have thousands of data points to manage and monitor, so it’s critical that any new reporting software is easy to use and cuts right to the chase. Local Search Grid’s ‘Average Map Rank’ metric provides an overview of local rankings performance in searches across your chosen map grid, so you only need to dive into individual search results when you spot an issue or opportunity at the higher level. Local Search Grid makes it easy to not only spot when an individual branch is performing poorly for your money keywords, but also to find out why, which is especially important when a brand is so ubiquitous that different branches can compete for the same keywords in any given area. Once you’ve set up multiple reports for your branches, you’ll want to share your findings with stakeholders. We know local SEO can look complex, so we built Local Search Grid to include color-coded metrics and simple, visual reports so you can make your insights clear-cut and your arguments convincing. Want to know more?Speak to BrightLocal’s expert Enterprise Team today to set up Local Search Grid credits in your custom plan, or to discuss how using Local Search Grid at scale can benefit your brand or agency. The post NEW: Manage Local Search Grid at Scale with New Support for Enterprise Plans appeared first on BrightLocal. via BrightLocal https://ift.tt/3ezJkvK Check out more SEO posts onhttps://seouk41.blogspot.com/ Ranking for local searches requires focus on a combination of different local SEO factors. But with Google’s local algorithm relying on so many different signals, it can be hard to know where to spend your time to maximize your chances of ranking highly. This is where our Local Search Rank Checker tool (or just ‘Rank Checker’ for short) comes in. Not only does it make it easy to know where your business is ranking online, but dig a little deeper and you can uncover a world of useful information that can help you to make faster and smarter decisions. In this post, I’ll be revealing how you can use Rank Checker to spot and seize opportunities to claim more local search traffic, as well as to get the data you need to prioritize the keywords that matter and fuel the right optimizations. Let’s jump in! 1. Compare local keyword search volumeKeyword research is an essential part of local SEO. It allows you to make sure that you’re focusing your time and energy on the search terms that potential customers are actually using. Our keyword rank checker is a great place to sort keywords by search volume, so you can see exactly where the biggest opportunities lie for your or your client’s business. When setting up a report, you’ll have the opportunity to add a list of validated keywords or search terms that you want to rank for. Once your report has run, you can reference the ‘Count’ column (see below) to see which keywords have the highest search volume, and therefore the highest traffic potential. (Quick note: search volume estimates are only available on our SEO Pro plan) You could also look out for keywords that are the most profitable to your business despite having lower search volumes. For plumbers, these could refer to more expensive procedures like ‘boiler repairs,’ or for dentists they could be ‘cosmetic dentistry’ or ‘dental implants’. 2. Discover where there’s potential to reach the Google local packAs well as helping you to understand keyword search volume, Rank Checker is also useful for learning if a keyword or search term has local pack potential. Google’s local pack might have a greater impact on certain businesses and industries than others, but it’s valuable to any business looking to strengthen its visibility and engage with a local audience. (In fact, according to one of our studies, the local pack attracts 32% of clicks when Local Services Ads aren’t present.) Not all keywords or search terms display a local pack, but knowing which ones do could have a bearing on what you end up targeting. In a Rank Checker report, the Google My Business logo (the blue ‘building’ icon seen below) underneath the individual keywords in the Ranking Table indicate where Google is displaying a local pack for that search term. This icon makes these keywords quick and easy to spot. If you want to see a live view of the search results page for that keyword, and the local pack, you can click on the ranking number and then on the ‘Search Results Page’ button in the popup. This is a good way of finding out what’s ranking right now, but if you go back to the popup and click the ‘SERP Screenshot’ button you’ll be presented with a screenshot of the search results page as it appeared at the time that the report was run. This is useful for learning who was previously ranking for important keywords, and highlighting any businesses that you may never have heard of and wouldn’t have thought to track as a competitor. (I’ll share more on competitors later on.) The ranking data in the rest of the table can also help you to understand where you’re currently ranking and how close you are to breaking into the coveted local pack. At the top of the report is an option to display it the data in either Blended or Unblended mode. You can learn more about these in our FAQ. What’s the difference between Blended and Unblended Mode? In BrightLocal’s Local Search Rank Checker, we give you the option to view search ranking data in what we call ‘Blended’ or ‘Unblended’ mode. Blended results are when Local and Organic results are displayed together, so the local pack becomes 1A, 2B and 3C, and the first organic result is number 4. Unblended results are when the local and organic rankings are split out in the report. Local pack rankings are indicated with A, B, C. Organic results are represented with numbers 1, 2, 3, etc. It’s really a matter of preference whether you use Blended or Unblended mode. However, most BrightLocal customers prefer to look at unblended results, so let’s do the same here. In our example, for the keyword ‘Plumber’, this business is ranking in third position in the local pack in Google desktop results (as indicated by the letter C). However, they’re ranking in 14th position in organic for the keyword ‘Colorado Springs Plumber’ which is an important search term for them and therefore has local pack potential. To improve their rankings for this search term, they could try on-site optimization or improving other local ranking signals, such as changing the primary category in their Google My Business listing or increasing their numbers of reviews and citations. 3. Learn if the right web pages are ranking for the right keywordsIt’s always a good idea to check which pages on your website are actually ranking for the keywords that you’ve chosen. Why? Well, you might discover that your ‘About Us’ page is ranking for one of your targeted keywords keyword instead of the dedicated page for that service, which isn’t going to give your potential customer a great user experience or the information that they’re looking for. By clicking on the ranking number in the Rankings Table and then on ‘Landing Page’ in the keyword info popup, you can find out which page on your website is ranking for each keyword. If you discover that the wrong page is ranking, you’ll want to look into how you could get the more relevant page to rank instead. Has the page been optimized well enough? Are the right keywords in the page title and web copy? If they aren’t, then you might want to go and do that. If they are, then you’ll need to investigate what else might be holding this page back, such as lack of quality backlinks. 4. Notice changes to keyword rankingsThe popularity of search terms and keywords that potential customers are actually using to find your services or products is always changing, so if you want to maintain or improve your rankings then keeping up with them is important. By checking the ‘Change’ column in a Rank Checker report, you can learn which keywords have moved up or down in ranking position since the last time the report was run. A green arrow pointing up means a keyword has increased in ranking and a red arrow pointing down means the ranking has dropped. A grey dot means the ranking has stayed the same. Armed with this information, you’ll know which keywords to continue focusing your attention on, and any pivots you might need to make to rank for different ones. For example, if you notice that a keyword you were previously ranking well for has dropped and another keyword has increased, you might want to change your focus from the one that’s dropped onto the one that’s increased. If you want to dig a little deeper to learn how an individual keyword has changed position over time, you can click the bar chart icon next to the keyword in the table. You can see below that, in March, the keyword ‘Plumber’ dropped from position 23 down to 42, and then later jumped up to position two. This is really useful data to help you figure out what you might need to do to improve each individual ranking and also react to any instances when a keyword might have dropped or improved. 5. Identify keyword groups worth targetingAs the name suggests, the tab called ‘Keyword Groups’ in a Rank Checker report allows you to group keywords together. This is useful if you need to get a better understanding of how keywords on a similar topic are ranking. For example, let’s say this plumber wants to understand how well they’re ranking for two of the main services they offer: boiler repairs and drain unblocking. They could group all of their keywords for these two services into two different groups and make the information that they need easier to understand. If they noticed that one keyword group wasn’t ranking as well as the other, they could look at whether they’re actually creating content that targets these specific keywords. If they’re not, they could create dedicated landing pages for it, optimize existing content around these keywords or look at Google My Business and determine if this is a primary category they want to consider using there. 6. Benchmark competitorsOur Google rank checker doesn’t just tell you how your business is performing, it also measures the performance of your competitors. When you set up your report, you can add any competitors that you want to track. The data that we gather will be shown in the ‘Competitors’ tab (see below) and is super-useful for understanding how your business compares to your competition for different keywords and on different search engines. For example, this plumber is ranking in 35th position for the keyword ‘Cheap Plumber Colorado Springs’ in Google, but two of their competitors are occupying spots in the local pack. If you spot something similar in your own report for an important keyword that you want to go after, you’re going to need to investigate what your competitors are doing that you’re not. Luckily, there are a variety of tools that you can use to do this in BrightLocal, such as Google My Business Audit, Citation Tracker, and Local Search Audit. 7. Identify how well your site is working on mobileAccording to Google, more than 50% of local searches take place on mobile devices. This is why Google has spent the last few years extending mobile-friendliness as a ranking signal and experimenting with mobile-first indexing, which is where Google uses the mobile version of the web page for ranking and indexing purposes. If your website isn’t offering users a mobile-friendly experience, your rankings may be much lower on mobile than they are on desktop. This is one of the reasons why mobile and desktop search results are split out in our Rank Checker report. If you want to check whether or not your website is mobile-friendly, you could use Google’s free mobile-friendliness testing tool. Simply submit your website URL and, once your website has been analyzed, Google will send you an easy-to-read report about your site’s mobile-friendliness, as well as additional resources to help you learn more. (Quick note: Google mobile rank tracking is only available on our SEO Pro plan) 8. Report success to clients and stakeholdersWe know that it’s often hard to communicate the impact of your efforts to clients and stakeholders. With reports created by our rank tracker, this couldn’t be easier. For starters, they can be white-labeled, meaning that you can customize them with your own company’s logo and branding to create a slick and seamless brand experience. You could take things a step further by automatically sending your clients the latest branded reports each week or month, as well as downloading CSVs or PDFs of reports to include in performance meetings and other business settings. If you’re managing multiple locations or franchises and need to see your complete ranking performance in one place, roll-up reports allow you to aggregate data from multiple Rank Checker reports into one overview report. Handy, right?
So that’s it! Eight ways that Local Search Rank Checker will help you uncover better insights so you can make smarter and faster decisions. We know that our customers have plenty of innovative ways to take advantage of this great tool. If you’d like to share your own tips and hints, head to the comments and tell us how you’re using Rank Checker, or email us if you’ve got a particularly compelling story to share. Want to give Local Search Rank Checker a whirl? Grab a 14-day free trial and see what’s possible. The post Local Search Rank Checker: 8 Ways It Can Hone Your Local SEO Strategy appeared first on BrightLocal. via BrightLocal https://ift.tt/3xr1aJO Check out more SEO posts onhttps://seouk41.blogspot.com/ UPDATE: The Apple Maps Ratings update was launched in the USA as part of iOS 14.5 on April 26th, 2021 (some territories had access to it earlier). The update functions exactly as described below, back in October 2020. Sometimes it’s nice when there are no surprises, huh? Originally Published October, 2020 At the end of August 2020, Apple revealed it would be launching its very own ratings solutions within Apple Maps. Talk of “Apple reviews” flew around the Twitterverse and, as usual, there was a lot of conjecture about what this new feature might mean. Apple Maps ratings (yep, that’s right — ratings not reviews, though they may be on the way) has been in beta testing in iOS 14 and will soon roll out globally. The update was first spotted by Twitter user, Beau Giles. Source: 9to5mac Currently, Apple Maps relies on review data from third-party solutions such as Yelp, Foursquare, and Tripadvisor. The news of Apple ratings comes after Apple Maps introduced a host of new features back in February, including favorite locations and indoor maps. With so much noise surrounding the announcement, we wanted to clear up what’s new, pose some potential questions and outcomes, and explore what this new feature might mean for local SEOs. ContentsWhat’s New?Instead of relying on the likes of third-party review sites, Apple Maps will soon house its own native ratings. Removing the use of third-party review sites should give both Apple and searchers more control. As it stands, if users want to explore more business reviews through Apple Maps, they’ll be directed to download the Yelp, Foursquare, or Tripadvisor app, which doesn’t make for the best user experience. From what we can see, Apple Maps’ new ratings system will operate much like Facebook recommendations, with users being allowed to leave a thumbs up or a thumbs down for the business. This differs from Google Maps, where users are able, and encouraged, to leave detailed reviews. So, although both Apple and its users will benefit from more autonomy, it could be argued that searchers will be left with less data to make an informed decision — they’ll be missing out on all the great content reviews provide, such as “huge beer garden!” or “make sure to order the vegetable dumplings”. That said, Apple Maps will be making use of different ratings categories. So instead of giving a business one thumbs up or thumbs down for all its offerings, users can rate products and services separately. In addition to the introduction of Apple Maps ratings, Apple will also be giving users the opportunity to upload their own photos. Similarly to with reviews, photos on the app are currently pulled from Yelp and other third-party review sites. According to Apple, all photos uploaded will be checked manually by a team (more on this later). Question Time!The news of Apple ratings has definitely left me with some questions, such as “What could Apple ratings mean for the future of the review economy?” and “Could this help tackle map spam?” Read on to indulge in a little self-Q&A and get our thoughts on what Apple Maps ratings could mean for the future of local SEO! What do Apple Maps ratings mean for Yelp and other review sites?Previously, Yelp held relevance in the local SEO sphere in no small part thanks to its relationship with Apple Maps. After all, without Yelp reviews, you’d be limiting how much information potential customers could get from you through Apple Maps. In fact, local SEO experts such as Cori Graft would remind people of the relevance of Yelp because of its integration with Apple Maps. (And yes, although Apple Maps may still be less popular than Google Maps, it’s worth remembering that Apple has made countless improvements to the software over the years, and that many iPhone users will never switch from their default phone app, which, naturally, is Apple).
Plus, according to Statista, Apple Maps receives 23.3 million unique users per month. So, if Yelp were to disappear from the app, that’s a huge amount of reach it’s missing out on. So does this mean we will see fewer local SEOs focusing on Yelp when it becomes irrelevant to Apple Maps users? Certainly, some people were pleased to see the back of it…
When will Apple Maps say goodbye to Yelp for good?Although it’s likely that Apple Maps ratings system will replace Yelp’s position in the app, we don’t yet know when the transition will occur. It’s unlikely that Yelp reviews will disappear from the app overnight, given that Apple Maps currently relies on the review site to provide content to its users. So, Apple Maps ratings will need time to populate before it says goodbye to Yelp for good. Here’s what a local business search currently looks like on Apple Maps. You can see that there’s plenty of data being pulled from Yelp, including photos: To avoid sacrificing the amount of data that Maps currently relies on, I’d expect to see the gradual fade-out of Yelp from Apple Maps over the coming year, but your guess may be as good as mine. (And if you have got a guess, feel free to share it with us in the comments of this blog!) How will Apple Maps encourage ratings?The topic of when we’ll see the back of Yelp for good in Apple Maps also begs the question, will Apple incentivize its Maps users to leave ratings? If Apple needs to populate its ratings content before saying “see ya later” to Yelp, then they may well need to encourage users to leave ratings of their own accord. Although we wouldn’t expect any form of monetary or prize-like incentive, it could be the case that Apple Maps launches something akin to Google’s Local Guides program, which sees loyal users rewarded with badges and native perks. Will Apple ratings become Apple reviews?It’s still early doors, but this announcement got me wondering, is Apple ratings just the beginning? Will Apple Maps venture into fully-fledged reviews like Google Maps? In this iteration of Apple ratings, it seems that users will be able to leave a thumbs up or thumbs down across multiple categories, such as product and customer service. But surely searchers want to see more detail than a mere thumbs up or thumbs down reaction — especially in light of recent Covid-19 restrictions. Searchers want to know how well restaurants, bars, and shops, etc., are adhering to guidelines, and reviews provide a great platform to discuss those more nuanced topics. Again, we’re still pre-launch right now, but it may be the case that Apple Maps launches its ratings system with just a handful of select categories, with plans to expand on them to provide searchers with more detailed answers in the future. Is a picture really worth a thousand words?Although users won’t be able to leave written feedback along with their ratings, Apple Maps has introduced the option to upload photos. So, this begs the question, is a picture really worth a thousand words? It could be argued that written reviews aren’t actually necessary if you can share a photo of the location, products, and safety measures being taken. Really, only time will tell if users find the combo of thumbs up/thumbs down and photos to be sufficient to make purchasing decisions. It’s also worth noting that Apple has said it will be checking any photo uploads manually. This differs greatly from Google Maps, which auto-approves all photos (photos can then be flagged for removal, but if left alone they’ll stay put as intended, much to the chagrin of many business owners). Although this approach may help to reduce map spam and irrelevant images, it’s hard to see how scaleable it may be. Could Apple ratings reduce fake reviews?One thing that has stood out as a key differentiator between Apple Maps’ and Google Maps’ approach to reviews is who is eligible to leave a review or rating. While Google Maps allows anyone to leave a review, Apple Maps will only allow ratings to be left by users who Apple can verify have visited the establishment in question.
This could certainly go some way to reduce map spam in Apple Maps, specifically fake reviews, as users wouldn’t be able to recommend businesses they hadn’t actually visited. As of yet, however, it’s not clear what “checks” Apple will perform to ensure the ratings left are authentic. Hot TakesAs always, when something like this hits the local SEO community, we take to Twitter to explore how local search marketers have responded. Some seemed to think the change came late in the game…
…while others were simply grateful for the improved user experienced provided by this solution:
Next StepsUntil Apple Maps ratings officially launch, there isn’t a huge amount to do. That said, you’ll need to be prepared for when they do arrive. It goes without saying, but when Apple Maps ratings do launch, you’re going to want to make sure you use them. That means getting access to an iPhone, updating to the latest iOS, and simply having a play around with the new Maps features. Ask yourself: How quick is the process? How easy is it? What kinds of questions are being asked of users? As ever with reviews, it’s vital to ensure you understand what the searcher will be going through. That way, when the time comes to ask your customers to leave a rating on Maps, you’ll know exactly what you’re asking of them. With that in mind, you’ll also want to prepare any signage (online or offline) to also encourage customers to leave a rating on Apple Maps. Simply adding a line like “Leave us a thumbs up on Apple Maps!” should do the trick. We’ve obviously discussed that Apple Maps ratings won’t allow for written feedback at this time, so make sure any signage or copy you do adapt doesn’t ask customers to mention specific services or products, as you would with Google reviews. What do Apple Maps ratings mean for BrightLocal customers?Currently, we’re looking into if and how we can incorporate Apple Maps ratings into our existing Reputation Manager offering. As of yet, there’s no information as to whether this feature will be accessible to non-Apple users or via API. With Google Reviews, business owners can share a Google My Business review link with customers to direct them to leave feedback. However, no such thing has been announced for Apple Maps yet. As always, we’ll be keeping a keen eye on the situation and will update our customers when we can. Final ThoughtsThough this change to Apple Maps is largely unlikely to threaten Google, which boasts the most users in the navigation apps space, it is certainly worthwhile for businesses to consider how this change may affect them, and to prepare to adapt accordingly. Shifting focus from the likes of Yelp to Apple Maps, at least while we see how ratings play out, would be the sensible course of action here. What do you think of the introduction of photos and ratings to Apple Maps? Will it change how you approach online reviews? Share your thoughts in the comments below! The post Apple Maps Ratings: What’s New and What’s Next? appeared first on BrightLocal. via BrightLocal https://ift.tt/33l0SqR Check out more SEO posts onhttps://seouk41.blogspot.com/ Determining the value of SEO ROI (return on investment) can be tricky. The metrics used to track SEO success don’t provide ROI in themselves, but rather lead on to opportunities for profit, such as increased traffic and visibility in the SERPs. While it can be challenging, it’s important to determine your ROI because that’s what sells SEO to prospective clients. But beyond that, how do you convey the return on investment that SEO can provide to prospects during a first pitch? While you might understand the impact of SEO, your clients may need more help. The issue can become even more complicated when pitching to local businesses — prospects might not see the value of SEO when their customers are already based within their physical catchment area. In this piece, we touch on the key metrics of SEO value and look at a few ways you can convey this ROI value during your pitch to clients. How do you measure the value of SEO?SEO value can be measured against any number of elements. There are hundreds of metrics available to monitor, but when pitching SEO value to clients, it’s important just to focus on a few. This lets you build up a picture of your site that is more manageable and easier to understand — rather than looking at lots of metrics, focus on the important ones that make a big difference. Organic traffic is one essential metric to focus on (example above), but Search Engine Land cite a few examples of key metrics that can help you measure SEO (and what to focus on during your pitch):
Ultimately, the metrics you focus on will vary depending on your client and their needs. In the next section, we’ll take a closer look at how to track SEO success for different types of businesses. How to measure SEO success and performanceThere are two broad routes we can go down when measuring SEO ROI, and each depends on the purpose of the website in question. The metrics you look at will vary depending on whether you’re tracking them for an eCommerce business or a lead generation-based business that doesn’t offer online purchases (like a service-area business). Local businesses that sell products online can easily determine how much money they make from sales. Service-area businesses, however, offer less tangible conversions. Someone signing up for a product walkthrough or consultation won’t necessarily result in a purchase, for instance, and so you need to assign an estimated monetary value to that action. These can still be tracked, of course. You just need to ensure that your goals are set up correctly in Google Analytics in order for them to be monitored. When you’re pitching your SEO services to prospective clients, it is important to bear this distinction in mind. How you refer to ROI and how it relates to your prospect’s situation varies, and you should pivot your proposal to match. What follows is a very brief overview of how you should approach metric tracking for eCommerce and lead generation. eCommerceFor eCommerce, you should start by setting up eCommerce tracking in Google Analytics. This lets you see metrics such as conversion rates, average order value, number of transactions, and so on. These are hard stats that make it easier to determine ROI from SEO. Lead generationFor service-area businesses or non-eCommerce businesses, however, you need to determine what actions your prospective customers might take, and what monetary value they should be assigned. Potential actions include:
These are just a few examples and will again vary depending on the business in question. Once you have set these up, you can continue to analyze and calculate your conversions in your usual way. How to communicate SEO value to your prospectsSEO isn’t the only tool in the box when it comes to success online. PPC, social, email, and more all vie for a place in a brand’s digital strategy. But out of them all, SEO is one of the most valuable and sustainable — and you need to convey that. Here’s how: Provide a calculated forecast for your SEO ROIHonesty, transparency, and a realistic approach to SEO ROI will set you apart from your competitors. Over-promising will only lose you clients in the long run as they discover you cannot deliver their expected ROI, and under-promising indicates a lack of confidence and belief in your own ability as an SEO agency. In short, accurate, tangible data that demonstrates will win out over empty promises and expectations. When it comes to ROI, being able to provide a solid, data-backed forecast of expected results is essential — SEOmonitor’s guide to SEO proposals outlines a granular approach to forecasting that is worth delving into here. For instance, the guide posits that you should translate ranking increases into tangible successes that matter to your prospect, namely clicks and conversions. Source: SEOmonitor Articulate the results of SEO improvements into understandable and quantifiable KPIs (such as sales, sign-ups, and so on), taking account for variables in search volume and year-over-year trends, and so on. By doing so, you can build a data-driven ROI forecast of your SEO pitch that actually matters to prospective clients and taps into their own desired goals as a business. SEOmonitor also suggests that, beyond predicting existing, projected, and additional traffic and conversions based on your SEO proposals, you should highlight a forecast where they don’t implement your suggestions. This doubles down on your sales pitch, reinforcing the value of your strategy and its expected ROI. It’s a simple addition, but one that can really sell your SEO’s value. Go granular to sell your SEO valueThere is a difference between your SEO strategy and your SEO tactics. Strategies are broad and general, while tactics are specific and detailed, and it is this latter option that really communicates the value of your SEO to clients. As such, to really sell the value of your SEO strategy, you need to go granular. Telling your prospect what their website needs in broad terms doesn’t always help support your goals. For instance, if your prospect’s website is struggling to rank its money pages for competitive terms, you need to tap into the top of the funnel by writing informational content and targeting low competition keywords — specific actions for specific problems. Address potential ranking increases, where that content sits in the funnel and expected conversions as a result — specifying the value of SEO on this granular level helps sell it with greater impact. Highlight the ROI of SEO in this specific context. The more granular you get, the better you can sell the ROI of your SEO business. Acknowledge that the ROI of SEO takes a while to seeSEO is a long game. There are numerous differences we could talk about, as outlined in the table below, but crucially, unlike PPC, which typically offers quicker results but with less sustainable results, SEO takes time to take effect.
While you know this, prospective clients are less au fait with the concept. Consequently, it might be worth making on-page SEO improvements the focus of your pitch. The results of on-page optimizations typically offer quicker results than off-page practices such as link building, for instance. This can be helpful for a foot-in-the-door approach. Offer your prospect a shorter contract with a focus on on-page improvements to give them a chance to see its ROI, and then use that as a jumping-off point for a longer contract with a wider SEO focus. Client pitch checklistWhen it comes to pitching (and selling) the value of SEO to prospective clients, there’s a lot to bear in mind. Here are a few essential points to remember:
Even if you understand the value of SEO and its ROI, your clients may not. It’s essential that you break it down into easy-to-understand points and make it integral to your sales pitch. Use the points above to lean on SEO ROI during your pitch and help your prospects get the same understanding of SEO value that you do, and your pitch will surely succeed as a result. The post How to Lean on SEO ROI to Pitch Value to Clients appeared first on BrightLocal. via BrightLocal https://ift.tt/3tNJjdK Check out more SEO posts onhttps://seouk41.blogspot.com/ Working with multiple local business clients and locations can leave even the best SEOs scratching their heads, but managing everything under one roof with BrightLocal can help take away the headache. There’s also a wealth of BrightLocal guides, resources, features and functions specifically designed to help agencies grow and to make their lives far easier. Take a look below for the useful things that not every agency knows about, but absolutely should. BrightLocal Resources for AgenciesWhite-label Pitch Decks and Sales ScriptsBrightLocal customers can take the effort out of local SEO pitches with our fully white-labeled pitch decks, which provide compelling data and work plans for:
Each one is available in both Google Slides and Microsoft PowerPoint format, and is presented in muted colours, with only the barest of stylistic imagery, making it easy for you to put your agency’s imprint on the content. That’s not all, though: couple your presentation with one of our professionally-written sales scripts and you’ll have no problem converting clients! If your pitch goes well and your potential client wants to hear more, you can even use our full Local SEO proposal template, featuring customizable sections on everything from the scope of your services to costs and timeframe. Every pitch deck and sales script is expertly crafted by our Business Development team, who speak fluent local SEO all day, every day. They’re also hugely experienced salespeople, meaning that the arguments held within these documents are as convincing as they are cast-iron. We’ve linked to the dedicated white-label pitch deck page above, but it’s also easy to find from within your BrightLocal account: just click ‘Agency Features’ in the Top Menu, and then click ‘Pitch Deck Templates’ in the dropdown menu. ‘How to Land Your First Local SEO Client’ BrightLocal Academy CourseBrightLocal Academy is a growing library of video courses that go deep into the topics that matter for local SEOs, presented by a range of industry experts. If you’re just starting off on your agency journey, we can’t recommend the course ‘How to Land Your First Local SEO Client‘ enough. Presented by agency owner and industry expert Claire Carlile, this course of videos teaches you everything you’ll need to know to get your agency performing well from Day 1, and includes plenty of things agency owners wish they’d known when starting out. Here’s Claire with a brief rundown of what you can expect from the course. If you want a taster of Claire’s personality and experience, take a listen to her episode of our local SEO podcast, ‘Adventures in Local Marketing’, in which she talks to BrightLocal’s Kristian Bannister about setting up your agency for success. BrightLocal Academy is completely free to enroll in, so put your best foot forward and complete this comprehensive course now. You can access it at academy.brightlocal.com or at any time from within your BrightLocal account. Just click ‘Learning Resources’ at the top of your screen and then follow the link to BrightLocal Academy in the dropdown. Advance Your AgencyOur Business Development and Customer Success teams speak to both fledgling and growing SEO agencies every day, so they have an expert understanding of what agencies need to succeed, as well as the sorts of blockers and conundrums they’re regularly faced with. That’s why we developed Advance Your Agency, a series of long-form guides and articles answering some of the burning questions on the minds of people looking to take their agencies to the next level. This ongoing series has so far answered the following questions with deep, strategic insights and practical recommendations from the team at BrightLocal as well as select industry experts and agency owners:
You can find these guides whenever you like by visiting brightlocal.com/tag/advance-your-agency. Be sure to sign up to the BrightLocal newsletter to be informed of new editions! Are there any agency questions you’d love to see answered in this series, let us know! Other Useful Resources for AgenciesThese are some of our most unique and dedicated resources for agencies, but we’ve published a whole lot of agency-focused content in recent years, including expert interviews and webinars. Take a look at all agency-related BrightLocal resources here: brightlocal.com/tag/client-relations/ To whet your appetite, here are some of our most popular pieces for agencies:
Top BrightLocal Tools for AgenciesBrightLocal Agency DirectoryIf you’re a US-based agency reading this, and you’ve not yet listed your business on our comprehensive agency directory, what are you waiting for? Coming soon to countries including Canada, the UK, and Australia, the BrightLocal Agency Directory currently lists the best marketing agencies across 1,000 cities in every US state. Listing your agency here is a fantastic way to get in front of local businesses and brands looking for your services, as it comes with the ability to showcase your specific services and showcase your latest Google reviews. BrightLocal agency customers get Partner Status, giving them exclusive features such as priority placement in lists, case studies, industry specialization, website links, and much more. Check out the BrightLocal Agency Directory at brightlocal.com/agency-directory today! Agency Lead GeneratorDid you know that BrightLocal has a tool built specifically for driving more leads to agencies like yours? Through a simple, four-step process, the Agency Lead Generator allows you to convert leads directly from your website and brings their contact details into your BrightLocal platform, making qualification and followup a cinch. Here’s how it works:
The website widget is fully responsive so you can ensure it fits seamlessly with your brand, and the report contains a wealth of information that would take time, effort and expertise for your website visitors to uncover otherwise. Here’s a sample report containing the kinds of insights you’ll be able to deliver to clients for free, showcasing your value and highlighting the areas they’ll need your help with. Client Access for Reputation ManagerAs every business owner understands, reputation is paramount to success. A positive one can help keep the good times rolling, but a negative one can stop growth dead in its tracks. You’re probably quite protective of your own agency reviews and responses, so it’s understandable that your clients are, too. Not every local business owner or marketer wants to hand over the keys to their public persona to their agency, and that’s where Client Access for Reputation Manager comes in. With Client Access, agencies can give their clients select abilities within BrightLocal’s powerful Reputation Manager tool, including:
This gives your clients the great power (and with it, the great responsibility) to truly own their online review profile. As the BrightLocal account holder, you’ll still have access to all these functions and more, and critically, you’ll be able to white-label the client’s area to suit your brand, so they’ll never see that you’re using a third-party tool. Clever, huh? Tool Tricks for AgenciesLocal Search Audit: White-label Audit Reports for ProspectsWe talked about our Local Search Audit reports in the section about the Agency Lead Generator above, but if you’re low on website visitors, you don’t have to sit and wait for potential clients to run their own reports! With the white-labeled Local Search Audit report, you can manually run a report for any business, be it one who’s reached out to you, a competitor’s client you’re hoping to poach, or just a local business you’ve seen performing poorly in search. Take a look at our guide to white-labeling your reports, so you can impress potential clients with insights you truly own, every time. Bulk Upload Data via CSVA time-saver and life-saver in equal measures, the ability to upload data to BrightLocal in bulk means that you can get on to the important business of managing your multiple clients faster. We provide the ability to bulk upload data for Locations, keywords, and more via CSV, a definite must-have for agencies. Here’s where you kind find more information on these functions, all available within the BrightLocal Help Center (accessible at help.brightlocal.com and from the handy link in the Learning Resources dropdown in your BrightLocal account):
Leave Notes for Your Clients in the Location Summary DashboardFinally, here’s a little-known function that takes a ton of hassle out of client reporting. Available in the Location Summary Dashboard, the ‘Notes’ module allows you to write your take on what’s been going on with your clients’ local SEO right next to the data that it refers to. Why wrangle with slide decks, long documents, charts and the like when you can send your client a fully white-labeled summary report complete with your own insights and recommendations? Learn more about the Location Dashboard, and how to set up the Notes module, with this handy guide. That’s all for this roundup of BrightLocal resources, tools and tricks perfect for SEO agencies. I hope you’ve found something new here that you hadn’t considered using before. Do you have any favourite resources or little-known tricks that make life easier for agencies? Let us know in the comments below! The post Top BrightLocal Resources, Tools and Tips for Agencies appeared first on BrightLocal. via BrightLocal https://ift.tt/3mTFgtV Check out more SEO posts onhttps://seouk41.blogspot.com/ The pandemic has taken its toll on businesses across the globe, particularly local businesses that rely on regular footfall. During this time, it’s been more important than ever to have a solid digital strategy and gain visibility online. Here, Jonathan Birch, Creative Director at Glass Digital, shares six ways local businesses can ensure they’re seen online and excel at marketing during Covid-19. With Covid-19 driving businesses into online-only approaches, it’s vital for local businesses to use digital channels to keep their audiences in the know. But, as well as keeping the discussion open, it’s also important that local businesses prepare to make the changes needed to compete in this quickly changing new landscape. While for some that means making a totally new move to selling online, for others it may mean tweaking their SEO strategy to adapt to customers’ current needs and wants as driven by the pandemic. In this article I will be sharing six of the top ways your local business can gain online visibility during uncertain times, including how to market during Covid-19, outside of the usual local SEO tactics. 1. React quickly to the changing landscapeThe start of the pandemic saw businesses thrown into uncertainty, unsure of what would be the best action for their company and whether they would be able to tackle the obstacles to come. Fast forward to a year of living with Covid-19 restrictions, at least to some extent, and businesses are still having to react quickly to the changing landscape in order to keep afloat. And, doing so is never simple. The lifecycle of the pandemic can be confusing, and with rules and regulations always shifting, it can be hard to keep up — but you need to! Thinking about what worked before Covid-19 won’t guarantee you success now, and even trying to replicate something that was successful at a different time within the pandemic might also fail. Instead, pay attention to the wants and needs of your existing and potential customers. For example, if your previous site was used to advertise products that you only sold in store, you might now want to make the move to selling them online instead. For example, Geppetto’s — a California-based toy store — tweaked their website to offer both online ordering and click and collect options for the first time ever in order to compete. Although selling online hasn’t brought the company back to its original selling volume, they reported a click-and-collect service helped them a lot. The use of this service has doubled every month since rolling it out last August. 2. Partner with other local businessesTimes are tough for many local businesses right now, so why not show your support and team up with another local company? As well as lending a hand to a team that may be struggling, multiple minds mean an extended pool of ideas, access to more contacts, and more customers. So, both you and the other businesses can thrive. How you choose to form the partnership is totally up to you and what functions for your particular line of work. But you’ll want to make sure any business you partner with has values that align with yours. Otherwise you risk sending mixed messages to your customers or putting them off. For example, if you are a small shop specializing in selling eco-friendly gifts, partnering with brands that create a lot of waste and use harmful materials could land you with some online backlash, pushing your business success further away. Instead, you could partner with a like-minded local company to organize for your deliveries to go out together, halving your combined carbon footprint. You might also want to join forces with local businesses that sell the same category of items as you do, whether that’s food, drinks, gifts, or something else. For example, if you own a local greengrocer, you could partner with the butchers round the corner to host a social media competition where the winner can receive the ingredients for a grand roast dinner. Whatever you do, make sure you’re taking your customers’ desires into account, whether that’s to treat them to a little luxury or help them with the essentials when times are hard. If you’re keen to partner with other businesses, here are some ways you can get started:
This can pay dividends in terms of boosting conversion rates and increasing engagement online with your businesses, especially if you partner up around peak periods. For example, two local Charleston restaurants, Lewis Barbecue and Callie’s Hot Little Biscuit, joined forces around Labor Day last year to offer two curated packages of their best sellers at an affordable price. 3. Focus on re-marketingIt often takes a change of circumstance to alter things for the better, and the pandemic has certainly turned many business processes on their heads and made owners rethink their online marketing strategy. In particular, remarketing has become much more helpful in identifying what customers are actually looking for during these uncertain times, and focusing on it can help you to make more conversions. This digital marketing strategy is a much savvier alternative to trying to target people who have no interest in or use for, the product or service you’re selling. Instead, maximizing your media spends to re-target a user who has already engaged with an advertisement or has at least left an indication that they were interested, is sure to be much more beneficial. Plus, with the pandemic leaving so many businesses with a tight marketing budget, it’ll be a much more suitable technique rather than trying something completely new and not reaching the right people. There are several tools that can help you to identify where these customers are. For example, Facebook Pixel is a handy application that you can use if you use Facebook as one of your main advertising channels. It has the ability to measure cross-device conversions and optimize ad delivery to people likely to engage. Plus, the dynamic ads feature means Facebook will automatically show your site users the products they’ve already viewed on your website or related ones they may like. All of this can lead to increased conversion rates. 4. Refresh your optimized elementsWe all know how important it is to have a well-optimized website. By targeting relevant keywords in your product descriptions, guides, and all other content on your site, you’re helping it to gain the attention it needs. However, it’s important to regularly look at your analytics to see if your conversion rates are as you hoped and, if they’re not, it might be time to refresh your optimized elements to see if there’s anything new you should be targeted. On top of this, you may also need to temporarily optimize your site for keywords that are on the rise due to Covid-19 to ensure your site is up to date. For example, diners might want to know if your restaurant offers curbside delivery, so you could create an FAQ on this. To do this, it’ll be helpful to use a keyword research tool like SEMrush or Google Keyword Planner. You can enter specific page URLs into these tools to see what the pages are ranking for, and you will then be able to assess whether there are any new words to target or whether your pages are accidentally ranking for the wrong thing, which could be why there are bounce backs. For guides, you’re sure to have included plenty of inbound links to help users navigate their way around the site with ease. But, you’ll also need to double-check that you have optimized anchor texts to improve their rankings. 5. Host live or virtual eventsBoth you and your customers are likely to feel quite out of touch with reality given the current situation, but you can make sure they know you’re there for them by hosting live or virtual events. This will be a great opportunity to chat with your customers, find out what kinds of products or services would be helpful for them right now, and also share any business news. Your customers are sure to appreciate having a little time to escape from our new normal and focus on something they love doing. So, get creative with it. For example, if you own a small local gym that has been forced to close temporarily, you could host workouts or some relaxing yoga classes to help your customers to unwind. If your restaurant has been unable to open its doors for a while now, why not host a live cooking class? You could show people how to create some of their favorite dishes or share your Head Chef’s favorite cooking tips and tricks. We’ve even seen garden and homeware specialists, like Molbak’s Garden + Home, take to Facebook Live to do virtual gardening tutorials, so the possibilities really are endless and don’t require high-end software. 6. Create a knowledge hub of shareable informationIf you don’t already have a knowledge hub of evergreen content as part of your content strategy, now is a great time to get it done. With a little more downtime and reduced operating hours for many businesses, you can dedicate the time to being productive in other ways, and creating shareable information is a great place to start. Using the keyword tools mentioned previously as well as Google’s ‘People Also Ask’ feature can help you to assess what questions users are asking, so you can create meaningful content. Just remember that for anything that’s time-sensitive or seasonal, you’ll want to place those onto the blog and save the hub for content that will always be needed. All businesses will have their own idea of content they want to create, but if you’re unsure where to start you might want to consider the following:
The pandemic has forced us all to think a little differently when it comes to business. So, taking the time to adjust your strategy to the current crisis and your customers’ new wants and needs will help to keep you afloat. Take my top six tips on how to market during Covid-19 on board and you should see your online visibility increasing. The post How to Gain More Visibility Online During the Pandemic appeared first on BrightLocal. via BrightLocal https://ift.tt/3aacgJd Check out more SEO posts onhttps://seouk41.blogspot.com/ The world of local marketing never stands still, and staying on top of the trends can take its toll. That’s why we created Local Quizness – a monthly quiz to help you recap the biggest stories affecting local businesses and marketers. Test your knowledge in 10 quick questions – and rest assured you’re aware of the news that matters most. Happy with your score? Share this on Twitter using the hashtag #LocalQuizness! If there are any you missed, check out all the links below:
The post Local Quizness – What Happened in Local SEO in March? appeared first on BrightLocal. via BrightLocal https://ift.tt/39XkjsK Check out more SEO posts onhttps://seouk41.blogspot.com/ If you’re a service-area business wondering how you can use BrightLocal to help improve your local search rankings, grow your reputation and stand out in local search, then you’ve come to the right place. Service-area businesses can benefit in the same ways as any other business using BrightLocal. The only difference is keeping your home address private and confidential. In this overview, we’re going to share the tips that you can use when setting up and analyzing your BrightLocal reports to hide your home address from potential customers. The reports we’re going to talk through are:
Before we jump in, it’s worth mentioning that when any business (service-area or otherwise) first joins BrightLocal they’re required to set up what we call a Location. This is the set of business data we base BrightLocal reports on. Whether you’re an agency with several SAB clients, each with separate sets of reports required, or an SAB with multiple branches, it’s still all based on Locations in BrightLocal When you set up a Location you’ll be asked to add a business address. For service-area business, this is likely to be their home address. Rest assured that we don’t share your address with anyone else nor is it displayed by us on any other platforms or directories, it’s simply used here as part of the process to start building reports for a business. Let’s jump in and take a look at Local Search Grid first. Local Search GridLocal Search Grid is an essential BrightLocal tool for any service-area business. The extra rankings and competitor data it gives you is a step up from our Local Search Rank Checker tool and will help you to truly understand the local search landscape and broaden your visibility. When setting up your Local Search Grid report for the first time, you’ll be asked to choose if you want the report to locate your business via Google Search or Google Maps URL. As a service-area business, it’s best to choose Google Maps URL. To learn how to find your Google maps URL, click here. If you’d like help understanding your Local Search Grid report once it’s run, check out this article in the Help Center full of useful insights and advice: For more information and guidance on using Local Search Grid, visit the dedicated section in our Help Center. Google My Business AuditA Google My Business Audit lets you quickly assess the status of your Google My Business listing and how it compares to your top online competitors. If you don’t want your address to be shown in your Google My Business listing, you’ll need to change it in your listing and not in BrightLocal as we don’t currently feed data into Google My Business. You can find information on how to create and change a Google My Business listing here. It’s worth mentioning that when analyzing your Google My Business Audit report, because you won’t be displaying your address in your Google My Business listing but you’re required to add it to set up your BrightLocal Location, this will likely be flagged as an error in the ‘NAP Comparison’ section. There’s no need to correct this error, just make sure that the information you’re displaying in your Google My Business listing is correct because that’s what searchers will see when they’re looking for your services. For more information and guidance on using Google My Business Audit, visit the dedicated section in our Help Center. Citation TrackerAs you can imagine, the process of identifying which citations a business already has, and improving their consistency, is a lengthy and sometimes tedious process. Our Citation Tracker tool is invaluable here. Not only does it make light work of trawling the web to find all existing citations for your business, but it also makes it much easier to uncover incorrect information and inconsistencies in NAP (name, address and phone number) so you can take suitable action. Once you’ve set up and run your Citation Tracker report, you can take a look at the report and see if any directories are displaying your address. If you spot any, you’ll need to claim those listings and edit them yourself. Alternatively you could use our Citation Builder tool, which does this for you—more on this later on. You can do this by clicking the blue arrow button next to it in the report which will take you to the listing and you can make any changes. If the directory won’t let you display your listing without an address (as some don’t), we’d suggest removing your citation from the directory and finding an alternative. Here’s a list of top citation sites for service-area businesses to help you. For more information and guidance on using Citation Tracker, visit the dedicated section in our Help Center. Citation BuilderIf you use our Citation Tracker tool and find that your business has a lot of existing citations with errors, fear not! Citation Builder is a pay-as-you-go service where we do the hard work for you ensuring that your citations are complete, accurate, and widely displayed. As a service-area business, all you need to do is set up a Citation Builder campaign following these steps and let us know in the ‘Campaign Notes’ section that you are a service-area business and would like to hide the address on your citations. Rest assured that we will closely follow any instructions you add here. Some directories have the option to hide the first line of your address. When building out your citations as part of a campaign, our team will submit to any directories that you’ve chosen with this option. If you’ve requested to submit to a directory that doesn’t have this option, we’ll look for the next best alternative with the highest domain authority. If we can’t find an alternative, we’ll refund you the cost of that citation. For more information and guidance on using Citation Builder, visit the dedicated section in our Help Center. Local Search AuditAnother great source of information in BrightLocal is a Local Search Audit. A Local Search Audit report is a systematic health check of a business’ local presence that will help to pinpoint any areas of concern without you hastily jumping in and potentially spending a lot of resources unnecessarily as a knee-jerk reaction. If you’re working with a business that’s just getting started in local SEO, then a Local Search Audit is going to help you quickly and easily work out what you need to work on and when. When your Local Search Audit report is set up and ready for analysis, you’ll notice there’s a section called ‘Local Listings’. This section shows you a number of popular online directories and reports back on whether you do or don’t have a listing there. If you do, we check if your information is complete and consistent, and highlight any errors in red so you know what needs fixing. Just like in a Citation Tracker report, if you notice that your address is being displayed on any directories here, you’ll want to change that by visiting the directory’s website or via Citation Builder. For more information and guidance on using Local Search Audit, visit the dedicated section in our Help Center. Reputation ManagerReviews are another important element of local SEO and we’ve made it easy for business owners to grow their online reputation using our three Reputation Manager tools: Monitor Reviews, Get Reviews, and Showcase Reviews. Get Reviews allows you to send personalized email and SMS campaigns that gather valuable feedback from customers and guide them to write reviews on the sites that are most important to your business. When you’re setting up the email templates in Get Reviews you’ll notice that your business’ address appears at the bottom by default, but you can remove it. To do this turn on the ‘Edit Mode’ toggle in ‘Email Settings’. Scroll down to the section called ‘Physical Address’ and remove or adjust the information here. You might want to leave your business name and city but delete the address and postcode, for example. For more information and guidance on using any of the three tools within Reputation Manager, visit the dedicated section in our Help Center. Next StepsIf you’re already a BrightLocal customer, make the most of the tools at your fingertips and give these tips a try. Also, check out the Level Up Your Local SEO with BrightLocal course in BrightLocal Academy, which has video tutorials on how to create and read all of these reports, plus much more. If you’re not a BrightLocal customer, sign up for a free 14-day trial and see how we can help you climb rankings, improve your online reputation and stand out in local search. The post No Office? No Problem: How Service-area Businesses Can Use BrightLocal appeared first on BrightLocal. via BrightLocal https://ift.tt/3ms257E Check out more SEO posts onhttps://seouk41.blogspot.com/ |
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