SEO Needs to Die

Despite what you’ve heard over the course of numerous Google updates, SEO isn’t dead – not even close.  That’s not to say someone doesn’t need to come along and put a bullet in its nerdy little head and end its existence.

SEO Isn’t Dead

Search Engine Optimization (SEO) has always been about Content, Site Architecture, and Inbound Links.  Those three things make up the heart of SEO work and they haven’t changed a bit in the 17-plus years I’ve been doing SEO for the companies I’ve worked for and the clients I’ve billed. What has changed is the ability of the low-end of the profession’s gene pool, the so-called “Black Hats,” to game the system.

Black Hat SEOs are easy to find; they’re the bunch that complains the loudest after each Google update.  Always claiming its some sort of great conspiracy aimed to keep the little guy down, when in fact they’re really just getting caught for doing something they shouldn’t have done in the first place.  Black Hats are the reckless drivers of the search engine marketing world that get caught speeding and blame the cop for catching them.

In a recent article, it was even said that there were acceptable levels of Black Hat SEO. The difference was, as long as the client is aware of the risk, and you really, really needed to do it because you’re on a tight schedule, then you were totally cool.  This is like saying that there’s an acceptable level of steroids in professional sports and that, as long as the athlete is aware of the risk and he didn’t have time to train properly for the game, it’s totally cool.  Black hat SEO is black hat for a reason; because it’s bad.  You don’t get to complain when you get caught doing it.

Is Google a completely innocent bystander in all of this? Of course not; it’s just the stuff that the SEOs of the world likes to give them grief over usually isn’t anything that’s really bad.  It’s the equivalent of catching Al Capone for tax evasion.

SEO isn’t dead. It’s all around you. People create new content every day; great content on well-built sites, that is worthy of getting linked to by other sites.  But the problem is, if you really think about it, this isn’t really what people want to believe SEO is at all.  They want SEO to be the little tricks and tweaks, the endless hours of competitive research, the begging of other sites to include a link to yours, the ratio of keywords to regular content, and so forth.  You know, all the crap that takes us away from what’s really important.

Why SEO Needs to Die

Why does SEO need to die?  Because it’s a distraction from the purer faith of marketing. If you’re into religion, Marketing is the God with the capital G and SEO is the golden calf at the base of Mount Sinai.

Google didn’t make up its rules out of the ether; it’s all stuff you’re supposed to be doing anyway if you own and operate a website.  You’re supposed to have content on your site that is interesting and relevant to your business.  This content is supposed to be interesting enough for you to get linked to by other websites that find it interesting and relevant.  And you’re supposed to build the site properly, without duplicate content, or bad title tags, or crappy META tags, or poor HTML, etc.  These are all things that you should be doing, even if there wasn’t a Google to tell you to do it that way to show up well in their search engine.

The purpose of your website isn’t to rank well in Google.  The purpose of the site is to help promote your business, or cause, or whatever. The purpose of marketing and its many functions (advertising, public relations, etc.) is to help get your business noticed by others, and your website is part of that mix.

Jim Hedger and Dave Davies recently interviewed me on their show on Webmaster Radio after I made some comments in another article about how Black Hat SEO was never okay.  During the interview, Dave had the insight to ask about link building, and the fine line between going out and paying a company to put links on other websites for SEO purposes and someone using public relations and/or social media in the hopes of getting links to a site.

The difference here is that you would be doing public relations and social media even if Google didn’t exist at all. You’re supposed to be using public relations and social media and advertising and promotion and a dozen other tools in the marketing tool chest to let the world know you have a website that sells a product.  Hopefully, you’ve taken the time to put content on that website about that product, content that your target audience would find interesting, and that other site owners would find interesting enough to put a link to your site on theirs.  And hopefully, just hopefully, you took the time to build your site properly in the first place so that the users can use the damned thing.

These are all the marks of great marketing for a website, and not coincidentally, they are the things that Google rewards you for with better rankings on their site.  It’s never been about the little tweaks, or the ratios, or the tools, or anything else. The only reason SEO was previously associated with these things is because Google hadn’t found a way to catch people doing them yet.

Stop… Just Stop

In order to kill SEO, we need to change the focus of why we perform SEO related tasks in the first place. Lets instead focus on getting things right the first time. Let’s recall that when you launch a website, it’s supposed to be built correctly from the get go.  Let’s create sites full of rich content that people want to read, that people would gladly pay to read if they had to, or at the very least, inspire people to buy your product and service.  Let’s create sites and site content so amazing that people ask you to link to you and you’ll be gracious enough to say, “of course!” because you know it helps in more ways than what SEO can offer.

Finally, let’s stop referring to the functions of SEO as a “trick;” there’s no trick here, it’s just marketing. You’re supposed to be doing this anyway, quit making it sound like we’ve invented something new and instead get better at something we should have learned in college.

So, let’s kill SEO… let’s do it together.  It needs to go away.  It’s making us all crappy marketers and poor advertisers. It’s making us have to defend our very profession as a whole… and as marketers; don’t we have to do that enough already?


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Jeff Ferguson

Jeff Ferguson is the CEO and Lead Consultant of Fang Digital Marketing , a strategic consulting agency that specializes in internet marketing, including search engine marketing, display, social, and affiliate programs. With over 17 years of online marketing experience, Jeff has led the online marketing efforts for companies such as Hilton Hotels, Kimberly-Clark, InterActiveCorp, Experian, Napster, and Local.com.

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    1. What people are interested in are things they should be doing anyway, even if Google didn’t exist… that’s my whole point. We just need to get better at marketing and stop worrying about SEO.

  1. Hi,
    I don\’t think SEO is dead , instead of using contents farms and irrelevant linking, Google is encouraging the SEO to produce real content for the real users who visit the websites.

  2. I like that the Google updates released over the last year are forcing marketers to provide real value to users. This is going to be great for the industry and the internet, long term. I don’t like that they are giving a much larger portion of the search traffic to paid search results instead of organic search results…this will not be good for the industry nor for the internet.

    1. Absolutely… what Google has done is found ways to enforce things that people should never have been doing in the first place. Those that complain are those that lost a method that was bad to start with.

  3. great post Jeff. I have been telling people for 3 years that Google shouldn’t be the focus of their traffic strategy. if you focus on building links to drive traffic to your site, you will be rewarded with good rankings. unfortunately most people won’t ever get it.

    1. Most people aren’t in the half dozen places I posted this today… 😉

  4. I enjoyed your article Jeff. I especially agree with your final thoughts about getting things right from the get go. I’m a big believer in doing things right the first time, and that’s doubly important when it comes to your site and it’s content. Do the right things the right way and you’ll get rewarded with traffic.

  5. Jeff but what you argue are semantics because everything you describe IS SEO. SEO – Search Engine Optimization IS optimizing a site so that it will do well in the search engine algorithm. So whether making sure it has great architecture, internal links, content, PR etc it is ALL SEO because it following the Google and BING TOS to make sure your site will be a good product. People forget the search engines have a product, good searches the produce good sites, if you follow their TOS (which ie is those companies essentially setting out their product guidelines) they reward you with good positioning.

    We should never aim to kill SEO because good optimization makes good sites, good content, gives us all guidelines to follow to make a good end product.

    Black hat is not about SEO it is just a tool in the optimization toolkit. You can rally against the tool, but it is not the end all of SEO.

    1. Hey Kristine,

      But that’s my point… “great architecture, internal links, content, PR” are all things you would be doing anyway, so why declare that SEO… those things were there first, and those things are just best practices for any site owner, which is why Google rewards people who do them properly.

      Those that cry that SEO Is Dead are generally those that lose a tool in their toolbox, and that tool is usually a black hat tool to start with that they shouldn’t have been messing with in the first place.

  6. The most amusing part of this whole issue is that our clients ultimately don’t care about SEO. Business owners care about one thing, ‘is it going to generate more money, and or publicity (exposure)?’

    It all stems from the SEO community promoting ranking on Google at #1 as a golden meal ticket, which is a half-truth.

    I completely agree that the focus should be on quality of content, constructive link bait, and user experience. After all great content and a great user experience inevitably will lead to sharing (link building), traffic (publicity), and by extension better rankings on search engines (more publicity!).

    Julia’s point (above) is what makes changing this perception and stigma a challenge. As an industry we have convinced business owners that SEO is an integral part of their online marketing. So, we will have to superceed that idea with something more rewarding, which thinking about it may not be as difficult as it sounds.

    1. One would think, but unfortunately, there’s still a very serious problem with metrics, SEO, and clients who “know just enough to be dangerous.”

      I have one too many clients who sell a product online that, despite multiple discussions, still chase the wrong metrics every day because that’s how their business model is built (incorrectly). One too many clients who show up at an SEO agencies door claiming that they need link building when they haven’t even audited their site.

      You’re correct, there have been far too many SEOs selling the wrong metric, #1 ranking, to people, rather than “increased sales from organic traffic” like they should, and now we’re all suffering for their sins.

  7. Jeff my man you hit the nail on the head. I have been telling people this for years. People argue that content is king, or back-links or other things. Ummm sorry, content is more than king, it’s the kingdom. Without content you have nothing. Inbound links…? To what exactly are they supposed to link to? It’s not a part of SEO, it is SEO, especially now in the share environment. If you have the greatest site, with the greatest coding architecture, with some angelic system for maneuvering around and have garbage content. You still have a site no-one’s going to come to, and if they do by some random coincidence end up there, they won’t be back. Who is going to link to a site with garbage content? Who is going to tell their friends to check out a terrible article? Now conversely, I have been to really bad sites with killer articles. I have still come back to see if they have anything else, and looked further around the site for more. I may hate the site, but if I love the content, then the sites a keeper.

    1. But what is, for example, a small husband and wife carpet cleaning business serving a defined area of a large city going to do to add “wow” content that others are going to want to link to?

      After waxing lyrical about some of the jobs they have done and the methods used they are going to run out of things to say. And at the end of the day it’s not a topic that excites.

      You can’t talk much about proprietary methods of carpet cleaning for fear of duplicate content issues given that these are often covered in detail on the suppliers’ site(s)

      1. Your methods, your successes, your happy customers, your eco friendly chems, your participation in the community, your differences vs. your competitors, your reason for being in the business, etc. etc. There’s always something.

        Sure, it may not be the blockbuster content, but neither are most things in your industry, so competition is pretty low.

      2. Who wants to link to carpet cleaning anyways? Who’s really out there sharing carpet cleaning articles unless they divulge secrets for stain removal or some sort of offer for liking you on Facebook. That does not mean you cant make content for your business that people WILL share.

        If you are doing floors, let’s think about the content we need to be pushing and the people we want to come to us, and that will continue to come back to us. Ask yourself; Who cares about clean floors? Parents with young children do, moms and dads have moms and dads, who love babysitting. There’s some serious firepower right there. Start focusing on the people who want your service. Know your market then strategics to get the people you really want. Which are the people willing to pay you for your services. Moms are huge on the idea of safe babies. So target this and then let the moms spread the word to their friends. The debris in the carpet, the dust-mites you can’t see, the mold that can be growing there, the things that can get into your babies lungs and cause issues. You tell me one mom who’s not going to respond to this or share it (please realize you should not lie here either. exaggerations and lies will ruin you). Now you make some content regarding this.

        The fact of the matter is, if you have nothing for them to come to… they won’t come. Even if you have the fastest site on the planet, because, as I mentioned before, what exactly are they going to link to or share about you? Hey I like the fact they have a company history? They use the floor scrubber 6000xrp? Who cares about that stuff? A mom however will make time for the 30 second load time. Which we know 30 seconds is so far over the top its silly. So the point being if you have something worthwhile, people will link to it and consider you the source for good knowledge, and they will overlook some shortcomings in other areas. That’s marketing baby. There are about 100 things for every single business you just have to have the mind to strategize your content to be a competitor. That’s how you take a tattoo shop from 1500 hits a year for five years straight to 1.65 million hits per quarter in under six months, and get rock stars and rap stars in the doors, and get the reality show producers trying to get a hold of you. You find the niche and exploit it. If you have a hard time figuring one out, then don’t do it yourself. Get some help and then get a good strategy in place, then get your content effectively written. I have great ideas for marketing; I am a mediocre at best writer. When it’s something important to me, why would I not spend the money to get it done properly? You need to understand where your strengths and weaknesses lie and not be afraid to make something great. Then use your strengths accordingly. If you’re a mediocre at best writer, then get a writer. I have a writer on staff that’s a college professor with a Masters Degree in Business Writing. I can make you a page that’s okay, but she can make you a page that will blow your mind. Play to your strengths, and find monsters to help you in the areas where you lack those strengths.

  8. The really weird thing is that the “classified business listings” directories like “Hotfrog” and “Gumtree” seem to be making a comeback in Google SERPs after being absent for some time.

  9. Guys, leave marketing to buzzword-toting, guru-self-entitling agencies!

    Don’t you dare meddle with marketing! You hurt big brands, that are stuck years behind small but shrewd marketers with the actual know-how of what “objective” search engines love.

    Did I summarize your article correctly, albeit cynically?

    What if you have good content, but not the 5-figure monthly budgets to throw on branding? Well, you go the performance route. Not performance like the CPA networks do, with lead-like offers, few actual sales being made honestly, etc.

    Performance in the way that a finely tuned website outperforms a branded one, no matter the hype brands tend to create.

    If you’re http://www.hp.com, but I sell 1000 hp printers every day directly, google should serve ME in the 1st place when people search for “hp printer”.

    1. Did you summarize it correctly? Not at all.

      My point isn’t that anybody should leave “marketing” alone, but just the opposite… that if you’re doing SEO correctly in the first place, you’ve been doing marketing all along. As I said, Google rewards those who do things that you would be doing even if Google didn’t exist… good content, proper site design, etc.

      There are plenty of sites out there with good content and don’t have the 5 figure budgets to throw on branding.

      If you’re selling 1000 hp printers a day, you’re still not going to stack up what HP does a day, plus, you’re still not actually HP, so you’re not going to be as relevant.

      1. Jeff, thanks for setting it all up.

        A. If you’re not thinking pragmatically and just sticking blindly to a “one-trick-pony”, I don’t know how you get ahead. Matter of fact, if you haven’t changed the way your site looks to adapt to Google, you’re not doing SEO.

        2. Good content makes you a writer, please show me the website Stephen King would build.

        3.Great site design makes you a site designer – please tell me how many X products a beautifully designed site with slow loading sells.

        4. SEO is a case where the whole is greater than the sum of its parts. Where a person optimizes everything, thinking not only of the end consumer’s final step, but also of HOW the consumer would find the site.

        Think of it this way, Jeff. You’ve been building great houses, but you’ve never put in a door. That’s what “just doing what you would do if there was no Google” seems like to me.

        And trying to give it a “natural occuring” vibe doesn’t change the fact that there’s an algorithm at work. The more Google will have to rely on human assessors, the more it will be replaced by other SEs ( off-topic).

        1. A. I would agree, if chasing Google algorithm’s changes is something to be proud of at all. If you’re making changes due to changes on their side, then you’re already out of the lane when it comes to doing this right from the start. Simple following the rules form the get go keeps you from having to chase this stuff down later and, with rare exception of those that just had no idea they were breaking the rules, puts you in a category of black/gray hat SEO.

          2. Great content is the key, but it’s not the only element, as I said repeatedly in the article… great SEO is about content, site architecture, and inbound links… if you’re missing any of these things that you should be doing right even if Google didn’t exist, then you’re not going to rank well.

          3. A fast loading site is part of great site design; great site design isn’t just about being pretty, it’s about being function and properly built.

          4. SEO is a reward for doing things that you should be doing anyway to market your site. Every audit I’ve ever done, and I’ve done a lot of them, always comes down to some aspect of marketing not being tended to properly… the site isn’t built properly, they don’t have any content, they don’t have any links, etc.

          The naturally occurring vibe is BECAUSE there is an algorithm as work, an algorithm that is designed to seek out sites that present the most relevant answers to queries and weed out those that attempt to game the system. As I said, all the major algo changes you’ve experience later aren’t a fundamental change in the way that Google says it rewards sites, but instead Google finally figuring out ways to weed out those that have been cheating.

          The days of the nerdcore level SEO are fading away and being replaced by SEOs that are stewards of great online marketing best practices.

          1. I hope that deep inside you understand that the larger chunk of online optimization isn’t done by gurus, it’s done by technical people who try to understand and predict the changes the dominating forces of the Search market sometimes impose.

            When they can’t predict, they react, which is prudent. Like SEOmoz, for example, no financial interest on my part. Do you think they rely on “marketing insight” alone or as much data as possible? Data. You should rely on data too. And that’s “nerd-core”, but hey, if you’re into nerd-bashing, that’s your prerogative.

            SEO isn’t about “staying the course, no matter what”. Be pragmatic.

            1. And I hope that deep inside that you understand that the larger chunk of optimization shouldn’t be trying to predict the changes the dominating forces of the Search market sometimes impose, but instead realizing that we already understand what they are looking for because that hasn’t changed since the beginning.

              What has changed is Google battling those that are trying to game the system with little tweaks and nerdcore level research.

              Looking, doing the research to see what keywords are popular for your category is fine; that’s a benefit of the very technology we live in and assist our clients with. However, all the little testing to see if the bold tag is more powerful than the H1 tag is the stuff that needs to go away… it’s not helping. The massive studies, the big surveys on what SEO “think” are the underlying forces… they’re not helping. At best they’re estimates based on too small samples sizes and at worst, they are flat out guesses.

              Take the recent change in inbound links. If, instead of trying to force the world to get links with exact match anchor text, you just let things happen naturally, you would be in a much better place. But even then, even after Google has told you that that’s what the change has, instead of everybody going, “OK, let’s just let things happen naturally,” the SEOs of the world still try their best to tact a number onto things by saying that 70% of your links should be branded and the rest non-branded, even though Google said nothing of the sort and those number came from different SEO agencies that just looked at their client lists to determine things… a sample that is WAY too small to make a difference. And now, you have every SEO running around quoting that number instead of telling their clients that they should just let things happen organically like Google said in the first place… and these are the white hats!

              Trust me, this is the very definition of pragmatism… live your life based on the facts at hand, not the guesses of an industry that is trying to game the system.

              1. I don’t see how that’s pragmatic – you do the same thing, despite your circumstances, that’s not the definition of pragmatism, my friend.

                If you were to run your business with 100 different little perks that your competition doesn’t have, each perk on its own would indeed be insignificant.

                But the whole is greater than the sum of its parts! Your site has been optimized to perfection, under your particular circumstances. Some perks are for human visitors, some are for the Search Engine, at who’s “disposal” and “mercy” you’re at. Ah, you did just the first part and no one found you? It’s OK (you say), you’re not a big brand and you never will be, if you play by big brand rules.

                You’ve been neglecting the fact that Google’s not objective. You prefer to explain to people that SEO is what you offer, as a subjective party.

                I prefer to offer a point of view that you’re incorrect on issues, and point to the fact that you’re not objective yourself and have a particular interest – to brand your company and yourself.

                You may be very well experienced, but this article feels a little too close to being a simple advertisement for your business, in which case, I feel, you should have marked it as such (playing by big brand rules and all).

                I’m not actually offering anyone a service in the field of SEO.

                1. If you can’t see doing this correctly the first time rather than chasing your tail, you’re in SEO for the chase, not the end goal.

                  And, if somehow you think we writing about killing SEO is good for my SEO business, you’ve clearly you’re in a world of your own.

  10. Well said Jeff . Good on you. That’s what my thought had been all along the progress of search engines. There is lot to be done on semantic integration to make our social interaction more meaningful and sustainable.
    Lets kill the SEO , lets focus on using meaningful words, sentences and media to express our selves ,our motto, our services boldly in a way that enchant others to appreciate the goodness in our offer , which I believe the core of marketing is.

  11. The purpose of your website isn’t to rank well in Google. The purpose of the site is to help promote your business, or cause, or whatever.

    That’s sort of a catch 20 being that Google is the most used search engine where potential prospects would go to find out about your business.

    But all in all I am definitely in favor of killing SEO but the only way I see to do it is by using paid traffic in conjunction with list building.

  12. Jeff, I agree with most of this article about SEO needing to die. But, meanwhile in another part of the forest, there are people who say PR needs to die. (Disclosure, my firm is named SEO-PR, so if both SEO and PR actually die, then we’ll need to rename the firm Zombie Marketing.) So, let’s identify which parts of SEO and PR both need to die — the unethical parts! Otherwise, we end up with webspam and spin.

    1. Thanks, Greg.

      The people that claim PR needs to die are the same folks who thought that print, TV, etc. were all going to die when the internet came about.

      Either that, or they don’t understand what PR really is in the first place.

      PR needs to evolve like any marketing practice faces with a new media channel, and I think you and your company are champions of that.

      SEO on the other hand is really a collection of best practices from other marketing disciplines masquerading as something new.

  13. congratulations text, Jeff Ferguson. there are times I do not see a text as good, with solid arguments and point of view as consistent. share the same opnion.

  14. To optimize your site for search engine visibility, make sure to phrase your web addresses in such a way that they contain a lot of key words. website.com/forum?=323124 won’t help your ranking at all, whereas website.com/forum/kittens_and_puppies will improve your visibility in searches about kittens and puppies. Always use keywords instead of numbers where possible.

  15. Make sure to have your homepage link on every page on your site. This can help the search engine spiders find where to point to on their search engine. Make sure that if you’re using Flash or another kind of menu to have a text version of the link somewhere on your site.

  16. Right on target, Jeff. I do think part of the problem lies with clients who believe SEO has magical properties to cure site deficiencies and replace other fundamentals of marketing.

  17. Jeff,

    I just wanted to thank you for taking the time to Answer my Quora question on death of linkbuilding.

    Speaking of Linkbuilding, I was planning on converting that Quora discussion into a blog post, quoting the replies. Smart idea embedding the link to this post into your answer, even though Quora is NoFollow. Never know when an answer might get copied or scraped, right? By the way, here’s the link to the discussion, if anyone else wants to weigh in:

    Quora – Death of Linkbuilding

    As for the state of SEO:

    I would love to see the “Pac-Man” close-up, either by weighting things differently or by adding more signals.

    Imagine if SEO was too complicated for the SEOs to even determine what the most powerful signals are. If nothing else, SEOs might have to start performing tasks other than linkbuilding.

    Or if SEOs each had their “magic concoction” of manipulating certain and specific signals. Each SEO with their own brew instead of each SEO with their own linkbuilding tactics.

    As a marketer that get his start in print/mail, I’ve been dealing with a “dying industry” since I started in that said industry. “Death” often means “major catalyst” when used to describe marketing. The question is; who best adapts to said catalyst?

    Once again, thanks for commenting on the Quora, I’ve been peddling that question around since that Whiteboard Friday 😉

  18. Just for now you can not ignore SEO. One of the most important and least expensive things you can do to get your web site seen, is to rank high for your keywords on the major search engines. They should be ranked high in natural searches, not ads. This strategy is called search engine optimization, often abbreviated SEO.

  19. So simple, common sense always wins. All the exact matched domains, long tail crap has made the internet icky…. I welcome the fresh breath of change.

  20. I so agree with this.
    I used to be able to just go to google to find any kind of specific thing that I wanted.
    Now when I google: “Freshwater fish that kissed a fireman in Fieldbridge, Vermont”
    I get 4 websites for freshwater fishing and 6 websites for dating.
    That was just an example. All I’m saying is SEO is taking the fun out of Google.

  21. To pretend that Google doesn’t exist in your marketing would be like using streets when the freeways are available where you are driving.

    You’ve got to do better than that dear OP.

    1. The article suggested nothing like pretending that Google doesn’t exist. The concept is that, the best practices for SEO are all functions one would do, even if Google didn’t exist.

      1. Jeff, how much is Google paying you? And if they aren’t you are underpaid.

        Your best practices without Google in mind is exactly what I call driving on the streets when freeways are available.

        But to each their own.

        1. I know, I know… it has to sting; having someone shatter everything you’ve built your life and career around.

          I mean, what do I know… I’ve only been doing it since there were search engines.

          Trying to make me sound like a shill is an easy road; instead, maybe take a hard look around and see how the landscape is changing.

  22. I think SEO needs to die… Or change the factors its relies upon. Today SEO is mainly relying on back-linking. Get back-links and you’re at the first page of Google. No matter
    if you bough them or just get them from your friends.
    SEO need to focus more on the quality of the website, of how many people found it interesting, and how many people stayed on the page.

  23. How can be SEO dead as Google is implying its new SEO policies year after year. People are and following and implementing those. Many of the people are gaining huge income running SEO. Therefore SEO cant’ be dead. However it was nice to read your blog.

  24. SEO Hmm, well, I do not actually need SEO to popularize my website. I jus’t need to popularize social bookmark my website, and it worked

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