Unfortunately, there is only so much Search Engine Optimization you can do on your own website. After you’ve come up with compelling copy, studied keywords, looked around to see what competitors are doing and gone through all the other steps, one of the only remaining ways to boost your rankings is by Utilizing Social Media. The number and quality of links to your website are quite important to Google and other search engines for your rank on different terms. You should aim to increase inbound links from sites of the same country. Get sites in the UK to link to your co.uk extension, sites in Ireland to link to your .ie extension, etc. Exact match Domains (EMD) While doing a backlink audit, analyzing toxic backlinks and removing them can be a lengthy and tedious process, it is worth doing if you really want to see your website perform well in the search results. Over the past couple of years, SEO has significantly changed as search engines get smarter. There is a huge difference between what SEO was five or two years ago and what it is today.
Optimize Your Contact Us Page
The benefits of guest blogging are endless and often underrated. By tapping into already established communities, you can increase your reputation, build high-quality backlinks, get more exposure to your website and much more. SEO closely aligns with so many marketing channels, business decisions and user behaviour that the potential your website will be 100% optimised is slim, to nil. Through links, search engines use robots called crawlers and spiders to skim information, collect data, catalog content and make connections based on relevant information. As spiders gather together all this information, they break down, prioritize and sort related information using a process called indexing. Search engines no longer require you to spell things in order to rank, so your focus should be on writing for the people viewing your page instead. After all, time on page and other elements indicating your content was useful provide a stronger value for SEO. When people conduct research, they want up-to-date, accurate information. That’s why it’s important to keep content updated. Recency is becoming an increasingly important ranking factor in Google’s search algorithm and for good reason—your audiences don’t want to waste time reading dated content.
Optimize all your images to gain new opportunities for search ranking
when writing for the internet, break up your paragraphs as often as possible. Lots of white space makes reading text on mobile phones a heck of a lot easier (more than half of most websites’ traffic comes from mobile), and clearly formatted articles are used as a Google ranking signal. Another “old school” method of building up your backlinks is to make use of Forum Posting. It is a quick, easy and sometimes even fun way to get your links out and maybe even have someone directly click on them which is always a good thing. Make sure your site is up to par. Speed is critical; the user experience is part of how Google interprets our sites. People give up on pages that are slow to load, and this includes e-commerce pages with shopping carts! You can read an onsite SEO beginners guide here. SEO is a marketing discipline that can help you launch your new endeavor off the ground and curate an online visibility on the SERPs. It enables you to garner a massive audience, generate traffic, and create brand awareness. A powerful SEO campaign can propel you to the top of the SERPs so your website enjoys 70% of user clicks. Google has told the SEO community time and time again that social media signals have no impact on search rankings that that social is not a direct ranking signal.
SEO 301 redirect best practice
According to SEO Consultant, Gaz Hall: "If the content isn’t right, it’ll be hard to promote it effectively. It’s like creating a product that no one wants to buy. How do you promote something useless?" As the world is becoming more and more mobile and more searches will continue to be done on mobile devices, starting a mobile strategy today will greatly pay off in the future. SEO is a long-term strategy for your business and when done correctly (with the proper amount of time and resources allocated to it), it will produce consistent long-term value in the form of higher rankings and increased traffic. Optimization is important, but without metrics, you’ll never really know whether your efforts are paying off. But if you track and measure from the beginning, you can continually improve. User experience improves with original content, quick page loading, pages that fulfill their promise and easy site navigation. Authority enhances a site’s longevity, and the quality of its backlinks plays a major role in this. If you are linking to good sites, and they are linking to you, then you gain authority. Authority sites also get indexed quicker and deeper.
Understand the different hosting options available
A key lesson to apply to pretty much every aspect of SEO, is not to get carried away when you find ideas that work. For example, just because quality is key, that doesn’t mean that you need to disavow every low quality link and only ever build links from the top sites. SEO marketing can be a very powerful tool for generating massive passive traffic. But if you use it incorrectly, you’ll end up doing more harm than benefit. A web page can be given an immediate “freshness score” based on its date of publication, when then decays over time as the content gets older. Regular updates to the content can help to preserve that score Keyword research is a critical component for search engine optimization because when used correctly it provides a road map for both the design and execution of building websites and developing content. Keep in mind that you don’t need to think of Google as your audience. You write for your visitors and not for Google.
Search Engine Marketing is hyped
If you want your audience to grow, check the analytics of your blog regularly. What articles are the ones that people seem to read the most? Not every link is created equal. Every site has links that are less important or link to pages that don’t change (e.g., a site map or your About Me page). Use the NoFollow tag for those links. In addition to low priority links, Google suggests using the NoFollow tag for untrusted content and paid links. If you have text link ads on your site, make sure they’re tagged as NoFollow. Linking out is huge. Don't be a link hoard; you're going to create content, so use it to gain favor with other people. I'll go more into depth below with specific tactics on linking out, but in general, you only have something to gain when you’re linking out. Creative, interesting, and informational articles that really speak to an audience are much more likely to get shared, repinned, and re-tweeted. The best way to tap into that type of influence is to keep things relevant and specific. The information you are putting out there should actually help people by teaching them or reminding them of something important. Search Engine Optimisation (SEO) is a key part of any digital marketing campaign and needs the right expertise to make it happen.
SEO is very simple, and unless you’re a very large company it’s probably not worth hiring somebody else to do. One common SEO issue that can be tackled is duplicate content. This is when there is more than one way to reach the same content on your site. Internal links can help you prove your authority in a particular field by creating a logical sequence from one post to the other. This may lead to a series of posts that offer additional value, making it easier for search engines to understand your key topics. Customized information will make sureyour brand is memorable and distinct from all your ho-hum competitors. Historically, traffic from search engines has been about a very singular pursuit -- that of rankings.
Determining Searcher Intent and Delivering Relevant, Fresh Content
The entire mentality of a search engine is to provide the best possible result to the searcher that satisfies their original search query. They do this by evaluating a site’s content in reference to the search and the quality of the site and its content. If you are trying to increase the visibility of your site all on your own, you are going to need to become a student of search engine optimization. There are several great books that you can read to begin to get introduced to the world of search engine optimization. Remember, great quality and lengthycontent will work best, both for users and search engines. Studies have shown that long content consistently ranks higher than thin content. Consistency is crucial; maintain a regular publishing schedule. Google is looking to reward sites that offer a great experience on a phone. They even now have separate search results for phone users. How do we know if we are mobile friendly? There’s a handy tool to check. Test your site, and work with your designer to make the improvements needed to succeed in the mobile-first world of search. Since Google is the number one search engine in the world, it is the leader in determining which websites are the most relevant for search words and terms.
Target the community with content to earn local links
It is an unfortunate fact that your SEO budget will have an impact on the speed of your SEO results. A higher budget simply allows for more people working on your campaign and researching your industry and creating your content. In your SEO audit, a quick check for Panda would be to step back from your computer screen and look at your website. Is there a surplus of banners? Is your sale filling up all the space all the time, before any interesting content? Syndication takes the credibility of the site you’re syndicating it too and transfers all the link juice and credibility (as well as social proof) over to your website. Syndication is a great way as well to gain a lot more visibility for the same amount of work! How do you add content to Google? Monitor the keywords, the site’s stats, the levels of engagement on each topic and find what users really expect from your page. Once visitors are on your site, an important goal is to keep them on your site. You don’t want your visitors immediately bouncing back to Google once they have read something on your site.
Obtain Quality Links
Gaz Hall, a Freelance SEO Consultant from SEO Hull, commented: "If you haven’t done it before, this is the year to get a professional SEO service on board. Local SEO can be particularly difficult to get right. " Google Webmaster Tools will inform you when there are technical problems with your website, if Google is having issues crawling your website, which keywords are bringing people to your website, page load times, and other highly important information. Once all of your on page elements are fully optimised including but not limited to your Meta Titles, Meta Descriptions and H1 Headings, you need to start thinking about link building. You may have heard people dismissing this aspect of SEO. Some people have been penalised for not doing it right, others are paying someone to do it and nothing is happening. If done correctly, it can have an extremely positive effect on your rankings, gaining you the positions that have always seem impossible. Another way to find places you can build links is by using a link intersection tool. These find sites that link to “competitor a” and “competitor b” but not to you. Theoretically, if they link to both of your competitors, they should be willing to link to you. Moz, Ahrefs, LunaMetrics and others have link intersection tools that work quite well. Search engine experiences are becoming increasingly personalized. That’s why it’s important for businesses to focus on long-tail and location-based keywords—so that audiences can find your company based on the exact value and service that you provide.
Think about Long Tail Keywords
When selecting keywords, you should also keep the purpose of your website in mind. Opt for transactional keywords if the main intention is sales, or informational keywords if your website aims to provide readers with important information. To help your content attract as many social signals as possible, make sure you have sharing buttons for the major networks close to your content. People are lazy, and if they have to hunt for ways to share the content they may not bother. Avoid unwieldy phrases and unnecessarily long descriptions, instead trying to say as much as possible with the smallest word count necessary. The better people with relevant blogs know you (through social sites, forums, email, etc.) the more likely they’ll be to link to your site and to share your content. Influencer marketing is a great way to build a diversified traffic portfolio, because influencers have an effect on multiple traffic channels. In the current fast paced world, more and more people depend upon the internet and mobile applications for getting their day to day chores done efficiently.
Get into Local Directories/Local Resource Lists/Review Sites
If your online business isn’t taking advantage of all that SEO solutions offer, you’re bound to fall short of the competition. User experience factors that improve mobile sites are related to better SEO rankings; external links continue to decline in importance Understanding how your website visitors find you will help you determine if your SEO, marketing or networking efforts are paying off, or if you should refocus your priorities. To a search engine, relevance means more than finding a page with the right words. According to Google, no-follow provides a way for webmasters to tell search engines Don't follow links on this page or Don't follow this specific link. This helps websites prevent untrusted content or paid links.
Creative, interesting, and informational articles that really speak to an audience are much more likely to get shared, repinned, and re-tweeted. The best way to tap into that type of influence is to keep things relevant and specific. The information you are putting out there should actually help people by teaching them or reminding them of something important. Imagine what a one-second increase in website load time could do for Amazon? More importantly, what could it do for you? Do you review and analyze your competitor’s website? You should. I do. I always keep an eye on the business across the street, or in my case, across the internet. The macro approach to keyword research is necessary for content heavy websites (and optimizing for traffic), but not ideal when doing intent-focused keyword research, as would be the case for Ecommerce, software, or other scenarios where some keyword phrases are going to carry significantly more qualification. ou know SEO is a vital element of every decent marketing strategy, something you can’t do without. But you don’t know where to start to implement best practice and optimise your web presence so search engines can do a proper job of ranking and rating it.
The Role of Social Media
If you hire an SEO company to help you rank for a certain search term, then you are probably missing the point. The better way to approach this is to hire an SEO company to help you increase your profits or your brand awareness Don’t stuff your footer with all kind of irrelevant links. Keep it focused, make sure these links are helping your visitor. Google will find all relevant pages if you focus on a good site structure anyway. In the past, commenting on blogs and forums solely for the sake of building links was the norm. The reality, however, is that many blogs and forums have little or no link value. Therefore, building links via this method will do nothing to boosting your website’s ranking. If it’s been just a day or two since you made your website and are not appearing on the SERPs, then you might consider submitting your URL to Google (If you haven’t already done). If you still don’t appear on the SERPs, relax! Google takes some time to crawl and index your website. If an SEO tactic worked for one website that does not mean the same can be successfully applied to another.
Set up 301 redirects
Social signals like those from Twitter and Facebook are increasingly valuable, despite being no follow. The key is to build your brand – don’t think of what links are good for SEO, but instead think what links are good for your business, your brand, and what links can help establish you as an industry authority. Remember that links, no follow or not, build trust. SEOs have tried many ways to sneak in links. One of the more creative ways was to embed a link into an infographic. When people would copy the infographic because they liked it, they were also copying links. Widgets were also used this way. No one appreciates them. To be a part of the party, make sure your business website uses structured data markup. SEO in Hornsea is here. It’s a new era for SEO, an era where you can no longer keyword-stuff your way to search ranking success. Nowadays, if Google finds out that you are blatantly overusing (or hiding) keywords on your site, your credibility (and rankings) could take a serious hit. However, this doesn’t mean that keywords are totally irrelevant. In fact, if you’re doing what Google wants you to do (creating high-quality content), keywords will work there way naturally into your website’s pages. If your web developer tells you that the website is accessible from a mobile device, don’t just trust him/her. Go over your mobile website yourself and check if you, as a visitor, can do all you want and need to do there.
Consider your audience
Gaz Hall, a Freelance SEO Consultant from SEO Hull, commented: "Ranking high in Google can bring you some serious traffic too. When looking at a Google results page (often referred to as Search Engine Results Page, or SERP for short), the number one result alone brings in 31% of search traffic on average. Meaning, when people search for a keyword, 31% of those searches will click the first result." Record any results that appear to be effective, and re-test them on other domains or with other terms. If several tests consistently return the same results, chances are you’ve discovered a pattern that is used by the search engines. Link building helps your content reach a broader audience, increasing both your site’s visibility and its authority. Moreover, it can grow your search traffic, as the number of unique domains linking to your site helps search engines understand whether your content is informative enough to rank higher in the SERP. A headline is usually the first thing we notice when accessing a search engine, and this reminds us that a headline should be: valuable, relevant, simple and appealing. If your motive was only to cross link your website and that is why you have created websites, do not forget that search engines are smart. They will get to know that and will penalize you for the same. If your site is cross linked with no outside links, then you might be punished by Google.
The anchor text you use for a link should provide at least a basic idea of what the page linked to is about. Link building, as a strategy, began in the late 1990s, coinciding with the advent of Google. In the early years of SEO, link building was at the forefront, and generally considered the most important tactic to get one’s website picked up by the search engine. The practice of link building soon went awry as there were no regulations and the algorithms had not yet developed to the point where they would punish link-building offenders. Search engines have made it clear: a vitally important part of the future of search is “rich results.” Anchor text to specific webpages on your site should be descriptive (but concise) as possible in order to benefit from the link. Seed keywords are the foundation of your keyword research. They define your niche and help you identify your competitors.
Big Brands Burst to the Top
The recent statistics show that there are over 1.2 billion websites hosted on the internet today. And, there are also numerous websites that are competing for specific keywords on popular search engines. Google is a search engine that follows links. For Google to know about your site, it has to find it by following a link from another site. The biggest mistake I findsearch engine optimization (SEO) copywriters making is attempting to substitute a generic term for a specific keyphrase. Picking the right keywords to optimize for is very important. Usually, it’s a good idea to pick mid-tail keywords, including the local area you are focusing on. If anyone guarantees you page 1 ranking on Google within a three-month timespan, run for the hills.
A large part of the search engine optimization process starts with focus: what is your website about? You have to focus on what we sometimes call ‘top tasks’. Google cares the most about editorial links, or links included in article body copy, and they place particular emphasis on in-content links over links in sidebars, footers, or other places on your website. Consumer behavior has rapidly matured with the growth of the online world. Customers access the internet through a variety of different platforms and channels. Two thirds of shoppers report using more than one channel when deciding to make a purchase. You should search your favourite search engines for search terms such as: “add url”, “suggest website” and add your website to these sites. All of this constitutes to link building for your website. Where appropriate, you should add localization. This is extremely important to businesses who offer products and services to a specific geographic region.
Authority flows through the links on your own website as well
Measuring the results of SEO changes can be challenging, partly because there are so many moving parts and partly because months can elapse between when changes are made to a site and when results are seen in search rankings and traffi Look for pages that have excessive links. Google advises 100 per page as a maximum, although it is OK to increase that on more important and heavily linked-to pages. Links from low-quality sites will do very little for your visibility. If the site practices Black Hat SEO (link-schemes, spamming, doorway pages) then can potentially harm your ranking. Optimization is important, but without metrics, you’ll never really know whether your efforts are paying off. But if you track and measure from the beginning, you can continually improve. SEO results are only keenly felt long-term, and therefore it can be difficult for small business owners to see the value in taking time out of their day to write about their industry.
Single-keyword SEO has been a staple for a long time
Sites built around user interaction and sharing have made it easier to match interested groups of people up with relevant content. “Link building” is a term that SEO practitioners use to describe the process of building credibility. The idea is simple: people link to your website when they perceive your brand as a source of authority. There are increasing opportunities touse schema markups, depending on your niche. There are numerous schema opportunities for news, recipes, and even fitness video. As time goes on, there will increasingly be more and more opportunities to use schema to enhance your website, tell Google more about your website and make how your website shows up in search results better. SEO in Hull is here. In an SEO scenario, Google likes to trust sites that have links from high quality, relevant sources. For example, large news websites don’t generally link to an untrusted source, nor do top quality industry blogs or university or .edu websites. For me internal linking is one of the most undervalued aspects of SEO, with many sites having inefficient menus and/or poor site structures.
Add valuable insight to your content
Gaz Hall, a Freelance SEO Consultant from SEO Hull, commented: "99% of people don’t need any fancy tools or tactics. They just need to write the best content online for the topic they want to go after." Long form content is an inbound marketing strategy that is being used by organizations in many different industries. In order to take advantage of long form content in your organization’s marketing, consider adding these tips and ideas to your strategy. Technical SEO is the practice of ensuring that all potential pitfalls and opportunities involving the technology or structure of your website are being addressed. We care about the relationship between your website and the rest of the internet, particularly search engines and their crawlers. In a nut shell, if you want Google to love your site it needs to be full of interesting, fresh and useful content that your target customers (those searching on Google) will love. Google will only deliver high quality websites in its search results – this is how it is able to maintain 80% of the market. It’s important to keep in mind that if search engine traffic is your only goal, your results will probably suffer. In order to please both the search engines (who will reward you with high rankings over time) and potential customers and return visitors, you need to offer value above and beyond search engine optimization. In other words, don’t produce “thin” content that ranks and get clicks, but doesn’t provide any additional value to the search engine user.
If you think it’s the end, its not
Each year more than 2.8 trillion search queries are made on Google alone. This means that Google answers more than 88,700 searches worldwide per second.i In other words: Every second that your website is not indexed on Google, you miss out on hundreds, if not thousands, of opportunities in which someone might have accessed your website, viewed your content, and bought your product or services. If you can’t budget for 6 to 12 months of SEO, you might be better off putting that budget somewhere else. You have to keep in mind that in order to have people purchase or sign up with your products and services, you have to convince them first. You would know if a person is almost convinced if he is constantly revisiting your site from time to time. To have a person revisit your site, you need to give him reasons to; and, one of which is by providing the site with new and updated content. If you are not a regular monitor of your blogs, it’s better to make all your comments a no follow, or else you might breach Google’s terms of service. Google reported an incredible hike of the key search term ‘near me’ in recent years, showing that customers are specifically looking for local sellers. When it comes to commercial search terms, winning the ‘near me’ battle could bring you a ton of relevant traffic.
Boost Underperforming Content
The benefits of guest blogging are endless and often underrated. By tapping into already established communities, you can increase your reputation, build high-quality backlinks, get more exposure to your website and much more. The key is to consistently deliver value so that people come to your site for answers. And this is also ironically what will get other good sites to link to your site. This is the perfect example of ‘emergent SEO’. There are plenty of business owners whose websites haven’t been updated in years who are being left behind by major shifts in digital marketing. You don’t want to be one of those people. In the long run, not changing with the times hurts your business. People visiting your website are likely coming from all over the world and have different levels of understanding and points of reference regarding your topic. When writing, solve for as many angles and viewpoints as possible. Provide rich details, images and image captions. Add titles for each topical section so that more advanced users can find content quickly. Titles also help to naturally break up content to give readers’ eyes a break. Keyword stuffing, hiding keywords in a very small font or a color that blends with the background, and paying for incoming links are all tactics that Google considers to be spam, and your website’s search traffic will be negatively affected if you’re caught doing any of them.
Google is getting better and better at recognizing content that truly is useful to people. The best way to build links is to not build links. I’ve worked for companies in the past that don’t have to ask for them, they just flow in from press, customer blogs, their awesome blog posts, etc. If this is an option (and we’ll go over a couple of ways to make it more likely) you’re in a great place. WordPress is one of the best-loved platforms out there because it’s really intuitive and can be integrated into a custom CMS. Plus, it has plenty of handy plugins to help with blog optimisation, such as Yoast, which assesses the SEO-friendliness of a blog post and gives you actionable advice on how to improve it. Search Engine Optimisation is theprocess of designing web pages, writing content and building a network of links back to your website in order to rank at the top of a google search results page. The goal is to bring your page in front of your target market. This kind of search traffic is known as 'organic' and it is the most desirable google traffic because it's FREE! (well unless you are paying a blog content writer!) Google is looking to reward sites that offer a great experience on a phone. They even now have separate search results for phone users. How do we know if we are mobile friendly? There’s a handy tool to check. Test your site, and work with your designer to make the improvements needed to succeed in the mobile-first world of search.
Create Expert Content
To be sure, stealing and republishing someone else’s content without their permission is a terrible practice, and doing this frequently is an obvious sign of a spammy, low-quality website. Once you know your goals, you should be able at least to decide on a balance between “head” keywords and “long-tail” keywords. A new shift in SEO strategy, and a redefinition of its goals, will ultimately result in a stronger campaign that can withstand the changes in search algorithms. While you can’t always control who links to you, successful SEO often includes promotion and outreach. This includes reaching out to other sites, influencers, and bloggers in your industry to check out your content and hopefully share or link to it. It’s possible to rank number one for many keywords that have no real ROI. Instead, you should focus on metrics that bring conversions.
Number of linking root domains
I don't care if you are creating a blog post, ecommerce store page or sales-landing page. It needs to be better than the rest, or else neither Google nor your audience will ever take note. Use sub-directories rather than sub-domains when possible. Sub-domains do not share link love from the main domain as it is treated as a different domain. Use keywords in the URL of your page. Using a website URL that’s full of symbols and numbers will hurt your ranking since most people aren’t searching for numbers or symbols. You will receive more traffic by giving your site relevant keywords. SEO in Bridlington is here. Once you’ve done a thorough analysis of your chances to rank on a specific term, the next step is to write an amazing article and optimize it accordingly. And hit publish. If you don’t know who your competition is, search for some of your most important keyword targets – sites that consistently rank well are the ones to take a look at.
Don’t Stuff Your Content with Keywords
Gaz Hall, a Freelance SEO Consultant from SEO Hull, commented: "You may not be familiar with Schema mark-up, however it’s increasingly important and can do wonders for certain site’s visibility." The sitemap tells search engines about all the pages on your site, even those that might not be easy to find. A sitemap is very helpful if your site is dynamic or if it has pages with images or rich AJAX that can be hard for bots to discover. It is also helpful for new sites with few links, or sites that have numerous pages not well linked. Sitemaps help search engines do a good job of reading your website and finding your site’s content. White hat, grey hat, and black hat are terms used to describe the type of SEO tactics used. White hat SEOs follow the guidelines of Google and other search engines. Grey hat SEOs aren’t afraid to bend the rules a bit, while black hat SEOs blatantly break the rules. The algorithmresponsible for taking the world’s information and organizing it into (usually) 10 entries is, as you likely know, complicated. If possible, choose a domain name which includes your local area, and structure URLs to include relevant geographical terms where possible. Create content which talks about your local area, but be sure to make it engaging and relevant to provide a good user experience. Include your business NAP (name, address and phone number) on every page of your website – not just your home page or contact page.
Rankings, On-page and Off Page SEO
As much as it's important to try out new things and experiment with SEO, one thing remains constant -- the importance of title and meta tags. When building your content, it’s important to remember to give the crawlers enough to bite into. A hundred words typically isn’t enough copy for these crawlers to read and understand what the content is about. And this content shouldn’t be stuffed with keywords either, as some search engines (as you’ll learn in later sections) punish websites for keyword stuffing. The search engine optimization (SEO) world has undergone some big changes in the last few years—the biggest being coming in the form of Google’s heightened push towards strong user experiences. How powerful is your domain name? How well does it rank in those all-important search engines? The measure of your domain name’s power is called “domain authority,” and it depends on three general factors: size, age, and popularity. The key is to find the keywords in our niches which have low competition and create content for those specific searches to take advantage of the void in the niche we are working in.
Number of competing pages with target keyword in title
The basic thing you need to remember when doing SEO is that you want to get as many links from as many high quality websites as possible. This can be a difficult thing since getting your links approved can take a lot of time. While SEOs aren’t generally user experience experts, we do have a set of SEO techniques and tools that let us build a fantastic, user-targeted website. Specifically, we structure web content based on user demand. Over time, you’ll gather data that helps you determine which of your keywords are most successful, and which ones need more work -- but how do you pick the right initial set of keywords? Paid links are another no-no, whether another site linking to yours, or on your site linking to another site (except for banner ads and ad networks like AdSense). While there plenty of differences between SEO and content marketing, there are also many areas where they overlap. Taking advantage of this overlap and using it in your website is the quickest way to get more people to visit your site.