Content marketing is key to SEO success in today’s SEO and digital marketing world and below is an infographic that focuses some 5 basic tips on creating appealing content for users. The infographic was produced and created by Modgility so all credits (and responsibilities) go to them.
This post was inspired by a video by Bing Ads that is also shared at the end of this post. The video was made back in early 2013 but it contains fundamental search marketing information I blog about it:
5 Search Marketing Tips for Small Business
- 3 Key Questionsn to Ask Yourself
- Save Time
- Get Your Customers Attention
- More Eyes on Your Ads and Spend on What Works
3 Key Questions
- What should I sell?
You should ask yourself what products and services you should to sell online. For example if you are a retail shop it may not make sense to sell everything you have to sell online because of shipping issues and the profit margins. If you can narrow down your products and services, then you can find the most relevant keywords to bid on for those products. Of course you can use Google or Bing keyword research tools to find out all variations of those keywords that make sense.
- What should somebody buy from me?
The world of internet and search is every competitive. Competitions are only one click away so this is when you really have to be able to distinguish why your potential customers should buy your products or services. What are your key differentiators? Perhaps you offer free shipping, free consulting, package deals, etc. This will help you write your ad copies.
- How much money are you going to make?
You need to know your numbers and your budget. You shouldn’t just throw money at things. It is best if you figure out your costs, estimated advertising costs, and profit. The better you know your numbers and margins, the better you can figure out how much to spend on your keywords and ads.
If you have already done this type of research for Google Adwords, then you shouldn’t really have to go through this again if you decide to also use Bing Ads. Bing has made a feature that allows you to important your campaigns from Adwords to bings with just a few clicks.
Get Your Customers’ Attention
Take advantage of available ad extensions. Sitelink extension, location extension (when applicable), and longer adcopies (for bing ads) can really grab your customers’ attention. This will help you get a higher click through rate (CTR) that can help you drive better and more qualified traffic, and increase sales and revenue.
More Eyes on Your Ads and Spend More on What Works
Continue monitoring your keywords and ads to invest on the ones that return the most for you. If you keep track of your conversion (which you should be doing anyway), then you can easily see which terms and ads are converting better then you can focus on those keywords and ads more and perhaps bid a little bit more to move up to the top because that is where most of the action happens.
Negative keywords help you filter out keywords that you don’t want to pay for traffic which helps you save money. You can find negative keywords by going to reporting tab in the search report.
I love Coursera. Ever-since a friend referred it to me and I saw the quality of the education, I got hooked on it. At first I just went through some of their free courses then later I learned that I could pay to specialize and get certificates hence I decided to pay for some of those courses where I felt that it would benefit me personally and professionally. In general I liked academic and professional certificates because they can give one a sense of accomplishment.
Below are some recent certificates I have obtained through Coursera (click on each link to view each certificate);
- Introduction to Marketing. I was a computer science(CS) major for my undergrad with minor in management information systems (MIS). After a few years of web development, I fell into SEO and search marketing to the point I became an expert at them. Then later I expanded to other digital marketing channels. I have read many blog posts, books, and even took classes about various marketing technologies and tactics, yet I still felt something was missing. So when I found the opportunity to take an introduction to marketing at course, I felt that was what I really needed to cover some of the academic principles so I took advantage of it got the certification for it.
- Marketing in Digital World. I am glad to take this course because as a digital marketing expert, I felt it was necessary to look at digital marketing from a more holistic view and this course was exactly that!
- The Data Scientist’s Toolbox. I put a lot of focus on having a data oriented approach to marketing and business. There is available and data is everyone but one needs to be able to ask the right questions to get the right answers. I don’t consider myself to be a data scientist but I do study data quite a bit so such courses can only benefit me and I am glad I took this course.
I am going to continue with my certificate journey on Courera mainly because I enjoy it so much as it is becoming a good positive hobby which would benefit me personally and professionally. The classes I am enrolled in right now are
- Digital Analytics for Markting Professionals
- Digital Marketing Channels
- Digital Marketing Planning
I believe all of the three coursers above are essential for me to remain competitive in the digital marketing field in addition to my own usual studies which I do on frequent basis.
I will keep you updated about my progress but I also recommend you look into Coursera yourself to take advantage of this great opportunity that is available to us in area of data and technology.
5 Reasons Why Video Marketing Will be the Next Big Thing in World of Online Marketing
I have talked about local marketing and mobile marketing quite a bit on this blog as I was among the first SEO experts who predicted that mobile SEO and local SEO will very very important in 2015 when I wrote 2015 SEO predictions post. It turned out that I was quite right because Google mandated a mobile friendly website last April indicating that those who don’t have responsive sites could hurt in mobile rankings. Data from various data firms including our own data consulting firm Analytics Clarity shows that those businesses with a local marketing strategy tend to have more online traffic, better conversion and success in their digital marketing campaigns.
But local marketing and mobile marketing isn’t enough for today’s competitive world of digital marketing. Marketers need to stay on top by being as creative as possible to place and promote their products. Video marketing is fast growing trend as I had also predicted in my original article and data shows businesses with solid and efficient video marketing campaigns are leading the way. We recommend all of our digital marketing clients to invest in video marketing and below are 5 top reasons why:
- 80% of all online traffic will be consumed with video by 2018. According Google, more than 80% of online traffic will be consumed with video. This is too much traffic for marketers just to ignore!
- Visual content converts better. Videos and other visual content can convert better, if they are done right The emotion and persuasion factors that can be expressed in such cannot be expressed in static text content as easily.
- Video content has more SEO benefits. Data shows that sites with good quality videos tend to rank better on a certain key phrases and tend to get more search engine traffic.
- YouTube is the second largest search engine. People spend a ton of time on youtube and the number is increasing making YouTube the second largest search engine in US. In addition to Youtube, consumption of other video sites such as Hulu and Netflix is on the rise.
- Social Sharing Benefits. Data shows that visual content are more likely to share on social media than non-static content.
Consumers just love and consume visual content better. As marketers, it is only wise that deliver to them the content they love and through that content we can persuade them to become customers.
Around this time last year, I purchased the domain name AnalyticsClarity.com with goal of launching a comprehensive digital marketing and analytics firm that would focus on data oriented digital marketing solutions. Some of the services that I wanted to offer were digital marketing, digital analytics configuration (like Google and Adobe Analytics configuration), and data science (big data).
But I didn’t want to do this alone. A former colleague of mine who is a data scientist at a relatively a large real estate company wanted to join me on this venture but since his focus was a full time employment, he ended not being able to be a partner and just worked with me as a consultant hence I continued to do business on Sefati Consulting offering SEO and SEM services.
After one year, I felt that there was a greater need for a more comprehensive digital marketing and digital analytics firm, beyond just SEO and SEM services Sefati Consulting was offering, so I finally decided to launch the company on my own.
This month the DBA paperwork were approved and the corporation paperwork were filed so we are going to start rocking.
As initially planned, Analytics Clarity is going to offer digital marketing, digital analytics, and data analysis and we are already blessed to have a good start with a new client.
While on this website (sefati.net), I will focus on SEO and SEM specific articles and consulting, Analytics Clarity will be the full blown digital marketing firm.
More to come. Contact me
to learn more.
The terms below are a list of marketing and digital marketing terms that you may find useful. The content below was made available on Coursera for the Digital Marketing Specialization course offered by University of Illinois at Urbana-Champaign. We have made this available for reference only but all content credit goes to Coursera and\or University of Illinois at Urbana-Champaign school of Marketing.
A form of marketing communication used to persuade an audience to take or continue some action, usually with respect to a commercial offering, or political or ideological support.
The idea of digital authenticity is representing a brand and its products’ features, benefits, and performance in a genuine manner. Authenticity prevents brands from advertising false claims and stretching the truth, which are quickly uncovered in today’s digital world and thereby result in substantial embarrassment.
A phrase used in the marketing industry that describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well-known name, as consumers believe that a product with a well-known name is better than products with less well-known names.
In marketing, brand management is the analysis of and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management.
The process of obtaining needed services, ideas, or content by soliciting contributions from a large group of people, and especially from an online community, rather than from traditional employees or suppliers.
Cult of Done Manifesto
The Done Manifesto posted by Bre Pettis and Kio Stark is a set of working rules based on a sense of urgency. No time for careful deliberation, move on.
The idea that customers can help design and develop products in addition to buying them. Such activity really helps enhance new product development activities.
The practice of dividing a customer base into groups of individuals that are similar in specific ways relevant to marketing, such as age, gender, interests, spending habits, and so on.
The degree to which a product’s online promotion provides customers with a genuine portrayal of its origins, features, and benefits (as well as its limitations). Authentic promotional campaigns typically focus on telling a story rather than making a claim. This story is usually connected to the brand in a genuine manner and provides customers with a sense that the brand has a purpose other than just making money.
The marketing of products or services using digital channels to reach consumers. The key objective is to promote brands and product benefits through various forms of digital media such as the Internet, mobile phones, and social media.
Product distribution is the process of making a product or service available for use or consumption by a consumer or business user, using direct means or using indirect means with intermediaries.
Doppelgänger brand image
Using digital design software, digital cameras, and digital editing programs combined with the Internet to remix or create your own version of a brand that you find offensive.
Elaboration Likelihood Model (ELM)
As the most popular theory about persuasion, ELM suggests that there are two main routes to persuasion: (1) the central route, which is cognitive in nature and (2) the peripheral route, which is more emotional in nature.
This creative viral internet campaign began in 2008 in response to General Motor’s marketing of the Hummer SUV. In the mid-2000s, General Motors tried to position this brand as the ultimate 4-wheel drive vehicle capable of taking on any challenge, and used the slogan, “Like Nothing Else.”
Fused deposition modeling
An additive manufacturing technology commonly used for modeling, prototyping, and production applications. It is one of the techniques used for 3D printing.
An intangible good is a good that is intangible, meaning that it cannot be touched, as opposed to a physical good (an object). Digital goods, such as downloadable music and mobile apps, or virtual goods used in virtual economies are all examples of intangible goods.
In economics and finance, marginal cost is the change in the total cost that arises when the quantity produced has an increment by unit. That is, it is the cost of producing one more unit of a good.
Market share is the percentage of a market (defined in terms of either units or revenue) accounted for by a specific entity.
A collection of strategies (both physical and digital) that physical retailers are using to react to the challenges of operating in a digital world.
This principle comes from the Italian economist Vilfredo Pareto, who found, back in 1896, that 80% of the land in Italy was owned by 20% of the population. Since this time, this principle has become known as the 80/20 rule and has been found to apply to a large number of phenomenon. For example, 80% of the world’s income is controlled by 20% of its population.
Pay What You Want (PWYW)
Allowing customers to name their own price.
Placement aspect of the marketing mix focuses on making a product conveniently accessible to potential customers. It involves the physical movement of the product from a manufacturer through a series of marketing channel intermediaries ending with an independent retailer. Placement involves the important retailing function of displaying the product upon its shelves.
Price comparison tools
Price comparison tools have allowed pricing to move from prices revealed at the point of purchase to prices negotiated at the point of consideration. Price comparison has become easier for customers armed with a smartphone and a price search app such as Price Grabber or RedLaser. Leveraging these price comparison tools, customers can instantly compare prices on a physical retailer’s shelf with prices for the exact same product at Amazon.com and a large number of other online retailers.
A suitable strategy if you have a narrow product range and can identify groups of prospects who would buy if the price was lower or who would be prepared to pay a higher price in return for a factor that they felt added value to the product.
A pricing strategy is a firm’s basic approach to how it prices its products. Pricing captures the value of the product for the firm. Thus, having a good pricing strategy is critical for a firm’s profitability and very survival. The development of a pricing strategy often entails considering a product’s cost of production, what customers are willing to pay, and the prices of competing products.
A product is really anything that fulfills a customer need or want. It is a good, service, or idea that has a distinctive selling proposition consisting of tangible or intangible attributes.
Product development is the process of designing, creating, and marketing new products or services to benefit customers. Sometimes referred to as new product development, the discipline is focused on developing systematic methods for guiding all the processes involved in getting a new product to market.
To operate a product segmentation strategy, carry out research to identify groups of customers who want benefits or levels of functionality that are not available currently in a product category. By creating different versions of a product, you can match those customers’ needs more precisely.
Promotion covers the methods of communication that a marketer uses to provide information about its product. This information – both verbal and visual – is persuasive in nature, appeals to customers’ intellect or emotions, and influences them to buy your product instead of your competitor’s.
An open grassy area located on the University of Illinois at Urbana-Champaign (UIUC) campus. It is the heart of the campus. Many activities from playing Frisbee to chatting with friends, napping to studying can be taken place there.
Retail is the process of selling consumer goods and/or services to customers through multiple channels of distribution to earn a profit.
Rule of 1
Typically only about 1% of all submissions will be useful enough to implement.
Selective Laser Sintering (SLS)
An additive manufacturing technique that uses a laser as the power source to sinter powdered material (typically metal), aiming the laser automatically at points in space defined by a 3D model, binding the material together to create a solid structure.
Shopper marketing is “understanding how one’s target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders, defined as brands, consumers, retailers, and shoppers.”
The practice of examining merchandise in a traditional brick and mortar retail store or other offline setting and then buying it online, sometimes at a lower price. Online stores often offer lower prices than their brick and mortar counterparts because they do not have the same overhead cost.
Public acknowledgement of a person’s status or merits (achievements, virtues, service, etc.)
The Stage-Gate method from Robert G. Cooper is an approach that can be used to make the product development process more effective. It is a blueprint for managing the new product process from an idea to launching a product. Each stage consists of a set of certain cross functional and parallel activities which must be successfully completed prior to obtaining management approval to proceed to the next stage of product development. The entrance to each stage is called a gate.
An additive manufacturing or 3D printing technology used for producing models, prototypes, patterns, and production parts up one layer at a time by curing a photo-reactive resin with a UV laser or another similar power source.
Tangible goods are physical products defined by the ability to be touched. They are distinct from intangible goods, as well as services like a spa treatment 
3D printing (or additive manufacturing, AM) is any of various processes used to make a three-dimensional object.
User-Generated Content occurs when a product’s customers create and disseminate online ideas about a product or the firm that markets it. These ideas are often in the form of text but also come in other forms such as music, photos, or videos. UGC has three key characteristics: (1) The contribution is by users of a product rather than the firm that sells this product; (2) it is creative in nature and the user adds something new; (3) it is posted online and generally accessible.
The practice of researching items online and then purchasing them in-store, is the reverse of showrooming – browsing for items in a store and purchasing them online later.
 Brand Equity. (2015, February 28). In Wikipedia, The Free Encyclopedia. Retrieved 04:50, March 15, 2015, from http://en.wikipedia.org/w/index.php?title=Brand_equity&oldid=649296083
 Brand Management. (2015, January 7). In Wikipedia, The Free Encyclopedia. Retrieved 04:50, March 15, 2015, from http://en.wikipedia.org/w/index.php?title=Brand_management&oldid=641425044
 “Crowdsourcing – Definition and More.” Merriam-Webster.com. http://www.merriam-webster.com/dictionary/crowdsourcing
 Pettis, B. & Stark, K. (2009, March). The Cult of Done Manifesto. Retrieved fromhttp://www.brepettis.com/blog/2009/3/3/the-cult-of-done-manifesto.html
 Customer segmentation definition. Margaret Rouse. http://searchcrm.techtarget.com/definition/customer-segmentation
 Fused Deposition Modeling. (2015, January 16). In Wikipedia, The Free Encyclopedia. Retrieved 04:53, March 15, 2015, from http://en.wikipedia.org/w/index.php?title=Fused_deposition_modeling&oldid=642720112
 Intangible Good. (2014, November 2). In Wikipedia, The Free Encyclopedia. Retrieved 04:47, March 15, 2015, from http://en.wikipedia.org/w/index.php?title=Intangible_good&oldid=632179481
 Sullivan Arthur, Steven M. Sheffrin. “Economics: Principles in Action.” Upper Saddle River, New Jersey 07458: Pearson Prentice Hall. p. 111. ISBN 0-13-063085-3.
 Market Share. (2014, November 7). In Wikipedia, The Free Encyclopedia. Retrieved 04:51, March 15, 2015, from http://en.wikipedia.org/w/index.php?title=Market_share&oldid=632857159
 John Reh. (2015). Pareto’s Principle – The 80-20 Rule. In About Money, Retrieved March 22, 2015 fromhttp://management.about.com/cs/generalmanagement/a/Pareto081202.htm
 “Price Segmentation vs. Product Segmentation.” Ian Linton. http://smallbusiness.chron.com/price-segmentation-vs-product-segmentation-38631.html
 “Product development (new product development) definition.” TechTarget.com.http://searchcio.techtarget.com/definition/product-development-or-new-product-development-NPD
 Selective Laser Sintering. (2014, November 10). In Wikipedia, The Free Encyclopedia. Retrieved 04:53, March 15, 2015, from http://en.wikipedia.org/w/index.php?title=Selective_laser_sintering&oldid=633296613
 “Is ‘Showrooming’ Behind Target Move to drop Kindle?” Brett Molina.http://content.usatoday.com/communities/technologylive/post/2012/05/is-showrooming-behind-target-mov…
 “Explanation of the Stage-Gate Method of Robert G. Cooper.” 12 manage.com.http://www.12manage.com/methods_cooper_stage-gate.html
 Stereolithography. (2015, March 12). In Wikipedia, The Free Encyclopedia. Retrieved 04:53, March 15, 2015, from http://en.wikipedia.org/w/index.php?title=Stereolithography&oldid=651051762
 “What Are Tangible Goods?” WiseGeek. http://www.wisegeek.org/what-are-tangible-goods.htm
 “Why ‘Webrooming’ Could Bring Customers Back Into Stores.” Nicole Fallon.http://www.businessnewsdaily.com/6565-webrooming-retail-stores.html
Mobilegeddon Rolling Out Today
By now, seasoned webmasters, SEOs, marketers, even business owners and executives should be well aware of Mobilegeddon (Hash tag #Mobilegeddon) also known as Google April 21 update (Hashtag #April21).
Google blog, other marketing and search engine optimization blogs, as well our own blog have all been vocal about it. We have written a several posts on Google’s mobile friendly update which is expected to be big and have winners and losers.
Winners and Losers of Mobilegeddon
It is still too early to point out who are the true winners and losers are. Google mobile friendly algorithm update is rolling out just today and typically Google algorithms tend to take a couple days to really show the winners and losers hence we are planning to give a more detailed list soon as soon as it becomes available.
We predict that true losers will be those who have websites that are not mobile friendly and those who have high bounce rates for their mobile sites. Those websites that have mobile friendly design also known as responsive designs should do OK especially those mobile friendly sites with less bounce rate should be the true winners.
Why Bounce Rate Matters in Mobile?
It is much easier for Google to determine bounce rates for mobile sites since the mobile tracking is different. Because of that difference Google may have better data of how users react and respond to a website hence Google can rank accordingly. Their researches may have shown mobile friendly and responsive websites are more favorable among users hence they warned webmasters early on about the April21 mobile friendly update.
In addition to making your website responsive and\or mobile friendly, make sure that your design and content of your mobile site is in such way that prevents users from bouncing off back to Google or closing their browsers right after visiting your website. Encourage users them to spend time on your website and explore. Further, it seems that users like to scroll more on mobile sites more than clicking so make that easy for them. Furthermore, offer content, product(s), or service(s) that is\are so valuable to the users simply can’t resist hence they don’t want to bounce away from your website.
Many businesses think to big and lose sight on local marketing. We often recommend all of our clients to adopt some sort of local approach whenever possible. The reason of our recommendations is because local marketing has many benefits that can help businesses grow. Below are the 5 benefits of local marketing that can help any business.
- Search Engine Traffic. Search engines today tend to mix localized results in their search results when fit specially when users use their mobile devices. Simply search a few keywords such as dentists, coffee, food, even cookware and you can see how the search results are so localized in particular on mobile search engines. Focusing on local SEO in particular can help you rank locally and get a ton of local search engine traffic. Adding adwords local extension can help you get more local traffic if your running google ads.
- Local Converts Better. With a few exception such as Amazon and ebay (and similar stores like them), most people still like to shop from the local shops and local service providers when possible. Seeing the product in person or dealing with someone locally is often preferred by the customers as it gives them assurance of the product or service. Another reason why local marketing campaigns convert better is that because they are more relevant and targeted.
- More Affordable. Since you will be targeting a local reach, your local marketing campaigns can be a lot more affordable. This is simply because there is generally less competition locally hence you will have to spend a lot less on your local marketing campaign in compare to national marketing campaigns.
- Local Opportunities. If you promote your business locally, you will create a stronger local presence which can help you find local vendors and strategic partners that can benefit you and your business.
- Opportunity to Expand. Most successful chain stores and large businesses started small and started locally. They gained good amount of actionable data and based on that knowledge they expanded. You can do the same if you do your local marketing right.
Need help strategizing a viable local marketing? Contact us today. We are a local marketing provider with proven local SEO and local marketing strategies that can help you achive your marketing goals.
Are You Optimized for Mobile SEO?
By now everyone knows (or should know) that Mobile is the next big thing when it comes mobile marketing . If you have been following us reading our previous posts including the last post you will see how much importance we have put on mobile SEO. Google has been websites about mobile search engine optimization issues via the webmaster tools which highlights the importance of mobile optimization. In addition, for the first time ever Google gave a deadline to fix all these issues or threaten that mobile rankings will suffer if Webmasters don’t resolve their mobile issues.
Why is mobile SEO?
Last year in September we highlighted some of the 2015 SEO trends in which we highlighted on how mobile is fast becoming the preferred medium for users when searching the internet; Larger screens, faster and more reliable data, improvements in I/O and more personalized search results making mobile to be preferred medium to search google for many searchers. This should prompt every IT and marketing executive to put mobile SEO and marketing on their top priority list.
How Mobile SEO is Different?
The philosophy of SEO for mobile is same as desktop which is to deliver very relevant and presentable content for the user. But the implementation is totally different. For example search engines prefer a responsive design and below is a good example of responsive design.
As you can see such designs are very presentable for the users no matter what device is being used.
In addition to website designs, the search results for mobile is also a lot different. For example localized search results will be different. In the screenshot below, if you were searching for [seo new york], you are more likely to get either one of the following scenarios;
This shows the importance of local SEO. If you are a local business and not optimized for local SEO, chances are you are losing a ton of business. In fact in case of B2C businesses, we are talking about a potential of 40% of overall traffic could be coming potentially from mobile and results will be localized when needed. This is too big to ignore!
How to Become Mobile Friendly?
There are three ways; One is to create responsive design (as mentioned), second option is to create a completely different site for mobile(more expensive and harder to maintain), and third is to create an app.
The first option which is responsive design is recommended by Google and other major search engines. You can learn the basics of responsive design if you need to in order to make your website more responsive. From SEO prospective, responsive design is also good for link building. If you create a different site or app for mobile, then you have to do separate optimization and build links for your mobile site or app because it will probably sit on its own subdomain. But if you just have a responsive design, the links you build to your website will also help you to improve ranking for your mobile.
Need Help with Mobile SEO?
If you need help optimizing your website for mobile, feel free to contact us. We have years of experiance in SEO and search engine optimization and we use various enterprise level tools such as BrightEdge, Search Metrics, and other advanced SEO platforms to audit, analyze and measure success.
As blogged about this before, Google announced that mobile friendliness of a website is to becoming a ranking factor in the mobile search results for very near near future. The Date Google provided for this taking into effect was April 21, 2015 which is quite unprecedented since Google has never provided a specific algorithm release date before.
Most marketers already should know of impact of a mobile friendly site for their businesses. Users simply don’t like sites that are not mobile friendly and they tend to bounce off fast. This Google algorithm should come as no surprise to search marketers and SEO experts as Google has always preached to create website and content that is good for the users. Google has already adopted many ranking signals that examines websites usability (like load time and website performance) and with users using their mobile devices more, it makes perfect sense for them to shift focus to mobile.
The specifics of this mobile have been mentioned in a Webmaster Tool Google Hangout last month which you can see here.
What do do next?
Considering the mobile user trends and this expected move by Google, it is important for all businesses and organizations to make their website mobile friendly as possible. We recommend this should be their highest priority for their IT team as the April 21st is fast approaching. If your website is not mobile friendly you may have recived a warning from Google that your website is not mobile friendly.
How to Make Your Website Mobile Friendly?
There are a couple of things you can do.
- Work with your developers to make it responsive. This is the fastest way to get around it.
- Develop a new separate mobile site for your website that only delivers mobile content. This will require more time and resources to create and maintain but you may see better results.
The impact of this algorithm is unknown but usually such Google changes in the past have been responsible for up to 15% of overall search traffic which could be quite a lot for some businesses.