Have you ever come across a text highlighted in blue colour on a blog and wondered what its significance is? Let us understand this significance with the help of an example. You may be aware of the concept of word of mouth and how these recommendations can help your business to reach the peak of success. Similarly, this highlighted text plays the role of word of mouth which helps the website to rank on the top of the search engine results page.
Sounds interesting right? This is just a small branch of the tree. Be ready because in this blog I will take you through a journey where you will explore the whole tree.
Backlinks! Why is it important? and How does it help you in improving your website’s ranking?
Have a bunch of questions juggling in your mind? Don’t worry, I have created this blog that will cover all the relevant aspects of backlinks so that the roots will provide the necessary structure for your tree to rank the highest.
Stay with me until the end and I will ensure all your questions are answered.
Backlinks are basically a link from one website to yours (a link that one website provides to your website). For example, site A provides a link that leads the readers to site B.
Backlinks are one of the most important metrics that help in determining the ranking of your website. So the backlinks, or the quality of backlinks that your site receives have grown significantly over time.
Let’s understand it better with the help of an example. For instance, in the past, Google would consider a link from one site to another as a ‘vote’, as in a recommendation for your page from another site. The more the number of votes that your page receives the more Google can trust your page to get authority. So pages with the most links would rank highest on the results page.
However, today your backlinks will require you to meet many different criteria in order to be considered high quality. With higher authority, expertise, age, and relevance of the link that your site receives, each backlink/vote that your site receives will be stronger.
Inbound vs Outbound Links: How do they affect SEO?
As you are now aware of the concept of backlinks, let’s understand the concept of Inbound and Outbound backlinks.
Outbound links are the links that you insert on your blog page or website that will take your audience out of our website to other websites. These links share their authority with other pages.
Inbound External Links
Inbound external links (also called backlinks) direct links from an external website to the website in question. For instance, if Wikipedia mentions your website on its page and includes a link that leads to your website, it is called inbound external backlinks or backlinks. This means that your website will receive traffic from the audience of Wikipedia to reach your website.
Outbound External Links
Outbound external links are links that will take your audience out of our website to other websites. Frequently, they are employed within the content to provide additional context and connect readers to other sources that offer crucial information related to the current topic. Coming back to the previous example when Wikipedia includes a link to your website, it takes the reader out of Wikipedia’s page. This is an outbound link for Wikipedia.
Backlinks are also referred to as inbound links which occur when other websites link to your site (this means that another website’s audience will now be transported to your website when they click the link) and these links give you more authority.
The difference between inbound and outbound interlinks entirely depends on one factor which is the blog that receives and sends links to different blogs on the same website.
Inbound Internal Links
This is a scenario in which your page receives a link from another page that belongs to the same website. For instance if your blog on BBlunt brown hair colour receive a link form a blog on BBlunt hair colour. This link is an internal inbound link for BBlunt brown hair colour as it has received a link from another blog but from the same website.
Outbound Internal Links
This is a scenario in which your blog provides a link to another blog on the same website. Continuing with the same example above when BBlunt hair colour blog provides a link to another blog, it is considered as Outbound Internal Link because it takes the user out of your blog but keeps them in the same website.
How do they affect SEO?
Inbound links transfer authority from the senders website to the receivers website and whereas outbound links transfers to authority in the oppsite direction. In simpler terms Inbound links increases SEO juice and vice-versa.
I am pretty sure that you have now understood the basic concepts related to Backlinks. Now let’s delve into the importance of Backlinks and how they can affect your website.
1. Improves Rankings
Google considers backlinks as one of the important indicators to determine the rank of webpages on the SERP.
There is a clear correlation between websites with a lot of high-quality backlinks and improved ranking on SERP since Google considers external links to be votes of popularity for a website or webpage.
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A few backlinks from websites with higher authority will have a greater impact as compared to a ton of backlinks received from spammy, or low-quality websites.
2. Google Finds New Pages Through Links
Have you ever wondered how search engines explore and navigate the vast web to discover all that hidden information? Welcome to the fascinating world of the “Crawling Process.”
Crawling is a process in which Google uses spiders also called bots to make a thorough search of your website which helps to determine the relevance of the page and as a result the ranking of your website.
The addition of backlinks to this process makes it easier for Google to discover your content. As Google visits the page through a backlink, it crawls through the page and explores all the links it contains.
As a result, internal linking is a good method. Meaning pages on your own website provide links to other pages on your site. This implies that once Google is on your site, it can track internal links to new pages as well as backlinks to your site.
This assists Google to help understand the structure of your site.
Google will then crawl through your website and index it’s pages which will increase the probability of your page appearing in the search results.
3. Receive referral traffic to your page
When people visit your website through another site without searching for your website on Google it is called Referral Traffic.
The benefits of getting referral traffic include the following:
- Increased brand recognition
- Introduction to new audiences
- Opportunities for new qualified leads
- Improved authority from backlinks
- Get the opportunity to discover a new and diverse audience
- Better SEO through regular backlinks
Referral traffic can help people interested in your content to visit your website who can eventually even become your customer.
Google’s PageRank Algorithm – An SEO beginner must know
PageRank is the first algorithm that was used by Google to rank web pages on the search engine results page. It is named after both the term “web page” and co-founder Larry Page. It helps to measure the importance of pages of a website.
Let’s assume that Bottle A has 900ml of SEO Juice and Bottle B has 500 ml of SEO Juice. When Bottle A links to Bottle B, it passes away a percentage of its SEO Juice. On the other hand, Bottle B will pass on a smaller percentage of SEO Juice because the DA of Bottle A has more authority than Bottle B.
Hence, getting backlinks from a website with a higher Page Rank will pass on more SEO Juice than with a website with comparatively lower Page Rank.
Before moving on to the history of PageRank, I would like to inform you that the section “History of PageRank” is only for those readers who want to gain in dept knowledge about PageRank. So if you are just interested to learn more about backlinks then you can skip this part.
History of PageRank
When Google was launched in 1998, it relied on the quality of content and meta data to determine the ranking of the website. This approach gave poor results when it realized that the websites stuffed keywords to rank at the top of SERP.
As a result, Google introduced PageRank to determine the ranking of the website.
So apart from looking at the frequency of keywords placed on a website, Google would focus on how the web pages would link to each other in order to determine the ranking of the page.
According to Google’s philosophy, a link from one page to another counts as a “vote,” or a recommendation, for the page being linked to. Additionally, Google felt more confident in the quality and authority of a page that received more votes. As a result, the pages with the most links should appear first in Google’s rankings.
Previously, Google allowed us to see an estimation of a webpage’s PageRank through the browser toolbar which represented the current web pages PageRank between 0 to 10. Moving from TBRP 1 to TBRP 2 required a growth by a factor of 10 and moving to TBRP 3 required a growth by a factor of 100 making the achievement of every point of TBPR more challenging.
Through their browser toolbar, Google provided a rough estimation of a webpage’s PageRank for us to view. The challenge with Toolbar PageRank(TBPR) was that the SEO industry would use it to manipulate their content rather than focusing on the readability of the content.
So, in 2016 Google removed the Toolbar icon completely though it never actually went away. Internally, Google changed the PageRank algorithm in 2006 with a new method of assessing links.
Coming back to the present, PageRank estimates the significance of a website by counting the quantity and quality of links pointing to a page. The basic assumption that a website can get more authority when it is being linked by a site that has a higher SEO PageRank score.
In simpler terms, PageRank(that is passed between websites in the form of links) will have a higher PageRank score. A page is seen as essential if other important pages connect to it, and the algorithm is built around this idea.
As previously mentioned above Google removed the toolbar so that people could not view the estimate of their webpages rank. Tools like Moz, Semrush and Ahrefs saw this as an opportunity to make their own version of PageRank which gave birth to the concept called DA (Domain Authority), DR (Domain Ranking) and AS (Authority Score).
Let’s dive deeper into concept of Domain Authority.
What is Domain Authority?
Domain Authority (DA), an indicator created by Moz, determines how likely it is for a website to appear in search engine result pages (SERPs). Scores for domain authority vary from 1 to 100, with higher scores indicating a higher possibility of ranking.
In the beginning, you may find it easy to increase your DA score by making some alterations to your website. However, every time you achieve 1 point of DA score, it will become more challenging to acquire another.
If your site is progressing, you will expect your DA to grow, but if your competitors’ site are growing at a greater percentage than yours, then your DA score may remain constant or perhaps even decline.
For better accuracy, Moz is working on changing the way your DA score. So when you will monitor your website’s DA, expect to see some changes. For some sites this score may be higher whereas for others it may be lower.
Do’s and Dont’s of Domain Authority
Here are some Do’s and Dont’s that you should follow when using DA:
- Use DA as a metric for making comparisons between sites that belong to similar caliber, category, or industry.
- Check how your competitors’ DA score fluctuates in the event of any updates and compare it to yours.
- You can expect to see regular fluctuations in your site’s DA score as both your site’s link profile and the web will change over time.
- Don’t look at your site’s DA score only
- The 0-100 scale offered by Moz should not be confused with an F-A grading system on a test. Your goal shouldn’t be just to achieve a perfect 100, like getting an “A,” but rather to aim to attain a higher score than your direct competitors. These competitors are the ones who appear near you either above or below your page in search results for your keywords that you target to rank for.
- Do not confuse DA (Domain Authority) with Google’s PageRank, which is considered as a link-based ranking signal. DA is a metric developed by Moz, but Google does not consider this score when determining your site’s ranking.
What is a good Domain Authority score?
A website with a DA score above 70 is considered a good score, a DA score between 30-50 is considered as average and a score below 30 is considered poor.
Let’s then begin with understanding the calculation of Domain Authority. This is calculated by taking into account multiple factors such as the number of linking roots and total backlinks, to generate a single DA score. This score becomes useful for comparing websites or monitoring the “Ranking Strength” of a website.
The domain Authority of any website can be found on the Moz’s Link Explorer, MozBar, or through the SERP Analysis section in Keywords Explorer.
Coming back to understanding a good domain authority score, in general, websites that possess a substantial quantity of high-quality external links (like wikipedia.com or google.com) tend to rank higher on the Domain Authority scale. On the other hand, small businesses and websites with fewer inbound links may have considerably lower DA scores.
Let’s understand this better by taking the example of websites with high DA scores and low DA scores:
YouTube as you know is the world’s largest video-sharing platform, currently has a domain authority score of 100.
How did they achieve it and how is it helping them?
The platform’s popularity helps in building a substantial number of quality backlinks from various sources, helping to boost its DA. It contains an vast amount of diverse and engaging content, which helps to attract billions of users worldwide.
2. Pepper Content
It is an AI-driven content marketing platform that facilitates businesses to create high quality content and track its lifecycle. It current Domain Authority score is 50.
How did they achieve it and how is it helping them?
This platform builds a number of of quality backlinks from various sources such as Forbes, glassdoor, youtube, etc., that helped it to elevate its DA. It helps to scale the creation, manage, distribution and measuring a businesses content marketing strategy ands so attracts a lot of businesses to awail its services.
It is a business intelligence company that uses intelligent analytics to reduce the costs and provide outstanding services to customers. Its current Domain Authority score is 12.
One of the major reasons for such a low DA score is the site itself. The site lacks structure, looks completely unorganized as a result of which users leave the website frustrated.
Receiving links from a prominent website indicates that your information is trusted. This helps you to improve the quality of your backlink that you receive on your site.
There is a catch to it. All the backlinks created are not equal. Some may facilitate your site to rank higher on Google, whereas others may actually harm the ranking of your website.
There are some attributes mentioned below that contribute significantly to the quality of your backlinks.
1. Do-follow vs No-follow
A no follow link is a link that ensures SEO link juice(refers to the value that one backlink passes to the website it connects with) is not leaked, but however, that does not stop the reader to click on the link and move out from your website.
Followed links, on the other hand, helps to increase SEO juice and may help to boost the PageRank of your site.
Getting followed links should be given top priority because link building requires time and effort.
Relevance indicates having a close connection with something else. Therefore, relevance in terms of backlinks means that the link coming from another website is closely related to your website.
For affiliate SEOs in digital marketing, location relevance may not be of much importance, because you are looking for high-quality content that perfectly matches or complements your website instead of trying to rank for a term that is location specific.
In case, if we are building a link for a blog on digital marketing course in Mumbai then all the blog posts will need location-specific terms.
Topic relevance(niche relevance) is of great relevance for SEOs who are looking for link-building opportunities. Google also provides more relevance to certain backlinks than others because there is more probability that people will click on that link.
Let’s take an example of a restaurant. If a restaurant receives a backlink from two pages, one is from a fashion designer’s site and the other is from a renowned food blogger.
Which one will you trust? The latter one makes more sense and both are strongly related. Whereas the former has no connection with a restaurant.
In simpler terms, the readers of a food blogger are more likely to visit a restaurant’s website as compared to the readers of a fashion designer’s website.
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Providing the right and relevant backlinks will reduce the SEO link juice but the website may remain unharmed or even get a better ranking. This happens when you are providing relevant backlinks and Google incentivizes these websites by giving them a better rank.
Websites that have more domain authority can provide your site with stronger backlinks compared to weaker websites.
However, backlinks from strong pages don’t necessarily transfer more authority.
Google mentions that authority is distributed equally across all the outbound links it has on its site. For example, if you receive backlinks from two pages and one of them has more outbound links as compared to the others, then the page with fewer outbound links will transfer more authority to your site.
Backlinks from high-traffic pages will help you in receiving more traffic as compared to those from low-traffic pages. Obvious isn’t it? The important question is that whether the backlinks that you receive from these high-traffic websites contribute more positively to your ranking as compared to those from low-traffic sites?
Rankings and backlinks from pages with organic search traffic show a slight but distinct correlation. The page-level authority and the enormous number of backlinks from distinct websites (referring domains) appear to be more significant, though.
It is very pertinent when deciding the position of your link on the page. A good backlink should be placed within the main body of the webpage. Placement helps to determine the probability of the chances of people clicking on the link.
The higher probability will result in an increase in authority that the link carries, viz, the links that are placed in the sidebars and footers, and are placed low in the body of the content have less probability for the link to be clicked compared to the link being placed at a higher position in the main body.
In short, placement helps in making a good backlink by ensuring relevance within the content, increasing visibility and authority, avoiding low-quality sites, and using do-follow links from diverse sources. Strategic placement enhances the link’s SEO value, positively impacting search engine rankings.
6. Anchor Text
Anchor text refers to the use of clickable words that form a backlink for a site. The anchor text used for these backlinks assists to determine the keywords that are most relevant for a ranking of a webpage.
According to Google, anchor texts influence the ranking of a site. Anchor text that is relevant as well as descriptive can help to improve the ranking of your website on Google as well as enhance your user’s experience.
The use of relevant anchor text helps the Google algorithm to understand the structure of your site as well as helps readers to understand what the linked page is about.
If you spam your content with the same keywords and anchor text them, then Google may penalize you for using the same keyword unnecessarily. If you anchor text related keywords or phrases that convey the same meaning and make sure that the use of these phrases makes sense in your content, then Google may award you by increasing your ranking.
What is Link Building?
Link building is the process of getting other websites to provide backlinks to your site.
Link building is very important as Google considers backlinks as “votes of confidence” that a website receives from getting links which is considered as a major factor when deciding the ranking of a website.
Each vote indicates your content to be valuable, credible, and useful.
How to Build Links?
There are many link-building strategies that fall under three categories.
This occurs when you actively contact the owners of other websites and ask them to provide links to your site. Paid Link is one of the ways in which you can ask the owners of the other websites to provide links to your site.
A paid link is basically a hyperlink that you purchase with money to get link to your site. The motive behind paid link is to improve the website’s ranking on search engines such as Google by violating the search engine’s policies.
Buying links is an illegal activity and hence forms a part of Black hat SEO
However not all paid links are illegal, some are natural and safe in nature.
For instance the links that you receive from advertisements, sponsored articles, placements, etc., that contain the “sponsored” or “nofollow” attribute attached to it do not violate the Google’s policies. At the same time they do not pass the Seo Link Juice and so will have no effect on the website’s ranking on the SERP.
When Google detects paid links to your site, it may ignore them. But in the worst case, Google may impose manual action on those sites that indulge in buying and selling links. This will result in lowering the ranking of the website or maybe even completely removing it.
You can ask other websites to link you through:
- Guest Blogging: Here a person offers to write a blog for another website and inserts the link of it’s site on the post.
- Broken link building: Locate significant dead links on other websites, then you can get in touch and offer your functioning link as an alternative.
- The Skyscraper Technique: The skyscraper technique is a link-building strategy for SEO that entails identifying material that other websites link to, producing something superior, and then pleading with websites to link to you in its place.
- Unlinked Mentions: Here you have to find the mentions of your brand that are unlinked by other sites after which you should ask the author of that site to make your mention clickable.
- In-depth guides
- Visual assets (like infographics)
- Case studies
- Original research and data
And much more.
It refers to the process in which you manually visit another website and manually insert your link there. For instance, you can manually add links to social media profiles, business directories, blog comments, user profile pages, and much more.
It is very easy and convenient to manually add links but they are not very effective and come with a very low-quality score.
Google doesn’t provide much weightage to these links because these links are created by you. The website has not linked to your site and hence they carry less weight as compared to other sites.
When other websites provide links to your site without you actually reaching out to them, you are earning links.
You also earn backlinks when people find your content through the use of search engines like Google, Social Media, or word of mouth and decide to click on the link to read what the link entails. To make it simpler, backlinks are earned organically.
How do you earn these links? The best way is to create high quality content that compels people to link your site as a support to their material.
Here are a few types of content that people might link with:
- Visual assets (infographics, charts, diagrams, etc.)
- Original research and data (industry studies, surveys, proprietary research, etc.)
- Online tools and calculators
- In-depth guides and tutorials
If you want to discover more content ideas, you should check out your competitors’ backlink profiles.
There are 9 different types of backlinks that will help you improve your page ranking as well as your SEO. Let’s dive in to get a deeper understanding of how these types of backlinks can boost your SEO practices:
Editorial Backlinks are created when your content (your article) is mentioned on another website as a source for certain information or a particular topic.
In order to get editorial backlinks create such content that establishes you as a thought leader in your niche. Always strive to put some new content that is not mentioned by other websites in your niche.
Readers will appreciate your efforts to provide them with new content which may result in acquiring editorial backlinks.
This is a type of Backlink in which there is a person who will write a blog post for another website and inserts a clickable link that leads the reader to your website.
You should try to get links from websites that provide high quality content or that have high domain authority.
This will help to increase the relevance of the backlinks your website receives. Remember that relevant backlinks will give more weightage (the quality of backlinks is more important than the quantity of backlinks).
When you are in the process to set up digital profiles of your business for business listing websites, industry directories, social networks and review sites, you may mostly have the option to provide a link to your website. These entries are seen as proof by search engines that this site has been operating for a long time.
Webinars help to provide useful information where sites can link to. Here the websites often put these webinars on their pages and mention what the company does by providing a link to your company.
If you give a really great tool to be used for free, it can help you gauge both attention and backlinks as well as it will contribute significantly towards the long-term influence of SEO. This could include providing a free version of your app by marketing the tools on the sites that have a similar audience to yours will help you to generate backlinks.
Sites typically feature acknowledgments when a business presents a gift, sends a representative to speak at an event, sponsors an industry gathering, etc. By employing these acknowledgment backlinks, you may identify the origin of your competitor’s backlinks and develop a strategy to increase traffic to your website.
7. Guest Post Bio Links
If there is a site that allows guest blogging but it does not permit you to insert backlinks in the article, it will most likely allow you to insert a link in the author’s bio section. It’s not necessary for the backlinks to be in the editorial content because the guests usually backlinks a website that have more viewership, as a result it still affect your SEO.
Creating a Badge in order to award a company for its performance and position can be an effective approach for creating backlinks. You will get a link back to your website every time one of these websites proudly displays the logo on its website. Once more, you should use SEO tools to find websites with audiences similar to your own in order to locate possible badge program targets.
In the comments section of the blog, you are normally allowed to post a link to your website. Spammers may take advantage of this to insert bad backlinks. However, sharing links can help you increase traffic to your website and increase knowledge of your company if people write sincere comments on high-quality blog posts.
Google Algorithm Updates – Major Changes over the Years
Below I have mentioned some of the major Google Algorithm Updates that have been released over the years with respect to backlinks.
1. October PageRank Update – 2007
Why this update:
This modification seeks to combat the use of paid link schemes for manipulating search engine results. Google’s ranking systems would simply restrict links from a site or certain web pages that it discovered were paid from transmitting PageRank value to the target site for SEO.
How did it affect the industry:
Apart from lowering your site’s PageRank score, Google’s algorithm may punish you.
2. October RankBrain Update – 2015
Why this update:
In order to select the most appropriate results for search engine queries, Google recently introduced RankBrain, a new element of its core algorithm. RankBrain assists in identifying the actual purpose of the search based on factors such as the searcher’s location, personalization, word order, etc.
How did it affect the industry:
RankBrain helped the people in the SEO industry to better understand their user’s intent on a human-like level and better helped in processing search queries that these systems had never discovered before.
3. July Link Spam Update – 2021
Why this update:
Google updated its systems in order to better combat link spam where website owners engage in link schemes that were violating Google’s Webmaster Guidelines.
How did it affect the industry:
There was a lot of volatility in the search rankings and the websites indulging in spammy practices were affected. The content publishers according to the recommendations given by Google were required to qualify their outbound links with the appropriate rel values for affiliate links, sponsored links, as well as guest post links.
4. November Spam Update – 2022
Another significant spam upgrade was revealed by Google. This study was based on the Link Spam change, a previously announced Google algorithm modification scheduled for July 26, 2021.
5. October Spam Update – 2022
Why this update:
I would like to explain this update with the help of an example. In 2016 there was a tool called Disavow. When a website would receive spammy links they would use these tools to inform Google so that it won’t count those spammy links that are connected to your website.
The AI-based spam-prevention system SpamBrain, which detects disruptive and dangerous web page activities like hacked spam, illogical spam, auto-generated material, scraped content, and link spam, is the main focus of this Google upgrade.
How did it affect the industry:
This update ensures that you will not need to use the Disavow tool anymore because, with the help of SpamBrain, Google can identify spammy content automatically and take corrective measures.
6. December Link Spam Update – 2022
Why this update:
Google is utilizing the capability of “SpamBrain” in this update to mitigate the impact of unnatural links that are purchased by sites on search results.
How did it affect the industry:
The websites that were not following the best practices suggested by Google and indulged in purchasing links for passing PageRank through outgoing links will face negative consequences.
Google constantly keeps introducing new updates in order to fight new scams, challenges, and gimmicks. These updates make sure that websites following the best practices are rewarded and websites indulging in illegal practices are penalized.
Here are the answers of some popular questions that are frequently asked by our audience:
1. What is a backlink in SEO?
Backlinks are links to pages on your domain from other domains; they essentially form a link from your domain to theirs.
2. What is an example of a backlink?
Backlinks are basically links that your website receives from another. For example, a restaurant’s website receives a recommendation from a food blogger in the form of a backlink.
3. Are backlinks legal?
Although it is allowed to purchase backlinks, it is against Google Webmaster Guidelines to purchase links directly from a website without the website promoting the link as “sponsored”.
4. How to generate backlinks?
Finding guest blogging opportunities is one of the best strategies to earn white hat backlinks. This helps you to generate relevant backlinks for your site.
5. What are quality backlinks?
A link from a website with a high domain authority that search engines trust is considered to be of high quality.
6. What are bad backlinks?
Any link that a search engine finds spammy or pointless is a poor backlink. In order to identify these connections and punish the websites that include them, search engines like Google and Bing use algorithms.
7. Can backlinks be removed?
Bad backlinks must be located and eliminated if you want to avoid your website from being punished. It may be necessary to get in touch with webmasters, disavow links in Google Search Console, or even 404 pages to remove low-quality material in order to eliminate harmful backlinks.
8. How do backlinks improve SEO?
It is important to focus on the quantity as well as the quality of backlinks. Getting quality backlinks will help you rank higher on the Search Engine Results Page(SERP).
I hope that this blog has helped you gain valuable insights regarding backlinks. To sum up we have understood the concept of backlinks, inbound and outbound links and how they can affect your SEO strategy.
We understood how backlinks played an important role to help receive referral traffic, improve ranking on website, etc., the history and introduction of Google’s PageRank algorithm that completely changed the operations of the SEO industry. We learned how domain authority is a very important ranking factor with the help of examples such as youtube, pepper content etc.
We understood the entire process that helps to build quality links for your websites and how some factors contribute significantly to the quality of backlinks. We learnt how the types of backlinks can help boost your SEO as well as the major Google Algorithm Updates that have completely changed the functioning of the SEO industry.
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