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Intro: The Year in SEO, Marketing, and Moz27:56 with Rand Fishkin
An introduction to MozCon and a recap of the past year.
[Mozcon, Rand Fishkin, Intro: The Year in SEO, Marketing, and Moz] 0:00 [? music ?] 0:05 [applause] 0:10 Wow. 0:15 It is so great to see all of you here. 0:17 Welcome to Seattle. 0:19 Thank you so much for coming. 0:21 Mozcon is going to be pretty amazing this year. 0:23 I'd like to say a quick thanks to Macklemore for introducing us— 0:26 for coming out for the show. 0:30 That was very kind of him. 0:32 Amazing what you can get away with on YouTube royalties these days. 0:34 So, I do want to kick off our show, as I always do, 0:39 by talking about some big trends 0:44 in the SEO and web marketing space 0:46 and by talking a little bit about what you're going to see over the next few days. 0:49 So—as you know, 2 years ago we had Cyrus Shepard as our MC. 0:54 And this year, not only is he back as our MC, 1:02 he also rejoined the Moz team. 1:05 Cyrus, we're so thrilled to have you here. 1:07 Thank you. 1:09 [applause] 1:11 And we have a fantastic team of nearly 100 mozers who are here in blue shirts. 1:14 You can some of them up front here and many of them in the hallways, 1:19 and they can help you with whatever you need. 1:23 So let's get started. 1:25 Try that again. 1:34 I need a new clicker. 1:38 What do you guys think? 1:46 Do you just want to advance it, and I'll just— 1:48 I'll just go like this when I want you to advance it? 1:50 I can't actually see the folks in the back, 1:52 but I'm assuming they're saying, "Yes, we can do that for you." 1:54 We need to go back. 1:57 We need to go back to the— 1:59 [laughter] 2:01 Let me guess, the Wi-Fi is working great. 2:03 [laughter] 2:05 It will be—it will be. 2:08 All right, let's try this again. 2:10 Look at that, it works like a charm. 2:12 All right, so let's talk about some big trends in web marketing this year. 2:14 No—still no? 2:23 Impressive. 2:28 It's all right, all the kinks are going to be worked out. 2:30 All the other speakers—they're going ot do fantastic things, 2:32 their slides are going to work perfectly, 2:35 they're just trolling me right now. 2:37 I don't—I deserve it—I know I do. 2:39 I should have come to the setup yesterday 2:41 instead of working on my slides. 2:43 All right. 2:45 So I know you guys know this, 2:48 but we're seeing this domination— 2:50 domination of web marketing from brands, 2:52 which is very tough 2:56 because I know that a lot of people in our space are used to 2:58 this world where we—we can kind of come in 3:01 have a small website, start our early, 3:04 and get a leg up on a lot of the competition 3:08 because we're knowledgeable about channels like SEO, 3:12 like social, like email marketing, like conversion rate optimization. 3:15 And we feel like we can win because of that, 3:19 but this is getting tougher and tougher. 3:21 So you can see this sort of Google preference for brand not— 3:25 I mean not just in the direct search results themselves. 3:27 I think—there we go. 3:32 All right, so this is—this is Dr. Pete's MozCast, 3:34 and you can see from this that the influence of Big 10 over time 3:37 has been trending up and up and up, right? 3:41 More and more of the search results are being dominated by big brands. 3:44 And this is—this is a tough reality for us. 3:49 And it's not just in the organic search results, 3:52 which is what MozCast measures, 3:55 we're also seeing this across all kinds of advertising, 3:57 non-advertising-based stuff, across personalization. 4:02 When I sign up for a Gmail account, I'm instantly part of Google+ today, 4:06 and I'm instantly suggested to follow a bunch of brands 4:11 that fit with what they think my demographic and psychographic profile is. 4:13 If you're not frequently mentioned, 4:19 it's almost impossible to come up in these kinds of results, right? 4:22 These new carousel results, which are just dominating visual space on the page. 4:26 And I think Pete is going to show us a little more about that. 4:31 And the challenge here is that we can complain all we want about Google 4:36 doing this kind of overwhelming, overarching brand as a signal, 4:39 but to be fair to Google, 4:44 this is something users like, too. 4:46 I like this Microsoft study. 4:49 They did a very good job showing the bias 4:52 that domains have on click-through rate, which is a very strong one. 4:56 In fact, stronger than the social signal data that Google is showing. 4:59 I don't know if these studies are directly comparable, 5:03 but this was showing about a 15% click-through rate benefit 5:05 for brands that are recognized in search results. 5:10 And what they're using to—what consumers— 5:14 people who are searching are using to recognize these 5:16 are those little green lines there. 5:19 So if you start a new website, 5:22 it's tough to grab hold of folks in that fashion. 5:24 You might come up and not earn the click 5:26 because they don't know you—they haven't heard of you. 5:28 And this is not just true in Google, this is true on Twitter, 5:33 this is true on Amazon, this is true on Facebook. 5:36 Brands have a unique benefit, 5:39 and it makes it tougher and tougher for folks who are starting out to catch up. 5:42 However, it does mean that if you have a brand, 5:48 there's a powerful opportunity in all of these channels to dominate. 5:51 You want to win on the web, you've got to be a brand. 5:57 It's tough. 6:00 I mean, this is one of those things that makes me say, 6:02 I don't just get to do SEO anymore. 6:04 I have to be a marketer, 6:07 and that's been a tough practice for me to learn 6:10 and for me to internalize over the last 4 or 5 years, 6:12 but I think it's critical—it's time. 6:16 We are also in a more crowded field than ever before. 6:21 So I did some stats for those of you who read my personal blog—moz.com/rand. 6:24 I made this chart about 3 weeks ago 6:29 tracking some data. 6:33 And you can see there's pretty massive growth even just in the last few years. 6:36 So this is from May 2012 to essentially early June of 2013. 6:41 SEO gained 120,000 people just in the US 6:47 who say that they do SEO in their LinkedIn profile. 6:52 And we might have all sorts of opinions 6:55 about how much they really do SEO and what that means, right? 6:57 But—you know—blogging has grown by 422,000 unique people saying they do it. 6:59 Social media grew so much so that I couldn't even 7:08 do a direct comparison between the 2 numbers. 7:12 It's mind numbing. 7:15 And look at this, in the last 3 weeks, oh, my God. 7:17 That's just—this is just a couple of samples, 7:22 but 13,000 new people in 3 weeks saying they do SEO on LinkedIn. 7:24 I think we're—we're almost becoming a commodity scale in the marketing world— 7:29 like you have to have to have it—you have to know it. 7:34 And those of us who are here who are—you know— 7:36 early adopters and thought leaders in the space 7:38 have a great advantage there. 7:42 But incredible to see this type of growth in our fields. 7:44 We're even seeing—this is from LinkedIn. 7:50 I just pulled some searches and brought up some 7:52 of the boxes that they show on their sidebar, 7:54 but you can see that even in countries that historically have been under served, 7:56 we're seeing rapid massive growth. 8:01 Unfortunately, I don't it record directly, 8:04 but last year none of the countries that are in the 8:06 second and third column had more than a couple thousand. 8:08 So it's just remarkable to see that growth. 8:12 In this competitive world, we kind of saw— 8:18 I feel like we saw the time shift. 8:21 Google's webspam team—it was sort of weird. 8:24 It almost seemed to correlate with that vacation that Matt Cutts took. 8:27 I think it was in 2010—2009 or 2010— 8:31 where he went to Mount Kilimanjaro, 8:34 and then he came back and was like—okay, let's actually fight spam. 8:36 Right? 8:40 It was weird for a while there, right? 8:42 It was like Google was saying don't spam, don't buy links, 8:44 don't build big networks—you know—that stuff doesn't work. 8:47 But it—it totally worked. 8:50 And it was embarrassing—it was embarrassing for people like me 8:52 to get on a stage and say don't buy links because it will hurt you eventually. 8:55 They'd be like how long is this eventually of which you speak? 9:02 It seems like it's taking a long time. 9:06 And it did take a long time, 9:08 but now it is kicking in. 9:10 I do want to point out even though Google and Matt 9:12 specifically said he took some action against payday loans— 9:15 this is one of my favorite search result from the last few years. 9:18 It's just phenomenal. 9:21 Whoever you are—I mean some black cats really have a great sense of humor, right? 9:24 Like they're just—they're just awesome funny people. 9:29 You know he had to burn like an actual network 9:34 that was working in order to do that, too, right? 9:36 The poor guy. 9:39 I mean that was is sacrifice, you know? 9:41 He could have had his like $10,000 for ranking one day on buy Viagra or whatever. 9:43 In this world it's taking new sites longer and longer 9:50 to earn the signals that they need to compete 9:55 because so many big brands and so many small brands 9:58 and so many of us have figured out and taken over 10:02 a lot of the valuable and competitive search results. 10:05 Finding—you know—long tail or even mid-tail keywords— 10:08 chunky middle keywords that no one is targeting anymore is really hard—really hard. 10:11 This—so this is a graph I like to show—Geraldine's— 10:18 my wife's blog Everywhereist's traffic. 10:22 And what's fascinating is that I see this pattern on a lot of folks— 10:26 a few folks that unfortunately I can't share their analytics. 10:31 This sort of thing where you essentially plot along with not much progress 10:34 for a year, a year and a half, 2 years, 10:37 and a lot of people give up. 10:40 But there is—there is light at the end of these tunnels, right? 10:42 If you have this success, if you keep producing good things, 10:47 if you figure this world out, you can do remarkable stuff. 10:50 And, in fact, the spike that you've seen in the last 6 weeks 10:54 that you're seeing on this—on this chart, 10:58 which essentially represents May and June, 11:00 that is actually Google. 11:02 Google is sending Geraldine more traffic than ever before. 11:04 I think she ranks number one for like Bavarian foods. 11:07 You can check that when the Wi-Fi comes back on. 11:10 But it's been fascinating. 11:14 Since the big EMD and Penguin sort of update that was happening in May, 11:16 it spiked up. 11:22 So I—you know—I have my personal biases. 11:24 I have things that I love to see in marketing 11:28 and things that I hate to see in marketing. 11:30 I walk down the street to work every day—down Pine Street—just a block over, 11:33 and I'm interrupted, right? 11:38 I'm on my walk to work, and there's these—you know— 11:41 the kids who are hocking good cause A, good cause B, and mediocre cause C. 11:43 And they're trying to get money, and they want to raise donations, 11:50 and they'll do all sort of things to get your attention, 11:53 and it just frustrates me. 11:56 And I've always been frustrated and annoyed by that kind of marketing. 11:58 It makes me feel worse—you know— 12:00 about the donation that I made to Greenpeace or Planned Parenthood 12:02 or—you know—the local hospital—whatever it is when I see those folks. 12:07 And yet, I feel like I need to take a step back 12:11 and be conscientious of the fact that that's my bias. 12:15 While you can separate interruption in in-bound marketing, 12:17 and there are different tactics on both sides, 12:22 these work together holistically to create a brand, 12:24 and many people use them extremely effectively. 12:28 And when you can be multidisciplinary, you can win even in this competitive world. 12:32 Try number 3. 12:37 So social oddly enough is fragmenting at huge rates. 12:39 I remember just a few years ago I would get up on a stage like this, 12:43 and there would be people who said—you know— 12:46 why are we talking about Twitter and LinkedIn? 12:48 Like Facebook is going to take over everything. 12:50 They're going to be all of it soon. 12:52 And that has not been the case. 12:54 Google+ has 343 million active logged in users. 12:57 That is a spooky ghost town, let me tell you. 13:04 It's just—oh, my God, there's a lot of people on there. 13:07 Facebook does dominate certainly with 1.1 billion active monthly users, 13:11 but YouTube is only barely behind that 13:15 although one might argue how social is truly of a network? 13:17 I was facilitated to see folks like Etsy are at 25 million monthly actives logged in. 13:20 SlideShare—SlideShare is at 50 million monthly active logged in. 13:26 No wonder some of my slides get—you know—10,000 views on there. 13:29 I'm shocked, but that's a remarkable network. 13:33 And Instagram, of course, just taking off like a shot at 130 million now. 13:36 So we are seeing this fragmentation all across social. 13:40 There is a network for you—it's a very disparate world. 13:43 But search—search worldwide— 13:47 and by the way, we can get into this later in Q&A or something, 13:53 but I don't like to use the comScore numbers or the Nielsen numbers. 13:56 I don't believe in them or trust them. 14:02 Google has a big incentive to prop up those numbers to say, 14:04 yeah, we only have 60% or 65% of the market. 14:08 And the reason they say that is so congress 14:10 doesn't come down on them for being a monopoly, right? 14:14 And Microsoft, unfortunately, has a similar incentive. 14:17 They want to say, yeah, we're 20%, we're 25%, with Yahoo we're 30%. 14:21 This is—this is the reality, right? 14:26 So StatCounter is installed on millions of sites, 14:28 and they collect all the referrals 14:31 and show it in their data—in their GS data, which is fantastic of them. 14:34 That worldwide 90% and in the US just a hair under 80%. 14:38 So when you're looking at your search stats, 14:45 and you're seeing Bing is sending only about 10% of search traffic. 14:48 That's just about right. 14:50 That's about average. 14:52 And this is—this is tough. 14:54 This is frustrating. 14:56 This world is becoming more and more consolidated under a single power. 14:58 And I think no matter how good that player might be 15:01 or we might believe that entity to be, 15:04 and I know there are many of us who have questions about that, 15:06 but I struggle—I struggle with allowing that, 15:08 and I wish that we could change it. 15:13 Even these massive privacy concerns, right? 15:15 NSA, PRISM issues, Google sending data directly to the government 15:17 for sort of internal and external spying purposes, 15:24 depending on your interpretation of what has happened. 15:27 Danny Sullivan wrote a great post on marketing talking about duck, duck, go 15:30 and just not—not getting that share, right? 15:35 Despite this huge increase in awareness, 15:38 nearly every American aware of the NSA spying issue at least a little bit, 15:40 nobody really abandoned Google to go to a search engine that doesn't track them. 15:44 Privacy doesn't seem to be a needle mover for consumers. 15:49 We have some concerning issues around data. 15:56 I like open data. 16:00 I like accessible data. 16:03 I remember in 2007 it was— 16:05 it was my mom and I running a consulting business. 16:09 I think there were 5 of us. 16:11 And Michelle Goldberg from Ignition—Ignition Partners, 16:13 which is a venture capital from over in Bellevue, 16:18 sort of sat down, took me out to lunch and coffee a few times, 16:20 and said, "Is there something you really want to do— 16:24 something that would really change the industry?" 16:28 I was like, well, I always wanted to build a link graph. 16:32 Like I always wanted to reproduce all that data that Google is talking away from us. 16:35 And, of course, that's precisely what Moz has been focused on for the last few years, 16:41 and I think with some success. 16:46 And inspired some fantastic competitors who have helped to do that, too. 16:48 But we're losing keyword data, right? 16:53 The add words tool is going away very, very soon. 16:56 It's going to be replaced by the keyword planner tool, 17:00 which while it does show data, 17:02 it's far more opaque and much more challenging 17:04 to get at the individual numbers that we are interested in as search marketers. 17:07 That's a big challenge. 17:12 Referral data is going away, and I'm not just talking about Google. 17:14 Google—you know—obviously not provided as a big issue. 17:17 That's another reason I wish people would search with Bing. 17:20 But we're also loosing access to data from people referring—like Hacker News 17:22 We were on Hacker News for 2 days here, 17:27 and all of that is wrapped up and direct 17:29 because Y Combinator decided to go to 17:32 an HTTPS secure referral that shows only as direct. 17:35 So you don't actually know where this huge spike in traffic is coming from. 17:38 You can't see it anymore. 17:41 And this is happening with more and more and more sites. 17:43 It's getting really tough. 17:45 Google Reader data, of course, is gone. 17:47 One of my favorite uses for Google Reader, 17:50 and I know many folks in this room wants to be able to 17:52 see how many people were subscribed to any given blog out there. 17:54 And even though Reader—Google Reader represented maybe only 10% or 15% 17:58 of all the people who had subscribed to a blog via other channels like email, etc., 18:03 but this was still incredibly useful data, 18:07 and now it is gone. 18:10 Social data—Google used to have this social connections page. 18:12 Do you remember this? 18:16 This was an incredible page. 18:18 This showed you exactly how Google built a network 18:20 around all of your connections— 18:22 through your email, through your use of your Goggle account, whatever it was. 18:25 There is Will Critchlow, he has a Google profile, 18:28 which links to Twitter, Cora, Facebook, no more recipes, Lanyrd. 18:30 And then they—that's where they were getting the share data from. 18:38 When we think about how Google+ works 18:42 and how Google has integrated all of these connections, 18:44 this page used to transparently show us, 18:47 and it's gone. 18:50 In fact, it disappeared last spring. 18:52 So—I mean there's some irony here 18:56 in Google talking about the free and open Internet, 18:58 but I do get this sense that we're losing it a little bit. 19:01 I think maybe it's up to us, right? 19:05 People like Majestic SEO who opened up and made their site 19:11 explorer free for those folks who connect their account. 19:14 Folks like SEMRush who provide a ton of really interesting keyword data 19:17 and kind of keep tabs on what Google is doing 19:22 across all sorts of search results over time, 19:25 and you can see cost per click distributions. 19:27 There are folks like FindPeopleOnPlus, 19:30 which tries to make the Google+ social graph more transparent. 19:32 There's FullContact, which is providing an API for connecting up social account data. 19:36 There's Fresh Web Explorer form Moz, 19:42 which is trying to give back a lot of that— 19:45 a lot of that lost data from the fresh links that Google used to show 19:47 through their link command and blog search. 19:52 The last trend I'm going to talk about, and then I'll talk about some Moz stuff, 19:58 is this multi-device world. 20:00 So we all know that smart phones are getting huge. 20:04 I don't think I realized just how huge it was 20:08 until I looked at the latest Pew data showing us that—you know— 20:10 essentially we're talking about smartphone near domination. 20:14 More than half of the US—cellphone users now have smartphones, 20:18 which is kind of an inevitability. 20:24 And we're, of course, seeing tablet adoption. 20:27 I also didn't realize how high tablet adoption is. 20:29 This is 1 in 3 US adults has a tablet at home, 20:31 which is incredible—just incredible. 20:36 But interestingly—and I appreciate A.J. Cone 20:39 pointing this out on Google+, which is how I discovered it. 20:43 But interestingly, desktop search has not been shrinking. 20:45 It goes through fits and spasms, 20:50 but we actually have seen 2 successive quarters 20:52 of remarkable growth in desktop search. 20:57 People are using laptops like you're using now. 21:01 People are using their desktops at home and at their work 21:03 to perform more and more searches. 21:06 I think one of the interesting things that we are finding is that 21:08 more web use promotes more web use. 21:10 It's kind of addictive. 21:15 Although we talk about apps kind of 21:19 potentially taking away a lot of the time, right? 21:21 Someone points to a chart like this and says, 21:23 oh, apps are 80% of what people are doing on mobile, 21:25 and so therefore mobile web is dead or doesn't exist. 21:30 But mobile web usage—browsing, 21:34 mobile web access, 21:36 and mobile searches have all been skyrocketing. 21:38 I think apps are just a different thing. 21:40 Instead of watching TV, we watch TV and play Scrabble now, right? 21:43 It just happens. 21:49 So some news about this upcoming event. 21:53 I'm really excited to say that—and humbled, 21:56 especially because so many of the people in this room— 22:00 in fact, all the people in this room have been such a huge help 22:03 and support over the years. 22:08 Moz has now grown to 130 mozers, which is just—just incredible. 22:10 We opened an office in Portland. 22:18 You guys might recognize that from Portland. 22:20 Okay. 22:22 But I think they did it better. 22:25 That's some nice work Resnik. 22:27 Bravo. 22:29 And, of course, they had to make their own meme. 22:31 [Laughter] 22:33 Which is great. 22:37 And this year for the—yeah, for the second time in my life— 22:41 well, last time I had to re-brand— 22:45 last time I was part of the company that—a company that re-branded. 22:47 We were running away from debt collectors. 22:50 This time was way better—way better. 22:52 Oh, man, such a relief. 22:55 SEO Moz is—you know—a company and a brand that I'll— 22:57 I'll always love and have a ton of fondness for, 23:02 but I think—I think it was time—I think it was the right time. 23:04 We—we can't even do SEO and be good at it 23:08 without doing lots of things that are bigger than SEO 23:12 and beyond SEO. 23:16 And along with this change, 23:18 our software made some really big steps forward 23:20 and a huge congratulations and thank you to our engineering and product teams. 23:22 So we—this year we launched Fresh Web Explorer, which is my favorite tool. 23:25 I'm addicted to it. 23:29 We launched Social Authority, 23:31 which is now inside of Followerwonk and has an API. 23:33 Just-Discovered Links is now inside Open Site Explorer. 23:35 We upgraded the keyword difficulty and rank tracker and the Mozscape API 23:39 with lots more options. 23:43 There's a new Moz bar wound there for Firefox and Chrome— 23:45 new open site explorer, 23:48 faster-than-ever Mozscape updates. 23:50 Huge credit to the big data team. 23:52 That's an incredible accomplishment to see 4 updates in June— 23:54 one almost every week. 23:57 They used to—yeah, it used to take a month at minimum. 23:59 And we launched Moz Analytic in Private Beta. 24:03 I know some you have got access. 24:05 And today if you would like to play with it, you can. 24:07 All you have to do is go outside and look on the right-hand side. 24:11 Our product team and some of our engineers will be out there demoing Moz Analytics, 24:14 and you can play with it. 24:18 And tomorrow if you have a current campaign running in pro, 24:20 that will be migrated into Moz Analytics, 24:28 and you will be able to play with it tomorrow. 24:32 You can keep your old pro access, 24:34 but you will be able to play with— 24:35 this is just for Mozcon attendees. 24:37 So we just looked at all of your pro accounts— 24:40 not individually—no one is steeling your keywords, 24:42 but we—we looked at all of your— 24:45 and we imported all of the existing campaigns that you've got. 24:47 If you set up a new campaign today, 24:50 I'm sorry, that won't be imported. 24:52 The import process is challenging and complex. 24:54 But you will be able to play with your own 24:57 campaign data inside Moz Analytics tomorrow— 24:59 at least 3 sections of it. 25:03 So that will be search, social, and links. 25:05 I think mentions, the overview, customer reports, 25:07 and some of the other stuff—content—that's all coming later. 25:10 You will be able to check that out today outside or tomorrow 25:12 via your own account. 25:16 And that access will look like this. 25:18 You'll see a page like this. 25:20 It will say, oh, yeah, you've got access to Moz Analytics Beta, 25:23 go click on it—great. 25:25 This is going to be without a doubt our biggest— 25:27 well, there's no—do you guys remember like 3— 25:31 was anyone here for the one that we did at the University of Washington? 25:34 And it was kind of like a rinky–dink room. 25:38 And we didn't even—we didn't even bring in speakers. 25:41 It was me for 8 hours. 25:43 How incredibly annoying was that? 25:46 Oh, my God. 25:48 And I had like kind of longer shaggy hair, 25:50 and I was like 15 pounds heavier than I am now. 25:52 Don't watch the videos—don't watch them. 25:54 So we have this incredible new venue. 25:57 Thank you so much to our team who has put it together. 25:59 We have just shy of 1200 attendees here 26:01 and another hundred plus speakers and mozers. 26:09 So there's probably about 1300 people in this room right now, 26:13 which is an incredible collection of the world's most brilliant marketing minds. 26:17 Really impressive. 26:21 We have a new place to party, we're going to be at the EMP this year, 26:23 which does have air conditioning inside, 26:25 so if it gets pretty hot tomorrow afternoon, which it will, 26:27 we will be—we will be safe from that. 26:30 And 36 incredible speakers. 26:32 Correction—35 incredible speakers, and I think we have Matt Brown. 26:35 [laughter] 26:40 I kid—I kid because I love. 26:46 And in a shocking turn of events, 26:49 we have exciting things like Jeff Gold proposing 26:51 yesterday on Mount Rainier and Tweeting about it— 26:56 but using the Mozcon opportunity—Jeff, are you in the audience? 26:59 Did she say yes? 27:02 [applause] 27:05 Yeah? 27:07 [applause] 27:09 Congratulations. 27:11 [applause] 27:13 That's amazing you guys. 27:16 All right, we have to say hi later—I got to get a photo. 27:19 I want to say a huge thank you to all of our events organizing team 27:21 and the events organizing team here at the Washington State Convention Center. 27:25 But in particular to Erica and Charlene 27:28 who have done unbelievable amounts of work 27:30 to make this such an incredible event. 27:33 You guys, thank you so much. 27:36 Just amazing work. 27:38 [applause] 27:40 All right, and with that I'm going to give you Cyrus our MC for the day, 27:46 and we are going to get on with the show. 27:50 Thank you. 27:52 [applause] 27:54
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