Why is SEO important for the Jewellery Industry?

If you want your business to succeed online you need to build Authority, Trust and buyer Confidence. SEO is crucial for the jewellery industry as it enhances visibility, gives you a competitive edge, offers cost-effective marketing, attracts the right audience, whilst providing a sustainable long-term return on investment.

Authority: The online jewellery market is highly competitive. SEO helps your jewellery store appear prominently in search engine results, making it more likely that potential customers will find your products and website. This creates authority and increased visibility in your industry as a leading resource.
Trust: When your website ranks well in search results, it instills a sense of trust and credibility in potential customers. People tend to trust websites that appear at the top of search engine results pages.
Confidence: SEO assures potential customers that your jewellery business is not only easy to find but also a reputable source for valuable and precious purchases, instilling confidence in the browser to make a buying decision.
Competitive Advantage: Effective SEO strategies can help you outshine your competitors. By optimising your website for relevant keywords and improving its overall online presence, you can attract more customers and potentially steal market share from competitors.
Cost-Effective Marketing: SEO is a cost-effective marketing strategy compared to paid advertising. Once you've established a strong online presence, you don't have to continually pay for clicks or ad placements, making it a more sustainable long-term solution.
Targeted Traffic: SEO allows you to target specific keywords and phrases that are relevant to your jewellery products. This means you can attract visitors who are actively searching for the types of jewellery you offer, increasing the likelihood of conversions.
Sustainability: Unlike short-term advertising campaigns, the results of SEO efforts can be long-lasting. Once your website ranks well, it can maintain its position for an extended period, providing ongoing benefits.

What actually is SEO?

SEO (Search Engine Optimisation) is like giving your website a makeover to make it more appealing to search engines like Google. The goal is to make your site show up higher in search results when people look for products or services related to what you offer. It involves things like using the right words (keywords) on your site, making sure your website loads quickly and works well on mobile devices, getting other reputable websites to link to yours, and creating helpful content. The better you do these things, the more likely it is that people will find your website when they search online. SEO helps you get noticed and stand out in the crowded world of the internet.

Did you know?

Google receives 99,000 search queries per second, totalling 8.5 Billion searches per day. In 1998 it was just 10,000 searches per day globally.
63% of search results are from mobile devices (and growing)
In 2022, “Wordle” was the most searched keyword on Google globally (Google, 2022). This was followed by “India vs England” and “Ukraine.” The most-searched person was Johnny Depp, and the most-searched television show was Euphoria.

Jewellery Search Trends

Jewellery, Engagement Rings and Diamond Jewellery are high value search terms which have stayed constant over the last 20 years. Increased search volume around Christmas/Holiday time explains the seasonal peaks.

Strategies to easily build traffic and sales

To shine brighter in this glittering market, you need a simple and effective strategy. As an agency that help jewellers succeed online, we have provided ten proven strategies that will help you enhance your online presence, attract more visitors, and ultimately drive sales to your business. From harnessing the power of social media to optimising your website for search engines, these strategies will pave the way to a more prosperous and sparkling future for your jewellery brand.

create a healthy website for seo — A healthy website will send out the right signals to search engines.

Your website serves as the virtual storefront for your jewellery business, making it crucial to ensure that it's in excellent health. Our first recommendation is to set up the following services to track your website health and ensure it is error free.

Use Industry Standard SEO Tools

The first strategy we employ to enhance traffic and sales is performing a comprehensive check-up on your website. By using industry tools such as SEMrush and Neil Patel's suite of SEO and website analysis tools, you can gain actionable insights into the state of your website's health. From assessing your site's performance to identifying and rectifying technical issues, this strategy lays the foundation for a robust online presence that will not only attract more visitors but also convert them into delighted customers.

Use Google Console for site health - Create an Account →

Google Search Console is a helpful, free tool that can make your website perform better in online searches. It gives you useful information about how your website appears on Google, helps fix problems that may prevent people from finding your site, and shows you which words are bringing visitors to your site. It also tells you if your website works well on mobile devices and how fast it loads. By using this tool, you can improve your website's chances of showing up in Google's search results, get more people to visit your site, and make it easier for them to find what they need.

Use Google analytics for in-depth website stats - Create an Account →

Google Analytics is like having a superpower for your website. It keeps track of who's visiting, what they're doing on your site, and where they're coming from. This information can help you see which parts of your website are popular and which need improvement. When it comes to SEO, Google Analytics can show you which keywords people are using to find your site and which pages are the most popular. This way, you can focus on what's working and make your website even better for your visitors, which can lead to more people finding and liking your site. So, think of Google Analytics as your trusty guide to making your website more appealing and successful online.

optimise with keywords — Use keywords relevant to your business

Our next strategy ensures your website is actually saying the right things. We want your website to be listed by google and found in search results pages (serps) by specific terms that are relevant to your business.

What does relevancy mean?

Relevancy in Google search results means how well a webpage fits with what someone is looking for. When you search for something, Google tries to show you pages that are most likely to have the information you want. If a webpage has words that closely match what you typed in the search bar, it's considered more relevant. This includes having the right words in the title, headings, and main text of the page. Also, the webpage's overall quality and trustworthiness play a role. So, a relevant search result is one that matches what you're looking for as closely as possible!

An example of this could be if a customer searches google for ‘Wedding rings’, with a view to seeing results for high quality, platinum and gold ladies wedding bands, but they end up on your page that only offers men’s titanium wedding bands, this doesn’t match the expectations and could leave a dissatisfied customer. If too many people click on your website and leave quickly due to seeing the wring info, this can affect your google search positioning.

How do we update your website to ensure relevant search results?

Optimise your website for search engines to improve its ranking in search results. Focus on on-page SEO, technical SEO, and quality content creation. This includes covering the following areas:

Keyword Research: Identify the specific words and phrases (keywords) that people use when searching for content related to your website. Tools like Google's Keyword Planner can help with this.
Quality Content: Create high-quality, informative, and engaging content that is directly related to your chosen keywords. Make sure it provides real value to your audience.
- Collection descriptions
- Add on page FAQs not just on separate FAQ pages.
- Tailored information for product types
Title Tags and Headings: Use relevant keywords in your page titles and headings. This helps search engines understand what your content is about.
Meta Descriptions: Write compelling meta descriptions (the short text snippet that appears in search results) that accurately describe the content on your page.
URL Structure: Create user-friendly URLs that include relevant keywords and describe the content of the page.
Internal Linking: Link to other relevant pages within your website. This helps users navigate your site and helps search engines understand the relationships between different pages.
Mobile Optimisation: Ensure your website is mobile-friendly, as many people use mobile devices to browse the internet. Google prioritises mobile-friendly websites in search results.
Page Loading Speed: Optimise your website for fast loading times. Slow-loading pages can negatively impact user experience and SEO rankings.
Submit a Sitemap: Use Google Search Console to submit a sitemap, which is a list of all the pages on your site. This helps search engines index your pages more effectively.

connect with your customers via email_ — Connect regularly with your customers

Email marketing is often disregarded as an effective marketing tool by many retailers, often failing to see how it connects with their SEO efforts. Many focus on social media and paid ads, thinking they give quicker results. If retailers don't analyse their email campaign performance well, they might not notice its impact on website traffic. Some worry about annoying customers with too many emails, and finding the right balance can be tricky. It's worth noting that when done correctly, email marketing can be a powerful tool for building relationships, boosting SEO, and driving sales over time.

Why is email marketing important?

Email marketing can boost your website's visibility and success in search engines.

It Builds Relationships: Emails allow you to stay in touch with your audience. When people trust your brand, they're more likely to visit your site.
It Helps Drive Traffic: By sending out emails with links to your website, you're directing potential customers straight to your content or products.
Promotes Your Content: Share your latest blog posts, products, or updates through emails. This encourages more people to visit your site and engage.
Customer Engagement: When people receive personalised, relevant emails, they're more likely to click through to your site. Search engines notice this engagement and may rank your site higher.
Recover Abandoned Carts: If someone leaves items in their online shopping cart, a well-timed email can bring them back to complete their purchase.
Increase Time on Site: When people come to your site from an email, they're often more interested and likely to stick around, which can lower your bounce rate.
It’s More Social: Emails that get shared on social media can lead to more traffic, which is a positive signal for search engines.

In a nutshell, email marketing isn't just about sending messages; it's a powerful tool to drive traffic, engage your audience, and ultimately boost your website's performance in search results.

What type of emails can you send?

Create and send targeted email campaigns to your subscriber list. Use personalised content and automation to nurture leads and convert them into customers. These can be in the form of:

Sign up offers / discounts to get them to provide their details.
Exclusive newsletters
Timed promotions, seasonal, birthdays, important dates
Promotions, Store events, giveaways, competitions
Post purchase customer offers (after a few weeks)
Request reviews and case studies

Should I worry if customers unsubscribe?

It's okay if people decide to unsubscribe from your emails. Here's why you shouldn't worry:

Respecting Choices: When someone unsubscribes, it means they want to manage their inbox their way. It's a sign of them taking control.
Size Matters: Having a smaller, engaged group of subscribers is better than a big list that doesn't really care. Quality over quantity is the key.
Better Email Delivery: Surprisingly, high unsubscribe rates can actually improve how often your emails get delivered. It shows email providers that you're sending to an interested audience.
Avoiding Spam Issues: Making it easy to unsubscribe helps prevent people from marking your emails as spam. This keeps your sender reputation healthy.
Getting to Know Your Audience: Unsubscribes can help you understand your audience better. You can focus on what really matters to those who stay.
Delivering Great Content: Knowing that people can leave encourages you to send top-notch content. This builds trust with those who choose to stay.

A smaller, engaged list is more valuable than a big one with disinterested subscribers. Unsubscribes can lead to a more focused and effective email strategy in the long run. So, don't sweat it!

5 Impressive facts about email marketing

The following facts highlight the remarkable potential and effectiveness of email marketing as a powerful tool for businesses to engage with their audience and drive results.

Impressive ROI: Email marketing consistently delivers one of the highest returns on investment in the digital marketing world. On average, for every £1 spent on email marketing, businesses can expect an average return of £42. (Source: DMA, 2019)
Global Reach: There are over 4 billion email users worldwide, making it a platform with an unparalleled reach. This means you have the potential to connect with a vast audience from all corners of the globe. (Source: Radicati Group, 2021)
Preferred Communication Channel: According to a survey, 60% of consumers prefer to receive updates and promotions from brands through email, compared to other communication channels like social media or direct mail. (Source: Marketing Sherpa)
Personalisation Power: Personalised emails have a significantly higher engagement rate. Emails with personalised subject lines are 26% more likely to be opened, and personalised email content can increase click-through rates by an impressive 14%. (Source: Campaign Monitor)
Conversion Champion: Email marketing is a conversion powerhouse. It's estimated that it's 40 times more effective at acquiring new customers compared to social media platforms like Facebook or Twitter. (Source: McKinsey & Company)

start blogging — Start researching and writing new content

If you want to lose weight, suggesting eating less is the most effective way, we all know this right?. If you want to increase organic search traffic to your website then starting a blog is the most effective way of doing so. It’s simple but difficult to start and continue with longer term.

Creating great content on your website is like rolling out a welcome mat for both visitors and search engines. When your content is well written and researched, people are more likely to stay longer, read, and share it with others. This not only builds trust with your audience but also tells search engines that your site has valuable information. Google want to provide their users with the best possible answers to their questions, and they see quality content as a sign that your site is a reliable source. This leads to higher rankings in search results, making it easier for people to find your website. So, think of great content as a beacon that not only attracts visitors but also impresses search engines, giving your site a boost in both credibility and visibility.

Let’s put it another way. If someone searches something on Google and you don’t have the information on your website, the customer is more likely to find your competitor. Additionally, if you and your competitor have the same information on a topic but theirs is more comprehensive, better researched, helpful and engaging, the chances are they will appear above you in search results.

So how do we create better content?

Google quite literally tell us how they score the content on your website, using guidelines called E-E-A-T. This stands for Experience, Expertise, Authoritativeness, and Trustworthiness, and it's like a quality scorecard for websites. Imagine it's like having an experienced and trusted friend give a recommendation. Experience means you have first-hand experience with the product or service. Expertise means you're really good at what you do, a pro in your field. Authoritativeness is like being a respected leader, others look up to you for reliable information. Trustworthiness is all about being honest and reliable, like someone you can always count on. Google uses E-E-A-T to figure out if a website has good, reliable info and helps them find the most trustworthy sources to recommend to your customers.

So what do I need to do to increase my website traffic?

Quite simply, start creating more content that that your customers will like reading. Do this often, at least once per month, but more often if possible. Regularly publish blog posts, articles, videos, and other forms of content to engage visitors. Remember Content is King

I keep hearing about Keyword research. What is is?

Keyword research is like having a treasure map for your writing. It helps you figure out the exact words and phrases that people use when they search for things online. When you know these keywords, you can use them in your content. This is super important for SEO because search engines like Google use these keywords to understand what your content is about. When your content matches up with what people are searching for, it's more likely to show up in their search results. So, think of keyword research as the secret sauce that helps your content get found by the right people!

Should I write FAQs on my website?

When you provide clear and helpful answers to questions in your website content, it's like giving people exactly what they're looking for. This is fantastic for SEO! You see, search engines like Google aim to connect users with the most relevant and useful information. So, when your content directly addresses common questions, it tells search engines that your website is a valuable resource. This can lead to higher rankings in search results, making it more likely for people to find and visit your site. So, think of answering questions as a way to be super helpful to your audience while also earning a thumbs-up from search engines. It's a win-win!

Should I use AI to leverage content and speed things up?

Using AI to help with content and speed things up is like having a super fast and smart assistant for your website. It's awesome for SEO! See, search engines love websites that have fresh and relevant content. AI can generate content quickly, saving you time and effort. Plus, it can help fine-tune your content to be even more effective. Don’t rely on it for 100% of your content. Check everything and add your own voice.

Using Digital Advertising, particularly Pay-Per-Click (PPC), is like putting a spotlight on your retail store in a busy shopping district. It's a vital strategy for driving more traffic and boosting sales on your website.

When you employ PPC, your ads appear prominently at the top of search results when potential customers search for products or services like yours. This means more people are likely to click through to your website. It's akin to having a prime storefront location on a bustling street. Additionally, with PPC, you only pay when someone actually clicks on your ad, ensuring your budget is used efficiently to attract potential buyers. It's like investing in advertising that directly brings interested shoppers to your virtual storefront. So, integrating PPC into your SEO strategy acts like a powerful accelerator, directing more motivated customers to your retail website. It's a savvy move to enhance visibility and drive sales!

What are the best ad platforms?

Platforms like Google Ads and Facebook Ads offer powerful tools for reaching your target audience with precision and efficiency. By utilising pay-per-click advertising, you can qualify your products and services by driving immediate traffic and sales, complementing your long-term SEO efforts. It can lead to impressive results for your business by offering:

Precise Targeting: These platforms let you be incredibly specific about who sees your ads. You can target based on factors like location, interests, age, and even behaviours. It's like being able to handpick the people most likely to be interested in your products.
Immediate Results: Pay-per-click advertising means you only pay when someone actually clicks on your ad. This means you're directly investing in potential customers. It's like paying only when someone walks into your store after seeing your special offer.
Customisable Budgets: You have control over how much you spend, which is great for businesses of all sizes. Whether you have a big budget or a small one, you can make it work for you. It's like tailoring your advertising expenses to fit your specific needs.
Measurable Impact: These platforms provide detailed analytics, showing you exactly how many people clicked on your ads, visited your site, and even made purchases. It's like having a scoreboard that tracks the success of your advertising efforts.
Quick Adjustments: If you notice something isn't working as well as you'd like, you can make changes in real-time. This flexibility allows you to fine-tune your campaigns for better results. It's like being able to adjust your marketing strategy on the fly.

Should I use an agency to run my Ads?

In most cases I would say yes as you are working with individuals with experience and expertise. Personally I would use an agency who’s core business is PPC ads and Ad generated revenue. Set very clear business objectives and success factors, providing detailed information about your audience and products. Collaborate on keyword research, ensuring it aligns with your goals, and discuss budget and ROI expectations to set realistic targets.

Maintain open communication, reviewing ad copy and creative elements together. Request regular reports and analyse the results together. Ensure proper conversion tracking is in place so you can see what is working.

Focusing on local search optimisation helps you reach the right people, builds trust, and gives you an edge in your local market. When your business shows up in local searches, you're setting the stage for more visitors, more sales, and more success.

Reach Nearby Customers: When you optimise for local search, you're more likely to connect with people in your area who are looking for products or services like yours. These are potential customers who might visit your store or use your services.
Turn Searches into Sales: When someone searches for local businesses, they're usually ready to make a purchase. By showing up in local search results, you increase your chances of turning these searches into actual sales.
Compete Effectively: Local businesses have a special place in people's hearts. By showing up in local searches, you can stand out even against bigger competitors who aren't local.
Build Trust: Local search results often come with customer reviews and ratings. Good reviews make potential customers trust you more, making them more likely to choose your business.
Make it Easy for Customers: Being visible in local searches means providing the right details about your business. This makes it super easy for customers to find and get in touch with you.
Be Part of the Community: Connecting with local customers helps build a sense of community. These happy customers not only come back, but they also recommend your business to others in the area.

How can you prepare your website to boost local search?

Boosting your website's visibility for local searches, makes it easier for people in your area to find your business.

Choose Local Keywords: Pick words that include your location, like "Birmingham Based Jewellery", Engagement Rings in Hatton Garden, London.
Use Location in Titles and Descriptions: Put your location in page and blog titles and descriptions so search engines know you're based in these locations.
Make Pages for Different Places: If you serve multiple areas, create special pages for each one with unique info.
Claim Your Google Business Profile: This free tool helps your business show up on Google Maps and local search results. It's like having a mini-website that gives customers important info like your address and phone number.
Get Listed in Local Directories: Make sure your business is on local websites and review platforms. Keep your info the same everywhere.
Ask Happy Customers for Reviews: Encourage your satisfied customers to leave good reviews on platforms like Google, Yelp, and Facebook.
Get Links from Local Businesses: Partner with local businesses or groups for links to your website. It shows you're part of the community.
Include Location in Web Addresses: If you can, add your location in website addresses and page titles, like "yourbusiness.com/manchester-wedding-rings
Talk about your town or city: Write about local events or topics related to your business. It can attract local visitors and show you know your area.

optimise your images for search — Optimise your images for web and search performance

Optimising images for SEO is important for improving the overall performance of your website. Here are some steps to do it effectively:

Choose the Right Format: Use JPEG for photographs and PNG for images with text or transparency. These formats balance quality and file size.
Compress Images: Reduce the file size of your images without sacrificing quality. You can use online tools or plugins to do this.
Resize Images: Ensure images are appropriately sized for their display on your website. Large images can slow down loading times.
Use Descriptive File Names: Name your image files with relevant keywords that describe the content of the image. For example, "red-apple.jpg" instead of "IMG12345.jpg".
Utilise Alt Text: Add descriptive alt text for images. This helps search engines understand the content of the image and is crucial for accessibility.
Include Captions: If relevant, consider adding captions to your images. Captions provide additional context and can be useful for both users and search engines.
Implement Lazy Loading: Lazy loading defers the loading of images until they're visible on the screen. This improves page loading speed.

build an audience on social media — Build an audience to connect with

Leveraging social media for SEO involves using social platforms to promote your content and engage with your audience. Here are some non-technical strategies to help drive traffic for SEO through social media:

Create High-Quality, Shareable Content:
- Craft compelling and informative content that resonates with your target audience.
- Use eye-catching visuals like images, infographics, and videos to accompany your content.
Optimise Social Profiles:
- Ensure your social media profiles are complete, including a clear bio, profile picture, and cover photo.
- Use relevant keywords in your profiles to help with discoverability.
Consistent Posting Schedule:
- Regularly post content to maintain an active presence on social media.
- Use scheduling tools like Buffer or Hootsuite to plan your posts in advance.
Engage with Your Audience:
- Respond promptly to comments, messages, and mentions to foster a sense of community.
- Ask questions and encourage discussions to increase engagement.
Use Relevant Hashtags:
- Research and use relevant, trending hashtags to expand the reach of your content.
- Don't overdo it; use a mix of popular and niche-specific hashtags.
Leverage Influencers and Collaborations:
- Partner with influencers or relevant brands in your industry for shoutouts or collaborations.
- This can help expose your content to a wider audience.
Promote User-Generated Content:
- Encourage your followers to create content related to your brand or products.
- Share and celebrate this content on your own profiles.
Cross-Promote Your Content:
- Share your blog posts, videos, or other content across different social platforms to reach a wider audience.
- Adjust the messaging to suit the platform's audience and format.
Utilise Stories and Live Videos:
- Leverage ephemeral content like Instagram Stories or Facebook Live to engage with your audience in real-time.
- Use this for behind-the-scenes looks, Q&A sessions, or product launches.
Monitor Analytics and Adjust Strategy:
- Use social media analytics to track the performance of your posts.
- Adjust your strategy based on what's working best in terms of engagement and traffic.
Encourage Social Sharing:
- Make it easy for your audience to share your content by including share buttons on your website.
- Ask your audience to share when it's appropriate.

Remember, social media is a dynamic landscape, and it's important to be adaptable and willing to experiment with different strategies to find what works best for your specific audience and niche.

Share or exchange backlinks fro reputable websites.

When other reputable websites link to your site, search engines see it as a sign of trust. They think, "If these respected sites are pointing to this one, it must be good!" This boosts your site's credibility and helps it show up higher in search results. When your site is higher up, more people can see it, which means more traffic for you.

What is the simplest way to get backlinks?

If you want backlinks from reputable websites without spending a lot of time and money on agencies, undertake natural, authentic outreach and content creation. Here's a straightforward approach:

Create High-Quality Content: Start by creating valuable, informative content on your website. This could be in the form of blog posts, articles, infographics, or videos. Make sure it's something that others would find genuinely helpful or interesting.
Promote Your Content: Share your content on your social media channels, relevant forums, and communities. This helps get the word out and increases the chances of others discovering it.
Engage with Influencers and Experts: Connect with influencers or experts in your industry on social media or through email. Share your content with them and ask for their thoughts or feedback. If they find it valuable, they may choose to share it with their audience.
Collaborate with Others: Look for opportunities to collaborate with other websites or bloggers. This could be through guest posting, where you contribute an article to their site in exchange for a backlink.
Participate in Communities and Forums: Join online forums or communities related to your industry. Contribute meaningful insights and, when relevant, share links to your content.
Offer Testimonials or Reviews: If you've used a product or service from a reputable website, offer to provide a testimonial or review in exchange for a backlink to your site.
Create Link-Worthy Resources: Develop resources like guides, tutorials, or tools that others in your industry would find valuable. These can naturally attract backlinks from people looking for useful information.

Remember, the key is to focus on creating genuinely helpful content. Building relationships and engaging with others in your industry can also lead to organic backlinks over time. It may not happen overnight, but this approach is sustainable and doesn't require a large budget or extensive resources.

Over three billion internet users tuned into streaming or downloaded videos at least once a month in 2022. This insatiable demand is set to surge even higher, with projections soaring to a staggering 3.5 billion by 2023

Online videos have a staggering reach of 92% of internet users. The most popular types of videos include tutorial and how-to videos

Global internet traffic from video is set to surpass 82% in 2023 and beyond according to Cisco reports.

90% of consumers use their mobile devices to watch videos. The accessibility and convenience make it a great marketing tactic and traffic driver for retailers.

Creating videos adds a dynamic and appealing element to your website. It's a powerful tool for SEO because search engines love video content. When people enjoy your videos, they're more likely to stick around, share, and trust your brand.

Visual Appeal: Videos are eye-catching and capture attention quickly. When people enjoy what they see, they're more likely to stay on your website longer.
Improves SEO: Search engines like Google love videos! They see them as valuable content. When you have videos on your site, it can actually boost your ranking in search results.
Shows Expertise: Making helpful or informative videos showcases your knowledge and expertise. This builds trust with your audience, making them more likely to return or make a purchase.
Mobile-Friendly: Lots of people watch videos on their phones. Having video content ensures your site is mobile-friendly, which is important for SEO.
YouTube as a Search Engine: YouTube is one of the largest search engines in the world. Creating videos and having a presence on YouTube can drive additional traffic to your website.
Versatility: Videos can be repurposed for various platforms and formats, expanding your reach. You can use snippets on social media, embed them in blog posts, and more.

Strategy 11: Work with influencers
Strategy 12: Get some PR
Strategy 13: Promote content on other platform such as Reddit, Medium or Apple News
Strategy 14: Use referral programs
Strategy 15: Give something valuable away. Low cost, high value such as industry reports, Exclusive content, news, updates, offers, discounts, Free cleaning, Birthday Gift / Offer / Promotion (personally should be free!!) or Wedding Anniversary Card, Gift.

I presented this topic at The Company of Master Jewellers’ autumn trade event 2023. View the complete presentation below.

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