It’s a third-party SEO metric first developed by Moz that represents how likely a domain is to appear in the SERPs over its competitors. 5. Here, we’ve gathered our top resources in one place. and previously worked as an attorney before getting into the startup space. The survey asked respondents to rate many different factors on a scale of 1-10 according to how important they thought they were in Google's ranking algorithm. Predictably, both rankings and traffic declined significantly. Here’s a quick step-by-step guide for launching your social media presence: Step 1: Register your business at the social media channels listed above. Factors 1-47: Statistical Spearman Correlation -0. It's possible to use Moz Local with a service-area business (SAB), but it's worth noting that some partners do not support hidden addresses. 1. Because RankBrain is, yes, helping Google select signals and prioritize them, you can't actually optimize for RankBrain itself. David co-founded GetListed. Step 2: Create the listing and name your business profile. D. Mobile-First Optimization. 5 = -0. The origin of the myth. A/B testing. If you can provide an easier search solution than Google, that gives the user a reason to search your site instead of going back to Google, which counts as a bounce. For example, rankings such as “dentist + city name” or “doctor in the region. It also offers a free tool to check reviews of Google Business at a glance. Google has the unique QDF (query deserves freshness) algorithm. Thank you for being a reader. There are a couple of ways to find this. Therefore, the ranking model in this article is focused primarily on keyword relevance. The guide explains the top 20 bulk important factors and special a succinct, illustrated view of each. If there’s another website that you just can’t seem to outrank, their stronger link profile is. Do a search for almost any local business and you’ll see Yelp on page one. The essential SEO toolset: keyword research, link building, site audits, page optimization, rank tracking, reporting, and more. It provides a thorough explanation of the most important ranking factors listed in that survey. Breaking with tradition, respondents placed user-to-business proximity third in local ranking factors, below both Google My Business and review signals. An average website with moderate traffic and links should rank three on Mozrank. Premium ($599/month) — 4500 keywords and up to 50 projects. Moz has codified this into metrics called page authority and domain authority scores, both ranked from 0 to 100, which tell you how likely a particular page or domain is to rank in organic search results. Finally, you’ll be set up for success with a local SEO framework that you can apply to future local SEO plans, clients, and locations! Define local SEO, and determine if a business is eligible. Please, check out the illustrated guide to the Top 20 Local Search Ranking Factors, which I wrote in 2017. Clearly, GMB has become the most important ranking factor for local SEO. Use your research to craft your message. Page Authority is based on data from our web index and takes. In this time of chaotic Google Local changes, you will want to be sure to read every word and bookmark it for future reference. 20%! The main difference between voice and keywords searches is that voice searches tend to be longer and use natural language. Luckily for us, the SEO masterminds at Moz conducts a yearly survey that they compile into a yearly Local SEO Ranking Factors report to help make our jobs easier. According to the Moz survey, Google My Business "signals" (proximity, categories, keyword in business title, etc. This includes building backlinks, acquiring citations and social mentions, and fostering partnerships with authoritative websites. 12. Matt Peters, new data partners, and over 150 search. 03%; wherein factors like Domain Authority and NAP considered. 14 to -0. Build some links. That was the biggest piece of the pie. Foursquare 6. Our 2019 report cited user-to-business proximity as the dominant influence on Google’s local pack rankings. More than Keywords: 7 Concepts of Advanced On-Page SEO: On-page SEO starts with keywords, but Google. 2 Local SEO Ranking Factors. November 20, 2022. An exclusive interview with Moz Local details improvements that are coming in June 2019. Content can vary — it could be a webpage, an image, a video, a PDF,. txt. Off-page SEO is a strategy that involves actions taken outside of your website to improve your search engine rankings. Links can be spammed – that’s why they’re adding social metrics and user metrics. Review signals account for about 15% of Google local rankings (Moz) Moz found that having positive local reviews can improve your chances of ranking higher with the search engines. 24. Search for jobs related to Moz local search ranking factors or hire on the world's largest freelancing marketplace with 22m+ jobs. 4) Link Popularity within the Site's Internal Link Structure (4. ; A study by Authority Hacker that analyzed over 1 million search results and produced some interesting insight into the type of content that ranks. According to the Moz study referenced earlier, personalization signals make up 9% of SEO ranking factors. Links can be spammed – that’s why they’re adding social metrics and user metrics. The Local Search Ranking Factors 2015 was just published at MOZ. The impact of Google My Business on local search rankings has seen significant growth in 2018, according to Moz’ 2018 Local Search Ranking Factors survey. All About App Search: Indexing, Ranking Factors, Universal Links, and More. Moz Local. Citation signals are one of the top local ranking factors. Rob is VP of R&D at Moz. 5. If they search on your site, you have engaged them. . The industry average for local SEO work is between $300 to $2,000 USD per month depending on whether you work with larger agencies or consultants, as well as your business’s specific needs, the competitive market, and the location you operate in (as well as other factors including your business’s current size). 13. User Satisfaction ("Last Click"): the holy grail of SEO, and, ultimately, the experience Google strives to deliver in its search results. You'll notice the Y-axis is showing a hypothetical Link Juice metric on a. Google uses over 200 factors in their algorithm for ranking websites ()Google currently has 86. I believe the future of search can be categorized by what I will call The Six V's: value, validity, variety, vision, volume and visitors. we tested 3 different common correlates produced by ranking factors studies: Facebook shares, number of root linking domains, and Page Authority. We've released some of the 2013. This year, Moz surveyed over 150 leading search marketers who provided expert opinions on over 90 ranking factors. You can optimize for these signals, and you might say, "Hey, I know that, in my world, these signals are much more. Knowing the above factors is only the beginning; you need to optimize your website for those factors to rank higher on local search results and outdo your competitors. Local SEO | Marketing Industry. The Local SEO Cheatsheet [Free PDF Download]: Download your free 5 page Local SEO Cheat Sheet. Why Moz Local Is a Must. Closing thoughts on local search ranking factors. This year's Local Advanced Ranking Factors identified 83 foundational ranking factors. You can set up a keyword list for as many keywords as possible. #2 Google My Business. When we asked a few hundred people to pick which of two pages would rank better for a range of keywords, the average accuracy on UK SERPs was 46%. The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. thnx a lot. Authority of Linking Domain: The referring domain’s authority may play an independent role in a link’s value. To rank higher on SERPs, it is SUPER important to know which of these factors are proven and pivotal to follow and which ones are controversial and rooted in SEO speculation. The 2021 Local Search Ranking factors are in! Here’s what you need to know to help local businesses. Here are some general local SEO ranking factors: Google Business Profile (GMB) for business owners. Inbound in the app ecosystem comes in many different flavors, including search, social, top charts, web-to-app, and more. However, Google’s John Mueller has said “ domain age helps nothing “. Given a search query and a document, compute a relevance score that measures the similarity between the query and document. 5 Behavioral Signals. While Google Posts aren’t a ranking factor, they can still be an incredibly effective resource for increasing local business conversions — when used correctly. Tonight I will be mostly reading. STAT SERP tracking and analytics for enterprise SEO experts. org, which he sold to Moz in November 2012. SERP tracking and analytics for enterprise SEO experts. Proximity of physical location to the point of search 16. This one is relatively easy to prove. The H1 tag is the only header tag that still shows any potential for being a ranking factor. 25 billion+ keyword index. The industry average for local SEO work is between $300 to $2,000 USD per month depending on whether you work with larger agencies or consultants, as well as your business’s specific needs, the competitive market, and the location you operate in (as well as other factors including your business’s current size). 026202 0. The Local SEO Cheatsheet. 016732 Page Authority 20. 4. Whether it’s a blog post, infographic, video, in-depth guide, interactive tool, or something else, content truly rules everything around us online. Compare SEO Products See which Moz SEO solution best meets your business needs. Moz DataTo boost your Google SEO local 2022 efforts, there are tools available to maximise your reach. • Old domains may positively correlate to better rankings due to other. Citations play a crucial role in local SEO, as they help search engines verify your business’s existence and boost its credibility. So in this school or camp, where things are directly measurable and impactful, Google E-A-T is not a ranking factor. STAT SERP tracking and analytics for enterprise SEO experts. Branding | Whiteboard Friday. In the example in Figure 2 above, there are four advertisers competing for an auction with Ad Ranks of 24, 20, 12, 8. Easy and intuitive user interface makes ramping up painless. So these would be like the 5 or 10, or if you're bigger, maybe 50 keywords that you know have image blocks in them, or that you know get lots of image searches, and therefore you're trying to target them. For instance, the node ID for the Electronics category is 172282. Check out these quick and simple ways to get backlinks from high authority sites. The list will have the keywords you selected and prioritize them to make things easier for you. Here, we present Moz's analysis of 17,600 keyword search results from Google. 25 billion+ keyword index. #17. TikTok ranking factors. STAT. 5), and Google My Business (7. Here’s what a page optimized for on-page SEO looks like: Learn more in our Complete. There is no. It's free to sign up and bid on jobs. Local ranking factors; Tool & software usage; Gaps in the marketplace; High ROI strategies and tactics; Get the full report! A window in time on local business marketing. 2. Scores are Relative (20% might not be bad) Don't presume that getting a 15% or a 20% is always a terrible result. A/B testing. Page Authority (PA) is a score developed by Moz that predicts how well a specific page will rank on search engine result pages (SERP). Take for instance Dog Tear Stain Remover. 9) Global Link Popularity of Site (4. The factors attorneys must highly consider to rank at the top of local search results according to a Whitespark survey include: Google Business Profile (32%), on-page optimization practices (19%), getting positive reviews (16%), building local backlinks (11%), user behavior and engagement (8%), and citation building (7%). This study is based on the first 20 organic results for every MozCast keyword (10,000 keywords), on both desktop and mobile, from a suburban location in the USA. You can see how these factors play together in the diagram below. The origin of the myth. ” They discovered that Google My Business ranking rose from 19. By the summer of 2020, the post was only seeing a few hundred visits per month. Citations are one of the primary Local SEO ranking factors. The Next Generation of Ranking Signals. Moz Local. This year, we've continued that tradition and added a whole new element of research, comparing the aggregated opinions of 132 SEOs around the world with. Pete Meyers. Simply having a presence at each social channel creates inbound links and. com (US). On-page signals account for. 1. The many goals of this form of promotion can include improving customer. The final phase of the survey asked experts to rank the 30 most negative factors for local SEO rankings. I used to rank at about #5 for this keyword and now i rank at #20. To this end, we used the suggested queries from all 22 top-level categories in the Google Adwords tool. 13% of consumers prefer smaller industry-specific sites and 4% make other choices of where to read reviews, including Amazon, the Better Business Bureau, AAA and local news sites. David co-founded GetListed. Moz Local Raise your local SEO visibility with complete local SEO management. Fake business listings are bad, but businesses with 20, or 50, or 150 fake reviews are worse. We designed Moz Local to be the most efficient option for location management, with an easy-to-use interface and an affordable price point. To determine which number corresponds to which category, navigate to the category on Amazon and find the number Amazon uses in the node parameter in the URL. Top level domain. The Local SEO Cheatsheet [Free PDF Download] : Download your free 5 page Local SEO Cheat Sheet. Fight the spam. Local Pack SEO factor #9: Make reviews a priority. You may want to open it up for reference. Most people just track local rankings from a single point, in the center of the city. Factors 147-200: Statistical Spearman Correlation -0. 2 depicts the spearman correlation coefficient of all the critical factors to SE rankings, including social media-based factors, based on data from analyses performed by Moz, 8 Searchmetrics 9 and The Open Algorithm. 5) The value for each term is the weight that it gets in your query. And, while you are doing this, keep in mind that local pack rankings are not static. a week domain authority score will fall. Let’s take a look at some of the most important Google ranking factors so you can learn how to increase your SEO ranking on Google. The shortcoming of this approach is that 1–4 are often hit or miss. This one is relatively easy to prove. Google Ads is very competitive and Google uses an auction system to decide which ads to show. 9 seconds it is faster than approximately 50% of the web. This year has seen the most explosive growth in GMB specific factors in the history of the survey. In 2017, when I wrote the original version of this post, contributors to the Local Search Ranking Factors survey placed Google star ratings down at #24 in terms of local rankings influence. Methodology. This year's survey allowed for a higher level of response granularity as it allowed contributors to rank all 149 possible factors that could impact search results. This alone can SIGNIFICANTLY improve rankings and I highly recommended spending an hour gathering logins and doing this. ”. See why 10,000+ customers choose Moz Local for their location management needs. Another crucial ranking factor for Google is how well your content matches a user’s search intent. Relevance. 2. #5 Online Citations. 2005 -. Search for jobs related to Moz local ranking factors 2019 or hire on the world's largest freelancing marketplace with 22m+ jobs. Announcing the 2015 Local Search Ranking Factors Results. Google sets minimum Ad Rank thresholds that will determine if an ad is shown at all on Google. 15. For example, rankings such as “dentist + city name” or “doctor in the region. Here are the results that we saw for that evaluation: This shows that Moz DA and PA are both better predictors of ranking position than the total link count. One of the best paths to building a sterling local business reputation is to run. 1. Moz collects the data from its sources like Mozscape web index, Mozrank, Moztrust and several other factors. The new query is as follows: croquets (2) and (1) bitterballen (1) cafe (0. No Mobile-Optimized Website. Further research, including causation analysis through more sophisticated ranking models and possibly more correlation analysis on other factors are certainly part of our goals as well. Step 2: Create the listing and name your business profile. For. The number and authority of. Local SEO. The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. Written by Local SEO. Moz API Power your SEO with our index of over 44 trillion links. In a nutshell, Moz Local allows you to upload a spreadsheet of all of your locations, which we then standardize and distribute to all five major U. The average number of +1s and Google+ shares the author’s content receives. In the fourth quarter of 2021, mobile traffic accounted for 54. Below are the mapped results for 9 local queries that we each searched in incognito browsers. There have been numerous changes to local SERPs, along with new ranking signals and algorithm changes. Apple have already confirmed that they're going to use engagement. 9K. Authority of Linking Page: The authority (PageRank) of the referring page has been an extremely important ranking factor since Google’s early days and still is. Click on the blue button that says “Manage now” (be sure you are signed into your Google account). In this brand new Whiteboard Friday, Russ Jones discusses the theory behind those ranking factors, and gives us some improved definitions and vocabulary to use when discussing them. In addition, I am going to compare it against raw ranking data pulled by my company, Stone Temple Consulting (STC). Of the Top 20, exactly half have switched to HTTPS, although most of. The short answer is: Satisfying search intent is a primary goal for Google, which in turn makes it a primary goal for SEOs. You typically have two options: manually close them or hire a listing service like Moz Local to fix them for you. Local SEO: Google is going to increase monetization. On-page and link signals – which collectively include keywords in titles, domain authority, inbound anchor text, and linking domain authority – are the most important factors when it comes to ranking in local search, according to new research by Moz. I admit that I did not know how the myth of "200 Google Ranking Factors" was created, but a good SEO pal of mine, Giorgio Taverniti, revealed it to me. Colan Nielsen. Yahoo Local 3. In-depth articles. Moz Local Raise your local SEO visibility with complete local SEO management. I’ve been seeing this factor’s increased importance for at least the past year, and clearly. The methodology is quite different from the Moz Local Ranking Factors survey. Look to see more of the local and maps space monetized uniquely by Google both through Adwords and potentially new lead-gen models. There's a new ranking factor in town: Core Web Vitals. Here's why. Make phone numbers clickable on mobile devices. 86% of the search engine market ()The #1 result in Google gets approximately 32% of all clicks ()49% of marketers report that organic search has the best ROI of any marketing channel (Search Engine Journal)Organic search results that rank. In addition, I am going to compare it against raw ranking data pulled by my company, Stone Temple Consulting (STC). Moz Links API Power your SEO with our index of over 44 trillion links. com. The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. 20% of search queries on Google's mobile app and on Android devices are voice searches. “What the world needs now, is love, sweet love. The Most Important Ranking Factor: GMB Features. Header Tags. This suggests that for those results, the keyword use may actually be hurting them. Monthly SEO packages. We recommend Moz Local to everyone. This study is based on the first 20 organic results for every MozCast keyword (10,000 keywords), on both desktop and mobile, from a suburban location in the USA. I'm going to start with some on-page topics. The following graphic shows the importance of the different ranking factors based on categories. There are apparently 16,000 quality raters, and what they do is they use this document, the Quality Raters' Guidelines, to determine whether websites are high quality or not. Moz started as an SEO consulting company in 2004 and now helps local businesses with citation consistently with Moz Local. It was 600000 last month it got increased to 1000000 by. (The pie chart below is just a teaser. Links (to the domain overall and individual pages) are still believed to be the most important part of the algorithm. Note that local SEO involves two parts- the Local Pack/Local Finder (or Map Pack) and Local Organic listings: 1. It's an important topic to cover because citation consistency is. For Google, has anyone got a finger on how much of a factor the address type "service customers only at their location" versus "service customers at my business location AND customers location is" is as far as local search ranking especially for 3-pack re. Since citations are 11% of local SEO, this step will help you create and fix your top 15 citations. Before improving your SEO ranking, you’ll need to know your starting point. STAT SERP tracking and analytics for enterprise SEO experts. Robots. SEO stands for search engine optimization. On-Page SEO: The Beginner's Guide to SEO: Everything you need to get started to optimize your pages. The evolution of the search, and the results we all click on, is perhaps the more easily identifiable ways to track changes in Google search. Select the keywords and click on the “Add to keyword list” option. Security and speed are both established ranking factors. Their top five factors can be… If you're new to SEOMoz, or you've been in a coma the past couple weeks you may not have seen the Search Engine Ranking Factors study, which polled some of the leading minds in SEO on what they feel are the most and least important factors in regards to the SERPs. On-Page Ranking Factors; Off-Page Ranking Factors; Competitive Analysis (1) Accessibility. Spearman’s rank correlation is used, as we’re comparing ranked variables (organic ranking) with logarithmic (ish) metrics like DA, and variables with extreme high-end. #2 Google My Business. 2. Overlap and similarities. & CTO of WordStream, the World's leading provider of PPC marketing software, including the AdWords Grader and the 20 Minute PPC Work Week. Both types are included in the top SEO ranking factors. For example, take a local keyword like “gluten free pizza brooklyn”. While Google doesn’t disclose the exact ranking factors for local SERPs, SEO experts and business owners can make observations over time and research the topic to identify potential factors that could impact local rankings. Website update frequency as ranking factor Website update frequency as ranking factor Content Development. SEO advantages of switching to HTTPS. 4) (MOZ, 2020). Reciprocal connections to other high Author Rank authors. Sarah is CEO of Moz and has been at the company since joining as the eighth employee in 2007. It enhances the perception of your site's expertise, trustworthiness, and relevance, helping you. 49 billion in 2021, the majority of which came from search advertising. Index. 5. We gather this data to gain insight into the factors that may help—or hurt—a website's visibility in search engines. If you don't already have an H1 tag, then most people tend to agree that adding a keyword rich H1 tag helps. The company. It's hard to say why a website ranks higher in mobile than in desktop without actually seeing it. I’ve been seeing this factor’s increased importance for at least the past year, and clearly others have noticed as well. and previously worked as an attorney before getting into the startup space. Google cares about search intent. Rob is VP of R&D at Moz. For instance, the node ID for the Electronics category is 172282. Each month YouTube receives over 800 million unique visitors who watch more than 3. According to the 2020 findings, GMB and reviews are the variables that have grown the most in. 2. Explore user reviews, ratings, and pricing of alternatives and competitors to Moz Local. It's not about links, it's not about mobile-friendliness, it's not about having an HTTPS site. However, a few factors could be at play here: 1. 1. Reviews (17%) 2. MOZ, an authoritative voice on everything SEO, releases an annual report based on an entire year's worth of data, revealing the most important local search ranking factors and their percentage of influence. Moz Local Raise your local SEO visibility with complete local SEO management. 12% in 2018, but we feel these data are still valid. Moz Academy Local SEO Certification: Develop a comprehensive local SEO strategy and get certified with this 6-part course and exam. Tip number one, A/B testing or simply testing. Moz Local Raise your local SEO visibility with complete local SEO management. Moz Local Raise your local SEO visibility with complete local SEO management. The results of the 2015 Local Search Ranking Factors Survey have been released and, as per usual, change is the only constant for our ever-evolving digital industry. Keep doing what you’re doing. Beats the expected CTR for a given position by 20 percent, you're likely to appear in position 1. 1. The first time Google declared it was using 200 ranking factors was in its Press Day on May 10th, 2006 (you may also want to read the live blog Matt Cutts did, as. 1. 0 – Moz. Predictably, both rankings and traffic declined significantly. First, the Panda algorithm is specifically about content. Power your SEO with our index of over 44 trillion links. Moving can be challenging for your Google ranking, so I'd suggest reading the Moz Local Search Ranking Factors if you have not yet and be ready to start working to increase some of those ranking signals after you move. Those are the top local search ranking factors in 2022. This includes building backlinks, acquiring citations and social mentions, and fostering partnerships with authoritative websites. His annual Local Search Ranking Factors project is among the most important studies of Local SEO. Optimizing your web presence for personalization means creating relevant content for the demographic. Quantity of third-party traditional reviews 20. ” They discovered that Google My Business ranking rose from 19. Large ($299/month) — 3000 keywords across 25 projects. At that next meeting in which you are training staff who directly interact with your. com How important are the following ranking factors in generating local- specific search results? Rank from most (10) to least (1) important. We have review factors at 15%, links at 16%, on-page factors at 14%, behavioral at 10%, citations at 11%, personalization and social at 6% and 3%. 58% 0. 19 to -0. Moz page authority is a score that predicts how well a website page ranks on search engine result pages (SERP). 2. Spam Score Incorporation. This is an important finding, as it lines up with what many of us in. 12% of the "Local Pack/Finder" ranking factors chart. 4. While this doesn't seem like a huge numbers, the articles that qualify can see a significant increase in traffic. Searchmetrics recently launched their yearly Ranking Factors Study that bases numbers on rank correlation and averages of top 10 SEO rankings, and this year's analysis shows that content on top-performing sites is much more holistic and less keyword-focused. The following data represents the opinions of our respondents of the various. Given their retail footprints and marketing budgets, all of the major carriers have significant room for improvement in their local. Beats beat the expected CTR for a given position by 12 percent, then you're likely to appear in position 2. Colan is the VP of Local Search at Sterling Sky Inc and started in the local SEO world back in 2010. Google has three main local SEO ranking factors that every local business should take into consideration when optimizing their online presence for local search. The presence or absence of business information is one of the most crucial local SEO ranking factors. Moz Local Raise your local SEO visibility with complete local SEO management. The web is full of highly competitive pages but the content that is truly optimized for certain keywords and topics will truly take the ranking cake and it is. We did that using Moz's Link Explorer and in this year's study, we looked at the largest data set yet — 27,000 queries. Local SEO / Search Engine Optimization. It’s like a Local SEO Ranking Factors. 2. Falls below the expected CTR for a given position by 6 percent, then you're likely to appear in position 10. Then there's a second school of thought, almost equal to the first school of thought, that says Google's. Creating your Google+ Local page for your local business is your first step to being included in Google's index. Moving on, make site search simple and obvious. STAT SERP tracking and analytics for enterprise SEO experts. This year, for the first time, Dr. ) Websites that add new pages at a higher rate may earn a higher freshness score than sites that add content less frequently. Falls below the expected CTR for a given position by 6 percent, then you're likely to appear in position 10. Here's the latest from 2015, where respondents rated the relative levels of influence exerted by broad areas of ranking factors on a scale of 1 (not influential) to 10 (highly influential): 1. According to the bible, there are several reasons you should care about local link building: #5 off-site local ranking factor: Quality/Authority of Inbound Links to Domain. Let's first put to rest the idea that H2 through H6 carry any weight at all with search engines. 35 to -0. of links is now a critical part of the ranking equation, and when seen in great quantity, it can overshadow many other ranking factors - you can see plenty of web pages that are weaker in all the other three factors I describe here ranking primarily. To help you understand which factors are most important, Moz has now published a study about the local ranking factors 2015. HTTPS results have topped 50% of page-1 Google rankings, according to our 10K tracking data. 8. Image source: Semrush. Our listing management solution enables you to quickly distribute a local business’ data in real time and real fast, to the top directories, data aggregators and mapping apps. Let’s get started. He previously was CEO of STAT Search Analytics. 7 seconds it is faster than approximately 75% of the web. STAT SERP tracking and analytics for enterprise SEO experts. On-Page Optimization. Roger Montti is a search marketer with. Let’s set you up for success with seven local SEO precepts for the year ahead, some expert commentary, and many signs of good things to come! 1. 1. Backlinks are the #1 ranking factor in Google.