What is E-commerce SEO? Site Architecture, On-Page SEO, Link Building, and Essential Tools

What is E-commerce SEO? Site Architecture, On-Page SEO, Link Building, and Essential Tools

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What is E-commerce SEO?

E-commerce SEO is the process of optimizing an online store to increase its visibility in search engine results pages (SERPs). By employing various SEO techniques, e-commerce businesses aim to attract more organic traffic, which can lead to increased sales and revenue. This process involves optimizing product descriptions, meta tags, internal linking structures, and implementing other key SEO strategies. E-commerce SEO is unique due to the nature of online shopping platforms, where a multitude of products are displayed and require individual attention to detail. The goal is to ensure that when potential customers search for products or related information, the e-commerce store appears prominently in the search results. This not only increases the chances of attracting visitors but also enhances the user experience, making it easier for customers to find and purchase products.

Why Ecommerce Websites Care About SEO

E-commerce websites prioritize SEO because it directly impacts their bottom line. In the highly competitive online market, visibility is crucial. When a website ranks higher in search results, it gains more visibility, leading to an increase in organic traffic. This is vital for e-commerce websites, as more traffic often translates to more sales. SEO is also a cost-effective marketing strategy compared to paid advertising. Once a webpage ranks high in search results, it doesn’t require ongoing costs per visitor, unlike pay-per-click advertising.

Additionally, users tend to trust organic search results more than paid advertisements. By investing in SEO, e-commerce websites can build trust and credibility with their audience. Furthermore, SEO helps in enhancing the user experience. A well-optimized website is generally more user-friendly, with faster load times and mobile optimization, which are crucial factors for online shoppers. In summary, e-commerce websites invest in SEO to increase visibility, attract organic traffic, and provide a better user experience, all of which contribute to higher sales and revenue.

Ecommerce SEO

The Importance of SEO for Ecommerce Sites

In the digital marketplace, the prominence of an ecommerce site in search engine results is vital for attracting potential customers and driving sales. SEO, or Search Engine Optimization, is the practice of enhancing a website to improve its visibility when people search for products or services related to the business in Google, Bing, and other search engines. For ecommerce sites, SEO helps to ensure that products are easily found by shoppers, ultimately leading to increased traffic and conversions. A well-optimized e-commerce site not only ranks higher in search engine results but also provides a user-friendly experience, building trust and credibility with customers. In the competitive landscape of online retail, neglecting SEO can result in lost sales opportunities and decreased visibility, while effective SEO strategies can lead to sustained growth and success.

Google About E-commerce SEO

John Mueller, a Google Search Advocate, has tweeted about e-commerce SEO on a number of occasions. Here are some of his key takeaways:

Product descriptions are important. Google can understand and index product descriptions from manufacturers, but it’s always better to write your own unique descriptions that are tailored to your audience.
Don’t be afraid of duplicate content. If you have multiple pages with the same product description, Google can still understand which page to rank for which search query.

Use structured data. Structured data can help Google understand your products and services better, which can lead to improved ranking and visibility in search results.

Focus on quality over quantity. It’s better to have a few high-quality product pages than a lot of low-quality pages.

Keep your website up to date. Make sure to regularly add new products, update your existing product pages, and fix any broken links.

Here are some specific examples of John Mueller’s tweets about e-commerce SEO:

On September 24, 2021, he tweeted: “Google’s John Mueller offered encouraging feedback on ranking eCommerce sites that use manufacturer product descriptions via @martinibuster. https://t.co/1RKPSIqvqN #Google #HeyGoogle @Google #SEO”

On September 24, 2021, he tweeted: “Google on Using Duplicate Manufacturer Product Descriptions. Google’s John Mueller offered encouraging feedback on ranking eCommerce sites that use manufacturer product descriptions via. @martinibuster. : https://t.co/EH0VeIlhym #Google #HeyGoogle @Google #SEO”

On October 10, 2023, he retweeted a thread by Jens Oliver Meiert about the importance of valid HTML and CSS conformance for e-commerce websites.

Overall, John Mueller’s advice on e-commerce SEO is to focus on quality, accuracy, and completeness. He also encourages e-commerce businesses to use structured data to help Google understand their products and services better.

SEO Checklist

To aid ecommerce site owners and marketers in optimizing their sites, we’ve compiled a comprehensive SEO Checklist:

Keyword Research Identify relevant and high-traffic keywords related to your products and industry.
On-Page SEO Optimize product titles, descriptions, and images; ensure proper use of header tags.
Technical SEO Improve site speed, ensure mobile-friendliness, and secure your site with HTTPS.
Content Creation Develop high-quality, relevant content that adds value to your audience.
Link Building Acquire high-quality backlinks from reputable sources to boost your site’s authority.
User Experience Ensure your site is easy to navigate and provides a seamless shopping experience.
Mobile Optimization Optimize your site for mobile devices to cater to mobile shoppers.
Local SEO Optimize your site for local search if you have a physical store or target local customers.
Analytics and Monitoring Use tools like Google Analytics to track your SEO progress and make data-driven decisions.
Continuous Improvement Regularly update and refine your SEO strategies based on performance and industry trends.

By following this checklist, e-commerce sites can enhance their online presence, attract more targeted traffic, and increase their potential for conversions and sales. SEO is an ongoing process, and staying up-to-date with best practices and industry trends is key to maintaining and improving your site’s performance in search engine results.

How to Create an Ecommerce SEO Strategy

Creating a robust SEO strategy is crucial for any e-commerce business looking to increase its online visibility and attract more customers. SEO can seem complex, but by breaking it down into manageable steps, you can create a strategy that enhances your site’s performance and drives more traffic.

E-commerce Keyword Research

The foundation of any successful SEO strategy is thorough keyword research. This process involves identifying the terms and phrases potential customers are using to search for products like yours. By understanding the language your audience uses, you can optimize your site to appear in relevant search results, driving targeted traffic to your store.

Amazon and Google Autocomplete Predictions

One effective method for keyword research is utilizing Amazon and Google’s autocomplete feature. As you start typing a search query, these platforms suggest popular searches based on what other users have looked for. These predictions can provide valuable insights into the most common search terms related to your products, helping you identify keywords to target in your SEO strategy.

Amazon Autocomplete Predictions

Specifically, on Amazon, the autocomplete predictions are tailored toward products, making it an invaluable resource for e-commerce sites. By analyzing these predictions, you can discover the exact phrases customers use when looking for products in your niche, allowing you to optimize your product listings and improve your visibility on the platform.

Keyword Research Tools

In addition to autocomplete predictions, there are various keyword research tools available that can help you identify high-potential keywords. These tools provide data on search volume, competition level, and potential effectiveness of different keywords, aiding you in making informed decisions about which terms to target.

Choosing the Right Keywords for Your Store

Selecting the right keywords is crucial for the success of your SEO strategy. Focus on terms that are highly relevant to your products and have a substantial search volume, but are not overly competitive. Long-tail keywords, which are longer and more specific phrases, can be particularly effective for e-commerce sites as they often have lower competition and attract more targeted traffic.


Consider the search volume of a keyword, which indicates how many people are searching for that term. Targeting keywords with a higher search volume can increase your site’s visibility, but these terms are often more competitive.

Ahrefs Keyword Volume


Analyze the competition level of each keyword. High competition keywords may be more challenging to rank for, especially for new or smaller sites. Focus on keywords with lower competition when starting out, and gradually target more competitive terms as your site gains authority.


Ensure that the keywords you choose are highly relevant to your products and your brand. Relevant keywords will attract more qualified traffic, leading to higher conversion rates.


Understand the intent behind each keyword. Are users looking to buy, or are they simply seeking information? Focus on keywords with commercial intent to attract customers who are ready to make a purchase.

Find Product-Focused Keywords

Successfully optimizing your ecommerce website requires a deep understanding of product-focused keywords. These are specific terms that potential customers use when they are close to making a purchase decision. Concentrating on these keywords can significantly increase your conversion rates as you’re targeting users who are ready to buy.

Use Search Suggest

Search Suggest

Search suggest features in search engines can be a goldmine for finding product-focused keywords. As users type their queries, search engines provide suggestions based on popular searches. Pay attention to these suggestions as they reflect real user behavior and can reveal valuable keywords related to your products. Incorporating these terms into your product pages and descriptions can enhance your visibility for these specific searches.

Use Social Media & Reddit

Social Media Reddit

Social media platforms and forums like Reddit are excellent for understanding the language your potential customers use. Observe the discussions and notice the terms and phrases people use when talking about products similar to yours. This real-life data can provide insight into the keywords you should target. Additionally, pay attention to hashtags related to your products on social media, as these can also serve as valuable keywords.

Use Google Image Tags

Google Images can be an overlooked source for product-focused keywords. When users search for products, they often use Google Images to see the product before making a purchase. Use the tags and descriptions in Google Images to identify additional keywords that potential customers might use when searching for products. Ensure to optimize your own product images with relevant and descriptive alt text to improve your visibility in image search results.

By strategically incorporating these product-focused keywords into your SEO strategy, you can attract more qualified traffic and increase your chances of converting visitors into customers.

Find Informational Keywords

To enhance your ecommerce SEO strategy, it’s crucial to identify and target informational keywords. These are search terms used by potential customers who are in the research phase, seeking guidance, reviews, or answers to specific questions about products. By optimizing for these keywords, you can attract visitors earlier in the buying cycle and establish your site as a trustworthy source of information.

Read Amazon Reviews

Amazon Reviews

Amazon reviews are a treasure trove of informational keywords. Customers often leave detailed reviews describing their experience with a product, why they chose it, and how they use it. Analyzing these reviews can reveal common questions and phrases related to your products. Incorporate these terms naturally into your content, FAQs, and product descriptions to improve your site’s relevance for these informational queries.

Analyze Competitors

Studying your competitors’ content can provide insights into the informational keywords they are targeting. Look at their blogs, buying guides, and product pages. Identify the topics they cover and the questions they answer. This research can help you discover gaps in your own content and opportunities to target additional informational keywords.

Finalize Your Ecommerce Keyword List

With a comprehensive list of both product-focused and informational keywords, it’s time to finalize your keyword strategy. Prioritize keywords based on their relevance to your products, search volume, and competition. Ensure you have a balanced mix of both types of keywords to attract customers at different stages of the buying journey.

Site Architecture for Ecommerce

A well-structured site architecture is essential for ecommerce SEO. It ensures search engines can efficiently crawl and index your pages, and helps users navigate your site easily.

Page Indexing

Ensure that all important pages on your ecommerce site are accessible to search engines for indexing. Use the robots.txt file and XML sitemaps to guide search engines toward your valuable content and away from irrelevant pages. Regularly check your search console for any indexing issues and address them promptly to maintain optimal visibility in search results.

GSC Page Indexing

By meticulously selecting your keywords and ensuring a solid site architecture, you lay a strong foundation for your ecommerce SEO strategy, driving more traffic and sales to your site.

Site Architecture for Ecommerce Websites

Site architecture plays a pivotal role in ensuring a seamless user experience and enhancing the SEO performance of ecommerce websites. It refers to the way your website’s pages are structured and linked together, and it should be organized in a logical and hierarchical manner. An optimal site architecture facilitates easier navigation for users, helping them find what they’re looking for with minimal clicks, and it enables search engines to crawl and index your site efficiently.

Simplifying Navigation

Bread Crumbs

Your website’s navigation should be intuitive and straightforward. Categories and subcategories should be clearly defined, and products must be appropriately grouped under them. Utilize breadcrumb navigation to help users keep track of their location on your site and to allow them to easily backtrack if needed. Ensure that your search function is prominent and effective, as many users prefer to search for products directly.

Mobile Responsiveness

With the increasing use of smartphones for online shopping, your ecommerce site must be mobile-friendly. This means that the site should adjust seamlessly to different screen sizes, providing an optimal viewing and interaction experience. Google also prioritizes mobile-friendly websites in search rankings, making mobile responsiveness crucial for SEO.

URL Structure

Maintain a clean and consistent URL structure across your e-commerce website. URLs should be descriptive, including relevant keywords, and they should follow a hierarchical pattern that reflects your site’s architecture. Avoid using complex strings of numbers or characters, as these can be confusing for users and search engines.

Internal Linking

Internal Linking

Strategic internal linking helps distribute page authority throughout your site and guides users to related products or content. Use descriptive anchor text for your internal links and link to relevant pages where it makes sense. This not only enhances user experience but also strengthens the SEO of your e-commerce site.

Page Load Speed

A fast-loading website is essential for keeping users engaged and reducing bounce rates. Optimize images, utilize browser caching, and minimize the use of heavy scripts to improve your site’s loading speed. Google considers page load speed as a ranking factor, so a faster website can lead to better search engine performance.

Secure Browsing

Ensure that your e-commerce website is secure, particularly on pages where personal and payment information is entered. Use HTTPS to encrypt data transmission, and display security badges to reassure users that their information is safe. Implement passkeys or two-factor authentication (2FA) for additional security measures. A secure website not only builds trust with users but also is favored by search engines.

By focusing on these key aspects of site architecture, you can create an e-commerce website that provides a great user experience, performs well in search engine rankings, and ultimately converts more visitors into customers.

On-Page SEO for Ecommerce Websites

On-page SEO is crucial for e-commerce websites, as it helps search engines understand your content and determine how relevant it is to search queries. Proper on-page SEO can significantly improve your site’s visibility and ranking on search engine results pages (SERPs).

Optimize Your Title Tags

Title tags are one of the most important on-page SEO elements. They should be unique for each page and include the main keyword that you want the page to rank for. Keep them under 60 characters to ensure they display correctly on SERPs. Make them compelling to encourage users to click on your website.

Optimize Your Meta Descriptions

Meta descriptions provide a brief summary of a page’s content and should also include relevant keywords. Although they don’t directly impact rankings, well-crafted meta descriptions can improve click-through rates. Keep them under 160 characters to prevent them from being cut off on SERPs.

Optimize Your Images

Ensure that all images on your website are optimized for SEO. Use descriptive file names and alt text, and compress images to reduce their file size, which helps in improving page load speed. Additionally, consider using responsive images to ensure they display correctly on all devices.

Add Unique Content to Each Page

Each page on your ecommerce website should have unique and valuable content. Avoid duplicate content and provide detailed product descriptions, specifications, and any other relevant information that can help users make informed decisions. Use keywords naturally within your content.

Add Schema.org Markup

Implementing Schema.org markup helps search engines understand your content better and can lead to rich snippets on SERPs, which can improve click-through rates. For ecommerce websites, you can use product schema to provide details like price, availability, and reviews.

Focus on Internal Linking

Use internal linking to connect different pages of your website. This helps in distributing page authority across your site and guides users to relevant content. Use descriptive anchor text and link to pages that offer additional value to the user.

Technical SEO

This section would cover various technical aspects of SEO such as improving page load speed, ensuring mobile-friendliness, securing your website with HTTPS, creating an XML sitemap, and setting up proper 301 redirects.

On-Page SEO for Ecommerce

This section could provide more advanced tips and strategies specifically tailored for on-page SEO on ecommerce websites. Topics might include optimizing product category pages, using breadcrumbs, managing out-of-stock products, and leveraging user reviews for SEO.

Ecommerce Content Basics

Creating quality content is fundamental for ecommerce websites. Focus on delivering value to your users, and ensure your content is relevant, informative, and engaging. Use high-quality images and videos to enhance your content and make it more attractive. Additionally, ensure your content is easy to read, using short paragraphs, bullet points, and headers.

Ecommerce Product Descriptions

Product descriptions play a vital role in ecommerce SEO. Ensure each product has a unique, detailed description that includes relevant keywords. Highlight the product’s benefits and features, and use persuasive language to encourage purchases. Avoid manufacturer’s descriptions to prevent duplicate content issues.

Take Advantage of Latent Semantic Indexing (LSI) Keywords

LSI keywords are terms related to your main keywords. Including them in your content can help search engines understand your content better and improve its relevancy to search queries. Use tools like Google’s “Related Searches” feature to find LSI keywords for your products and include them naturally in your content.

Create Internal Links

Internal linking helps in spreading link equity across your website and guides users to other relevant pages. Use descriptive anchor text and link to products, categories, or blog posts that offer additional value to your users. Ensure the links are relevant and add to the user’s experience.


Blogging is an excellent way to add fresh, relevant content to your ecommerce website. Use your blog to share industry news, buying guides, product reviews, and other content that can attract and engage your target audience. Ensure your blog posts are optimized for SEO, and promote them through social media and other channels to increase their reach.

Link Building

Building high-quality backlinks is essential for improving your website’s authority and search rankings. Focus on earning links from reputable sources within your industry.

Guest Posts

Guest posting on relevant blogs or websites can help you reach a wider audience and earn valuable backlinks. Ensure you choose websites that are relevant to your niche and have a good reputation. Provide high-quality, valuable content that benefits the host website’s audience.

Press Mentions

Getting mentioned in press releases or news articles can also earn you valuable backlinks. Reach out to journalists and media outlets in your industry with newsworthy stories about your products or company. Ensure your pitches are compelling and provide all the necessary information to make it easy for journalists to cover your story.

Technical SEO for Ecommerce Websites

Technical SEO is crucial for ensuring that your ecommerce website is easily accessible and understandable by search engines, which in turn can significantly impact your site’s visibility and ranking in search results. This section delves into the various aspects of technical SEO that you need to optimize to enhance your ecommerce site’s performance and user experience.

Improve Site Speed

Site speed is a critical ranking factor for search engines. Users expect web pages to load quickly, and slow-loading pages can lead to higher bounce rates and lost sales. Optimize images, enable browser caching, and minimize HTTP requests to improve your site’s loading times. Use tools like Google PageSpeed Insights to analyze and optimize your website’s speed.

Ensure Mobile-Friendliness

With the increasing use of smartphones for online shopping, having a mobile-friendly website is non-negotiable. Google follows a mobile-first indexing approach, meaning it predominantly uses the mobile version of content for indexing and ranking. Ensure your ecommerce website is responsive, providing a seamless experience across all devices.

Secure Your Website with HTTPS

Security is a top priority for online shoppers. Google recognizes this and gives preference to secure websites in search results. Ensure your website uses HTTPS, encrypting data transferred between the user’s browser and your server. Obtain an SSL certificate to enable HTTPS and provide a secure shopping experience for your users.

Optimize for Site Crawlability and Indexability

Search engines need to crawl and index your website’s pages to display them in search results. Use a well-structured sitemap to help search engines understand the organization of your site and ensure all important pages are included. Additionally, use the robots.txt file to guide search engine bots on which pages to crawl and which to ignore.

Fix Crawl Errors

Regularly check your website for crawl errors using Google Search Console and fix any issues that arise. Crawl errors can prevent search engines from accessing and indexing your pages, potentially harming your website’s visibility in search results.

Use Canonical Tags

Ecommerce websites often have multiple pages with similar or duplicate content, such as product variants. Canonical tags help prevent duplicate content issues by indicating the preferred version of a page to search engines. Ensure you use canonical tags correctly to consolidate link equity and improve your site’s SEO.

Implement Structured Data

Structured data helps search engines understand the content on your website, enabling rich snippets in search results. Use Schema.org markup to provide detailed product information, reviews, and pricing directly in the search results, enhancing visibility and potentially increasing click-through rates.

Optimize Website Architecture

A well-structured website helps users and search engines navigate your site easily. Ensure your website has a clear hierarchy, with categories and subcategories logically organized. Use breadcrumb navigation to help users understand their location on your site and facilitate easy navigation.

By optimizing these technical SEO elements, you can create a solid foundation for your ecommerce website, ensuring it is accessible, secure, and user-friendly. This, in turn, can lead to improved search engine rankings, increased traffic, and higher conversion rates.H2: Content Marketing for Ecommerce Sites

Create Content Your Audience Wants to Share and Link To

Creating shareable and link-worthy content is a crucial aspect of ecommerce SEO, as it can generate backlinks, drive traffic, and increase your site’s authority. Focus on producing high-quality, relevant, and engaging content that resonates with your target audience. Consider incorporating a variety of content types, such as blog posts, infographics, and guides, that provide value and answer common questions related to your products or industry.

Utilize storytelling techniques to connect with your audience on a personal level, and ensure your content is easily shareable by including social sharing buttons on your website. Additionally, create compelling headlines and visuals to grab attention and encourage clicks and shares. Remember to promote your content through various channels, such as social media, email marketing, and influencer collaborations, to maximize its reach and impact.

Use Video Content

Video Content

Incorporating video content into your ecommerce SEO strategy can significantly enhance user engagement and contribute to higher conversion rates. Videos are a versatile and engaging content format that allows you to showcase your products in action, provide demonstrations, and share customer testimonials.

Consider creating product review videos, how-to guides, and unboxing videos to give potential customers a closer look at your products and their benefits. Ensure your videos are optimized for SEO by using relevant keywords in the video title, description, and tags. Additionally, include a transcript of the video content to make it accessible and indexable by search engines.

Embedding videos directly on your product pages can also improve the user experience and provide additional context to help customers make informed purchasing decisions. Ensure your videos are mobile-friendly and load quickly to provide a seamless viewing experience across all devices.

By leveraging video content and creating shareable, link-worthy material, you can enhance your ecommerce SEO efforts, attract more traffic to your site, and ultimately drive more sales and revenue for your business.

Link Building for Ecommerce Sites

Building high-quality backlinks is a crucial component of SEO for ecommerce websites, as it helps to improve your site’s authority and search engine rankings. Here’s how you can approach it:

Participate in Guest Posting

Guest posting on relevant blogs and websites in your industry can help you acquire valuable backlinks and expose your brand to a larger audience. Focus on creating high-quality, informative content that adds value to the host site and its audience. Ensure that the sites you choose for guest posting are reputable and relevant to your niche. In your author bio or within the content, include a link back to your ecommerce site.

Organize a Creative Campaign to Promote a Product

Launching a creative and engaging marketing campaign can attract attention and generate backlinks to your ecommerce site. Consider creating a unique and shareable piece of content, such as a viral video, an interactive quiz, or an informative infographic. Promote your campaign through various channels, including social media, email marketing, and influencer collaborations, to maximize its reach and potential for backlinks.

Find Sites Linking to Your Competitors But Not You

Conduct a backlink analysis of your main competitors to identify websites that are linking to them but not to your ecommerce site. Use SEO tools like Ahrefs or Moz to analyze your competitors’ backlink profiles. Once you have a list of these sites, reach out to them with a compelling reason why they should also link to your site. Highlight the unique value or content that your site offers, which their audience might find interesting or useful.

Get Links from Your Suppliers or Distributors

If you sell products from various suppliers or distributors, check if they have a “where to buy” section on their website. If they do, ensure that your ecommerce site is listed there with a link back to your site. If not, reach out to them and request to be added to the list, emphasizing the benefits of showcasing your store as a trusted retailer of their products.

By implementing these link-building strategies, you can enhance the authority of your ecommerce site, improve its visibility in search engine results, and attract more targeted traffic, ultimately contributing to the growth and success of your online business.

Best Ecommerce SEO Tool for Beginners

Navigating the world of e-commerce SEO can be challenging, especially for beginners. Fortunately, our SEO Toolkit for E-Commerce is an invaluable asset for online retailers aiming to optimize their digital presence. It is specifically designed to tackle the unique SEO challenges e-commerce sites face, from enhancing product visibility to boosting overall site performance. This toolkit aids in identifying key areas for SEO improvement and provides guidance on implementing effective strategies to increase organic traffic and sales.

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E-commerce SEO is a vital component of your online store’s success. By optimizing for mobile devices, handling pagination correctly, encouraging customer reviews, and dealing with out-of-stock or discontinued products appropriately, you can enhance user experience, improve search engine rankings, and drive more organic traffic to your site. Stay consistent with your SEO efforts, continuously monitor and analyze your performance, and stay updated with the latest SEO trends and best practices to ensure long-term success.

Ecommerce SEO is crucial as it helps improve the visibility of an online store in search engine results, driving more organic traffic and potentially increasing sales.
Mobile optimization is vital for Ecommerce SEO as it ensures a good user experience on mobile devices and contributes to higher search engine rankings due to Google's mobile-first indexing.
Customer reviews build trust and credibility, contribute to user-generated content, and can lead to higher click-through rates, all of which are beneficial for Ecommerce SEO.
For temporary out-of-stock items, keep the product page live and inform users of availability. For discontinued products, consider redirection to a relevant page to maintain a good user experience and retain page authority.
Pagination optimization prevents issues like content duplication and dilution of page authority, ensuring that all content is accessible to search engines and users.
Internal linking helps distribute page authority throughout the site, makes it easier for search engines to crawl and index pages, and improves navigation for users.
A well-structured site architecture ensures better crawling and indexing by search engines, enhances user experience, and contributes to higher search engine rankings.
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