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Writer's pictureShraddha Srivastava

How Google Evaluates Your B2B Content

Have you ever wondered what makes B2B content truly effective? Content is the cornerstone of B2B success in today's dynamic digital marketing landscape, playing a pivotal role in fostering engagement, boosting conversions, and enhancing brand credibility. Understanding how Google evaluates content is crucial for B2B marketers aiming to thrive in competitive landscapes. 


How Google Evaluates Your B2B Content

This blog delves into Google’s role in content evaluation, offering insights and strategies to empower B2B marketers in crafting content that not only meets Google’s standards but also resonates with their target audience effectively. Let’s uncover the secrets to optimizing your B2B content strategy for success.



1. The Dynamic Nature of Google’s Algorithms


Google’s algorithms are in a constant state of evolution, adapting to enhance user experience and combat manipulative practices. Over the past 12 months, several significant updates have shaped how content is evaluated and ranked in search results, particularly affecting B2B businesses.


  • June 2024 Spam Update: This update targeted spammy content, refining Google’s ability to detect and penalize websites that use manipulative tactics to artificially boost rankings. By cracking down on spam, Google aims to ensure that high-quality, relevant content surfaces for users searching for B2B solutions. This shift emphasizes the importance of authenticity and value in content creation.


  • May 14, 2024, AI Overviews: Introducing AI-generated summaries through the Gemini model marked a milestone in how Google presents information. This advancement aims to provide users with concise, accurate summaries directly in search results, impacting how B2B content is consumed and engaged with. For marketers, optimizing content to align with these AI-generated summaries can enhance visibility and user engagement.


  • May 6, 2024 Site Reputation Abuse: Addressing site reputation manipulation involved refining algorithms to detect and mitigate attempts to artificially inflate a website’s authority. In the B2B sector, where credibility and trust are paramount, this update ensures that content from reputable sources ranks higher, fostering a more trustworthy online ecosystem.


  • March 2024 Core Update: This update focused on improving the overall quality of search results by refining Google’s understanding of relevance and user intent. For B2B content creators, this meant aligning content strategies with user needs more effectively, thereby improving visibility and engagement metrics.


Impact on B2B Content: These updates collectively underscore Google’s commitment to enhancing search quality and user satisfaction. For B2B businesses, adapting to these changes involves creating content that is not only informative and authoritative but also aligned with Google’s evolving criteria. Emphasizing quality, relevance, and user-centricity in content creation remains pivotal for maintaining and improving search rankings amidst Google’s dynamic algorithm updates. Understanding and leveraging these updates can empower B2B marketers to optimize their strategies and achieve sustainable growth in digital marketing landscapes.


2. Historical Perspective on Google’s Major Updates


Google has undergone numerous significant updates over the years, each aimed at refining search quality, improving user experience, and combating manipulative practices. Understanding these updates provides valuable insights into Google’s evolving approach to content evaluation, which is crucial for B2B marketers striving to optimize their digital strategies.


  • Florida: Launched in 2003, the Florida update targeted websites engaging in keyword stuffing and other black-hat SEO practices. It marked a shift towards prioritizing quality content and user experience over keyword density.


  • Big Daddy: Rolled out in 2005 and completed in 2006, Big Daddy focused on infrastructure improvements, enhancing Google’s ability to crawl and index websites more efficiently. This update laid the foundation for future algorithmic advancements.


  • Jagger: Implemented in three phases from 2005 to 2006, Jagger targeted link quality and relevance, penalizing websites with unnatural link profiles. It emphasized the importance of acquiring high-quality, relevant backlinks.


  • Vince: Introduced in 2009, the Vince update gave a slight preference to established brands in search results, signaling Google’s emphasis on brand authority and trustworthiness.


  • Caffeine: Deployed in 2010, Caffeine improved Google’s indexing infrastructure, enabling faster and more comprehensive indexing of web pages. It enhanced the speed and freshness of search results, benefitting both users and content creators.


  • Panda: Launched in 2011 and subsequently updated, Panda focused on penalizing low-quality content and content farms. It prioritized high-quality, relevant content by assessing factors like uniqueness, comprehensiveness, and user engagement.


  • Freshness Algorithm: Introduced in 2011, this update prioritized fresh and timely content for trending topics and breaking news, enhancing the relevance of search results for time-sensitive queries.


  • Page Layout Algorithm: Rolled out in 2012, this update penalized websites with excessive ads above the fold, prioritizing user experience by ensuring that content was easily accessible without intrusive advertisements.


  • Venice Update: Implemented in 2012, Venice localized search results more effectively, particularly benefiting businesses targeting local markets. It emphasized the importance of local SEO strategies for businesses with geographically specific audiences.


  • Penguin: Launched in 2012 and subsequently updated, Penguin targeted websites with spammy or manipulative link profiles. It reinforced the importance of natural link building and penalized sites engaged in link schemes.


  • EMD (Exact Match Domain): Rolled out in 2012, EMD targeted websites with exact match domains that offered little value beyond the domain name itself. It aimed to reduce the influence of low-quality websites solely relying on keyword-rich domain names.


  • Payday: Introduced in 2013 and updated periodically, Payday targeted spammy queries like payday loans and other heavily spammed queries. It aimed to clean up search results for highly manipulated queries.


  • Hummingbird: Launched in 2013, Hummingbird introduced a new search algorithm capable of understanding the context and intent behind user queries. It enhanced Google’s ability to deliver more relevant results, focusing on semantic search and natural language processing.


  • Pigeon: In 2014, the Pigeon update enhanced local search outcomes by integrating conventional ranking signals into the criteria used by local search algorithms. It benefited local businesses by increasing their visibility in relevant geographic searches.


  • Mobilegeddon: Rolled out in 2015, Mobilegeddon prioritized mobile-friendly websites in mobile search results. It underscored the importance of responsive design and mobile optimization for websites to improve user experience on mobile devices.


  • Quality Updates: These ongoing updates, starting from 2015, aim to refine Google’s algorithms continually. They focus on improving the overall quality of search results by assessing various factors like content relevance, expertise, and user satisfaction.


  • RankBrain: Introduced in 2015, RankBrain is an AI-driven component of Google’s search algorithm that interprets and processes complex, ambiguous search queries. It enhances search result relevance by comprehending the context and intent behind queries.


  • Fred: Named by Google’s Gary Illyes in 2017, Fred targets websites with low-quality content and excessive advertising. It emphasizes Google’s commitment to delivering high-quality, user-centric search results.


Impact on Search Quality and Relevance:


Collectively, these updates have significantly improved search quality and relevance by prioritizing user experience, content quality, and trustworthiness. They have shifted Google’s focus towards rewarding websites that provide valuable, informative content while penalizing those engaged in manipulative practices. For B2B marketers, understanding the evolution of these updates is crucial for crafting content strategies that align with Google’s current evaluation criteria, thereby enhancing visibility and driving organic growth in competitive digital landscapes.


3. From E-A-T to E-E-A-T: The Evolution of Content Quality


Since 2018, Google’s emphasis on Expertise, Authoritativeness, and Trustworthiness (E-A-T) has profoundly influenced content evaluation, particularly in the B2B sector. This framework ensures that content creators demonstrate credibility and reliability, essential for gaining user trust and achieving higher search rankings.


Introduction to E-A-T and its Importance Since 2018:


E-A-T represents Google’s criteria for assessing the quality of content. It emphasizes:

  • Expertise: Content should be created by individuals or organizations with significant knowledge, skills, and experience in their field.

  • Authoritativeness: The content and its source should be recognized as a leading authority in the industry or niche.

  • Trustworthiness: Content must embody reliability, accuracy, and freedom from misleading information or biases.


These factors are crucial for establishing credibility with both users and search engines, making E-A-T a cornerstone of effective SEO strategies.


Introduction to E-E-A-T (Experience, Expertise, Authoritativeness, Trust) and its Significance:


In recent years, Google has evolved its content evaluation criteria to include "Experience" alongside E-A-T. This expanded framework, known as E-E-A-T, acknowledges the importance of user experience in addition to content quality and authority.


The Addition of "Experience" and How it Enhances Content Evaluation:

  • Experience: Incorporating "Experience" considers how well content meets user needs and enhances satisfaction. This includes factors like usability, accessibility, and overall user engagement metrics such as bounce rate and time on page.


By prioritizing user experience, Google aims to deliver search results that not only provide accurate information but also satisfy user intent effectively. B2B marketers can enhance their content strategies by focusing on creating seamless, engaging user experiences that align with E-E-A-T principles.


For further insights into optimizing content with E-E-A-T principles, refer to the Boostability guide on E-A-T and SEO.


Understanding and implementing E-E-A-T principles is essential for B2B marketers looking to improve their content’s visibility and credibility in Google’s search results. By demonstrating expertise, establishing authority, ensuring trustworthiness, and enhancing user experience, businesses can strengthen their online presence and attract qualified leads effectively.


The role of helpful content in Google evaluation

4. The Role of Helpful Content in Google’s Evaluation


In Google’s continuous efforts to enhance user satisfaction and relevance, the concept of "Helpful Content" plays a pivotal role in determining search rankings. This section explores how Google defines and prioritizes helpful content, its growing significance, and its impact on B2B websites.


Explaining the Concept of "Helpful Content" and its Foundational Role in Google’s Algorithms:


  • "Helpful Content" refers to information that effectively addresses user queries, solves problems, or provides valuable insights. Google’s algorithms are designed to prioritize content that meets these criteria, aiming to deliver the most relevant and useful results to users. This emphasis on helpfulness ensures that users find solutions or information that aligns with their needs, thereby enhancing their overall search experience.


Emphasizing the Increasing Visibility and Importance of Helpful Content:


  • Over time, Google has increasingly emphasized the importance of helpfulness in content evaluation. Websites that consistently provide valuable, well-presented information are rewarded with higher visibility in search results. This trend underscores Google’s commitment to elevating user satisfaction by promoting content that adds genuine value.


Discussing How Helpful Content Impacts B2B Websites, Providing Real Examples:


For B2B companies, creating and publishing helpful content is essential for attracting and engaging target audiences. Examples include:


  • Detailed Guides: B2B companies often publish comprehensive guides that educate their audience on complex topics relevant to their industry. These guides may include step-by-step instructions, best practices, and actionable insights that help businesses solve specific challenges.


  • Case Studies: Providing detailed case studies that showcase real-world examples of successful solutions or implementations can establish credibility and trust. B2B case studies typically highlight challenges faced by clients, strategies employed, and measurable results achieved, demonstrating expertise and authority in the field.


For instance, a B2B software company might publish a detailed guide on implementing their CRM system effectively within a specific industry. This guide could outline best practices, integration tips, and case studies illustrating successful deployments. Such content not only educates potential customers but also positions the company as a knowledgeable leader in its niche.


By focusing on creating helpful content that addresses industry-specific challenges and provides actionable solutions, B2B websites can enhance their visibility and credibility in Google’s search results. This approach not only attracts organic traffic but also nurtures relationships with prospects by demonstrating expertise and fostering trust through valuable content offerings.


5. Key Elements of Effective B2B Content


Creating effective B2B content involves mastering several critical elements that cater to both Google’s evaluation criteria and user expectations. This section explores the role of relevance and keywords, content quality with E-E-A-T principles, and optimizing user experience and engagement metrics.


Relevance and Keywords:

  • Keywords and long-tail phrases play a crucial role in B2B content by improving visibility and attracting targeted traffic. Identifying relevant keywords involves understanding the search intent of potential customers and aligning content topics accordingly. 

  • Long-tail keywords, which are more specific and less competitive, can help niche B2B businesses reach their intended audience effectively.


Best Practices for Keyword Placement and Density:

  • Strategic keyword placement is essential for SEO. Incorporate primary keywords naturally into titles, headings, meta descriptions, and throughout the body of the content. It's important to refrain from excessive keyword usage, as this practice can result in penalties for keyword stuffing.

  • Aim for a keyword density that feels natural and supports readability while signaling to search engines the topic relevance of your content.


Content Quality and E-E-A-T:

  • To showcase experience and expertise in B2B content, focus on demonstrating industry knowledge, practical insights, and real-world examples. Incorporate data-driven analysis, case studies, and expert opinions to establish authority. 

  • Build trustworthiness by citing reputable sources, maintaining factual accuracy, and ensuring transparency in your content.


Building Authoritativeness and Trustworthiness:

  • Authoritativeness in B2B content is cultivated through consistent delivery of valuable insights, thought leadership, and solutions to industry challenges. Establishing trust involves maintaining a professional tone, providing clear and well-supported arguments, and addressing potential concerns or objections proactively. Incorporate testimonials, certifications, and awards to bolster credibility.


User Experience and Engagement Metrics:

  • User engagement metrics like bounce rate (the percentage of visitors who leave after viewing only one page), time on page, and click-through rate (CTR) provide valuable insights into content effectiveness and user satisfaction. 

  • To enhance user experience on B2B sites, prioritize intuitive navigation, mobile responsiveness, fast loading times, and accessible content formats (such as clear headings, bullet points, and multimedia).


Strategies to Enhance User Experience on B2B Sites:

  • Optimize Page Speed: Ensure swift loading times to reduce bounce rates and improve user experience.

  • Clear Call-to-Actions (CTAs): Guide users towards desired actions with prominent, relevant CTAs throughout your content.

  • Interactive Elements: Incorporate interactive content such as quizzes, calculators, or surveys to engage visitors and collect valuable data.

  • Personalization: Tailor content recommendations and messaging based on user preferences and behavior to increase relevance and engagement.

  • Feedback Mechanisms: Encourage feedback through comments, surveys, or social media interactions to understand user needs and preferences better.


By integrating these key elements into your B2B content strategy, you can optimize for both search engines and user satisfaction, ultimately driving organic traffic, nurturing leads, and fostering long-term business growth. Strive for continuous improvement based on analytics and feedback to maintain relevance and effectiveness in a competitive digital landscape.


The role of backlinks in Google evaluation

6. Backlinks and Authority


Backlinks are crucial for establishing authority and credibility in B2B content marketing. They serve as endorsements from other websites, indicating to search engines like Google that your content is trustworthy and valuable. Here’s a detailed exploration of backlinks, internal linking, and best practices to avoid harmful SEO practices.


Importance of Backlinks in Establishing Content Authority:


  • Backlinks act as votes of confidence from other websites, signaling to search engines the quality and relevance of your content. High-quality backlinks from authoritative sites in your industry can significantly boost your content’s authority and improve its rankings in search results. 

  • For B2B businesses, obtaining backlinks from industry publications, reputable blogs, and partner websites enhances credibility and attracts targeted traffic.


Strategies for Earning High-Quality Backlinks:


  • Create Valuable Content: Produce high-quality, informative content that naturally attracts links from other sites seeking to reference or share valuable insights.

  • Guest Blogging: Contribute guest posts to authoritative websites within your industry, including a backlink to your own content where appropriate.

  • Build Relationships: Network with influencers, journalists, and industry experts to earn organic mentions and backlinks through collaborations and partnerships.

  • Monitor Competitors: Analyze where your competitors are getting their backlinks and explore opportunities to secure similar links for your own content.


Role of Internal Linking in Boosting Content Visibility and Authority:


  • Internal linking helps establish a hierarchy of information on your website, guiding users and search engines to understand the relative importance of different pages. Strategically linking related content within your site can improve navigation, increase time spent on site, and distribute authority across your web pages. 

  • By linking relevant pages together, you enhance content visibility and encourage deeper exploration of your website’s offerings.


Avoiding Black-Hat SEO Practices that Can Harm Your Site's Credibility:


  • Steer clear of expedient methods such as purchasing links, engaging in link schemes, or relying on automated link-building tools. Such practices can lead to penalties from search engines and damage your site’s reputation. 

  • Focus on organic link acquisition through genuine relationships, valuable content, and ethical SEO practices to sustainably build authority over time.


The role of seo in Google evaluation

7. Structured Data and Technical SEO


Explanation of Structured Data and its Importance for B2B Content:


  • Structured data, often implemented through schema markup, enhances the way search engines interpret and display content in search results. It provides context about the content on your website, improving visibility and click-through rates by enabling rich snippets, such as star ratings, prices, and event details. 

  • For B2B content, structured data can highlight product information, services, reviews, and organizational details, making your content more informative and engaging for users.


How to Implement Schema Markup to Improve Content Visibility:


  • Identify Relevant Schema Types: Choose appropriate schema types (e.g., Article, Product, Organization) that best describe your content and objectives.

  • Implement Markup: Use structured data markup in JSON-LD format or microdata to annotate specific elements on your web pages.

  • Test and Validate: Use Google’s Structured Data Testing Tool to ensure markup is implemented correctly and generates desired rich snippets in search results.

  • Monitor Performance: Track the impact of structured data on click-through rates and search visibility to refine your strategy over time.


Overview of Technical SEO Factors:


Technical SEO encompasses the enhancement of your website's structural foundation and backend components to elevate its ability to be crawled, indexed, and perform optimally within search engines. Key technical SEO factors for B2B websites include:


  • Site Architecture: Ensure a logical site structure with clear navigation paths and hierarchical organization of content.

  • XML Sitemaps: Create and submit XML sitemaps to Google Search Console to facilitate crawling and indexing of your website’s pages.

  • Robots.txt: Use robots.txt to control search engine bots’ access to specific areas of your site, ensuring privacy and focusing crawl budget on essential pages.

  • Page Speed: Optimize load times by compressing images, leveraging browser caching, and minimizing server response times to enhance user experience and SEO performance.


Ensuring Your Website is Crawlable and Indexable by Google:

  • Perform regular audits of your website to identify and rectify crawl errors, broken links, and duplicate content. Ensure that important pages are accessible to search engines by maintaining a clean HTML structure, avoiding excessive JavaScript, and using canonical tags where necessary. 

  • Monitor Google Search Console for indexing issues and implement corrective measures promptly to maintain optimal search visibility.


8. Content Freshness and Updates


Importance of Keeping Content Up-to-Date:


  • Google values fresh, relevant content that reflects current trends, industry developments, and user interests. Regularly updating content signals to search engines that your website provides timely and accurate information, improving its chances of ranking higher in search results. 

  • For B2B businesses, staying ahead with updated content ensures competitiveness and maintains user trust.


How Google Values Fresh Content and Regular Updates:


  • Google’s algorithms prioritize content freshness, particularly for topics that undergo rapid changes or have time-sensitive relevance. Fresh content can receive a temporary boost in rankings, especially during initial publication and subsequent updates. 

  • However, maintaining consistent updates over time demonstrates your commitment to providing value and reliability to both users and search engines.


Strategies for Maintaining and Updating Older Content to Keep it Relevant:


  • Content Audit: Regularly assess and prioritize content based on performance metrics, relevance, and industry developments.

  • Refresh Evergreen Content: Update evergreen content with new information, statistics, case studies, and examples to ensure accuracy and relevance.

  • Repurpose Content: Transforming existing content into various formats such as videos, podcasts, and infographics allows reaching new audiences and extending its longevity.

  • Monitor Trends: Stay informed about industry trends, customer insights, and competitor activities to identify opportunities for content updates and enhancements.


By prioritizing content freshness and implementing proactive strategies for updates, B2B marketers can sustainably improve their website’s visibility, engagement metrics, and overall SEO performance. Continuous optimization based on data-driven insights and user feedback ensures that your content remains valuable and competitive in evolving digital landscapes.


9. Case Studies and Examples


Case studies offer valuable insights into successful B2B content strategies that have effectively boosted rankings on Google. By analyzing these examples, businesses can derive actionable insights and lessons for their own content marketing efforts.


Real-life Examples of Successful B2B Content Strategies:


  • HubSpot’s Inbound Marketing Methodology: HubSpot’s approach focuses on creating valuable content that attracts, engages, and delights potential customers. By offering free resources such as eBooks, webinars, and templates, HubSpot establishes itself as an authority in digital marketing solutions. Their content strategy integrates SEO best practices, ensuring high visibility for relevant keywords and topics.

  • Salesforce’s Trailblazer Community: Salesforce leverages its Trailblazer Community to foster engagement and knowledge-sharing among B2B customers. Through user-generated content, forums, and success stories, Salesforce builds a community-driven platform that enhances brand loyalty and attracts organic traffic. This strategy emphasizes user experience and peer-to-peer credibility, contributing to improved search rankings.


Analysis of How These Companies Achieved High Rankings on Google:

These companies achieved high rankings through strategic content creation aligned with SEO principles:


  • Content Relevance and Optimization: Both HubSpot and Salesforce prioritize content that addresses specific pain points and interests of their B2B audience. They optimize content with relevant keywords, long-tail phrases, and informative meta descriptions to improve search visibility.

  • Authority Building: By consistently producing high-quality, authoritative content, these companies earn backlinks from reputable sources and enhance domain authority. This strengthens their position in search engine results pages (SERPs) and reinforces their credibility as industry leaders.


Lessons Learned and Actionable Insights from These Case Studies:

  • Focus on Audience Needs: Successful B2B content strategies revolve around understanding and addressing the unique challenges and interests of target audiences.

  • Consistency and Quality: Regularly publishing valuable, well-researched content reinforces authority and encourages return visits.

  • Community Engagement: Building communities around content fosters user-generated content, increases engagement, and enhances SEO.

  • Data-Driven Optimization: Use analytics tools to track content performance, identify trends, and optimize strategies for better results.


By studying these case studies, B2B marketers can glean valuable lessons to refine their content strategies, improve SEO outcomes, and drive sustainable business growth.


10. Tools and Resources for B2B Content Evaluation


Effective content evaluation requires leveraging tools and resources that provide insights into performance, audience behavior, and competitive analysis. Here’s an overview of essential tools and how to use them for optimizing B2B content:


Overview of Useful Tools for Content Analysis and Optimization:


  • Google Analytics: Google Analytics offers comprehensive insights into website traffic, user behavior, and conversion metrics. Use it to track key metrics like traffic sources, engagement metrics (bounce rate, time on page), and goal completions. Based on data-driven insights, pinpoint which content performs best and identify opportunities for enhancement.

  • SEMrush: Offers comprehensive SEO and competitive analysis tools. Use SEMrush to conduct keyword research, analyze competitors’ SEO strategies, track keyword rankings, and audit website health. Leverage its content marketing toolkit for optimizing content performance and identifying new opportunities.

  • Ahrefs: Ahrefs is renowned for its comprehensive capabilities in analyzing backlinks and conducting keyword research. Use Ahrefs to discover link-building opportunities, analyze competitor backlinks, track keyword rankings, and monitor content performance. Its Site Audit tool helps identify technical SEO issues and improve website health.


How to Use These Tools to Track and Improve Your Content’s Performance:


  • Keyword Research: Perform keyword research to identify pertinent keywords and long-tail phrases that boast substantial search volume while maintaining low competition, utilizing tools such as SEMrush and Ahrefs. Integrate these keywords naturally into your content to enhance visibility and attract targeted traffic.

  • Content Audit: Regularly audit existing content using Google Analytics and SEMrush to assess performance metrics such as traffic, engagement, and conversions. Update or repurpose underperforming content based on audience feedback and SEO insights.

  • Competitive Analysis: Use SEMrush and Ahrefs to analyze competitors’ content strategies, identify top-performing pages, and uncover gaps in your own content. Benchmark your performance against industry leaders and adapt strategies to stay competitive.

  • Technical SEO Optimization: Utilize Google Analytics, SEMrush, and Ahrefs to audit technical aspects of your website (e.g., site speed, mobile-friendliness, crawl errors). Implement recommendations to ensure your site is optimized for search engine crawlers and user experience.


By leveraging these tools effectively, B2B marketers can refine their content strategies, improve SEO performance, and achieve sustainable growth. Regular monitoring and optimization based on data-driven insights will help maintain visibility, attract qualified leads, and drive conversions in competitive digital landscapes.


Elevating B2B Growth with Expert Content Marketing Strategies


Celestial Fix, a premier B2B digital marketing agency based in India, excels in empowering B2B enterprises to achieve significant growth through its outstanding content marketing strategies. By deeply understanding the criteria on which Google evaluates the content, Celestial Fix ensures that every piece of content they produce meets the highest standards of Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT). Their B2B content marketing strategy is meticulously designed to align with Google's latest updates, ensuring that clients' content not only ranks well but also engages and converts their target audience effectively.


Conclusion


Creating content that Google values involves a multifaceted approach. By focusing on quality, relevance, originality, and user experience, you can produce content that not only ranks well but also meets the needs of your B2B audience. Staying updated with Google's latest guidelines and continuously refining your content strategy is crucial to maintaining a competitive edge.


Ready to elevate your B2B content game? Partner with Celestial Fix, the premier B2B digital marketing agency in India, and leverage our top-notch B2B content marketing strategy. We understand how Google evaluates the content, ensuring your business achieves optimal visibility and growth. Contact us today to transform your content strategy and drive unparalleled results!


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