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Are You Invisible To Google? 7/27/07 Andrew Rodrigues, SEO Manager
Agenda <ul><li>Introduction </li></ul><ul><li>Researching and Planning an SEO campaign </li></ul><ul><li>SEO Implementatio...
What is Search Engine Marketing (SEM)? <ul><li>SEM </li></ul><ul><ul><li>Search Engine Marketing, or SEM, is a form of Int...
What is Search Engine Optimization? <ul><li>Search Engine Optimization (SEO) improves “organic” rankings of a website in t...
What is Paid Search Advertising? <ul><li>Paid Search Advertising, or Pay-Per-Click (PPC), places advertisements on the sea...
What are the differences? <ul><li>SEO </li></ul><ul><li>Longer-term results </li></ul><ul><li>Increase credibility </li></...
Why should I worry if I’m “invisible to Google?” <ul><ul><li>About 80% of Internet traffic begins at a search engine.  (so...
Agenda <ul><li>Introduction </li></ul><ul><li>Researching and Planning an SEO campaign </li></ul><ul><li>SEO Implementatio...
Developing an SEO Strategy <ul><li>Cost Considerations </li></ul><ul><ul><li>Costs </li></ul></ul><ul><ul><li>Tools </li><...
Campaign Goals and KPIs <ul><li>Key Performance Indicators (KPI) </li></ul><ul><li>Return On Investment (ROI) </li></ul><u...
Geary SEO Philosophy <ul><li>Human users come first! </li></ul><ul><ul><li>Use common sense  </li></ul></ul><ul><ul><li>“ ...
Search Engine Algorithms <ul><li>Three major factors in major search engine algorithms </li></ul><ul><ul><li>Site architec...
Search Engines <ul><li>Google  </li></ul><ul><ul><li>64% of searches (Hitwise, June ‘07) </li></ul></ul><ul><ul><li>Off Pa...
Getting data from the search engines <ul><li>Google PageRank </li></ul><ul><li>Search Engine Sitemaps </li></ul><ul><li>Op...
Keyword Selection <ul><li>Finding potential keywords </li></ul><ul><ul><li>Brainstorm </li></ul></ul><ul><ul><ul><li>Brand...
Keyword Assignment <ul><li>Keyword “theming” </li></ul><ul><ul><li>Learned art </li></ul></ul><ul><ul><li>Typically 2-3 ke...
Agenda <ul><li>Introduction </li></ul><ul><li>Researching and Planning an SEO campaign </li></ul><ul><li>SEO Implementatio...
Site Architecture <ul><li>Main navigation </li></ul><ul><li>Breadcrumbs </li></ul><ul><li>Footer links </li></ul><ul><li>C...
On Page SEO <ul><li>URLs </li></ul><ul><ul><li>URL consistency </li></ul></ul><ul><ul><li>“ -” vs. “_” </li></ul></ul><ul>...
On Page SEO (cont’d) <ul><li>Coding </li></ul><ul><ul><li>CMS and shopping carts </li></ul></ul><ul><ul><li>Externalize Ja...
Text Content Writing <ul><li>Keyword density </li></ul><ul><li>“ Salesy” </li></ul><ul><li>Typically 2-3 keywords targeted...
Text Content Writing (cont’d) <ul><li>Watch for duplicate content </li></ul><ul><ul><li>URL variations </li></ul></ul><ul>...
Embrace Web 2.0, with common sense <ul><li>Flash, Ajax </li></ul><ul><li>UGC </li></ul><ul><li>Video and audio </li></ul><...
Agenda <ul><li>Introduction </li></ul><ul><li>Researching and Planning an SEO campaign </li></ul><ul><li>SEO Implementatio...
Off Page SEO <ul><li>Search Engine Sitemaps </li></ul><ul><li>RSS syndication </li></ul><ul><li>Robots.txt </li></ul><ul><...
External Visibility <ul><li>Submissions </li></ul><ul><li>Link building </li></ul><ul><ul><li>Reciprocal links </li></ul><...
An Ideal Link <ul><li>Anchor text </li></ul><ul><li>Page location </li></ul><ul><li>Relevancy </li></ul><ul><li>Page stren...
SEO Reporting <ul><li>Ranking Reports </li></ul><ul><ul><li>Baseline </li></ul></ul><ul><ul><li>Monthly </li></ul></ul><ul...
SEO Reporting (cont’d) <ul><li>Other Potential Metrics </li></ul><ul><ul><li>Pre-SEO total site traffic vs. post-SEO </li>...
Agenda <ul><li>Introduction </li></ul><ul><li>Researching and Planning an SEO campaign </li></ul><ul><li>SEO Implementatio...
Resources for More Info <ul><li>Search Engine Webmaster Guidelines </li></ul><ul><ul><li>http://www.google.com/support/web...
Black Hat Techniques to avoid <ul><li>Cloaking </li></ul><ul><li>Hidden text </li></ul><ul><li>Keyword stuffing </li></ul>...
Universal and Personalized Search <ul><li>The meaning of rankings is changing </li></ul><ul><li>The meaning of content is ...
International Search <ul><li>Country-specific domains </li></ul><ul><li>Language translation </li></ul><ul><ul><li>Regiona...
Mobile Search <ul><li>Screen Size and Device Variations </li></ul><ul><li>Separate mobile sites </li></ul><ul><ul><li>.mob...
Social Media Optimization (SMO) <ul><li>Social Bookmarking </li></ul><ul><ul><li>Del.icio.us </li></ul></ul><ul><li>Social...
Local Search Optimization <ul><li>Contact Info </li></ul><ul><li>Areas serviced </li></ul><ul><li>Local Search submission ...
Agenda <ul><li>Introduction </li></ul><ul><li>Researching and Planning an SEO campaign </li></ul><ul><li>SEO Implementatio...
Agenda <ul><li>Introduction </li></ul><ul><li>Researching and Planning an SEO campaign </li></ul><ul><li>SEO Implementatio...
<ul><li>Dream Big </li></ul>
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Are You Invisible

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Transcript of "Are You Invisible"

  1. 1. Are You Invisible To Google? 7/27/07 Andrew Rodrigues, SEO Manager
  2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Researching and Planning an SEO campaign </li></ul><ul><li>SEO Implementation – On Page </li></ul><ul><li>SEO Implementation – Off Page </li></ul><ul><li>Advanced SEO </li></ul><ul><li>Questions </li></ul><ul><li>Audience Volunteer Analysis </li></ul>
  3. 3. What is Search Engine Marketing (SEM)? <ul><li>SEM </li></ul><ul><ul><li>Search Engine Marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in the Search Engine Results Pages (SERPs) and has a proven ROI (Return on Investment). </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><ul><li>Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via &quot;natural&quot; (&quot;organic&quot; or &quot;algorithmic&quot;) search results. </li></ul></ul></ul><ul><ul><li>PPC </li></ul></ul><ul><ul><ul><li>Pay per click (PPC) is an advertising model used on websites, advertising networks, and search engines where advertisers only pay when a user actually clicks on an ad to visit the advertiser's website. </li></ul></ul></ul>
  4. 4. What is Search Engine Optimization? <ul><li>Search Engine Optimization (SEO) improves “organic” rankings of a website in the search engine listings. </li></ul><ul><li>SEO is not a short-term, quick-result tactic, but rather a long-term solution with potentially high returns. </li></ul><ul><li>Keywords: </li></ul><ul><li>Limited number of keywords </li></ul><ul><li>Selection based on predicted values and client objectives </li></ul>
  5. 5. What is Paid Search Advertising? <ul><li>Paid Search Advertising, or Pay-Per-Click (PPC), places advertisements on the search engines based on the keywords searched. </li></ul><ul><li>PPC is auction-based and prices are set at the keyword level. </li></ul><ul><li>Results are quick, messages can be modified, and results easily tracked. </li></ul><ul><li>Keywords: </li></ul><ul><li>Potentially thousands of keywords </li></ul><ul><li>Selection based on value of each click to advertiser </li></ul>
  6. 6. What are the differences? <ul><li>SEO </li></ul><ul><li>Longer-term results </li></ul><ul><li>Increase credibility </li></ul><ul><li>Limited number of keywords </li></ul><ul><li>Upfront investment </li></ul><ul><li>No per click charges </li></ul><ul><li>PPC </li></ul><ul><li>Fast results </li></ul><ul><li>Control message </li></ul><ul><li>“ Unlimited” keywords </li></ul><ul><li>Ongoing expense </li></ul><ul><li>Charged for each click </li></ul>Both methods can provide significant levels of traffic. Optimal results are typically achieved by combining both options.
  7. 7. Why should I worry if I’m “invisible to Google?” <ul><ul><li>About 80% of Internet traffic begins at a search engine. (source: Harris Interactive) </li></ul></ul><ul><ul><li>41% of Web users employ search for simple navigation such as typing known URLs into the search box. (source: DoubleClick) </li></ul></ul><ul><ul><li>75% of searchers never look further than page one of SERPs. (source: Georgia Institute of Technology) </li></ul></ul><ul><ul><li>The World Wide Web contains more than 2.1 billion documents and is growing at the rate of seven million pages per day (source: http://www.cyveillance.com). </li></ul></ul><ul><ul><li>People who find your site via search engines are typically very qualified targets for your products and services. </li></ul></ul><ul><ul><li>Search engines are becoming integrated into our daily lives. </li></ul></ul>
  8. 8. Agenda <ul><li>Introduction </li></ul><ul><li>Researching and Planning an SEO campaign </li></ul><ul><li>SEO Implementation – On Page </li></ul><ul><li>SEO Implementation – Off Page </li></ul><ul><li>Advanced SEO </li></ul><ul><li>Questions </li></ul><ul><li>Audience Volunteer Analysis </li></ul>
  9. 9. Developing an SEO Strategy <ul><li>Cost Considerations </li></ul><ul><ul><li>Costs </li></ul></ul><ul><ul><li>Tools </li></ul></ul><ul><ul><li>Resources </li></ul></ul><ul><li>Time Considerations </li></ul><ul><ul><li>Ensure time to see results </li></ul></ul><ul><ul><li>Ongoing </li></ul></ul><ul><li>Success Considerations </li></ul><ul><ul><li>May require full site redesign </li></ul></ul><ul><ul><li>No guarantees – third party dependent, no hard fast rules, just guidelines </li></ul></ul>
  10. 10. Campaign Goals and KPIs <ul><li>Key Performance Indicators (KPI) </li></ul><ul><li>Return On Investment (ROI) </li></ul><ul><li>Gain key stakeholder buy in </li></ul><ul><li>Are expectations realistic? </li></ul><ul><li>How will results be measured? </li></ul>
  11. 11. Geary SEO Philosophy <ul><li>Human users come first! </li></ul><ul><ul><li>Use common sense </li></ul></ul><ul><ul><li>“ is this going to improve my users’ </li></ul></ul><ul><ul><li>experience?” </li></ul></ul><ul><li>Not algorithm chasing </li></ul><ul><ul><li>Develop a site that deserves rankings </li></ul></ul><ul><li>Integrate into other marketing efforts </li></ul><ul><li>Ongoing </li></ul>
  12. 12. Search Engine Algorithms <ul><li>Three major factors in major search engine algorithms </li></ul><ul><ul><li>Site architecture </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Link popularity </li></ul></ul><ul><li>Other factors </li></ul><ul><ul><li>Time/age </li></ul></ul><ul><ul><li>Conversion rates </li></ul></ul><ul><ul><li>Size </li></ul></ul><ul><ul><li>Domain name </li></ul></ul><ul><li>Art and Science </li></ul>
  13. 13. Search Engines <ul><li>Google </li></ul><ul><ul><li>64% of searches (Hitwise, June ‘07) </li></ul></ul><ul><ul><li>Off Page focused </li></ul></ul><ul><li>Yahoo </li></ul><ul><ul><li>21% </li></ul></ul><ul><ul><li>Both On and Off Page focus </li></ul></ul><ul><li>MSN </li></ul><ul><ul><li>8%, but starting to grow </li></ul></ul><ul><ul><li>On Page focused </li></ul></ul><ul><li>Vertical engines </li></ul><ul><li>Video, podcasts, other types of content engines </li></ul>
  14. 14. Getting data from the search engines <ul><li>Google PageRank </li></ul><ul><li>Search Engine Sitemaps </li></ul><ul><li>Operators </li></ul><ul><ul><li>Site: </li></ul></ul><ul><ul><li>Link: </li></ul></ul><ul><ul><ul><li>differences on engines </li></ul></ul></ul><ul><ul><li>Cache: </li></ul></ul><ul><ul><ul><li>Text only version </li></ul></ul></ul><ul><ul><li>Allinanchor: </li></ul></ul>
  15. 15. Keyword Selection <ul><li>Finding potential keywords </li></ul><ul><ul><li>Brainstorm </li></ul></ul><ul><ul><ul><li>Branded </li></ul></ul></ul><ul><ul><ul><li>Long tail </li></ul></ul></ul><ul><ul><ul><li>Geo-targeting </li></ul></ul></ul><ul><ul><ul><li>Misspellings </li></ul></ul></ul><ul><ul><ul><li>Sales cycle considerations </li></ul></ul></ul><ul><ul><li>Tools </li></ul></ul><ul><ul><li>Competitive research </li></ul></ul><ul><ul><li>Paid search and analytics data </li></ul></ul><ul><li>Selecting High Priority Keywords </li></ul><ul><ul><li>Search counts </li></ul></ul><ul><ul><ul><li>Plurals, synonyms, word order </li></ul></ul></ul><ul><ul><li>Searcher’s motivation </li></ul></ul><ul><ul><li>Competitiveness </li></ul></ul>
  16. 16. Keyword Assignment <ul><li>Keyword “theming” </li></ul><ul><ul><li>Learned art </li></ul></ul><ul><ul><li>Typically 2-3 keywords per page </li></ul></ul><ul><li>Align with current content or topic of page </li></ul><ul><ul><li>This will likely be the page that appears in the search results for that search </li></ul></ul><ul><li>Use competitive analysis </li></ul>
  17. 17. Agenda <ul><li>Introduction </li></ul><ul><li>Researching and Planning an SEO campaign </li></ul><ul><li>SEO Implementation – On Page </li></ul><ul><li>SEO Implementation – Off Page </li></ul><ul><li>Advanced SEO </li></ul><ul><li>Questions </li></ul><ul><li>Audience Volunteer Analysis </li></ul>
  18. 18. Site Architecture <ul><li>Main navigation </li></ul><ul><li>Breadcrumbs </li></ul><ul><li>Footer links </li></ul><ul><li>Content linking </li></ul><ul><li>Sub-domains </li></ul><ul><li>Folder structure </li></ul>
  19. 19. On Page SEO <ul><li>URLs </li></ul><ul><ul><li>URL consistency </li></ul></ul><ul><ul><li>“ -” vs. “_” </li></ul></ul><ul><li>Title tags </li></ul><ul><li>Meta description and meta keyword tags </li></ul><ul><li>Header tags </li></ul><ul><li>Alt, title, span, no-follow </li></ul>
  20. 20. On Page SEO (cont’d) <ul><li>Coding </li></ul><ul><ul><li>CMS and shopping carts </li></ul></ul><ul><ul><li>Externalize JavaScript and </li></ul></ul><ul><ul><li>CSS </li></ul></ul><ul><ul><li>Avoid frames </li></ul></ul><ul><li>Static site map </li></ul><ul><li>Tracking and analytics code </li></ul>
  21. 21. Text Content Writing <ul><li>Keyword density </li></ul><ul><li>“ Salesy” </li></ul><ul><li>Typically 2-3 keywords targeted per page </li></ul><ul><li>Proximity </li></ul><ul><ul><li>Headline </li></ul></ul><ul><ul><li>Near top of page </li></ul></ul><ul><ul><li>Links (anchor text) </li></ul></ul>
  22. 22. Text Content Writing (cont’d) <ul><li>Watch for duplicate content </li></ul><ul><ul><li>URL variations </li></ul></ul><ul><ul><li>Printer friendly pages </li></ul></ul><ul><li>Natural-sounding language </li></ul><ul><li>Compare keyword density to successful competitors </li></ul>
  23. 23. Embrace Web 2.0, with common sense <ul><li>Flash, Ajax </li></ul><ul><li>UGC </li></ul><ul><li>Video and audio </li></ul><ul><li>Social Networking </li></ul><ul><li>Online Reviews </li></ul><ul><li>Blogs, forums, how-to guides </li></ul><ul><li>Widgets </li></ul>
  24. 24. Agenda <ul><li>Introduction </li></ul><ul><li>Researching and Planning an SEO campaign </li></ul><ul><li>SEO Implementation – On Page </li></ul><ul><li>SEO Implementation – Off Page </li></ul><ul><li>Advanced SEO </li></ul><ul><li>Questions </li></ul><ul><li>Audience Volunteer Analysis </li></ul>
  25. 25. Off Page SEO <ul><li>Search Engine Sitemaps </li></ul><ul><li>RSS syndication </li></ul><ul><li>Robots.txt </li></ul><ul><li>301 redirects </li></ul><ul><li>Custom 404 page </li></ul><ul><li>W3C Validation </li></ul><ul><li>Broken Links </li></ul><ul><li>Page Loading Times </li></ul>
  26. 26. External Visibility <ul><li>Submissions </li></ul><ul><li>Link building </li></ul><ul><ul><li>Reciprocal links </li></ul></ul><ul><ul><li>Paid links </li></ul></ul><ul><ul><li>Run Of Site (ROS) </li></ul></ul><ul><ul><li>Directories </li></ul></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Content syndication </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><li>Rate of link growth </li></ul>
  27. 27. An Ideal Link <ul><li>Anchor text </li></ul><ul><li>Page location </li></ul><ul><li>Relevancy </li></ul><ul><li>Page strength </li></ul><ul><li>Permanence </li></ul>
  28. 28. SEO Reporting <ul><li>Ranking Reports </li></ul><ul><ul><li>Baseline </li></ul></ul><ul><ul><li>Monthly </li></ul></ul><ul><ul><li>90% of traffic can come from </li></ul></ul><ul><ul><li>“ long tail” keywords, which are </li></ul></ul><ul><ul><li>typically not tracked as closely </li></ul></ul><ul><li>KPI progress Reports </li></ul><ul><ul><li>Conversions </li></ul></ul><ul><ul><li>Traffic </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>phone calls </li></ul></ul>
  29. 29. SEO Reporting (cont’d) <ul><li>Other Potential Metrics </li></ul><ul><ul><li>Pre-SEO total site traffic vs. post-SEO </li></ul></ul><ul><ul><ul><li>SEO efforts will indirectly drive more visitors to site </li></ul></ul></ul><ul><ul><ul><li>increase the return on investment of other marketing efforts by allowing a viewer to come back and find the site via search engines </li></ul></ul></ul><ul><ul><li>Search engine referrals/diversification overall and on a specific keyword level </li></ul></ul><ul><ul><li>Amount and quality of traffic </li></ul></ul><ul><ul><ul><li>increase in page views, time on site, conversions, downloads, etc. </li></ul></ul></ul><ul><ul><li>Branded Search Counts </li></ul></ul><ul><ul><li>Reduction of necessary PPC spend </li></ul></ul><ul><ul><ul><li>Watch for synergistic effects </li></ul></ul></ul><ul><ul><li>The lifetime value of the new business </li></ul></ul><ul><ul><li>Increase in links from search engines’ perspective </li></ul></ul><ul><ul><li>Increase in number of pages indexed by search engines </li></ul></ul>
  30. 30. Agenda <ul><li>Introduction </li></ul><ul><li>Researching and Planning an SEO campaign </li></ul><ul><li>SEO Implementation – On Page </li></ul><ul><li>SEO Implementation – Off Page </li></ul><ul><li>Advanced SEO </li></ul><ul><li>Questions </li></ul><ul><li>Audience volunteer analysis </li></ul>
  31. 31. Resources for More Info <ul><li>Search Engine Webmaster Guidelines </li></ul><ul><ul><li>http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769 </li></ul></ul><ul><ul><li>http://help.yahoo.com/help/us/ysearch/index.html </li></ul></ul><ul><ul><li>http://search.msn.com/docs/siteowner.aspx?t=SEARCH_WEBMASTER_REF_GuidelinesforOptimizingSite.htm </li></ul></ul><ul><li>http:// www.webmasterworld.com / </li></ul><ul><li>http://www.sempo.org/home </li></ul><ul><li>http://searchenginewatch.com/ </li></ul><ul><li>http://searchengineland.com/ </li></ul><ul><li>http://www.searchenginejournal.com/ </li></ul><ul><li>Conferences </li></ul><ul><ul><li>http://www.searchenginestrategies.com/ </li></ul></ul><ul><ul><li>http://searchmarketingexpo.com/ </li></ul></ul><ul><ul><li>http://www.pubcon.com/ </li></ul></ul>
  32. 32. Black Hat Techniques to avoid <ul><li>Cloaking </li></ul><ul><li>Hidden text </li></ul><ul><li>Keyword stuffing </li></ul><ul><ul><li>Off-topic, high traffic keywords </li></ul></ul><ul><li>Automated content </li></ul>
  33. 33. Universal and Personalized Search <ul><li>The meaning of rankings is changing </li></ul><ul><li>The meaning of content is changing </li></ul><ul><li>Opportunity!!! </li></ul>
  34. 34. International Search <ul><li>Country-specific domains </li></ul><ul><li>Language translation </li></ul><ul><ul><li>Regional dialects </li></ul></ul><ul><li>More search engines </li></ul><ul><li>Local hosting </li></ul><ul><li>Links from country-specific domains </li></ul>
  35. 35. Mobile Search <ul><li>Screen Size and Device Variations </li></ul><ul><li>Separate mobile sites </li></ul><ul><ul><li>.mobi domain </li></ul></ul><ul><ul><li>Use CSS to make a site device-specific </li></ul></ul><ul><li>Navigational structure </li></ul><ul><li>Text heavy, image light </li></ul><ul><li>Consumer acceptance </li></ul>
  36. 36. Social Media Optimization (SMO) <ul><li>Social Bookmarking </li></ul><ul><ul><li>Del.icio.us </li></ul></ul><ul><li>Social networking </li></ul><ul><ul><li>Myspace.com </li></ul></ul><ul><ul><li>Craigslist.org </li></ul></ul><ul><li>Content aggregation </li></ul><ul><ul><li>Digg.com </li></ul></ul><ul><li>Wikipedia </li></ul><ul><li>Mash-ups </li></ul><ul><ul><li>http://api.maps.yahoo.com/Maps/V1/annotatedMaps?appid=jeffreymcmanus&xmlsrc=http://mcmanus.typepad.com/sandiegotrolley.xml </li></ul></ul>
  37. 37. Local Search Optimization <ul><li>Contact Info </li></ul><ul><li>Areas serviced </li></ul><ul><li>Local Search submission </li></ul><ul><li>Other providers </li></ul><ul><ul><li>Yelp, local.com, Citysearch, kudzu, Service Magic </li></ul></ul><ul><li>Internet Yellowpages </li></ul>
  38. 38. Agenda <ul><li>Introduction </li></ul><ul><li>Researching and Planning an SEO campaign </li></ul><ul><li>SEO Implementation – On Page </li></ul><ul><li>SEO Implementation – Off Page </li></ul><ul><li>Advanced SEO </li></ul><ul><li>Questions </li></ul><ul><li>Audience Volunteer Analysis </li></ul>
  39. 39. Agenda <ul><li>Introduction </li></ul><ul><li>Researching and Planning an SEO campaign </li></ul><ul><li>SEO Implementation – On Page </li></ul><ul><li>SEO Implementation – Off Page </li></ul><ul><li>Advanced SEO </li></ul><ul><li>Questions </li></ul><ul><li>Audience Volunteer Analysis </li></ul>
  40. 40. <ul><li>Dream Big </li></ul>
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