0
THE
HIST RY
OF SEO
Searchenginesused
tobeeditedby humans.
Searchenginesused
tobeeditedby humans.
Not spiders.
They have come a long way.
THEY
HAVE
COME
A LONG
WAY– – – – –
Images
Videos
Results from Google+
“Astudyofthesearchengine
resultpages(samplesize:
10k)revealedonly15%had
nonews,nolocal,novideo,
noimage,noknowledge
graph,...
Thefuturerole
ofanSEO
isgoingtobe
alotmorecomplex.
Let’slook back
onwhat’shappened
overthepast
twodecades.2000
1994
2014
2010
1994
2000
2014
2010
THE YEAR IS 1994
AND THESE GUYS
ARE REALLY BIG.
MEANWHILE,
SOMEWHERE
IN WASHINGTON.
Washington
MEANWHILE,
SOMEWHERE
IN WASHINGTON,
BRIAN PINKERTON
CREATES THE FIRST
CRAWLER TO INDEX
ENTIRE PAGES.
MEANWHILE,
SOMEWHERE
IN WASHINGTON,
BRIAN PINKERTON
CREATES THE FIRST
CRAWLER TO INDEX
ENTIRE PAGES.
IT GENERATES A LIST
O...
IT’S CALLED
WEBCRAWLER
AND LOOKS
LIKE THIS.
FAST
FORWARD
THREE YEARS.
1997
2000
1994
2014
2010
Exciteiskindof
abigdealinthe
90s.Itlaunchesin
1993andpurchases
Webcrawlerin1996,
buteventuallystops
gatheringitsown
listin...
Launchedin1994,
Lycosisoneofthe
earliestcrawler-based
searchengines.
By1997 ithas
indexedover60
milliondocuments.It
eventu...
Yahooisstillpowered
byhumans,with
crawler-basedresults
frompartnersonly
showingifnohuman-
poweredresultsexist.
DANNY SULLIVAN
LAUNCHES
SEARCH ENGINE
WATCH TO
DISCUSS ALL
THINGS SEARCH.
DANNY SULLIVAN
LAUNCHES
SEARCH ENGINE
WATCH TO
DISCUSS ALL
THINGS SEARCH.
He’s kind of
a big deal in
search …
They have come a long way.
THIS
WAS
SEARCH
ENGINE
WATCH
IN 1997.
1998
2000
1994
2014
2010
Googlelaunchesand
usesPageRank torank
websitesmoreaccurately.
Googlelaunchesand
usesPageRank torank
websitesmoreaccurately.
PageRank looks at
incoming links for
a webpage to help
deter...
GOOGLE’S PAGERANK IS
KNOWN AS “LINK JUICE”
AND STARTS A LONG
ROMANCE BETWEEN SEO 
LINKS.
SEO LINKS
1999
2000
1994
2014
2010
DANNY SULLIVAN
LAUNCHES THE
FIRST CONFERENCE
JUST FOR SEARCH.
TOPICSCOVEREDINCLUDE:
1.DesigningSearchEngine
FriendlySites–Tipsforthose
whobuildsitestomakethem
moresearchenginefriendlya...
In 1999 it
pays to be
awesome at
meta tags.
TOPICSCOVEREDINCLUDE:
1.DesigningSearchEngine
FriendlySites–Tipsforthose
whobu...
In1999,SEOsstillhave
problemswithsearchengine
updates.Altavistarelaunches
itswebsiteandchangesits
algorithm.Lot’sofsitesdi...
2000
1994
2014
2010
Googlelaunches
PaidLinksAdWords
asCPMmodel.
Googlealsoreleases
aPageRanktoolbar
soSEOscannow
recordtheirPageRank.
GOOGLE’S PAGERANK
TOOLBAR HELPS SEOS
FIGURE OUT THE BEST
PAGES TO GET LINKS
FROM.
SEO LINKS
2002
2000
1994
2014
2010
GOOGLE
BOMBING
IS A
THING.
GOOGLE
BOMBING
IS A
THING. Use links
to make
a page rank
for unrelated
searches.
Itmakesitalltheway
totheBBCNews.
BobMassalaunchesthe
first“PRAdNetwork”
tobrokertextlinkad
dealsbetweenpotential
buyersandsellers.
BobMassalaunchesthe
first“PRAdNetwork”
tobrokertextlinkad
dealsbetweenpotential
buyersandsellers.But Google
doesn’t like
t...
BobMassalaunchedthe
first“PRAdNetwork”
tobrokertextlinkad
dealsbetweenpotential
buyersandsellers.But Google
didn’t like
th...
2003
2000
1994
2014
2010
GOOGLE
GETS INTO
CONTEXTUAL
ADVERTISING
WITH ADSENSE.
ManySEOstakeadvantage
ofAdSensebydeveloping
MFA(MadeforAdSense
sites).
PATRICK GAVIN
LAUNCHES
TEXT-LINK-ADS
GIVING USERS AN
EASY METHOD TO
BUY  SELL LINKS.
GOOGLE’S
FLORIDA UPDATE
PENALISES
TACTICS POPULAR
IN THE LATE 90S
LIKE KEYWORD
STUFFING
AND OVER
OPTIMISATION OF
ANCHOR TE...
2004
2000
1994
2014
2010
RAND FISHKIN
LAUNCHES SEOMOZ
AND QUICKLY
TURNS IT INTO ONE
OF THE INDUSTRY
AUTHORITIES
ON ALL THINGS
SEARCH.
AARON WALL
RELEASES THE FIRST
PDF VERSION OF
SEOBOOK, ONE OF
THE BEST KNOWN
BOOKS ON THE
SUBJECT OF SEARCH.
Spamisstillanissue
withcompanieslike
TrafficPowerbannedfor
tacticssuchasJavaScript
mouseoverredirectsand
doorwaypages.
Spamisstillanissue
withthecompany
TrafficPowerbannedfor
tacticssuchasJavascript
mouseoverredirectsand
doorwaypages.
Google...
SETH GODIN
WRITES
A POPULAR BLOG
POST ON WHY SEO
IS AN UNRELIABLE
TRAFFIC SOURCE.
The Problem with
Search Engine
Optimisat...
2005
2000
1994
2014
2010
In2005,Google
releasesthe
nofollowtagto
combatblogspam
whichissupported
bybothMSNand
Yahoo.
Blog
comment
spam
SEOsuseitforPageRank
sculptingtofunnelPageRank
toimportantpages.
LINK #1 LINK #1
LINK #2 LINK #2
LINK #3 LINK #3
LJ=1 LJ=1...
SEOsuseitforPageRank
sculptingtofunnelPageRank
toimportantpages.
LINK #1 LINK #1
LINK #2 LINK #2
LINK #3 LINK #3
LJ=1 LJ=1...
Googlelaunches
GoogleAnalytics,
givingSEOsan
easywaytoanalyze
andtrackthe
performance
oftheircampaigns.
IT’S RUMORED THAT
GOOGLE IS RELEASING
AN AGING FILTER,
MAKING IT DIFFICULT TO
RANK NEW SITES. THIS IS
OFTEN REFERRED TO AS...
Shoemoneywrites
oneofthefirst
“SEOisDead”posts.
Thiswastobecome
apopulartopicafter
eachGoogleupdate.
SEO is Dead
http://bi...
2006
2000
1994
2014
2010
IN 2006 GOOGLE
ANNOUNCES
THAT BMW IS
BANNED FOR USING
A TACTIC CALLED
CLOAKING.
IN 2006 GOOGLE
ANNOUNCES
THAT BMW IS
BANNED FOR USING
A TACTIC CALLED
CLOAKING.
Cloaking shows
users and search
engines di...
Whatasearch
enginesees
Whatausersees
XMLSitemapslaunchandare
supportedbyallofthemajor
searchengines.
2008
2000
1994
2014
2010
GoogleSuggestlaunches.
ThisgivesSEOsanothertool
tohelpwithkeywordresearch.
2009
2000
1994
2014
2010
In2009,socialnetworks
arehelpingtoprovide
real-timeresultsforusers.
Googlewantstomake
sureitsindexcanprovide
fresherresult...
GOOGLE CAFFEINE
UPDATE MEANS
GOOGLE CAN
INDEX THE WEB
MORE OFTEN AND
PROVIDE FRESHER
RESULTS.
Googlelaunchesreal-time
search includingTwitterresults.
Itendsin2011whenGoogle’sdeal
withTwitterexpired.
MEANWHILE …
MEANWHILE …
EricSchmidt,
GoogleChairman
The internet is fast
becoming a “cesspool”
where false information
thrives. Brands...
GOOGLE
VINCE IS
A MAJOR
UPDATE THAT
MANY SEOS
FEEL FAVOUR
BRANDS.
GOOGLE
VINCE IS
A MAJOR
UPDATE THAT
MANY SEOS
FEEL FAVOUR
BRANDS.
Vince ...
Get it?
2010
2000
1994
2014
In2010,theNewYorkTimes
printsastoryaboutDecorEyes,
acompanywhousesbad
serviceasawaytocapture
highqualitylinksfromuser
comp...
Itdoesn’tendwell.Google
penalisesthesiteandthesite
ownergetsarrested.
Itdoesn’tendwellwithGoogle
penalisingthesiteandtheowner
gettingarrested.
GoogleSmackDown
IN AN INTERVIEW WITH
DANNY SULLIVAN, BOTH
GOOGLE  BING CONFIRM
TWITTER  FACEBOOK
INFLUENCE SEO.
SEO SOCIAL
2011
2000
1994
2014
2010
IN 2011, THE NEW YORK
TIMES PRINTS A STORY
OUTING JCPENNEYS
LINK BUILDING TACTICS,
WHICH THEY REFER TO
AS “BLACK-HAT”.
GooglepenalisesJCPenney.
Thepenaltyonlylastsforthree
months.
GooglepenalisesJCPenney.The
penaltyonlylastsfor3months.
GoogleSmackDown
GooglelaunchesPanda.
Itsaimistopreventsites
withlowqualitycontentfrom
acquiringtop-tierrankings.
GooglelaunchesPanda.
Itsaimistopreventsites
withlowqualitycontentfrom
acquiringtop-tierrankings.
Google Panda forces
SEOs ...
AspartofGoogle’slaunch
forGoogle+,itstarts
encryptingkeyworddata.
SEOsnowseeahigh%
oftheirorganictrafficfrom
“(notprovided...
AccordingtoClickConsult’s
counter,trafficfrom“(notprovided)”
hasgrownalotsinceitslaunch.
2012
2000
1994
2014
2010
GOOGLE RELEASES
PENGUIN TO PUNISH
WEBSITES THAT
ARE BUILDING LOW
QUALITY LINKS.
Link-buildingtacticslikearticle
spinning,blognetworksand
directoriesareallinthefiringline.
Googlereleasesadisavowtool
tohelpwebsitesrecoverfrom
penaltiesduetobadlinks.
2013
2000
1994
2014
2010
SEOMozrebrandsto
Mozandbecomesan
inboundmarketing
company.
SEOMozrebrandsto
Mozandbecomesan
inboundmarketing
company.
Inbound
marketing,
what is that?
InboundMarketing
Makemarketingpeoplelove.
Bypublishingtherightcontentin
therightplaceattherighttime,
yourmarketingbecomesr...
WantExpertSEOAdvice
WithYourCoffee?
Getfivedaysoftipsdelivered
toyourinboxfromtopSEO
experts.Eachtipcanberead
andimplement...
History of SEO
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Transcript of "History of SEO"

  1. 1. THE HIST RY OF SEO
  2. 2. Searchenginesused tobeeditedby humans.
  3. 3. Searchenginesused tobeeditedby humans. Not spiders.
  4. 4. They have come a long way. THEY HAVE COME A LONG WAY– – – – –
  5. 5. Images
  6. 6. Videos
  7. 7. Results from Google+
  8. 8. “Astudyofthesearchengine resultpages(samplesize: 10k)revealedonly15%had nonews,nolocal,novideo, noimage,noknowledge graph,nopaidinclusion,no authorship.” Source@dr_pete:Beyond10BlueLinks
  9. 9. Thefuturerole ofanSEO isgoingtobe alotmorecomplex.
  10. 10. Let’slook back onwhat’shappened overthepast twodecades.2000 1994 2014 2010
  11. 11. 1994 2000 2014 2010
  12. 12. THE YEAR IS 1994 AND THESE GUYS ARE REALLY BIG.
  13. 13. MEANWHILE, SOMEWHERE IN WASHINGTON. Washington
  14. 14. MEANWHILE, SOMEWHERE IN WASHINGTON, BRIAN PINKERTON CREATES THE FIRST CRAWLER TO INDEX ENTIRE PAGES.
  15. 15. MEANWHILE, SOMEWHERE IN WASHINGTON, BRIAN PINKERTON CREATES THE FIRST CRAWLER TO INDEX ENTIRE PAGES. IT GENERATES A LIST OF THE TOP 25 WEBSITES.
  16. 16. IT’S CALLED WEBCRAWLER AND LOOKS LIKE THIS.
  17. 17. FAST FORWARD THREE YEARS.
  18. 18. 1997 2000 1994 2014 2010
  19. 19. Exciteiskindof abigdealinthe 90s.Itlaunchesin 1993andpurchases Webcrawlerin1996, buteventuallystops gatheringitsown listingsin2001.
  20. 20. Launchedin1994, Lycosisoneofthe earliestcrawler-based searchengines. By1997 ithas indexedover60 milliondocuments.It eventuallyoutsources itssearchresultsto AllTheWeb.
  21. 21. Yahooisstillpowered byhumans,with crawler-basedresults frompartnersonly showingifnohuman- poweredresultsexist.
  22. 22. DANNY SULLIVAN LAUNCHES SEARCH ENGINE WATCH TO DISCUSS ALL THINGS SEARCH.
  23. 23. DANNY SULLIVAN LAUNCHES SEARCH ENGINE WATCH TO DISCUSS ALL THINGS SEARCH. He’s kind of a big deal in search …
  24. 24. They have come a long way. THIS WAS SEARCH ENGINE WATCH IN 1997.
  25. 25. 1998 2000 1994 2014 2010
  26. 26. Googlelaunchesand usesPageRank torank websitesmoreaccurately.
  27. 27. Googlelaunchesand usesPageRank torank websitesmoreaccurately. PageRank looks at incoming links for a webpage to help determine where it should rank.
  28. 28. GOOGLE’S PAGERANK IS KNOWN AS “LINK JUICE” AND STARTS A LONG ROMANCE BETWEEN SEO LINKS. SEO LINKS
  29. 29. 1999 2000 1994 2014 2010
  30. 30. DANNY SULLIVAN LAUNCHES THE FIRST CONFERENCE JUST FOR SEARCH.
  31. 31. TOPICSCOVEREDINCLUDE: 1.DesigningSearchEngine FriendlySites–Tipsforthose whobuildsitestomakethem moresearchenginefriendlyand tapintotrafficnaturally. 2.MetaTags–Differentexperts explaintheirstrategiestowriting metatags. 3.DoorwayPages–Learnthe prosandconstocreating contentpreciselyoptimised forsearchengines.
  32. 32. In 1999 it pays to be awesome at meta tags. TOPICSCOVEREDINCLUDE: 1.DesigningSearchEngine FriendlySites–Tipsforthose whobuildsitestomakethem moresearchenginefriendlyand totapintotrafficnaturally. 2.MetaTags–Differentexperts explaintheirstrategiestowriting metatags. 3.DoorwayPages–Learnthe prosandconstocreating contentpreciselyoptimised forsearchengines.
  33. 33. In1999,SEOsstillhave problemswithsearchengine updates.Altavistarelaunches itswebsiteandchangesits algorithm.Lot’sofsitesdisappear. ItbecameknownasBlack Monday.
  34. 34. 2000 1994 2014 2010
  35. 35. Googlelaunches PaidLinksAdWords asCPMmodel.
  36. 36. Googlealsoreleases aPageRanktoolbar soSEOscannow recordtheirPageRank.
  37. 37. GOOGLE’S PAGERANK TOOLBAR HELPS SEOS FIGURE OUT THE BEST PAGES TO GET LINKS FROM. SEO LINKS
  38. 38. 2002 2000 1994 2014 2010
  39. 39. GOOGLE BOMBING IS A THING.
  40. 40. GOOGLE BOMBING IS A THING. Use links to make a page rank for unrelated searches.
  41. 41. Itmakesitalltheway totheBBCNews.
  42. 42. BobMassalaunchesthe first“PRAdNetwork” tobrokertextlinkad dealsbetweenpotential buyersandsellers.
  43. 43. BobMassalaunchesthe first“PRAdNetwork” tobrokertextlinkad dealsbetweenpotential buyersandsellers.But Google doesn’t like this and penalises SearchKing.
  44. 44. BobMassalaunchedthe first“PRAdNetwork” tobrokertextlinkad dealsbetweenpotential buyersandsellers.But Google didn’t like this and penalised SearchKing GoogleSmackDown
  45. 45. 2003 2000 1994 2014 2010
  46. 46. GOOGLE GETS INTO CONTEXTUAL ADVERTISING WITH ADSENSE.
  47. 47. ManySEOstakeadvantage ofAdSensebydeveloping MFA(MadeforAdSense sites).
  48. 48. PATRICK GAVIN LAUNCHES TEXT-LINK-ADS GIVING USERS AN EASY METHOD TO BUY SELL LINKS.
  49. 49. GOOGLE’S FLORIDA UPDATE PENALISES TACTICS POPULAR IN THE LATE 90S LIKE KEYWORD STUFFING AND OVER OPTIMISATION OF ANCHOR TEXT. Florida
  50. 50. 2004 2000 1994 2014 2010
  51. 51. RAND FISHKIN LAUNCHES SEOMOZ AND QUICKLY TURNS IT INTO ONE OF THE INDUSTRY AUTHORITIES ON ALL THINGS SEARCH.
  52. 52. AARON WALL RELEASES THE FIRST PDF VERSION OF SEOBOOK, ONE OF THE BEST KNOWN BOOKS ON THE SUBJECT OF SEARCH.
  53. 53. Spamisstillanissue withcompanieslike TrafficPowerbannedfor tacticssuchasJavaScript mouseoverredirectsand doorwaypages.
  54. 54. Spamisstillanissue withthecompany TrafficPowerbannedfor tacticssuchasJavascript mouseoverredirectsand doorwaypages. GoogleSmackDown
  55. 55. SETH GODIN WRITES A POPULAR BLOG POST ON WHY SEO IS AN UNRELIABLE TRAFFIC SOURCE. The Problem with Search Engine Optimisation http://bit.ly/1bnqOz
  56. 56. 2005 2000 1994 2014 2010
  57. 57. In2005,Google releasesthe nofollowtagto combatblogspam whichissupported bybothMSNand Yahoo. Blog comment spam
  58. 58. SEOsuseitforPageRank sculptingtofunnelPageRank toimportantpages. LINK #1 LINK #1 LINK #2 LINK #2 LINK #3 LINK #3 LJ=1 LJ=1.5 LJ=2 LJ=0 LJ=3 LJ=1.5LinkJuice= 3 STANDARD LINKING LinkJuice= 3 USING NOFOLLOW nofollow
  59. 59. SEOsuseitforPageRank sculptingtofunnelPageRank toimportantpages. LINK #1 LINK #1 LINK #2 LINK #2 LINK #3 LINK #3 LJ=1 LJ=1.5 LJ=2 LJ=0 LJ=3 LJ=1.5LinkJuice= 3 STANDARD LINKING LinkJuice= 3 USING NOFOLLOW nofollow Google put a stop to this in 2008 when they announce nofollowing a link no longer passes more juice through remaining links.
  60. 60. Googlelaunches GoogleAnalytics, givingSEOsan easywaytoanalyze andtrackthe performance oftheircampaigns.
  61. 61. IT’S RUMORED THAT GOOGLE IS RELEASING AN AGING FILTER, MAKING IT DIFFICULT TO RANK NEW SITES. THIS IS OFTEN REFERRED TO AS THE “SANDBOX EFFECT”.
  62. 62. Shoemoneywrites oneofthefirst “SEOisDead”posts. Thiswastobecome apopulartopicafter eachGoogleupdate. SEO is Dead http://bit.ly/QGmJy2
  63. 63. 2006 2000 1994 2014 2010
  64. 64. IN 2006 GOOGLE ANNOUNCES THAT BMW IS BANNED FOR USING A TACTIC CALLED CLOAKING.
  65. 65. IN 2006 GOOGLE ANNOUNCES THAT BMW IS BANNED FOR USING A TACTIC CALLED CLOAKING. Cloaking shows users and search engines different content.
  66. 66. Whatasearch enginesees Whatausersees
  67. 67. XMLSitemapslaunchandare supportedbyallofthemajor searchengines.
  68. 68. 2008 2000 1994 2014 2010
  69. 69. GoogleSuggestlaunches. ThisgivesSEOsanothertool tohelpwithkeywordresearch.
  70. 70. 2009 2000 1994 2014 2010
  71. 71. In2009,socialnetworks arehelpingtoprovide real-timeresultsforusers. Googlewantstomake sureitsindexcanprovide fresherresults.
  72. 72. GOOGLE CAFFEINE UPDATE MEANS GOOGLE CAN INDEX THE WEB MORE OFTEN AND PROVIDE FRESHER RESULTS.
  73. 73. Googlelaunchesreal-time search includingTwitterresults.
  74. 74. Itendsin2011whenGoogle’sdeal withTwitterexpired.
  75. 75. MEANWHILE …
  76. 76. MEANWHILE … EricSchmidt, GoogleChairman The internet is fast becoming a “cesspool” where false information thrives. Brands are how you sort out the cesspool. http://bit.ly/LOqsE0
  77. 77. GOOGLE VINCE IS A MAJOR UPDATE THAT MANY SEOS FEEL FAVOUR BRANDS.
  78. 78. GOOGLE VINCE IS A MAJOR UPDATE THAT MANY SEOS FEEL FAVOUR BRANDS. Vince ... Get it?
  79. 79. 2010 2000 1994 2014
  80. 80. In2010,theNewYorkTimes printsastoryaboutDecorEyes, acompanywhousesbad serviceasawaytocapture highqualitylinksfromuser complaintwebsitesandhelp improveitssearchengine rankings.
  81. 81. Itdoesn’tendwell.Google penalisesthesiteandthesite ownergetsarrested.
  82. 82. Itdoesn’tendwellwithGoogle penalisingthesiteandtheowner gettingarrested. GoogleSmackDown
  83. 83. IN AN INTERVIEW WITH DANNY SULLIVAN, BOTH GOOGLE BING CONFIRM TWITTER FACEBOOK INFLUENCE SEO. SEO SOCIAL
  84. 84. 2011 2000 1994 2014 2010
  85. 85. IN 2011, THE NEW YORK TIMES PRINTS A STORY OUTING JCPENNEYS LINK BUILDING TACTICS, WHICH THEY REFER TO AS “BLACK-HAT”.
  86. 86. GooglepenalisesJCPenney. Thepenaltyonlylastsforthree months.
  87. 87. GooglepenalisesJCPenney.The penaltyonlylastsfor3months. GoogleSmackDown
  88. 88. GooglelaunchesPanda. Itsaimistopreventsites withlowqualitycontentfrom acquiringtop-tierrankings.
  89. 89. GooglelaunchesPanda. Itsaimistopreventsites withlowqualitycontentfrom acquiringtop-tierrankings. Google Panda forces SEOs to put more focus on the quality of content they were publishing.
  90. 90. AspartofGoogle’slaunch forGoogle+,itstarts encryptingkeyworddata. SEOsnowseeahigh% oftheirorganictrafficfrom “(notprovided)”.
  91. 91. AccordingtoClickConsult’s counter,trafficfrom“(notprovided)” hasgrownalotsinceitslaunch.
  92. 92. 2012 2000 1994 2014 2010
  93. 93. GOOGLE RELEASES PENGUIN TO PUNISH WEBSITES THAT ARE BUILDING LOW QUALITY LINKS.
  94. 94. Link-buildingtacticslikearticle spinning,blognetworksand directoriesareallinthefiringline.
  95. 95. Googlereleasesadisavowtool tohelpwebsitesrecoverfrom penaltiesduetobadlinks.
  96. 96. 2013 2000 1994 2014 2010
  97. 97. SEOMozrebrandsto Mozandbecomesan inboundmarketing company.
  98. 98. SEOMozrebrandsto Mozandbecomesan inboundmarketing company. Inbound marketing, what is that?
  99. 99. InboundMarketing Makemarketingpeoplelove. Bypublishingtherightcontentin therightplaceattherighttime, yourmarketingbecomesrelevant andhelpfultoyourcustomers,not interruptive.Nowthat’smarketing peoplecanlove. Findoutmore: http://bit.ly/13d7uxS
  100. 100. WantExpertSEOAdvice WithYourCoffee? Getfivedaysoftipsdelivered toyourinboxfromtopSEO experts.Eachtipcanberead andimplementedduring asinglecoffeebreak. CLICKHERE
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