DISPERSED CITATION, THE IDEA GRAPH
AND GOOGLE AUTHORSHIP: THE
FUTURE OF SEARCH & SOCIAL
Links: portent.co/mktftr
Twitter: ...
Ian Lurie
@portentint
ian@portent.com
THESE ARE THE LINKS
Links: portent.co/mktftr
HOW THIS WILL GO
Hand-wavyvisiony-ness
Where we're at
What's coming
How to prepare
Why you should
SOME NERDINESS
MAY ENSUE
I’M NO GURU
TABLETS? THEY’LL
NEVER SUCCEED
ian lurie, 2010
I STICK WITH 3-4 YEARS
WE CAN’T WAIT 10 YEARS
REDUCED CHANCE
OF EMBARASSING
MYSELF
WHERE WE’RE AT NOW
SEARCH = UTILITY
WHERE WE’RE AT NOW
LINKS & WORDS
LINKS & WORDS
YOUR SITE
THEIR SITE
YOUR GUEST POST
LINKS & WORDS
YOUR SITE
THEIR SITE
YOUR GUEST POST
NYT 10,000 +1s
@@$!@**&!)!@
GUEST POSTING
GUEST POSTING SUCKS
“HOW MANY LINKS DO WE HAVE?”
GREETINGS OF THE DAY!
I AM FRED, SEO COPYWRITER…
BLOG POSTING
BLOG POSTING SUCKS
“HOW MANY BLOG POSTS WILL I GET?”
You should definitely go watch a stock
car race. Just bring your umbr...
i am so
going to
kick your
@ss
WHERE WE’RE AT NOW
(NOT PROVIDED)
GOOGLE’S WAY OF SAYING
keyword stuff
this.
GOOGLE’S WAY OF SAYINGI’M NOT A
TINFOIL HAT KINDA GUY
GOOGLE’S WAY OF SAYING
see how cute and
helpful we are?
yaaaaaay.
pure genius! Get
me 1,000 shares
please, so that i may
roll around in them
and bask in their
glory!
REACTION WHE...
BOOOOOOOO.
outrage! burn them at
the stake! pillage their
evil corporate
empires!
REACTION WHEN YOU
EXPLAIN HOW GOOGLE GET...
too late, suckers.
we are outta here
nsa, anyone?
100
0
10
20
30
40
50
60
70
80
90
%'notprovided'
NOT PROVIDED OVER TIME
(NOT PROVIDED)
WILL HIT >90% IN 2014
FUUUUUUUUUUUUUUUU….
RELAX
WHERE WE’RE GOING
DISPERSED CITATION
DISPERSED CITATION
=PAGERANK FOR REALITY
BUILDS AUTHORITY BASED ON CITATION
AROUND THE WEB, LINKS OR NO LINKS.
COLLECTS AND REDISTRIBUTES IT.
DISPERSED CITATION
DISPERSED CITATION
GOOGLE +
THE IDEA GRAPH
BUILT AROUND
MEASURED WITH
YOUR SITETHEIR SITE
GUEST POST
NYT 10,000 +1s
GOOGLE+ PROFILE
1: GOOGLE + AND AUTHORSHIP/
SCHEMA
‘GOOGLE PLUS’
IS 2 THINGS
A PLATFORM
A SOCIAL NETWORK
AS A SOCIAL NETWORK,
GOOGLE+ WILL FAIL
whoa, there. if it
doesn't send any
traffic, why
should i care?
AS A SOCIAL MEDIA PLATFORM,
GOOGLE+ WINS BIG
IT INTEGRATES
EVERYWHERE
DO NOT RUN. WE ARE
YOUR FRIENDS.
ALL MOBILE
I, FOR ONE, WELCOME OUR
GOOGLE OVERLORDS.
DO NOT RUN. WE ARE
YOUR FRIENDS.
WILL GOOGLE ‘BEAT’
FACEBOOK?
NO.
GOOGLE +1s
GOOGLE +1Sthat list of coolest
ice cubes is awesome.
but how do we tell
people?
give it a +1
HIGH CORRELATION TO RANKINGS
from moz.com
RESIST THE
TEMPTATION
TO SPAM IT
RESIST THE
TEMPTATION
TO SPAM IT
THERE’S ONLY ONE
PLACE THAT LEADS
IT’S NOT A
HAPPY PLACE
CORRELATION ≠ CAUSATION
THIS BOAT
DIDN’T SINK
BECAUSE IT
HAD WINDOWS
STILL…
YOU NEED TO
CAPITALIZE
BUILD YOUR SITE
TO GET AND GET
CREDIT FOR +1S
INCLUDE THE
BUTTON
INCLUDE THE
BUTTON
MAKE IT STICKY
DON’T MOVE STUFF AROUND
SET UP REL=PUBLISHER
LINK FROM YOUR
G+ BRAND PAGE
<A HREF=“YOURGOOGLE+BRANDPAGE”
REL=“PUBLISHER”>LINK HERE</A>!
LINK TO YOUR
G+ BRAND PAGE
<LINK HREF=“YOURGOOGLE
+BRANDPAGE” REL=“PUBLISHER” />!
or
or
NOT A PLUS 1 BADGE!
USE ARTICLE MARKUP
PER SCHEMA.ORG
CHECK USING GOOGLE’S
STRUCTURED DATA TESTING TOOL
IT AGGREGATES YOUR +1s
GUEST POST
LINKS +1s
REL=PUBLISHER
DISPERSED CITATION
GUEST POST
LINKS +1s
REL=PUBLISHER
ARTICLEARTICLE
GOOGLE+ PROFILE PAGES
GOOGLE AUTHORSHIP
ONLY WORKS FOR
INDIVIDUALS
YOUR SITE
THEIR SITE
YOUR GUEST POST
NYT 10,000 +1s
@@$!@**&!)!@
GUEST POST
LINKS +1s
AUTHORSHIP
GUEST POST
LINKS +1s
AUTHORSHIP
ARTICLE
GUEST POST
LINKS +1s
AUTHORSHIP
ARTICLEARTICLE
NAME = G+ PROFILE NAME
BYLINE
<A HREF=“YOURGOOGLE+PAGE?
REL=AUTHOR”>LINK HERE</A>!
LINK TO GOOGLE+
FROM EVERY PAGE…
1 SITE
GOOGLE+ PROFILE
Link from every
piece you write
…OR TO A BIO PAGE
THAT LINKS TO G+
1 SITE
GOOGLE+ PROFILE
Link from
bio page
BIO PAGE
CLICK EDIT
ADD LINK
TEST USING STRUCTURED
DATA TESTER
ALL DONE
DISPERSED CITATION
GUEST POST
LINKS
+1s
BRAND
PROFILE
PROFILE
WHY WOULDN’T
GOOGLE AGGREGATE
OTHER SIGNALS TO
GOOGLE+ PROFILES?
GUEST POST
LINKS
+1s
REVIEW
VIDEO
TIME IN STORE
BRAND
PROFILE
PROFILE
CAPITALIZE ON
DISPERSED CITATION
CAPITALIZE ON
DISPERSED CITATION
IT’S GOOD ANYWAY
HEEYYYY! YOU BELIEVE
IAN? HAVE I GOT A
BUSINESS DEAL FOR
YOU!
WHY DISPERSED
CITATION WILL
STICK AROUND
BASIC RULES OF
PRODUCTS/IDEAS
THAT LAST
LIZARD BRAIN
good good
good good
good good
good good
HATES BARRIERS TO ENTRY
eeeeek!
Humans!!!!
CAT BRAIN
I'M COMFY
I'M ANNOYED
PREPROGRAMMED ABILITY
TO LEARN/FEEL
TOO MUCH OF THIS
REQUIRED? YOU’LL FAIL.
LOW BARRIER TO ENTRY
WORK ALONG EXISTING PATHWAYS
LONG-TERM SATISFACTION, BUT
NOT TOO MUCH LEARNING
TRENDS THAT STICK USUA...
GOOGLE+
LIZARD BRAIN: LOW
BARRIER TO ENTRY
FOR CONSUMERS
GOT GMAIL?
YOU CAN +1
yeah, baby.
CAT BRAIN: WARM TINGLIES
i actually
kick puppies
in my
dreams
FANCY BRAIN:
BUILDING SOMETHING
FANCY BRAIN:
ENHANCES USE OF ALL
GOOGLE PROPERTIES
BUT DOESN’T REQUIRE
MUCH LEARNING
I, FOR ONE, WELCOME OUR
GOOGLE OVERLORDS.
DO NOT RUN. WE ARE
YOUR FRIENDS.
DISPERSED CITATION
LIZARD BRAIN: 90% OF
WHAT GOOGLE NEEDS,
THEY HAVE
MAPS TO WHAT PEOPLE DO
IN DAY-TO-DAY LIFE
FANCY BRAIN:
PASSIVE & AMBIENT
FANCY BRAIN:
EASILY EMBEDDED
FANCY BRAIN:
EASILY UBIQUITOUS
you're at
mcdonalds right now.
that's all your points
for the day.
#*!$%&^!@#
@PORTENTINT
IAN@PORTENT.COM
PORTENT.CO/sigannt
COMMENCE HECKLING
hey,
this is your cell
phone. it looks like
you're in the...
STRONG EVIDENCE GOOGLE’S
ALREADY GOING IN THIS DIRECTION
EVIDENCE IT’S ALREADY IN USE
from moz.com
BUT…
…OK, HERE’S MORE
NOW
KNOWLEDGE GRAPH
IN-DEPTH ARTICLES
ALL OF THESE MOVE AWAY FROM
LINKS & WORDS
DISPERSED CITATION
WE NEED A NEW WAY TO MEASURE
DISPERSED CITATION
GOOGLE +
THE IDEA GRAPH
BUILT AROUND
MEASURED WITH
DISPERSED CITATION
MEASURES IDEAS BASED ON
REAL, IMPLIED RELATIONSHIPS
TELEPATHY NOT REQUIRED
PEOPLE WHO LIKE POSTS BY
SAMSUNG ALSO LIKE POSTS BY…
Disneyland
Dr. Pepper
Subway Samsung Mobile
Angry Birds
Cool cars
Subway
people who like both
Samsung
LESS NERDY WAYS TO DO
THE SAME THING
SORTA RANDOM
FACEBOOK AD PLANNER
THE IDEA GRAPH CAN
DRIVE CONTENT
ANGRY BIRD STRATEGIES FOR
SAMSUNG MOBILE USERS
THE IDEA GRAPH CAN DRIVE
AD TARGETING
TEST ADS TARGETING THEM
THE IDEA GRAPH CAN
DRIVE KEYWORD ANALYSIS
Which phrases do
these people like
most often?
Disneyland
Dr. Pepper
Subway Samsung Mobile
Angry Birds
What do they care
about?
Disneyland
Dr. Pepper
Subway Samsung Mobile
Angry Birds
WHY DO IT?
WHY DO IT?
WHY NOT?!!!
OPTIMIZING FOR DISPERSED CITATION
OPTIMIZING FOR SEARCH=
IDEA GRAPH = GOOD MARKETING
INDEPENDENCE FROM SINGLE-
SOURCE DATA
FUTURE-PROOF MARKETING
yesssss.
OTHER PRESENTATIONS I’VE DONE
CHECK ‘EM OUT
The Future of Search: Dispersed Citation & The Idea Graph
The Future of Search: Dispersed Citation & The Idea Graph
The Future of Search: Dispersed Citation & The Idea Graph
The Future of Search: Dispersed Citation & The Idea Graph
The Future of Search: Dispersed Citation & The Idea Graph
The Future of Search: Dispersed Citation & The Idea Graph
The Future of Search: Dispersed Citation & The Idea Graph
The Future of Search: Dispersed Citation & The Idea Graph
The Future of Search: Dispersed Citation & The Idea Graph
The Future of Search: Dispersed Citation & The Idea Graph
The Future of Search: Dispersed Citation & The Idea Graph
The Future of Search: Dispersed Citation & The Idea Graph
The Future of Search: Dispersed Citation & The Idea Graph
The Future of Search: Dispersed Citation & The Idea Graph
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The Future of Search: Dispersed Citation & The Idea Graph

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Search and internet marketing are changing. Learn how you can capitalize by using some simple, current stuff like Google Authorship, and why you need to let go of old tricks.

Published in: Business, Technology

The Future of Search: Dispersed Citation & The Idea Graph

  1. 1. DISPERSED CITATION, THE IDEA GRAPH AND GOOGLE AUTHORSHIP: THE FUTURE OF SEARCH & SOCIAL Links: portent.co/mktftr Twitter: @portentint THE NEXT WEB
  2. 2. Ian Lurie @portentint ian@portent.com
  3. 3. THESE ARE THE LINKS Links: portent.co/mktftr
  4. 4. HOW THIS WILL GO Hand-wavyvisiony-ness Where we're at What's coming How to prepare Why you should
  5. 5. SOME NERDINESS MAY ENSUE
  6. 6. I’M NO GURU
  7. 7. TABLETS? THEY’LL NEVER SUCCEED ian lurie, 2010
  8. 8. I STICK WITH 3-4 YEARS
  9. 9. WE CAN’T WAIT 10 YEARS
  10. 10. REDUCED CHANCE OF EMBARASSING MYSELF
  11. 11. WHERE WE’RE AT NOW SEARCH = UTILITY
  12. 12. WHERE WE’RE AT NOW LINKS & WORDS
  13. 13. LINKS & WORDS YOUR SITE THEIR SITE YOUR GUEST POST
  14. 14. LINKS & WORDS YOUR SITE THEIR SITE YOUR GUEST POST NYT 10,000 +1s
  15. 15. @@$!@**&!)!@
  16. 16. GUEST POSTING
  17. 17. GUEST POSTING SUCKS “HOW MANY LINKS DO WE HAVE?” GREETINGS OF THE DAY! I AM FRED, SEO COPYWRITER…
  18. 18. BLOG POSTING
  19. 19. BLOG POSTING SUCKS “HOW MANY BLOG POSTS WILL I GET?” You should definitely go watch a stock car race. Just bring your umbrella and your adult diapers.
  20. 20. i am so going to kick your @ss
  21. 21. WHERE WE’RE AT NOW (NOT PROVIDED)
  22. 22. GOOGLE’S WAY OF SAYING keyword stuff this.
  23. 23. GOOGLE’S WAY OF SAYINGI’M NOT A TINFOIL HAT KINDA GUY
  24. 24. GOOGLE’S WAY OF SAYING see how cute and helpful we are?
  25. 25. yaaaaaay. pure genius! Get me 1,000 shares please, so that i may roll around in them and bask in their glory! REACTION WHEN YOU EXPLAIN PERSONALIZED SEARCH RESULTS
  26. 26. BOOOOOOOO. outrage! burn them at the stake! pillage their evil corporate empires! REACTION WHEN YOU EXPLAIN HOW GOOGLE GETS PERSONALIZED RESULTS
  27. 27. too late, suckers. we are outta here nsa, anyone?
  28. 28. 100 0 10 20 30 40 50 60 70 80 90 %'notprovided' NOT PROVIDED OVER TIME
  29. 29. (NOT PROVIDED) WILL HIT >90% IN 2014
  30. 30. FUUUUUUUUUUUUUUUU….
  31. 31. RELAX
  32. 32. WHERE WE’RE GOING DISPERSED CITATION
  33. 33. DISPERSED CITATION =PAGERANK FOR REALITY
  34. 34. BUILDS AUTHORITY BASED ON CITATION AROUND THE WEB, LINKS OR NO LINKS. COLLECTS AND REDISTRIBUTES IT. DISPERSED CITATION
  35. 35. DISPERSED CITATION GOOGLE + THE IDEA GRAPH BUILT AROUND MEASURED WITH
  36. 36. YOUR SITETHEIR SITE GUEST POST NYT 10,000 +1s GOOGLE+ PROFILE
  37. 37. 1: GOOGLE + AND AUTHORSHIP/ SCHEMA
  38. 38. ‘GOOGLE PLUS’ IS 2 THINGS
  39. 39. A PLATFORM A SOCIAL NETWORK
  40. 40. AS A SOCIAL NETWORK, GOOGLE+ WILL FAIL
  41. 41. whoa, there. if it doesn't send any traffic, why should i care?
  42. 42. AS A SOCIAL MEDIA PLATFORM, GOOGLE+ WINS BIG
  43. 43. IT INTEGRATES EVERYWHERE DO NOT RUN. WE ARE YOUR FRIENDS.
  44. 44. ALL MOBILE
  45. 45. I, FOR ONE, WELCOME OUR GOOGLE OVERLORDS. DO NOT RUN. WE ARE YOUR FRIENDS.
  46. 46. WILL GOOGLE ‘BEAT’ FACEBOOK? NO.
  47. 47. GOOGLE +1s
  48. 48. GOOGLE +1Sthat list of coolest ice cubes is awesome. but how do we tell people? give it a +1
  49. 49. HIGH CORRELATION TO RANKINGS from moz.com
  50. 50. RESIST THE TEMPTATION TO SPAM IT
  51. 51. RESIST THE TEMPTATION TO SPAM IT THERE’S ONLY ONE PLACE THAT LEADS IT’S NOT A HAPPY PLACE
  52. 52. CORRELATION ≠ CAUSATION THIS BOAT DIDN’T SINK BECAUSE IT HAD WINDOWS
  53. 53. STILL…
  54. 54. YOU NEED TO CAPITALIZE
  55. 55. BUILD YOUR SITE TO GET AND GET CREDIT FOR +1S
  56. 56. INCLUDE THE BUTTON
  57. 57. INCLUDE THE BUTTON
  58. 58. MAKE IT STICKY
  59. 59. DON’T MOVE STUFF AROUND
  60. 60. SET UP REL=PUBLISHER
  61. 61. LINK FROM YOUR G+ BRAND PAGE
  62. 62. <A HREF=“YOURGOOGLE+BRANDPAGE” REL=“PUBLISHER”>LINK HERE</A>! LINK TO YOUR G+ BRAND PAGE
  63. 63. <LINK HREF=“YOURGOOGLE +BRANDPAGE” REL=“PUBLISHER” />! or
  64. 64. or NOT A PLUS 1 BADGE!
  65. 65. USE ARTICLE MARKUP PER SCHEMA.ORG
  66. 66. CHECK USING GOOGLE’S STRUCTURED DATA TESTING TOOL
  67. 67. IT AGGREGATES YOUR +1s GUEST POST LINKS +1s REL=PUBLISHER
  68. 68. DISPERSED CITATION GUEST POST LINKS +1s REL=PUBLISHER ARTICLEARTICLE
  69. 69. GOOGLE+ PROFILE PAGES GOOGLE AUTHORSHIP
  70. 70. ONLY WORKS FOR INDIVIDUALS
  71. 71. YOUR SITE THEIR SITE YOUR GUEST POST NYT 10,000 +1s
  72. 72. @@$!@**&!)!@
  73. 73. GUEST POST LINKS +1s AUTHORSHIP
  74. 74. GUEST POST LINKS +1s AUTHORSHIP ARTICLE
  75. 75. GUEST POST LINKS +1s AUTHORSHIP ARTICLEARTICLE
  76. 76. NAME = G+ PROFILE NAME BYLINE
  77. 77. <A HREF=“YOURGOOGLE+PAGE? REL=AUTHOR”>LINK HERE</A>!
  78. 78. LINK TO GOOGLE+ FROM EVERY PAGE… 1 SITE GOOGLE+ PROFILE Link from every piece you write
  79. 79. …OR TO A BIO PAGE THAT LINKS TO G+ 1 SITE GOOGLE+ PROFILE Link from bio page BIO PAGE
  80. 80. CLICK EDIT
  81. 81. ADD LINK
  82. 82. TEST USING STRUCTURED DATA TESTER
  83. 83. ALL DONE
  84. 84. DISPERSED CITATION GUEST POST LINKS +1s BRAND PROFILE PROFILE
  85. 85. WHY WOULDN’T GOOGLE AGGREGATE OTHER SIGNALS TO GOOGLE+ PROFILES?
  86. 86. GUEST POST LINKS +1s REVIEW VIDEO TIME IN STORE BRAND PROFILE PROFILE
  87. 87. CAPITALIZE ON DISPERSED CITATION
  88. 88. CAPITALIZE ON DISPERSED CITATION IT’S GOOD ANYWAY
  89. 89. HEEYYYY! YOU BELIEVE IAN? HAVE I GOT A BUSINESS DEAL FOR YOU! WHY DISPERSED CITATION WILL STICK AROUND
  90. 90. BASIC RULES OF PRODUCTS/IDEAS THAT LAST
  91. 91. LIZARD BRAIN good good good good good good good good HATES BARRIERS TO ENTRY
  92. 92. eeeeek! Humans!!!!
  93. 93. CAT BRAIN I'M COMFY I'M ANNOYED PREPROGRAMMED ABILITY TO LEARN/FEEL
  94. 94. TOO MUCH OF THIS REQUIRED? YOU’LL FAIL.
  95. 95. LOW BARRIER TO ENTRY WORK ALONG EXISTING PATHWAYS LONG-TERM SATISFACTION, BUT NOT TOO MUCH LEARNING TRENDS THAT STICK USUALLY HAVE…
  96. 96. GOOGLE+
  97. 97. LIZARD BRAIN: LOW BARRIER TO ENTRY FOR CONSUMERS
  98. 98. GOT GMAIL? YOU CAN +1 yeah, baby.
  99. 99. CAT BRAIN: WARM TINGLIES i actually kick puppies in my dreams
  100. 100. FANCY BRAIN: BUILDING SOMETHING
  101. 101. FANCY BRAIN: ENHANCES USE OF ALL GOOGLE PROPERTIES
  102. 102. BUT DOESN’T REQUIRE MUCH LEARNING
  103. 103. I, FOR ONE, WELCOME OUR GOOGLE OVERLORDS. DO NOT RUN. WE ARE YOUR FRIENDS.
  104. 104. DISPERSED CITATION
  105. 105. LIZARD BRAIN: 90% OF WHAT GOOGLE NEEDS, THEY HAVE
  106. 106. MAPS TO WHAT PEOPLE DO IN DAY-TO-DAY LIFE
  107. 107. FANCY BRAIN: PASSIVE & AMBIENT
  108. 108. FANCY BRAIN: EASILY EMBEDDED
  109. 109. FANCY BRAIN: EASILY UBIQUITOUS
  110. 110. you're at mcdonalds right now. that's all your points for the day. #*!$%&^!@#
  111. 111. @PORTENTINT IAN@PORTENT.COM PORTENT.CO/sigannt COMMENCE HECKLING hey, this is your cell phone. it looks like you're in the bathroom right now. need anything?
  112. 112. STRONG EVIDENCE GOOGLE’S ALREADY GOING IN THIS DIRECTION
  113. 113. EVIDENCE IT’S ALREADY IN USE from moz.com
  114. 114. BUT… …OK, HERE’S MORE
  115. 115. NOW
  116. 116. KNOWLEDGE GRAPH
  117. 117. IN-DEPTH ARTICLES
  118. 118. ALL OF THESE MOVE AWAY FROM LINKS & WORDS
  119. 119. DISPERSED CITATION
  120. 120. WE NEED A NEW WAY TO MEASURE
  121. 121. DISPERSED CITATION GOOGLE + THE IDEA GRAPH BUILT AROUND MEASURED WITH
  122. 122. DISPERSED CITATION MEASURES IDEAS BASED ON REAL, IMPLIED RELATIONSHIPS
  123. 123. TELEPATHY NOT REQUIRED
  124. 124. PEOPLE WHO LIKE POSTS BY SAMSUNG ALSO LIKE POSTS BY…
  125. 125. Disneyland Dr. Pepper Subway Samsung Mobile Angry Birds Cool cars
  126. 126. Subway people who like both Samsung
  127. 127. LESS NERDY WAYS TO DO THE SAME THING
  128. 128. SORTA RANDOM
  129. 129. FACEBOOK AD PLANNER
  130. 130. THE IDEA GRAPH CAN DRIVE CONTENT ANGRY BIRD STRATEGIES FOR SAMSUNG MOBILE USERS
  131. 131. THE IDEA GRAPH CAN DRIVE AD TARGETING
  132. 132. TEST ADS TARGETING THEM
  133. 133. THE IDEA GRAPH CAN DRIVE KEYWORD ANALYSIS
  134. 134. Which phrases do these people like most often? Disneyland Dr. Pepper Subway Samsung Mobile Angry Birds
  135. 135. What do they care about? Disneyland Dr. Pepper Subway Samsung Mobile Angry Birds
  136. 136. WHY DO IT?
  137. 137. WHY DO IT?
  138. 138. WHY NOT?!!!
  139. 139. OPTIMIZING FOR DISPERSED CITATION OPTIMIZING FOR SEARCH=
  140. 140. IDEA GRAPH = GOOD MARKETING
  141. 141. INDEPENDENCE FROM SINGLE- SOURCE DATA
  142. 142. FUTURE-PROOF MARKETING yesssss.
  143. 143. OTHER PRESENTATIONS I’VE DONE CHECK ‘EM OUT
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