2. Course Overview
● SEO Perspectives
● My Vision & This Course
● How you can earn ?
● How much you can earn ?
● Things to Follow throughout the course ?
○ Constant Practice (With client is the best practice)
○ Applying knowledge to real world scenarios
2
4. Course Curriculum
● SEO Mindset
● SEO Basics
● SEO Hierarchy
● Niche Selection/Finalization
● Keyword Research
● Competitor Analysis
● On-Page SEO
● Content Writing
● Off-Page SEO
● Flippa
● AI-Prompt Engineering
● Freelancing
4
5. What is SEO ?
A set of rules/principles every site must follow in order to get
organic rankings in any search engine.
● Why do we focus only on google ?
○ 63,000 search queries every second
○ 5.6 billion searches per day
○ 2 trillion global searches per year
5
6. SEO Hierarchy
● Niche Selection (Scope)
● Keyword Research (What, Volume, Profitability)
● Competitor Analysis (Niche Finalize)
● Site Setup
● Backlinks
6
7. What is SEO ?
● On Page SEO
● Off Page SEO
● Technical SEO
7
8. On Page SEO
● Applied on the Website.
● Includes Site Settings.
● Look & Feel of Website. (UI Design)
● Site Structure
● Improving the user experience while keeping in mind the
specifics of that particular search engine.
8
9. Off Page SEO
● Applied for the website but using other web assets.
● Mostly consists of building quality backlinks.
● The quality of Off Page SEO relies heavily on your research.
● Good knowledge of niche is required.
● Comprehensive Competitor Analysis helps in building a good
backlinking strategy.
● Consumes a good amount of budget.
9
12. What is a niche ?
● Any Topic/Area of Discussion/Anything around you can be a
niche.
● Niche Finalization depends on many factors
○ Budget
○ Objective
■ Affiliate
■ Ads Monetization
■ CPA (Cost Per Action)
■ etc..,
12
13. Types of Niches
● Generic: (Cancer) (Recipes)(Home Products)(Shoes)(Technology)
● Broad: (Cancer In Men, Cancer In Women, Cancer in Kids etc..,) (Gluten
Free Recipes, Keto Diet Recipes, Holiday Recipes etc..,) (Outdoor Home) (Men
Shoes)(Mobile Phones)(Computers)
● Narrow: (Prostate Cancer) (Breakfast GFR, Weight Loss GFR) (Outdoor
)Grills)( Sandals Men Shoes)(Android Phones)(Graphic Cards)
● Nano: (Prostate Cancer in Men Above 40) (Electric Outdoor Grills) (Leather Sandals
for men)(Samsung Android phones)(Nvidia Graphic Cards)
13
15. Budgeting & Objective Finalization
● Start Small.
● Make Cluster.
● Move upwards in the pyramid.
15
16. Website Authority
● “Website authority” is an SEO concept that refers to the “strength” of a given domain.
● Some people call this “domain authority,” which is not to be confused with the Domain Authority (DA)
metric from Moz.
● When we talk about domain authority, we're talking about a general SEO concept that's synonymous
with “website authority.”
● Please keep in mind that Website Authority is a relative metrics.
● Your Domain Rating (authority) is good if it's higher than or comparable to similar sites.
16
17. Matrices Concept
● Some Tools to Use
○ Ahrefs
■ DR (Domain Rating)
○ Moz
■ DA (Domain Authority)
○ Majestic
■ TF (Trust Flow)
○ Semrush
■ AS (Authority Score)
● Matrices are not the final verdict.
● Do manual research.
17
18. Ahrefs DR (Domain Rating)
Here's how Ahrefs calculate this metric in simple terms:
● Look at how many unique domains link to the target website;
● Look at the "authority" of those linking domains;
● Take into account how many unique domains each of those sites link to;
● Apply some math and coding magic to calculate “raw” DR scores;
● Plot these scores on a 100-point scale
18
19. MOZ DA (Domain Authority)
● Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how likely a website is to rank in
search engine result pages (SERPs).
● Domain Authority is NOT a Google ranking factor and has no effect on the SERPs.
● Domain Authority is calculated by evaluating multiple factors, including linking root domains and total number of links,
into a single DA score.
● Spam Score represents the overall work done on a domain.
● The calculation of a domain's DA score comes from a machine learning algorithms predictions about how often Google is
using that domain in its search results. If domain A is more likely to appear in a Google SERP than domain B is, then we
would expect domain A's DA to be higher than domain B's DA.
19
20. Majestic TF (Trust Flow)
● “Trust Flow is one of the Majestic Flow Metrics, which is weighted by the number of
clicks from a seed set of trusted sites to a given URL, or Domain.”
● In Layman's terms, Majestic determines the score based on the traffic that flows
through a link, the relevancy of the linking site, and the links linking to the linking site.
● Topical Trust Flow: Topical rating is based on the relevancy of links going to any given
website. This variation of the metric is incredibly accurate and should be used for
every link building campaign.
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21. Advantages of Majestic’s TF
● Can be used for powerful links audits and link prospecting.
● Can help you build your off page strategy in a powerful way.
● Can help you detect powerful links to point towards your domain.
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22. Tools Metrics Stigma
● Tools Matrices are not the final verdict.
● No tool in the world can determine whether you should work
on a niche or not.
● Use tools for their data not their verdict.
● Any tool can be used to acquire the data we need. It really
depends on how much data the tool has.
22
23. Factors to Consider For Niche
● What are my Goals for this niche site?
● Is the niche OVER-saturated?
● Are there problems to solve in that niche?
● Can it be expanded?
● How much search volume is there for the subtopics/keywords?
● The niche shouldn’t be seasonal !!!!!
● Check the trend of the niche.
● Is there some sort of unique angle in the niche?
23
24. How To Find a Low Competition Niche
Method 1
● “[Website Name] is a participant in the amazon services llc associates program an affiliate advertising program designed to provide a means for sites to earn advertising fees by advertising and linking to
amazon.com”
● In Google Search Settings make search results 100.
● Click Tools and then click time to “Past Month”
● Choose a tool of your liking and analyze the site.
● Go For sites under MOZ , SEMRUSH
○ DA
○ Domain Search Traffic
● As a bonus also check the age of the domain
● Take ideas from the websites and note them. Later we can use them to explore more.
24
25. How To Find a Low Competition Niche
25
Method 2
● Go to Flippa.com
● Why Flippa ? It has the largest database of sites that are being sold at a lower
price.
● Flippa also allows you to see URL of the site in most of the cases.
● Browse through flippa and find assets that are generating money.
● Do not copy paste whole site.
● Take only the idea of the site.
● Then try to find out angles and niches from there.
26. Topical Authority (The Ultimate Niche Solution)
26
● The main goal here is to become an ultimate authority in your specific
topic.
● This concept is so important that you can build entire business models
based on this.
● Find any topic that can be expanded; and most of the topics can be
expanded.
● This main topic will be known as the “Parent Topic”.
● Now we will need to add all the content surrounding that niche and
become an “Authority” in that specific topic from google’s perspective.
28. Topical Authority (The Ultimate Niche Solution)
28
● Check the number of indexed pages. The greater the
number of indexed pages the more you will have an idea
about the site.
● Check the number of ranked keywords of the website.
● Check backlink profile of the website. Determine the
backlink authority of the website.
● Check content and check its authenticity.
29. Keyword Research
29
“A keyword is a particular terminology with some intent
typed by end user in google search bar”
● Not whole sites are ranked for a single pair of keywords but a single page is
ranked for a specific keyword.
● There might also be a possibility that a single page ranks for more than one
keyword.
● So diversifying the keywords over multiple pages is important.
30. Keyword Types By Length
30
● Head Keywords (1-2)
● Mid-Tail Keywords (2-3)
● Long Tail Keywords (4-5)
● Long - Long Tail Keywords (5+)
32. Keyword Types By PPC
32
● CPC indicates profitability and not competition in search rankings.
● Exact Match: Exact match keywords are formatted with brackets around
them: [bicycle chain], [bike chain].
● Phrase Match: Phrase-match keywords are formatted with quotes around
them: “bicycle chain,” “bike chain.”
● Broad Match: Any sentence containing the word will be picked up.
33. Keyword Research
33
Method 1
● Google Instant
● Type the main niche keyword in google search bar.
● Now add “*”
● Note the suggestions
● Use”for, with, best, under, in, on, top, review”
● Collect all the suggestions
● Use “*” in between words as well.
34. Keyword Research
34
Method 2
● Go to google adwords
● Go to keyword planner
● Put your main keyword
● Get all the keyword suggestions
● List in the sheet
35. Keyword Research
35
Method 3
● Type the main niche keyword in google search bar.
● Now in the first two pages find out the competitors of your niche.
● Use ahrefs to get their keywords
● List keywords in a sheet
36. Keyword Research
36
Method 4
● Go to keyword sheeter.
● Go to semrush.
● Go to Moz
● Put your main keyword.
● Get all the keyword suggestions.
● List in the sheet.
37. Keyword Analysis
37
Part 1
● Remove Duplicates
● Remove Similar (Keep LSI’s)
● Check Volumes (Even 0 Volume Doesn’t matter if google is suggesting it)
● Keyword Difficulty ( Do not believe all tools matrices)
● Find Questions ( What, Which, When, Where, How etc, )
● Use Ahrefs to find questions
● Use Quora & Reddit
● Find and use forums.
● Know your niche and think as a consumer
● Research the product (e.g. particular games etc in this case)
38. Finalizing Niche & Keywords
38
● At least 30-50 Sub Topics
● Shouldn't be too Technical (e.g. Programming)
● Long Tail Keywords
● Trend Shouldn't die Down
● You should have confidence about the topic (Get that using Wiki
Youtube etc,)
● Planning is necessary
● Relevancy (e.g. Toaster in UK)
39. Finalizing Niche & Keywords For
Ourselves
39
● Observe SERPS
● Check whether the SERP’s content are fulfilling the intent or not.
● Volume 100
40. Keyword Analysis
40
Part 2
● Divide the refined keywords into blocks based on topics and sub topics.
● Check whether the competitors are completing the intent or not.
● If they are completing the intent find such long tail that we can use to hit
them.
● Small Intent not fulfilled.
41. Content Structures
41
● THE SERP (Solution, Example, Reason, Problem)
● Tutorials or How To Guides
● Lists & Checklists
● Reviews & Comparisons
● Case Studies
● Infographics
● The Conclusion Post (Resource Post)
● WWW (The What, The When, The Why)
● Beginners Guide & Ultimate Guide
● Interviews
● Giveaways
● Cheatsheet
● Roundups
42. NLP (Natural Language Processing)
42
Natural language processing (NLP) refers to the branch of computer science—and
more specifically, the branch of artificial intelligence or AI—concerned with giving
computers the ability to understand text and spoken words in much the same way
human beings can.
This term is developed for the AI and search engine to understand Human
Psychology, Human Understanding, Intent, Searches, Grammar, Translation,
Vocabulary and Co-Relation between the terms that are being written, the
sentiments and facts etc,.
Basically it is a model that allows the search engine to understand what is being
searched.
43. NLP Google Official Terms
43
1. Entities
They basically represent person, location, organization, Work of Art, Events, Consumer Goods, Number.
2. Sentiments
Emotions of the webpage: they can be either positive, negative and neutral.
3. Moderation
Judging the tone and toxicity in content.
4. Category
It is used to know which category your article belongs to according to google
44. NLP: Things to Ponder
44
● IT doesn’t matter what you understand regarding
your content. What actually matters is that how
google is perceiving the content and the intent
behind it.
45. WHY DO WE NEED TO LEARN NLP
45
● We must learn it to know how google understands the content we are writing.
Google is very well aware of the content we are writing and a small mistake
can change the overall intent of the content. E.g. Parts of Speech,
Translation, Punctuations, Vocabulary, Comma, Full Stop etc,.
● Get Right Entities
● Content Optimization
● Improving Content Quality
● Picking Right Category
● Grammatical Connection
● Structured Data
● Sentiment Analysis
● Competitor Page Analysis
● Keyword Analysis
46. How GOOGLE READS CONTENT
46
● Alphabets -> Words -> Sentences -> Paragraph -> Article ->
Whole Site.
● N-grams -> Consist of more than 2 words representing the
same keyword
● E.g. London -> Capital of United Kingdom
○ Most Populous City in England
○ Founded by Romans
47. HOW TO USE NLP TO OPTIMIZE OUR
CONTENT
47
● Search your keyword on google and open the Top websites carefully.
Observe the websites that are ranking on the basis of content and not their
authority. ( Low DR, Low DA, Low AS etc,.)
● Select article from these sites and put it in google NLP tool.
● Make a sheet and mention the preferred category they fall into.
● Check their top 10 entities and mention them in the sheet.
● Check the sentiments as to what sort of core emotion is targeted frequently.
● Now check your article and compare how is it doing against these.
48. HOW TO USE NLP TO OPTIMIZE OUR
CONTENT
48
● Search your keyword on google and open the Top websites carefully.
Observe the websites that are ranking on the basis of content and not their
authority. ( Low DR, Low DA, Low AS etc,.)
● Select article from these sites and put it in google NLP tool.
● Make a sheet and mention the preferred category they fall into.
● Check their top 10 entities and mention them in the sheet.
● Check the sentiments as to what sort of core emotion is targeted frequently.
● Now check your article and compare how is it doing against these.
49. What is Semantic SEO
49
● Semantic SEO is a way to optimize not only your content but your overall website in terms of
optimizing your blog posts by targeting entities not keywords and helping google to
understand your content easily with good structured data. Your content should have a
correlation between them. And it should have a backend source to prove what you have written
in your article.
● Integrate entities in content but with correlation.
● Also you should cover a type of query completely before moving to another one, you need to
cover every single aspect of the query related to your main topic, main entities, ngrams etc,.
● You have to change your way of thinking from simple main keywords, LSI, backlink. Also stop
giving the unnecessary importance to keyword volume and competition and start to cover
every single aspect of the topic which is related to your topic.
● When google crawls your content , it sees a list of entities not keywords.
50. History of Semantic Terms
50
● In 2012 google started to build the Google Knowledge Graph a database of 5
billion + entities (Data from 2020) but it's only recently that google switched
from using keywords to entities for its ranking algorithm.
● 2019 when google integrated BERT into its core algorithm, its where
everything started.
● Now when google crawls your content, what it sees is a list of entities, not
keywords anymore.
● From its list of 5 billion + entities and 500 billion + facts associated with them,
google connects every piece of content to a list of entities (topics). It’s how
google know if page X is relevant to page Y.
51. Why do we need to learn this?
51
● VERY FIRST QUESTION: Why do we need to learn all this ? Well, we are putting good
content and making forum backlinks, and having guest posts gives us all this ranking.
● If you use entities and your trustworthiness (i.e. Topical Authority) in Google’s Eyes is
high your site can become a source of for these billions of facts associated with a an
entity.
● Using entities everywhere (content, schema, internal & external links) helps Google to
understand your content better (which also helps to rank better). Injecting your entities
everywhere creates a clear map for Google.
● If Google has the choice between 2 pages, it will opt for the one that it knows is the most
relevant to the topic. Google wants the best for its users... If Google has a doubt about
your content relevancy, it will rank another article to make sure it fulfills the user intent.
● It is now easier than ever (with the right tool!) to optimize for entities, and if you are
serious about SEO, you should definitely start implementing them in your SEO strategy!
52. Page Rank Vs. KBT
52
● LET ME TELL YOU THE SECRET.
● Google has 2 main ranking algorithms that are now public.
● 1. PAGE RANK
● 2. KBT (Knowledge-based trust)
● Page ranks work the same as 99% SEOs, and bloggers are thinking and
doing like making good content and putting links on it, giving a good
ranking.
● KBT Stands for knowledge-based trust and is an upcoming and current
booming ranking algorithm that will be helpful because page rank algo
not work all time as usual, but it depends on the tricks and triggers like
expired domains, gov domains, etc.
53. 53
But following the KBT algo with your site will help you rank in the long
term with the safety of Google algorithms, here comes the main part
CONTENT, not good content BUT SEMANTIC CONTENT full of relevant
ENTITIES and co-relation between them without having any ENTITY GAP
in the article and TOPIC GAP in the website.
Present your site as a topic expert to both search engines and users:
You need to be one option for a type of information. Google should trust
you as a knowledge-based POINT as Wikipedia has trusted millions of
TERMS, so you need to be a mini Wikipedia for a SMALL TOPIC and
cover all things SEMANTICALLY.
54. General Vs. Semantic SEO
54
#chat_gpt help taken
● Semantic SEO is a way to make websites more helpful and understandable for both people and search
engines. It's like giving websites superpowers to communicate better!
● In regular SEO, we focus on using specific words and phrases that people might search for. But with
semantic SEO, we also think about the meaning and context of those words.
● Imagine you're searching for information about "cats." Regular SEO would show you websites that use
the word "cats" a lot. But semantic SEO would show you websites that not only use the word "cats" but
also talk about things related to cats, like "kittens," "meowing," or "pet care."
● Semantic SEO helps search engines understand the meaning behind words. It's like teaching search
engines to be smarter and understand what people are really looking for. This way, when you search for
something, you get more accurate and helpful results.
● So, in simple terms, semantic SEO is about making websites smarter by using words and phrases that
have similar meanings to what people are searching for.
55. General SEO Writing Vs. Semantic
SEO Writing
55
General SEO Writing:
● General SEO writing refers to the practice of writing content for websites with the goal of optimizing it
for search engines. It involves strategically incorporating specific keywords and phrases into the
content to increase the chances of the website ranking higher in search engine results pages (SERPs).
The primary focus is on targeting specific keywords and meeting search engine requirements to
improve visibility, attract organic traffic to the website.
Semantic SEO Writing:
● Semantic SEO writing takes a more comprehensive approach by considering the meaning and context
of the content. Instead of solely focusing on keyword placement, semantic SEO writing aims to provide
valuable and meaningful content that satisfies the intent of the user's search query. It involves using
related words, synonyms, and natural language to create comprehensive and informative content that
goes beyond just keyword optimization. The focus is on understanding the user's search intent and
delivering high-quality relevant content that meets their needs.
56. General SEO Writing Vs. Semantic
SEO Writing
56
Difference:
The main difference between general SEO writing and semantic SEO writing lies in their approach and focus. General SEO
writing primarily concentrates on keyword optimization to improve search engine rankings, while semantic SEO writing
focuses on creating valuable and contextually rich content that aligns with the user's search intent.
eral SE writing, the emphasis is on meeting search engine requirements and targeting specific keywords. In contrast,
semantic SEO writing takes a more user centric approach, aiming to provide high-quality content that satisfies the user's
needs and provides a better overall user experience.
While general SEO writing relies on specific keywords and phrases to improve visibility, semantic SEO writing leverages
semantic relationships, natural language, and contextual understanding to create content that is informative, engaging, and
better aligned with the user's search intent.
57. General SEO Vs. Semantic SEO
Internal Linking
57
General SEO Linking:
● General SEO internal linking refers to the practice of strategically placing links within a website's
content to connect different pages together. The main purpose of general SEO internal linking is to
improve website navigation, help search engines understand the website's structure, and distribute
link authority acro different pages. It involves using anchor text, which is the visible that users click on,
to provide context and signal the relevance of the linked page.
Semantic SEO Internal Linking:
● Semantic SEO internal linking goes beyond just connecting pages and focuses on creating meaningful
and contextually relevant links within a website. It involves linking related content that enhances the
user's understanding and provides additional value. Semantic internal linking is based on the idea of
associating semantically similar or related concepts using anchor text that reflects the context of the
linked page. It aims to create a network of interconnected content that helps search engines, and users
understand the broader context and relevance of the information.
58. Knowledge Graph
58
● For example - you have different things called "entities." These entities can be people, places, things,
or ideas. For example, you can have entities like "dogs," "Paris," or "Albert Einstein."
● The knowledge graph shows how these entities are related to each other. It tells you things like who or
what is connected to whom or what. For example, it can show that "dogs" are related to "pets" and
"animals." Or it can show that "Paris" is connected to "France" because it is the capital city of that
country.
● So, the knowledge graph is like a special map that helps us understand how different things are
connected and related to each other. It's a way for computers, like Google, to organize information and
understand the world better.
● By using the knowledge graph, Google can give us more accurate and helpful answers when we search
for things online. It helps us find information quickly and learn more about the world around us.
59. Knowledge Graph
59
● Google uses Knowledge Graph to determine the relevance between 2 targets. If both targets have a
match in entities, it passes the link juice. If it didn't, then Google ignores it.
● A Knowledge Graph is s Knowledge base made of Nodes and Edges (sometimes called Arches).
● Node:- Entity or a point
● Edges:- Relation or a line between 2 entity
● Nodes are entities, and Edges are the relationships between those entities.
● We can also look at it another way: Entity-Relation-Entity.
60. Structured Data
60
● It's a way to tell deeply to the google about your content and the motive
behind your blog post, article, or whole website creation motive. You
have to help google to understand your post or website easily without
having any issues, and you should be able to gain Google's trust by
providing as much info as you can.
● As an author or digital marketer, keep in mind that you have two different
audiences, one is human the other is search engines. Implementing
unique structured Data is the best way to make it explicit to Search
Algorithms.
61. Structured Data
61
● Why do we need to use structured data or schema:-
● There's not a single way to showcase our main entity in the form of the article, but
structured data, too, like schema in json ld form.
● NOTE:- Remember that the structured data, expressed in the JSON-LD language,
are present in the page's header and read by Google before anything else,
providing it with the first basic clues to understanding and classifying the page's
content accurately enough.
● PS:- Custom Schema is the best way to do it.
62. How to build Topical Authority
62
● This has changed SEO as we know it. Instead of optimizing content around keywords, we
should now focus on optimizing content around entire topics.
● When we do that successfully, we achieve topical authority.
● The process of researching entire topics is different from keyword research. When researching
a topic, you are not merely trying to find search volumes and keyword difficulty scores.
Instead, you are trying to understand how Google relates to the topic as a whole.
● A topical authority is an SEO strategy where a site becomes an authority for one or more
topics. It is achieved when the site includes content that covers the topic as a whole rather than
focusing on single keywords. Each topic represents a single entity in Google's Knowledge
Graph.
● The way to become an authority on a topic is to create a network of quality content that not
only covers the topic completely but also covers every sub-topic and answers every question.
● If you want to become an authority on a given topic, you must structure your information in a
way that satisfies both aspects.
63. How to build Topical Authority
63
● Make your site articles by STRUCTURING them with a SEMANTIC ENTITY (like SILO, like a folder, like
sub-sub category.)
● Let's use this as an example; when you organize your photos... you make it easy for you or anyone that will
open your photo folder to retrieve any photos, right? You will create folders by year, by event,
etc........................
● We'll do the same with our website. When Google starts to crawl your website, it needs to understand which
topics you are covering. To make it easy for Google to understand your content, you must organize it by
topics.
● Entity linking - to link those type of sites that Google take as a reference for their knowledge graph algo.
Like if you've written about any animals like AXOLOTS, then https://en.wikipedia.org/wiki/Axolotl# linking
these pages would be good. I mean this page entity.
● Structuring data means you'd link this website through your schema sameAs entity.
● HOW TO LINK, HOW TO DECIDE - If you're writing anything very deep, you still google will lack to
understand and trust what your content is all about because we target mainly into keyword base not topic
based, so if we link those sites which have been gained the trust already for that topic then it'd help google
to understand your topic now and as we've already talked that google first read structured data, so the first
part has been done called UNDERSTAND now we'd go for TRUST and RANKING.
● Let me give you another good and common example called APPLE.
64. How to build Topical Authority
64
● If you write an article about Apple devices but link to the Apple fruit company, then GOOGLE WILL
be CONFUSED here.
● if you write an article about apple fruit but link to the Apple tech company, then GOOGLE WILL be
CONFUSED here.
● if you write an article about Apple devices AND link to the Apple tech company, then GOOGLE WILL
BE SATISFIED here.
● if you write an article about apple fruit AND link to the apple fruit company, then GOOGLE WILL BE
SATISFIED here
● Now I hope you've understood how the importance of choosing the right entity and linking.
● The same goes with SEO, SEO doesn't mean only search engine optimization, but it might be any
company name, person's first name, title, or award any place, but if you choose to link the wrong
entity pages, google will harm your site. https://en.wikipedia.org/wiki/Seo
65. How to find a writer
65
● Writers facebook groups
● Fiverr Groups
● Upwork Groups
● OLX
● Ask for Samples
○ If your english is good review them yourself
○ Otherwise ask a friend to help
○ Or use some tool like grammarly
● You can also hire an editor ( Cost increases but chances of good content are improved)
● Every writer has a different writing style. Identify that and play on it.
● Writing shouldn’t be too stiff.
66. Writing a brief for writer
66
● The more understanding you have of your product or niche the
better this part would be.
● Tell the writer what do you need in your content.
● Better to even give him headings.
● The more you collaborate with your writer, the better content you will
have for your website.
