Go organic and get noticed

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How organic SEO can make your site more attrac­tive to search engines 

The smart way to ‘go organic’ doesn’t have to do with lunch — though that’s great, too — but rather with SEO, or search engine opti­miza­tion. SEO is a process that works to increase traf­fic to your web site by improv­ing your search engine rank­ings through unpaid and unspon­sored meth­ods. You can add a lot of value to your brand and your bot­tom line by imple­ment­ing organic SEO mea­sures into your web site. Let’s get started.

While there are many fac­tors that influ­ence your company’s rank on a search engine results page, the most influ­en­tial dri­ving fac­tor is con­tent. To start things off, ask your­self these ques­tions about what’s on your web site: Is it rel­e­vant to your tar­get audi­ence? Is it unique, mean­ing not copied from another web site? Is it cur­rent? Is it linked to a social media out­let? If you’re uncer­tain of your answers, or these ques­tions are giv­ing you a sad face, then read on:

Be rel­e­vant.
In order to reach your tar­get mar­ket, you have to think like your tar­get mar­ket. Think of the key­words and phrases they would type into a search engine field to find you. If those key­words are sprin­kled through­out the con­tent of your web site, you’re golden. If not, start now — but remem­ber to avoid stuff­ing your site with too many key­words, as search engines penal­ize such actions.

  • Use key­words in your URL, if possible.
  • Use key­words in your head­ers and your sub-headers (as long as they’re HTML).
  • Use key­words in your title tags.
  • Use key­words in your meta tags.
  • Use key­words in the alt tags.
  • Use key­words in your links to other web sites you’ve listed as affil­i­ates and / or resources.

Be unique.
Sure, the old adage says there’s noth­ing new under the sun — but when it comes to bla­tant copy­ing and dupli­cat­ing, search engines seri­ously frown upon that. Just like in school, pla­gia­riz­ing results in unde­sired con­se­quences. Only unlike in school, you won’t just get sus­pended from the class­room, you’ll get expelled to obscurity.

Be fresh.
In our dig­i­tal age, con­tent is a per­ish­able item. Don’t let your con­tent get stale, or worse, go bad. Constant updates and main­te­nance of your web site is crit­i­cal. Do you have a news or announce­ments page that lists some event from 2009 as your most recent hap­pen­ing? Do you have a prod­uct that’s out of stock or dis­con­tin­ued but is still listed as new? Search engines reward sites with con­tent that is updated often. Not only that, vis­i­tors to your web site want to see up-to-date, refresh­ing infor­ma­tion or they con­sider your site, and even your brand, out of touch and irrelevant.

Be social.
It’s no coin­ci­dence that search engines are show­ing pref­er­ence to web sites that incor­po­rate social media. It’s partly due to the fact that the major­ity of inter­net users are show­ing a pref­er­ence, and habit, for social media. Integrating social media links on your web site will drive users to your site — whether it’s pro­fes­sion­als on LinkedIn, fans on Facebook, fol­low­ers on Twitter, pin­ners on Pinterest, or one of the other hun­dreds of plat­forms. Adding a blog is another great way to add a social com­po­nent, and fresh con­tent, to your site. Your rank will go higher if more peo­ple are buzzing about your site on a social media plat­form or com­ment­ing on your lat­est blog post. So go ahead, let your brand’s social but­ter­fly soar and see your search engine rank­ings, and sales, soar right along with it.

And most impor­tantly, be patient.
Improving your search engine results takes time. Even if you’ve imple­mented all of these sug­ges­tions and more, you’re not going to go from land­ing on page 12 to page 1 overnight. Just like with your own health, get­ting in shape requires com­mit­ment, hard work, and patience.

Shop ‘til you drop… with Catalog Spree!

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Catalog Spree AppIn honor of Earth Day, we thought we would clue our read­ers in on a great way to go greener, with a cool app no less. The Catalog Spree app allows you to browse and shop thou­sands of cat­a­logs right from your mobile device. You can also keep track of your favorite items from dif­fer­ent cat­a­logs, and share them with friends via var­i­ous social media plat­forms. Catalog Spree also noti­fies you of pro­mo­tional deals from the cat­a­logs you follow.

So go ahead — go paper­less, and go shop­ping. You’ll save trees and money, all while shop­ping many of your favorite brands (includ­ing our client, Lake Champlain Chocolates!)

Check out Catalog Spree on iTunes as well as their own web site, http://catalogspree.com/

A marketing vehicle that really moves.

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Bus AdvertisingNewspapers, tele­vi­sion, radio, web—what’s the best way to reach your audi­ence? There’s no end of adver­tis­ing choices out there, some of which promise high expo­sure, but come with a budget-busting price tag. Others might be afford­able, but pro­vide very lit­tle reach.

It seems one of the best-kept secrets in the pro­mo­tional arse­nal is bus adver­tis­ing. We are huge fans of this mar­ket­ing vehi­cle, for good rea­son. Often rel­e­gated to stepchild status—particularly in today’s elec­tronic environment—bus adver­tis­ing really offers the best of two worlds: afford­abil­ity and exten­sive local coverage.

Here are just a few rea­sons to con­sider adver­tis­ing on pub­lic transit:

Buses travel where the peo­ple are. In Chittenden County, the aver­age CCTA local-route bus spends about 18 hours on the road, trav­el­ing more than 600 miles. Almost every bus trav­els through high-density down­town Burlington dozens of times each day, as well as to major shop­ping cen­ters in the area. GMTA runs its many bus routes through the cap­i­tal dis­trict of Montpelier, as well as dozens of other com­mu­ni­ties through­out north­ern Vermont.

Your ad will get noticed. The size of ad space on a CCTA bus sign is 108” x 30”. That’s 22–1/2 square feet to deliver your mes­sage. Think of the impact that much adver­tis­ing real estate can make! You’re all alone up there—not shoved together with six or eight other adver­tis­ers on the same page—so there’s no com­pe­ti­tion. And that’s just an ad on the side of the bus. Go for a full bus wrap and sud­denly your mes­sage has the entire com­mu­nity talking!

Your ad really gets around. CCTA and GMTA reg­u­larly rotate their buses among their local routes. So, an ad that gets seen at UMall today might be viewed tomor­row in Winooski or Essex. It’s like get­ting mul­ti­ple bus signs for the price of one.

It’s a great value. Run a small black-and-white ad four times in one week in Burlington’s largest daily paper and it can cost you around $1,000. When the week is over, your mes­sage is gone. But, on a bus sign—in full color and more than 50 times larger—you can run your mes­sage daily for three months. And, it would still cost about 40% less than the news­pa­per ad.

You don’t have to stay local. You can plan a bus adver­tis­ing cam­paign on a regional or even national scale, sim­ply by uti­liz­ing tran­sit agen­cies in any met­ro­pol­i­tan areas you wish to tar­get. Many national brands have cho­sen bus adver­tis­ing as an effec­tive way to reach their audiences.

Summer is the best time to cap­i­tal­ize on bus adver­tis­ing. So, if you want to get your mes­sage out in an impact­ful way, con­sider bus adver­tis­ing as the best mar­ket­ing vehi­cle for the job.

Pantone 2012 Color of the Year: orange you glad it’s Tangerine Tango?

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Pantone Tangerine Tango

Cropping up every­where like an early spring tulip is the Pantone Color of the Year — the vibrant Tangerine Tango. From inte­rior design, to fash­ion run­ways, to toy pack­ag­ing; this bold red-orange is mak­ing and leav­ing an impression.

We love the energy and ver­sa­til­ity of this color. When paired with other col­ors, it awak­ens neu­trals and har­mo­nizes with other strong col­ors like com­ple­men­tary blues, pump­kin, and even neon hues.

Want to incor­po­rate this color into your own brand? Tangerine Tango could pos­si­bly be a great accent to your logo, web site, office walls, or even your con­fer­ence table with a nice Gerber daisy arrange­ment. Looking to add a lit­tle Tango to your own life? Be bold and give it a try — it’s all over the spring fash­ion palettes. I’m par­tial to wear­ing it in a matte lip­stick and nail pol­ish myself.

8 reasons to advertise in tough times

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advertising examples from stride

While some busi­nesses are start­ing to see signs of an improved econ­omy, many more still con­tinue to feel the effects of the recent reces­sion. It’s going to be a while before the mar­ket feels fully recovered.

You may have heard that you shouldn’t pull back on your adver­tis­ing when the mar­ket is soft and sales are slow. But let’s be frank: when cash flow is tight, that’s the first thing you might want to do. But while pulling back on adver­tis­ing pro­duces a short-term gain for cash flow, it can eas­ily cre­ate a long-term prob­lem for your brand and the life of your business.

Why keep adver­tis­ing when the econ­omy is still sput­ter­ing? Here are 8 easy reasons.

  1. Because you’re open. Simply put, if you’re open for busi­ness, you need to mar­ket your busi­ness. If you stop, cus­tomers can eas­ily for­get about you or even assume you’re no longer around. If you’re not vis­i­ble, you may not be con­sid­ered as a choice when your cus­tomers are buying.
  2. Because bad times = good oppor­tu­ni­ties. In a slow econ­omy, some of your com­peti­tors will likely pull back on their mar­ket­ing, down­size, or even go out of busi­ness. When the pie becomes smaller, your slice becomes com­par­a­tively big­ger, and your odds of secur­ing new cus­tomers greater. Did a competitor’s retreat from the mar­ket leave an attrac­tive client in need of ser­vices you pro­vide? Find out.
  3. Because rep­e­ti­tion works. It’s often said that con­sumers don’t fully recall brands until they’ve seen them 6 or 7 times. Without real­iz­ing it, peo­ple tend to drift over ads that are less famil­iar and linger on ads they recognize—so don’t adver­tise once or twice and expect to see direct results. Even unsightly ads and irri­tat­ing jin­gles get locked into peo­ples’ brains if they’re repeated often enough, and the recall they pro­duce con­verts into sales down the line. Start the fun­nel now, so that even if your cus­tomers aren’t buy­ing today, you’ll be in their minds for when they are. Repetition pays off.
  4. Because con­fi­dence mat­ters. Advertising, par­tic­u­larly in a well-regarded medium, indi­cates con­fi­dence in your busi­ness. Your vis­i­bil­ity in the mar­ket­place lends cred­i­bil­ity to your orga­ni­za­tion and makes peo­ple feel secure about doing busi­ness with you. Customers want to do busi­ness with win­ners, so it’s impor­tant not to let your inse­cu­rity show.
  5. Because you’re good under the hood. Consumers tend to research their pur­chases more dur­ing dif­fi­cult eco­nomic times. They’ll pay more atten­tion to adver­tis­ing and take the time to read the small print. Don’t be left out of con­sid­er­a­tion; instead, make more of an effort to let them know you’re a safe bet.
  6. Because tough times make tough cus­tomers. The econ­omy may be slowly recov­er­ing, but until the out­look is rosy, many con­sumers will pull back on their wants and focus more on their needs. Can you con­vince your audi­ence that your par­tic­u­lar prod­uct or ser­vice is some­thing they truly need? Consider your mes­sag­ing and see if you can hone in on a vital ben­e­fit of your offer­ings. Can you offer long-term ben­e­fits or short-term gain? Either of these could make the case for buy­ing now. And even in a reces­sion, peo­ple still buy gifts and reward them­selves occa­sion­ally for work­ing harder. Can you cap­i­tal­ize on this?
  7. Because cus­tomers love to jump on a deal. If you’ve shied away from offer­ing dis­counts and sales incen­tives in the past, a slow econ­omy may be a good time to test the waters on this tac­tic. The quick rise of dis­count voucher sites such as JumpOnIt and Living Social is tes­ta­ment to the fact that peo­ple love a good bargain—and love to tell oth­ers about them, too. The added urgency of these deals cre­ates a quick blaze of excite­ment for your busi­ness. Will this tac­tic dimin­ish your brand value? As long as your brand is strong, there’s a good chance that your cus­tomers won’t ques­tion your qual­ity because you’re offer­ing a one-time dis­count; instead they’ll feel good that they’re get­ting a “steal” on some­thing they love.
  8. Because you have more adver­tis­ing choice than ever. If cash flow is a prob­lem, you may need to be more cre­ative and take advan­tage of the grow­ing mul­ti­tude of adver­tis­ing choices to keep your busi­ness vis­i­ble. If you need to pull back on expen­sive media, replace it with less-expensive alter­na­tives. You might find that mov­ing out­side your core media—your “com­fort zone”—presents new oppor­tu­ni­ties and attracts new audi­ences. Social media, email mar­ket­ing, bus adver­tis­ing, and grass­roots mar­ket­ing tac­tics are ways in which our clients have found ways to keep adver­tis­ing… and keep their busi­nesses mov­ing forward.

Great new resource for local business owners!

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We get very excited about cool, new busi­nesses crop­ping up in our area, espe­cially when we’ve helped them along the way. Core Business Seminars fits this bill. Launched by Core Business SeminarsMarian Fritz, a local small busi­ness finance and plan­ning con­sul­tant, Core pro­vides afford­able, spe­cial­ized classes that focus on rel­e­vant top­ics like bud­get­ing, account­ing, mar­ket­ing, HR, com­puter issues, and more. Classes are offered at con­ve­nient times that fit your sched­ule, right in down­town Burlington. Check out the sched­ule at www.CoreBusinessSeminars.com/schedule.

We’ve been work­ing with Marian as our finan­cial con­sul­tant for the last 8 years. She has exten­sive knowl­edge and under­stand­ing of the work­ings of small busi­nesses. We can’t think of a bet­ter teacher or facil­i­ta­tor for the top­ics that Core Business Seminars presents.

We hope to see you in class.

The importance of YOU in your business

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As we sift through the web site sta­tis­tics of our clients’ Google Analytics accounts, we rec­og­nize one thing reoc­cur­ring: peo­ple are look­ing for, and look­ing at, the “who” behind busi­nesses. Time after time, some of the top search terms and most fre­quently viewed pages on a web site are the names and bios of a company’s staff.  Surprised? We cer­tainly were.

Brian Dunkiel Online BioThis trend cer­tainly holds true for our clients who are lawyers, doc­tors, or indi­vid­u­als who pro­vide a ser­vice. For exam­ple, look­ing at Stride’s web site sta­tis­tics, over 600 key­word com­bi­na­tions led users to our web site last year. All of our staff mem­bers’ names can be found in the top 25 most fre­quently searched terms.

Even when a com­pany is sell­ing a prod­uct, or the staff is less vis­i­ble to the end con­sumer, bio pages remain highly viewed pages.

What does this mean for you and your com­pany web site? Most likely, it’s time to review and pol­ish up the “who” of your business:

  • Take a fresh look at the com­pany overview and indi­vid­ual staff mem­ber bios on your site. Would you say they’re inter­est­ing and up-to-date? Relevant and unique? Put your­self in the shoes of your tar­get audi­ence and include infor­ma­tion that they’d con­nect with. Highlight inter­est­ing parts of a person’s career expe­ri­ence or per­sonal life, if appro­pri­ate, and put the most rel­e­vant infor­ma­tion to your audi­ence first.
  • Are your pho­tos cur­rent? Are they shot in an appro­pri­ate set­ting? While you may not need the traditionally-staged head­shot, or even a photo taken by a pro­fes­sional, it’s impor­tant that your staff pho­tos reflect the same tone, qual­ity, and level of sophis­ti­ca­tion as your business.

Photos lend an ele­ment of authen­tic­ity and trust­wor­thi­ness to your bios, and by exten­sion, your online pres­ence. Often, we hear that busi­ness own­ers feel squea­mish about includ­ing a photo of them­selves on their company’s web site. But what bet­ter way to con­vey trust and cre­ate a con­nec­tion with your web site vis­i­tor than to have an engag­ing pic­ture of the smil­ing owner?

  • Make sure you have a sub­stan­tial amount of key­words in the copy of your bios and com­pany overview. This is a great area of your site to nat­u­rally incor­po­rate key­words that are rel­e­vant to your busi­ness and your cus­tomers. Incorporating key­words in the text of your web site, not just the cod­ing, is excel­lent SEO practice.
  • Make sure you men­tion the phys­i­cal loca­tion of your busi­ness in the copy as well — espe­cially if your tar­get audi­ence is local or regional. Discussing the extent and prox­im­ity of the area you serve — being sure tomen­tion states, cities, towns, county names — will help your search results, as search engines show pref­er­ence to location-specific keywords.

Feel like the “who” page of your web site could use a touch of “you”? We’d be happy to help. Either through pho­tog­ra­phy, copy­writ­ing, tweak­ing your site lay­out, or a lit­tle of all three, we can make sure you’re ready for your online close-up.

How well does your web site work on mobile devices?

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If you don’t know the answer to this ques­tion, it’s worth check­ing to see if your web site func­tions prop­erly on a tablet, like an iPad, and a mobile device, like an iPhone. People are rely­ing more on these lighter, thin­ner, sim­pler machines to surf the web.

So, what does this mean for you?

Your site may be tech­ni­cally out of “touch”. Before these devices became com­mon­place, many web sites were pro­grammed so the mouse “hov­er­ing” over web graph­ics would trig­ger an action — most often, a drop­down menu that would allow you to nav­i­gate to other pages of the site. You’ve likely used an iPad or iPhone to browse the web, and so you know there is no ‘hover’ fea­ture with these devices. Your fin­ger per­forms the func­tions of the mouse, and sin­gle taps trig­ger dif­fer­ent actions on a web page. Because of this and other func­tion­al­ity issues, your web site may appear and func­tion dif­fer­ently than it does on your desk­top or lap­top com­puter, so your vis­i­tors may not be able to nav­i­gate around your site. Certain code changes can rem­edy this, but it really depends on how your web site was programmed.

Layouts can appear dras­ti­cally dif­fer­ent on mobile devices. Tablets and mobile devices are designed to accom­mo­date cer­tain widths for web sites. If your web site is wider than a device’s spec­i­fi­ca­tions, your site’s lay­out and design may be adversely affected. Some impor­tant page ele­ments may be pushed out of the view­able area, or bumped down to another line so your pages maybe appear as a jum­bled mess. To be cer­tain that this isn’t hap­pen­ing to you, check your site on these gad­gets and view it hor­i­zon­tally and ver­ti­cally. If you have a prob­lem, you won’t need to cre­ate a whole new site; you just need to take some steps to ensure that your cur­rent site is opti­mized for smaller screens.

Flash has become just a flash in the pan. Some devices, includ­ing the pop­u­lar iPad and iPhone, don’t sup­port Flash. If your web site con­tains major Flash-based com­po­nents, such as nav­i­ga­tion or key infor­ma­tion about your busi­ness, vis­i­tors using tablets or mobile devices will be unable to view these com­po­nents, or may encounter var­i­ous error mes­sages. Fortunately, there are ways to replace Flash, and sim­u­late ani­ma­tion, with other mobile-friendly code.

So, what can you do?

Look at your site on your tablet or smart phone, and com­pare how it looks and func­tions to when it’s viewed on a desk­top or a lap­top com­puter. Does it look the same? Do your nav­i­ga­tion menus work? Can you access all pages of your web­site? If you answer ‘no’ to any of these ques­tions, you should call the pro­gram­mer who built your web site or give us a shout here at Stride. Fixing the prob­lem could poten­tially be an inex­pen­sive fix. And even if it’s not a quick fix, it’s impor­tant to keep your site up to date as tech­nol­ogy and mobile devices evolve. The per­cent­age of peo­ple using them to search the web is sub­stan­tial, and increas­ing every day.

Would you like some cheese with that font?

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Perhaps you have heard about the quirky inter­net game Cheese or Font on NPR’s Wait Wait… Don’t Tell Me! or per­haps you have stum­bled upon it while perus­ing other design blogs like ours. Or, per­haps you have never even heard of such a game and have no idea what we’re talk­ing about. If the lat­ter is your case, pre­pare to be amazed. Cheese or Font, like cheese, is highly addic­tive and indul­gent, and, like fonts, totally nerdy and awe­some. Let’s just say we under­stand the addiction.

The objec­tive of the game is to cor­rectly iden­tify a word as either the name of a real cheese or a real type­face. Give it a try — we have a feel­ing you’ll be going back for sec­onds and thirds to the, um, Cheese or Font platter.

Check it out here: http://cheeseorfont.com

Understanding the layers of your brand

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Make no mis­take about it: your brand is a liv­ing thing. You con­ceive of it, you bring it into the world, and you nur­ture it. Like a per­son, your brand is a multi-layered, ever-evolving entity, with its own per­son­al­ity and voice. It com­mu­ni­cates and makes promises to peo­ple. It lives in a world where only the strongest survive.

In our information-choked world, brands com­pete with thou­sands of bits of infor­ma­tion every day in an effort to occupy just a small part of the consumer’s brain. If yours is a strong, consistently-delivered brand that con­nects with your cus­tomer, it can cut through all that clut­ter so that your cus­tomer can absorb its mes­sage, and respond to it.

So, good brand­ing mat­ters. It’s more than catchy mar­ket­ing speak. It’s what builds cus­tomer loy­alty over time, and in turn builds your business.

You can mea­sure the strength of your brand through an exam­i­na­tion of its layers—the var­i­ous aspects that make up your brand. These lay­ers should be aligned with one another. When a brand’s lay­ers are out of align­ment, it’s like a per­son who has dif­fi­culty com­mu­ni­cat­ing effec­tively, or whose words don’t quite jive with cer­tain actions. The con­fu­sion or the dis­trust that ensues can quickly turn peo­ple off.

It’s easy to allow your brand to get out of align­ment. You may feel the urge to imi­tate your com­pe­ti­tion, or you may get excited about pur­su­ing a new mar­ket seg­ment. When you add to your offer­ings or seek out new mar­ket­ing tac­tics, you need to have a good han­dle on what your brand is—and what it isn’t—so that these efforts strengthen your brand instead of dilute it.

Start by iden­ti­fy­ing the lay­ers of your brand, then work to rein­force those that feel weak or unde­fined. Is your brand in strong health, or is it in crit­i­cal condition?

We see the lay­ers of a typ­i­cal brand as including:

Internal brand layers:

Brand Definition. This is a detailed descrip­tion of what your busi­ness is—who you are, what you offer and to whom, and what makes you unique. As the foun­da­tion of your brand, your brand def­i­n­i­tion should be sta­ble and solid, and never confusing.

Brand Values. These are the ideals that your brand rep­re­sents. What do you stand for? Whether your brand val­ues are qual­ity prod­ucts, rea­son­able prices, or sus­tain­able busi­ness prac­tices, these are the things you believe in, that you want your cus­tomer to believe in as well.

Brand Promise. This is the under­ly­ing guar­an­tee that you’re offer­ing to your cus­tomers by doing busi­ness with you. It’s some­thing that every­one in your orga­ni­za­tion should inter­nal­ize, and it should come through eas­ily in all your mes­sag­ing. Your brand promise must be neatly aligned with both your brand val­ues and your brand experience.

External brand layers:

Brand Identity. This is the visual face of your business—its “look and feel”. Your brand iden­tity com­prises the ele­ments that are used to visu­ally com­mu­ni­cate your brand def­i­n­i­tion, such as your logo, brand graph­ics, col­ors, fonts, as well as a con­sis­tent set of mar­ket­ing mate­ri­als and your online pres­ence. Having a strong, well-designed brand iden­tity makes your brand mem­o­rable, helps define its per­son­al­ity, and greatly improves its pub­lic perception.

Brand Positioning. This is the unique posi­tion in the mar­ket that is held by your brand—how you dif­fer­en­ti­ate your busi­ness from your com­pe­ti­tion. Positioning sets your brand apart from oth­ers in your field, where there may be many other busi­nesses offer­ing the same thing. A unique fea­ture, a well-defined set of val­ues, or clever brand per­son­al­ity can cre­ate the posi­tion­ing your brand needs to stand out.

Brand Messaging. This is the voice of your busi­ness. A brand’s mes­sag­ing includes what a busi­ness needs to say about itself, and also how it says it. The writ­ing style you adopt for your mes­sag­ing helps define your brand’s per­son­al­ity, giv­ing your brand an atti­tude that should align with the audi­ence you’re tar­get­ing. Your mes­sage includes things like your tagline, posi­tion­ing state­ment, key mes­sages, and mar­ket­ing copy. It should be rel­e­vant, con­sis­tent, and true to your brand.

Brand Experience. This is the way in which your cus­tomers inter­act with the prod­ucts or ser­vices you offer. How you deliver your offer­ings is crit­i­cal, since the expe­ri­ence your cus­tomers have with your busi­ness solid­i­fies their opin­ions and con­tributes to pow­er­ful word-of-mouth adver­tis­ing. To cre­ate a suc­cess­ful brand expe­ri­ence, make sure that the qual­ity and per­for­mance of your offer­ings, as well as the process of inter­act­ing with your com­pany, is strongly aligned with your branding.

Carefully devel­op­ing your brand is key to its suc­cess. It takes effort to build and main­tain all the lay­ers of your brand, but it’s a process and invest­ment that helps your busi­ness grow and stay strong… so it’s well worth it.