SEO audit

Eight Steps to Your SEO Audit: Better Rankings for Your Website

Hundreds of ranking factors determine the success of your website in the search results of Google & Co. An SEO audit helps you to identify the weaknesses of your website in order to initiate targeted countermeasures. We explain step by step how the SEO audit works and which tools you need. You can also download the entire guide as an e-book here.

What is an SEO audit?

An SEO audit is the ultimate test of your website to assess the current level of search engine optimization and technical optimization. Roughly speaking, all on-pageand off-page factors of your website or online shop are checked down to the smallest detail.

SEO experts use checklists, online tools and their own experience to evaluate the content, structure and performance of your website. But content and backlinks also have to withstand some tests. The focus of an SEO audit is therefore on evaluating the search engine friendliness of your website.

As a rule, a catalogue of measures is developed from this. This catalogue lists all the weaknesses and potential opportunities of your website. If you decide not to have the problems remedied by an SEO agency, you still have the option of implementing individual measures from the catalog yourself. But SEO audits are also an opportunity for agencies to:

  • Expand the service portfolio
  • Convince customers of technical and content-related measures
  • Inform potential customers about the state of a website

An SEO audit is the basis for your strategy for the coming months. It lets you identify the weak points of your website to then clean them up specifically.

The right content as a basis

It is by no means only about the technical optimization of your website. Your content must also be right and fit your target group so that you can be found by Google and other search engines. See the tips in our e-book Content Marketing for Agencies and Freelancers.

The essential tools

For an SEO audit to be holistic, you should make sure you have access to the most important analytics tools and services. These include Matomo (a privacy-optimized alternative to Google Analytics), Google Analytics itself, the Google Search Console and access to your Google My Business entry.

The more data available, the higher your chance of getting to the bottom of inconsistencies. The period of analysis should be at least the last six or twelve months.

What is Matomo or Google Analytics for?

With services such as Matomo or Google Analytics, you can evaluate user behaviour and the calls to your website outside of organic search. You get an overview of how people interact with your website and from which sources the users access your website.

What is the Google Search Console for?

The search console provides you with information on how your website performs in search results. You will also be informed about 404 errors and technical problems (e.g. incorrect structured data).

More data from the search console

For pure website hits in the search results, the data from the Search Console is better suited than from Google Analytics. Google Analytics may only be operated via opt-in in accordance with data protection regulations, which means that a certain proportion of visitors cannot be recorded by Google Analytics.

Are paid tools recommended?

Yes and no. Different SEO tools fulfil different goals. Some are suitable for evaluating your backlinks, while others focus on your content or the technical state of your website.

Most paid SEO tools have a huge advantage over their free competitors: they have much larger amounts of data and can output significantly more information on keywords and backlinks. The data is also often accurate to the day.

Free SEO tools are often limited, the data is not up to date or limited in its suggestions, as daily, million-fold queries and the accompanying storage ultimately also cause costs. Good all-in-one solutions for an SEO audit are tools like:

  • Semrush (from €99,95/month)
  • Ahrefs (from $99/month)
  • Sistrix (Optimizer Module) (from €99/month)
  • Ryte (from €99/month)

A technical audit and crawlability check is best performed using tools such as Screaming Frog Spider. Backlink audits, on the other hand, are performed with tools like Ahrefs, Majestic or Semrush. However, here you need additional knowledge about link building and link quality to distinguish between harmful and good links.

Free SEO Tools: Screaming Frog Spider

When it comes to the technical evaluation of your website, Screaming Frog Spider is the standard in the SEO industry. However, the tool is mainly aimed at advanced users. The good news is that the programme is currently free for up to 500 crawled URLs. That is enough for most small agencies, companies and blogs.

Screaming Frog Spider Filter
Evaluation of the meta information in Screaming Frog Spider

Another difference to the tools mentioned above: Screaming Frog Spider is an executable program and turns your work device into a crawler. Services such as Google Data Studio, the Search Console or Pagespeed Insights can also be linked via extensions.

Screaming Frog Spider Extensions
Link Screaming Frog Spider Extensions

Neil Patel's Site Audit

Neil Patel's Site Audit (part of the SEO tool "Ubersuggest") offers in the free version the possibility to evaluate 150 urls, or to perform 3 searches per day. Note: The tool can by far not keep up with the above tools in the amount of tests.

Ubersuggest Site Audit
The Ubersuggest Site Audit

However, the most serious errors of a website are reliably tested. And that makes Neil Patel's SEO tool worth a look for most small businesses or blogs.

Ubersuggest Site Audit Detail
The site audit in detail

Data from the free Google Services

My tip: By now, services such as Google's Search Console have improved so much that a comprehensive SEO audit can already be carried out through the free Google product range.

Many of the SEO tools mentioned above have free versions. However, the number of results in each tool is limited. If you don't have a budget for paid use, I recommend combining many free tools. In order to be able to find as many errors as possible despite limited data.

SEO Audit: The structure

An SEO audit can be divided into different categories. Some recommendations are implemented directly on your WordPress website (crawlability, speed, etc.) while other optimizations (backlinks, web hosting, etc.) are carried out away from your web pages. For each recommendation, I link to a suitable resource that will help you fix the problem yourself.

Crawlability & SEO

Your goal is to check whether all contents of your website can be found, which areas of your web pages are deliberately excluded and how your website is displayed in the search results. In addition, we check which information can no longer be accessed by search engines. Likewise, whether your content adheres to a semantic structure. In other words, whether the structure of your website is comprehensible to search engines.

  • Tools: Search Console, Site Audit Tools (Semrush, Screaming Frog Spider etc.)
  • Level of difficulty: Easy

Important criteria for indexability are:

Search Console Coverage
Analysis of 404 pages in Search Console

The following criteria are equally important:

In addition, unused post types, taxonomies and categories (e.g. generated by WordPress themes or plugins) are excluded from the search results in order to save crawl budget. This is possible with Yoast SEO, see this tutorial on the correct settings.

Search Console Rich Snippets
You can also test breadcrumbs in Search Console

The whole thing can be extended indefinitely. Very specific topics such as href-lang tags, AMP or canonicals have been deliberately omitted from this list in order to not increase the complexity even further. You can deal with these topics as soon as all other components of the SEO audit have been worked through.

Display on mobile devices

Since Google separates the search results into two different indices (mobile and desktop) - and thus evaluates both the mobile view and the desktop view of your website separately - the mobile view of your website should also be error-free. Even in 2022 and in times of mobile first, where mobile visitors to a website often make up about 70 percent, the focus of many developersand web designers is still on the desktop version.

The result is poor rankings in mobile search results, less traffic and a loss of potential customers. In the B2B sector, however, desktop visits are often still superior to mobile visits.

Finding errors in the mobile display

Your goal should be to fix all display errors on the mobile version of your website. It is imperative that you fix display errors such as content that extends beyond the edge of the screen or overlaps. You should avoid hiding content on the mobile version of your website but showing it on the desktop version. This is because the mobile version is likely to be displayed to most users and is the main version used by Google to determine your content and rankings.

You can test all urls and elements of your website on your own mobile device. However, there is a risk that the version of your website for other device sizes or screen resolutions will still be displayed incorrectly.

Variant 1: Analyze warnings from Search Console

Fortunately, Google informs us about critical display errors directly in the Google Search Console:

Search Console Mobile Usability
Mobile display errors in the Search Console

The problem with this method is that only critical errors are reported. Elements that are not clickable or adapted to the UX are not recognized and reported.

Variant 2: Use browser developer tools

Another possibility is offered by most web browsers in the developer console. There we can simulate the display on other devices. Oliver Pfeil has written an article about this at wp unboxed : Responsive web design mobile-compatible - this is how mobile optimization works. Here you can find more information about the method:

Technical problems and speed

Anyone who has followed the SEO development of the last 10 years remembers apocalyptic scenarios like Mobilegeddon. Announcements that have thrown the entire SEO scene into turmoil. The Mobilegeddon did not happen... however, it is no secret that Google has been putting a lot of effort into making websites faster on the web for years. At the same time, Google encourages webmasters not to flood the Google index with low-quality pages.

The speed at which a sitepage is fully loaded has become an important ranking factor. And Google has launched several free tools to help developersoptimise its own loading times. Since load time impacts the user experience of your web pages, load times have a passive impact on user behaviour scores. E-commerce sales in particular suffer from slow loading times, as Amazon has published in a study.

Optimizing the speed of a website is an art in itself, which many developers do not like to take on. After all, troubleshooting is time-consuming. But even without an expert at your site, there are a few tools you can use to quickly improve the speed of your WordPress website. See the 10 most important levers for your WordPress performance.

Another tip is to opt for a specialized WordPress hosting. Raidboxes has specialized in fast loading times with its premium WordPress hosting. It is not important to achieve a score of 100/100 in Google PageSpeed with every site. However, the urls that play the biggest role in the success of your business should have the shortest possible loading times:

  • Landing pages
  • Service pages
  • Shopping baskets and product pages

Tools like GTmetrix and Pagespeed Insights quickly give you recommendations on how to optimize your websites.

Although the values provided by PageSpeed Insights are a good indicator, they do not provide any information about the actual loading time, as described in more detail in this e-book.

  • Tools: GTmetrix, Pagespeed Insights, Google Lighthouse, Search Console
  • Difficulty: Hard

Here are some tips on how to increase the speed of your WordPress websites:

You can find further tips in the following articles:

Your backlink profile

Backlinks are still one of the most important ranking factors in Google search results. A high-quality link to your website is like a recommendation in real life. Unfortunately, we cannot filter who recommends us and for what reasons. And on the internet, where many processes are automated or anonymized, not every "recommendation" is a helpful one. Possible reasons for this can be:

  • These are purchased backlinks from dubious sources
  • Or a spam attack with the aim of damaging your website.
  • The referring website is no longer maintained and the information is out of date
  • The referring website has been sold or not renewed and is now spam

It is true that Google is now very good at assessing how high-quality a backlink is. And which one comes from spam. But the systems are not yet perfect, so that you sometimes have to help "manually".

Fortunately, Google offers the Disavow tool as a way to permanently exclude harmful links from the calculation of your rankings. And lo and behold, only a few days after the Disavow tool was used, we were already able to record considerable successes:

Semrush Visibility Trend
The Semrush Visibility Trend

The illustration shows the ranking of a client after tens of thousands of links from spam domains were "devalued" in the Disavow tool. For all other backlinks, the following applies: The higher the quality of the source and the more appropriate the match to the topic of your website, the better the quality of a backlink. See also this tutorial from the Ahrefs team. It explains very well what to look out for in a backlink audit and how it can be carried out.

Option 1: Find and remove backlinks manually

To do this, go to the Google Search Console. Under "Links" you will find the widget "Top referring websites". There you will find a list of all domains that link to your website:

Search Console Top Linking Sites
The "top referring websites" from Search Console

In the overview of all referring domains, you have the option of exporting these domains to a table. From there, you can analyze each individual domain:

Search Console Export
The export from the Search Console

The disadvantage of this method is that Search Console only exports the root domains and not the subpages of the referring website. So you only get a rough overview of the backlink profile.

Option 2: Let an SEO tool analyze the backlinks

SEO tools such as Semrush and Ahrefs also provide you with tools to analyze the quality of your website's backlinks. Ahrefs might give the best recommendations of all tools.

Ahrefs Database
The Ahrefs database

In Semrush you can find an overview of your backlinks under the menu item "Backlink Audit". Here you can see the percentage of these links that come from toxic (low-quality) sources. Most important, however, are the lists under the tab "Audit".

Here Semrush evaluates exactly why a URL is considered toxic. From there, you can either mark it as "safe" or move the URL or the entire domain directly to disavow.txt. Then upload it to Google.

Once you have done this, you should be notified via Search Console a few hours later that the disavow file has been successfully applied. Don't forget to give SEO Tools full access to your Search Console and Analytics data. This is the only way to get a detailed listing of all your backlinks. Here is a checklist:

  • Does the linking domain have a thematic reference to my website?
  • Is the linking domain a spam website (pornographic content, scam, fake websites)?

Check most linked sites and linked anchor texts

In the Search Console you will find the tab "Links". There you will see the widget External Links -> Most Linked Pages. Open this report:

Search Console Top Linked Pages
The report of the most linked pages

Now you can see which of the URLs on your website are linked to the most by others. As a rule, your start page "/" will be linked to most often. The simple reason for this is that people prefer to link to brands rather than whole groups of words.

However, we now analyze the number of links that refer to subpages. Such links are usually an indicator of high-quality and topic-relevant references that Google and other search engines rate as particularly good. Take a closer look at the following screenshot:

Search Console Top Target Pages
Only a few backlinks go to the subpages

231 backlinks point to the start page "/", but hardly any to the important sub-pages. There are no backlinks at all to the sub-pages of the services. As a search engine optimizer, I would now conclude the following:

  • The quality of the sub-pages is poor, so other people don't link to them. There is no incentive.
  • Services have not ranked so far because there are no thematic backlinks to the subpages.

Finally, let's take a look at the widget "Top linking text". You can also find this in the Search Console under "Links":

Search Console Top Linking Text
The analysis "Top referring text

In the best case, you will find a list of anchor texts that refer to your domain, brand or the authors of your website. These natural links are essential for search engine optimization, as mentions on the web promote trust with search engines. They help you build authority around your brand.

Anchor texts with keywords that are particularly important for your site should appear directly after this. For example, services or products. We can read from the anchor texts that important keywords are currently still missing out. This also reinforces the assumption that the services have not yet received any backlinks. In addition, there are anchor texts from foreign domains that may indicate spam. These should be examined more closely.

Traffic and rankings

Every SEO audit aims to increase the organic traffic of your website in the long term. Therefore, in this step we will examine the current rankings of your website and the traffic from Google Analytics.

To do this, first call up Google Analytics. Get an overview of the visitor numbers of the last 12 months in the menu item Target group -> Overview. Deselect the segment "All users" and replace it with "Organic visits":

Google Analytics Organic Traffic Filter
The organic traffic at Google Analytics

In the best case, the ranking of your website should increase constantly. If your website's traffic has stagnated or even collapsed, then you need to research the causes of this collapse. One cause could be that this website was affected by a Google update.

Unfortunately, Google does not notify website operators whether an update has had a negative impact on them. The maintenance and control is in the care of the webmasters. However, you can use Google search to check for updates and announcements in the relevant period:

Research Google Update
Searching for a specific update from Google

And lo and behold, major SEO magazines immediately catch the eye, reporting an update on 01 August 2018:

Google Algorithm Results
Information on Google's Core Updates

Now you know that your website was actually affected by an algorithm update. This gives you the opportunity to find out more about the causes and effects. And you can exchange information with those affected in order to restore the ranking of your website.

Alternatively, you can call up the organic search of Semrush and enter a domain of your choice there. Known Google updates are also noted in the diagram. They give you a direct indication of why traffic dropped at that time:

Semrush Traffic Development
Semrush gives advice on the Google Search Updates

Unfortunately, Analytics does not show any data on the current keyword rankings of your website. To obtain such data, you have to use a paid SEO tool or the Search Console. The larger the keyword database of the SEO tool, the better your analysis will be.

To obtain data on the ranking of a website, we open the organic search in Semrush again. The following example shows that everything has been done correctly so far. And that the rankings of the domain are constantly improving. We also get an overview of our URLs - for which keyword or in which position do they rank?

Semrush Organic Keywords
The evaluation of the rankings per keyword

If you click on one of the keywords, you will see a list of all the important data for this search query. Also a list of the top 10 results. In other words: You see your competition.

Here, it is the task of our SEO audit to develop new traffic sources and evaluate the current rankings. This is the only way to develop keyword opportunities and increase website traffic in the long term. Analyze what your competitors who are ahead of you are doing better. This could be better content, a better tool or simply better backlinks.

In order not to go beyond the scope of this article: In my article Keyword Research for SEO Success, you will find a complete guide to finding out your most important keywords. There, I show you step by step how to conduct keyword research with the help of your current rankings and develop new traffic.

What do you do when traffic stagnates?

Your traffic is either no longer developing because no new content is being published on the website, or because your website is no longer rising in the rankings. In this case, I also recommend a competitor analysis for each keyword. Or to develop new keywords by means of a keyword research.

Was your last post published a while ago? Then it is also advisable to refresh all content by updating it.

What do you do when traffic has plummeted?

If you don't find any signs that your website was affected by a Google update, then another assumption is obvious: your website has fallen victim to a technical error. Reverse engineer all your changes.

Check whether any pages were changed or deleted weeks before the traffic collapse. Or have you added new WordPress plugins or a new theme or made updates? Whatever the reason, you have to find out the cause by using the exclusion procedure.

  • Tools: Google Analytics, Matomo, Search Console
  • Level of difficulty: Easy - Medium

Content and text quality

Search engines love fresh content! Not without reason, it is now part of every SEO strategy to regularly adapt content on the web and supplement it with new information. And your visitors will also be happy about the latest posts . See the tips in the e-book Targeted Content Marketing.

This also keeps the content of your website up to date. And you reduce the danger that your competitors will challenge you for first place with new content. There is nothing worse for search engines than sending searchers to a website with outdated content. After all, the job of search engines is to give users the best possible answers to their search queries. If they bounce from your website, it reflects badly on the search engine. And it's not good for your user experience. In other words, it has a negative impact on your ranking.

This is precisely why you should regularly subject your content to a content audit. In a content audit, you analyze all the content on your website to see if it:

  • Provide added value for the visitors
  • Have current content at your disposal
  • No duplicates of other sites are
  • Show organic traffic
  • Can be combined with other sites
  • How the user experience is affected on this URL

As a rule, you then create a list of all URLs and decide whether a content:

  • Gets deleted
  • Is merged with another URL
  • Can be updated
  • Or whether no manual action is required

You can easily maintain a content audit within a spreadsheet or Excel table. In addition, you can examine each URL individually in Google Analytics for dwell time and bounce rates. The values provide information about whether your visitors rate the content of a website as useful or not.

To do this, go to the Google Analytics tab Behaviour -> Website Content. There you will find a list of all URLs and the most visited pages:

Google Analytics Behaviour
The metrics under "Behavior" say something about the quality of your content

You want to learn more about the content audit? The book "Think Content" by Miriam Löffler is very suitable for this. It contains numerous tips on content marketing and the right content strategy.

Do not overlook meta titles and meta descriptions

During a content audit, many webmasters only focus on the superficially visible content of their web pages. They often forget to adjust their meta descriptions and meta titles as well. These are the short texts that are later displayed in the search results. They should encourage users to click on your result.

To check the meta information of your web pages: Call up the Google search and enter the command "" in the search mask. You will then receive a list of all your indexed pages. You can see here which meta descriptions and meta titles are too long or too short.

Optimize click through rate

Always present the content of your pages in an informative way. At the same time, make sure that your search results are as attractive and exciting as possible for users. Meta information is no longer an active ranking factor. However, the number of people who click on your result can still have a passive effect on your positioning. The keyword is the click through rate (CTR).

Alternatively, use a tool like Screaming Frog Spider. It crawls all URLs of your website and shows whether meta descriptions are too long or even missing:

Screamingfrog Meta Description
Explore metadata with Screamingfrog Spider

With a plugin like Yoast SEO, you can edit the meta information of a URL directly in the WordPress editor. In addition, the plugin shows you whether you have complied with character limits that apply to the meta title or meta description. The following criteria apply to the content:

  • Each sub-page has only one H1 tag. This tag is short, concise and clearly describes the topic of the webpage. If you have several, you should change this.
  • The content is subdivided into further headings relevant to the topic.
  • The content is unique and not duplicated on the website.
  • Do all pages have an appealing meta title? Avoid duplicates.
  • Do all pages have an appealing meta description? Avoid duplication here too.
  • Is all the content on your website unique and of high quality?
  • Do all internal and external links point to valid websites?
  • All texts fulfil the search intention of the users.
  • Important for search engine optimization: Texts link to other sub-pages.
  • Texts contain an author box and comply with YMYL and EAT guidelines if your pages can be assigned to a sensitive subject area (law, finance, medicine).
  • URLs have less than 300 words. Pages with low content are usually an indicator of poor research ("thin content") or lack of quality, so that the user's question or search intention is not answered.
  • Links in the main content have descriptive text.
  • Are all images on your website accessible and do not trigger a 404 error?
  • Each image also has a descriptive ALT attribute. This is important for search engines to understand the content of an image, as well as for an accessible website.

The ratio of text to HTML should also not be less than 10 percent. Anything else may indicate overloaded code, caused for example by WordPress Page Builder.

The Local SEO Audit

A local SEO audit is the optimization of local subpages, the optimization of your Google My Business listing and the entry in business directories. A local SEO audit is easy (but time-consuming) to implement, as external sources are mainly checked to see if they match your optimized Google My Business listing. It becomes more complex if your business has changed its location in the past.

Make sure that the company name is the same. For example, if it is "Cambridge Dogsitters", then it should also be the same on the website and in all directories, including company details. However, companies often use aliases such as "Jane Doe Dogsitter", which can lead to confusion in the search results.

We highly recommend the blog of the Whitespark agency, which publishes very detailed tutorials (PDF) and case studies on optimizing your local results.

Questions you should ask yourself when optimizing locally:

  • Does the right Google My Business listing exist for each location?
  • Is the data for each location in Google My Business up to date?
  • Are the right business categories selected on Google Maps?
  • Does the Google My Business listing have sufficient and high-quality photos or videos?
  • Is your company listed in your country's most important business directories?
  • Is the company data in each business directory entry up to date?
  • Is the information in each business directory entry also relevant?
  • Link building interface: If your services or products are only offered in this region, are there also backlinks from the region that are important for local rankings? For example, from local newspapers, mentions or cooperations?

Hardly relevant for rankings in local search results:

  • Google My Business Posts / local posts
  • Availability for questions or a chat function
  • Keyword stuffing in the company name (possibly even against the Google My Business guidelines).

Sequence of measures

That's a lot of recommendations, but where do you start? Not all of the previously mentioned - rather general recommendations - will have a big impact on the positioning of your website. Sometimes it is only a small number of problems that prevent a subpage from ranking. SEO experts are more experienced in assessing the costs and benefits of a recommendation.

Importantly, always be aware that your WordPress website never needs to achieve a 100/100 score. Over-optimization generates more costs than actual, sustainable benefits. If only because rules, recommendations and their weighting can change at any time.

In order for you to get the most out of your search engine optimization, even as a beginner, I recommend the following order of processing:

1. fix warnings in the Search Console

Google - as the judge of your success - already warns you about critical mistakes in its own tool, the Search Console. Therefore, you should definitely follow up on these warnings.

Critical Errors Google Search Console
Check Search Console for critical errors

2. global instead of minimal changes

Instead of concentrating on optimizing a single URL, you should initially focus on those tasks that automatically have an effect on all URLs. In other words, on your entire website.

If you improve the speed of all subpages in one fell swoop, for example by compressing all images, this will have a holistic effect on the success of your project. The first successes from such optimizations motivate you to deal more intensively with the matter.

3. critical errors in audit tools

Most tools for an SEO audit categorize the errors found according to how serious they are. Here is an example from the tool Semrush:

Semrush Site Audit Errors
The list of errors in Semrush

Proceed as follows to correct the errors:

  • Critical errors must be corrected in any case. They affect the rankings of your website the most and can have negative consequences.
  • Moderate errors have a less drastic effect than critical errors. They either have a passive effect on the ranking of your website, or they influence the user experience. This in turn has consequences for the ranking of your website.
  • You should also observe the clues even if they are not mentioned as problems.

In the latter case, you will receive recommendations for action in Semrush for which the tool cannot precisely assess whether the settings made are actually intended. An example: Should a certain site really be marked as noindex?

4. your content remains the most important criterion for your ranking

As before, the motto "Content is King" can be attributed the highest value. Even the most optimized website with the best backlinks is of no use if your content is poor. If the above recommendations are not successful, then you should focus your optimization efforts on the content of your web pages. Because good content remains the most important ranking factor in the organic search results.

Loveless stock photos and cribbed texts from various author platforms can ultimately be the difference between your content proving itself against the competition. Or, as Google itself explains in this YouTube video: "Create great content that performs well in Google search results".

You think you have fulfilled all these requirements? Then it makes sense to read up on specific optimization measures, such as link building.

Conclusion: Regularity leads to success

There are thousands of changes to the search algorithm every year, with small adjustments being made at regular intervals. New functions are always being added to the search results of Google and other search engines. But the basic rules of search engine optimization usually remain the same.

Your changes should always be aimed at improving the user experience. An SEO audit helps you to do this. Therefore, it is recommended to perform such an audit at least once a year. Did you like this guide? Then download it here as a PDF and share it with others.

Your questions about the SEO Audit

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One comment on "8 steps to an SEO audit: Better rankings for your website".

  1. Wow, this was really helpful article Dominik. I’m really glad I found this article since SEO is something I struggle with a lot! Thanks!

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