{"id":1833,"date":"2013-10-23T17:27:10","date_gmt":"2013-10-23T17:27:10","guid":{"rendered":"http:\/\/blog.igloonet.cz\/?p=1833"},"modified":"2014-08-11T20:23:03","modified_gmt":"2014-08-11T18:23:03","slug":"jak-analyzovat-uspesnost-seo","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/jak-analyzovat-uspesnost-seo\/","title":{"rendered":"Jak analyzovat \u00fasp\u011b\u0161nost SEO \u2013 zamy\u0161len\u00ed nad spr\u00e1vn\u00fdmi KPI"},"content":{"rendered":"<div id=\"fb-root\"><\/div>\n<p>Jednou z&nbsp;nejd\u016fle\u017eit\u011bj\u0161\u00edch \u010d\u00e1st\u00ed ka\u017ed\u00e9 marketingov\u00e9 \u010dinnosti by m\u011bla b\u00fdt schopnost sledovat a&nbsp;vyhodnocovat jej\u00ed v\u00fdsledky. A&nbsp;zp\u016fsob vyhodnocov\u00e1n\u00ed se stejn\u011b jako SEO sam\u00e9 st\u00e1le vyv\u00edj\u00ed.<\/p>\n<p><!--more--><\/p>\n<h2>M\u011b\u0159en\u00ed pozic<\/h2>\n<p>Historicky nejstar\u0161\u00ed, ale st\u00e1le obl\u00edben\u00fd zp\u016fsob je m\u011b\u0159en\u00ed pozic toho, co pokl\u00e1d\u00e1me za hlavn\u00ed kl\u00ed\u010dov\u00e1 slova str\u00e1nek.<\/p>\n<p><strong>Pro\u010d to nemus\u00ed b\u00fdt vypov\u00eddaj\u00edc\u00ed<\/strong>: Str\u00e1nku se n\u00e1m sice poda\u0159\u00ed ve&nbsp;v\u00fdsledc\u00edch vyhled\u00e1v\u00e1n\u00ed dostat na&nbsp;p\u0159edn\u00ed pozice, nem\u00e1me ov\u0161em l\u00e1kav\u00fd titulek, popis, ani nepou\u017e\u00edv\u00e1me structured data. Str\u00e1nka tedy nen\u00ed pro hledaj\u00edc\u00edho zaj\u00edmav\u00e1 a&nbsp;on na&nbsp;ni ve&nbsp;v\u00fdsledc\u00edch vyhled\u00e1v\u00e1n\u00ed neklikne. Nap\u0159\u00edklad se n\u00e1m poda\u0159\u00ed \u201erankovat\u201c nerelevantn\u00ed str\u00e1nku, kde lid\u00e9 nenajdou, co si p\u0159edstavovali a&nbsp;okam\u017eit\u011b tedy str\u00e1nky op\u011bt opust\u00ed bez proveden\u00ed zam\u00fd\u0161len\u00e9 akce (nap\u0159\u00edklad n\u00e1kup, zanech\u00e1n\u00ed kontaktu, p\u0159e\u010dten\u00ed v\u00edce str\u00e1nek). Nav\u00edc Google se sna\u017e\u00ed v\u00fdsledky vyhled\u00e1v\u00e1n\u00ed nejen lokalizovat, ale vylo\u017een\u011b p\u0159izp\u016fsobit ka\u017ed\u00e9mu hledaj\u00edc\u00edmu. Tyto a&nbsp;p\u00e1r dal\u0161\u00edch probl\u00e9mu v\u00fdborn\u011b <a href=\"http:\/\/moz.com\/blog\/im-ranking-wheres-my-traffic\">popsal Dr. Pete<\/a>.<\/p>\n<p>Pokud chceme pozice m\u011b\u0159it, m\u011bli bychom se taky <a href=\"http:\/\/moz.com\/blog\/comparing-ranktracking-methods-browser-vs-crawler-vs-webmaster-tools?\">zamyslet jak\u00fdm zp\u016fsobem<\/a>.<\/p>\n<h2>N\u00e1v\u0161t\u011bvnost z&nbsp;neplacen\u00e9ho vyhled\u00e1v\u00e1n\u00ed a&nbsp;odvozen\u00e9 metriky<\/h2>\n<p>M\u011b\u0159en\u00ed pozic m\u016f\u017ee b\u00fdt zat\u00ed\u017eeno velk\u00fdm mno\u017estv\u00edm \u201ebalastu\u201c, co m\u016f\u017eeme m\u011b\u0159it m\u00edsto n\u011bj? Od&nbsp;m\u011b\u0159en\u00ed pozic do\u0161lo \u010dasem k&nbsp;posunu k&nbsp;m\u011b\u0159en\u00ed n\u00e1v\u0161t\u011bv z&nbsp;neplacen\u00e9ho vyhled\u00e1v\u00e1n\u00ed, kter\u00e9 se na&nbsp;konkr\u00e9tn\u00ed slovn\u00ed spojen\u00ed, celkov\u00e9 nebrandov\u00e9 v\u00fdrazy v&nbsp;porovn\u00e1v\u00e1n\u00ed s&nbsp;brandov\u00fdmi.<\/p>\n<p><strong>Pro\u010d to nemus\u00ed b\u00fdt vypov\u00eddaj\u00edc\u00ed<\/strong>: Not provided. U\u017e loni u&nbsp;mnoha str\u00e1nek dos\u00e1hlo takov\u00e9 \u00farovn\u011b, \u017ee&nbsp;je tento zp\u016fsob ur\u010dov\u00e1n\u00ed brandov\u00e9 a&nbsp;nebrandov\u00e9 n\u00e1v\u0161t\u011bvnosti a&nbsp;v\u016fbec n\u00e1v\u0161t\u011bvnosti na&nbsp;ur\u010dit\u00e1 kl\u00ed\u010dov\u00e1 slova nemo\u017en\u00fd. Odbo\u010den\u00ed: Po\u0159\u00e1d jsou bohu\u017eel SEO konzultanti, kte\u0159\u00ed toto za probl\u00e9m nepokl\u00e1daj\u00ed. Vysv\u011btlen\u00ed d\u016fvod\u016f by bylo na&nbsp;samostatn\u00fd \u010dl\u00e1nek, v&nbsp;podstat\u011b bych v\u0161ak pouze p\u0159ekl\u00e1dal <a href=\"http:\/\/www.annielytics.com\/breaking-up-with-your-keyword-data-my-mozcon-presentation\/\">p\u0159edn\u00e1\u0161ku Annie Cushing<\/a> z&nbsp;leto\u0161n\u00edho Mozconu. Ze stejn\u00fdch d\u016fvod\u016f nem\u016f\u017eeme samoz\u0159ejm\u011b pou\u017e\u00edt na&nbsp;dopo\u010d\u00edt\u00e1n\u00ed not provided ani data ze Seznamov\u00e9ho vyhled\u00e1v\u00e1n\u00ed.<\/p>\n<h2>Obchodn\u011b c\u00edlen\u00e9 metriky<\/h2>\n<p>V posledn\u00ed dob\u011b je \u010d\u00edm d\u00e1l v\u00edc v&nbsp;kurzu nav\u00e1z\u00e1n\u00ed SEO aktivit na&nbsp;obchodn\u00ed c\u00edle a&nbsp;obecn\u011bj\u0161\u00ed KPI. SEO aktivity by tedy m\u011bly m\u00edt p\u0159\u00edm\u00fd vliv na&nbsp;c\u00edle spole\u010dnosti (u&nbsp;e-commerce nej\u010dast\u011bji zisk).<\/p>\n<p><strong>Pro\u010d to nemus\u00ed b\u00fdt vypov\u00eddaj\u00edc\u00ed<\/strong>: Je pot\u0159eba definovat, co je\u0161t\u011b spad\u00e1 pod&nbsp;pr\u00e1ci SEO t\u00fdmu a&nbsp;jak\u00e9 jsou jeho mo\u017enosti. Maj\u00ed m\u00edt na&nbsp;starosti i&nbsp;optimalizaci konverzn\u00edho pom\u011bru? Jsou v\u0161ak v\u011bci, za kter\u00e9 nem\u016f\u017ee b\u00fdt SEO t\u00fdm odpov\u011bdn\u00fd nikdy \u2013 t\u011bmi je nap\u0159\u00edklad zm\u011bna skladby zbo\u017e\u00ed, cenov\u00e1 politika a&nbsp;z\u00e1kaznick\u00e1 podpora. Ka\u017ed\u00e1 z&nbsp;t\u011bchto \u010dinnost\u00ed m\u00e1 velk\u00fd vliv na&nbsp;c\u00edle spole\u010dnosti nehled\u011b na&nbsp;to, zda n\u00e1v\u0161t\u011bvn\u00edk p\u0159i\u0161el z&nbsp;newsletteru, PPC, \u010di neplacen\u00e9ho vyhled\u00e1v\u00e1n\u00ed.<\/p>\n<p>Co maj\u00ed v\u0161echny v\u00fd\u0161e uveden\u00fdch metriky spole\u010dn\u00e9ho? Zam\u011b\u0159uj\u00ed se p\u0159\u00edli\u0161 \u00fazce na&nbsp;jednu v\u011bc. Spr\u00e1vn\u00e1 ot\u00e1zka by podle m\u011b toti\u017e nem\u011bla zn\u00edt: \u201eJakou metriku sledovat?\u201c, ale \u201eJak\u00fd mix metrik sledovat?\u201c Reportov\u00e1n\u00ed by na&nbsp;jednu stranu m\u011blo b\u00fdt, co nejjednodu\u0161\u0161\u00ed a&nbsp;zam\u011b\u0159ovat se pouze na&nbsp;to nejd\u016fle\u017eit\u011bj\u0161\u00ed, na&nbsp;druhou ov\u0161em nesm\u00ed d\u00e1vat klapky na&nbsp;o\u010di.<\/p>\n<p>V tomto p\u0159\u00edpad\u011b se celkem dr\u017e\u00edm syst\u00e9mu <a href=\"http:\/\/www.kaushik.net\/avinash\/web-analytics-segments-three-category-recommendations\/\">ABO - acqusition, behaviour, outcomes<\/a>. V&nbsp;nejobecn\u011bj\u0161\u00edm p\u0159\u00edpad\u011b, kdy pro klienta nemaj\u00ed v\u011bt\u0161\u00ed smysl vlastn\u00ed rozd\u00edln\u00e9 KPI, pou\u017e\u00edv\u00e1m tyto:<\/p>\n<ul>\n<ul>\n<li><strong>pozice na&nbsp;v\u011bt\u0161\u00ed mno\u017estv\u00ed kl\u00ed\u010dov\u00fdch slov + kontrola v\u00fdsledk\u016f<\/strong>\n<ul>\n<li>pro\u010d je to d\u016fle\u017eit\u00e9: m\u016f\u017eeme objevit nov\u00e9ho konkurenta; p\u0159i v\u011bt\u0161\u00edch zm\u011bn\u00e1ch odhalit fungov\u00e1n\u00ed, \u010di nefungov\u00e1n\u00ed na\u0161ich SEO taktik<\/li>\n<\/ul>\n<\/li>\n<li><strong>n\u00e1v\u0161t\u011bvnost z&nbsp;neplacen\u00e9ho vyhled\u00e1v\u00e1n\u00ed<\/strong>\n<ul>\n<li>pro\u010d je to d\u016fle\u017eit\u00e9: dobr\u00e9 sledovat zejm\u00e9na v&nbsp;korelaci k&nbsp;pozic\u00edm a&nbsp;vstupn\u00edm str\u00e1nk\u00e1m na&nbsp;na\u0161em webu \u2013 za\u010dali n\u00e1v\u0161t\u011bvn\u00edci chodit na&nbsp;jin\u00e9 str\u00e1nky, zaznamenaly n\u011bkter\u00e9 propad\u2026<\/li>\n<\/ul>\n<\/li>\n<li><strong>n\u00e1v\u0161t\u011bvnost z&nbsp;odkazuj\u00edc\u00edch str\u00e1nek<\/strong><\/li>\n<ul>\n<li>pro\u010d je to d\u016fle\u017eit\u00e9: a\u0165 u\u017e prov\u00e1d\u00edme aktivn\u00ed linkbuilding, nebo se jen n\u011bkter\u00e9 z&nbsp;na\u0161ich str\u00e1nek poda\u0159ilo z\u00edskat pozornost bez na\u0161eho p\u0159i\u010din\u011bn\u00ed, m\u016f\u017eeme pou\u017e\u00edt pro dal\u0161\u00ed aktualizaci obsahu, \u010di nav\u00e1z\u00e1n\u00ed v\u011bt\u0161\u00edho kontaktu s&nbsp;odkazuj\u00edc\u00ed str\u00e1nkou; m\u016f\u017eeme odhalit negativn\u00ed kampa\u0148<\/li>\n<\/ul>\n<li><strong>okam\u017eit\u00e9 opu\u0161t\u011bn\u00ed u&nbsp;neplacen\u00e9ho vyhled\u00e1v\u00e1n\u00ed + odkazuj\u00edc\u00edch str\u00e1nek<\/strong>\n<ul>\n<li>pro\u010d je to d\u016fle\u017eit\u00e9: p\u0159i zm\u011bn\u011b m\u016f\u017eeme d\u00e1le analyzovat, jestli jsme zm\u011bnou pomohli n\u00e1v\u0161t\u011bvn\u00edk\u016fm naj\u00edt, to co pot\u0159ebuj\u00ed ji\u017e na&nbsp;vstupn\u00ed str\u00e1nce, nebo se naopak dostali n\u011bkam, kam necht\u011bli<\/li>\n<\/ul>\n<\/li>\n<li><strong>str\u00e1nky\/n\u00e1v\u0161t\u011bva u&nbsp;neplacen\u00e9ho vyhled\u00e1v\u00e1n\u00ed + odkazuj\u00edc\u00edch str\u00e1nek<\/strong>\n<ul>\n<li>pro\u010d je to d\u016fle\u017eit\u00e9: obecn\u011b zna\u010d\u00ed m\u00edru zaujet\u00ed, ale tak\u00e9 m\u016f\u017ee znamenat, \u017ee&nbsp;se n\u00e1v\u0161t\u011bvn\u00edk\u016fm nepoda\u0159ilo naj\u00edt, co hledali na&nbsp;vstupn\u00ed str\u00e1nce<\/li>\n<\/ul>\n<\/li>\n<li><strong>konverze u&nbsp;neplacen\u00e9ho vyhled\u00e1v\u00e1n\u00ed + odkazuj\u00edc\u00edch str\u00e1nek<\/strong>\n<ul>\n<li>pro\u010d je to d\u016fle\u017eit\u00e9: MONEY!<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/ul>\n<h2>Z\u00e1sady vyhodnocov\u00e1n\u00ed<\/h2>\n<p>U v\u0161ech metrik sleduji trend, nikoliv p\u0159esn\u00e1 \u010d\u00edsla, jeliko\u017e t\u00edmto zp\u016fsobem mohu zjistit, jestli to, co d\u011bl\u00e1m p\u0159in\u00e1\u0161\u00ed v&nbsp;pr\u016fb\u011bhu \u010dasu v\u00fdsledky.<\/p>\n<p>\u017d\u00e1dn\u00e1 z&nbsp;t\u011bchto metrik mi ned\u00e1 sama o&nbsp;sob\u011b v\u011bd\u011bt, zda \u201ed\u011bl\u00e1m SEO spr\u00e1vn\u011b\u201c, nebo ne. Ka\u017ed\u00e1 z&nbsp;nich mi m\u016f\u017ee poslou\u017eit k&nbsp;odhalen\u00ed mezer, \u010di p\u0159\u00edle\u017eitosti.<\/p>\n<p>V\u0161e porovn\u00e1v\u00e1m s&nbsp;ostatn\u00edmi zdroji. Klesla n\u00e1v\u0161t\u011bvnost z&nbsp;neplacen\u00e9ho vyhled\u00e1v\u00e1n\u00ed? T\u0159eba na&nbsp;n\u00ed jen v\u00edce parazituje PPC reklama. To se v\u0161ak bez porovn\u00e1n\u00ed nikdy nedozv\u00edm. M\u00e1 neplacen\u00e9 vyhled\u00e1v\u00e1n\u00ed vy\u0161\u0161\u00ed m\u00edru okam\u017eit\u00e9ho opu\u0161t\u011bn\u00ed ne\u017e PPC? M\u016f\u017eu zjistit pravd\u011bpodobn\u00fd d\u016fvod.<\/p>\n<h2>Co je\u0161t\u011b m\u016f\u017ee v\u00fdsledky SEO sna\u017een\u00ed ovliv\u0148ovat?<\/h2>\n<p>Oproti d\u0159\u00edv\u011bj\u0161\u00edmu obdob\u00ed se sn\u00ed\u017eilo sledovan\u00e9 KPI. Znamen\u00e1 to, \u017ee&nbsp;\u201ed\u011bl\u00e1te SEO \u0161patn\u011b\u201c, nebo jste rovnou dostali \u201ealgoritmickou penalizaci\u201c? Mo\u017en\u00fdch d\u016fvod\u016f je daleko v\u00edce:<\/p>\n<ul>\n<li>konkurence d\u011bl\u00e1 n\u011bco l\u00e9pe \u2013 m\u00e1 lep\u0161\u00ed t\u00fdm, v\u011bnuj\u00ed SEO v\u00edce \u00fasil\u00ed, da\u0159\u00ed se jim nav\u00e1z\u00e1vat lep\u0161\u00ed spolupr\u00e1ce d\u00edky vy\u0161\u0161\u00ed kapit\u00e1lov\u00e9 zainteresovanosti\u2026<\/li>\n<li>da\u0159\u00ed se v\u00e1m l\u00e9pe v&nbsp;PPC kampan\u00edch \u2013 oproti sledovan\u00e9mu obdob\u00ed m\u00e1te v\u00edce p\u0159\u00edstup\u016f z&nbsp;placen\u00e9ho vyhled\u00e1v\u00e1n\u00ed a&nbsp;ty parazituj\u00ed na&nbsp;va\u0161ich neplacen\u00fdch v\u00fdsledc\u00edch<\/li>\n<li>sledujete nesourod\u00e9 obdob\u00ed \u2013 pokud nap\u0159\u00edklad u&nbsp;prodejce snowboard\u016f porovn\u00e1v\u00e1te v\u00fdsledky za listopad a\u017e \u00fanor proti b\u0159eznu a\u017e \u010dervnu, nejsp\u00ed\u0161e bude probl\u00e9m tady<\/li>\n<li>cel\u00e9 odv\u011btv\u00ed je na&nbsp;\u00fastupu \u2013 prod\u00e1v\u00e1te nap\u0159\u00edklad pevn\u00e9&nbsp;linky<\/li>\n<\/ul>\n<h3>Jak zjist\u00edte, jestli nejsou v\u00fdsledky zat\u00ed\u017eeny t\u011bmito probl\u00e9my:<\/h3>\n<ul>\n<li><strong>Pr\u016fb\u011b\u017en\u011b sledujte a&nbsp;analyzujte konkurenci<\/strong>&nbsp;\u2013 pokud se optimalizaci v\u011bnuj\u00ed v\u00edce ne\u017e vy, d\u011blaj\u00ed zaj\u00edmav\u011bj\u0161\u00ed akce, l\u00e9pe se jim da\u0159\u00ed navazovat spolupr\u00e1ce s&nbsp;blogery, m\u011bli byste tento trend odhalit ji\u017e v&nbsp;p\u0159edstihu a&nbsp;rozhodnout se, jak na&nbsp;n\u011bj zareagovat.<\/li>\n<li><strong>Pou\u017e\u00edvejte Google Trends \u2013&nbsp;<\/strong>zjist\u00edte v&nbsp;jak\u00e9 obdob\u00ed se zrovna nach\u00e1z\u00edte a&nbsp;jak se vyv\u00edj\u00ed vyhled\u00e1vanost ve&nbsp;va\u0161em odv\u011btv\u00ed. Nen\u00ed to nejp\u0159esn\u011bj\u0161\u00ed n\u00e1stroj (nav\u00edc j\u00edm t\u011b\u017eko zm\u011b\u0159\u00edte \u201elong tail\u201c a&nbsp;jeho v\u00fdvoj), ale i&nbsp;tak podle m\u011b zachycuje st\u00e1vaj\u00edc\u00ed trend.<\/li>\n<li><strong>Berte v&nbsp;potaz i&nbsp;jin\u00e9 pou\u017eit\u00e9 propaga\u010dn\u00ed aktivity a&nbsp;p\u0159em\u00fd\u0161lejte o&nbsp;jejich dopadu<\/strong>&nbsp;- viz v\u00fd\u0161e uveden\u00fd p\u0159\u00edklad kanibalizace PPC kampan\u011b, ale (nejen) offline kampan\u011b n\u00e1m naopak mohou metriky zkreslit opa\u010dn\u00fdm sm\u011brem.<\/li>\n<\/ul>\n<p>S jak\u00fdmi KPI u&nbsp;hodnocen\u00ed SEO \u00fasp\u011b\u0161nosti nejrad\u011bji pracujete vy?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jednou z&nbsp;nejd\u016fle\u017eit\u011bj\u0161\u00edch \u010d\u00e1st\u00ed ka\u017ed\u00e9 marketingov\u00e9 \u010dinnosti by m\u011bla b\u00fdt schopnost sledovat a&nbsp;vyhodnocovat jej\u00ed v\u00fdsledky. A&nbsp;zp\u016fsob vyhodnocov\u00e1n\u00ed se stejn\u011b jako SEO sam\u00e9 st\u00e1le vyv\u00edj\u00ed.<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[74,80],"class_list":["post-1833","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-analytika","tag-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Jak analyzovat \u00fasp\u011b\u0161nost SEO \u2013 zamy\u0161len\u00ed nad spr\u00e1vn\u00fdmi KPI | igloonet blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/igloonet.cz\/blog\/jak-analyzovat-uspesnost-seo\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jak analyzovat \u00fasp\u011b\u0161nost SEO \u2013 zamy\u0161len\u00ed nad spr\u00e1vn\u00fdmi KPI | igloonet blog\" \/>\n<meta property=\"og:description\" content=\"Jednou z&nbsp;nejd\u016fle\u017eit\u011bj\u0161\u00edch \u010d\u00e1st\u00ed ka\u017ed\u00e9 marketingov\u00e9 \u010dinnosti by m\u011bla b\u00fdt schopnost sledovat a&nbsp;vyhodnocovat jej\u00ed v\u00fdsledky. A&nbsp;zp\u016fsob vyhodnocov\u00e1n\u00ed se stejn\u011b jako SEO sam\u00e9 st\u00e1le vyv\u00edj\u00ed.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/igloonet.cz\/blog\/jak-analyzovat-uspesnost-seo\/\" \/>\n<meta property=\"og:site_name\" content=\"igloonet blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/igloonet\" \/>\n<meta property=\"article:published_time\" content=\"2013-10-23T17:27:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2014-08-11T18:23:03+00:00\" \/>\n<meta name=\"author\" content=\"Adam \u0160ilhan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@NEmarketak\" \/>\n<meta name=\"twitter:site\" content=\"@igloonet\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"Adam \u0160ilhan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta 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