SEO Tool For Webpage Review


zizaidu.com favicon zizaidu.com

Excellent Practice25
Improvement Could be Made10
Critical Issues to Attend13
Apr 17, 2016 08:56 PM
Re-generate Report

Recommended Actions

  • Edit the title tag, ensure it contains 1-12 words, and with 10-70 characters.
  • Write more in-depth content on the topics of your page.
  • Speed up your website.
  • Remove some of the text content and make the text to code ration to be within 15%-70%.
  • Make your site more secure by using HTTPS instead of HTTP.
  • Reduce number of links to other pages.
  • Create blog entries.
  • Engage more social activities with Facebook, Twitter, LinkedIn and others..
  • Add more authoritative back-links for your site.
  • Add more authoritative back-links for your site.
  • ...     26
  • Register To View All >>

Detailed Reviews

Title

自在读小说网 - 玄幻,都市,穿越,言情,武侠,全文字小说网

Words count: 1    Unique Words: 1    Length: 74 characters
[ To optimize the page title, Use this SEO Title Optimizer ]

The title is too long! It has more than 70 characters.

The title will be displayed in search engine results in the form of a direct link to the site.

Tips:
1. ideally, the title should contain 10 to 70 characters, including spaces. (Google displays up to 70 characters in the title, and takes into account only the first 12 words.)
2. put the most important and relevant keywords in the title, try not to repeat any word.
3. each individual page should have a unique title.
Description

自在读小说网为您提供玄幻小说,都市言情,穿越小说,言情小说,历史军事,武侠小说,txt电子书下载和免费在线阅读,做最好的全文字小说网。

Words count: 1    Length: 181 characters
[ To optimize the page description, Use this SEO Meta Description Optimizer ]


The description is too long! It has more than 160 characters

Meta Descriptions provide concise explanations of the contents of web pages, that are commonly used by search engines on search result pages to display preview snippets for a given page.

Tips:
1. it is best to keep meta descriptions between 70-160 characters.
2. a readable, compelling description using important keywords can draw a much higher click-through rate of searchers to the given web page.
3. avoid keyword stuffing, ensure each page has its own unique description.
Google SERP Preview

自在读小说网 - ... www.zizaidu.com/
自在读小说网为您提供玄幻小说,都市言情,穿越小说,言情小说,历史军事,武侠小说,txt电子书下载和免费在线阅读,做最

[ To optimize this Google SERP preview, Use this Google SERP Optimizer ]

This is how your site looks like in Google Search Result Page.

an optimized SERP snippet will have a higher click through rate.

Tips:
1. make sure the title is clear, simple, straight to the point.
2. make sure the description is relevant and properly summarized the page content.
Keywords

玄幻小说, 都市言情, 穿越小说, 言情小说, 历史军事, 武侠小说, 全文字小说网, txt电子书在线阅读, 自在读小说网, zizaidu

Words count: 2    Length: 148 characters    keyword phrases count : 10

The keywords is too short!
[ To optimize the meta keywords, Use this SEO Meta Keywords Optimizer ]

Keyword Occurrences in Different Sections
Wordkeyword domain title descriptionheadingcontent
0 words:80% (8/10)
玄幻小说 0   (0%)
都市言情 0   (0%)
穿越小说 0   (0%)
言情小说 0   (0%)
历史军事 0   (0%)
武侠小说 0   (0%)
全文字小说网 0   (0%)
自在读小说网 0   (0%)
1 word:20% (2/10)
txt电子书在线阅读 0   (0%)
zizaidu 0   (0%)


Meta keywords should not be ignored, though they are not a major ranking factor for most of search engines nowadays. A Meta keywords tag is supposed to be a brief and concise list of the most important themes of your page

Tips:
1. keep your list of keywords or keyword phrases down to 10 - 20 unique words or phrases.
2. separate the words or phrases using a comma (you do not need to leave a space between words separated by commas).
3. do not repeat words or phrases.
4. put your most important word or phrases at the beginning of your list.
Keywords Cloud

This keywords cloud gives your an idea of what are those important keywords appears in your website.

com  copy  copyright  gmail  reserved  rights  www  zizaidu 

Top 20 Keywords

Total Terms Count: 16

A few words (8) have a very highly density, they can be adjusted to improve the overall SEO performance.

Top 20 terms occurance and density
KeywordIn DomainIn TitleIn DescriptionIn Heading In Body Density
com 2 12.50%
zizaidu 2 12.50%
reserved 1 6.25%
gmail 1 6.25%
rights 1 6.25%
copy 1 6.25%
copyright 1 6.25%
www 1 6.25%

keyword density can be used as a factor in determining whether a web page is relevant to a specified keyword or keyword phrase.


Tips:
1. the optimum keyword density to be 1.0% - 3.0%. Using a keyword more than that could be considered search spam.
2. overuse of keywords, a practice called keyword stuffing, will cause a web page to be penalized.
Highlight

<H1><H2><H3><H4><H5><H6><B><U><I><EM><STRONG>Total
10000015000016

Excellent! The page is using HTML headings (<H1> - <H6>) and inline emphasis tags (<EM><B><I><EM><STRONG>)

<H1>

(1)
自在读小说网
<B> (15)


HTML headings and emphasis tags are the most basic forms to indicate important content.

Tips:
1. use your keywords in the headings and make sure the first level heading (<H1>) includes the most important keywords.
2. never duplicate the title tag content in the heading tags.
3. for more effective SEO, use only one <H1> tag per page
Reading Level

100

The page text content is a bit too simple.

Ensure your page content text can be read and understood by most of your site visitors. not too difficult nor too simple.

Tips:
1. a score below 30, indicates the text content is too difficult to be read and understood.
2. a sore above 80, may suggest that the site is lack of in-depth and expertise of its topics (low quality content).
3. an optimal reading level score shall be 50-70.
Language

zh-hans

Excellent! the website declared its language in use.

Declare the language in use can help search engine to better understand and rendering your page, especially when special characters are encountered.
Page Encoding

the website does not declare its character encoding.

Declare the character encoding can help search engine to better rendering your page, especially when it comes to
non-asii characters.
Favicon



Excellent! the website has a shortcut favicon image.

RSS

the website does not have a RSS Feed.

Robots.txt

http://zizaidu.com/robots.txt

Excellent! the website has a Robots.txt file to regulate search engine crawlers access.

Robots.txt file can be used to regulate access of search engine crawlers, properly configured robots.txt file can help
crawlers to better understand your website.

Tips:
1. grand robots access to those pages you wish them to crawl.
2. restrict access to those pages you do not wish search engines to see and crawl.
XML Sitemap

http://zizaidu.com/sitemap.xml

Excellent! the website has a XML Sitemap to guide search engine crawlers for indexing its pages.

Sitemap helps search engine crawler to identify your website pages.

Tips:
1. ensure all your important pages are listed in the sitemap.
2. ensure to indicate the frequency of change and importance of each url.
3. inform search engines of the location/URL of your sitemap (eg, For Google, you can set the website sitemap location through Google Webmaster management panel).
Loading Time

5.80 seconds - 1.71 Kb/s

The loading speed is too slow, and it take more than 5 seconds!

Estimated loading time for different internet connections
Modem
(56Kbits/s)
Mobile/HSDPAM
(7.2Mbits/s)
ADSL
(8Mbits/s)
Cable
(30Mbits/s)
Optical Fibre
(100Mbits/s)
1.42 s 0.01 s 0.01 s 0.00 s 0.80 ms

Site speed is becoming an crucial ranking factor. Slow page loading is one of the biggest complains of web users. If the loading time is too long, you may need to check your server, network, or system codes and structure.

Tips:
1. ideal loading time is less than 1 seconds, if it take more than 5 seconds to load your site, likely users will run out of patience, so do search engines.
2. improve your SEO by optimizing your website to have a small size and faster responding server.
Total Size

10 Kb (9,938 bytes)

The page is a bit too small, it may not have enough relevant content to rank well!

Page size affects the speed of your website.

Tips:
1. try to keep you page size between 30K-150K
2. put javascript and style sheet in separate files, and link them to the main page.
3. use optimized images for web and set up your server with gzip for downloading
Text To Code Ratio

Total Size Text Size HTML Code Size Text/HTML Code Ratio
10 Kb (9,938 bytes) 6 Kb (6,217 bytes) 4 Kb (3,721 bytes) 167.08 %


The Text/HTML Code Ratio is a bit too high, it might be considered as spam by search engines.

the ratio of text to HTML code should always be above 15% for good SEO gain,
it is below 15% then that means that your website probably needs more text content.

Tips:
1. a ratio between 25% and 70% is ideal, when it goes beyond than that, the page might run the risk of being considered as spam. As long as the content is relevant and gives essential information, it is a plus point to have more of it.
2. improve your SEO by adding more relevant text to your pages and also increasing your keyword density.
Flash

Excellent! No flash component is detected on this page.

Flash content can not be properly indexed by search engines, and normally flash file is large in size, which slow down the loading of your page.

Tips:
1. avoid flash content whenever possible if you wish to have a fast and SEO friendly website.
Frame

Excellent! No frame is detected on this page.

Framesets and individual frames could cause problem for search engine to crawl your pages

Tips:
1. avoid frames whenever possible.
2. search engines do not like frames.
3. use iframe instead if you really have no choice.
Inline CSS

1 Inline CSS components are detected on this page.

It is a good practice to move inline CSS rules into an external CSS file in order to make your page lighter and increasing the text to code ratio.

Tips:
1. move inline css rules to external css file.
2. separate style from html.
Nested Table

Excellent! No nested table is detected on this page (nested table : 0, total table : 0)

nested tables could slow down page rendering and lead to bad user experience.

Tips:
1. avoiding <table> for your page layout.
2. using <div> instead of <table>.
Plain Text Email

Excellent! No Plain Text Email is detected on this page.

Redirect Count

1 redirection was detected for loading this page.

Using HTTPS

HTTPS is not implemented for your page.

WWW Resolve

Excellent! the websites http://www.zizaidu.com/ and http://zizaidu.com are resolved to the same url :http://www.zizaidu.com/

Search Engines treat URLs with or without "www" as two different records.

Tips:
1. edit your .htaccess file and permanently redirect one to the other (eg redirect www.mysite.com to mysite.com).
URL Rewrite

Excellent! your urls are clean.

clean, short and relevant URLs are favoured by users and search engines

Tips:
1. use url rewrite to turn dynamic pages with query parameters into seo friendly static pages.
2. put your important keywords in the url.
3. good urls are not only user friendly but also seo friendly.
Underscore In URL

Excellent! your do not use underscore in your URLs.

Search Engines treat hyphen as word separator, they do not treat underscore as word separator.


Tips:
1. use hyphen "-" instead of underscore "_" to optimize your page url.
2. help search engines to better understand your url, eventually will benefit your page`s ranking.
Links

Internal Links
(link to pages within this domain)
External Links
(link to pages on other websites)
Total
325 3 328


Too many links (328), it may be considered as spam!

Internal Links (link to pages within this domain) - 325
URL Anchor Text
http://www.zizaidu.com/自在读小说网
http://zizaidu.com/简体版
http://zizaidu.com/big5/繁体版
http://zizaidu.com/首页
http://zizaidu.com/sort/0/index.html在线书库
http://zizaidu.com/top/allvisit/index.html小说排行
http://zizaidu.com/full/index.html全本小说
http://zizaidu.com/modules/article/bookcase.php个人书架
http://zizaidu.com/userdetail.php会员中心
http://zizaidu.com/sort/0/index.html全部作品
http://zizaidu.com/sort/1/index.html玄幻奇幻
http://zizaidu.com/sort/2/index.html都市言情
http://zizaidu.com/sort/3/index.html穿越小说
http://zizaidu.com/sort/4/index.html言情小说
http://zizaidu.com/sort/5/index.html历史军事
http://zizaidu.com/sort/6/index.html武侠修真
http://zizaidu.com/sort/7/index.html科幻小说
http://zizaidu.com/sort/8/index.html侦探推理
http://zizaidu.com/sort/9/index.html悬疑恐怖
http://zizaidu.com/sort/10/index.html网游动漫
http://zizaidu.com/zizaidu/0/134/index.html武动乾坤
http://zizaidu.com/writer/134/index.html天蚕土豆
http://zizaidu.com/zizaidu/0/669/index.html吞噬星空
http://zizaidu.com/writer/664/index.html我吃西红柿
http://zizaidu.com/zizaidu/0/244/index.html官术
http://zizaidu.com/writer/244/index.html狗狍子
http://zizaidu.com/zizaidu/0/789/index.html百炼成仙
http://zizaidu.com/writer/780/index.html幻雨
http://zizaidu.com/zizaidu/0/617/index.html官神
http://zizaidu.com/writer/613/index.html何常在
http://zizaidu.com/zizaidu/0/671/index.html网游之天下无双
http://zizaidu.com/writer/666/index.html失落叶
http://zizaidu.com/zizaidu/0/42/index.html医道官途
http://zizaidu.com/writer/42/index.html石章鱼
http://zizaidu.com/zizaidu/0/301/index.html将夜
http://zizaidu.com/writer/300/index.html猫腻
http://zizaidu.com/zizaidu/0/795/index.html长生不死
http://zizaidu.com/writer/786/index.html观棋
http://zizaidu.com/zizaidu/0/356/index.html天才医生
http://zizaidu.com/writer/355/index.html柳下挥
http://zizaidu.com/zizaidu/1/1470/index.html仙逆
http://zizaidu.com/writer/1442/index.html耳根
http://zizaidu.com/zizaidu/0/153/index.html杀神
http://zizaidu.com/writer/153/index.html逆苍天
http://zizaidu.com/zizaidu/0/159/index.html永生
http://zizaidu.com/writer/159/index.html梦入神机
http://zizaidu.com/zizaidu/0/359/index.html遮天
http://zizaidu.com/writer/358/index.html辰东
http://zizaidu.com/zizaidu/0/216/index.html凡人修仙传
http://zizaidu.com/writer/216/index.html忘语
http://zizaidu.com/top/toptime/index.html查看更多 >>
http://zizaidu.com/zizaidu/0/134/index.html
http://zizaidu.com/zizaidu/0/134/index.html武动乾坤
http://zizaidu.com/writer/134/index.html天蚕土豆
http://zizaidu.com/zizaidu/0/669/index.html
http://zizaidu.com/zizaidu/0/669/index.html吞噬星空
http://zizaidu.com/writer/664/index.html我吃西红柿
http://zizaidu.com/zizaidu/0/398/index.html
http://zizaidu.com/zizaidu/0/398/index.html大周皇族
http://zizaidu.com/writer/397/index.html皇甫奇
http://zizaidu.com/zizaidu/0/39/index.html
http://zizaidu.com/zizaidu/0/39/index.html锦衣夜行
http://zizaidu.com/writer/39/index.html月关
http://zizaidu.com/zizaidu/0/216/index.html
http://zizaidu.com/zizaidu/0/216/index.html凡人修仙传
http://zizaidu.com/writer/216/index.html忘语
http://zizaidu.com/zizaidu/0/567/index.html
http://zizaidu.com/zizaidu/0/567/index.html神印王座
http://zizaidu.com/writer/565/index.html唐家三少
http://zizaidu.com/zizaidu/88/88186/index.html锦谋
http://zizaidu.com/zizaidu/88/88785/index.html世家嫡谋
http://zizaidu.com/zizaidu/58/58404/index.html总裁迷情·买来的小新
http://zizaidu.com/zizaidu/8/8039/index.html重生小地主
http://zizaidu.com/zizaidu/89/89062/index.html绝世神医:腹黑大小姐
http://zizaidu.com/zizaidu/24/24572/index.html盛世嫡妃
http://zizaidu.com/zizaidu/8/8862/index.html重生之锦绣嫡女
http://zizaidu.com/zizaidu/26/26809/index.html惊悚乐园
http://zizaidu.com/zizaidu/89/89074/index.html娇宠令
http://zizaidu.com/zizaidu/29/29131/index.html嫡女风华
http://zizaidu.com/zizaidu/28/28456/index.html清宫熹妃传
http://zizaidu.com/zizaidu/89/89595/index.html回到十二岁
http://zizaidu.com/zizaidu/47/47453/index.html邪王追妻:废材逆天小
http://zizaidu.com/zizaidu/26/26676/index.html喜良缘
http://zizaidu.com/zizaidu/41/41459/index.html名医太子妃
http://zizaidu.com/top/weekvisit/index.html查看更多 >>
http://zizaidu.com/zizaidu/88/88186/index.html锦谋
http://zizaidu.com/zizaidu/88/88785/index.html世家嫡谋
http://zizaidu.com/zizaidu/58/58404/index.html总裁迷情·买来的小新
http://zizaidu.com/zizaidu/89/89062/index.html绝世神医:腹黑大小姐
http://zizaidu.com/zizaidu/8/8039/index.html重生小地主
http://zizaidu.com/zizaidu/89/89074/index.html娇宠令
http://zizaidu.com/zizaidu/8/8862/index.html重生之锦绣嫡女
http://zizaidu.com/zizaidu/24/24572/index.html盛世嫡妃
http://zizaidu.com/zizaidu/26/26809/index.html惊悚乐园
http://zizaidu.com/zizaidu/66/66659/index.html俗人回档
http://zizaidu.com/zizaidu/28/28456/index.html清宫熹妃传
http://zizaidu.com/zizaidu/42/42824/index.html惊世毒妃:轻狂大小姐
http://zizaidu.com/zizaidu/29/29131/index.html嫡女风华
http://zizaidu.com/zizaidu/47/47453/index.html邪王追妻:废材逆天小
http://zizaidu.com/zizaidu/41/41459/index.html名医太子妃
...

External Links (link to pages on other websites) - 3
URL Anchor Text
http://www.qilexs.com其乐小说网
http://www.zuiyq.com最言情小说吧
http://www.zwxiaoshuo.com滋味小说网

reasonable number of links (below 100) per page will give a better user experience.


Tips:
1. keep the number of links per page below 100.
2. having more than 100 links in a single page will lead to a bad user experience, and it possibly runs into the risk of been considered as spam.
3. search engines may not follow all the links if you have too many of them in a single page.
Images

Total Images Alt Present Alt Missing
11 11 0


Excellent! all images are associated with an ALT value.

Image URL - 11
URL ALT Text
http://zizaidu.com/style/images/hot.gif全本小说
http://www.zizaidu.com/files/article/image/0/134/134s.jpg武动乾坤
http://www.zizaidu.com/files/article/image/0/669/669s.jpg吞噬星空
http://www.zizaidu.com/files/article/image/0/398/398s.jpg大周皇族
http://www.zizaidu.com/files/article/image/0/39/39s.jpg锦衣夜行
http://www.zizaidu.com/files/article/image/0/216/216s.jpg凡人修仙传
http://www.zizaidu.com/files/article/image/0/567/567s.jpg神印王座
http://www.zizaidu.com/files/article/image/2/2792/2792s.jpg吞噬苍穹
http://www.zizaidu.com/files/article/image/0/359/359s.jpg遮天
http://www.zizaidu.com/files/article/image/0/304/304s.jpg官家
http://www.zizaidu.com/files/article/image/0/153/153s.jpg杀神


search engines cannot `see` images, proper Alt content will help them to better understand and index images.

Tips:
1. always add alt attributes to images. Alt is mandatory for accessibility and for valid XHTML.
2. words used within an image`s Alt attribute should be its text equivalent and convey the same information.
3. use a human-readable caption and descriptive text around the image.
CSS

Style Block In Same Page Links to External Style Files Total
0 3 3


Excellent! all stylesheets are kept in separate files.

Links To External Stylesheet Files - 3
Stylesheet URL rel type
http://zizaidu.com/style/basic.cssstylesheettext/css
http://zizaidu.com/style/header.cssstylesheettext/css
http://zizaidu.com/style/index.cssstylesheettext/css

Script

Scripts Block In Same Page Links to External Script Files Total
5 4 9


Too many (4) external scripts files , it will slow down the downlaoding.

Links To External Script Files - 4
Script URL Type
http://zizaidu.com/scripts/common.jstext/javascript
http://zizaidu.com/style/funcs.jstext/javascript
http://zizaidu.com/js/banneradtop.jstext/javascript
http://zizaidu.com/js/tongji.jstext/javascript

put scripts together and link them from an external files rather then put them in the same file as the main page.

Tips:
1. reduce the use of in-page scripts, put them in separate files and link them in.
2. reduce the number of external script files, it will help browser to make lesser number of http requests from the server.
3. optimize or compress the script files to have smaller size and faster loading.
Blog Or News Release

There is no Blog associated with your site.

Having a blog is a great way to provide fresh content and retain users, search engines favour it too.


Tips:
1. regularly update your blog and provide fresh and quality content.
2. relevant blogs of your website topics, generate more credits in the eyes of your visitors, as well as search engines.
DMOZ Listing

No

Your site is not listed in the DMOZ Open Directory. DMOZ Open Directory Project

Google Analytics

UA-26848458-3

Excellent! the website implements Google Analytics.

Social Engagement

Your site has a poor social media engagement.

  Facebook Likes 0
  Facebook Shares 11
  Facebook Comments 0
  Tweets 0
  LinkedIn 0

Social Media Integration

Your site is not integrated with Facebook, Twitter or Google+.

Facebook PageNot Found
Twitter AccountNot Found
Google+ PageNot Found


Trustworthiness

No Trustworthiness Score is calculated for the site.

0 - 19 20 - 39 40 - 59 60 - 79 80 - 100
Very Poor Poor Unsatisfactory Good Excellent


Users are concerned about the safety of their online transactions. Trustworthiness rating is based on real user ratings and that tells you how much other users trust this site, so do the serch engines. note: this trustworthiness score is provided by WOT (Web of Trust).

Tips:
1. pay attention to the look and design of your site, many people look for visual cues when assessing a site`s credibility
2. make your site easy to use, sites that are easy to navigate are perceived as being more trustworthy.
3. make it easy for user to contact you, users will be more comfortable and feel more secured shall they need to get in touch with you.
Child Safe

No Child Safe Score is calculated for the site.

0 - 19 20 - 39 40 - 59 60 - 79 80 - 100
Very Poor Poor Unsatisfactory Good Excellent


Safe Browsing

Safe! the site zizaidu.com is NOT currently listed as suspicious, most-likely it is clean from malware and phining code [ verify this by Google Safe Browsing ]

Ensure that your site is malware free and does not cause harm to users` computers.

Tips:
1. do not put virus, malicious worms, adwares, trojans, spywares and suspicious phishing code in your server.
2. take suspicious behaviours seriously, have a regular check-up and monitor closely of your server`s log files.
3. if your site is black-listed by Google as suspicious, clean it up before requesting for a review.
Traffic Rank

185,271th most visited website in the world.
4,105th most visited website in Taiwan  

your site has an excellent high traffic rank in the world.
Websites On Same Server

Excellent! You do have very few domains (1 - zizaidu.com) hosted on the same server as zizaidu.com (ip : 174.138.161.85).

Too many domains hosted on the same server is an indicator that you are not really serious about your website, and your site will have a higher chance to be surrounded by bad neighbours.

Tips:
1. the fewer domains hosted on the same server/ip the better.
2. avoid shared hosting whenever possible, especially when there are already hundreds or thousands of sites are hosted on the same server.
3. dedicated ip or resources for your site not only do good to your site visitors but also favoured by search engines.
Server Location

your server (IP : 174.138.161.85) is located at United States  
the most site visitors come from Taiwan  

your server is located in different place from where most of your site visitors come from.
HTTP Compression

No

your website server does not support HTTP Compression.

Caching

No

your website server does not support Caching.

Server Signature

Excellent! the website server signature is off.

A secure and safe server is not only good for your site visitors but also good for search engines.

Tips:
1. server software version information can be utilized by malicious visitors to attack your server.
2. by turning off the server signature, you actually have made your server a little bit more secure.
3. for Apache server - edit the apache2.conf or the .htaccess file to turn server signature off.
Domain Age

4 years, 117 days old ( 1st registered on : 2012-01-04 )

excellent, the domain age is old enough.

Domain Expires

4 years, 248 days from today ( expires on : 2021-01-04 )

excellent, the domain is not expiring too soon.

Domain Info

zizaidu.com ( 11 characters )

Domain Registrar : GODADDY.COM, LLC

Domain Created On Last Modified On Expires On
2012-01-04 2015-12-26 2021-01-04
4 years, 117 days old 0 years, 126 days ago 4 years, 248 days from today
4 years, 117 days old


Domain Name Servers used by zizaidu.com
DNS Name IP Address
ns33.domaincontrol.com216.69.185.17
ns34.domaincontrol.com208.109.255.17
ns69.domaincontrol.com216.69.185.45
ns70.domaincontrol.com208.109.255.45


You have a nice choice of domain name, which is of a right length (11 characters).

domain name choice and domain age are crucial for SEO.

Tips:
1. keep the domain name short and relevant to the content, which will be easier to be remembered and related to.
2. older domain tends to be more trustworthy.
3. register a domain for more than 1 year, and search engine will think it is a serious business.





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