1
How ToCr
eat
eThe
Hi
ghes
tConver
t
i
ng
Amaz
onLi
s
t
i
ng
AndCompl
et
el
yCr
us
hYourCompet
i
t
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on
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2
TwoMai
n
As
pec
t
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Opt
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Beh
s
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e
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r
T
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r
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e
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e
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e
R
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3
Behavi
or
alTr
i
gger
s
Thi
ngswec
annoti
nfluenc
e:
Thi
ngsweCAN i
nfluenc
e:
Reas
ont
heyar
es
hoppi
ng
Thewor
ds(
andt
oadegr
ee
emot
i
onsev
oked)ont
hel
i
s
t
i
ng
Compet
i
t
or
st
heys
eeorl
ookat
Whatt
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eexpos
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o
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ngt
oAmazon
Col
orandconceptas
s
oci
at
i
on
wi
t
ht
hebr
and
Pr
oofoff
unct
i
onal
i
t
yt
hr
ough
demons
t
r
at
i
on
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4
Keywor
dRel
evanc
e
Thi
ngswec
annoti
nfluenc
e:
Thi
ngsweCAN i
nfluenc
e:
WhatAmazonchoos
est
ous
e
as
r
el
ev
ancei
ndi
cat
or
s
Keywor
dDens
i
t
y
Compet
i
t
ort
r
af
ficand
r
el
ev
ances
cor
e
Sal
est
hr
oughagi
v
enkeywor
d
(
Pr
omos&PPC)
Tr
af
fict
ot
hel
i
s
t
i
ng
Cus
t
omert
r
us
ts
cor
e
Conv
er
s
i
ons
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5
Behavi
or
al
Tr
i
gger
s
© 2022Si
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6
W hyI
sUnder
s
t
andi
ng
Behavi
or
alPs
yc
hol
ogyI
mpor
t
ant
?
Don’
tneedadegr
eebutDO needt
ounder
s
t
andwhybuy
er
sbuy
.
Knowi
ngwhys
hopper
scl
i
ckandbuy
er
sbuywi
l
lhel
py
oucat
ery
ourof
f
er
i
ngs
t
ot
her
i
ghtaudi
ence.
Knowi
ngwhatwor
dsandi
mager
yt
ous
et
ogety
ouri
dealcus
t
omeri
nt
oy
ourbr
and’
s
“
wor
l
d”hel
psy
ous
er
v
et
hem bet
t
erandi
ncr
eas
er
ev
enueatt
hes
amet
i
me.
I
fy
ourcompet
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t
or
sknow t
hi
s
,
t
heyar
ebeat
i
ngy
ou.
I
ft
heydon’
t
,
t
heyar
es
i
t
t
i
ngducks
.
© 2022Si
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7
AI
DAvsAAAEP
AI
DA i
sa100+yearol
d
adver
t
i
s
i
ngf
r
amewor
k:
At
t
ent
i
on-Gr
abt
hei
rat
t
ent
i
on
I
nt
er
es
t-Gai
nt
hei
ri
nt
er
es
t
Des
i
r
e-Bui
l
dades
i
r
ewi
t
hi
nt
hem
TheAi
daModel
Awar
enes
s
I
nt
er
es
t
Des
i
r
e
Ac
t
i
on
Act
i
on-Gett
hem t
ot
akeact
i
on
Onl
yonepr
obl
em wi
t
ht
hi
sf
r
amewor
k…….
.
I
T’
SALLW RONG
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8
AI
DAvsAAAEP
AI
DAi
gnor
eshow t
hehuman
br
ai
nwor
ks
.
Cons
umer
sdon’
ti
nt
er
act
wi
t
hbr
andsandpr
oduct
s
i
ns
uchal
i
nearf
as
hi
on.
AAAEP
AI
DA
vs
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A
9
vai
l
abi
l
i
t
y
A
AI
DAvsAAAEP
Her
e’
samor
er
eal
i
s
t
i
cf
r
amewor
k:
A
E
s
s
oc
i
at
i
on
c
t
i
on
mot
i
on
P referencesofothers
© 2022Si
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10
A
vai
l
abi
l
i
t
y
Av
ai
l
abi
l
i
t
yr
ef
er
st
ohow “
av
ai
l
abl
e”s
omet
hi
ngi
si
nt
he
mi
nd.
I
not
herwor
ds
;
how eas
i
l
yr
emember
edi
si
t
?
Br
ands
,
oratl
eas
tt
hei
rpr
omot
i
ons
,
needt
obeeas
i
l
y
av
ai
l
abl
et
ot
hemi
ndascons
umer
sgoaboutt
hei
r
dai
l
yl
i
v
es
.
T
hatway,
t
r
i
gger
sandas
s
oci
at
i
onscanr
emi
ndt
hem
ofy
ourpr
oduct
s
.
© 2022Si
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11
A
s
s
oc
i
at
i
on
Anas
s
oci
at
i
oni
ss
omet
hi
ngt
hatweconcept
ual
l
yconnect
t
oanot
heri
dea.
Forexampl
e,
manypeopl
eas
s
oci
at
et
he
conceptof“
at
hl
et
i
c”wi
t
ht
hebr
andNi
ke.
Or“
cheap”wi
t
ht
he
br
andWal
mar
t
.
Or“
f
as
ts
hi
ppi
ng”wi
t
hAmazon.
Br
andscanmakeust
hi
nkorf
eelt
hi
ngsbas
edonwhatwe
as
s
oci
at
et
hem wi
t
h.
Ar
et
her
ebr
andst
hatmakey
ouf
eel
:
Saf
e?
I
ndul
gent
?
Envi
r
onment
al
l
yconsci
ous?
© 2022Si
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Al
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12
i
on
A ct
I
ti
smucheas
i
ert
ogets
omeonet
ot
akeact
i
ont
hant
o
changet
hei
rmi
nd.
Peopl
egetr
oot
edi
nt
hei
rt
hought
s
,
butact
i
onsdon’
tneces
s
ar
i
l
yhav
et
obeconnect
edt
o
t
hos
et
hought
s
.
Forexampl
e,
y
oucoul
dt
r
yt
os
el
ls
omeonear
eus
abl
e
pr
oducebagbecaus
ei
t
’
sgoodf
ort
heenv
i
r
onment
,
but
i
ft
heydon’
tcar
eaboutt
heenv
i
r
onment
,
t
heywi
l
lnot
pur
chas
e.
Howev
er
,
i
fy
oui
ns
t
eadj
us
tt
el
lt
hem t
obuy
i
tandus
ei
t
,
y
ou’
r
emor
el
i
kel
yt
os
ees
ucces
s
.
© 2022Si
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yt
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Al
lr
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ght
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13
E motion
99% ofcons
umerpur
chas
esar
emadebyt
heof
t
en
uncons
ci
ousand“
emot
i
onalbr
ai
n.
”
Fort
hi
sr
eas
on,
appeal
i
ngt
oemot
i
oni
scr
i
t
i
cal
.
When
y
oumakeapr
os
pect
i
v
ecus
t
omerf
eels
omet
hi
ng….
anyt
hi
ng….
t
heyt
endt
or
emembery
ou.
Andt
hat
’
show y
ourbr
andbecomes
:
Mor
eavai
l
abl
e
Associ
at
edwi
t
hf
eel
i
ngs
© 2022Si
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yt
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cs
.
Al
lr
i
ght
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er
v
ed.
14
P
r
ef
er
enc
esofot
her
s
Humansar
epackani
mal
sf
orar
eas
on.
I
thel
pedour
ances
t
or
sr
emai
nal
i
v
ei
nt
hewi
l
d.
Wear
es
way
edbyt
he
pr
ef
er
encesofot
her
sbecaus
eoft
hi
s
.
I
nt
heday
sofourances
t
or
s
,
i
fy
ous
aw abunchofot
her
humansr
unni
ngi
nonedi
r
ect
i
on,
chanceswer
et
heywer
e
t
r
yi
ngt
ogetawayf
r
om apr
edat
or
.
I
nt
oday’
sage,
i
fy
ous
eeal
i
neofpeopl
ewr
appedar
ound
t
hebl
ockt
ogeti
nt
oar
es
t
aur
ant
,
chancesar
et
hef
ood
i
samazi
ng.
© 2022Si
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Al
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15
How ToI
mpl
ementBehavi
or
alTr
i
gger
s
Cohes
i
veBr
andi
ng
Emot
i
onalCopy
As
s
oc
i
at
i
veI
mager
y
Ac
t
i
vei
mager
y
Tes
t
i
moni
al
s
/
Revi
ews
Compar
at
i
ve
I
mager
y/
Vi
deo
© 2022Si
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Al
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16
Cohes
i
veBr
andi
ng(
Avai
l
abi
l
i
t
y)
I
fy
ouwanty
ourbr
andt
obemor
eav
ai
l
abl
ei
tneedst
obememor
abl
e.
T
hi
smeansy
ouneedt
omakei
teas
yt
or
emember
.
Dot
hi
swi
t
h:
Car
ef
ulbr
andnami
ng(
s
omet
hi
ngt
hatdoes
n’
tr
equi
r
eal
otof
t
houghtt
ofigur
eoutorunder
s
t
andt
hemeani
ng)
.
Uni
f
or
m col
ors
cheme.
Uni
f
or
mi
mager
y(
us
es
amedemogr
aphi
csorevens
amemodel
sf
or
phot
os
)
.
© 2022Si
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Al
lr
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17
As
s
oc
i
at
i
veI
mager
y(
As
s
oc
i
at
i
on)
Pos
i
t
i
v
eorr
el
i
abl
eas
s
oci
at
i
onsar
ekeyf
orbr
andgr
owt
h.
I
fy
ourbr
andi
sas
s
oci
at
edwi
t
ht
hi
ngspeopl
edes
i
r
e,
orcanal
way
sconj
ur
e
t
hes
ameas
s
oci
at
i
onsr
el
i
abl
y,
t
heny
ouwi
l
lhav
eapr
edi
ct
abl
es
t
r
eam of
cus
t
omer
sbuyi
ngy
ourpr
oduct
s
.
Dot
hi
sby:
St
r
at
egi
cal
l
ypl
aci
ngot
heri
magesi
nphot
oswi
t
hyourpr
oduct
s
.
Mar
kal
lofyouri
mager
ywi
t
hyourl
ogos
omewher
ei
nt
hephot
o.
Us
emus
i
c,
j
i
ngl
es
,
as
peci
ficphot
ogr
aph,
cat
chphr
as
e,
orot
her
t
hemest
oi
ngr
ai
nyourdes
i
r
edas
s
oci
at
i
ons
.
© 2022Si
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yt
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cs
.
Al
lr
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ght
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er
v
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18
Ac
t
i
veI
mager
y
T
hemos
tcommon,
andef
f
ect
i
v
e,
way
sofi
ncor
por
at
i
ngact
i
oni
ny
our
br
andi
ngi
swi
t
hi
magest
hats
how y
ourpr
oducti
nus
e.
Ot
herway
sofus
i
ng
act
i
v
ei
mager
yar
emor
es
ubt
l
e,
wher
ey
oucanal
s
odepi
cty
ourcus
t
omer
s
t
aki
ngy
ourdes
i
r
edact
i
on(
s
uchasput
t
i
ngt
hepr
oducti
nt
hei
rs
hoppi
ngcar
t
)
.
Show t
hi
swi
t
h:
Pr
oductact
i
ons
hot
s
.
Pr
oductcompar
i
s
ons
hot
s
,
s
howi
ngi
ti
nus
ecompar
edwi
t
hani
nf
er
i
orcompet
i
t
or
.
Demogr
aphi
cs
hot
ss
howi
ngt
heFACESofyourt
ar
getmar
ket
.
Subl
i
mi
nalmes
s
agi
ngs
howi
ngyourdemogr
aphi
cmaki
ngt
hepur
chas
e.
© 2022Si
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.
Al
lr
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19
Emot
i
onalCopy(
Emot
i
on)
Wheny
ous
par
kemot
i
on,
y
oubecomememor
abl
e.
T
hat
’
sbecaus
epeopl
e
r
emembert
hi
ngst
hr
ought
heemot
i
ont
hos
et
hi
ngsmadet
hem f
eel
.
Youcanus
ey
ourwor
dst
oev
okeanemot
i
onandmakey
ourbr
andmuch
mor
ememor
abl
e.
Dot
hi
swi
t
h:
Humor
;
i
t
’
sadi
f
ficul
temot
i
ont
oev
oke,
butt
hos
ewhocandoi
twi
l
l
defini
t
el
yr
eapt
hebenefit
s
.
Hear
t
f
el
taut
hent
i
ci
t
y.
J
us
tbehones
tabouty
ourowns
t
r
uggl
esorexper
i
ences
,
and
t
hi
swi
l
lconnectwi
t
hy
ouraudi
enceonahumanl
ev
el
.
Fear
.
T
hi
scanbackfir
ei
fus
edi
nappr
opr
i
at
el
y
.
Buti
fy
ourpr
oducts
ol
v
esapr
obl
em
t
hatcant
r
ul
ycaus
ehar
m ot
her
wi
s
e,
pai
nt
i
ngapi
ct
ur
eofpos
s
i
bl
enegat
i
v
e
cons
equencescanbeef
f
ect
i
v
e.
© 2022Si
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yt
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cs
.
Al
lr
i
ght
sRes
er
v
ed.
20
Tes
t
i
moni
al
s
/
Revi
ews
(
Pr
ef
er
enc
esofOt
her
s
)
Asdi
s
cus
s
edear
l
i
er
,
wehumansar
epackani
mal
s
.
T
hi
sl
eadsust
of
eels
af
er
andmor
ecomf
or
t
abl
ewhent
hepackhasal
r
eadypr
ov
eni
t
.
Ass
uch,
r
ev
i
ews
ar
ecr
i
t
i
cal
,
ast
heys
how bot
ht
henumberoft
i
mess
omet
hi
nghasbeen
“
t
es
t
ed”andt
heov
er
al
ls
ent
i
ment
.
Showcas
ey
ourr
ev
i
ews
/
t
es
t
i
moni
al
sby:
Addi
ngr
evi
ew copyt
oi
magesi
nyourl
i
s
t
i
ng.
Showi
ngr
evi
ew copy/
t
es
t
i
moni
al
si
nadswher
epos
s
i
bl
e.
Dowhatyoucant
oaccumul
at
easmanyr
evi
ewsaspos
s
i
bl
e.
© 2022Si
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.
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lr
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21
Compar
at
i
veI
mager
y/
Vi
deo
Compar
i
s
onswasment
i
onedi
nt
heas
s
oci
at
i
ons
ect
i
onaswel
l
.
Compar
i
s
onsf
orpr
oduct
si
sahugecomponentofef
f
ect
i
v
emar
ket
i
ngbecaus
e
i
ts
er
v
esaspr
oof
.
T
hat
’
st
her
eas
onhumansar
es
way
edbyt
hepr
ef
er
encesofot
her
s
.
Weneedt
o
f
eels
ecur
ei
nourpur
chas
edeci
s
i
on.
Demons
t
r
abl
epr
oofof
f
er
st
hat
.
Bycompar
i
ngy
ourpr
oductt
oanot
her
,
y
oudemons
t
r
at
ei
twor
ki
ngAND y
ou
demons
t
r
at
ei
tbei
ngbet
t
ert
hanabas
el
i
neors
t
andar
d.
© 2022Si
gnal
yt
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cs
.
Al
lr
i
ght
sRes
er
v
ed.
22
Compar
at
i
veI
mager
y/
Vi
deo
I
fy
ourpr
oduct
’
ss
uper
i
or
i
t
ycanbedemons
t
r
at
edeas
i
l
y,
t
hens
i
mpl
ys
how
s
i
debys
i
decompar
i
s
ons(
l
i
keamops
oaki
ngupames
s
,
orat
oys
hoot
i
nga
pr
oj
ect
i
l
ef
ar
t
her
)
.
I
fy
ourpr
oductdoes
n’
twor
kt
hatway,
cons
i
derus
i
ngi
nf
ogr
aphi
cst
oi
l
l
us
t
r
at
e
how y
ourcomponent
sar
ebet
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er(
l
i
keamemor
ys
t
i
ckhav
i
ngmor
ememor
y,
or
acomput
erhav
i
ngmor
epr
oces
s
i
ngpower
)
.
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.
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23
Compar
at
i
ve
I
mager
y/
Vi
deo
Oneoft
hemos
tef
f
ect
i
v
eexampl
esof
compar
i
s
onv
i
deost
hatwor
ki
sonet
hathas
beenus
edf
ordecades
.
TheBount
yPaperTowelCommer
ci
al
© 2022Si
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yt
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cs
.
Al
lr
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ght
sRes
er
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ed.
24
Compar
at
i
ve
I
mager
y/
Vi
deo
Bount
yhasbeenr
unni
ngs
ome
v
ar
i
at
i
onoft
hi
sadi
nbot
hpr
i
nt
andv
i
deos
i
ncet
he1
980’
s
.
That
’
sbecause…i
twor
ks.
© 2022Si
gnal
yt
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cs
.
Al
lr
i
ght
sRes
er
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25
Compar
at
i
veI
mager
yf
orAnc
hor
i
ng
Ot
hercompar
i
s
onoppor
t
uni
t
i
esi
nAmazonl
i
s
t
i
ngsappeari
nt
hecompar
i
s
on
char
ti
nA+cont
ent
.
T
hi
si
swher
ey
ourv
ar
i
at
i
onsar
ecompar
edt
ooneanot
her
.
T
hegoalher
ei
s
n’
tt
os
how y
ourpr
oduct
’
ss
uper
i
or
i
t
y,
butt
opot
ent
i
al
l
yanchor
expect
at
i
ons
.
I
fy
ourpr
oduct
sal
lfitwi
t
hi
napr
i
cebandwi
t
houtdr
amat
i
cv
ar
i
at
i
on,
t
hi
swi
l
l
anchorav
al
uei
nt
hemi
ndoft
hes
hopper
,
al
l
owi
ngper
cei
v
edv
al
uet
o
i
ncr
eas
eons
al
eandpr
omoi
t
ems
.
© 2022Si
gnal
yt
i
cs
.
Al
lr
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ght
sRes
er
v
ed.
26
Compar
i
s
onsUs
i
ngaDec
oy
Anot
heroppor
t
uni
t
ywi
t
hbot
ht
hev
ar
i
at
i
oncompar
i
s
onchar
ti
nA+cont
ent
AND onal
i
s
t
i
ngi
t
s
el
fi
st
heabi
l
i
t
yt
ous
eadecoy
.
Adecoyi
sav
ar
i
at
i
ont
haty
oudon’
tneces
s
ar
i
l
yWANTt
os
el
l
,
butt
hati
ss
i
mpl
y
us
edt
oi
l
l
us
t
r
at
et
hev
al
ueoft
heot
herv
ar
i
at
i
ons
.
T
hati
swhyy
ou’
l
ls
eeal
otofbr
andst
hathav
eoner
at
her“
expens
i
v
e”v
ar
i
at
i
on
andonemuchmor
eaf
f
or
dabl
eone,
t
hedi
f
f
er
encebet
weent
het
woof
t
en
bei
ngnegl
i
gi
bl
e.
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
v
ed.
27
Compar
i
s
onsUs
i
ngaDec
oy
I
nas
t
udyoncedonewi
t
hamagazi
nes
ubs
cr
i
pt
i
on,
t
hepubl
i
s
herof
f
er
edt
woopt
i
ons
:
Di
gi
t
alonl
yf
or$59ay
ear
Pr
i
ntAND Di
gi
t
alf
or$1
25ay
ear
Al
mos
tev
er
y
onechos
et
heDi
gi
t
alonl
yopt
i
on…
UNTI
Lat
hi
r
d“
decoy”wasadded
Pr
i
ntonl
yf
or$1
25
T
henev
er
y
onechos
et
hePr
i
ntandDi
gi
t
alopt
i
on….
butwhy?
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
v
ed.
28
Compar
i
s
onsUs
i
ngaDec
oy
Wehumansar
ewi
r
edt
ogof
ort
hehi
ghes
tl
ev
elofv
al
ue.
I
nt
hefir
s
ts
ubs
cr
i
pt
i
onmodel
,
t
her
ewer
eonl
yt
woi
t
emst
ocompar
e.
Andi
nt
hat
,
$59s
eemedl
i
ket
hebet
t
erv
al
ue.
I
nt
hes
econds
ubs
cr
i
pt
i
onmodel
,
wi
t
ht
hedecoy,
$1
25wast
hev
al
uef
orJ
UST
Pr
i
nt
.
T
hatmeantt
hat$1
25f
orbot
hPr
i
ntandDi
gi
t
alhadt
obeas
t
eal
.
So,
decoyv
ar
i
at
i
onscanhav
et
hes
amei
mpactonl
i
s
t
i
ngsand
compar
i
s
onchar
t
s
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
v
ed.
29
5Les
s
onsf
orExper
tCopywr
i
t
i
ng
I
fy
ouwanty
ourcopyt
obeper
s
uas
i
v
e,
y
ouhav
et
o;
1 Speakt
ot
her
i
ghtpar
toft
hebr
ai
n.
pt
hatpar
toft
hebr
ai
ns
t
i
t
cht
oget
herabel
i
ev
abl
es
t
or
y
.
2 Hel
hats
t
or
ys
par
kanemot
i
on.
3 Maket
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
v
ed.
30
5Les
s
onsf
orExper
tCopywr
i
t
i
ng
How?
Fi
r
s
tunder
s
t
and;
1 Al
lcons
umerpur
chas
esar
ebas
edi
nemot
i
on
cat
epr
i
mar
i
l
ynonv
er
bal
l
y
2 Wehumanscommuni
enwhenr
eadi
ngourbr
ai
nsar
eal
way
s
3 Ev
cr
eat
i
ngi
mage
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
v
ed.
31
5Les
s
onsf
orExper
tCopywr
i
t
i
ng
Under
s
t
andi
ngt
hos
et
hi
ngs
,
nexti
mpl
ementt
hes
e5l
es
s
ons
:
1 Cont
i
nui
t
y
ket
2 Know YourMar
cr
i
pt
i
v
eWor
di
ng
3 Des
er
ageAs
s
oci
at
i
ons
4 Lev
lOutYourAudi
ence
5 Cal
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
v
ed.
32
Les
s
onOne,Cont
i
nui
t
y
Wr
i
t
eeachl
i
newi
t
ht
hegoalt
ocr
eat
eacohes
i
v
e
ment
ali
mage.
Av
oi
dgr
ammat
i
caler
r
or
sormaj
ors
pel
l
i
nger
r
or
st
hat
mi
ghtmaket
her
eaders
t
opandhav
et
ofigur
eout
whaty
ouar
es
ayi
ng.
T
hos
ear
es
peedbumpst
hatwi
l
ls
l
ow down,
orpot
ent
i
al
l
ys
t
op,
y
ourwoul
dbebuy
er
.
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
v
ed.
33
Les
s
onTwo,Know YourMar
ket
You’
v
es
eenal
otofment
i
ont
oat
t
emptt
oel
i
ci
tanemot
i
on.
But
,
how doy
oudot
hat
wi
t
hs
omanydi
v
er
s
ebuy
er
s
?
Ready
ourcompet
i
t
or
s
’
r
ev
i
ewst
odet
er
mi
newhati
si
mpor
t
antt
obuy
er
soft
hes
ame
t
ypeofpr
oduct
.
T
hi
swi
l
lhel
py
oufigur
eouthow t
owr
i
t
eemot
i
onalcopyf
ort
hem.
Somebuy
er
sar
ef
eat
ur
edr
i
v
en,
s
omear
el
ooki
ngf
oras
peci
ficbenefit
,
ands
omear
e
s
eeki
ngt
of
eelacer
t
ai
nway
.
Det
er
mi
newhi
chy
ourbuy
er
sar
eandt
hatwi
l
lt
el
ly
ou
whet
hert
ol
eadwi
t
hf
eat
ur
es
,
benefit
s
,
oremot
i
ons
.
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
v
ed.
34
Les
s
onThr
ee,Des
c
r
i
pt
i
veWor
di
ng
I
fev
er
yt
hi
ngy
ouwr
i
t
ei
st
ot
r
yandcr
eat
ement
al
i
mager
y,
t
henfil
l
i
ngy
ourwor
dswi
t
hdes
cr
i
pt
i
on
hel
psmaket
hati
mager
yr
i
cher
.
A“
hambur
ger
”f
orexampl
ecr
eat
est
oov
agueand
f
uzzyament
ali
magecompar
edwi
t
h“
t
hi
ckand
j
ui
cyhambur
ger
”
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
v
ed.
35
Les
s
onFour
,Lever
ageAs
s
oc
i
at
i
ons
We’
v
eal
r
eadygoneov
eras
s
oci
at
i
onsi
nAAAEP.
Mos
toft
hos
el
es
s
onscent
er
edar
oundi
mager
y,
butas
s
oci
at
i
onscanbel
ev
er
agedi
ncopyaswel
l
.
Takeadv
ant
ageofev
er
ypl
acei
ny
ourl
i
s
t
i
ngt
oi
ncl
udewor
ds
t
hatcar
r
ys
t
r
ongpr
econcei
v
ednot
i
ons
.
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
v
ed.
36
Les
s
onFour
,Lever
ageAs
s
oc
i
at
i
ons
Exampl
es:
Gor
i
l
l
aGl
ue-us
i
ngt
hewor
d“
gor
i
l
l
a”i
nt
hebr
andnameconj
ur
esi
mager
yof
i
nhumans
t
r
engt
h.
Pur
eBl
ack-us
i
ngt
hewor
d“
pur
e”i
nt
hev
ar
i
at
i
oncol
ordoes
n’
tdomucht
o
pai
ntabet
t
erment
ali
mageoft
heact
ualcol
or
,
butt
hewor
dpur
ehol
ds
pos
i
t
i
v
econnot
at
i
ons
.
Ot
herwor
dst
hathav
emanypos
i
t
i
v
econnot
at
i
onsar
ewor
dsl
i
ke“
execut
i
v
e”or
“
el
i
t
e”or“
or
gani
c”
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
v
ed.
37
Les
s
onFi
ve,Cal
lOutYourAudi
enc
e
Al
way
sbecl
eari
ny
ourcopywhoy
ourpr
oducti
sf
or
.
I
fy
ouar
et
r
yi
ngt
omar
kett
oev
er
y
one,
y
ou’
l
lend
upnotmar
ket
i
ngt
oany
one.
Bev
er
ys
peci
ficwhowi
l
lbenefitf
r
om y
ourpr
oduct
andt
hats
peci
fici
t
ywi
l
lgar
nert
r
us
tands
al
es
f
r
om y
ouraudi
ence.
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
v
ed.
38
Les
s
onFi
ve,Cal
lOutYourAudi
enc
e
Someexampl
es:
Fordadswhoar
epr
oudoft
hei
rbacky
ar
d
Formomswhol
ov
et
obecl
os
e
Forol
derpeopl
ewhohav
et
r
oubl
eget
t
i
ngupt
hes
t
ai
r
s
Forpeopl
ewi
t
ha46i
nby54i
ngr
i
l
l
© 2022Si
gnal
yt
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.
Al
lr
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ght
sRes
er
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ed.
39
Keywor
d
Rel
evanc
e
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
v
ed.
40
W hyAr
eKeywor
dsSoI
mpor
t
ant
?
Keywor
dsar
et
hel
anguagecons
umer
sus
et
ocommuni
cat
ewi
t
ht
heAmazon
pl
at
f
or
m whatt
heywant
.
Ass
uch,
i
ti
sal
s
ot
hel
anguaget
hatAmazon’
s
al
gor
i
t
hm pay
smos
tat
t
ent
i
ont
o.
TRANSLATI
ON:
Shopper
sFi
ndyour
Li
s
t
i
ngUs
i
ngKeywor
ds
AmazonFi
ndsyour
Li
s
t
i
ngUs
i
ngKeywor
ds
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
v
ed.
41
W hatDoesI
tMeanTo
“
Wr
i
t
eForTheAl
gor
i
t
hm”
?
T
hi
si
swhyy
ouheart
headv
i
cet
owr
i
t
ef
orbot
hy
ourhuman
buy
er
sAND t
heal
gor
i
t
hm.
Butwhatdoest
hatmean,
exact
l
y?
I
tmeansy
ouar
eus
i
ngs
peci
ficwor
dsandwor
d
combi
nat
i
onst
oens
ur
eAmazonfindsy
ourpr
oduct
r
el
ev
antf
orcer
t
ai
ns
ear
chquer
i
es
.
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
v
ed.
42
How CanYouI
nc
r
eas
e
Keywor
dRel
evanc
e?
Gui
det
heRel
evanc
eEngi
ne
I
ndexi
ng
Ranki
ng
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
v
ed.
43
W hatI
sThe
Rel
evanc
eEngi
ne?
Whenwer
ef
ert
ot
her
el
ev
anceengi
newear
e
r
ef
er
r
i
ngt
ot
hes
peci
ficmachi
nel
ear
ni
ngmechani
s
ms
i
nAmazon’
sal
gor
i
t
hmst
hatdi
ct
at
eakeywor
d’
s
r
el
ev
ancet
oapr
oduct
,
andt
her
ef
or
et
hepr
oduct
’
s
v
i
s
i
bi
l
i
t
ycapabi
l
i
t
i
es
.
T
her
el
ev
anceengi
neut
i
l
i
zesav
as
tnumberoff
eat
ur
es
anddat
apoi
nt
st
os
cor
er
el
ev
ance.
T
hatr
el
ev
ances
cor
e
det
er
mi
nesor
gani
cpl
acementi
ns
ear
ch,
r
ankabi
l
i
t
y,
adi
mpr
es
s
i
ons
,
cos
tpercl
i
ckandmuchmor
e.
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
v
ed.
44
How CanYouGui
de
Amaz
on’
sRel
evanc
eEngi
ne?
T
ogui
deAmazon’
sr
el
ev
anceengi
nes
ot
hati
tr
ecogni
zesy
our
chos
enkeywor
dsashi
ghl
yr
el
ev
antf
ory
ourpr
oduct
,
y
ou
hav
et
odemons
t
r
at
et
ot
hemachi
nel
ear
ni
ngal
gor
i
t
hm
t
haty
ourpr
oducti
shi
ghl
yr
el
ev
antf
ory
ourchos
ent
er
ms
.
Dot
hi
sby:
Cr
af
t
i
ngt
heTi
t
l
ei
ns
uchawayt
haty
ourpr
i
mar
y
keywor
d(
s
)appeari
nt
hecanoni
calURL.
Us
i
ngkeyl
ongt
ai
l
si
nt
heTi
t
l
e,
Feat
ur
es
,
and
Des
cr
i
pt
i
oni
nexactwor
dor
der
.
Bei
ngv
er
ymi
ndf
ulaboutt
hes
ubcat
egor
yy
ou
choos
ef
ory
ourpr
oduct
s
.
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
v
ed.
45
W hatI
sI
ndexi
ng?
I
ndexi
ngi
st
hewor
dt
hatr
ef
er
st
owhen
Amazon’
ss
y
s
t
em “
cr
awl
s
”y
ourl
i
s
t
i
ngand
t
hencat
al
oguesal
lt
hewor
dsi
ni
t
.
Bycat
al
ogi
ngt
hos
ewor
ds
,
t
hes
ear
ch
engi
necannow r
ecogni
zet
hel
i
s
t
i
ngas
apot
ent
i
almat
chf
ors
ear
chquer
i
es
.
Bas
i
cal
l
y,
i
ndexi
ngal
l
owst
hewor
dsi
n
y
ourl
i
s
t
i
ngt
obes
ear
chabl
e.
I
NDEXI
NG
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
v
ed.
46
How CanYouI
mpac
t
I
ndexi
ngOnAmaz
on?
Maki
ngs
ur
ey
ourl
i
s
t
i
ngi
si
ndexedf
oral
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i
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ed
keywor
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ew s
i
mpl
eopt
i
mi
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onpr
i
nci
pl
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…
I
ncl
udet
hekeywor
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ny
ourdet
ai
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omewher
e
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t
l
e,
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l
et
s
,
Des
cr
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pt
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on,
Sear
chT
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ms
,
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l
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l
abl
espace(
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ncl
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ar
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ence,
addi
t
i
onalf
eat
ur
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,
i
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ent
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et
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i
ng,
i
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enoti
ndexi
ng,
t
r
yr
ear
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angi
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ror
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.
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yt
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cs
.
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47
W hatI
sKeywor
dRank?
Keywor
dr
ank,
onAmazon,
r
ef
er
st
owher
ey
ourl
i
s
t
i
ng
appear
si
nt
heor
gani
cs
or
t
edor
deronas
ear
chr
es
ul
t
s
pagef
oras
peci
ficquer
y
.
So,
whenas
hoppert
ypesi
nas
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cht
er
mi
nt
he
s
ear
chboxonAmazon,
t
her
es
ul
t
i
ngpagehasal
lt
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r
el
ev
antl
i
s
t
i
ngsi
nor
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.
Wher
ey
ourl
i
s
t
i
ngl
andsi
n
t
hator
deri
sy
ourkeywor
dr
ank.
© 2022Si
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yt
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cs
.
Al
lr
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48
How CanYouI
mpac
t
Keywor
dRankOnAmaz
on?
Keywor
dr
ankcanbei
mpact
edi
nanumberofway
s
,
butt
heyal
lt
r
ul
yaf
f
ect
t
hes
amemet
r
i
c;
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el
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ance.
I
nt
hecont
extofopt
i
mi
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on,
t
hi
si
ncl
udes
:
Us
i
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hemos
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el
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ai
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asei
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l
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udekeywor
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cr
ank.
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49
Put
t
i
ngi
t
Al
lToget
her
© 2022Si
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yt
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cs
.
Al
lr
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sRes
er
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50
El
ement
sofSt
el
l
arLi
s
t
i
ng
I
mages:
I
mager
ydepi
ct
i
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ar
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i
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ents
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i
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hemes
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ni
mages
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Al
lr
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er
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51
El
ement
sofSt
el
l
arLi
s
t
i
ng
Vi
deos:
Vi
deos
howi
ngt
ar
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aphi
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howi
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e
Vi
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et
o
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er
i
orcompet
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Cons
i
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entt
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agl
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es
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al
s
Vi
deoss
howi
ngl
ogo
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cs
.
Al
lr
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ght
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er
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52
El
ement
sofSt
el
l
arLi
s
t
i
ng
Copy:
Wor
dst
hatdepi
ctus
eoft
hepr
oduct
Wor
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us
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at
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or
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eus
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hepr
oduct
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cs
.
Al
lr
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ght
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er
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53
El
ement
sofSt
el
l
arLi
s
t
i
ng
Copy:
Wor
dst
hats
peaki
nt
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hebuyi
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ef
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oci
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ons
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yt
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cs
.
Al
lr
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sRes
er
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54
El
ement
sofSt
el
l
arLi
s
t
i
ng
Keywor
ds:
Keywor
dsr
el
ev
antt
ot
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r
om
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pect
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e
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hopperi
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ogethi
ghGoogl
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ear
ches
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lr
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ght
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er
v
ed.
55
El
ement
sofSt
el
l
arLi
s
t
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ng
Rel
evanceSt
r
uct
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e:
Pr
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en’
ti
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cs
.
Al
lr
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er
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ed.
56
Tes
t
i
ngf
or
Opt
i
mi
zat
i
on
Whi
l
et
hegoalofmaxi
mi
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ngconv
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s
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onAmazonmaybet
o“
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tr
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me,
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hemos
ti
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t
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ket
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s“
Al
waysBeTest
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st
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ngs
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ant
?
Becaus
ei
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ov
i
dest
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r
el
i
abl
ewayt
oopt
i
mi
ze.
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cs
.
Al
lr
i
ght
sRes
er
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57
Tes
t
i
ngf
or
Opt
i
mi
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on
Youcanknow y
ourmar
ketbet
t
ert
hanany
one.
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af
ty
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ect
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oucannotknow f
ors
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MALLYunt
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ly
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.
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yt
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cs
.
Al
lr
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ght
sRes
er
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ed.
58
Tes
t
i
ngf
or
Opt
i
mi
zat
i
on
How doy
out
es
t
?
© 2022Si
gnal
yt
i
cs
.
Al
lr
i
ght
sRes
er
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59
Amaz
onExper
i
ment
s
Amazonhasani
nbui
l
ts
pl
i
tt
es
t
i
ng
mechani
s
mi
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l
s
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i
ment
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s
t
em al
l
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out
os
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tt
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ty
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t
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e,
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ory
ourA+cont
ent
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cal
l
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ot
at
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hr
ough
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ar
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at
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ecor
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es
ul
t
s
,
compar
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ngconv
er
s
i
onr
at
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ot
hermet
r
i
cs
.
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Amaz
onExper
i
ment
s
60
© 2022Si
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yt
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cs
.
Al
lr
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61
Amaz
on
Exper
i
ment
s
Byt
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t
i
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eel
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s
,
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oucans
ee
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er
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mum r
es
ul
t
s
andadj
us
ty
ourl
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s
t
i
ngaccor
di
ngl
y
.
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gnal
yt
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cs
.
Al
lr
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62
Heat
mappi
ng
Heat
maps
of
t
war
ei
soneoft
hemos
t
i
nnov
at
i
v
et
ool
si
nmar
ket
i
ngt
oday
.
Heat
mapsr
ecor
danumberofmet
r
i
cst
hat
i
ndi
cat
ebehav
i
orofaus
eronawebpage.
Thi
ngsl
i
ke:
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et
hemous
ehov
er
s
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eri
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ocus
i
ng)
Ti
meonapage
Ti
meonas
ect
i
onofapage
af
t
ers
cr
ol
l
i
ng
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cs
.
Al
lr
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ght
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er
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ed.
63
Heat
mappi
ng
I
ti
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s
i
bl
et
oconductheat
mappi
ngonas
i
t
ey
ouown,
asy
ouhav
et
o
i
ns
t
al
lt
hes
of
t
war
eont
ot
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t
ei
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s
el
f
.
So,
how doesheat
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pAmazons
el
l
er
ss
i
ncet
heydonothav
eacces
s
t
ot
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t
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hei
rl
i
s
t
i
ngs
?
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cs
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Al
lr
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64
Heat
mappi
ng
Heat
mappi
ngf
orAmazonl
i
s
t
i
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smadepos
s
i
bl
eus
i
ng
Ar
t
i
fici
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nt
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l
i
gence.
Machi
nel
ear
ni
ngal
gor
i
t
hmst
hatar
ef
eddat
af
r
om i
ndi
v
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dualecommer
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s
i
t
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,
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i
t
es
,
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fil
i
at
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t
es
,
andAmazon
dat
acant
henappr
oxi
mat
emos
tcons
umer
behav
i
oronAmazonpr
oper
t
i
es
.
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Al
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65
Heat
mappi
ng
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cs
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66
Heat
mappi
ng
Heat
mapsar
eanot
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ant
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t
i
cwayt
ot
es
ti
mager
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ext
l
ay
outt
omaxi
mi
zeopt
i
mi
zat
i
onef
f
or
t
s
.
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.
Al
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67
W hatAnOpt
i
mi
z
edLi
s
t
i
ng
CanDoForOr
gani
cPl
ac
ement
?
Amazon’
sphi
l
os
ophyonr
anki
ngi
st
hatt
heywantt
he
l
i
s
t
i
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nt
hes
pot
st
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er
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e.
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T
hekeyt
oens
ur
i
ngAmazons
eesy
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i
s
t
i
ng(
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gherr
ank
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st
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hem l
ookt
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t
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Thesear
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st
hatdot
hat
:
Qual
i
t
yi
mager
yandv
i
deot
hatmaxi
mi
zesconv
er
s
i
onr
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l
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t
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mat
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v
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nces
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sy
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oducti
sbet
t
ert
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.
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lr
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chedkeywor
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hatcommuni
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oAmazon’
s
al
gor
i
t
hm t
haty
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i
s
t
i
ngi
sr
el
ev
antf
ory
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chquer
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.
Al
lr
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68
W hatAnOpt
i
mi
z
edLi
s
t
i
ng
CanDoForPPC?
Whenal
i
s
t
i
ngi
scons
i
der
edr
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ev
antf
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omerbehav
i
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i
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l
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s
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el
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her
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e,
awel
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i
mi
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i
s
t
i
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l
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t
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orr
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i
kel
y
beat
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t
or
sf
ori
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es
s
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ons
.
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.
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69
Ful
lSer
vi
c
eOpt
i
mi
zat
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onf
r
om Si
gnal
yt
i
c
s
Si
gnal
yt
i
cs’t
eam hasdecadesofcombi
nedexper
i
enceonAmazon.
Weputt
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i
s
et
ogoodus
eof
f
er
i
ngf
ul
ls
er
v
i
ceopt
i
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onwhi
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udes
:
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st
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ngcodeaudi
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omakesur
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ngdoesn’
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SEO f
orbot
hAmazonand
Googl
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ch
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ndept
hmar
ketanal
ysi
sand
keywor
dr
esear
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ngr
oadmap
Topt
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ngcopy
Behavi
or
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r
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gger
i
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A+Cont
ent
Heat
mappi
ng
AmazonExper
i
ment
sspl
i
tt
est
i
ng
© 2022Si
gnal
yt
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.
Al
lr
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ght
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70
Vi
si
t
:ht
t
ps
:
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www.
s
i
gnal
yt
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cs
.
ai
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s
chedul
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Reachoutands
chedul
eal
i
s
t
i
ngaudi
tt
oday!
© 2022Si
gnal
yt
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cs
.
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lr
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ght
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ed.