Complete SEO guide to ranking Wordpress, Business Catalyst and Adobe Muse websites

Fraser McCulloch - Monday, January 16, 2017

This is the complete SEO guide to ranking a website built in WordPress, Adobe Business Catalyst or Muse, if looking to rank for new keywords or you are struggling to get organic traffic from Google.

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Keyword Research

The keyword research section of this seo guide contains the following parts.

First let's look at the types of keyword searches and the user intention behind them.

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Types of keyword searches and user intent.

Thankfully I studied buyer behaviour as part of my marketing degree at university decades ago.

So I have matched up the 4 buying stages with the types of searches people make.

These 4 stages in the buying process aren’t linear; in other words they don’t happen one stage after the other.

When people search online, they have an intention behind that search.

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Problem or need search

This is the first and most important step in the buying decision.

Without recognising users have a need or problem, a purchase more than likely won’t take place.

Here are 3 problem or need based search terms people used to find my website.

  • home based business ideas
  • small business ideas
  • online business ideas

What’s going on inside the head of someone making these searches ?

  • are they unhappy at work?
  • do they need second income?
  • are they going to get fired?

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Information search

An informational search is what a user may do after they have recognised a problem or need they have.

They are trying to find the best solution to their problem.

Here are some example searches my website gets.

  • starting an online store
  • start an online shop
  • open my own online store
  • how to start an online boutique

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Brand/product search

Users may be aware of brands they have been exposed to, know or trust that can help solve their problem.

Here are some example brand searches:

  • shopify
  • magento
  • square space

Users may also go to a brand website, such as Amazon, then do a search for the brand or product they are looking for there.

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Product searches

  • what is shopify
  • how does shopify work
  • how much does shopify cost

Other product search examples in this market would:

  • e-commerce software
  • shopping cart solutions
  • online store builders

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Feature searches

  • shopify pos
  • shopify shipping
  • shopify templates
  • shopify pricing
  • shopify plans
  • shopify fees

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Evaluation of alternative searches

As users get further down the line in their buying process they will evaluate alternative products and brands.

  • shopify v squarespace
  • shopify v weebly
  • shopify v etsy
  • shopify v big commerce
  • shopify alternatives
  • magento v shopify
  • shopify review
  • successful shopify stores

I recently created content to support people searching for ‘adobe business catalyst v wordpress’.

Alot of website owners omit this type of content on their website and miss out on a lot of users.

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Purchase decision searches

This is the fourth stage; where the purchase takes place.

In the example I’ve used, people make searches such as:

  • shopify discount code
  • shopify free trial
  • contact shopify

For other brands and products, purchase decision searches will include terms such:

  • buy
  • order
  • purchase
  • nearest store
  • where to buy

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Summarising different types of searches

So before you start doing your keyword research, review the 4 buyer behaviour related search types above and consider the content gaps in your website you have.

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Why a new business or website needs to do keyword research

The keyword research service I provide is essentially a sub-set of a business SWOT analysis except you are looking at the strengths, weaknesses, opportunities and threats online.

In my experience business owners approach our company seeking a website to either sell products online or generate business enquiries.

We provide a keyword research service that does the SWOT analysis to help shape the website we are going to develop, the page content we need to create and marketing of the site to help the client achieve their business goals.

Enter a large market where the competition is too strong and it’s likely you will have difficulty generating website traffic, sales or enquiries.

Enter a small market and it’s likely there aren’t enough people searching to generate a sufficient level of website traffic, sales or enquiries.

Ignore buying behaviour search types and you will miss out on buyers searching for a solution to their problem.

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Why an existing business or website needs to do keyword research

Every goal orientated business owner takes regular reviews of where they are now and where they want to be and keyword research for an existing business or website forms part of that review process.

Keyword research can identify new opportunities, opportunities previously missed, review what competitors are doing and help map out a plan to get the business or website to their next goal.

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There are 4 types of keywords

The keywords within the green box are the easiest to rank keywords.

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Where do you get your keyword ideas from?

Here are a few places you can begin to find keywords that can start your keyword research process.

  • Keyword Titan SEO Wizard
  • Ask the Public
  • Google related searches
  • Reddit keyword research
  • SEMRUSH keyword tool
  • Ahref keyword tool
  • Google Analytics and webmaster tools
  • Questions people post on Twitter or Facebook groups you are in

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Factors In Ranking

According to search engine ranking research done by Brian Dean, SEMRUSH, Ahrefs, Market Muse and SimilarWeb, the 4 most important factors in a ranking a website are:

  • Number of referring domains
  • Total external backlinks
  • URL Length
  • Web page Link authority

Look at the Dom TF (Domain Trust Factor) for the top 10 results for this 'adobe business catalyst' search result- the web sites with lower DOM TF tend to have less page referring domains.

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Most people do Keyword Research wrong

Beginners tend to use the Google Planner tool but Google only show you the keywords used for advertising.

Those who use other keyword tools only examine the competition of the number one ranked site.

What I look for is the weakest site in the top 10 for keyword with a decent volume of monthly searches.

  • Look for websites with a low number of referring domains
  • Find websites with a small number of referring page domains
  • Websites with domain and page trust factor similar to your own are the ones you have a chance to outrank

If a domain such as businesscatalyst.com has a Domain Trust Factor of 55 and I have a domain trust factor of 14, I cannot outrank them; all things being equal.

Moz, Ahrefs and KT all have their own domain and page authority scoring system.

I’ll need lots of high quality, relevant sites pointing to my better page content to give me a chance of outranking them.

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How to find easy to rank keyword with Ahrefs

Ahrefs will now tell you how many referring domains to a page you need to rank in the top 10 for a keyword.

  • Easy - 0-10 domains
  • Medium - 11-36 domains
  • Hard - 37 -200 domains
  • Super hard - 200 plus domains

In the above example, Ahrefs shows this search terms with 5500 monthly searches requires 4 backlinks to rank a page in the top 10 search results.

Using another keyword research tool for the same keyword idea, shows this is a very easy keyword to rank for with the weakest site having 23 referring domains and 4 page domains.

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To summarise the keyword research part of this seo guide.

You need to find keywords relevant to the website you want to rank with a good number of monthly searches and a competitor in the top 10 with a domain trust factor similar to yours and has a low number of websites pointing to it and to its page.

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Content - what do you write about

The content section of this seo guide contains the following parts.

Now let’s get into what to write on your web pages.

You might have noticed my website content has changed over the past year.

I am writing alot of words on my pages and posts.

A third of my pages contain over 1900 words; I research, produce and promote Power Pages.

According to SERP data from SEMRUSH, longer page content tends to rank higher in Google.

The next thing I’ve started to do is re-write or upgrade some of my existing pages.

I originally had a page about Adobe Business Catalyst.

In 2010 the page was very poor and low quality.

And it wasn’t much better in 2014.

Now the page has a 4700 word detailed guide and review and Google has the page ranking for 92 different keywords in Google USA and 28 different keywords in Google UK.

That’s because I am writing topically relevant pages.

Each page goes in depth on a single topic; so that I can rank for multiple keywords.

If you do a search for “adobe business catalyst” you’ll find my page.

But also if you do a search for “adobe business catalyst v wordpress” you’ll see Google use my anchor text link in the description field.

That was new content I added to my page in January 2017 as a result of seeing these searches appear in Google Analytics.

Type of page content I am now creating

The people most likely to link to my website content are the people who have the ability to add a hyperlink on their website.

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Content Principles

So when I am creating content I am thinking about 4 things:

  • Easy to rank keywords.
  • Topics relevant to web and business.
  • I am thinking about the buyer behaviour process
  • A subject relevant to web designers, developers and business owners.

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Content frameworks

Crowd Sourced Content Framework

I reached out to other Adobe partners and asked them to tell me about their favourite BC web app they developed.

Other people basically wrote my web page content.

I curated their content, created the page and graphics and then published it.

I shared the page socially and even a couple of people linked their website to it.

Trends Content Framework

The next content I wrote was a trend guide for web designers.

I interpreted trend data Google provided.

Since I know web designers are more likely to link to this type of content I wrote this web page with designers, not business owners in mind.

Broken Link Framework

The next piece of web content I created was a 404 page on another website with lots of links pointing to it.

I re-wrote and improved an old broken page from someone else's website specifically to get backlinks to my website.

Not only did website owners update their broken links and re point to my website, I also rank fairly high in Google for a few highly searched keywords.

How To Framework

The next article I wrote was how to increase subscriptions on blog posts.

It was a technical step by step guide.

Similarly, I wrote a guide how to create and sell your first online training course.

This guide was aimed at a large community using a different technology platform.

Branded Guide

My Kiplin Method was a failed attempted at creating a branded guided.

It’s basically a copy of the 5 W’s account planners in advertising agencies and students on marketing degree courses are taught.

Comparison Guide

My Adobe Business Catalyst review contains an evaluation of alternatives or comparison guide; WordPress v Adobe Business Catalyst.

Remember a few years ago Apple started attacking the PC market with their I’m a PC, I’m a Mac adverts?

The Apple adverts were comparison guides.

The adverts were created and aimed at those considering the purchase of a computer; those comparing two different products.

One month after the campaign Apple sold 200k more Macs.

Piggyback Content

I wrote a tutorial called how to do keyword research with Keyworddit

Basically I was jumping on the back of another product.

And I’ll probably write a beginners guide to using GetDrip marketing automation software soon.

Content Upgrade

Many of my web pages and blog posts get upgraded; this web page is a page upgrade.

Recently I created a guide to business ideas.

Upon reviewing related searches, how the page ranked in Google and the number of words I complete rewrote the page.

The page went from 1600 to 8367 words.

These are just a few of the content frameworks that exist.

You’ve probably seen them;

  • 250 of the best keyword research tools
  • 100 places to visit in Scotland
  • 13 gifts for techie friends

Go to BuzzSumo and select the trending now tab and look at the headlines of marketing and business sections.

Content frameworks are used every day specifically by journalists and PR folk; now you know.

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Content Tools and Plugins

I don't write for the fun of it.

I write to educate and attract relevant online visitors seeking internet related services.

I have commercial intentions when I write.

Here are the content tools and plugins I recommend you use for Business Catalyst, Adobe Muse and WordPress websites.

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Adobe Business Catalyst & Muse SEO Tools

  • Disqus commenting
  • Subscriber Boxes
  • Table of Contents
  • Click To Tweet
  • SEO Page Interface
  • Web Pages SEO Snippets
  • Blog Post SEO Code Snippets
  • Web Apps SEO Code Snippets
  • E-commerce SEO Code

Disqus Commenting

Some blog posts have commenting at the foot of the post.

It’s nice to offer readers this opportunity; plus readers get validation from other people similar to their needs.

You can either add the disqus code manually to a page or blog post or add the code to the blog post detail template.

Subscriber Box

Next, I added subscriber boxes; so users can subscribe and get a PDF of the page or post and so I can follow up by email with them at a later date.

Table of Contents

You will also notice I’ve added anchor text and back to the top links.

The content on my web pages are so much longer than before that I’ve had to make the pages more useable and more readable.

Also, I’ve found that if the anchor links are related search terms, Google may index these links in their page and descriptions part of their search results.

Click to Tweet web app

And finally I’ve created Click to Tweet functionality to break up the page so quotes can be shared on Twitter; a nice to have but not essential for a page.

Business Catalyst SEO Page Interface

Go to Site Settings > Beta Features

Then New SEO Page Interface > Go to Migration Page

Web Pages SEO Snippets

  • In the head tag of your page templates make sure you have the following (without the space either side of the curly brackets)
  • <title>{ module_pagename }</title>

  • This enables you to use the built in page name fields within BC for on page SEO.

Blog Posts - code snippets

In the Blog Detail View

You should have an H1 for Post Title

<h1 style="text-align: left;"> Complete SEO guide to ranking Wordpress, Business Catalyst and Adobe Muse websites </h1>

<html>

<head>

<meta name="description" content="The complete SEO guide to ranking WordPress, Business Catalyst or Adobe Muse websites or if you are struggling to get traffic from Google." />

<meta property="og:title" content="Complete SEO guide to ranking Wordpress, Business Catalyst and Adobe Muse websites" />

<meta property="og:description" content="The complete SEO guide to ranking WordPress, Business Catalyst or Adobe Muse websites or if you are struggling to get traffic from Google." />

</head>

<body>

- your blog post code for detail view in here -

</body>

</html>

Web Apps - code snippets

  • If you use BC web apps for page content in the Web App Detail View
  • Create a field called meta description as a text multiline field
  • Add to Web App Detail Template
  • <meta name="description" content="{tag_meta description}" />
  • Now you have a field to enter your meta description for that page

E-Commerce SEO

  • E-commerce SEO is known for poor content
  • So consider shoulder pages with 2000 words plus that point to category pages
  • Look at sites that rank high
  • Look at Nike shop and where they have product content below the fold.
  • Add the following to Site Modules - Online Shop - Individual Product - Large
  • <meta name="description" content="{tag_productmetadescription}" />
  • <meta property="og:title" content="{tag_productmetatitle}" />
  • <meta property="og:description" content="{tag_productmetadescription}" />

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WordPress SEO Tools and Plugins

  • Yoast SEO Plugin
  • Table of Content Plus
  • Better Click To Tweet
  • Restore Link Title Field
  • Content Upgrades Plugin
  • Get Drip

Install Yoast SEO Plugin

Yoast gives you the ability to optimise your on page settings and it suggests page improvements.

Table of Content Plus

Install this plugin when you have long form content.

All you do is enter the table of contents short code and it will automatically create a table of contents and anchor text links.

Better Click To Tweet

Another free plugin added to your wysiwyg editor bar that makes it simple to add tweets that can be shared.

Restore Link Title Field

Install this plugin so you can control the text you add for anchor text links.

Content Upgrades Plugin

This is a paid plugin that makes it easy to add call to action and opt in boxes on a post or page.

Get Drip

I recommend Get Drip as your email provider as it works seamlessly with Content Upgrades plugin.

This means a subscriber is added to your email list and you can easily deliver the download or content you offered.

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On Page Optimisation Guide

  • Short URL - research has found a short url ranks better.
  • Title Tag - should start with your main keyword you want to be ranked for and have modifiers such as best, guide, review, price, quote.
  • Heading - The Heading of the Web Page should be wrapped with an H1 tag.
  • Meta Description - Meta Description should contain the main keywords at the start and be fairly persuasive to encourage users to click on your result in google.
  • Page Length - 1890 words seems a lot to write but not if you know your stuff or want to rank higher.
  • First 100 words - your keywords should be in the first paragraph of your page.
  • Outbound Links - you should be linking out to related authority pages to help Google understand the relevancy of your page.
  • Internal Links - you should link to other pages on your website with anchor text links (that's the text in the title box).
  • Page Speed - page speed is a small ranking factor so check and use a page speed tool.
  • Images and Videos - images and videos can add to the value and quality of the page and keep people on the page longer.
  • Related Keywords - related keywords on a page help to determine the relevancy of a page and help to rank for multiple keywords.
  • Call to action - you want the user to take some action after reading the page be that a get in touch button, download, buy, share or post a comment.

on page optimisation tips

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Promote your page

When I’ve finished one of these monster web pages, then I promote it.

I share the page on Facebook, Twitter, Google Plus and Linkedin.

Then I send out an email campaign to those people on my mailing list.

I’ve recently changed my email system to GetDrip so that I can better tailor emails to those who have previously subscribed.

This page, for example, is a page upgrade to my SEO Recipe or Blueprint that I can email and send an update to those on my mailing list.

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Links

There are 2 types of links.

Internal links and backlinks.

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Internal Links

An internal link is where you link one page of your website to another page.

If you’ve got poor site indexing or your site simply isn’t being crawled deeply enough, then I suggest that you do 2 things:

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A. More internal linking & better site structure

The spiders basically aren’t crawling your site enough and it may well be due to a lack of decent internal linking and/or poor site structure.

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B. More links to all pages on your site that you want ranked.

Don’t just link to your home page because it isn’t enough, aim for an approximate ratio of 50:50 (linking to homepage vs internal pages).

Linking to your category pages will help spread juice out to all of your individual pages, thus increasing the crawl rate and level of indexing.

The easiest way to improve is to build on what’s already indexed in google and pages you rank for.

Take the list of all key phrases and match them up with relevant landing pages.

Use a spreadsheet to list key phrases with landing pages in the column next to them.

Then use these key phrases and add additional internal links throughout the web site.

This should help increase the position of those key phrases in Google.

Should also give a boost of some phrases you are not ranking for.

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Backlinks or off page optimisation

Ideally you want relevant and highly authoritative websites to link to yours.

For brand new websites, you want citations from industry directories.

I’ve written a guide to getting free backlinks here.

At the start of this article I told you that referring domains and domain authority were the major ranking factors.

Backlinks don’t happen by magic; you have to be proactive.

For me, the 3 best techniques to build links are as follows:

  1. Create great content people want to link to
  2. Broken link building
  3. Resource pages
  4. Guest post blogging

I’ve covered how I created content above.

For broken link building i’ve created a case study with a step by step guide.

For guest post blogging, you can do searches on Google and find other websites who will accept guest post articles.

Site owners will expect you to deliver a monster blog post and in return you'll only get one backlink.

There are companies who charge for guest posting; but I’m not too keen on that tactic.

Lastly, finding resource pages in your industry is a good way to earn guest posts.

For example, BC Sandpile host weekly meetings and they have a list of all resources in this sector.

To find resource pages in your industry use these strings to search in Google; simply change the keywords.

  • “keywords” + inurl:links
  • “keywords” + “resources”
  • “keywords” + “helpful articles”
  • “keywords” + “link roundup”
  • “keywords” + “link roundup”
  • “keywords” + “best articles of the week”

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Remove junk and low quality pages

The final section of this seo guide contains the following recommendations.

A client told me last year when we were creating their page content - ‘no one is going to read 1890 words, they just want to click the link to enquire’.

To which I replied, “Google read your pages".

If you have low quality page content, Google won’t make your pages visible to users, they'll favour better pages and people won’t be able to click your enquiry button because they won’t see your web page in the first place.

I have 54 pages indexed in Google.

This time last year this website had around 250 pages indexed.

I made the decision to remove low quality pages.

You will feel like you are cutting off your legs; but you'll get over it when you see improvements in your organic page impressions and traffic.

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Give Google your most valuable content

If you have lots of low quality pages it weakens your valuable pages and weakens the whole website.

Do a Google search for Google Panda to learn more.

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Remove, No Index or upgrade the page if page under 1900 words

Low quality pages will hurt good pages so remove them, no-index or re-write and upgrade those low quality pages.

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How To Find Low Quality Web Pages

Go to Google.com and type in site:http://www.enteryourdomainhere.com

This will show you all the pages that Google has indexed your site for; in order of authority.

Solid Meta Tags App for Business Catalyst

The solid meta tags app has just been released and will enable you to review and improve your on page optimisation settings for a Business Catalyst or Muse website.

Use Yoast for WordPress

You can manually check the word count display using Yoast for Wordpress websites.

Your job is to look for the poor pages, pages that shouldn’t be in the index, duplicate content pages, tag pages, archives, old useless pages/files etc - and then either “disallow it” in robots.txt, or “no-index” it with a meta tag or rewrite the content if it’s too short or duplicate.

By doing so, you’ll see everything that is indexed by the search engines and then you can start ZAPPING low quality pages.

You can get rid of a LOT of junk from Google’s index (archive pages, login pages, tags, correct indexing of categories etc).

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Use Screaming Frog to find low quality pages

Do a Google search, download Screaming Frog, enter your url and then look at all the pages that are indexed.

Go through each page and look at the word count; then decide to remove, no index or upgrade the page content.

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What is No Follow

No follow tells the search engines not to follow a link.

<a href=”http://www.domain.com/page” rel=”nofollow”>

<meta name="robots" content="nofollow">

I don’t use very often.

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What is No Index

A noindex tag tells the search engines not to index the page in the search results.

The command is

<meta name="robots" content="noindex"

However if you haven’t added a Nofollow tag the search engines will still follow the links on the page.

So you’d add the tag

<meta name="robots" content="noindex, nofollow">

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How to no index a blog post in Business Catalyst

If a blog post has under 1900 words no index it (then upgrade it and remove the no index)

Add <meta name="robots" content="no index" /> in the html view of the body of a blog post.

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How to no index a web page in Business Catalyst

It's easy; it’s built into BC

Select the SEO Metadata tab

Then Hide this page for search engines

Save

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How to No Index in WordPress

From the Meta Robots Index box, select the dropdown and select NoIndex and save your page or post draft.

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What is Disallow or Robots.txt

When you don’t want entire folders, directories or even a page to be found by the search engines you create a robots.txt file, upload it to the root directory of your website and disallow the directories and pages you don’t want shown to the search engines.

User-agent: *
Disallow: /homepage-slider/
Disallow: /_System/
Disallow: /users/account

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How to Disallow in Business Catalyst & Muse

Open up notepad on a PC or TextEdit on a Mac and enter the following :

User-agent: *
Disallow: /_System/
Disallow: /blog/page/
Disallow: /blog/tag/
Disallow: /blog/calendar/

Then disallow the following types of pages

Terms, conditions, privacy pages
Account, user, join, login page
All Secure Zone content
Disallow literature and media downloads
Disallow web apps that don’t need to be displayed
System Pages - Disallow: /_System/
Thank You Pages
Content Holders

Blog Post Tag urls create duplicate pages in the eyes of Google and you either need to remove the tagging completely or Disallow them in the robots.txt file

/blog/page/
/blog/tag/
/blog/calendar/

Then save the file as robots.txt

You can either FTP the file to your root directory or go to your Develop tab and press the upload button and select the robots.txt file you created.

You can disallow additional files using the develop tab and save.

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How to Disallow in WordPress

Select the anchor wheel tab in Yoast and select nofollow and save your page or post draft.

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What are 301 Re-directs

301 re-directs tell Google a page url has moved to another url.

It’s like give the post office a change of address card to tell them to redirect mail to your new address.

How to do 301 re-directs in Adobe Business Catalyst and Muse

For an existing web page, select the more options tab and entire the new url to redirect to.

For pages that no longer exist, go to site manager, select url redirects, new url redirect, then in the top file name box enter the old url, then under new destination select or enter the new url.

Alternatively, if you have alot of url redirects select the import url redirects, download the CSV file, complete, save and upload.

How to do 301 re-directs in WordPress

To create 301 redirects in WordPress, you will need to access your .htaccess file on your root directory.

Alternatively there are plugins to help you.

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SEO Quick Summary

Successful web sites and search engines have very similar and complementary goals.

Successful web sites provide well crafted, user-friendly and useful, interesting content.

And search engines do their best to reward those sites with good rankings.

You need to identify easy to rank keywords, you need long page content that helps the user, you need to promote and earn links to your website and you need to remove all low quality or irrelevant pages from being indexed in Google. 

If you want results from the search engines, you have to put in the effort.

If you’re not willing to do that, then don’t blame the search engines when you don’t get results.

Once you’ve produced the content, then, you need to market that content.

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