Google Adding Explanations to Knowledge Graph

Google is adding explanations to Knowledge Graph panels, where applicable. The explanations, which appear when a user hovers over images in the “People also search for” section, offer more information on how two subjects are connected.

In the product announcement, Google uses the movie "Gone With the Wind" as an example. Hovering over icons people also search for, in this case "The Wizard of Oz", displays an explanation that Victor Fleming directed both movies.

It can also be used to indicate familiar or professional associations, as in the case of a search for actress Sandra Bullock. Keanu Reeves appears in the “People also search for” section of the Knowledge Graph panel for Sandra Bullock. Google now explains, “Sandra Bullock and Keanu Reeves both appear in The Lake House and Speed.”

Top Secret Tool Builds Traffic

Is it possible that today's internet marketers are missing one of the best, most powerful marketing methods available to them today.

Something that is lying right under their noses and still they have overlooked it.

Something that is free, yes I said it, "free", and they have missed the opportunity to seize it and use it to it's fullest.

There are many methods of promotion available on the internet and off line too. For several years I have tried just about everything, but there is one that I have not utilized fully. Along with others, I had underestimated the value and power of a press release.

Many netrepreneurs are not using the best promotion tool available, according to one expert in the field. Angie Dixon, the Press Release Diva, advises that press releases are the best marketing tool most people aren't using.

A well-written press release, distributed by the several high-quality free press release distribution services on the Net, can bring a wave of traffic, says Dixon.

Google Wants You To Use Keyword Metatags... No, Really

SEOs are going to have to start including keyword meta tags in their service proposals again, at least when their clients are Google News-accredited. For the rest of you, get ready to explain why keyword meta tags still don’t matter to the vast majority.

Google just announced a brand new keyword tag on the Google News blog. The news_keywords meta tag is designed to “empower news writers to express their stories freely while helping Google News to properly understand and classify that content so that it’s discoverable by our wide audience of users,” according to Rudy Galfi, Google News Product Manager.

The idea of using keywords to help Google better sort the news isn’t entirely new; publishers have been able to use the ”keywords” tag in the News XML sitemap at each new article upload for some time. This new tag in the HTML of each article is a logical extension of that sorting feature, with the added functionality that the words aren’t required in headlines or body copy.

How to Focus on the Key Analytics Metrics

When people talk about analytics solutions, they are often referring to Google Analytics. It’s simple to use, flexible, and best of all, it can help you make the right decisions.

There are quite a few analytics solutions available, so which one is the best? Which one helps you make actionable decisions that will increase your bottom line?

KISSmetrics & Crazy Egg co-founder Neil Patel joins us in this interview to give us his thoughts on the current state of analytics.

Eric Siu: Aside from Google Analytics, there seem to be a variety of tools that are effective at gathering actionable data, can you go over some of the best tools in the market and their benefits?

Neil Patel: Sadly there aren’t a lot of tools that provide actionable insights, which is why we built our own product... KISSmetrics. Most analytics solution like to focus on metrics like bounce rates, time on site, and even pageviews.

Unless you are an ad network, pageviews typically won’t tell you much as well as the other metrics I mentioned above. People need to focus on metrics that affect their revenue such as conversion rate, marketing attribution, life-time value of your customers, churn, etc.

ES: A lot of people talk about "actionable data." How do you go about finding this and avoiding so called "vanity metrics"? What are vanity metrics anyway?

ES: A lot of people use Google Analytics today because it's a pretty effective free tool, can you tell us what some of the major flaws are with Analytics?

NP: I also use Google Analytics because it covers a lot of basic analytical data points that most companies should track. But there are a few flaws with it:

There are too many reports. So many that it drowns people and they aren’t sure what to do.
In your Google Analytics dashboard they highlight a lot of metrics by default such as pageviews. Although you can adjust your dashboard, a lot of people feel these metrics are important so they focus on them.
Google Analytics doesn’t force users to track things like goals and conversions. That’s one feature that they should focus more on as if you don’t track your conversions you won’t know which traffic sources are making you money and which ones aren’t.
In Google experiments (their A/B testing) they focus on conversion rates instead of having people optimize for revenue. You can have a lower conversion rate and make more money potentially by doing things like decreasing price points.
Google Analytics funnel report only works with future data after you setup the funnel. You can’t use it to analyze your old data.
Google Analytics can’t help you fine tune your revenue because it doesn’t track your backend metrics. It works in tracking your front end website, but what about your backend… such as upsells, repeat buyers, life-time value… etc.
ES: In one sentence please explain how KISSmetrics is different than Google Analytics?

NP: KISSmetrics helps you maximize your revenue by giving you actionable insights on your customers.

Key Takeaways

• Focus on the metrics that matter most for your business.
• Order the metrics by importance and then focus on them.
• Forget making hundreds of reports and instead focus on the key metrics, figure out a plan, and take action.

Google Analytics is useful, but it does have its limitations (such as backend tracking).

Why Email Marketing Shouldn't be an Ugly Stepchild

Email marketing isn't a sexy topic. In a world dominated by tweets, Likes and +1's, most marketers aren't excited by email marketing any more.

Marketing is about hype and the shiny new thing, making email the forgotten toy of yesteryear. But small business owners do themselves a huge disservice by failing to adopt the well-known best practices in email marketing simply because it’s not new. Here’s why they shouldn’t.

Email Has a Huge Audience

While the growth numbers in social media and search engine optimization continue to be impressive, the fact remains that 72 percent of people check their email more than 6 times per day. This means email is probably the most reliable way to get in touch with an audience.

People Prefer Email

While Facebook is great for reviving old social connections and Twitter is awesome for real-time commentary of political debates, research shows that 77 percent prefer to receive permission-based commercial messages via email. This implies that end-users carry strict expectations about how they like to use the various technology platforms they engage with. It is best not to violate those expectations just because the audience may be there.

Google Expands Search Results to Include Calendar, Drive

Google has extended its Gmail search trial to include results from its calendar and online documents applications, as well as adding the features to its email application and its core search tool.

Gmail users will now be offered a mix of search results from their Google Calendar, Google Drive and email messages when they start typing into the Gmail search box.

The first version of the expanded search results offering, which launched in August, was restricted to Gmail messages appearing in Google search results.

As well as adding the new search feature to the Gmail application, Google has also updated its core search functionality. When searching Google for a particular term or name, users will be now be offered a mix of results from their Gmail messages and Google Drive files on the right-hand side of the page, as well as the core search results in the middle.

According to Google, it has received positive feedback on the initial trial, which has led the firm to expand it to Gmail, Google Calendar and Google Drive.

We signed up and were accepted for the original trial back in August, but have seen very little evidence of it in practice. Although we run Google searches on a daily basis, we've seen our Gmail messages returned only once, even though we've run tests searching for specific terms included in our email.

Why PageRank Doesn't Matter

Every SEO professional reading this who's had more than one client has undoubtedly been faced with the following statement, "I know you got my rankings up, but when do you expect to see my PageRank increase?"

There are many replies that quickly race through the head from the slightly cheeky, "Let's worry about that when it matters," to the more obvious "Oh God, what forums have you been reading?" But you're a business-person and so instead you launch into your now well-rehearsed discussion about what does and doesn't matter when it comes to promoting a site online.

This issue got me thinking, rather than repeating the same discussion over and over, why not write an article outlining all the commonly misunderstood metrics thrown around?

Before we get into all that however, let me invite you to comment below on additional metrics and questions we're all asked about that are less than relevant. We all may be able to share replies but if not, at least you'll feel better knowing that others feel your pain. Misery does love company.

Who's To Blame For Misinformation?

Any frustration shouldn't be aimed at the client. The client isn't an SEO and further, their information is gathered from somewhere. That somewhere may be a blog post from 2006, but they have no way of knowing what is or isn't relevant any more than I know how to perform the surgeries that some of my doctor clients do regularly.

5 Pieces of Damn Good Advice for Social Media Marketers

I’ll admit, I’ve been a fan ever since I started studying advertising back in college. The way he just plain didn’t seem to care what the rest of the world thought played well with 20-year old me.

It wasn’t much later, until I actually started working in communications myself that I started to realize it wasn’t that he didn’t care what others thought, because he obviously did or he wouldn’t be in advertising, but it was that he knew how to make other think about things. It was that realization that made me fall head over heels in professional love with a bald, glasses-wearing, swearing guy named George Lois.

Since that time, I’ve read everything the guy’s written – from pieces in GQ, AdWeek, AdAge, heck if he’d scrawled something meaningful on a bathroom wall in Queens, I’d probably be there reading that too. So, when his book (which he worked on with his son) "Damn Good Advice (For People with Talent)" came out, I picked it up immediately and read it cover to cover a couple times (so many times that I’m sure my wife was getting tired of me pointing out parts).

Facebook Tests Collections Feature for Retailers

Facebook has unveiled a new feature to improve businesses' ability to advertise products targeted at user interests.

The company said that the Collections feature would allow users to tag products and group items into "wishlist" collections, which can then then be browsed by friends or linked to product purchase pages.

Facebook is testing the feature, which includes the presence of a Collect or Want button with products, in a trial run with a small number of retailers, according to AllThingsD.

“We’ve seen that businesses often use Pages to share information about their products through photo albums," according to a Facebook spokesperson. "... We are beginning a small test in which a few select businesses will be able to share information about their products through a feature called Collections. Collections can be discovered in News Feed, and people will be able to engage with these collections and share things they are interested in with their friends. People can click through and buy these items off of Facebook.”

The feature could provide a new option for online retailers to interact with customers on the social networking site, allowing users to target potential purchases and organize items for future purchase or potential gifts. As TechCrunch noted:

The “Want” button adds a product to a Timeline section called “Wishlist” visible to friends of friends, the “Collect” button saves to to a Collection called “Products” that’s visible to friends only

The Collections feature could also provide Facebook with a much-needed source of additional revenue. The company has in recent months been looking at new features and potential service charges which could bring revenues beyond the company's traditional advertising structure.

Google Panda and Penguin: A New Way for SEOs to Measure True Impact

Each time Google rolls out an update or refresh of their infamous Panda or Penguin algorithms, SEOs go wild. Anecdotal stories and panic spread like wildfire across blogs, forums, chat rooms and social media networks. The impact of these updates is measurable on individual websites simply through analysis of web traffic.

More challenging, though, is getting a bigger picture of the impact, beyond the percentage of queries Google says are affected in their blog post announcements or tweeted “weather updates.”

Clay Cazier, senior director of SEO Strategy with PM Digital, offers a methodology for measuring the aggregate downstream impact of what he calls the Google Zoo, though he admits it isn't yet perfect.

“I’m not a statistician, so I’m sure there are going to be questions around the data. I think I solved most of the issues, but let this be the first step toward a more objective step toward a better look at the downstream impact, beyond opinion surveys. ” Cazier told SEW.

So what is it?
Cazier’s Impact Assessment compares year-over-year (YoY) and month-over-month (MoM) drops in organic click volume on Google, segmented by verticals. He developed a custom quantifier dubbed Google Organic Click Turbulence, or GOCT, using comScore Search Planner data, to measure negative changes in Google organic clicks.

An Interesting Predicament: Are SEOs Sabotaging Their Own Success?
The purpose of his research was to determine whether Panda and Penguin actually had the negative impact reported by SEOs. Early in 2012, digital marketers were surveyed to determine which of Google’s search changes had affected their business. Fifty-four percent voted for Panda. In May, 65 percent of SEOs reported less traffic after April’s Penguin update.

Do opinion-based surveys reveal the true state of search after an algorithm change, though? “A desire to measure the perceived, negative effect of Google’s updates vs. the true, statistical effect is the impetus for this whitepaper,” says Cazier. He hopes the GOCT quantifier can be discussed and refined by the SEO community.

His motivation for undertaking the analysis is a relevant question: “Given the fact that Google updates impacted at maximum 12-13 percent of U.S. searches, how is it that 40 percent of SEOs and website owners are reporting an impact?” he said.

Unruly Adds Dynamic Creative Optimization to Social Video Player

Unruly has added Dynamic Creative Optimization (DCO) to its Social Video Player.

This technology can increase a brand’s campaign performance by automatically selecting which video ad to display to the target audience.

The selection is based on viewer behavior and the campaign’s Key Performance Indicators (KPIs). It can help brands spend campaign distribution budgets in the most efficient way and allow them to change content without going back to the production phase.

When activated, the technology chooses which of the brand’s multiple videos to show based on how the content is performing against the brand’s objectives, whether that’s to drive awareness, advocacy, action or attention.

Powered by Unruly’s on-demand analytics and big data processing system, it provides instant feedback on consumer interactions, shares, completion rates and click-throughs. As soon as one video is racing ahead of the others, that video is played for a higher proportion of time.

Why Do Some Sites Rank Faster Than Others?

For all the things that have changed in my time in search engine optimization, there remains one constant when it comes to engaging in discussions with a prospect for SEO services.

Most prospects are very keen to know the answer to this one, very basic (but not “simple”) question: “How long until I’ll see results”?

As with most things in SEO, the question begs another question: how do you measure “results”? As well, the answer has to have the added “it depends” followed by a number of follow-up questions.

Often, prospects are saying things like, “I want to be the top result for X keyword.” And, as I’ve mentioned many times, good SEO doesn't revolve around any “one” ranking for any “one” keyword. If it does, you’re probably doing things that you shouldn’t be doing, such as overly-aggressive link building tactics against “money” keywords.

But, these same prospects are typically getting quick answers to this – actually very complicated – question.

How to Launch an Ad Campaign on YouTube for the Holidays

It may seem odd to see a post about how to launch an ad campaign on YouTube for the holidays. But you’d be surprised how many marketers who are using Facebook or Twitter still aren’t using YouTube
EMarketer estimates that among U.S. companies with at least 100 employees, 83 percent will market on Facebook this year, compared with just 53 percent on Twitter, and 36 percent on YouTube.

Why Launch an Advertising Campaign on YouTube?

In August 2012, YouTube had 157 million unique visitors in the U.S., Facebook had 161 million, and Twitter had 45 million, according to Compete PRO. So, YouTube reaches almost as many people as Facebook does and about 3.5 times more people than Twitter.

And according to Google Campaign Insights, YouTube video ads, on average, drive a 20 percent increase in traffic to a company’s website and a 5 percent increase in searches for that business. So, YouTube video ads get results.

Even small businesses are discovering that ad campaigns on YouTube are a great way to engage customers – especially during the holidays.

How to Market With Articles

Article marketing has a lot of power to attract web traffic, turn that traffic into customers, and make several sales a day. You can use article marketing to sell any product on earth, from a house, to a car, to a computer to a software package, to a pen or paper, as long as you can earn a commission, article marketing is the perfect way to make sales.

First you need to become an expert in the profitable niche. Insurance products require you to have deep knowledge about insurance, your article is the sales man and a poor article will not make a reader stay long and much less purchase anything from you. Start by perfecting your knowledge about those profitable niches and turn article marketing into a power house of money.

Second, you need to write a long article. Small articles do not present the reader with much expertise, do not show you are a true expert, just another writer trying to sell them something. Longer articles possess more keyword count and keyword diversity. The ideal article is always at least four hundred keywords long and the perfect article at least one thousand keywords long. Those writers with free time should aim to keep the article as long as possible specially for expensive products. Trying to sell a computer and earning 20% of the revenue? You definitely need to write at least three thousand words, like a sales letter.

Third keep the reader interested in reading more about your expertise. If the directory allows, place several related reading links and focus on the product, send the reader to an article that is similar to the article the reader just read. For example you can write about computer search and in another article internet search or computer desktop search. All topics must be either exact or very similar.

Fourth, aim to keep your article views high all the time, this salesman is very important but only if the salesman is getting customers. Send your article to all directories, Facebook if you have interested friends, Twitter if your followers love article marketing and StumbleUpon and Digg and all other networks that allow articles to be added and indexed. The more the better, this is a key component to success!

One article has enough power to deliver endless traffic, as long as the article is cared about. To care about an article means to constantly increase its size, adding new information, make it fresh. There is no sense in writing a ton of low quality articles that no one reads or clicks.

Finally, your article marketing techniques must be developed by learning new keywords. Google is blind to anything but keywords and so are readers. Research deeply the right keywords, keep them fresh and use them all each one in a new article. Do not combine keywords to confuse search engines and readers.

Remember the final goal is to convert a reader into a customer and then into a loyal reader and finally a loyal customer.

Why Quality Score is One of the Least Important AdWords Metrics

Recent discussion among search marketers over whether lowering a keyword bid can lower quality score reminded me of a totally different topic: the way pharmaceutical companies sell us unnecessary and harmful drugs that keep us from getting healthy naturally.

Drug companies make a lot of money by inventing diseases so they can sell drugs to people who would otherwise be considered healthy.

For example, “high cholesterol” is now defined as a disease, rather than a risk factor associated with heart disease. Everyone with total cholesterol over 200 is encouraged by drug companies and doctors to take statin drugs to lower that number – despite the fact that lowering cholesterol artificially through drugs doesn’t seem to have any impact on heart disease or longevity. In other words, both your cholesterol level and your likelihood of developing heart disease depend on your lifestyle: diet, exercise, sleep, attitude, environment, and so on.

Yet the marketing scare tactics have us all running around trying to manipulate our cholesterol through drugs with nasty side effects, rather than addressing the root causes of our declining health.

Quality Scores are Like Cholesterol Numbers

Similarly, AdWords advertisers tend to get paranoid about the quality scores of their keywords. And AdWords educators and consultants encourage this obsession by writing myriad blog posts deconstructing Google’s ad rank algorithm. Doing the math, they point out that the higher your quality score, the less you have to pay per click to outrank your competition.

The logic seems airtight: if your quality score is 7, you should do everything you can to get it to a 10. And I was guilty of this until I got schooled in the subject by my colleague Joel McDonald. Quality scores, he avers, are to CPC what cholesterol is to heart health: A single number related to the end goal, but not a cause of it.

Twitter Ad Revenue Play: Now Allowing More Search Engine Indexing

Twitter has updated their robots.txt file to allow search engines to crawl more of the site. Specifically, Google, Bing, Yandex and others will now have access to Twitter’s search results pages, which display Promoted Tweets where available.

The modification was first noticed by The Sociable, who offered a look at Twitter’s robots.txt file from September 11th:

It now says:

Allow: /search
Disallow: /search/users
Disallow: /search/*/grid
Disallow: /*?
Disallow: /*/with_friends
The change will allow search results pages to show up in Google’s index, though user search is still disallowed. For example, the results page for a search on the Olympics becomes indexable and therefore could show up in Google search results to users seeking information on the event.

With the new indexing direction, searches for keywords like “Ford” could potentially direct Google/Bing searchers to Twitter’s internal search for the term. This is different from the way Real-Time Search operated in that users were apt to see actual tweets on the topic displayed in Google’s results. They would see Google’s ads on the search results page, then click on a Twitter result and go straight to a user page, where there are no ads. With this change, the results appearing in search engines would direct the user to a Twitter search results page, which displays a Promoted Tweet embedded in the feed (when available).

Important Things Business Owners Should Pay Attention To

Ten years ago, many business owners debated whether they should invest their marketing dollars into creating a website, because they weren’t sure a website was worth the investment.  Today, consumers spend billions online, and your business or organization’s position on search engines like Google, Yahoo and Bing has never been more important.

Websites in 2012 do so much more than just describe your organization and what you do. They allow you to:

1) Have an ongoing conversation with your customers and employees.

2) Sell your products and services.

3) And they help you stay on your customers’ minds.

Companies like Proctor & Gamble, Target and Wells Fargo have heavily invested in using their website for these purposes, and they’ve seen significant success from it.

Having a professional business website enables you to communicate with your customers, prospects and employees 24/7, when it’s convenient for them. You can also use your website to survey your customer’s on their experience with your organization, to improve your work and processes. And maybe the most compelling reason to have a smart, compelling business website is to create an additional distribution channel to sell your products and services online. Bestbuy.com is one good example.

Today businesses that have delayed creating a website (or investing properly into one) are playing catch-up. That may sound discouraging or daunting, but there’s never been a better time to begin developing your web presence, because right now, today, we are in the middle of a huge, fundamental transition in the way people experience the Internet.

That is because today Smartphones are outselling computers. And it’s not a slowing trend; this may be the most important statistic you will read today: By 2015, more people will access the Internet with mobile phones than personal computers; according to recent Morgan Stanley research:

Forward-thinking companies are creating mobile websites for the new world of highly mobilized consumers. Different businesses use mobile websites for different purposes. For example, pharmaceutical company CVS allows customers to order and pay for medicines on their Smartphones, and restaurants are using text messaging and email marketing on customers’ cell phones to gain an edge over their competition.

Businesses that have not set up a website and/or a mobile website for their business will likely face challenges in the next couple years, challenges that have likely begun already.

I don’t want to knock Yellow Book on this one but new clients often ask me: “What do you think about the value of Yellow Book ads nowadays?” What do you think I tell them? I think they often already know the answer to that question, because they decided to relocate their promotion dollars from Yellow Book ad into setting up a business website, which they have full control of.

In the last decade, the Internet has revolutionized the way people interact and make decisions on how and what to buy. Successful business owners adapt quickly to changes while positioning their business professionally to their target customers before their competition does. 

Source:Minneapolis Web Design | Minnesota Web Design  -    ProWeb365.com

comScore: Online Video Content Reaches Record 188 Million U.S. Viewers

Today comScore released the latest data from its Video Metrix service, which shows that 188 million U.S. Internet users watched 37.7 billion online content videos in August 2012. That’s an all-time high. Video ad views that month totaled 9.5 billion.

Other key findings from August 2012 include:

• 87.3 percent of the U.S. Internet audience viewed online video.
• The duration of the average online content video was 6.7 minutes, while the average online video ad was 0.4 minutes.
• Video ads accounted for 20.1 percent of all videos viewed and 1.4 percent of all minutes spent viewing video online.

Google sites, driven primarily by video viewing at YouTube, ranked as the top online video content property in August with 150.2 million unique viewers. Google sites were followed by Yahoo sites with 55 million unique viewers, Microsoft sites with 53.7 million, VEVO with 49.3 million, and Facebook with 47.7 million.

Nearly 37.7 billion video content views occurred during the month, with Google sites generating the highest number at 13.8 billion, followed by AOL with 725 million. According to comScore, Google sites had the highest average engagement among the top 10 properties.

Normally, Search Engine Watch would compare this data with similar data from that same month in 2011. However, comScore introduced three important methodological enhancements with the release of its August 2012 U.S. Video Metrix data that make it problematic to compare year-over-year trends:

Ditch The Silos – How to Build a Great Content Marketing Team

Last month I attended SES in San Francisco and saw some great presentations, as always covering the ever-changing world of search. Having recently launched a content marketing agency, the session that stood out to me the most was the convergence of search, social and content marketing – with some great presentations from Chris Winfield and Arnie Kuenn.

Search, Social & Content Has Merged into a Single Process

I’ve recently written about how to transition of a team from SEO into content marketing - and in my opinion, the best content marketing teams merge all things search, social, CRO, PR, paid media etc into a single team.

These days, if all you focus on is SEO, you’re probably not actually that good at it. That’s because you’re missing the point that you need to acquire high-quality, natural links, create a social buzz/awareness, reach a targeted audience, and convert those into customers/leads.

The Best Teams are Integrated & Work Together



You’ll often find the best in-house teams and agencies will have a mix of all of these skills – SEO, social, PPC, CRO, etc.

Even in content marketing, you have to break down the silos. When we started delivering content marketing projects, our approach was to break projects into three key deliverables:

• Content Auditing and Strategy
• Content Development
• Blogger Outreach and Social Promotion

In theory this works very well and means you can tackle each key section of a project with a specialist in each area. But we quickly realized we were making a mistake in efficiencies of managing the process and getting the best results.

5 Reasons Why Inbound Marketing Needs Expert SEO Advice

Both inbound marketing and SEO are disciplines without clear boundaries. Where do you draw the line on each of them?

Is paid search an inbound marketing technique? I’d say no but others have argued it is. Is copywriting for web pages part of SEO? How about analytics? Or maybe conversion tracking?

So when marketing agencies offer inbound marketing as either a product – maybe based around a dashboard – or a service, what’s actually included? As usual, it depends upon your definition, of both inbound marketing and of SEO as a key part of the inbound marketing mix.
There are so called “software” solutions, which would have you believe that if you subscribe to their services, “you don’t need to hire that SEO expert”, and as if by magic, some keywords and link tracking will bring you all the targeted visitors you’ll ever need. As if a single report can tell you everything that you need to do to get better and better at attracting and converting visitors. It just isn’t that easy!

Now I don’t want to put down these systems; they are excellent as tools in the right hands. The only thing is, if you want the right hands, you’ll need to spend some serious amounts of cash on training how to use the tools, how to interpret the results and, most importantly, how to best implement the recommendations and measure the results, leading to incremental adjustments ad infinitum.
So here are five reasons why you need to hire expert SEO skills if you want to get the best from your SEO, despite the output and guidance from software tools: