The HPE Blog

For every “expert” who tells you that blogging is dead, there’s another one that tells you to start a blog immediately, so which is it? We break it down here in our (ahem) blog.

In this blog we share the basics of keyword research, what it is, how to do it and why it is important in digital marketing

Keeping up with digital marketing trends with SEO and content marketing strategies is a must if you want your business to be seen. Here’s why!

A digital marketing team should have a broad spectrum of skills. Nothing showcased that better than the work we carried out for our clients in March.

A unique value proposition gives you the edge to set you apart from your competitors. Create yours now to develop a strong foundation for your marketing strategy.

Are you looking to revitalize your business’s website or create a series of blog posts? Here’s why working with a professional copywriter will be a firm investment.

Another month of new and optimised content for our clients, including the dangers of asbestos, why avocado oil is good for you, and a profile on Charles Massy, pioneer in the regenerative farming movement.

While most people were enjoying their summer holidays our team of copywriters were typing away, creating content for our clients to help support and grow their online presence.

Each month we pick out some of our best articles. December saw some excellent interviewing advice, an agriculture project in Rotorua & 3 delicious fish recipes!

Every month we look back at the previous month, picking out some of the best content we’ve created for our clients and their customers.

September covered a wide range of topics here at HPE. Check out the best articles we published for our clients, optimized for maximum SEO impact.

Every month we look back on the previous month’s work and pick out some of the best content we’ve created for our clients and their customers.

Check out the round-up of our insightful, optimised and all-round awesome blog posts for our clients this month!

Here we have another collection of content highlights from our clients. Read more about SEO and content strategy here.

A study has shown that our consumption of digital content has doubled. Did that get you thinking about your content? Check out our content highlights here.

E.A.T. in SEO affects how Google positions your website in search. If your website lacks E.A.T. you might not even show up at all. Here’s why.

Content is an excellent way to engage your audience by discussing different topics and current trends in your industry. Find out more.

Clickbait is content crafted for ‘clicks’. Yes it can drive traffic to your website but if it’s not genuine it can be damaging too. Find out more here.

Each month we bring the best in our broad range of content highlights from various industries. Here are the March highlights.

The Page Experience Update is coming to Google soon and most websites will not meet the new requirements. How can you make your website ready?

Online customer experiences can feel like navigating a minefield as it’s a subject that is complex and full of problems. Find out more here.

As you can see, February was a busy, busy month! Find out which topics have featured in content marketing strategies for our broad range of clients.

Your content strategy will be even more important in 2021. Are you ready? Take a look at our round up of client posts for January.

We think it’s fair to say that, looking back, any predictions for 2020 are now pretty absurd, but that hasn’t stopped us from giving it another go!

Connecting with your customers in a relevant way helps your business build relationships with your customers. View HPE content highlights here.

Branding and marketing are two sides to the same coin, but each have their own subtleties and strengths. Delve more into their differences here:

How does your business provide information to its customers? One way we can do this for businesses is through a tailored content strategy. Read more.

If you don’t have fresh and relevant content continually updating on your website, you won’t rank in search. Here are 4 powerful reasons why a content strategy works.

Content strategy goes a long way in helping businesses reach customers, generate leads, and more traffic. 

Did you know that businesses with regular blog posts get 67% more leads than businesses who don’t?

Interesting isn’t it? 

There are many moving parts to SEO and getting it right is complex and multifaceted. In this post, we debunk 3 common myths about SEO worth knowing!

If your website isn’t loading in 3 seconds you’re losing potential customers. This post shows you how to optimise images for web performance without losing quality.

See our latest collection of content marketing highlights for a range of industries and businesses. Read more here.

To build trust online is easy, all you need is careful planning of your website structure and content and these proven tips to give customers confidence every time.

On average, businesses that publish regular blog posts produce 67% more leads per month than those without. Are you using your blog to your advantage?

Our collection of highlighted content strategies for July cover a multitude of topics that are relevant and important right now. Read more here.

Want to build a strong online presence? We’ve gathered six steps you can do right now to optimise your Google My Business listing. Find out more here.

No matter what industry you are in or where you are on the globe, reaching your audience is critical. Find out more in our June content highlights.

Recent events have raised awareness about the importance of Content and SEO. Find out how a successful integrated Content and SEO strategy works here:

May was an exciting month for HPE client content with posts from a diverse range of industries. Read our latest featured posts here:

The Covid crisis has been challenging but also a good opportunity for many businesses to create engaging content. View our top client posts here:

While we deal with major changes around the globe, the HPE team is here to help businesses thrive. Read February’s content highlights here.

It’s a stressful time for business owners as we all deal with the effects of Covid-19. Find out how we can help keep your business afloat.

We hit the ground running in January and began another great year of producing quality content strategies. Check out the January’s highlights.

December was a busy month as we created plenty of quality content for our clients. Here are the content strategy highlights that wrapped up 2019.

What is really going on with Google and the world of SEO in 2020? Find out from the experts in this post and be ahead of the game. Read it here:

We created a variety of quality content in October that boosted our clients’ online presence even further. Check out October’s content strategies.

Having a great relationship with our clients is extremely important to us and we’re always excited to hear about their new ideas and innovations. As our client base is so varied, no two months are ever the same when it comes to content produced by our HPE team. As the…

August was a busy month for our clients which meant we had plenty of topics for quality content. Check out our content strategies for August.

Writing is one of these things that everyone thinks they can do – until they discover how hard it is. That’s when it’s time to call a professional copywriter.

We have an amazing and diverse range of clients at HPE, giving us plenty of topics to cover. Here are our content strategy highlights for July.

It pays to do the groundwork when choosing the right SEO company for your business. Here are our top 10 tips to make the decision easy.

Our clients were busy in June and HPE covered all the hot topics on their behalf. Check out our content strategy highlights for June.

Content marketing is now the most effective way to sell your brand and build loyal customers. But what is it? And how does it work? Discover the answers here.

Our clients are constantly doing amazing things that give us great topics for quality content. Take a look at May’s content strategy highlights.

With more people blogging and competing through content, you really need to wow your audience with the perfect blog post every time. Here’s how to do it.

Thanks to the great work our clients are doing, we had lots of interesting content to cover last month. Here are the content highlights for March.

Modern websites should be fast, easy to use, and give potential customers the answers they need. How does yours stack up? Is it time for a new website?

We were flat out delivering quality content to each of our clients in February. Take a look at the highlights from another great month of content.

January was a busy month as our clients kicked off another exciting year. It gave us a lot to write about! Here are January’s content highlights.

Google has decided that mobile browsing is the future and have made some big changes starting with the Mobile First Index. Are you ready?

Our clients are doing some amazing things. Here is a roundup of some of the top posts we worked on in December. Check it out here:

No two years look the same in the world of social media, but trends help us predict what’s to come. Here are our social media predictions for 2019.

We’ve scoured the internet to find the top marketers predictions for 2019. What’s in store for Social Media, Content and SEO? Find out here:

Check out the latest edition of The Wrap, where we cast our eye across the world of SEO, Content Marketing, and Social Media.

Google My Business listings are very effective when optimised to their full potential. Are you getting the most out of your listing? Find out here.

Struggling to turn a ‘boring’ topic into interesting content? There are a few key tips that will help you nail this. Read on to find out what they are.

It’s no longer OK to simply create and publish content and call that a strategy. Read 9 success tips gleaned from 10 years of experience here:

How do you get a beautiful, functional website that also enhances rankings, traffic and revenue? You make sure you avoid these common website design mistakes.

If something’s worth doing, it’s worth doing right, and getting your online marketing strategy off to a good start takes time and effort. Check out these 3 fundamental principles you should be following.

Until you see the value of a digital marketing strategy, it’s hard to move away from traditional methods. But digital trumps traditional. Here’s why.

Check out the latest edition of The Wrap, where we cover (almost) everything from the world of SEO, Content Marketing, and Social Media.

Content marketing can be an effective tool for bringing in new customers, however many businesses fail at it. Find out why and develop a better strategy.

SEO is like baking a cake. There are many different ingredients; keywords, headings, images… but high-quality content is perhaps the most important. Read these 3 reasons:

Social media marketing is complex and time-consuming. Find out what a social media marketer can do for you that you couldn’t do for yourself.

Up to the minute insights on best practice in SEO, content marketing and social media from the very best on the web. Read it all here:

If you take the time and effort to communicate a message to your audience you want to invoke a response from, why not write exceptional content that talks directly to them?

Take a look at the latest round-up from the world of Inbound Marketing! The Wrap offers the latest news and posts on SEO, Content Marketing and Social Media.

301 redirects might sound like a bit of tech jargon. But they really can make a huge difference to the success of your website. Find out more here:

In 2016 we helped our partner TrinityP3 reach 200 thousand website visitors. Here we explain the process and thinking behind this remarkable achievement.

Check out the latest round-up from the world of Inbound Marketing! The Wrap offers the latest news and posts on SEO, content marketing and social media.

This edition sees tips for making it to the top of Google Answer Boxes, hyperlocal keyword targeting, suggestions for not boring your readers to death and the chastising of grammar Nazis.

Anyone can predict the future – it’s being accurate that’s the hard part. After all, Back to the Future promised us Hoverboards by 2015 and that didn’t happen. Not that we’re bitter about it.

Discover what’s important in the world of Inbound Marketing with The Wrap. Read our current top posts from around the web here:

The Wrap is back for another edition and what a treat we have for you! The big talking point this time round is Google’s new Penguin update. Penguin 4.0 was released at the end of September and it looks like the shape of things to come! Read on to find…

Welcome to the latest edition of “The Wrap”. Here we bring together the latest articles on Inbound Marketing, cutting out all the nonsense, click-bait and out-dated information the World Wide Web is full of. In this edition you’ll only find the most relevant, current and practical info to help with…

Welcome to the New Year! So that you can get off to a flying start in 2016, we’ve hand picked a selection of blog articles focused on the trends and marketing predictions for the year ahead. As usual, we’ve done the digging so you can sit back and learn. Nothing ever…

Welcome to this edition of ‘The Wrap’. Here you will find some of the latest posts on inbound marketing from around the web. Our aim is to find the best and most relevant topics so you don’t have to. We hope they will add a lot of value to your business….

Welcome to ‘The Wrap’ where we make every effort to bring you the most up to date posts on inbound marketing that we believe are the cream of the crop. We are committed to bringing you the latest and greatest information that may add value to your business. In today’s…

Welcome back to ‘The Wrap’ where we strive to bring you the very best and most recent posts on inbound marketing. Our aim is to provide you with the most current and relevant information that you may find useful for your business. In this edition of ‘The Wrap’, there is…

Good web design is not just about the exterior or interior design of your website. While the look and feel of your website is important to your brand, there are many more elements that need to be taken into consideration. If you are building a new website or updating an…

Most organisations now realise that SEO is a hugely important element of any marketing strategy. SEO dictates the level of visibility of your brand and is an inextricable part of any content marketing strategy. So how do you ensure that your websites tick all the right boxes? How do you…

Welcome to our first edition of ‘The Wrap’ (formerly called ‘The Weekend Wrap’). ‘The Wrap’ is a series of the very best and most recent posts on inbound marketing from around the globe, collected to provide you with the  most relevant and up to date information for your business. In this…

The Penguin: ‘Please, don’t hurt me! I didn’t mean it!’ It wasn’t all that long ago when getting as many links as possible pointing back to your site was top priority and it didn’t really matter too much where those backlinks were coming from. The goal of course was to…

This post is a comprehensive case study that details a project which High Profile Enterprises has been working on since early 2011. It details not only website growth but also increased revenue and gives a full blow by blow account of each element of the full strategy. It was first…

This post is my response to a couple of the biggest challenges many of our clients face when it comes to creating great content for their blogs. The two challenges are: … you don’t have time… … you don’t know what to write about… A successful business owner always has…

Do you want to create great website content that engages people? Content that encourages them to take a desired action? But you’re not really sure how to get started? This post has been written to give some basic but very necessary guidelines around creating content and will hopefully help you…

Are you struggling to get your head around how Twitter works? And how you can get real return for your efforts? This post started because I was having trouble finding a guide online to Twitter that was current and useful for our clients – so I decided I needed to…

Boom! Matt Cutts from Google drops a bomb that shifts the SEO world on its axis! How does this affect your web marketing strategy? And that’s just the beginning – this roundup of the best from the web includes my nomination for the content marketing “post of the year” to…

This post was originally published on the TrinityP3 Blog. There has been a massive shift in the way search works over the past couple of years. You could say that the internet is starting to grow up a bit. And one of the biggest innovations in search has been rolled…

It’s been a while since we collected a bunch of exceptional posts from our favourite sites about SEO, Content Marketing, Social Media, Conversion Rate Optimisation and all the other stuff that makes the online space so fascinating and challenging. Well, we’re back with some incredible Web Marketing insights that you…

Promoting a blog (or website) has become increasingly complex. It is now not particularly useful to simply hit the publish button and expect the world to embrace your creative genius. To promote your business blog effectively you need to understand a large range of disciplines from SEO to Social Media,…

Can you recall the words in this acclaimed hit by one of the most famous singer song-writers of the sixties – Bob Dylan? The times… they are a-changin!    The lyrics to this song captured the social and political upheaval of the ‘60’s and if you listen to the rest…

Matt Cutts – head of Google’s search quality team (and as a colleague commented the other day – one of the most powerful people on the planet) has made a new video. This outlines in his usual friendly, noncommittal manner what Google is doing in the next few months as…

Recent research reports all indicate that marketers are struggling with a number of elements around content marketing. Many are spouting the old “Content is King!” adage but a large number are stalling when it comes to measuring results or understanding what is working and what is not. The reasons for…

We kick off the Weekend Wrap with some easy to grasp  SEO basics – it’s good stuff and it is in an Infographic for ease of reading. For the more advanced SEO geeks there is a technical post with step by step instructions on how to avoid duplication and have…

There’s been a lot of talk, controversy and opinions shared on where SEO is heading for 2013.   The first post in the Weekend Wrap for this year is from Eric Enge at Search Engine Watch where he gives his SEO predictions for the ever changing world of search.  We…

2012 has been an incredible year for those of us who work online or who have an interest in search, social or any of the other variations in web strategy. SEO in particular has seen upheaval after upheaval and Google has been instrumental in changing the way web marketing works…

Everyone wants to know where SEO is heading in 2013 and the first post up this week gives valuable insights from 30 of the industry’s most enlightened SEO thought leaders. This is followed by a very interesting look at the Mormon SEO strategy! Surprising stuff! Love Google Panda or hate…

A brilliant line up this week and we kick off with an “oldie but a goodie” from Rand Fishkin – an incredible resource for bloggers to tuck away, followed by another great post about “growth hackers” from Distilled and what constitutes an effective SEO strategy. And Forbes have a post…

So much insightful information this week it was hard to choose – but we think we selected some of the very best. Starting off with a 2012 review of all Google updates which will definitely inform and a WordPress theme change SEO check list which is invaluable. If  you are…

Some real goodies this week from our search for the best around the Web! See what Google are  really doing (!!) in this in-depth interview with an ex-member of the elite search quality team, the current state of SEO from those who know and where to from here… how to…

This Weekend Wrap brings more on building links from some incredibly creative people down to the foolhardy who still think buying links is a good thing… This ties in nicely with the SEOMoz post on how to drive more visitors and more links through social media, and the heights people…

This week we have plenty of great content marketing posts to share from some of the top authorities in this niche, more on link building and the golden rules post Penguin,  some fantastic insights from many of the big names in SEO that presented at  the recent SearchLove event in…

Plenty to keep you informed this week as we look at the inevitable fallout from the recent launch of the Google Disavow Tool, Google sending mixed messages – asking for content for humans while demanding multiple technical considerations purely for search engines, a great case study on content marketing strategy…

Like many people you are probably feeling a little confused and overwhelmed by the massive quantity of information and dis-information about search engine optimisation. Do this, don’t do this, this will get you penalised, this will get you banned, this will bring you thousands of targeted visitors, we can get…

In the Weekend Wrap this week the big buzz in SEO is about Google’s new Link Disavow tool. We have a great step by step guide but questions remain about Google’s motives for offering this feature and whether you should risk using it. Other featured posts include 10 innovative ideas…

In the Weekend Wrap this week we look at one of the big recent Google updates which dictates what content should go where on your pages, a look at the return of the infamous “Google Dance” and what it means to your website, common mistakes people make with their content…

In the Weekend Wrap this week we see how some SEOs grapple with Google’s big recent updates, a humorous infographic that expands on the old cliche that SEO is dead (and what the agenda is for those that are saying this), treating your landing page like a recipe for smart…

In this Weekend Wrap we’ve got more Google changes guaranteed to upset some Webmasters, valued link building  information on how to recover from Panda and Penguin updates, how to run an SEO audit using Google Webmaster Tools and a cool infographic that shows why content marketing is the new branding……

In this Weekend Wrap we uncover leaked changes to Google Webmaster Guidelines, what to expect for future SEO, how to create a great new Twitter header and some great advice on blogging you will want to emulate. Enjoy the posts… This week’s photo – a seagull soars above the wind…

We kick off the Weekend Wrap with Google in the limelight again, the ongoing process of optimisation, a great post on solving SEO technical issues, what we can learn about marketing from Bob Marley and a lot more to stimulate and educate from the week that was! Enjoy the posts……

Darren Woolley discussed recently on the TrinityP3 Blog the poor digital efforts of Strategic Marketing Consultants. And agencies are as guilty as these consultants with their poor online performance. It never ceases to amaze me when I am creating keyword competitive analysis projects the woeful Search Optimisation execution of many…

We kick off the Weekend Wrap with some secret insider information leaked from Google followed by how SEO hasn’t really changed much in 16 years (sort of), post Penguin webmaster fears of natural links, moments of truth on how shoppers buy, heavyweight blogs to bookmark and follow and a whole…

This week we’ve got a real mixed bag… some fantastic link building resources, going evergreen with your content, the myths around Google hating or loving your website, the most amazing WordPress guide for small businesses and how to deal with procrastination! Enjoy the posts… This weeks’ photo – finished off…

This week we found some astonishing data about the huge gap between paid and organic clicks, Google behaving badly (again), how to prevent people stealing your content and what to do about it when they do, why you should be thinking about your audience as five year olds and much…

There has been a lot going on this past week and with everyone waiting for the latest updates from Google we bring you a sneak preview from some of the most influential thought leaders in the industry, plus more about what Google wants from your link building efforts, how to…

Every week we come across a huge amount of amazing content from the rapidly changing world of Social Media, the almost daily upheavals of SEO and the incredible creativity of the Web’s Content Marketing Strategists. We find the very best posts for you on a weekly basis to save you…

The last couple of months has been a rough ride for many website owners due to the frequent punitive Google Updates and now I am seeing new serious risks appearing for business owners who are not completely up to date with how websites and search engines work. Please use the…

I am currently engrossed in the most amazing book by Bill Bryson, some of you will probably have read it already – “A Short History of Nearly Everything” for which he won the prestigious Aventis Prize in 2004 for best general science book. It’s a remarkable book and I believe the world…

Management of multiple social media accounts can be a huge drain on your time and resources. Never believe anyone who says social media is free! It ain’t! In this post I will review a Twitter Analytics and scheduling tool called Crowdbooster – no affiliate relationship is involved here so you…

Almost a month after the fact, some of the noise has died down, some of the pain has become clear, some of the successes have been celebrated, and a new greater danger has surfaced! This post describes what I have observed as an SEO consultant based in New Zealand.  I…

Why should you care about social media? The rapid rise in social media over the last few years has given business owners some pretty exciting tools to connect with their customers.  Social media presents huge opportunities for dialogue in a global market where discussion, sharing information and exchanging ideas contributes…

When SEO companies go bad! After you have read this post please share it with anyone who currently employs a company to do search engine optimisation for their business website. What is outlined in this post could have a major negative impact on the future of their website and their…

It has been a year now since the infamous Google Panda update was covertly rolled out. Now is probably a good time to do a bit of analysis on whether it has achieved what it set out to do.   How has Panda altered the way people approach search engine…

2012 will be the year for businesses of all sizes to seriously acknowledge social media. Business owners now have an exceptionally powerful and proven marketing tool to add to their portfolio – Twitter! As we all know Twitter is one of the largest social networks in the world and if…

What are some of your most cherished childhood memories? …your most loved activities as a child you have grown up with and continued to love as an adult? Most of the activities and pleasures we love as children change as we mature and become immersed in adulthood and all the…

Got your attention? Good! There is ONE single factor in your inbound marketing efforts which, if you get it wrong you can forget about success for your website or business in the Internet world. A quick explanation first: What is inbound marketing? Inbound marketing is a phrase originally used by…

Picture this! You are at a social gathering at a friend’s place – people are dressed for an occasion, large platters of delicate finger food are being passed around, a very nice groove is playing on the sound system and there are lots of interesting people to look at and…

I am a lists person, I love making lists – some would say it was an obsession… It’s  a common trait that a fellow Aries will instantly recognize.  So I can’t wait to share with you my new favourite list for 2012 – it’s Lists on Twitter – and it has…

Blog comment spam… What exactly is it? How do you know whether you have become an easy target? How do you stay ahead of the comment spammers? I decided to put this guide together for two reasons which I will outline below but first let’s look at what blog comment…

It seems a large number of New Zealand and Australian businesses are seeking answers to search engine ranking difficulties between the two countries. In a previous post “The Great Geographic Divide – Google Splits New Zealand And Australia” I talked about geographic modifiers and how many businesses are unaware of…

Who are the influencers in your industry niche? How do you find them on Twitter? How do you begin to engage with them on Twitter? There are a number of techniques which can be highly effective in finding and beginning conversations with the influential Twitter users who you would like…

This could rattle a few cages out there! I am about to give away a little secret which many local SEO exponents would probably rather I didn’t… But here goes! When you type in your business keyword into Google you are only seeing what someone in your immediate location will…

Watching a brand being slaughtered on social media before your eyes can be a strangely compelling thing! Is it schadenfreude? Or is it more to do with gaining an understanding of how relentless and punishing Twitter and blogging can be if you get a campaign horribly wrong! Whichever it was…

Let’s first of all clarify what SEO services are all about – here is a definition from Wikipedia“ “Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results. In general,…

Following on from my recent post called “Guess What! Google Hates Your New Business Website And Will Never Rank It!” there have been some further developments to the story. If you haven’t read it I expressed my dismay – no not dismay, disgust! – about a New Zealand web design…

It is absolutely essential that your social media business pages are managed by someone who understands your brand, your company philosophies and the goals of the social media campaign. Too often we see the reins being passed to a junior staff member because they already have a Facebook page or…

Great! I get a phone call today from a telemarketer who asks me first if I am a representative of High Profile Enterprises! This will be interesting I think… “Do you have a website Sir?” I tell him “We would be a pretty unusual search engine optimization and social media…

Brick and mortar businesses need a wake-up call – for their own sake!  Many are taking a long time to figure out that marketing has taken a giant leap into a completely new social arena which has not only transformed the way we live our lives but also the way…

There has been much wringing of hands and much weeping and wailing and gnashing of teeth about the latest and greatest Google algorithm update. First of all if you were not aware of what the Panda Update was and what it was meant to do, here is a quick summary….

We have all met them – male and female – at some stage in a social situation. They will be the one at the party who you can’t help but notice – not because they have a cool haircut, a great derriere or just that…. je ne sais quoi! No,…

Everyone is on Facebook, right? Now over half a billion users are on Facebook which means that if Facebook was a country it would be the third largest country in the world… Impressive isn’t it! And everyone knows that Facebook is an endless source of leads, traffic, and anything else…

Using Twitter Or Facebook For Business? Well, they have been working on the concept of Social Search for some time now (they being both Google and Bing)! And, now, finally it is here… And the repercussions for online marketing are massive. The advent of Social Search has blasted the importance…

How Social Media combined with SEO creates opportunity for New Zealand business With social media and SEO – NZ Businesses have the most incredible tool at their fingertips to propel their business into another orbit! If you are using this powerful combination to generate more web traffic for your business,…

Google Maps To Accelerate Small Business Internet Marketing If you have a business which may benefit from leverage in Google Places (maps) and Local Listing websites there are a number of major benefits to getting this technique right – first time. The sort of businesses which will reap the rewards…

What is Social Media and how can it benefit an online marketing campaign? Why would you waste your time messing around with Facebook or Twitter? Isn’t that the site that the kids use to talk to their friends and to post pictures? Wrong! There is an assumption that is prevalent…

Keywords! What are they exactly? Why are so many marketers getting this part of the search engine marketing package so very wrong? Time and time again I come across websites and content which have vague, generic keywords. The upshot of this is that all of the hard work creating content,…

Search engine marketing and the correct use of search engine optimization techniques are a brilliant way to get more web traffic and to grow sales from your business website. One of the important first steps is in identifying keywords to get your business top Google placement which will ensure more…