Mastering SEO and User Experience: A Comprehensive Guide to Boosting Your Website’s Visibility and Engaging Your Audience

Posted in   SEO   on  February 26, 2018 by  sonupandey0

Introduction to SEO and Organic Traffic

Search Engine Optimization (SEO) is the process of improving a website’s visibility on search engines like Google, Bing, and Yahoo. By optimizing a site for SEO, you are essentially making it easier for search engines to understand and index your content. This, in turn, increases the likelihood of your website appearing in search results when users search for relevant keywords. The ultimate goal of SEO is to drive more organic traffic to your website, which refers to visitors who find your site through search engines without the help of paid advertising.

Organic traffic is highly valuable because it is targeted and often leads to higher conversion rates compared to other sources of traffic. Users who find your website through organic search are actively looking for information, products, or services related to your niche. If your website provides them with what they’re searching for, they are more likely to become customers or subscribers.

There are various techniques and strategies that can be employed to improve your website’s SEO and increase organic traffic. In this guide, we will discuss the top 10 SEO techniques that have proven effective in increasing organic traffic.


  1. A diagram illustrating the difference between organic and paid traffic.
  2. A chart showing the correlation between higher search engine rankings and increased organic traffic.
  3. An infographic highlighting the importance of SEO in driving organic traffic to websites.

Keyword Research: Identifying Target Keywords

Keyword research is an essential step in any SEO strategy. It involves identifying the words and phrases that your target audience is using to find information, products, or services related to your niche. By targeting these keywords in your content, you increase the chances of your website appearing in search results when users search for those terms.

Here’s a detailed breakdown of the keyword research process:

Understand Your Target Audience

Before diving into keyword research, it’s crucial to have a clear understanding of your target audience. This includes their demographics, interests, and pain points. Knowing your audience helps you identify the keywords they are likely to use while searching for solutions or information relevant to your niche.

Brainstorm Seed Keywords

Seed keywords are broad terms related to your niche. They serve as a starting point for your keyword research process. For example, if your website is about fitness, seed keywords might include “exercise,” “workout,” “nutrition,” and “weight loss.” Brainstorm a list of seed keywords that are relevant to your niche.

Use Keyword Research Tools

There are several keyword research tools available, both free and paid, such as Google Keyword Planner, SEMrush, Ahrefs, and Moz Keyword Explorer. These tools help you generate a list of potential keywords based on your seed keywords. They also provide important data, such as search volume, keyword difficulty, and competition, which can help you determine the most valuable keywords to target.

Analyze Long-Tail Keywords

Long-tail keywords are longer, more specific phrases that users are likely to search for. They usually have lower search volume compared to broader keywords but are less competitive and often result in higher conversion rates. For example, instead of targeting the highly competitive keyword “fitness,” you might target a long-tail keyword like “best home workout for weight loss.” Analyze and prioritize long-tail keywords that are relevant to your niche and have a good balance of search volume and competition.

Evaluate Keyword Relevance

Not all keywords generated during the research process will be relevant to your website or audience. Assess each keyword’s relevance by considering how closely it aligns with your content, products, or services. Also, consider whether targeting a specific keyword would provide value to your audience and help you achieve your business goals.

Organize and Prioritize Keywords

Once you have a list of relevant keywords, organize and prioritize them based on factors such as search volume, competition, and their potential to drive conversions. This will help you create a focused SEO strategy and ensure that you’re targeting the most valuable keywords for your website.

By conducting thorough keyword research and targeting the right keywords in your content, you can improve your website’s visibility in search results and attract more organic traffic from users interested in your niche.

On-Page Optimization: Perfecting Your Content

On-page optimization refers to the process of optimizing individual web pages on your website to rank higher in search engine results and attract more organic traffic. This involves optimizing both the content and the HTML source code of each page. Here are some key elements of on-page optimization:

Use Target Keywords in Strategic Locations

Once you have identified your target keywords, it’s essential to use them strategically throughout your content. Some key locations to include your target keywords are:

  • Page title
  • URL slug
  • Meta description
  • Headings (H1, H2, H3, etc.)
  • Image alt text
  • Within the body of the content (aim for a natural keyword density)

By incorporating keywords in these locations, you signal to search engines that your content is relevant to those terms, increasing the chances of ranking higher in search results.

Create High-Quality, Engaging Content

The quality of your content plays a significant role in on-page optimization. Search engines prioritize content that is valuable, engaging, and informative. Focus on creating content that addresses your audience’s needs, answers their questions, or solves their problems. Use clear and concise language, and break up long blocks of text with headings, bullet points, and images for better readability.

Optimize Page Titles and Headings

Your page title is one of the most important on-page SEO elements, as it gives both users and search engines an overview of your content. Make sure your page titles are unique, and descriptive, and include your target keywords. Similarly, use headings (H1, H2, H3, etc.) to structure your content and make it easier to read. Incorporate target keywords in your headings when appropriate.

Write Compelling Meta Descriptions

Meta descriptions are short snippets of text that describe the content of a web page. They appear below the page title in search results and can influence users’ decision to click on your link. Write unique and compelling meta descriptions for each page, including your target keywords, to encourage users to visit your website.

Internal links are hyperlinks that point to other pages on your website, while external links point to other websites. Using both types of links helps search engines understand the structure of your website and the relationships between pages. It also improves user experience by providing additional information and resources. Link to relevant internal and external pages within your content, using descriptive anchor text that includes your target keywords when possible.

Optimize URL Structure

A well-structured URL is easy to read and understand for both users and search engines. Keep your URLs short, descriptive, and include your target keywords. Use hyphens to separate words and avoid using special characters, uppercase letters, or spaces.

By focusing on these on-page optimization techniques, you can improve your website’s visibility in search engine results, attract more organic traffic, and provide a better user experience for your visitors.

Meta Tags and Descriptions: Crafting Snippets That Click

Meta tags are snippets of HTML code that provide search engines with information about your web page’s content. They are not visible to users but play a crucial role in helping search engines understand and index your content, which can impact your website’s visibility in search results. One of the most important meta tags is the meta description, which we touched upon briefly in the previous section. Here’s a more detailed look at the key meta tags you should focus on for SEO:

Meta Title Tag

The meta title tag defines the title of your web page, which appears in search engine results and browser tabs. It is one of the most critical factors influencing your website’s click-through rate (CTR) and search rankings. To optimize your meta title tag:

  • Keep it between 50-60 characters to prevent truncation in search results.
  • Include your target keywords towards the beginning of the title.
  • Make it unique, descriptive, and relevant to your content.
  • Avoid keyword stuffing and use natural language.

Meta Description Tag

As mentioned earlier, the meta description tag provides a brief summary of your web page’s content. It appears below the title in search engine results and can influence users’ decision to click on your link. To optimize your meta description tag:

  • Keep it between 150-160 characters to ensure it displays fully in search results.
  • Include your target keywords naturally within the description.
  • Write a compelling and informative description that accurately reflects your content.
  • Use a unique meta description for each page to avoid duplicate content issues.

Meta Robots Tag

The meta robots tag provides search engines with instructions on how to crawl and index your web page. It can be used to control which pages are indexed and which are not, or to specify how search engines should follow links on your page. Some common attributes used in the meta robots tag are “index,” “noindex,” “follow,” and “nofollow.” Use this tag wisely to ensure that search engines crawl and index your content as intended.

Meta Viewport Tag

The meta viewport tag is essential for responsive web design, as it tells browsers how to scale your web page to fit different screen sizes. With mobile-friendliness being a significant factor in search engine rankings, optimizing your website for various devices is crucial. Include the following meta viewport tag in the head section of your HTML code to ensure your website scales properly on different screens:

<meta name="viewport" content="width=device-width, initial-scale=1">

By optimizing your meta tags and descriptions, you can improve your website’s visibility in search engine results, increase click-through rates, and drive more organic traffic to your site. Remember that these optimizations should be performed in conjunction with other SEO techniques for maximum impact.

Image Optimization: Enhancing User Experience

Image optimization is an essential aspect of on-page SEO that focuses on improving the loading speed, appearance, and usability of images on your website. Optimized images not only enhance user experience but also contribute to better search engine rankings, as page load time is a crucial ranking factor. Here are some key techniques to optimize images on your website:

Choose the Right File Format

Selecting the appropriate file format for your images can significantly impact their size and quality. The most commonly used file formats for web images are JPEG, PNG, and GIF.

  • JPEG is suitable for photographs or images with a wide range of colors and gradients. It offers good compression without losing too much image quality.
  • PNG is ideal for images with sharp lines and text, such as logos or icons. It supports lossless compression and maintains image quality even at smaller file sizes.
  • GIF is best for simple animations and images with limited colors.

Choose the right file format based on your image type and desired quality to ensure optimal performance.

Compress Images

Large image files can slow down your website’s loading time, leading to poor user experience and lower search engine rankings. Use image compression tools like TinyPNG, ImageOptim, or Adobe Photoshop to reduce the file size of your images without compromising their quality significantly. Aim for an optimal balance between image quality and file size to ensure fast loading times and excellent visuals.

Use Descriptive File Names

Search engines use image file names to understand the content of the image. Use descriptive file names that include your target keywords to improve your image SEO. For example, instead of using a generic file name like “IMG_1234.jpg,” use a descriptive name like “vintage-red-bicycle.jpg.”

Add Alt Text

Alt text (alternative text) is a short description of an image that is displayed when the image cannot be loaded or is accessed by screen readers for visually impaired users. Adding alt text to your images not only improves accessibility but also helps search engines understand the content of your images. Include your target keywords in the alt text, but ensure it accurately describes the image and does not appear as keyword stuffing.

Use Responsive Images

With the increasing use of mobile devices to access the internet, it’s crucial to ensure your images display correctly on various screen sizes. Use responsive images by implementing the srcset attribute in your HTML code, which allows the browser to choose the most appropriate image size based on the user’s device.

Implement Lazy Loading

Lazy loading is a technique that delays the loading of images until they are within the user’s viewport. This can significantly improve your website’s loading time, especially if you have many large images or a long-scrolling page. Implement lazy loading using JavaScript libraries like jQuery Lazy or by utilizing native browser support with the loading="lazy" attribute on your image tags.

By optimizing your images using these techniques, you can enhance user experience, reduce page load times, and improve your website’s search engine rankings. Remember that image optimization should be an ongoing process, and it’s essential to continually monitor and update your images to maintain optimal performance.

Site Speed and Performance: Reducing Load Times

Site speed refers to how quickly your website loads and responds to user interactions. It is a critical factor in providing a positive user experience, as slow-loading websites can frustrate visitors and lead to higher bounce rates. Additionally, search engines like Google consider site speed as an essential ranking factor, making it crucial for SEO. Here are some key techniques to improve your website’s speed and performance:

Optimize Images

As discussed in the previous section, optimizing images is vital for reducing load times. Ensure that your images are compressed, use appropriate file formats, and implement responsive images and lazy loading techniques.

Minify CSS, JavaScript, and HTML

Minification is the process of removing unnecessary characters (like whitespace and comments) from your code without affecting its functionality. This reduces file sizes and helps your pages load faster. Use tools like CSSNano, UglifyJS, or HTMLMinifier to minify your CSS, JavaScript, and HTML files.

Enable Browser Caching

Browser caching allows your website’s static resources (like stylesheets, images, and JavaScript files) to be stored in the user’s browser cache. This means that when a user revisits your website, their browser can load the cached resources instead of re-downloading them, resulting in faster load times. To enable browser caching, configure your server to include caching headers in the HTTP response, or use a plugin if you’re using a content management system (CMS) like WordPress.

Use a Content Delivery Network (CDN)

A CDN is a network of servers located around the globe that store copies of your website’s static resources. When a user visits your website, the CDN serves the resources from the server closest to the user, reducing latency and improving load times. Popular CDNs include Cloudflare, Amazon CloudFront, and Akamai.

Optimize Server Response Time

Your server’s response time can impact your website’s loading speed. Factors that can slow down server response time include poor server performance, inadequate hosting resources, and inefficient database queries. To optimize server response time:

  • Choose a reliable web host with sufficient resources to handle your website’s traffic.
  • Regularly update your server software and plugins to ensure optimal performance.
  • Optimize your website’s database by removing unnecessary data, using indexes, and optimizing queries.

Enable Compression

Compression reduces the size of your website’s files, making them faster to transfer over the internet. One common compression method is Gzip, which can be enabled on your server to compress HTML, CSS, and JavaScript files. Check your server’s documentation or consult your hosting provider for instructions on enabling compression.

Redirects and broken links can slow down your website by causing additional HTTP requests and delaying the loading of the target page. Minimize the use of redirects and regularly check your website for broken links, fixing or removing them as necessary.

By implementing these site speed optimization techniques, you can improve your website’s performance, enhance user experience, and boost your search engine rankings. Remember to monitor your website’s speed regularly using tools like Google PageSpeed Insights, GTmetrix, or Pingdom, and make adjustments as needed to maintain optimal performance.

Mobile-Friendliness: Adapting to a Mobile-First World

Mobile-friendliness refers to the usability and accessibility of your website on mobile devices, such as smartphones and tablets. With the increasing use of mobile devices for internet browsing, having a mobile-friendly website is essential for providing a positive user experience and retaining visitors. Moreover, search engines like Google prioritize mobile-friendly websites in their search results, making it a crucial aspect of SEO. Here’s how you can ensure that your website is mobile-friendly:

Implement Responsive Design

Responsive design is an approach to web design that makes your website adapt its layout and appearance based on the user’s device and screen size. This ensures that your content is displayed optimally on various devices, from desktops to smartphones. To achieve a responsive design:

  • Use fluid grids that resize based on the screen width.
  • Implement flexible images and media that scale with the grid.
  • Utilize CSS media queries to apply different styles for different screen sizes.

Optimize Site Speed for Mobile Devices

As discussed in the previous section, site speed is critical for providing a positive user experience and improving search engine rankings. Mobile users often have slower internet connections than desktop users, making site speed optimization even more crucial. Apply the site speed optimization techniques mentioned earlier, such as image optimization, minification, and enabling browser caching, with a focus on improving performance for mobile users.

Simplify Navigation and User Interface

Mobile screens are smaller and offer less space for navigation and interface elements. Simplify your website’s navigation and user interface to make it easy for mobile users to find and interact with your content. Some ways to improve mobile navigation and user interface include:

  • Implement a mobile-friendly menu, such as a hamburger menu or a collapsible menu.
  • Increase the size of buttons and links to make them easier to tap on touchscreens.
  • Use large, legible fonts and ensure adequate spacing between elements for improved readability.

Avoid Incompatible Technologies

Some web technologies, such as Flash, are not supported on many mobile devices. Avoid using incompatible technologies on your website, as they can lead to poor user experience and reduced functionality for mobile users. Instead, use widely supported technologies like HTML5, CSS3, and JavaScript to create interactive and engaging experiences.

Test Your Website on Multiple Devices

To ensure that your website is truly mobile-friendly, test it on various devices and screen sizes. Use device emulators or online tools like BrowserStack, Google’s Mobile-Friendly Test, or Screenfly to check how your website appears and functions on different devices. Make any necessary adjustments to address issues and provide a seamless experience across all devices.

By focusing on mobile-friendliness, you can cater to the growing number of mobile users, improve user experience, and boost your search engine rankings. Continually monitor your website’s mobile performance and make updates as needed to stay ahead in the mobile-first world.

User Experience (UX): Prioritizing the Needs of Your Visitors

User experience (UX) encompasses all aspects of a user’s interaction with your website, including its design, usability, accessibility, and overall satisfaction. A positive user experience is crucial for retaining visitors, increasing engagement, and ultimately converting them into customers or loyal followers. Furthermore, search engines like Google consider UX as an essential ranking factor, making it an integral part of SEO. Here are some key strategies to improve the user experience on your website:

Focus on Usability

Usability refers to how easy it is for users to navigate, understand, and interact with your website. To enhance usability:

  • Use clear and consistent navigation menus.
  • Implement a logical and intuitive site structure.
  • Ensure that your content is easy to read and understand.
  • Provide helpful error messages and guidance for users when they encounter problems.

Design for Accessibility

Accessibility means making your website usable by people with disabilities, such as visual or hearing impairments. By designing for accessibility, you not only cater to a broader audience but also improve your website’s overall usability. Some ways to enhance accessibility include:

  • Use descriptive alt text for images.
  • Ensure proper color contrast between text and background.
  • Use descriptive link text and avoid generic phrases like “click here.”
  • Include captions or transcripts for audio and video content.

Optimize Page Load Time

As discussed in previous sections, page load time significantly impacts user experience and search engine rankings. Ensure that your website loads quickly by implementing site speed optimization techniques, such as image optimization, minification, and browser caching.

Create Engaging and Valuable Content

Your website’s content plays a significant role in user experience. Focus on creating high-quality, engaging, and informative content that addresses your audience’s needs and interests. Use clear language, headings, and bullet points to make your content easy to read and understand.

Encourage User Interaction

Promote user interaction on your website by incorporating features such as comments, social sharing buttons, and interactive elements like quizzes or polls. Engaging with your users can increase their satisfaction and encourage them to spend more time on your website.

Monitor User Behavior and Feedback

To continually improve your website’s user experience, monitor user behavior using tools like Google Analytics or Hotjar. These tools can provide insights into how users interact with your website, helping you identify areas for improvement. Additionally, gather feedback from your users through surveys, contact forms, or social media to gain a deeper understanding of their needs and preferences.

By prioritizing user experience, you can create a website that not only satisfies your visitors but also improves your search engine rankings. Remember that UX is an ongoing process, and it’s essential to continually evaluate and update your website to meet the evolving needs of your audience.

Social Media Integration: Boosting Visibility and Engagement

Social media integration involves incorporating social media platforms into your website to increase the visibility, engagement, and shareability of your content. By connecting your website with popular social media networks like Facebook, Twitter, Instagram, and LinkedIn, you can reach a wider audience, drive traffic to your site, and improve your search engine rankings. Here are some key strategies for effectively integrating social media into your website:

Include Social Sharing Buttons

Adding social sharing buttons to your website makes it easy for users to share your content on their preferred social media platforms. This increases the reach of your content and generates additional traffic to your site. Place social sharing buttons prominently on your blog posts, articles, and other shareable content. Ensure that the buttons are mobile-friendly and do not obstruct the user experience.

Display Social Media Feeds

Embedding social media feeds from your accounts directly onto your website can help keep your content fresh and engaging. This encourages visitors to follow your social media profiles and interact with your brand across multiple channels. Use official widgets or third-party plugins to display your latest tweets, Facebook posts, or Instagram photos on your website.

Optimize Content for Social Sharing

To maximize the impact of your content on social media, optimize it for sharing by using attention-grabbing headlines, visually appealing images, and concise descriptions. Additionally, use Open Graph tags for Facebook and Twitter Cards to control how your content is displayed when shared on these platforms. This ensures that your content looks professional and enticing, increasing the chances of users clicking, sharing, and engaging with it.

Promote Your Social Media Profiles

Make it easy for visitors to find and follow your social media profiles by linking to them from your website. Include social media icons in your website’s header, footer, or sidebar, and link them to your respective profiles. This encourages users to connect with your brand on multiple channels and stay updated on your latest content, promotions, and news.

Encourage User-Generated Content (UGC)

User-generated content, such as reviews, testimonials, or social media posts featuring your products or services, can be a powerful tool for building trust and credibility. Encourage users to create and share content related to your brand by hosting contests, featuring user-generated content on your website or social media feeds, or offering incentives like discounts or giveaways.

Monitor Social Media Analytics

Track the performance of your social media integration efforts using analytics tools like Google Analytics or platform-specific insights (e.g., Facebook Insights, Twitter Analytics). This data can help you understand which platforms drive the most traffic to your site, what types of content resonate with your audience, and how to refine your strategy for maximum impact.

By integrating social media into your website, you can expand your reach, increase user engagement, and improve your search engine rankings. Remember to continually monitor and update your social media strategy to align with the changing preferences of your audience and the evolving landscape of social media platforms.

Content Marketing: Engaging Your Audience

Content marketing is the strategic creation and distribution of valuable, relevant, and consistent content to attract and engage a clearly defined audience, ultimately driving profitable customer action. By providing your audience with high-quality content that addresses their needs, interests, and pain points, you can build trust, credibility, and authority in your niche. Effective content marketing not only enhances user experience but also improves search engine rankings, as search engines prioritize websites with valuable and engaging content. Here are some key strategies for successful content marketing:

Define Your Target Audience

Before creating content, you must identify and understand your target audience. Research their demographics, interests, challenges, and preferences to create content that resonates with them. Use tools like Google Analytics, social media insights, and customer feedback to gain insights into your audience.

Develop a Content Strategy

A well-defined content strategy outlines the goals, objectives, and tactics for your content marketing efforts. It should include:

  • Your target audience and their needs.
  • The types of content you will create (e.g., blog posts, videos, infographics).
  • The platforms and channels where you will distribute your content.
  • A content calendar to schedule and track your content creation and publication.

Create High-Quality, Relevant Content

Focus on creating content that is valuable, informative, and engaging for your target audience. Address their questions, concerns, and interests, and provide solutions to their problems. Use a variety of content formats, such as blog posts, articles, videos, podcasts, and infographics, to cater to different preferences and learning styles.

Optimize Content for SEO

Ensure that your content is optimized for search engines by incorporating relevant keywords, using proper headings and formatting, and including internal and external links. As discussed in previous sections, optimize your meta tags, images, and page load times to improve your content’s visibility and performance in search engine results.

Promote Your Content

Creating great content is only half the battle – you also need to promote it effectively to reach your target audience. Use a combination of organic and paid promotion strategies, such as social media sharing, email marketing, influencer outreach, and paid advertising, to expand your content’s reach and drive traffic to your website.

Engage with Your Audience

Encourage user interaction and engagement by responding to comments, answering questions, and addressing feedback on your content. Building relationships with your audience can increase their loyalty, trust, and likelihood of becoming customers or brand advocates.

Measure and Analyze Your Content’s Performance

Track the performance of your content marketing efforts using analytics tools like Google Analytics or platform-specific insights (e.g., YouTube Analytics, Facebook Insights). Monitor key performance indicators (KPIs) such as traffic, engagement, conversions, and social shares to evaluate the effectiveness of your content strategy and make data-driven adjustments as needed.

By implementing these content marketing strategies, you can engage your audience, establish authority in your niche, and improve your website’s search engine rankings. Remember that content marketing is an ongoing process, and it’s essential to continually create, optimize, and promote your content to stay relevant and maintain your audience’s interest.

Conclusion: Measuring Success and Adapting Strategies

To ensure the ongoing success of your website’s SEO and user experience efforts, it is crucial to continually measure, analyze, and adapt your strategies based on data-driven insights. By monitoring key performance indicators (KPIs) and adjusting your tactics accordingly, you can stay ahead of the competition and maintain your website’s visibility and performance. Here are some steps for measuring success and adapting your strategies:

Define Your Goals and KPIs

Start by establishing clear, measurable goals for your website, such as increasing organic traffic, improving search engine rankings, or boosting user engagement. Then, identify the KPIs that will help you track your progress towards these goals, such as:

  • Organic search traffic
  • Bounce rate
  • Average time on page
  • Conversion rate
  • Number of backlinks
  • Social media shares

Use Analytics Tools

Leverage analytics tools like Google Analytics, Google Search Console, or platform-specific insights (e.g., Facebook Insights, YouTube Analytics) to collect data on your website’s performance and user behavior. These tools provide valuable insights into how users find, interact with, and navigate your website, helping you identify areas for improvement and opportunities for growth.

Analyze Your Data

Regularly review your analytics data to evaluate your website’s performance against your goals and KPIs. Look for trends, patterns, and anomalies in the data, and consider the potential causes and implications of these findings. For example:

  • Are certain pages experiencing high bounce rates? This might indicate poor user experience or irrelevant content.
  • Has your organic search traffic increased? This could suggest that your SEO efforts are paying off.

Adapt Your Strategies

Based on your data analysis, identify areas where your current strategies may be underperforming or require adjustment. Develop and implement new tactics to address these issues and optimize your website’s performance. For example:

  • If your page load times are slow, consider optimizing your images or implementing browser caching.
  • If your content isn’t ranking well in search results, review your keyword strategy and on-page SEO.

Monitor and Iterate

Continually monitor your website’s performance and user behavior using analytics tools and adjust your strategies as needed. This iterative process allows you to stay up-to-date with evolving user preferences, industry trends, and search engine algorithms, ensuring the ongoing success of your website.

In conclusion, measuring success and adapting strategies is an essential aspect of maintaining and improving your website’s SEO and user experience. By setting clear goals, tracking KPIs, analyzing data, and making data-driven adjustments, you can ensure that your website remains competitive, visible, and engaging for your target audience.

About the Author sonupandey

I provide Internet Marketing Services with the help of my team under brand name Search Markup Digital Marketing, for services you can directly get in touch with me or my company. I and my team also teach Digital Marketing under the brand name Digital Shiksha. I write blogs, I run websites of different interest and niches,

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