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YouTube’s recommendation engine is one of the most successful innovations Google has ever built. A staggering 70 percent of watch time on YouTube is driven by YouTube’s own recommendations.
Despite this, the SEO industry tends to focus on sayings like “YouTube is the world’s second largest search engine,” and emphasize ranking in YouTube search results or getting YouTube listings in Google search results.
Especially surprising is the fact that YouTube has actually published a paper (The YouTube Video Recommendation Engine) describing how its recommendation engine works.
Yet this paper is rarely referenced by the SEO industry.
This article will tell you what’s in that paper and how it should impact the way you approache SEO for YouTube.
1. MetadataTo this day, metadata remains far more important for SEO on YouTube than it is for search results in Google.
While YouTube is now able to create automated closed captions for videos and its capacity to extract information from video has improved dramatically over the years, you should not rely upon these if you want YouTube to recommend your video.
YouTube’s paper on the recommendation algorithm mentions that metadata is an important source of information, although the fact that metadata is often incomplete or even entirely missing is an obstacle that their recommendation engine is designed to overcome as well.
To avoid forcing the recommendation engine to do too much work, make sure that every metadata field is populated with the right information with every video you upload:
TitleInclude your target keyword in the video title, but make sure the title also grabs attention and incites curiosity from users.
Attention-grabbing titles are arguably even more important on YouTube than traditional search, since the platform relies more heavily on recommendations than search results.
DescriptionInclude a full description that uses your keyword or some variation on it, and make sure it is at least 250 words long.
The more useful information you include here, the more data YouTube has to work with, allowing you to capitalize on the long tail.
Include the major points you will cover in the video and the primary questions that you will address.
Additionally, using descriptions that relate to other videos, as long as it is appropriate from the user perspective, may help you turn up in the recommendations for those videos.
TagsKeyword tags still matter on YouTube, unlike the meta keyword tag for search engines, which is completely defunct.
Include your primary keyword and any variations, related topics that come up in the video, and other YouTubers you mention within the video.
PlaylistsInclude your video in playlists that feature related content, and recommend your playlists at the end of your videos.
If your playlists do well, then your video can become associated with keeping users on YouTube longer, leading to your video showing up in recommendations.
ThumbnailUse an eye-catching thumbnail. Good thumbnails typically include some text to indicate the subject matter and an eye-catching image that creates an immediate emotional reaction.
Closed CaptionsWhile YouTube’s automated closed captions are reasonably accurate, they still often feature misinterpretations of your words. Whenever possible, provide a full transcript within your metadata.
FilenameUse your keyword in your filename. This likely doesn’t have as much impact as it once did, but it certainly doesn’t hurt anything.
2. Video DataThe data within the video itself is becoming more important every day.
The YouTube recommendation engine paper explicitly references the raw video stream as an important source of information.
Because YouTube is already analyzing the audio and generating automated transcripts, it’s important that you say your keyword within the video itself.
Reference the name and YouTube channel of any videos you are responding to within the video as well in order to increase the chances that you will show up in their video recommendations.
Eventually, it may become more important to rely less on the “talking head” video style. Google has a Cloud Video Intelligence API capable of identifying objects within the video.
Including videos or images within your videos referencing your keywords and related topics will likely help improve your video’s relevancy scores in the future, assuming these technologies aren’t already in motion.
Keep your videos structured well and not too “rambly” so that any algorithms at play will be more likely to analyze the semantic content and context of your video.
3. User DataNeedless to say, we don’t have direct control over user data, but we can’t understand how the recommendation engine works or how to optimize for it without understanding the role of user data.
The YouTube recommendation engine paper divides user data into two categories:
Explicit: This includes liking videos and subscribing to video channels.
Implicit: This includes watch time, which the paper acknowledges doesn’t necessarily imply that the user was satisfied with the video.
To optimize user data, it’s important to encourage explicit interactions such as liking and subscribing, but it’s also important to create videos that lead to good implicit user data.
Audience retention, especially relative audience retention, is something you should follow closely.
Videos that have poor relative audience retention should be analyzed to determine why, and videos with especially poor retention should be removed so that they don’t hurt your overall channel.
4. Understanding Co-VisitationHere is where we start getting into the meat of YouTube’s recommendation engine.
The YouTube paper explains that a fundamental building block of the recommendation engine is its ability to map one video to a set of similar videos.
Importantly, similar videos are here defined as videos that the user is more likely to watch (and presumably enjoy) after seeing the initial video, rather than necessarily having anything to do with the content of the videos being all that similar.
This mapping is accomplished using a technique called co-visitation.
The co-visitation count is simply the number of times any two videos were both watched within a given time period, for example, 24 hours.
To determine how related two videos are, the co-visitation count is then divided by a normalization function, such as the popularity of the candidate video.
In other words, if two videos have a high co-visitation count, but the candidate video is relatively unpopular, the relatedness score for the candidate video is considered high.
In practice, the relatedness score needs to be adjusted by factoring in how the recommendation engine itself biases co-visitation, watch time, video metadata, and so on.
Practically speaking, what this means for us is that if you want your video to pick up traffic from recommendations, you need people who watched another video to also watch your video within a short period of time.
There are a number of ways to accomplish this:
Creating response videos within a short time after an initial video is created.
Publishing videos on platforms that also sent traffic to another popular video.
Targeting keywords related to a specific video (as opposed to a broader subject matter).
Creating videos that target a specific YouTuber.
Encouraging your viewers to watch your other videos.
5. Factoring In-User PersonalizationYouTube’s recommendation engine doesn’t simply suggest videos with a high relatedness score. The recommendations are personalized for each user, and how this is done is discussed explicitly within the paper.
To begin, a seed set of videos is selected, including videos that the user has watched, weighted by factors such as watch time and whether they thumbed-up the video, etc.
For the simplest recommendation engine, the videos with the highest relatedness score would then simply be selected and included in the recommendations.
However, YouTube discovered that these recommendations were simply too narrow. The recommendations were so similar that the user would likely have found them anyway.
Instead, YouTube expanded the recommendations to include videos which had a high relatedness score for those would-be initial recommendations, and so on within a small number of iterations.
In other words, to show up as a suggested video, you don’t necessarily need to have a high co-visitation count with the video in question. You could make do by having a high co-visitation count with a video that in-turn has a high co-visitation count with the video in question.
For this to ultimately work, however, your video will also need to rank high in the recommendations, as discussed in the next section.
6. Rankings: Video Quality, User Specificity & DiversificationYouTube’s recommendation engine doesn’t simply rank videos by which videos have the highest relatedness score. Being within the top N relatedness scores is simply pass/fail. The rankings are determined using other factors.
The YouTube paper describes these factors as video quality, user specificity, and diversification.
Video QualityQuality signals include:
User ratings.
Commenting.
Favoriting.
Sharing.
Upload time.
View count.
The paper doesn’t mention it, but session time has since become the driving factor here, in which videos that lead to the user spending more time on YouTube (not necessarily on that YouTube video or channel) rank better.
User SpecificityThese signals boost videos that are a good match based on the user’s history. This is essentially a relatedness score based on the user’s history, rather than just the seed video in question.
DiversityVideos that are too similar are removed from the rankings so that users are presented with a more meaningful selection of options.
This is accomplished by limiting the number of recommendations using any particular seed video to select candidates, or by limiting the number of recommendations from a specific channel.
ConclusionThe YouTube recommendation engine is central to how users engage with the platform.
Understand how YouTube works will dramatically improve your chances of doing well on the world’s most popular video site.
Take in what we’ve discussed here, consider giving the paper itself a look, and incorporate this knowledge into your marketing strategy.
More YouTube SEO Resources:
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Gearing Up For Google’s Mobile Seo Update On The 21St April 2023
Are you ready for the Google Mobile-friendly algorithm change which could be ‘bigger than Panda or Penguin’?
Back in November 2014, Google gave its first guidance about the impending algorithm changes to affect mobile SEO which were summarised in this Smart Insights alert. More recently, Google has been unusually specific and has revealed on its blog that there will be an algorithm update on the 21st April 2023, that will expand their use of mobile-friendliness as a ranking signal.
How much difference will the mobile-friendly update make?The indications are that this will be a major change with Google describing it as ‘significant’ in their alerts. Then, in this alarming quote, Google’s Zineb Ait Bahajji said at SMX Munich that the upcoming mobile-friendly algorithm update will impact more sites than their Panda or Penguin algorithms. Although this sounds alarming it is to be expected since Panda and Penguin targeted a limited set of sites using spammy tactics, while this will affect all searches on mobile – that’s why Google says it’s significant.
Since we’re now getting close and the impact is significant, this post is another reminder to explain the changes and impact according to Google so you can check the likely impact to your site or your clients and be in a position to explain it? Let’s start with the big picture.
Will the update affect all pages on a site?Google has announced that this update will take place in ‘real-time’, meaning that if changes are made to make websites more mobile-friendly, as soon as the changes have been indexed by Google the benefits will be realised.
Google has also said that this algorithm update will impact sites on a page-by-page basis, meaning that only those pages that are not mobile-friendly will be impacted, rather than the wider domain.
This will mean that websites not deemed to be ‘mobile-friendly’ will suffer from reduced visibility within organic search results. It’s also possible that this reduction in visibility may extend to desktop as an additional incentive to webmasters to improve mobile experiences. We’ll explain how you can test your pages are mobile friendly below.
Why is Google implementing these changes?At present, Google considers that the experience of some sites featured in the mobile search results are simply not good enough for the increasing majority of people now using Google on their mobile devices.
Despite the promotion of YouTube, Android and Google+, Google is still heavily reliant on AdWords to generate the majority of their revenue. If a search does not offer value to users, then they may end up going elsewhere, representing a risk to Google’s revenue stream.
At the moment, mobile search results largely match desktop and are typically ranked based on the merits of the desktop site based on the combination of on-page and off-page ranking factors. However, it seems Google believe this isn’t acceptable with the tipping point of mobile traffic outstripping desktop traffic by Q2 2023 already passed.
Google does not want to be serving half of its users with sub-optimal search results and are therefore making efforts to mitigate this issue.
Case study – EurostarHere’s an example where both desktop and mobile search results for the query [trains to paris] return Eurostar as the top result (as expected), but the experiences are different:
However, the user experience between desktop and mobile differs greatly. The desktop user lands on the Paris route landing page. The page provides the user with information about the route and offers the ability to start the booking process. The mobile experience, on the other hand, is much different. The search listing indicates that the user will land on the same, or at least a similar, page:
But instead the user is instantly redirected to a page where they must select their language, despite having arrived from Google UK. Furthermore, once the user has selected their language they are re-directed to the mobile homepage. Whilst this webpage does enable them to navigate to the page they ultimately require, overall it is a poor user experience.
How can I check whether our sites will be affected?Over the past few months, Google has put some effort into informing webmasters about the performance of their mobile websites and alerting them to the issues they may have through different tools including.
1. Mobile usability report – within Google Webmaster Tools, Google now details webpages on your website with errors for mobile users, going into detail, e.g. when buttons are too close to one another.
2. Mobile-friendly snippet – Google start to signpost mobile-friendly websites in mobile lists next to the meta description. If your site is missing these ‘Mobile-Friendly’ labels you are likely to have a problem come the 21st of April.
3. Mobile Friendly Test. A mobile diagnostic tool available on Google Developers – run this for your home page for starters and then every main page template on your site:
3. Fetch as Google tool. Also in GWT, use the Fetch as Google Tool to see how Google crawls your site.
4. Automated messages – Google has sent emails to webmasters with sites offering a poor mobile experience suggesting they take a look at GWT.
How to prepare for the algorithm updateHere are five recommended actions to prepare for Google’s April mobile algorithm update:
1. Be mobile ready – make sure you have a mobile-friendly website using the tools above and that the user-agent handling and redirects are handling Googlebot correctly.
2. Understand the current importance of mobile traffic to your business - evaluate mobile traffic volume and quality using segments in analytics to understand the proportion of your traffic comes from mobile.
3. Review behaviour metrics – analyse how your mobile traffic performs on your website. Benchmark key metrics including bounce rate and time on site to understand which pages require improvement.
4. Check for notifications – check Google Webmaster Tools to see if Google has sent a notification about your mobile experience.
5. View the Mobile Usability Report – with Webmaster Tools, look at what errors Google are reporting and what pages they apply to.
Most brands know that they need to be ‘mobile-friendly’ but there are many ways to embrace mobile. Google prefers certain approaches over others so it’s worth exploring options that will prove a win-win for you and your customers.
6 Video Editing Tips For Beginners
When you’re just starting out in learning to edit video, it can be really hard to get things the way you want them. It can also be a very frustrating process, especially if you’re unsure about how things should be done.
There are some tricks nearly every video editor follows in order to keep things efficient and simple. If you’re a beginning video editor, you’ll want to start trying them out for yourself. Eventually, it’ll become second nature and your editing process will begin to flow.
Table of Contents
This is definitely not an exhaustive list of things you should keep in mind while editing, but they are some of the most important. Learning these video editing tips will help you build on your knowledge and allow you to eventually find your own personal style of video editing.
Make Backups Of Your VideoArguably the most important thing you can do for your project is to make multiple backups. Making this a habit will save you so much time and effort in the long run. Whether your computer unexpectedly crashes or your editing program starts having errors, with a backup you’ll have a point to go back to.
How many backups should you make? Honestly, there isn’t a “too much” when it comes to this. Ideally, though, you should make at least three backups of your project. Also make sure these are saved in different forms or locations. For example, one on your hard drive, one on a SD, and one on a USB.
With this method, if one backup gets somehow lost or corrupted, you’ll always have one somewhere else where it’ll be safe.
Organize Your MediaOne of the most frustrating things to occur when video editing is not being able to find a certain clip or piece of media. Also, editing programs will need to be able to find the files you’re using, so if something gets moved for whatever reason it will be a chore to try and track them down again. That’s why it’s incredibly important to make organized and clean folders to keep your files.
Before you edit is ideally when you should organize your clips. How you organize them is completely up to you, and depends on what type of project you’re editing. If you’re not sure how you should organize your files, a good rule of thumb is to do it by chronological order of when the clips were shot. The goal is to make it quick and easy to find something whenever you need it.
Take Long Video ClipsSometimes you may not have control of this, but if you’re the one shooting your video as well as editing it, this video editing tip will make for a much better end product. When editing video clips, you’ll want to have a lot of material to work with. This makes it much easier to piece things together in a way that flows well.
If you’re shooting the video, a good video editing tip is to have the camera going for at least 30 seconds before the action starts and 30 seconds after it ends. That way you’ll get everything, and when you’re editing the clips it will help to keep things from getting choppy.
Choose The Right Editing ProgramDepending on what types of projects you’re trying to produce, the video editing program you use could either help or hurt you.
However, if you’re editing video that doesn’t involve many changes, you should use something more simple so you don’t get overwhelmed and so you’re not spending lots of money for features you don’t really need. For projects like home videos, short or instructional YouTube videos, or slideshows, things like iMovie, Windows Movie Maker, PowerDirector, or most free editing software are fine to use.
Also pay attention to what each software has to offer. Adobe Premiere is good if you’re a beginning video editor as it is both powerful and easy to get a hang of. DaVinci Resolve might be harder to pick up, but it has a wide range of color grading options and features, and is free to use. Doing some research on editing programs before you choose one will help you immensely in the long run.
Don’t Overuse EffectsWith all the options available for adding interesting video effects or transitions, it may be tempting to put lots of them into your project. However, too many effects can actually be more detrimental than anything.
Using a lot of effects can become distracting to a viewer. If you use too many, it might come off as tacky or overwhelming. It’s more important to use effects only when they will give a meaningful impact to your video.
As far as transitions go, it’s usually better if they aren’t overly flashy. Moving from clip to clip should go smoothly, and overusing transition effects will take focus away from what you’re actually trying to get across. Just remember that when it comes to effects, less is more.
Start With a Rough CutIf you’re editing a good amount of footage, it’s important to get yourself into an efficient workflow. A good way to do this is to make a preliminary rough cut of your entire video.
This usually involves going through your clips, and finding the ones you’re sure you want to use. After you’ve determined that, you can place them in your program’s timeline in chronological order. At this point, though, you aren’t going to want to trim the clips or add any sort of transitions or effects. The point of the rough cut is to get a general idea of how the video will play out and to flesh out the order of the scenes.
Once you’ve done this, you can easily go through your timeline and do more specific cuts and edits.
How To Block Posts Based On Language On Mastodon
Mastodon offers a lot of options on its platform to give you better control over what’s visible to you and what may interest you. If you’ve been actively using Mastodon only to see posts in languages you don’t know, there’s a better way to browse through content on the platform. To make sure you only see posts created in languages you know, Mastodon helps you effectively block all the other languages from your timelines.
In this post, we’ll explain to you how you can block posts made in certain languages from showing up on Mastodon, what happens when you block languages, and how to unblock them on your account.
How to block posts from certain languages on Mastodon
Mastodon lets you block posts from specific languages by allowing you to choose your preferred language to view posts on the platform. When you select your preferred language, all the languages that you didn’t select will be blocked and posts with the unselected languages won’t show up inside your public timelines including the Local and Federated timelines. If you follow people who occasionally post in a language that you don’t speak, you may see still these posts on your Home timeline.
Inside the Preferences screen, scroll down to the Filter languages section. Under this section, you’ll see a list of all the languages that are supported on Mastodon. To block certain languages (which are likely going to be large in numbers), you need to select the languages that you prefer to see on Mastodon instead.
This way, only posts from the languages you select will be visible inside public timelines and all the other languages that you don’t select will get blocked automatically. So, you’re essentially selecting a language you know and want to view content from instead of actively blocking a language you don’t want to see.
From the Filter languages section, check the boxes adjacent to your preferred language (the ones you want to view posts from). For instance, if you don’t read or speak any other language except English, you’ll select English from the Filter languages section. This way, all the other (unselected) languages will remain blocked on public timelines.
Mastodon will now only show posts that were shared using your preferred languages and block all the other languages from appearing on your feeds.
What happens when I block posts based on language
As we have explained above, the only way to block posts uploaded in certain languages is by selecting the language you prefer to use. So, when you use the aforementioned guide to block languages, Mastodon will only show posts that were uploaded in the language that you selected to view. Posts shared in all other languages will stop appearing inside the public timelines on the platform, meaning you won’t see posts made in an unselected language inside the Local and Federated sections.
This setting, however, isn’t applied to your Home timeline which may continue to show posts in all languages since these posts are from people you follow on Mastodon. Since you may also follow certain hashtags, even posts with the followed hashtag that were uploaded in a blocked language will also appear inside the Home timeline.
Mastodon shares that “language detection can be very imprecise”, even if you select languages to filter posts with. Because of this, you may miss viewing posts with your preferred language or some posts with blocked languages may continue to appear on your timelines.
How to unblock a preferred language on Mastodon
Inside the Preferences screen, scroll down to the Filter languages section. From here, check the box adjacent to the language you want to unblock. If you have more than one language you want to unblock, check those boxes as well.
Mastodon will now update your preferred set of languages to only show them on your public timelines.
How to turn off the language block on Mastodon
When you select your preferred languages, Mastodon will stop any post that’s shared with your undesired language from appearing on your public timelines. If you’ve been missing out on important posts because of this block, you can turn off the language block entirely so that you see all unfiltered posts on your Local and Federated feeds at all times.
Inside the Preferences screen, scroll down to the Filter languages section. From this section, uncheck all the boxes next to the languages you previously selected to view.
To turn off this filter completely, all the boxes adjacent to the languages list should be kept unchecked.
That’s all you need to know about blocking posts based on languages on Mastodon.
5 Quick Tips For Building Seo Content
While it’s great to have a web site optimized and performing well in the engines, you need to build out content on a consistent basis. Managing growth without upsetting your existing SEO efforts can often be a challenge. With these challenges in mind, here are my top ten tips for building site content while focusing on SEO opportunities.
Tip #1 — Identify New Keyword MarketsIf you are pleased with how your existing content is performing, you need to tap popular databases and see what other markets exist. Using tools like WordTracker and Keyword Discovery, you can quickly locate new areas relative to your industry or niche that also have a search history associated with them.
Tip #2 — Exploring AnalyticsSEO is as much about delivering targeted traffic as it is about rankings, right? If you’re with me on that, start checking your analytics. In particular, explore site paths and conversions relative to referring search phrases. Many times you will find that what you think are your money terms, are actually just pushing in unproductive traffic.
The information available in your analytics package can make or break everything for you. Building new content is always a great idea; When you go about it blindly, your efforts are often un-concentrated. If you take the time to identify visitor trends and habits on a keyword level though — you can then focus on building new content that puts more visitors to work for your business goals.
Tip #3 — Maintain Your ApproachHave you ever been browsing a company’s web site reading up on various services, when suddenly you’re slapped in the face by content that just doesn’t “fit”?
As more content is written, it becomes critical for the tone and approach of your writing to be consistent. Managing this in groups can be difficult at best, so if your content is scaled in this manner — consider having one consistent editor.
Tip #4 — Write for People, not EnginesAnd don’t be an idiot with over formatting your text either… 🙂
Tip #5 — Pace Content CreationThe most important tip I would offer up here is that you need to pace yourself when adding new content to your web site. I am often guilty of taking dozens of new pages at at a time, and placing them all online at once.
As a result, my returning visitors are overwhelmed, and I can’t effectively measure or improve any one page with consistency or care.
Better still, as you begin to pace the release of new content you will also find yourself developing new patterns of work. An article will go live, it will be submitted to social networks, you’ll develop links to it, etc. Understanding and improving that process is critical if you plan to get a lot done in minimal time.
Seo Tips For Basic Search Engine Optimization
SEO Tips for Basic Search Engine Optimization
Sharon says that “In order to perform well, a website must have traffic. Decent traffic will result if a website ranks well in search engines, that is why strong placement in search engines for critical keywords and phrases is essential. When struggling with search engine optimization just go back to the basics. What do search engines want? Search engines want to return search results, that are relevant and useful to the searcher.”
Here are 8 essential SEO tips:
1. CSS – Cascading Style Sheets. Use header tags and cascading style sheets in your website design. Many search engines value H1 and H2 tags more than others. The assumption is that header tags are used to highlight the most important items or themes that appear on a page. By using header tags, webmasters can bullet those keywords or phrases they deem to be most important. The CSS file will help your site load quickly and provide a consistent look and feel throughout the website.
2. Titles. A website is the collection of webpages under a single domain. A webpage refers to a specific page within a website. Unique page titles throughout a website is important. Websites typically contain many webpages and using unique titles on webpages will help highlight different key phrases while uniting all the website content in a single theme.
3. Related Links. Links from related or relevant sites are more important than generic links from unrelated websites. Links are seen as “votes” of quality content. Search engines weigh links from websites that contain related or similar content more importantly, than links from unrelated websites. Work to obtain relevant quality links from related or authority websites.
4. Anchor Text. Vary anchor text. Use a variety of phrases to link to a site. Using different anchor text to link to a website is seen by search engines as “natural” linking. Search engines use the anchor text of a websites incoming link as part of their algorithm to determine a websites theme.
5. Copy. A minimum of 200 words of copy is suggested for each web page. In order to spider a site a search engine must have sufficient copy to spider. Less does not necessarily mean more, when it comes to search engine ranking. In general try to keep copy “above the fold”, so that visitors don’t have to scroll. Copy above the fold is usually sufficient to determine the context of the webpage.
6. Fresh. Keep it fresh. Search engines take notice of how frequently content is updated or added. Search engines spider websites that update content on a frequent basis at regular intervals. Add new content or webpages daily or weekly to increase a search engine spider’s frequency.
7. Consistent. Provide quality, consistent, fresh content. Consistent related content is critical to encouraging both visitors and search engines to return. Providing consistent quality content encourages links which will increase a websites popularity.
8. Themed. Relate the contents of a website by a single theme. Uniting content using contextual words will help websites rank well for less critical but very targeted related keywords and phrases.
And for those who are looking for shortcuts into the search engine results which may only last for the short term but get your site booted after 6 months or so, Sharon lists these questionable techniques to stay away from:
1. Keyword Stuffing. Don’t stuff web pages with keywords that is similar to or the same as the webpages background color. Most search engines have ways to detect keyword stuffing. Keyword stuffing will likely result in a search engine ban.
2. Cloaking. Cloaking is when the website identifies the IP address of a search engine spider and feeds the spider content that it is not really on the page. Essentially the search engine sees optimized content that is not currently on the web page that it is spidered. It is difficult for search engines to detect cloaking, but if a site is banned or cloaking it is very difficult to convince a search engine to relist the content.
3. Don’t Sacrifice Quality Don’t sacrifice quality for optimization. While search engine optimization is important, it is equally important that the content on a webpage should make sense. Placing well in search engines at the expense of a quality professional image with decent web copy, will not usually result in sales. It is a matter of striking a balance.
4. Spam. Not much to be said about this one, don’t spam. Don’t spam search engines, don’t conduct email spam campaigns, and don’t spam forums. Being labeled a spammer is a hard reputation to shed.
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