How L.E. McArthur’s Portfolio of Area of interest Websites Earns $60k/Month Via Affiliate Advertising and marketing

If there’s one factor L.E. McArthur is aware of tips on how to do nicely, it is tips on how to adapt and pivot. She did that when she modified careers, from skilled dancer to net designer to internet affiliate marketing guru, and he or she’s completed that over the past 20 years within the internet affiliate marketing house.

L.E. received within the recreation again in 2003, and because the business has advanced over the past twenty years, so have her expertise and methods. She has an enormous wealth of information about every thing from entity-based web optimization and subject clusters to CRO and “linkability,” and he or she shares a lot of it right here.

Preserve studying to search out out:

• How she received into internet affiliate marketing
• What her portfolio of web sites seems like
• Her favourite advertising methods
• Her views on web optimization
• Her ideas on hyperlink constructing
• How she’s rising her electronic mail lists
• The precise course of she follows to create content material
• How she does key phrase analysis
• The assets she recommends
• The instruments she will’t dwell with out
• Her largest problem
• Her biggest accomplishment
• Her predominant mistake
• The recommendation she’d give to different entrepreneurs

Meet L.E. McArthur

My title is L.E. and I’ve been operating my affiliate marketing enterprise for over 20 years.

After I was younger, I skilled as a classical dancer which turned my first profession. Nonetheless, after a few years, I returned to highschool to earn a greater earnings. I used to be already constructing web sites as a interest by then, so I entered a post-graduate program the place I realized tips on how to correctly design, construction, and code web sites, in addition to video manufacturing and mission administration.

I began an online design enterprise whereas nonetheless at school and spent the primary 12 months working primarily with purchasers within the music business. It was nonetheless early days for the web, and there was no WordPress. I coded websites with Dreamweaver and Flash and specialised in on-line video manufacturing.

I cherished having my very own enterprise and dealing creatively, however I didn’t benefit from the constraints and calls for of working with purchasers. I additionally wasn’t making sufficient cash. In 2003 I stumbled throughout internet affiliate marketing and was immediately intrigued.

How She Created Her Portfolio of Websites

I spent three months full-time on my first affiliate mission, a overview website—constructing and creating content material, and becoming a member of and linking affiliate packages. I used to be rising much more broke throughout this time however was dedicated to constructing in the direction of future returns. I believed in internet affiliate marketing earlier than I’d even made a cent.

I used to be fortunate after I began out as a result of I already knew tips on how to construct skilled web sites. However I wanted to study the advertising aspect of issues and tips on how to construct and monitor paid promoting campaigns.

I didn’t pay a lot consideration to web optimization again then as I used to be extra concerned with attaining huge site visitors quantity shortly and scaling my enterprise as a lot as potential. I began with Yahoo Adverts, then Google Adverts, a bunch of advert networks few would keep in mind, and likewise purchased straight from associated web sites promoting advert house. I made $300 revenue the primary week of selling my website and was inspired.

A few years later, I began constructing a variety of what would now be thought of microsites, to draw and convert very area of interest audiences. I typically paired these with white label affiliate packages so I may market my very own manufacturers and convert on site visitors that didn’t embrace my affiliate ID. I purchased advertisements for many of those websites too, and shortly I used to be spending near 1,000,000 {dollars} a 12 months on promoting.

As I approached my first ten years of internet affiliate marketing, I launched seven area of interest blogs concurrently. This was shortly after I started renting an workplace and employed a full-time developer. I noticed that content material was the long run, so with the assistance of freelance writers and a part-time editor, I let these seven blogs develop with little interference whereas I labored on my current campaigns.

These seven content material websites all turned ten this 12 months. Whereas they’re all dwell and incomes, solely three proceed to publish, and one particularly accounts for nearly half of my present affiliate earnings. Having these content material websites established and prepared for optimization was important as I transitioned from paid promoting to web optimization over the past 5 years.

Along with all these websites, I personal over 600 exact-match domains I’ve been shopping for over the past twenty years. They’re divided into teams based mostly on area of interest and monetized with affiliate affords utilizing a high-converting template. They’re mainly one-page web sites incomes passively from type-in and natural search site visitors.

How A lot L.E. is Incomes

My web site portfolio is at present pulling in about $60k/month.

The earnings from your complete portfolio is 100% affiliate commissions. Whereas the kind of earnings isn’t very diversified, the web sites I exploit to realize this earnings are.

Cash not used for bills goes into the company funding account. In order that finally ends up incomes as nicely.

The next screenshot reveals earnings for a few of my affiliate websites over the past month.

Her Prime Advertising and marketing Technique

My advertising technique has modified dramatically over time because the web panorama has modified and advanced.

Presently, my dominant technique is to transform affiliate affords by way of content material advertising, the place many of the site visitors comes from natural search.

An important a part of this technique, which hasn’t modified for me in 20 years, is to cater to very area of interest audiences with extremely focused affords. That is how I maximize my conversion charges and function with much less competitors.

Her Content material Technique

My natural content material technique isn’t significantly distinctive, however some parts set my affiliate content material websites aside from others. 

I now not use show advertisements on any of my websites. After I create content material greater up within the gross sales funnel, reminiscent of “informational content material,” slightly than monetize it with show advertisements, I do my finest to maneuver these customers towards the associated cash web page as a substitute. I optimize for affiliate conversions at each alternative slightly than utilizing advertisements that take my hard-won guests away.

Resulting from years of working with paid site visitors, my advertising can also be very data-driven. Monitoring on the click on stage is such an important a part of my success that I attempt to keep away from affiliate packages that don’t work with server-to-server postbacks for third-party monitoring, reminiscent of Amazon.

I lately did a requested audit on a really massive affiliate website and found they weren’t monitoring conversions on the web page stage, not to mention the press stage. It was surprising to see a website with that quantity of site visitors and earnings, however no clear approach of figuring out which content material was driving conversions and no strategy to correctly check or optimize. They had been doing nicely, however I think about they might double their income with the power to carry out data-driven CRO.

The Significance of web optimization

web optimization has been important to my enterprise since I ended doing paid promoting final 12 months. My whole enterprise is basically in Google’s palms.

My general web optimization technique for content-based affiliate websites is to determine them as authorities of their area of interest by way of topical coverage. As soon as Google sees a website as an authority for a given entity, it’s a lot simpler to rank pages and enhance site visitors.

I obtain this by rigorously researching and planning my content material technique. I’m trying to create linked clusters of content material that symbolize crucial and helpful matters associated to my main entity. Some may confer with my technique as “entity-based web optimization.”

I additionally pay a variety of consideration to technical considerations and think about web site efficiency an integral a part of web optimization. My dev and I construct websites which are lightning-fast, which not solely pleases Google but additionally improves consumer expertise, and thus conversions.

Utilizing these methods I’ve been in a position to double natural site visitors to my main website over the past 12 months:

Her Ideas on Hyperlink Constructing

I don’t do any hyperlink constructing. I put full effort into my very own properties and deal with methods I’ve extra management over.

I’m not saying backlinks aren’t vital as a rating issue, simply that “constructing backlinks” isn’t a part of my technique and by no means has been. 

My web sites have earned backlinks over time on account of publishing and selling content material. 

That mentioned, there are forms of content material which are extra prone to be linked to and shared by others, so I be certain to have pages that provide higher-than-average worth to readers inside my area of interest. These might be pages with epic lists, collections of vital assets, or in-depth guides on matters that haven’t been well-addressed elsewhere.

To draw backlinks naturally, I’m additionally cautious of how I model a web site. An affiliate website must look and current as a trusted supply that folks really feel snug recommending to others.

Many individuals will keep away from linking to web sites that present a poor consumer expertise, even when the content material is sweet. I attempt for a high-quality expertise by not overcrowding my content material with third-party advertisements and pop-ups, prioritizing site speed and consumer stream. This improves each “linkability” and conversions.

I’d additionally like to notice that the publicity my websites gained from Google Adverts over time was doubtless an vital think about gaining inbound hyperlinks naturally. The extra folks see your website, the extra possibilities you’ll achieve backlinks.

Her E mail Record

I was very aggressive about record constructing (and had some questionable strategies of amassing emails from prospects). 

I used to be mailing enormous numbers of individuals, however I used to be lazy about electronic mail advertising. I had huge lists stuffed with chilly contacts and despatched them generic electronic mail templates pulling content material from my websites. I used to be constructing these lists as a result of I may, nevertheless it was a low precedence.

At the moment I’ve a very totally different outlook. I now perceive {that a} high quality record of highly-engaged and topically-focused customers is the purpose. These previous subscriber lists received pared down or dumped utterly.

I at present have lively electronic mail lists for my two largest content material websites and one that’s simply getting underway for a brand new mission.

So far as rising my electronic mail lists, I’m fairly passive about it. Within the footer or sidebar I’ll have a CTA and hyperlink to a web page with a kind. That’s it. No lead magnets, only a promise to maintain them up to date with what’s new on the location.

On-page, my first purpose is at all times to transform site visitors to gross sales by getting them to click on an affiliate hyperlink or shifting them down a funnel towards a web page with affiliate hyperlinks. E mail subscription is secondary to that, at the least for now.

E mail advertising is among the final items of the puzzle for me. It’s one thing I’d prefer to study extra about and ultimately be monitoring further earnings from. All in good time.

L.E.’s Content material Creation Course of

My content material technique will depend on the actual website I’m engaged on, however generally, it seems one thing like this:

• Establish enterprise targets: what affords do I wish to promote to my viewers?
• Brainstorm matters and forms of content material to advertise these affords successfully.
• Know the first entity that pertains to the location or content material cluster I’m engaged on.
• Establish all vital associated and sub-entities of the first entity.
• Create a hierarchical map of those entities to visualise and plan subject clusters.
• Assault one cluster at a time. Create an inventory of key matters based mostly alone data and key phrase analysis.
• Whittle this record all the way down to the exact matters for which I plan to publish articles.
• Guarantee clusters include each informational and transactional content material. I would like lower than 20% of my pages to incorporate affiliate hyperlinks.
• As soon as revealed, guarantee content material inside a cluster is interlinked and data content material funnels customers towards “cash pages” inside the cluster.

The precise creation of content material is one in all my largest challenges. It’s not a lot that I’m horrible at it (I’ve been honing these expertise for 20 years), however I don’t take pleasure in writing as a lot as I take pleasure in all the opposite components of being an affiliate.

I merely don’t have it in me to put in writing day-after-day, regardless that it’s a persistent purpose, so I pay folks to do it for me. I’ve a small group of freelance writers and an editor who acts as their level of contact and uploads the work into WordPress.

So as soon as I’ve an inventory of the matters I wish to cowl inside a cluster, the method of content material creation for any given article goes like this: 

• Do key phrase analysis to establish the subject’s main key phrases and particular wording.
• Use SERP evaluation to make sure the article will goal what Google considers to be the proper consumer intent for these key phrases.
• Create an in depth define for the article, together with a title and all headings. Add additional notes for the writer if wanted.
• My editor passes a batch of those article outlines to the authors each two weeks.
• Accomplished articles are edited for readability and scheduled in WordPress by the editor.
• I do a ultimate “web optimization edit” for every article, together with including photos, inner and exterior linking, and minor tweaks to the content material.
• The articles are then revealed on a daily schedule.

My new website, Affiliate Savant, will solely be written by me. So in its case, all of the steps are the identical, however there doubtless received’t be a daily publishing schedule. My focus shall be extra on high quality than amount.

Her Key phrase Analysis Course of

For a very long time, I didn’t use a sophisticated key phrase software in any respect, and that was as a result of my site visitors got here from paid promoting. Google Adverts was the final word key phrase software as a result of I may see precise earnings for particular key phrases inside the advert account. I used to be led by conversion charges greater than quantity or metrics like “key phrase problem.”

Transferring into web optimization, I used to be in a position to mine my Google Adverts account for the key phrases that had been confirmed money-makers in my niches. I merely created centered content material across the similar key phrases I’d been bidding on for years. However ultimately, I wished to department out past the matters and niches I’d focused with promoting.

Now I exploit Ahrefs as my key phrase software and adore it. I haven’t outlined a step-by-step course of, however listed below are a few of my favourite strategies and ideas concerning key phrase analysis.

Begin with Entities

Google is content material when it comes to entities, matters, and intent, slightly than key phrases, so it’s best to too! Use key phrases to make clear and help your content material, not as a place to begin. It’s a shift in course of that can provide help to see the larger image and extra effectively plan your content material.

Don’t Sacrifice Topical Protection

Folks usually limit themselves to focusing on “low problem” or low quantity key phrases to keep away from competitors and have a greater probability of rating. This key phrase technique can work very nicely however shouldn’t be unique.

Generally it is advisable goal extremely aggressive key phrases just because the subject or question they symbolize is integral to your website or a selected content material cluster. Don’t create holes in your content material by avoiding these key phrases altogether.

It’s okay in the event that they don’t rank for now, as you possibly can at all times supply the content material to current guests by way of inner linking.

Use Key phrases That Convert

When your website is monetized with affiliate affords, crucial key phrases to focus on are those who result in conversions. Excessive quantity and low-difficulty are good, however these metrics say little concerning the probability of a sale. Some key phrase instruments present a column that reveals the common CPC for key phrases, which is an honest start line because it represents how helpful the key phrase is to advertisers.

A superb technique is to go for key phrases the place the consumer’s drawback is clearly evident. An instance of that is any key phrase phrase containing “tips on how to” or related. On this case, I do know what the consumer desires, and all I’ve to do is present a well-matched answer that entails a services or products I’m selling.

Different common key phrases that convert include phrases like “purchase,” “finest,” and “overview(s).” I often create “better of” lists, however I by no means write critiques anymore. The very last thing I would like is to have my website below Google’s overview coverage microscope.

See What’s Already Working

Google Search Console is superb for key phrase concepts for those who’ve already received site visitors coming into your website. Not solely are you able to see the way you’re rating for key phrases you’ve focused, however you’ll additionally discover key phrases that might profit from a brand new, devoted article.

I usually look carefully on the key phrases rating on web page two and past. I then optimize the present article to carry these key phrases to the primary web page of search outcomes. However in lots of circumstances, it’s clear {that a} new article can higher accomplish that purpose.

Mine Your Competitor’s Key phrases

When you use a key phrase software that features competitor metrics, you possibly can shortly see what key phrases and matters are proving profitable for different web sites in your area of interest. It is a nice strategy to get inspiration once you’re feeling tapped out creatively.

All this mentioned, there are such a lot of key phrase instruments out there right this moment and a plethora of key phrase analysis strategies being shared. There isn’t any one right approach, so experiment and discover the method that works for you.

Attaining Her Present Income Degree

My enterprise began incomes affiliate commissions in 2003, and by 2007 had its first 12 months of 1,000,000 {dollars} in revenue.

Earnings have fluctuated over time. The affiliate enterprise might be fairly unstable with the variety of shifting components, most of that are fully out of our management. I’m grateful, and at instances in disbelief, that I’ve managed to maintain all of it operating for thus lengthy.

L.E.’s Favourite Assets

I’ve been fairly insular in my affiliate journey as a result of there have been only a few assets after I began out. After the preliminary book I learn, I gained insights primarily by way of testing my very own campaigns. I always brainstormed, attempting to develop new concepts that might take me to the following stage.

That stage of self-reliance has continued to at the present time, nevertheless it means I’ve in all probability missed out on many glorious assets or strategies. I don’t watch something on YouTube associated to my enterprise or hearken to podcasts in any respect. However I do learn a ton of articles on-line.

Inside the realm of area of interest website constructing and internet affiliate marketing, there are such a lot of various things an individual might want to study and apply, from arranging internet hosting and constructing their web site to copywriting and funnels, to analytics and conversion fee optimization. 

For every step alongside the way in which, you usually have to seek the advice of a wide range of skilled data and opinions. There is perhaps single assets or programs that carry all of this collectively, however I don’t know of them.

I do suggest becoming a member of free on-line communities of like-minded people who find themselves additionally engaged on affiliate web sites (just like the Niche Pursuits Facebook group). Learn every thing you possibly can on matters of curiosity, and put particular inquiries to the neighborhood when you possibly can’t discover solutions.

I’m additionally an enormous proponent of studying by doing. Don’t wait till you “know every thing” earlier than getting began; in any other case, you’ll by no means start. Simply begin and hold going till you hit a wall, discover the solutions, then proceed till the following hurdle. (Observe: the hurdles won’t ever finish.)

For the final decade, I contemplated making a useful resource website of my very own for affiliate entrepreneurs. However associates are notoriously tight-lipped, and being no totally different I figured it could be finest to attend till I used to be nearing the tip of my profession earlier than sharing any “secrets and techniques.” 

At twenty years in, I don’t appear any nearer to leaving this enterprise, so the time has come for me to spill what I do know and hopefully assist others who wish to succeed with internet affiliate marketing.

Final 12 months I began with a Twitter account @AffiliateSavant and constructed Affiliate Savant. My purpose is to make use of the Affiliate Savant website, which is able to turn out to be an affiliate website itself, to information folks all the way in which from web site constructing to incomes affiliate commissions. I’ll additionally construct a second website in public this 12 months to make use of for instance for my affiliate teachings.

The Affiliate Savant mission stalled final summer time as my current initiatives and a few private challenges took priority, however I’m blissful to report that issues are again on monitor. This 12 months will see the completion of my free Affiliate Marketing Guide for Beginners and extra assets at my web site. Anybody concerned with following alongside can enroll there.

There are such a lot of nice instruments for these working in net publishing and the affiliate enterprise, however I hold my toolkit easy. These are my prime three affiliate instruments that I can’t work with out:

Monitoring Software program

I can’t think about a extra essential software in my affiliate enterprise than affiliate monitoring software program. I’m at present utilizing a mixture of Voluum and Thirsty Affiliates.

Constructing content material clusters and monetizing them is barely step one to incomes. Huge cash comes when these funnels and “cash pages” are frequently optimized. Monitoring and testing allow me to incorporate the best incomes affords, in the appropriate order, with one of the best calls-to-action, which ship customers to the best changing touchdown pages.

I can solely obtain this stage of optimization by analyzing knowledge with monitoring software program and dealing with affiliate packages that help third-party monitoring and reporting.

Key phrase Device

I slept on key phrase instruments for a very long time as a result of I received many of the key phrase knowledge I wanted from my paid promoting accounts. Now that I’m constructing authority websites and vying for natural site visitors, having a key phrase software is crucial. It permits me to find out potential site visitors ranges and study the language of my viewers.

I’m typically upset that key phrase instruments aren’t extra correct, however they’re nonetheless vital. I exploit Ahrefs and open it up virtually day-after-day.

Google Instruments

Google supplies lots of the instruments that I exploit day by day. I received’t go into element on every of those, however Google Search Console, Google Analytics, Google Docs, and Google Search itself are all vital to my affiliate analysis and workflow.

Her Best Problem

In addition to my procrastination, the most important problem has at all times been coping with Google. Particularly, operating massive Google Advert campaigns whereas receiving little suggestions and help from their groups.

One other huge problem, which is expounded, has been diversification. It’s a relentless battle between attempting to diversify site visitors and income sources whereas attempting to observe the cash and scale what’s already working. 

For instance, I give up promoting with Bing as a result of the site visitors quantity wasn’t definitely worth the effort and time that I may higher spend on Google campaigns. This improved general earnings however decreased diversification.

In some way I’ve managed to outlive these challenges and pivot after I needed to. That’s on account of one of many key advantages of operating a small enterprise – the power to make choices shortly and alter path on the fly.

L.E.’s Best Accomplishment

The accomplishment I’m most happy with as an entrepreneur has been managing my affiliate enterprise as professionally as potential. Some counsel an affiliate enterprise isn’t a “actual enterprise,” nevertheless it will depend on the way you strategy it.

At the moment my affiliate enterprise is a registered company with its personal bank cards, financial institution accounts, funding accounts, workers, {and professional} accounting. It has made it simpler to trace spending and earnings. And since company tax charges are decrease, I go away most of my cash within the enterprise, which is basically my future retirement fund.

I’m proud that I’ve been in a position to hold my full-time developer, editor, and part-time writers employed by way of thick and skinny and pay them beneficiant wages and bonuses. Everybody who works for me lives in the identical metropolis and is both a buddy or a buddy of a buddy.

What She Needs She Knew When She Began

A lot of what I do know now about operating affiliate websites wasn’t relevant after I began 20 years in the past. Constructing websites was harder, however internet affiliate marketing was loads simpler in some ways –  there was a lot much less regulation and competitors. You may get away with constructing “skinny” websites heavy on affiliate hyperlinks, and the main target was at all times on site visitors, which was cheaper and simpler to come back by.

Early on, I figured I’d be fortunate if I may hold my affiliate enterprise going for 5 years. I assumed my enterprise mannequin was vulnerable to being worn out in some unspecified time in the future as a result of immense energy that third events play and an absence of diversification.

Resulting from all this, I didn’t take into consideration the worth of a web site past what it may earn from at some point to the following. I normally constructed websites for the brief time period and had no ideas about their long-term worth as an asset or how they might mature over time.

So if I may advise myself then, figuring out what I do know now? I’d be speaking concerning the significance and worth of constructing sustainable, distinctive net properties that stand as their very own model.

I’d additionally speak my youthful self into constructing at the least one website on a subject I’m keen about, as a substitute of solely following the cash. I’m lastly doing that now after 20 years with a website that options my data of dance coaching.

In case you are simply beginning out, I dare you to take a longer-term view and picture what a web site you begin now may turn out to be in ten years. Neglect “churn and burn,” and picture constructing one thing unbelievable you can be happy with.

Her Largest Mistake

As an entrepreneur, I’ve at all times been very bold and considered the incomes potential of internet affiliate marketing as limitless. Wherever I discovered success with an associates program or site visitors supply, I might attempt to maximize that success by scaling up no matter was working.

In follow, this meant that every time I had a brand new idea for a web site, we might truly find yourself creating and publishing ten or extra websites directly. Their core construction could be the identical, however the content material could be distinctive.

One other factor that impressed me to create such an in depth portfolio was seeing how significantly better the affiliate conversions had been when the area of interest was obscure or under-represented. I wished web sites and domains to match precisely what searchers had of their minds. This meant creating websites for a lot of totally different sub-niches, even when the supply was primarily the identical.

I failed to think about the extra effort required once you construct every thing in multiples. My mistake was pondering I may keep 50+ websites on the stage wanted to maintain all of them acting at their finest, long-term.

I’m unsure if this was a mistake on the time as a result of the taking part in area was totally different then. However it has turn out to be an actual problem for me as I battle to handle so many affiliate websites efficiently. (Maybe the true mistake has been my aversion to rising my enterprise when it comes to workers.)

Today I’m working to rectify my errors. I’m cleansing up previous websites, merging websites, and for the primary time, getting ready websites I’d prefer to promote. I dream of getting solely two or three main websites to deal with at some point.

New affiliate entrepreneurs ought to deal with high quality over amount. Until you could have a staff to handle your websites for you, begin with one web site and provides it all of your consideration and assets. Don’t unfold your self too skinny.

Her Recommendation for Different Entrepreneurs

To anybody constructing their very own affiliate enterprise, I’ll supply these 5 ideas:

1. Select Your Area of interest Properly

You’ll wish to select an affiliate area of interest with revenue potential but additionally one the place it is going to be potential so that you can turn out to be a trusted skilled. Ardour, curiosity, and experience in your subject will shine by way of to your readers (and Google) and make content material creation much less of a slog.

Don’t construct a website with out first figuring out what you’re going to promote. Nonetheless, your area of interest shouldn’t be a product, however a way of life or subject encompassing a number of merchandise and potential distributors.

2. Do the Work Your self

Do every thing your self as a lot as potential at first. It’s high-quality to outsource in a while, however for full management and understanding of what you are promoting, it’s best to be capable to do every thing your self, at the least at a fundamental stage. It will provide help to assess the work of your future freelancers, and to know precisely what you want and what to ask for.

3. Be taught and Apply CRO From the Starting

Internet online affiliate marketing is greater than sprinkling affiliate hyperlinks into current content material. Conversion fee optimization is crucial because it lets you squeeze most revenue from any marketing campaign or piece of content material.

Whereas CRO might be utilized at any stage, it really works finest when constructed into the content material technique and buyer stream.

4. Know Your Price

There are millions of affiliate packages. Don’t settle for poor fee charges, dangerous phrases, or dangerous conduct.

If an associates program isn’t communicative, supportive, or dependable, simply stroll away. When you aren’t getting paid for gross sales you’ve already made, take away their hyperlinks, minimize your losses, and transfer on.

Bonus Tip: Develop Relationships

If potential, meet your affiliate managers and other people operating the companies you promote probably the most. You are able to do this by arranging a gathering at an upcoming affiliate convention or planning a visit to their headquarters. If that’s not potential, at the least prepare a telephone name.

Having an excellent relationship together with your affiliate supervisor can take your affiliate enterprise to the following stage. It unlocks insider insights, fee will increase, occasion invites, and new enterprise alternatives.