{"id":28676,"date":"2021-12-06T08:43:00","date_gmt":"2021-12-06T14:43:00","guid":{"rendered":"https:\/\/www.hostgator.com\/blog\/?p=28676"},"modified":"2025-07-14T13:22:58","modified_gmt":"2025-07-14T18:22:58","slug":"ecommerce-blog-benefits","status":"publish","type":"post","link":"https:\/\/www.hostgator.com\/blog\/ecommerce-blog-benefits\/","title":{"rendered":"7 Reasons Why Every eCommerce Site Needs a Blog, Even Yours"},"content":{"rendered":"\n<p>Someone has to tell you. Even if your social game is strong and your <a href=\"https:\/\/www.hostgator.com\/blog\/sales-funnels-explained\/\">website\u2019s sales funnel<\/a> is working well, your eCommerce store really does need a blog.&nbsp;<\/p>\n\n\n\n<p>Why do we say this, when we know you already have so much to do as an online business owner? Because blogging-good content on a regular schedule-can help you grow your business in at least seven different ways.&nbsp;<\/p>\n\n\n<div class=\"hgrp\"><h4>You might like&#8230;<\/h4><ul><li><span class=\"prod-icon\"><a href=\"https:\/\/www.hostgator.com\/dedicated-server\" data-element-location=\"body.post_content.related_prod_block\" data-element-type=\"button\" data-element-label=\"dedicated_servers\"><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2020\/11\/dedicated-hosting-150x150.png\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2020\/11\/dedicated-hosting-150x150.png 150w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2020\/11\/dedicated-hosting-300x300.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2020\/11\/dedicated-hosting.png 500w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/a><\/span><a href=\"https:\/\/www.hostgator.com\/dedicated-server\" class=\"hgrp-link\" data-element-location=\"body.post_content.related_prod_block\" data-element-type=\"link\" data-element-label=\"dedicated_servers\">Dedicated Servers<\/a><\/li><li><span class=\"prod-icon\"><a href=\"https:\/\/www.hostgator.com\/managed-wordpress-hosting\" data-element-location=\"body.post_content.related_prod_block\" data-element-type=\"button\" data-element-label=\"wordpress_hosting\"><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2020\/11\/wp-hosting-150x150.png\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2020\/11\/wp-hosting-150x150.png 150w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2020\/11\/wp-hosting-300x300.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2020\/11\/wp-hosting.png 500w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/a><\/span><a href=\"https:\/\/www.hostgator.com\/managed-wordpress-hosting\" class=\"hgrp-link\" data-element-location=\"body.post_content.related_prod_block\" data-element-type=\"link\" data-element-label=\"wordpress_hosting\">WordPress Hosting<\/a><\/li><\/ul><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-1-blog-posts-can-improve-your-storea-s-seo\">1. Blog posts can improve your store\u2019s SEO<\/h2>\n\n\n\n<p>The past couple of years have seen more businesses moving into eCommerce. Lots of local brick-and-mortar stores, retail chains, and even manufacturers that used to sell only to other businesses have all added eCommerce to reach customers stuck at home and make up for lost in-person sales.<\/p>\n\n\n\n<p>That means there are a lot more eCommerce stores to compete against for visibility in search results. And that means you need to <a href=\"https:\/\/www.hostgator.com\/blog\/win-seo-hunger-games\/\">rev up your SEO engine<\/a>.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"333\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/cat-meme-cant-talk-i-am-blogging.jpg\" alt=\"cat meme can't talk am blogging\" class=\"wp-image-28806\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/cat-meme-cant-talk-i-am-blogging.jpg 500w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/cat-meme-cant-talk-i-am-blogging-300x200.jpg 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/figure>\n\n\n\n<p>Regular posts create new site content that can improve your search result rank. So can posts that include the kinds of <a href=\"https:\/\/www.hostgator.com\/blog\/keyword-research-guide\/\">keywords your customers search for<\/a>, whether that\u2019s 'Bluetooth workout earbuds,'\u009d 'organic hamster food'\u009d or something else.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2-how-to-posts-can-draw-new-and-returning-customers-to-your-store\">2. How-to posts can draw new and returning customers to your store<\/h2>\n\n\n\n<p>Whatever you sell, chances are there are customers out there looking for tips on how to use it. This is true for everything from skin care products to <a href=\"https:\/\/www.totaltools.com.au\/outdoor-power-equipment\/multitools\">garden equipment<\/a> to home improvement supplies. So, give those customers what they\u2019re looking for, and make your how-to and tutorial posts so useful that people will bookmark them and keep coming back to learn more.\u00a0<\/p>\n\n\n\n<p>For example, <a href=\"https:\/\/www.lowes.com\/nl\/diy-projects-and-ideas\/how-to\/hvac\" target=\"_blank\" rel=\"noopener\">Lowe\u2019s<\/a> offers an extensive library of how-to content, each of which include product links, instructions and more. This is the kind of content someone might save and refer back to as they complete each step in their home-eco-makeover project.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"836\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/how-to-blog-content-1024x836.png\" alt=\"how to content on ecommerce blog\" class=\"wp-image-28807\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/how-to-blog-content-1024x836.png 1024w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/how-to-blog-content-300x245.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/how-to-blog-content-768x627.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/how-to-blog-content-1536x1255.png 1536w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/how-to-blog-content.png 1834w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>You can probably do something similar for the products your store sells.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-a-good-blog-can-help-grow-your-ecommerce-sitea-s-email-list\">3. A good blog can help grow your eCommerce site\u2019s email list<\/h2>\n\n\n\n<p>You probably already know that <a href=\"https:\/\/www.hostgator.com\/blog\/what-to-do-with-email-list\/\">your email list is the foundation for effective marketing<\/a>. If your blog offers content that your customers like and can use, it can help you grow your email list so you can get your exclusive offers, promotions and product news in front of more customers, faster.&nbsp;<\/p>\n\n\n\n<p>You don\u2019t have to use a pop-up box to get people to subscribe, either. Beauty brand Orly takes a less hard-sell approach with a simple, linked <a href=\"https:\/\/www.orlybeauty.co.uk\/blogs\/news\/introducing-orly-electric-escape-summer-2021\" target=\"_blank\" rel=\"noopener\">call to join their email list<\/a> at the end of its blog posts, just above its social links.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"725\" height=\"406\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/add-email-signup-to-end-of-blog-posts.png\" alt=\"email signup on product blog\" class=\"wp-image-28808\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/add-email-signup-to-end-of-blog-posts.png 725w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/add-email-signup-to-end-of-blog-posts-300x168.png 300w\" sizes=\"(max-width: 725px) 100vw, 725px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-4-lifestyle-posts-can-help-your-ecommerce-blog-become-a-hub-for-loyal-customers\">4. Lifestyle posts can help your ecommerce blog become a hub for loyal customers<\/h2>\n\n\n\n<p>Building a community around your brand is a next-level marketing move, and it often starts with a blog. Notice that outdoor-gear retailer REI doesn\u2019t highlight its products in these recent posts.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"756\" height=\"680\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/lifestyle-posts-on-rei-blog.png\" alt=\"lifestyle content on ecommerce blog\" class=\"wp-image-28809\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/lifestyle-posts-on-rei-blog.png 756w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/lifestyle-posts-on-rei-blog-300x270.png 300w\" sizes=\"(max-width: 756px) 100vw, 756px\" \/><\/figure>\n\n\n\n<p>Instead, these blog posts cover topics that their customer base cares about, like conservation and wild destinations.<\/p>\n\n\n\n<p>To create a blog that helps associate your brand with your customers\u2019 lifestyle, you need a <a href=\"https:\/\/www.hostgator.com\/blog\/write-blog-posts-for-buyer-personas\/\">good understanding of your customer personas<\/a>. And you might want to start small, with a single category on your store\u2019s blog dedicated to lifestyle content. If it does well, you can gradually add more.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-5-your-storea-s-blog-is-a-great-place-to-share-buying-guides-for-more-sales-growth\">5. Your store\u2019s blog is a great place to share buying guides for more sales growth<\/h2>\n\n\n\n<p>Even if your customers aren\u2019t into one particular lifestyle or set of causes, they all want to get the right products-no matter what those products are. That\u2019s why buying guides are such popular content on eCommerce blogs.&nbsp;<\/p>\n\n\n\n<p>You can create 'evergreen'\u009d content that draws readers year-round, like Lush\u2019s <a href=\"https:\/\/www.lushusa.com\/stories\/article_how-to-choose-a-shampoo.html\" target=\"_blank\" rel=\"noopener\">blog guides to picking hair care products<\/a>.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"765\" height=\"213\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/buying-guide-on-ecommerce-blog.png\" alt=\"buyers guide on ecommerce blog\" class=\"wp-image-28810\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/buying-guide-on-ecommerce-blog.png 765w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/buying-guide-on-ecommerce-blog-300x84.png 300w\" sizes=\"(max-width: 765px) 100vw, 765px\" \/><\/figure>\n\n\n\n<p>You can also turn out holiday- and event-specific buyer\u2019s guides for virtually every occasion, including the Festival of Lights, as Chewy shows with its <a href=\"https:\/\/be.chewy.com\/product-roundup\/the-best-hanukkah-dog-gifts-for-a-fur-tastic-festival-of-lights\/#product4\" target=\"_blank\" rel=\"noopener\">buyers\u2019 guide to Hannukah dog gifts<\/a>.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"487\" height=\"382\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/gift-guide-on-ecommerce-blog.png\" alt=\"holiday gift guide on ecommerce blog\" class=\"wp-image-28811\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/gift-guide-on-ecommerce-blog.png 487w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/gift-guide-on-ecommerce-blog-300x235.png 300w\" sizes=\"(max-width: 487px) 100vw, 487px\" \/><\/figure>\n\n\n\n<p>Don\u2019t sell squeaky gelt? No problem-you almost certainly sell things that people want to give as gifts or things, and anything you can give as a gift makes a good subject for a buyers\u2019 guide blog post.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-6-you-can-use-some-of-your-ecommerce-blog-posts-for-social-content-to-drive-more-site-traffic\">6. You can use some of your ecommerce blog posts for social content to drive more site traffic<\/h2>\n\n\n\n<p>Your blog posts will get more visits if they include great, original images. And those images can help your posts get shared more on social media, so you can find new customers and drive new visitors to your store\u2019s blog.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s an example that truly has it all: part gift-guide, part lifestyle post, this <a href=\"https:\/\/www.etsy.com\/blog\/house-of-harlow-1960-holiday-creator-collab?ref=blog\" target=\"_blank\" rel=\"noopener\">Etsy holiday-themed product roundup post<\/a> with Nicole Richie has influencer cred and lots of well-styled product photos perfect for sharing on social media.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"788\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/holiday-themed-roundup-post-for-ecommerce-blog.png\" alt=\"holiday themed roundup post on ecommerce blog\" class=\"wp-image-28812\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/holiday-themed-roundup-post-for-ecommerce-blog.png 640w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/holiday-themed-roundup-post-for-ecommerce-blog-244x300.png 244w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/figure>\n\n\n\n<p>Even without an influencer-sized marketing budget, you can use your phone and <a href=\"https:\/\/www.hostgator.com\/blog\/ecommerce-product-photos\/\">some expert tips on taking product photos<\/a> to turn out blog images your readers will want to share.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-7-your-ecommerce-blog-can-help-you-find-your-next-employees\">7. Your eCommerce blog can help you find your next employees<\/h2>\n\n\n\n<p>If your store is growing, you may be looking to hire new employees. Posting job listings on your blog is one way to let your customers know, but what\u2019s even more effective is creating a blog category that shows visitors what your company is like, who works there and why they like it. <a href=\"https:\/\/www.blog.lifeatpetsmart.com\/blog\" target=\"_blank\" rel=\"noopener\">PetSmart<\/a> does this with an entire blog focused on their employee experience, with employee profiles and features on community-service projects their stores host and sponsor.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"747\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/ecommerce-blog-with-recruiting-content-1024x747.png\" alt=\"ecommerce blog with employee spotlights\" class=\"wp-image-28813\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/ecommerce-blog-with-recruiting-content-1024x747.png 1024w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/ecommerce-blog-with-recruiting-content-300x219.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/ecommerce-blog-with-recruiting-content-768x560.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/ecommerce-blog-with-recruiting-content-1536x1121.png 1536w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/12\/ecommerce-blog-with-recruiting-content.png 1982w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-yes-your-ecommerce-site-needs-a-blog\">Yes, Your eCommerce Site Needs a Blog<\/h2>\n\n\n\n<p>So, that\u2019s why we think your eCommerce store needs a blog: better search visibility, more site visitors, a bigger email list, more customer loyalty, more sales, a bigger social audience and a way to attract job applicants who are a great fit for your business.&nbsp;<\/p>\n\n\n\n<p>Ready to get your eCommerce blog started? Check out our <a href=\"https:\/\/www.hostgator.com\/managed-wordpress-hosting\">managed WordPress hosting plans<\/a>.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Someone has to tell you. Even if your social game is strong and your website\u2019s sales funnel is working well,&#8230;<\/p>\n","protected":false},"author":237,"featured_media":28685,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[54,141,104,121],"class_list":["post-28676","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips-and-tricks","tag-dedicated-servers","tag-ecommerce","tag-featured","tag-wordpress-hosting"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.2 (Yoast SEO v23.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>7 Reasons Why Every eCommerce Site Needs a Blog, Even Yours - HostGator<\/title>\n<meta name=\"description\" content=\"Someone has to tell you\u00e2\u20ac\u201deven if your social game is strong and your website\u00e2\u20ac\u2122s sales funnel is working well, your eCommerce store really does need a blog.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.hostgator.com\/blog\/ecommerce-blog-benefits\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 Reasons Why Every eCommerce Site Needs a Blog, Even Yours\" \/>\n<meta property=\"og:description\" content=\"Someone has to tell you\u00e2\u20ac\u201deven if your social game is strong and your website\u00e2\u20ac\u2122s sales funnel is working well, your eCommerce store really does need a blog.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.hostgator.com\/blog\/ecommerce-blog-benefits\/\" \/>\n<meta property=\"og:site_name\" content=\"HostGator\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/HostGator\" \/>\n<meta property=\"article:published_time\" content=\"2021-12-06T14:43:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-14T18:22:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/11\/Blogging-for-eCommerce.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1155\" \/>\n\t<meta property=\"og:image:height\" content=\"605\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Machielle Thomas\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@HostGator\" \/>\n<meta name=\"twitter:site\" content=\"@HostGator\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Machielle Thomas\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.hostgator.com\/blog\/ecommerce-blog-benefits\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.hostgator.com\/blog\/ecommerce-blog-benefits\/\"},\"author\":{\"name\":\"Machielle Thomas\",\"@id\":\"https:\/\/www.hostgator.com\/blog\/#\/schema\/person\/d2c2e579fede25c55a0d812413ae7559\"},\"headline\":\"7 Reasons Why Every eCommerce Site Needs a Blog, Even Yours\",\"datePublished\":\"2021-12-06T14:43:00+00:00\",\"dateModified\":\"2025-07-14T18:22:58+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.hostgator.com\/blog\/ecommerce-blog-benefits\/\"},\"wordCount\":995,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.hostgator.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.hostgator.com\/blog\/ecommerce-blog-benefits\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2021\/11\/Blogging-for-eCommerce.jpg\",\"keywords\":[\"Dedicated Servers\",\"eCommerce\",\"featured\",\"WordPress Hosting\"],\"articleSection\":[\"Marketing Tips and Tricks\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.hostgator.com\/blog\/ecommerce-blog-benefits\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.hostgator.com\/blog\/ecommerce-blog-benefits\/\",\"url\":\"https:\/\/www.hostgator.com\/blog\/ecommerce-blog-benefits\/\",\"name\":\"7 Reasons Why Every eCommerce Site Needs a Blog, Even Yours - 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