Niche Site Income | A Real-Time Case Study Pt 1

Niche Site Income

Over the next several weeks, I’m going to share with you in exact detail my entire process for building an passive niche site income stream from one of my neglected web sites.

I’ll share with you the:

  • The web site address and niche
  • Site statistics
  • Income statements
  • Details about growth over time
  • Assessment of what is working and what isn’t

I’m committing to give you a at least one weekly update here on the blog with the latest scoop.

Why Would I Expose My Site Like This?

I know. Many internet entrepreneurs stay away from revealing any of their niches. And they have good reason. It’s not uncommon for someone who blogs about a site’s success to end up with new competition which eats into their profits.

So why would I expose my site, niche and all my tactics to you on this blog?

As it turns out, the site I’m basing this real-time case study has been around for seven years now. It’s position in Google is really well established. The barrier to entry for competing is high enough that I’m not worried about revealing my hand.

It just so happens that I have been lazy with this site. The income from this site has dried up. However, I recently looked at my stats for the first time in probably four years. To my delight the traffic has grown like crazy.

So it’s the perfect opportunity to share a real-world case study with you while growing my own income at the same time.

A Kick in the Pants

I have three primary goals for this process.

  1. Grow the income of this site to $2000 or more a month
  2. Share with you lessons learned along the way, offering up actionable tips
  3. And to have a kick in the pants to finally do something with this neglected web asset

Questions. Suggestions. Sharing.

All I ask is three things…

  1. Ask lots of questions. Help me deliver as much value as I can.
  2. Give suggestions. Tell me what you would do if you were me.
  3. Share this series with your friends and networks to spread the value.

How does that sound?

The Big Reveal

By now you’re probably wondering what the site and niche are. You can expect the reveal in next week’s post. You’ll find out by reading part two of this series.

For now I’ll give you the stats for last month (April 2012) so you know what we’re working with.

So, now I have a question. Will you find this information interesting? What kinds of things do you want me to cover in this series. Please share your insights in the comments below.

Other Niche Site Income posts:


  1. Good stuff.
    First questions:
    What is current traffic sources breakdown?
    What is the site currently making… with goal of $2000.
    How many pages are on the site… pages/visit at 1.69 seems like not much depth.

    Thanks for sharing

    • Great questions:

      The traffic is 100% organic search (mostly from Google).

      The site is currently only making the occasional web hosting commission. So some months it is $0. Now and again it will I’ll get a $75 check.

      There are about 20-25 pages on the site.

  2. Great! Looking forward to watching this process and learning a few things along the way!

  3. Great idea, and thank you for doing this!

    Question: What is considered an acceptable bounce rate? 75% seems high (?)

    Thank you,

    • This can really vary per niche and traffic sources.

      For a home page, higher the bounce rate might be higher because it is attracting a wider variety of traffic and might now be as focused in topic.

      I agree that the bounce rate could be lower on this site. This is definitely one thing I could look at, though I think I will concentrate first on monetizing the traffic that is there and then bounce could be considered for better conversion of traffic to money.

      Given that I am already ranking quite high, I’m not worried about it. If I was getting lower rankings, improving the bounce rate might convince Google to rank me higher. But that is not needed in this case.

  4. Sounds great Jay! Question: How long has this site been live? Nearly 18,000 unique visitors per month is pretty impressive.

  5. Nevermind, just saw it in the post. Sorry.

  6. Looking forward to it!

  7. I’d love a sense for the content development process, since it seems that the traffic is purely content driven. So please let us know how the specifics of how and why content was created.

    Besides creating the content, what else was done to initially bring traffic to the site? Were you starting from scratch, or did you leverage an existing built in audience? Did you use PPC? Special SEO tricks?


    • Great questions, Bill. I will definitely go into this more.

      Here are a few things to answer that a bit now:

      * The traffic is all natural SEO

      * I focused on domain name, on page SEO, content topic selection

      * There was just a little bit of link building to get things started, since then the links have grown organically

      I think I’ll do a post both the content, the on page SEO and the one on the link-building. Thanks for these suggestions.

  8. Very nice!

    I’m interested to know how you get such traffic for a niche site.
    Have you done any backlinking to it?

    • There was just a little bit of link building to get things started, since then the links have grown organically.

      I’ll do a more extensive post about this.

      Right now I have over 800 .edu links and a handful of .gov that have built up over the years unsolicited.

      • Teresa says:


        Please share how you managed to get so many edu backlinks. Are they really all organic?

        • The content on the site gets referenced all the time by high schools and colleges. I get contacted regularly by teachers asking if they can use the material. I tell them to feel free as long as they link to me. I haven’t solicited an .edu link once.

  9. Sanjiv Manifest says:

    Thanks Jason … impressive stats … look forward to learning how to monetize.

  10. I am very intrigued by this, looking forward to seeing how it unfolds. I am in the process of launching a new site, so this is very timely (just in time training!).

    I have been through the acadamy and now putting the lessons learned into practice.


  11. While the emphasis on your site is on google organic search. Could you give some pointers on how to tweak online and offline seo to achieve better ranking for Bing and Yahoo. Google have been changing their search results algo far too often and emphasizing on smaller search engines may be the way to go. Its more stable and consistent. I’ve got sites that is on yahoo and bing organic search result but it does not seems to rank well on google and it would be great if you can give insight on how to rank well on these smaller search engines

    • I haven’t spent much time studying how to optimize for Yahoo and Bing, though you bring up a good point. That won’t be an immediate thing that I look into, but it would be good to in the near future.

  12. Great idea..a learning experience for me!
    With 17K monthly unique visitors you must have several things going for the site.
    Longevity is one, 25 or so post/articles is not many, I guess, (maybe it is for a site that generally just sits!)but they must be good ones!
    Other comments re the process would be helpful too (See Bill above and others!) I have about the same no of posts but a list of only 25 (stop laughing!)So I have a lot to learn.

    • I’d like to think the content is quite good. I put a lot of time into it when I launched in 2005.

      Admittedly the site needs a refresh. It still gets referenced a lot though. I’ll for sure go into the process of content creation.

  13. Alan Forbes says:

    When you say “bounce rate”, do you mean that someone goes to the home page, then wanders away? OR does that term have another specific meaning?

    • Alan,

      According to Google the bounce rate is:

      “Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.”

      So these are people didn’t stick around longer to look around.

  14. Jay, love the work Sterling and you do. I’m going to take 3 months off starting June 1st when my son is
    born. I’m going to use the limited off time to concentrate on my blog along with yours. Really excited about this. I started my web site 3 months ago and right now I’m at page rank 3 I think. My site is and is focusing on hunting wild Boar in each state. Sign me up Sir!

    Great idea Jay! Hopefully you can help teach me to stay home with my son for good!

    Follow the Water,

    Greg “The Boar Hunter”

  15. Questions that come to mind:

    1) Since the site’s been online for 7 years and gets mostly Google organic traffic, have you seen traffic fluctuations due to Panda, Farmer, Penguin, etc.

    2) How was the site built? on WordPress or a CMS, PHP/HTML, etc. – details on maintenance requirements.

    3) What type of hosting platform are you using? shared, VPS, or dedicated

    4) What have you done to achieve this organic flow of traffic via Google? Ex: any special SEO strategy, social media promotion, video marketing, etc.

    5) Is there any opportunity for user-contributed content to continue the growth of the site?

    6) Have you considered lead capture, or are there reasons you’ve chosen not to do so?

    Some of my questions stem from the fact that I have a niche site that has been online for 6 years, and it now gets less than half of the organic traffic your site receives. I’ve noticed a drop in recent years that’s partially due to Google algorithm changes.

    Realizing that differences in target niches can make huge differences due to potential search volume, I was just curious to learn if I’m overlooking something.

    • 1) Overall I haven’t seen big fluctuations. It looks like I might have gone down to a slightly lower level at the end of March, but that was before Penguin. I haven’t looked into why that might be yet.

      2) The site is static HTML. I will be converting it to WordPress soon.

      3)It is on a shared host. Though, I think I’m going to move it to my VPS account during this process.

      4) I’ll go into my SEO in future posts.

      5) That is an excellent idea. I do want to look at putting into action regular content updates to strengthen the site and traffic.

      6) I have been building a list all these years. It is up to about 5k leads. I don’t do much with it!

      • Jay,
        What are the advantages of moving it to a VPS? Please explain the difference between the different hosting options. Most people starting out will use a shared host, why not keep it on a shared host during this “trial/demo” to show what is possible? Or is VPS that much better for a site and strongly recommended for niche sites?

        • Julie,

          Shared hosting is economical and the best option when starting out.

          Once you reach a level of traffic where it starts to slow down your site (because shared hosting has limited resources), then it’s time to upgrade to something faster.

          A virtual private server (VPS) is the next step up. This gives your site more dedicated resources rather than sharing resources with lots of other sites (even other sites than your own).

          Since this site has a bunch of traffic already, and I hope to grow it a lot in the coming months, it might be worth moving it now while I’m working on it.

          The load time of your site already seems to affect Google rankings. Google has really come out and said they are favor of all things that make for a better user experience on a site.

          My favorite service for VPS is Liquid Web. I use it on a number of my sites.

          The IBM site is on yet another level of hosting above that. We spend close to $200 a month on hosting for this site.

          So you just upgrade as you grow. It’s a good problem to have.

    • Gary,

      I just looked at this closer. For some reason the week of March 25 the traffic went from 7k a week (so closer to 30k a month) down to 5k a week.

      So April was my lowest month in quite some time.

      I posted more info in this comment below.

  16. Hey Jay, been following the podcast the past month and have listened to episodes 56-104… eating up your amazing content. Keep it up!

    I found you guys after following this guy named Pat you might know, and I now I am studying everything I can about the academy.

    This post and your project here will be great info for me, as I am just getting into starting up my niche site. Thanks for all your work and keep it up! ~Brandon

  17. Robin Ebanks says:

    Yes this info is very interesting & valuable to me!
    I would like to know how you came to choosing this niche. What was it that made you loose your interest & how would you avoid this in the future? How much time are you allotting to bringing this site back up to speed per week?
    Looking forward to the posts!

    • Robin,

      Excellent ideas for content. I will for sure go into how I picked the niche and why the site got neglected.

      I’ve learned a lot more in the last seven years about the value of systems that keep working for you.

      One big mistake I made with this site is not taking it the distance in terms of setting up stronger income generating systems before I got distracted (like entrepreneurs often do).

  18. Well it’s about damn time! haha, just kidding.
    But this is a great idea and something I’ve always wanted to see – a real live revenue generating website being revived from the near dead. I’d be curious to learn how you set the stage for the great Organic traffic??

    Looking forward to learning and contributing where I can.

    Best, Sterling and Jay!


  19. I love this idea. It’s like getting a mini-coaching session from you. I have so many questions (I’m a newbie):

    1. Is this a WordPress site?
    2. Will you share some of the technical things you do to setup the website – especially widgets?
    3. How do you create this exact comment form? I like Confirm you are not a spammer check box. I also like the Check this box to receive instant access – I assume that helps drive your list.

    I get at least one or two spammers per day. They waste my time. It’s discouraging because I hardly get any comments to my blog posts that are legit. I’ve written 50 posts and only have 30 names on my email list. What could I be doing wrong? Maybe my niche is not big enough or maybe I’m not marketing it well enough on Twitter.

    Thanks for this Jay – looking forward to going through this with you.

    • Hi Eric,

      1. It is not on WordPress. I actually built in myself in HTML! I’ve learned a lot about efficiency and tools in the past seven years ;).

      I plan to move it over to a WordPress platform.

      2. Sure thing. I’ll share what tools I use as I move forward with the site.

      3. The plugin we use for the comment opt-in is Action Comments

      Getting more comments can be just a matter of time. You keep on trucking to create content, promote your site and interact with people that do show up.

      I do think that Twitter is still a great place to easily engage new traffic.

  20. Im sure you will share this also, but how many keywords do you have a top 10 or top 20 ranking for… and at what positions. Of those, what percentage of traffic comes from those keywords?

  21. I’m most interested in your product creation process. I’m assuming you are going beyond affiliate links and into your own product…

  22. Brett says:

    I really hope to keep up with you on this one. I too have a neglected niche site that brought me ~$50/mo for the last couple years without touching it (though I had several ‘shoulds’). The site survived Panda just fine, but I fear it has now met its demise with Penguin. Very interested to see how you do bringing your site back to life. Hope I can keep up on this topic!

  23. My site hasn’t been affected by Panda or Penguin. I think it’s has enough established authority now that it should be fine.

    That said, it would be naive to assume the site is invincible.

    I do plan to build in systems that will help ensure my position moving forward (i.e. new content, more links)

    Brett, if you want to keep up on the topic, I recommend signing up for our e-mail newsletter. I’ll send out an update every time a new post goes up.

  24. Jay – this looks awesome. To hold up my end of the bargain, here’s a question: Do you think the steps you take to revive this sleeper will be the same ones a newbie should use to build a solid niche site from the ground up?

    If you could highlight where the two approaches would differ, I’m sure that would add tremendous value to folks like me with a brand new site.

    By the way, loving the Academy.

    Thanks to both you and Sterling!

    • John,

      That’s a fair question.

      I plan to share things I did back when I first set the site up. Many of those things are exactly what I would do if I were starting over today.

      I will certainly be able to accelerate through the money process faster given that I already have plenty of traffic.

      So the biggest difference is that someone starting from scratch would need to spend more time creating content, building links and generating traffic to get the ball rolling.

      That said, one of the biggest strengths of this site was careful selection of the right keywords up front and finding that had competition that could be easily “outrun” in the search rankings.

      I’ll go into this more as we move forward.

      • I’d like to second this comment, as a newbie to passive income with a clear commitment to get something (see, can I get more generic?) that is going to generate $1,500 per month by August 2012, I am very interested in learning more about starting a niche site as a potential way of getting there. So if you could at least highlight where a newbie should do things differently, that would be awesome.

        Thanks in advance,


  25. Gillian G says:

    Hi Jay

    Looking forward to this case study.

    Have you been getting 20,000 visits a month all along or has this increased recently? It seems like quite a large amount of traffic for $0 to $75 a month.


  26. Gillian,

    The site should be making far more money than it is given how much traffic I am getting. I’m not leveraging it well enough (or rather, really even at all).

    Within 3-6 months of launching the site in 2005 I was getting some steady traffic (ie. 500+ visits a week).

    I didn’t put analytics on the site until 2007. Here’s an idea of the growth year over year.

    2007: 14-20k visitors a month
    2008: 20k visitors a month
    2009: 20-23k visitors a month
    2010: 23k-30k a month
    2011: 26k-34k a month

    Now I know that I showed above 20k visitors for April. For some reason April was lighter. I would point to Penguin update on Google, but that came at the end of April.

    We’ll see how it goes in May. Right now it is looking like another 20k month. So something did happen recently not that I look closer at the trend.

  27. Hey Jay,

    Can’t wait to see the upcoming posts and information. My first question would probably be, how you went about choosing the particular niche that you’re sharing with us. I’m getting bogged down trying to decide on a niche and was wondering if you had any good suggestions/tips on how to go about choosing a niche to dive into. Keep up the great work and thanks so much for sharing this with us!

  28. Keith says:

    Did you give the domain name yet or did I just miss it?

  29. This is a great idea!!! I’m fascinated by the “process” of something as it’s becoming successful, as opposed to just talking about it afterwords IF it does. In fact I started doing a video diary of my “success story” about 4 yrs ago with this thought in mind, which has propelled me on to my current 2 yr website project. Certainly adds to the accountability! : )

    No questions yet, but thanks for doing this. It will be of ridiculous value I believe.

  30. I’m really excited about this and looking forward to it. Sometimes we are at a stage that we do not know what we don’t know or have been doing the wrong things without knowing it. Seeing such a live process should be eye opening and great learning experience. Many thanks for the idea!

    Just curious, if you are receiving such an impressive traffic, didn’t you monetize with some advertisement or Adsense?

    • Lynn,

      That would have been the logical thing to do a long time ago.

      Sadly, no I haven’t had anything like that on the site to make money all these years. I got distracted and moved on. It was a typical entrepreneurial mistake.

      I actually put Adsense on it two weeks ago to see what would happen. I will report on that soon.

  31. I am very excited to read your future posts.
    I am a new member to Business Academy Mastery and slowly working through the modules. With my current project I am worried about my niche being to specific so it will be great to see an example to learn from.

    Thanks for the information and sharing.

    Jason Love

  32. victoria says:

    This is sooo useful for me as white hat link building seems to be almost impossible – and after Penguin I don’t want to try anything else.

    • Hi Victoria,

      I’m sure you already know this, but the key to ranking post-Penguin is the same it has been for years…

      Create great content that is useful

      Google has and always will prefer this kind of content. The business module we teach in the Academy is based entirely on a foundation of content marketing because that is what builds a stable business.

      So I think the key is to focus energy on the content more than on getting links.

  33. Thanks for sharing all of this information! I am looking forward to seeing the industry and the success blueprint!

  34. Yes, in reference to the last comment, the strategy for success really doesn’t change – just great relevant content!

    I am hoping you will go into a little on how you arrived at your specific keywords for a profitable site. It’s not enough just to find a profitable niche – but you need the right keywords which will get natural organic traffic!

  35. Gabriel says:

    Hi Jay,

    Thanks for posting this :)

    A few questions..

    Do you have an email newsletter opt in on this site? Do you get people signing up?

    You have a lot of unique visitors that come see a page and leave. What are your returning visitors looking for? Which content or landing pages? Which keywords lead them to your site?

    Do you have any social media badges displayed on the site?


    • Hi Gabriel.

      Yes, I have a list opt-in on the site. Thankfully that asset has been building up over the last few years. The list is up to almost 6000 people.

      I believe the returning visits are due to tutorial videos that I have on the site. People like to come back to refer to those videos over time.

      No social media on the site. I built it in 2005. There was no social media at all back then (at least not to any universal degree). Since I haven’t updated the site since then, it never got added.

      Clearly that’s a glaring hole and something I will add soon.

  36. Congratulations first of all.

    I have over 20 profitable niche sites and I have experienced something like this just once – still can’t trace it to the underlying reasons.

    What I am mainly interested in is how much did you market/promote the site after it was built and for how long? What specific marketing methods did you employ?

    Finally, when was the last time you actually updated the site (content/newsletter/etc). It would also be very helpful to see where the traffic is coming from (breakdown pie chart)

    Looking forward to the rest of the series…

  37. Jerry says:

    Looking forward to it Jay!

  38. It’s like you’ve built a niche and profit habit.

  39. Steve says:


    I saw that you plan on moving your niche site to WordPress. My question is this: Is it REALLY necessary to use WordPress? And does doing so help with SEO?

    I’ve heard knowledgeable people weigh in with all sorts of opinions:

    Some say, “You MUST be using WordPress. It optimizes better than any other platform and will help with SEO.”

    Some say, “Most people don’t know that WordPress actually renders as HTML. Technically speaking, Google can’t tell whether you’ve used HTML or WordPress to do your site. To Google, it’s all the same. So use whatever you want.”

    And yet others say, “I actually get better SEO results with HTML than I do with WordPress.”

    What’s the real scope? Is there any real SEO advantage to using WordPress? Likewise, is there any real SEO disadvantage to using HTML?


    • Steve,

      Very interesting question. First let me address each of the statements you quoted.

      “You MUST be using WordPress. It optimizes better than any other platform and will help with SEO.”

      WordPress doesn’t have any magical SEO advantage over any other platform. But it has all the basic optimizations from the start without effort.

      It also does auto notifications to Google and other platforms that can be advantageous.

      You could get the same things with other content managers, but WordPress has become the most popular.

      “Most people don’t know that WordPress actually renders as HTML. Technically speaking, Google can’t tell whether you’ve used HTML or WordPress to do your site. To Google, it’s all the same. So use whatever you want.

      This is true. When Google sees the page, it has already rendered to HTML. The statement above misses the point of a non-HTML, database-driven content manager like WordPress.

      If you add static HTML pages to your site it will quickly get much more complicated to manage and update. WordPress separates the design and layout from the actual content and data. You can update your site at the click of a button.

      Yes, use whatever you want. It might be that another manager works better for your needs. That said, I know WordPress. It has always delivered what I need and done it very simply and elegantly.

      I actually get better SEO results with HTML than I do with WordPress.

      This might be true. WordPress can be badly set up. Other software can be optimized just as well as even a perfect WordPress installation.

      Again, there is not special magic sauce here that is exclusive to WordPress.

      I don’t choose my content manager based on SEO alone. In the end, I need to understand good SEO practice and make sure to implement it no matter what platform I am using.

      If Drupal, Joomla, static HTML or something entirely custom better fit your needs…then go for it.

      One advantage of a static HTML site is that it likely loads a bit faster than a WordPress-based site. However, with some caching plugins and the right hosting, WordPress loads fast, too.

      So why do I want to switch my simple HTML niche site to WordPres?

      1. It will make it much easier to update, organize and optimize as I add new content to it.
      2. It’s an easy way to immediately apply a really nice looking new layout to the site
      3. I can more easily update the site from anywhere rather than needing to be on my primary system where all the HTML files are stored
      4. There are a number of handy plugins that I can’t use if I keep the site in HTML
      5. Does that answer the question? I can see why there would be confusion. People make blanket statement without really qualifying (or even understanding) their stance.

        Let me know if you have other questions.

  40. Steve says:

    Thanks for the thoughtful response, Jay. Lots of good info there!

    I should have included the context of my question: I’m building my site soon, and am trying to decide whether to use WordPress or one of the newer-generation “WYSIWYG” tools (like Weebly, or Yola). Some of these newer WYSIWYG services are easy to use, much more feature-rich than they were a few years ago, and inexpensive. Unlike with WordPress, I feel I could build a good-looking and good-performing site faster and cheaper with such an editor.

    But my concern is that, if I use one of these services and their static HTML designs, would I be losing anything over WordPress in terms of SEO?

    Many of these newer WYSIWYG editors have SEO plug-ins and better code than they used to have (from what I’ve read), which is typically one of the advantages cited with WordPress. Many of these newer editors also solve the HTML problems you mentioned in #1-4 above. This is why I’ve concluded these “might” be a good place for me to start.

    I’m just not certain if, in terms of SEO, Google would “punish” me for using one of these editors. But I think you answered the question: Good code is good code, and bad code is bade code, regardless of the platform that made it.

    As an aside, do you have any thoughts on these WYSIWYG editors? Heard anything about them, good or bad?

    Thanks again, Jay. This Real-time Case Study you guys are doing is already turning into a great piece of content! I can’t wait to keep learning more, and seeing how you move forward with the project.

  41. There is no “punishment” for using a particular platform. In the end Google just wants you to have a quality, relevant, authoritative site that provides a good user experience.

    I went from hand-coding sites in something like Dreamweaver to using WordPress. I’ve never had a need for anything else.

    It’s what we have taught for seven or more years.

    With WordPress you have one of the largest communities of webmasters answering questions, making plugins, building beautiful themes.

    And if you have any plans of using our training, that is what we cover.

    I would use WordPress.

  42. You can now find part two of this series here.

    In it I reveal the niche site that we’ll be using for this case study.

    I also give a step-by-step process of how to choose a target niche for your own site.

  43. I like how open this case study is. One goal that I have when creating a new site is not to focus on how much I can make per month, but to focus on how much traffic I can get to the site per month. Traffic = potential revenue

    • Jason,

      This is very true.

      There are four things I look at in fact:

      1. How much traffic am I getting?
      2. How well am I converting that traffic?
      3. How much of that traffic is coming back over time?
      4. How can I better meet the needs of my target market?

      The answers to any of those four questions lead to increased revenue.

  44. This is great, Jay. Love it. You’re always on the cutting edge of helping people with internet business. You epitomize “just in time learning.” Seems you come out with these things “just in time” for me!! Thanks!

  45. Jay – We missed you at BlogWorld, although much of the information covered in their ‘Super Sessions’ will be uncovered through this process ;) To say this ‘cracking the online code’ is information is interesting to me would be a dramatic understatement.
    – Please continue to illustrate:
    1.) Your reasoning for each of the online moves you make…
    2.) Busting myths of the wanna-be world (Derek stated, “Socail media don’t help conversion so don’t waste your homepage with those distracting buttons…”)
    3.) Hurdles that we may see that are distracting us and how we should navigate away from those less effecient practives.
    – Right On, Jay, keep in touch ;)

  46. I’ve been a fan of your podcasts for over a year now and recently joined your site. A have a couple of websites now that are starting to generate some income thanks to you guys. Can’t wait to see what you do with this site!


    • Sean,

      Fantastic! Congrats on your sites. I’d love to hear more about them. Can you shoot me an e-mail (jay@) and tell me what you have going?

      Maybe we can share your success on the show.

  47. This was a great case study followed the progress and learned a lot from him, thank you for having shared with us, I focus on building profitable niche sites and have been using your blog for inspiration.

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