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Search Engine Optimization Expert offers SEO, Search Engine Promotion & Link Popularity Building Services in Hyderabad, India.

Search Engine Optimization : SEO BOOK.

Chapter 13

Controlling Your Links

You need to control the links as much as possible. You can do this a number of ways, but you wont always be successful.
· Provide a link to us page at your Web site. On this page, provide suggested links to your site - include the entire HTML tag so   people can grab the information and drop into their sites.
· Remember that although links on logos and image buttons may be pretty, they don't help you in the search engines as much as   text links do. You can add ALT text to the image, but ALT text is not as valuable as link text. Some site owners now distribute HTML   code that creates not only image links but small text links right below the images.
· When you contact people and ask them for links, provide them with the actual link you'd like to use.
· As soon as someone tells you he or she has placed a link, check it to see if the link says what you want. Immediately contact that   person if it doesn't he or she is more likely to change the link at that point than weeks or months later.
· Occasionally use a link-checking tool to find out who is linking to you and to see how the link appears. If necessary contact the   other party and ask if the link can be changed.

Generating Links, Step-By-Step
Here is a quick summary of additional ways to get links; here they come:

· Register with Search directories.Yahoo1 Directory, the Open Directory Project, specially directories and so on are not only important in their own right, but also provide links that other search engines read.
· Ask friends and family. Get everyone you know to add a link.
· Ask employees. Ask employees to mention you.
· Contact Association sites. Contact any professional or business association of which you are a member and ask for a link.
· Contact Manufacturers' Web sites. Ask the manufacturers of any products you sell to place a link on their sites.
· Contact companies you do business with. Get on their client lists.
· Ask to be a featured client. I've seen sites get high PageRanks by being linked to from sites that feature them.
· Submit to announcement sites and newsletters. Such as URLwire
· Send out press releases. Sending out press releases, even if distributed through the free systems, can sometimes get you links.
· Promote something on your site. If you have something really useful, let people know about it.
· Find sites linking to your competition. If other sites link to your competition, they may link to you.
· Ask other sites for links. During your online travels, you may stumble across sites that really should mention your site, as a benefit to their visitors.
· Make reciprocal link requests. Ask the other site owners to link to you, in exchange you to link swap.
· Respond to Reciprocal link request. Eventually, other people will start asking you to link them.
· Search for keyword add url. You can find sites with links pages this way.
· Use link-building software and services. Try using a link-exchange program or service to speed up the process.
· Contact email newsletters. Find appropriate email newsletters and send them information about your site.
· Create a blog. Many blog sites are read by search engines.
· Mention your site in discussion groups. Leave messages about your site in appropriate forums, with links to the site.
· Pursue Offline PR. Getting mentioned in print often translates into being mentioned on the web.
· Give Away content. If you have lots of content, syndicate it.
· Apply for online awards. Sign up for site awards.
· Advertise. Sometimes ads provide useful links.
· Use a service or buy links. Some service sell links from high pagerank sites.
· Just Wait. Eventually links will appear, but you must prime the pump first.

These links building strategies are ranked by priority in a very general way. One of the first thing you should do is ask friends and family for links and one of the last is just waiting. However in between these first and last strategies, the priority will vary from business to business, person to person. You may feel that a strategy lower down on this list is important to do right away.

Register With Search Directories
Links from directories are important not only because people will find you when searching at the various directories but also because search engines often spider these directories. Google for instance Yahoo! and the Open Directory Project. And the Open Directory Project results are syndicated to hundreds of smaller search engines, many of which are also read by google. these links are highly relevant because they are categorized within the directories; the search engines like relevant links. So if you haven't registered with the directories, you should probably consider that the first step in you link compaign.

Ask Friends and Family
Ask everyone you know to give a link. Many people now have their own web sites or blogs - Weblogs. Ask everyone you can think of to mention your site. Send them a short email detailing what you'd like them to say. You may want to create a little bit of HTML that they can paste straight into their pages, perhaps with a link to a logo stored on your web site so the logo appears in their pages. If you do this, you get to control the link text to ensure that it has keywords in it; the best damn rodent racing site on the web, for instance, rather than click here to visit my friend's site.

Ask Employees
Employees often provide a significant number of links back to their employer's Web site, often by accident. They often mention their employer in discussion groups that get picked up by the search engines. So why not send an email to all your employees, asking them to link to the company's site from their Websites and blogs and to mention you in discussion groups. Again, you might give them a piece of HTML including an embedded also. You can also ask them to include a link to your site in the signature of their emails. The signature is the blurb you see at the bottom of email messages, often containing contact information. Ask them toad a full link - not just www., but That way, when ever they post messages via emails to discussion groups, the link may be picked up by search engines. And you can also ask them to always use a signature with the link when posting via non email methods such as posting to Web based discussion groups.

Contact Association Sites
Association sites are a much overloaded source of free and useful links. Contact any professional or business association of which you are a member and ask for a link. Many sites have member directories and may even have special links pages for their member's web sites.

Contact Manufacturers' websites
Another overlooked source of links as manufacturer's Web sites. If you sell products, ask the manufacturer to place a link from its site to yours. The link from the retailer which does not sell direct brings the company most of its business. This is a valuable link in itself, but because the company most of its business. This is a valuable link in it self, but because the manufacturer is a well known national company that gets plenty of traffic, the manufacturer's Web site has a Pagerank of 5 on its main page. The link to the retailer is on the manufacturer's home page, so not only does the link bring plenty of business, but it also gets plenty of attention from the search engines.

Contact Companies You do Business With
Many companies maintain client lists. Check with all the firms you do business with and make sure that you are on their lists.

Ask to be a Featured Client
While looking at a computer's Web site for a client, it was notices that the competing site had a surprisingly high page rank even though it was a small site that appeared to be linked to from only one place, www., which is a site that syndicates content to real estate sites. It turned out that the competitor was linked to directly from one of Inman's highest Pageranked pages. Inman was using the client as an example of one of its customers. If you are using someone's service - for Web hosting, email service, syndication services, whatever - you my want to contact the site and ask if you can be the featured client.

Submit to announcement sites and newsletters
Though not as popular as they used to be, a number of site announcement web sites and email newsletters still exist. Some of these services are very influential because they are either very popular or are read by many journalists. Getting you site into announcement can be difficult because of stiff competition! In fact, some announcement sites don't accept submissions - Yahoo! Does not take suggestions. Sometimes to get picked up by these sites, you need to be mentioned in another influential announcement service, such as URL wire. However if you can get in, the effect can be huge. Here are a few places to try:
·'s Hot sites:
· URLwire:
· Yahoo! Picks: picks

These announcements services used to be abundant, but most have died off.

Send out Press Releases
Does your company publish press releases? You should distribute these as widely as possible. Press releases often turn up on Web sites anyway, but even if you submit press releases through a large service such as PR New-wire, you should also distribute them through the free and low cost distribution services, which will quite likely get them placed onto other Web sites. These are the free/low-cost services:
· PR Web:
· PRESSLine:

You may want to create your own list of press release distribution email addresses and web pages. Make sure that the press release includes your URL at least twice, preferably three or four times. E.g. include it once in the header, once in the contact information at the bottom, and a couple of times in the text. And use a full link: rather than just yourdomain

Promote Something on your site
One of the most powerful link-building techniques is to place something very useful on your site and then make sure everyone knows about it. There is a little story at the end " How Links Build Links" . It shows how links can accumulate - one link leads to another, which leads to another, and so on. In this story, the site had something that many people really liked - a directory of glossaries and technical dictionaries. Over 2000 sites link to this site, all because the site owner provided something really wanted and appreciated.

Find sites Linking to Your competition
If a site links to your competition, it may be willing to link to you too. Find out who links to competing sites and then ask them if they will link to yours. In some cases, the links will be link-exchange links, but in many cases they will just be sites providing useful information to their readers. If your competitors' sites are useful, and your is too, you have got a good chance of being listed.

Google Toolbar: The Google Toolbar has a Backward Links command. Open your competitor's home page, click the little blue I button on the toolbar, and then select Backward Links from the drop down menu. This feature generally shows pages with a pagerank of 4 or more; it doesn't show all the links in Google's index. It also shows links to that page, not links to all the pages on the site. If you don't see the I button on the toolbar, click the Options button and check the Page Info Menu check box on the Options tab of the toolbar Options dialog box.

Google Search: Search for in Google or in the search box in the Google Toolbar.

Alexa Toolbar: The Alexa Toolbar has a similar tool. Select a page at a competitor's site, click the little downward-pointing triangle on the info button, and an information box opens. At the bottom of the box, you see a line that says something like See 7419 sites that link here. Click this link to a open a page on the Alexa site listing all the links.

Link Popularity Sites: Online tools, such as Link, can help you find links. Enter the competitor's URL and click the search button, and searches google, Altavista, and Hotbot for you. Another Service I like is the Tool at Marketleap, which searches for links at the AlltheWeb , Google, Altavista, Hotbot and MSN. Many such tools are available. Search for link popularity tools and you'll find them.

Link Popularity Software: A number of link-popularity software tools are available that you can run on your computer. Another interesting link-analysis tool I've run into recently is Optlink, which not only finds links to a specified site, but also reviews the link text. The text in the links pointing to your site is incredibly important; this tool gives you an idea not only of how many links point to a site, but of how valuable they are.

Asking for the Link: How do you ask for the link? Send an informal, chatty message. Don't make it sound like some kind of form letter that half a billion other people have received. This should be a personal contact between a real person, you and another real person, the owner or manager of the other site. Give this person a reason to link to your site. Explain what your site does and why it would be of use to the other site's visitors.

Ask other sites for Links
During your travels online, you'll run across sites that provide list of links for visitors, and may be your site should be listed, too. E.g. while working for client that had a site related to a particular disease, I found sites that had short lists of links to sites about that disease; obviously should also have been in those sites. Approach these sites the same way you would approach the sites link into you competitors: Send an informal note asking for a link.

Make Reciprocal Link Requests
A reciprocal link is one that you obtain in exchange for another. You ask site owners and managers to link to your site, and you in turn promise to link to theirs. Reciprocal linking if done right, can help in two ways:
· The search engines see nice, keyworded links coming into your site from appropriate, relevant sites.
· You link to appropriate, relevant sites too.
If reciprocal linking is not done right, the value you gain is not as great. If you get links from any site you can, without regard to whether the sites are of use to your visitors or whether your site is of use to theirs, search engines wont regard them as relevant sites. Reciprocal linking is different from the previous technique of asking to be added to a list, although plenty of overlap exists. With the previous technique, you don't need to offer a link in exchange because the link list is a service to the other site's visitors. However, sometimes the site owners respond with, " Sure, but will you link to us, too?" In this case, you have just found your self in reciprocal linking position. Reciprocal linking is a popular method for obtaining links to your site. Find a site that appears to be in an area similar to your - that is attracts the same sort of people you want to attract and involves a related subject area - and then contact the owner and ask for a link.

Making The Contact
Before you contact others to ask for reciprocal links, link from your site to their sites. Find a page from which it would make sense to link. If possible, avoid the use of links pages. Rather, find a spot on your site where a link to the other site would fit, a position in which it would make sense from a visitor's point of view. Keyword the link nicely. Then contact the site owner. Let the site owner know that you have added the link and that you have keyworded it. Why not explain keyworded links and their purpose? Doing so will probably make it easier to persuade the site owner to give you the type of keyworded link you want. Provide the URL to the page on which the link sits. You might even explain why you try to avoid the use of links pages. Then ask for a reciprocal link and suggest a page on which it would make sense. You are better off not being on a link page if you can avoid it.

Should You Use Links Pages: You have undoubtedly seen links pages all over the place - pages with titles such as Useful Links, Useful Resources, Visit Our Friends, and so on. These pages don't generate too much traffic to your web sites. How often do you find useful links useful, or useful resources particulry , resourceful? And having tested link-exchange software that measures the amount of traffic going through the links pages. You may hear the term link-exchange. This practice is frowned upon because it implies that the site owners simply want to a accumulate as many links as possible and don't really care about the type of sites they are working with. It also implies the use of a links page. On the other hand, reciprocal linking implies the use of a links page. On the other hand, reciprocal linking implies to many people a more circumstances methodology, in which links are carefully considered and placed throughout the site. However, you are far better off not using links pages because of the following problems:
· Search Engines may already downgrade links from such pages. A link from an ordinary page is likely to be more valuable than a link from a links page.
· Links pages often dozens or even hundreds of links on them. Remember that the more links on a page, the lower the vote for each outgoing link.
· Links pages may be further downgrades in the future. If someone at google or Inktomi decides that removing the effect of links pages from their algorithms will improve search results - and ther's good reason to think that it would have this effect - you could one day wake up and discover that all the links to your site from links pages no longer have any value.

A really good reciprocal link campaign can be incredibly time consuming. However the ideal situation would be to do the following.
· Scatter links to other sites around your site.
· Encourage site owners linking back to you to do the same. Start educating the other sites you work with!
· Avoid having large numbers of links on one page.
· Avoid calling a page a links page. You might try using resource page, although I suspect this title is also overused.
Some people claim that search engines don't index these links pages. This simply is not true. They often do and the proof in the pudding.
· Go to the Google and search for these terms: "visit our friends", "link exchange", "link page". Sure not all the pages you find are link pages, but many are.
· Go to links pages and check to see if they are in the google cache or use the site: - llllll search command to see if they are in Google index. They often are.
· When you visit links pages, look at the google Toolbar. You'll often see that they have a Pagerank. However, I should reiterate: Links from links pages probably do not have the value of links from normal pages.

Finding High-PageRank Links: If you are looking for reciprocal link partners anyway, you might as well use a search technique that uncovers sites with Pageranks, for several reasons.
· If a page has a high pagerank, it either has lots of links to it or a small number of links from other pages with high Pageranks. This means that search engines are more likely to find and reindex the page, Thus are more likely to find and follow the link to your page.
· For obvious reasons, people are more likely to follow the links to your page, too.
· The vote from the high-Pagerank page counts for more than the vote from a low pagerank page.
· The vote from the high-Pagerank page counts for more than the vote from a low pagerank page.

Here are some ways to find pages with high pagerank.
· Use the Backward Links command on the Google Toolbar or the search syntax. These techniques find only high pagerank pages, 4 or above. So you can look for pages linking to a competitor and know that the pages have a decent Pagerank.
· Look in the Google Directory. Go to directory. and browse through the directory until you find an appropriate category. Notice that each entry near the top of the category is shown with a green and gray bar in the left column. The longer the green part of the bar, the higher the PageRank.

These techniques will help you find sites with Pageranks, but that doesn't necessarily mean the pages on which your links will be placed will have high Pageranks.

Respond to Reciprocal Link request. Eventually other sites will start asking you to link swap. Ideally you should treat your outgoing links like gold and link only to relevant sites that will be of use to your visitors.

Search for Keyword add url: Go to google for something like this:

"rodent racing" +"add url"

google searches for all the pages with the term rodent racing and the term add url. You will find sites that are related to your subject and have pages on which you can add links. You can also try these searches.

"rodent racing" +"add a url"
"rodent racing" +"add link"
"rodent racing" +"add a link"
"rodent racing" +"add site"
"rodent racing" +"add a site"
"rodent racing" +"suggest url"
"rodent racing" +"suggest a url"
"rodent racing" +"suggest link"
"rodent racing" +"suggest a link"
"rodent racing" +"suggest site"
"rodent racing" +"suggest a site"

However these are not always high quality links. The search engines don't really like this sort of linking, and the word on the street is that links from such pages probably don't have the same value that you'd get from links that are personally placed.

Use link-building software and services
Link building campaigns are LTT: laborious, tedious and time consuming. You have to find sites, add links on your sites to the sites you want to exchange with, contact the owners, wait to see if they respond, try again when they don't, check to see if they actually add the links and so on. Some programs and online services can help you automate the process. They usually help you search for appropriate sites to work with, assist you in contacting the owners, and even create your links pages for you. A number of computer programs are available; the best known are Zeus and ARELIS. Some people find the online service easier to work with, but you have to pay a monthly fee to use them. These programs and service can be used or misused. You can easily use these systems to amass a large number of links in a hurry, without regard to relevance or context. One free service is Link Partners, a huge directory of people who want to exchange links. This service is associated with a pay service called links Manager, which automates the process of contacting the site owners and verifying that the link-exchange partners have actually placed links on their pages. If you get a request for a link through Links Manager and accept the exchange, Links Manager does the work for you, adding the links to both your pages and the link-exchange partner's pages. Another service is Links4Trade, which is similar to Links Manager, but it currently creates only a single page.

Contact Email Newsletter
Email newsletters can be a incredibly powerful method for getting the word out. The first step is to find all the appropriate email newsletters, publication that write about the area in which you operate. After you have identified some newletters, here are some ways you can work with them:

· Send the newsletters a short announcement introducing your site.
· Consider buying small ads in the newsletters.
· Offer some kind of cooperative campaign.
· Write articles for the newsletters.

Create a blog: The term blog is derived from Weblog and covers everything from the utterly pointless ramblings off people who have a lot to say about nothing, to very interesting and widely read musings on just about everything. Many blog sites are indexed by the search engines, so links in these blogs get read and followed. You can set a blog for yourself, family and for your employees. The best known site is blogger, which is owned by google. Blogger provides tools that allow you to quickly set up and maintain a blog. Other blog site include,, and but you can also use tools to set up blogs very quickly.

Mention your site in discussion Groups
Many discussions are indexed by the search engines. You need to find a discussion group that publishes message on the web; so an email based discussion group that does not archive the messages in Web pages wont help you. Whenever you leave a message in the discussion group, make sure that you use a message signature that has a link to your site and also mention the link in the message itself. Sometimes URLs in messages and signatures are read as links and sometimes they aren't. If you type in a message. The software processing the message can handle the URL in one of the two ways:
· It can enter the URL into the page as simple text.
· It can convert the URL to a true HTML link (A HREF=""></A>)
If the URL is not converted to a true link, it wont be regarded as a link by the search engines.

Pursue Offline PR
Getting mentioned in print often translates into being mentioned on the web. If you can get publications to write about and review your site, not only do many people see the link in print - and perhaps visit your site - but often your link ends up online in a web version of the article.

Give Away Content
Several of my clients have vast quantities of content on their web sites. It's just sitting there, available to anyone who visits. So why not take the content to the visitors before they reach your site? Placing the content to your site but also to get your name out there - to "brand" yourself or your company.

Apply for Online Awards
Getting someone to give an award to your site used to be a popular technique for getting links. But it reached the point at which it was possible to get an award for just about any complete-piece-of-junk Website because the sites giving out the awards were more interested in getting links back to their sites. Those who win awards place the award images on their websites, so the images are linked back to the sites giving the awards. Awardsites are less common now, but a few still exist, such as

To advertise in order to get links to your site, you need to consider a couple of issues first:
· Advertising is often grossly overpriced. It may be much too expensive to justify just for a link.
· Advertising links often don't count as links to your site. They are links to the advertising company, which runs a program that forwards the visitor's browser to your site. Search engines wont see the link as a link to your site.

Use a Service or Buy Links
Link campaigns can be very laborious, tedious and time-consuming. You may be better off paying someone to do the work for you. Some of these services simply run the link-acquisition campaign for you. Some of these service simply run the link acquisition campaign for you. Other already have an inventory off ad space on thousands of sites and charge you to place a link on a set number. E.g. one company claims to be able to sell you al link on a pagerank 8 site for $799. Remember that the vote from a page is shared among all the pages it links to, so the more ads are sold, the less the value of each ad. You should know exactly what page the link will be placed on, and you should be able to view the page. Buying link like this is probably not a great idea. Consider it a form of advertising that should be evaluated as such. How much of an impact will the ad have on bringing more visitors to your site? If you are interested in such a service, search for link popularity and link building at a major search engine. Make sure that you understand what you are getting into.

Just Wait
It's not really recommending that you sit and wait as a way to build links, but the fact is that if you are doing lots of other things - sending out press releases, getting mentioned in papers and magazines, contacting email newsletters to do product give aways, and so on even if you have to got to prime the pump first; then things seem to just take off.

Don't bother getting links in guest books, FFA pages and link farms for the following reasons.
· Many web sites contain guest book pages and one early link-building technique was to add a link to your Website in every guest book you could find. The search engines know all about this technique, so although many guest books are indexed, link from them probably have very little value in most search engines.
· Free for all pages are automated directories to which you can add a link. They bring virtually no traffic to your site, are a great way to generate a lot of spam and dont help you in the search engines.
· Link farms are highly automated link-exchange systems designed to generate thousands of links very quickly. Don't get involved with link farms. Not only will they help you but if you link farm or host a link farm page on your site, you may get penalized in the search engines.

Got Content ? Syndicate It
It's time to look at the flip site: taking your content and syndicating it to other Web sites and email newsletters. Email newsletters don't help your search engine position because search engines don't read them. However most email newsletters are placed into web archives - they become Web pages - which often are indexed by search engines. Furthermore newsletter readers sometimes post articles from the newsletters on their sites or come directly to your site. This form of syndication is the only type of promotion they do, and it can work incredibly well. They write articles and distribute them as widely as possible. But many sites already have a lot of content. Why not give it away and use it as a technique to grab more search engine positions, generate links to your site, and brand your site and company? Huge advantage to using syndication is that the links you get back to your site are from relevant sites. Search engines like relevant.

Four Ways to Syndicate

· Browser-side inclusion: Many syndicators employ browser-side content inclusion through the use of Javascript in a web page pulls the articles off the syndicating site. The problem is that Javascripts are run by the Web browser itself. The page loads, then the browser runs the Javascripts. Searchbots however, don't run Javascripts. Googlebot, when indexing the page, will ignore the Javascript and thus wont see the content and wont see the links, and some will click them, you wont get the benefit of the link popularity in the search engines.
· Hosted Content: Some content syndicator, generally those selling content, host the content on their own server, and the sites using the content link to it. The problem with this method is that if you host content for 50 sites, you don't get the benefit of 50 links in the search engines. Google see that you have the same article 50 times and ignores 49 of them.
· Manual Inclusion: This method works well for the search engines: they see the content and the links to yur site. But the problem is that you are relying on the owner of the other site to manually place the content into the page.
· Server-side Inclusion: you can do server side inclusion a number of ways, such as by using INCLUDE commands, running PHP, ASP scripts, and using a relatively new method, RSS feeds. The advantage is that the search engines will see your content and the links back to your site. The disadvantage is that the methods are more complicated to use than either manual or browser side inclusion.

Getting the Most out Of Syndication
You should consider the following points when creating your articles:
· Every article should contain your site name near the top of the article. In the HTML version, put a site logo near the top and include a link on the logo back to your site.
· If you can find a way to link to your site into the article,, all the better. You can do it a couple of times may be, but don't overdo it. Perhaps link to another article on your site for more information. In the HTML version, make sure the link text has useful keywords.
· At the bottom of the article, include an attribution or bio box, including a keyworded link back to your site and in the HTML version, a logo with a link on it.
You'll want to set up a library area on your web site where people can access the articles. In the library you should post certain conditions:
· Consider putting limits on the number of articles that can be used with out contacting you first.
· State clearly that you retain copyright of the article and make clear the following condition:
a) The user cannot change the document
b) All logos, attributions, copyright notices and links must remain.
c) Links must remain standard HTML <A> tags and cannot be converted to another form of link.

Getting The Word Out
When you have your articles ready, you need to get them into the hands of people who can use them. First, you need to register with as many syndication directories as possible:


Here are few ideas for getting the articles out:
· Make sure that visitors to your site know the library is available.
· Directly contact sites and email newsletter that may benefit from your content.
· Include information available material in any email you send and in your printed materials.

Syndicated Utilities
A number of companies have done a tremendous job at building truly huge numbers of incoming links by giving away Website utilities. One that comes to mind is the Atmoz Express Search free search component from Atmoz. Every site using this program has at least one link, probably several back to the site. Another company with a huge number of links is Mapquest. Because it distributes maps, both paid and free and because all those maps include links back to the home site, thousands of links around the Web point to

Using RSS
RSS is one of those geeky acronyms whose real meaning no one has really nailed down. Some stump for really simple syndication, while others swear it means rich site summary, or RDF site summary. It's worth keeping an eye on no matter what RSS actually stands for. If you really want to syndicate using RSS, you have some research to do. A good place to start is Lockergnome's RSS Resource which contains several articles to help you get started. After you have set up RSS feeds register the RSS feeds with as many as RSS directories as you can, such as the following:

· Blog Universe:
· Blograma:
· Blogdex:
· Blogdigger:
· BlogShares:
· BlogStreet:
· Blogwise:
· Bloogz:
· Syndic8:
· Waypath:

Who is going to do all this Work?
Finding sites to links is a lot of work. It's very LTT. How do you get all this done? Here are some options:
· Do you have kids? If not get some.
· Do your neighbours or employees have kids?
· Do your siblings have kids?
· Local schools and colleges definitely have kids, so you may have to find one or two who will do a few hours of work each evening.

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