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Our Links Are Trusted By 2,500+ SEO Agencies
By the Rhino Rank team
15th Sep 2025
In marketing, understanding what keywords your rivals are targeting can be the difference between ranking on page one or getting lost in the search results. Competitor keyword research has become one of the most valuable strategies in modern SEO, with 75% of marketers prioritizing keyword research as a key part of their SEO strategies.
When you discover the exact search terms driving traffic to your competitors’ websites, you unlock a treasure trove of opportunities. You can identify content gaps in your own strategy, uncover high-value keywords you never considered, and develop a more informed approach to both organic and paid search campaigns.
This comprehensive guide will walk you through everything you need to know about finding competitors’ keywords. You’ll learn how to identify your true SEO competitors, master both free and premium research methods, analyze keyword data effectively, and transform your findings into actionable strategies that drive real results.
Competitor keywords are the specific search terms that your rivals rank for in both organic search results and paid advertisements. Unlike traditional keyword research, where you brainstorm terms related to your business, competitor keyword research involves reverse-engineering the search strategies of websites that already succeed in your niche.
The process goes beyond simply identifying what keywords competitors use. It involves understanding their entire keyword strategy, including the search volume they’re targeting, the search intent behind their chosen terms, and the content approach they use to capture that traffic.
When you analyze competitor keywords systematically, you gain several competitive advantages.
First, you discover proven keywords that already drive traffic in your industry. These aren’t theoretical terms; they’re search queries with demonstrated commercial value and user interest.
Second, you can identify keyword gaps where competitors rank but your website doesn’t appear. These gaps represent immediate opportunities to create content or optimize existing pages to capture traffic you’re currently missing.
Third, competitor keyword research reveals the search intent patterns in your industry. By studying how competitors structure their content around different keyword types, you can better understand what searchers actually want when they use specific terms.
Consider an e-commerce site selling outdoor gear. Through competitor keyword research, they might discover that rivals rank for specific product comparison terms like “hiking boots vs trail runners” or seasonal keywords like “winter camping essentials.” These insights could reveal content opportunities they hadn’t considered.
Similarly, a SaaS company might find that competitors target educational keywords around industry problems, not just product-focused terms. This discovery could shift their entire content strategy toward thought leadership and problem-solving content.
The foundation of effective competitor keyword research starts with identifying who your real SEO competitors are. These may differ significantly from your traditional business competitors, as websites from different industries can compete for the same search terms.
Your SEO competitors are the websites that consistently appear in search engine results for the keywords you want to rank for. They might include direct business competitors, but they often encompass media sites, educational resources, and industry publications that capture search traffic in your space. Direct competitors are brands you lose customers to, while SERP competitors are sites that rank beside you in search results.
To identify these competitors, start by searching for your primary keywords and noting which domains appear repeatedly in the top 10 results. Look beyond the first page, and instead examine the top 20-30 results for patterns. You’ll often find that certain websites dominate multiple keyword searches in your niche.
Use Google’s search results to compile a list of 5-10 domains that frequently appear for your target keywords. These are your SERP competitors, and they should be your primary focus for keyword research.
Before diving into paid tools like Ahrefs and Semrush, you can extract valuable keyword insights using free Google features. Start by visiting your competitors’ websites and analyzing their page titles, meta descriptions, and heading tags. These elements often reveal their primary keyword targets. Manual website analysis includes checking titles, meta descriptions, and URLs for recurring keywords on competitor websites.
Google’s autocomplete feature provides another goldmine of competitor keyword ideas. Type your competitor’s brand name followed by common terms like “vs,” “alternative to,” or “review” to see what searchers commonly associate with their brand.
The “People Also Ask” section in Google search results reveals related questions that searchers have about topics in your industry. When you click on these questions, Google often shows you which websites rank for these query variations, giving you insight into competitor content strategies.
Create a spreadsheet to track your competitor research systematically. Include columns for competitor domains, primary keywords they rank for, estimated search volume, and your current ranking position for the same terms.
Set up Google Alerts for your main competitors’ brand names combined with industry keywords. This helps you monitor when they publish new content or when their brand gets mentioned in contexts that might reveal new keyword opportunities.
As search engines become more sophisticated and competition intensifies, advanced competitor keyword research techniques help you discover opportunities that basic methods might miss. These strategies often reveal untapped keyword goldmines and provide deeper competitive intelligence.
Modern AI tools like ChatGPT can enhance your competitor keyword research by helping you categorize and analyze large keyword lists more efficiently. Upload competitor keyword data and ask AI to group keywords by search intent, topic clusters, or business relevance.
AI can also help you identify semantic keyword opportunities by analyzing competitor content and suggesting related terms that might not appear in traditional keyword tools. This is particularly valuable for discovering voice search keywords and natural language queries.
Use AI to brainstorm content angles that could target multiple competitor keywords simultaneously. Input a list of related competitor keywords and ask for comprehensive content ideas that could rank for several terms.
Expand your competitor keyword research beyond Google to include Amazon, YouTube, and social media platforms. Competitors often target different keywords on different platforms, revealing additional opportunities for your content strategy.
Amazon competitor keyword research is particularly valuable for e-commerce businesses. Analyze competitor product listings, bullet points, and backend keywords to understand how they optimize for product discovery on the platform.
YouTube competitor analysis reveals video content opportunities and helps you understand how competitors target keywords in video titles, descriptions, and tags. Video content often ranks in Google search results, providing another avenue to compete for valuable keywords.
Analyze competitor keyword strategies across different seasons and industry cycles to identify temporal opportunities. Some competitors may dominate certain keywords during peak seasons but ignore off-season opportunities.
Use Google Trends to identify when specific competitor keywords experience seasonal spikes, then plan your content calendar to compete during these high-interest periods. Early preparation often allows you to outrank competitors who react to trends after they’re already established.
Monitor industry events, product launches, and news cycles that might create temporary keyword opportunities. Competitors often focus on evergreen content but miss trending topics that could drive significant short-term traffic.
If your business operates in multiple markets, analyze how competitors target keywords in different countries and languages. Keyword strategies that work in one market might not transfer directly to another, revealing localization opportunities.
Use tools like Semrush or Ahrefs to analyze competitor keywords in specific countries or regions. This reveals geographic keyword gaps and helps you understand how to adapt successful competitor strategies for different markets.
Consider cultural and linguistic differences when analyzing international competitor keywords. Direct translations often miss nuanced local search behaviors and may not capture how people actually search in different regions.
The Google Keyword Planner tool offers an easy way to research competitor keywords without spending money on premium software. While primarily designed for Google Ads campaigns, it provides valuable insights into organic competitor strategies as well.
Access Google Keyword Planner through a free Google Ads account. You don’t need to run active campaigns to use the tool. Navigate to the “Discover new keywords” section and use the “Start with a website” option to analyze competitor domains.
Enter your competitor’s URL and let Google analyze their site structure and content. The tool will suggest keywords based on the content it finds, giving you insight into terms Google associates with that website. While the search volume ranges are broad without an active campaign, you still get valuable directional data about keyword opportunities.
Focus on the keywords with higher suggested bid amounts, as these typically indicate commercial intent and valuable search terms. Cross-reference these suggestions with manual analysis of the competitor’s actual page content to validate the keyword associations.
Google Trends allows you to compare search interest between different terms and see which competitors are gaining or losing visibility for specific keywords over time. Enter up to five related keywords to see their relative popularity and identify trending opportunities.
The “Related topics” and “Related queries” sections at the bottom of Google Trends results often reveal additional keywords that competitors might be targeting. Pay special attention to “Breakout” queries, which indicate rapidly growing search interest.
Use the comparison feature to analyze how different competitors’ brand terms perform against each other. This can reveal seasonal patterns, trending topics, and shifts in market interest that inform your keyword strategy.
Conduct thorough SERP analysis by searching for your target keywords and examining the top-ranking pages in detail. Look at the page titles, URLs, meta descriptions, and heading structures to understand how competitors optimize for specific terms.
Pay attention to SERP features like featured snippets, image packs, and “People Also Ask” boxes. Note which competitors appear in these enhanced results, as they often indicate successful targeting of specific keyword variations or search intents.
Create a document that maps specific competitors to the SERP features they dominate. This reveals opportunities where you might be able to compete for enhanced visibility beyond traditional organic rankings.
While free methods provide valuable insights, premium SEO tools offer comprehensive data that can accelerate your competitor keyword research significantly.
Semrush’s Keyword Gap tool allows you to compare your domain against up to four competitors simultaneously. This analysis reveals four crucial categories: keywords you share with competitors, keywords only your competitors rank for, keywords only you rank for, and keywords none of you target. The Keyword Gap tool allows you to compare your Google rankings with multiple competitors and find keyword opportunities.
The tool provides specific metrics for each keyword, including search volume, keyword difficulty, and current ranking positions for all analyzed domains. You can filter results by search intent, making it easy to focus on commercial keywords or informational content opportunities.
Export the “Missing” keywords (these are the terms your competitors rank for but you don’t) and prioritize them based on search volume and relevance to your business. These represent your most immediate opportunities for content creation and optimization.
Ahrefs Site Explorer provides detailed organic keyword data for any domain. Enter a competitor’s URL to see all the keywords they rank for, complete with ranking positions, search volumes, and estimated traffic values. Ahrefs’ Site Explorer provides a full keyword profile of a competitor, differentiating between organic and paid search keywords.
The “Top pages” report shows which competitor pages generate the most organic traffic, revealing their most successful content strategies. Analyze these high-performing pages to understand how they structure content around their target keywords.
Use the “Content gap” feature to compare your site against competitors and identify keyword opportunities. This tool specifically highlights terms where competitors rank in the top 10 but your site doesn’t appear in the top 100, making prioritization straightforward.
SpyFu specializes in historical data, showing how competitor keyword strategies have evolved over time. This perspective helps you understand long-term trends and identify keywords that competitors have started or stopped targeting.
The platform’s PPC analysis reveals which keywords competitors bid on in Google Ads, providing insights into terms with proven commercial value. If competitors invest in paid advertising for specific keywords, these terms likely generate revenue.
SpyFu’s “Kombat” feature directly compares your domain against competitors, highlighting shared keywords and revealing opportunities where you might outrank established competitors.
Moz Keyword Explorer is a beginner-friendly tool that offers insights into competitor keywords and SERP features. It provides keyword difficulty scores, search volume estimates, and suggestions for related keywords that can enhance your keyword strategy.
Moz also includes a “Rivalry” metric that considers domain authority and keyword overlap, helping you identify the most relevant competitors for each keyword. The tool’s user-friendly interface makes it accessible for marketers new to competitor keyword analysis.
While Moz may offer less granular data compared to some other platforms, its focus on usability and SERP feature tracking makes it a valuable addition to your competitor keyword research toolkit.
|
Tool |
Best For |
Key Strength |
Limitation |
|---|---|---|---|
|
Semrush |
Comprehensive analysis |
Keyword Gap tool |
Higher cost |
|
Ahrefs |
Organic keyword research |
Extensive database |
Limited PPC data |
|
SpyFu |
Historical trends |
PPC insights |
Smaller keyword database |
|
Moz |
Beginner-friendly analysis |
SERP feature tracking |
Less granular data |
Choose tools based on your specific needs and budget. Many professionals use a combination of tools, as each platform has unique strengths in competitor keyword analysis.
Once you’ve gathered competitor keyword data, the real work begins. You need to analyze your chosen keywords to identify the most valuable opportunities for your SEO strategy. Not all keywords are created equal, and successful competitor keyword research depends on your ability to prioritize and categorize your findings effectively.
Search volume indicates how many people search for a specific term each month, but high volume doesn’t always translate to high value. Analyze search volume in context with keyword difficulty and your website’s current domain authority. A keyword with 1,000 monthly searches and low difficulty might be more valuable than a 10,000-volume keyword that’s dominated by established competitors.
Keyword difficulty scores help you assess the feasibility of ranking for specific terms. When competitors with similar domain authority rank for keywords with moderate difficulty scores, these represent realistic targets for your optimization efforts.
Cost-per-click data from Google Ads provides insight into commercial value. Keywords with higher CPC typically indicate stronger purchase intent and revenue potential. Even if you focus on organic search, understanding commercial value helps prioritize your content creation efforts.
Search intent categorization reveals what searchers actually want when they use specific keywords. Informational keywords typically begin with “how,” “what,” “why,” or “best,” indicating users seeking knowledge. Commercial investigation keywords include terms like “review,” “comparison,” or “alternative,” showing users evaluating options. Transactional keywords contain words like “buy,” “price,” or “discount,” indicating purchase readiness.
Analyze your competitors’ content to understand how they address different search intents. Notice whether they create comprehensive guides for informational keywords, comparison charts for commercial terms, or product pages for transactional searches. This analysis informs your content strategy and helps you understand what type of content succeeds for each keyword category.
Look for patterns in how competitors structure their pages around different intent types. Some may excel at informational content but miss commercial opportunities, revealing gaps you can exploit.
Keyword gaps represent your biggest opportunities in competitor keyword research. These are search terms where competitors rank successfully, but your website doesn’t appear in the top search results. Focus on gaps where multiple competitors rank, as this indicates validated keyword opportunities with proven traffic potential.
Prioritize keyword gaps based on relevance to your business goals, search volume, and ranking difficulty. A keyword gap with moderate search volume and difficulty that directly relates to your products or services often provides better ROI than high-volume, highly competitive terms.
Create a scoring system that weighs multiple factors: search volume, keyword difficulty, relevance to your business, and current competitor rankings. This systematic approach helps you focus on keyword gaps with the highest probability of success.
Transform your competitor keyword research into concrete actions that improve your search engine rankings and drive more targeted traffic to your website. The most successful SEO strategies combine competitor insights with unique value propositions that differentiate your content from existing results.
Content gap analysis reveals topics your competitors cover that you haven’t addressed on your website. This goes beyond individual keywords to identify entire subject areas where you could establish topical authority.
Map competitor keywords to content themes and identify clusters of related terms. If competitors rank for multiple keywords around “email marketing automation,” but you only have basic email marketing content, this reveals an opportunity to create comprehensive resources covering automation strategies, tools, and best practices.
Develop content that targets multiple related keywords from your competitor research. Instead of creating separate pages for closely related terms, build comprehensive resources that naturally incorporate several relevant keywords and provide more value than competitor pages.
Use competitor keyword research to understand what content already exists, then create something demonstrably better. If competitors rank for “social media marketing tips” with basic list-style articles, you might create an interactive guide with templates, examples, and actionable frameworks.
Analyze the content format that performs best for your target keywords. Notice whether competitors succeed with long-form guides, video content, infographics, or tool-based resources. Then determine how you can enhance that format or provide additional value.
Look for opportunities to combine multiple competitor approaches into more comprehensive resources. If one competitor excels at beginner content and another targets advanced users, you might create tiered content that serves both audiences effectively.
Review your existing content to identify pages that could rank for additional competitor keywords with minor optimization. Often, a blog post that ranks for one keyword can capture traffic for several related terms with strategic updates.
Add competitor keywords naturally to your existing content through expanded sections, updated examples, or additional subheadings. Focus on maintaining content quality and user experience rather than forcing keywords into inappropriate contexts.
Update your internal linking strategy to support pages targeting new competitor keywords. Link from related content using anchor text that includes your target keywords, helping search engines understand the topical connections between your pages.
Competitor keyword research reveals terms with proven commercial value, making them excellent candidates for paid search campaigns. If competitors consistently bid on specific keywords, these terms likely generate positive returns on ad spend.
Test competitor keywords in your Google Ads campaigns, but ensure your ad copy and landing pages provide unique value propositions. Simply copying competitor approaches rarely succeeds in paid search, where ad relevance and user experience directly impact costs and performance.
Use competitor PPC keywords to inform your negative keyword lists. If competitors bid on terms that don’t align with your business model, add these as negative keywords to avoid wasting budget on irrelevant traffic.
The ultimate success of your competitor keyword research depends on how effectively you implement your findings. Transform your keyword insights into a systematic approach that consistently improves your search engine rankings and drives qualified traffic to your website.
Develop a realistic timeline that prioritizes your competitor keyword opportunities based on potential impact and resource requirements. Quick wins from low-competition keywords can provide early results while you work on longer-term competitive targets.
Break down your implementation into monthly phases, focusing on different keyword clusters or content types each month. This systematic approach prevents overwhelming your content team and allows you to measure the impact of specific keyword strategies.
Allocate resources between creating new content for competitor keywords and optimizing existing pages to target additional terms. Often, updating existing content provides faster results than creating entirely new resources.
Establish clear metrics for measuring the success of your competitor keyword strategy. Track ranking improvements, organic traffic growth, and conversions for pages optimized with competitor keyword insights.
Set up Google Analytics goals and Search Console monitoring to measure the business impact of your competitor keyword efforts. Focus on metrics that directly relate to your business objectives, not just vanity metrics like ranking positions.
Compare your keyword performance against competitors over time to ensure your strategy is gaining ground rather than just maintaining current positions. Regular competitive analysis helps you stay ahead of evolving competitor strategies.
As your competitor keyword research proves successful, systematize the process to handle larger volumes of data and more competitors. Document your research workflows and create templates that team members can follow consistently.
Consider investing in multiple SEO tools to cross-reference data and identify opportunities that single tools might miss. Different platforms often reveal unique insights about competitor strategies and keyword opportunities.
Train team members on competitor keyword research techniques so the process doesn’t depend on a single person. Distributed research capabilities help you monitor more competitors and identify opportunities more quickly.
The landscape of competitor keyword research continues evolving as search engines update their algorithms and new tools emerge. Staying ahead requires understanding current trends and preparing for future changes in how keyword research and competitive analysis work.
Voice search optimization is becoming increasingly important as smart speakers and voice assistants change how people search. Competitors who optimize for voice search keywords often target longer, more conversational phrases that traditional keyword research might miss.
Artificial intelligence and machine learning are transforming how search engines understand and rank content. Future competitor keyword research will likely focus more on topical authority and content comprehensiveness rather than exact keyword matching.
Visual search through platforms like Google Lens creates new keyword opportunities as people search using images rather than text. Monitor how competitors optimize their images and visual content for discovery through visual search platforms.
Competitor keyword research isn’t a one-time activity, it requires ongoing monitoring to stay ahead of changes in competitor strategies and search market dynamics. Successful SEO professionals establish systematic tracking processes that alert them to new opportunities and competitive threats.
Most premium SEO tools offer competitor tracking features that automatically monitor keyword rankings and alert you to significant changes. Set up tracking for your main competitors’ domains and receive weekly or monthly reports showing their keyword gains and losses.
Configure alerts for when competitors start ranking for new keywords in your industry. This early warning system helps you identify emerging trends and respond quickly to new content opportunities or competitive threats.
Track specific high-value keywords where you compete directly with rivals. Monitor ranking fluctuations and identify patterns that might indicate algorithm updates, competitor optimization efforts, or content improvements.
Create monthly reports that track competitor keyword performance alongside your own rankings. Include metrics like new keywords gained, keywords lost, average ranking position changes, and estimated traffic shifts.
Analyze seasonal patterns in competitor keyword strategies. Some businesses ramp up content around specific keywords during peak seasons, revealing opportunities for you to compete during off-peak periods when competition is lower.
Document significant competitor content launches and correlate them with keyword ranking changes. This helps you understand which types of content drive the biggest SEO gains in your industry.
When competitors consistently gain rankings for specific keyword clusters, investigate their content strategy and identify what makes their approach successful. Look for opportunities to create even better resources targeting the same keywords.
If competitors abandon certain keywords or their rankings decline, evaluate whether these terms still have value for your business. Sometimes competitor losses create opportunities for you to capture traffic with relatively little effort.
Use competitor keyword monitoring to inform your content calendar. When you notice competitors preparing content around seasonal topics or industry events, plan your own content to compete for the same opportunities.
Even experienced SEO professionals can fall into traps that reduce the effectiveness of their competitor keyword research. Understanding these common mistakes helps you avoid wasted effort and focus on strategies that actually improve your search performance.
One of the biggest mistakes is attempting to target every keyword your competitors rank for, regardless of relevance or feasibility. This scattered approach dilutes your efforts and prevents you from building topical authority in specific areas.
Instead of chasing every competitor keyword, focus on terms that align with your business goals and content expertise. Prioritize keywords where you can create genuinely superior content or where you have unique insights that differentiate your approach.
Consider your website’s current domain authority and ranking capability when selecting competitor keywords. Targeting highly competitive terms that require months of optimization effort might not be the best use of resources if easier opportunities exist.
Many SEO professionals identify competitor keywords without thoroughly analyzing the search intent behind those terms. This leads to content that targets the right keywords but fails to satisfy user expectations, resulting in poor engagement metrics and declining rankings.
Study the search results for your target competitor keywords to understand what users actually want. If search results show product pages, creating blog content might not be the right approach, even if competitors occasionally rank informational content for those terms.
Align your content format and depth with the dominant search intent for each keyword. Don’t assume that the format that works for one keyword will succeed for all related terms.
High search volume keywords attract attention, but they’re often the most competitive and may not provide the best return on investment. Many successful SEO strategies focus on long tail keywords with lower volume but higher conversion potential.
Analyze the complete keyword profile of successful competitors, including their long tail keyword strategies. Often, the bulk of their traffic comes from hundreds of smaller keywords rather than a few high-volume terms.
Consider the customer journey when evaluating keyword opportunities. Long tail keywords often target users further along in the buying process, making them more valuable despite lower search volumes.
Attempting to compete for keywords that require significantly higher domain authority than your website currently has leads to frustration and wasted resources. Be realistic about your current competitive position when selecting target keywords.
Use tools like Ahrefs’ Keyword Difficulty score or Semrush’s Keyword Difficulty percentage to assess whether specific competitor keywords are realistic targets for your domain. Focus on opportunities where you have a reasonable chance of ranking within 6-12 months.
Build your domain authority gradually by targeting easier competitor keywords first, then moving to more competitive terms as your website gains strength and credibility in your niche.
Finding competitors keywords is both an art and a science that can dramatically accelerate your SEO success when done systematically. By understanding what search terms drive traffic to your rivals, you gain invaluable insights into proven opportunities and market gaps that you can exploit.
The key to successful competitor keyword research lies in combining the right tools with strategic thinking. Free methods like Google Keyword Planner and manual SERP analysis provide an excellent starting point, while premium tools like Semrush, Ahrefs, and SpyFu unlock deeper insights for serious competitive analysis.
Remember that competitor keyword research is not about copying what others do, it’s about understanding the competitive landscape well enough to create superior content and strategies. Focus on identifying keyword gaps where you can provide unique value, and always prioritize relevance to your business goals over vanity metrics like search volume.
Start implementing your competitor keyword research strategy today using the free methods outlined in this guide. As you see results and understand the value, consider investing in premium tools to scale your efforts and gain even deeper competitive intelligence. The insights you gain will not only improve your current SEO performance but also inform your long-term content strategy and business development decisions.
Your competitors have already done much of the hard work of identifying valuable keywords in your industry. Now it’s time to leverage their research, add your unique perspective, and outrank them in the search results that matter most to your business.
Competitor keywords are the specific search terms that your rivals rank for in organic search results and paid advertisements. These keywords help you understand what drives traffic to their websites and can inform your own SEO strategy.
Competitor keyword research reveals proven keywords driving traffic in your industry, identifies gaps where your site doesn’t rank, and helps you understand search intent patterns. This insight allows you to optimize your content and improve your search rankings.
You can use free tools like Google Keyword Planner, Google Trends, manual SERP analysis, and Google’s autocomplete feature. These methods provide valuable keyword suggestions without the need for paid software.
Popular tools include Semrush, Ahrefs, SpyFu, Moz, and Ubersuggest. Each offers different features such as keyword gap analysis, organic and paid keyword data, and historical trends to help you analyze competitor keywords effectively.
Use competitor keywords to identify content gaps, create superior content, optimize existing pages, and develop targeted PPC campaigns. Focus on keywords that align with your business goals and have realistic ranking potential based on your domain authority.
Keyword gap analysis compares your keyword rankings against those of your competitors to find keywords they rank for but you don’t. These gaps represent valuable opportunities to capture additional search traffic.
Competitor keyword research is an ongoing process. Set up automated monitoring with SEO tools and conduct monthly reviews to track new keywords, ranking changes, and shifts in competitor strategies.
Yes, analyzing competitors’ paid keywords reveals which terms they bid on in Google Ads. This information helps you optimize your PPC campaigns by targeting proven commercial keywords and avoiding ineffective ones.
Long-tail keywords are longer, more specific search phrases often overlooked by competitors. They indicate higher searcher intent and typically have lower competition, making them valuable for driving targeted traffic and improving conversion rates.
Analyze the type of content ranking for a keyword (informational, commercial, transactional, or navigational) and the language used in the search queries. Understanding intent helps you create content that matches what searchers are looking for, improving engagement and rankings.
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