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SEO for Brand Reputation Management: In Search SEO Podcast

November 26, 2019   |  
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The In Search SEO Podcast

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Summary of Episode 49: How to Leverage SEO for Online Reputation Management 

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The nice Ari Roth of Five Blocks joins us to speak about crafting your on-line repute from an SEO perspective!

  • How to keep up management of your model’s narrative utilizing Search
  • Using the SERP to manifest your model positively
  • Handling inaccuracies that influence your model’s identification after they seem inside a Google property

Plus, is Google evil? The Wall Street Journal seemingly thinks so! We decide aside their article and the business’s peculiar response to it!

Is Google Evil? When SEO Conspiracies Go too Far [00:03:13 – 00:17:35] 

During episode 48 of the podcast, Mordy mentioned he’ll discuss concerning the Wall Street Journal’s take on Google, however as time went on he felt like masking it in-depth can be previous information. That was till Barry Schwartz went forward and wrote what Mordy thought was an objectively fantastic rebuttal of the Wall Street Journal’s take on SEO… and all hell broke free.

So let’s get into a few of the issues the Wall Street Journal (WSJ) proposed to be Google fact:

Google favors massive manufacturers as a result of they purchase adverts
Manual modifications made by Googlers is a few type of enhancing free for all
The blacklisting of web sites truly occurs

Here are Mordy’s points with the piece itself: First, they point out their analysis consists of 17 searches. Really? According to Mordy, he did 1700 searches final week! (An apparent, but oddly plausible, exaggeration.) Secondly, there’s a complete bunch of complaining within the piece about Google enhancing out offensive nonsense within the Autocomplete and the way Google creates guide changes to the search outcomes, and many others. As Mordy put it on Twitter, “I don’t get their point on “censorship”: If your 11-year old kid searched from Biden or Trump for a project, would you want them to see “is a moron, is a putz…” despite your political leanings wouldn’t you want your 11-year old to see facts?” Do you really want kids seeing totally inappropriate things in the Autocomplete?

Moving on to Google’s supposed big brand preference…. The WSJ claimed that eBay suffers and Amazon wins on the SERP because Amazon spends more on ads. First off, Mordy remembers a study he did on a Google update at the behest of some people in e-commerce to see what sites were impacted and in that study, eBay won big and Amazon lost some nice rankings.

But what really is killing Mordy is the Amazon thing. Do you know how much Google invests in its SERP features and Google Shopping just to grab a user and pull them away from Amazon? Does the WSJ actually believe that Google will purposely give Amazon better rankings? Amazon is Google’s biggest threat! Google literally revamped its product Knowledge Panel into a commerce supercenter just to get folks to consider its own Shopping programs over Amazon!

What’s really confusing to Mordy is the supposed injustice when preferring a big brand. Fun fact, everyone loves big brands! When you need a heart transplant do you go to some mom and pop hospital or one of the top hospitals in the country? Mordy’s wife had her thyroid removed due to thyroid cancer at Johns Hopkins in Baltimore! And you know what Mordy didn’t say? “Well, I might sound biased in the direction of massive manufacturers so I’ll take my spouse to a no-name hospital.”

Think of any retailer chain. Mordy remembers as a child there was this chain known as Midas the place you bought your muffler and your brakes mounted and folks appreciated going there as a result of they trusted them. They would say to themselves, “It’s a brand, they won’t cheat me. They have no reason to. They’re a big brand. They’re reputable.”

So when the writers of the WSJ prefer a big brand in their personal life, no problemo, but when Google does it, oh no! They can’t do that. Google can’t view big brands as being authoritative. Google should say no to CNN, no to ABC News, no to CBS… Google should instead favor the Middle-of-Nowhere Times over the NY Times because Google must be fair and unbiased. Of course, the WSJ, being a major publication (aka a big brand) would not like that very much!

And if all this wasn’t enough, Barry Schwartz, the darling of the SEO world, the only good human being left among us, wrote a very well done rebuttal…and the SEO world lost its mind with it. There was nonsense out there like, “Isn’t Danny Sullivan a part-owner of Search Engine Land and he works for Google? Therefore, Barry your piece is a lie!” Even if it’s true that Danny Sullivan nonetheless has a stake in SEL… it’s Barry Schwartz we’re speaking about. Do you actually assume they purchased Barry off, compromised his integrity, and compelled him to place out a sham?

The greatest had been the parents who had been like, “Yeah what the WSJ said was true. Evil empire this, evil empire that.” What was true was the WSJ didn’t say anything of substance, they just made a ton of accusations based on some things some people who we don’t know said. And that was Barry’s point. He was like, “Okay, you may assume it’s true, however my level is that the WSJ has no proof.”

At most the WSJ piece ought to have been an editorial, at most… They had been simply throwing stuff out and never backing it up!

And that is what actually bought Mordy. Mordy has been very vital of Google at occasions. That mentioned, there are SEO conspiracy theories and typically they make a whole lot of sense…. like Google utilizing bounce charges to judge a web site is one thing that Mordy can see being true despite the fact that Google flat out denies it. You can assume he’s nuts and that’s wonderful… however that’s one factor. To say that Google is that this darkish entity of pure evil is one thing else fully.

And after the response to Barry’s article, these theories actually got here out. Mordy noticed what number of SEOs consider this type of stuff. This is an excessive amount of, it goes too far, and it is a skewed view of actuality. Believing this will damage your SEO observe since you’re disconnected from what Google does and actually desires to do and that 100% impacts you as an SEO. It’s not simply your theoretical opinion, it performs itself out within the underpinnings of the way you method SEO.

For Mordy, that is getting an excessive amount of and he asks everybody to please take a chunk of actuality and chew on it. Google is an organization with corruption like several and each company. At the identical time, Google is an organization that does a whole lot of good for its shoppers like every other company. End of story.

Tackling Brand Reputation on the SERP: A Conversation with Ari Roth [00:17:52 – 01:10:14]


[This is a general summary of the interview and not a word for word transcript. You can listen to the podcast for the full interview.]

Mordy: Welcome to a different In Search SEO podcast interview session. Joining us now could be a self-described search fanatic, the director of Search Strategy at Five Blocks. As featured on, right here’s Ari Roth!


Ari: Thank you for having me, Mordy. It’s an honor to be right here. I used to be simply listening to your final podcast with Michelle Robbins and I really feel like I’ve main imposter syndrome.

M: This is definitely nice follow-through as on final week’s podcast we spoke about repute administration, not from an SEO perspective and this week we’ll do it from an SEO perspective.

Before we get going, what’s Five Blocks?

A: Five Blocks is a web-based repute administration (ORM) company. It’s based mostly within the US, however we’ve an workplace within the Jerusalem space. That’s the fundamentals and I’ll go into extra element in a while.

M: Awesome. Help us all get on the identical web page… what does repute administration from an SEO perspective imply?

A: The fundamental background is when a consumer involves us after they really feel they’re being unfairly misrepresented within the search outcomes. For a daily SEO consumer, you’ll want to rank your web site for a variety of key phrases associated to your online business/discipline. In repute administration, we’re a complete bunch of web sites from social media to profiles on enterprise web sites to rank for a a lot smaller and extra centered set of key phrases. The commonest forms of key phrases can be the corporate or model names, however even product names or sizzling button political points are instances the place folks will rent us to get what they consider is a extra correct story.

M: At the tip of the day, what does chunk of brand name repute appear like as soon as when it’s arrange?

A: I believe there’s a distinction between notion and actuality. ORM ought to relate to getting an correct story on the market and having that mirrored on-line. Ultimately, although, you’ll go searching and see issues that don’t align with a sure model. You might construct this superb model and one factor would possibly occur that will get you in sizzling water and that one factor type of defines how they’re considered a minimum of within the lens of Google Search.

Where we are available is we attempt to use these SEO rules at a extra holistic degree by understanding which options Google desires to point out and the way it all works collectively to color an image that creates a extra correct story.

The “snake oil” equivalent of ORM uses these huge networks of churn and burn which they build up with a blog network (PBNs). They create nearly identical vanilla content across all of these sites and are all of them are interlinking between each other to use the dependence of linking in Google’s algorithm to trick Google. We don’t do that because 1) It’s immoral and 2) While it may solve the current issue, after a few months you’ll notice something is off. The search results should look natural. You shouldn’t be seeing the same article over and over again across multiple websites that no one has heard in your search results. We try to work within the sites you expect to see when a brand like yours is searched for and use those to paint the picture that clients are looking for.

We call our solution “clever” ORM as a result of we’ve to work with the consumer in varied departments to make it possible for all of the items are working collectively and all of the totally different properties that Google naturally desires to point out are working collectively in the precise means.

M: When I consider a model, I consider a ton of SERP Features on the SERP. When it involves ORM, how do you leverage SERP Features to try this?

A: It depends upon the SERP Feature. For occasion, one of the vital widespread options of a model is the Twitter field. If there’s a Twitter account with no matter you’re looking out for they usually’ve been tweeting recently, then these tweets will present up within the search outcomes. You simply should keep in mind that for those who retweet one thing with out commenting, your tweet is not going to seem within the Twitter field.

M: And the Twitter field is admittedly necessary as a result of 1) it’s your personal content material and also you management the narrative and a couple of) if there’s something damaging on the web page that Twitter field is likely to be what pushes it off to web page two.

A: Right, and that’s extra true for Twitter than different outcomes as a result of even when Google associates a Twitter account with a selected entity you’re looking out for, in the event that they haven’t tweeted just lately their Twitter account may not present up. The solely means it reveals up is within the Twitter field. It’s one thing so easy but has such a fantastic influence.

M: I wish to discuss to you about schema markup. What markups do you favor and do you not favor or not advocate?

A: I don’t see any drawbacks from schema so long as you’re doing it proper. In phrases of what’s the simplest, there was a whole lot of chatter in the neighborhood concerning the FAQ markup. We’re definitely on that bandwagon whereas it really works. I don’t assume although that the way in which SEOs are utilizing FAQ markup goes to proceed to work. If you have a look at the rules you see it’s actually meant for FAQ pages versus popping some FAQs on the backside of the web page. At the tip of the day, we’ve to leverage the present options we are able to supply to our purchasers and due to this fact we’re utilizing it as a part of our bigger toolset.

M: Yeah, I believe Google is aware of what’s happening, however they’d slightly have the FAQ with “off-center” content rather than not having it at all. And once they get enough content where there’s a FAQ in every SERP, then they’ll start weeding them out.

A: I agree and just like the Twitter box you have to know how these features work. You have to know that FAQ markup only works on page one. If you have a page ranking on page two it won’t do anything until it climbs to page one. They’re limiting the number of sites to do this to three a page so they’re incentivizing you to be one of the early adopters. There have been tests that have shown that if you have FAQ markup and product markup on a page that Google will choose between the two.

We have done our own tests through the lens of ORM and I’m excited to hear your thoughts. First, our internal technology is called Impact. It shows us all of the locations and terms we’re researching every single day and it shows us the entire search page from one day next to the other. It shows us a whole set of patterns that we can leverage to guide strategy for the client. What we noticed when implementing the FAQ that the FAQ markup is itself considered an organic result in terms of the number of results on the page. The same thing goes with Twitter.

We also have a working hypothesis that Google is actively filtering out FAQ markup on site home pages. A colleague tested this on a sandbox site we use. He implemented the markup correctly, Google validated the markup, but it didn’t show up live in the search. He then changed the homepage URL to be and all of a sudden it showed up.

M: That makes sense. It’s a little egregious because everyone knows there isn’t an FAQ on the homepage.

A: Particularly with these SERP features, you have to be up to date on what’s going in the SEO world and people like Barry Schwartz, Dr. Pete Meyers, Marie Haynes, are all examples of must-follow on Twitter. Once you know what’s going on you have the ability to test it on your own, see what works and what doesn’t either in a sandbox site or with clients who are a bit more adventurous to try new things. Either way, you’re testing and learning. Within our industry, the big key is to share your research and we all get better because of it.

M: You must also comply with Valentin Pletzer as a result of he’s an amazing useful resource to find new checks to the SERP.

We have to debate the Knowledge Panel. If you’re a model/company, what do it is advisable to present up within the Knowledge Panel?

A: I believe you’re alluding to this text I wrote about Knowledge Panel identity theft the place I did a check and claimed a Knowledge Panel of a playwright additionally named Ari Roth and lengthy story quick I used to be given entry to the Knowledge Panel. I used to be not aiming at something nefarious with the Knowledge Panel, I simply needed to show a degree as a curious SEO practitioner. In truth, after I wrote the weblog submit somebody at Google should have learn it and eliminated my entry to the Knowledge Panel. In quick, any model/company wants to assert these Knowledge Panels for themselves earlier than another person takes it from them.

M: Obviously, to create a Knowledge Panel you want a Wikipedia web page. What else do it is advisable to get the Knowledge Panel?

A: Wikipedia is the silver bullet in terms of Knowledge Panels. Other options aren’t as dependable. In the previous days, there was a web site known as Freebase the place it was like Wikipedia the place you had been assured to get into the Knowledge Panel. These days it’s both Wikipedia or pray.

Wikipedia is its personal ball sport. To throw in a shameless plug, we’ve a free beta device known as Wiki Alerts the place you join, you inform it which Wiki pages you wish to monitor and it’ll ship you e mail updates telling you any time a web page you care about is edited. It’s completely free. It pulls the Wikipedia API each six minutes so at most you’re six minutes behind. If there’s proof of vandalism you may detect it. Because Wikipedia has such a strong imprint in search and even in Wikipedia it has its personal group who’re always on Wikipedia, that’s one thing that’s an enormous a part of your on-line repute that it is best to care about.

You must be aware of how Wikipedia works. Companies themselves are discouraged from enhancing their very own pages due to battle of curiosity (COI). There are a few options. One is you may overtly declare your battle of curiosity and say that despite the fact that I’ve a battle of curiosity I consider that A, B, and C must be modified to enhance the web page inside the context of the product and make the web page extra encyclopedic and correct in nature. And even when you have a COI, you may minimally revert overt vandalism. In any case, it is best to tread fastidiously and be sure you’re in accordance with the rules and greatest practices of every platform.

M: Would you contemplate Wikipedia to be the idea of making an entity understanding and doing strong model repute administration for SEO?

A: It’s positively an enormous piece. What we discovered is that for those who’re looking out for an enormous firm or individual they usually have a Wikipedia web page, the Knowledge Panel will most definitely present up with a snippet from Wikipedia and in addition in the usual natural outcomes it’s virtually a lock that it seems on web page one.

M: Right, and it’s one other approach to get issues off the web page.

A: There are different methods as nicely. Wikidata is a Wikipedia sister web site that took the mantle from Freebase and is one other feeder of the Knowledge Graph. For companies, Bloomberg has a enterprise database that feeds slightly prominently. Schema group markup doesn’t have a transparent means it reveals in search, however I believe explicitly speaking sure points of your online business to Google is one thing that may assist create a well-rounded entity.

M: I’m curious to understand how good is Google at precisely understanding entities?

A: On the entire or with particular misinformation.

M: Both.

A: Okay, on the entire, I believe they’re fairly good at reflecting what the media and different folks say. I don’t imply to assault the media. There’s this concept today of pretend information. For me, I don’t assume the media is that this sinister cabal that’s deliberately distorting the information to the plenty for their private achieve, however the truth is I’ve seen the media make statements which are false and these statements turn into information within the public eye particularly by means of platforms like Wikipedia who view these information media websites as their very best sources of knowledge.

One instance I had was a founding father of an organization who’s now not the CEO and isn’t a part of the day-to-day enterprise, one thing occurred to him, and rapidly he’s being known as the CEO. That mistake might trigger misinformation in several Google options.

You should understand how these options work, if there’s a spot in these techniques to appropriate misinformation manually when the algorithm will get one thing fallacious, and be capable of leverage these and submit that suggestions to Google.

M: How do you that although at scale? For a small firm a mistake could possibly be mounted, however with an organization with a number of areas, languages, and sub-sites, how do you go about doing that at scale?

A: As I mentioned, our focus is way more slender when it comes to the search phrases that we’re attempting to influence. If somebody is looking out for ‘Wal-Mart’ they usually discover the fallacious CEO info, hopefully whoever that’s has taken our suggestion and brought their Knowledge Panel after which they’ve a extra direct connection to Google notifying them of misinformation.

I believe Danny Sullivan launched a complete weblog submit with the totally different programs of motion which are out there while you come throughout issues in several Google options. There are particular buttons for the Knowledge Panel, there are suggestions buttons to report wealthy snippet spam, and in Wikipedia you may revert incorrect edits.

[Editor’s Note: I was doing SEO research and was looking at the Knowledge Panel of Dennis James, one of the original hosts of The Price is Right, but his profile picture was of a bodybuilder with the same name. I notified Google of this mistake in the Feedback tool and less than a week later the profile picture was changed to the correct Dennis James.]

M: Danny Sullivan is definitely a fantastic useful resource when you have an issue. I used to be doing my very own analysis on voice search and for the question “the best generals ever” Hitler showed up. As a descendant of Holocaust survivors that didn’t sit well with me so I showed it to Danny and he fixed it.

A: Absolutely. I think there’s a problem in general with SEOs who deem Google as evil and they don’t want to tell Google their strategy lest one of their tactics be a fallow of Google’s guidelines and then Google will slap them down so they’re hesitant on asking Google. There are also legal agreements, especially in the reputation management industry. If it came out that a company with a bad reputation was working with a specific firm that would be very bad to come out and there are strict non-confidentiality agreements. I personally can’t leverage Danny as much as I would like to, but I have noticed that in certain instances where something egregious is going on not related to a client, he’s very helpful to pushing it to the relevant teams at Google and getting it fixed more quickly than it generally would.

M: Okay, we talked about how to deal with Wikipedia and the Knowledge Panel, things that are relatively easy to control, but how do you deal with reputation attacks that are not within your locus of control (i.e., a review site)?

A: First of all, I wouldn’t necessarily agree that review sites aren’t in your control as there are always things you can do. This isn’t our main focus, but there are companies out there that deal with negative review attacks. We definitely have seen on a case by case basis success on getting negative reviews removed. It is important to know the guidelines for these review sites including Google who has reviews in the Local Panel.

For example, at this point, I know Yelp’s guidelines like the back of my hand. I also know that if the client tried removing it first they could actually hamper us because on Yelp they don’t re-review things. If you appealed once and Yelp’s team decides that you didn’t make the case sufficiently and the review deserves to stay, then if I try going to appeal I will get a notice that Yelp has already reviewed this and found that it’s within our guidelines. I’d say don’t act unless you really know what you’re doing or if you’re really confident to succeed. You should definitely talk to the professionals.

For other review sites, there are limits to what people can say. There are all sorts of laws related to defamation and all that. In certain circumstances, you’ll have to talk to attorneys or PR professionals to the risks and benefits in pursuing legal action to take that information down. In almost all situations there is something you can do, it’s just a matter of if it’s worthwhile and a good idea for your overall brand to pursue that action.

M: What are the things that SEOs need to consider that’s not related to the content of the page or related to a SERP feature so when they do rank on the SERP they show up with a positive brand sentiment.

A: I think in general what we try to do is integrate with all of our client’s teams. Meaning, we don’t have one contact at these huge companies. You have a communication team, a brand team, and a press or media team, etc. and all of these teams have to work together and what the other teams are responsible for. As you talked about last week, the best way to have a good online reputation is to do cool and awesome stuff offline which should find its way online. But having professionals who know how the online landscape works and how to push it into the right channels is something that’s valuable and can get those efforts more exposure than they would on their own. We will have conversations with 20 people in the room from totally different teams making sure everyone’s on the same page so they’ll get the maximum bang for their buck.

M: Before we move on to the end, where do SEOs drop the ball when dealing with online reputation?

A: I think people today don’t keep up with industry trends. Now for a shameless plug, for you, Mordy. I follow you on Twitter constantly. Even the SERP feature tools that Rank Ranger has just to know what’s going on day to day is very helpful. Doing the same thing every day without following the trends has diminishing returns as the landscape changes. You need to be on top of the technical best practices.

For instance, structured data, SERP features, but even using canonical URLs for your social media profiles. Facebook and LinkedIn are horrible at canonicalization. On LinkedIn, you can change your custom URL, but the old URL and new URL both exist and can be indexed separately because there’s no connection between the two. You need to make sure you’re sending a strong unified signal across all platforms.

Another thing people don’t consider enough is different stakeholders. People searching for Wal-Mart or K-Mart aren’t necessarily looking to buy. While shoppers are a major stakeholder, there are others who are maybe looking for a job or stock performance. You need to make sure you have content geared to all of these people. It goes with working in the algorithm as opposed to working against the algorithm. Google also understands that different stakeholders want to see different results and Google’s job is to give the best results to everyone who is searching. Otherwise, an engine like Bing or DuckDuckGo can come in and steal their users by giving better results.

Otherwise, work with the algorithm, give users what they want, but also keep up with the industry trends so you’re utilizing all the tools that Google gives you at your disposal.

M: Do you recommend following other search engines?

A: We do track Bing as well. For some clients who are concerned with other markets like China who use search engines like Baidu that we’ll track.

I think a big thing we didn’t talk about yet is Peer Analysis. If you’re K-Mart you need to look at what Wal-Mart is doing and vice versa. For our clients, we’ll look at 5 – 10 of their peers, add them to our tool, and you can see all of those peers next to the client. You can see what are the most common sites that appear for the peer search terms because those are probably your lowest hanging fruit and the best opportunities in terms of where you can have a more immediate impact for the client. For example, if you haven’t prioritized LinkedIn and your company’s LinkedIn page isn’t in the search results that is a huge deal that needs to be taken care of. One way we found that solves it is by removing duplicate content. For example, some companies for legal reasons have the same text on multiple site pages which can lead to duplicate content. Something so simple as to deduplicating the content on your LinkedIn Page can take your LinkedIn page from nowhere to be found to page one.

Optimize It or Disavow It

M: From a model repute perspective solely…. Would you’re employed on creating all types of schema markup in order that while you rank organically your model can actually shine or would you focus in your Knowledge Panel which solely presents itself inside branded queries?

A: For the needs of this sport I’d say the Knowledge Panel as a result of it’s extra incessantly current and it doubtless has a extra distinguished presentation whereas schema may be on a outcome that’s additional down on the web page.

In actuality, I refuse to decide on. The panorama is difficult. If you’re successful the SEO sport, you’ll have stunning wealthy snippets or leveraging the precise SERP options, however it is advisable to take note of your Knowledge Panel and SERP options. You may need some nice schema, but when they begin doing analysis and discover one-star evaluate and damaging articles then that received’t go nicely for you.

From my expertise, that is one thing that firms know they should do. I believe it’s loopy that it’s an enormous black gap in an organization’s advertising and marketing and branding toolset that they aren’t investing sources in monitoring precisely what individuals are seeing in search day by day in each market. Yes, in a disaster, you may see what’s happening, however for the on a regular basis issues, it is advisable to see the way you seem on search. You may not even know there’s an issue till you see there’s a damaging evaluate.

I believe repute administration is usually considered as a disaster response device, however I believe there’s great worth as viewing it as a extra proactive model constructing, model monitoring, and model repute device.

M: Thank you a lot, Ari, for approaching!

A: Thanks for having me.

SEO News [01:11:40 – 01:14:55]

Bing Has Been Using BERT Too: Remember, BERT? Well BERT is just not a Google-specific property. In truth, Bing says they’ve been using BERT way back to April.

Google Testing Car Rental Price Compare Tool: Google was seen testing a Google advert that was, in reality, a tool to compare car rental prices!

Rich Answers on Google Mobile Have More Than Doubled Since 2018: A Perficient Digital research reveals that picture carousels are a serious a part of means more rich results showing on the SERP in 2019!

Google Adds Product Result Filters to Search Console Reports: Google has added the power to see how your rich results that use product markup are performing on the SERP.

Google Possibly Competing in Bookings and Reservations: There are indicators pointing in the direction of Google possibly dropping its reservation partners and taking on the reserving mantle themselves!

Fun SEO Send-Off Question [01:14:55 – 01:18:07]

If Google caught its little one stealing cookies from the cookie jar, what wouldn’t it do to this little one? 

Sapir thinks of Google because the cool mother or father and wouldn’t punish the youngsters from taking cookies. Mordy had all types of cliches like Google giving the teen a guide motion penalty, taking away its rankings, kicking it out of its Featured Snippets, and no matter different SEO cliches you may consider.

About The Author

The In Search SEO Podcast

In Search is a weekly SEO podcast that includes a few of the largest names within the search advertising and marketing business.

Tune in to listen to pure SEO insights with a ton of persona!

New episodes are launched every Tuesday!

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