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Michal Magdziarz @Digitalzone - The Search Universe - Links, Log Files, GSC and Everything in Between

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Michal Magdziarz was at Digitalzone stage on October 20, 2017 and made a presentation about the search universe!

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Michal Magdziarz @Digitalzone - The Search Universe - Links, Log Files, GSC and Everything in Between

  1. 1. The Search Universe Saga - Links, Log Files, GSC and everything in between. Michal Magdziarz CEO & Founder DeepCrawl Istanbul – October 2017
  2. 2. @DeepCrawl @Magdziarz #digitalzone 179,769,000,000,000,000,000,000,000,000,000,000,000,0 00,000,000,000,000,000,000,000,000,000,000,000,000,00 0,000,000,000,000,000,000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000,000,000,000,000,000,0 00,000,000,000,000,000,000,000,000,000,000,000,000,00 0,000,000,000,000,000,000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000,000,000,000,000,000,0 00,000,000,000,000,000,000,000,000,000 The Search Universe number @DeepCrawl @Magdziarz #digitalzone
  3. 3. The Search Universe limits [scheme]://[domain-name].[TLD]/[path-name] 4-5 chars max 253 chars (37 allowed chars) max 2083 chars (74 safe chars) 1002 delegated TLDs @DeepCrawl @Magdziarz #digitalzone@DeepCrawl @Magdziarz #digitalzone
  4. 4. The Search Universe formula Sum[(37^k)* 1002 * Sum[(74^j), {j, 0, 2071-k}], {k, 2, 248}] @DeepCrawl @Magdziarz #digitalzone@DeepCrawl @Magdziarz #digitalzone
  5. 5. 179,769,000,000,000,000,000,000,000,000,000,000,000,0 00,000,000,000,000,000,000,000,000,000,000,000,000,00 0,000,000,000,000,000,000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000,000,000,000,000,000,0 00,000,000,000,000,000,000,000,000,000,000,000,000,00 0,000,000,000,000,000,000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000,000,000,000,000,000,0 00,000,000,000,000,000,000,000,000,000 The Search Universe number @DeepCrawl @Magdziarz #digitalzone@DeepCrawl @Magdziarz #digitalzone
  6. 6. The Search Universe formula Sum[(37^k)* 1002 * Sum[(74^j), {j, 0, 2071-k}], {k, 2, 248}] @DeepCrawl @Magdziarz #digitalzone@DeepCrawl @Magdziarz #digitalzone
  7. 7. Total potential number of URLs @DeepCrawl @Magdziarz #digitalzone@DeepCrawl @Magdziarz #digitalzone
  8. 8. 78473766246985183923814815742482105696053525424342762703234779816549659018650988449707938454508725013166558473232302902096811504404934076854307 77688870625168655782985431595150681477406513213395328771032817979822070623067880021557858582442427033738131665029996349133129288380874567410864 14034991347610789451621292215819421206230373165721570143065828756021435250420465590663912250173143392605384240521094509022523540697440824778264 42325264535976865048908831206200250295415225957848511039478407125212449608219704733094898718061393236285114781093048478937100163386870742309944 80382819814211559774426079984237004971410153332165398745553347463752768231651773514730654797031848298991140733872292366951092618400047899836044 53324991340941655648287702893018982019830434132160648353081081005848080709448555461376282508130708715287823006991789011101013014065967376808332 96973097311126033510919532364799966469108619264414565566429780915777075549446895450854999125034884132489494209990933896344115147084948730931376 42745334512172794166215863679650206883098883226412412533869285362147086071202117736490211788264888681452274934359153841488546263138401896337683 58538905027008087006841813556572033860966221049238231833733946565380386244124984109688966961648437100420381824077956889191290810166325049291081 35695965659485481190832742158152630735369805475905872022568836964293750528524111465179017254098375891444809395423322623381562374364064921804515 37611090180112564430616802952992301714416864531622716518682056952812530620637026909406083100490077402623699951457778075196454447227399298046478 37095500046983063332876102471983151557113494680741150705304549419006358172575934724486579166905034524117854803988871731643331832172215688107182 45423534289787269897692584333049692487978120133186645481716634035397650655531305055142287963190066195517600937052405614826457032618343115494036 44979918401507977556406613935843475679482599662222428774537045879460603574407941335915394815613528418189105789957261820512794038777966033755777 04655607957739037822676397174110366865834093778720767859576404947254163985066830821471838933850390655177324561337184584023980676711820580024727 86972907521894417652488622748959256739821148835038690304583144731721405546764947564898188409956097030768277988336831491610645233375082689663608 01478282219295476114638361981356777566591420546662090432041262893349177973606719017086614159819654371133395545627161949589824931165383477955452 78511627142351880721678464572361476663390962861071847525999474193850600711465076544469329807817220619380631187767945863516056151401186321613983 58383396729985267774251335092327970967184993329770237244313978111628580746451883790317371602234293618658518504247532513866537589207156379867202 39086772979960209708861948184281890071182723819202470880426982866185067084325025580477788198921379069735555849106745009300190834002649919903577 91769325024233390912498433688283756884535816171834060933902179741409280466261635754274996172731978825221837596709530618949259329507953138896244 72786356814088366055177878307043317299892732643083235819969046555286901425714428492632296658100838971525219414156350815328246795161595692081670 11293103975331302623420352543498604231833236255337260488073591957033032737060848219299552982268131634972997775653590402337186319344193126688466 66541453172142434828508980807887921061235992632892651036902166658963526289963465032742747060724259120518645721843238959291710203690370798848425 08041313605830741852392486897104194949423244475931177116494727605862918047498560295178911026354218664928746914791090454022683841437711316466551 21662329835914851717789536069184550924058466980065597086830187256141634826947112736078964945243398768914579306351485433434435725789132374523602 17337958300907091238202126481680666289211018573484312786272606967133344066848518380084707242221409750271173333084049965367203904578 Total potential number of URLs 7.95636796670821… x 103848 @DeepCrawl @Magdziarz #digitalzone@DeepCrawl @Magdziarz #digitalzone
  9. 9. @DeepCrawl @magdziarz 10,000,000,000,000,000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000,000,000,000,000,000 ,000,000,000,000,000,000,000,000 The Googol number 10^100 @DeepCrawl @Magdziarz #digitalzone
  10. 10. @DeepCrawl @magdziarz 1 The Googol number @DeepCrawl @Magdziarz #digitalzone
  11. 11. I want to tell you a story
  12. 12. Starring: Mr Deepson as The URLSimple Story about an URL in Search Universe
  13. 13. Starring: Me as The URL
  14. 14. Also Starring… as the Backlink Source as the Traffic Source as the Log Summary Source as the Consumer Source @DeepCrawl @Magdziarz #digitalzone
  15. 15. Where do backlinks land on your site?
  16. 16. 404 myurl.com/my-page 1000s of Backlinks! Backlinks to broken pages @DeepCrawl @magdziarz@DeepCrawl @Magdziarz #digitalzone
  17. 17. Backlinks to broken pages @DeepCrawl @Magdziarz #digitalzone
  18. 18. How is backlink authority distributed?
  19. 19. myurl.com/my-page 1000s of Backlinks! Backlinks to a nofollow page @DeepCrawl @magdziarz myurl.com/page-1 myurl.com/page-4 Meta Nofollow @DeepCrawl @Magdziarz #digitalzone
  20. 20. @DeepCrawl @magdziarz Backlinks to low DeepRank/high level pages? @DeepCrawl @magdziarz@DeepCrawl @Magdziarz #digitalzone
  21. 21. myurl.com/my-page 1000s of Backlinks! @DeepCrawl @magdziarz Where do backlinks land on your site? Just 1 link out @DeepCrawl @Magdziarz #digitalzone
  22. 22. Disallowed myurl.com/my-page 1000s of Backlinks! Non-indexable pages with backlinks @DeepCrawl @magdziarz@DeepCrawl @Magdziarz #digitalzone
  23. 23. Backlinks to duplicate pages @DeepCrawl @magdziarz
  24. 24. myurl.com/my-page 876 Backlinks Backlinks to duplicate pages myurl.com/my-page.html 456 Backlinks Duplicates Canonical 456 Backlinks! 1332 Backlinks! @DeepCrawl @magdziarz@DeepCrawl @Magdziarz #digitalzone
  25. 25. @DeepCrawl @magdziarz
  26. 26. What can Google Search Console add?
  27. 27. URL story with Google Search Console myurl.com/my-page TrafficDisallowed @DeepCrawl @magdziarz@DeepCrawl @Magdziarz #digitalzone
  28. 28. Find poor experience pages with traffic myurl.com/my-page 5,320 Clicks @DeepCrawl @magdziarz@DeepCrawl @Magdziarz #digitalzone
  29. 29. Understand how bots crawl with different user agents
  30. 30. Understand how bots crawl with different user agents @DeepCrawl @magdziarz Responsive Dynamic Separate Mobile Would expect Google to use both user- agents on the same URL to validate that the same content is returned. Google needs to crawl with both user agents to validate the mobile version. Hint: Use the Vary HTTP header! Google needs to crawl the dedicated mobile URLs with a mobile user agent to validate the pages and confirm the content matches the desktop pages. @DeepCrawl @Magdziarz #digitalzone
  31. 31. Impact of Mobile-first @DeepCrawl @magdziarz -CRITICAL- - Desktop only (Heavily Affected) -HIGH PRIORITY- - Desktop + Dedicated Mobile (Affected) -HIGH PRIORITY- - Dynamic (Affected e.g. Content Issues) -MEDIUM PRIORITY- - Responsive (Not affected) Impact of Mobile-first on different Mobile Configurations:
  32. 32. Order of Mobile-first Indexing @DeepCrawl @magdziarz Responsive Page AMP Page Mobile Page Rel=canonical Rel=alternate amp NON-INDEXABLE NON-INDEXABLE Rel=canonical Rel=alternate mobile Responsive Page Mobile Page INDEXABLE INDEXABLENON-INDEXABLE GOOGLE SERP @DeepCrawl @Magdziarz #digitalzone
  33. 33. Order of Mobile-first Indexing @DeepCrawl @magdziarz Dynamic Mobile Page Dynamically served INDEXABLE Responsive Page AMP Page Rel=canonical Rel=alternate amp NON-INDEXABLE Responsive Page INDEXABLE GOOGLE SERP @DeepCrawl @Magdziarz #digitalzone NON-INDEXABLE
  34. 34. Architecture: Internal Site Architecture Desktop Site Architecture www.domain.com Mobile Site Architecture m.domain.com Orphaned Mobile Pages 404
  35. 35. Pages with image search traffic, with broken images myurl.com/my-page 5,320 Clicks @DeepCrawl @magdziarz@DeepCrawl @Magdziarz #digitalzone
  36. 36. Traffic to orphaned pages @DeepCrawl @magdziarz
  37. 37. Maintaining Value Through Migrations myurl.com/page.aspx myurl.com/c/page 301 redirect myurl.com/page 404 301 redirect 1 Reuqest 1 Reuqest 1 Reuqest 2768 Visits 2768 Visits 2768 Visits 500 Links @DeepCrawl @Magdziarz #digitalzone
  38. 38. How is crawl budget distributed/utilized? @DeepCrawl @magdziarz
  39. 39. Identify where crawl budget is getting WASTED @DeepCrawl @magdziarz Indexable Pages without Googlebot requests Non-indexable Pages with Googlebot requests Indexable Pages with Googlebot requests @DeepCrawl @Magdziarz #digitalzone
  40. 40. myurl.com/non-indexable 100 requests Identify crawl budget wastage myurl.com/broken 330 requests myurl.com/page?sort=price 56 requests @DeepCrawl @magdziarz@DeepCrawl @Magdziarz #digitalzone
  41. 41. myurl.com/sitemap_index.xml 2,300 requests Determine most crawled site sections myurl.com/categories 330 requests myurl.com/products 232 requests @DeepCrawl @magdziarz@DeepCrawl @Magdziarz #digitalzone
  42. 42. Now it gets fun! myurl.com/dress myurl.com/ dress?colour=red 2,768 Visits 1000s of Backlinks 50 Googlebots 2,423 Clicks @DeepCrawl @magdziarz myurl.com/ dress?colour=blue myurl.com/ dress?colour=green myurl.com/ dress?colour=green&price=1000+ Meta Canonical myurl.com/ dress?colour=…&price=… (…) @DeepCrawl @Magdziarz #digitalzone
  43. 43. @DeepCrawl @magdziarz
  44. 44. All well & good knowing what Google sees… @DeepCrawl @magdziarz
  45. 45. But don’t forget about consumer power @DeepCrawl @magdziarz
  46. 46. Google drives awareness but people drive ROI! @DeepCrawl @magdziarz@DeepCrawl @Magdziarz #digitalzone
  47. 47. What do visitors see and convert on? @DeepCrawl @magdziarz
  48. 48. A simple URL story with visits Soft-200 myurl.com/my-page 1000s of Visits! @DeepCrawl @magdziarz@DeepCrawl @Magdziarz #digitalzone
  49. 49. A simple URL story with visits Blog post myurl.com/my-page 1000s of Visits! @DeepCrawl @magdziarz No conversion points @DeepCrawl @Magdziarz #digitalzone
  50. 50. An advanced story with visits & backlinks Disallowed myurl.com/my-page 2768 Visits! 301 redirection myurl.com/redirect-page 301 redirection myurl.com/other-page No Indexed! No Backlinks! 1000s of Backlinks! @DeepCrawl @magdziarz@DeepCrawl @Magdziarz #digitalzone
  51. 51. A Simple Story about a URL . That’s me
  52. 52. A Simple Story about a few URL .. . . . . .
  53. 53. A Story about a few more URLs .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . .
  54. 54. A Story about even more URLs .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . ... . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . ... . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . ... . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . .
  55. 55. …hidden among the others .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . ... . . . . . .. . . . . .. . . . . .. . . . .. . . . . .. . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . ... . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . ... . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . .. . . . . . .. . . . . .. . . . . .. . . . .. . . . . .. . . .. . . . . . .. . . . . .. . . . .. . . .. . . . . . . . .. . . . . . .. . . . . .. . . .. . . .. . . . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . .. . . . . .. . . . . . .. . . . . .. . . .. . . .. . . . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . .. . . .. . . . . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . .. . . .. . . . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . .. .. . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . ... . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . ... . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . ... . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . .. . . . . . .. . . . . .. . . . . .. . . . .. . . . . .. . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . .. . . . . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . .. . . . . .. . ... . . . . .. . . . . .. . . . . . .. . . . . .. . . . .. . . . . . . . . .. . . . . .. . . .. . . . .. .. . . . .. . . . . .. . . . . .. . . . . . .. . . . . .. . . . . .. . . . . .. . . . . .. . . . .
  56. 56. 78473766246985183923814815742482105696053525424342762703234779816549659018650988449707938454508725013166558473232302902096811504404934076854307 77688870625168655782985431595150681477406513213395328771032817979822070623067880021557858582442427033738131665029996349133129288380874567410864 14034991347610789451621292215819421206230373165721570143065828756021435250420465590663912250173143392605384240521094509022523540697440824778264 42325264535976865048908831206200250295415225957848511039478407125212449608219704733094898718061393236285114781093048478937100163386870742309944 80382819814211559774426079984237004971410153332165398745553347463752768231651773514730654797031848298991140733872292366951092618400047899836044 53324991340941655648287702893018982019830434132160648353081081005848080709448555461376282508130708715287823006991789011101013014065967376808332 96973097311126033510919532364799966469108619264414565566429780915777075549446895450854999125034884132489494209990933896344115147084948730931376 42745334512172794166215863679650206883098883226412412533869285362147086071202117736490211788264888681452274934359153841488546263138401896337683 58538905027008087006841813556572033860966221049238231833733946565380386244124984109688966961648437100420381824077956889191290810166325049291081 35695965659485481190832742158152630735369805475905872022568836964293750528524111465179017254098375891444809395423322623381562374364064921804515 37611090180112564430616802952992301714416864531622716518682056952812530620637026909406083100490077402623699951457778075196454447227399298046478 37095500046983063332876102471983151557113494680741150705304549419006358172575934724486579166905034524117854803988871731643331832172215688107182 45423534289787269897692584333049692487978120133186645481716634035397650655531305055142287963190066195517600937052405614826457032618343115494036 44979918401507977556406613935843475679482599662222428774537045879460603574407941335915394815613528418189105789957261820512794038777966033755777 04655607957739037822676397174110366865834093778720767859576404947254163985066830821471838933850390655177324561337184584023980676711820580024727 86972907521894417652488622748959256739821148835038690304583144731721405546764947564898188409956097030768277988336831491610645233375082689663608 01478282219295476114638361981356777566591420546662090432041262893349177973606719017086614159819654371133395545627161949589824931165383477955452 78511627142351880721678464572361476663390962861071847525999474193850600711465076544469329807817220619380631187767945863516056151401186321613983 58383396729985267774251335092327970967184993329770237244313978111628580746451883790317371602234293618658518504247532513866537589207156379867202 39086772979960209708861948184281890071182723819202470880426982866185067084325025580477788198921379069735555849106745009300190834002649919903577 91769325024233390912498433688283756884535816171834060933902179741409280466261635754274996172731978825221837596709530618949259329507953138896244 72786356814088366055177878307043317299892732643083235819969046555286901425714428492632296658100838971525219414156350815328246795161595692081670 11293103975331302623420352543498604231833236255337260488073591957033032737060848219299552982268131634972997775653590402337186319344193126688466 66541453172142434828508980807887921061235992632892651036902166658963526289963465032742747060724259120518645721843238959291710203690370798848425 08041313605830741852392486897104194949423244475931177116494727605862918047498560295178911026354218664928746914791090454022683841437711316466551 21662329835914851717789536069184550924058466980065597086830187256141634826947112736078964945243398768914579306351485433434435725789132374523602 17337958300907091238202126481680666289211018573484312786272606967133344066848518380084707242221409750271173333084049965367203904578 Total potential number of URLs 7.95636796670821… x 103848 @DeepCrawl @Magdziarz #digitalzone@DeepCrawl @Magdziarz #digitalzone
  57. 57. Merging Excel spreadsheets @DeepCrawl @Magdziarz #digitalzone
  58. 58. Automation needed! @DeepCrawl @magdziarz
  59. 59. Scaling up 1000 URLs 100k+ URLs 1M+ URLs @DeepCrawl @magdziarz@DeepCrawl @Magdziarz #digitalzone
  60. 60. Your search universe! @DeepCrawl @magdziarz
  61. 61. The Ultimate Search Universe @DeepCrawl @magdziarz
  62. 62. Thank you Istanbul! @DeepCrawl @magdziarz
  63. 63. One more thing …
  64. 64. • Providing clarity with data • Educating the market • You at the forefront of this development Taking part in this journey:
  65. 65. Ilyas Teker DeepCrawl CAB Member

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