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SERM
SERM support from Reputation House: online reputation management from the market leader
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What is SERM?
Reputation management on the internet, better known in the marketing environment by the abbreviation SERM (Search Engine Reputation Management), is a part of ORM (Online Reputation Management), which deals with reputation management throughout the internet.
SERM as a service appeared on the market fairly recently, but quickly became one of the top must-haves for internet marketers and brands. This is because when it comes to the internet, everyone has a voice, and anyone can leave their feedback and influence someone's reputation. It is very important that this voice speaks positively about you, your product, or your service.
Reputation management on the Internet, better known in the marketing environment under the short abbreviation SERM (Search Engine Reputation Management), reputation management in search results, is part of ORM (Online Reputation Management), which deals with reputation management throughout the Internet.
SERM service appeared on the market not so long ago, but quickly got into the top must have for Internet marketers and brands. Because in the world of the winning global network, everyone has a voice, everyone can leave their feedback and influence someone's reputation. And it is very important that this voice speaks about you, your product or service.
So, what is online reputation management?
Imagine that you are a customer. You are interested in reviews about any brand, product or service. What is the first thing you will do today to find what you are interested in? Will you ask your friends, or browse thematic magazines? Of course not. You go to the Internet, open the sites like Google, Instagram, study reviews and comments on websites - the feedback, maybe even ask for advice from those who already have experience in this field.
Everything you find on the internet, on whatever site it is, is the reputation of a brand or a person. Reviews and feedback about products, discussions on forums.<url> - all these are components of the foundation on which your image stands. People talk about you, leave reviews about you - your reputation works.
The task of SERM is to make it work for you, not against; to prioritize your potential customers to see only competent information and positive feedback about you and your services in the output, information in which there is no place for unmotivated discontent or unreliable facts.
Imagine that you are a customer. You are interested in reviews about any brand, product or service. What is the first thing you will do today to find what you are interested in? Will you ask your friends, or browse thematic magazines? Of course not. You go to the Internet, open the sites like Google, Instagram, study reviews and comments on websites - the feedback, maybe even ask for advice from those who already have experience in this field.
Everything you find on the internet, on whatever site it is, is the reputation of a brand or a person. Reviews and feedback about products, discussions on forums.<url> - all these are components of the foundation on which your image stands. People talk about you, leave reviews about you - your reputation works.
The task of SERM is to make it work for you, not against; to prioritize your potential customers to see only competent information and positive feedback about you and your services in the output, information in which there is no place for unmotivated discontent or unreliable facts.
How does SERM work?
Displacement of negativity
Stifling negative reviews: removing false information from sites so they do not appear on the first page of results.
Forming a positive opinion
Maintaining a positive image: posting verified information in the form of positive reviews, discussions, and articles containing an accurate representation.
Improving and maintaining reputation
Developing awareness about your products for current and potential customers: reputation support, formation of its development strategy, and positive communication with users.
Who needs SERM?
A brand or person being harmed by negative content:
- Competitors publish negative information around your brand, specifically by writing negative reviews
- There is unreliable or outdated information about you or your company on the internet
- The search results contain negative reviews and negative brand mentions
A company looking to rebrand or attract customers:
- It is necessary to make adjustments to your positioning
- It is necessary to increase the loyalty of the audience
- Your products or services are being presented in a negative way
A public individual who needs to take control of their image:
- You are building your image from scratch and need positive feedback to start
- Your reputation has been harmed, and you need to restore your image
- You need to adjust your personal brand or completely update it
What financial benefits will you get from SERM?
In addition to the obvious benefit from search engine reputation management support—improving your image and reducing risks to your reputation—this service also has a tangible financial impact.
SERM is an excellent tool for increasing sales.
SERM is an excellent tool for increasing sales.
A competent SERM strategy will help you:
Search engine reputation management helps to develop a stable positive positioning of the brand, to form a correct opinion about it based on well-developed reviews, which, in turn, always has a positive effect on increasing the profitability of the business and, in the end, always leads to its growth.
retain customers and attract new ones
elevate interest in your brand and services
inform users about new products
show your sales channels to your audience
stimulate an increase in sales
raise the amount of the average check
expand sales markets
grow your overall loyal audience
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How do we do SERM?
Our online reputation management strategy is based on four cornerstones - analysis, strategy, cleaning and displacement, and correction. This cycle repeats constantly, allowing you to quickly and effectively respond to news events, social changes, customer requests, and the general market situation.
At this stage, Reputation House specialists study and identify the weaknesses of your online reputation and prepare statistical reports necessary to develop a competent strategy. At the same stage, active work is carried out with the client’s marketing department, identifying the key requests and problems of the brand or product.
The SERM support strategy usually includes a list of sites and platforms on which the displacement of negativity will be carried out, the type and volume of the displacing content (positive articles, reviews, and discussions), topics and news events (including key dates for the market), and other tools if necessary. This is the basis on which further work is carried out.
During this period, our marketers, copywriters, editors, and managers work to create positive native content for existing or specially prepared sites for your company, as well displace all the negativity that prevents your reputation from developing in the right direction, This is done by creating positive reviews, discussions, and articles and posting them on various resources, as well as monitoring the audience response and contacting the owners of sites where aggressive and unreliable information about your company was posted.
At the end of each SERM strategic planning cycle, our specialists analyze the data adjusted for the information received, such as which channels worked better and which content (positive reviews, articles, or discussions) received a greater response. After that, they make updated individual plans for further work with your brand or product.
Working with Google results
To improve your reputation, we work with the search results for queries related to you or your company. As we know, before deciding to make purchase, consumers search online for reviews of a product or service—64% of them make that decision based on what they read. We also know that satisfied customers rarely leave reviews. This means that the vast majority of reviews will be negative if written by unsatisfied customers. Therefore, your brand needs to control what is written about it and in what context.
Creating satellite sites that show the positive features of your brand or persona
What is included in our SERM complex?
Replacing negative information from the first lines of search results
Creating content islands and increasing reach
Creating positive PR
Displacement of negativity from search results
Ranking factors
References
Behavioral
Content
Google takes into account hundreds of ranking factors. In the framework of SEO, it only partly affects and is related to external resource optimization.
When working with SERM, the following groups of factors are among the most important:
* Eternal links are links to a resource (site) that are placed on someone else's site for the entire duration of its existence.
** Temporary links are links that "hang" on the donor site for some time (for example, several months), after which you will have to pay again for their further placement.
The difference between an eternal link and a temporary (rented) one is that the cost of an eternal one is higher but only paid once, while the cost of a temporary one is lower, but paid monthly.
Presence of eternal links*
Presence of temporary links**
Availability of social links
Number of links
Link quality
Clickability (CTR)
Duration of stay on the site (refusals)
Viewing depth (how many pages have been viewed by the user)
Repeated site visits
Content update frequency
Volume of updated content
Number of comments on the site
Stages of working with Reputation House
The main values that Reputation House shares and supports are transparency in customer relations, efficiency in solving their tasks, and an individual approach.
First, we will define the semantic core in accordance with your task—we will find the necessary search queries that characterize your activity or product.
Dedicated to the semantic kernel analyze the sites in the search results of Yandex and Google, treating the top 10 and top 20 results.
Based on the information received, we will develop and coordinate with you a promotion strategy and adjustments for each of the allocated resources. We will displace or remove some content, replace the type of content on some sites - for example, switch from short positive reviews to expanded ones, work with visual content.
At this stage, we work with various ranking factors—link mass, behavioral, and content factors.
In accordance with the chosen strategy, we gradually work on creating "content islands" on the right sites. We add new reviews and articles and improve existing ones, gradually forming the image of his product or brand that the client needs.
At the end of the cycle, a report will be generated, on the basis of which it will be possible to draw up a strategy for the next stage of promotion.
Cost
We practice an individual approach to working with clients. The prices of Reputation House services depend on the goals and objectives of a particular project. Depending on this, we select a convenient and—most importantly—suitable tariff for you.
The prices of our SERM services are influenced by many factors, including the source data, the number and sources of negative content, and the volume and complexity of the content necessary to achieve the result. Based on this, we calculate your cost.
Starting rates
SERM for Companies
SERM for Individuals
Other SERM Services
International SERM
Find out the cost of the SERM service
Cases
In 95% of cases, our reputation marketing projects protected by the NDA frameworks, but we still want to show you how Reputation House works with real examples.
History
An employee dissatisfied with their dismissal posted five reviews online, in which he indicated that the company had not been paying wages for months.
In the text of these reviews, he mentioned the full name of the director, several employees and the name of the organization.
Our actions
1. Contacted the sites
The legal department of the company contacted the sites where these reviews were posted
2. Made a claim
The legal team pointed out that the publications contain personal data of the head and a number of employees.
3. Monitor or pads
Three of the five sites removed the negative review within a day, white the remaining two ignored the request.
4. Sent a request to the RCN
Then the lawyers sent information about the disclosure of personal data to DMCA
5. Carried out control
Ten days later, these reviews were also deleted.
An employee dissatisfied with their dismissal posted five reviews online, in which he indicated that the company had not been paying wages for months.
In the text of these reviews, he mentioned the full name of the director, several employees and the name of the organization.
Our actions
1. Contacted the sites
The legal department of the company contacted the sites where these reviews were posted
2. Made a claim
The legal team pointed out that the publications contain personal data of the head and a number of employees.
3. Monitor or pads
Three of the five sites removed the negative review within a day, white the remaining two ignored the request.
4. Sent a request to the RCN
Then the lawyers sent information about the disclosure of personal data to DMCA
5. Carried out control
Ten days later, these reviews were also deleted.
History
One publication posted an article that the brand's products were harmful. Allegedly, a study was conducted, however it was unclear in which laboratory and by whom.
Also, the information provided did not specify which technologies were used for the analysis. Such materials should contain accurate information about all the details of the study, as well as the basis on which this judgment was made.
The same article stated that this conclusion was made by the authors of the article after analyzing several samples of products from a number of manufacturers. The results of some tests were not very good: the researchers found certain harmful ingredients. At the end of the article there was a call: "Do not buy these harmful products."
The publication was quite large and had a wide audience. The client noticed this late and did not immediately contact us. The spread of negativity was extensive—more than 100 media outlets. The information about the products appeared around ten o'clock in the morning. However, a representative of the brand called us only at twelve in the afternoon. On the same day, we met with the client to discuss the situation.
Our actions
1. Studied the refutations
After going over all the studies and certificates on the quality of the brand's products, we determined that their products were not harmful. Moreover, they were environmentally friendly, meaning the article maliciously misinformed buyers.
2. We started negotiations with the original source
The dialogue with the editor did not work out. Time passed, and quite a large number of other information resources, including regional ones, reposted the article. The negative content had spread to social networks. Urgent action was required.
3. We worked closely with the client and our lawyers
Material was promptly prepared to refute this information. Our specialist prepared official letters of appeal to the media.
4. We started working with each media outlet separately
Finding the editors and site owners was a lengthy process. Many refused to take down the articles, citing the validity of the primary source (the original article). Most agreed to take down their reposted articles if the original article was first removed. Some of the more salacious publications refused to make any concessions, however.
5. We were able to refute the primary source
A few days later, a refutation was published. By this time, we had extinguished the spread of negative content as much as possible: we had the information deleted, published an article that the brand had refuted the false information, and published reliable evidence and research.
One publication posted an article that the brand's products were harmful. Allegedly, a study was conducted, however it was unclear in which laboratory and by whom.
Also, the information provided did not specify which technologies were used for the analysis. Such materials should contain accurate information about all the details of the study, as well as the basis on which this judgment was made.
The same article stated that this conclusion was made by the authors of the article after analyzing several samples of products from a number of manufacturers. The results of some tests were not very good: the researchers found certain harmful ingredients. At the end of the article there was a call: "Do not buy these harmful products."
The publication was quite large and had a wide audience. The client noticed this late and did not immediately contact us. The spread of negativity was extensive—more than 100 media outlets. The information about the products appeared around ten o'clock in the morning. However, a representative of the brand called us only at twelve in the afternoon. On the same day, we met with the client to discuss the situation.
Our actions
1. Studied the refutations
After going over all the studies and certificates on the quality of the brand's products, we determined that their products were not harmful. Moreover, they were environmentally friendly, meaning the article maliciously misinformed buyers.
2. We started negotiations with the original source
The dialogue with the editor did not work out. Time passed, and quite a large number of other information resources, including regional ones, reposted the article. The negative content had spread to social networks. Urgent action was required.
3. We worked closely with the client and our lawyers
Material was promptly prepared to refute this information. Our specialist prepared official letters of appeal to the media.
4. We started working with each media outlet separately
Finding the editors and site owners was a lengthy process. Many refused to take down the articles, citing the validity of the primary source (the original article). Most agreed to take down their reposted articles if the original article was first removed. Some of the more salacious publications refused to make any concessions, however.
5. We were able to refute the primary source
A few days later, a refutation was published. By this time, we had extinguished the spread of negative content as much as possible: we had the information deleted, published an article that the brand had refuted the false information, and published reliable evidence and research.
History
Our company was contacted by a client who was up against a legal organization. A team lawyers placed negative content about the client under the guise of reviews on several internet resources.
The goal was to find buyers offended by the brand. The following text was placed in mass announcements: "If you were deceived by X company, contact us, we will win in court and resolve all issues in your favor." Then, contact information and a link to the site were given. That is, the brand itself was used as unfair advertising of services. This also violated the prohibition on direct advertising in reviews for these sites.
Our actions
1. We compiled a list of all affected sites
We searched for and found all of the sites where there were mentions.
2. We conducted an analysis
Our analytics department combed through these sites in order to identify the pertinent information and eliminate unnecessary content.
3. Chose a plan of action
Based on this data, we put together a list of responses, negative content, and links.
4. We connected various legal departments
Our legal department started drafting a written request. The fact is that advertising in reviews is prohibited on such sites, so we turned to resource administrators. Thus, in two or three days we managed to remove 120 negative reviews from several resources. After that, only real user responses remained, and the amount of negative content decreased dramatically.
Our company was contacted by a client who was up against a legal organization. A team lawyers placed negative content about the client under the guise of reviews on several internet resources.
The goal was to find buyers offended by the brand. The following text was placed in mass announcements: "If you were deceived by X company, contact us, we will win in court and resolve all issues in your favor." Then, contact information and a link to the site were given. That is, the brand itself was used as unfair advertising of services. This also violated the prohibition on direct advertising in reviews for these sites.
Our actions
1. We compiled a list of all affected sites
We searched for and found all of the sites where there were mentions.
2. We conducted an analysis
Our analytics department combed through these sites in order to identify the pertinent information and eliminate unnecessary content.
3. Chose a plan of action
Based on this data, we put together a list of responses, negative content, and links.
4. We connected various legal departments
Our legal department started drafting a written request. The fact is that advertising in reviews is prohibited on such sites, so we turned to resource administrators. Thus, in two or three days we managed to remove 120 negative reviews from several resources. After that, only real user responses remained, and the amount of negative content decreased dramatically.
Why is Reputation House the trusted name in SERM?
Reputation House is the leader in online reputation management. We have been active in this field since its inception and were one of the first to offer SERM services to the market. That is why we have the deepest and most extensive expertise in this field.
For more than 10 years, our agency has gained experience working with the largest brands and media personalities in almost all areas of industry, while at the same time retaining the principles of an individual approach to work.
For more than 10 years, our agency has gained experience working with the largest brands and media personalities in almost all areas of industry, while at the same time retaining the principles of an individual approach to work.
Creating an Outstanding Guide on Mastering Search Engine Reputation Management: An In-Depth Exploration
In today's digitally-driven world, the significance of search engine reputation management (SERM) is paramount in today's digital landscape. This powerful approach ensures that businesses and individuals maintain a positive image on the internet, which is essential for growth and success. In this comprehensive guide, we will delve into the intricacies of SERM and discuss the vital role it plays in the modern digital landscape.
At the heart of search engine reputation management services lies the integration of various strategies, including search engine optimization (SEO), to improve the online presence of a business or individual. By skillfully leveraging these techniques, SERM experts aim to enhance the reputation of their clients, ensuring that search results highlight their best aspects and minimize any negative content.
One of the key components of effective SERM is the optimization of search results. By focusing on SEO, specialists can elevate positive content, making it more accessible to users. This, in turn, helps create a favorable online image for the client. The optimization process involves the careful selection of keywords, meta tags, and other elements that directly impact search rankings in Google.
To achieve outstanding results in reputation management, it's crucial to employ a combination of different tactics. By using a multifaceted approach, SERM professionals can address various aspects of a client's online image, from social media presence to reviews on business directories. In doing so, they create a cohesive and robust strategy that is tailored to the specific needs of each client.
Another critical aspect of search engine reputation management is the continuous monitoring and assessment of online content. SERM specialists must stay vigilant to identify and address any emerging negative content that could impact a client's reputation. By proactively mitigating these potential threats, experts can ensure that their clients' online image remains untarnished.
The growing demand for search engine reputation management services highlights the need for businesses and individuals to invest in this crucial aspect of their digital presence. By partnering with a reputable SERM provider, clients can effectively safeguard their online image and maintain a positive reputation that fosters trust and confidence among their target audience.
Building a Strong Foundation: The Importance of Online Reviews and Social Media in SERM
As part of a comprehensive SERM strategy, businesses and individuals must recognize the crucial role that online reviews and social media platforms play in shaping their online image. By actively managing these aspects, clients can significantly enhance their online reputation and foster a sense of trust and credibility among their target audience.
Online Reviews: A Catalyst for Trust
In the digital landscape, online reviews serve as an essential source of information for potential customers when making purchasing decisions. Research indicates that online reviews hold as much credibility as individual recommendations for many consumers, emphasizing the need for businesses to maintain a positive and consistent review profile. By actively monitoring, responding to, and encouraging reviews, companies can effectively address any negative feedback and leverage positive experiences to build trust with their audience.
Social Media tools: Building a Community of Brand Advocates
Social media platforms have revolutionized the way businesses communicate with their customers, providing an unparalleled opportunity to connect, engage, and build loyalty. An effective search engine reputation management strategy includes the strategic use of social media to create a consistent and authentic brand voice. By posting relevant and valuable content, businesses can foster a community of engaged followers who are more likely to become brand advocates and share their positive experiences with others.
Crisis Management: Navigating Online Challenges with Confidence
Inevitably, businesses and individuals will face negative situations that have the potential to damage their online reputation. It is essential to have a crisis management plan in place as part of a comprehensive SERM strategy. By addressing issues promptly and transparently, clients can mitigate the impact of negative content and demonstrate their commitment to customer satisfaction.
In summary, search engine reputation management goes beyond simply improving search engine rankings; it encompasses a holistic approach to managing a client's entire digital footprint. By investing in a robust SERM strategy that includes online reviews, social media, and crisis management, businesses and individuals can effectively protect their online image and foster a strong sense of trust and credibility among their target audience.
In today's digitally-driven world, the significance of search engine reputation management (SERM) is paramount in today's digital landscape. This powerful approach ensures that businesses and individuals maintain a positive image on the internet, which is essential for growth and success. In this comprehensive guide, we will delve into the intricacies of SERM and discuss the vital role it plays in the modern digital landscape.
At the heart of search engine reputation management services lies the integration of various strategies, including search engine optimization (SEO), to improve the online presence of a business or individual. By skillfully leveraging these techniques, SERM experts aim to enhance the reputation of their clients, ensuring that search results highlight their best aspects and minimize any negative content.
One of the key components of effective SERM is the optimization of search results. By focusing on SEO, specialists can elevate positive content, making it more accessible to users. This, in turn, helps create a favorable online image for the client. The optimization process involves the careful selection of keywords, meta tags, and other elements that directly impact search rankings in Google.
To achieve outstanding results in reputation management, it's crucial to employ a combination of different tactics. By using a multifaceted approach, SERM professionals can address various aspects of a client's online image, from social media presence to reviews on business directories. In doing so, they create a cohesive and robust strategy that is tailored to the specific needs of each client.
Another critical aspect of search engine reputation management is the continuous monitoring and assessment of online content. SERM specialists must stay vigilant to identify and address any emerging negative content that could impact a client's reputation. By proactively mitigating these potential threats, experts can ensure that their clients' online image remains untarnished.
The growing demand for search engine reputation management services highlights the need for businesses and individuals to invest in this crucial aspect of their digital presence. By partnering with a reputable SERM provider, clients can effectively safeguard their online image and maintain a positive reputation that fosters trust and confidence among their target audience.
Building a Strong Foundation: The Importance of Online Reviews and Social Media in SERM
As part of a comprehensive SERM strategy, businesses and individuals must recognize the crucial role that online reviews and social media platforms play in shaping their online image. By actively managing these aspects, clients can significantly enhance their online reputation and foster a sense of trust and credibility among their target audience.
Online Reviews: A Catalyst for Trust
In the digital landscape, online reviews serve as an essential source of information for potential customers when making purchasing decisions. Research indicates that online reviews hold as much credibility as individual recommendations for many consumers, emphasizing the need for businesses to maintain a positive and consistent review profile. By actively monitoring, responding to, and encouraging reviews, companies can effectively address any negative feedback and leverage positive experiences to build trust with their audience.
Social Media tools: Building a Community of Brand Advocates
Social media platforms have revolutionized the way businesses communicate with their customers, providing an unparalleled opportunity to connect, engage, and build loyalty. An effective search engine reputation management strategy includes the strategic use of social media to create a consistent and authentic brand voice. By posting relevant and valuable content, businesses can foster a community of engaged followers who are more likely to become brand advocates and share their positive experiences with others.
Crisis Management: Navigating Online Challenges with Confidence
Inevitably, businesses and individuals will face negative situations that have the potential to damage their online reputation. It is essential to have a crisis management plan in place as part of a comprehensive SERM strategy. By addressing issues promptly and transparently, clients can mitigate the impact of negative content and demonstrate their commitment to customer satisfaction.
In summary, search engine reputation management goes beyond simply improving search engine rankings; it encompasses a holistic approach to managing a client's entire digital footprint. By investing in a robust SERM strategy that includes online reviews, social media, and crisis management, businesses and individuals can effectively protect their online image and foster a strong sense of trust and credibility among their target audience.
Other services
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ORM
Online Reputation Management is a comprehensive reputation marketing tool which helps create a positive image for a brand or person on all resources on the internet, create islands of content on review sites, encyclopedias, & geo-resources, and deflect information attacks in real time.
Monitoring
We monitor social media and online media 24/7 and collect mentions of a brand or person. After that, we conduct primary analytics, tag mentions by tone, and prepare a detailed and understandable report for you.
Analytics
Our in-house analytics center can perform any analytical research that will help you effectively carry out your marketing and PR tasks, from analyzing PR campaigns and identifying reputational threats to examining the focus of socially significant incidents.
Lead generation
We conduct an initial analysis of the demand for your product or service and identify what customers want. On an ongoing basis, we supply leads for your company to act on.
Deleting information
Our Reputation House analytics center can perform any analytical research that will help you effectively solve marketing and PR tasks: from analyzing PR campaigns and identifying reputational threats to analyzing foci of socially significant incidents.
Commercial SERM
This new but already well-established channel of digital marketing promotes third-party resources (social networks, articles, videos, etc.) for commercial queries in Google and Yandex. Commercial SERM is much faster and cheaper than classic website promotion.
SERM
As a reputation agency, we will supplant negative information, photos, and video content from the first page of Google with the help of a system for working with search engines—Search Engine Reputation Management. We took first place in RUWARD’s "Reputation marketing in the digital environment (ORM), including SERM.”
ORM
Online Reputation Management is a comprehensive reputation marketing tool which helps create a positive image for a brand or person on all resources on the internet, create islands of content on review sites, encyclopedias, & geo-resources, and deflect information attacks in real time.
Monitoring
We monitor social media and online media 24/7 and collect mentions of a brand or person. After that, we conduct primary analytics, tag mentions by tone, and prepare a detailed and understandable report for you.
Analytics
Our in-house analytics center can perform any analytical research that will help you effectively carry out your marketing and PR tasks, from analyzing PR campaigns and identifying reputational threats to examining the focus of socially significant incidents.
Lead generation
We conduct an initial analysis of the demand for your product or service and identify what customers want. On an ongoing basis, we supply leads for your company to act on.
Deleting information
Our Reputation House analytics center can perform any analytical research that will help you effectively solve marketing and PR tasks: from analyzing PR campaigns and identifying reputational threats to analyzing foci of socially significant incidents.
Commercial SERM
This new but already well-established channel of digital marketing promotes third-party resources (social networks, articles, videos, etc.) for commercial queries in Google and Yandex. Commercial SERM is much faster and cheaper than classic website promotion.
Content Oriented Web
Make great presentations, longreads, and landing pages, as well as photo stories, blogs, lookbooks, and all other kinds of content oriented projects.
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