The Metamorphosis of Keywords… Give your website wings!

Butterflies are my favourite insect, when I see a butterfly I admire the creature above all other insects… not only because of its sheer beauty, not because it has the freedom to fly and land wherever it wishes, but because of the entire journey it undertakes to shape into its true form.

Imagine your website a developing cocoon; it is the unique shell to a source of greatness within, the egg has been planted but all cocoons must go through a metamorphosis.

Metamorphosis is the name we use to describe a rapid transformation, in order for a website to transform and be optimised to its full potential; we must remember the importance of keywords. In using keywords to fine tune content within your web pages, it attains a better ranking on the major search engines such as Google, Yahoo, MSN amongst many others.

There are four stages to a metamorphosis:

STAGE ONE: The egg, in this case your website is your egg. It has been created and now the transformation will take place.

STAGE TWO: Larva AKA ‘The Caterpillar’, the caterpillar is a hungry chap, think of him as a hungry search engine. Keywords are the food of your web pages enabling these terms to link to the correct path feeding a search engine and connecting it to your site. However avoid stuffing your site with keywords as you may be penalised for this even if the content does make sense.

Keywords are a great tool to help your visitors find your site, even if your site already achieves great search engine rankings, this does not mean that you will entice the correct traffic. If you select the wrong keywords you could be attracting the wrong audience, causing the caterpillar digestion problems, which in turn means less conversions if they are not interested in your business… and you don’t want to end up with a hungry caterpillar!

STAGE THREE: The Pupa, The Caterpillar cleverly forms a protective shield called Pupa when it has finished growing. Most of the transformation takes place inside Pupa, in this analogy here takes place a process we will call this the Keyword Research Process.

• Google will read your site from left to right, from top to bottom so the first blocks of text are the most important.

• You need to discover your keywords: Focus on a large range of possible keywords related to your website and audience.

• Analyze your keywords: Look at your competition to see what terms they are ranking for and how many pages are indexed; this may have an impact on your search terms.

• Select your keywords: Short list your keywords keeping in mind your target audience and relevance to your site. This research helps to drive more traffic to your site bringing higher conversions from keyword targeted traffic.

• Bear in mind when eliminating keywords from your short list, the page ranking, competition and the popularity of the search term.

STAGE FOUR: Once you have the foundations and the caterpillar has finished transforming or digesting his meal, the pupa will hatch; a beautiful butterfly takes its first flight.

Now you have your Keywords feeding the search engine, and from this a butterfly has emerged, next comes the destination, the top places to land these keywords are within the:

• Body Text


• Page title


• Heading


• First 25 words on the page


• In the URL


• Within links


• META tags


• Anchor text
  
• Attributes

Keywords can be determined by their density, this is the rate of how many keyword or keyword phrases appear on your web page. Keyword density is usually ranked per page not the overall site, so naturally some pages will rank higher than others. When applying your keywords to a destination page, by producing quality original content, search engines will give you a better ranking for your chosen keywords and phrases. Make sure your butterfly is strong enough to take flight!

Search Engines explore keywords through Spiders (not the insect kind!) that determine how related your content is to a particular keyword through density and placement.

So try it for yourself, or get a qualified company such as Leapfrogg to do it for you! Frogs work well with butterflies! Watch your website grow wings and take flight!

SEO Rap - Fun To Start The Week

Hi All,

Just wanted to share this rap with you all that we found during our daily research.

It's informative as well as entertaining. This guy can rap AND do search marketing....cool!!

Enjoy :)

Adwords Phishing email! Beware

Should anyone receive an email similar to the following please beware as there appears to be a number of Fraudulent phishing emails that pretend to be from Google circulating at the moment:


"------ Forwarded Message
From: Google Adwords-noreply
Reply-To:
Date: Sat, 22 Mar 2008 13:33:37 +0100
To:
Subject: Please Update Your Billing Information


------------------------

Dear Google AdWords Customer!

In order to update your billing information, please sign in
to your AdWords account at https://adwords.google.com , and update your
billing information. Your account will be reactivated as soon as you have
entered your payment details. Your ads will show immediately if you
decide to pay for clicks via credit or debit card. If you decide to pay
by direct debit, we may need to receive your signed debit authorization
before your ads start running, depending on your location. If you
choose bank transfer, your ads will show as soon as we receive your
first payment. (Payment options vary by location.)

Thank you for choosing AdWords. We look forward to providing you with
the most effective advertising available.

Sincerely,

The Google AdWords Team

------------------------

This message was sent from a notification-only email address that does
not accept incoming email. Please do not reply to this message. If you
have any questions after following the steps above, please visit the
Google AdWords Help Center at
https://adwords.google.com/support/bin/topic.py?topic=8336=en_US to
find answers to frequently asked questions and a 'contact us' link near
the bottom of the page."

------------------------


This email looks very genuine and it is easy to think this is the real deal. It appears to have come from Google but in reality the relpy to address is actually a normal email account. In the example above you can see the reply to email is flyte74@aol.com. The other way to tell is the destination URL contains "ork0r.cn" near the end.

This website now appears to be down, however these guys were smart in that they sent the email on the 22nd during the bank holiday weekend. This means that marketers and Google representatives would not have been available to aid clients in determining if this was genuine or not.

Should you have already updated these details you should contact your bank immediately.

You may also need to change your adwords log in details.

How to be a great search marketing Account Manager

I read an interesting post last week over at Gonzo SEO on mistakes that should be avoided in account management. I have finally found five minutes to spare before the Easter break so thought I'd add a little more to the conversation by outlining, in my view, what makes a GREAT Account Manager in a search marketing environment:

Someone who is prepared to be on the front line
An Account Manager is on the ‘front line’, the face of the company. You need to instill confidence in clients. This is the very nature of working on a consultancy basis; clients pay for your expertise. You must therefore show an exceptionally high level of knowledge and poise.

Having exceptional industry knowledge
Being client facing means you represent the knowledge of the company – if you are not up to scratch on your knowledge it reflects on the company as a whole. There is no room for vagueness in being an account manager.

Getting ‘under the skin’ of your clients
This involves understanding each of your clients markets, their position within these markets, their key selling points, their objectives, issues and details of their campaign. You should always feel ‘on top’ and in control of your clients. You need to really care about your clients and the success of their campaigns (and business) to be an excellent Account Manager. Inevitably, this is easier with people you actually like on a personal level but even when you find working with a particular client frustrating, you should not let negativity creep into your mindset; you will begin resenting clients and your quality of work will suffer. Commitment to your clients is all about going the extra mile in everything you do.

Ability to ‘handhold’
Search engine marketing is often a mine field for clients. You have a responsibility to guide them smoothly through the process. You should want clients to learn from you; ultimately, this enables them to make more informed decisions in the future and to understand the true value their search marketing campaign is delivering for their business.

Managing the expectations of your clients
The biggest challenge faced by an Account Manager! Results in search engine marketing do not happen overnight. Clients must understand and accept that it requires a long-term strategy that will produce results over time – not immediately. Managing expectations begins during the sales process but responsibility inevitably falls on the Account Manager once the campaign begins and throughout the partnership.

Being Proactive
You should always be on your toes thinking about how you can help the client develop their campaigns further. A search marketing campaign can never be considered as 'complete'; there are always things you can be doing to drive the campaign on. A good Account Manager will be proactive in suggesting new ideas to the client.

Ability to retain clients
Being committed to your clients leads to a high retention rate. Retention leads to company growth. It is one of the main responsibilities of an Account Manager to maintain strong and sustainable relationships with clients. There is no point, as an agency, in winning new business if clients are being lost as quickly as new ones are being gained! Obviously, there will be cases where clients are lost for reasons outside of an Account Managers control but an Account Manager must focus on offering customer service of any exceptional level to maintain a strong client list.

Organisation
Managing multiple clients demands a high level of organisation. Without it you will fail as an Account Manager. You need to be ‘on the ball’. Only by being organised can this be achieved. Organisation is integral. The Account Manager is often the person holding the campaign together, communicating with staff members internally and with the client, and therefore dictates the success of the campaign.

Attention to detail
All correspondence must be to a high standard in terms of grammar, punctuation and spelling. CHECK, CHECK AND CHECK again before sending anything to a client!

Ability to manage your time effectively
A good Account Managers is continually thinking about the tasks that they do, the time spent doing them and how they can work more efficiently.

What do you think makes a great Account Manager? Have I missed anything here?

Until next time have a great Easter break...

Blogging is the new cooking… Feed your audience!

I am a girl that just loves to cook; I can get lost in my Nigella cook book, and hang out in the kitchen for hours, much to my partners liking as he gets to taste the food! I find cooking inventive yet creative and it gives me the chance to release my passion for cooking without relying on anyone else!

Since joining Leapfrogg a month ago I have also begun to share the same feelings within my blog writing. So this got me thinking that blogging is very much like cooking and I have drawn up some comparisons, here’s why…

• Create your recipe / Stir up an opinion…
  
  First of all, you can’t create a dish fit for Masterchef without the inspiration for a recipe, be it new or old, much like a blog post; there is no point in writing a post if you do not have the ammunition to comment on a topic or have a strong opinion to share with others, the first bite is the most important step to writing your blog post. You also need to consider your audience and what they will build up their appetite to read on – if this is the case get back to the kitchen and get your thinking cap on!

• Pick the best Ingredients / Cook your keywords thoroughly…
  
  As Jamie Oliver would say you need “pukka ingredients” to create an amazing meal, it would be very tasteless without food that worked well together. When you are blogging this can also be said for the content within your post, by adding highly relevant keywords not only does it optimise your article it also enhances the flavour of your writing.

• Check your cook book for correct measurements / Spice up your post by referring to your link sources …
  
  Delia Smith always stresses the importance of having correct measurements within your recipes, so what do you do?... always refer back to your cook book… it is the link between you and your cooking! By referring to links in your blog post it will back up your opinions on a topic adding reliability and present a tasty source of information and we aren’t talking about ketchup here folks!

• Watch the waistline/ Less content is more tasteful…
  
  Now a days we are more health conscious within our cooking, most supermarkets now do a ‘lighter’ option, Gillian McKeith would agree, sometimes adding less of the naughty stuff is in fact better for us, so less sugar, for example, can benefit us more. The advice applies to your blog, the content is the most important factor in any blog and having less content, will hopefully portray your message quickly attracting more people to your blog, leaving them with something to munch on!

• Name your dish / Use yummy headlines…
  
  If you are inventing your own concoction of food, don’t forget to name your recipe, some of the famous ones have been ‘toad in the hole’, ‘shepherds pie,’ my favourite from Nigella Lawson is her ‘chocohotpots.’ (They also taste really good!) Blog posts also need a snappy headline, this like food dishes, should entice readers to read the article also to give a taster to what your post is about.

• Cook with passion / Write with passion…
  
  I believe the more passion you have within your cooking the more effort you will put in and it is highly likely your food will be more enjoyable, in writing passionately this will also be portrayed through the words you speak and the outcome more enjoyable for the reader.

• Check your food consistency / Keep the same writing recipe throughout…
  
  The consistency of your cooking could be the difference between perfection and great big lumps in your cake mix, keeping a consistent style in your blog post should keep your message smooth and flowing like a piece of James Martin’s strawberry cheesecake!

• Take a taste test / Season your post to perfection…
  
  Seasoning is very important in any recipe, most cooks like Ainsley Harriett would swear by it. In a recipe minor tweaks can improve a meal by miles, in tweaking and editing your blog post once more before posting it, could improve your communication to the reader, creating clarity and really emphisising your point.

• Take care with presentation / Include bullet points and images to get the senses into action…
  
  Gordon Ramsey always prides himself on his presentation, if a plate of food looks exciting, the more it teases your tastes buds, tempting you to try it. If you view an exciting blog post nine times out of ten you’ll want to read it… I now thank you for taking time to read my post… please keep reading my posts and my fellow Froggers!

• The proof is in the pudding / Leave them with food for thought…
  
  Always the best part of a meal… like a blog post, make your last point clear, concise and memorable to sum up your post.
  
  I hope you found this DELICIOUS! Are you feeling hungry yet?
  

Search Marketing Word of the Week (16)

Over the last few weeks our dear frogg has been estivating (a kind of hibernation - oohh aren't we clever?!?). But after a long break he is back and raring to go with his regular word of the week post. In an attempt to cut through the jargon our frogg takes a common search engine marketing term and puts his spin on it.

So without further ado, this weeks word, or phrase, is...

Anchor Text

This refers to the text contained with a link. So for example, a link to the Leapfrogg homepage might read search marketing solutions with the underlined words being the 'anchor text'.

A search engine uses anchor text to attach relevancy to the page of which the link points to. Therefore, the anchor text used in links to a page should match the content.

OK, 5.30 Friday afternoon. It must be time for Guinness!

Until next week...

The Morality of Paying for Links… Links are not Prostitutes!

Would you ever try and bribe a traffic warden to prevent him from giving you a fine?

Pay the hot guy next door to accompany you to the party your ex boyfriend will be attending?

Paying someone to do your household chores and then guilt tripping your partner by saying that you did it all?

Would you ever pay for sex?

With all the above comes a certain question of morality, is it right to buy your way out of situations to make yourself more comfortable and come out on top in doing so? I believe the same could be said for Link Buying.

Fortunately Link Buying is now becoming less common, due to Google’s tight strictness with the buying and selling of links…

Basically Link Buying disregards the quality of links, sources and the long term impact it will have on sites. It violates certain webmaster guidelines made by Google which is seen as the ‘easy’ way to get more link juice flowing to your site. In search engine terms it is almost seen as ‘illegal’ to step ahead in this way.

Google states the “Buying or selling links that pass PageRank is in violation of Google's webmaster guidelines and can negatively impact a site's ranking in search results”.
However, this being said not all paid links violate these Google guidelines, as when done for advertising purposes this is acceptable.

Links are primarily intended to:

• Manipulate PageRank
• Increase site optimization
• A Higher Search Engine Ranking for Your Website
• An Increase in the Informative Nature of Your Website
• Linking Increases the Credibility of Your Website
• Establish Connections within the Internet Community
• Suggest an Affiliation with other Websites

According to Matt Cutts, from Google:

“Tactics like lavishing on reciprocal links; or reciprocal links don’t work as well — let’s try this fad called triangular linking; or let’s try buying links; all these sorts of things. These are not the sort of links that are best for your site. They’re certainly more high risk.”

So the morality issue is down to the individual, do you want to cheat your way to the top with a ‘quickie’ shortcut or really achieve top quality status with the links supporting your website and reputation?

In my opinion you may also lose the satisfaction of ‘Link Building,’ this is the term we use to increase linkage to a website and I feel it is unfair when some companies like Leapfrogg, walk the moral ground and manually work hard to Link Build, building lasting relationships and sourcing the best quality links for our clients, when there are others out there in our industry who use ‘pimp’ sellers to buy cheap links and rush their way to the top to take the credit.

At the end of the day we must remember that paying for links may be a shortcut, but the actual quality of links gained by a website is what is important.

In working the honest way, people will want to link to your site because they wish to without being bought.

Do not treat your website like a prostitute... treat it like your husband /wife… give it the care and attention it deserves and you’ll soon have link juice flowing in and increase rankings and conversions as a result.

Honesty, really is, the best policy!

Google likes a quickie (as do I)

Google are now factoring in page download speed when determining the Quality Score of your PPC ads. Well done Google, this could help push developers of those really annoying, SLOW websites into improving their speed. This would make me happy... I really hate slow loading websites.

I was surprised (and somewhat annoyed) to read that slow loading websites apparently cost us Brits 2.5 days every year (just imagine what we could all do with those!) Slow websites are also Britain’s top web complaint which comes as no surprise to me. I don’t know about you, but if a website is really slow to load, I tend to abort my mission however important the information is to me. I seem to come across this quite a lot these days and I feel that the advent of Web 2.0 has changed how many websites are designed leading to image heavy (although lovely looking) websites that ultimately are much slower to load.

My rant is not totally unfounded now that page load times are a factor in Google attributing Quality Score to keywords in your Pay Per Click (PPC) campaigns. Quality Score measures how relevant your keyword is to your PPC ad text and to your user's search query. It effectively determines the position of your PPC ad on Google and partly determines your keywords' minimum bids. In general, the higher your Quality Score, the better your ad position resulting in you spending less (hoorah!)

PPC landing pages have a large part in determining your quality score and with page load times now a factor in this, we need to look at ways to keep your sites download speed down.

• Firstly I would suggest that all images are optimised as much as possible. You could shrink the size of your images, crop out any additional space in the image or even remove some images. Do you really need all the images?

• You should also try to ensure that all HTML code, JavaScript, CSS files are optimised as much as possible to try to reduce page load time of your site pages.

• Page loading speed could also be the result of a web server problem whereby your server is not capable of handling traffic. In this case, you should update your server settings and ensure they are configured correctly to handle your traffic.

• You can also be sure that any animated GIF’s or use of Flash will slow down the loading speed of a page.

All of the above are things that you should check your website against in order for your site to be correctly optimised to maximise on its performance. This is particularly crucial to all companies that have Google PPC campaigns. Not only will faster loading speeds make your site more usable and accessible to your target audience, but it would make a lot of Brits happier as we can plan what to do with our extra 2.5 days each year!

Will Google universal search kill the vertical search star?

A delayed episode of "the oldest SEM trainee"

Bite sized history of search:

1.0 - The location and frequency of keywords in the copy

2.0 - Links and off the page marketing

3.0 - Vertical search and the lack of competition

4.0 - Your guess is probably better than mine?

Read more here - blended and vertical search

Universal search - a step sideways perhaps?

Googles universal search is soon to be fully rolled out in the UK and it will change the way we search forever.. or will it?

Universal search is Googles big Kahuna (is that even a word?). Basically a U.S search in universal on the term "barack obama" gives you (the results shown):

Book results



News results with official images



The official website



Wikipedia page



My space page



Twitter page



A you tube video

I'm sure you will admit that these are good results and if i were a member of the Bloggs family searching for information about Barack Obama, at first glance this information covers all bases.

What does the Bloggs family want

• compressed time
• safety and security
• no anxiety
• satisfaction about making a choice

What the Bloggs family does not want

• to be underestimated
• to be sold to without anything in return
• the tyranny of overwhelming choice
• unable to choose

Does universal deliver this for them in its results?

One thing it didn't deliver was the official Obama blog? or podcast. If Miss bloggs uses her ipod all the time and a podcast of obama would be really handy to listen to on the way to school for her class talk on American politics. This raises the point of, at the beginning of the buying cycle how would the Bloggs family know what is available if it is not displayed?.

This choice of content is so tailored that it almost delivers the middle of the cycle. But is it restricting the buying cycle for users?.

I then ran the same search on "the worlds leading people engine" Spock, surely these are people focused. I found these results:

Similar to the Google results - People focused.

This led me to think "what will people use to search in the future?. I found a great post on www.readwriteweb about the different types of engines. For more in depth information on these go to search innovation outside Google.

What are the types of search available? i was surprised to find 19

1. The search homepage - needs no explanation - Google - Yahoo - Msn - ASK
2. Query pre processing / artificial intelligence / NLP - they love stop words, these are "meaning based engines"- hakia and powerset
3. Personal relevancy(aka personalization) - provide personalisation across a range of sites - collarity
4. Canned, specialized searches - very specific - simplyhired
5. New content types / rich media search: integration of different media - audio (odeo), video (Youtube, truveo ), TV (Blinkx ), images (Picsearch, Netvue )
6. Specialized content search: blogs (Technorati ), news (Topix ), classifieds (oodle )
7. Clustering engines - tag cloud relationships - quintura and clusty
8. Restricted data sources - restricted searches to cut out spam - A9
9. Domain-specific search (Vertical Search) - Retrevo and Pluggd
10. Parametric search - drill down in vertical search - Shopping.com
11. Social input - works on crowd semantics - del.icio.us and StumbleUpon
12. Recommendation search engines - Whattorent.com
13. meta search engines - Zuula.com (searches 16 engines at once)
14. Mobile search - slifter and mobot
15. Human input - humans as the search engine - Chacha and Yahoo answers
16. Semantic search - visual results - Monitor110
17. Discovery support - anonymous data collection - Aggregate Knowledge
18. Results visualization - visual mash ups -Trulia
19. Results refinement and filters - A search within a result - Healia

That's 19 types of search, is it possible for One search engine to control them all?

"One engine to rule them all, one engine to find them, one engine to bring them all and in the websphere bind them" (sorry Tolkien)

Would we really want a major engine to control all of these specific types of search, surely the supporting information behind each is so different that results would be mangled by any type of cross over. So lets say we regularly use a few of these engines? why wouldn't we simply aggregate the results into a personalised page, much like we do now with page flakes or netvibes. This then allows separate searches to appear along side each other on the same page, thereby building your own results pages that run one search across all types of platforms from one search bar. You would then choose what your results pages looks like based on preference and experience of certain engines, I've thrown together and idea of this "personalised page below".

Hope this raises a few questions about what people think the future of search will be. Or just to say how crap my design is or ask why i'm pitching for Obama?. Just to clear things up (spent 2 mins on image in GIMP, got a thing for Hilary Clinton and vertical search is my buddy). Love and world peace, till next time.

Images courtesy of Google SERPS, search engine land, ASK - youtube, odeo, technorati and others (all of whom i love very much)

What does your reputation say about you?

I had a call from one of my fellow Froggers this morning. Whilst killing some time on a train journey, she read a rather compelling newspaper article she just had to share with me. It was a shocking story of a widowed 65 year old woman, who when visiting her local hairdressers found out she had been having her reputation slandered on the social media site ‘Bebo.’ The woman, who had never used a computer in her life not to mention even owned one, was recovering from a stroke and is now in such a distressed state she is taking pills after discovering the information written about her.


It raises a question here, if someone other than yourself takes your name, brand or product and publishes negative statement about it on a social media site or a blog, how harmful is this to your reputation and are you monitoring what is being said about your company or yourself personally?


The term "reputation management," is now increasingly well known in the search engine marketing (SEM) world. If a user finds a an article or posting on a website displaying a negative comment in the search results for your brand, they may click the link, and believe what they read, just as people did about the windowed 65 year old in the paper today. If one page can have that much impact on one persons life imagine what it can do to your business? It may lead to devastating effects.


Since the roll out of Web 2.0 there are a growing number of Web sites that offer forums in the spirit of generating user content and visitor interactivity. Sites such as the Epinions.com and even Amazon.com contain feedback mechanisms with discussion boards where unhappy customers can post complaints. Sometimes, discussion pages from these sites can show up in search results, sometimes near to or next to your listings, which could affect your reputation on the web.


Reputation whether online or offline is everything as it could be the make or break of a business. For example, when Bernard Matthews found their stock of Turkey’s had been carrying the H5N1 outbreak of bird flu, the negative press coverage online and offline that followed, caused them a huge loss it profits and valued customers, not to mention serious brand damage.


The search reputation management strategy offered by Leapfrogg monitors online reputation allowing a business to react to any negative press, harmful blog posts and negative topics containing your name or brand, which could be potentially damaging to your business. For those businesses that react quickly to such incidents, there can often be positive effects resulting in damage limitation sooner rather than later.


This story just reminds us of how valuable our personal and business reputations are and the devastating effects it can have on our wellbeing within our lives in any situation and a reminder to us all to keep an eye on what is being said about you.

What are you doing online?

No, I’m not having a go at you, I’m being inquisitive as to what marketing initiatives are you doing online to compliment your offline efforts?

After one of many informative seminars at the Search Engine Strategies (SES) conference in London a couple of weeks ago, I came away reviewing the benefits of coupling both your online and offline marketing efforts to ensure that you are achieving the best and most beneficial exposure for your company. Consider the power of TV, radio, newspapers, word of mouth and even your shopping trip on a Saturday and consider the impact that these channels have to reach and influence potential customers. They can be very powerful indeed.

But how can this impact your online marketing I hear you ask?

Well, has a friend ever recommended something to you and you have gone online to search for it? Or did you see an advert on television or in a newspaper that prompted you to find out more by searching on the net?

Here are a few stats provided at SES from an “Offline channel influence on online search behaviour study” conducted by iProspect.

• 67% of online searches were a result of offline influences (with television and word of mouth being the most effective channels for driving searches)

• 39% resulted in actual online purchases

These figures certainly reinforce the power of combining both offline and online marketing which is why it is good to forward plan any offline marketing labours you may have and couple them with things like an online press releases or targeted PPC ads etc.

I have seen many of our clients missing out on this as more often than not, traditional offline marketing is seen as something totally separate to online but its not. By informing your SEO company and providing a kind of ‘road map’ of any offline marketing initiatives you have in the pipeline, they can help you streamline both mediums to ensure that the hype that is generated offline can be captured online to drive more traffic that is likely to convert. Make sure you don't miss out!

....And just some final comments about my day at SES.... I’d like to say a special thanks to the free biscuits I managed to scoff on my way to the Keynote seminar (you were nice) and also a thank you to the guy that was doing card tricks – I’m a sucker for checking to see if there is anything wrong with the hankie! :)