How to Actually Do the "Eiffel Tower" Sex Position

Threesomes, depending on how communicative and open you are, can either be great or kinda really awk. And one of the most prominent three-way fears is one partner feeling left out while the other two go at it.

COSMOPOLITAN

Luckily, one good way to prevent this by having all three participants involved at once is by trying the Eiffel Tower, which is as epic (and okay, a li'l bit extra) as the city the real Eiffel Tower resides in.

The idea is simple and mostly self-explanatory: One person both receives one partner from behind while performing oral on another. The two outside partners, in the midst of their sexual enjoyment, gleefully high-five each other, thus acknowledging how incroyable this feels.

While most Urban Dictionary entries say that the position involves two men and a woman, truthfully, it can work with any trio–or even foursome, if you have two people 69ing as the "base" of the tower.

But why stop there? Throw in a vibrator or strap-on! Add a butt plug to the mix! Hell, get croissants or a good cheese plate, to keep up with the whole French theme. This architectural bodily wonder you're building can have as many bells and whistles as you GD please.

Just remember the sex safety basics: water-based lube with latex condoms, clear consent and boundaries for if/when to stop (especially for the person performing oral/being stimulated), and just rock-solid emotional communication before and after the threesome is over. If you have all that down, bon voyage and have fun!

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17 Helpful SEO Tools and Tool Reviews

For nearly as long as there have been people working on search engine optimization, there have been SEO tools. The first tools handled only the most rudimentary tasks, like rank checking or keyword density analysis.

As search engine algorithms, and SEO professionals, have become more sophisticated over time, so have the tools. Today, there are (in many cases free, or low-cost) tools covering nearly every aspect of content design, on-page, off-page, and technical SEO.

Expert SEO tools and SEO tool reviews which SEO tools are most helpful in conducting a site audit? Which tools are best for local SEO? For reporting and metrics? Competitive analysis? Social analytics?

Find out in this compilation of web tools and expert tool reviews from the past year and a half.

Helpful SEO Tools

PageSpeed Insights

This outstanding tool from Google evaluates the speed of both mobile and desktop access for any specified website, returns an overall score, and provides technical recommendations on for decreasing load time and improving site speed.

Site Explorer

A slick free tool that reports, for any full URL: linking domains, inbound links, most linked countries, most linked keywords, page rank of linking domains, and new links within the past 30 days. This one deserves consideration for every SEO’s toolbox.

Online Website Link Checker

One of the best free broken-link checking tools available, the Online Website Link Checker will crawl for and report broken links on up to 500 pages and three levels down on any specified website, optionally across a whole domain or only a specified subdomain.

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SEO Checklist [Infographic]

As the search ranking algorithms used by Google and the other major search engines have become more sophisticated, the practice of SEO has gotten easier to explain (create great content, earn links) but much more challenging to execute.

2015 SEO Checklist of TacticsThe infographic below illustrates SEO best practices—the key “do’s” and “don’ts”–for 2015. Most of this advice will be familiar to anyone who spends much time doing or reading about SEO, but a few points are worth noting.

• Do make your site accessible by including a site-search box and using breadcrumbs. Neither idea is new, yet many sites still don’t incorporate these two navigation-friendly elements.

• Don’t overdo links on your home page. It’s tempting, as pages directly linked from the home page tend to rank better in search. But if overdone, this tactic wrecks the design, slows page load time and consequently harms search rank more than helping.

• Don’t duplicate content. “If your site differs across various geographic areas, create individualized content for those pages.”

• Make sure the most important content on each page is near the top, “above the fold.”

• Though social signals are important to SEO, “don’t spend money on bots
that artificially share your content. These are detectable by search engines and can incur penalties thus negatively affecting your rankings.”

• Don’t overload pages with information to try to game rankings–but do produce some pages with longer, more detailed content. As noted here, “The average content length for a web page that ranks in the top 10 results for any keyword on Google has at least 2,000 words.”

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The Most Important Keyword for SEO

Search rankings matter. Organic search accounts for a third of all traffic to B2B websites on average, according to HubSpot. That figure is closer to 40% for small companies and almost 50% for industrial / manufacturing firms.

But does SEO still matter? Some are asking the question in the wake of this story from just last month: “Google confirms core search ranking algorithm update…but says there is nothing webmasters can do to fix their sites if they dropped in rankings.”

Yeah, it still matters. Now, just as pursuing a post-high school education doesn’t guarantee you a financially rewarding career, search engine optimization efforts can’t guarantee high rankings. But both are still the smart path to take.

The most important keyword for SEO Okay, but do keywords still matter? That seems to be a pretty common question. Again, the short answer is “yes.” While Google’s algorithm has gotten much better with semantic search—basing search results on searcher intent, context, and synonyms—keyword phrases are still the basis of search, whether entered on a keyboard or by voice.

So while “keyword stuffing” is a practice long dead and buried, it’s still important to have keyword phrases show up in your URL, headings, meta title, and page text.

And actually, given all the changes Google and other search engines have made to combat manipulative black hat SEO practices, one “keyword” now matters possibly more than any other for SEO.

That word is “authentic.”

No, not authentic in some squishy philosophical sense, but rather as in terms of being real and genuine—in three specific ways.

Authentic Expertise

Google and other search engines seek to display the “best answer” for every query near the top of their search results. That’s why Wikipedia pages often rank highly: they are viewed as highly credible and generally accurate because they are written by subject matter experts, then reviewed and edited by other subject matter experts.

Content that is original and reflects deep subject matter knowledge will (almost) always outrank incoherently organized content cobbled together by duplicating ideas from various sources.

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10 Valuable SEO Resources: Keyword Research, Tools, and Local SEO10 Valuable SEO Resources: Keyword Research, Tools, and Local SEO

As noted here last week, ranking highly in search requires writing great content, making smart use  of Google Webmaster Tools, and building or earning high-authority backlinks.

keyword ideas tool

Image credit: Small Business Ideas Blog

But there’s more involved in generating high, and highly relevant, organic search traffic.

At its core, search still relies on words, whether typed or spoken. How can you identify the highest-value keywords for your content? Which keyword research and other SEO tools are most effective? What tactics are most valuable for local SEO success?

Find those answers and more here in 10 expert SEO posts.

SEO Keyword Guides and Tools

How to Find Keywords Your Competitors Don’t Know About by Feldman Creative

Barry FeldmanWriting that “By strategically implementing long tail keywords, you’re far more likely to rank high, attract the audience you desire, and show motivated prospects the way to your website” but “Your challenge is to identify the right long tail keywords,” Barry Feldman outlines six sources for finding those valuable-but-undertargeted phrases, including tables of contents on Wikipedia and common questions on forums.

Fast SEO Competitive Analysis by Search Engine Watch

Ben GoodsellBen Goodsell explains how to identify top competitors in search, how to use SEMrush to discover how people are finding competitors in search, and how to use the Google AdWords Keyword Planner tool along with Excel to identify search trends and quantify search volume.

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Link Building and Mobile SEO in 2017

Link building is one of the best ways to both increase your website’s authority (which helps with SEO) and get your brand more widely recognized within your niche. As people increasingly rely on their mobile phones, mobile searches have now overtaken desktop searches. So it’s more important than ever to ensure your website ranks highly for relevant keywords.

Ling building and mobile SEO in 2017Ideally, you’d like your website to be right at the top of the first page of Google, especially on mobile as these searches are typically less for general research and more to meet immediate needs.

What does link building really mean in 2017?

The days when a website could rank well based purely on a large number of links (regardless of quality) are long past. Link building today, also sometimes referred to as digital PR and outreach, is an SEO tactic with the aim to increase page ranking by “earning” backlinks from high-authority websites (a.k.a. white hat link building) as well as linking out to high-quality sites. Gaining quality links requires building strong relationships with bloggers and websites relevant to your niche.

When you link to other websites, ensure it is a useful link. The website’s domain authority and trust rank should be higher or the same as your own site. You should always ensure the website relates to your brand and what you offer as this will communicate to Google what and who you are as a brand.

Link building can be a timely and costly process; depending on your market niche and the competitiveness of your keywords, it can take considerable time to see improvement. In addition, Google’s algorithm continues to get “smarter” and so the way Google recognizes backlinks is changing.

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The Interactive Guide to On-Page SEO

While search engine rank is ultimately based hundreds of factors, it rests on three main characteristics: relevance, trust (impacted by technical and social factors), and authority (based on backlinks and other factors like domain age).

Complete SEO analysis and optimization - RyteThe core element of SEO is content; no amount of technical excellence or high-quality backlinks will help thin, low-quality, or irrelevant content rank well. The best content is highly relevant to its target keyword phrase (and therefore to corresponding searches), well-written, and easily digestible.

Though the broader practice of SEO has evolved over time (as detailed in SEO: The Movie), relevance and “digestibility” still form the basis of on-page SEO. Just as elements like a table of contents, chapter titles, and an index make a book easier to read, so on-page SEO makes web pages easier for both search engines to evaluate and human readers to absorb.

This interactive graphic illustrates 14 vital components of on-page SEO best practices. It uses The 26 Best All-in-One SEO Tool Suites as an example. That post has recently ranked between the first and third spots on Google for the phrases “best all in one SEO tools” and “best SEO tool suites.” Hover over any of the arrows to see the details.

As this interactive graphic demonstrates, on-page SEO involves optimizing a number of technical, navigational, and design aspects. But the practice is most commonly thought of in terms of how and where target keyword phrases are used in posts and pages. Among the important places to include your target keyword phase are:

In the meta title tag: This is possibly the single most important place to use your target keyword phrase, and preferably at the beginning. Using that keyword phrase in the meta description tag is optional, as that text doesn’t really impact ranking–it’s more about “selling the click” when your page does appear in search.
In the on-page (H1) headline: It’s helpful (and logical) to use your target keyword phrase in the visible title of your page content.
In the body text: Use your keyword phrase, within the first 100 words if possible, and at least a few times (depending on word count) in your page content. Also use synonyms. Use these terms naturally though; your text should flow logically, and there’s no need to “keyword stuff” your writing (that can actually backfire).

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Six SEO Facts About All High-Ranking Content

While search engine optimization (SEO) has become a common term in the online marketing lexicon, many folks will struggle to tell you exactly how SEO helps bring relevant traffic to the client—and marketers are at a severe disadvantage without that knowledge.

Our relationship to technology is rapidly evolving, and Google’s SEO algorithms have steadily adapted in response to our behavior.

The good news is SEO analysts from across the web regularly gather some pretty revealing statistical data about which key factors help or hinder the performance of an article, page, or post.

So what are these SEO factors, and why should content creators and marketers pay attention to them if they want to increase their digital presence and performance? Here are six high-impact areas to focus on with SEO efforts.

Mobile Friendliness
Content-Length
SEO Generates Leads
Long-Tail Keywords Perform Best
Video Content Is Growing
Images Improve Rankings
#1. Mobile-Friendliness
Fact: In mid-2016, mobile search overtook desktop search as the dominant Google search vehicle.

As such, there’s been extra focus on making sites more mobile-friendly over the past few years. In fact, Google rewards mobile-friendly sites with a higher search engine results page (SERP) position and penalizes the sites that aren’t.

In order to stay in the mix, a website must be designed to make its material friendly for mobile users. This is no longer just a matter of user experience. Without mobile-friendly design, your online presence will take a hit and it will be reflected in your traffic numbers!

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SEO RANKING FACTORS FOR 2019

As we head into the New Year, it’s a great time to review your website and your online marketing strategy. Take some time to analyze what worked and what didn’t work over the last year, and think about your goals in terms of traffic generation and business growth over the next 12 months.

Just as trends in web design change and evolve over time, so do SEO best practices. Google and other search engines are constantly evaluating the factors that indicate a high-quality website for their users. It’s important to keep up with these ranking factors if you want to stay on top of the SERPs.

Nobody (apart from maybe Google themselves) has a crystal ball that can say for sure what these ranking factors for 2019 will be. However, we can evaluate the data available for trends and use the official advice published by Google as a guide to how we should be building web sites for search in 2019.

While we know that Google uses around 200 ranking signals to determine where it will rank sites, not all of these signals hold equal importance. The following are what most SEO experts agree are the most important ranking signals that you should focus on. Paying attention to these factors will also help you create great content and provide a fantastic user experience overall.

Quick Takeaways:

Google’s use of AI and machine learning in its search algorithm reiterates their commitment to rewarding high-quality content.

Google has developed an E-A-T framework to assess the expertise, authority, and trustworthiness of websites in order to grade them by usefulness and quality.
Providing a good user experience is paramount to organic search rankings.

Focus on mobile devices over desktop if you want to keep your visitors, and by extension Google, happy.
Good backlinks were, and continue to be central to Google’s ranking algorithm.

High Quality and Relevant Content

Google has previously confirmed that its “RankBrain” AI-powered algorithm is one of the most important factors that goes into deciding where a particular web page ends up in the search results.

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B2B Video Marketing Trends Shaping Social Media

It comes as no surprise that video is taking over social media. According to a recent survey from LinkedIn, 62% of B2B companies find that video content helps build brand awareness, while 78% believe that video engagement helps them attain higher quality leads.

With 72% of B2B marketers using video for content marketing purposes, video is a social media marketing trend that cannot be ignored.

One of the hottest topics at this years Social Media Marketing World, one of the world’s largest social media conferences, was, you guessed it — video. It became apparent that both B2B and B2C companies, owners, CEO’s, social media managers, and digital marketers are actively talking about new and innovative ways to implement video into their digital marketing strategies.

You should be too.

A few years ago, “video,” in regards to social media marketing most often meant uploading a promotional video onto your main wall or newsfeed. Today, video means a lot more than that. From live video, to webinars, to stories on Instagram, Facebook and Snapchat — there are a multitude of ways to reach your audience using video on social media.

Let’s take a look at a few video marketing trends shaping social media in the B2B space.

Live Video for Social Media
Live video is one trend B2Bs should be aware of for their social media marketing efforts. As more and more video is being created on mobile devices, live video is a good option for B2B companies to create mobile video content.

One opportunity, in particular, has proved successful for our client programs: event coverage. Many B2B companies are in attendance at industry events where they network with industry experts, establish thought leadership, and interact with potential and existing clients or customers. Social media is now a large component of many of these conferences and events, generally including a custom event hashtag that event-goers use to keep up with what they need to know. B2B companies should seize this opportunity by using the event hashtag to post live videos of product demos happening at their booth, speaker sessions, and to showcase their presence at the conference overall.

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The Guide To Social Media Marketing Automation

There are several reasons why marketers may want to partially automate their social media campaigns. First, success with social media marketing comes with frequency (plus quality). Studies show that users on platforms like Twitter and Pinterest maximize their engagement when brands post as many as 15 tweets or 11 pins per day.

How to automate social media marketing campaigns
Photo by Andy Kelly on Unsplash

If you are a global brand catering to consumers in different timezones, you may want to increase this frequency further in order to address to these various geographies. In addition, brands often spread efforts across multiple platforms for each of their campaigns.

Depending on your campaign strategy and target audience, social media marketing could be a 24×7 job. Automating some of your postings can help you lay the groundwork for your campaigns while making sure that technology can help execute it as planned.

First things first

Automating social media activity certainly doesn’t mean a completely hands-off process. Social media platforms and practices evolve constantly. Also, success depends heavily on the originality of your content and how relevant it is to current industry trends. All of this requires constant human input. Automation, in this case, merely refers to the execution of the campaign.

In addition, a significant portion of social media marketing is engaging with your community. This cannot and should not be automated. Not only does human interaction deliver better results, it also makes sure that the marketing team is completely in touch with what customers want and expect from your brand.

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Report: Marketers Now Seeing Increased Exposure, Traffic and Leads from Social Media Marketing

As marketers look for new ways to help their businesses stand out from the competition, new research continues to suggest that social media marketing is helping them lead the charge.

Social Media Examiner recently published the “2019 Social Media Marketing Industry Report,” and statistics showed that increased exposure (93 percent), increased traffic (87 percent) and generated leads (74 percent) are the top benefits of utilizing social media.

Furthermore, the number of marketers who are seeing these benefits has increased compared to 12 months ago. For example, just 87 percent of marketers said that they receive more exposure via social media last year, compared to the 93 percent who said the same in the most recent report.

At this time last year, only 78 percent of marketers said they were seeing increased traffic (compared to 87 percent this year) and just 64 percent were seeing generated leads (compared to 74 percent this year). These statistics suggest that social media is continuing to pay off for marketers who integrate it into their strategies.

Marketers are Now Willing to Spend More on Social

As social media marketing continues to yield positive results, previous research shows that marketers are willing to dedicate more of their budgets to this tactic.

Social Media Today published the “Social Spending Survey” to closely examine how marketers are investing in social media channels, and 68 percent of marketers said they intend to spend more on social media ads in 2019 than they did in the past.

In terms of channels, 74 percent of marketers stated that they will increase their investment in Instagram, while 60 percent cited Facebook.

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10 Examples of B2B Companies Using Social Media Successfully

B2B companies are doubling down on social media and it’s paying off. Many social media marketers feel like social media is an important part of their overall marketing strategy, and they’re employing the latest trends and available options. After all, Content Marketing Institute reported that 61 percent of B2B marketers increased their use social media for content marketing purposes compared with one year ago.

Decision-makers are using social media for business and for personal use, and it’s important to reach them whenever they’re online. When sharing a relevant message, they’re more likely to pay attention and consider your brands products and services.

Below are some examples of actual B2B companies on social media and what they’re doing right to connect with their audience and leverage social media in the right way.

Custom Images

TripAdvisor has a Twitter account that’s just for their hotel partners that have listings on their site. Not only do they do a great job serving the community of hotel owners and managers that want to connect with them, but they also have a very visually appealing Twitter profile. Almost all of the images they share or retweet are branded with their logo and “Certificate of Excellence” that reminds anyone viewing their feed that they represent the B2B side of TripAdvisor.

Oftentimes, these types of images aren’t difficult to create.

TripAdvisor created images for the winners using a photo from their hotel and then placed their logo and a few graphic elements that match their brand colors on top of it. This cohesive feel leads to a more professional appearance and also plays into the idea that they represent the highest quality hotels around the world.

As a hotel owner, it would be difficult to turn down the opportunity to be listed on TripAdvisor. The brand aesthetic (with actual photos from hotels on TripAdvisor) represents hotel quality and professionalism, something that any hotel owner or manager would be proud to be known for.

his type of content creation is great for B2B because it not only shows that the company is invested and intertwined with their community, but that they’re also sharing high-quality content from people that their audience has probably heard of before.

Online interaction is crucial to a successful social media presence because it can help you grow your following and engagement overall. A large social media audience shows more credibility and respect in the industry.

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Four Benefits of Social Media Marketing

Social media marketing has come a long way over the past decade. It’s matured as a discipline been embraced by companies of all size, across industries, around the world.

Benefits of social media marketing

Image Credit: Photo Mix on Pixabay

Creativity and engagement are essential for a successful B2B or consumer brand social strategy. Here are four key benefits of social media marketing.

Build Brand Awareness
Research consistently finds the top two objectives for B2B marketers are generating more leads and increasing brand awareness. Companies are always looking to build up the brand name and image, and sharing informative, useful content in social media networks where your leads, prospects, and customers hang out is excellent for accomplishing that goal.

Social media allows your brand’s voice and content to reach and engage with people—customers, prospects, influencers, and industry media—who you want to know more about your company.

By posting content, tracking and responding to topical discussions and questions that matter to your prospects, and being helpful whenever possible, you can build a lot of equity in terms of brand awareness and loyalty.

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Leading CRM and Email Marketing SaaS Providers, Hatchbuck, Benchmark, Merge

The combined company, Benchmark, will enable businesses to flourish with powerfully simple sales and marketing tools.

St. Louis, MO – September 10, 2019  – Benchmark Email and Hatchbuck, leading SaaS (software as a service) providers of sales and marketing solutions, today announced they have merged, creating a global customer relationship management (CRM) and email marketing automation technology leader.

The combined entity will operate under the Benchmark name and has U.S. offices in St. Louis and Los Angeles with an international presence in 15 countries. Jonathan Herrick, previously CEO and Co-Founder of Hatchbuck will assume the role of CEO. Curt Keller, previously CEO of Benchmark, will assume the role of Chief Innovation Officer and Chairman of the Board.

The newly merged company brings together 130 employees serving over 150,000 users in 15 countries and 9 languages worldwide.

With businesses rapidly adopting digital sales and marketing technology, the combination of Hatchbuck CRM and Benchmark email solutions will enable the newly formed company to better serve its customers and gain market share in an ever-growing CRM and marketing technology market. By 2025 the CRM market is projected to reach nearly $82 billion and the email marketing market is expected to reach $22 billion (Grand View Research).

“Email marketing has always been a cost-effective way to connect with customers,” said Keller. “As SMBs invest more heavily in digital channels, they need a centralized place to track the relationships they’ve worked hard to build. We’re extremely excited about partnering with Hatchbuck to make CRM central to our robust email marketing platform.”

“Combining the two entities is a win for businesses on a global scale,” Herrick said. “Benchmark’s vision is to take our email marketing platform to the next level by incorporating CRM tools and making both facets accessible to small and midsize businesses. Hatchbuck’s expertise in the CRM space is going to be key to enriching Benchmark’s product offering.”

“CRM software is the largest of all software markets and growing 12% year over year,” added Cliff Holekamp, Co-Founder and General Partner at Cultivation Capital. “The future is bright for Benchmark, and we are thrilled to support their success.”

The new leadership team includes veteran SaaS leaders from both Hatchbuck and Benchmark that bring over 350 years of combined experience. 

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Outbound marketing remains one of the most effective prospecting channels, but potential customers are developing even less patience for outdated communications tactics. To make the most of your outbound strategy, avoid common mistakes that send emails into the trash.

Consumers deal with hundreds of ads and messages every day, starting from the moment they pick up their smartphones in the morning. They don’t have time to listen to irrelevant pitches, nor will they notice anything that blends into the background. You can’t just yell louder to be heard — you need to give people what they want.

1.PERSONALIZATION WITHOUT EVIDENCE

Amazon addresses everyone by first name, but no one feels like Amazon’s best friend. Autofill alone doesn’t turn a generic email into a personalized one. Instead of playing fill-in-the-blank with prospect personalization, use tools to create personalized experiences that get people interested.

“Personalization includes an array of awesome, data-driven techniques that bring in substantial ROI,” says email marketing brand Campaign Monitor. “These techniques include making recommendations based on past purchases, using dynamic content to fit consumer preferences, showing an understanding of purchasing history, and taking advantage of data to promote compelling offers.”

Leverage gated content on your landing pages to turn interest into a mailing list sign-up and a potential conversation. If someone clicks through certain pages on your website, track that activity and provide more information on those topics. Follow up on abandoned shopping carts; send occasional reminders about wish list items. Focus more on individuals’ needs to take connections from passing to permanent.

2.NONEXISTENT SOCIAL PROOF

“Any positive comments about you, your business, or even your product function as social proof,” says Flora Frichou of brand trust company Trustpilot. “These online sentiments are endorsements that this person, company, service, or product is great, and that the overall customer journey has satisfied previous shoppers.”

People trust other people — even people they’ve never met. Reviews, client testimonials, and case studies can convince prospects that your offerings are the perfect fit for their situation.

Regularly update your social proof to keep pitches fresh and relevant. People will eventually tire of the same two smiling people sharing their love for your brand. But if they see a steady stream of fanatics, they’ll be triggered to find out what’s so great about your business.

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Why Doesn't My SaaS Content Marketing Get Results?

In content marketing there’s a common misconception that all strategies are pretty much the same—in reality, they simply aren’t.
While many may share the same basic elements of SEO, the buyer’s journey, the content itself, goals of lead generation, conversion, and so on, that doesn’t mean that the same ingredients are all meant to produce the same results. After all, you can’t just stuff chopped fruits between two uncooked pastries and call it pie, no matter how you slice it.

Far too often SaaS companies get caught up in content marketing strategies designed for more traditional product-based businesses, those with more tangible services, or even B2C, when in fact, they are significantly different: their products aren’t physical, their services are more niche, their integration and learning curves are often more complex and specialized, and their final steps are nearly always a trial.

Because of this, SaaS content marketing takes a special touch to be truly successful—which is exactly why we’re here: to detail why SaaS companies like yours commonly fail to see the results they’re looking for when it comes to content marketing.

Most SaaS businesses understand that their audience has to “find their way” to the product or service they’re offering, but often have no idea how to truly curate the buyer’s journey in a way that’s meaningful to their prospects. And being unable to see from the buyer’s perspective creates significant issues throughout the funnel.

To put it into the context of the awareness stage, consider this: Many SaaS platforms create easy solutions by replacing manual processes or remedying issues that certain industries and verticals just assumed they’d have to live with. While those parties are certainly aware of their problems, they may not be aware of the potential solutions. So, what do they search for? Their pain points.

Unfortunately, instead of aligning keywords and content with those pain points, many SaaS businesses mistakenly focus on product- or solution-based keywords, creating a huge disconnect between the searcher and the solution from the get-go.

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