In this week's Whiteboard Friday, Rand discusses the newest free product for SEOmoz PRO members: Followerwonk! This splendid tool is a great way for SEOs to manage their social accounts through linkbuilding, outreach, adding value to campaigns, growing a social media. This hurts people on the SEO side. I prefer "link earning" — a phrase I’ve borrowed from Danny Sullivan’s legendary rant and Rand Fishkin’s Whiteboard Friday — but I see no reason why our efforts and successes should be constrained by links. Today's web marketers face a difficult decision: Do they stick with the classic link-building and keyword-marketing techniques they know have. Ignite your SEO career with Moz Academy!🔥 Master the art of on-page optimization, link-building strategies, SEO analytics, and more. MozBar See top SEO metrics for free as you browse the web. Competitive Research Uncover valuable insights on your organic search competitors. This week we're chatting about linking externally and linking internally, and some of the risks and rewards that are involved. Why? In today's Whiteboard Friday, Rand shows us four things we should look at in these cases, help us hone our link building skills and make the process more effective. Link Building. Click on the whiteboard image above to open a high resolution version in a. I'm an SEO account manager for SEO Sherpa, and welcome to this edition of Whiteboard Friday. Learn more Try Moz Pro free. Click on the whiteboard image above to open a high resolution version in a. It was voted number one at MozCon. Comments are. Now, this is an awesome tactic to use for link building. 4. New Releases Get the scoop on the latest and greatest from Moz. For the fourth year running, Stone Temple (now a part of Perficient Digital) conducted a study on how much links matter as a ranking factor. Just click on the "View in OSE Classic" link in the top right, and we'll default to the old version. At MozCon, I explained how link building is hard, it takes time and can be very tough for most of us. Howdy, Moz fans, and welcome to another edition of Whiteboard. Broken link building is a very popular practice that works on the premise of helping webmasters fix their broken links by providing a superior alternative for them to link to. Article marketing is mostly a scam. Text Links. Moz was the first & remains the most trusted SEO company. Whiteboard Friday. Cyrus Shepard's Beyond Exact Match Anchor Text Whiteboard Friday back at the start. Read this post The Ultimate Low-Hanging Fruit SEO Strategy — Whiteboard Friday. 1. Link building campaigns shouldn't have a start-and-stop date — they should be ongoing, continuing to earn you links over time. As digital PRs we can often get stuck with our "campaign goggles" on, especially in the ideation and production stage of a creative. SEO Cycle of Link Building Despair. Large Language Models have taken the world by storm in recent months. The template is broken down into 7 link-type sections, like article directories and forum links. This week we're chatting about the attributes that influence a link's value and which ones we might still need to care about. This is the modus operandi for link building. Hey, SEOmoz fans! Welcome to another edition of Whiteboard Friday. Place the links within your guest posts’ content and always vary your links’ anchor texts. And even if you don't need local SEO, local link building strategies can still. Most organisations that partner with a charity are usually quite proud of the fact, so gaining a link from them shouldn’t be a struggle. Let's say this article or this Whiteboard Friday goes up at the URL risk-averse-links and Moz decided to do some outreach-based link building. 301'ing these URLs to relevant pages on your site can. It's here! Google has released Panda update 2. Let's go old. Explore how Moz drives ROI with a proven track record of success. Link Building | Whiteboard Friday. Hello! A link on-topic usually more valuable than an off-topic link. Keep it succinct. The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. There's a lot of savvy sort of folks at the intersection of SEO and content marketing who are. So you have which goal or goals are being accomplished by acquiring this link. Or you can also do this in Moz Analytics, if you set up a branded rule for your keywords. Ask Your Community to Help Grow the Site. This post covers competitions and giveaways; I'll share techniques and tactics you can use, and will. This will enable you to prioritise your link building activities from top down by targeting most potent links first and least important links last. Before you immediately pull that or pause the video, press Back, something like that, no, we haven't got stuck in. 5 Ways to Get More with Less Through Link Building — Whiteboard Friday moz. Last week, we took you into the future with SEO expert Britney Muller to explore link prospecting in 2021. Linkbuilding: can't do it alone, can't not do it! While some people may prefer to avoid interaction with people they don't see every day, others flourish when communicating with strangers. The SEO world was looking to transition to more holistic, value-added forms of link. I hope this edition of Whiteboard Friday has been helpful. Spam Score is a proprietary Moz metric that looks at a bunch of on-page factors, and those have been incorporated into the new metric, which makes it much more reliable. #1. Oli Gardner (of Unbounce) displayed a playful writing style. Either way, having a budget of $200 per month vs. #8 off-site local ranking factor: Quality/Authority of Inbound Links to. Whiteboard Friday. Please keep your comments TAGFEE by following the community etiquette. 11. Spam Score is a proprietary Moz metric that looks at a bunch of on-page factors, and those have been incorporated into the new metric, which makes it much more reliable. In fact, I think a natural link profile only has a small subset of its links coming with anchor text rich keywords. Down one path is traditional link building, down. Moz Local. Common tools available for this type of research are: Open Site Explorer - Accurate data. How to Use OSE. Colby Stream, Page One Power. Now, this is an awesome tactic to use for link building. . . Mention the name of the website if you can. High-Value Tactics, Future-Proof Link Building. If you have a strong bond with your community, explain the basics of SEO to them and ask them to help you out. Today we're going to chat about email alerts and using them to help with some of your SEO efforts, specifically content identification, competitive intelligence, some keyword research, and, of course, a lot of link building because email alerts are just fantastic for this. In today’s episode, Greg walks you through some easy to implement local SEO tactics. It varies from person to person, but let's just say you probably won't master these in your first few months. But it is not the only reason to build links. I'm the blogger behind AgileMarketing. Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. You need to listen to that, because that's your inner self telling you where your passion is. 2 weeks–1 month: Execute! It’ll take awhile to write all the emails you need to write, and respond to the feedback you get. Case Studies Explore how Moz drives ROI with a proven track record of success. 5) Offer to help. We're going to be discussing when you should use it and what links you should. Explore how Moz drives ROI with a proven track record of success. Google’s local algorithm demands different tactics for link building. Read this post Comments. Whiteboard Friday | Link Building. Your goal in this first phase of keyword research is to gather every keyword that your business would want to appear for. 4. Moz Link Explorer: Our most popular SEO tool, Link Explorer lets you accurately explore the backlink profile of any site. Welcome to Whiteboard Friday. This Whiteboard Friday video. What it does is it basically lets you know when somebody's about to link to you or they have just linked to you. There are tons more articles on the Moz Blog you can check out if you’re looking to learn more about making your email outreach effective: Supercharge Your Link Building Outreach! 5 Tips for Success - Whiteboard Friday; Link Building in 2019: Get by With a Little Help From Your Friends; How We Increased Our Email Response Rate from ~8% to 34% 12 Scalable Link-Building Tactics. 1. This week we're going to look at some better alternatives to the expert roundup-style content that's become extremely popular on the web. This is an opportunity for publishers to get a mobile head start. Optimize for page speed. You can also link to them through the other formats of you. 5. I tried reciprocal link building (and did some pretty dumb stuff). You won’t achieve that goal, but set your sights high. which is I've seen a lot of people recommending that you should do link building for the benefit of Google Discover. Read this post The Ultimate Low-Hanging Fruit SEO Strategy — Whiteboard Friday. We've included some of our favorite episodes here, and find. Link building can be incredibly effective, but sometimes a lot of effort can go into earning links with absolutely no improvement in rankings. We've included some of our favorite episodes here, and find the. Moz first published the Beginner's Guide to Link Building in 2014. edu site with a department page or sports team page that looks like crap. This follows on from my talk at MozCon which covered 35 ways to get links in around 35 minutes. More Free SEO. This question was posed in the Moz Q&A Forum, which I deeply love, by Alex Moravek -- I might not be saying your name right, Alex, and for that. BROKEN LINK BUILDING: From Noob to Novice. I prefer "link earning" — a phrase I’ve borrowed from Danny Sullivan’s legendary rant and Rand Fishkin’s Whiteboard Friday — but I see no reason why our efforts and successes should be constrained by links. Read this post Comments. The most famous video series in all of SEO, Rand Fishkin started filming this series when Moz was a very young company that didn't even sell software. The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of. Much like keyword research, link research can be done with Chrome Extensions in some instances. These metrics are pretty good and pretty well-correlated with, relatively speaking, value, especially if you can't get at a metric like real traffic because it's coming from someone else's site. Categories: Content Marketing Local SEO. However, the reality is more complex — in our experience, creative pieces as link-building assets tend to result in two types of links: Links to the creative piece, which in turn links, typically, to the site’s homepage. 5–10 weeks: Wait for those links to take effect!Link Explorer Explore over 40 trillion links for powerful backlink data. So in old-school SEO this was critically important. They either (a), pursue and take any link from anywhere or (b), research and scrutinize every potential link opportunity. This week, Britney Muller kicks off a. These metrics are pretty good and pretty well-correlated with, relatively speaking, value, especially if you can't get at a metric like real traffic because it's coming from someone else's site. Welcome back to Whiteboard Friday! First up in our fall season, Will Critchlow shows you how, much like the NBA, SEO is undergoing an analytic revolution — and how you can make the most of it. Whiteboard Friday | Link Building. Today we're talking about link building and specifically four tactics that are relatively creative, not talked about a ton in the SEO sphere, that can help you get some direct links to virtually any kind of site. More Free SEO. While I love Google docs, for this example I recommend downloading a CSV and. 😕 or you don't what makes a good link-building metric and how to use multiple ones together. Rob is still at Distilled. Well, wait. Status 5: Link Acquired. Link building campaigns shouldn't have a start-and-stop date — they should be ongoing, continuing to earn you links over time. Read this post Comments. I've seen a couple people that I really admire in the field who've basically taken this tactic. It's also a great way to earn valuable links when you're marketing a local business. Since then, it's grown to millions of views and the videos have helped trained thousands of SEOs. During this process you will also want to determine what type of link building you will need for the project. Please keep your comments TAGFEE by following the community etiquette. You can ask for a designer link for your. Link building is a line item which can be switched on and off. But you've got to have a base of links. How Google's Panda Update Changed SEO Best Practices Forever. Whiteboard Friday | Link Building A little creativity and smart tactics can uncover high-quality link building opportunities. The most famous video series in all of SEO, Rand Fishkin started filming this series when Moz was a very young company that didn't even sell software. SEO's Dilemma - Link Building vs. The only benefit of link building is algorithmic. It's no secret that links are one of the top three ranking factors in Google and can greatly benefit your website. Technical SEO. Whiteboard Friday. 😕 or you don't what makes a good link-building metric and how to use multiple ones together. Creative Diversification — More Hooks and Less Risk for Link Building. Once you have clicked for more, you should see a list of domains that are linking to you, the number of links, and the number of linked pages. Province building new homes to meet full spectrum of housing needs: The B. The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. This week we're chatting about is it possible to have good SEO simply by focusing on great content to the exclusion of link building. For more information, please contact Hood Web Management at (206) 905-4053, by email at [email protected] essential SEO toolset: keyword research, link building, site audits, page optimization, rank tracking, reporting, and more. Whiteboard Friday. For today's Whiteboard Friday, I'll be covering eight tips to help you build more links. AlanBleiweiss Jun 11, 2011, 3:28 AM. Firstly, 12 months traffic data. 8% of the American disabled population has access to the internet. Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. 20 Attributes that Influence a Link’s Value — Whiteboard Friday;. I'm not trying to condemn any particular method of link building. Outreach. As I mentioned earlier, links are fundamental to Google’s algorithm. It's arguably the most important part of the link building process—and also the most grueling. The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. With nearly 30 trillion links in our index, you can rest assured that we will find. Today we are going over the rules of link building. Read this post. 🤷♀️ Link building metrics can be confusing, but we're here to help! mz. The navigation at the top needs to do a few things. This week, I'm going to help you avoid having to directly ask for links. In today’s Whiteboard Friday, Aleyda helps develop this low-hanging fruit analysis in parallel of the usual SEO process. Learn more. Majestic SEO (Paid) When it comes to link building, getting your emails opened is half the battle. ECS 660, University of Victoria • Victoria, BC. Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. The essential SEO toolset: keyword research, link building, site audits, page optimization, rank tracking, reporting, and more. Adding multiple links to different pages on your site. We have a great tool here at Moz, Link Explorer, that does page-level link intersect. Including geo modifiers is always a good idea if it's a brick-and-mortar business that wants to ensure reaching the local and semi-local market online. Whiteboard Friday. We had this very manual link building process where we'd go, "Well, here's a page. Complete Local SEO Management. The industry's top wizards, doctors, and other experts offer their best advice, research, how-tos, and insights—all in the name of helping you level-up your SEO and online marketing skills. Moz’s Post Moz 151,460 followers 1mo Report this post Report Report. Linkstant, so it's a product by Rob Ousbey and Tom Critchlow, formerly of Distilled. Implementation Phase 3. I'd search the engines for links that pointed to the competition, find relevant directories and link lists, email relevant sites and beg, borrow or bribe (aka buy advertising) to get a link. MozBar See top SEO metrics for free as you browse the web. I'm Cyrus Shepard. Since then, it's grown to millions of views and the videos have helped trained thousands of SEOs. Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription. The field of SEO is flush with both of these personality types, though to an outsider it could seem like SEO is. Link building/earning is essential in online marketing, and not just because it improves your SEO. Rand shares 18 tips to help inform your strategy, going into detail about their attributes, internal vs. Creative people will be able to think of some clever ways to find related sites and this is a necessary skill for a link builder to develop. Read this postThis video that told the story about a modern day knifemaker who makes his knives by hand attracted links from the NY Times, FastCoDesign, Huffington Post, and Gizmodo to his business site, Cut Brooklyn . gov domains. Tom Mansell talks about quantifying predicted SEO value, closing performance gaps, and calculating ROI. You've worked hard to get here, but this is the most precarious part of the equation. Passive link building is about positioning you and your blog in a way that gets as many people as possible applying to guest post on your site. Join Us! By: Abby Webb. 🏆 Don't miss out on the opportunity to learn something. If you’re wondering where my agency stands, we’re from a bunch that charge per number of acquired links, post-factum. The most famous video series in all of SEO, Rand Fishkin started filming this series when Moz was a very young company that didn't even sell software. Happy New Year!. This is because relevance isn’t binary. Link Explorer Explore over 40 trillion links for powerful backlink data. Click on the whiteboard image. Read this post Comments. cm/3wdg0VW #. SEO Learning Center : Moz's free SEO learning resources are continually updated, and a virtual encyclopedia of SEO tips and tactics. Take our all-in-one SEO toolset for a spin. You cannot build good quality links for a lifestyle brand in the same. MozBar See top SEO metrics for free as you browse the web. In this post, I'll try to cover some of the interesting major new services, as well as present. Let's go old. 4. Tip number 21 for 2021, be the last click. Implementation Phase 1. If you don’t agree, well, it’s at least my favorite. One thing that hasn’t changed is my view that. Link Explorer Explore over 40 trillion links for powerful backlink data. . Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription. See which Moz SEO solution best meets your business needs. What it does is it basically lets you know when somebody's about to link to you or they have just linked to you. I’ve provided common SEO deliverables that support each of these steps; however, this is by no means an exhaustive list. Once you have clicked for more, you should see a list of domains that are linking to you, the number of links, and the number of linked pages. Executed correctly, giving something away is one that gets close to fulfilling that promise. Power your SEO with the proven, most accurate link metrics in the industry, powered by our index of trillions of. For reference, here's a still of this week's whiteboard. . One of the most exciting new additions to the upcoming Domain Authority 2. Link Building | On-page SEO | Whiteboard Friday. Linking to a better page/clean URL without query strings. For my first post here at SEOmoz, I want to talk about how a small business might approach the investment into link building. 2, just as Matt Cutts said they would at SMX Advanced here in Seattle a couple of weeks ago. So in old-school SEO this was critically important. Firstly, 12 months traffic data. Learn moreIf you want to earn high-authority links, you need to focus on creating content that publishers will perceive as newsworthy: research that is relevant to their readership or the mass consumer, is emotionally compelling and often surprising, is generally tangentially related to your industry and product vs. Link Building. Think outside the structure of your current site. The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. First off, when you have an issue, let's say you've got a piece of content that you know you want to create, a topic you know you're going to address that topic. Explore how Moz drives ROI with a proven track record of success. New Releases Get the scoop on the latest and greatest from Moz. 2. Howdy, Moz fans. The Power of Moz Data via API. There are some methodologies to do this. Welcome to Whiteboard Friday. "Our link building campaign will help us capture 40% more of the Mozzy. Links on the Internet form a relationship between pages and sites that are hugely important to both search engines and marketers. Moz Local. Recent talk of the town: The "Anchor Text" The SEOmoz Whiteboard of Friday February 8th dealt with this subject. Welcome to Whiteboard Friday. We can’t just say that a link is relevant or not. The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. Linking root domains, the count of those to a page or a domain. You might find yourself going super deep into technical SEO. Link building/earning is essential in online marketing, and not just because it improves your SEO. 1–3 months: Prospect for potential sites to target, and pull together the content that you need to entice those links. New Releases Get the scoop on the latest and greatest from Moz. You've got your chance of earning that link. This week we're chatting about linking externally and linking internally, and some of the risks and rewards that are involved. High-Value Tactics, Future-Proof Link Building. Register a memorable domain for it like springbreakbeaches. We have a great tool here at Moz, Link Explorer, that does page-level link intersect. Figure out a tool that would be beneficial to the sites you're targeting. I look forward to discussing more details about anchor text in the comments and hope to see you again all next week for another edition of Whiteboard Friday. Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat about building a killer content-to-keyword map. From marketing flywheels versus growth hacks, to product launch timing, to knowing your audience intimately, Rand shares his best advice from a decade and a half of marketing Moz in today's edition of Whiteboard Friday. 0 is the use of our Spam Score. The new Link Explorer index extends this commitment to data quality. This week we're chatting about when and where you might use clickbait and linkbait and viral-focused content as compared to other types for your SEO-driven campaigns. Do continue to fix broken links, because we don't know which links Google isn't counting, and there are several, often many instances where it does work and you can see a benefit. Link Explorer Explore over 40 trillion links for powerful backlink data. Just click on the "View in OSE Classic" link in the top right, and we'll default to the old version. Select “to [All Pages on the Root Domain]”. The essential SEO toolset: keyword research, link building, site audits, page optimization. There's a corollary to it, which is high-ranking. I'm not trying to condemn any particular method of link building. The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. #6 off-site local rankings factor: Quantity of Inbound Links to Domain from Locally-Relevant Domains. Link Building. Easy to Implement Tactics for Local Link Building — Whiteboard Friday. In today’s episode, Tom goes over some of the new threats to Google from recent advances in machine. In this Whiteboard Friday, Rand shares five tactics to help you earn equity-passing followed links. The first one is a strong psychological nudge that you own and control 100% of the time, and that is really branding and naming conventions. This is a lot shorter, but hopefully you'll get some good tips out of it. This week, we're going back in time — all the way to 2017 — for her concrete advice on an important part of building links: image link building. In our 2016 survey, the percentage of Agency respondents versus In-House has actually increased. The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. On a page that is dedicated, for example, car sales, a link to a page replacement tires will be more relevant if we put a link to a page of. The local search algorithm is different, so local link building is different. Moz was the first & remains the most trusted SEO company. Comparing link metrics against top competitors. Having the ability to influence their organic first impression can go a long way toward improving both customer perception of your brand and conversion rates. In today's Whiteboard Friday, Lidia Infante shows you her recommended strategies for successful SEO gap analysis. Mike lays out a very scalable way to build links for just about any business. SEO's Dilemma - Link Building vs. 1. This week Rand discusses Trust as a ranking factor: how it originated, what it may look like, and how you can use it when planning your link building campaigns. More Free SEO. Competitive Research Uncover valuable insights on your organic search competitors. Read this post. Case Studies. Today we are going over the rules of link building. Within each section, you fill in data relating to the value of the link. The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz. In today’s episode of Whiteboard Friday, digital marketing expert Amanda Milligan walks you through the three parts that make up a content funnel for building. Once a page is in the index, it’s in the running to be displayed as a result to relevant queries. edu and . Some people in the SEO world, some link builders are extremely effective. gov domains. The Authoritative Content Funnel — Whiteboard Friday. Read this postGoogle vs. Moz Local. Today we're going to talk about link building, and we're going to talk about five tactics to get more from less with your link building. $1000 per month will dramatically affect how you divide the hours spent on various projects and how much you are willing to pay each freelancer. Please keep your comments TAGFEE by following the community etiquette. Let's start with number one up here, giving testimonials. If you're a vacation site, use all those years of data you've gathered and make some sort of trip estimator. Techniques that once worked are now penalized. This week we're talking about guest blogging strategies. If you’re wondering where my agency stands, we’re from a bunch that charge per number of acquired links, post-factum. In this 2018 edition of Whiteboard Friday, guest host Paddy Moogan shares strategies to achieve sustainable link building, the kind that makes your content efforts… For example, the people at LinksHero charge from $3k USD and promise to build around 5–15 links per month. If you think like the first group, then this post is not for you. Moz was the first & remains the most trusted SEO company. Free. New Feature: Moz Pro. Direct link building is a process that only a spammer or link buyer can do. Video Transcription "Howdy Moz fans and welcome to another edition of Whiteboard Friday. Welcome back to another edition of Whiteboard Friday. The Power of Moz Data via API. Three Ways to Evolve Your Link Building in 2023 — Whiteboard Friday. Think about it. So this is effectively you can use your analytics platform or you can use Google Search Console to pull down 12 months' worth of organic data by month. Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription. Howdy Moz fans, and welcome to another edition of Whiteboard Friday. But it's often dubbed mission impossible by gambling marketers. Howdy Moz fans, and welcome to another edition of Whiteboard Friday. Join Us! By: Dr. The one thing any good marketer appreciates more than a mention of their brand is a link back to their own domains. New Releases Get the scoop on the latest and greatest from Moz. In Bellroy's case, they don't really need to highlight anything. Competitive Research Uncover valuable insights on your organic search competitors. The first and easiest step is just to gather your backlink data from Link Explorer's huge backlink index. If you have a strong bond with your community, explain the basics of SEO to them and ask them to help you out. This guide will help you learn link building, today. Competitive Research Uncover valuable insights on your organic search competitors. November 22, 2023. 27% of respondents in 2016 selected In-House SEO compared to 30% in 2014 that responded as “SEO Manager or head of SEO”. Power your SEO with the proven, most accurate link metrics in the industry, powered by our index of trillions of. Well, then I might make another version, risk-averse-linkbuilding, and then in my out linking. Power your SEO with the proven, most accurate link metrics in the industry, powered by our index of trillions of links. Easy to Implement Tactics for Local Link Building — Whiteboard Friday. Export results to CSV/Excel. The way to find these pages is by finding a few top industry blogs. There are tons more articles on the Moz Blog you can check out if you’re looking to learn more about making your email outreach effective: Supercharge Your Link Building Outreach! 5 Tips for Success - Whiteboard Friday; Link Building in 2019: Get by With a Little Help From Your Friends; How We Increased Our Email Response Rate from. What's happened to White Board Friday - I have been away but I'm sure I've not seen any for a couple of weeks - or am I wrong?. You know you're on a wallet page. With updates like Hummingbird, Google is getting better and better at determining what's. Be the last click. LINK BUILDING. This question was posed in the Moz Q&A Forum, which I deeply love, by Alex Moravek -- I might not be saying your name right,. Whiteboard Friday | Content Marketing. The industry's top wizards, doctors, and other experts offer their best advice, research, how-tos, and insights—all in the name of helping you level-up your SEO and online marketing skills.