What is On-Page SEO?

On-page SEO optimizes web page content to rank higher and earn more relevant organic traffic from search engines.

Important on-page SEO factors include:

• SEO Content.
• Title Tags.
• Meta Descriptions.
• Code.
• Internal Links.
• URL structure.

On-Page vs Off-Page SEO

On-page SEO is different from off-page SEO. Off-page SEO optimizes for signals that happen outside your website (e.g., backlinks). On-page are factors you can control.

On-page SEO allows you to turn your keyword research into content your audience will love.

Why is On-page SEO important?

On-page SEO helps search engines understand your website and its content and identify whether it is relevant to a searcher's query.

If you optimize your site to the latest Google and Bing algorithms, it will be better understood and improve your ranking.

Google continually updates their algorithm to better understand a searcher's intent and deliver improved search results. As Google's algorithm evolves, so should your website.

On-page SEO = Being Found

On-page SEO is a HUGE source of traffic.

Over 65% of all website traffic comes from search engines. 40% of revenue comes from organic traffic.

Remember: the top result on Google gets more than 34% of keyword traffic, and the first page of Google search results grab as much as 91.5% of traffic.

On-Page SEO Elements

On-page SEO optimization includes both the:

• Visible content your readers see
  (content, images, media)
• Invisible content that is read by search engines
  (HTML code, meta tags, Schema, rich snippets etc.)

To rank in 2021, focus on improving:

• User experience.
• Bounce Rate and Dwell Time.
• Search Intent.
• Page loading speed.
• Click-through-rate.

Initial SEO Tool Setup

First, you'll need to set up:

How to create SEO content

Page content is the heart of on-page SEO and is your first SEO priority. It tells both readers and Google what your website and business do. High-quality content engages, informs, supports, and delights your audience. 

Targeted content connects with people by giving them value. Whether it's educational, entertaining, or inspiring, the content needs to speak to their needs-not your brand's wants. Content that actively solves your audience's problems.

Google is looking for the most relevant search results to display. Google has moved beyond keyword density, and in 2021 you need to publish unique, compelling content to rank #1.

Focus on making searchers happy by creating content that is:

1. Relevant.
2. Thorough.
3. Unique.
4. Valuable.
5. Clear.

For that, you'll need a primary or target keyword. If you haven't already, read our keyword research guide to discover how to determine yours.

In Google’s guide to how search works, we learn search helps people ‘find the most relevant, useful results.’ 

Relevance isn't just exact keyword match. Relevance means matching your content with search intent. Consider how your page content falls into the buyer's journey and the searchers' intent. Understand what your user is looking for when searching a particular query and accessing your page. Failure to give searchers what they want, and your chances of a high ranking drop to zero.

The best way to analyze search-intent is to look at the top-ranking results:

• Are they image or video-heavy?
• Is the content long-form?
• The average word length.
• What the searcher's intent for the target keywords?
• How can you better answer their question?
• What can you add that is more valuable than what currently exists?

It's crucial to give searchers what they want. Do this by analyzing the 3 Cs of search intent:

1. Content Style.
2. Content Type.
3. Content Format.

Your page should exactly match what a Google searcher wants. You can't design content without understanding search intent. Otherwise, Google will bury your page in the search results. 

Explore the 3 Cs of Search Intent:

Cover Topics, not Keywords.

Thorough content means covering all the topics searchers expect and want to see. Substantive, useful, and unique content compels searchers to stay on your pages, builds familiarity and trust.

Thorough or long-form content is over 1500 words (around 2,250 Chinese characters) and provides a comprehensive answer to any question a searcher has on a given topic. It gives the reader value and tends to rank well in Google. Another important factor to remember is providing solid content enhances your brand's ability to dominate a given subject.

While three Cs analysis gives a high-level overview of intent, explore the top-ranking pages to understand what questions your content should answer.

Focus on Long-Form Content

In 2012, SerpIQ ran a study charting the top 10 results in search queries by content length.

The results showed that each of the top 10 results' average content length was more than 2,000 words. The 1st spot had 2,416 words, and the 10th result had 2,032 words.

A backlinko study discovered that the average Google first page result contains 1,447 words.

The more comprehensive your post is, the more target main keyword variations and sub-topics you'll cover, helping to build keyword relevance. Long-form content has higher engagement as it answers the user's question or solves their problem.

Why do long posts work?

It's not the number of words that brings high rankings. It is the lengthy post shows Google you're providing in-depth, authoritative information that comprehensively covers the topic. Also, it gets more social shares, which signals to Google that your page is well-received and worth ranking highly.

Longer dwell time is a confirmed ranking factor - the longer your reader spends on your webpage before going back to the search results page, the better the response in ranking.

Finally, in 2012, Google released a new algorithm update, Panda, which penalized low-quality, thin content sites.

How to write Long-Form Content?

• Look at the average word count of the pages that rank for your primary keyword to give you a rough idea of the ideal content length. (e.g., if the top posts have 2,000+ words, your 800-word article probably won't rank)
• Seek Evergreen content which doesn't go out of date. It a topic that's always relevant regardless of the current season or news cycle. Check keyword stability with Google Trends.
• When writing your SEO content, make it more comprehensive than your competitors. Ensure you've included everything your reader might want to know about the topic.
• Use Google's People Also Ask questions or AnswerThePublic to help you determine what queries to answer.
• Identify your primary audience for the page and address their concerns and pain points.
• Be original, use unique and up-to-date data, strong design, provide new angles, tips, or strategies.
• Remember that a high number of words alone won't improve your rankings. Focus on the content quality, not just quantity.
• Quality content that is well-set out will hold the reader's attention. Avoid walls of text as they are difficult to read. Keep your paragraphs short (5 lines max) and use images to break up the page.
• While you're writing, be sure to keep your audience in mind. The tone of your piece should match what your readers would want to hear. Use simple words that everyone can understand.
• Use headings (H2-H6) to break up long copy, add structure to your content, and make it easier for readers (and the bots) to scan content for useful information.

Content that's vague and lacks detail won't rank if competitors' pages are more comprehensive and useful.

It's imperative to give searchers what they want, but you also want to create something new. 61% of people are more likely to buy from companies that offer custom content. So, share your brand's point of view to build customer relationships.

Ask yourself, "What unique value can I offer to make my page better than what currently ranks for my keyword?"

Add your unique voice and viewpoint. Build your content marketing around your specific target audience. Focus on authoring articles, creating helpful guides, and designing graphics useful to your potential customers. Your content shouldn't be only about your brand.

Avoid Duplicate Content

Google guidelines state avoid duplicate content. Duplicate content is similar or exact copies of content on your or other websites.

However, unique content is beyond duplicate - it's separating yourself from the crowd by giving:

• A fresh perspective.
• A new strategy.
• New case study.
• Deeper guide.
• A better list.
• A personal experience.
• Infographics.
• "how-to" videos.
• Actionable content.

Your customers are your best content ideas source. Ask your sales and service teams what questions customers commonly ask. Questions with complex answers can serve as topics for your blog posts or long-form articles.

Unique content takes more time and effort, but it'll increase your SEO and engagement.

Publishing unique content is a good start, but it needs to be valuable to get noticed. Content is the cornerstone of your SEO and helps achieve your marketing goal.

Quality content is original, purposeful, and optimized to drive people to read, engage and share. Google's algorithm recognizes high-quality, relevant content and rewards it with higher rankings.

Google's quality guidelines spell out precisely what they're looking for. Here are their exact words:

• Make pages primarily for users, not for search engines.
• Think about what makes your website unique, valuable, or engaging. Make your website stand out from others in your field.

Focus on building a niche by being a trusted source for a specific need that overlaps with what you're selling.

What is High-Quality Content?

Google's Search Quality Evaluator Guidelines break down high-quality content into:

• Informational content is accurate, comprehensive, original, and professionally presented.
• News content is in-depth, well-cited, accurate, and contains original reporting.
• Quality content takes a significant amount of time, effort, talent and skill to create.
• Demonstrate E-A-T (Expertise, Authoritativeness, and Trustworthiness). E-A-T is Google's new acronym and ensures the page is high-quality and created by reliable sources.
• Expert writers write expert content. "High-quality pages and websites need enough expertise to be authoritative and trustworthy on their topic."
• Websites Should Be 'Beneficial.'

Low-quality content doesn't rank with Google. Valuable content provides the richest experience for the user.

How to Create High-Quality Content?

• Get to know your readers: Share your unique perspective and insights. 
• Answer their Questions: Google is ultimately an answering machine. Quality content answers your customers' questions and meets their needs.
• Keep the focus on customers, not selling. Build trust and credibility with your prospects. Create content that fosters relationships. Remember: Blog posts aren't sales pages.
• Be Helpful: Images, screenshots, videos and easy-to-follow steps make it simple to follow.
• Crisp writing: Strong copywriting will improve engagement.
• Written by experts: Your first-hand experiences are more insightful than a random freelance writer. It could make sense to include an author biography at the bottom of the page.
• Updated material: Brand new strategies, actions, and examples go a long way.
• Go deeper on a topic: go more in-depth on a subject than anyone else has.
• Answer Google's "Related Searches": Use any related topics that make sense for your article.
• Use Google Analytics Data: Identify which pages receive the most visits and time spent. Go to: Behaviour > Site > All Pages.
  

Even if your content aligns with search intent and is thorough, readers will still skip it if it's unclear. Clarity and readability are essential to rank.

Develop a content plan and outline for your post. A well-structured post is simpler for the reader to follow.

1) Make Your Content Scannable

Readers don't read online; they scan.

Eye-tracking studies by NNGroup prove this. Readers follow an 'F-shaped' pattern when looking at web pages, scanning down the page quickly.

Remember: No matter how good your content is, readers will only read 20% of your content.

So, make your content concise and easy to scan to ensure readers get all the essential information without reading the entire thing.

This means:

• Headings and subheading (H2, H3 tags)
• Short paragraphs. Aim for a maximum of 3 sentences.
• One Idea per Paragraph.
• Short sentences (under 25 words)
• Bulleted lists
• Items in bold
• Display a table of contents.

2) Avoid Wall-to-Wall Text.

Make it simple for readers to find what they're searching for.

Break up your article with paragraph breaks, subheadings, bullets to let readers follow (or skim) your copy easily.

3) Satisfy Search Intent Immediately

If you cover everything readers want to know but they can't find the topic, they'll hit the back button to find a result that's easier to understand.

Don't delay your main point as people are busy and short on time. Put the most vital details up front.

Remember to satisfy the searcher; each search query comes with:

• Active intent: explicitly mentioned in the query.
• Passive intent: implicit detail in the query. What would the user search for next? Why does the searcher want this information?

Let's give an example for the query: Hiking Trails in Taiwan. The searcher's active intent is a list of Hiking Trails. Passive intent is additional relevant, useful information such as:

• maps
• reviews
• difficulty
• distance
• photos

Answer your readers' active intent immediately, or they'll bounce back to search results. 55% of users will read a blog post for 15 seconds or less. We want to avoid this pogo-sticking search pattern by putting a quick answer upfront. So, display a list of Hiking Trails.

After your list, provide depth of information with the follow-up details. You create value by meeting passive intent later in the article by expanding and giving detailed, additional information and questions.

In a nutshell:

• Use the inverted pyramid structure.
• Include active intent in page titles, main headlines, intro copy and sub headers.
• Put the most critical points at the top of the story, followed by additional details.
• Put the 'need to know' before the 'nice to know.'

4) Make it readable and proof spelling and grammar.

It's essential to write readable content that aligns with your target audience's needs. Remember, the average American adult reads at a 10th-grade level. Aim for an 8 on the Flesh-Kincaid readability test to ensure 80% of Americans can read it:

Free Online Readability Tests

To check the reading grade level:

• Write Clearly, a free bookmarklet gives a Flesh-Kincaid readability test score for websites. It also includes suggestions.
• Readability Analyzer scores your writing with a free Flesh-Kincaid readability score.

Writing Editing Tools:

1. Hemingway Editor helps simplify your writing where it is too dense. Free version online.
2. Grammarly is a spelling and grammar tool checker.

We haven't found any specialized tools for Chinese writing.

To improve readability:

• Avoid writing like a college-level research paper.
• Use standard terms (not complicated industry jargon).
• Use objective language. It's easy to comprehend, easy to access, and easy to remember.
• Read it aloud. Use Microsoft Word or Google Docs text-to-speech features to read your document back to you. Your ears can hear errors your eyes don't see.

6) Audit Your Existing Content

An SEO content audit evaluates existing content on your site and identifies low-performing pages.

Content that grows via organic search suffers from traffic decay. Over time these posts lose traffic.

Google factors "freshness" into its rankings, and there could be technical or algorithmic changes for the decrease in traffic. Your competition creates a simply better resource.

An SEO content audit will recommend:

• Prune content from your site.
• Refresh on-page content and meta-data.
• Combine content from your site.
• Grow by building links and creating a content hub.

To improve your SEO content performance, contact us to learn about our content audit service.

1) Use your Primary Keyword in the first 150 Words.

It's believed Google puts more weight on the first 100-150 words of your content. Use your keyword in your first few sentences as it signals that the page is relevant.

2) Use your Primary Keyword in your Article Headline

Wrap your page titles in an H1 tag has always been conventional SEO wisdom. Headings are useful for communicating what the content is about. Keywords in titles will not necessarily make you rank better, but it will give Google some clarity about the page's keyword and topic.

3) Optimize Images

Over 21% of all US web searches now happen on Google images. Images are returned for 23% of all search queries on Google. Optimizing images is essential and can send more traffic your way.

According to HTTP Archive images make up for more than 75% of data loaded on web pages. This frequently makes images the main culprits for slow page loads. Slow page loads encourage people to use the back button to find a faster website.

5-step checklist for image optimization:

4) Use short descriptive URLs

Searchers will most likely click the search result that best matches their search query. Using descriptive URLs helps cement your page as that result. Now, Google has started to show keyword parts of the URL rather than the actual URL.

5 steps to create SEO Friendly URLs

1. Use short URLs: As Google truncates long ones.
2. Try to include your primary keyword. /seo
3. Use hyphens to separate words. /seo-guide
4. Avoid non-crawlable parameters. Anything after the '? in a URL is often not readable.
5. Don't use spaces. It's hard to read as it comes out percent-encoded (%20). /seo%20guide

Should I use Chinese Characters in my URLs?

Browsers and search engines can now support the use of Chinese characters in URLs. The URL must contain keywords relevant to the content and be readable.

However, Chinese uses multi-byte encoding, which makes URLs much longer. In the past, this has led to problems on some servers.

Plus, some Chinese characters have issues with encoding which leads to unreadable characters. Often displayed as percent-encoded, they're not human-readable. You can see this when sharing on Facebook - multi-byte URLs come out truncated and look weird:

This percent-encoded URL is difficult to type, read, or pronounce. Users may think its untrustworthy, resulting in fewer clicks.

Finally, if you're targeting China, then Baidu is the default search engine. Baidu-Spider has issues with crawling Chinese characters in URLs.

So - we'd recommend skipping them.

5) Link to Relevant External Resources

Many beginners worry about linking to other websites as they fear it would take away their visitors. External links to related authoritative pages help Google figure out your page's topic.

One 2016 study showed a clear positive impact on rankings by linking to authoritative sites. So, we recommend doing it as we have done on this page.

1) Title Tag Optimization

Your <title> tag is the most critical part of your page as it outlines what your page is all about.

It's the first thing searchers read on Google, so an enticing, relevant title that answers the query will get people to click through. Click-through rate (CTR) is a confirmed ranking signal for Google.

Your title summarizes your blog post and should contain your brand or company name:

• Primary Keyword - Secondary Keyword - Brand Name
• Product Name | Product Category | Brand Name
• Title | Company Name

10 Tips to create an SEO-optimized Title Tag:

1. Give every page a unique title to help Google understand that your content is unique and valuable and drive higher click-through rates.
2. Use one primary keyword in the title, and preferably at the beginning. People may scan only the first two words of a headline - so put the product name first to denote unique value.
3. Keep your titles short and descriptive. If your title's too long, search engines may cut it off by adding an ellipsis ("..."). Google's display titles max out at 600 pixels in width. For English, that's around 60 characters in length. For Chinese, under 30 characters.
4. Write for your customers. Avoid titles that are just a keyword list as they are bad for users and don't encourage click-through.
5. Accurately summarize the page's content. Avoid clickbait as your bounce rate will soar, leading to poor engagement and an inevitable loss of trust in your content.
6. Use a Title Modifier (best, guide, checklist, fast, review, free) to provide value upfront and encourage user clicks. Or a Call to Action (CTA) - download, buy etc.
7. Use Question Titles. According to this backlinko study, titles with questions had a 14.1% higher click-through rate (CTR) than non-question titles. Questions can improve CTR when someone is searching; they're essentially asking for an answer to their problem. Think: "Who, What, When, Where, Why, How."
8. Use Brackets In Your Title Tag: A HubSpot industry study found that brackets in headlines increased clicks by nearly 40%. (eg., "17 Amazing Back Stretches [Video]")
9. List Posts begin with a number: (e.g., "7 Ways to Improve Your SEO")
10. Use Emotive Language: include power words power words to trigger an emotional response (e.g., "How to Grow an Insanely Loyal YouTube Following")

Free Headline Analyzer Tools

If you need help with crafting headlines in English, check out:

Sharethrough Headline Analyzer: It gives an engagement and impression score. Plus, it provides suggestions on headline lengths, context words, alert words, and passive language.

Co-schedule Headline Analyzer: This gives a score, suggests the right words, and optimizes the character length. However, it requires newsletter signup to see results.

We've yet to find one for Chinese.

2) Meta Description Optimization

The meta description is a short snippet summarizing your web page's content.

Search Engines often show the meta description in search results, which can influence click-through rates. It's also often used when sharing an article by social media.

Meta descriptions aren't a direct ranking factor, but they can encourage more clicks, leading to more traffic. Write them like ad copy - craft a readable, compelling description that a searcher will want to tap. A good meta description should give clarity; be directly relevant and unique to the page it describes.

Ideal Meta Description Length:

Google may cut the text based on the pixel width of the letters or Chinese characters (chrs):

• 960px on desktop
• 680px on mobile

Use Google SERP Simulator to preview and calculate ideal pixel widths for mobile and desktop: This brilliant free tool helps you work out title tag and meta description lengths. 

6 Meta Description Optimization Tips:

1) Write A Unique Meta Description for Every Page

As with title tags, make sure your site's meta description tags are 100% original for every page. Social media giants like Facebook use it, and so a strong meta description boosts clicks. If the title and meta description doesn't match - it makes your offer confusing.

2) Outline Your Value Proposition

For every meta description you write, consider what the user thinks: "What's in it for me? Why should I visit this page?" If you're not answering those questions, rework the content until you can. Your meta description must outline your value proposition.

3) Include Your Keyword in the Description

Keyword-rich descriptions can help as Google bolds every instance of the search enquiry key term. This bold text helps draw searchers, so aim to closely match your descriptions to search terms.  

4) Don't Keyword Stuff

Write for the user first. Make them inviting rather than awkward.

5) Use a Call-to-action (CTA) or Offer

Meta descriptions are your sales text and are essentially ads. Use a CTA or offer to boost your click-through rate and stand out from your competition.

• Get X / Gain X / Grab X (Grab a 10% discount today)
• Download Now
• Free (FREE 14-DAY TRIAL)

6) Use Google Search Console (GSC) Search Query Data to Generate Headlines

Check Google Search Console > Search Analytics > Queries to see the top queries that led people to your page. Use those queries into your meta description and see if those change improve your organic CTR.

What is a site structure?

Your site structure is how your website's pages are structured and linked together.

Your site navigation helps your visitors find the content they want quickly.

An optimized site structure helps search engines find and index all the pages on your website.

1) Use a Flat, Organized Site Structure

Your website structure organizes your pages and content to make them navigable for users and search engines.

Deep vs Flat Site Structures

Each of the 2 site structures has the same number of pages (25). Yet the user's experience will be vastly different based on content hierarchy.

Use a Flat Site Structure

A flat site structure helps search engines to find and index your site. It limits the number of clicks a user needs to view to see the content.

If possible, create a structure that's flat, not deep. In other words: your site's pages should all be only a few links away from one another so that content is more discoverable.

With deep site structures, it takes a user longer to find the content they are looking for. It also takes search crawlers longer to index.

Google's John Mueller stated that how many clicks it takes to get to a page from your home page affects ranking. Pages closer to the homepage will rank higher. So - that's why we recommend a flat site structure.

Avoid a Single Product Category

Many Taiwan B2B websites use a deep structure. They use a single main navigation item to contain all their main product categories. They hide all their products under a menu item such as "products" instead of product categories such as "computers" or "tablets".

This creates an extra level in the site hierarchy, and it is more difficult for searchers to find what they are after. To speed up and simplify searches, we usually recommend the main navigation consists of product categories. It helps users understand the type of website they have landed on and the breadth of products the company sells.

Remember: if you want a particular page to rank better than others, make sure it's easy to get to from the home page.

2) Add internal and external links.

Linking to relevant internal and external resources helps visitors navigate your website and find more information.

An external link is a hyperlink that leads the reader to a reputable page on a different website. In contrast, an internal link is a hyperlink that direct the visitor to a target page on your website. The text that links to other pages is called Anchor Text.

Anchor text sends signals to search engines regarding the content of the destination page. To improve your ranking, use keyword-rich words rather than generic "click here" anchor text.

When you link to another page on your site, you send link authority to that page. So, when you publish something new, try to link it from other relevant pages on your own site.

How to Find Anchor Text

You can find the right pages to link to by searching for:

site:yourdomain.com "keyword phrase"

On those pages, then create a link by connecting the keyword to the target page. For example, I have linked SEO on my Dr. Eye case study to this page.

Read Google link text recommendations to get a better grasp of the guidelines.

Finally, internal linking can improve dwell time, as people spend more time on your site. Dwell time is a known ranking factor.

3) Avoid Orphaned Pages

Before your content can rank, it needs links from another page or site on the web. Avoid orphaned pages, which exist on a website without any other page linking to them. Orphan Pages are bad for SEO as Google assumes that a page that isn't linked from its website has no importance.

How to Find Orphaned Pages

Run a Screaming Frog audit to find orphan pages. If your site has more than 500 URLS - you'll need to purchase a license to crawl the rest of the site.

4) Internal Link to Deep Pages

Internal links help connect your content and give Google an idea of your website's structure. Most of your backlinks are likely to point to your homepage. So, linking to your deep pages help promote them.

5) Generate a Sitemap

A sitemap provides a roadmap that leads Google to all your important pages, but does not influence the actual ranking of your pages. The sitemap is a simple XML file containing the URLs of all your pages. 

The main benefit of an XML sitemap is the improved crawl of larger or more complex sites. For Google, this means over 500 pages.

A sitemap isn't a replacement for creating a solid internal link structure. Google says, "Using a sitemap doesn't guarantee that all the items in your sitemap will be crawled and indexed."

How to Generate A Sitemap

You can use a standalone tool to generate one. Head to xml-sitemaps.com to add a free 500 maximum pages sitemap. Once you download the sitemap file, you'll need to upload it to your website's root folder.

For Joomla, install the free OSMap component.

For WordPress, install and activate the free Yoast plugin.

6) Block Search Engines from crawling all pages.

A robots.txt file directs search engines to which parts of the site they can crawl and index. For example, if you're using a CMS, WP or Joomla, you'll use a robot.txt file to block the admin section from being crawled. By blocking the admin section, it helps to avoid overloading your site with requests.

Does my site have a robots.txt file?

Just type your full URL + robots.txt:https://www.iamrobert.com/robots.txt
It should something look like this:

robots.txt Tester

Use Google Search Console to test your robots.txt.

A mobile-friendly website is essential as over 50% of the Internet’s traffic comes from mobile devices. Plus, Google uses mobile-first indexing and ranks the search results based only on the mobile version of the page. Use Responsive Web Design (RWD) to ensure your site is mobile optimized.

Is your RWD site mobile friendly:

Use Google Search Console (GSC) Mobile Usability to check if your site has any user mobile viewing issues. GSC > Enhancements > Mobile Usability

If you haven't set up GSC, use Google's Mobile-Friendly Test.

The best way to identify problems is through an SEO audit. An SEO audit allows you to find those errors that may be hindering your Google rankings.

1) UberSuggest Free Audit

With their SEO Analyzer, put your site URL in and get a report of possible errors and warnings that could be potentially hurting your SEO. The free version is limited to several suggestions.

Nibbler Site Tester

Nibbler helps identify your potential SEO issues. The free version checks up to 5 pages and gives steps to improve.

Automatic SEO audits identify basic issues and are useful for a general overview. But, if you want a more sophisticated understanding, you'll need to check things manually.

Let’s wrap up our On-Page Guide.

Follow the advice above, and your pages will be better-optimized than the competition. Just remember that content and satisfying search intent is the most critical part. While the "technical" side is also important, it’s more like the icing on the cake. The SEO issues that are most important will depend on where the site is ranked today.