{"id":734911,"date":"2026-06-23T01:20:30","date_gmt":"2026-06-22T22:20:30","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/3-questions-that-reveal-your-real-search-performance\/"},"modified":"2026-06-23T01:20:30","modified_gmt":"2026-06-22T22:20:30","slug":"3-questions-that-reveal-your-real-search-performance","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/3-questions-that-reveal-your-real-search-performance\/","title":{"rendered":"3 questions that reveal your real search performance"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3be74162928\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3be74162928\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/3-questions-that-reveal-your-real-search-performance\/#Rankings_and_conversions_show_outcomes_The_bigger_challenge_is_understanding_how_buyers_discover_evaluate_and_choose_brands\" >Rankings and conversions show outcomes. The bigger challenge is understanding how buyers discover, evaluate, and choose brands.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/3-questions-that-reveal-your-real-search-performance\/#1_Are_you_present_where_demand_forms\" >1. Are you present where demand forms?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/3-questions-that-reveal-your-real-search-performance\/#2_Are_you_being_understood\" >2. Are you being understood?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/3-questions-that-reveal-your-real-search-performance\/#3_Is_anything_compounding\" >3. Is anything compounding?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/3-questions-that-reveal-your-real-search-performance\/#The_structural_problem_underneath\" >The structural problem underneath<\/a><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/3-questions-that-reveal-your-real-search-performance\/#Topics_on_this_page\" >Topics on this page<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Rankings_and_conversions_show_outcomes_The_bigger_challenge_is_understanding_how_buyers_discover_evaluate_and_choose_brands\"><\/span>Rankings and conversions show outcomes. The bigger challenge is understanding how buyers discover, evaluate, and choose brands.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Rankings, traffic, and conversions still matter. But they don\u2019t tell you whether buyers can find you, understand you, and feel confident enough to choose you.<\/p>\n<p>That\u2019s a bigger challenge now that people move between search engines, AI assistants, <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social<\/a> platforms, marketplaces, review sites, and private communities before making a decision.<\/p>\n<p>Viewed through that lens, search performance comes down to three things: presence, interpretation, and momentum.<\/p>\n<ul class=\"wp-block-list\">\n<li>Are you present where demand forms?<\/li>\n<li>Are you being understood?<\/li>\n<li>Is anything compounding?<\/li>\n<\/ul>\n<h2 id=\"are-you-present-where-demand-forms\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Are_you_present_where_demand_forms\"><\/span>1. Are you present where demand forms?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Is your brand showing up in the places where demand starts, not just where it converts?<\/p>\n<p>This goes far beyond rankings or impression share to ask whether the brand <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ears when people are exploring the category: <\/p>\n<ul class=\"wp-block-list\">\n<li>Asking early questions.<\/li>\n<li>Comparing options.<\/li>\n<li>Reading reviews.<\/li>\n<li>Checking marketplaces.<\/li>\n<li>Watching creators.<\/li>\n<li>Trying to understand the problem in their own words.<\/li>\n<\/ul>\n<p>If a brand only appears once someone already knows its name, it\u2019s arriving late. It may look efficient because branded demand converts well. But commercially, it means the brand is depending on other forces to create demand before it turns up to harvest it.<\/p>\n<p>A pattern we see repeatedly is brands mistaking weak presence for weak conversion. Across 196 brands we tracked over 12 months, the same shape kept appearing.<\/p>\n<p>Branded search healthy, CPA respectable, but presence sitting in the bottom half of the competitive set. The brand was converting people who already knew it while missing the moments where the category was being explored by everyone else.<\/p>\n<p><a href=\"https:\/\/buradabiliyorum.com\/en\/category\/trip-and-travel\/\" data-internallinksmanager029f6b8e52c=\"10\" title=\"Trip &amp; Travel\" target=\"_blank\" rel=\"noopener\">Travel<\/a> illustrates this most clearly. It\u2019s a category where presence is the dominant driver of market share because people often shop for holidays before they have a brand in mind. <\/p>\n<p>If a travel brand is absent from those early discovery moments, it never enters the consideration set. CRO can\u2019t fix that. Ask what share of category discovery moments you\u2019re actually present in.<\/p>\n<p>When branded conversion is strong but unbranded presence is weak, the growth opportunity sits upstream: <\/p>\n<ul class=\"wp-block-list\">\n<li>Review sites.<\/li>\n<li>Marketplaces.<\/li>\n<li>Creator content.<\/li>\n<li>Social search.<\/li>\n<li>Long-tail non-brand queries. <\/li>\n<\/ul>\n<p>That\u2019s where the category is being decided.<\/p>\n<p>If presence is weak, interpretation won\u2019t save you. But presence alone isn\u2019t enough \u2014 being found is only useful if what people find makes sense.<\/p>\n<div style=\"background: radial-gradient(circle at 30% 40%, rgba(184, 111, 255, 0.15), rgba(0, 169, 255, 0.15) 40%, #CDE8FD 70%); padding: 30px; width: 100%; max-width: 802px; color: #000000 !important; font-family: Arial, sans-serif; margin: 25px 0 30px 0; border-radius: 8px; box-shadow: 0 2px 4px rgba(0, 0, 0, 0.1); position: relative; box-sizing: border-box;\">\n<div style=\"width: 100%; max-width: 100%; margin-bottom: 20px; text-align: left; padding-right: 20px; box-sizing: border-box;\">\n<div id=\"semrush-one-headline\" class=\"headline-responsive\" style=\"font-family: Oswald, sans-serif; font-size: 30px; font-weight: normal; margin: 0; color: #000000 !important; line-height: 1.2;\">\n        Be the brand <span style=\"background: linear-gradient(90deg, #D56EFE 0%, #068EF8 51%); -webkit-background-clip: text; -webkit-text-fill-color: transparent; background-clip: text;\">AI recommends<\/span>.\n      <\/div>\n<p id=\"semrush-one-subhead\" style=\"font-family: Roboto, sans-serif; font-size: 18px; font-weight: 300; line-height: 25px; margin: 12px 0 0 0; color: #000000 !important;\">\n        See where your brand appears in AI search, where competitors are winning, and what it takes to become the answer AI recommends.\n      <\/p>\n<\/p><\/div>\n<div style=\"margin-bottom: 15px;\">\n      <span id=\"semrush-one-cta\" style=\"display: inline-block; background-color: #FF642D; color: white; height: 44px; border: none; border-radius: 5px; cursor: pointer; font-size: 16px; padding: 0 24px; font-weight: bold; white-space: nowrap; box-sizing: border-box; text-decoration: none; line-height: 44px;\">See your AI visibility<\/span>\n    <\/div>\n<\/p><\/div>\n<style>\n  @media (max-width: 768px) {\n    .headline-responsive {\n      font-size: 30px !important;\n      line-height: 1.3 !important;\n    }\n  }\n<\/style>\n<h2 id=\"are-you-being-understood\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Are_you_being_understood\"><\/span>2. Are you being understood?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When your brand does show up, is it being understood in a way that helps you get chosen?\u00a0<\/p>\n<p>People search to find something and reduce doubt. The language gives it away:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cIs it worth it?\u201d<\/li>\n<li>\u201cBest alternative to X.\u201d\u00a0<\/li>\n<li>\u201cWhat do real customers think?\u201d<\/li>\n<li>\u201cFor people like me.\u201d<\/li>\n<\/ul>\n<p>It\u2019s the buyer showing you the anxiety in the decision. Many brands answer these questions badly or too late. <\/p>\n<p>The ad says one thing, the organic result says another, the reviews raise a concern, the landing page is generic, and the AI answer gives a technically accurate but underwhelming summary. The customer is left to connect the dots themselves.<\/p>\n<p>AI makes this harder because the answer is increasingly compressed and increasingly unstable. Brands aren\u2019t just fighting for a blue link anymore. They are fighting to be included, described, and trusted inside an answer that may look completely different next month.<\/p>\n<p>In practice, that means AI search visibility should not be judged solely by traffic volume. <\/p>\n<p>Publishers such as Reuters and The Guardian receive <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/digiday.com\/media\/geo-hype-busted-experts-call-it-more-seo-than-new-discipline\/\" target=\"_blank\" rel=\"noopener\">less than 1%<\/a> of referral traffic from AI platforms despite being frequently cited, but The Washington Post found that visitors arriving from AI platforms converted to subscriptions at four to five times the rate of traditional search visitors. <\/p>\n<p>The audience AI search delivers can be smaller and significantly more valuable. That only holds if the brand is being described accurately and compellingly enough to send the right people.<\/p>\n<p>Our own research across categories adds a layer of nuance worth sitting with: LLM visibility isn\u2019t what most brands think it is. LLM visibility correlates with market share at +0.19 on average. That\u2019s weaker than many brands assume.\u00a0<\/p>\n<p>But the average hides a category split that matters. In fashion, the correlation is +0.58. In travel, +0.43. In finance and <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a> retail, it inverts: \u22120.26 and \u22120.25. In those latter two categories, the brands appearing most often in AI answers are the ones losing share.<\/p>\n<p>Reading the underlying signals, we see that AI systems are describing those brands in ways that don\u2019t help them be chosen. The attributes being surfaced are wrong, outdated, or framed in terms of challenger comparisons that the established brand can\u2019t win.<\/p>\n<p>Audit your AI citations. Run the prompts your category buyers actually run, in the platforms they use, and read what is being said about you. <\/p>\n<p>If the framing is wrong, the fix isn\u2019t paid media. It\u2019s the source signals AI systems pull from \u2014 editorial coverage, structured content, and the third-party comparisons in your category. That\u2019s the work that changes how the answer reads next month, and the month after that.<\/p>\n<p>Solving interpretation without presence means you\u2019re explaining yourself to people who can\u2019t find you. But solving both without momentum means you\u2019re winning the same ground again every month.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 id=\"is-anything-compounding\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Is_anything_compounding\"><\/span>3. Is anything compounding?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Is your brand becoming easier to find, trust, and choose over time \u2014 or does every sale still need to be bought?<\/p>\n<p>Most measurement gets too short-term to answer this question honestly, and marketers know it. Search shows whether compounding is happening.\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>Is branded search growing without heavy brand spend?\u00a0<\/li>\n<li>Is direct traffic strengthening?\u00a0<\/li>\n<li>Is organic content continuing to bring people in without fresh media spend?\u00a0<\/li>\n<li>Is review volume building?\u00a0<\/li>\n<\/ul>\n<p>These are signs that the brand is accumulating memory, trust, and proof \u2014 that the system is starting to work harder without needing to be pushed every time.<\/p>\n<p>The opposite is equally visible. Paid dependency increases. Organic demand softens. Branded search only moves when campaigns are live. People arrive, compare, but don\u2019t choose. The brand is active, but nothing is building.<\/p>\n<p>The first thing to look at when performance feels stuck is the gap between a brand\u2019s discoverability and its actual market share. The size and direction of that gap is usually enough to diagnose which problem you are dealing with.<\/p>\n<p>A brand whose demand rank outperforms its discoverability rank is running on borrowed time. The numbers look strong, but the upstream signals aren\u2019t building. In our data, that gap tends to close within three months. The play is to reinvest now before the lag catches up.<\/p>\n<p>A brand whose discoverability outperforms its demand rank has something building that hasn\u2019t surfaced yet. The instinct is to keep optimizing the conversion layer. Usually, the right call is the opposite: hold, let the upstream work compound, then drill into where the gap actually lives.<\/p>\n<ul class=\"wp-block-list\">\n<li>Weak presence with healthy momentum means the funnel is working, but the top of it is empty. Invest in category visibility, not conversion.\u00a0<\/li>\n<li>A strong presence with weak interpretation means visibility isn\u2019t the problem. Fix how the brand is described in search, reviews, and AI answers before spending more on media.\u00a0<\/li>\n<li>Weak momentum with both presence and interpretation intact usually means proof is missing: reviews, share of voice, and word of mouth need building before acquisition spend pays back.<\/li>\n<\/ul>\n<p>Almost no brand sits cleanly in one bucket. But knowing which gap to fund and which to let run is usually enough to act on.<\/p>\n<div style=\"background: radial-gradient(circle at 30% 40%, rgba(184, 111, 255, 0.15), rgba(0, 169, 255, 0.15) 40%, #CDE8FD 70%); padding: 30px; width: 100%; max-width: 802px; color: #000000 !important; font-family: Arial, sans-serif; margin: 25px 0 30px 0; border-radius: 8px; box-shadow: 0 2px 4px rgba(0, 0, 0, 0.1); position: relative; box-sizing: border-box;\">\n<div style=\"width: 100%; max-width: 100%; margin-bottom: 20px; text-align: left; padding-right: 20px; box-sizing: border-box;\">\n<div id=\"semrush-one-headline\" class=\"headline-responsive\" style=\"font-family: Oswald, sans-serif; font-size: 30px; font-weight: normal; margin: 0; color: #000000 !important; line-height: 1.2;\">\n        If AI can\u2019t find you, <span style=\"background: linear-gradient(90deg, #D56EFE 0%, #068EF8 51%); -webkit-background-clip: text; -webkit-text-fill-color: transparent; background-clip: text;\">customers won\u2019t either<\/span>.\n      <\/div>\n<p id=\"semrush-one-subhead\" style=\"font-family: Roboto, sans-serif; font-size: 18px; font-weight: 300; line-height: 25px; margin: 12px 0 0 0; color: #000000 !important;\">\n       Track your visibility across AI search, uncover missed opportunities, and grow your presence where customers are asking questions.\n      <\/p>\n<\/p><\/div>\n<div style=\"margin-bottom: 15px;\">\n      <span id=\"semrush-one-cta\" style=\"display: inline-block; background-color: #FF642D; color: white; height: 44px; border: none; border-radius: 5px; cursor: pointer; font-size: 16px; padding: 0 24px; font-weight: bold; white-space: nowrap; box-sizing: border-box; text-decoration: none; line-height: 44px;\">See your AI visibility<\/span>\n    <\/div>\n<\/p><\/div>\n<style>\n  @media (max-width: 768px) {\n    .headline-responsive {\n      font-size: 30px !important;\n      line-height: 1.3 !important;\n    }\n  }\n<\/style>\n<h2 id=\"the-structural-problem-underneath\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_structural_problem_underneath\"><\/span>The structural problem underneath<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The challenge is knowing which of these three problems you\u2019re dealing with before you start optimizing the wrong thing. That\u2019s often harder than it sounds because brand and performance are managed by separate teams, with separate budgets, and separate definitions of success.<\/p>\n<p>Customers don\u2019t experience the brand in silos. They experience the search result, the review, the ad, the AI answer, the marketplace listing, the creator mention, and the thing their friend said in the group chat as one decision environment.<\/p>\n<p>Presence feeds interpretation. Interpretation feeds momentum. Momentum reduces the cost of presence. Understanding where that loop breaks is often the fastest way to identify the constraint holding growth back.<\/p>\n<div class=\"ttd-topics-display\">\n<div class=\"ttd-topics-content\">\n<h5><span class=\"ez-toc-section\" id=\"Topics_on_this_page\"><\/span>Topics on this page<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<div class=\"ttd-topics-links\">Search engine optimizationArtificial intelligenceConsumer behaviourDigital marketingMarket shareBrand managementCost per actionMarketing strategyReutersThe GuardianThe Washington Post<\/div>\n<\/div>\n<div class=\"ttd-topics-show-extra-button\">+6 more<\/div>\n<\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/questions-reveal-real-search-performance-480659\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Rankings and conversions show outcomes. The bigger challenge is understanding how buyers discover, evaluate, and choose brands. Rankings, traffic, and conversions still matter. But they don\u2019t tell you whether buyers can find you, understand you, and feel confident enough to choose you. That\u2019s a bigger challenge now that people move between search engines, AI assistants,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":734912,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/06\/3-questions-that-reveal-your-real-search-performance.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-734911","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/734911","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=734911"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/734911\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/734912"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=734911"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=734911"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=734911"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}