You don’t have all day to spend crafting the perfect blog post, taking pictures of your latest meal and liking everything on social media.

You have a business to run!

Adding products to your site, dealing with suppliers, shipping products, fixing website issues and dealing with customer support are only some of the responsibilities you have to deal with as a store owner.

What’s worse is if you even dare spread the word about your store on forums or other online communities, you risk the chance of being labeled as a spammer. As if you should hide the fact that you have a store!

So how do you get Google rankings that drive massive amounts of traffic to your ecommerce site when everyone is against you?

How do you get the word out about your store quickly and without being chastised for being a store?

I have been working with ecommerces for over 11 years and as much as I’d love to tell you that I was a prodigy that discovered the secrets to ranking ecommerce sites on my first day, I didn’t.

Even though I could easily build traffic and rankings for information sites, I struggled for a long time to get those same results for ecommerce sites!

While information sites were writing about fun topics that naturally gathered a lot of shares and links, the same link opportunities did not exist for ecommerce.

It took, on average, 3 years of trial and error to discover one of the ecommerce specific techniques that I’m going to show you today.

Each time I discovered a new ecommerce ranking technique, my client’s traffic skyrocketed. Sometimes doubling (even tripling) in Google traffic.

Client Example #1

Doubling organic traffic in 6 weeks

Client Example #2

Ecommerce that could never rank no matter what they tried triples their traffic in less than 3 months

Client Example #3

Another example of an ecommerce store dramatically increasing their traffic.

These techniques are unique to ecommerce stores (so those pesky bloggers can’t use these) and provide long lasting results.

So how do you get Google to notice your store and send you massive amounts of visitors?

I’m going to share 3 weaknesses in the Google algorithm that work so well for ecommerce that Google is actively trying to prevent some of them.

But first…

The Grand Slam Technique

The Grand Slam technique involves doing something BIG to get a lot attention. It’s the explosive, “plan it for three weeks and hope it works out” approach.

Essentially, this is how you want to do it if you want to follow Google recommendation of “Create great content and people will come” and have a chance of succeeding.

The “go big” method often involves a marketing stunt with the aim of going viral or a large piece of content. You invest several weeks and thousands of dollars and create something that you believe will capture the world’s attention.

For example:

Your Ecommerce store sells tape. To demonstrate the strength of your tape, you decide to shoot a video in which you lift a car with your product.

You spend weeks putting it together, coordinating a crane to lift the car, a camera crew and a boatload of tape.

Does the video go viral? ? Well, maybe! But then again, maybe not.

Statistically… it doesn’t. Most things don’t go viral. There are just too many other cool things happening in the world.

So you’re back at the drawing board with four weeks wasted, thousands down the drain and a really sticky car.

That’s why I prefer the:

Perfect Perk Technique

This technique works SO WELL that Google has recently decided that you probably shouldn’t do it because it will give you an unfair advantage over the competition.

There is a weakness in their algorithm and, as you’ll soon see… it’s practically impossible for them to stop it.

It isn’t as sexy as directing your own mini-commercial but it does deliver massive amounts of Google traffic. Plus, if you want to be a director, you can do that with the profits from this approach.

Even if you know nothing about search engine optimization and you’re in a competitive industry, this is for you.

Instead of relying on what other people think of our blog post or video, we’re going to give Google exactly what it wants… and in turn, it will give us exactly what we want: traffic.

The first step is convincing Google that you have the best store in your industry. So when someone asks Google, “Where do I get this widget?”

Google answers, “Right here, at your store!”

So what are the main things that Google looks for?

1. Good product listings.
2. A ton of people talking about your products.

Convince Google that you have these two elements and you’re golden.

However before I get to the sexy stuff (getting people to talk about your product using the Perfect Perk technique), I feel I’d be doing you a disservice if I didn’t at LEAST mention what makes a good product listing. Without this, everything else you do is useless.

So what makes a good product listing?

Good Product Listings

I want to tell you a little secret that will make a lot of ecommerce gurus cringe:

You don’t need to do that much for product listings in order to rank on Google.

In fact, as long as you convey the right signals, you’ll rank just fine.

Why?

Because, all you need is a slightly better product listing than your competition.

And the truth is, most ecommerce stores have no idea what they are doing!

They use the same stock photography that their supplier sent them, they copy paste the 75 word description from the wholesale catalog and then call it a day!

In the restaurant industry, that’s the equivalent of reheating frozen food in the microwave! It just won’t cut it.

So what DOES Google want?

At a bare minimum, it wants an original picture of your product and an original description.

This can be as quick as taking a snapshot of the image with your IPhone and writing the basics about the item you’re trying to sell.

• Main feature
• Specifications?
• What is it made of?
• How do you use it?
• What kind of warranty does it have?

Preemptively answering the questions that your customer might have about your product will help you rank higher on Google and help you sell more.

If you want to get fancy, have 5-6 pictures of your product taken by a professional photographer.

Here are 3 examples of great product listing:

I annotated the product listing examples to highlight the elements that contribute to great rankings for each website.

Great Product Listing Example #1:
Boom By Cindy Joseph

Boom By Cindy Joseph combines all the proper SEO elements with all the best conversion elements. There is a massive amount of social proof on the page which increases conversions.

Here are the highlights:

• Multiple original images taken by a professional photographer.
• Multiple original videos (they also count as unique content)
• Original description in the form of benefits
• Huge amount of reviews. Reviews count as content!

Great Product Listing Example #2:
Safety Tape By Creative Safety Supply

Creative Safety Supply produces extremely useful product pages, including many visual elements and additional resources that are useful to the user.

Some of the highlights:

• Massive amount of original, professional images
• Breadcrumb navigation (This helps the click-through-rate of your Google search result listing by adding categories in the results)
• Extensive original description
• Multiple reviews (not shown in the picture)
• Related resources and guides

Great Product Listing Example #3:
Levi Jeans by Amazon

Why does Amazon rank for nearly everything? Three reasons: Content, content and more content. (And 2.5B backlinks doesn’t hurt either)

Some of the highlights:

• Multiple original images
• Extensive related amount of products, images and information
• Reviews. Over 5000 reviews creates a massive amount of original content that cannot be found anywhere else.

To Google, pictures count as content.

If you take 2 pages and everything else is equal… and one with more content wins every time.

ProTip: If you want other people to complete your content, then allow reviews to be posted on the site and let your customers ask & answer questions. This will count towards your original content! This is one of the main reasons Amazon does so well in the search results.

And now… the fun part.

How To Get Links To An Ecommerce Store

How does an Ecommerce store get backlinks when:

1. The competition refuses to link to you
2. Related industry sites are too busy writing about the manufacturers instead of linking to the store selling the product!
3. No one really knows you.

You could take the first approach which is to build something and hope it goes viral… however I prefer to exploit the weaknesses in Google’s algorithm by manufacturing real, high quality links on related industry sites.

This method produces BETTER results anyway.

However, before I share this method with you, it’s important that you understand one important element about traffic.

The Misconception That Holds Most People Back

The biggest misconception that people have about organic Google traffic is that it’s “free” and therefore all link-building efforts must also be free.

Instead, you will need a small investment. As soon as you adopt the mentality that you’ll invest X into link building with the objective of making Y, you’ll be on your way to success.

If you invest $100 into link building and you make $200 profit, you win.

If you invest $500 and make $5000 profit? You win even more.

One mistake many new Ecommerce owners make is competing for #1 rankings with a budget of $0 while their competitors are spending $500.

My last SEO test project cost $4361 and has generated (at the time of writing) over $47941.30 in profits.

It’s all about getting a positive return on investment.

The Secret Of High End SEO

When you adopt the mentality that Time = Money and that Money = Traffic, you can make much better decisions with your investments.

This will change your focus from the “cheapest” option (which won’t work) to the “best value” option… which will provide you with the highest return on investment.

The first, and often most cost efficient way of acquiring new links when launching a new ecommerce store is… drum roll the goodold fashioned PRESS RELEASE.

Before you jump off the page thinking: “Oh I’ve heard this one before, I tried a press release and it didn’t do anything“, remember our new mentality:

We don’t want cheap, we want good value.

Here’s what you should avoid:

Instead of getting a $60 press release that promises to get you good rankings and “into 10000 news agencies” and “into Google news”, spring for a professional press release that will get you in front of real journalists that will write articles about you.

And quite frankly, those cost more..

Do you think journalists are reading all the crap-o-la that comes from the $60 press release services?

Journalists are looking for real stories… about real businesses. Those stories tend to be mentioned on larger news sites such as PRNewswire, MarketWired and BusinessWire.

So, submit your high-quality releases to these sites.

When you submit your first press release about your Ecommerce store, you want to go in with a purpose:

How does your store differentiate itself? Why do you exist? Why are you better than the competition?!

Pro Tip: If you want your press release to succeed two things must happen. You must write a good headline and get it in front of the right journalists. Use a premium press release services to get your headline it in front of the right journalists.

If you’re ever going to have a sale or a promo, now is the time. I don’t have time to cover the do’s and don’ts of a successful press release (that’s for another article) but if you’re ever in a pickle, you can hire a marketing expert to find an interesting angle for you.

Just remember, when you write the press release, you aren’t writing it for customers, but for journalists.

One single press release CAN land you thousands of high quality links that can power your site for years to come which makes it the best investment a new Ecommerce store can make.

A good press release got into the hands of a few journalists, sending thousands of visitors to my client’s ecommerce store and generating dozens of DA30+ links on industry related sites.

Pro Tip: Don’t use a keyword for your anchor text when creating a press release. Use your brand name or a generic URL. This improves the chances of your press release being taken seriously by journalists and prevent potential over-optimization penalties.

The truth is, Google doesn’t want you to exploit this weakness in their algorithm. (They tried) Good press releases will provide massive SEO benefits and there is little they can do about it.

Hypothetical situation:

• $495 press release
• 5 hours of work x $20 = $100

$595 for potentially thousands of journalist seeing (and writing) about your store.

Worst case scenario: You get featured on the standard boilerplate sites which will give you some backlink juice and get Google traffic flowing.

Best-case scenario: A journalist picks up your story, writes a real article about you on a major site which immediately drives traffic, sales and skyrockets your Google rankings in one shot.

Some multi-million dollar businesses, such as the http://www.headblade.com, have been made on the back of a SINGLE news article.

When that happens, many smaller websites “borrow” the story and rewrite it as their own, further accumulating natural links for your website.

Completely natural, extremely powerful.

An unlimited source of recommendations about your product and store

Every industry has two main categories of websites:

• The sellers. (This is the Ecommerce stores, the suppliers and manufacturers.)
• The reviewers/enthusiasts/news (the influencers). These are the large blogs and large authority sites that write on a daily basis about the industry. They typically carry a lot of weight.

It’s your job, as a seller, to get all the influencers to recommend you.

When Google detects that many influencers are linking to you, your store climbs up the Google ranks and generate massive amounts of traffic (and sales).

Here’s why this is a weakness in Google’s algorithm:

Google doesn’t know if the influencers are linking to you because you’re a friend, because they think you have a good product or because you met them at a conference and promised them a perk.

In other words, as long as the influencers aren’t advertising: “Give me stuff and I’ll link to you!“, no one knows why an influencer links to anything!

… and getting influencers to write about us is EXACTLY what we’re going to exploit.

However, here’s where most people get it wrong.

Most sellers approach influencers with the “ME ME ME” mentality. In other words, they are only thinking of what they want instead of what the influencer wants.

The typical email that will get you nowhere as a seller is:

“Hey, I just launched this store, we have amazing products and I thought you’d want to let your audience know about us.”

NO, NO, AND NO

Remember when I said that you have to think of Google traffic as an investment and that the focus is getting the best return on investment?

Well, that translates to figuring out what the influencer wants.

For instance, most influencers will gladly accept money.

Even though the official Google rule is to add “nofollow” to the links, this is rarely enforced by the bloggers.

Pro Tip: The sites you want to avoid are sites that are dedicated to ONLY posting sponsored posts. Those sites typically serve low quality content. The best sites are the ones with an active community and visitors. An easy tell is to check to see if there are any comments on the articles. Good sites tend to have comments on each article.

Influencers make their living from this kind of stuff so they are always on the lookout for good opportunities.

Focus on the influencer’s needs and start the conversation with: “Hey, I just launched this store and was wondering how much it would cost to have you mention my store in your next article” will get you a much higher success rate.

From there, I recommend looking up the site metrics (how powerful it is) and then you can easily calculate the cost to see if it’s worth it:

• 1 mention from influencer #1 with a DA58 website = $200
• 1 mention from influencer #2 with a DA34 website= $250
• 1 mention from influencer #3 with a DA64 website= $750

Ummm, influencer #3 seems overpriced and influencer #1 is providing some good value for the money!

Quick, simple, repeatable.

And if it’s not worth it, negotiate!

Pro Tip: You can typically negotiate at least 50% off whatever price they initially throw at you. The best negotiation tactic is to present quotes from competitive influencers. This will help you get the absolute best price for your post.

Here is an actual conversation I had with an influencer:

Once you have more experience, you’ll be able to guesstimate the amount of traffic / ranking boost that such a website can provide over the course of a year.

You might be looking at this thinking: “Damn, how do I know what kind of profit I’ll generate from a link?!”

Well, the truth is, you don’t. However as you gain experience in your industry and you’ll be able estimate the traffic a bit better. In my experience, even bad estimates are better than no estimates at all.

This is how you start building a solid foundation of influencers linking to your Ecommerce store.

However… I saved the best for last.

The secret to getting the highest return on investment (and massive amounts of traffic)

Remember that example where the influencer requested $750?

Well, imagine you could get the same result for a fraction of the price?

Typically, sponsored posts and advertorials tend to be pricey. They might still be worth it but there’s a way to get influencers to respond for much cheaper. (Providing you with a higher ROI).

Nearly every influencer in your industry will be interested in your products .

The best part is that YOU pay wholesale for your products but the perceived value is much higher.

Influencers love products (that’s why they got into their industry in the first place) and they need products to review.

In fact, nearly every influencer has a section dedicated to reviews on their website.

So while a high-profile influencer might charge an exorbitant amount of money for a sponsored story about your Ecommerce store, he or she will gladly accept to review your product if you just send it over to them. This works so well that Google is freaking out, trying to figure out how to reduce the amount of influencers receiving free products and not disclosing it.

The weakness that we’re exploiting is the following: Unless the influencer states that the product was sent to them or they openly advertise that they’ll give you a link if you send them a product, Google doesn’t know how the product got to the influencer. The only way for Google to stop this is to manually check sites openly admitting they are receive sponsored products in exchange for coverage.

The Perfect Perk

For instance, I ran into a fashion blogger who wanted $750 for a sponsored post. But but after a bit of talking, we concluded that she would write a post about the Ecommerce store in exchange for a leather handbag valued at $350.

We’re a store! We don’t pay full price for our items… we only SELL our products at full price.

That handbag had a wholesale price of $120.

Which means…

We get to be featured on a giant industry site for $120 instead of the standard $750.

Now we’re talking!

Example:

• Wholesale handbag cost = $120
• Shipping = $15
• Time 1 hour = $15

Total cost: $150 for a DA64 link on a related industry site.

It gets EVEN better.

The review is all about our product. That means that if out of the thousands of readers who read it, a single person buys because of the recommendation, we’ve already made our money back.

Essentially… the link costs us absolutely nothing and we get to benefit from increase in Google traffic for years to come.

And that’s how you grow your traffic on a brand new Ecommerce store… making money as you move forward.

The best part?

When major influencers start featuring your store and products, OTHER influencers will follow. Soon you’ll have influencers contacting YOU, requesting samples, practically begging to write about you.

From there, just rinse and repeat as long as you want and watch your traffic (and sales) grow.

What’s next?

The Perfect Perk technique is just one of the many techniques that I have used to grow the online sales of ecommerce stores around the world.

I have another, ecommerce specific technique called “The Supply and Demand” that provides you with powerful (and entirely free) backlinks to your site.

Just a handful of these “Supply and Demand” links can put you miles ahead of your competition which is why I’m hesitant to share it on a public page.

Click the image below to join me for a few seconds on the next page where I’ll walk you through the process.

Download The Step-By-Step Checklist

“Eric HELP! It’s gone… it’s all gone! My site is gone from the index!”

He was right!

It was an emergency. His entire business had been de-indexed from the search engines due to a severe manual penalty and come Monday morning, the phones would not be ringing for the first time since he opened the business 8 years prior.

SEO miracles have been accomplished before so I dropped everything and set to help him. The penalty was due to links violating Google’s guidelines and as expected, he definitely had links that violated the guidelines.

How I Removed The Bad Backlinks In 5 Steps And Restored His Traffic

Yep, the typical profile links, there were private blog network links and other various spammy links found. Those were the first targets removed.

Click Here to Get The Link Penalty Recovery Checklist

It’s the strong links stupid!

Anyone that’s been working with Penguin & manual action penalties will also know that Google loves to go after links that affect rankings (which means links that pass juice and can have a significant impact on the search engine rankings.). Yep, that means they target do-follow links that can be hosted on excellent sites.

(On a side note, that’s why all the services that sell you on finding your penalized links by looking at “bad neighborhoods” and “spammy looking links” are complete garbage. If you’ve ever paid for a service that runs a scan and provides you a list of bad links in the hopes of getting out a penalty, then you’ve just been screwed over.)

But getting back to the bad links… Google is going after the LINKS THAT MATTER. The ones that can take you from page 3 to page 1. The ones that REALLY make things move and when the manual spam team returns sample bad links, they often pick out the ones that have the most impact on your rankings.

Why? Because Google already ignores the links that have little-to-no impact. Those don’t make your site rank. Do you have a no-follow link on a PR0 page that has been de-indexed since 2007? Big deal.

Google doesn’t care.

But… if you just purchased 20 PR6 domains from an auction and you slapped on your keyword stuffed links on all of them… That will raise some red flags!

And rightly so.

Google has to figure out what they can trust in some way and they do it through patterns.

That’s not new (I unveiled about a year ago during the SEO Rockstars convention in California) but what IS new is that Google is screwing up and including legitimate links that do not violate the quality guidelines within their results.

The algorithm that is usually correct

Dear Google, if you’re going to create an algorithm that penalizes links, then it should NEVER penalize legitimate links. I would rather miss 10 bad links and have an algorithm that is slightly less efficient than to start penalizing legitimate links. This is equivalent to sentencing innocent men to death without proper evidence. You just don’t do it because it’s better to let 9 people walk than to kill an innocent man.

One recent example of a legitimate link getting ‘caught up’ in the mess was from a newspaper in the United Kingdom. The recipient of the link (ie: my client) had never heard of the link. He didn’t request it and he didn’t have anything to do with it’s creation.

The link was completely natural, organic and had a unique anchor text never used before. The author of the newspaper article must have Google’d the answer, found my customer’s website and linked to it. (Just how Google wants you to discover links in their Utopia of links).

Yet… Google was now claiming that this link was in violation of the webmaster guidelines AND it was responsible for crashing the site’s traffic.

Another example is a link from Moz’s post http://moz.com/blog/dear-google-links-from-youmoz-dont-violate-your-quality-guidelines where the brand name of a writer was submitted as a bad link. In that situation, the editor actually does endorse and support the link back to the website. If you can’t credit websites anymore… how is the web going to work?

And of course, the examples continue. I cannot tell you how many times I have talked to a web owner that has said: “I have never seen this link before… I have no idea why and/or how it’s there” when performing link analysis.

The Google screw up

So why is Google serving up these links?

The short answer is: They are screwing up.

The long answer is that they are hiring poorly trained manual review experts that are using a broken algorithm to track down bad links. The algorithm that tracks down bad links does so by looking at link building patterns that use link velocity, first crawl date and anchor text to determine which links are valid and which ones are not.

Click Here to Get The Link Penalty Recovery Checklist

In English, if you build 15 do-follow links with the same anchor text on the same day, all from different IPs and with the same text, then you’re likely to trigger a penalty. (And of course, the thresholds are determined by the total links pointing to the site. So a site with 100000000 incoming links will have a much higher tolerance than a brand new site with 2000 links.)

Google looks for patterns of unnatural link building and when you can identify those patterns, then removing the penalty is just a matter of removing the links within that pattern.

Pretty simple… and that’s what has been working for myself and my clients for years.

So how do you do it?

Step 1 Finding unnatural link patterns

First you’ll want to go to Webmaster Tools to download your latest links.

Click on download latest links.

We’re using Webmaster tools for a few reasons:

1st. That’s the official list that Google will use themselves… and when the manual reviewers mention a link, it’s usually in this list!

2nd. These days, it tends to find more links than services such as Majestic and Ahrefs (It wasn’t like this in the past… but Webmaster tools has stepped up their game.)

Step 2) You want to find the unnatural patterns of anchor text

The beauty of this list is that all the links are in ORDER found. That means that you can use that exact order to find unnatural patterns that might have occurred.

For instance, if you received 10 links in a row with the exact same anchor text, it’s highly unlikely that it was done organically.

What are the odds that 10 different sites would link to you with the exact same anchor text?

Moreover, what are the odds of different sites using the same long tail anchor text to describe your content?

That’s why you have to go and pull the anchor text links from those URLs to figure out how they are linking to you.

Step 3) Write the anchor text

In this picture, you’ll see I have the anchor text of the link on the right hand side. What we’re looking for is unnatural patterns of repeating (or very similar) anchor text.

Step 4) Find Unnatural Anchor Text Pattern

If you want to know how to speed up the process of finding all the anchor texts, download the full checklist for 2 tricks not included in this guide.

Can you guess which keyword is penalized?

<hint> It starts with “CD” and ends with “Uplication” </hint>

What do you think so far? Join the discussion of this post on Facebook

Step 5) The Removal

And that’s really all there is to it.

(At least… for finding the unnatural link patterns)

Now the challenging part is addressing the bad links.

Many people agree that the disavow tool is borderline useless and in my experience, I have found that it essentially turns do-follow links into “no-follow”. (Source: John Mueller Webmaster Talk).

So you can add them to the disavow list however it won’t help your site pop back into Google’s good graces.

Instead, you have 2 main options: MOVE or REMOVE

Move

By moving, I mean moving the content from that page and letting all the links 404. Sure, this means you’ll see 404 not found in your webmaster tools but not all 404’s are bad.

When the links point to a 404, they no longer count towards your website.

That means if you have 999239 spammy links pointing to yoursite.com/index50.html and then you REMOVE the index50.html file, then those links are essentially pointing to nowhere.

Problem solved! (Albeit, you have to restart link building and move the content to somewhere new!)

This works great for sub-pages that are penalized but not-so-great for the homepage.

Click Here to Get The Link Penalty Recovery Checklist

Remove

If it’s the homepage that’s penalized (and you don’t want to change domains), then you’re going to have to start removing some links.

Yes, that means cold-calling/emailing the people that are linking to you.

That means going into all the properties that you control and removing the links.

That means a lot of tedious, heart wrenching work. (Which is why you hire minions to do it for you!)

The bit that EVERYONE misses

When you’re finally done with all this work, does your site automatically bounce back?

Sadly…

NO!

Unless you do this ONE last thing.

You see, when you remove a 1000 links from your website, it sends a negative signal to Google that indicates that your site is dying. Google tracks your link velocity to see if your site is gaining or losing links.

Negative link velocity

If it sees that you’re gaining links over time… then your site must be good, healthy and active. Great!

If it notices that your site is losing links over time, then it assumes that your content is no longer relevant and webmasters are removing the links. Bad!

So, if you remove 1000 links, you must compensate by receiving at least another 1000 links to maintain a neutral link velocity. (And ideally, you want more so you have a positive link velocity.)

It’s only when you rebuild the links to account for the removed links that your site will thrive again.

Positive Link Velocity

I teach how to achieve a perfect link velocity inside the Traffic Research community.

So hopefully this explains why you might have removed a penalty but never recovered. It pains me to see that most webmasters do all the hard removal work and are so close to success… yet miss that crucial last step of rebuilding the missing links.

Let me know what you think on our Facebook post!

Click Here to Get The Link Penalty Recovery Checklist

John Mueller, Google engineer, just announced that they were revamping the way the search results look on Google and that photos commonly associated with authorship will no longer be showing up in the search results. This can potentially be a defensive move towards a monopoly issue (where Google is accused of unfairly using their monopoly to force people to use Google+) or it can be that they have deemed that it will not scale with the future of the web.

Internet entrepreneur David Jenyns reaction summer it up quite nicely: “EPIC”

The official quote, from John Mueller: “As a part of this, we’re simplifying the way authorship is shown in mobile and desktop search results, removing the profile photo and circle count.” https://plus.google.com/+JohnMueller/posts/PDkPdPtjL6j

Perhaps it’s just that… they felt it wasn’t going in the direction they wanted it to. We might never know but at least it will make life easier for us because we won’t have to be concerned with our authorship picture.

However, as SEO Expert E-Rock points out: “I’m sure it will still benefit to have the Authorship on the Site ANYWAY….. so will still have to set it up regardless…. just no PHOTOs to help CTR.”