Nerding Out on Expired Domains, Link Equity and SEO

On Monday, Danny Sullivan published a great post on expired domains (link). More specifically, his post discusses the link equity benefits from acquiring expired domains. For example, I have a website about topic X. I noticed that another website about topic X recently went offline. It’s down. It won’t load. Oh look, the domain is available for purchase. Wow! Really? That domain has 12,000+ inbound links, and it’s a PR4. Could I purchase that domain and redirect all of its URLs to my site? Would that help boost my PR and my rankings? Or would it set off an alarm at Google? I mean, all of the sudden a domain expires, is subsequently purchased and then redirected to another domain – that’s gotta trip some sort of wire in Google’s algorithm, right?

Danny goes through several scenarios, and he even quotes Matt Cutts a few times. The article is very informative, and I’m glad he wrote it. No one has posted about this practice for a long time, so it was great to see something on the topics of expired domain acquisition and link equity. You should read the post, but the quick summary is that there are certain instances where the link credit would remain or pass to new domains. But for the most part, if you are buying expired domains and then 301 redirecting them, don’t expect any significant boost in link credit.

As I was reading this article, I could not help but remember my recent experiences and how they do not really align with some of the points in this article. Don’t get me wrong. I’m not disagreeing with Matt Cutts and Danny Sullivan. They are like the Moses and King David of SEO (I mean, they were there in the beginning, and they are probably the two most trusted sources in the SEO industry). I’m only saying that my observations don’t exactly line up with what they said in the post. I believe there are times when purchasing expired domains can be extremely useful, and there are times when I have noticed that link credit does pass from an expired domain. Here’s some of the strategies I have used in the (recent) past with good results:

  • Launching a new website? Wanna get indexed quickly? I wanted to get one of my websites indexed quickly. I found one expired domain with a DMOZ entry, and I found another expired domain with a Yahoo Directory entry. These domains were related to the topic of my new domain. I redirected them at the same time. Whether or not DMOZ or the Yahoo Directory are important or relevant any longer, my new site was indexed within a few days.¬† Simple and sweet. I can’t argue with science.
  • Building PR and Link Equity for New/Existing Sites. There I was. I had that site for a while, and I wasn’t really paying attention to it. I decided to see if I could increase its traffic and PR from redirecting a few more expired domains. I found a page on the web that had a list of links to sites that were relevant to my site. Wouldn’t you know it? Some of those links were to domains that had expired. After a little bit of research into those dead links and some speedy domain purchases, I had 15 domains at my disposal. I redirected them over time, not all at once. After a couple of PR updates in 2008, I noticed that my site had increased its PR. And believe me, it wasn’t because a ton of other people had linked to my site. The only thing that changed was the fact that I had redirected 15 domains. I saw an increase in traffic from referring domains because the domains that I purchased had links all over the place. And I noticed an upswing in search engine rankings, which lead to increased traffic from organic search.
  • Driving More Traffic from other Google TLDs. Guess what? I bought an expired .es domain and redirected it to a .com site hosted in the USA. I really just wanted the link juice, but I got something more than that: top rankings on Google.es for some important keywords. I guess it makes sense. Have you ever noticed that some of Google’s European properties give you more search options? For example, on google.es you will definitely notice that under the search bar there are options to search the web, search only pages in spanish, or search only pages in Spain. Crazy, huh? I have worked on a few European-based sites, so I have seen these before. I just never thought about them in the context of redirecting expired domains. I guess we learn something every day.
  • Driving More Traffic from Local Search. One of the domains I redirected was the expired domain of a company based in a certain city in America (yeah, I have to be ambiguous about that one ūüôā ). A couple weeks after I redirected the domain, I noticed that I was ranking for long-tail search terms that contained the city where that company was located. It turns out that the company had several listings in local search databases, online phonebooks and directories, etc… If you want exposure in new cities or if you just want more exposure in the city that you’re in, check into an expired domain for a local company that no longer exists. The economy sucks right now. Lots of people are going out of business. Contact some companies and see if you can buy their domain. Don’t be stupid about it. Don’t redirect a bunch of domains all at once. Just try one and see what happens. Maybe it will work for you like it did for me. Then again, maybe it won’t.
  • Don’t Alter the Whois Data! Domain Privacy? Shah, right. Google is a domain registrar and an accreditted member of ICANN (proof). You think your domains are private because you paid some extra money for domain privacy. Well guess what. Google knows it’s you! Don’t pretend that you are getting away with anything here. If at all possible, purchase domains through Escrow and leave the Whois data unaltered. Updating the Whois data is a dead give-away that the domain changed hands. When domains change hands, you can count on the existing link juice to be crushed. Mostly. As Danny points out, Google admits to having systems that do stuff. I assume these systems must do stuff like keep track of businesses acquiring other businesses, businesses merging, and any other instance where a domain might change hands. Hell, Google probably has systems monitoring other Google systems. They’ve thought of everything, haven’t they? If not, people like Dave Naylor, Jeremy Shoemaker and Greg Boser are forcing them to.
  • Servers, DNS, IPs, Oh My. You know how you just bought 50 domains because of this post? Well, before you point them all to the same server, using the same DNS numbers, you need to think about something else: how odd will it look to Google if you buy 50 domains and then point them all to the same server and then have them all redirect to the same site? It’s a dead giveaway. Some registrars are offering a 301 redirect from the registrar, so it’s not as easy to catch the fact that one person just bought and redirected 50 domains to their own site. Or you may look into virtual IPs, so that not all of your domains are sitting on the same IP address. Or you may try to grab a few hosting accounts from various hosts and split up your domains. This makes it seem like there is a true game of cat-and-mouse going on, but there really isn’t. No matter what, Google will catch you. It’s only a matter of time. Just be smart about it. Or at least as smart as possible.
  • Just Buy an Existing Website. Is there a website for sale in your vertical? Why not just buy it and add links to the site (where appropriate)? I mean, buying domains and purchasing links will cost as much money in the long run. Why not buy a website that is already trusted by the search engines and actually getting traffic from organic search? Maybe you could optimize it and add some links. Maybe both of your sites will rank high. And then you’ll have 2 sites in the SERPs. It’s not a bad approach to take, and it’s certainly more white hat than redirecting expired domains.
  • You must remember: The key is to do your research on old domains. Make sure they weren’t up to no good. Make sure they were not blacklisted. Make sure they’ve got a healthy number of inbound links. Only redirect domains that previously contained content related to your site. Also, even though everyone says that toolbar PR is outdated and not important, look for domains that have a PR of 1 or higher. It can’t hurt to have a PR (no matter how worthless/overrated/outdated many SEOs will tell you PR is these days).

There. I hope that helps you in your gray hat endeavours. Now, go forth and prosper. I mean, uh, go forth and find expired domains and then redirect them. Jeez. SEOs are nerdy.

A Realist’s Guide to Setting Expectations for SEO

Setting expectations. We have all heard this term at some point, and a few weeks ago I happened to see an entire blog post about how to set expectations effectively for SEO. Yuck. I mean, it was a great post, and I get the point of why it’s important to set expectations. We all have to set expectations, but¬†the whole topic¬†just makes me want to throw up because there is something fishy about the term setting expectations. Personally, I despise this term because it wreaks of a typical cover-your-ass business attitude. It’s in the same vein as making sure every correspondence is emailed, so that there is a record of everything. Documenting every last message is utterly ridiculous and ultimately pointless. It’s like you’re going into a relationship with the mentality that you have to gather and organize data for the purpose of one day using it as evidence. If you have that mindset, you need to examine your life.

If¬†you have ever been in a situation where an email could actually prove something, you probably already know that those emails are rarely used as evidence in situations where both sides are so astoundingly pissed off (in those situations, it’s best for both parties to just part ways). In fact, the only reason those emails exist is so that both parties can read them and feel like they were in the right (i.e. “See that? Right there? I told that b-hole that I wanted to rank for 2 specific terms.” Or… “That guy’s a nightmare. Did you see his email? He asked me why his site is not ranking in the top 3 results for a couple of impossible terms after only¬†6 months of SEO. Then he told me that I had not done anything for their business! What a jerk.”). Gosh. It makes me cringe to think of those experiences.

Maybe we could avoid those stressful events if we do a better job at setting expectations. Or maybe not. Have you ever noticed that ‘setting expecatations‘ only raises its ugly head when a client is unhappy or dissatisfied? Whose fault is that? As an SEO,¬† it’s your responsibility to keep your client happy. If you can’t manage a client relationship, being a badass SEO won’t really matter because you’ll lose all your clients. In fact, you may need to find a new line of work. More than half the game is managing relationships. Maybe even more than half. Sorry, I’m not a statistician.

Let’s face it. There are a lot of times when the SEO/client relationship is not optimal. Let’s just call these bad relationships. Many factors can lead to bad business relationships, and they rarely have to do with SEO recommendations, work or methodology. In the end, everything comes down to results, but quite often there are external factors, such as the current economic climate or the client’s company culture. These¬†factors can play a huge role in creating a bad business relationship, and sometimes these external factors can actually outweigh your SEO campaign results.

If you’re a good SEO, results are not the culprit. Results will keep your clients happy for the most part, and your results are always there to change the client’s mood from “WTF is going on with our SEO?! You suck at SEO!” to “Yeah, you’re right. Your results speak volumes for how awesome you are at SEO. I’m not pissed off at you. It’s just that my boss is on my ass about everything. Wanna get a beer?” We’ve all been there. People are taking it out on you when you actually did a great job. It’s like that scene from Three Amigos when El Guapo is taking out his frustration on Jefe:

Classic scene. Now where were we? Oh yeah – If you’re not a good SEO, you’ll be up against the fact that you suck at SEO and you’ll be up against the many external factors that are producing pissed-off clients.

If you have any sort of social skills, you can probably discern the nature of a business relationship within a few minutes of talking with your client about your SEO recommendations. Some people are happy, easy-going and good-natured, and these people would never insult you or get in your face about anything. These people don’t work in marketing (and for the most part, they also don’t work in e-commerce). However, this is not to say that all marketing people are sadistic jerks. Most people in the search industry are awesome people who have a nerdy undertone about them. However, you must understand that there is a lot on the line when you take the reins of company’s SEO campaign. Livelihoods, families, that super sweet Cable TV package – directly or indirectly, your clients are placing their job and all their most beloved possessions in your hands when you take over an SEO account. You’ve gotta respect it. So don’t F*&$ it up.

As an SEO, you’ll need to be able to communicate your thoughts and prove your methods with solid results. If you ever find yourself discussing ‘setting expectations’ then you can be assured that you failed at creating a good relationship with your client and/or getting awesome SEO results. Hopefully you can own up to that. And then you can move onto the next client with a new, wiser perspective. Well, hopefully you can. Hopefully. [If you can’t, go find those emails you saved. They will make you feel better. Either way, no matter what happens, at the end of the day both you and your (ex)client will be sitting at a bar with a beer in hand, and all of life’s problems will disappear. At least for a while.]

Link Rules Hyrule, Links Rule Google SERPs

The Legend of Zelda was awesome! I remember opening it on Christmas Day back in 1987. It had a shiny golden box, and then the game itself was a brilliant, glowing masterpiece of golden plastic. Just take a look:

The Legend of Zelda golden cartridge
The Legend of Zelda golden cartridge

I had never seen anything like this. It was like opening up a golden ticket, but rather than a fattening journey through a chocolate empire, this golden ticket delivered instant access to the magical land of of Hyrule. For me, the greatest thing about this game was that it opened up my imagination like no other video game had ever done. I was used to games that only moved right-to-left or down-to-up, and those games made following the steps from beginning to end fairly simple. The Legend of Zelda was the first game where I remember getting involved in the story. I wasn’t riding Falcor and chasing the Nothing, but it was the first video game I ever played where I could not take things for granted. I remember wandering around forever looking for a certain level, and I ended up finding it by blowing up the side of a mountain on the other side of a stream. It’s as if the video game was teaching me to open up the boundaries of my mind. Secret passages in the mountain. Secret passages underneath tombstones. It was amazing to me. After all, Zelda was probably the 3rd or 4th Nintendo game I owned, and I never had more than 10 games. Regardless, I was still used to Atari games that placed playability and functionality over imagination and plot. [Note: Back in 1987, Nintendo games were like $60, and that was a lot of money back then. That still is a lot of money, but it seems like a crapload of money in 1987. Looking back, I’m surprised my parents even bought me 10 games through the years.]

Link battles in Level 1 of The Legend of Zelda
Link battles in Level 1 of The Legend of Zelda

Another awesome facet of The Legend of Zelda was the fact that the main character was a little dude named Link. He starts off as just a regular boy, but through trials and tribulations he becomes a hero. Like any other 8-year-old boy, it was easy for me to imagine that I was Link, the hero of Hyrule. And as it was a game that considerably expanded my imagination, it quickly became a world that I could escape to. I mean, sure, homework and soccer practice were fun, but I could not wait to get home and turn on my Zelda game. I got to be a hero in a magical world where I could explore the limitless wonder that was Hyrule. Unlike other Nintendo games, I wasn’t forced to go one way. I could choose my own path. I could go left, right, up or down. I got to navigate the entire realm. And I got to defeat Ganon, the Prince of Darkness, and save Princess Zelda. For me, it was an adventure that I would not find in any other 8-bit game. [Note: I played several other RPGs, like Ultima, Dragon Warrior and Final Fantasy. Perhaps I liked Zelda so much because for me it was the original. I guess I’m just sentimental or something.]

Ok. That’s good and all, but why am I talking about The Legend of Zelda on an SEO blog? That’s a good question. Let’s see if I can provide an answer that makes any sense.

I am an SEO to the core.¬† My being exudes a nerdy internet search aura. I eat, sleep and breath SEO. It’s not all I think about. There are a few hours each week when I watch Lost, 24 and House. Most of the time I’m thinking about SEO. While I’m thinking about SEO, I often notice similarities between SEO and seemingly-unrelated things in life (you might have noticed this fact from my posts about Walter Sobchak, Frogger and Grimlock). And since I’m nostalgic, I’m often thinking of events from my childhood. Today I was thinking about link building, and I pondered the future of SEO and the power of links. And then it hit me: Links are the undeniable rulers of organic search realm that is Google. And because I am a search marketer, when I think of the plural (links), I also start thinking of the singular (link).It’s like an SEO reflex or something! [Note: Link is the main character in The Legend of Zelda.]

Link defeats Ganon in The Legend of Zelda
Link defeats Ganon in his Death Mountain lair

As it turns out, The Legend of Zelda is a great metaphor for search engine optimization. Don’t believe me? Well check this out. Here’s how the Zelda characters would match up with important SEO concepts:

  • Hyrule = Google SERPs
    Hyrule is a magical land that requires a lot of time to navigate and explore. Much like the Google SERPs, you won’t master Hyrule on the first day. Diligence and hard work is needed to master this landscape, which is highly varied and constantly changing (like the Google SERPs).
  • Ganon, the Prince of Darkness = PageRank, Google’s Natural Search Algorithm
    Ganon is a badass. The first time you set foot in his lair, trepidation sets in. It’s a feeling like the one you get when you first set foot into the world of SEO. After the first step, you realize the size and scope of the SEO world. It’s intimidating and scary, but you will eventually learn to master many aspects of the game.
  • Princess Zelda = #1 ranking in Google
    Until you defeat Ganon and get some top rankings for your clients, peace will not exist in your SEO world. Or in Hyrule. When you achieve a #1 ranking in Google, it’s a lot like rescuing the Princess from the grips of Ganon. All your hard work and long hours finally paid off, and everyone is cheering for you. If only Google had a “Congratulations, you’re #1” screen to celebrate your success. That would be cool.
Link rescues Princess Zelda
Link rescues Princess Zelda
  • Triforce of Power = Basic SEO Principles
    The story of Hyrule is cool. Ganon and his army steals the Triforce of Power, an artifact that bestows amazing strength. Princess Zelda takes one of the pieces, breaks it into 8 pieces and scatters throughout Hyrule’s secret dungeons. In order to defeat Ganon and rescue the Princess, Link has to find and reassemble those 8 pieces. Those 8 pieces remind me of the most basic SEO strategies. In order to win at SEO, you must have these 8 elements optimized: title tags, meta tags, keyword tags, H tags, Alt tags, Link title attributes, internal navigation, sitemaps.
  • Link = Text Links
    Link was created to eventually defeat Ganon. It was going to happen. It was only a matter of time. No matter how many times the game changes, Link will find a way to rule Hyrule. The same thing goes for text links in the realm of SEO. We know that there over 200 signals that PageRank uses to determine rankings, but in the end, text links rule the world of Google SERPs.
Link rescues Princess Zelda (Peace Returns to Hyrule)
Finally, Peace Returns to Hyrule.

Despite the message in the final screen, I never once believed that the story had ended. Now, go forth and prosper in your SEO realm. Whether it be ringtones, phentermine or gambling, I wish you luck in your endeavors.

Everything I Needed to Know about Life and SEO, I Learned from Frogger

The year was 1981. It was a good year. I was only 3-years-old, but there was a lot of stuff going on. Believe me. I checked. President Reagan gave his first inaugural address. The Iranian hostages were freed and brought home to the United States. John Hinckly, Jr. shot President Reagan. Columbia, the first space shuttle, had its first launch. Prince Charles and Diana got married. Bob Marley died at age 36. The boxer Joe Louis died at the age of 67. IBM produced the first in its long line of PCs. MTV launched and played its first music video. The FDA approved the use of Aspartame, aka Nutrasweet. Dynasty and Hill Street Blues premiered on TV. The first ever DeLorean sports car rolled off the assembly line. If you were listening to the radio, you were probably listening to Endless Love by Diana Ross and Lionel Richie. Or you were listening to Physical by Olivia Newton-John for the thousandth time. The Grammy winner for Best Country Song was 9 to 5 by Dolly Parton. The top grossing movie was Raiders of the Lost Ark. Also placing in the top 10 was The Cannonball Run (now those two movies are definitely two of my all-time favorites). However, Chariots of Fire won Best Picture at the Oscars. Partial credit, I’d say.

And probably the most important event of 1981: Atari released a home version of the video game Pac-Man. More than anything else, this moment would set my life on a path to becoming a video game professional in the 1980s. Well, I never became a video game professional, but I sure wanted to be one. I’m not really sure why I liked video games so much, but I remember going through a few machines. Though we never knew why 3 Ataris broke in my house in a span of 3 years, my stepdad always said that it was probably because I played them too much. My favorite games were Joust, Frogger and Dig Dug. And that brings me to the subject of this post: Frogger.

Frogger Arcade Game (1981)
Frogger Arcade Game (1981)

Note: Frogger was developed by Konami in 1981, but it saw worldwide distribution through Sega. The 1982 Parker Bros version of Frogger looked really basic, but the game got a lift in graphics and sound with the Atari versions. Don’t believe me, jump the bottom of this post.

The arcade unit was superior in every possible way (like most arcade units are!), but the home versions of most arcade games were, in general, close enough to the original to satisfy a kid. Just ask any kid in the 1980s about going to Arcades. They were seedy places, but the Arcade was like the most amazing wonderland of technology, graphics and synthesized sound. When the home versions of popular video games came out, it started a craze in the US. Just look at the design of this Atari 2600 Frogger cartridge and instruction manual. Isn’t it glorious?!

Atari 2600: Frogger cartridge and instruction manual
Atari 2600: Frogger cartridge and instruction manual

Anyways, back to Frogger and how it taught me a bunch of life lessons and SEO lessons.

The goal of Frogger is to get across the stream or pond. You have to guide the frog through various forms of impending and instantaneous death. If that car even brushes up against the frog, he’s dead. So you better watch out. As the game goes on, the threats of death become more ominous and rapid. I was never really even that good at Frogger, but I enjoyed the challenge.

As I sit here at my work desk, surrounded by desktops and laptops, I can’t help but think of the parallels between Frogger and SEO. Here area few of the parallels that I observe on a daily basis as an SEO:

One hop forward, two hops back.
The goal of my day is to get from point A to point B. At the macro level, it’s me getting up in the morning only so I can return home in the evening. Sure, it’s a round trip from A to A, but there is a point B in the middle. It’s called work. If I look at a micro view, I notice that pretty much every single daily task is a trip from point A to point B. And in these tasks, we are faced with obstacles and challenges. While our respective obstacles may not represent impending death, we still have to navigate above, around, onto, below, beneath, beside, underneath and/or through them. (How about that for some prepositions, baby!)

Most SEO projects turn into long term projects because they require me to navigate a web of people, teams and email. There are times when I think the project will never get done, and then it miraculously gets completed 5 months later. Our goals for some projects become over-arching journeys that span days, weeks and years. Sometimes we have to take one hop forward and then two hops back and then a hop to the side before we can eventually get to point B, which is obviously to get H1 tags placed on the product name on product pages.

Watch out for all the traffic
If you have ever worked for an e-commerce/retail site, you know that massive surges of traffic are not always a good thing. Well, for you anyways. Maybe it was traffic that was driven by a bad press report. Here is a situation that I am familiar with: There you are just minding your own business and out of nowhere you see that your client’s website got an extra 10,000 visits yesterday. And it all came from a really popular blog that happened to link to one of your products. The blog praised your products, but the bounce rate from this traffic was 95% within 10 seconds. While this might be great news for your clients, pretty soon you’re going to be answering questions like this:

  • Hey, if you got 10,000 more visits last week because of that blog, why did sales not increase from that traffic?
  • Hey! Why was the bounce rate so high?
  • WTF. Did these people even order the product?
  • Friendo, do you even know anything at all about SEO?
  • Why do we even pay you?

The great news is that a lot more people found the site. Those people didn’t even know the site existed. They know your client’s brand, but these visitors had no idea that the brand had a website. But none of that matters because that extra traffic just caused you to have more work that day. I mean, I’m trying to get from point A to point B, and now you’re asking me a bunch of questions. And your tone clearly indicates that you are a little perturbed about this free traffic not doing anything to raise your weekly revenue. And also, I can clearly see that you have no appreciation for free traffic that gives your brand free exposure to 10,000 potential customers.

The point is: free traffic is good, but be careful what you wish for. If you are really good at SEO or if your client’s site just happens to get a giant helping of free praise and website visitors, you might have it coming to you. Either way, you will have to navigate the traffic, the questions, the anger, the answers, the revenue, the AOV. Ahhhhh!

Ironically, George Costanza learns his life lessons from the Frogger arcade
Ironically, George Costanza learns his life lessons from the Frogger arcade

To really get stuff done, you’ll have to avoid a lot of stuff
When I used to play Frogger, it always occurred to me that these people made a video game where you have one objective. Awesome, right? Not really. Because the same people then put in a bunch of coding that would introduce elements that would make it downright impossible for you to complete your objective. Thanks a lot. I’m trying to cross a street, so I can get my frog into his home. And there’s a friggin’ Mack truck heading right for me, about to turn me into a road kill. Or there I am, trying to cross a stream, but for some reason I can’t get in the water. I dunno. It’s illogical for a frog to die if it gets wet, but I have to play by the rules to get the mission accomplished. Probably the best example of video game imitating life is when a crocodile appears in the frog’s home. After all there you are, 99% done with the mission and a crocodile appears in your little cubbyhole. Yeah, you have to hop back and to the side and then wait for that crocodile to disappear before you finish the mission.

Life is most often like this. You think it’s just going to be a crocodile in your cubbyhole, but it’s really going to be so much more than that. Pretty soon, you’re hopping onto a log that you thought was a log, but it’s actually another crocodile, pretending to be a log. And also, watch out for the snakes. They are always running around, throwing hissy fits (get it?). Oh and as you get older and get further along in the game, there is more traffic on the road, and it’s moving faster and faster. Just ask George Costanza.

George Costanza learns that drivers are actually aiming for him
George Costanza learns that drivers are actually aiming for him and his Frogger high score.

Frogger is a lot like SEO. And life. I know what needs to be done. I know how to do it. I know who I need to talk to. I have a clear vision in my head. It’s a bunch of puzzle pieces being connected by me, so that I can finally get some awesome optimized title tags implemented site wide. But nope. It cannot be that easy. There are rules to follow. There is business protocol. I have to schedule meetings and calls. I have to convince VP and Directors that it would be super sweet if they could have a blog hosted in the UK, where their company is based. And guess what? I could take care of every little piece all by myself, but they still have to be sold on the idea. $20 per month sounds like a lot for hosting in the UK? Are you serious?

And so your life becomes a game of Frogger. Hop this way, then that way. Jump on that. Avoid that. Talk to that guy. Avoid that guy. Watch out for the crocodile. Beware the snake. Watch out for that tractor doing 100mph on the highway. He’s practically aiming for you! But you avoid it all, and you get stuff done. And there you are. You’re in your cubbyhole at home, having gone from point A to point B and back to point A. You got your title tags done, but you’ll have to repeat the whole process tomorrow if you want to see that blog idea come to fruition. Just be sure to watch out for the free traffic…

To further prove my point that Frogger has direct parallels to life and SEO, here is a quote from the following 1982 Frogger commercial:

It’s a challenge… ribbit … because the better you are … ribbit ribbit … the harder Frogger is to play!

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