Elliott Ng

A zen slap is “a moment of unexpected enlightenment when something becomes blindingly and undeniably obvious to you. It often brings a feeling of elation, relief, and discovery, even as you laugh at yourself for missing the obviousness all along.”

Well, I just had a social media zen slap. Earlier this morning, I tweeted a question:

I didn’t get any response via my followers. But then later in the day I checked Facebook and saw that there was an answer in my Friendfeed widget:

Then I went back to FriendFeed to comment back on Brandon Titus’s comment. I subscribed to his feed while I was on.

Google please free my data!

Now I’m writing this post. And then I’ll tweet it back out after I’m done. So the cycle is:

Twitter to Facebook to FriendFeed to My Elliott Ng blog, and then back to Twitter.

Corvida earlier exclaimed, @Social Aggregators GIVE ME MY COMMENTS! and I concur. I would add another demand:

@Social Aggregators GIVE ME MY CONVERSATIONS!

But not sure how these conversations can be portable and deduplicated. I don’t want all my Tweets to be fed into Twitter by a FriendFeed bot. And I certainly don’t want to consume all my FriendFeed activity via an RSS feed in my Google Reader! Argggh!

Hope this helps you with a Zen Slap realization of where we are going, the problems and the opportunities!

Image courtesy of japanart.wordpress.com

Went to the Adaptive Path party last night. Here is the full Flickr set. Here are some pictures of the event!

Allison’s friend Sue having a great time as always! She is a person that is fun to hang out with. We went out to AsiaSF afterwards, my first time.

Great shirt, apparently from Geekshirts. Roses are #FF0000, Violets are #0000FF, All my Base Are Belong to You. I am just a marketing guy, but even marketing guys can wanna be 7331.

Gallery shot of 111 Minna Gallery. Cool bar/gallery near New Montgomery and 2nd St.

DJ and graffiti in the background. Or is it art?

The TACO TRUCK at the Adaptive Path party. This sounds like a great tradition. I had an excellent Spicy Pork Burrito. thanks Path!

Adaptive Path Pinball Trailer

talked with Karriem Khan about his project SVWebBuilder. Check out his blog too.

The Omnipresent Shannon Clark of Meshwalks / Meshforum fame.

The fetching Allison Gregory (a coworker at Kango Inc.) and the dashing Thomas Brown (also of Kango Inc.) fame. Caught them in a philosophical debate about whether Santa Barbara Family Hotels were better than South Lake Tahoe Family Hotels.

Last but not least my connection to the Path. The Mother of Mental Models Indy Young and her padowan apprentice Mary Piontkowski, the second illustrious alumni of the Kango Inc. era.

 Dear Nova,

I saw your offer of March 8 to jump the beta invite queue by writing a blog post talking about why I want a Twine beta invite. I read Marshall Kirkpatrick’s review, Paul Miller’s thoughtful roundup, Laptop magazine’s pan, your thoughtful and humble response, Profy’s meta-response about alpha vs. beta, Frederick Giasson’s comment that the network is not there yet, and Richard MacManus’s defense. I felt empathy for you because at Kango we are also working on an application that utilizes semantic analysis and it is also somewhere between alpha and beta. I guess the fact that we have less celebrity status that you is both good and bad!

My 3 reasons for wanting a beta invite:

1. I’m a semantic web fanboy.

I can see the promise of Semantic Web for the future although I think much of the early visionaries (Tim Berners-Lee and yourself included) may not have it right about how we will get to the end-state. But I want to try Twine so I can see more of the future through what you have tried to do with Twine. I can’t promise to be an uncritical reviewer of Twine. But I think Semantic Web is in the down part of the Gartner Hype curve:

I believe that the Semantic Web will eventually come into being and Twine will be one key milestone.

2. I’m a sympathetic fellow entrepreneur launching an alpha-ish beta product.

My product is in private beta and we are trying to decide when it is ready for public beta. I want to learn from your experience and the coverage you received. How can we convince bloggers to go easy on us once we come out in public beta? We just want people to use our product so we can improve it faster. But I don’t want to create inflated expectations that results in people panning our service.

3. I want to engage in a dialogue with you about the Semantic Web.

We’ve been pretty heads down trying to solve the problem of user review aggregation to aid in travel planning. We have been using some semantic analysis to parse the reviews. I think dialog with you would help sharpen our approach. And who knows how we can be helpful to Radar Networks and Twine. If nothing else, we can be enthusiastic fellow travelers who can being a sounding board to each other.

Nova, look forward to hearing back from you. And help yourself to a beta invite to Kango if you want. Just give me a chance to talk with you about it before you pan us on your blog, and I’ll do the same!

Via Kara Swisher and TechCrunch I learned about the SearchMe private beta announce. I just signed up for it and look forward to seeing it. Kara broke the story but 5 days ago RichardbaxterSEO at YouMOZ noticed SearchMe crawler traffic and connected the dots that SearchMe earlier created the Wikiseek engine. Louis Grey also noted the crawler more than 30 days ago!

Caveat: I have not tried the product. But here’s my initial take:

1. SearchMe looks great for browsing and general navigational searches when you are just starting a search or research process.
2. For more targeted searches, I am not sure how SearchMe’s Visual Search–the iPod Touch like “cover flow”–can help me efficiently find what I’m looking for.
3. SearchMe should focus on discovery and browsing…sort of like StumbleUpon 2.0 powered by search.

1. SearchMe looks great for browsing and general navigational searches when you are just starting a search or research process.

One way they claim to help people is through CategorySuggest, the disambiguation of search results using categories. For example, if you type Labrador then they will show you visual icons for “pets” and “Canada” so you can better clarify your intent. This is great when you are typing in general terms and need the engine to help you express your intent more clearly.

But this is not unique. For example, Clusty.com (by Vivisimo ) has been doing automated clustering forever:

Ask (and Teoma before that) also does the same thing.

Yahoo! Search Assistant combines disambiguation with helping you refine your query:

Google does not separately do disambiguation but simply interweaves the results in their SERP page. But Google understands that Google doesn’t yet understand your intent. For example, they provide both the “Canada province” meaning and the “Dog” meaning in their first Wikipedia result:

2. For more targeted searches, I am not sure how SearchMe’s Visual Search–the iPod Touch like “cover flow”–can help me efficiently find what I’m looking for.

Caveat. I have not yet seen the product . But I simply do not believe that for more targeted searches, showing a thumbnail of the page is the best way for people to find what they are looking for.

The job of search engines is to understand intent, and to show the most relevant fragments of information from destination pages that help users select the best result for them. For example:

Live decided that for the query “digital cameras” the most important dimensions were photos, star rating, names of top products, and quick links to other guides and reviews.

I’m working at Kango.com, a new semantic search application focused on travel planning. We also have to decide what infomation to show to help people determine which website and product to research further:

Here we’ve decided that relevance to their search criteria (in this case “family friendly”), reviews and ratings, photo, price, and location (there is a map over to the right) are the factors that people want to know to decide if they want to do further research on a hotel. (Sorry about the debug “confidence interval” stuff on the right. That will be removed in the final product)

In these two examples, what if Live and Kango were constrained to only show the Visual Search “cover flow” experience that SearchMe is providing? To be fair, SearchMe provides a ListView feature that allows you to go back into a traditional search results page experience.

3. SearchMe should focus on discovery and browsing…sort of like StumbleUpon 2.0 powered by search.

In summary, SearchMe needs to decide what kinds of searches to focus on–general vs. specific, discovery/inspiration vs. specialized, and target verticals–where the Visual Search feature allows the user to get a rich, browse experience. In my opinion, SearchMe should become StumbleUpon 2.0, focused on discovery and browse. It should not compete with the host of vertical search engines (like ours at Kango) and even Google, Yahoo!, Live, and Ask, who are effectively blending the right page elements at the right time, to help people get more specific information.

Last night, I attended a Supernova2008 mixer at Wharton West. The topic was around Social Networks, in a discussion led by Jeremiah Owyang. The discussion was fast-paced and the participants were articulate. I also got a flashback to HBS, and after 30 minutes went by and I hadn’t said anything, I got the familiar HBS 1st year feeling that I wasn’t going to get a comment in before the end of the period! So then I forced myself to chime in! My photos are on a Flickr set.

Reception

Pre-reception discussion with Jeremiah Owyang. (HBS Flashback for Elliott…got..to..get…a comment in before I hit the screen…<raise hand>)

Here the insights I garnered from the session:

1. Social Networks in the future will be like air

This idea of the ubiquitous social network was bandied about even before Charlene Li of Forrester walked into the room. She had presented this meme at Graphing Social Patterns earlier in the week.

See Charlene Li’s post and her Graphing Social Patterns Slideshare. She believes that social network providers need to increasingly open up, and provide compelling social experiences by consuming feeds (on a permission basis) from other social networks. “Social graph lock-in” is not the answer.

2. If social networks are air, then monetizing them may be challenging

Joi Ito made the point that no one is making a lot of money on email, because its an open system.

Initially, players like AOL provided profitable walled garden solutions, only to have open systems ultimately win in the future. What about Facebook?

Jeremiah led the group to identify 8 potential revenue streams for social networks:

1. Advertising
2. Downloadable media
3. Subscription
4. Premium Services
5. Market Research
6. Specialized Content
7. Infrastructure
8. Executive Search (not sure this was the last point)

There was some discussion about the recent Nine Inch Nails album launch that provided people with ways to consume at different levels: Free, $5 album, $10+ double album, $70 collection, and $300 signed collectors edition albums. Coverage here, here, and here. They sold 2500 of these and made $750k while giving away other music for free. Huge insight here about monetizing rabid fans while giving away a free taste to create more rabid fans.

There was also some talk about Blyk, a mobile provider in the UK that enrolls only 16-24 year olds into the service. You get a free SIM with 217 free texts and 43 free minutes per month. In return you get 6 rich ads a day from brands that you whitelist. According to one person, they are receiving a 29% response rate! Often time the ad is bundled with a promotional offer.

People seemed to be talking about advertising in terms of display advertising like Facebook ads and Adsense. I personally think the future of advertising through social networks is more about influencing the influencers, and things like Techdirt, Meetup, Blogher, and other blog networks and communities are more the way brands are going to generate interest and following through social networks, not just impression (or even clickthrough) based advertising.

3. Mobile devices will play a big role in making social networks air.

There was some discussion about Mobile Devices, I guess because of the recent announcements about the iPhone SDK. Since I already use Twitter and Facebook on my iPhone, this seems like an obvious conclusion to me.

4. Social networks will be amorphous, layered, interconnected, and fragmented.

My insight from playing around with FriendFeed is that each social application will be centered around serving some specific need of a segment of the audience, whether it be wine, photos, sharing feeds, blog promotion, etc. Then these applications will consume feeds from across the web to serve as a context-specific digital lifestyle aggregator (DLA). Other applications will compete for attention by also combining things in a different way to serve a different context. This results in the following characteristics:

1. amorphous - (Jeremiah’s term) - social graph will be freely flowing from one network to another, and from one application to another.
2. layered - applications will add value to other applications data and mash up and remix it into more useful ways. Community will build at different layers of the stack, depending on what those communities are trying to accomplish. Friendfeed is a great example, where I’ve seen people commenting and voting on a person’s lifestreaming activity across network.
3. interconnected - as discussed in Charlene’s presentation
4. fragmented - there is not going to be a “centralized commons”. Successful social networks are really “social network platforms.” Twitter and Facebook are successful because they don’t open everyone up to everyone else, and create some barriers to entry for any one person’s social network. They are platforms for expressing one’s existing social graph with the right permissions so you don’t get spammed by people you don’t know or don’t care about. This means that technology will not necessary unify or change social behavior, but support existing real life social behavior.

Anyway, I’m looking forward to the Supernova2008 conference already. Thanks Kevin for putting together such a dynamic group of people.

UPDATE:  Jeremiah Owyang covered the event here.  Kevin Werbach’s Conversation Hub will contain the ongoing Supernova conversation here.  Subscribed!  Renee Blodgett over here. Ted Shelton here. Brian Solis here.  Funny I have seen Brian’s name all over the Web but didn’t know who he was.  Now I do: the man with the really expensive zoom lens in the skydeck!

I found Scobleizer’s QIK video of Boris’ speech at the 2008 BIL conference. A bit hard to follow but here it is:

Disclosure: I work at Kango, a vertical search application for travel planning utilizing semantic analysis. The thoughts on this blog are mine and don’t reflect that of my employer.

I attended SMX last week and greatly enjoyed Louis Monier’s keynote. Louis Monier is a founder of AltaVista, was an Ebay Fellow, joined Google in 2005, and then joined the stealthy “Google killer” Cuill in August 2007.

The Keynote was well received, “simply brilliant” according to Eric Enge at Stone Temple, and “interesting enough to make me close and shutdown my laptop and stop trying to do other stuff, and pay attention” according to Michael Grey at Grey Wolf. I enjoyed the simple, powerful presentation style and the vision of the “research assistant. If you did not attend and only want to read one post about it, read SearchEngineRoundtable’s post about the keynote.

Monier offered no details at all about Cuill. But he claimed that search “still feels like its 1995” and  spread FUD issued healthy criticism about other company’s approaches toward search:

1. Human-powered search: This is basically Yahoo! Directory, Wikipedia, and Mahalo. Directories are great but are very small and not scalable. Message: good luck to ya Mahalo!
2. Personalization: Limited upside. People’s searches are highly diverse, as he illustrated by his own query history. Previous searches are not helpful to predict user intent on future searches. Message: don’t try this at home, Yahoo!
3. Social search: Theory is that one’s friends already have the answer. Monier challenges this idea: how will friends’ search history help refine search results for you? Message: Where are you going next, Eurekster?
4. Vertical search: Vertical engines can provide great results for a specialized niche. Example he provided was BlueNile vs. Ebay. But there are 10,000 vertical search engines and who wants to remember all of them? Do we need a search engine for vertical search engines? :)  Message:  Alt Search Engines, never knew (any of) you.
5. Natural language processing: How much good language is there on the Web? Parsing documents is extremely difficult to do when the language is bad. Furthermore, no one wants to type long queries in the search box, so there is limited semantic meaning to parse in the query itself.  Message:  Powerset, forget about it.
6. Semantic Web: The vision of the Semantic Web is for Webmasters to express semantic meaning of documents through standards.  Message: Twine, keep trying to change human nature (NB: actually I don’t really know what Twine is).

Here are my thoughts on these areas:

1. Human-powered search:  Disagree.  I think there is a model here that is very complementary with the large, horizontal search engines.  Models like Wikipedia and even Mahalo are great at create unique, original human generated content.  These systems are great at creating content worthy of linking to and getting indexed.  They are complementary to the generalized search engines.  However, they are not true search applications in Monier’s thinking, but part of an existing search ecosystem that is currently dominated by Google.  I think there is potential for 1000s of specialized Mahalos to exist alongside with Google and Yahoo!
2. Personalization:  Partially agree.  The more context there is around the search, the more personalization can pay off.  Within the context of a specific vertical, I believe there are ways to hold onto user context that can then be applied toward future search queries.  I agree that for generalized search engines, this is not low hanging fruit.
3. Social search:  Disagree. Monier seriously discounts the role of “discovery applications” like Delicious, StumbleUpon, Digg, and even Google Reader, Facebook and Twitter.  These applications may not be defined as “search” but are part of larger discovery process that can be complementary to traditional search.
4. Vertical search:  Disagree. I guess because I work at a startup that is taking a verticalized approach in travel, I take issue with Monier’s critique.  I saw lots of examples of Google’s universal search and Microsoft Live’s search delivering specialized, blended results based on the industry vertical of the search query.  The question is: Why would you go to a specialized store when you can go the supermarket?  But in fact the world of both ecommerce and brick and mortar commerce demonstrates that not everyone goes to Walmart for everything.  And as long as there is discovery, these vertical search engines are a click away.  The real question is: will Google index the content of these Vertical Search engines and allow them to deliver better results on specific verticals?  It seems that Yahoo! is taking a new Open Search approach to leverage the content, knowledge, ontology, and expertise of sites.  I am optimistic that a swarm of vertical search engines in partnership with Yahoo! and ultimately Google (if Yahoo! shows success) can improve search for users.
5. Natural language:  Partially agree.  I agree with Monier’s critique in general.  But I feel that natural language search can be used where the user content is more structured (like travel reviews) and can be fit into an ontology that is specific to one vertical.  I am less optimistic about applying natural language more broadly where there is much less real sense of the context.  Specific language, in a specific vertical, with a specific ontology, can enable us to take some baby-steps with natural language processing of documents to provide more ways to understand what users think and better match to searcher’s intent.  I totally agree that no one wants to type stuff into a search box.
6. Semantic Web:  Partially agree. Ahh, the dream of Web 3.0.  I agree with Monier’s assessment that there is a problem of incentives.  But that doesn’t mean that a semantic layer cannot be extracted from documents by a 3rd party with an incentive to create that layer.  That is what we are doing at Kango in the travel space.  But I haven’t figured out why I should share out all that hard work as a service back out to the cloud…

There are certainly search luminaries like Monier at the company and I’m sure they know what they are doing.  Now that we know what Cuill is not, I’m curious to see what they are.  But search and discovery is extremely diverse and Monier’s assessment may not be 100% correct for all situations.  I agree with Monier that Search is just at the beginning and look forward to making my small contribution to progress in this space!

A great first day for BIL!  Congrats to all the contributors to this “unconference”.  Fun to do my small part.  Here is the updated conference schedule at end of day Sat. Sorry about the typos.  Will post to the wiki as soon as i can.

SUNDAY - MAIN ROOM

• 11:00 3 years in a Foreign Rathole: Challenges of Appropriate Development in Africa
• 11:15 Coworking to Coliving: A digital Utopia?
• 11:30 The genocide of the curious mind- Martin Codrington
• 11:45 The genocide of the curious mind- Martin Codrington
• 12:00 Business Transformation for a Sustainable Future - Revi
• 12:15 Always the Next Human
• 12:30 Just Go They Said - Karpinski
• 12:45 Molecular Manufaxcturing - Chris Phoenix
• 1:00 Innovation Killed the Radio Star- Ryan Plesko
• 1:15 Innovation Killed the Radio Star - Ryan Plesko
• 1:30 Outsourcing Survivability - Justin Schroup
• 1:45 Dare to be Wise! - Reclaiming Philosophy from the Anatomists of Thought - A pagidas
• 2:00 Advancing the Ted Prize
• 2:15 Advancing the Ted Prize
• 2:30 DarkNets: Facist Getaways or Intentional Community - Reichart
• 2:30 The Baron Blabbers for 15 minutes.  (Who is the Baron and what happened to DarkNets?)
• 2:45 Unified Theory of everything - AG List
• 3:00 Natural Language Search - B. Pell

SUNDAY - Lobby 1:

• 12:30 Health: the one thing you should take this year: Katheryn M
• 12:30 Freeze tag
  
• 1:00 Semantic Analysis of Sentiment - Boris Galitsky
• 1:45 Dare to be wise- reclaiming Philosophy from the Anatomists of Thought - A Pagidas

SUNDAY - Lobby 2:

• 1:15 Bodies, Bodies, Soul, and Society

SUNDAY - CONFERENCE ROOM:

• 11:00 Procedural Lifestyle Hacking - Rand Fitzpatrick and Alex Kawas
• 11:15 Free != Commerce (? can’t read my own notes) - Chris Phoenix
• 11:30 Copying Minds + Patternism - Brad Templeton
• 12:00 Film Techevo
• 12:15 Wymyn, Redskins, and the New World Order
• 12:30 Health, the one thing you should take this year- Katheryn M
• 12:45 Friends Guide to Social Media - Erica O’Grady
• 1:00 Friends Guide to Social Media - Erica O’Grady
• 1:15 A - Maximizing Positive Impact for Business Decisions - Revi
• 1:30 B - Modeling Sustainable Community - Revi
• 1:45 C - Integrating Play and Work: The Living Room - Revi
• 2:00 Hacking the Human Fantastic
• 2:15 (or 2:30, not sure) Universal Solvent Machines

Boris just gave his talk on Semantic Analysis. I posted the slides on the Kango blog. Here it is directly from Scribd:

UPDATE: now up to 50 sites and services

The domain space is so incredibly crowded, I feel fortunate that I was able to get my own name as a .com domain name. For my work, I’ve also been tracking a number of social media startups. So I also felt the need to squat my own name in those services as well. I was largely successful, except at YouTube where some other Elliott Ng had squatted that name. So I know there is at least 1 other person with the same name (2 l’s and 2 t’s) but it appears from the search engines that any other Elliott Ng’s are much less active in the Web space. If you are one of them and reading this post, I would be pleased to help link to and direct people who are looking for you. Just leave a comment on this post with a description of who you are and what details would help people decide that you are the Elliott Ng they are looking for, and I’ll add you to this post.

This is an experiment to see if on-page factors on a brand new blog can help me rank on my own name term.

Door #1 - Elliott Ng of Los Altos, CA. I was born in California, and went to college in Boston, then worked in Seattle, and ended up in the Bay Area.

Here are links to my blogs:

• CN Reviews - a blog about China bloggers, entrepreneurship, travel, and the generation of Chinese born in the 70s and 80s.
• Net Global Value - a defunct Blogger blog that I would rather just leave defunct except it seems to beat out my other blogs in Google rankings, so I guess I have to just keep it around.
• Kango Blog - my company blog where I blog about travel and company happenings.

Here’s my Google Shared Items feed and my StumbleUpon feed:

• Elliott’s Google Shared Items - Active, Mix of Web 2.0, technology, China, and other random stuff
• Elliott’s Stumble Upon - elliottng, inactive

Here’s my profiles:

• Elliott’s LinkedIn Profile
• Elliott Ng’s Facebook public profile (nothing much here unless we are already friends)
• Elliott’s Rapleaf profile
• Elliott’s MySpace profile (actually I think I have several and forgot all of the passwords. MySpace, meh), inactive
• Elliott’s Friendster profile - elliottngca, inactive. Darn, someone got my name.
• Elliott’s MyChurch profile - elliottng, inactive
• Professional profile on Kango site - scroll down
• Blogger profile
• Elliott’s Technorati profile
• BlogCatalog profile
• Naymz profile
• LinkSV profile - not much here

VOIP services

• Jajah
• Jaxtr

Friend Feed. One feed to rule them all.

• Elliott’s FriendFeed

I just discovered FriendFeed and set it up to aggregate all my postings and bookmarkings. Actually, I just use Del.icio.us for bookmarking occasionally, and Google Reader for tagging stuff of interest. I just started using Twitter. It’s all mashed together in FriendFeed but here are the component feeds in case you are interested.

Here are links to my microblogging accounts:

• Elliott’s Twitter: elliottng, active
• Elliott’s Tumblr: elliottng, inactive. Don’t even know what tumblr is!
• Elliott’s Pownce: elliottng, inactive.

Here is a feed to the events that I’m watching on Upcoming:

• Elliott’s Upcoming feed

Bookmarking sites:

• Delicious - theoryofchange, active
• Digg - elliottng, not that active
• Furl - elliottng, inactive
• Reddit - elliottng, inactive
• Yelp - elliottng, inactive

Photo and Video sites:

• Elliott’s Flickr account- elliottng, occasionally active
• Elliott’s family Smugmug account - ng-family, mostly private
• Elliott’s Picasaweb account - mostly private
• Elliott’s Vimeo - elliottng, inactive
• CN Reviews YouTube account - cnreviews, inactive. I’m angry that someone took my name before I could. This spurred me into squatting my name on as many apps as I could!
• Elliott’s Zooomr account - elliottng, inactive

Update: Other random inactive accounts:

• Old Bloglines blogroll
• Inactive Kaboodle account
• Inactive Vox blog
• MeetUp profile
• Yahoo profile
• Rollyo profile
• Amazon Unspun profile
• Twitxr
• Linkriver
• Shyftr
• Dopplr
• Harvard Law School blog
• VibeAgent
• Fanfou
• Utterz
• Diigo
• Get Satisfaction
• more to come…

Door #2…x: Wrong Elliott (or Elliot) Ng?

I’m sorry you found the wrong person. Or if you have the same name as me, leave a comment with your email address and I’d be happy to contact you and put your info on this page too so people can find you too. What is the correct spelling of Elliott anyway?

Here’s some other Elliot(t)’s:

Elliot Ng has a blog called Mange.Voyage that is about travel and food. I think this is the same Elliot Ng of Toronto Canada, a University of British Columbia alumnus, on LinkedIn. Nice portfolio, Elliot.

Elliot Ng of Washington DC, who appears to work for the Department of Interior. Info here.

Elliott Ng of Hong Kong, on Facebook. There is another Elliott Ng of Singapore too on Facebook. Should I friend him?

Elliot Ng of Singapore on Friendster. You’re probably the guy who took the elliottng name on Friendster!

OK, lets leave it there. Since it appears that none of us Elliott Ng’s are Wikipedia notable, I’d be happy to host the Elliot Ng (and Elliott Ng) disambiguation page for now. Wow, I hope the keyword repetition doesn’t trigger any Google alarms!