SEO Ranking Reports: 21 Ways To Present Your Data

An SEO ranking report communicates the performance of your website through keyword rankings and search metrics. It organizes your ranking data into a clear format that explains how your pages appear and perform across search engine result pages (SERPs). 

Using reliable reporting tools and tracking tools, you can present key insights like rank position, CTR (Click Through Rate), and visibility score. Including data on SERP features such as featured snippets, the Answer Box, and video carousel helps highlight your presence in the most competitive areas of real estate on SERP. 

Factors like pixel height, scroll depth, and mobile vs desktop rankings give added context about how users view and interact with your content. A strong report also reflects user behavior, ranking fluctuations, algorithmic changes, and shifts in search patterns. 

With attention to on page SEO, metadata, schema markup, and different listing types, your SEO ranking report becomes a complete summary of your search visibility. This guide outlines 21 effective ways to present your SEO ranking data with clarity and impact.

What is an SEO Ranking Report? 

An SEO ranking report is a performance snapshot that outlines how well a website ranks in search engines for targeted queries. It highlights search term positions, ranking trends, and indexing progress, offering insights into how visible your content is in Google search results. 

By pulling data from performance dashboards, analytics platforms, and keyword monitoring tools, these reports help assess search demand, track ranking improvements, and identify visibility gaps. They include details like page-level performance, click data, impression share, and search intent alignment. 

Advanced reports also cover device-based differences, geographic variations, content discoverability, and URL-level metrics, making it easier to refine strategies and boost your presence in the search landscape.

Also See: Best SEO Report Generators

New Search Visibility Changes: AI Overviews and More

AI generated overviews have introduced a major disruption in how users engage with search results. With Google experimenting and gradually rolling out these AI powered summaries, users are now getting instant answers synthesized from various sources—right at the top of the search results page. This shift drastically reduces the need to click through to individual websites, fundamentally altering how SEO performance is measured.

Why is this important? Because traditional ranking metrics no longer tell the full story. Your page might rank in the top three results, but if an AI overview pushes it below the fold or replaces the need for a click altogether, visibility plummets. This new layout compresses organic listings and makes them harder to find. For SEO professionals, this means that keyword rankings need to be evaluated in context—not in isolation.

Best practices are quickly evolving. It’s more important than ever to focus on content quality, topical authority, and semantic relevance. AI models tend to surface content that demonstrates clarity, depth, and trustworthiness. Pages with well structured content, optimized metadata, and clear answers to specific questions are more likely to be featured or referenced in AI overviews.

There are clear advantages to adapting to this change. Being cited in an AI overview can bring prestige and passive traffic. However, the downside is steep—websites not structured for AI consumption may see declining traffic, even if their rankings are stable. Also, over optimizing for AI may lead to dry, generic content that disengages readers.

Avoid chasing shortcuts. Instead, build authoritative content that naturally aligns with how users ask questions. Use schema markup to structure data, optimize for long tail and conversational queries, and ensure your content answers the core intent behind each search.

What Are The Advantages of Presenting SEO Ranking Reports To Your Clients

Here are the key benefits of presenting value-driven SEO ranking results to clients:

1. Builds Trust Through Transparency

SEO ranking reports give clients a clear picture of what is happening with their website in search results. By showing ranking data, visibility scores, and keyword movements, you demonstrate openness. Clients appreciate honesty and consistent updates, which builds stronger relationships based on accountability and reliability.

2. Demonstrates ROI and Performance

Clients want to know that their money is being used effectively. Reports show how specific SEO efforts lead to improved keyword rankings, higher positions in search results, and greater search visibility. When clients can see measurable progress, it becomes easier for them to justify continued investment in SEO.

3. Tracks Long Term Progress and Trends

A one time snapshot is not enough in SEO. Ranking reports help illustrate performance over time, giving clients a way to see trends, seasonal patterns, and growth. This is especially useful during periods of fluctuation, as it helps reassure clients that short dips do not always reflect long term setbacks.

4. Supports Strategic Adjustments

Ranking data reveals what is working and what is not. If certain pages or keywords are not improving, you can use that insight to revise your content, update metadata, improve on page SEO, or enhance internal linking. Clients can also use this data to prioritize resources toward the most impactful areas.

5. Encourages Better Communication

Instead of vague updates, reports offer structure and clarity. They allow for more productive conversations, helping you explain SEO strategies and outcomes in a way that clients can understand. This leads to better alignment between your goals and the client’s expectations.

6. Highlights New Opportunities

Detailed ranking reports help identify high potential keywords that are just outside the top positions. This makes it easier to decide where to focus future efforts. You can also discover content gaps or missed chances to optimize existing pages for better rankings.

7. Educates Clients on SEO Concepts

Regular reporting gives you a chance to teach clients how search engine optimization works. Over time, they become more informed about ranking factors, SERP features, and how changes in content or site structure affect performance. An informed client is more collaborative and supportive of your strategy.

8. Shows Accountability and Consistent Effort
 

Clients want to see that work is ongoing. A consistent reporting routine shows that you are monitoring performance, making adjustments, and aiming for results. Even if rankings fluctuate due to algorithmic changes, showing that you are tracking and responding to those changes builds confidence in your expertise.

21 Best Ways To Prepare SEO Ranking Reports

Here are the top ways to prepare SEO ranking reports: 

1. Keyword Ranking Overview Report

This is the foundational report for SEO. It captures the ranking position of targeted keywords on a regular basis (daily, weekly, or monthly), offering a baseline to measure the effectiveness of ongoing SEO activities.

How to Prepare:
Use professional rank trackers like SEMrush, Ahrefs, SERanking, or AccuRanker. Upload a curated list of target keywords segmented by intent (commercial, informational, navigational). Enable tracking for specific locations and device types to account for local and mobile indexing variations. Ensure that canonical URLs are tracked if duplicate content exists across variations.

Include:

• Exact match keyword positions
  
• Canonical URL ranking per keyword
  
• Search volume (monthly)
  
• Difficulty score
  
• Traffic potential
  
• CTR based on position and SERP type
  
• Ranking trend over time (line chart or delta)
  
• Ranking volatility index (to account for algorithm shifts)
  

Sample Table:

Keyword	Rank	Prev. Rank	URL	Volume	KD	CTR Est.	Traffic Potential	Rank Change
best CRM software	6	8	/tools/crm	5400	52	12.4%	670	▲2
free accounting app	14	9	/apps/accounting	2900	47	4.2%	121	▼5
marketing automation	3	4	/platform/marketing-automation	8100	62	18.6%	1506	▲1

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2. Competitor Ranking Comparison Report

This report analyzes how your site performs in comparison to key competitors across shared keyword sets. It helps identify keyword gaps, winning pages, and threats.

How to Prepare:
Use Ahrefs, SEMrush, or SpyFu to identify top-ranking domains for your core keyword set. Filter overlapping keywords and gather positional data per competitor. Normalize data by search volume and evaluate URL depth.

Include:

• Shared keyword list
  
• Your current rank
  
• Competitor ranks (can include multiple domains)
  
• Estimated traffic share per domain
  
• SERP feature ownership
  
• Gap opportunity score
  

Sample Table:

Keyword	Your Rank	Competitor A	Competitor B	Volume	Feature Owned	Gap Opportunity
project tracker	5	2	4	4400	None	Medium
AI writing tools	8	1	3	9900	Snippet (A)	High
time tracking	3	4	6	8100	None	Low

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3. SERP Feature Ownership Report

This report focuses on how frequently your website appears in enhanced search results like Featured Snippets, People Also Ask boxes, video carousels, and knowledge panels. It helps assess visibility beyond plain blue links.

How to Prepare:
Use SEMrush’s “SERP Features” report or Ahrefs’ “SERP Overview” for each keyword. You can also monitor Google Search Console impression and CTR spikes for snippets.

Include:

• Keyword
  
• SERP feature type
  
• Feature ownership status
  
• Feature position
  
• URL earning the feature
  
• CTR delta compared to standard organic listing
  
• Structured data used (if applicable)
  

Sample Table:

Keyword	SERP Feature	Owned?	Feature Position	URL	CTR Boost	Structured Data
how to file taxes	Featured Snippet	Yes	Position 0	/guides/tax-filing	+27%	FAQ + HowTo
SEO audit checklist	People Also Ask	No	Position 2	N/A	N/A	N/A
digital marketing	Knowledge Panel	Yes	Right Panel	/what-is-digital-marketing	+12%	Organization

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4. Search Visibility Score Report

This report aggregates all keyword performance into a weighted visibility score, often used as a KPI in enterprise SEO to show domain-level authority in SERPs.

How to Prepare:
Use visibility scoring from SEMrush or Searchmetrics. Visibility is based on ranking position, search volume, and estimated CTR. Some tools normalize by device or country.

Include:

• Keyword visibility trend
  
• Visibility score by topic or keyword group
  
• Competitor comparison
  
• Weighted visibility changes over time
  
• Average position across all tracked keywords
  

Sample Table:

Keyword Cluster	Visibility Score	Previous Score	% Change	Avg. Rank	Traffic Est.
Marketing Automation	67.2	62.8	+7.01%	5.6	2,314
CRM & Sales Platforms	52.5	54.9	-4.37%	8.3	1,897
Project Management Tools	70.8	68.0	+4.12%	4.2	3,032

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5. Organic Traffic Attribution Report

This connects keyword rankings to actual traffic and behavior on-site. It identifies which keywords and landing pages are responsible for conversions, sessions, and revenue.

How to Prepare:
Integrate Google Search Console with Google Analytics or Looker Studio. Use landing page URLs to map search queries and session data.

Include:

• Organic sessions by landing page
  
• Top-performing keywords
  
• Bounce rate and conversion rate
  
• Average session duration
  
• Device type and country split
  
• Keyword-level revenue (if eCommerce)
  

Sample Table:

Landing Page	Sessions	Top Keyword	Avg. Position	Bounce Rate	Conv. Rate	Revenue
/tools/email-marketing	5,423	email software	4	36.2%	3.4%	$14,382
/platform/automation	3,202	automation tools	7	42.1%	2.1%	$9,740
/crm-software/comparison	6,110	best crm software	2	31.5%	4.8%	$21,990

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6. Ranking Movement Timeline

This timeline helps visualize historical performance. You can correlate ranking shifts with SEO activities, algorithm updates, and seasonal fluctuations.

How to Prepare:
Export keyword data from your rank tracking tool over a defined time range (30, 90, or 180 days). Use annotations for key SEO events or Google algorithm changes.

Include:

• Daily or weekly rank of core keywords
  
• Major SEO updates (content revamp, backlinks, technical fixes)
  
• Google update markers
  
• Rank volatility indexes
  
• Page-level annotations
  

Sample Table:

Date	Keyword	Rank	Event	SERP Volatility
Mar 1	keyword research	12	Baseline	2.3
Mar 12	keyword research	6	New content published	3.7
Mar 15	keyword research	9	Google Core Update	7.1
Mar 20	keyword research	5	Added internal links	2.1

7. Branded vs Non-Branded Keyword Report

This report separates keywords that contain your brand name (branded) from those that don’t (non-branded), giving insight into demand generation versus brand awareness.

How to Prepare:
Extract performance data from Google Search Console. Classify queries containing your brand or product name as “branded” and the rest as “non-branded.” Use regex filtering or keyword tags.

Include:

• Keyword type (Branded or Non-Branded)
  
• Clicks and impressions
  
• CTR comparison
  
• Conversion rate
  
• Avg. position
  
• Revenue per keyword (if tracked)
  

Sample Table:

Keyword	Type	Clicks	Impressions	CTR	Avg. Pos	Conv. Rate	Revenue
HubX CRM login	Branded	2,984	3,102	96.2%	1	5.2%	$7,610
best CRM tools	Non-Branded	1,203	7,800	15.4%	6	3.9%	$9,203
HubX pricing page	Branded	1,125	1,290	87.2%	1	6.7%	$5,384

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8. Mobile vs Desktop Rankings Report

This report distinguishes keyword rankings across devices to detect mobile indexing issues, mobile SERP competition, and UX bottlenecks.

How to Prepare:
Enable device-specific tracking in SEMrush or Ahrefs. Segment GSC performance report by device. Use Core Web Vitals to assess UX for mobile.

Include:

• Keyword
  
• Rank on mobile
  
• Rank on desktop
  
• CTR and bounce rate per device
  
• Mobile usability issues (CLS, LCP)
  
• AMP status or mobile-first issues
  

Sample Table:

Keyword	Mobile Rank	Desktop Rank	CTR (M)	CTR (D)	Mobile LCP	CLS	AMP Active
CRM integration	4	3	14.3%	17.1%	2.8s	0.15	No
task automation	9	6	4.1%	6.3%	4.2s	0.20	No
project templates	7	7	8.6%	8.7%	2.3s	0.05	Yes

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9. Local SEO Ranking Report

Local SEO reports focus on how well a business appears in map packs and localized search results. This is especially critical for businesses with physical locations.

How to Prepare:
Use BrightLocal, Whitespark, or Local Falcon. Track keyword visibility at the zip code, city, or proximity level. Integrate GMB insights and citation health.

Include:

• Keyword
  
• Geo-target (city/region)
  
• Local Pack ranking
  
• Organic local rank
  
• GMB engagement metrics (calls, directions, website clicks)
  
• Review count and average rating
  

Sample Table:

Keyword	City	Local Pack Rank	Organic Rank	GMB Clicks	Calls	Reviews	Avg. Rating
digital marketing SF	San Francisco	2	5	203	47	152	4.6
web design LA	Los Angeles	1	3	181	34	298	4.8
SEO agency Miami	Miami	4	8	97	21	76	4.2

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10. Ranking by Topic Cluster Report

This report measures how well keywords within a content cluster are performing and evaluates internal linking and topical authority.

How to Prepare:
Group related keywords into clusters (e.g., CRM → CRM tools, CRM integrations, CRM for small business). Assign a pillar page and map subtopics. Use Screaming Frog to verify internal linking depth.

Include:

• Cluster name
  
• Keywords tracked
  
• Average cluster ranking
  
• Total traffic per cluster
  
• Internal links to pillar page
  
• Topic coverage completeness score
  

Sample Table:

Cluster	Keywords	Avg. Rank	Traffic	Pillar Page	Internal Links	Coverage Score
Marketing Automation	17	6.2	3,207	/marketing-tools	21	89%
CRM Fundamentals	11	4.7	2,993	/crm-guide	17	93%
Email Campaigns	14	7.8	1,986	/email-tactics	12	77%

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11. CTR Report by Ranking Position

This helps evaluate whether pages are receiving an expected click-through rate based on position. If CTR is low despite a high rank, metadata or SERP layout may need revision.

How to Prepare:
Use GSC’s performance report. Export query data with CTR, position, and impressions. Plot CTR vs. average position to identify outliers.

Include:

• Keyword
  
• Avg. position
  
• CTR
  
• Impressions
  
• Expected CTR (based on position CTR benchmarks)
  
• Meta title/meta description quality score
  

Sample Table:

Keyword	Position	CTR	Impressions	Expected CTR	CTR Gap	Meta Score
email software	2	12.2%	12,110	21.3%	-9.1%	6.8/10
crm tools for SMBs	4	16.4%	9,880	14.0%	+2.4%	8.4/10
ai content writers	7	4.1%	5,720	9.5%	-5.4%	4.9/10

12. High-Potential Keyword Report

This identifies keywords ranking between positions 11 and 30 that could reach page one with focused optimization. These are “quick wins” for driving more traffic with minimal effort.

How to Prepare:
Filter your rank tracking tool for keywords in position ranges 11–30. Cross-reference with monthly search volume, CTR potential, and content status. Prioritize by keyword difficulty and business value.

Include:

• Keyword
  
• Current Rank
  
• Target Page
  
• Search Volume
  
• Keyword Difficulty
  
• Suggested Optimization Actions
  
• Internal Links to Page
  
• Estimated Traffic Gain if in Top 10
  

Sample Table:

Keyword	Rank	Target URL	Volume	KD	Optimizations Needed	Internal Links	Est. Gain
crm comparison chart	14	/crm/comparison	1,900	48	Add pricing table, FAQs, schema	11	+730
email automation tools	19	/email/automation	2,700	55	Update headers, add case study	7	+1,200
task manager apps	22	/tools/task-manager	3,400	43	Improve page speed, add video	5	+860

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13. New and Lost Keywords Report

This tracks keyword acquisition and drop-off between two timeframes, helping identify content decay or expansion trends.

How to Prepare:
Use Ahrefs or SEMrush to compare keyword rankings month-over-month or quarter-over-quarter. Identify completely new or vanished rankings.

Include:

• Keyword
  
• Status (New/Lost)
  
• Rank Before
  
• Rank After
  
• Associated Page
  
• Cause (e.g., deindexed, content removed, competitor overtake)
  
• Priority to Address
  

Sample Table:

Keyword	Status	Before	After	URL	Reason	Priority
what is sales enablement	Lost	9	NA	/sales/enablement	Content removed	High
crm trends 2025	New	NA	7	/crm/future-trends	New article published	Medium
agile project planner	Lost	15	NA	/project/agile	Competitor outranked	High

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14. Landing Page SEO Performance Report

This report evaluates how specific landing pages rank for their target keywords and how much organic traffic they generate.

How to Prepare:
Use GSC and Analytics to extract performance by landing page. Map pages to keyword sets. Evaluate bounce rate, engagement metrics, and conversion performance.

Include:

• Landing Page URL
  
• Target Keyword(s)
  
• Avg. Rank
  
• Organic Sessions
  
• Bounce Rate
  
• Conversions or Goal Completions
  
• Optimization Suggestions
  

Sample Table:

URL	Keywords	Avg. Rank	Sessions	Bounce Rate	Conv. Rate	Optimization Ideas
/tools/crm	crm tools, free crm	5.2	3,912	41.5%	3.2%	Add demo video, improve CTA
/project-management-guide	pm tools, team planner	8.6	2,133	52.3%	1.9%	Update images, reduce LCP

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15. Algorithm Impact Report

Tracks performance shifts before and after major Google algorithm updates (Core, Helpful Content, Spam, etc.).

How to Prepare:
Overlay algorithm update dates on keyword trend graphs. Use SEMrush Sensor or MozCast for volatility. Annotate SEO changes made within the same timeframe.

Include:

• Keyword or Page
  
• Performance Before Update
  
• Performance After Update
  
• Update Type
  
• Recovery Actions Taken
  
• Pages Affected
  
• Risk Score or Volatility
  

Sample Table:

Keyword	Update Type	Before Pos	After Pos	Page	Recovery Action	Volatility Score
content marketing	Core Update	3	9	/blog/content-strategy	Rewrote intro, added schema	7.9
crm integrations	Helpful Content	11	6	/crm/integrations	FAQ and video added	6.2

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16. International SEO Ranking Report

Assesses keyword performance by country and language, critical for global SEO strategies using hreflang and ccTLDs.

How to Prepare:
Track keywords per region/language. Use Ahrefs with country filters or GSC’s International section. Validate hreflang implementation with Screaming Frog.

Include:

• Country
  
• Language
  
• Keyword
  
• Rank
  
• Local Search Volume
  
• hreflang Tag Status
  
• Page Version Served
  

Sample Table:

Country	Language	Keyword	Rank	Volume	URL	hreflang Valid
UK	en-GB	crm software	4	3,600	/uk/crm-tools	Yes
Germany	de	crm lösung	7	2,200	/de/crm-loesung	Yes
India	en-IN	best crm for india	6	1,900	/in/best-crm	No (404 error)

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17. Voice Search Ranking Potential Report

Focuses on keywords likely to be used in voice queries (long-tail, question-based) and checks snippet eligibility.

How to Prepare:
Filter for natural language queries like “how,” “what,” “best way to.” Use schema validators to ensure featured snippet and Answer Box compatibility.

Include:

• Keyword
  
• Type (Q&A, How-To, List, etc.)
  
• Current Position
  
• Answer Box Status
  
• Schema Present
  
• Device Readiness Score
  

Sample Table:

Keyword	Type	Rank	Snippet Owned	Page URL	Schema	Voice Optimized
how to automate emails	How-To	3	Yes	/email/automation-guide	FAQ + HowTo	Yes
what is sales pipeline	Q&A	6	No	/sales/pipeline	Article	Partial

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18. Pixel Height and Scroll Depth Report

Measures where your listing physically appears on the screen, accounting for ads, featured snippets, and mobile fold.

How to Prepare:
Use Advanced Web Ranking or Nightwatch to measure SERP pixel depth. Combine with heatmap or scroll data from tools like Hotjar.

Include:

• Keyword
  
• Rank
  
• Pixel Height
  
• Scroll Depth %
  
• Above-the-Fold Status
  
• Device View (Mobile/Desktop)
  

Sample Table:

Keyword	Rank	Pixel Pos	Fold Status	Scroll %	Device
crm software free	3	520px	Below Fold	35%	Mobile
project roadmap	1	230px	Above Fold	85%	Desktop

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19. Conversion-Focused Keyword Report

Tracks high-intent keywords and their conversion behavior. Essential for aligning SEO with business outcomes.

How to Prepare:
Filter transactional keywords (e.g., “buy”, “pricing”, “demo”). Use Analytics Goals or eCommerce tracking to attribute keyword performance.

Include:

• Keyword
  
• Rank
  
• Landing Page
  
• Conversions
  
• Revenue
  
• Cost per Conversion (CPC comparison)
  
• Keyword Intent Classification
  

Sample Table:

Keyword	Rank	Conv.	Revenue	Page	Intent	CPC (Google Ads)
crm pricing	2	118	$15,800	/pricing/crm-plans	High	$6.40
project software	5	74	$7,010	/tools/project	Medium	$5.10

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20. Schema Markup and Rich Result Performance Report

Measures impact of structured data on rankings and CTR. Tracks schema errors, rich result appearance, and validation.

How to Prepare:
Run structured data tests using Google Rich Results Test or Screaming Frog. Cross-reference with GSC enhancement reports.

Include:

• Page URL
  
• Schema Type
  
• Validation Status
  
• Rich Result Visibility
  
• CTR Improvement
  
• Errors or Warnings
  

Sample Table:

URL	Schema Type	Valid?	Rich Result	CTR Before	CTR After	Errors
/crm/review-guide	Review	Yes	Yes	5.6%	9.2%	None
/pricing/faq	FAQPage	Yes	Yes	7.8%	13.0%	None
/email/automation-guide	Article	No	No	6.3%	6.1%	Missing image

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21. Summary Dashboard Report

An executive-level dashboard that consolidates major SEO metrics into one visual summary, ideal for monthly or quarterly reviews.

How to Prepare:
Use Looker Studio, Tableau, or Power BI. Pull API feeds from GSC, GA4, and your rank tracker. Include performance annotations.

Include:

• Total Organic Sessions
  
• Ranking Distribution (Top 3, Top 10, etc.)
  
• Visibility Score
  
• Top Converting Keywords
  
• SERP Feature Ownership Summary
  
• Monthly Trends and Action Items
  

Sample Table (Widget Style):

Metric	Value
Organic Traffic (MoM)	+12.8%
Visibility Score	71.4%
Keywords in Top 3	218
Featured Snippets Owned	34
Conversions from Organic	764
Bounce Rate	43.1%

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