Before you think about starting a new blog you might want to consider buying one that is already profitable. Buying websites is now serious business and, if you know what you’re doing, it can be a really smart financial decision.

One of my first flukes in the online world was selling a fitness blog that I had only been working on for a few months. It was a great learning experience and taught me a lot about doing business online.

In today’s post I’m going to go over some really important things that you need to know before you think about buying an existing website. Knowing these things could save you thousands of dollars and countless hours (and maybe help you avoid a scam or two…).

Let’s take a deeper look.

A quick warning about buying a website

Buying a website can cost serious money and comes with a lot of potential risks for the inexperienced buyer. Here’s a recent Tweet of mine proving that it’s big business – this is for the domain name alone!



Note: That domain name sold for $40k… and not to me.



This post isn’t meant to be advice but rather a starting point for your further research. Always consult your accountant and relevant business professionals before making these types of financial decisions and ensure you know what you’re in for.

Most of all, don’t rush the process. Take your time doing the due diligence and get information from a variety of trusted sources. You might want to “start at the top” – but you still have to ensure it’s a good decision.

Where do I buy a website?

Once you’ve done your due diligence (that section is below) you essentially have two options on where to buy a website:

  1. Use a website like Flippa
    Websites like Flippa are specifically designed to auction or sell domain names and existing websites. These are a good option because the community often weighs in on any “issues” and certain statistics are required when you create a listing.
  2. Purchase one privately
    This is when you essentially approach a website that you think has potential and ask whether they are willing to sell. You’d then go through a discovery process where you find out all the details and numbers and make an offer.

Of course there are other methods but these are the two main ways that I have seen the most often. I’ll go into details about threats and opportunities below.

Should I really buy an established website?

When you’re thinking about buying an established website you want to make sure you have some plans. You’ll want to tick off at least one or two of these:

  • Does the website generate revenue?
    The first reason people buy websites is because they want to make money or add to an existing stream. If a website is already generating proven revenue that is a good sign, and you can often find something that is earning well but could be doing better. Something I see pretty regularly on Flippa, for example, is people who have built up a successful blog but no longer have the drive or time to maintain it. They might have an offline job taking up their time, or they might have just lost the passion for it. These can be good opportunities, in my experience. We’ll get into what you need to look for specifically down below.
  • Is the website in a niche that you know about?
    There is no point in buying a blog in a niche that you don’t understand. It can cause a lot of stress and you genuinely won’t enjoy the process. Of course, there are some exceptions. For example, you might have enough experience with online business that you could purchase the website and then hire someone to manage it. Or you could manage it yourself an just hire writers to produce the content. When it comes to the niche, however, it’s best if you know how it works and how it makes money. Running a website is so much more than just producing content.
  • Is the website a competitor?
    If you already have a website it might be the case that you want to purchase something that is competing with you. This is a pretty common business practice. We see it all the time with larger companies (like Facebook buying instragram and 58 other things) but it can also work on a smaller level. You would need to make sure that the competitor was large enough to pose a significant threat, and that your own revenue levels were good enough to justify such a decision.
  • Could the website become a sister site to your existing website?
    Sometimes purchasing a website can be a good idea if it adds to your existing plan. For example, if you’ve got a blog about gardening then purchasing a website that reviews gardening gloves or tools could be a really nice addition. Again, this comes back to having a solid blogging strategy and is not something you really take on lightly. Cross promoting websites and blogs can be good if the branding is tight, otherwise it can cause some confusion.
  • Is there some SEO value in buying the website?
    Another main reason people buy websites is because it can be a way to acquire new links. This is a somewhat dubious area of SEO practice and is not always legitimate. The idea is that you look for a website with excellent SEO value so that you can either step in to some good organic rankings that they’ve earned, or else use the new site to link back to your current site. Looking at the rankings is important – even if they’re not making money you might find that they rank for some quality keywords that you might be able to turn into a profit with your specific knowledge.
  • Do they have an exciting mailing list?
    Another reason people purchase websites is to acquire the website’s mailing list. As we’ve looked at before, your mailing list is where you end up making the most money. It is also a good protection from Google’s algorithm changes. However, it’s not that easy to grow one and can take a long time. If you have reason to believe that a particular site has a large and active mailing list then it can be useful to purchase that as part of the site, even if the site itself isn’t particularly exciting.

These are the main things people will look for when trying to buy an established website. As mentioned, it’s vital to know why you want to do this before you get into the investigation process. You’ll want to have a very deliberate strategy.

Some vital things to know before you buy a website

Okay, now we can get into the juicy stuff!

Before you buy a website you need to do a lot of research.

And I mean a lot.

This is especially true if you are investing a significant amount of money into the purchase. But, even if it’s only a $1000 website, there’s no point rushing into it and wasting that $1000 that could have otherwise been used on other marketing or content creation.

This is not an exhaustive list by any means, but here are some of the main things you need to consider before you buy.

1. Make sure you know who owns it

There have been stories in the past of people gaining control of a website through dark wizard means and then selling while they have control. The result is that the new owner doesn’t really own the new site and the money they paid is likely lost.

Use whois tools like Domain History to look at the ownership history and whether there have been any strange changes in the past. Most of these tools offer an archive of changes and alterations so sometimes something funny will stick out.

domain lookup

Here’s a quick search I did of Flippa’s domain and you can see all the details are available as well as an archive of major changes on the right. Very handy when looking to become the new owner of a domain.

2. Use the Wayback Machine to see it’s history

One thing you don’t really want is to purchase a family-friendly site only to discover that two months ago it was actually and adult site or some awful spam thing. Tools like the Wayback Machine can let you see snapshots from a website’s past. Have a snoop around and make sure it has always been the one thing and never used as a link farm or similar.

way back

Embarrassingly, there’s six years worth of archives for Blog Tyrant going back to the first ever ugly-ass design that we launched! Another good reason to be careful what you put on your website.


Oh, and shout out to the decade-old ProBlogger site. I love you Darren! Couldn’t help myself on this one. This is the site that got me started.

3. Look at some SEO/traffic signals

Before you get too attached to a potential purchase you want to make sure the SEO side of things is looking good. Do a good manual search of Google yourself and then go deeper.


For example, you can use a site like SEMRush to look at the back links and other SEO details that may be missing. These aren’t always spot on accurate, however, so enter your site first and have a comparison.

Again, it’s not supposed to be a foolproof method but rather a way to just gain some more information on your potential acquisition.

Here you want to look for some obvious red flags. For example, if the site is ranking on the front page of Google for a good keyword but only has two back links then something fishy is going on. They might be faked, somehow, or you at least run the risk of losing your rankings should those links vanish.

4. Carefully examine the stats provided

When someone posts a listing on Flippa or you begin negotiating in private you will always have a lot of stats to look at.

Now, normally they will provide screenshots of all the vital things like traffic numbers, bounce rate, page views, content, etc. but I encourage you to ask for logins to their stats accounts to be sure. This is pretty easy – they just have to add your email to Google Analytics and allow you to view-only. It’s no threat to them.

What you want to do now is start comparing the main numbers to previous periods and see if there are any noticeable trends. For example, you might find a massive traffic spike from six months ago and then a huge drop off. This is a red flag for me because it could mean there was some big advertising spend or lucky back link and that may be responsible for a large chunk of their recent revenue.


Here’s one screen shot I took from one of my accounts. What information would you take away from this?

You also want to see if there are any individual posts/pages that are causing the majority of traffic. Again, this represents a risk because the traffic might suddenly drop off or not be all that relevant to your monetiztion strategy.

5. Details of revenue and expenses

One of the most important things you need to look at is the revenue and expenses reports.

Sometimes these will be quite detailed and complex, other times they will be quite simple. Again, there is no harm in asking your accountant or business advisor to take a look at the numbers to make sure you haven’t missed anything.

The main things you want to figure out are:

  • Where does it earn its revenue?
    Where does the money come from and are you happy with the levels?
  • How consistent and stable is it?
    Does the money come in consistently and is it likely to keep continuing over the next months and years?
  • Is it diversified?
    Make sure to take a look at whether or not the revenue is diverse. For example, if it’s only from one source is that a risk to continuity?
  • Is it real?
    The hardest part to determine is whether or not the revenue details are real. It’s pretty easy to fake images and reports in Photoshop so see if you can get a variety of sources/reports and even ask if you can confirm the details with your own login again.
  • Is the profit stable?
    Revenue is fine but if you’re making $20,000 a month but your advertising budget is $19,000 then that’s a big risk and represents a lot of work and advertising expertise. Make sure you know where it’s all coming from. The flip side of that is that if you think you can do these things better you could improve profits.

Although earnings are not everything when it comes to a website, they are important. It’s a big risk to buy a site that is making zero dollars and turn it into something profitable. For beginners it’s always good to look at something relatively established.

The actual buying process

Once you’ve done your research, sought advice, talked to the owner, etc. you might finally decide that you want to purchase a website. At that point, you’ll need to cover a few based:

  • Make sure you have as many details as possible
    Ensure that the seller is willing to give you details like name, phone number (call them!), address, business numbers, tax numbers, etc. and then run those details against any government databases that may be available in your country. You want to be 100% sure that this person owns the website contents and domain name and have the authority to sell it.
  • Know exactly what you’re buying
    Make sure you know exactly what you’re buying. Is it the domain name alone or is it the entire website inclusive of the contents, servers, databases, images, mailing list, etc. Be very specific.
  • Consider getting a contract made
    Contracts are messy, expensive and sometimes not even that useful (international stuff is hard). That being said, a contract can be useful for outlining a sale process, as well as resolving any issues quickly should some problem arise in the future. Please don’t use stuff taken off the web – talk to an IP lawyer in your city.
  • Add a non-compete clause
    If you’re buying a website from someone it’s good to remember that they have a lot of expertise and connections in the industry. The last thing you want is to spend big on a website and then they go off and make a new one and take your market.
  • Ask for a period of support
    If the original website owner is willing to stay on board for a few months to help you get the hang of the website or even keep producing content until you know how to run it then you’re onto a winner. That can be a hugely valuable teaching moment for you and your business.
  • Use or similar
    Using a site like Escrow allows you to have protections in place for the buyer and seller. For example, they won’t release the domain name under the funds have cleared, and visa versa. They act as an intermediary for both parties, and don’t allow the transaction to be finalized until both parties are happy.
  • Purchase in stages
    It is often wise to do the buy in stages. For example, they might send you the databases and give you access to the hosting before you send the money. Once the money is cleared in their account (or Escrow) then they give you access to the domain name or sign it over. The domain name is really the final clearance for a purchase – until you have ownership and control over that you haven’t bought anything.
  • Know how to get your money back
    The last thing I wanted to mention is that sites like Escrow and Paypal often allow you to get your money back should something go wrong or if you are defrauded by someone. Before you start any purchase online (be it a website, car, business, etc.) you should research and find out how that works for each service and in each country.

By now I’ve probably scared most people out of the whole idea! While that wasn’t my intention, I do just want to make sure you are aware of some of the risks that your research and transaction can be as smooth as possible.

Remember, buying an existing website might give you a boost closer to the top, but you still have to run it and make it work. In actual fact, the purchasing process is just the beginning…

Should we buy a website together here on Blog Tyrant?

So, I had the bright idea that we could buy a website here on Blog Tyrant as a learning exercise. We could do it together, as a community!

For example, I could pick a budget and set some criteria and then we could choose a site from Flippa over the next few weeks. I’d purchase it and then document the process and any improvements that are made. It could be a very fun way to learn about building a website.

Leave a comment below if you’d be interested in seeing this happen.


Join in. The comments are closed after 30 days.
  1. Umesh Singh on August 8, 2016

    Hi Ramsay,
    Great post! Purchasing an old domain could be a dangerous move if we don’t know its history.

    Our all work will result nothing if it is penalized, It is better to know everything about that particular website.

    You have covered almost anything that is needed to learn before buying an old domain.

    Thanks for sharing this information.

    – Umesh Singh

    1. Thanks Umesh.

    2. You are right Umesh. But what I have seen in recent times that people are buying high DA expired domains and then build a site quickly to attract sponsored posts and advertisers.
      One have to be very experience to find out the correct domain name in that case.
      Thanks Ramsay for this awesome post. πŸ™‚

  2. Ahmad Imran on August 8, 2016

    Ramsay your idea is excellent and will fit in with the needs of many bloggers and future entrepreneurs.

    Personally, I will be very cautious to take on a website which is built and managed by others to a certain level. Yes I will be losing out on many advantages as your described but at least I will have a peace of mind that I have built it from the scratch and I know the foundations of it. Most importantly, I know the audience more closely.

    Great article and a different view of seeing the things. Cheers.

    1. Thanks mate.

  3. Yasir Saeed on August 8, 2016

    Dear Ramsay

    That was one THOROUGH post about buying, but I see that Flippa’s own $29 website due dilligence cuts out the time and effort from your end to do everything for the website. Flippa will send you an unbaised review. Although i NEVER used it, i do know that it works very well. Not bad if you want to spend thousands of dollars though!

    1. Hi Yasir. How do you know that it works very well?

  4. Yasir Saeed on August 8, 2016

    Basically that is what Flippa states and one of the buyers i heard of did use it to independently see the stats like the ones you mentioned here. But off course your blog post is more details and perhaps i am afraid that flippas due diligence repor tmay not showcase everything

    1. I’ll have to look into it further – I have never used it myself. Thank you.

      1. Yasir Saeed on August 8, 2016

        No issues. I will be GLAD to know if you purchase it and put your experience/views herein πŸ™‚

  5. Mohan raj on August 8, 2016

    To add a point, I suggest to check where entering the URL of the site , it shows up how the website looked during its initial stage. Though Wayback machine does the same thing, shows more screenshots. So that you can buy a domain / website with more confidentiality.

    1. Great tip!

  6. Hi Ramsay,

    I think it depends on our experience first. If we don’t have any experiences, I’d say try to build a personal site first to gain any knowledge necessary. Having no experience could led to some serious damage in this business.

    Anyway, cool post, going to share it πŸ˜‰

    1. Thanks for the tweet.

  7. Hah, a community-bought website? Sounds cool πŸ™‚

    1. I hope so! Could be a nightmare.

  8. Sue Dunlevie on August 8, 2016

    That’s how I started with Successful Blogging – I purchased the website just over 2 years ago. Best decision I ever made! I had started a site from scratch and knew how much work it was. This way, I got SEO juice and a list from day one.

    Thanks, Ramsay!

    1. And you’re still absolutely killing it! Well done Sue.

      1. Sue Dunlevie on August 11, 2016

        That means a lot from me coming from you, Ramsay!


  9. Buying a website can be a great idea only and only if you are an expert in evaluating websites and apps. I never tried my hand doing it but would love to give it a try one day πŸ™‚ .

    1. Yeah, it takes a lot of due diligence.

  10. Great article Ramsay, starting a website from scratch and waiting for it to get indexed is really tiring. Using the tools you have mentioned and Fillipa’s report will go a long way in making sure your exercise due diligence. Knowing what l know now, l will buy a blog already making money. It is worth the risk. Money is only released to the buyer from Ascrow after you are satisfied that the transfer went through.

    1. Make sure you do a lot of research.

  11. Julia Aquino-Serrano on August 8, 2016

    Looking forward to seeing your posts regarding the purchase of a site! Yes, great idea!!

    1. Thanks Julia.

  12. Sowmay Jain on August 8, 2016

    I’m in with your idea of buying a website on community base. Will be waiting for it.

    1. Cool.

  13. Buying a website can be really cool if all the steps you mentioned are taken care of. I think consulting on forums and professionals are better way to proceed. Even a minute loss of money is actually a loss. IMHO, it’s always good to buy a website or domain in your own niche in which one is interested. Buying a website and relying totally on others to manage it, doesn’t seems to be much of a good idea.

    1. Hi Ron. What would you look for on forums?

      1. Forums that are related to domaining can help get basic ideas if something would be of worth buying. some of them are professionals doing business in domain buying or website buying and selling like namepros. it might save buying a poor website or taking help in regards to Same.

  14. Slavko Desik on August 8, 2016

    Now this is a very interesting topic! And a great starting guide indeed. A lot of crucial steps being covered.

    Thought about buying a website from the internet marketing industry some time ago (a very familiar one to people interested in blogging), but along with my partner we decided that it’s probably not a very good move. And here is one part of my reasoning:

    First, when buying a site, you must choose one that does not necessarily depend on the owner’s reputation. I mean what would even BlogTyrant look like without The Blog Tyrant? One might do a good job changing lanes and directions, but let face it- some sites and some audiences build a personal connection to the content creator himself. Think about ViperChil or Smart Passive Income too.

    Second, see how the site is earning money and does that method correlate with your skills. For someone who is not very skilled with SEO for example, buying a site that depends entirely on organic search rankings might not be wise. Although, some of these things can be rock solid and continue working well even without further investment (think about landing pages, conversion funnels set right).

    Most of all though, look at the existing community. Are they paying enough attention, do they care? Look at stats like comments, shares, bounce rate. Look at returning visitors, demographic too.

    The way back machine is an awesome idea πŸ™‚ never thought about it.
    SimilarWeb is also a great tool. Check it out. Far more accurate than most competitors.

    The most important thing though is what you already went over- the big picture- how will the site fit into YOUR big picture. Could you possibly connect it with your other projects; could it help build the narrative for yourself that you are trying to build (using websites to earn on the side without any public exposure and putting your name on it is a waste of time. I think. )
    Becoming a sister site to your other projects does make a lot of sense.

    And finally, think about opportunity costs.
    For example- if buying a website sets you back 15k$, that’s 15k$ you could have been investing into building a podcast, or a video course, or interactive content and multiple viral content marketing campaigns. Those money can also go into advertising on Facebook (where you will learn a ton aside from bringing in more customers.)

    If you can do more with the money in the same niche, then why not start over?

    Someone might value the SEO benefits from having a site that brings 150,000 monthly visitors to fitness related topics. But, if buying that site costs 20k$ or more, why not invest in YouTube videos that will get multiple times the traffic and brand exposure. Think about it. It might cost way less.

    Btw, amazing idea for the Blog Tyrant community. I’d like to see how it unfolds. Reshaping the site after buying (or not) will be a great opportunity to learn about big picture strategy and then smaller areas of intervention.

    1. What a legendary comment. I need to get some badges made up that I can put on good comments!

      I agree with almost all this. One thing I’d say is that with a site like Blog Tyrant, honestly, only the comments I think depend on me being here. It would still get a boat load of traffic and earn well if I left and quality content continued to go up.

      1. Slavko Desik on August 9, 2016

        When I think about it, yes.. It makes sense. The archives so far are a goldmine, and if new content matches quality it should go smooth.

        And the badges are a great idea. I’d love to get some swag from BT πŸ™‚

        1. This is happening!

  15. hey ramsay,

    Yes I think that will be a great idea a lot of people are interested in case studies and the such!!

    Good idea I look forward to that πŸ™‚

    1. We’re heating up!

  16. Sounds like a fun experiment…count me in.

    1. I knew you’d like it.

  17. Laura Routh on August 8, 2016

    I would enjoy the learning experience – here on Blog Tyrant. What an interesting idea, Ramsay! Ok. Let’s do it.

    1. Thanks Laura.

  18. HI Ramsay
    Great idea, count me in to see how this will unfold.
    Thank you for the great advice you shared and
    Slavko Desik also shared some good points.


    1. Thanks Linda!

  19. Terrific guide Ramsay!

    I’ve paid some hefty sums for domain names, but I’ve never bought an established website before, though it has crossed my mind.

    I’d certainly be interested to follow the process of purchasing a website on Flippa – great idea!

    1. How’d you go with those domain name purchases? All good decisions?

      1. All of them good decisions? Certainly not!

        Overall I’ve spent an eye watering amount of money on domains, and frankly some of them were a waste of money.

        Luckily for me, I learnt a thing or two along the way, and now my sales have covered my expenditure many times over. My domain portfolio provides a fantastic return, but it’s taken some years to get to this point!

        Most of my domain purchases have been for investment, rather than building a business. I don’t sell a high volume of domains, typically less than 5 domains a month; mainly through my own marketplace.

        I’ve also got ‘grand plans’ for a few domains that I’ve purchased over the years. One site went live a few months ago (you’ve seen and there are two others in development (longer term projects).

        1. Sounds like you’re onto a winner!

  20. Todd Connelly on August 8, 2016

    Ramsay… as usual an awesome post. Interesting seeing the other perspective, the buyer that is. I’m considering going full time and thought of building and then selling sites for extra income to my affiliates. This gives me some insight into possibly buying a smaller niche site and transitioning it to an authority site. Good stuff as I don’t want to get burned. Thanks for the help!

    1. Let me know how that project goes. I’d be interested to see.

  21. I like the idea. I’m sure there will be some good tips for us who are building our own sites too.

  22. Dave Starr on August 8, 2016

    Yes, by all means. Take us through the decision and buying process. I think I know quite a bit about it but I’m just to “green” to move out on my own. It would be of real value to see how an experienced mind works.

  23. Yes, great idea. I’ve been looking at flippa weekly for over a year now but so far too green to dip my toes! Your idea would certainly spur me on with some confidence.

    1. What do you think has been holding you back most?

  24. Thank you for showing such a great research about domain sale. I will try for few domains i have like and

    1. Best of luck!

  25. This is so timely! I’m trying to figure out how to sell my own website and your post has given me some really useful information to work with. Thanks heaps Ramsay.

    1. Do let us know how you go!

  26. Mategyero on August 9, 2016

    Great article Dave and its a great learning challenge you are proposing. We could learn a lot that goes into buying and fully developing a website after its changed hands. Thanks for the good work here πŸ˜‰

    1. Dave?

      1. Mategyero on August 12, 2016

        LoL! Am sorry but that is what I call you…like Dave Ramsay…since I dont know your other name. Wait i think I found it Sorry, so sorry.

  27. Robin Khokhar on August 10, 2016

    Hi Ramsay,
    It was a long post but worth reading. I think that above points you have shared are must have because it will affect the ways to earn quickly.
    So, Thanks for sharing this amazing post. And keep it up.

  28. Thanks for this brilliant post! I love reading it.I absolutely agree that buying a domain needs great research specially for “SEO things”.I have been using Semrush for many years and I would really recommend it to everyone.

    1. Glad you enjoyed it! Thanks for stopping by.

  29. amar kumar on August 12, 2016

    i think to buy website form flippa this is right place to purchase any old websites if not then tell where i buy

  30. i would like to start a blogger a good one?. if it is how do i earn other than from adsense. could you suggest some good sites where i could blog and earn

    1. Check out the Best Of link above and you’ll find answers to all of those questions!

  31. Diana Jeff on August 15, 2016

    Hi Ramsay,

    Really a helpful post.

    When I buy a website, I take care of few things.

    1. How old is the website?
    2. Is website generating consistent revenue since past 6 months?
    3. Is the SEO done right?
    4. Do I know about the niche?
    5. Is the wayback clean? (is the website is on a new domain)
    6. Google Analytics
    7. Expenses

    Once I verify all of the points, I make a purchase.

    Good know your secrets about buying a website. I always learn something new from you.

    1. Nice one! Picked up many good ones?

  32. Awesome article. Thanks so much for sharing your insights on it.
    I’ll start making changes for my new start.

    One last question: What should I do If my blog article offers are kitchen appliances & products mostly for women & kitchen lovers?
    What to make blog flourish in kitchen niche. Please it would be great if you could help me out.

    1. Sorry, I’m not really sure what you mean.

  33. Manidipa B on August 20, 2016

    Hi Ramsay,

    It’s truly a detailed article about the buying a website. Purchasing an old domain can actually be a great move, if the right measures are taken. Thank you for sharing all the tips.

  34. I’ve always been extremely afraid of buying an established website purely because I figure that if a website was earning someone so much money, why would they want to sell it to someone else? Especially considering that so many of them claim to be “low maintanence” or “hands-free”. I just have a terrible feeling if I ever actually bought one of these sites I’d end up with a dud.

    1. Hi Dylan. I can totally understand that. But, as someone who has sold several 5-figure quality websites I can tell you there are so many reasons you get out. For me, I totally lost interest in one subject and just really couldn’t even be bothered hiring someone to manage it. Another time, I wanted to focus on other projects but not let this one website die so thought I’d sell it to someone who would keep it going. Anyway, lots of reasons!

  35. vibhor gulati on August 22, 2016

    Wow! What a comprehensive post. Definitely i would love to start with flippa.
    Please suggest how to proceed.

  36. Good one Ramsay, got to learn new things before starting a new website or a blog. You have provided a detail insight basic information. Services offered by Flippa, Wayback Machine, SEMRush , Google Analytics are really helpful. Appreciate your work and thanks. Cheers !!

    1. Thanks!

  37. Thanks Ramsay for this awesome posts. I got your point and your guide helps me a lot. But frankly speaking, I am afraid to use Flippa because it has so many bad reviews from users.

    1. Hi Alana. Where are these reviews? I’d love to read some.

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