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marți, 5 august 2014

What Happened after Google Pulled Author and Video Snippets: A Moz Case Study

Posted: 04 Aug 2014 05:12 PM PDT

In the past 2 months Google made big changes to its search results.

Webmasters saw disappearing Google authorship photos, reduced video snippets, changes to local packs and in-depth articles, and more.

Here at Moz, we've closely monitored our own URLs to measure the effect of these changes on our actual traffic. The results surprised us.

Authorship traffic—surprising results

In the early days of authorship, many webmasters worked hard to get their photo in Google search results. I confess, I doubt anyone worked harder at author snippets than me.

Search results soon became crowded with smiling faces staring back at us. Authors hired professional photographers. Publishers worked to correctly follow Google's guidelines to set up authorship for thousands of authors.

The race for more clicks was on.

Then on June 28th, Google cleared the page. No more author photos.

To gauge the effect on traffic, we examined eight weeks' worth of data from Google Analytics and Webmaster Tools, before and after the change. We then examined our top 15 authorship URLs (where author photos were known to show consistently) compared to non-authorship URLs.

The results broke down like this:

Change in Google organic traffic to Moz

Total Site: -1.76%
Top 15 Non-Authorship URLs: -5.96%
Top 15 Authorship URLs: -2.86%

Surprisingly, authorship URLs performed as well as non-authorship URLs in terms of traffic. Even though Moz was highly optimized for authors, traffic didn't significantly change.

On an individual level, things looked much different. We actually observed big changes in traffic with authorship URLs increasing or decreasing in traffic by as much as 45%. There is no clear pattern: Some went up, some went down—exactly like any URL would over an extended time.

Authorship photos don't exist in a vacuum; each photo on the page competed for attention with all the other photos on the page. Each search result is as unique as a fingerprint. What worked for one result didn't work for another.

Consider what happens visually when multiple author photos exist in the same search result:

One hypothesis speculates that more photos has the effect of drawing eyes down the page. In the absence of rich snippets, search click-through rates might follow more closely studied models, which dictate that results closer to the top earn more clicks.

In the absence of author photos, it's likely click-through rate expectations have once again become more standardized.

Video snippets: a complex tale

Shortly after Google removed author photos, they took aim at video snippets as well. On July 17th, MozCast reported a sharp decline in video thumbnails.

Most sites, Moz included, lost 100% of their video results. Other sites appeared to be "white-listed" as reported by former Mozzer Casey Henry at Wistia.

A few of the sites Casey found where Google continues to show video thumbnails:

youtube.com
vimeo.com
vevo.com
ted.com
today.com
discovery.com

Aside from these "giants," most webmasters, even very large publishers at the top of the industry, saw their video snippets vanish in search results.

How did this loss affect traffic for our URLs with embedded videos? Fortunately, here at Moz we have a large collection of ready-made video URLs we could easily study: our Whiteboard Friday videos, which we produce every, well, Friday.

To our surprise, most URLs actually saw more traffic.

On average, our Whiteboard Friday videos saw a 10% jump in organic traffic after losing video snippets.

A few other with video saw dramatic increases:

Domain Authority: +157%
MozBar: +77%
Learn SEO: +43%

The last example, the Learn SEO page, didn't have an actual video on it, but a bug with Google caused them to display an older video thumbnail. (Several folks we've talked to speculate that Google removed video snippets simply to clean up their bugs in the system)

We witnessed a significant increase in traffic after losing video snippets. How did this happen?

Did Google change the way they rank and show video pages?

It turns out that many of our URLs that contained videos also saw a significant change in the number of search impressions at the exact same time.

According to Google, impressions for the majority of our video URLs shot up dramatically around July 14th.

Impressions for Whiteboard Friday URLs also rose 20% during this time. For Moz, most of the video URLs saw many more impressions, but for others, it appears rankings dropped.

While Moz saw video impressions rise, other publishers saw the opposite effect.

Casey Henry, our friend at video hosting company Wistia, reports seeing rankings drop for many video URLs that had thin or little content.

"...it's only pages hosting video with thin content... the pages that only had video and a little bit of text went down."
- Casey Henry

For a broader perspective, we talked to Marshall Simmonds, founder of Define Media Group, who monitors traffic to millions of daily video pageviews for large publishers.

Marshall found that despite the fact that most of the sites they monitor lost video snippets, they observed no visible change in either traffic or pageviews across hundreds of millions of visits.

Define Media Group also recently released its 2014 Mid-Year Digital Traffic Report which sheds fascinating light on current web traffic trends.

What does it all mean?

While we have anecdotal evidence of ranking and impression changes for video URLs on individual sites, on the grand scale across all Google search results these differences aren't visible.

If you have video content, the evidence suggests it's now worth more than ever to follow video SEO best practices: (taken from video SEO expert Phil Nottingham)

Use a crawlable player (all the major video hosting platforms use these today)
Surround the video with supporting information (caption files and transcripts work great)
Include schema.org video markup

SEO finds a way

For the past several years web marketers competed for image and video snippets, and it's with a sense of sadness that they've been taken away.

The smart strategy follows the data, which suggest that more traditional click-through rate optimization techniques and strategies could now be more effective. This means strong titles, meta descriptions, rich snippets (those that remain), brand building and traditional ranking signals.

What happened to your site when Google removed author photos and video snippets? Let us know in the comments below.

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Why and how to create great content: part 2

Posted: 05 Aug 2014 01:00 AM PDT

Hello again – you must be back here because you read part 1 of this blog post a couple of weeks ago. Undoubtedly you will have been waiting patiently to learn about some of the processes we use here at White.net when looking at content creation and strategy, and luckily for you that is exactly what I'll be talking about today! (If you have no idea what I'm talking about, I recommend that you take a short detour to catch up on my first post on this topic, before continuing on here)

Now for the good stuff – let’s talk about preparation, research and reason. Start by asking yourself this question:

Why am I creating a content marketing piece?

If you think you have a good answer, let’s put it to the test by delving a little bit deeper…

What are your goals?

It’s amazing how many people jump straight into the idea generation stage without setting out the reasons for creating a content marketing piece in the first place. If clients had infinite budgets, this might not be such a problem – but this isn’t usually the case! Instead it is important to identify the goals associated with the project; some of these may be broad and others might be more specific.

Here are a few suggestions to get you thinking:

Grow number of sign-ups or subscriptions
Reach a target number of downloads
Increase number of sales
Boost visits and/or engagement
Increase number of referring domains to your site

Once you have come up with the most logical goals (which should hopefully align with the overall business and marketing strategies), make sure to identify metrics that you can track to analyse levels of success upon, and after the launch of your content.

Now you will be able to properly answer the question asked above:

Why am I creating a content marketing piece?

Now that you have the “why” solved, it’s time to look at “how” to create great content. It would be amazing if there was some magic formula that worked perfectly for each and every person, but the fact remains that some people have creativity skills on their side, whilst others can boast an analytical mind. This is why teamwork is so important.

Tenacious D know all about teamwork

A team made up of people with different personalities, preferences and skills is really important in my opinion. Having recently done the Myers-Briggs type indicator test, I know much more about my own preferences than I did before. I found out that I tend to look at the ‘big picture’, so I can bring something different to the table than someone who looks at individual elements of a project. That’s why it makes sense to join forces with at least one other person; ideas can be built up more effectively than when tackled alone.

Hold your horses though, there is still another important step to cover before you start thinking of the actual content marketing piece! Don’t worry, it’ll help you to make your actual concept more targeted and successful.

Perform a scan

Here’s the part where you consider a few things to do with your company, your competitors and your customers. A few things to think about include:

Product truth
Product pain points
Main unique selling point
What competitors are saying
Customer personas / target market / demographics

How you actually go about documenting this is up to you; it could be anything from a scrawl on a whiteboard to an extensively researched PDF. Whatever you do, just make sure you don’t skip this step as it can remind you of the goals that you thought of at the beginning of the project.

Get thinking

Hurrah, you have reached the creative part of the process! At this point you will want to fetch paper and pens, or at least position yourself in front of a fairly large whiteboard. At White.net we actually have a comfy creative room with the helpful addition of a whiteboard wall; all of our best work is done in there!

We like to start off with a bit of word association by creating a map like the one below. It helps to take one or more steps away from the product offering, which can introduce some interesting content ideas to the mix.

We then take time to look at different categories of content, so we can follow the route that will keep us most aligned to the campaign goals. Here are the ones we take into consideration:

Timely
Useful
Personal
Entertaining
Inspiring

We always endeavor to come up with multiple ideas for each of these categories so we can develop those that have potential, or discount those that clearly don’t fit the brief. In line with this, we also think about how each of the ideas would work within the framework shown below. These go hand-in-hand with the goals that I keep referring back to.

Share ideas

At this stage it is easy to get ahead of yourself and spend hours doing research and design mock-ups, but it can save you a lot of time and money if you wait for ideas to be discussed, analysed and signed off first. Decision makers (whether clients or management) may have something else in mind, or may not have yet disclosed an expected budget with you yet. You need to get this feedback in order to tweak your ideas, or as a cue to head back to the drawing board.

Create, share and analyse

Now that you’ve got your idea and it has been given the green light, go forth and create your vision. Don’t forget to come up with a robust plan when it comes to actually publishing it! When everything is up and running, you will want to revisit those goals that you created originally in order to track how successful your content marketing piece was. It should provide you with food for thought for your next project, as well as helping you to see exactly where the return on investment is in your business or for your clients.

Sources

Featured image: AleksandarCucu
Dove Soap word association map: Mark Johnstone – Distilled
Content matrix: http://www.smartinsights.com/

The post Why and how to create great content: part 2 appeared first on White.net.

Seth's Blog : Experiencing something other than the prevailing system

Experiencing something other than the prevailing system

Sandeep points us to 'Sign', a restaurant in Toronto where every waiter is deaf and the only way to order is with ASL.

This isn't a tourist attraction or merely a remarkable gimmick. What it does is reverse systemic bias by requiring paying customers to adapt to a system that isn't of their choosing. If you want to eat here, you need to play by a different set of rules.

The original reason for systemic biases is usually benign. "Most people" can't use this, or most people don't look like you or most people won't benefit. Over time, though, the bias in favor of most people becomes more ingrained, and often serves as a barrier to change, reinforcing the power of the dominant group.

I'm well aware that much of what I create is difficult to engage with for people with certain disabilities or cultural backgrounds. And the dynamics of the market often mean that this standard is maintained, usually longer than it needs to be. Signed is a beautiful reminder that we need to actively re-think some of the paradigms about race, gender and disability that we've assumed are normal.

It's extremely unlikely that many other restaurants will hire waiters capable of understanding sign language. For me, the breakthrough here is permitting us, even for a little while, to understand what people who aren't 'most people' or aren't like those in power, have to accept in order to engage with the systems that have been built.

• Email to a friend •

luni, 4 august 2014

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Mish's Global Economic Trend Analysis

How About Them Apples?
Browser Wars: Google Chrome Passes Firefox With 20% Share; Mish Chrome Test Run
483 Ukrainian Military Tired of War, Seek Asylum in Russia

How About Them Apples?

Posted: 04 Aug 2014 06:47 PM PDT

On July 30, Moscow blocks Polish fruit, veg imports, mulls EU ban citing "systematic violations of international and Russian phytosanitary requirements".

Everyone understands this was retaliation for further EU sanctions on Russia.

Russia has slapped a temporary ban on fruit and vegetable imports from Poland, claiming the products breach its standards.

Rosselkhoznador, the country's federal veterinary and phytosanitary control agency, issued a statement yesterday (30 July) saying it is to introduce a ban on several Polish fruit and vegetable products after it discovered "systematic violations of international and Russian phytosanitary requirements".

"Rosselkhoznadzor considers it necessary to introduce from 1 August 2014 as a temporary emergency phytosanitary measures restrictions on imports to Russia from Poland and Polish imports through third countries," the Russian food safety body said.

Items affected include apples, pears and quince, apricot, cherries, plus all vegetables except mushrooms.

In an interview with Reuters, a spokesperson for Rosselkhoznador said the move "was part of a VPSS plan to consider restricting all or some fruit imports from the entire EU". However he denied the restrictions stemmed from the EU sanctions.

Bloomberg had reported Russia was also mulling the ban of chicken from the US, which has joined the EU in imposing sanctions on parts of the Russian economy.

Revenge

Reuters reports Russian ban on Polish produce is revenge for EU sanctions

Moscow, which buys more than 2 billion euros worth of EU fruit and vegetables a year making it by far the biggest export market for the produce, said the ban was for sanitary reasons and denied a link to the sanctions.

Moscow has frequently been accused in the past of using food safety inspections to restrict trade from countries with which it has political disputes. The EU said it was studying the announcement, describing it as a surprise.

"The embargo amounts to political repression in response to the sanctions imposed by the European Union against Russia," Poland's agriculture ministry said in a statement.

According to European Commission figures, the EU sold Russia 1.2 billion euros worth of fruit and 886 million euros worth of vegetables in 2011, accounting for 28 percent of the bloc's exports of fruit and 21.5 percent of its vegetables. For some EU countries, including Poland, the percentages are even higher.

Poland is the largest exporter of apples in the world. In 2013 it exported apples worth 438 million euro ($587 million), of which 56 percent went to Russia, according to Poland's Ministry of Agriculture.

"I'm expecting the Polish apple producers to suffer," Witold Boguta, representing Poland's Association of Fruit and Vegetable Producers, told Reuters.

Surprise?

If EU bureaucrats really were surprised by this, they are stupider than I thought, which is saying quite a lot.

Why anyone should be surprised by this is a mystery. Retaliation should have been widely expected.

Poland Mocks Russia's Ban on Polish Fruit

In response to the ban, Poland Mocks Russia With Eat More Apples Campaign.

The produce ban is expected to affect Polish apples more than any other product. Poland is Europe's largest producer of apples, with more than half of its production going to Russia.

The "Puls Biznesu" newspaper called on Wednesday for a show of support for Poland's apple producers, urging people to eat more apples and to drink cider. Poles responded with humorous posts on Twitter under the hashtag #jedzjablka – Polish for "eat apples".

One Twitter user predicted that half of Warsaw would get drunk on cider over the weekend.

"An apple a day keeps Putin away!" wrote another Twitter user, in a reference to the Russian president.

Poland is only the latest in a series of countries that Russia has targeted with import bans. Russia announced on Thursday that it would ban the import of soy products, cornmeal and sunflowers from Ukraine. The move comes following bans on Ukrainian dairy products and canned foods that were imposed in recent days.

Russia has a history of banning imports from the countries it is in disputes with, usually citing safety concerns or violations. Last year it blocked the import of Ukrainian chocolates made by the company owned by candy magnate Petro Poroshenko, a pro-Western politician who is now Ukraine's president.

Earlier this month Russia blocked the import of Moldovan fruit after the country signed an association agreement with the EU. And it banned shipments of Georgian wine and mineral water just before the 2008 war with Georgia over South Ossetia.

Eat Apples

Poles may get drunk on cider for a week or two while eating more apples than usual. Then what?

The Population of Russia is about 146 million. The Population of Poland is about 37 million. Polish will have to eat about 4 times as may apples per person as they used to.

Assuming that happens (which it probably won't beyond one week at most), at what price? Poland is going to have a lot of apples it will not know what to do with.

The Ukrainian economy is in ruins over the war and the collapse in trade with Russia as the cry from President Obama and Senator John McCain for for more sanctions on Russia grows.

Sanctions are not not very bright.

No one wins in a trade war. And Europe is about to find out in a big way.

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com

Browser Wars: Google Chrome Passes Firefox With 20% Share; Mish Chrome Test Run

Posted: 04 Aug 2014 01:47 PM PDT

I have been a Mozilla Firefox user for what seems like forever. I never liked Microsoft's Internet Explorer browser.

Lately, Firefox has been quite irritating, especially when I have a large number of windows open. Firefox frequently crashes, then every page goes down. This has happened before at times, but crashes are even more frequent now.

Also Firefox frequently locks up, and Adobe Flash is the culprit. This problem also seems to have gotten worse. To fix the lock-up problem, I open up Task Manager and kill adobe flash player. My Firefox pages then instantly free up.

Chrome Passes Firefox With 20% Share

Today I read, Chrome Passes 20% Share Milestone, Locks Up 2nd Place.

Computerworld - Google's Chrome browser in July broke the 20% user share bar for the first time, according to data published Friday by Web measurement vendor Net Applications.

But because the browser war is a zero-sum game, when Chrome won others had to lose. The biggest loser, as has been the case for the last year: Mozilla's Firefox, which came dangerously close to another milestone, but on the way down.

Firefox accounted for 15.1% of the desktop and laptop personal computer browsers used in July, a low point not seen by the open-source application since October 2007, a year before Chrome debuted and when Microsoft's Internet Explorer (IE) was only on version 7.

Chrome's July user share of 20.4% put the browser solidly in second place, but still far behind IE in Net Applications' tallies. IE's share last month was 58%, down slightly from the month before.

Firefox also lost user share in July, dropping half a percentage point to 15.1%. It was the ninth straight month that the desktop browser lost share. In the past three months alone, Firefox has fallen nearly two points.

The timing of the decline has been terrible, as Mozilla's current contract with Google ends in November. That deal, which assigned Google's search engine as the default for most Firefox customers, has generated the bulk of Mozilla's revenue. In 2012, for example, the last year for which financial data was available, Google paid Mozilla an estimated $272 million, or 88% of all Mozilla income.

Going into this year's contract renewal talks, Mozilla will be bargaining from a much weaker position, down 34% in total user share since July 2011.

Browser Wars

Mish Chrome Test Run

After reading the above article, I decided to give Chrome a spin. Chrome imported my tab favorites from Firefox flawlessly.

Initial Appearance Different

The appearance on my blog looked different in each of IE, Firefox, and Chrome. It looked worst, by far, in Chrome. I could not get the fonts and text sizes to match.

The solution to that problem was to modify font-families specified on my blog.

I went with a simpler scheme of "font-family: Arial, Helvetica, sans-serif;" across the board after reading Which Font Should I Use for My Web Page?.

That scheme may not be the best, but it is likely to be the most consistent across all browsers.

Helvetica

Curiously, when I was attempting to fix the display issue with settings rather than in blog code, I noticed Helvetica, a popular font is not even in the selection list.

.

Each Window a Different Task

After the appearance issues were fixed, I liked what I saw. Task manager shows that each open Chrome window is its own task.

If a page crashes (I purposely crashed a Chrome page in task manager), you get a response that looks like this.

Firefox Crashes and Memory Leaks

In Chrome, if one page crashes they all don't crash. I setup Firefox that way at one time, but the plugin container used an enormous amount of memory when I tried it, and I had to switch back.

Other users still report Firefox Crashes for various reasons.

I do believe Firefox has a memory leak of some sort. Memory use goes up and does not fully recover even if you start closing pages.

In Chrome, unlike Firefox, Google reports "Adobe Flash Player is directly integrated with Google Chrome and enabled by default". Hopefully, this will prevent the freeze-ups I experienced with flash in Firefox.

Translation, Settings, Other Features

Chrome provides built-in translation, a feature that will come in very handy for me. I frequently translate pages from Spanish or German, and now Russian and Ukrainian as well. The process was very cumbersome before. Now, it's one click.

Also, Google Chrome allows you to pick up settings and sessions from one computer to another. This is very handy for me, although some will object to Google storing all the information required to accomplish that task.

Anyway, I like what I see so far. If I run into no Chrome issues, it will be goodbye to Firefox for me.

It appears others may be making the same choice.

If you wish to give it a try, here is the Google Chrome Download Link.

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com

483 Ukrainian Military Tired of War, Seek Asylum in Russia

Posted: 04 Aug 2014 10:08 AM PDT

Back in April, thousands of Ukrainian soldiers defected to pro-Russian side.

It's been a while since we have seen reports like that. Today we have another report: 483 Ukrainian Military Seek Asylum in Russia.

The spokesman for the Border Guard Service of Russia, Vasili Maláyev informed that during the night of Sunday, "about 438 Ukrainian military approached the Russian border guards to seek asylum. According to the decision of the Border Guard Service of Russia , officials opened a humanitarian corridor and allowed into Russia to those who need shelter."

Ukrainian military belonging to the 72nd Mechanized Brigade of the Armed Forces of Ukraine. "They said they were tired of war and are no longer willing to fight," Maláyev reported.

Before leaving Ukraine, they destroyed their weapons and ammunition depots.

In recent weeks such incidents have become increasingly common. In recent days, military Ukrainians marched through the neutral zone of the border between Russia and Ukraine unarmed and with a white flag.

According to Maláyev, the military, both officers and soldiers, also belonged to the 72nd Mechanized Brigade. Ukrainian military explained that they had run out of supplies and ammunition that were available were not suitable for fire systems

That is a rather curious source, and the English on the site was broken. I fixed a couple of spots.

The only other non-blog news media reference I could find was from RIA: Over 400 Ukrainian Military Personnel Request Refugee Status in Russia. Of course, Western mainstream media has no interest in reporting such things.

Here are some additional details from RIA.

"Overnight 438 Ukrainian military personnel turned to Russian border guards with a request for refugee [status]," the head of the FSB's border control in the southern Russian region of Rostov, Vasily Malaeyev, said.

Border control authorities have opened a humanitarian corridor and have allowed refugees into Russia. Among the 438 personnel, 164 are employees of Ukraine's State Border Service.

On Sunday, 12 soldiers from the Ukrainian Armed Forces made it into Russia and applied for an asylum at Gukovo checkpoint in Russia's Rostov Region, saying they had run out of food and ammunition.

Last month, another 40 Ukrainian troops abandoned their military units and asked independence supporters to allow them to come to Russia in order not to fight against their own people.

Ukraine's 72nd and 79th Brigades Pounded

Only the first link made reference to the 72nd Mechanized Brigade, a claim that seems highly credible.

For my July 26 reference to the entrapment of of the 72nd brigade, please see Who's Winning the War in Ukraine? Answer May Shock You!

For a video on the demise of part of the 79th brigade, please see Ukraine's Army Advances; Unguided Rockets Kill Civilians; Demise of Rebels?

Lost Territory

Nonetheless, the rebels have lost half the territory they once held, some in scorched earth policies of the Ukrainian army, with no regard to civilians.

If the rebels lose much more territory, it will be over.

Yet, my sources tell me the rebels are ordering Winter supplies in assumption the war will last quite some time.

Ukrainian Army Stretched to Limit?

For yet another piece of the puzzle, one that possibly indicates the Ukrainian army is stretched a bit too far, please consider Ukrainians Ordered to War, Women Burn the Military Writs

Regardless of who "wins" militarily, the scars will take years, if not far longer to heal, and Ukraine will be beholden to the IMF and other creditors for decades.

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com

50 African Leaders in the Nation's Capital

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50 African Leaders in the Nation's Capital

This week, President Obama will welcome 50 African leaders to the nation's capital, as part of the U.S.-Africa Leaders Summit. The three-day summit is the largest event that any U.S. president has held with African heads of state, and will build on the President's trip to Africa in 2013.

National Security Advisor Susan Rice sat down to preview the summit, and explain what this means for both the United States as well as for the African nations attending this historic event.

Watch Susan Rice preview the summit, and find out more about this historic event.

marți, 5 august 2014

What Happened after Google Pulled Author and Video Snippets: A Moz Case Study

What Happened after Google Pulled Author and Video Snippets: A Moz Case Study

Authorship traffic—surprising results

Change in Google organic traffic to Moz

Video snippets: a complex tale

Did Google change the way they rank and show video pages?

What does it all mean?

SEO finds a way

Why and how to create great content: part 2

Why and how to create great content: part 2

What are your goals?

Perform a scan

Get thinking

Share ideas

Create, share and analyse

Seth's Blog : Experiencing something other than the prevailing system

Experiencing something other than the prevailing system

More Recent Articles

luni, 4 august 2014

Your website on Google (now with social data and reports)

Mish's Global Economic Trend Analysis

Mish's Global Economic Trend Analysis

50 African Leaders in the Nation's Capital

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marți, 5 august 2014

Authorship traffic—surprising results

Change in Google organic traffic to Moz

Video snippets: a complex tale

Did Google change the way they rank and show video pages?

What does it all mean?

SEO finds a way

What are your goals?

Perform a scan

Get thinking

Share ideas

Create, share and analyse

luni, 4 august 2014

Pagini

Persoane interesate

Arhivă blog

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