Chapter 1

Before we dive into specific techniques and aspects of how to learn SEO in 2020, let’s start with the basic stuff in the first chapter. Are you ready? Welcome to the ultimate SEO guide for beginners!

Are you new to SEO? Do you wonder how it works and what matters most in 2020? You’re at the right place!

What is SEO?

Search engine optimization (SEO) is a process of improving positions in organic (non-paid) search results in search engines. The higher the website is, the more people see it.

The history of SEO dates back to the 90s when the search engines emerged for the first time. Nowadays, it is an essential marketing strategy and an ever-growing industry.

If you want to learn SEO, you should be ready for a lot of creative, technical and analytical work. There are many techniques with different goals, however, the main point will remain the same – to be among the highest results in organic searches.

Simply said, SEO is about running the right website for the right people.

It isn’t only about a perfect structure or technical background of the website. Your website has to be filled with quality and well-optimized content tailored to the needs of your audience.  And of course, it has to be good enough to be linked from other websites.

Is SEO difficult?

Search engines such as Google, Bing, Yahoo! and others index websites to create an order based on various ranking algorithms. Can we identify these algorithms? Yes and no.

Google uses more than 200 ranking factors. Though we know many of them: quality content, backlinks, or technical things such as site speed, there are many of them kept as a secret.

Of course, you don’t need to know all the factors to rank with your website. To understand what SEO is all about, imagine a bowl of soup. There are three important aspects:

1. The bowl represents the technical stuff behind the website (technical and on-page SEO) – without proper bowl, the soup would spill all over the table.
2. The soup represents the content of your website – it is the most important part. Bad content = no rankings, it is that simple.
3. The seasoning represents the quality backlinks increasing the authority of your website – the last ingredient to make your SEO soup perfect.

The search engines are used by internet users when they are searching for something. And you want to be that “something”. It doesn’t matter whether you sell a product, service, write a blog, or anything else, search engine optimization is a must.

Your website needs to be indexed by search engines. Otherwise, you’re lost.

Wise SEO techniques improve your rankings in the search engine results page (SERP). Higher rankings mean higher traffic. If the traffic is engaged, it will bring conversions.

To sum it up, if you plan to succeed with your website, you need to do SEO. Some aspects are more complicated, but very often, the SEO success stands on common sense and a few best practices.

How can I learn SEO? Do I need someone’s help?

Even the basic changes can make a huge difference in how search engines see your website. In this ultimate SEO guide for beginners, we’ll cover all the critical topics and SEO basics. You’ll gain enough knowledge to proceed with SEO on your own.

If you wonder how to learn SEO in 2020, we have a simple answer for you: You’ll need a lot of study and practice. The good thing is that you’ll find tons of information on the internet for free (including this SEO guide) but you should choose wisely. On top of that, you can attend various courses, classes or webinars.

If you don’t want to bother yourself that much or don’t have time, you can ask SEO consultants, specialists or agencies for help. Keep in mind that this way won’t be for free compared to this guide.

Basic terms vocabulary

• On-page vs. off-page SEO
• White hat vs. black hat vs. grey hat SEO

On-page vs. off-page SEO

Doing On-page (on-site) SEO means optimizing your website to affect the organic search results. It’s everything you can do on the website – from content optimization through technical aspects:

• meta tags
• headings
• URL structure
• image SEO
• content
• structured data
• website size and speed

… and many others. We deal with them in the 3rd chapter.

Off-page (off-site) SEO covers all activities you can do to improve the website SEO authority through getting backlinks from other websites. There are many ways to get them:

• email outreach
• guest blogging
• submissions
• social media efforts
• cooperation with influencers
• writing valuable content, so people would love to link to your website

… and many others that are covered in the 6th chapter.

White hat vs. black hat vs. grey hat SEO

Black hats vs. white hats have their origin in Western movies. It’s like bad guys vs. good guys. But don’t take these words too seriously. Opinions on both SEO approaches tend to differ.

Black hat SEO is a set of unethical practices to improve rankings of a website in the search engine results page. They are designed to affect search engines while not taking human factor into consideration.

Black hat SEO can get you to the top of the SERP in a short time, however, search engines will most probably penalize and ban the website sooner or later.

Lists of violating practices can be found in Google’s Webmaster Guidelines or Bing’s Webmaster Guidelines.

White hat SEO is a set of ethical techniques sticking to the guidelines and rules. The basic parts of white hat SEO are:

• quality and relevant content
• overall website optimization
• link building

White hat SEO is a long-term strategy oriented to improve the user experience. Generally speaking, being a good guy in the world of SEO is considered the proper direction.

There’s also a term called the Grey hat SEO, a practice when you may risk less when compared to the Black hat techniques. Grey hat techniques aren’t clearly defined by Google so you can gain thousands of website users while not being penalized or lost all your rankings a day after.

Generally speaking, you don’t want to make Google your enemy.

Chapter 2

In the 2nd chapter of this SEO guide, you will learn how search engines work, how people use them and what type of search queries they submit. We’ll take a look at the technical background behind Google.

Let’s take a closer look at the search engines and what are the most typical ranking factors you should focus on.

How search engines work

Search engines consist of three main ingredients:

1. Crawling
2. Indexing
3. Picking the results

The process goes like this:

Crawling

Crawling or spidering means scanning the website, its sections, content, keywords, headings, hyperlinks, images by thousands of small bots. Any data that can be found on the website is crawled.

Crawlers detect all hypertext links on a website that point to other websites. Then they parse those pages for new links over and over again. Bots crawl the whole internet regularly to update the data.

Indexing

Once the website is crawled, the indexing takes place. Imagine the index as a gigantic catalog or a library full of websites from all over the world. It usually takes some time for a website to be indexed. From our experience, it’s from 1 to 10 days.

Furthermore, every time it’s changed, our good friend crawler scans it again. Keep in mind that until the updates on the website are indexed, they won’t be visible in search engines.

Picking the results

Results are critical for both developers and users. Once the internet user submits a search query, the search engine digs into the index and pulls out matching results. It’s a process of checking the query against billions of websites based on various algorithms.

Companies running search engines (Google, Microsoft, Yahoo!) keep the exact calculations of their algorithms in secret. Nonetheless, many ranking factors are well-known.

Ranking factors

Most of these factors are proven, but some are just speculations or even myths. On top of that, some are more important than others. Cyrus Sheppard from Zyppy made a nice list of Google ranking factors.

You don’t have to know all of the ranking factors by heart to learn SEO, but it is good to have at least a basic overview.

One of the most important factors, the backlink profile is based on the number and quality of backlinks leading to a website. It’s a very simplified view on Google approximation of the website’s authority. Each backlink is basically an analogy of an academic citation.

Some other important ranking factors include (in no particular order):

• use of relevant keywords and phrases
• HTTPS
• link relevance
• grammar and spelling
• topical authority
• social sharing
• domain age
• AMP
• page layout

Ranking factors can be divided into on-page SEO factors (including technical SEO) and link building or off-page SEO factors.

How people use search engines

To recap: The main point of SEO is to be friendly both to users and search engines. If you invest all your money and time into perfect technical SEO, it’s fine. But if the user interaction is poor, your positions can suffer. And that’s how you start wasting money. The user’s point of view is a number one priority.

The picture below represents one of the common user journeys in Google Search:

The interactions with search engines have evolved over the years. However, the principle remains the same:

1. A need for a solution, information, or an answer
2. Typing the need in form of a query (keyword) into the search engine
3. Going through the first results
4. Clicking on one or more results (websites)
5. Scanning websites for the answer
6. Going through more results on the 1st SERP and/or changing the search query, if the answer isn’t found.

Search engines market share

In the charts below, you can see which search engines people use the most. The data is from Netmarketshare’s reports.

Find out more about the most popular search engines and their history.

How do we classify search queries?

There are three types of search queries:

1. Navigational search queries
2. Informational search queries
3. Transactional search queries

Navigational search queries

They represent an intent to search for a particular brand or website. People tend to type “youtube” or “google” into search engines rather than using browser’s history or bookmarks.

Based on our case study where we analyzed 1,6 billion keywords, brands such as YouTube, Facebook and Google reach the highest search volumes along with other navigational search queries.

Informational search queries

These are submitted when users are searching for information. They aren’t looking for a particular website, yet for an answer or guidance on how to do something. For example, “How to bake pizza”.

Transactional search queries

This type is an intention to make a transaction. It usually comes with a product name (Nike Airmax) or category (sneakers). Additionally, it can be written with “Where to buy …”, “… price” or in a similar manner.

There are many blog posts on how to target a particular search query. However, it’s may not be that easy in the future because of the increasing popularity of voice assistants such as Siri, Google Now or Alexa.

Informational search queries can quickly transform to transactional by opening a new app or giving an option to make a purchase.

SERP updates

Being on the first page of the organic search results is good, scoring the top three is great but there’s only one winner, right? Or, is it? It’s a matter of perspective.

Websites all over the world are updated on a daily, weekly or monthly basis, …ok, some are not but that’s a different case. The thing is that the internet grows every single day. When new websites and changes are indexed by a search engine, the organic results may change.

Another very important factor is Google algorithm which changes all the time. Minor tweaks may not cause anything at all, but a major algorithm update can end up as an earthquake.

What we’re trying to say is that even if you’re the winner, your positions can (and probably will) be replaced by competitors the other day, and vice versa.

In the chart below, you can see the importance of the highest rankings in Google depending on their organic click-through rate (CTR) distribution for May 2019 (based on data by Advanced Web Ranking).

SERP features

Of course, ranking first is important, but these days, you have to take into consideration the so-called “zero position”.

Let’s take a look at the results for “How to bake potatoes” search query. The first result is a Google featured snippet with all or the most important information, so you don’t need to check the other results.

There are many SERP features (also called Rich snippets). Why should you care about them? Rich snippets influence the behavior of users when they see the SERP. In other words, the generic organic search results may have and in many cases, they do have lower click-through rates (CTR).

It’s because the SERP features have bigger visual appeal and they often provide enough information so the Google Search users don’t have to click on other results at all or they click only on the featured results.

These are some of the most common rich snippets you’ll see in the SERP:

• Featured snippet
• Answer box
• Carousel (images, videos, products)
• Image pack
• Map pack
• Sponsored features (Google Ads, flights, shop on Google)
• Knowledge graph
• Top stories
• Events
• Sitelinks

The good thing is that there are ways to spot and analyze the impact of these enhanced results. For example, SERPChecker will do the job.

Just type in the keyword, select the location and device type. This tool will show you the search results and SERP features if there are any. It estimates the impact on a scale from 0 to 5.

To find out more, click on the feature. You can also see the actual appearance of the SERP if you click on the “Preview snapshot”.

Chapter 3

On-page SEO includes quite a long checklist of tasks to do. A few years ago, it was mostly about meta tags, over-optimized content and headlines. If you want to learn SEO in 2020 you’ll have a lot more fun with the on-page stuff. Let’s dive in.

Search engine algorithms have come a long way and become more sophisticated from the times when content, titles and descriptions stuffed with keywords were enough to achieve high rankings in search results.

If you want to learn SEO, you can’t get stuck in the past. One of the biggest improvements of search engines is that they consider the human factor, in other words, the user engagement.

Meta tags

Meta tags are a part of the HTML code. They describe website’s content. The most important are meta titles and meta descriptions.

For detailed information, make sure to read the definitions and advanced optimization tips in our SEOpedia both for title tags and meta descriptions.

They aren’t as important as they used to be from the technical point of view.

Don’t get confused by bloggers saying that title tags and meta descriptions aren’t important at all. On the other hand, keep in mind that Google algorithm changes titles and descriptions to better indicate their relevance to the search query in case your copy doesn’t match enough.

There are many tools and plugins (e.g. Yoast for WordPress) analyzing your content in terms of focus keyword usage in meta title, meta description, headings, overall keyword density, alt image attributes and others.

They offer a lot of hints, yet can hardly follow Google’s algorithm focusing when it comes to human factor. Make sure that you consider both technical points of view and user experience when creating meta tags.

On-page SEO checklist

Let’s start with the things you can do in WordPress or any other content management system.

1. Find out what people are searching before you start writing

Do you plan to write about a topic that people search for? Are you sure your point of view is different, unique? Can you offer a new added value to the topic? Is your timing right?

These are the major questions before you start writing and it doesn’t matter whether it’s a blog or a product landing page. There are many ways how to find out. Keyword research is an inevitable part of it. We talk about how to do keyword research in the 5th chapter.

2. Title tags and headlines

Create an appealing title tag, meta description and headlines. Keep in mind what we mentioned earlier. Your main focus keyword should still be there, so users know what is your website about. Use the meta description as a great opportunity for the call-to-action (CTA) emphasis.

Persuade both users and search engines that your website is the one to be clicked on.

Once again, think of the user engagement, so don’t overact by using cheap or too cheesy words. Look at your competitors, analyze what works for them and build your own strategy.

Quick tips for title tags and headlines:

• Google will show the titles if they’re up to 70 characters and meta descriptions up to 155 characters (updated on May 2019).
• Make sure to use correct
  

  ,

  ,

  , … structure for good readability and structure.

• Check the search results preview in tools such as our SERP simulator (screenshot below), SEOSiteCheckup, or WordPress plugins.

3. Use SEO-friendly URLs

Avoid using auto-generated URLs with figures and characters:

www.example.com/2017/post318e7a349f6

Use URLs corresponding to your content and its title:

www.example.com/how-to-bake-pizza

If you use WordPress, you can set permalinks in the common settings.

SEO specialists and bloggers say that short URLs ranks better in Google. We think it’s a matter of the user experience. Of course, this doesn’t mean a 20-word URL is alright.

4. Multimedia

Do you want to engage your visitors? Use images, infographics, charts and videos. They lead to lower bounce rates and higher engagement. Some things have to be written in the good old-fashioned way but multimedia are a must.

Video streaming has been one of the hottest marketing trends over the last couple of years. Furthermore, they motivate people to like, share or comment your content.

Quick tips for multimedia:

• Optimize images by using relevant file names (how-to-bake-pizza.jpg), alt image attributes and file size.
• Embed interactive multimedia such as videos or charts.
• Don’t forget to include transcripts so you don’t lose important keywords (search engine crawlers can’t “read” the video).

5. Outbound and internal links

Using outbound links gives a relevancy signal of your topic to Google. Make sure to link to relevant and authoritative sources.

Internal links are a perfect way to promote your other articles or website sections. It makes easier to visit them and leads to higher engagement. Internal linking also helps Google bots to understand the website structure.

Quick tips for outbound and internal links:

• Outbound links may not directly improve your rankings, yet it is highly advisable to use them.
• Use up to 2-3 internal links, depending on the content length.
• Search engine crawlers scan these links, so don’t try to cheat and watch out for broken links.
• Follow the topic cluster model for internal linking.

One of the great ways to interlink your content is to follow the topic cluster model

 

6. Let people engage

Great content shares itself. Yes, maybe in the past. People are lazy these days so the share buttons should always be on your website. According to BuzzSumo, social sharing dropped by half since 2015.

Besides Facebook, Twitter or LinkedIn, consider adding specific and topic-related social networks, such as Reddit, Pinterest and many others.

FREE Download (.pdf)

Technical on-page SEO checklist

We can classify technical SEO as a part of the on-page SEO that deals with more technical stuff. It usually requires at least some development skills or a web developer. But don’t get scared too much, there are many things you can do easily in WordPress .

These are the most important technical SEO factors you should focus on:

1. Search Console

Connecting your site to the Google Search Console (former Webmaster tools) is one of the SEO basics. It helps you to monitor and maintain your site’s presence and performance in Google Search.

The Search Console helps you analyze your keyword rankings, CTRs, possible Google penalties and many other useful data for technical SEO.

Other features include content mobile usability, choosing what you want to be indexed and what not, site errors, structured data errors and links.

Quick tips:

• Every property (website) needs to be verified to use Search console features.
• Connect Search Console with Google Analytics.

How to verify your property (website) in the Search Console

2. Website speed

Website speed is one of the ranking factors so you should always aim to improve it. It’s known that 50% of web users expect a site to load in 2 seconds or less. If it doesn’t load in 3 seconds, they will leave.

Quick tips:

• Test the speed in PageSpeed Insights.
• Optimize images, enable GZIP compression, HTML compression, JS and CSS minification and try to decrease server response time.
• Quality web hosting plays a big role in the website speed, so make sure to select a trustworthy provider.

Testing site speed of your website

3. Mobile optimization

Mobile optimization is a must. The world is shifting from desktop to mobile. In fact, running a website that is not mobile-optimized will negatively influence your rankings.

Google started rolling out the mobile-first indexing in March 2018. The mobile-first indexing means that Google will use the mobile version of your website for indexing and ranking.

Quick tips:

• Test the responsivity of your website in the Mobile-Friendly Test.
• Monitor your keyword rankings in mobile search results.
• Make sure the mobile version of your website works like a charm.

You can also consider the AMP (Accelerated Mobile Pages). It’s an HTML code extended with custom properties that enable to render static content faster. In 2017, it was one of the main Google’s projects of mobile search. We’ll see if there’s any future for this.

4. Sitemap

A sitemap helps search engines to crawl your content. It’s a file where all website sections are listed. It’s good to have one when you run a large website with a complicated structure or when you use rich media content.

Having a sitemap doesn’t mean your rankings will improve. According to Google, it’s a benefit but you’ll never be penalized for not having one.

Quick tips:

• Not all websites need a sitemap.
• There are more types of sitemaps than just the XML sitemap.
• The Sitemap shouldn’t contain more than 50,000 URLs and cannot exceed 50 MB.
• Place the sitemap in the root directory of the website:

https://example.com/sitemap.xml

5. Robots.txt

Robots.txt is a file that tells crawlers which website sections you don’t want them to be accessed. It’s located in https://example.com/robots.txt and it’s public.

It’s handy when you don’t want some scripts, unnecessary files or images to be indexed.

robots.txt syntax:

User-agent: * (e.g. Googlebot) Disallow: / (e.g. /images/pizza.png)

Quick tips:

• Don’t use robots.txt to hide content from search engines.
• Crawlers or malware robots should not be able to violate robots.txt

FREE Download (.pdf)

Further technical SEO hacks

There are many SEO hacks that will boost your website performance. First, start with the analysis of the current state. It will help you find the opportunities.

SEOSiteCheckup is a great tool for on-page SEO analysis. You can analyze one URL per day and download a PDF report without registering.

Set up Google Tag Manager for advanced tag management, so you don’t need any assistance from web developers.

HTTPS vs. HTTP: Back in 2014, Google announced they will boost rankings of HTTPS/SSL websites. Today, we know that it’s a lightweight ranking factor influencing a small percentage of search queries.

However, security is a strong psychological factor. Google Chrome, for example, labels a website that is not encrypted with SSL as “not secure”, which influences the user engagement.

URL/IP canonicalization: IP canonicalization is important when a website is indexed under both its IP address and domain name. URL canonicalization means that:

https://example.com and https://www.example.com/ should resolve to the same URL

Chapter 4

Are content & SEO two independent terms or one ideal couple? A lot of marketers used to think that they are separate players. Let’s find out how you can benefit from their synergy.

There was a popular myth among some marketers that perfect content doesn’t need SEO. The truth is they were wrong. And we’ll show you why.

Seriously, can you imagine high-quality content without on-page optimization or without a single backlink? Likewise, can you imagine a perfectly optimized website packed with content that no one would read?

Your content creation strategy must be part of a broader SEO strategy.

Some people still believe, that:

• SEO is for search engines
• Content is for human beings

They’re wrong! Content & SEO overlap. You simply have to create unique content and optimize it for search engines and people at the same time.

What content should I create?

This is the first and most important question. The answer (at least in theory) is simple: “Be unique”. Creating original, thought-provoking and engaging content is a great start. Content and SEO must go hand in hand from the beginning. You can choose from various content types:

Blogs

Blogs are very popular, especially in the last years. A good blog is a great source of user engagement not only for bloggers but also for e-commerce websites, SaaS businesses or professional service providers.

Blogging is also a way how to earn money by doing what you love (travel bloggers, marketing bloggers, etc.). Unique blogs with in-depth articles, guides and how-tos can make you a respected influencer in the industry.

Quick tips:

• Stand out from the crowd, be original
• Conduct your own research and use unique data
• It’s not about length, it’s about quality and added value for readers
• Be consistent to create a strong personal brand
• Cooperate with companies and influencers

You can be really creative with the types of content you publish on your blog. Here are the most common ones (based on a survey by GrowthBadger):

Product pages

Quality product pages should be the top priority of every online business. They are often used as landing pages for PPC campaigns, including the AdWords remarketing or paid social media.

Quick tips:

• When it comes to eCommerce, simplicity is a must so clearly describe the product, how much is it and how to buy it (CTA)
• Use professional photos of products and write appealing copy
• Website speed and UX are more important than ever

Reviews

Do you want to be an influencer? Writing a review is nothing new but in the world of the internet, everything can be reviewed. You can write reviews of tools, films, bars, restaurants, electronics, you name it.

If you manage to become a trustworthy influencer, you will form people’s opinions and profit from sponsored reviews. Reviews are an inevitable ingredient of the influencer marketing.

Quick tips:

• Choose one specific topic
• Don’t sell yourself out just because some company pays well for a 5-star review
• Create your own standard of what is superb or poor
• Consistency is the key to become a strong brand

Case studies and original research

Tell the world about how you do things, share interesting data you collected, reveal what is your customer satisfaction strategy or how you failed when launching a new product. Do experiments, test various myths in your industry.

Probably the best thing about case studies is that they are always unique and bring new information for readers.

Quick tips:

• Take your time, do your research, prepare enough original data and be honest (don’t lie)
• If you are writing about your business, show the humans behind the company
• Don’t be shy, people aren’t interested in dull success stories

Check this survey on the benefits of publishing original research by Buzzsumo:

Infographics

Everyone likes them! They’re easy to share and download. However, authors frequently use them as a text substitution. Infographics then end up as complicated images with a bunch of copy, so they lost the potential.

Creating infographics is about making information nice and easy to read.

Quick tips:

• Infographics still have a great sharing and linking potential so make sure to play with both data and design
• Use only the most important data
• Create a story, add charts or pictures
• When uploading infographics as pictures, don’t forget to write a transcript because crawlers cannot “read” the text in the image

Guides, how-tos, tricks & tips

Many times, guides are published as a part of blogs. The “… guide” and “How to …” are attractive keywords. You can write guides or how-tos, but keep in mind that there are already thousands of them.

Don’t copy others, provide different tricks & tips than your competitors.

Quick tips:

• Record your own videos, or at least use custom screen recordings and screenshots
• Outreach the product owner or seller to possibly get a backlink or share on their social profiles
• If you are writing a guide on your own product, put the guide on the product landing page to get additional traffic and an internal backlink
  

Top lists

Another popular form of written content. There are thousands of top lists out there so think wisely about the topic.

Writing lists is an opportunity to include downloadable items to collect leads, to earn valuable comments and to create a buzz thanks to social shares and backlinks.

Quick tips:

• The headline says everything about the post
• Stress extraordinary facts
• Keep the structure simple
• Use proven data sources
• Ask the readers to suggest other items to your list in the comments

Interviews

Getting unique information and opinions from an industry guru is excellent! It helps to build credibility, traffic, social shares and backlinks.

What’s more, interviewees with large audience generate high traffic for free if they share the interview. You can write, record a video or a podcast.

Quick tips:

• Try to interview a thought leader (famous person in the industry)
• Set a clear structure of the interview
• Questions should flow naturally
• Allow some space for the interviewee, readers are curious about their thoughts

Videos

Higher engagement, social shares, likes, backlinks, more leads and conversions. These are the biggest benefits of using video content. Videos can increase conversion rates by 80%.

Quick tips:

• Write a script, proofread and practice the script
• Prepare some budget either for hardware and editing software or for hiring a professional video maker
• Include transcript
• Formulate a marketing plan or at least plan the basic promo activities to justify the time and money you’ve put in

Of course, you don’t always need to create your own videos. Make your post more interesting by sharing or embedding the video by an industry expert! It can enrich your content and make the reader stay longer on your website.

And in order to practice what we preach, here’s a video on content marketing strategy by Julia McCoy:

Ebooks

Ebooks are usually used for lead generation. Maybe more in the B2B industry but there are still many B2C websites that require an email address to download an ebook.

No one gives you the contact details just like that. You need to give readers a good reason. Ebooks usually come in PDF and contain a long piece of content.

Quick tips:

• Write it as a proper book: you need a killer topic, title, preview, credible author, proper proofreading and catchy design
• Motivate users to download: use ebooks with unique data and special tricks that can’t be found on your website or when compared to competitors

What’s the ideal blog post length?

A few years ago, long posts stuffed with keywords ranked on the top positions easily. Somehow, it got to the point, where it looks like there are hundreds of almost identical articles with the same keywords.

Creating content for the sake of content doesn’t work anymore.

If you write an article, you need to keep reader’s attention. It starts with the title, first paragraph, content type and most importantly the overall content structure. Use