Have you ever found yourself stuck writing the first word, deleting it, then another, and oh no, that’s not right either…there’s no hope.

Only kidding.

Producing copy for a blog can be quite straightforward once the process is in place. In this article, we’ll break down the key stages of writing copy, as well as collating some of the best copywriting tips. Providing you with the confidence to strategically devise, craft and publish high-quality content.

Research

Research is fundamental. It gives your blog authority, structure, and focus, all of which help you meet the needs of search engines and readers. It deepens our understanding of topics and often enhances the quality of the work.

• Identify the key points in your discussion, allowing you to break down each section or topic. Once you can identify the sections of your discussion, you can undertake research it the more niche subject matters of your discussion.
• Research is super important; it equips you with an understanding of the topics you are discussing. Google and respective search engines will trawl the information you have given and provide the ranking based on the quality, usefulness and how SEO friendly it is.
• Outline any content gaps, particularly when conducting competitor analysis. It will allow you to highlight any areas for discussion which you’ve not yet covered within your content.

Research can be conducted in many ways, the use of search tools, books and journals, as well as conducting an analysis of competitors and search engine results.  For further guidance, you can check out our Art of Research blog, which expands on the whys, how’s and the approaches you can take.

Beginning the writing process

Page structure

When starting to write your copy, it’s important to identify the structure of the content. Outlining a title and sub-headings is a great way to gauge the layout, the number of words per section and how to tie each section together.

When developing a title for your work, consider two things: the first is to convey the overarching topic or themes of discussion. The second is to make it entice; consider how to frame the title. Can you phrase it to make it sound useful for the reader? Consider framing it as a question, that way when searchers are inquiring through Google, your content is identified as addressing that query.

Labelling approach

An alternative to framing the title as a question is to grab the attention of the user. Using highly descriptive language allows the user to understand the topic whilst keeping it short and simple. A great example of this would be when you see an article about a celebrity, and it reads ‘So and so stuns on the BAFTA red carpet’. Keeping it short and snappy will typically create curiosity within the reader, encouraging them to read. Subheadings should signpost the different points of discussion. This allows the audience to navigate your article much more easily. Aim to keep the sub-headings super simple; them being easy to find and quick to read will enhance the quality and ease of the reader’s experience.

SEO in the strategy

Search engine optimisation should greatly influence the way content is created. After all, the aim with any written content is to get it to rank, and with great content, the chances of ranking higher increase. Writing content should align with the search intent of audiences. You can ensure content caters to search intent by incorporating the primary and secondary keywords.

Keywords can be found using analytical tools such as Google Search Console, SEMrush and SE Ranking.

Long-tail keywords are search terms with 3 words or more; it is the whole query rather than a single word. Whilst short-tail keywords are short search terms, typically one or two words at most.

To create content that’s optimised for search, include internal links. Improving navigation for both the reader and search engines. If it’s applicable, cluster your content- this also optimises the experience of navigating to relevant content on a site. 

Make sure you’re using meta descriptions, so your content is accurately portrayed within the SERP.

Review & Edit

Once you have written your first or second draft, review the content and make the necessary adjustments. Then the final draft can be written, the final draft should tidy up any sections which need re-structuring, and rephrasing and spelling checks should also be undertaken.

Proofread your copy, not just once or twice, but aim to check roughly three to four times before uploading it. This may be a little bit tedious to do, but ultimately it will ensure professionalism and quality are at the highest it can be.

Ensure any facts, data or case studies are checked, identified, and accredited in your article, as this will be flagged as problematic to Google if not identified.

Publishing

When publishing your content, ensure everything is in the right place, and read through one last time to make sure everything is looking and reading correctly. When saving the work, check that it is labelled in a way that is clear and easy to locate.

Here at Intelligency, we label as follows:

Year/month/date – Name of client – Title of work – Any additional title or information.

Make sure your name and the date of publication are on there; this shows the reader who you are and when the copy was published. This provides them with two pieces of important information: the first being who you are, and then they can go on to find more of your work. Accrediting your work can only be done when your work is clearly labelled as yours. This will also help prevent others from plagiarising.

The last check that should be done is once the article or blog has been launched, checking to see how it looks on the website. This will help you flag any major issues with displays or the content itself. This will ultimately prevent your audience from seeing any errors, which will help maintain your professionalism and the way the content is initially perceived.

If you think this article was useful, please let us know, and if you have any questions or other ‘how-to’ articles you’d benefit from. We are keen to support you in your endeavour to create a copy!

At Intelligency we’re offered an additional day of annual leave, where we are encouraged to spend time on something we wouldn’t typically be able to do, or relaxing and self-caring.

On Monday I decided to take my mental health day and heal my inner child. I started the day by walking to clear my mind and soaking in the sunlight. I just did this in the area near my house as it was quick, easy and en route to the centre of Halifax.

I considered what activities bring me peace of mind or joy and decided upon the cinema. There can’t be a better way to heal your inner child like going to watch a film in the cinema film. I decided upon Inside Out 2, which was great and was really on the nose in terms of understanding the different emotions we go through.

What was particularly great about this day, was I went by myself. There is something liberating about being able to enjoy your own company.  As such it taught me to just appreciate the downtime, soak in the moment and embrace being alone out in public.

The last time I went to the cinema during the day or even the week was whilst I was still a child, so it took me back to the feeling of pure joy!

As I settled into the film, I gorged on oodles of sweet popcorn, and sugary treats and gulped down a Tango ice blast. Which made it feel like the exciting cinema trips I went on as a child. Whilst I didn’t have the foresight to predict 24°, the cold drink kept me cool and added to the fun experience.

Taking the time for myself allowed me to be present and to appreciate reconnecting with my younger self. Highlighting the need to take a day to reset and nurture your mind and soul.

Google users search engine crawlers or spiders to follow internal links on your website to crawl your content to discover, understand and index your content in its search results. In this article, we will talk about the dos and don’ts when it comes to crawling and indexability.

What is crawling?

Google’s crawlers, known as Googlebot, crawl your site via links. The bots travel from one page to the next, collecting information on the way. Googlebot looks at links from both internal and external links to find more content to crawl.

What is Indexing?

Once the page has been crawled, it doesn’t automatically appear in search results, Google

Analyses the content of the page, including the heading, text and images to determine how relevant your content is to specific search results and whether it is worthy of being displayed, this is where making sure your site is optimised for SEO becomes important.

How to help Google Crawl and Index your Content

Submit a sitemap – Users can submit a sitemap to Google to speed up the process of crawling and indexability. A sitemap is a list of URLs that you can submit to Google via Google Search Console. This provides Google with a structured list of your pages and helps guarantee visibility for all pages on your site you want indexing. If you use a CMS System, such as WordPress, there are plug-ins that will automatically generate a sitemap, such as Yoast SEO.

Optimised Internal Links – As stated, Google uses internal links to crawl the content on your site and understand the structure and hierarchy. Making sure you use descriptive anchor text for your internal links is important, using relevant keywords explains the content that is being linked to.

Use Breadcrumbs – Breadcrumbs are links on a webpage that display site structure and page hierarchy, for example, Home > Digital Marketing > SEO. This helps Google further understand the structure of your site and how pages are related to each other, further improving SEO. You can also add schema to your breadcrumbs, which is structured data that tells Google to display your page in search engines as Home > Digital Marketing > SEO and helps Google understand the hierarchical nature of these pages.

Meta is taking a bold step in redefining how technical hiring works. The company is reportedly testing AI-assisted coding interviews, allowing candidates to use AI tools—such as code-generating assistants—during the assessment process.

This new format is currently being trialled internally, with Meta recruiting employees to take part in mock interviews. The goal is to create a system that mirrors the real-world developer environment, where AI is already deeply embedded in daily workflows.

Reflecting Real-World Developer Workflows

Allowing AI in interviews may seem unconventional, but it’s a practical move. Developers today increasingly rely on tools like GitHub Copilot, ChatGPT, and internal LLMs to enhance productivity. Meta’s approach acknowledges this reality and shifts the focus from raw coding speed to how effectively candidates collaborate with AI tools—a skill becoming just as critical as traditional programming.

Importantly, this also helps reduce the risk of candidates cheating by covertly using AI during interviews. By integrating AI openly into the process, Meta makes the interview more transparent and realistic.

Speed vs. Accuracy: The Role of AI in Code Generation

There are clear trade-offs with AI-generated code. While it can be produced much faster than human-written code, its accuracy depends heavily on the quality of prompts and requires thorough human review. Meta’s process, therefore, tests both coding ability and the judgment needed to use AI responsibly and effectively.

“We’re obviously focused on using AI to help engineers with their day-to-day work, so it should be no surprise that we’re testing how to provide these tools to applicants during interviews,” said a Meta spokesperson.

What This Means for the Future of Hiring

This strategy sets Meta apart from peers like Anthropic, which currently bans AI tools during interviews. If Meta’s trial proves successful, it could reshape industry standards, prompting more companies to treat AI fluency as a core skill, not a crutch.

At Intelligiency, we’re watching these developments closely. As AI becomes embedded in every workflow, the way we assess talent—and the way our clients hire—must evolve too.

The latest campaign controversy

Sydney Sweeney has teamed up with American Eagle to bring the “My Jeans” campaign, which has left a lot of people on the internet feeling uncomfortable.

The campaign centres around Sweeney, narrating over footage of her zipping up her jeans, talking about how genes are passed down from generation to generation, before ending on “My jeans are blue”. The campaign is meant to be a play on words, essentially referencing the genes Sweeney passes down, which are her blue American Eagle jeans.

Where the campaign seems to have gone wrong is the undertones of being pro-eugenics. Particularly with pushing a narrative about blonde hair and blue-eyed people being the preferred genetics to pass on. This interpretation of the campaign has been noted across all platforms, including TikTok, LinkedIn and Instagram.

Where the brand missed the mark is in using a play on words to create a campaign, rather than creating a campaign built on brand ethos, messaging and getting the tone right.

Another aspect where the campaign missed the mark was in reflecting the core messaging and purpose of the campaign. This was to raise money to donate to charities helping individuals suffering from domestic violence. There wasn’t a hint of this virtuous act referenced within the campaign, which left a lot of people on the internet stunned at the poor alignment between the campaign visuals and the intention of the brand.

Examples of poorly executed campaigns from the past

There are some immediate examples that come to mind when considering campaigns that have missed the mark before. It’s not uncommon for brands to launch a campaign that doesn’t resonate well with audiences.

Some key examples include the Kendal Jenner and Pepsi “Live for Now” campaign, the Pretty Little Thing latest rebrand, and we can’t forget Jaguar trying to rebrand in 2024. Let’s take a deeper look at what went wrong for these brands…

Jaguar, Copy Nothing

Jaguar made a brash decision in 2024 to completely rebrand, from the logo to the overall offering of the company. Making a landmark shift from luxury sports cars to state-of-the-art electric vehicles.

This change was not received well by audiences, with immediate backlash noting the disparity between the brand audience and the new brand being pushed. Noting that existing audience were completely neglected to be thought about when this rebrand was done.

Moving away from the timeless and classic Jaguar logo to an ultra-modern J emblem. This shift displeased people as it essentially stripped the value and quality from what was a notoriously successful sports car company.

This poor assessment of their existing and potential audience is how they ended up with a clear disconnect between audiences and the brand. Having ignored the style, lifestyles and preferences of their established audiences, the product of the campaign felt completely out of line and lacking in authenticity in terms of the Jaguar brand.

Kendal Jenner & Pepsi “Live for Now”

This is probably one of the most out-of-touch campaigns seen across the internet, with backlash so fierce it prompted responses from Kendal Jenner and Pepsi.

The campaign rolled out in 2017, featured Kendal Jenner as the campaign’s spearhead. In the ad, Jenner is positioned with a group of protestors, opposite stands the police. The objective was to communicate unity through a product, but instead, it had audiences really angry for the lack of political awareness.

The campaign was seen as problematic for utilising real social justice issues in order to promote their product, without really getting to the crux of the problems causing protests at the time.

This poorly ideated campaign received a lot of backlash in lieu of its release, with audiences describing the campaign as tone deaf and inappropriate. This campaign serves as a great example of why brands shouldn’t virtue signal to push products.

Issues in marketing

We see similar issues with virtue signalling around Pride month, with businesses simply changing logos or products to include a rainbow. Instead of creating change within their sectors or contributing to charities which make a difference.

This can demonstrate the lack of care or authenticity of a brand, when garnering sales becomes more important than the values we uphold in our society.

Did you spot any of these campaigns, and if so…what’s your interpretation of them?

Google Search Labs, Google’s AI experimental testing ground, has announced plans to test out Web Guide, an AI-organised search engine results page experience.

How does Web Guide work?

Web Guide is a search engine results page (SERP) that uses AI to group content and reorganise the SERP making it easier to find information or links based on specific aspects of users queries.

Here’s what Google had to say,

“Web Guide groups web links in helpful ways — like pages related to specific aspects of your query. Under the hood, Web Guide uses a custom version of Gemini to better understand both a search query and content on the web, creating more powerful search capabilities that better surface web pages you may not have previously discovered. Similar to AI Mode, Web Guide uses a query fan-out technique, concurrently issuing multiple related searches to identify the most relevant results.”

You can see examples of how Web Guide will look in Google’s latest announcement.

What does this mean for Marketers

As for now, Web Guides is only an experiment, but should it one day be live on the SERP. It could play a dramatic role in SEO and potentially see a renewed surge in site visits, which have been gradually declining since the introduction of AI Overviews. A recent study from Pew found that users clicked on a traditional result in just 8% of searches with an AI summary which is down from 15% on traditional SERP pages.

However, if Google starts to begin grouping together multiple different content types to target different aspects of search queries, this could see an opportunity for more sites to appear higher up the SERP; appearing for queries that they wouldn’t typically have appeared for on traditional or AI Overview SERP pages, seeing a rise in click through rate (CTR).

Alternatively, some users may be reluctant to embrace more AI adaptations on the SERP, as AI Overviews has already seen a decline in site visits for many businesses. One thing is for certain, the Google landscape is rapidly changing and those sites adopting the latest SEO techniques, creating informative content and staying abreast of all the latest changes on the SERP, will be increasingly likely to reap the benefits. 

Google has launched a new conversion metric called Branded Searches, designed to help advertisers better understand how their campaigns influence brand interest. This new feature tracks how many people search for your brand name on Google Search or YouTube Search after seeing an ad — even if they didn’t click on it. It uses a 30-day view-through attribution window, meaning it captures searches that happen up to 30 days after someone is exposed to your ad.

How does this work?

Branded Searches are available for campaigns running on YouTube, Performance Max (which includes YouTube, Discover, and Gmail placements), and Demand Gen campaigns. To make the most of it, Google requires proper setup of your brand terms within your account. We’ll ensure this is handled correctly to allow accurate tracking.

Importantly, this metric only measures the impact of the ad impression — not direct clicks. So, it’s particularly useful for top-of-funnel campaigns focused on awareness and interest, rather than immediate action.

Why does this matter to brands?

Traditionally, it’s been difficult to measure the long-term impact of awareness campaigns. Branded Searches help solve that problem by showing how many people were influenced enough by your ads to actively look up your brand afterwards. It’s a clear signal of growing brand interest — something that previously wasn’t easy to quantify.

While it’s not yet available as an optimisation target for bidding strategies, it adds another layer of insight we can use to evaluate campaign effectiveness and understand the full customer journey.

What should you do next?

We’ll begin incorporating Branded Searches into our reporting where relevant, especially for campaigns aimed at building brand awareness. There’s no extra action required on your end — we’ll handle the setup and monitor performance to ensure we’re capturing the full value of your campaigns.

What is Basecamp, and why do we use it?

At Intelligency, one of our preferred software tools to use is Basecamp. Basecamp allows us to create, monitor, discuss and complete projects with complete visibility for the client.

There are many benefits to using Basecamp. It can make project tracking simpler, especially across organisations. Being able to set to-do lists, create different project folders, and enable commenting are all features that make the collaborative process easier.

How to set up an account with Basecamp

Whether you’re launching your Basecamp account for the first time or you’ve received an invitation to a project, you may be wondering what you need to do to create an account. Well, that’s simple:

Creating an account 

Step 1: Go to the Basecamp home page and navigate to “Sign up for free”.

You’ll see a pop-up which will show you the various subscription models. For those who have been referred by their agency, don’t worry about this step as the agency will have taken care of the subscription and master account creation.

Step 2: Provide your details, which include your name, email and organisation name. Then you’ll need to set your password.

Familiarise yourself with its interface.

Basecamp is very easy to navigate once you become familiar with its interface and how the software functions.

Once you’ve logged in, you’ll be on the ‘All Projects’ page. This page contains all the various project folders. It’ll provide a time update beneath each project to show when there was last activity on it, as well as icons for all the contributors on the project.

To look at a particular project, click on the project card. This will then take you to the project page.

What’s on the project page?

Navigations and discussions

When you get onto the project page, you’ll see the header bar and navigation, which allows you to easily click on the item you want to focus on. In the navigation bar there is, the discussions, to-dos, files & documents and events.

In the top right-hand corner, there’s an invite button which allows you to invite new contributors to the project. Beside the invite button is the catch-up button, which allows you to have a look at the latest actions across the project.

Below is the ‘latest project updates’ section, which itemises and dates the activity on the project. Beneath this is the ‘Discussion’ section, which pulls all the latest comments from the project into view. This feature can be particularly useful when you’re unsure which to-do you’ve commented on.

You may notice an archive project button in the top right. This is a place where all previous projects that have ended can be safely stored for later access. It’s worth mentioning that free accounts cannot archive projects, and once a project is deleted, it cannot be retrieved.

The To-do list section

The To-do list section is really where it’s all happening on the project pages. This is where you can create lists with action points which can be dated, assigned to a contributor, and commented on.

Besides the to-do-list title is the ‘add a to-do list’, which is how a list begins. In our business, we take the approach of labelling them by the months; that way, we can track what’s going on month-by-month.

The itemised tasks on the to-do list can be dragged and dropped into different positions in the list, and to different to-do lists on the page. Meaning any delays or postponements can be reflected in the project.

Adding, editing & removing comments

To add a comment to a task, simply click on the text, and it will take you to a window where the task is expanded. Beneath, comments or files can be added on which is particularly handy for communicating with clients about a task.

In the comment section, there are some formatting options like numbers and bullet points to help keep any discussions structured. When you’re adding a comment, it will allow you to email and loop in project collaborators. If you need this to be seen by a client or team member, make sure to select their name in this box.

To add a file to your comment, you can click Add File or drag and drop onto the comment box. Tip: best practice is to label content as Year/month/date/ – client name – file/content title – your initials.

Comments can only be edited within the first 15 minutes of sending them. You can edit a comment by clicking edit just below the comment. This will bring the comment box back up, allowing you to perfect your comment.

The way to delete a comment is the same as editing; comments need to be removed within the first 15 minutes of the comment being added.

What’s on the calendar page?

The calendar page is very self-explanatory. It includes a 6-week calendar where you can add in specific tasks. This can be particularly handy for bigger teams wanting to check what’s going on across the month without funnelling through the to-do lists.

On the calendar page, you can create multiple calendars, allowing you to track by client or project on there. To add a calendar, navigate to the top left corner and click on Add a Calendar. Create a name and invite the members you’d like to be able to view or add to the calendar.

What’s on the everything page?

This page gathers every single comment, to-do, and file on your Basecamp. All this collated information can be particularly handy when you’re unsure where to retrieve information from, which you know has been on your Basecamp.

What is on the progress page?

The progress page aggregates all the actions and comments created on Basecamp and orders them onto a timeline, allowing you to assess the progress of a task/project on a granular level. This includes times, any discussions, any files and the project name.

What is on the Me page?

On the ‘Me’ page is essentially your profile, collating all of the activity for just you. This will open up a page with your profile, all your comments, activity and discussions you’ve specifically contributed will be compiled here.

This is useful for cutting out the noise from other contributors and project tasks, allowing you to see all the work you’ve done specifically.

How to adjust my notifications on Basecamp

Select ‘Me’ on the navigation bar. In the top left-hand corner, you’ll see ‘Your Basecamp settings’ hyperlinked. Click on this to open your Basecamp settings. Here is where you can adjust your notifications to your preference, with the ability to adjust:

• Which projects do you get notified of
• How frequently you’ll receive emails, i.e. if you want an email per action, or you’d prefer to have a summary email.
• If you’re notified when someone else completes a task
• If you want a daily summary email
• What email address are emails sent to

Basecamp Etiquette

It’s good practice to make sure you’re using Basecamp to help organise, track and provide context when needed. For instance:

Keep your discussions organised by task and topic. Comment under the applicable task for easy monitoring rather than other tasks out of convenience. In the long run, this will make finding comments and tracking that task simple and not confusing.

Tag only the necessary people. To avoid bombarding inboxes with Basecamp emails, make sure to only loop the necessary contributors into the content. If their input is not required, it’s unnecessary to loop in everyone.

Avoid creating multiple to-dos for the same tasks. This is an important one; it ensures all the information, like files and feedback, is submitted to the right comment section. Ultimately, reducing the time spent swapping between tasks only to gather information that could have been collected in one comment section.

Using comments instead of email. Because comments are already emailed to the contributors you’ve selected, cut out the additional admin of writing emails. Keep communications all on one channel, like Basecamp, to avoid overcomplicating the process.

We’d love to know if this guide has been useful for you. Let us know!

Technical audits are essential for maintaining SEO performance. Google and other search engine bots crawl websites to index and rank content. Issues with sites such as redirects (301), deleted pages (404) or duplicated content can slow down or block website crawlers and cause your site’s rankings to drop. Especially on large sites, technical audits can be lengthy pieces of work and fixing these issues is not a one-size-fits-all approach, as all websites are built differently depending on what CMS, Plug-ins, page builder and code are used. In this article, we discuss how ChatGPT can help users to understand, automate and fix issues on their technical SEO audits, leading to a smoother experience for both end users and search engine crawlers.

Automate Tasks

AI can be used to help automate tasks that would normally be time-consuming and exhaustive. For example, most SEO audit tools (Ahrefs, Screaming Frog, SEMRush, SERanking) track web page content such as titles and descriptions. Titles and descriptions may be too long, too short or missing altogether and need optimising for best practices on Google. Writing hundreds of missing descriptions at once can be time-consuming, and descriptions aren’t a ranking signal on Google, but are more of a best practice to entice users onto your site. AI chatbots, such as ChatGPT, can be used to craft engaging descriptions in bulk to speed up the process and save time for other tasks. Some other tasks ChatGPT can help automate include:

• Generate unique, keyword-optimised title tags and meta descriptions for a list of URLs.

• Suggest better H1S and subheadings based on target keywords.
  
  
• Draft alternative text for missing or poor-quality image alt tags.

Problem Solving

Every website is built differently using different content management systems, plug-ins and page builders. This can sometimes make fixing problems highlighted on technical audits tricky because while you know there is an issue on the site, finding it can sometimes be easier said than done. For example, a link may be redirecting users to a broken page (404). However, updating the link may not be as simple as finding it on the page and changing it. As the link may be embedded in a template, the code of the site or a custom field, depending on how your developer has created your site.

This is where ChatGPT can be useful, scanning page content or code, it can quickly detect problems such as broken links and where they live, and suggest fixes based on the CMS you are using.

Decision Making

As mentioned before, while ChatGPT helps understand the problems on your site, it can also help you make decisions on how to best approach fixing these problems. For example, many sites use plug-ins, which are add-ons to websites that allow for increased functionality. Plug-ins have also been created to automate SEO tasks such as adding alt-text to images. However, there are a large number of plug-ins available and choosing the best one can be tricky. ChatGPT can help you weigh up which plug-in is best for your needs and list the different features which may apply to your needs the most.

As of July 10, 2025, Instagram has taken a major step forward—public posts from professional accounts are now searchable on Google and other search engines. This means your Instagram content—photos, videos, Reels, and carousels—can appear directly in search results, expanding your visibility far beyond your followers. For brands and creators, this is a game-changer.

Instagram Content Is Now Web-Visible
If you have a business or creator account and are over 18, your public content is now eligible to appear in Google search results by default. This is controlled in your Instagram settings (Settings → Privacy → Allow public photos and videos to appear in search engine results). If you’d prefer your content to stay within Instagram only, you can turn this off at any time.

Why This Matters to Your Business
Your Instagram posts are no longer just social content—they’re now part of your online presence, just like your website or blog. The first line of your caption functions like a headline in Google search, and your alt text (image descriptions) helps search engines understand the content’s subject matter. Even your hashtags now help you appear in search results. In short, Instagram is becoming a new front door to your brand.

What You Should Do Next
If you’re a client with an active Instagram presence, now is the time to think strategically. We’ll help you update your bios, polish captions with relevant keywords, and ensure your most important posts are pinned or highlighted. From now on, we’ll also be tracking how your Instagram content performs not just in the app, but in Google search, too.

This update means more ways for potential customers to discover your brand. It’s visibility you don’t want to miss—and we’re here to help you make the most of it.