How to do a technical seo audit – How to do a technical audit is crucial for any website aiming for high search engine rankings. This guide dives deep into the essential steps, from defining the scope and evaluating website architecture to analyzing crawlability, page speed, and server configuration. We’ll explore the critical elements of a successful technical audit, equipping you with the knowledge and tools to optimize your website for search engines.
We’ll cover everything from understanding the importance of website architecture to optimizing for mobile, providing a detailed breakdown of each stage of the process. This isn’t just a theoretical exercise; it’s a practical roadmap to improve your website’s performance in search results.
Defining the Scope of a Technical Audit: How To Do A Technical Seo Audit
A technical audit is a crucial step in optimizing a website for search engines. It goes beyond just research and content optimization, delving into the technical underpinnings of your site to identify and resolve issues that might be hindering its performance in search results. This comprehensive review helps you understand how search engine crawlers interact with your site, ultimately improving your website’s visibility and organic traffic.A technical audit meticulously examines various aspects of a website’s architecture, code, and server configuration to ensure it’s search engine friendly.
By pinpointing and addressing technical issues, the audit significantly contributes to a higher ranking in search engine results pages (SERPs), resulting in increased organic traffic and improved user experience.
Defining a Technical Audit
A technical audit comprehensively evaluates a website’s technical infrastructure to identify issues that may impact search engine crawlability and indexability. It scrutinizes server performance, site architecture, mobile-friendliness, and other critical technical elements to ensure a seamless user experience and optimal search engine visibility.
Key Aspects of a Thorough Technical Review
A comprehensive technical review meticulously assesses several critical components. These include:
- Crawlability: Ensuring search engine crawlers can effectively access and navigate all important pages on the site.
- Indexability: Confirming that search engines can properly index and include the pages in their search results.
- Mobile-Friendliness: Evaluating the website’s responsiveness and usability across various mobile devices.
- Site Speed: Assessing page load times to determine if they meet best practices for user experience and search engine ranking.
- Structured Data Markup: Verifying the use of schema markup to enhance search engine understanding of content.
- HTTP Status Codes: Analyzing HTTP status codes for 404 errors, redirects, and other potential issues.
- XML Sitemap and Robots.txt: Examining these files to ensure they are properly configured and guide search engine crawlers effectively.
- Security: Evaluating the website’s security measures, including HTTPS implementation.
Basic vs. Advanced Technical Audits
A basic technical audit focuses on the most critical technical elements, such as crawlability, indexability, and mobile-friendliness. It identifies the most significant roadblocks and provides initial recommendations for improvement.An advanced technical audit dives deeper, analyzing more intricate aspects like structured data markup, site speed, server configuration, and security protocols. It often involves more in-depth analysis and provides comprehensive recommendations for optimizing all facets of the website for search engines.
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Regular updates and security patches are also vital for a successful technical SEO audit.
Technical Audit Checklist
This checklist provides a framework for a comprehensive technical audit:
- Crawl the website using tools like Google Search Console or Screaming Frog to identify any errors or issues.
- Check for broken links (404 errors) and ensure proper redirects are in place.
- Verify mobile responsiveness across various devices and screen sizes.
- Measure page load times and identify areas for optimization.
- Review site architecture and ensure it’s logical and user-friendly.
- Analyze server configuration and identify any potential performance bottlenecks.
- Evaluate security measures, including HTTPS implementation.
- Ensure proper use of structured data markup for better search engine understanding.
- Review XML sitemap and robots.txt to ensure proper configuration.
Technical Audit Tools
Numerous tools aid in conducting a technical audit. Some popular options include:
- Google Search Console: Provides valuable insights into how Googlebot interacts with your website.
- Screaming Frog Spider: A powerful tool for crawling and analyzing websites to identify technical issues.
- PageSpeed Insights: Evaluates page load times and provides recommendations for optimization.
- Moz Local: Helps with local issues and optimization.
- Ahrefs Site Audit: Comprehensive analysis of website technical aspects.
- SEMrush Site Audit: Comprehensive audit covering technical and other aspects.
Evaluating Website Architecture
Website architecture isn’t just about how your site looks; it’s the backbone of your strategy. A well-structured site is easier for search engines to crawl and index, leading to better rankings and a more positive user experience. A poorly structured site, on the other hand, can lead to lost traffic and missed opportunities. This section dives into the critical aspects of website architecture evaluation for technical .
Importance of Website Architecture for , How to do a technical seo audit
Website architecture directly impacts how search engine crawlers navigate and understand your content. A logical, well-organized structure allows crawlers to efficiently discover, process, and index pages, ultimately boosting your site’s visibility in search results. A clear hierarchy also improves user experience, which Google considers a crucial ranking factor. A user-friendly site that’s easy to navigate tends to keep users engaged, reducing bounce rates and increasing time spent on site – all positive signals for search engines.
Assessing Website Navigation and User Experience
User-friendly navigation is paramount. Analyzing website navigation involves examining the sitemap, internal linking structure, and overall user experience. Effective navigation guides users seamlessly through your site, helping them find the information they need quickly and easily. This positive experience encourages users to explore more pages, improving engagement metrics and ultimately boosting your efforts.
Analyzing Website Structure for Crawl Efficiency
Crawl efficiency is critical for search engines to effectively index your website. Crawlers need a clear path to access and process all relevant pages. Analyzing website structure involves examining the sitemap, internal linking patterns, and URL structure. Efficient site architecture enables crawlers to easily discover and index all important content, improving your website’s visibility. The use of robots.txt files is crucial to avoid blocking essential pages from crawlers.
Duplicate content and thin content pages also need to be evaluated for crawl efficiency and removed where appropriate.
Identifying and Fixing Broken Links
Broken links, or 404 errors, negatively impact user experience and . These errors disorient users and signal a problem to search engines. Identifying broken links involves using tools like Screaming Frog or Google Search Console. Regularly checking for broken links and fixing them promptly improves user experience and ensures search engines can crawl and index your site effectively.
A site with a high number of broken links often signals issues with site maintenance, which search engines can penalize.
Examples of Website Architecture Layouts and Their Impact on
| Website Architecture Layout | Impact on |
|---|---|
| Hierarchical (tree-like) | Excellent for sites with a clear categorization system. Easy for users and crawlers to navigate. |
| Flat | Suitable for small websites with limited content. Can be less efficient for larger sites. |
| Networked (complex relationships) | Best for sites with interconnected content. Requires more sophisticated internal linking strategies. |
| Linear | Works well for sites with sequential content, like e-learning platforms or articles. Can be less user-friendly if not designed carefully. |
Analyzing Crawlability and Indexation
A technical audit isn’t complete without understanding how search engine crawlers interact with your website. Crawlability and indexation are crucial for visibility. Problems here can prevent your valuable content from being seen by search engines, significantly impacting your organic rankings. This section dives deep into common crawl errors and strategies to ensure your site is easily discoverable and correctly indexed.Crawlers need clear pathways to navigate your site and understand its structure.
Issues with sitemaps, robots.txt, canonicalization, and other technical elements can hinder this process. A thorough analysis of these areas is key to a successful strategy.
Common Crawl Errors and Issues
Many factors can cause crawlers to struggle with accessing and understanding your site. These include server errors, broken links, slow loading times, and incorrect robots.txt directives. Understanding these errors is the first step to fixing them. Crawl errors are often reported in search console tools, providing specific information about the problem areas.
Checking Robots.txt Files for Correctness and Efficiency
The robots.txt file acts as a guide for search engine crawlers, instructing them on which parts of your site to crawl and which to avoid. Ensuring its accuracy is paramount for efficient crawling. Incorrect or outdated rules can prevent important pages from being indexed. Regular reviews are vital to avoid unintended blocking.
- Verify that the file is properly configured to allow crawlers access to essential pages, such as your homepage and important content pages.
- Use tools to check for common errors in the robots.txt file, such as incorrect syntax or missing directives.
- Review your robots.txt file regularly, especially after making significant changes to your website, to ensure that it remains accurate and effective.
Analyzing Sitemaps and Their Effectiveness in Search Engine Indexing
Sitemaps act as a roadmap for search engine crawlers, guiding them through your website’s structure and highlighting important pages. A well-structured sitemap helps crawlers understand the hierarchy and relationships between different pages, making it easier to index the site.
- XML sitemaps are essential for informing search engines about the structure and content of your site. They are a crucial tool to improve search engine visibility.
- Ensure your sitemap accurately reflects the structure of your website, with all crucial pages included.
- Use sitemap generators or tools to automatically create sitemaps, which can be easily updated as your site grows.
Identifying and Resolving Issues with Canonicalization
Canonicalization helps search engines understand which version of a page is the primary one, preventing duplicate content issues. Errors in canonicalization can lead to confusion for search engines and negatively impact rankings.
- Proper use of canonical tags helps search engines understand which version of a page is the authoritative one, preventing duplicate content penalties.
- Check for broken or incorrect canonical tags on your site and fix them immediately.
- Employ tools and techniques to identify and correct canonicalization issues, ensuring that search engines have a clear understanding of the intended primary page.
Comparing Sitemap Types and Implications
Different sitemap types serve various purposes. Understanding their specific functions and limitations is crucial for effective .
| Sitemap Type | Purpose | Implications |
|---|---|---|
| XML Sitemap | Provides a structured list of URLs to search engines. | Essential for guiding crawlers, improving indexation, and enhancing discoverability. |
| HTML Sitemap | Provides a user-friendly sitemap for visitors. | Improves site navigation and user experience, potentially influencing internal linking and content discoverability. |
| Video Sitemap | Highlights video content on your website. | Helps search engines discover and index videos, crucial for video-focused sites. |
Assessing Page Speed and Performance
Page speed is critical for both user experience and search engine optimization. A slow-loading website can lead to high bounce rates, lower conversions, and ultimately, a decline in search rankings. Understanding and optimizing website performance is therefore a crucial aspect of any technical audit.
Measuring Page Loading Times and Identifying Bottlenecks
Accurate measurement of page loading times is essential for identifying performance bottlenecks. Tools like Google PageSpeed Insights, GTmetrix, and WebPageTest provide comprehensive reports detailing various aspects of website performance, including time to first byte (TTFB), time to interactive (TTI), and overall page load time. These tools also highlight specific elements contributing to slow loading speeds, such as large images, inefficient CSS, or excessive JavaScript.
Thorough analysis of these reports is key to pinpointing the exact causes of slow loading. Understanding these factors allows for targeted optimization efforts.
Optimizing Website Elements for Faster Loading Speeds
Several strategies can significantly improve page loading times. Compressing images using formats like WebP or optimizing them for the web are vital steps. Minifying CSS and JavaScript files reduces file size and improves loading speed. Leveraging browser caching allows users to retrieve cached files, leading to faster loading times on subsequent visits. Efficiently utilizing a Content Delivery Network (CDN) distributes website content across various servers, reducing latency and improving response times.
These strategies combined can create a noticeable improvement in website performance.
Mobile-Friendliness and Responsiveness for
Mobile-friendliness is no longer a suggestion; it’s a necessity. Search engines prioritize mobile-friendly websites, recognizing the growing prevalence of mobile users. A website that doesn’t adapt to different screen sizes can lead to a poor user experience and negatively impact search rankings. Responsive design, ensuring optimal viewing across all devices, is paramount. Implementing responsive design not only improves but also significantly enhances user experience.
Performance Testing Tools and Their Usage
Various performance testing tools provide detailed insights into website performance. Google PageSpeed Insights, a free tool, analyzes website speed and provides actionable recommendations for optimization. GTmetrix offers similar functionality and insights, helping identify performance bottlenecks and suggest improvements. WebPageTest allows for customized testing across various geographic locations and network conditions. Understanding the strengths and weaknesses of each tool is crucial for a comprehensive analysis.
Each tool offers different insights, which, when combined, provide a holistic view of website performance.
Impact of Different Loading Times on User Experience and
The table below illustrates the correlation between page loading time and user experience, as well as its implications for search engine optimization.
| Loading Time | User Experience | Implications |
|---|---|---|
| < 2 seconds | Excellent; users perceive the site as fast and responsive. | High ranking potential; improved search visibility. |
| 2-3 seconds | Good; users might experience slight delays but remain engaged. | Good search visibility; potential for improvement. |
| 3-5 seconds | Fair; users may become frustrated by delays, potentially leading to a high bounce rate. | Decreased search visibility; risk of lower rankings. |
| > 5 seconds | Poor; users are likely to abandon the site, resulting in a high bounce rate and negative user experience. | Significant impact on search visibility; high risk of low rankings. |
Examining Content Structure and Semantics
A well-structured website, with clear content hierarchies and semantically rich HTML, is crucial for search engine visibility. Search engines rely on understanding the meaning and relationships within your content to deliver relevant results. Ignoring this aspect can lead to lower rankings and missed opportunities to connect with your target audience.Understanding the structure of your content allows search engines to crawl and index your pages more effectively, enabling them to grasp the context of your information.
This, in turn, leads to improved search visibility. A solid foundation in content structure and semantics is essential for a successful strategy.
A crucial part of a technical SEO audit is ensuring your website is easily discoverable by search engines. One key step in this process is properly adding your website to Bing Webmaster Tools, which provides valuable insights into how Bing sees your site. Understanding how to add your website to Bing Webmaster Tools ( how to add your website to bing webmaster tools ) is vital.
This helps you identify crawl errors, indexing issues, and other potential problems that can be addressed during the rest of your technical SEO audit.
Importance of Well-Structured Content
Properly organized content is fundamental for user experience and search engine optimization. Clear headings, subheadings, and other semantic elements guide users through your site, enhancing readability and engagement. Search engines interpret these structures, understanding the hierarchy of information and the importance of different sections. This structured approach enables search engines to comprehend the content’s meaning, leading to better indexing and improved search rankings.
Analyzing HTML Structure and Content Quality
Evaluating the HTML structure of your pages is crucial for technical . Tools like Chrome DevTools provide insights into the page’s structure, identifying areas for improvement. Inspecting the use of headings (H1-H6), lists (unordered and ordered), and other semantic elements is vital. Analyzing content quality involves assessing readability, usage, and the presence of duplicate content. Reviewing page content for relevance to target s, clarity, and depth of information is important.
Use of Schema Markup
Schema markup is a vocabulary of tags that describe the content of a webpage, enabling search engines to better understand the meaning and context of the content. Implementing schema markup can significantly improve search results by enhancing how search engines present your content to users. This structured data helps search engines understand the specifics of your content, which could include product details, events, or reviews.
Strategies for Creating Structured Data Markup
Several strategies can be used to create structured data markup. Utilizing tools like Google’s Structured Data Markup Helper is recommended. This tool helps generate the necessary schema markup code, making the process easier. Understanding the different schema types available, such as Product, Event, or Review, and choosing the appropriate one for your content is critical. Employing a structured approach to content and utilizing the available tools will lead to greater success in .
Examples of Proper Heading Tag Use
| Heading Tag | Description | Impact |
|---|---|---|
| H1 | Main title of the page | Indicates the main topic of the page; crucial for |
| H2 | Sub-headings; major sections | Highlights important s; improves site structure |
| H3 | Sub-subheadings; further detail | Organizes content; helps with user experience and |
| H4-H6 | Further sub-divisions | Adds more structure; helps with clarity and understanding |
Reviewing Server Configuration and Security
A strong server foundation is crucial for a successful strategy. A poorly configured server can lead to slow loading times, errors, and security vulnerabilities, all of which negatively impact search engine rankings and user experience. Understanding server configuration, security protocols, and response times is vital for a comprehensive technical audit.Server configuration significantly impacts how search engines crawl and index your website.
Efficient server resources and optimized configurations lead to faster page load times, a key ranking factor. Conversely, issues like slow response times, incorrect server settings, or inadequate security measures can hinder search engine crawlers and potentially damage your site’s reputation.
Server Error Detection and Resolution
Identifying and resolving server errors is essential for a healthy website. Server errors can range from simple HTTP errors to more complex issues related to server resources or configurations. These errors often lead to pages not loading correctly, impacting user experience and hindering search engine crawlers. Thorough error logging and analysis are crucial to pinpoint the source of the problems.
Tools like server logs, web analytics platforms, and browser developer tools can be used to track and identify these errors.
Evaluating Server Response Times
Assessing server response times is a crucial part of a technical audit. Slow loading times due to server issues directly impact user experience and negatively affect search engine rankings. Tools like web performance testing tools (e.g., GTmetrix, Pingdom) can help measure server response times. Optimizing server configuration, utilizing caching mechanisms, and leveraging content delivery networks (CDNs) can improve response times, enhancing user experience and search engine rankings.
Assessing Server Security Measures
Website security is paramount for both user trust and . Vulnerabilities in server configurations can expose your website to malicious attacks, negatively impacting and user trust. Security measures like strong passwords, regular security audits, and up-to-date software are essential. Implementing security protocols, like HTTPS, can boost trust and signal trustworthiness to search engines. Vulnerabilities like outdated software, weak passwords, or insufficient firewall protection can expose the website to attacks, potentially impacting rankings and user trust.
Identifying Potential Security Vulnerabilities
Potential security vulnerabilities can significantly impact . Malicious activities, such as hacking or malware attacks, can negatively impact rankings and user trust. Regular security audits, vulnerability assessments, and penetration testing are crucial for identifying and mitigating these risks. Implementing strong security measures, like regular software updates, firewalls, and intrusion detection systems, can protect your website from potential attacks.
Comparing Server Configurations and Performance Impact
Different server configurations have varying impacts on website performance. The table below provides a comparison of common server configurations and their potential impact on .
| Server Configuration | Impact on Website Performance | Implications |
|---|---|---|
| Shared Hosting | Potentially slower loading times, limited resources | Can negatively affect page load speed and user experience, potentially impacting rankings. |
| VPS Hosting | Improved performance over shared hosting, dedicated resources | Generally better performance, leading to better user experience and potential positive impact on rankings. |
| Dedicated Server | High performance, full control over resources | Ideal for high-traffic websites, potentially resulting in faster load times and better rankings. |
| Cloud Hosting | Scalable resources, adaptable to fluctuating traffic | Excellent for websites with variable traffic, ensuring optimal performance regardless of demand. |
Mobile Optimization
Mobile optimization is no longer a “nice-to-have” but a fundamental requirement for any website aiming for success in today’s digital landscape. With a significant portion of internet traffic originating from mobile devices, neglecting mobile optimization can severely impact search engine rankings and user experience. A mobile-friendly site is crucial for driving organic traffic, boosting engagement, and ultimately increasing conversions.Mobile optimization encompasses more than just a responsive design.
It’s about creating a seamless experience across different screen sizes and devices, ensuring fast loading times, intuitive navigation, and easily accessible content. This meticulous attention to detail ultimately translates to a positive user experience and, critically, higher rankings in search results.
Importance of Mobile Optimization for Technical
Mobile-friendliness is now a ranking factor. Google prioritizes websites optimized for mobile devices, rewarding those offering a positive user experience. Ignoring this crucial aspect can lead to a decline in organic search rankings. Sites that are not mobile-friendly often experience higher bounce rates and lower engagement, which negatively impacts search engine algorithms.
Evaluating Mobile Usability and Responsiveness
Assessing mobile usability involves several key steps. One crucial method is using Google’s Mobile-Friendly Test tool. This free online tool provides instant feedback on whether a website is mobile-friendly. Furthermore, checking different screen sizes with browser developer tools and emulators, such as those available in Chrome DevTools, helps identify potential display issues or layout problems. Manual testing on various mobile devices is equally important, ensuring a smooth user experience across different form factors.
Identifying and Fixing Mobile-Specific Technical Issues
Identifying and rectifying mobile-specific technical problems often requires a multifaceted approach. First, thoroughly analyze website performance on mobile devices. Tools like Google PageSpeed Insights and GTmetrix offer comprehensive performance evaluations, pinpointing bottlenecks and suggesting optimizations. Next, ensure that all essential website content, including images, videos, and scripts, is appropriately sized and optimized for mobile devices. Finally, meticulously review mobile sitemaps to ensure they accurately reflect the mobile version of the website.
A technical SEO audit is crucial for website health. You need to check things like site speed and mobile-friendliness, but also understand the importance of meta tags for SEO. Knowing meta tags for seo what you need to know will help you optimize your site’s visibility. After all, a strong technical SEO foundation is essential for any successful online presence.
Impact of Mobile-Friendliness on Search Engine Rankings
Mobile-friendliness is a key ranking factor in search engine results pages (SERPs). Websites that prioritize mobile usability are often rewarded with higher rankings, leading to increased visibility and organic traffic. A mobile-unfriendly site, on the other hand, can experience a decline in rankings and reduced organic traffic. This correlation between mobile optimization and search rankings is crucial for businesses relying on online visibility.
Mobile-Friendly Website Designs and Effectiveness
| Design Type | Description | Effectiveness |
|---|---|---|
| Responsive Design | Adapts to various screen sizes and resolutions. | High. Responsive design is a proven method for delivering an optimal mobile experience. |
| Adaptive Design | Creates distinct layouts for different screen sizes. | High. Adaptive design can lead to a more tailored user experience, particularly for complex sites. |
| Separate Mobile Site | Maintains a dedicated mobile website, often with different content. | Moderate. While it may not be the most efficient approach for sites with dynamic content, it allows for greater control over the mobile experience. |
Tools and Technologies
Arming yourself with the right tools is crucial for a comprehensive technical audit. Choosing the right software can significantly streamline the process, saving time and effort while ensuring accuracy. This section delves into the various tools available, highlighting their strengths and weaknesses, and demonstrating how to integrate them into your workflow.The landscape of technical tools is vast and ever-evolving.
Different tools excel at different aspects of an audit, from crawling and indexing to site speed and mobile responsiveness. Understanding the strengths and weaknesses of each tool is essential for creating a comprehensive audit strategy.
Available Technical Audit Tools
A variety of tools are available for conducting technical audits, each with its own strengths and weaknesses. Choosing the right tools depends on the specific needs and budget of the project. Some popular options include:
- Google Search Console: A free and powerful tool provided by Google, Search Console provides valuable insights into how Googlebot interacts with your website. It offers data on crawl errors, indexation issues, mobile usability, and more. This tool is essential for identifying and resolving critical technical problems. Its free nature makes it a must-have for any audit.
- Screaming Frog Spider: This desktop tool is renowned for its robust crawling capabilities. It allows you to identify broken links, crawl errors, and other technical issues that might affect your website’s visibility. Screaming Frog’s ability to export data in various formats makes it highly practical for analysis and reporting.
- SEMrush: A comprehensive platform, SEMrush provides a suite of tools for technical audits. Beyond crawling, it includes features for analyzing website architecture, checking backlinks, and conducting competitive analysis. This tool’s broad functionality makes it a versatile choice for larger projects or those with extensive needs. It offers both free and paid plans, allowing users to choose the features they need.
- Ahrefs: Similar to SEMrush, Ahrefs is a powerful platform offering a wide range of tools for technical audits. Ahrefs’s focus on backlinks and site audits provides insights into your site’s overall health and its performance in comparison to competitors. Its robust features are highly appreciated by professional practitioners.
- GTmetrix: This tool specializes in website performance analysis. It provides detailed reports on page speed, identifying areas for improvement in server response time, caching, and image optimization. GTmetrix is an invaluable resource for ensuring your site delivers a smooth user experience.
Comparing and Contrasting Tools
Choosing the right tool involves weighing the features, cost, and ease of use. While Google Search Console is a free and essential starting point, tools like Screaming Frog, SEMrush, and Ahrefs offer more comprehensive functionalities, including advanced crawling and analysis capabilities.
| Tool | Key Features | Benefits |
|---|---|---|
| Google Search Console | Crawl errors, indexation issues, mobile usability | Free, direct insights from Google |
| Screaming Frog | Robust crawling, broken link detection, crawl errors | Excellent for comprehensive site crawls, detailed data exports |
| SEMrush | Comprehensive platform, website architecture analysis, backlink analysis | Versatile, suitable for broader needs, competitive analysis |
| Ahrefs | Comprehensive platform, site audits, backlink analysis, competitor analysis | Detailed insights, data-driven decisions, comprehensive competitor analysis |
| GTmetrix | Page speed analysis, performance optimization | Focus on performance, identify areas for improvement |
Integrating Tools into Your Workflow
A well-structured workflow is essential for effective use of tools. Start by using Google Search Console to identify initial issues. Then, use Screaming Frog to deeply analyze crawl errors. Follow up with SEMrush or Ahrefs for a broader perspective on website health and competitive analysis. Conclude by using GTmetrix to optimize website performance.
Epilogue
In conclusion, a thorough technical audit is a multi-faceted process that requires a deep understanding of website architecture, crawlability, page speed, and server configuration. By following the steps Artikeld in this guide, you can effectively identify and address technical issues that may be hindering your website’s performance. Remember, consistent monitoring and adaptation are key to maintaining optimal health in the ever-evolving digital landscape.
We hope this comprehensive guide helps you in your journey.
