You don't want to include a plethora
of exact keywords and phrases, as doing so will hurt your SEO.
We'll also show your ad when someone searches for close variations
of that exact keyword, or with additional words before or after it.
Not exact matches
This means that Google isn't just focused on looking for
exact matches
of certain
keywords in the content.
In your SERP analyzing, have you noticed that long
keywords (3 + words) seem to rank worse when the
exact keyword is used in both page / serp title and url regardless
of article body
keyword density?
In the comments
of that article there's a hint about
exact volumes from Google (still from the
Keyword Planner somehow?)
When you enter
keywords, if you enter them as
exact, phrase or broad and then select «Get estimates» instead
of «Get search volume», it will show estimated daily clicks.
Phrase match
keywords will trigger ads when the
exact phrase is part
of the
keyword typed into Google.
I have a list
of keywords and am doing
exact match and have few
keywords with broad match modifier.
These close variants expanded the reach
of these
exact and phrase
keywords by an estimated 7 % by including common misspellings, plurals, and grammatical stemmings
of these phrase and
exact match
keywords.
Sometimes it is possible to find the perfect
exact match
keyword that converts every time thanks to the data that you gather on phrase match
keywords over a period
of a couple
of weeks.
If you really want to take advantage
of the power
of the phrase match
keyword, use the data that you gather on them to then select certain
keywords as
exact match
keywords.
If your PPC campaign does not include
exact match
keywords, you are really not trying hard enough to make the very best
of what you have with your PPC advertising.
Understanding the
exact balance
of a
keyword's search traffic can help you determine things like --
This will provide an accurate number
of how many people searched for your
exact keyword and how many people searched for some variation
of your
keyword.
So if you have done some work on your
keyword research and you are confident with a couple
of 2 - 3 words and long tail
keywords, use the «Phrase» or [
Exact Match] instead
of a Broad Match.
The new version
of Market Samurai uses
exact match search with
Keyword Planner so it might not be an alternative but rather a tool that makes using
Keyword Planner more convenient.
Let me show you a really simple technique that you can use with the previous technique i showed you about using individual
keywords instead
of pasting a bunch
of keywords and its really a one - click technique to get even more great
keywords from the Google Adwords
Keyword tool so I've already gone ahead and done a search for «fishing tips» just a single keyword if you didn't see that previous video you want to watch that because that's a really good little tip there i'll put a link in this video so you can click through and see that video number two in this series but once you've done your search will simply go down here to keyword options click this little pencil icon here and you'll see this option to only show ideas closely related to my search terms now everybody knows about this this year but a lot of people don't take the time to actually use it so if you simply just click the toggle their turn it on and then hit save what it's going to do is going to only bring back keyword terms that are closely related to «fishing tips» and here's one more hot tip for you it is specific to singular and plural so for instance if my original see keyword was «fishing tips» and I've selected to only show closely related ideas my results are going to have the word tips plural in them so if I will just take a second and remove that s after i've downloaded the file for «fishing tips» let's do that again «fishing tips» i've downloaded the file all my terms have the word tips in them now come right back up here i remove the s so singular and i search again now i'm going to get back results that have the word tip instead of tips and then because i have only show closely related ideas now just to show you a sample what will happen when you do that you remember this is the file i showed you in the previous video and you'll remember from that video that our competitors because they're just pasting in a bunch of keywords and hitting search they're getting back 706 results for this sample test here so they would get 706 keywords and that's what they would take off with them and start to decide which what pages they want to make for seo or how they want to set the pay - per - click campaign ok we're using these other methods taking a few extra seconds to really understand how the Google Adwords Keyword tool works and with this new method of both using singular and plural but selecting only show closely related ideas we now have for the exact same keywords we have 2867 keywords we got back so we're walking away with 2867 keywords our competitor for the very saying input terms is only getting 706 we're getting four times as many keywords for the Google Adwords Keyword Tool you can take this information and you can use it to really grow your business because there's some really excellent keywords that your competitors are overlooking simply because they don't understand how to use the Google Adwords Keyword tool so this has been helpful for you once you've used the google keyword planner to find lots of new keyword ideas what do you do with all those keywords the biggest problem is that you can there's so many keyword tools out there you can get hundreds of thousands of keywords by spending a day using the different keyword tools but what you do with all that information the answer is a cool tool called keyword grouper pro and keyword grouper pro is completely free there's not even an opt - in you simply download the tool now at the top of this video there's a link if you click that i'll show you exactly how to use keyword grouper pro it doesn't matter where you got your keywords from i'm going to show you how to take those keywords group them into tight groups and then you can set up your campaigns know exactly which groups represent buyers and once you know where the buyers are at you can simply focus your marketing in that area to make more profit in your b
Keyword tool so I've already gone ahead and done a search for «fishing tips» just a single
keyword if you didn't see that previous video you want to watch that because that's a really good little tip there i'll put a link in this video so you can click through and see that video number two in this series but once you've done your search will simply go down here to keyword options click this little pencil icon here and you'll see this option to only show ideas closely related to my search terms now everybody knows about this this year but a lot of people don't take the time to actually use it so if you simply just click the toggle their turn it on and then hit save what it's going to do is going to only bring back keyword terms that are closely related to «fishing tips» and here's one more hot tip for you it is specific to singular and plural so for instance if my original see keyword was «fishing tips» and I've selected to only show closely related ideas my results are going to have the word tips plural in them so if I will just take a second and remove that s after i've downloaded the file for «fishing tips» let's do that again «fishing tips» i've downloaded the file all my terms have the word tips in them now come right back up here i remove the s so singular and i search again now i'm going to get back results that have the word tip instead of tips and then because i have only show closely related ideas now just to show you a sample what will happen when you do that you remember this is the file i showed you in the previous video and you'll remember from that video that our competitors because they're just pasting in a bunch of keywords and hitting search they're getting back 706 results for this sample test here so they would get 706 keywords and that's what they would take off with them and start to decide which what pages they want to make for seo or how they want to set the pay - per - click campaign ok we're using these other methods taking a few extra seconds to really understand how the Google Adwords Keyword tool works and with this new method of both using singular and plural but selecting only show closely related ideas we now have for the exact same keywords we have 2867 keywords we got back so we're walking away with 2867 keywords our competitor for the very saying input terms is only getting 706 we're getting four times as many keywords for the Google Adwords Keyword Tool you can take this information and you can use it to really grow your business because there's some really excellent keywords that your competitors are overlooking simply because they don't understand how to use the Google Adwords Keyword tool so this has been helpful for you once you've used the google keyword planner to find lots of new keyword ideas what do you do with all those keywords the biggest problem is that you can there's so many keyword tools out there you can get hundreds of thousands of keywords by spending a day using the different keyword tools but what you do with all that information the answer is a cool tool called keyword grouper pro and keyword grouper pro is completely free there's not even an opt - in you simply download the tool now at the top of this video there's a link if you click that i'll show you exactly how to use keyword grouper pro it doesn't matter where you got your keywords from i'm going to show you how to take those keywords group them into tight groups and then you can set up your campaigns know exactly which groups represent buyers and once you know where the buyers are at you can simply focus your marketing in that area to make more profit in your b
keyword if you didn't see that previous video you want to watch that because that's a really good little tip there i'll put a link in this video so you can click through and see that video number two in this series but once you've done your search will simply go down here to
keyword options click this little pencil icon here and you'll see this option to only show ideas closely related to my search terms now everybody knows about this this year but a lot of people don't take the time to actually use it so if you simply just click the toggle their turn it on and then hit save what it's going to do is going to only bring back keyword terms that are closely related to «fishing tips» and here's one more hot tip for you it is specific to singular and plural so for instance if my original see keyword was «fishing tips» and I've selected to only show closely related ideas my results are going to have the word tips plural in them so if I will just take a second and remove that s after i've downloaded the file for «fishing tips» let's do that again «fishing tips» i've downloaded the file all my terms have the word tips in them now come right back up here i remove the s so singular and i search again now i'm going to get back results that have the word tip instead of tips and then because i have only show closely related ideas now just to show you a sample what will happen when you do that you remember this is the file i showed you in the previous video and you'll remember from that video that our competitors because they're just pasting in a bunch of keywords and hitting search they're getting back 706 results for this sample test here so they would get 706 keywords and that's what they would take off with them and start to decide which what pages they want to make for seo or how they want to set the pay - per - click campaign ok we're using these other methods taking a few extra seconds to really understand how the Google Adwords Keyword tool works and with this new method of both using singular and plural but selecting only show closely related ideas we now have for the exact same keywords we have 2867 keywords we got back so we're walking away with 2867 keywords our competitor for the very saying input terms is only getting 706 we're getting four times as many keywords for the Google Adwords Keyword Tool you can take this information and you can use it to really grow your business because there's some really excellent keywords that your competitors are overlooking simply because they don't understand how to use the Google Adwords Keyword tool so this has been helpful for you once you've used the google keyword planner to find lots of new keyword ideas what do you do with all those keywords the biggest problem is that you can there's so many keyword tools out there you can get hundreds of thousands of keywords by spending a day using the different keyword tools but what you do with all that information the answer is a cool tool called keyword grouper pro and keyword grouper pro is completely free there's not even an opt - in you simply download the tool now at the top of this video there's a link if you click that i'll show you exactly how to use keyword grouper pro it doesn't matter where you got your keywords from i'm going to show you how to take those keywords group them into tight groups and then you can set up your campaigns know exactly which groups represent buyers and once you know where the buyers are at you can simply focus your marketing in that area to make more profit in your b
keyword options click this little pencil icon here and you'll see this option to only show ideas closely related to my search terms now everybody knows about this this year but a lot
of people don't take the time to actually use it so if you simply just click the toggle their turn it on and then hit save what it's going to do is going to only bring back
keyword terms that are closely related to «fishing tips» and here's one more hot tip for you it is specific to singular and plural so for instance if my original see keyword was «fishing tips» and I've selected to only show closely related ideas my results are going to have the word tips plural in them so if I will just take a second and remove that s after i've downloaded the file for «fishing tips» let's do that again «fishing tips» i've downloaded the file all my terms have the word tips in them now come right back up here i remove the s so singular and i search again now i'm going to get back results that have the word tip instead of tips and then because i have only show closely related ideas now just to show you a sample what will happen when you do that you remember this is the file i showed you in the previous video and you'll remember from that video that our competitors because they're just pasting in a bunch of keywords and hitting search they're getting back 706 results for this sample test here so they would get 706 keywords and that's what they would take off with them and start to decide which what pages they want to make for seo or how they want to set the pay - per - click campaign ok we're using these other methods taking a few extra seconds to really understand how the Google Adwords Keyword tool works and with this new method of both using singular and plural but selecting only show closely related ideas we now have for the exact same keywords we have 2867 keywords we got back so we're walking away with 2867 keywords our competitor for the very saying input terms is only getting 706 we're getting four times as many keywords for the Google Adwords Keyword Tool you can take this information and you can use it to really grow your business because there's some really excellent keywords that your competitors are overlooking simply because they don't understand how to use the Google Adwords Keyword tool so this has been helpful for you once you've used the google keyword planner to find lots of new keyword ideas what do you do with all those keywords the biggest problem is that you can there's so many keyword tools out there you can get hundreds of thousands of keywords by spending a day using the different keyword tools but what you do with all that information the answer is a cool tool called keyword grouper pro and keyword grouper pro is completely free there's not even an opt - in you simply download the tool now at the top of this video there's a link if you click that i'll show you exactly how to use keyword grouper pro it doesn't matter where you got your keywords from i'm going to show you how to take those keywords group them into tight groups and then you can set up your campaigns know exactly which groups represent buyers and once you know where the buyers are at you can simply focus your marketing in that area to make more profit in your b
keyword terms that are closely related to «fishing tips» and here's one more hot tip for you it is specific to singular and plural so for instance if my original see
keyword was «fishing tips» and I've selected to only show closely related ideas my results are going to have the word tips plural in them so if I will just take a second and remove that s after i've downloaded the file for «fishing tips» let's do that again «fishing tips» i've downloaded the file all my terms have the word tips in them now come right back up here i remove the s so singular and i search again now i'm going to get back results that have the word tip instead of tips and then because i have only show closely related ideas now just to show you a sample what will happen when you do that you remember this is the file i showed you in the previous video and you'll remember from that video that our competitors because they're just pasting in a bunch of keywords and hitting search they're getting back 706 results for this sample test here so they would get 706 keywords and that's what they would take off with them and start to decide which what pages they want to make for seo or how they want to set the pay - per - click campaign ok we're using these other methods taking a few extra seconds to really understand how the Google Adwords Keyword tool works and with this new method of both using singular and plural but selecting only show closely related ideas we now have for the exact same keywords we have 2867 keywords we got back so we're walking away with 2867 keywords our competitor for the very saying input terms is only getting 706 we're getting four times as many keywords for the Google Adwords Keyword Tool you can take this information and you can use it to really grow your business because there's some really excellent keywords that your competitors are overlooking simply because they don't understand how to use the Google Adwords Keyword tool so this has been helpful for you once you've used the google keyword planner to find lots of new keyword ideas what do you do with all those keywords the biggest problem is that you can there's so many keyword tools out there you can get hundreds of thousands of keywords by spending a day using the different keyword tools but what you do with all that information the answer is a cool tool called keyword grouper pro and keyword grouper pro is completely free there's not even an opt - in you simply download the tool now at the top of this video there's a link if you click that i'll show you exactly how to use keyword grouper pro it doesn't matter where you got your keywords from i'm going to show you how to take those keywords group them into tight groups and then you can set up your campaigns know exactly which groups represent buyers and once you know where the buyers are at you can simply focus your marketing in that area to make more profit in your b
keyword was «fishing tips» and I've selected to only show closely related ideas my results are going to have the word tips plural in them so if I will just take a second and remove that s after i've downloaded the file for «fishing tips» let's do that again «fishing tips» i've downloaded the file all my terms have the word tips in them now come right back up here i remove the s so singular and i search again now i'm going to get back results that have the word tip instead
of tips and then because i have only show closely related ideas now just to show you a sample what will happen when you do that you remember this is the file i showed you in the previous video and you'll remember from that video that our competitors because they're just pasting in a bunch
of keywords and hitting search they're getting back 706 results for this sample test here so they would get 706
keywords and that's what they would take off with them and start to decide which what pages they want to make for seo or how they want to set the pay - per - click campaign ok we're using these other methods taking a few extra seconds to really understand how the Google Adwords
Keyword tool works and with this new method of both using singular and plural but selecting only show closely related ideas we now have for the exact same keywords we have 2867 keywords we got back so we're walking away with 2867 keywords our competitor for the very saying input terms is only getting 706 we're getting four times as many keywords for the Google Adwords Keyword Tool you can take this information and you can use it to really grow your business because there's some really excellent keywords that your competitors are overlooking simply because they don't understand how to use the Google Adwords Keyword tool so this has been helpful for you once you've used the google keyword planner to find lots of new keyword ideas what do you do with all those keywords the biggest problem is that you can there's so many keyword tools out there you can get hundreds of thousands of keywords by spending a day using the different keyword tools but what you do with all that information the answer is a cool tool called keyword grouper pro and keyword grouper pro is completely free there's not even an opt - in you simply download the tool now at the top of this video there's a link if you click that i'll show you exactly how to use keyword grouper pro it doesn't matter where you got your keywords from i'm going to show you how to take those keywords group them into tight groups and then you can set up your campaigns know exactly which groups represent buyers and once you know where the buyers are at you can simply focus your marketing in that area to make more profit in your b
Keyword tool works and with this new method
of both using singular and plural but selecting only show closely related ideas we now have for the
exact same
keywords we have 2867
keywords we got back so we're walking away with 2867
keywords our competitor for the very saying input terms is only getting 706 we're getting four times as many
keywords for the Google Adwords
Keyword Tool you can take this information and you can use it to really grow your business because there's some really excellent keywords that your competitors are overlooking simply because they don't understand how to use the Google Adwords Keyword tool so this has been helpful for you once you've used the google keyword planner to find lots of new keyword ideas what do you do with all those keywords the biggest problem is that you can there's so many keyword tools out there you can get hundreds of thousands of keywords by spending a day using the different keyword tools but what you do with all that information the answer is a cool tool called keyword grouper pro and keyword grouper pro is completely free there's not even an opt - in you simply download the tool now at the top of this video there's a link if you click that i'll show you exactly how to use keyword grouper pro it doesn't matter where you got your keywords from i'm going to show you how to take those keywords group them into tight groups and then you can set up your campaigns know exactly which groups represent buyers and once you know where the buyers are at you can simply focus your marketing in that area to make more profit in your b
Keyword Tool you can take this information and you can use it to really grow your business because there's some really excellent
keywords that your competitors are overlooking simply because they don't understand how to use the Google Adwords
Keyword tool so this has been helpful for you once you've used the google keyword planner to find lots of new keyword ideas what do you do with all those keywords the biggest problem is that you can there's so many keyword tools out there you can get hundreds of thousands of keywords by spending a day using the different keyword tools but what you do with all that information the answer is a cool tool called keyword grouper pro and keyword grouper pro is completely free there's not even an opt - in you simply download the tool now at the top of this video there's a link if you click that i'll show you exactly how to use keyword grouper pro it doesn't matter where you got your keywords from i'm going to show you how to take those keywords group them into tight groups and then you can set up your campaigns know exactly which groups represent buyers and once you know where the buyers are at you can simply focus your marketing in that area to make more profit in your b
Keyword tool so this has been helpful for you once you've used the google
keyword planner to find lots of new keyword ideas what do you do with all those keywords the biggest problem is that you can there's so many keyword tools out there you can get hundreds of thousands of keywords by spending a day using the different keyword tools but what you do with all that information the answer is a cool tool called keyword grouper pro and keyword grouper pro is completely free there's not even an opt - in you simply download the tool now at the top of this video there's a link if you click that i'll show you exactly how to use keyword grouper pro it doesn't matter where you got your keywords from i'm going to show you how to take those keywords group them into tight groups and then you can set up your campaigns know exactly which groups represent buyers and once you know where the buyers are at you can simply focus your marketing in that area to make more profit in your b
keyword planner to find lots
of new
keyword ideas what do you do with all those keywords the biggest problem is that you can there's so many keyword tools out there you can get hundreds of thousands of keywords by spending a day using the different keyword tools but what you do with all that information the answer is a cool tool called keyword grouper pro and keyword grouper pro is completely free there's not even an opt - in you simply download the tool now at the top of this video there's a link if you click that i'll show you exactly how to use keyword grouper pro it doesn't matter where you got your keywords from i'm going to show you how to take those keywords group them into tight groups and then you can set up your campaigns know exactly which groups represent buyers and once you know where the buyers are at you can simply focus your marketing in that area to make more profit in your b
keyword ideas what do you do with all those
keywords the biggest problem is that you can there's so many
keyword tools out there you can get hundreds of thousands of keywords by spending a day using the different keyword tools but what you do with all that information the answer is a cool tool called keyword grouper pro and keyword grouper pro is completely free there's not even an opt - in you simply download the tool now at the top of this video there's a link if you click that i'll show you exactly how to use keyword grouper pro it doesn't matter where you got your keywords from i'm going to show you how to take those keywords group them into tight groups and then you can set up your campaigns know exactly which groups represent buyers and once you know where the buyers are at you can simply focus your marketing in that area to make more profit in your b
keyword tools out there you can get hundreds
of thousands
of keywords by spending a day using the different
keyword tools but what you do with all that information the answer is a cool tool called keyword grouper pro and keyword grouper pro is completely free there's not even an opt - in you simply download the tool now at the top of this video there's a link if you click that i'll show you exactly how to use keyword grouper pro it doesn't matter where you got your keywords from i'm going to show you how to take those keywords group them into tight groups and then you can set up your campaigns know exactly which groups represent buyers and once you know where the buyers are at you can simply focus your marketing in that area to make more profit in your b
keyword tools but what you do with all that information the answer is a cool tool called
keyword grouper pro and keyword grouper pro is completely free there's not even an opt - in you simply download the tool now at the top of this video there's a link if you click that i'll show you exactly how to use keyword grouper pro it doesn't matter where you got your keywords from i'm going to show you how to take those keywords group them into tight groups and then you can set up your campaigns know exactly which groups represent buyers and once you know where the buyers are at you can simply focus your marketing in that area to make more profit in your b
keyword grouper pro and
keyword grouper pro is completely free there's not even an opt - in you simply download the tool now at the top of this video there's a link if you click that i'll show you exactly how to use keyword grouper pro it doesn't matter where you got your keywords from i'm going to show you how to take those keywords group them into tight groups and then you can set up your campaigns know exactly which groups represent buyers and once you know where the buyers are at you can simply focus your marketing in that area to make more profit in your b
keyword grouper pro is completely free there's not even an opt - in you simply download the tool now at the top
of this video there's a link if you click that i'll show you exactly how to use
keyword grouper pro it doesn't matter where you got your keywords from i'm going to show you how to take those keywords group them into tight groups and then you can set up your campaigns know exactly which groups represent buyers and once you know where the buyers are at you can simply focus your marketing in that area to make more profit in your b
keyword grouper pro it doesn't matter where you got your
keywords from i'm going to show you how to take those
keywords group them into tight groups and then you can set up your campaigns know exactly which groups represent buyers and once you know where the buyers are at you can simply focus your marketing in that area to make more profit in your business
One
of the most common mistakes in a link building campaign is the focus will only be on two
keywords and attempt to build hundreds (if not more) links with the
exact anchor text.
In most cases you will find that your
exact match
keyword has the highest conversion rate but also costs you the most with the least amount
of traffic, and that the
exact opposite is true for broad match.
Google offers three match types — broad, phrase, and
exact — and you should make a point to test
keywords on all
of these match types.
Keywords will only match queries that are
exact keyword or close variation (misspelling, tense, etc)
of the
keyword.
Exact match restricts your ads from showing unless someone's search term exactly matches your
keywords (with some slight adjustments), while the other types allow for increasing variations
of this.
Use Google's
keyword research tool, select «Broad», «Phrase» and «
Exact»
keyword matches for some target
keyword phrases or analysis
of a competitor web site; the
keywords returned, once you have sorted them into the highest searches first, are the most popular
keywords that are being searched on.
At Ask, the
keyword «UK adult dating» has a total
of 11,700
exact competitors, and the top ten are: 1.Swingers.org.
So it's hard to get an
exact number
of keyword searches people do on this site.
In the past,
keyword stuffing and unnatural sounding
exact match phrases worked well to get pages surging to the top
of search engine results.
I had to go back over all
of my posts, research the
exact keywords and spend hours doing on - page SEO (with the Yoast plugin) to get my site back into the SERPs.
Tactics in this era focused on
keyword - optimized anchor text,
exact - match domains, huge networks
of interlinked sites, and towards the end, heavily - spun content.
Phrase match
keywords are similar to
exact match, but they only require a certain phrase from the query to match exactly, and the rest
of the search term can be anything.
They will show an ad when a potential client searches for words similar to that
of your
keyword, but not necessarily
exact.
Adwords offers three different types
of keywords that you can set when targeting your
keywords — broad, phrase, and
exact.
Recently, Google started filtering and lowering the rankings
of sites that overused
exact match anchors both on and off site, and those sites that overused, or «stuffed»
keywords into the content.
What we need from you is the most
exact keywords that you can help us find to describe exactly what kind
of legal help you provide so that your pay - per - click ads are extremely fruitful for as little money as possible.
Don't think
of exact, specific
keywords at this stage; instead, focus on broader, more general topics you'll use as a base for your research.
Perhaps an even bigger problem is that hundreds
of other marketers in your niche are doing the same thing, and you all end up targeting the
exact same
keywords.
Working together we carefully identified all
of the qualifications for the role and I set to work implementing
exact keywords, along with proof
of results, in the resume.
There're tons
of different robots, which submitting resumes using
keyword exact match method and so on..
Weave the
exact keywords or key phrases you find in the job ad into your resume's profile and the descriptions
of your job responsibilities
Resume
keywords must be formatted to echo the
exact formatting
of the
keywords in the original job description.
In case
of resume
keywords, it could be confusing for applicants that what is
exact meaning
of resume
keywords.
By using specific
keywords and by placing those in an
exact way, you would increase the chance
of being called for an interview.
Because
of this, it's critical to use the
exact keywords found in a job description.
When I talk to executive candidates, it's shocking to uncover how many haven't done a thorough job
of writing a strong LinkedIn profile that's
keyword and skills optimised, meaning they'll never be found by the recruiters looking to fill the
exact roles they aspire to.
Like your resume, your cover letter has little room for error and demands
exacting attention to structure and usage
of keywords.
This gives her a greater chance
of being found in a computerized
keyword scan, regardless
of the
exact term the hiring manager inputs for a specific search.
Use power words and
exact keywords from their own job description to help catch their eye like the glint off a fleck
of gold.
You can increase the possibility
of your resume being selected by using the
exact keywords, terms and phrases on your resume and cover letter that are used in the job posting.
Both landing pages are receiving the
exact same set
of keywords.