Netpeak

BACKGROUND

Please describe your company and your position there.

Maxi.az is a company created based on the Integral Plus electronics chain store. It traces its history back to 2006 and over the years has become one of the largest electronics retailers in Azerbaijan.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Netpeak, and what were your goals?

We contacted the agency to increase sales and organic traffic. We also wanted to improve ROMI in six months of working on the project.

1. Optimize the website so that it meets all search engine requirements.
2. Improve the website structure and add content.
3. Create the right meta description.
4. Link building goal: add natural links.

SOLUTION

How did you select this vendor and what were the deciding factors?

The agency's reputation was the deciding factor in choosing a contractor.

Describe the scope of work in detail, including the project steps, key deliverables, and campaigns.

1. Improved the website structure: created new subcategories and filter pages based on popular search queries.
2. Optimized URLs. Replaced the URL transliteration from Russian to Azerbaijani.
3. Optimized filter pages to expand the number of search queries to attract a relevant audience to the website.
4. Added element to thesection of pages, which indicates the language versions of the site.
5. Created HTML and XML sitemaps.
6. Set up 301 redirects for pages with duplicate content.
7. Prevented some pages from being indexed. For example, the search, signup, order, cart pages. This is necessary to improve the link equity distribution among priority pages.
8. Prevented Google from indexing pages that match other pages completely or to a large extent.

How many people from the vendor's team worked with you, and what were their positions?

• Nikolai Novodran — Project manager.
• Andrei Yaromenko — Middle SEO Specialist.
• Anna Zmiienko — Junior SEO Specialist.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

Promotion results for the first three months:

• Organic traffic increased by 30%.
• Sales increased by 75%.

Desktop drove the most of traffic and sales:

• Traffic increased by 18%.
• Sales increased by 45%.

Describe their project management style, including communication tools and timeliness.

The agency did an excellent job, providing necessary technical requirements. They monitor the entire process with specific marketing tools.

What did you find most impressive or unique about this company?

The fact that the agency experts took a personalized approach to managing SEO tools and we started seeing first results very soon.

Are there any areas for improvement or something they could have done differently?

So far, Netpeak has met all our expectations.

BACKGROUND

Please describe your company and your position there.

BSH appliances are the number one seller in Europe and the number one producer and seller of dishwashers in the world. Our company strives to conserve energy — BSH home appliances save about 25 million kW per year. The company strive to improve quality of life at home. I am the Head of Digital at BSH, and I am responsible for solving business problems with digital technology. My main task is to plan the development of the company, select the promotion tools and create a strong team capable of implementing the plan.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Netpeak, and what were your goals?

When building a strategy, we decided to focus on website content development. In this case, most of the tasks go to the Ukrainian branch of the company, which means they are implemented promptly. The main purpose of the website promotion is to increase search visibility, especially for branded search queries, which compete with the popular Ukrainian ecommerce projects.

SOLUTION

How did you select this vendor and what were the deciding factors?

Like in any large corporate structure, all agencies go through a tendering process. The Netpeak team was well-prepared for the tender and reached the final stage, where they competed with another company and eventually won as the executive team proved to be stronger.

Describe the scope of work in detail, including the project steps, key deliverables, and campaigns.

• Technical component. We started with a full technical audit:

1. we replaced irrelevant links to an XML sitemap in the robots.txt. Previously, the robot, which read the sitemap URL from robots.txt file, just found broken links;
2. the product listing pages contained links with different URL parameters. The technical team replaced the links with the correct ones, which were not prevented from being indexed;
3. we removed all the broken links which led to the deleted (within the project lifetime) pages;
4. we fixed meta tags: made duplicates unique, added new meta tags;
5. we removed duplicate pages made by the site engine.

• Content component. With the help of monthly query frequency data and Google Ads Keyword Planner, we detected the seasonality and created a calendar of category development. We researched keywords for each category and subcategory pages and planned the optimization of meta tags and page content in Russian and Ukrainian.
• Link building strategy. We've made a competitor link analysis, and after bringing together the basic analytics data of the link profile, we determined the link promotion strategy: link volume and type, anchor type."

How many people from the vendor's team worked with you, and what were their positions?

The Netpeak team included Yuri, Head of Enterprise Department; Alexander, SEO Tech Lead; Alexander, SEO IM; Daria, PM of Enterprise Department; Oksana, Upper-Junior SEO Specialist; Natalia, Junior SEO Specialist; Victoria, Junior SEO Specialist.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

After nine months of cooperation, we increased the visibility by more than 15 times, and it's still growing. We increased the organic traffic by 247% for BOSCH, and 219% for the Siemens website.

Describe their project management style, including communication tools and timeliness.

You can't promote anything without understanding it at all. A team product engagement is also an important factor in achieving goals. Their work with us turns out to be as synchronous as possible.

What did you find most impressive or unique about this company?

Coordinating positions: regular calls and reports, strategy adjustments based on new data.

Are there any areas for improvement or something they could have done differently?

A year later, we've seen that the team works perfectly, and it really shows in the numbers. I would like to improve the current result, which in my opinion will be more difficult because we are now starting from a higher point.

BACKGROUND

Please describe your company and your position there.

Leroy Merlin is a French headquartered home improvement and gardening retailer serving several countries in Europe, Asia, South America, and Africa.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Netpeak, and what were your goals?

Leroy Merlin Ukraine reached out to Netpeak to increase organic traffic to the website.

SOLUTION

How did you select Netpeak and what were the deciding factors?

The agency's reputation was the determining factor in choosing a contractor.

Describe the scope of work in detail, including the project steps, key deliverables, and campaigns.

First stage: Full technical SEO audit We used the JS rendering feature of Netpeak Spider to find errors on the site before correcting the page structure. In addition, we fixed technical issues regarding: - hreflang; - canonical; - duplicate pages; - 404 pages.

Second stage: Technical works For the category pages, we generated meta tags templates optimized for search queries, Implemented controlled functionality for anchor linking between pages, Used the space under the search bar, under the product cards, and the sidebar for anchor linking.

Third stage: Budget calculator After several iterations of link building, the specialists calculated the index of link building, UR (URL Rating) with Ahrefs, and the necessary budget for link building. Next, we parsed the search results for the desired keywords to see what kind of UR we needed in the end. Lastly, we calculated how much money is needed to get the same UR."

How many people from the Netpeak team worked with you, and what were their positions?

Yuri Gruzinsky (Head of Enterprise Department), Alexander Kukharenko (SEO Tech Lead), Alexander Konivnenko (SEO IM), Elena Kavchak (PM of Enterprise Department) and Anastasia Verbetskaya (Junior SEO Specialist).

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

We got the following results in 6 months: Online visibility increased from 0.55% to 3.16% in the first year of promotion, which is a good indicator for 14,000 key phrases. At the end of the reporting period, 99.89% of KPI targets were met. The revenue during the period of cooperation increased by 369%, and transactions - by 595%.

Describe their project management style, including communication tools and timeliness.

The agency did an excellent job providing the necessary TR and verifying the implementation of any given feature.

What did you find most impressive or unique about this company?

Our website infrastructure was not originally designed for on-page SEO. Therefore, we had to make complex modifications, which slowed down the work process and the final result.

Are there any areas for improvement or something they could have done differently?

Netpeak has met all of our expectations at this stage of cooperation.

BACKGROUND

Please describe your company and your position there.

The company provides comprehensive services in the field of corporate, tax, financial and banking law, as well as protection of intellectual property rights in the EU, the U.S. and China. The specialists help register companies in the U.S. and European countries; formalize investor relations; open a bank or payment system account; keep tax records of foreign companies; protect brands: register trademarks, patents, copyrights; resolve pre-trial disputes; support business sale or purchase; register accounts on Amazon, Ebay, Walmart; and advise on other issues. The company also organizes workshops for business owners and shares case studies to help entrepreneurs avoid common and specific business mistakes.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Netpeak, and what were your goals?

The 4B Ukraine company asked for a blog promotion to make it a full-fledged lead generation channel. The main purpose of promotion is to increase organic traffic to the blog.

SOLUTION

How did you select this vendor and what were the deciding factors?

First of all, we really liked their blog, and secondly, we already had a little experience in cooperation. A year later, the KPIs of our blog and website have improved. At the same time, there is room for growth and a number of serious challenges.

Describe the scope of work in detail, including the project steps, key deliverables, and campaigns.

To achieve the goal, we identified three areas of improvement:

Technical optimization of the website: 

1. 301 redirect setup — from "HTTP" to safe "HTTPS"
2. the robots.txt file creating to prevent pages that users find unnecessary/uninteresting/not useful from being indexed
3. creating correct HTTP headers to improve the website speed for returning users
4. finding canonical URLs so that search engine robots index the pages that are beneficial to the client business
5. recommendations on creating error pages (404 and 50X pages)
6. website speed optimization
7. removing broken links and redirected pages

We also prepared a block of recommendations on adding markup to the website: breadcrumbs, company contacts, social media profiles, and the company logo.

Content optimization and developing a content plan on an ongoing basis. Focus on creating new content and on re-optimization of existing articles. As part of the new content creating stage, we did keyword and related keyword phrases research using the Serpstat technologies. After the keyword research, we clustered them and generated a list of topics for the content plan and theses.

Offpage optimization. Before the promotion, we did a backlink analysis and developed a strategy for building a backlink profile.

How many people from the vendor's team worked with you, and what were their positions?

The Netpeak team included Ivan, Middle SEO Specialist; Katerina, Elena, Junior SEO Specialists; Victoria, SEO Team Lead; Daniel, Project Manager; Alexander, Team Lead of PM.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

Organic sessions growth is at: https://images.netpeak.net/blog/rost-seansov-iz-organiki-na-stranicy-bl… In relative terms, there's a significant increase. Promotion was actually done from scratch. Our team promptly implemented the recommendations and successfully worked on creating articles.

Describe their project management style, including communication tools and timeliness.

Our result is 100% a credit to the Netpeak and 4B teams. Accuracy and precision at project management is part of Netpeak's corporate culture. Understanding and use of such basic things as strategy, task and time planning, and scheduled meetings also allowed us to speed up the promotion process. Everyone knows how important it is, but few can do that.

What did you find most impressive or unique about this company?

Their client-oriented approach and profound expertise in SEO are the main benefits of working with them. Our request was approached with full immersion in the business specifics. After all, that's what makes a cooperation successful.

Are there any areas for improvement or something they could have done differently?

Improvement and long-term cooperation is impossible without active participation of the client and building partner relationships, so we continue to move in this direction.

BACKGROUND

Please describe your company and your position there.

Hi, my name is Olena Badovska, and I'm the Director of Marketing at EnglishDom. The company is the leader among online schools in Eastern Europe. With our technologies and human care, we inspire people to learn English. With our one-on-one lessons, professional teachers, and an ecosystem of products we have (platform, mobile apps, speaking clubs, browser extension), English can be integrated into life at every turn. You can learn it anywhere and whenever it's convenient for you. Already more than 50,000 students have reached their goals with us.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Netpeak, and what were your goals?

This year, we wanted to focuse on brand awareness, but we realized that our in-house team did not have enough experience to work with media advertising. So we decided to ask the agency for help.

1. Increase brand awareness.
2. Increase the number of post-view conversions.

SOLUTION

How did you select this vendor and what were the deciding factors?

Since I am an ex-Netpeaker, I know how well processes are built and what a strong team of specialists works at Netpeak, so we decided to contact them.

Describe the scope of work in detail, including the project steps, key deliverables, and campaigns.

"We have cooperated with the Enterprise team and successfully launched two ad flights on YouTube in the cities with a million population in Ukraine. Since the main goal was to increase our brand awareness in the regions, we opted for media advertising as the most relevant and effective tool. We chose a quality and engaging commercial for the ad and determined the region of the flight and the audience together with the agency specialists. Besides, Netpeak launched Brand Lift after that and gradually expanded the audience and increased the exposure."

How many people from the vendor's team worked with you, and what were their positions?

"Head of Enterprise Department PPC Specialist PPC Tech Lead PM of Enterprise Department "

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

"As a result, we increased our brand awareness by 44%. We measured this with Brand Lift, a special YouTube tool that allows you to measure the effectiveness of your media campaigns. Netpeak specialists also helped us track post-view conversions, so we noted the increase in branded search traffic and lead generation after the campaign launch."

Describe their project management style, including communication tools and timeliness.

Since we got the desired result, it's worth noting the high efficiency of the work process. Their in-house team and agency is the most effective marketing combo.

What did you find most impressive or unique about this company?

One more good thing is the team's proactive approach to building a strategy and giving recommendations on ad creatives and formats.

Are there any areas for improvement or something they could have done differently?

I can definitely recommend Netpeak as a contractor.

BACKGROUND

Please describe your company and your position there.

I am the Chief Marketing Officer at Depositphotos and Crello. I am responsible for planning, developing, and implementing marketing campaigns to drive traffic and revenue growth. At Depositphotos, we create products to work with visual content through photos, videos, vectors, and music content.

The library already contains more than 200 million files and grows by 5M new files per month. The platform is localized in 25 languages and is visited by 15 million users per month worldwide.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Netpeak, and what were your goals?

Our main area of focus now is website promotion and traffic growth across worldwide markets, but we have cooperated on both paid advertising and app store optimization at different times.

SOLUTION

How did you select Netpeak and what were the deciding factors?

Since the digital world is developing rapidly and dynamically, we need to choose a partner who does not stand still and is willing to constantly evolve and offer their clients new points of growth and development. This helps our marketing team to be quick and react to new opportunities as they arise.

Describe the scope of work in detail, including the project steps, key deliverables, and campaigns.

We have been cooperating with Netpeak for six years now; they always offer new, innovative techniques, help us conduct competitor analysis, study the output, and draw the right conclusions.

How many people from the Netpeak team worked with you, and what were their positions?

On Netpeak's side were Yuri Gruzinsky, Head of Enterprise Department; Murager Sharipov, PM at Enterprise Department; Alexander Sharayevsky, Senior SEO Specialist at Enterprise Department; and Andrey Yaromenko, Junior SEO Tech Lead.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

Thanks to the Netpeak specialists, we have significantly improved our internal link structure, updated and improved our link building, and achieved traffic volumes that allow us to compete in the global market.

Describe their project management style, including communication tools and timeliness.

The team was great with providing timely feedback, addressing new inputs, and following industry changes to pivot our plans. They are always in touch and quite organized in regular activities.

What did you find most impressive or unique about this company?

We now have automatic, easy-to-understand reports on search traffic, conversions, and other SEO data as detailed as we need. This is essential for building transparent relationships and tracking the results of our activity.

Are there any areas for improvement or something they could have done differently?

Our company has been working with Netpeak since 2015. New marketers come and go, but Netpeak remains our unchanged partner. They constantly prove their effectiveness with actions rather than words, so we continue to cooperate and recommend them to everyone.

BACKGROUND

Please describe your company and your position there.

"Protoria is a highly specialized team of specialists that provides a complete package of services to market, promote, and develop mobile retailing. I am the Head of Marketing at Protoria."

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Netpeak, and what were your goals?

We have been working with the Netpeak Agency for four years now, and we are currently developing an integrated SEO and PPC strategy for the Samsungshop.com.ua e-commerce project.

SOLUTION

How did you select this vendor and what were the deciding factors?

We realized that we weren't satisfied with the previous contractor, and we didn't get the results we had expected. So we started to focus more on digital business development and changed our business partner and contractor to a more experienced one - Netpeak.

Describe the scope of work in detail, including the project steps, key deliverables, and campaigns.

It's been a long time since we've integrated digital marketing into our business, including the Samsungshop.com.ua project, where it has been introduced for already eight years. The main objective of the project promotion was to improve our metrics and capture a greater market share in the shortest possible time.

How many people from the vendor's team worked with you, and what were their positions?

Technical team: Diana, Anna, Valentina, Kateryna, Anna, Andriy

PM team: Anna (has been successfully leading the project since its launch), Denis, Oksana

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

It should be noted that already within the first year of cooperation, we managed to reduce the customer acquisition cost by more than three times, which allowed us to increase sales and promotional budget.

Describe their project management style, including communication tools and timeliness.

I'd like to point out the individual approach and consistency. We have set up a flexible and accurate system of interaction, which allows us to promptly launch high quality advertising campaigns.

What did you find most impressive or unique about this company?

The guys constantly improve and push us forward to improvement by inviting us to various events and conferences. We take training, share insights, and grow, keeping us up to date and know everything about trends.

Are there any areas for improvement or something they could have done differently?

I am genuinely glad that our paths crossed at the right time. And when people ask me to recommend a digital marketing agency, it gives me great pleasure to recommend Netpeak. After all, I know for sure that this recommendation will undoubtedly pay off for the business.

BACKGROUND

Please describe your company and your position there.

I am a product manager at Romstal Ukraine. Romstal Ukraine has been successfully operating in the market of heating, water and gas supply systems, plumbing and innovative technologies since 2003. We're operating in both B2B and B2C markets all over the country (Ukraine).

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Netpeak, and what were your goals?

We used to work mostly offline, but decided to go online. We hired them to provide full-blown SEO services to improve our rankings and increase traffic to our existing pages.

SOLUTION

How did you select this vendor and what were the deciding factors?

Netpeak was selected based on my previous successful experience with this company on other projects. And also for the best price/quality ratio.

Describe the scope of work in detail, including the project steps, key deliverables, and campaigns.

A full SEO audit of the site, usability-audit, semantic kernel, analysis of competitors, work plan for the year was drawn up. We follow the plan, actively interacting and discussing the results and possible growth points. Unfortunately, due to technical reasons, we are not able to implement all recommendations on the site.

How many people from the vendor's team worked with you, and what were their positions?

There was a project manager who was in charge of the project and conducted all communication. There were 2 SEO specialists in communication with us.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

The site’s organic traffic has doubled in seven months. Site positions, organic traffic, number of transactions and calls are constantly increasing.

Describe their project management style, including communication tools and timeliness.

I would like to note the high professionalism in project management, everything was always very clear, logical, on time. For setting and monitoring tasks, we use the Planfix system, for quick communication we use the Telegram messenger, for video meetings we use Google Meet.

What did you find most impressive or unique about this company?

Their level of professionalism is extremely impressive.

Are there any areas for improvement or something they could have done differently?

Not that I'm aware of

BACKGROUND

Please describe your company and your position there.

I am a project manager at "Hammer". Our company has 50 employees. We sell power tools, hand tools, home and garden products, and much more. We're operating in both B2B and B2C markets all over the country (Ukraine). I am involved in the implementation of business process optimization at the company, as well as overseeing the development of new functionality.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Netpeak, and what were your goals?

We contacted Netpeak to improve the performance of our store with the help of email marketing campaigns.

1. Increase sales through the email newsletter.
2. Generate positive ROMI.
3. Increase store awareness through email marketing.

SOLUTION

How did you select this vendor and what were the deciding factors?

The company was quite popular; we studied their competitors, services, and prices.

Describe the scope of work in detail, including the project steps, key deliverables, and technologies used.

First, we got to know the Netpeak team that would be engaged in our project. We split the responsibilities of both parties between all employees, received the TRs from Netpeak and started to implement them with step-by-step quality control of their effectiveness.

How many people from the vendor's team worked with you, and what were their positions?

Project manager. Email marketer. Designer. Content manager.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

Three months after the email campaign launch, there has been a 300% increase in targeted traffic, a 150% increase in transactions, and a 130% increase in revenue.

Describe their project management style, including communication tools and timeliness.

The work process was streamlined; there were no delays in setting the TRs and getting replies regarding their implementation. There were many suggestions to go outside the box to achieve better results.

What did you find most impressive or unique about this company?

The joint work of the specialists was most impressive.

Are there any areas for improvement or something they could have done differently?

Not that I'm aware of

BACKGROUND

Please describe your company and your position there.

OLX Group are one of the world’s fastest-growing networks of trading platforms, operating in 30+ countries around the world. We build leading destinations for buying, selling, and exchanging products and services, used by 300 million people every month.

We are powered by a team of 10,000+ people, working across 5 continents in offices all around the world. I am a performance marketing manager at OLX. The main task of our department is to identify the channels and tools that provide the maximum result for our business and to build and implement a comprehensive strategy for their use and development.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Netpeak, and what were your goals?

Since March 2019, Apple Search Ads has been active in 46 countries, including Eastern Europe. This advertising tool allows advertizers to promote the apps on the App Store. With Apple Search Ads, we wanted to get cheap app installs and attract iPhone users who would find our app useful.

The PPC specialists are always on the lookout for new growth opportunities to improve the project performance. After Apple expanded the geo-targeting reach of the advertising tool to Ukraine, we decided to launch the Apple Search Ads campaigns to attract more relevant users of iOS devices.

SOLUTION

How did you select this vendor and what were the deciding factors?

The OLX project (formerly Slando) is one of the first Netpeak clients. We have been cooperating since 2007.

Describe the scope of work in detail, including the project steps, key deliverables, and campaigns.

Apple offers two different packages for its advertising toolkit: Basic and Advanced. We settled on the Advanced package because it provides the maximum possible leverage on campaigns: no monthly budget restrictions; the opportunity to use keywords for targetting not only through the automatic optimization of the system that finds relevant, in its opinion, audience (machine learning); more flexibility in bid adjustments; access to detailed reports.

We have rearranged advertising campaigns according to the main trends to get more traffic. We did the keyword research based on the App Store search aspects. Unlike the classic Google search, in the mobile app store, the user either already knows the name of the app they need or uses simple non-branded search queries. Our project has both an app and a website, so the keywords for the app had to be different from the semantic core for website promotion.

Besides, we set the keywords that our competitors use in ASO (text elements on the app page). We also set up campaign settings relevant to our tasks: set a test initial campaign budget; limited the maximum CPT (Cost Per Tap) to the optimal one based on the experience of other projects; targeted the relevant audience (by device, region, demographics, and user types): all users, new, returning, or users of your other apps.

How many people from the vendor's team worked with you, and what were their positions?

The Netpeak specialists are Maxim Sokol, Middle PPC Specialist; Vadim Ryzhikh, Middle PPC Specialist; Alexander Shcherbina, Team Lead of PPC Team; Daria Skripka, Team Lead of PPC Team.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

Right after the ad campaigns start, the KPIs have significantly improved - the cost per install with the first opening of the app was 39% less than for Google Ads. After that, we carried out an initial optimization of campaigns for further scaling. A few weeks later, we managed to increase the number of installs per day by an average of 119%, with an increase in CPI by 13%.

In just two months with ASA, we could get installs 35% cheaper than the average CPI of paid traffic sources on this platform. Advertising in Apple Search Ads increased the number of iOS installs from paid traffic sources by 80%, while CPI decreased by 11%. Compared to Google Ads (UAC), the ASA CPI proved to be 42% cheaper. Thus, we could attract more users of iOS devices and reduce the average cost per install.

Describe their project management style, including communication tools and timeliness.

We are grateful to the team for their engagement and a well-designed campaign structure. Thanks to it, we got excellent results and the opportunity to grow our customer base among iOS users even more effectively.

What did you find most impressive or unique about this company?

When working with Netpeak, we like how timely they make changes and implement new tools. And, of course, a result that never keeps you waiting.

Are there any areas for improvement or something they could have done differently?

OLX has been cooperating with the Netpeak specialists for many years so far, so there was no doubt when choosing a contractor to launch a new tool.