What Happens When Your Business Stops Blogging?

How it effects your visibility, web traffic and how to fix it.

Blogs rarely stop with a grand announcement. They tend to fade out gently, almost unnoticed. First, you miss one month because you’re busy. Then you skip another because you’re still busy. Before long, the blog that once supported your entire marketing strategy has drifted into the background, quietly collecting digital dust.

From the outside, nothing seems wrong. Your business is still running smoothly. Clients are still coming through the door. Your website still loads, your services remain strong, and from a customer’s point of view, everything appears normal. But behind the scenes, something very different is happening. Your web traffic begins to slow—your brand visibility dips. Potential clients trust you a little less each month without you even realising it. And while you’re paused, your competitors keep publishing, filling the gaps and showing up in the places you’ve gone silent.

Many business owners don’t realise that blogging isn’t simply a marketing task to tick off a list. It’s one of your most powerful credibility builders. It signals to search engines, customers and even AI tools that your business is active, informed and genuinely here to help. When blogging stops, those signals fade, and so does your visibility.

Let’s walk through what happens when your blog goes quiet.

Your website gradually loses search visibility

Google likes websites that show signs of life. Fresh content tells search engines that you’re up-to-date, trustworthy and actively contributing to your industry. When blogging stops, those signals weaken. Your content becomes stale, competitors publish new articles, and your pages slowly slide down the search results.

It doesn’t happen overnight. There’s no dramatic crash, no flashing warning sign telling you your ranking is in trouble. Instead, the decline is subtle, like sand slipping through your fingers. Month after month, the gap widens. The longer your site goes without new content, the further behind you fall compared to businesses that continue publishing.

This matters because visibility shapes trust. If your competitors appear more active online, they naturally become the first choice for prospects, even if your services
are superior.

Example:
If a homeowner Googles “2025 bathroom renovation ideas” and your competitor published a fresh guide last week while your last update was in 2021, guess whose content Google will serve first? And guess who the customer will trust more? You already know the answer.

AI tools stop recommending your brand

We’re not just dealing with traditional search anymore. People now ask ChatGPT, Gemini and Perplexity for recommendations, explanations and step-by-step advice. These tools only reference brands with strong, recent content.

When your blog goes quiet, these systems stop drawing from your site. Over time, your brand name appears less frequently, your insights no longer show up in summaries, and the topic areas where you once held authority begin to ignore you completely. AI doesn’t just reflect the internet—it chooses whose voice gets amplified, and without fresh content, your voice gets left behind.

Example:
If someone asks an AI tool, “Who offers the best bookkeeping tips for tradies?” it won’t reference the business that last published in 2020. It will highlight the ones posting consistently with relevant, helpful content.

Your brand voice begins to fade

A blog is one of the most authentic ways your business can speak in its own voice. It’s where your personality, tone and opinions come through. When blogging stops, that voice becomes quieter and less distinct. Even if you’re working harder than ever behind the scenes, an inactive blog suggests you’ve stepped back, slowed down or shifted away from thought leadership.

Meanwhile, your competitors keep writing, keep sharing their insights, keep strengthening their presence and keep being the voice that customers see as the expert. The longer your blog stays silent, the more forgettable your brand becomes.

Your blog isn’t just an SEO tool. It’s proof of your expertise. And without it, your brand risks appearing less credible and less engaged, even when that’s far from true.

Leads become less predictable

One of the most underrated benefits of blogging is the quality of traffic it attracts. Blog readers are often highly motivated. They’re actively researching, comparing options, and seeking answers. These visitors convert at a much higher rate than general
website traffic.

When blogging stops, that valuable stream of high-intent visitors disappears. Even if your overall site traffic looks stable, the quality of that traffic changes. You begin attracting more casual browsers and fewer ideal clients. This drop often shows up three to six months later, which makes it easy to miss the connection between a silent blog and a quieter inbox.

Consistent, helpful content creates consistent demand. When your blog goes silent, your business loses visibility, leads become unpredictable, and meeting sales KPIs
feels harder.

Your content becomes outdated (and trust slips with It)

When someone lands on your website for the first time, one of the quickest ways they assess your business is through the dates and topics of your blog posts. If they see your last article was published years ago, doubts creep in instantly.

They wonder:

Even if the rest of your website is up to date, an outdated blog creates a credibility gap. Modern customers want reassurance that the business they choose is up to date and knowledgeable. Fresh content reinforces that confidence.

Why consistency matters more than volume

You don’t need to publish blogs daily or even weekly for your marketing to work. What truly matters is consistency.

Publishing one high-quality blog every month will deliver better long-term results than releasing ten posts in one burst and disappearing for half a year. Consistency builds trust with both humans and search engines. It signals reliability, stability and professional maturity—qualities that matter in any industry.

What readers actually want

Blogging has evolved. Readers expect content that is:

People can tell instantly when a post has been stitched together by AI or copied from five other websites. Search engines can tell too. The content that performs best is the content that only you could have written your stories, your perspective, your way of explaining things. That’s the content that stands out and remains valuable for years.

How to revive your blog without burning yourself out

If you have stopped blogging, the answer isn’t to frantically pump out content. The answer is to create a thoughtful, achievable and sustainable plan.

Here’s how to rebuild momentum:

Publish human content

Share your real experiences, stories, mistakes and insights. Your audience wants you.

Create a realistic schedule

Monthly or fortnightly posting works beautifully. Keep it achievable.

Write about the questions people actually ask you

Your inbox and client conversations are overflowing with blog topics.

Be original and specific

Avoid rewriting what already exists. Add something new to the conversation.

Make your content easy to read

Use clear headings, shorter paragraphs and simple language.

Remember, content has multiple uses

Your blog can also support SEO, emails, social media, nurturing and brand leadership.

The strongest content strategy is the one you can confidently maintain over the
long term.

FAQs

Q: How often should a business blog?

Most businesses perform well with 1-2 high-quality blogs per month.

Q: Does AI-generated content count as blogging?

AI can help you brainstorm and structure ideas, but human-written insights build the trust and authority that matter most.

Q: What if my industry barely changes?

Regular content still signals that you’re active, reliable and engaged, qualities customers look for.

If your blog has slowed down or stopped, now is the ideal time to refresh your strategy and rebuild your visibility. Consistent, human-written content remains one of the most powerful tools in how customers discover and choose businesses.

Book a discovery call with XDesigns Advertising today and let’s map out your next stage of growth.

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How to Build a Marketing Strategy That Actually Works

Why Most Marketing Fails

Many businesses jump straight into ads, social media, or the latest marketing tool without a clear plan.

The result? Disjointed marketing, wasted budgets, and inconsistent results.

A successful strategy doesn’t start with tactics, it starts with clarity.

The Foundation of a Winning Strategy

An effective marketing plan focuses on four essentials:

Clear goals: Know what success looks like and measure against it.
Consistent messaging: Every campaign should reinforce your brand promise.
Right audience: Speak directly to your ideal client’s needs and pain points.
Measurement: Use data to guide decisions, not assumptions.

When these align, marketing becomes predictable and performance-driven instead
of reactive.

Simplify Before You Scale

It’s tempting to chase trends, new tools, or shiny platforms, but that only adds noise.
Real success comes from building a repeatable marketing engine that grows with
your business.

Start by mapping your customer journey. Identify where people drop off, what builds trust, and which messages lead to action. Then, systemise it.

At XDesigns Advertising, we turn that chaos into clarity, helping you build a strategy that works even when you’re not watching it.

Strategy Over Guesswork

Strategy is what connects effort to outcomes. It’s the difference between doing marketing and growing through marketing.

At XDesigns Advertising, we help you focus on what truly moves the needle, designing plans that deliver predictable results and sustainable growth.

FAQs

Q: What makes a marketing strategy successful?

A strong strategy aligns goals, audience, and messaging with measurable outcomes that support long-term business growth.

Q: How do I know if my marketing plan is working?

Track metrics such as conversions, cost per lead, engagement, and overall return on investment. Real strategy is guided by data, not guesswork.

Simplify Your Marketing, Amplify
Your Results

If your marketing feels scattered, you’re not alone. Many businesses spread themselves thin across channels without a unifying plan to hold it all together.

At XDesigns Advertising, we help you cut through the noise, build confidence, and create a strategy that truly supports your goals.

With a unified approach, your marketing starts working in harmony, creating momentum instead of chaos.

Ready to stop guessing and start growing?
Let’s design a marketing strategy that’s simple, sustainable, and built for
measurable ROI.

Book a call with XDesigns Advertising today and see how clarity can transform your marketing results.

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How to Turn Your Website into a 24/7 Sales Machine That Delivers Real ROI

Your Website Should Be Your Hardest-Working Employee

Most business websites look great, but they don’t convert.

If your site isn’t generating leads, booking calls, or driving sales, it’s not a marketing tool, it’s an online brochure.

Your website should work even when you’re not. It should attract visitors, nurture trust, and guide them to take action, day and night.

The Hidden ROI of Great Web Design

A truly effective website does far more than look good. It should:

Good design isn’t about decoration, it’s about behaviour.

Every image, button, and headline should serve a purpose and move visitors closer to becoming clients.

What Makes a Website Convert

Clarity beats cleverness. Your message should instantly show who you help and how.

Speed matters. Slow load times kill conversions.

Mobile-first design. Most visitors browse from their phones.

Strong CTAs. Every page should lead users to the next logical step.

A conversion-driven website doesn’t just look professional, it feels easy to use and builds confidence in your business.

Design with Strategy, Not Guesswork

Your website should act as your digital salesperson, working 24/7 to attract, nurture, and convert leads.

At XDesigns Advertising, we design with ROI in mind, not trends.

That means creating layouts, copy, and user journeys that lead somewhere — directly to your goals.

FAQs

Q: How can my website generate leads automatically?

By using clear CTAs, smart automation tools, and lead capture systems that nurture prospects even while you sleep.

Q: What makes a website deliver better ROI?

A focus on user experience, conversion strategy, and consistent branding, not just visual appeal.

Is It Time to Strengthen Your Brand?

Your brand should work as hard as you do. If your message, visuals, and customer experience aren’t aligned, you could be leaving trust and profit on the table.

At XDesigns Advertising, we help businesses build brands that connect on a deeper level, turning awareness into loyalty and loyalty into growth.

Time for a Website That Works Harder

Your website should grow as your business does. If it’s been a few years since your last update, it’s likely holding you back.

The good news? A strategic redesign can completely change how people see your business and how they choose to engage with you.

So ask yourself: Is your website pulling its weight, or costing you opportunities? Let’s make it your hardest-working employee.

Ready to find out? Let’s chat about how to make your website work harder for you, turning visitors into qualified leads and consistent sales.

Book a call with XDesigns Advertising today and see how your website can start working around the clock.

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Your Brand Isn’t Just a Logo, It’s a Promise That Sells (Here’s Why It Matters)

The Problem Most Businesses Don’t See

When most people think of branding, they picture a logo, a colour palette, or a
catchy tagline.

But your brand isn’t what you think it is, it’s what your customers believe about you.

That belief determines whether they click “Book Now” or scroll past.

What Branding Really Means

Your brand is your promise. It’s the consistent message that tells customers, “Here’s what you can expect every single time you work with us.”

From the tone of your website to your visual style and how you answer the phone, every touchpoint shapes that promise.

A strong brand does three things:

Builds trust before the first sale.
Sets you apart from similar competitors
Encourages long-term loyalty so you aren’t always chasing new clients.

Why Branding Impacts Sales

People buy from brands they trust.

When your message, design, and experience align, your brand becomes a decision shortcut — helping clients say yes faster and often at a higher price point.

Think of Apple, Canva, or Google, they are consistent, trusted, and instantly recognisable.

Build a Brand That Feels Real

Start with clarity:

What do you stand for?
What do your clients truly value?
Does every part of your business communicate that same message?

Your brand’s success isn’t about following design trends; it’s about matching perception with promise.

FAQs

Q: What makes a brand more than just a logo?

A brand is your reputation. It includes your customer experience, messaging, and
visual identity.

Q: How does branding impact business success?

Strong branding builds trust, improves conversions, and increases long-term
customer loyalty.

Is It Time to Strengthen Your Brand?

Your brand should work as hard as you do. If your message, visuals, and customer experience aren’t aligned, you could be leaving trust and profit on the table.

At XDesigns Advertising, we help businesses build brands that connect on a deeper level, turning awareness into loyalty and loyalty into growth.

Want to see how your brand stacks up?

Let’s chat about how your brand could be stronger and more consistent across
your marketing.

Book a call with XDesigns Advertising today and discover how to make your brand your biggest business asset.

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Google Business Profile Suspensions Are Rising. What’s Really Going On?

Have you or your client recently received a sudden notice that your Google Business Profile (GBP) was suspended?

You’re not alone.

In 2025, there’s been a noticeable uptick in Google suspending listings across all industries, particularly in local service, eCommerce, and multi-location retail. And while some suspensions are justified, many seem automated, vague, and difficult to reverse.

Let’s dissect what’s actually going on, why these suspensions are occurring, and how to safeguard your business from losing visibility in an instant.

Why Are Suspensions On The Rise?

Google has continued to introduce stricter compliance practices for GBPs, such as new verification processes and automated spam detection tools.

A number of factors are driving the increase:

Aggressive fake listing prevention: Google is enforcing tighter enforcement against duplicate or misleading business listings.
Link policy enforcement: New link policies are flagging profiles with “spammy” or redirected links.
Content moderation changes: Business descriptions, services, and images are more stringently moderated for quality and compliance.
False-positive automated systems: Legitimate listings are mistakenly flagged by AI systems.

The interplay of AI-driven and manual reviews has produced a spike in false flags and surprise suspensions frequently for no explicit reasons.

The Immediate Impacts on SEO Strategy

Rank Tracking Just Got Trickier

Previously, tools could load 100 results in one query. Now, they need to retrieve 10 results at a time over more than 10 pages. This change increases complexity, more server requests, and the chance of incomplete data.

If you’re noticing sudden drops in keyword impressions or changes in average position, this update is likely the cause—not a decline in ranking.

Decreased Impressions in Search Console

Many SEO professionals are seeing fewer impressions, especially on desktop. This results from bot-driven queries or lower-ranked listings beyond page one no longer being tracked as often. This doesn’t mean your SEO efforts are failing; it means reporting is now clearer and more aligned with actual user views.

Less Visibility into Pages 2–10

Without the ability to scan deeper results quickly, finding “low-hanging fruit” keywords becomes harder. You’ll need to be more strategic in how you identify content opportunities or track growth for keywords ranked 11 to 50.

Why Did Google Do This?

There are a few reasons for this change:

To reduce scraping and automated traffic that create false impressions
To clean up Search Console and provide more accurate user-driven data
To encourage SEO strategies that focus more on refined, top-page performance
To support shifts toward AI-powered search that emphasize direct answers over long result lists

While this poses challenges for SEOs, it fits within broader trends in Google’s vision for a more streamlined, intent-based search experience.

What SEOs Should Do Now

Fonts do more than display words—they influence how we interpret tone, mood, and credibility.

1. Refocus on Quality Over Quantity

With less visibility into deep results, it’s crucial to optimize for meaningful, high-intent keywords. Focus on page 1 rankings and featured snippets instead of tracking hundreds of less relevant terms.

2. Check Your SEO Tool Settings

Ensure your SEO tools or rank trackers are set up to paginate correctly. Some tools may need reconfiguration or upgrades to handle smaller batches of results.

3. Update Reporting Conversations

If you’re sharing impression and average position metrics with clients or stakeholders, inform them about this change. Visibility might seem to drop, but the data scope has changed—not necessarily your performance.

4. Embrace AEO and Featured Snippets

As deeper tracking becomes more challenging, optimizing content for direct answers, rich results, and voice search is increasingly valuable. Structured data and Answer Engine Optimization are now essential.

FAQs – Google’s 100 Results Page Retirement

Q: Has my site lost visibility?

Not necessarily. Fewer impressions may simply mean cleaner, user-focused data. Your position or traffic might not be affected at all.

Q: Should I still track up to 100 keywords?

Yes, but be strategic. Focus on rankings within the top 30 to 50 and prioritize keywords that are likely to convert.

Q: Will other SERP tracking features be affected?

It’s possible. As Google continues to shape a cleaner, AI-powered search experience, we might see more limits on bulk data access.

Final Thoughts: SEO Is Evolving Again

While some may view this as a setback, it’s an opportunity to concentrate on what matters: quality content, genuine user intent, and visibility on page one.

Search engines are changing beyond traditional listings. As SEOs, we need to adapt alongside them.

Stay Ahead of Google’s Updates

Want to keep your SEO strategy sharp, current, and in sync with Google’s constant changes?

Explore SEO with XDesigns Advertising
Chat with our team today

We assist businesses in navigating the ever-changing landscape of digital visibility with effective strategies and content.

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5 Signs Your Website Is Costing You Business (And How to Fix It)

The Hidden cost of an outdated website.

Your website might look fine at first glance, but is it actually working as hard as it should? Many business owners don’t realise their site could be quietly turning
customers away. The problem isn’t always your products or services, but things like clunky navigation, outdated content, slow load times, or a design that hasn’t been refreshed in years.

Your website is more than just an online brochure. It is your shopfront, your first impression, your salesperson, and in many cases, your reputation rolled into one. If it underperforms, your business does too.

Here are five common signs your website could be costing you business, and how you can turn it around.

1. Your site looks “good enough” but feels old

Design trends change faster than the weather in Melbourne. A layout that felt modern in 2020 can now make your brand look dated. Think of it like fashion: shoulder pads used to look stylish once too, but you wouldn’t wear them into a client meeting today. Users form opinions in seconds, and if your site feels outdated, they assume your business is too.

Fix: Invest in a modern redesign. This doesn’t just give you a pretty facelift, it rebuilds trust and confidence. For example, updating your fonts, photography, and colours to align with your current brand can instantly make your business look fresh and
credible again.

2. It isn’t mobile-friendly

More than 70 per cent of web traffic now comes from mobile. If your website is clumsy on a phone, people won’t stick around. Imagine a parent trying to book a service while wrangling kids at the park — if they have to pinch, zoom, scroll for days or wait too long, they’ll give up and call your competitor.

Fix: Go mobile-first. A responsive design means your site looks sharp and works smoothly on any device. Navigation should be thumb-friendly, and key actions, like booking or calling, should only take a tap.

3. It loads at a snail’s pace

A slow site doesn’t just test patience; it hurts you in search results. Google ranks fast websites higher, and users often abandon a page if it takes more than three seconds to load. Think of it this way: if your coffee order isn’t ready, you’ll walk to the café next door.

Fix: Optimise your hosting, shrink image sizes, and clean up old code. When a business we worked with cut its homepage load time from 8 seconds to 2, enquiries jumped within weeks.

4. Your content doesn’t match your business anymore

Businesses grow and evolve, but websites often don’t keep up. Maybe you’ve added new services, changed your pricing, or grown your team. If your site still talks about what you did years ago, visitors get confused, and your brand looks neglected.

Fix: Use a redesign as an opportunity to realign your messaging. Update your story, refresh your team photos, and make sure your services page reflects what you actually offer today. For example, if you’ve expanded into eco-friendly products, make that a proud headline, not a footnote.

5. The leads have dried up

Traffic might look steady, but if the phone isn’t ringing or enquiries aren’t coming in, something is broken in your funnel. A website that doesn’t guide visitors clearly is like a shop with no counter—people wander in but don’t know how to buy.

Fix: A strategic redesign puts the customer journey first. Add clear calls to action, simplify forms, and highlight benefits, not just features. One client doubled their enquiries just by changing their contact button from a tiny link to a bright, friendly “Let’s chat” button.

Time for a fresh look

Your website should grow as your business grows. If it has been more than a few years since your last redesign, chances are it’s holding you back. The good news is a fresh design can transform not only how people see you, but how they choose to engage
with you.

So maybe it’s time to ask yourself: is your website pulling its weight, or is it
costing you business?

Ready to find out? Let’s chat about how to make your website work harder for you.

Book a call for your website.
Explore our design work for our happy clients.

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Google’s New Business Profile Rules: What You Need to Know About Links

If you’re managing your business presence on Google, there’s a critical update you can’t afford to miss.

In 2025, Google has quietly introduced new restrictions around link usage in Google Business Profiles (GBPs) and while it’s flown under the radar for many, the impact is already being felt across the SEO and local marketing community.

Whether you operate a neighborhood business, a multi-unit brand, or you’re an agency serving client listings, this update alters how we tackle link strategy and compliance on Google’s most authoritative local platform.

Let’s dissect what’s new, what’s at stake, and how to future-proof your Google Business Profile.

What’s Changed With Google’s Link Policies?

Businesses once had ample room for including website links in GBPs, such as:

Homepage or service page URLs
Booking or contact form links
Event registration pages
Menu links (for hospitality companies)
UTM-tagged tracking links (for marketing attribution)

As of 2025, Google has released more aggressive automated filters and manual moderation targeting:

Redirected URLs (including shortened or masked links)
Tracking-heavy links with long UTM strings
Third-party pages (particularly unrelated to your core business)
Affiliate-style links within listings

These are now being marked as manipulative, misleading, or spammy even when your intention was authentic.

Why Is Google Clamping Down on Link Rules?

This action supports Google’s overall mission: to enhance the quality, trust, and user experience of local search.

A few of the essential motivations for the change:

Fighting deceptive listings that employ redirects to spam sites
Enhancing link clarity so users have a clue where they’re being sent
Minimising ranking manipulation through keyword-stuffed landing pages
Simplifying mobile UX, where redirects and UTM-ponderous links hinder user access

Google is currently favoring clean, direct links that accurately reflect the business and offer immediate benefit to the searcher.

What’s Still Allowed?

Not everything is off limits when it comes to linking.

You can still have:

Your root website or location-specific sites
Booking pages with no redirects (e.g. Acuity, Calendly, your site)
Contact or “Get Directions” pages
Menus hosted directly on your domain
Third-party booking sites (but only if 100% relevant)

The secret is relevance and directness. If your link is a detour or a trap, Google can penalise it—or your whole profile.

What You Must Do Immediately

1. Check All Your Profile Links

Delete shortened URLs (bit.ly, tinyurl, etc.)
Replace redirects with direct, canonical URLs
Shorten or eliminate UTM tracking codes particularly on booking or homepage links
Verify all links remain functional and align with the business intent

2. Don’t Use Lead Gen or Affiliate Redirects

If you’ve been redirecting users to a third-party lead form or affiliate link, you can stop. These are now a significant risk factor regardless of whether used to measure performance.

3. Keep Links Localised (If You Have Multiple Locations)

Every location listing must have a distinct URL linking to a page for that individual location. No longer “head office” links on every store.

4. Train Your Team or Clients

If you work on behalf of clients managing listings, get them trained on the new rules. Many don’t realise they’re unknowingly breaking policy by pasting UTM links or marketing redirects.

Real Example – What Can Go Wrong

One Melbourne physiotherapy clinic had been directing to a health blog with UTM tags in their GBP to monitor conversions. Then, out of nowhere, Google removed the link—and soon after, the entire profile was suspended for breaking rules.

The moral of the story? What worked in the past may cost you traffic and visibility this year.

FAQs – Google Business Profile Link Rules

Q: Can I still monitor my GBP clicks with UTM links?

A: Use them sparingly. Google is allowing short, clean UTM usage, but long or promotional strings are being flagged more often.

Q: Is it okay to link to a third-party booking tool like Zocdoc or Calendly?

A: Yes, if that tool is genuinely used by your business for appointments and the page is branded appropriately.

Q: Will Google notify me if a link is removed?

A: Usually, no. Removals or suspensions may come as a surprise. Routine profile checks are essential.

Last Thoughts – It’s About Trust, Not Traffic

Google’s new link policies are all part of an overall move towards transparency, user trust, and anti-spam.

To marketers, it’s an unmistakable message: your local SEO approach must change from performance tricks to platform alignment.

Keep links clean. Keep them helpful. Keep them user-centric.

Need a Local SEO Partner You Can Trust?

Here at XDesigns Advertising, we keep one step ahead of Google’s updates so that your business doesn’t get left behind.

GBP link audits
Location-based landing page strategy
Google-compliant optimisation

Learn about our local SEO services and contact XDesigns Advertising for SEO Packages.

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Google Retires the 100 Results Page: What It Means for SEOs

In September 2025, Google quietly made a significant change. It stopped supporting the &num=100 parameter. This feature allowed users and especially SEO tools to see up to 100 organic results on a single search results page.

This change might seem small, but for digital marketers, rank trackers, and SEOs, losing this parameter disrupts established workflows and methods for gathering data. So, what does this mean for you, your tools, and your search strategy?

What Was the &num=100 Parameter?

This parameter let you view 100 search results at once without needing to click through multiple pages. While everyday users typically didn’t use it, many SEO platforms depended on it to:

Pull deep keyword rankings
Track changes across pages 2 to 10
Find long-tail and low-competition keywords
Compile performance reports

By removing this feature, Google has limited the data SEOs can see in one request, impacting visibility tracking, especially for results beyond page one.