Content Writing Rates Per Word: Calculate Article Costs by Research Depth, Editing and the Best Blog Writer Software

Content writing rates per word can look simple until you compare two articles that have the same word count but completely different production requirements. A 1,500-word opinion post may need only a brief outline and a light edit, while a 1,500-word commercial guide may involve keyword research, competitor benchmarking, expert source checks, product analysis, internal linking, schema, image selection and several rounds of revision.

That difference is where most content budgets go wrong.

If you are planning a content campaign, you need to calculate costs by research depth, SEO complexity, editing time and publishing requirements, rather than multiplying a word count by a single rate. This approach gives you a more realistic content writing budget and helps you compare freelance writers, agencies and software-based publishing systems fairly.

It also helps you avoid a separate problem: keyword cannibalisation. When several articles target the same search intent, you can spend heavily on content that competes with itself. The result may be more pages, more editing invoices and no meaningful increase in organic visibility.

This guide explains how to calculate content writing rates per word, assess the hidden cost of research and editing, identify SEO keyword overlap, and use the SEO Letters blog writing software to reduce repetitive production work while keeping your publishing operation structured.

What Are the Average Content Writing Rates Per Word?

Content writing rates per word vary according to the writer’s experience, subject complexity, research requirements, SEO expectations and editing standard. A basic blog post might be priced at £0.05 per word, while technical, regulated or commercially important content can exceed £0.30 per word.

These figures are benchmarks rather than fixed market rules. Rates also change by country, turnaround time, content type and whether the quoted fee includes keyword research, brief creation and publication.

Content type Typical rate per word Approximate cost for 1,500 words Usual production level
Basic general blog post £0.03 to £0.08 £45 to £120 Light research and basic structure
SEO blog article £0.06 to £0.15 £90 to £225 Keyword targeting, headings and on-page optimisation
Specialist B2B article £0.12 to £0.25 £180 to £375 Subject research, expert positioning and detailed editing
Technical or regulated content £0.18 to £0.40+ £270 to £600+ High research burden, fact checking and compliance review
Product-led affiliate article £0.08 to £0.20 £120 to £300 Product research, comparisons, commercial intent and links
Premium thought leadership £0.20 to £0.50+ £300 to £750+ Interviews, original insight and senior editorial review

A rate per word is useful as a starting point, but it does not explain the actual workload. A 2,000-word article with no competitive search results may take less time than a 900-word page targeting a difficult commercial keyword.

Key takeaway: rate per word measures output volume. It does not automatically measure content quality, search difficulty or the risk of strategic duplication.

The Four Cost Drivers Behind Content Writing Rates

A more accurate article cost calculator should assess at least four variables:

  1. Word count
  2. Research depth
  3. Editing and review requirements
  4. SEO and publishing complexity

Some projects also need images, custom graphics, interviews, translation or CMS formatting. These should be added as separate production costs instead of being hidden inside an inflated word rate.

1. Word Count

Word count remains a practical billing unit because it gives buyers and suppliers a common reference point. It is easy to forecast, easy to compare and simple to include in a content calendar.

However, word count can create poor incentives. If a writer is paid only for length, an article may become padded with repetitive explanations, weak transitions and unnecessary sections. That can reduce readability and make it harder for search engines to understand the page’s primary purpose.

Use word count to define the expected scope, then check whether the article has:

  • One clear primary search intent
  • A useful answer for the target reader
  • Supporting subtopics that genuinely belong on the page
  • Original evidence, examples or interpretation
  • Appropriate internal and external links
  • A logical conversion path

A 1,200-word article can be complete. A 3,000-word article can still be thin if it avoids the difficult parts of the topic.

2. Research Depth

Research is often the biggest difference between low and high content writing rates per word. The writer may need to review search results, academic studies, product documentation, competitor pages, legal sources, industry reports or customer questions.

A useful research classification looks like this:

Research level What it normally includes Suitable content
Level 1: Basic Search results, existing knowledge and a short brief Simple definitions and general blog posts
Level 2: SEO-led Search intent mapping, competitor review, keyword grouping and SERP analysis Standard organic search articles
Level 3: Specialist Primary sources, product documentation, expert commentary and detailed fact checking B2B, technical and professional content
Level 4: Original Interviews, surveys, proprietary data or new analysis Research reports and authority-led assets

Research depth can be priced as a fixed project fee, an hourly allowance or a higher rate per word. A fixed fee is often clearer when the research scope is known in advance.

3. Editing Requirements

Editing is not a cosmetic final step. It can change the structure, accuracy, search targeting and commercial performance of an article.

A light edit may correct spelling, grammar and obvious wording problems. A substantive edit may reorganise sections, remove unsupported claims, improve search intent alignment and rewrite weak introductions. A specialist review may require someone with subject knowledge to verify technical statements.

Typical editorial stages include:

  • Proofreading: spelling, punctuation and formatting
  • Copy editing: clarity, grammar, tone and consistency
  • SEO editing: headings, keyword placement, search intent and links
  • Substantive editing: structure, logic, depth and evidence
  • Compliance review: regulated claims, legal wording and disclosures
  • Brand review: tone, terminology and positioning

A low initial writing rate can become expensive when the article requires extensive rewriting. Always ask whether the quote includes one revision round and what counts as a revision.

4. SEO and Publishing Complexity

SEO content involves more than inserting a target keyword into the title. The article may need a content brief, keyword clustering, SERP analysis, meta data, internal links, structured data and publication in a CMS.

The workload increases when you need:

  • A topical authority plan
  • Keyword difficulty ratings
  • Search intent mapping
  • Competitor gap analysis
  • Internal linking recommendations
  • Product or service references
  • FAQ schema
  • Images and alt text
  • WordPress, Shopify or webhook publishing
  • Multilingual versions
  • Scheduled content refreshes

This is why comparing an individual writer’s rate per word with an end-to-end software workflow can be misleading. They may be delivering different parts of the publishing process.

A Practical Content Cost Calculator

You can calculate an estimated article cost with this formula:

Total article cost = writing cost + research cost + editing cost + SEO production cost + publishing extras

For a rate-per-word model:

Writing cost = word count × base rate per word

Then add the other production components.

Example: Standard SEO Blog Article

Assume you need a 1,800-word article targeting a moderate-difficulty keyword.

Cost component Calculation Estimated cost
Writing 1,800 × £0.09 £162
SEO research 2 hours × £35 £70
Editing 1.5 hours × £35 £52.50
Internal linking and metadata Fixed fee £25
CMS formatting Fixed fee £20
Estimated total £329.50

The effective cost is not £0.09 per word. It is approximately £0.18 per delivered word once the wider production work is included.

That distinction matters when you build a campaign budget. If you publish 20 similar articles, the difference between £162 and £329.50 per page becomes substantial.

Example: Deep Research Commercial Guide

Now assume a 2,500-word article on a specialist software category. The article needs product comparisons, competitor research, screenshots, fact checking and a conversion section.

Cost component Calculation Estimated cost
Writing 2,500 × £0.18 £450
Specialist research 5 hours × £50 £250
Editorial review 3 hours × £50 £150
SEO structure and competitor gap analysis Fixed fee £90
Images, formatting and publication Fixed fee £60
Estimated total £1,000

The effective production cost becomes £0.40 per word. This may be commercially sensible if the page targets valuable traffic and supports leads, but it would be wasteful if the topic overlaps with an existing page.

That is where a cannibalisation check should happen before commissioning the article.

How Research Depth Changes the Effective Rate Per Word

A short article can have a high effective rate when the research burden is substantial. A long article can have a lower effective rate when the subject is familiar and the brief is highly structured.

Use the following model to compare projects:

Article profile Word count Base writing rate Extra production work Likely effective rate
Simple informational post 1,000 £0.06 Low £0.08 to £0.12
SEO-led guide 1,500 £0.10 Moderate £0.15 to £0.22
Specialist article 1,500 £0.18 High £0.30 to £0.45
Original research article 2,000 £0.25 Very high £0.45 to £0.80+
Programmatic product article 1,200 £0.08 Automated workflow £0.08 to £0.18

These are planning ranges. Your actual figure should reflect the level of human review, the quality of the source material and the commercial value of the keyword.

A Simple Research Scoring Rubric

Score each category from 1 to 5:

Research factor 1 point 3 points 5 points
Topic expertise General Industry-specific Technical or regulated
Source requirements Existing web sources Several authoritative sources Primary research or interviews
Competitive difficulty Low Moderate High
Commercial risk Informational Consideration-stage High-value transactional
Originality required Basic explanation Unique examples New data or analysis

Interpret the result as follows:

  • 5 to 9: Basic research workflow
  • 10 to 17: Standard SEO research workflow
  • 18 to 25: Specialist or authority-led production

This does not replace editorial judgement. It gives you a consistent starting point when comparing quotes from writers, agencies and software systems.

Why Keyword Cannibalisation Increases Content Costs

Keyword cannibalisation occurs when multiple pages on your website target the same or closely related search intent. Search engines may struggle to decide which page should rank, and your pages can split links, impressions and engagement signals between them.

The cost is not limited to rankings. Cannibalisation can create:

  • Duplicate briefs
  • Repeated research
  • Competing internal links
  • Conflicting calls to action
  • Multiple pages requiring updates
  • Content pruning and consolidation work
  • Confusing analytics data
  • Lower conversion clarity

For example, a software company might publish these pages:

  1. Best project management software
  2. Project management tools
  3. Project management platforms
  4. Project management apps
  5. Top project management solutions

Those titles look different. The underlying search intent may be almost identical.

If each page costs £500 to research, write, edit and publish, the business may have invested £2,500 in a cluster that should have been one primary commercial guide supported by narrower comparison or use-case pages.

Keyword Overlap Versus Legitimate Topic Coverage

Not every similar keyword creates cannibalisation. Search engines often understand close variants as part of the same topic, particularly when the user intent is identical.

The question is not simply whether two pages contain the same words. Ask whether they serve different users or different stages of the buying journey.

Page A Page B Likely relationship
Content writing rates per word How much does a content writer cost? Possible overlap
Content writing rates per word Content writing rates for technical subjects Potentially distinct
Best blog writing software AI blog writing software comparison Possible overlap
Blog writing software for agencies Blog writing software for Shopify stores Distinct use cases
Keyword cannibalisation audit How to fix keyword cannibalisation Related but potentially separate

A sensible search intent mapping exercise should happen before writing. Map each keyword to:

  • Searcher objective
  • Funnel stage
  • Preferred content format
  • Commercial relevance
  • Existing URL
  • Proposed URL
  • Primary conversion action

This process can show that a new article is unnecessary, or it can identify the exact angle needed to make it distinct.

The Role of Cannibalisation Audit Tools

Cannibalisation audit tools help you identify pages that rank for the same query, compete for similar terms or show unstable ranking patterns. They can also reveal when the wrong URL is appearing in search results.

Useful checks include:

  • Multiple URLs ranking for the same keyword
  • One page replacing another over time
  • Similar title tags and H1 headings
  • Repeated keyword clusters across pages
  • Internal links pointing to competing URLs
  • Pages with overlapping impressions but different conversion rates
  • Old articles outranking newer strategic pages

You can use Google Search Console, rank tracking platforms, crawling software and specialist cannibalisation audit tools. The important point is to interpret the data rather than merge pages automatically.

A Four-Step Cannibalisation Audit

  1. Export ranking data: List the keywords, URLs, impressions, clicks and average positions for the last three to six months.
  2. Group by search intent: Put close variants into topic groups, then separate informational, commercial and transactional queries.
  3. Review page purpose: Compare the target audience, content angle, funnel stage and conversion goal for each URL.
  4. Choose an action: Keep separate, consolidate, redirect, re-optimise or change the internal linking strategy.

Do not merge pages solely because they share a keyword. A detailed guide and a focused service page may both rank for a term while serving different needs.

How Internal Linking Strategy Affects Article Value

Internal links influence how users navigate your site and how authority is distributed between pages. They also help clarify the relationship between a pillar page and its supporting content.

A strong internal linking strategy should define:

  • The primary pillar page
  • Supporting cluster pages
  • Relevant contextual anchor text
  • Links from older authoritative pages
  • Links to commercial pages
  • Orphan page remediation
  • Links that should be removed because they reinforce overlap

For the topic of content writing rates, a useful structure might look like this:

  • Pillar page: Content writing rates benchmarks and cost calculators
  • Supporting page: Freelance content writing rates by experience
  • Supporting page: SEO content pricing for agencies
  • Supporting page: How much does a 2,000-word article cost?
  • Supporting page: Blog writing software for content teams
  • Commercial page: SEO Letters publishing platform

Each supporting page should have a distinct purpose. If every article repeats the same cost ranges and targets the same phrase, the cluster becomes bloated.

Key takeaway: a content writing budget should include the cost of deciding what not to publish.

Comparing Freelance Writers, Agencies and Blog Writing Software

A fair comparison should evaluate the complete workflow. A writer may offer stronger first-person expertise and original interviews, while software can reduce repetitive research, drafting, formatting and publishing tasks across a large campaign.

Factor Freelance writer Content agency Blog writing software
Initial strategy Depends on brief Often included at higher tiers Built into workflow features
Cost model Per word, hour or project Retainer or project fee Subscription or usage-based
Scaling output Limited by availability Scales with account team Designed for repeatable production
Brand consistency Requires a detailed guide Managed by editors Tuned through settings and workflows
SEO research Varies by specialist Usually available Automated or assisted
Editing Usually separate or included Editorial team Requires human quality control
Publishing Often manual May be included Can connect to CMS destinations
Content refreshes Must be commissioned Usually an additional service Can be scheduled as campaigns
Keyword overlap control Depends on strategist Often part of strategy Requires a structured content plan

There is no universal best option for every article. A legal opinion, customer interview or original investigation may still need a human specialist. A repeatable SEO campaign with dozens of pages can benefit from a system that handles the production steps consistently.

Why SEO Letters Is a Strong Blog Writing Software Option

SEO Letters is designed for organisations that publish regularly and need more than a blank document with generated paragraphs. The platform connects keyword research, content planning, article creation, optimisation and publication in one workflow.

Instead of paying a physical writer for every repetitive stage, you can use software to manage the operational work between the initial keyword and the live page. You still provide the strategy, brand direction and quality control. The system handles much of the repeatable execution.

Core capabilities include:

  • Keyword research with difficulty ratings
  • Topical authority cluster planning
  • Competitor and site-gap analysis
  • Structured article generation
  • Internal link suggestions
  • Schema and image support
  • Brand-aware writing workflows
  • Direct publishing to WordPress and Shopify
  • Webhook publishing options
  • Product-aware content for affiliate and ecommerce use
  • Multi-language generation across 21 languages
  • Performance monitoring for published content
  • Content refresh campaigns
  • Autonomous scheduling by topic, cadence and destination

The autonomous campaign scheduler is particularly relevant to cost control. You can set a topic, publishing frequency and destination, then allow the workflow to research, write and publish on schedule while your team concentrates on review and strategic decisions.

A Software-Based Article Cost Calculation

Suppose a content team pays £1,000 per month for a publishing platform and produces 40 reviewed articles.

£1,000 ÷ 40 articles = £25 software cost per article

That is not the complete cost because strategy, editorial review and SEO oversight still matter. The calculation shows how software can reduce the repetitive production component when the output volume is high.

If the same 40 articles cost £350 each through a fully managed traditional workflow, the monthly production total would be £14,000. The comparison is not perfectly like-for-like, but it illustrates why teams should calculate cost per published article, not only cost per word.

A Better Cost Metric: Cost Per Published, Indexed Article

Cost per word can conceal delays, revisions and unpublished drafts. A more useful operational KPI is:

Cost per published article = total campaign cost ÷ number of live, quality-approved articles

You can make this more commercially meaningful by measuring:

  • Cost per indexed article
  • Cost per organic click
  • Cost per qualified lead
  • Cost per assisted conversion
  • Cost per ranking page
  • Cost per refreshed article
  • Time from brief to publication

Consider two workflows:

Metric Traditional production Workflow-based software
Articles commissioned 20 20
Articles published 16 20
Total campaign cost £7,000 £2,400
Cost per published article £437.50 £120
Average publication time 12 days 2 to 4 days
Refresh process Manual Scheduled campaign

The software workflow does not remove the need for editorial review. It can, however, reduce the gap between approved strategy and live publication.

Editing AI-Assisted Content Responsibly

Software-generated content should pass through a defined editorial process, particularly when the subject involves money, health, law, safety or professional advice. Human review helps protect factual accuracy, brand credibility and reader trust.

Use this editing sequence:

  1. Check the search intent: Confirm that the article answers the query directly.
  2. Verify factual claims: Review statistics, dates, regulations, product details and quoted material.
  3. Remove generic sections: Cut paragraphs that repeat common knowledge without helping the reader.
  4. Improve evidence: Add authoritative sources, examples, customer data or first-hand observations.
  5. Check brand fit: Correct terminology, positioning, tone and calls to action.
  6. Review links: Confirm that internal links are relevant and do not reinforce keyword overlap.
  7. Assess conversion flow: Make sure the next action is logical for the reader.
  8. Proofread the final page: Check formatting, images, metadata and mobile presentation.

SEO Letters can support the production workflow, but your organisation remains responsible for publication standards. That is especially important for content that affects a reader’s financial, legal or health decisions.

Hypothetical Case Study: Reducing Overlap in a Content Campaign

A B2B marketing company plans 30 articles around the topic of content operations. Its initial keyword list includes:

  • Content workflow
  • Content production process
  • Content operations platform
  • Content management workflow
  • Content team process
  • Content publishing system

The first planning version assigns one article to each keyword. The estimated average production cost is £280 per article, creating a projected budget of £8,400.

A cannibalisation audit then shows that six keywords are being used by pages aimed at the same audience and search intent. The strategy is changed:

  • One pillar page covers the broad content operations topic
  • One commercial page targets content operations platforms
  • One workflow guide covers the production process
  • Three narrower pages address agencies, ecommerce and multilingual teams

The revised plan publishes 18 pages at an average cost of £300, with a total cost of £5,400. The saving is £3,000, but the strategic improvement is more important. Each page has a clearer purpose, cleaner internal links and a more specific conversion path.

The team then uses SEO Letters for scheduled content production to generate supporting articles and refresh the pillar page quarterly. This whole thing works because the software is used after the information architecture is defined, rather than as a substitute for planning.

How to Set a Fair Content Writing Rate

If you commission human writers, give them a brief that makes the workload visible. A vague request produces vague quotes and often creates disputes later.

Include:

  • Target keyword and related terms
  • Search intent
  • Target audience
  • Expected word range
  • Required research sources
  • Competitor URLs
  • Proposed article structure
  • Internal link destinations
  • External source requirements
  • Brand voice guidance
  • Number of revision rounds
  • Publication format
  • Delivery deadline
  • Fact-checking responsibility

You can then ask suppliers to separate the quote into:

Quote section Why it matters
Writing Shows the base rate per word or project
Research Reveals the real information burden
SEO planning Covers keyword and competitor analysis
Editing Defines the expected quality control
Publication Includes formatting and CMS work
Revisions Prevents unlimited unpaid changes
Refreshes Establishes the cost of future updates

Avoid selecting the cheapest per-word rate without checking the complete deliverable. A £0.04 rate may become expensive if you need to rebuild the structure, add sources and correct keyword targeting yourself.

Content Writing Rates by Article Purpose

The best budget depends on what the article must achieve. Informational traffic, commercial investigation and lead generation have different standards.

Article purpose Main KPI Typical requirements Budget priority
Awareness Impressions and engaged sessions Clear explanation and broad topical coverage Efficient production
Organic education Rankings, clicks and time on page Search intent alignment and useful depth SEO research
Commercial comparison Click-through rate and assisted conversions Product evidence, comparison logic and disclosures Product research
Lead generation Form completions and qualified leads Strong relevance, trust signals and conversion flow Editing and CRO
Customer support Reduced support requests Accuracy, clarity and update management Fact checking
Authority building Links, citations and brand mentions Original data, experts and unique interpretation Research depth

An article designed to generate leads may justify a higher effective cost per word than a basic awareness post. Measure it against the value of the action it supports.

When Blog Writing Software Provides the Best Return

Software tends to offer the strongest financial case when you have:

  • A regular publishing schedule
  • Several websites or brands
  • A large keyword backlog
  • Repeatable article formats
  • WordPress or Shopify destinations
  • A need for content refreshes
  • A multilingual audience
  • An affiliate or product catalogue
  • A small team managing a large campaign
  • A clear review and approval process

It may be less suitable as the only production method for content requiring confidential interviews, original investigative work or highly specialised expert judgement.

The decision should be based on workflow fit. If your team spends most of its time copying briefs, moving text between tools, formatting pages and scheduling posts, automation can address a real operational bottleneck.

A Repeatable Framework for Calculating Campaign Costs

Use this framework before approving a content campaign.

Step 1: Classify the content

Label each planned page as:

  • Informational
  • Commercial investigation
  • Transactional
  • Navigational
  • Support or retention content
  • Authority or link acquisition content

Step 2: Score research depth

Use the five-factor rubric above and assign a research level. Record whether primary sources or expert review are required.

Step 3: Check for SEO Keyword Overlap

Compare the proposed keyword with existing URLs. Review rankings, titles, headings, internal links and conversion purposes.

Step 4: Select the production model

Choose between:

  • Freelance specialist
  • Agency production
  • Internal team
  • Software-assisted workflow
  • Hybrid model

Step 5: Calculate the full cost

Include writing, research, editing, SEO planning, images, publication and expected revisions.

Step 6: Define performance benchmarks

Choose KPIs such as:

  • Time to publication
  • Indexation rate
  • Organic impressions
  • Click-through rate
  • Ranking distribution
  • Qualified leads
  • Revenue-assisted sessions
  • Refresh completion rate

Step 7: Review after publication

Assess results after an appropriate period, then refresh, consolidate or improve pages based on evidence. Do not automatically publish more pages because traffic has plateaued.

Common Mistakes When Comparing Per-Word Rates

Treating every word as equal

A researched technical paragraph and a generic introductory sentence do not have the same production value. Cost should reflect the work required to make the content accurate and useful.

Ignoring the brief

Poor briefs create additional meetings, revisions and delays. Those costs are real even if they do not appear on the writer’s invoice.

Publishing before checking overlap

This can create duplicate content SEO problems, competing URLs and confused internal links. Audit the existing site first.

Measuring only rankings

Rankings matter, but they do not show whether the page attracts the right visitors or creates commercial value. Track clicks, engagement and conversion contribution as well.

Assuming more words means more authority

Topical authority comes from useful coverage, clear relationships between pages and strong evidence. It does not come from adding paragraphs that say the same thing.

Treating refreshes as optional

Existing pages often have accumulated links, impressions and historical relevance. A content-refresh campaign may produce better returns than publishing another similar article from scratch.

A Strategic Way to Use SEO Letters in Your Publishing Operation

Start with the information architecture, not the article generator. Define your priority topics, commercial pages, supporting clusters and internal linking strategy first.

Then use SEO Letters as the blog writing platform for your campaign to move through the production stages:

  1. Research keyword opportunities and difficulty ratings.
  2. Build topical authority clusters around priority subjects.
  3. Compare your site with competitors to identify content gaps.
  4. Assign search intent and a distinct URL to each planned page.
  5. Generate structured articles with headings, links, schema and images.
  6. Apply your brand voice and product context.
  7. Review factual accuracy and strategic fit.
  8. Publish directly to WordPress, Shopify or a webhook.
  9. Schedule future articles and content refreshes.
  10. Monitor performance and improve pages based on results.

This gives you a repeatable publishing system rather than a collection of disconnected drafts. The rightbar provides the contact path when you need help reviewing your workflow, campaign setup or publishing requirements.

Final Content Writing Rates Benchmark

A realistic content writing rate per word should be treated as one part of a wider cost model. For planning purposes:

  • £0.03 to £0.08 per word: basic, lightly researched blog content
  • £0.06 to £0.15 per word: standard SEO content with structured research
  • £0.12 to £0.25 per word: specialist B2B or commercially important articles
  • £0.18 to £0.40+ per word: technical, regulated or heavily reviewed content
  • £0.20 to £0.50+ per word: original research and premium thought leadership

Your final budget should also include editing, SEO planning, publication and maintenance. The effective cost per published article is usually more useful than the advertised writing rate.

Conclusion: Calculate the Whole Publishing Workflow

Content writing rates per word are useful benchmarks, but they are not a complete pricing system. Research depth, editing requirements, SEO complexity, keyword overlap and publishing administration can change the final cost substantially.

Before commissioning an article, map the search intent, review the existing URLs and check for SEO keyword overlap. Then compare the complete cost of producing, editing, publishing and maintaining the page.

If you are publishing at scale, try SEO Letters as your blog writing software. It connects keyword research, topical planning, content creation, internal linking, schema, images, CMS publishing, campaign scheduling and content refreshes in one operating workflow.

You bring the strategy. SEO Letters handles the work between the idea and the live page, so your team can publish more consistently without paying for the same manual steps again and again.

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