Getting the Thin Content Penalty from Google

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This will be an interesting blog post to write to end out 2015. I’ve always stated that I share both my successes (with internet income) and my failures on the blog. But truthfully – I haven’t exactly been eager to share my failures. Why not? Well. To be totally honest – I might have gotten a little greedy. You see, affiliate income from a blog like this can be quite lucrative. When I share tools or services that lead to success and income and show my exact results – people buy those tools or services through my affiliate links and I make money. Sharing my failures (like a thin content penalty) won’t lead to affiliate income – so I simply didn’t write those posts for quite awhile.

I feel like I need to apologize to my loyal/regular readers and subscribers. I’ve totally not been fair to you regarding this matter. And that’s about to change right now. I’ve learned some of my best lessons, when it comes to internet marketing, by failing. Somewhat recently – I experienced one of my biggest failures yet! I might have learned my lesson – and it’s time for me to share it with you so that you don’t make the same mistakes.

I've learned some of my best lessons, when it comes to internet marketing, by failing!Click To Tweet

The Thin Content Penalty

If you don’t know what the “thin content penalty” is – it can best be explained by looking at the exact wording in the email that Google sends you when you get this penalty. Here it is…

Google has detected thin content on your site that provides little or no added value. This critical issue results in irrelevant or low-value search results for Google Search users and can negatively impact your sites ranking. Therefore, Google has applied a manual spam action to….

Here is what the entire email looks like (screenshot from my email)…

Google Thin Content Penalty

If you look closely, you’ll notice that this particular email is for my miter saw niche site that I previously shared publicly in this review post for The Ultimate Azon WordPress theme. But here’e the thing. I didn’t get only one penalty that day. No. I got the exact same email 4 separate times – for 4 of my different niche sites. All on the same day. Obviously – Google associated all of them because they are in the same Search Console (formerly Google Webmaster Tools) account.

Google Search Console - Spam problems

I’ll let you see the miter saw site as an example – but I had to blur out the other 3 because of what I am doing with those sites (more on that below).

And to be clear – I got these thin content penalties on October 21st of 2015 -NOT in 2014.  September 2014 was the time of the big PBN Update from Google when they were handing out these same penalties to lots and lots of niche site builders who were using public PBN services to build links. I seemingly made it through that PBN Update in 2014 unscathed – but almost exactly a year later I got hit hard.

2 Reasons I Suspect I Got This Penalty

Since Google doesn’t bother to explain any specifics whatsoever – those of us who get penalized are left trying to guess why our sites got penalized. The big PBN Update of 2014 was mostly obvious. Google went after any niche sites they could find that were in any way associated with RankHero or any other PBN’s they could detect. This, of course, has no correlation at all with the actual content on the site (thin content). But regardless – it is the penalty that Google handed out. But I never used RankHero and my sites didn’t get penalized way back then. So, why do I think they got penalized now?

Shared PBN Links

One of my theories revolves around my own PBN and how I used it to network with others who had private PBN’s. My own PRIVATE blog network was rock solid and undetectable by itself. But – I allowed myself to join this small group of 5 or 6 other guys who also had their own private PBN’s. We all gave each other access to 4 or 5 of our PBN sites – in essence creating a pool of 25 or 30 PBN sites that we could use to link to our own money sites.

At the time – we were all actively building links and posting content and we completely trusted each other. But as time went on – most of us stopped doing anything with those sites. A few dropped out of the group and we pretty much lost contact with each other. I have no idea what ended up happening with those other guys sites that had links to my money sites on them. Maybe they got detected by Google somehow. Maybe they sold them. Maybe some of the sites expired and ended up getting picked up by somebody else. I don’t know and I don’t really care. But my best guess is that part of that network became exposed which may have led to my sites getting penalized.

Actual Thin Content on Website

My other theory has to do with some of the content on my sites. By no means do I publish any thin content whatsoever! I pay a highly skilled writer a good amount of money to research and write ALL of the content for all of my niche sites. She does a great job and produces top-notch content each and every week for me per my instructions. A very high percentage of the articles on my sites are purely informational in nature. Only a small percentage of posts on my sites are specific ‘product review’ type posts.

And those ‘product review’ posts are where I may have made a thin content mistake. The first half of each of these posts is completely legit original content. But, per my very specific instructions, my writer copy & pasted several Amazon reviews (word for word) and used them in the reviews. The second half of all of my review posts contain exact copy & paste reviews from Amazon. And I (of course) linked to the Amazon page as a resource. Albeit – that link was an affiliate link.

Also, for several of my review posts – I had my VA (virtual assistant) go out and find even more curated content to add to the bottom of the post. I would have him create another sub-heading called, What Others Are Saying, and then post more copy & paste content with a link to the original source.

Here is an example of one of these review posts on my miter saw site –…

My thinking was that this was a totally legit way of using ‘curated content’ to help better inform visitors to my site. My writer picked out some of the best and most helpful reviews from Amazon so that my visitors wouldn’t have to sift through those Amazon reviews themselves. My VA found more relevant and helpful content from people who actually used the products. And as far as I understood it – using curated content was and still is totally acceptable – as long as you credit the source.

Maybe I’m understanding it wrong?! I thought there were entire massive websites whose entire model is to curate content. And they do just fine with Google. But Google hates affiliate sites. So people like me who create affiliate sites get the brunt (as the saying goes…).

Why I Don’t Care About These Penalties

Here is where a bit of irony sets in. Just a few days before I got the 4 thin content penalty emails – I published this post on my blog explaining how I was dropping everything else to FOCUS on just one site. My newest niche website. Seriously! I just explained to my entire audience how I planned to ignore all of my other websites and FOCUS on only one. And then Google penalizes most of my other sites!

Luckily – not all of my sites that are in that same Google Search Console account got penalized. One of my other (seasonal) niche sites made it through with no penalty. I never did any link building with it and I don’t think I have any curated content on it. Also – this blog (Dumb Passive Income) did not get penalized. Again, no link building for this blog and maybe just a little bit of curated content here and there.

But most importantly – my ONE Thing (FOCUS) niche site also did NOT get penalized. And I DO have curated Amazon reviews on 16 or 17 of the specific product review posts on that site.

How to Avoid Thin Content Penalties

So here is what I am doing going forward – and what I had planned on doing anyway, even before I got hit with these penalties…

No more grey or black hat link building AT ALL! White hat only – meaning the ONLY way I am getting links for my latest site is through outreach. Simply stated – I find relevant sites that are real and live and up to date – then I email the owners or editors of those sites and try to get them to link to my site. There are lots of different ways to do this and it would require an entirely separate blog post for me to explain. Maybe I’ll write that post one of these days.

I still believe that PBN’s (if you keep yours truly PRIVATE) are one of the best, most powerful, and fastest ways to get links and improve rankings. But they are also a huge pain in the ass to manage!! Not to mention – they are expensive! I can get just as good, and even better links through outreach. I choose to focus solely on outreach for link building going forward.

No more curated Amazon reviews! I’m still not convinced that these were the reason that I got penalized, but just to be on the safe side – I’m not doing that anymore. Instead, I’m having my writer read through many of the Amazon reviews and then create her own synopsis (in her own words) based on those reviews. The good and the bad about specific products. The pros and cons. What people like and don’t like. She has already completed several review posts using this new method and they are turning out fantastic!

I still think there is a place for ‘curated content’ on websites – and I will continue to use it in moderation. Maybe instead of copy & pasting entire paragraphs – I’ll do just one or two sentences and then link to the original source.

What Am I Doing with the Penalized Websites?

I am keeping the miter saw site. It doesn’t get hardly any traffic and makes almost no money from Amazon. But – I use that site as an example in my review post for the Ultimate Azon WordPress theme. So, I kind of have to leave it there. I usually make a couple of affiliate sales per month from that review post – and leaving the site in there as an example is kind of instrumental for that.

I am selling 2 of the sites. What? Why would anybody buy a penalized website? So, here’s the deal on that…

I de-indexed both of the sites (so Google and other search engines no longer recognized them) – then I sent them off to my internet buddy Dom Wells. If you don’t know who Dom is – he runs a site called Human Proof Designs – and on his site he sells ‘Ready Made Niche Sites.’ Go HERE to see some of his available (or already sold) sites. Since Dom has experience and an audience of buyers for these types of sites – he agreed to help me sell 2 of my sites. So – all of the content from both of those sites are now on brand new domains and both are now freshly indexed by Google. No more penalties. But also – no links pointing to either of these ‘brand new’ sites, which means no rankings.

Potential buyers for these sites have the opportunity to pick up great sites with LOTS of income potential. All of the content and images are in place. The buyer(s) will only need to build links and wait for rankings to return to where I once had them (or better). Both of these sites are going to be great earners again – with a good link building strategy. Both sites are up for sale right here…


Why Don’t I Do This Myself Instead?

Let me refer you again to my ONE Thing FOCUS blog post. I no longer have the desire to own and manage lots of niche websites. I just want to stay focused on ONE site and I want that site to be great.

Did I Learn My Lesson?

I don’t know if I would have done anything differently. Over the years – I’ve learned that this entire internet marketing venture is a constantly changing and evolving beast. So much stuff changes and it seems to happen so quickly – and more often than not, the changes are for the better. So all I (and anybody else) can do is just keep on keeping on. Do what works. Pay attention to the game and what others are doing. If something is working for somebody else, give it a try.

This entire internet marketing venture is a constantly changing and evolving beast.Click To Tweet

What’s the worst that can happen? Google penalizes a site that you spent a years worth of time and thousands of dollars on. So what! Start another site. It’s not the end of the world.

So, did I learn my lesson? No! Not really. But maybe a little. I wouldn’t have changed a thing if I could go back in time. But my own strategies and techniques are constantly changing and evolving along with the status quo for the rest of the IM world. If that makes sense. Learn from mistakes and move on.

I hope at the very least – you are able to avoid some potential mistakes by reading about what I’ve done and the ‘reward’ that I received as a result.

Good Day!

Matthew Allen

Photo Credit: “Thin Ice” by Paul Downey via Flickr

Matthew Allen
Matthew Allen
Matthew Allen is a full-time trucker, part-time blogger, and imaginary entrepreneur. He's probably not the only trucker who calls himself a dumbass. But, he is the only known trucker who is blogging about passive income. "Might be crazy, but I ain't dumb!" ~ Crazy Cooter (also Matt's CB handle) 
Matthew Allen
Matthew Allen
Matthew Allen is a full-time trucker, part-time blogger, and imaginary entrepreneur. He's probably not the only trucker who calls himself a dumbass. But, he is the only known trucker who is blogging about passive income. "Might be crazy, but I ain't dumb!" ~ Crazy Cooter (also Matt's CB handle) 

35 thoughts on “Getting the Thin Content Penalty from Google”

  1. That’s what I was thinking too Nadya. I took it as a sign that I was doing the right thing by choosing to FOCUS on just one site. Seemed strangely coincidental that these penalties came down at that exact time!

    And you’re right – it is important for bloggers like me to write about this kind of stuff. We’ll see if it attracts more readers!…

  2. Howdy Matt,

    Thanks for sharing. The bright side is, these are small niche sites right? And that the traffic and revenue isn’t that big?

    I’ve always wondered about PBNs, but Jon Haver swears by them and says he makes over $10,000 a month with his sites w/ PBNs.

    I’ve shied away from any link building and any PBNs on and just focused on writing. So far, it’s been OK, but perhaps I should do more? What am I missing?



  3. Thank you for your truthful post!

    Since you have been talking about an actual site with a known URL, it would be great for me as a newbie that tries to research competition with tools like Semrush, to ask you about how truthful and accurate semrush reports are in regard to your site. I entered in it and it reports:

    * Less than 100 daily visitors from september 2014 until june 2015
    * 158 visitors a day in july 2015
    * 179 visitors a day in august 2015
    * 215 visitors a day in september 2015
    * 225 visitors a day in october 2015
    And then… it falls to NOTHING, up until today

    My questions, if you would be so kind to answer, are:

    1 – Is this traffic estimate somewhat accurate? Of course Semrush does not know exactly, but are there any close to the kind of traffic you were seeing?
    2 – Do you remember (roughly) when you added those PBN links? Was it around june-july 2015, when the site started to get more visitors (according to Semrush)?
    3 – How much was this particular site generating thorugh Amazon Affiliate when it got around 100 uniques a day?
    4 – Do you still recommend the theme you use in that site? COuld that theme had something to do with the penalty, in your opinion?
    5 – I see many affiliate links in the tables of that site, are you comfortable with so many affiliate links in one page?

    I am going to check the rest of your blog, looks very promising (by the way I came because I received your mail, engaging stuff!)

    Thank you very much and I ask forgiveness if some of my questions have been already answered somewhere in your blog (for example if you already shared revenue), I have not read it thoroughly (yet).

  4. Hello Matthew ,

    “Happy New year. Hope, you will rocking in 2016..:”

    I really wanna thanks you for your this post. I’m confused about few things you added here. You mentioned that, You got penalized from Google for Copy Amazon reviews still you had the credits sources. But I visited a lot’s of blogs, Affiliate niche blogs every day and I saw the same. They copied few words and then they give credits to the owners. And still they are ranking and making thousand amount of passive income. So, I don’t know if it was one of your penalize causes..

    And yes, You really did a big mistake and that, you added all of your niches blogs in a single Webmaster. I did the same in 2013 and got penalize of all my blogs only for one blog. So, I use different webmasters for different blogs at this time. I DON’T WANT TO TAKE ANY RISK.

    And about PBN, still now, people rank and bank with PBN. I totally agree with you to make our PBN only private. And I was going to buy some PBN links and that’s why I sent you mails last month. But you suggested me not to do that. And really, THANKS A LOT FOR THAT ADVICE 🙂

    Overall, Thanks for everything. Let’s rank and bank in 2016. Wish you all the best for your new niche blog.

  5. You mention only white hat link building now. Does that mean no more hoth links? Also do you think the hoth links you did buy have anything to do with the penalty?

  6. Sam – yes, these were ‘small’ niche sites (in comparison to a massive blog or authority site) – but they weren’t that small. One had over 40 published posts and the other had just over 30. I paid a writer to produce all of the content on both of them and spent a LOT of my own time working on them. So, the loss did hurt a little. But in the grand scope of things – it wasn’t too hard to mentally let these sites go and continue to focus on bigger and better things.

    Correct. Traffic and revenue wasn’t that great when I lost them. Mostly because I discontinued my link building campaigns. I hate link building!

    You definitely don’t need to build links or use PBN’s for FS!! You get enough natural links just from networking. That is the beauty of focusing mostly on just one site. FS is your baby. You have time to network with others and that leads to natural links without you even having to ask! You’re not missing anything… Happy New Year to you as well!

  7. Hi Diego! Welcome. Nice to have you reading my blog…

    1 – Those traffic estimates look high. Attached is a screenshot from Google Analytics showing my actual traffic for that time period. Closer to 50 or 60 daily visitors (sessions).
    2 – I think most of the links were added just before that time period. Maybe around March, April or May of 2015. And honestly – I didn’t add very many links to this particular site. Just a few.
    3 – Amazon earnings… June $32 – July $61 – August $95 – September $3 – October $51 – November $0
    4 – The Ultimate Azon Theme ABSOLUTELY had NOTHING to do with the penalty. I certainly still love it and recommend it. In fact, my ONE Thing website that I am FOCUSing on is running on the Ultimate Azon Theme. I’ve never heard of any site getting penalized because of a theme…
    5 – All of my affiliate links are set as nofollow (easy click of a button in EasyAzon) – so NO, I don’t worry about having so many affiliate links on one page. I wouldn’t put that many on the homepage though. But on a comparison page like that – it totally makes sense to have that many affiliate links.

    Here’s the thing. This miter saw site was just starting to make some okay money right before the penalty. And this was with very little link building by me. My 2 main keywords (best miter saw – miter saw reviews) never made it to page one of Google. They were close and both were on page 2 of Google for a long time. If I had built more links and got those terms to page 1 – this site would have been an awesome earner!

    I can’t believe I dug through old stats to leave you this detailed response! But there you go. You’re welcome! Good Day!

  8. Hey Tonmoy – I mentioned that my Amazon copy & paste reviews were one theory that could have led to the penalty. I’m not sure though. I think the PBN links were the more likely cause. But just to be safe – I’m not copy & pasting Amazon review anymore. My writer can get those points across just as effectively by writing her own synopsis of actual Amazon reviews.

    But you’re right. Curated content (while linking to the source) is still a valid way to add relevant content to Posts and I will continue to do so. Maybe just not so much.

    Yep – big mistake putting all of them in same WMT… I honestly thought I was doing everything legit and that I would never get penalized. So I wasn’t worried. And still – I only have the one Google Search Console account that still has this blog and a few other non-penalized sites left in it.

    You’re welcome for the advice. It may have saved you from an eventual penalty! I only advise on things that I would actually do… And I won’t be buying PBN links anymore.

  9. That’s right. I won’t be buying any Hoth links for my FOCUS site. I would consider that grey hat. Outreach only for my latest site.

    I guess it’s possible that Hoth links could have had something to do with the penalty. I doubt it – because they do such a great job over there. But it’s possible. I think the PBN links are the more likely cause because they were more easily detectable and able to link and associate my sites together. My same 4 money sites getting links from several of the same PBN sites – yeah, that was dumb! But the Hoth has such a huge network of sites that they use. It would be nearly impossible to link all of their sites together and detect that they are from the same PBN… And the regular Hoth links (not the Blitz package) are built on brand new web 2.0 type sites. Those are legit. But I wouldn’t buy those anymore either. I don’t think they are very effective anymore.

  10. Great article Matt. I am new to this business and learning all the time. Wow, there really are so many pitfalls to watch out for. SEO is also kind of freaking me out a bit as well, as there are sooo many contrary opinions to take into consideration. Think I’ll play it safe to start with and only apply white hat techniques.

  11. I just started to build page rank, or attempt to by a few means. It seems that we have to have links, no matter how much content. and it is not always easy to get the links we need.

    I have been examining backlinks for many high ranking sites and see that guest posts have been productive.

    I think we have to be conservative in link building as Google seems to be continually refining.

  12. Good observations Dave. Link building has always been my biggest challenge and struggle. I hate it! Getting natural links is hard – and paying for or building unnatural links is risky. Effective link building seems to be the main factor that differentiates successful niche site builders from non-successful. I’m sticking with outreach only for my latest site. That and posting TONS of content around very low competition keywords (that get less monthly searches).

  13. Matthew,

    First of all, I commend you for posting this since I know it probably wasn’t easy. That said, I have to disagree with your reasoning as to why your miter saw reviews site got hit. I’ve been following your blog for a while and I think a lot of readers can relate to you more than others because you’re not doing this full time and making HUGE money. I personally am rooting for you to succeed.

    The #1 reason you got penalized is that from what I can see, 100% of your pages have affiliate links. This is a huge no-no. No matter how helpful the content may seem, in Google’s eyes, this is a classic doorway site. You absolutely must have a certain percentage of pages with zero affiliate links these days. I usually shoot for 30-50% information-type articles which go under the Blog category.

    Since this is a manual penalty, your domain name most likely drew attention. screams affiliate site and simply having the word “reviews” in the domain triggered a manual review. Branded domains are super important these days.

    Looking at the design itself, while it actually looks nice and clean, it again screams affiliate site. It’s obvious you used one of the many “optimized” Amazon/review themes with its star ratings, popups, and custom charts which may seem like a good idea but at first glance to anyone in Google, it’s probably a spammy affiliate site. A note to anyone who would like to create an Amazon affiliate site, PLEASE don’t use these types of themes! Simpler is usually better and you’ll have a much better chance of flying under the radar.

    Finally, the blue “Buy Now from” button is breaking Amazon’s T&C by using the Amazon logo in it. If you want their logo on there, you need to use their ugly stock buttons. It’s pretty low chance Amazon will find your site but I would definitely change that on any sites that have it. Personally, I avoid using buttons and simply have a large “Check Price” text link. I’ve found it converts a lot better and I’ve been doing this for years.

  14. Ivo – Thank you for the kind words and thanks even more for your observations about my penalty. While everything you say seems to make sense – I’m not sure I completely agree.

    Of my 4 sites that got penalized, 3 were Amazon sites and, like you pointed out, I had affiliate links on pretty much 100% of the pages. But 1 of those 4 sites is not an Amazon site. It is an Adsense site and it has very few affiliate links. It has almost 100 published pages and maybe just a few that have some random affiliate links on them.

    I have a few more niche sites in the exact same Search Console account that did not get penalized – one of those being my latest ONE Thing site and it is an Amazon site and it does have Amazon links on almost every single page. My strategy is this – approximately 80% informational articles (maybe 20% review posts), but it makes sense to include a few Amazon links within the informational articles because the information tells how to use certain products to remedy certain ailments or struggles.

    I understand about my domain name selection in the past. Many of my older sites included something like ‘reviews’ in the domain name. I no longer do that. My latest site is very much a brandable domain.

    The product pop-ups are an EasyAzon feature (not a theme feature) – I like and use The Ultimate Azon Theme because of it’s simple and complete customization. Plus, the ability to easily insert tables and product sliders. These things convert man! And I like how they look. I’m caring less and less these days about Googles “rules” – sure, I want their “free” traffic, but I’m not going to bend over backwards just to please Google.

    Your observations are mostly correct as far as my miter saw site. That site is well over a year old. Rest assured – I’ve learned some lessons and my latest site (and future sites) are much better.

  15. Thank you for sharing this Matt!

    It’s very insight full.

    I have a question in regards to the website you are going to concentrate moving forward.

    Do you plan to use Cloaking on that site?

    I have been doing some research but getting mixed answers. Some say it is OK to to cloak as long as it looks like an Amazon affiliate link by using a structure like –

    But based on the wording on the Amazon linking requirements –

    “In addition, you must not use a link shortening service in a manner that makes it unclear that you are linking to an Amazon Site.”

    So it sound like it is OK, but I have already got burned once by cloaking links (documented here in case you are interested –

    So what’s your take on this?

  16. Hey Tony – I do not cloak my Amazon links on my current site and I never have on any of my sites. I honestly don’t see any advantage to doing so.

    Many of my links that lead to Amazon are images or buttons. No reason to cloak those. And my text links that lead to Amazon are usually the product name or some sort of descriptive text hyperlinked to the Amazon page. I use EasyAzon for ALL of my Amazon links. There is an option within EasyAzon to cloak links if you want to – but I don’t use it and never have.

  17. Thanks for that response Matt.

    How about PBN? What’s your opinion on that?

    I have been doing some research on that and it seems almost everyone I have come across use PBN, especially people that make huge profits.

    I am not a big fan of PBN because of its maintenance cost and also the fear of Google finding it out – that’s what happened to Spencer at Niche Pursuits). Besides it requires a completely different skill set to set up.

    I did manage to find an evidence that it is possible to make 6 figures income without PBN though –

    Was wondering if you have managed to get a good result without PBN on your sites.

  18. I personally don’t use PBN’s anymore. Not because they don’t work. They do. But as you pointed out – the cost, hassle factors and risk factors are just far too great.

    I listened to that Clare Smith podcast way back when it first came out. Got some interesting keyword research pointers in that one! Clare achieved her results by creating lots of different sites with lots of content on each. I personally no longer desire to run lots of sites.

    I am starting to get pretty good results on my latest site with no PBN links. In fact – I’ve done hardly any link building at all and lots of my keywords are starting to rank up there in Google.

  19. Thanks for that info Matt.

    That’s encouraging to hear. I am actually doing the same with my sites without using any PBN and they are ranking pretty well.

    Maybe we can compare notes someday when our sites start making serious money 🙂

  20. Hi Matthew! Looking at your website backlinks profile with Ahrefs, it seems that some of your PBNs were de-indexed. So, maybe, it was the main reason of the manual thin penalty applied by Google Spam Team… Why didn’t you removed those tossic links and asked for a reconsideration to try to lift the manual action? Thanks for reply.

  21. Hey Marco,

    You’re right. A few of my PBN’s did get de-indexed. And I suspect that had everything to do with the fact that I shared those PBN’s with a few others.

    Why didn’t I mess with any of those links and try to get reconsidered? Time, hassle and low income are a few reasons that come to mind. Didn’t want to waste my time for something that may or may not happen. Didn’t want to hassle with sites that weren’t earning very much anyway – as I had already shifted my focus to my newer sites.

  22. I’m wondering if Google ever came back and penalized or left messages for the remaining websites in your search console account. This happened to me not too long ago. Goggle penalized 1 site for thin content in an account with about 10 blogs of similar style. Can’t figure out why a new site I was working on was target and not the others. hopefully they have moved on to never come back again but who knows. I’m worried about even submitting a reconsideration. Don’t want to stir up any attention.

  23. Hey Emmy,

    No. Google did not come back later and penalize or leave messages about the remaining sites. In fact, THIS blog is associated with that same Search Console account. I’ve even added a few new sites to that account. I’m not worried about it at all. Live and learn. I won’t make the same mistakes.

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