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  • SEO and SEM Ethical and Legal Considerations

    By: Gianna Blawas – 4 December 2025

    When Unethical SEO Backfires: Lessons from the J.C. Penney Search Scandal:

    Search engine optimization (SEO) and search engine marketing (SEM) are powerful tools for building visibility online. However, when organizations rely on unethical or illegal practices to manipulate search rankings, the long-term consequences can be severe. One of the most well-known examples of unethical SEO is the J.C. Penney link scheme scandal, which shows how cutting corners in search marketing can damage a brand’s reputation, search performance, and customer trust.

    How Organizations Engage in Unethical SEO/SEM:

    Unethical SEO, often called “black-hat SEO”, involves tactics designed to manipulate search engines instead of improving genuine user value. Some common unethical practices include:

    • Link schemes: Buying or selling backlinks to artificially boost domain authority
    • Keyword stuffing: Overloading pages with repetitive keywords
    • Cloaking: Showing one version of a webpage to users and another to search engines
    • Hidden text or links: Stuffing keywords invisibly for ranking purposes
    • Fake or misleading ads: Misrepresenting products in SEM campaigns

    In the J.C. Penney case, the brand hired a marketing agency that created thousands of spammy, irrelevant backlinks from unrelated websites to artificially boost rankings for highly competitive terms like “dresses,” “bedding,” and “area rugs.”

    For months, J.C. Penney appeared as the #1 Google result for dozens of categories, higher than brands that genuinely dominated those spaces. But once Google reviewed the situation, the company was hit with a major manual penalty, causing search rankings to plummet overnight (Segal, 2011). This example demonstrates exactly how unethical SEO offers short-term gains but large long-term risks.

    Ethical vs. Unethical SEO:

    Ethical SEO, also known as “white-hat SEO”, focuses on strategies that improve the user experience, provide helpful content, and follow search engine guidelines. Examples include:

    • Creating quality, original content
    • Earning backlinks naturally through value
    • Using accurate keywords and meta descriptions
    • Disclosing sponsored promotions
    • Ensuring accessibility and mobile friendliness

    Unethical SEO, in contrast, focuses on tricking the algorithm instead of serving the user. The J.C. Penney backlink scheme is a prime example of how a brand can violate Google’s Webmaster Guidelines by using manipulative ranking tactics.

    Where ethical SEO aims for sustainable growth, unethical SEO aims for shortcuts.

    The Benefits of Being Ethical:

    Organizations that commit to ethical SEO benefit in several important ways:

    1. Long-term visibility and stability

    Ethical SEO builds rankings through genuine authority, so performance is sustainable. This protects the brand from sudden search penalties.

    2. Stronger brand trust

    Users trust companies that communicate honestly, avoid misleading ads, and provide real value. Transparency in marketing strengthens brand reputation.

    3. Better user experience

    Ethical SEO aligns with user-friendly practices, fast page loads, helpful content, and accurate information. Happier users lead to higher conversions.

    4. Protection from legal or regulatory issues

    Misleading ads or deceptive marketing can violate FTC guidelines. Ethical marketing protects the company from lawsuits and regulatory fines.

    5. More effective SEM results

    Ethical SEM avoids deceptive ad copy, fake urgency, or misrepresented pricing, reducing refunds, complaints, and wasted ad spend.

    The J.C. Penney scandal is a reminder that unethical shortcuts may work temporarily, but they undermine long-term growth. Ethical SEO, on the other hand, builds credibility, relationships, and sustainable ranking power.

    Conclusion:

    The J.C. Penney case demonstrates how unethical SEO tactics can completely derail a company’s digital performance. Link schemes and deceptive practices may produce short-term ranking boosts, but they ultimately harm search visibility, consumer trust, and brand reputation. By committing to ethical SEO and SEM practices, organizations protect themselves legally and build genuine long-term success. Good SEO is not just about ranking, it’s about creating real value for users.

    References

    Segal, D. (2011, February 12). The dirty little secrets of search. The New York Times. https://www.nytimes.com/2011/02/13/business/13search.html

    Google. (n.d.). Search Essentials: Spam policies for Google web search. https://developers.google.com/search/docs/essentials/spam-policies

    Federal Trade Commission. (n.d.). Advertising and marketing on the internet: Rules of the road. https://www.ftc.gov

  • Paid vs. Organic Strategies

    Gianna Blawas – 3 November 2025

    When it comes to marketing online, one of the biggest questions businesses face is whether to use paid ads or focus on organic growth. Both have their benefits but work in very different ways. Paid marketing includes tools like Google Ads, Facebook and Instagram promotions, or sponsored posts that you pay for to get quick visibility. Organic marketing, on the other hand, is all about non-paid efforts like SEO, social media content, blogs, and email newsletters that grow your presence more slowly but build trust over time.

    Paid marketing has some big advantages, it delivers fast results, allows you to target specific audiences, and gives you measurable data to track performance. However, it can get expensive quickly and stops working as soon as you stop paying. There’s also the issue of ad fatigue, where people start ignoring repetitive ads. Organic marketing takes longer to show results, but it’s great for long-term growth. It builds credibility, continues to attract traffic long after it’s created, and costs less in the long run.

    When explaining this to a client, it’s best to keep things simple: paid marketing is like “fuel” that gives your brand a quick boost, while organic marketing is the “engine” that keeps you going. You can use visuals or examples to show how both work together, paid campaigns bring people in fast, and organic content helps keep them engaged. It’s also important to set expectations by explaining that paid results show up quickly, while organic efforts might take several months to make an impact.

    In the end, the best approach is a mix of both. Paid marketing drives short-term visibility and leads, while organic marketing builds long-term relationships and brand trust. By combining the two, businesses can create steady, sustainable growth that delivers both quick wins and lasting results.

    References
    HubSpot. (2023). The ultimate guide to paid vs. organic marketing.
    Search Engine Journal. (2024). Organic vs. paid marketing: Which is better for your business?

  • The Future of Digital Advertising: Three Trends Shaping the Next Five Years

    Written by Gianna Blawas – 11 October 2025

    The digital advertising landscape is evolving faster than ever, driven by innovation, data, and changing consumer expectations. Over the next five years, three major developments—AI-driven personalization, immersive advertising through AR/VR, and the rise of privacy-first marketing—will have the most significant impact on how brands connect with audiences.

    AI-Driven Personalization:

    Artificial intelligence is transforming how advertisers analyze consumer behavior and deliver personalized content in real time. According to Forbes (2024), 80% of marketers who use AI for personalization see improved engagement and customer retention. AI tools can predict purchasing intent, optimize ad placements, and generate tailored creative assets automatically. Google’s Performance Max campaigns and Meta’s Advantage+ platform already use AI to automate targeting and creative decisions, proving its growing influence. As algorithms become more sophisticated, brands will reach the right consumers with the right message at the right moment.

    Immersive Advertising Through AR and VR:

    Augmented and virtual reality are revolutionizing digital storytelling, offering users interactive, memorable brand experiences. Statista projects the AR advertising market will surpass $10 billion by 2028, showing advertisers’ growing confidence in immersive media. Platforms like Snapchat and TikTok have popularized AR filters, while brands such as Nike and Sephora use virtual try-ons to boost engagement and conversion. According to Harvard Business Review, immersive ads can increase brand recall by up to 70% compared to traditional formats. As devices like Apple’s Vision Pro and Meta Quest expand accessibility, immersive ads will become a mainstream marketing strategy.

    Privacy-First Marketing and First-Party Data:

    With Google phasing out third-party cookies and stricter regulations like the GDPR and CCPA, advertisers are shifting toward privacy-first strategies built on transparency and trust. Deloitte Insights (2023) found that 61% of consumers are more likely to buy from brands that protect their data. This trend is fueling investments in first-party data collection, contextual targeting, and consent-based advertising. Companies like Amazon and Apple are setting new standards for responsible data use, showing that privacy and personalization can coexist.

    Conclusion:

    AI-driven personalization, immersive ad experiences, and privacy-first marketing will define the future of digital advertising. Brands that adapt to these shifts—embracing technology while maintaining consumer trust—will be best positioned to thrive in the next era of digital engagement.

    References:

    Alkilkhanov, A. (2024, January 5). Forbes. https://www.forbes.com/councils/forbescommunicationscouncil/2024/01/05/ai-and-personalization-in-marketing/

    Chandukala, S. (2022, March 29). How augmented reality can — and can’t — Help your brand. Harvard Business Review. https://hbr.org/2022/03/how-augmented-reality-can-and-cant-help-your-brand?

    Deloitte Digital. (2024, October 6). First-party data is key in a new era for digital advertising. Deloitte Insights. https://www.deloittedigital.com/nl/en/insights/perspective/first-party-data-is-key-for-digital-advertising.html

    Deloitte. (2024, December 2). New Deloitte survey: Increasing consumer privacy and security concerns in the generative AI era – Press release. https://www.deloitte.com/us/en/about/press-

  • Lessons from the AT&T Mobile Cramming Case

    By: Gianna Blawas – August 8, 2025

    What law was violated in the AT&T case?
    In the FTC’s AT&T “mobile cramming” case, the company was found to have billed customers for third-party premium text services—such as ringtones, wallpaper subscriptions, and horoscope tips—without their informed consent. This conduct violated Section 5 of the FTC Act (15 U.S.C. §45), which prohibits unfair or deceptive acts or practices. The case resulted in more than $88 million in refunds to over 2.7 million current and former AT&T customers, as part of a larger $105 million settlement with the FTC, the Federal Communications Commission (FCC), and state attorneys general (Federal Trade Commission, 2016).

    Negative consequences to consumers
    Mobile cramming caused direct financial harm by adding unauthorized charges—often $9.99 per month—to customers’ bills. It also created indirect harm, including the time and frustration required to dispute charges, potential service disruptions when customers refused to pay, and loss of trust in mobile billing systems. In many cases, customers were unaware of the charges for months, leading to cumulative costs.

    Other real-world cases and penalties
    AT&T’s settlement was part of a broader crackdown on mobile cramming. T-Mobile agreed to pay at least $90 million in refunds for similar unauthorized charges (FTC, 2014). Verizon and Sprint collectively paid $158 million to resolve comparable allegations (FTC, 2015). Outside of cramming, companies engaging in unauthorized texting or calling can face lawsuits under the Telephone Consumer Protection Act (TCPA), which allows damages of $500 per violation—or up to $1,500 per willful violation—creating massive potential liabilities for large-scale campaigns without proper consent.

    Possible penalties for violations
    Penalties for mobile marketing violations vary depending on the law breached but can include:

    • Full consumer refunds for affected customers.
    • Civil fines and statutory damages (such as under the TCPA).
    • Injunctive relief requiring companies to change billing or marketing practices.
    • Ongoing compliance monitoring by regulators.

    In AT&T’s case, the settlement required not only monetary refunds but also reforms to ensure customers receive clear, conspicuous disclosures before being billed for third-party services, and that charges are only applied with express informed consent.

    Ethical actions for mobile marketing compliance
    To remain ethical and compliant, mobile marketers should:

    • Obtain express, informed consent before billing or sending promotional messages.
    • Provide clear and conspicuous disclosures about pricing, terms, and message frequency.
    • Make opt-outs simple and immediate (e.g., “Text STOP to cancel”) and honor them promptly.
    • Vet and monitor third-party partners to ensure they comply with legal standards.
    • Avoid deceptive or misleading practices and substantiate all marketing claims.

    Conclusion
    The AT&T case serves as a cautionary tale for any business engaged in mobile marketing or billing. Violating consumer trust through unauthorized charges not only leads to substantial legal penalties but also causes long-term reputational damage. By prioritizing transparency, consent, and responsible third-party management, companies can avoid the pitfalls of mobile cramming and maintain the trust and loyalty of their customers.

    References:

    FTC providing over $88 million in refunds to AT&T customers who were subjected to mobile cramming. (2021, September 18). Federal Trade Commission. https://www.ftc.gov/news-events/news/press-releases/2016/12/ftc-providing-over-88-million-refunds-att-customers-who-were-subjected-mobile-cramming

  • Concluding Findings and Limitations for Nike’s FlyWeb Tempo

    By: Gianna Blawas – Friday, August 8, 2025

    The market research conducted for Nike’s proposed FlyWeb Tempo, a premium female athletic running top, directly supports the organization’s objectives of innovation, consumer engagement, and global brand leadership in women’s athletic wear. Nike has consistently emphasized empowering female athletes with performance-focused, stylish apparel. My research—incorporating competitor analysis, consumer surveys, and trend tracking—indicates a growing demand for high-performance, sustainable, and aesthetically appealing women’s activewear. This aligns with Nike’s strategic focus on blending innovation with consumer needs while fostering brand loyalty in a competitive market.

    From a consumer behavior perspective, survey responses show that women prioritize breathability, sweat-wicking capabilities, and durability, but also expect products to be fashionable and versatile enough for both athletic and casual wear. These findings mirror Nike’s broader goal of merging performance and lifestyle. The FlyWeb Tempo’s unique design—lightweight mesh ventilation zones, adaptive stretch fabric, and integrated storage for small essentials—was informed by these preferences. This research not only confirms market demand but positions the FlyWeb Tempo to address an underserved segment: high-performance running tops tailored to women’s specific anatomical and aesthetic needs.

    Industry Trends and Implications
    Current industry trends emphasize sustainability, technology integration, and personalized fit. Many competitors, such as Lululemon and Adidas, are expanding eco-conscious product lines using recycled fabrics and waterless dyeing processes. Consumers, especially in the 18–34 demographic, increasingly choose brands that reflect their environmental values. Future trends suggest growth in smart apparel—garments with integrated sensors for performance tracking—and the use of AI-driven personalization for size and style recommendations.

    For Nike, these trends present both opportunities and pressures. Sustainability-focused consumers may expect the FlyWeb Tempo to incorporate recycled materials and low-impact manufacturing. The implications of ignoring this could result in competitive disadvantage, especially as consumers shift loyalty toward brands seen as environmentally responsible. Conversely, integrating technology or smart fabric options in future iterations of the FlyWeb Tempo could strengthen Nike’s image as an innovator and attract early adopters.

    Alignment with Legal, Ethical, and Industry Standards
    The proposed marketing strategy for the FlyWeb Tempo aligns closely with legal, ethical, and industry standards. Campaign messaging will follow Federal Trade Commission (FTC) guidelines on truthful advertising, ensuring performance claims (such as moisture-wicking efficiency) are backed by testing data. Ethically, the campaign will avoid unrealistic body image portrayals by featuring diverse athletes of different body types, races, and skill levels, reflecting Nike’s inclusion and diversity commitments.

    From an industry perspective, the strategy will leverage mobile and digital marketing while adhering to privacy laws such as the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) for international audiences. Data collected from Nike Run Club app users for targeted promotions will be gathered only with explicit consent, and opt-out options will be easily accessible. Additionally, the campaign will meet industry best practices by balancing personalization with respect for consumer privacy, avoiding manipulative or intrusive tactics.

    Limitations in Market Proposal Development
    While the research foundation for the FlyWeb Tempo is strong, several limitations emerged. First, secondary data on niche women’s running apparel performance metrics is limited, as much of the available research groups women’s products into broader “unisex” or general athletic wear categories. This gap required extrapolating from mixed-gender studies, which may overlook key differences in women’s fit preferences and performance needs.

    Conclusion
    The research conducted so far demonstrates strong alignment between Nike’s objectives and the FlyWeb Tempo’s market potential. Industry trends suggest that sustainability, technological innovation, and inclusivity will be key drivers of future growth, and Nike’s strategy for the FlyWeb Tempo positions it to capitalize on these shifts. The proposed marketing plan is legally compliant, ethically responsible, and aligned with industry standards, enhancing its potential for market acceptance.

    References

    Euromonitor. (n.d.). https://www.euromonitor.com

    (n.d.). McKinsey & Company. https://www.mckinsey.com

    (n.d.). Statista. https://www.statista.com

  • The Advantages of Mobile Phones and Tablets in Modern Marketing

    Gianna Blawas – July 13th, 2025

    In today’s digital age, mobile phones and tablets have revolutionized the way brands connect with consumers, offering powerful advantages over traditional marketing channels like print, TV, and radio. These portable devices have become essential marketing tools due to their ability to reach users in real time, foster personalized engagement, and drive immediate sales and conversions.

    One key advantage of mobile marketing is direct and instant access to consumers. With billions of users carrying smartphones, brands can send timely push notifications, SMS campaigns, or in-app promotions that grab attention wherever the user is. This immediacy increases product awareness and can lead consumers directly to the point of sale through app links, QR codes, or geo-targeted offers. For example, Starbucks uses location-based marketing to alert app users about nearby stores and personalized offers, driving both foot traffic and app purchases (Forbes, 2021).

    Another powerful benefit is dialogue-based marketing. Mobile platforms allow for two-way communication through interactive ads, surveys, and chatbots. Unlike traditional media, which is mostly one-directional, mobile marketing fosters real-time conversations that deepen engagement and build stronger customer relationships. Brands like Sephora have capitalized on this by integrating AI chat features in their app to recommend products and answer user queries instantly.

    Mobile devices also enable customer loyalty programs with ease and convenience. Apps can track purchases, offer rewards, and provide exclusive content, creating a sense of value and retention. For instance, the Nike App offers exclusive access to new product drops, training tips, and member-only discounts, making customers feel part of an elite community (Business Insider, 2022).

    However, mobile marketing does face several constraints, such as privacy concerns, screen size limitations, and ad fatigue. To overcome these, marketers should:

    • Prioritize opt-in strategies: Gain user consent before sending messages and make data privacy transparent.
    • Design for mobile-first: Create responsive, engaging content tailored for smaller screens.
    • Use frequency capping: Limit how often a user sees an ad to reduce burnout and increase effectiveness.

    In conclusion, mobile phones and tablets offer unmatched flexibility and interactivity in modern marketing. When used strategically, they not only drive sales but also enhance brand loyalty and customer engagement.

    References:

    Forbes. (2021). How Starbucks Brews a Perfect Digital Strategy With Mobile Apps. Retrieved from https://www.forbes.com

    Business Insider. (2022). Nike’s Digital Transformation and Direct-to-Consumer Strategy. Retrieved from https://www.businessinsider.com

  • Nike: World’s Best Athletic Wear

    Gianna Blawas – July 3rd, 2025

    Chosen Company: I have chosen Nike as the company I want to explore.

    Rationale: Nike is the world’s largest athletic apparel company with over $46 billion in revenue. Nike has currently been revamping its brand strategy with the new CEO, Elliott Hill. Nike’s collaborations with high-profile celebrities and athletes makes it a more interesting company to research (Business Insider).

    Consumer Product Under Consideration: Nike FlyWeb Tempo

    The Nike FlyWeb Tempo is a premium performance running top designed specifically for female athletes. It’s lightweight and breathable, making comfort essential for female runners. You can purchase this with additional reflective pieces for safety. The FlyWeb Tempo is also sustainably sourced using recycled materials, following the Nike Move to Zero initiative.

    Research Design and Objectives:

    I’d like to determine the needs of the consumer, meaning, what aspects of the FlyWeb Tempo matter most to female runners? The comfortability? The quality? Style? I’d also like to determine how consumers perceive the pricing of the product.

  • Brand Rivalries and Consumer Behavior – Stanley Vs. Hydroflask

    Gianna Blawas – 1 April 2025 9:04am

    With the rising popularity of water bottles, a multitude of brands have become well known for their stainless steel water bottles. The most popular two are considered to be Stanley cups and Hydroflasks!

    How do traditional rivalry strategies compare to praising the competition in this situation? Let’s find out!

    Traditional Rivalry:

    Traditional rivalry tends to be pretty cutthroat. These strategies include competing for potential customers and competing for rival’s customers. According to Oregon State, “As new potential customers develop, rivals fight to win them and develop this potential pool of resources for their own. The challenge for organizations that are developing potential customers is to understand what is driving customers’ choice for which “pipe” to flow through. That is, what motivates their buying behavior? Their choices will be driven by competitors’ decisions and actions, especially marketing and sales activities, relative price, relative perceived performance of competing products, and mechanisms such as word of mouth reinforcing growth. Traditional rivalry tends to be pretty cutthroat. These strategies include competing for potential customers and competing for rival’s customers. Competitors battle to steal resources that have been developed and controlled by their rivals at the same time as they fight to prevent their own resources from being lured away. The rate at which customers choose to leave one firm for another reflects the comparison of price and benefits (value for money) between the rivals. This flow of customers between competing suppliers may, however, be moderated by switching costs.”

    Stanley and Hydroflask essentially produce the same product, but in different styles. They traditionally aim to compete through the latest aesthetics or trends in the styles of their water bottles.


    Competitor Praise:

    Consumers respond favorably to competitor praise because it brings a sense of compassion to a usually negative prerogative. Although I could not find research to support that Stanley and Hydroflask support each other, it is almost guaranteed that consumers would be intrigued by one of the two if they were to publicly praise each other in friendly competition.

    Competitor praise allows the consumer to see a side of a company that is human and kind-hearted. If companies always approach with a cutthroat marketing analogy, consumers will get annoyed at both competitors as a whole. This tactic ropes consumers in to purchasing the complementing competitor’s products because they feel they are supporting a company that matches their moral compass.

    Automatic Processing:

    How can automatic processing allow consumers to make quick judgements and purchasing decisions? Harvard Business Review states, “The term “frictionless commerce” is widely used to describe how digital technologies are blending product purchases seamlessly into consumers’ daily lives. In the ultimate manifestation of frictionless commerce, purchases will be automatically initiated on behalf of consumers (with their advance consent) using real-time, integrated data from known preferences, past behaviors, sensors, and other sources. Envision, for example, a “smart fridge” automatically ordering food items it senses are running low. That is not common yet, but ever since consumers were offered the option to shop online from home, rather than having to go to a store, technology has been rapidly removing friction from commerce.”

    Praising Competitors – Fail

    In what cases might praising competitors not work? If Stanley were to publicly praise Hydroflask for excellent designs or color ways, consumers might sway towards purchasing a Hydroflask. Stanley has to be careful how much compliment they put into their praise. These praises should be more vague; kind but vague.

    Resources:

    Harvard Business Review. (2018, May 25). How do consumers choose in a world of automated ordering? https://hbr.org/2018/05/how-do-consumers-choose-in-a-world-of-automated-ordering

    Harvard Business Review. (2022, March 24). Research: When praising the competition benefits your brand. https://hbr.org/2022/03/research-when-praising-the-competition-benefits-your-brand

    Oregon State University. (2019, June 15). Types of rivalry – Strategic management. Open Educational Resources – OERU, Oregon State University. https://open.oregonstate.education/strategicmanagement/chapter/6-types-of-rivalry/


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  • Uncovering New Market Segments – Amazon Alexa

    Written by Gia Blawas – 13 March 2025

    How has Amazon Alexa impacted the country with its sales?

    For multiple years I have been contemplating purchasing an Amazon Alexa device. I’ve always wondered if it could improve the quality of everyday tasks, or even if it would simply be fun to use. In November 2024, I finally pulled the trigger and ordered an Amazon Alexa Echo Dot from Target.com during a Cyber Monday sale. This device has changed the trajectory of my every day tasks, in a positive way.

    The Amazon Alexa devices are a part of millions of people’s daily routines. How does Amazon successfully segment their marketing tactics?

    There are multiple types of market segmentation that organizations like Amazon use properly.

    These types of segmentation could be:

    Demographic Segmentation, Geographic Segmentation, Psychographic Segmentation, or Behavioral Segmentation (Dave P 2025).

    Amazon Alexa – Demographic Segmentation:

    Amazon aims for specific age groups to purchase the Alexa devices. They determine which age groups would benefit from the product best, and then determine why. For example, people who are not, “tech-savvy,” may be interested in having Alexa on standby to help them figure out things from the temperature outside to adding items to a digital grocery list.

    Amazon Alexa – Geographic Segmentation:

    Where will the Amazon Alexa products thrive? For example, will the Alexa do better in specific areas such as businesses, or homes? Alexa is targeted to people to help them with everyday tasks, wherever your tasks are done, it can be useful.

    Amazon Alexa – Psychographic Segmentation:

    What are the lifestyles and values of the people purchasing the Alexa? For example, someone who is very busy with work and other activities might ask Alexa to make a to-do list or set a timer for something specific. Or, someone who is self-employed and has their own business might use Alexa to put clients in a schedule.

    Amazon Alexa – Behavioral Segmentation:

    What are the buying habits of the target audience? Alexa can make people’s busy lives easier and more efficient. Someone who has constant events in their lives and not much time to themselves to achieve basic tasks might use Alexa to make those things easier and more convenient.

    References

    P, D. (2025, March 4). Segmentation, targeting, and positioning (STP): Your roadmap to an effective marketing strategy. The Marketing Hustle – Marketing & Brand Strategy Insights To Grow Your Business. https://themarketinghustle.com/marketing-strategy/segmentation-targeting-and-positioning-road-map/#elementor-toc__heading-anchor-1