Moz vs. Spyfu

I consider both Moz, Google AdWords, and Spyfu to be excellent tools when I do my research and with most keyword research tools you find online they all have different numbers.

Google AdWords I have always known to wildly inaccurate search volumes and I only use it to get keyword ideas. Rand Fishkin did some tests and wrote about it as well. You can read his post on moz.com “Why Google AdWords’ Keyword Volume Numbers Are Wildly Unreliable – Whiteboard Friday

I noticed individually the search volume numbers were usually a bit off between Moz and Spyfu so I decided to run a test on some keyword research I did and compared a little over 200 phrases that I would share below.

As I tell my customers I believe Moz to be more accurate for organic search results and I believe Spyfu to be more accurate for pay per click results. Of course, Google AdWords is supposed to be for pay per click results but I never trusted their numbers and only trust them for keyword phrase ideas to add to the list then paste them into Moz’s tool to get volume numbers.

To further complicate things Moz uses ‘Min Volume’ and ‘Max Volume’ while Spyfu uses ‘Local Searches’ and ‘Global Searches’. Can we really compare these two? Did Spyfu use these terms to make their numbers more plausible when compared to other tools like Moz and Google AdWords?

When comparing Moz’s ‘Min Volume’ to Spyfu’s ‘Local Searches’ we find the difference in numbers from 19 to over 49,000. When comparing Moz’s ‘Max Volume’ to Spyfu’s ‘Global Searches’ we find the difference in numbers from 40 to 468,000.

When comparing all of them together in the chart below you would think that the two ‘Difference’ columns would be relatively close from lowest to highest but it isn’t. It jumps around quite a bit.

Note: Moz’s n/a and the difference #value! could not be calculated because some of the keyword phrases are not in Moz’s index.

Keyword
Analyzed 6/7/2019
Moz
Min Volume
Spyfu
Local Searches
Difference Moz
Max Volume
SpyFu
Global Searches
Difference
funnel digital marketing 0 20 20 10 50 40
power digital marketing 501 880 379 850 1000 150
digital marketing near me 201 480 279 500 1000 500
digital marketing software 101 210 109 200 1000 800
digital marketing strategist 201 480 279 500 1300 800
digital marketing podcast 101 390 289 200 1000 800
digital marketing strategy pdf 51 70 19 100 1000 900
digital marketing workshop 51 90 39 100 1000 900
digital marketing for dummies pdf 11 110 99 50 1000 950
digital marketing videos 11 140 129 50 1000 950
why digital marketing is important 11 140 129 50 1000 950
digital marketing for real estate 11 320 309 50 1000 950
digital marketing real estate 11 320 309 50 1000 950
real estate digital marketing 11 320 309 50 1000 950
web marketing agency 11 320 309 50 1000 950
master digital marketing 0 30 30 10 1000 990
digital marketing tips 201 320 119 500 1600 1100
b2b digital marketing 101 260 159 200 1300 1100
digital marketing agency near me 101 590 489 200 1300 1100
digital marketing objectives 11 70 59 50 1300 1250
digital marketing case studies 11 210 199 50 1300 1250
digital marketing case study 11 210 199 50 1300 1250
digital marketing b2b 11 260 249 50 1300 1250
digital marketing company in usa 11 260 249 50 1300 1250
digital marketing for business 11 260 249 50 1300 1250
digital marketing conferences 11 590 579 50 1300 1250
digital marketing conference 11 720 709 50 1300 1250
digital marketing introduction 0 70 70 10 1300 1290
introduction to digital marketing 0 70 70 10 1300 1290
digital marketing agency us 0 140 140 10 1300 1290
digital marketing agency usa 0 140 140 10 1300 1290
business digital marketing 0 260 260 10 1300 1290
digital marketing businesses 0 260 260 10 1300 1290
digital marketing for b2b 0 260 260 10 1300 1290
social media marketing courses online 0 320 320 10 1300 1290
digital marketer conference 0 590 590 10 1300 1290
digital marketing course near me 101 140 39 200 1600 1400
digital marketing classes 201 480 279 500 1900 1400
digital marketing platforms 101 390 289 200 1600 1400
digital marketing solutions 101 480 379 200 1600 1400
digital marketing basics 51 210 159 100 1600 1500
online digital marketing 51 235 184 100 1600 1500
digital content marketing 51 260 209 100 1600 1500
digital marketing firm 51 720 669 100 1600 1500
why digital marketing 11 170 159 50 1600 1550
digital marketing articles 11 260 249 50 1600 1550
digital marketing content 11 260 249 50 1600 1550
digital marketing online 11 260 249 50 1600 1550
tips for digital marketing 11 320 309 50 1600 1550
digital marketing classes online 11 480 469 50 1600 1550
digital marketing solution 11 480 469 50 1600 1550
about digital marketing 0 30 30 10 1600 1590
digital marketing strategy examples 0 210 210 10 1600 1590
content digital marketing 0 260 260 10 1600 1590
digital marketing platform 0 390 390 10 1600 1590
digital marketing online class 0 480 480 10 1600 1590
online digital marketing classes 0 480 480 10 1600 1590
importance of digital marketing 101 140 39 200 1900 1700
digital marketing plan template 101 390 289 200 1900 1700
digital marketing campaign 101 480 379 200 1900 1700
what is digital marketing strategy 51 210 159 100 1900 1800
future of digital marketing 51 320 269 100 1900 1800
the future of digital marketing 51 320 269 100 1900 1800
advantages of digital marketing 11 110 99 50 1900 1850
digital marketing advantages 11 110 99 50 1900 1850
what is a digital marketing strategy 11 210 199 50 1900 1850
digital marketing future 11 320 309 50 1900 1850
future digital marketing 11 320 309 50 1900 1850
digital marketing expert 11 390 379 50 1900 1850
digital marketing experts 11 390 379 50 1900 1850
digital marketing kpi 11 390 379 50 1900 1850
kpi digital marketing 11 390 379 50 1900 1850
digital marketing class 11 480 469 50 1900 1850
advantage of digital marketing 0 110 110 10 1900 1890
digital marketing tutorial 0 110 110 10 1900 1890
what are digital marketing strategies 0 210 210 10 1900 1890
digital marketing funnel 201 720 519 500 2400 1900
role of digital marketing 101 170 69 200 2400 2200
internet marketing agency 101 940 839 200 2400 2200
traditional marketing vs digital marketing 51 0 -51 100 2400 2300
digital marketing vs traditional marketing 51 320 269 100 2400 2300
digital marketing roles 11 170 159 50 2400 2350
digital marketing website 11 260 249 50 2400 2350
digital marketing funnels 11 720 709 50 2400 2350
digital marketing mix 0 90 90 10 2400 2390
website digital marketing 0 260 260 10 2400 2390
digital marketing channels 201 590 389 500 2900 2400
freelance digital marketing 1701 1900 199 2900 5400 2500
how to do digital marketing 101 260 159 200 2900 2700
seo digital marketing 101 320 219 200 2900 2700
digital marketing news 851 1300 449 1700 4400 2700
digital marketing specialist 851 1600 749 1700 4400 2700
digital marketing for dummies 501 880 379 850 3600 2750
digital marketing analyst 501 1000 499 850 3600 2750
benefits of digital marketing 51 210 159 100 2900 2800
digital marketing seo 51 320 269 100 2900 2800
digital marketing benefits 11 210 199 50 2900 2850
seo in digital marketing 11 320 309 50 2900 2850
digital channel marketing 11 590 579 50 2900 2850
benefits digital marketing 0 210 210 10 2900 2890
digital marketing plan 201 720 519 500 3600 3100
digital marketing trends 201 720 519 500 3600 3100
digital media marketing 201 880 679 500 3600 3100
digital marketing analytics 201 1000 799 500 3600 3100
masters in digital marketing 51 720 669 100 3600 3500
digital marketing planning 11 720 709 50 3600 3550
digital marketing plans 11 720 709 50 3600 3550
digital marketing trend 11 720 709 50 3600 3550
marketing digital media 11 880 869 50 3600 3550
master in digital marketing 0 720 720 10 3600 3590
master of digital marketing 0 720 720 10 3600 3590
media digital marketing 0 880 880 10 3600 3590
digital marketing analysis 0 1000 1000 10 3600 3590
types of digital marketing 201 480 279 500 4400 3900
learn digital marketing 201 590 389 500 4400 3900
digital marketing books 101 720 619 200 4400 4200
online marketing agency 101 1000 899 200 4400 4200
digital marketing pdf 51 140 89 100 4400 4300
digital marketing work 0 140 140 10 4400 4390
new digital marketing 0 1300 1300 10 4400 4390
digital marketing specialists 0 1600 1600 10 4400 4390
digital marketing blogs 201 720 519 500 5400 4900
digital marketing tools 201 720 519 500 5400 4900
digital marketing meaning 101 170 69 200 5400 5200
digital marketing blog 101 720 619 200 5400 5200
online marketing company 101 1600 1499 200 5400 5200
digital marketing freelance 101 1900 1799 200 5400 5200
freelance digital marketer 51 1900 1849 100 5400 5300
digital marketing tool 11 720 709 50 5400 5350
digital marketing freelancer 11 1900 1889 50 5400 5350
blog digital marketing 0 720 720 10 5400 5390
marketing company online 0 1600 1600 10 5400 5390
digital marketing consultant 201 1300 1099 500 6600 6100
digital marketing consulting 51 1300 1249 100 6600 6500
digital marketing consultancy 11 1300 1289 50 6600 6550
digital marketing consultants 11 1300 1289 50 6600 6550
digital marketeer 11 891 880 50 6624 6574
digital marketing training 501 720 219 850 8100 7250
digital market 101 320 219 200 8100 7900
digital marketing trainer 11 720 709 50 8100 8050
digital marketing definition 851 1900 1049 1700 12100 10400
digital marketing services 851 1900 1049 1700 12100 10400
digital marketing strategy 851 2400 1549 1700 12100 10400
digital marketing courses online 201 1600 1399 500 12100 11600
online digital marketing courses 201 1600 1399 500 12100 11600
define digital marketing 201 1900 1699 500 12100 11600
digital marketing strategies 201 2400 2199 500 12100 11600
digital marketing service 51 1900 1849 100 12100 12000
strategic digital marketing 51 2400 2349 100 12100 12000
digital marketing course online 11 1600 1589 50 12100 12050
online digital marketing course 11 1600 1589 50 12100 12050
definition of digital marketing 11 1900 1889 50 12100 12050
digital marketing online course 0 1600 1600 10 12100 12090
definition digital marketing 0 1900 1900 10 12100 12090
digital marketing as a service 0 1900 1900 10 12100 12090
digital strategy marketing 0 2400 2400 10 12100 12090
strategies for digital marketing 0 2400 2400 10 12100 12090
digital marketing company 851 3600 2749 1700 18100 16400
what is digital marketing 4301 5400 1099 6500 40500 34000
what is digital marketing? 101 5400 5299 200 40500 40300
digital marketing is 0 5400 5400 10 40500 40490
what are digital marketing 0 5400 5400 10 40500 40490
what is the digital marketing 0 5400 5400 10 40500 40490
digital marketing agency 4301 14800 10499 6500 49500 43000
digital marketing agencies 501 14800 14299 850 49500 48650
agency digital marketing 11 14800 14789 50 49500 49450
digital marketer agency 11 14800 14789 50 49500 49450
digital agency marketing 0 14800 14800 10 49500 49490
marketing digital agency 0 14800 14800 10 49500 49490
digital marketing course 1701 3600 1899 2900 74000 71100
digital marketing courses 501 3600 3099 850 74000 73150
course in digital marketing 0 3600 3600 10 74000 73990
course of digital marketing 0 3600 3600 10 74000 73990
courses in digital marketing 0 3600 3600 10 74000 73990
courses on digital marketing 0 3600 3600 10 74000 73990
marketing digital 2901 1900 -1001 4300 201000 196700
digital marketing 30301 49500 19199 70800 368000 297200
digital marketer 4301 49500 45199 6500 368000 361500
digital marketers 11 49500 49489 50 368000 367950
digital markets 11 49500 49489 50 368000 367950
digital marketing? 0 49500 49500 10 368000 367990
/digital-marketing/ n/a 49500 #VALUE! n/a 368000 #VALUE!
benefit of digital marketing n/a 210 #VALUE! n/a 2900 #VALUE!
companies with digital marketing n/a 3600 #VALUE! n/a 18100 #VALUE!
course digital marketing n/a 3600 #VALUE! n/a 74000 #VALUE!
courses for digital marketing n/a 3600 #VALUE! n/a 74000 #VALUE!
digital business marketing n/a 260 #VALUE! n/a 1300 #VALUE!
digital market strategies n/a 2400 #VALUE! n/a 12100 #VALUE!
digital marketer near me n/a 480 #VALUE! n/a 1000 #VALUE!
digital marketing agency in usa n/a 140 #VALUE! n/a 1300 #VALUE!
digital marketing benefit n/a 210 #VALUE! n/a 2900 #VALUE!
digital marketing company usa n/a 260 #VALUE! n/a 1300 #VALUE!
digital marketing strategy. n/a 2400 #VALUE! n/a 12100 #VALUE!
digital marketing trainers n/a 720 #VALUE! n/a 8100 #VALUE!
digital marketing tutorials n/a 110 #VALUE! n/a 1900 #VALUE!
digital marketing what n/a 5400 #VALUE! n/a 40500 #VALUE!
digital real estate marketing n/a 320 #VALUE! n/a 1000 #VALUE!
ditgital marketing n/a 644 #VALUE! n/a 4784 #VALUE!
example digital marketing strategy n/a 210 #VALUE! n/a 1600 #VALUE!
marketing digital definicion n/a 10 #VALUE! n/a 1300 #VALUE!
marketing online service n/a 590 #VALUE! n/a 1900 #VALUE!
service digital marketing n/a 1900 #VALUE! n/a 12100 #VALUE!
services of digital marketing n/a 1900 #VALUE! n/a 12100 #VALUE!
strategy for digital marketing n/a 2400 #VALUE! n/a 12100 #VALUE!
strategy of digital marketing n/a 2400 #VALUE! n/a 12100 #VALUE!
workshop on digital marketing n/a 90 #VALUE! n/a 1000 #VALUE!

Where does Moz get its data from?

According to the article on their website, their accuracy is at about 95%. They are using Russ Jones’ volume bucket methodology and adding in anonymized clickstream data from ~1 million real searchers in the US.

Where does Spyfu get its data from?

Spyfu says they use some of its data from Google AdWords as well but also says the search (volume) numbers are way off just like Moz did. They mention that they use their own in-house method using several different factors stating that, “freakishly right way more than we’re wrong.”

Here is another article that says Spyfu is right 90% of the time for ad budgets and SEO clicks. This article on their website gives more detail on how they come up with their numbers. Spyfu also sites when a company checked how accurate their data was and cited 79% then Spyfu explained how they improved the numbers since this study to bring it up to 90%.

My question is this. If one claims to be 95% correct and the other claims to be 90% correct why are the numbers when comparing the two so far off? Is it because one states they are min and max volume while the other call it local and global value?


Here is the definition of local and global searches from Spyfu:

Monthly Searches

This is the average number of times each month that Google users search this exact keyword, broken into local (country) search volume.

Monthly Searches

This is the average number of times each month that Google users search this exact keyword, broken into global (world-wide) search volume.


Here is the definition of min and max searches from Moz:

Volume ranges show you (with 95% or more accuracy) how often a term or phrase is searched for in Google each month.


Keyword Difficulty

When you compare the ranking difficulty between Moz and Spyfu here is what you find. I calculated this by using a percentage and the range became -52% to 62% difference. Another very large difference. You will also notice that overall there is not a gradual lowest to highest for Moz or Spyfu when sorted by the column ‘Percentage Difference’.

Keyword
Analyzed 6/7/2019
Moz
Difficulty
SpyFu
SEO Difficulty
Percentage
Difference
ditgital marketing 61 40 -52.50%
digital marketeer 58 47 -23.40%
define digital marketing 60 52 -15.38%
digital marketing meaning 62 57 -8.77%
digital marketing definition 61 57 -7.02%
definition of digital marketing 61 57 -7.02%
definition digital marketing 59 56 -5.36%
what are digital marketing 58 61 4.92%
digital marketing plan template 47 50 6.00%
digital marketing is 60 64 6.25%
digital marketing what 56 60 6.67%
what is digital marketing 57 63 9.52%
what is the digital marketing 59 66 10.61%
media digital marketing 57 64 10.94%
what is digital marketing? 57 64 10.94%
digital media marketing 62 70 11.43%
digital market 61 69 11.59%
importance of digital marketing 37 42 11.90%
about digital marketing 55 63 12.70%
marketing digital media 59 69 14.49%
digital marketing news 50 59 15.25%
digital marketing trend 44 52 15.38%
why digital marketing is important 38 45 15.56%
digital marketer 58 69 15.94%
/digital-marketing/ 61 73 16.44%
digital marketing? 61 74 17.57%
role of digital marketing 41 50 18.00%
digital marketing 60 74 18.92%
the future of digital marketing 38 47 19.15%
digital marketing future 39 49 20.41%
digital marketing vs traditional marketing 23 29 20.69%
future of digital marketing 38 48 20.83%
content digital marketing 49 62 20.97%
digital marketing tools 44 56 21.43%
digital marketing trends 40 51 21.57%
digital marketing content 47 60 21.67%
digital markets 52 67 22.39%
digital marketing tool 44 57 22.81%
online digital marketing course 47 61 22.95%
power digital marketing 45 59 23.73%
digital marketers 53 70 24.29%
future digital marketing 39 52 25.00%
benefits of digital marketing 30 40 25.00%
traditional marketing vs digital marketing 23 31 25.81%
digital marketing trainers 40 54 25.93%
digital marketing tips 41 56 26.79%
digital marketing videos 38 52 26.92%
example digital marketing strategy 40 55 27.27%
digital marketing plans 37 51 27.45%
why digital marketing 42 58 27.59%
learn digital marketing 44 61 27.87%
digital business marketing 48 67 28.36%
strategic digital marketing 45 63 28.57%
digital marketing courses online 47 66 28.79%
how to do digital marketing 42 59 28.81%
digital marketing strategy examples 39 55 29.09%
digital marketing tutorial 36 51 29.41%
digital marketing course online 48 68 29.41%
tips for digital marketing 38 54 29.63%
course digital marketing 50 72 30.56%
new digital marketing 45 65 30.77%
benefits digital marketing 29 42 30.95%
marketing digital 51 74 31.08%
online digital marketing courses 48 70 31.43%
digital marketing case studies 26 38 31.58%
online digital marketing classes 45 66 31.82%
digital marketing tutorials 38 56 32.14%
digital content marketing 40 59 32.20%
digital marketing online course 48 71 32.39%
digital marketing courses 50 74 32.43%
digital marketing for dummies pdf 35 52 32.69%
digital marketing class 47 70 32.86%
digital marketing introduction 36 54 33.33%
digital marketing course 48 72 33.33%
courses in digital marketing 48 72 33.33%
courses on digital marketing 48 72 33.33%
benefit of digital marketing 28 42 33.33%
digital marketing online 47 71 33.80%
course of digital marketing 47 71 33.80%
social media marketing courses online 42 64 34.38%
kpi digital marketing 32 49 34.69%
digital marketing blog 28 43 34.88%
digital marketing online class 46 71 35.21%
digital marketing objectives 29 45 35.56%
course in digital marketing 47 73 35.62%
online digital marketing 45 70 35.71%
digital marketing for dummies 36 56 35.71%
digital marketing planning 36 56 35.71%
digital marketing case study 25 39 35.90%
digital marketing for b2b 32 50 36.00%
what is a digital marketing strategy 40 63 36.51%
strategy for digital marketing 40 63 36.51%
digital marketing mix 33 52 36.54%
b2b digital marketing 31 49 36.73%
advantages of digital marketing 24 38 36.84%
digital marketing analyst 36 57 36.84%
digital marketing analytics 41 65 36.92%
marketing digital definicion 29 46 36.96%
digital marketing basics 34 54 37.04%
what are digital marketing strategies 39 62 37.10%
digital marketing training 39 62 37.10%
digital marketing classes online 44 70 37.14%
digital strategy marketing 44 70 37.14%
types of digital marketing 27 43 37.21%
digital marketing kpi 32 51 37.25%
digital marketing platforms 37 59 37.29%
digital marketing articles 35 56 37.50%
digital market strategies 40 64 37.50%
digital marketing platform 38 61 37.70%
digital marketing campaign 33 53 37.74%
digital marketing benefits 28 45 37.78%
courses for digital marketing 44 71 38.03%
digital marketing services 29 47 38.30%
digital marketing course near me 45 73 38.36%
digital marketing strategy 40 66 39.39%
digital marketing strategy. 40 66 39.39%
digital marketing podcast 35 58 39.66%
strategy of digital marketing 38 63 39.68%
what is digital marketing strategy 39 65 40.00%
digital marketing classes 44 74 40.54%
digital marketing trainer 35 59 40.68%
digital marketing as a service 32 54 40.74%
digital marketing advantages 26 44 40.91%
digital marketing b2b 30 51 41.18%
blog digital marketing 30 51 41.18%
digital marketing plan 34 58 41.38%
digital marketing businesses 39 67 41.79%
strategies for digital marketing 39 67 41.79%
companies with digital marketing 39 67 41.79%
digital marketing pdf 29 50 42.00%
digital marketing work 37 64 42.19%
digital marketing strategist 30 52 42.31%
services of digital marketing 30 52 42.31%
digital marketing strategies 39 68 42.65%
digital marketing benefit 29 51 43.14%
digital marketing specialist 34 60 43.33%
digital real estate marketing 30 54 44.44%
marketing online service 40 73 45.21%
digital marketing conference 30 55 45.45%
digital channel marketing 30 55 45.45%
digital marketing analysis 31 57 45.61%
advantage of digital marketing 25 46 45.65%
digital marketing freelance 33 61 45.90%
digital marketing funnel 27 50 46.00%
digital marketing service 28 52 46.15%
digital marketer conference 29 54 46.30%
digital marketing roles 29 54 46.30%
website digital marketing 45 84 46.43%
digital marketing consulting 31 58 46.55%
digital marketing specialists 33 62 46.77%
digital marketing for business 35 66 46.97%
digital marketing blogs 27 51 47.06%
funnel digital marketing 28 53 47.17%
digital marketing conferences 28 53 47.17%
business digital marketing 35 67 47.76%
digital marketing near me 39 76 48.68%
digital marketing workshop 24 47 48.94%
digital marketing for real estate 26 51 49.02%
digital marketing consultants 29 57 49.12%
master in digital marketing 32 63 49.21%
digital marketing website 42 83 49.40%
digital marketing real estate 25 50 50.00%
real estate digital marketing 25 50 50.00%
digital marketing agency near me 39 78 50.00%
introduction to digital marketing 27 54 50.00%
digital marketing funnels 27 54 50.00%
digital marketing channels 27 54 50.00%
freelance digital marketing 31 62 50.00%
digital marketing freelancer 30 60 50.00%
workshop on digital marketing 22 44 50.00%
marketing company online 40 81 50.62%
digital marketer near me 39 79 50.63%
digital marketing company 38 77 50.65%
digital marketing agency 38 77 50.65%
digital marketing software 34 69 50.72%
seo in digital marketing 34 69 50.72%
digital marketing expert 28 57 50.88%
digital marketing agencies 38 78 51.28%
digital agency marketing 37 76 51.32%
seo digital marketing 35 72 51.39%
digital marketing seo 34 70 51.43%
masters in digital marketing 32 66 51.52%
online marketing agency 41 85 51.76%
service digital marketing 28 59 52.54%
digital marketing solution 25 53 52.83%
freelance digital marketer 28 60 53.33%
marketing digital agency 36 79 54.43%
digital marketing firm 39 86 54.65%
online marketing company 36 80 55.00%
digital marketing solutions 27 61 55.74%
digital marketing consultant 27 61 55.74%
digital marketing agency us 36 83 56.63%
agency digital marketing 35 81 56.79%
master digital marketing 31 73 57.53%
digital marketer agency 34 81 58.02%
digital marketing strategy pdf 18 43 58.14%
digital marketing books 23 55 58.18%
master of digital marketing 30 73 58.90%
digital marketing consultancy 22 54 59.26%
internet marketing agency 35 86 59.30%
digital marketing experts 24 60 60.00%
digital marketing agency usa 33 84 60.71%
web marketing agency 34 87 60.92%
digital marketing company usa 32 82 60.98%
digital marketing agency in usa 32 84 61.90%
digital marketing company in usa 31 82 62.20%

I would be very interested in your comments below about these findings and what you think of the two is the most accurate?

Coming Soon
Which SaaS has more accurate search volume numbers, Moz or Spyfu?
Which SaaS has more accurate search volume numbers, Moz or Spyfu?
Which SaaS has more accurate search volume numbers, Moz or Spyfu?

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