Isp.illinois.gov - SEO Checker

Overview of the SEO Check
Meta information
76% 
Page quality
75% 
Page structure
41% 
Link structure
43% 
Server
75% 
External factors
100% 
SEO Score
Response time
0.94 s
File size
57.90 kB
Words
808
Media files
54
Number of links
166 internal / 34 external

Task list of SEO Improvements

Meta specifications

Title
(Critically important)
Illinois State Police Home Page
The length of the page title is perfect. (281 pixels out of 580 max pixel length)
There are no duplicate words in the title
Meta description
(Critically important)
The meta description is missing.
Crawlability
(Critically important)
There are no problems in accessing the website.
Canonical URL
(Important)
No canonical link is specified.
Language
(Somewhat important)
Language detected in text: en
Language defined in HTML: en-us
Server location: Germany
The following language is defined by HTML: en-us
Alternate/Hreflang Links
(Somewhat important)
There are no alternate links specified on this page.
Other meta tags
(Somewhat important)
There is no rel next meta tag on this page.
There is no rel prev meta tag on this page.
Domain
(Somewhat important)
This page is hosted on a subdomain. Use a top level domain for better SEO results.
The domain does not contain non-latin characters.
Page URL
(Somewhat important)
No parameters were found in the URL.
No session ID was found in the URL.
The URL does not have too many subdirectories.
Charset encoding
(Somewhat important)
The charset encoding (UTF-8) is set correctly.
Doctype
(Nice to have)
The doctype HTML 5 is set correctly.
The doctype is placed at first in the HTML code.
Favicon
(Nice to have)
No favicon is linked in the HTML code.

Meta tags

NameValue
viewportwidth=device-width, initial-scale=1, shrink-to-fit=no
google-site-verificationQDd756Mfis19v6YE-uIbnd5jne_lZMxUlwMFO_zVmXg
langen-us
X-UA-CompatibleIE=edge
Content-typetext/html; charset=UTF-8
charsetutf-8

Automatically check isp.illinois.gov including all subpages at once!

Try for free
Guaranteed free of charge during trial period.

Page quality

Content
(Critically important)
Words from the H1 heading are not used in the page content.
The average number of words per sentence of 26.63 words is high.
This page contains 808 words. That's ok.
27.2% of the text are stop words.
Keywords used in the page title are also used in the page content. That's good!
The page contains a listing, which indicates a good text layout.
6 paragraphs were found on this page.
No placeholders texts or images were found.
There are no duplicates on the site.
Frames
(Critically important)
This page does not use a frameset.
Mobile optimization
(Somewhat important)
No Apple touch icon is specified.
A viewport "width=device-width, initial-scale=1, shrink-to-fit=no" is provided.
Bold and strong tags
(Somewhat important)
Some tags are too long. With 335 characters this one is longer than 70 characters:
"this is the oath taken by every illinois state police trooper. these men and women take pride in embra..."
Image SEO
(Somewhat important)
Alt text (alternative text) is correctly used on all found images.
Social Networks
(Nice to have)
There are only a few social sharing widgets on the page. Make your website popular in social networks with social sharing widgets.
Additional markup
(Nice to have)
No additional page markup was found.
HTTPS
(Somewhat important)
This website uses HTTPS to protect privacy and integrity of the exchanged data.
All included files are also transferred via HTTPS.

Media list

URLAlt attributeTitle
/StaticFiles/img/media/facebook.pngfacebook logo
/StaticFiles/img/media/twitter.pngtwitter logo
/StaticFiles/img/media/youtube.pngyoutube logo
/StaticFiles/img/media/instagram.pnginstagram logo
/StaticFiles/img/media/linkedin.pnglinkedin logo
/StaticFiles/img/media/facebook.pngfacebook logo
/StaticFiles/img/media/twitter.pngtwitter logo
/StaticFiles/img/media/youtube.pngyoutube logo
/StaticFiles/img/media/instagram.pnginstagram logo
/StaticFiles/img/media/linkedin.pnglinkedin logo
...arousel/Photos/ISP Headquarters Fall.jpgK-9 Training
...arousel/photos/Command Staff Chicago.jpgSniper Training
...icFiles/img/carousel/Photos/DSC_2403.jpgK-9 Training
...G) North SAVE_HIT_Fatal 4 inspection.JPGSWAT Training
...img/carousel/Photos/Cannabis bust K9.jpgForensic Scientist
...arousel/Photos/Copy of Z5 TF6 2-2-23.jpgTrooper Running Radar
...iles/img/carousel/Photos/Decatur lab.jpgOn Patrol
...s/img/carousel/Photos/Drugs and Guns.PNGSquad Cars on Interstate at Night Tending to Accident
...icFiles/img/carousel/Photos/DSC_0605.jpgK-9 Training
...icFiles/img/carousel/Photos/DSC_4419.JPGCSI Documenting Car Window with Photo
...cFiles/img/carousel/Photos/DSC_5012A.jpgISP Flag Waving in Breeze
...usel/Photos/forensic lab gun testing.jpgTropper with Megaphone
...icFiles/img/carousel/Photos/IMG_1726.jpgGun Range Training
...carousel/Photos/Plane_K9_100th_squad.jpgTroopers Raising American Flag
...otos/STIC Watch Center12 August 2022.jpgISP Monument Sign in the Fall Leaves
/StaticFiles/img/carousel/Photos/SWAT.jpgSmile
.../img/carousel/2024 new hire ad block.pngSmile
...kLinks/New/Sex Offender Button Draft.pngSEX OFFENDER REGISTRY
...g/QuickLinks/New/MVOAYI Button Draft.pngMURDERER & VIOLENT OFFENDER AGAINST YOUTH
...nks/New/Missing Persons Button Draft.pngMISSING SEX OFFENDERS
...kLinks/New/FOID and CCL Button Draft.pngFOID/CCL
...mg/QuickLinks/New/Crash Button Draft.pngCRASH REPORTS
...ckLinks/New/Crime Stats Button Draft.pngCRIME STATS
...img/QuickLinks/New/FOIA Button Draft.pngFOIA
...nks/New/Crime Reporting Button Draft.pngUNIFORM CRIME REPORTING
...mg/QuickLinks/New/Media Button Draft.pngMEDIA & SAFETY EDUCATION
.../QuickLinks/New/Reports Button Draft.pngDEPARTMENT DIRECTIVES
...ks/New/Background Check Button Draft.pngCRIMINAL HISTORY SERVICES
...ckLinks/New/Merit Board Button Draft.pngISP MOVE OVER CRASH MAP
...mg/QuickLinks/New/Forms Button Draft.pngCITIZEN COMPLAINT PROCEDURE
...forcement Portal Access Button Draft.pngTHANK A TROOPER
...nks/New/Police Memorial Button Draft.pngFALLEN OFFICERS
...img/QuickLinks/New/Mail Button Draft.pngCONTACT ISP
...e Laboratories Area Map Button Draft.pngOFFICER-INVOLVED INVESTIGATIONS DASHBOARD
...w/Expressway Shooting Button 4 Draft.pngEXPRESSWAY SHOOTING DASHBOARD
...QuickLinks/New/FOID CCL Button Draft.pngGUN TRAFFICKING
...es/img/QuickLinks/New/HandsMoneyLogo.pngREPORT PUBLIC CORRUPTION
...ticFiles/img/QuickLinks/New/title vi.pngTitle VI
/StaticFiles/img/f_logo_RGB-Black_72.pngfacebook
/StaticFiles/img/media/twitter.pngtwitter
/StaticFiles/img/yt_icon_mono_light.pngyoutube
/StaticFiles/img/IllinoisGov.pngState of Illinois Logo
/StaticFiles/img/WA.svgSymbol that represents web accessibility
/StaticFiles/img/WA.svgSymbol that represents web accessibility

Page structure

H1 heading
(Critically important)
Welcome to the Illinois State Police
The H1 heading contains the words Welcome to! Use important keywords instead.
Too many H1 headings
Headings
(Important)
The heading structure is perfect.

Heading structure

Heading levelContent
H1 Welcome to the Illinois State Police
H1 Quick Links
H2 Vision
H2 Mission
H2 Values
H2 Goals
Some anchor texts are used more than once.
The number of internal links is ok.
None of the anchor texts is too long.
All internal links are not using dynamic parameters.
There are too many external links (34) on this page.
LinkAttributesAnchor text
https://isp.illinois.gov/ISP
https://www.facebook.com/ILSta...External Subdomain IMG-ALT facebook logo
https://twitter.com/ILStatePoliceExternal IMG-ALT twitter logo
https://www.youtube.com/channe...External Subdomain IMG-ALT youtube logo
https://www.secure.instagram.c...External Subdomain IMG-ALT instagram logo
https://www.linkedin.com/compa...External Subdomain IMG-ALT linkedin logo
https://isp.illinois.gov/DirectorOFFICE OF THE DIRECTOR
https://isp.illinois.gov/DirectorOFFICE OF THE DIRECTOR - HOME
/Home/DirectorMessageMESSAGE FROM THE DIRECTOR
/Director/HistoryDIRECTOR HISTORY
/Director/LeadershipLEADERSHIP
/Director/OrganizationORGANIZATION
https://isp.illinois.gov/FoiaFOIA
https://isp.illinois.gov/FinanceOFFICE OF FINANCE
/FirearmsSafetyOFFICE OF FIREARMS SAFETY
/Director/ExecProtectEXECUTIVE PROTECTION UNIT
/Director/LegislationAndPublic...LEGISLATION & PUBLIC NOTICES
/Director/StrategicPlansISP STRATEGIC PLANS
/StaticFiles/docs/Directors/IS...ISP DIVERSITY, EQUITY, AND INCLUSION PLAN
/AcademyTrainingACADEMY & TRAINING
/AcademyTrainingACADEMY & TRAINING - HOME
/AcademyTraining/HistoryHISTORY
/AcademyTraining/LeadershipText duplicate LEADERSHIP
/AcademyTraining/OrganizationText duplicate ORGANIZATION
/AcademyTraining/AcademyACADEMY
/AcademyTraining/CanineCANINE
https://isp.illinois.gov/PATROL
https://isp.illinois.gov/PatrolPATROL - HOME
/Patrol/PatrolHistoryText duplicate HISTORY
/Patrol/PatrolLeadershipText duplicate LEADERSHIP
/Patrol/PatrolOrganizationText duplicate ORGANIZATION
/Patrol/TroopMapTROOPS - MAP
/Patrol/PatrolMoveOverLawMOVE OVER/SCOTT'S LAW
/CrashReportsCRASH REPORTS
/Patrol/PSUPROTECTIVE SERVICES UNIT
/Patrol/Troop1TROOP 1
/Patrol/Troop2TROOP 2
/Patrol/Troop3TROOP 3
/Patrol/Troop4TROOP 4
/Patrol/Troop5TROOP 5
/Patrol/Troop6TROOP 6
/Patrol/Troop7TROOP 7
/Patrol/Troop8TROOP 8
/Patrol/Troop9TROOP 9
/Patrol/Troop10TROOP 10
https://isp.illinois.gov/CRIMINAL INVESTIGATION
/CriminalInvestigationsCRIMINAL INVESTIGATION - HOME
/CriminalInvestigations/DCIHis...Text duplicate HISTORY
/CriminalInvestigations/DCILea...Text duplicate LEADERSHIP
/CriminalInvestigations/DCIOrg...Text duplicate ORGANIZATION
/CriminalInvestigations/ZonesINVESTIGATIVE ZONES
/CriminalInvestigations/Specia...SPECIAL INVESTIGATIONS UNIT
/CriminalInvestigations/Intell...INTELLIGENCE COMMAND
/CriminalInvestigations/GamingGAMING ENFORCEMENT
/DrugEnforcementDRUG ENFORCEMENT
/CriminalInvestigations/Specia...SPECIAL OPERATIONS COMMAND
/MedicaidFraudMEDICAID FRAUD
/CriminalInvestigations/LinksLINKS
/CriminalInvestigations/Transp...ALPR TRANSPARENCY PAGE
/CriminalInvestigations/NewsMediaNEWS & MEDIA
/CriminalInvestigations/Zone1ZONE-1
/CriminalInvestigations/Zone2ZONE-2
/CriminalInvestigations/Zone4ZONE-4
/CriminalInvestigations/Zone5ZONE-5
/CriminalInvestigations/Zone6ZONE-6
/CriminalInvestigations/Zone7ZONE-7
/CriminalInvestigations/Zone8ZONE-8
https://isp.illinois.gov/FORENSICS
/ForensicsFORENSICS - HOME
/Forensics/ForensicsHistoryText duplicate HISTORY
/Forensics/ForensicsLeadershipText duplicate LEADERSHIP
/Forensics/ForensicsOrganizationText duplicate ORGANIZATION
/Forensics/ForensicSciencesCom...FORENSIC SCIENCES COMMAND
/Forensics/SceneAndEvidenceSer...SCENE AND EVIDENCE SERVICES COMMAND
/Forensics/ForensicScienceComm...FORENSIC SCIENCE COMMISSION
/JusticeServicesJUSTICE SERVICES
/JusticeServicesJUSTICE SERVICES - HOME
/JusticeServices/DJSHistoryText duplicate HISTORY
/JusticeServices/DJSLeadershipText duplicate LEADERSHIP
/JusticeServices/DJSOrganizationText duplicate ORGANIZATION
/JusticeServices/CriminalJusticeCRIMINAL JUSTICE SERVICES
/JusticeServices/PublicSafetyPUBLIC SAFETY SERVICES
https://isp.illinois.gov/STATEWIDE 911
/Statewide911DivisionDIVISION HOME PAGE
/Statewide911Division/Statewid...Text duplicate HISTORY
/Statewide911Division/Statewid...Text duplicate LEADERSHIP
/Statewide911Division/Statewid...Text duplicate ORGANIZATION
/Statewide911Division/AdminOFFICE OF THE STATEWIDE 9-1-1 ADMINISTRATOR
/Statewide911Division/BureauSTATEWIDE 9-1-1 BUREAU
/Statewide911Division/Telecomm...TELECOMMUNICATION SERVICES BUREAU
/Statewide911Division/RadioRADIO NETWORK SERVICE BUREAU
/Statewide911Division/FleetFLEET SERVICES BUREAU
https://isp.illinois.gov/INTERNAL INVESTIGATION
/InternalInvestigationsINTERNAL INVESTIGATION - HOME
/InternalInvestigations/DIIHis...Text duplicate HISTORY
/InternalInvestigations/DIILea...Text duplicate LEADERSHIP
/InternalInvestigations/DIIOrg...Text duplicate ORGANIZATION
/InternalInvestigations/OEIGOEIG
/InternalInvestigations/Compla...CITIZEN COMPLAINT PROCEDURE
/InternalInvestigations/Citize...FILE A CITIZEN COMPLAINT
/InternalInvestigations/FormsFORMS & PUBLICATIONS
/InternalInvestigations/ContactUsINTERNAL INVESTIGATION DIRECTORY
https://isp.illinois.gov/FOID CARD REVIEW BOARD
/FoidCardReviewBoardText duplicate FOID CARD REVIEW BOARD
/FoidCardReviewBoard/RequestsF...REQUESTS FOR RELIEF FROM THE FCRB
/FoidCardReviewBoard/FormsAndC...FORMS & CHECKLISTS
/FoidCardReviewBoard/StatuteAn...STATUTE & RULE
/FoidCardReviewBoard/FAQsFAQ's
/FoidCardReviewBoard/ContactUsCONTACT US
https://www.facebook.com/ILSta...External Subdomain Text duplicate IMG-ALT facebook logo
https://twitter.com/ILStatePoliceExternal Text duplicate IMG-ALT twitter logo
https://www.youtube.com/channe...External Subdomain Text duplicate IMG-ALT youtube logo
https://www.secure.instagram.c...External Subdomain Text duplicate IMG-ALT instagram logo
https://www.linkedin.com/compa...External Subdomain Text duplicate IMG-ALT linkedin logo
https://isp.illinois.gov/QUICK LINKS
https://isp.illinois.gov/SorSEX OFFENDER REGISTRY
https://isp.illinois.gov/MVOAYMURDERER & VIOLENT OFFENDER AGAINST YOUTH
/MissingOffendersMISSING SEX OFFENDERS
https://isp.illinois.gov/FoidFOID/CCL
/CrashReportsText duplicate CRASH REPORTS
https://ilucr.nibrs.com/External Subdomain CRIME STATS
https://isp.illinois.gov/FoiaText duplicate FOIA
/CrimeReportingUNIFORM CRIME REPORTING
https://isp.illinois.gov/MediaMEDIA & SAFETY EDUCATION
/CitizenResources/DepartmentDi...DEPARTMENT DIRECTIVES
/BureauOfIdentificationCRIMINAL HISTORY SERVICES
https://isp.maps.arcgis.com/ap...External Subdomain ISP MOVE OVER CRASH MAP
/InternalInvestigations/Compla...Text duplicate CITIZEN COMPLAINT PROCEDURE
/CitizenResources/EmployeeAppr...THANK A TROOPER
/Home/FallenOfficersFALLEN OFFICERS
/Home/ContactISPCONTACT ISP
/PoliceAccountabilityOFFICER-INVOLVED INVESTIGATIONS DASHBOARD
https://isp.maps.arcgis.com/ap...External Subdomain EXPRESSWAY SHOOTING DASHBOARD
/Home/GunTraffickingInfoActGUN TRAFFICKING
/CriminalInvestigations/Specia...REPORT PUBLIC CORRUPTION
/InternalInvestigations/Title_VITitle VI
/Home/AboutABOUT ISP
https://isp.illinois.gov/JoinIspJOIN ISP
/LawEnforcementLAW ENFORCEMENT RESOURCES
/CitizenResourcesCITIZEN RESOURCES
https://isp.illinois.gov/MediaNEWS & SOCIAL MEDIA
https://www.illinoistrooper.co...External Subdomain IMG-ALT Smile
https://isp.illinois.gov/Anchor Previous
https://isp.illinois.gov/Anchor Next
https://isp.illinois.gov/SorText duplicate IMG-ALT SEX OFFENDER REGISTRY
https://isp.illinois.gov/SorText duplicate SEX OFFENDER REGISTRY
https://isp.illinois.gov/MVOAYText duplicate IMG-ALT MURDERER & VIOLENT OFFENDER AGAINST YOUTH
https://isp.illinois.gov/MVOAYText duplicate MURDERER & VIOLENT OFFENDER AGAINST YOUTH
/MissingOffendersText duplicate IMG-ALT MISSING SEX OFFENDERS
/MissingOffendersText duplicate MISSING SEX OFFENDERS
https://isp.illinois.gov/FoidText duplicate IMG-ALT FOID/CCL
https://isp.illinois.gov/FoidText duplicate FOID/CCL
/CrashReportsText duplicate IMG-ALT CRASH REPORTS
/CrashReportsText duplicate CRASH REPORTS
https://ilucr.nibrs.com/External Subdomain Text duplicate IMG-ALT CRIME STATS
https://ilucr.nibrs.com/External Subdomain Text duplicate CRIME STATS
https://isp.illinois.gov/FoiaText duplicate IMG-ALT FOIA
https://isp.illinois.gov/FoiaText duplicate FOIA
/CrimeReportingText duplicate IMG-ALT UNIFORM CRIME REPORTING
/CrimeReportingText duplicate UNIFORM CRIME REPORTING
https://isp.illinois.gov/MediaText duplicate IMG-ALT MEDIA & SAFETY EDUCATION
https://isp.illinois.gov/MediaText duplicate MEDIA & SAFETY EDUCATION
/CitizenResources/DepartmentDi...Text duplicate IMG-ALT DEPARTMENT DIRECTIVES
/CitizenResources/DepartmentDi...Text duplicate DEPARTMENT DIRECTIVES
/BureauOfIdentificationText duplicate IMG-ALT CRIMINAL HISTORY SERVICES
/BureauOfIdentificationText duplicate CRIMINAL HISTORY SERVICES
https://isp.maps.arcgis.com/ap...External Subdomain Text duplicate IMG-ALT ISP MOVE OVER CRASH MAP
https://isp.maps.arcgis.com/ap...External Subdomain Text duplicate ISP MOVE OVER CRASH MAP
/InternalInvestigations/Compla...Text duplicate IMG-ALT CITIZEN COMPLAINT PROCEDURE
/InternalInvestigations/Compla...Text duplicate CITIZEN COMPLAINT PROCEDURE
/CitizenResources/EmployeeAppr...Text duplicate IMG-ALT THANK A TROOPER
/CitizenResources/EmployeeAppr...Text duplicate THANK A TROOPER
/Home/FallenOfficersText duplicate IMG-ALT FALLEN OFFICERS
/Home/FallenOfficersText duplicate FALLEN OFFICERS
/Home/ContactISPText duplicate IMG-ALT CONTACT ISP
/Home/ContactISPText duplicate CONTACT ISP
/PoliceAccountabilityText duplicate IMG-ALT OFFICER-INVOLVED INVESTIGATIONS DASHBOARD
/PoliceAccountabilityText duplicate OFFICER-INVOLVED INVESTIGATIONS DASHBOARD
https://isp.maps.arcgis.com/ap...External Subdomain Text duplicate IMG-ALT EXPRESSWAY SHOOTING DASHBOARD
https://isp.maps.arcgis.com/ap...External Subdomain Text duplicate EXPRESSWAY SHOOTING DASHBOARD
/Home/GunTraffickingInfoActText duplicate IMG-ALT GUN TRAFFICKING
/Home/GunTraffickingInfoActText duplicate GUN TRAFFICKING
/CriminalInvestigations/Specia...Text duplicate IMG-ALT REPORT PUBLIC CORRUPTION
/CriminalInvestigations/Specia...Text duplicate REPORT PUBLIC CORRUPTION
/InternalInvestigations/Title_VIText duplicate IMG-ALT Title VI
/InternalInvestigations/Title_VIText duplicate Title VI
https://www.facebook.com/ILSta...External Subdomain IMG-ALT facebook
https://twitter.com/ILStatePoliceExternal IMG-ALT twitter
https://www.youtube.com/channe...External Subdomain IMG-ALT youtube
https://www2.illinois.gov/External Subdomain IMG-ALT State of Illinois Logo
https://gov.illinois.gov/External Subdomain Governor JB Pritzker
https://doit.illinois.gov/init...External Subdomain Web Accessibility
IMG-ALT Symbol that represents web accessibility
http://www.missingkids.com/External Subdomain Missing & Exploited Children
http://www.amberillinois.org/External Subdomain Amber Alerts
https://www.illinois.gov/About...External Subdomain Illinois Privacy Info
https://doit.illinois.gov/init...External Subdomain Text duplicate Web Accessibility
IMG-ALT Symbol that represents web accessibility
http://www.missingkids.com/External Subdomain Text duplicate Missing & Exploited Children
http://www.amberillinois.org/External Subdomain Text duplicate Amber Alerts
https://www.illinois.gov/About...External Subdomain Text duplicate Illinois Privacy Info
https://www.illinois.gov/External Subdomain ©2025 State of Illinois

Server configuration

HTTP redirects
(Critically important)
This page redirects to "https://isp.illinois.gov/"
HTTP header
(Important)
No X-Powered HTTP header is sent.
The web server transmits the web page (HTML) in compressed form.
Performance
(Somewhat important)
The page response time of 0.94 seconds is longer than the recommended limit of 0.4 seconds. A high response time unnecessarily slows down search engine crawling and results in bad user experience as well.
The file size of the HTML document is fine (58 kB).

HTTP Response Header

NameValue
content-typetext/html; charset=utf-8
request-contextappId=cid-v1:68b1b37a-1a62-417f-8235-7f056722ad26
varyAccept-Encoding
x-akamai-transformed9 12481 0 pmb=mRUM,1
content-encodinggzip
expiresMon, 04 Aug 2025 00:26:02 GMT
cache-controlmax-age=0, no-cache, no-store
pragmano-cache
dateMon, 04 Aug 2025 00:26:02 GMT
content-length11471
set-cookie123 Characters
server-timingcdn-cache; desc=MISS
strict-transport-securitymax-age=31536000 ; includeSubDomains
statuscode200
http_versionHTTP/2

External factors

This website has excellent links from other websites.
This page has backlinks from 613 referring domains.
This page has 4,178 backlinks.
This page has backlinks from 469 different ip addresses.

Links from Wikipedia

No links from Wikipedia were found.

Search preview

Most important keywords

Following keywords were found. You can check the keyword optimization of this page for each keyword.

KeywordResultRecheck
Illinois82%Check
Illinois State75%Check
Illinois State Police72%Check
State68%Check
Police68%Check
State Police68%Check
ISP50%Check
PAGE46%Check
values43%Check
TROOP41%Check

Automatically check isp.illinois.gov including all subpages at once!

Try for free
Guaranteed free of charge during trial period.

Cookie Policy

We use cookies to make our site work and also for analytics and advertising purposes. You can enable or disable optional cookies as desired. See the following links for more information.

We need these so the site can function properly

So we can better understand how visitors use our website

So we can serve you tailored ads and promotions