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This web site had the following on the web page, "Leading UK Supplier of Ballistic, Bullet Proof and Stab Proof Body Armour." We noticed that the web site said " Armasure is simply dedicated to providing the UK with." It also said " Affordable, high quality body armour, bullet proof vests, ballistic insert plates and helmets. For all those in the line of fire. We are a leading supplier of personal body armour and have stock of bulletproof jackets, vests, ballistic insert plates and helmets at NIJ IIIA, NIJ III and NIJ IV protection levels. Can all get hold of good armour cheaply." The header had body armor as the highest ranking optimized keyword. It is followed by united kingdom, body armour, and ballistic inserts which isn't as ranked as highly as body armor. The next words armasure.co.uk uses is bulletproof helmets. armour plates was included and could not be seen by search engines.