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This site had the following in the homepage, "Sell Your Unwanted Diamonds For Cash." We noticed that the web page stated " Diamonds may be forever, but the memories associated with a bad luck stone dont have to be." It also stated " Let us help provide closure to the past and financial resources for the future by transforming your old diamond engagement ring into cash to fund your fresh start. Personal service is at the heart of each transaction we facilitate. We firmly believe that there is no substitute for face-to-face buying and selling relationships. That is why we are happy to fly many clie." The header had diamond buyer as the highest ranking keyword. It was followed by sell diamonds, estate jewelry buyer, and sell your diamonds which isn't as ranked as highly as diamond buyer. The next words the site uses is sell diamond jewelry. cash for diamonds was also included and could not be understood by search parsers.