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This site has the following in the homepage, "Fabulous designs that youll love to skate, dance and swim in." We noticed that the web site also stated " Beautiful competition skating dresses, warm up jackets, pants and more." It also stated " We are excited to offer you great quality, an excellent fit and of course performance you can count on! JNS Performance Wear is a creative performance apparel company dedicated to the female athlete who skates and dances. We design and produce figure skating competition dresses complete with crystal embellishment that will wow you! Join our e-mailing list." The header had skating dresses as the highest ranking keyword. It was followed by figure skating dresses, skating costumes, and crystal embellished skating dresses which isn't as ranked as highly as skating dresses. The next words the site uses is custom skating dresses. ice dancing was also included and might not be seen by search crawlers.