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The web site states the following, "Machinery for the Leather Industry." We noticed that the web site stated " Industrial Sewing Machine Sales Service." It also said " Neels Saddlery and Harness was founded on the principle of providing the highest quality sewing machines and support equipment for the leather and heavy material industries at the most affordable prices. We pride ourselves in our ability to provide expert customer service and guidance for our customers all over the world. The quality of our leather sewing machines is excellent. We carry a full inv." The header had leather sewing machine as the highest ranking optimized keyword. This keyword is followed by industrial sewing machine, Saddlery, and Harness which isn't as urgent as leather sewing machine. The other words neelsaddlery.com uses is industrial. leather is included and will not be understood by search crawlers.