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This site had the following in the homepage, "Welcome to Franklin First Financial." Our analyzers noticed that the web site stated " This may be the best time to refinance your home." The Website also stated " Does a lower interest rate sound good? Paying off some debt? With Franklin Firsts family of mortgage-refinancing options and top-shelf customer service, peace of mind has never been easier. Purchasing a new home? Congratulations on your decision to buy a new home! There are many important things to consider throughout the process, especially if youre a first-time homebuyer." The website's header had mortgage as the most important keyword. It was followed by mortgages, mortgages on the internet, and home loans which isn't as highly ranked as mortgage. The next words the site uses is real estate finance. mortgage on line was also included and could not be understood by search parsers.