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The website had the following on the web site, "Want it dispatched today? We have carefully crafted our advanced formula to include only the finest ingredients." We analyzed that the web site said " Our unique gel formulation helps the gel breakdown its bleaching radicals quicker under the LED Light." It also stated " This is what makes our application time so fast and effective, delivering results in only 10 minutes. All of our products strictly abide by the ADA and FDA rules and regulations. To view more of our customers results. Hey, looks like youre in." The header had teeth whitening kits as the highest ranking search term. This keyword was followed by teeth whitening, tooth whitening, and best teeth whitening which isn't as urgent as teeth whitening kits. The other words they uses is white teeth. advanced whitening formula is also included and could not be viewed by web crawlers.