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This web site has the following on the site, "The specialist provider of healthcare and protection insurance." Our analyzers noticed that the web site also said " Our healthcare and protection insurance policies." The Website also said " Were a different kind of insurer. We make healthcare and protection cover simple and easy for you to buy. We want you to protect your family finances and give you access to quality, private healthcare when you need it. We go further than other insurers by delivering on our promises and paying claims without wait or fuss." The website's header had Income protection as the most important optimized keyword. It is followed by private medical insurance, accident and illness cover, and healthcare insurance which isn't as highly ranked as Income protection. The next words the-exeter.com uses is The Exeter. Exeter Friendly was included and will not be viewed by web engines.