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This site had the following on the web page, "Reference Series - Headphone Amplifiers, Phono Preamplifiers and DACs from NJC Audio." Our analyzers noticed that the web page said " Welcome to NJC Audio,." The Website also stated " Quality hand built headphone amplifiers, DACs and interconnects. Listening to music is a real pleasure, even more so when you listen through a good quality pair of headphones. However if the headphones are not being driven to their full potential, the whole experience can end up sounding dull and lacking any real excitement. Sound quality is sure to please even the most demanding of listener, with." The website's header had headphone amplifier as the most important keyword. It was followed by british made, uk, and quality which isn't as highly ranked as headphone amplifier. The next words the site uses is headphones. headphone amp was also included and could not be seen by search engines.