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The web site onl.li states the following, "ONLli URL Shortener - The Freedom of the Link Maximize Social Sharing and Online Engagement with our URL Shortener Platform." We noticed that the webpage stated " If you need a custom alias, you can enter it below." It also said " By adding a password, you can restrict the access of statistics. This can be used to identify URLs on your account. If you have different pages for different countries then it is possible to redirect users to that page using the same URL. Simply choose the country and enter the URL." The header had URL shortener as the highest ranking optimized keyword. This keyword is followed by Short url, url shortners, and url short which isn't as urgent as URL shortener. The other words onl.li used was URL shortener platform. vanity url is included but could not be understood by web crawlers.