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The web page states the following, "My previous theme was based on providing a searchable catalog for animated gifs." We saw that the web site said " I created it because it was looking like mlkshk." It also said " Was going to shut down. Thankfully mlkshk is back! So Ive tweaked my tumblr theme to be more of a stream again, and I probably wont post many animated gifs here anymore. If anyone wants it, the old theme is available for use here on github." The header had running as the highest ranking optimized keyword. This keyword is followed by gif, dog, and money which isn't as urgent as running. The other words nate.tumblr.com uses is vimeo.