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The web page states the following, "Serve the Least International was established to serve the least of these in both Japan and developing nations." We saw that the web site said " We take part in activities such as helping orphans and the poor in developing countries; also, providing support for families raising children and the homeless in Japan." It also said " We are looking for partners who will understand our work and support us. We are also looking for partners who will work with us. Why not start supporting in ways that you are able to." The header had compassion as the highest ranking optimized keyword. This keyword is followed by servetheleast, sli, and philippines which isn't as urgent as compassion. The other words servetheleastintl.tumblr.com uses is love.