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The web page states the following, "Text Messages from Sherlock Holmes and Dr." We saw that the web site said " Sherlock Holmes, the worlds only consulting detective, is written by Seth." It also said " His texts are in Courier New. Watson is written by Chel. His texts are in Verdana. This blog is part ask blog, part fanfiction. We are not affiliated with BBCs Sherlock. And take full responsibility for any spelling errors or overuse of Internet memes that may be found on this blog. New readers, either start from the beginning. Or check out the index of posts." The header had textsfromjohnandsherlock as the highest ranking optimized keyword. This keyword is followed by sherlock, sherlock holmes, and john watson which isn't as urgent as textsfromjohnandsherlock. The other words textsfromjohnandsherlock.tumblr.com uses is bbc sherlock.