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The web page states the following, "The Olympic Torch is an independent website providing information, news and trivia about the past and upcoming Olympic Games." We saw that the web site said " We are not in anyway affiliated with or funded by the International Olympic Committee IOC, United States Olympic Committee USOC, or National Olympic Committee NOC of any country." It also said " What athletes will wear for London 2012 Parade of Nations. See more delegations Opening Ceremony uniforms at The Olympic Torch. London 2012 opening extravaganza to be shortened." The header had olympic games as the highest ranking optimized keyword. This keyword is followed by Opening Ceremony, Olympic Torch, and London 2012 which isn't as urgent as olympic games. The other words theolympictorch.tumblr.com uses is olympic rings.