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This web page has the following in the web site, "Handmade dog collars and leashes, martingale dog collars, and custom dog collars by dogma london." Our analyzers saw that the web site also stated " Handmade dog collars and leashes." The Website also said " With well over 200 different handmade dog collars and leashes. To choose from, Dogma London is one of the most popular shops on the internet for funky, fun dog collars. In an incredible array of sizes and colors. Dogma London began as a martingale collar company and continues to specialize in martingale dog collars. In addition to the original martingale collar selection." The website's header had handmade dog collars as the most important optimized keyword. It is followed by custom dog collars, martingale collars, and martingale collar which isn't as ranked as highly as handmade dog collars. The next words dogmalondon.com uses is sighthound collars.