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The website ukfras.co.uk had the following in the site, "Fire risk assessment - UK fire risk assessors." We analyzed that the webpage stated " Fire risk assessment - the UK Fire Risk Advisory Service." It also stated " It is now compulsory by law for all businesses that operate using business premises to conduct a fire risk assessment. If required, all businesses must be able to provide proof that they have done this, and many insurers will ask to see documented proof that businesses are compliant with UK fire safety regulations. Fire risk assessment services and information." The header had fire risk assessment as the highest ranking search term. This keyword was followed by fire risk assessors, fire assessment, and fire safety assessment which isn't as urgent as fire risk assessment. The other words they used was UKFRAS. UK Fire Risk Advisory Service is also included but will not be understood by web engines.