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This web page fcderm.com has the following in the site, "From Dr Kantor to the front desk, we have the well-deserved reputation of being the friendliest around." We saw that the webpage also stated " We are the world leaders in skin cancer care, Mohs surgery, and reconstruction." It also said " The leading skin cancer specialists in the world. We are dedicated to providing the highest level of care to patients of the First Coast. Our patients come from St Augustine, Jacksonville, South Georgia, and around the world. The Florida Center for Dermatology Difference. Florida Center for Dermatology, PA." The header had jonathan kantor as the highest ranking optimized keyword. It is followed by florida dermatology, st augustine dermatologist, and dermatologist jacksonville fl which isn't as ranked as highly as jonathan kantor. The next words fcderm.com used was best dermatologist. skin cancer was included but might not be understood by web engines.