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This web page had the following in the web page, "Sydney Cakes Baked by Fiona." We saw that the web page stated " Hello and welcome to Baked by Fiona." It also said " The Baked by Fiona kitchen is located in Willoughby on Sydneys North Shore between North Sydney and Chatswood. I bake all cakes and pastries from scratch, and the buttercreams, ganache, icings and fillings are also made using the freshest of ingredients. Please let me know if I can bake you a cake for your special occasion." The header had Sydney cakes as the highest ranking optimized keyword. It is followed by Sydney custom cake, cake designer, and cake decorator which isn't as ranked as highly as Sydney cakes. The next words bakedbyfiona.com.au uses is cake baker. Sydney baker was included and could not be understood by search engines.