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The domain puremischief.co.uk has the following on the homepage, "Since opening in August 2003, Puremischief lingerie has established itself in the vibrant shopping centre of Lytham." I observed that the webpage also said " Puremischief is just off the piazza amongst the cosmopolitan restaurants in Henry Street." They also stated " A little more discreet than the main street but not too far off the beaten track. Puremischief is the Fylde coasts premier, independent lingerie store with the largest selection of Lingerie, Swimwear and Nightwear." The meta header had lingerie lytham. lingerie blackpool as the first keyword. This keyword was followed by lingerie st annes, swimwear lytham, and swimwear blackpool which isn't as urgent as lingerie lytham. lingerie blackpool. The other words the site used was swimwear st annes. nightwear lytham is also included but will not be seen by search crawlers.