The information displayed on a web page proves very important in attracting customers, companies need to know how to set themselves apart and ensure that they’re high in the search results list. One way in which information can be set apart is through cleverly developed key words. http://www.missguided.co.uk/ use words such as “hottest dresses” in order to bring attention to there clothing range in a current and informal way which may be more suitable for the target market which is the younger generation. There is also mention to Christmas, which may attract customers who aren’t sure what presents to buy and could be intrigued to look more closely at the content.