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This web site catalogue.lnhs.org.uk has the following in the web page, "London Natural History Society The place for wildlife in London." We noticed that the webpage also stated " The LNHS events programme is one of the most varied and active of a natural history society." It also said " Its field and indoor meetings encourage the interaction of beginners and experienced naturalists. Indoor events usually consist of talks, slide shows or discussions. Outdoor events are field meetings or guided tours. Coach trips to well-known wildlife sites in the South and East of England are also organised." The header had LNHS as the highest ranking optimized keyword. It is followed by London Natural History, London Wildlife, and wildlife in London which isn't as ranked as highly as LNHS. The next words catalogue.lnhs.org.uk used was nature in London. biodiversity was included but will not be understood by search engines.