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This web site states the following, "Wealth, just like your health, must be carefully preserved." We noticed that the web page also said " Your assets need to be protected against the potential threats of erosion by taxation, the effects of inflation and investment risks." It also said " Whatever your level of wealth, there is nothing wrong in making the decision to prepare a risk aversion strategy. Risk aversion is a reasonable and prudent strategy for anyone who is sure that they already have ample to provide for themselves and their family into the future." The header had financial adviser as the highest ranking optimized keyword. It is followed by financial advice, financial services, and insurance which isn't as ranked as highly as financial adviser. The next words metcalf-ifa.co.uk uses is life assurance. term assurance was included and might not be seen by search engines.