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The site showcases all of the techniques required for 'Designing for SEO'. The full desktop and mobile site uses webfonts, HTML, and CSS to build an experience which is not only pleasing to the eye, but provides a great user experience and provides plenty of data for search engines to crawl. The demo site uses rollups, expandable divs, and live text billboards, plus many other techniques to deliver a site which has a great user experience. However, none are at the expense of the on-page SEO. The site gives search engines a ton of great indexible content without compromising the UX.