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The site sh.sg states the following, "Shsg - A free URL Link Shortener by HJ Appire." I noticed that the webpage stated " Long story short, this is a free URL Shortener service based in Singapore provided free of charge by HJ Appire." They also stated " If you like the service, please consider donating too! Enter web address URL here. May contain letters, numbers, dashes and underscores. Simple Dinner with Wife 10. A new set of romper for our daughter 20. A month of Internet subscription 40." The meta header had URL as the first keyword. This keyword was followed by Link, Shortener, and Bitly which isn't as important as URL. The other words the site used was Singapore. HJ is also included but could not be understood by search engines.