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The web page states the following, "In 1997 Ann Lovell established the Valley Foundation to provide college scholarships to promising students based not on their grades but instead considering their participation in school activities, community involvement, employment and financial need." We saw that the web page stated " I knew how hard it was to go back to school, she said." It also said " I applied for every scholarship and grant I could but it was very, very hard to find any that I qualified for . Deadline for submission of all required application material." The header had valley foundation as the highest ranking optimized keyword. This keyword is followed by tucson, arizona, and scholarships which isn't as urgent as valley foundation. The other words valleyfoundationaz.org uses is Ann Lovell. students is included and could not be seen by search crawlers.