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The website states the following, "Oxford Open Learning The Distance Learning Specialist." We analyzed that the web site also stated " The Home of High Quality Distance Learning." It also stated " Welcome to Oxford Open Learning. Here we are dedicated to helping you achieve your goals at a time and place that suits you. Whether you describe our courses as distance learning, home study, learning from home, or correspondence courses, it all adds up to the same thing for you, the best home study packages available in the UK . With life being so busy these days, many people who aspire to a new career ne." The header had distance learning courses as the highest ranking search term. This keyword was followed by A level courses, GCSE, and Open Learning which isn't as urgent as distance learning courses. The other words they uses is Home Study. Home Learning is also included and will not be understood by search engines.