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This web site states the following, "Paul King, Christchurchs leading Freelance Architect." We noticed that the web site said " Architecture Prime is directed by Registered Architect Paul King, a leading Freelance Architect based in Christchurch but working on projects across New Zealand." It also said " Your most challenging commercial, institutional and residential needs are exciting design opportunities to Paul. Pauls most demanding clients are often other architects! We can help you. And of course help you provide the best for your family, employees and customers." The header had Architect as the highest ranking optimized keyword. It is followed by Christchurch, Building designer, and house plans which isn't as ranked as highly as Architect. The next words prime.net.nz uses is office plans. Building Consent applications was included and could not be viewed by search parsers.