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This website hedzuppets.com states the following, "A SWIM COLLAR that Prevents Drowning! The Hedz UP Pets Watercollar." Our analyzers analyzed that the website also said " Is a patented swim aid for dogs which holds your dogs head and nose above water, even if he is unconscious." The Website also stated " It is a collar made of almost weightless non-absorbent closed-cell foam. Strong straps attach the Watercollar. To your pets own collar. To comfortably hang away from your dogs neck, enabling freedom of movement and clear sight around water risks." The website's header had Hedz Up Pets Inc as the most important search term. It was followed by flotation neck collar, neck water collar, and dogs from drowning which isn't as highly ranked as Hedz Up Pets Inc. The next words they used was prevent dogs from drowning. life dog jacket was also included but might not be seen by web engines.