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This web page has the following on the web site, "Aircraft grade aluminum construction incorporating Maxel rigid machine technology." We saw that the web site also said " All Maxel reels feature a strong, rigid , one-piece fully machined aluminum frame." It also said " These monolithic bar-stock frames not only keep the moving parts in precise alignment, but also maintain exacting control tolerances under heavy loading while fighting big fish. Maxel unique Carbon Drag system delivers wide range and smooth operation at all settings." The header had maxel fishing as the highest ranking optimized keyword. It is followed by fishing reels, fishing rods, and accessories which isn't as ranked as highly as maxel fishing. The next words maxelfishing.com uses is custom parts. apparel was included and might not be viewed by web crawlers.