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This web site had the following in the site, "A participatory public art app by Ekene Ijeoma that prompts New Yorkers to look away from their phones and into the street intersections to engage in the diversity and serendipity of the city." We noticed that the web site stated " As you near an intersection it prompts you to look up via." It also said " Showing an eyeball animation if youre on the home screen. Showing a Look Up notification if youre in an app. Showing the intersections energy score in the number of vibrations and iris rings in the eyeball animations. IOS app coming soon! Every person ." The header had Look Up as the highest ranking optimized keyword. It is followed by Mobile App, launchrock, and street awareness which isn't as ranked as highly as Look Up. The next words look-up.launchrock.com uses is phone distraction. street safety was included and could not be understood by web engines.