Different search engines use different algorithms to create their search engines. Therefore, making a change to a page may raise the profile of the page in one engine and lower it in another. The designer and client have to decide which search engines are most important and focus on improving the site's ranking in them (given the fact that they may be compromising on their rankings in others).

Other Ways to Promote A Site

Getting a site listed in search engines is just the beginning of driving traffic to it. Web sites can be promoted the same as any other good or service. Radio, TV, magazine and newspaper advertisements have all been used to promote sites. However, those kinds of promotions can take significant advertising and promotion budgets. Inexpensive ways to get the word out about a site include printing Web URL's all other promotional materials such as flyers, pamphlets, t-shirts and mugs, and on non-promotional materials such as business cards and invoices. If the site is innovative or unique, invite local newspaper or Web journalists to review the site and interview the owner. If the subject of the site will be of value to a particular interest group, attend local club meetings or promote the site through online resources like newsgroups and listservs. Perhaps the best way to promote a site is to produce a quality site that provides real service to the user. If a user has had an especially good or bad experience finding information or services on a site, they will tell their friends.

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