Products that automatically submit websites to multiple search engines such as Google, Lycos, Altavista, etc. Some products also support submissions to 'Pay Per Inclusion' engines. Such products may include rank optimising options as well as various site comparison options. Site submission engines need to ensure they know the various search engines submission guidelines.
Some search engines exclude IP adresses that use automatic queries without an engine's authorization.
Software may also use continual submissions in an attempt to have sites ranked higher. This is discouraged by most search engines and can result in removal from the engine.

Many search engines utilise inter-website linkages and referrals to determine and rank a sites 'importance' to potential searchers.
Link promotion software establishes reciprocal links with other web sites. These partnerships with other sites increase direct traffic and can attract higher ranks from search engines. Such links are called 'back links'.

An important aspect of web promotion is being aware of a sites ranking in a search engine. There are products that analyse a web site and suggest improvements to improve its potential ranking by search engines. Search engines however are constantly changing their ranking algorithms and software that assist for one engine may not work on others.