Promoting a website through Search Engine Optimization (SEO) plays a significant role toward directing traffic to it from search engines for targeted keywords. The higher a website ranks for certain keywords the greater the chance for increased website traffic. The way a website is built and how content is organized will have a direct impact on SEO. Municipalities in Nova Scotia have access to the Google Search Appliance or GSA service, a search engine sponsored through the provincial government. Designed to improve local search on a website, the GSA also encourages more visitors to access municipal websites. Promoting the websites of MWV clients goes beyond search engine optimization. Also included will be news releases and coordinated events designed to raise awareness of new websites. In addition, resources will be directed toward notifying local media and related web publications.