Major search engines employ different algorithms which change frequently. The algorithm used by search engines determines the relevance of the information in the index (or database). A search engine algorithm scans the frequency and location of key phrases on a web page. This helps an affordable web promotion firm to frames its own keyword strategy.

Due to spamming and keyword stuffing, search engines are becoming more careful and hence there are frequent changes in algorithms. The latest algorithm adopted by Google is the LSI or Latent Symantec Indexing. LSI has grabbed lot of attention of web promotion specialist and web site promotion firm. LSI focuses more on the theme of contents instead of keyword density. This has made the task a bit difficult for building the contents of the web site, but it is beneficial to web promotion experts that practice organic SEO tactics.