This is the process of developing a web site page to rank well in the results pages of search engines. Optimization techniques vary with different search engines and for a search engine such as Google, one type of optimization technique would be to design the web site without frames because Google finds it harder to crawl web sites which include frame sets. Optimization can be a risky practice because some techniques can be black booked by search engines and can mean a web site being banned or penalised.