Once a Involvement site is completed, it must be published or uploaded in grouping to be viewable to the intermutual over the internet. This may be done using an FTP client. Once published, the Gossamer master may use a diversity of techniques to growth the traffic, or hits, that the website receives. This may include submitting the Entanglement site to a search engine such as Google or Yahoo, exchanging links with other Cobweb sites, creating affiliations with allied Fabric sites, etc.

On the other side of the issue, search engine optimization consultants (SEOs) obsess about how well a lattice site works technically and textually: how much traffic it generates via search engines, and how innumerable sales it makes, assuming looks don't contribute to the sales. As a result, the designers and SEOs often heel up in disputes where the designer wants expanded Seattle Web Designer 'pretty' graphics, and the SEO wants lots of 'ugly' keyword-rich text, ball lists, and text links.