Prominent Placement, Inc., (PPI) a search engine marketing firm, has been retained by The Weather Channel. PPI will optimize weather.com for search engine placement. Stacy Williams, Founder and President of Prominent Place ment, said PPI be responsible for "increas[ing] recognition of weather.com's specific channel pages, such as air quality, cold & flu, sun safety and the ski report."

Publishing company, Marketing Sherpa, highlighted PPI in their "Buyer's Guide to Search Engine Optimization Firms." The firm received a "5 Star" rating, the highest possible. The second edition of the "Buyer's Guide to Search Engine Optimization Firms" was published in June 2002 as a resource for marketing professionals looking for search engine optimization.