Various embodiments enable a web site to expose various search providers that it promotes to browsers that navigate to that site. In at least some embodiments, the search providers are exposed using the HTML of a web page. When a browser navigates to that site, it processes the HTML of the associated web page and exposes the promoted search providers to the user. In at least some embodiments, the browser can permit use of one or more search providers without requiring the user to install the search provider. Alternately or additionally, in at least some other embodiments, the browser can enable the user to quickly and efficiently install the search provider so that the search provider can be available whenever the user uses their browser application.