O'Rourke works to identify key areas where they can make changes in search engine optimizing. They design plans to increase the number of people who see the web address by adding the right keywords the correct number of times. They also make sure to add backlinks to trusted third-party affiliates. They help hotels show off their character traits and amenities in ways that make people gasp. They ensure sure that the extra traffic finds a website that runs smoothly, is easy to navigate, and fulfills a need. By serving those three purposes, O'Rourke makes sure that their clients are satisfying customers and giving them access whenever they want it on whatever device they choose to use. Their clients often see a significant rise in traffic numbers in the first three to six months after changes are made. O'Rourke monitors keyword changes to constantly update client sites to stay relevant.