O'Rourke assists hotel and travel agencies with the strategic placement of keywords to get the customer higher search ratings. They work with the client to find out what makes the firm tick and how they want to present themselves to the public. They create an image and form a dialogue. They introduce the hotel on social media sites and established local pages that people often frequent when on the web. O'Rourke is known to add the client name and link to network partners that can help boost the reputation of a new brand or one that has some negative comments. They work with the hotel to make sure that people see them in a good light and help turn around any bad press. They ensure that the company website is running in the best order and that it is easy to navigate and fun for people to browse when they visit.