O'Rourke finds the most captivating details of a hotel and the area around the establishment to use in blogs, articles, and online posts to get people interested in the lodging firm. They create fun comments that people often share with friends and family on social media sites. O'Rourke is one company that does not stick to a set plan. They prefer to create something new for each client because they believe it will provide the customer with the highest return on their SEO investment. They track keyword use and add those terms to social media pages and the website to make sure that sites like Google pick up the company name and post the link at the top of searches for a hotel in the area. They use geographic terms to link the customer to other businesses that travelers like to use when they come to the area near the hotel.