Search Engine Optimization

Search engine optimization, or SEO, is the process of enhancing your website in order to increase its visibility on search engines.

Google’s first five organic search results account for 68% of all clicks the search engine receives. But how do you get your website to the top?

With a solid SEO strategy, you’ll rank higher and get more quality web traffic – for free.

What is SEO?

Google’s mission statement is “to organize the world’s information and make it universally accessible and useful.” To that end, Google’s main goal is to deliver relevant content to its users.

It does this in a three part process:

  • Google’s spiders (also known as “bots” or “crawlers“) gather data from the world wide web and return that data to Google’s servers.
  • That information is then categorized and indexed.
  • When a search is made, Google uses an algorithm to determine what order to deliver its search engine results in.

Search engine optimization, or SEO, is the process of enhancing your website in order to increase its visibility on search engines like Google.
It reviews your site’s content quality and overall structure to determine where you’ll rank in the search results.

Through proven methods and best practices, we drive relevant business to your website by optimizing it for your prospects’ top-searched keywords and terms.


How SEO Benefits You

Search engine optimization puts your business in front of the right customers at the right time.

Any given Google search can yield thousands of results on hundreds of pages. Unfortunately, the odds of someone interacting with your website drop exponentially if you don’t show up on top.

Plus, 68% of all Google clicks can be attributed to the first five organic results. Meaning you need to rank on the first page! This is where search engine optimization comes into play.

Though the exact science behind Google’s algorithm is unknown, there are proven best practices. These will push your website to the top of the search results page, and our skilled digital team knows how and when to implement them.

How SEO Works

Search engine optimization falls under two main categories:

On-site and off-site.

On-site items cover the technical side of your website, making sure your content is up to date and easily read by Google’s algorithm. This includes site structure, page speed, content quality, and keywords.

Google combs your website copy for keywords in order to provide relevant search results to consumers.  Optimizing your site to contain keywords that are specific to your business increases your online visibility.

Because these searches are organic – often the primary source of website traffic – you get quality leads without paying for advertisements.

Off-site items apply to anything you do off your website to improve your search engine rank. This covers things like your website’s popularity, relevance, authority, and reputation.

For example, Google reviews can heavily affect your rank in local results. Having other websites link back to yours shows Google’s crawlers that other people find your pages useful and trustworthy. This increases your digital authority.

In more simple terms, SEO works by proving to search engines that your website’s content offers the consumer the most relevant result possible.


A Comprehensive SEO Strategy

The Rooks Agency’s digital team uses its 10+ years of experience in search engine optimization to implement a proven and comprehensive SEO strategy for each of our clients.

Analyze • Act • Adapt

1. Analyze

Know thyself (and thy competition).

Keyword Research

A quality SEO strategy relies on a concise understanding of the words and phrases your potential clients are searching for. The first step to building a solid strategy foundation is the discovery and organization of these terms.

Through a combination of keyword planning tools and our proprietary software, our team will create a comprehensive list of the most relevant words and phrases. We refer to this list throughout the entire SEO process.

Digital Search Results Audit

After determining what your potential customers are searching for, you need to find out where you rank. 

Using specialized software, our team will run a comprehensive report determining where your website currently ranks on the search results page. This allows us to constantly check your business’s progress as it climbs its way to the top.

Competitive Analysis

In order to beat your competition, you have to understand their strategy.

Using the same auditing process, we analyze your competitors to better understand their SEO strengths and weaknesses. Our team uses this data to create a plan of success that covers all the bases.

SEO is a continually moving target. Knowing your competitors is one of the many ways to ensure success.

2. Act

Knowledge is only potential power. Real power is found in action.


One of your website’s core SEO components is its technical ability to deliver content. Our team increases overall site speed, resolves broken links, and optimizes images for web indexing.

Plus, now that cell phones are at the top among preferred devices, it’s imperative that your website delivers fast and reliable content in a mobile-responsive way. We structure your site in a way that works with any phone or tablet.


Online directories are among the top sources for finding websites on Google. While Google has its own directory through Google Maps, it also relies on a multitude of third-party directories to establish domain authority.

With over 100 relevant directories on the web, it’s essential to keep your listings consistent. The Rooks Agency team uses specialized software to scan the web for your business’s current listings. We then ensure your name, address, and phone number (NAP) are the same across all platforms, increasing your site’s credibility.


Just like a brick and mortar store, your website needs to have an efficient layout. A user’s ability to navigate your website is important to both your customer and to Google. Site structure tells Google what your site is about and how to direct your potential client to the “right department.” 

The Rooks Agency will analyze your site and create a plan that includes organized navigation, cornerstone pages, and efficient internal link building. This creates a site Google loves as well as a pleasant experience for your customer.


Now that your website has a solid foundation, you need to add great content.

Our team focuses on implementing a calculated combination of customer-friendly and SEO-optimized content. Through quality text, compelling imagery, and accessible calls-to-action, we show potential customers what you do and why you do it best.

3. Adapt

Your competition is always getting better. You should too.

Adaptive Research

After executing your custom SEO strategy, our team will continually revisit and analyze your website to track its progress. Using state-of-the-art tools, we analyze the effectiveness of our efforts and adapt our game plan accordingly.

Our ability to respond to the ever-changing algorithms ensures that you not only secure an excellent search engine rank, but that you stay there.

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Common Services and Definitions:

Cache & Crawl Efficiency

Crawling is one of Google’s main priorities when it comes to your SEO rank. Making your site easy to crawl ensures discovery of high-quality content, optimized metadata, linking strategy, and all other SEO pursuits implemented on your site. Crawl efficiency is how seamlessly Google’s bots are able to crawl all the pages on your site. A cache stores copies of the images, HTML documents, and other elements that make up your website. Cache efficiency allows users visiting your site to access its elements quickly.

Site Speed Optimization

Not only does website speed affect your customers’ experience — Google cares too. The faster your site loads, the better rank you have with Google, both organically and when you pay for ads.

Image Optimization

Properly sizing and naming your images affects your search rank, site speed, and relevancy.

404 Error Management
404 Error Messages

A 404 error message indicates that the specific web page you’re trying to access can’t be reached. This happens with URL and website changes, page deletion, etc. We make sure this doesn’t happen and that your site never leads a customer to a dead end.

Broken Link Checks

Similar to 404 errors, broken links happen when URLs are changed or web pages are removed. We regularly check for broken links and make sure that every time your customer clicks on your site, they end up at the right place.

Web Syndication

Web syndication is the process in which content on your site is distributed around other receiving sites. For example, we’ll regularly share your most recently added content, blogs, and news to other places, such as your social media accounts and Google My Business account.

Common Services and Definitions:

Site Structure Optimization

Your website’s structure refers to how the website is set up, i.e. how individual subpages are linked to one another. It is particularly important that crawlers can find all subpages quickly and easily, especially when websites have a large number of subpages.

Metadata Management

Metadata determines what search engines display when your site shows up on a search results page. Each page on your website needs keyword-focused, manually-specified metadata to make your site more relevant and increase your search rank.

Site Indexing

Website indexing is a way that search engines, like Google, organize and categorize your site’s data. When crawlers find a webpage, Google’s system renders the content of the page, just as a browser does. They take note of key signals — like keywords — and keep track of it in their search index. We make sure your site is regularly indexed and up to date in Google’s system.

Keyword Planning
Keyword Planning

After analyzing your business and website, as well as researching which keywords are searched the most often on Google, we’ll create a comprehensive keyword strategy to implement on your website and throughout newly posted content.

Keyword-Specific Content Curation

Whether it’s website copy, blogs, or social media posts, we’ll include your top keywords in everything we create.

2 Blogs per Month

Our expert copywriters will provide two, relevant blog posts per month. We’ll post them to your site and make sure to share them to Google and social media.