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Search Engine





Search engine optimization is the process of improving the visibility of a website in search engines through the “natural” or unpaid  (or “organic” or algorithmic ) search results. Google uses a very complex algorithm to deliver the most valuable web content to users. It consists of two parts:

  • Crawlers (or “bots”, or spiders). They find, scan, and indexes pages, adding them to the databases
  • An algorithm. It ranks the web pages by determining the relevancy of the page to certain search criteria and delivers the most relevant and valuable content. Google has over 200 factors to rank your website. These factors include content relevance and quality, domain age and authority, load speed, number of backlinks, and many others.

Rooks Agency team has expert knowledge of the Google ranking algorithm and uses the best strategy and industry-approved tools to get your website ranked high by Google. Why it is important? A study reported that 91.5% of Google traffic stays on the first page, and only 4.8% of users click through to the second page of a search!

Achieving the highest ranking on search engines isn’t an easy task. Make your move and partner with Rook Agency, your SEO professionals!



Search engine optimization falls under two main categories: On-site SEO and Off-site SEO

On-site (On-page) SEO includes:

  • Website content optimization, making it unique, valuable and matching users’ intent. Providing content in different formats, such as video, animation, etc.
  • Optimizing pages for specific keywords to increase organic traffic. Adding keywords to the most critical parts of the website content, such as titles, headings, hyperlinks, meta tags, adding structured data, etc.
  • Creating a website architecture that organizes the content hierarchically to make it easy for search engines and users to navigate and understand.
  • Optimizing images and other content for faster load.

Off-site (Off-page) SEO

The Off-site SEO strategies 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:

  • Obtaining links back to your web pages from relevant and authoritative websites.
  • Integration of customer reviews.
  • Social media integration, guest blogging, obtaining your business citations, and more.


According to the study, 46% of total Google searches are local. The words ‘near me’ in the search query allow Google to find a nearby service. With the explosion of GPS, mapping, and voice-enabled smartphones, local search becomes more and more important for service-oriented businesses. 76% of local searches lead to a business contact within 24 hours.

Rooks Agency uses the best practices to ensure that your business appears at the top of the Google local listing. They include:

  • Web site’s content optimization for local searches. We include region-specific keywords, name address, phone number (NAP), maps, and directions as the important qualifiers for local listings.
  • Establishing and managing Google Business Profile listings. This Google tool shows up your local business across Google Maps and Search, providing details about your services. It allows us to collect and respond to reviews from customers.
  • Building online citations. Citations are your business mentioning (not actual links) elsewhere on the Web. Citations build trust and give you a boost when it comes to ranking. We create and manage your business listing in online business directories.
  • Online reputation management including customer reviews, social media monitoring monitoring, brand management, etc.
  • Developing local content.

These local SEO strategies ensure your online visibility in your area and allow you to outrank your local competitors.

Local SEO is particularly crucial for home services businesses due to their strong local appeal. It’s essential for these businesses to ensure they appear prominently in local search results to reach their target audience effectively.



The Rooks Agency’s digital team leverages over two decades of experience in search engine optimization to craft and implement proven, comprehensive SEO strategies tailored to each of our clients’ unique needs.

The Triple-A Process:

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

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 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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Get You Free Marketing Analysis!

Ready to take your marketing to the next level? Request a free, no-obligation marketing analysis from Rooks Agency today. Our team of experts will provide you with a comprehensive report tailored to your business, highlighting opportunities for growth and success. Don’t miss out, get started now!



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 Business Profile account.

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.