SEO, or Search Engine Optimization, is the practice of optimizing a website or online content to improve its visibility and ranking in search engine results pages (SERPs). SEO usually involves various techniques and strategies to enhance a website’s relevance, authority, and user experience, making it more appealing to search engines and ultimately driving organic, unpaid traffic. SEO encompasses activities like keyword research, on-page optimization, link building, content creation, and technical optimizations, all aimed at aligning a website with search engine algorithms and user search intent to increase its chances of appearing prominently in relevant search queries.
An SEO Sprint is a service offering meant for organizations looking to maximize their SEO ROI. What I’ve seen after 15+ years in the digital marketing space:
1—Very few people or teams can confidently DIY SEO successfully in a short period of time
2—Agency fees aren’t for every organization—many businesses are not positioned to spend $50k+ per year on SEO strategies
3—There’s a frustrating lack of options between DIY and full-scale Agency partnerships
As a result, I started doing SEO Sprints with my clients. They include 3 important elements:
 SEO Snapshot—An easy-to-understand snapshot of where you stand today, your issues, and your biggest opportunities
 SEO Strategy—A clear roadmap for what and how to implement to most important SEO tactics aligned with your organizational goals
 Coaching/Training—One-on-one or group coaching sessions geared at empowering you to enable your SEO strategy moving forward
I genuinely think almost every organization would benefit from at least one SEO Sprint. It’s sort of like an annual health check-up or a recalibration. But since you asked, here are some specific scenarios that are ideal:
 You want to grow, and you know SEO is an important part of that growth plan, but you don’t know where to start or what to do
 You’re “in-housing” SEO (shifting from an external partner like an agency to your internal team) and want to set the stage with benchmarks, a strategy, and proper training and guidance
 ou have one (or multiple) team members that could take on SEO internally but they need coaching, training, and strategic guidance
Organic traffic refers to the visitors who reach your website through unpaid, natural, and non-promotional means, primarily through search results. When users discover and click on a website’s listing in search engine result pages (SERPs) without any direct advertising or paid promotion, that’s “organic.” Organic traffic is valuable as it indicates that users are actively searching for and finding your website based on its relevance, content, and authority, providing a sustainable source of traffic that can lead to higher engagement, conversions, and long-term growth.
Certain business owners and marketers are just DIYers. They love diving into a subject, combing through research and courses, and applying what they’ve learned to their website. Doing SEO on your own typically involves conducting research, implementing strategies, and monitoring performance independently. While it can be cost-effective, it requires a significant investment of time and effort to learn and keep up with SEO best practices.
On the other end of the spectrum, working with an SEO agency means you’re partnering with (or delegating to) a team of marketers. An agency typically offers a range of services, including keyword research, on-page optimization, link building, content creation, and technical optimizations. I’ve led agency teams—there are good ones and there are bad ones.
Good agencies (there are lots of them) have the expertise, resources, and tools to handle SEO campaigns at scale and provide comprehensive strategies tailored to the specific needs of your website or business. In my experience, good SEO agencies typically start from at least $3-5k per month and scale into the tens of thousands of dollars per month. Your investment within a year could be around $60,000.
Bad agencies (there are lots of them) will focus on vanity metrics (rankings, website visitors, etc.) and not on your business goals and desired outcomes. You’ll fire them in under a year because they’re not providing you strategic guidance and results that you can sell to your leadership team. They can be tantalizing because they can cost between $1,500-$3,000 per month (or $18,000 to $36,000 per year).
Working with an SEO coach (this is the SEO Sprint model) involves working with an SEO expert with the knowledge and experience to provide guidance, advice, and personalized recommendations. SEO coaching programs can help you develop an SEO strategy, provide feedback on your work, and offer recommendations for improvement. This option can be beneficial for individuals or businesses seeking hands-on guidance and support in implementing SEO strategies.