“If you want to hide a dead body, the second page of Google is the best place to do it.”
Lorenz Esposito doesn’t just laugh at this old joke—he built a company to make sure his clients never end up there. He sees SEO as a long game, a compounding asset that businesses must invest in early if they want to own their digital space.
Today, as CEO of SearchX, he has taken the company from a solo operation to a global agency with over 25 clients across 15 industries, generating more than $1.5 million in revenue in just 12 months.
In this exclusive story, we dive deeper into Lorenz’s journey—from professional soccer fields to SEO expert.
From Soccer Dreams to SEO Mastery: An Unconventional Beginning
Lorenz’s path to the forefront of the SEO industry was not a straight line. “I studied at the College of Charleston, where I played Division 1 soccer for three years,” he recounts.
Interestingly, his initial exposure to the digital realm was far removed from the intricacies of search engines. “Funny enough, I never really took a liking to SEO—or even recognized what it really was at the time.”
It was only after moving to Sweden in 2018 to continue his soccer career that he began to take notice of the digital marketing landscape. During this time, he launched his own Instagram business called Global Youth Soccer Training, which provided him with practical education in various marketing channels and tactics over six months.
Recognizing the need for more structured learning, Lorenz sought professional experience. “I got a job at a digital marketing agency where I was lucky enough to choose my own path—and that’s when I gave SEO a shot,” he explains. This pivotal moment marked the beginning of his deep dive into the complexities of search engine optimization.
In 2021, after returning to the United States, Lorenz further sharpened his skills at another agency in Charleston, South Carolina, before moving to New York to join a more enterprise-focused firm. “Both experiences taught me the fundamentals of account management and how to successfully run SEO strategies for businesses of all sizes—from mom-and-pop shops to Fortune 500s,” he notes.
The Birth of SearchX: Addressing Frustrations and Filling Market Gaps
Having absorbed a wealth of knowledge and practical experience, Lorenz felt a strong pull to forge his own path. “Once I learned everything I could from my time at those agencies,I knew it was time to take the next step—not just to challenge myself, but to unlock more freedom in my life. As an employee, I learned how I wanted to be treated. As an SEO Manager, I learned how to treat clients.” This desire for greater autonomy and the ambition to build something from the ground up led to the inception of SearchX.
The inspiration behind SearchX came from Esposito’s frustration with certain shortcomings he observed in the SEO market. “SearchX was born out of frustration—being underpaid for the value I brought, and watching smaller agencies cut corners or lack the transparency and care that should come with signing a client.”
According to Lorenz, a significant gap in the SEO industry was not necessarily in the technical execution but rather in client communication. “The biggest gap I noticed in the SEO market wasn’t actually related to SEO performance—it was communication. Agencies were not educating their clients.”
He believes that while clients do not need to be burdened with every technical detail, they do deserve a fundamental understanding of the basics: why we do what we do, how keyword strategy works, how backlinks impact authority, and how technical audits improve their bottom line.
Therefore, Lorenz aimed to establish an agency that delivers exceptional SEO results and prioritizes clear communication and ethical practices. While he developed a particular passion for assisting local businesses, his prior experience equipped SearchX to effectively serve enterprise-level clients as well.
The Power of SEO for Startups: Building Authority and Trust
In today’s digital age, Lorenz asserts, “SEO is arguably the most powerful long-term channel a startup can invest in.” Startups often operate with limited financial resources and a strong focus on growth, and SEO offers a cost-effective way to build digital authority from day one.
“Rather than being reactive with ad spend, they can proactively earn their place in organic search and create compounding returns over time,” he explains. Furthermore, achieving high rankings in search results serves as a powerful validation tool, signaling trust and credibility to users, potential partners, and even investors. “If you are showing up in top search results for relevant terms, it signals trust to users, partners, and even investors.”
Lorenz often advises founders seeking to scale their businesses efficiently without spending $10,000 per month on ads that SEO is a crucial component of their growth strategy.
Debunking SEO Myths: A Continuous Effort, Not a Quick Fix
Lorenz has observed several common misconceptions that businesses have about SEO. One prevalent myth is that SEO is a one-time task or something that can be discontinued once certain goals are achieved. “It is like going to the gym—just because you see results does not mean you stop.” Instead, Lorenz emphasizes that SEO is a continuous process, as competitors will keep putting in their efforts, making ongoing SEO maintenance essential.
Another misunderstanding is the belief that SEO solely revolves around keywords. In reality, it is a blend of technical structure, content strategy, backlink building, and on-page optimization.
At SearchX, they address these misconceptions by breaking down every task and connecting it back to the client’s business goals so they always understand the reasoning behind the work.
Tailoring Strategies: Serving Giants and Local Enterprises
Having worked with both large corporations and local businesses, Lorenz has gained valuable insights into their distinct SEO needs and strategies. Enterprise clients typically possess internal teams and substantial budgets, but their processes can sometimes be more bureaucratic and slower to implement. Their focus often includes technical audits, website performance, international SEO considerations, and comprehensive cross-functional reporting. “For them, SEO is about scalability and precision,” he observes.
Local businesses, on the other hand, often prioritize speed and immediate impact. Their primary goal is to gain local visibility quickly, leading to a strong emphasis on Local SEO tactics such as Google Business Profile optimization, local citations, directory listings, and content designed to attract local customers and calls.
Despite these differences, Lorenz emphasizes that clarity and effective execution are crucial for success in both scenarios. “We meet clients where they are at—whether they are a one-location shop or a multinational brand.”
The SearchX Advantage: A Dedicated Team for Optimal Results
SearchX sets itself apart from traditional SEO methods and in-house efforts through its team-based approach. “The biggest advantage we offer is our team-based model. Every client gets a dedicated team of five—an SEO strategist, technical SEO specialist, content writer, backlink expert, and a client success manager.” The focused expertise of each team member leads to more efficient and effective execution, ultimately delivering faster and better results for clients.
“Our team lives and breathes SEO. We are not juggling multiple hats or bouncing between responsibilities. Each person focuses on their area of expertise, which leads to better execution and faster results. We also use our own internal dashboards and tracking tools to spot trends early and pivot as needed,” Lorenz adds.
Leading from the Helm: Building Teams and Driving Growth
As the head of SearchX, Lorenz’s role has evolved significantly since the company’s inception. “In the first year, I was doing it all—writing content, onboarding clients, running audits.” However, as the company has grown, his responsibilities have shifted towards building and managing teams, refining operational processes, developing strategic partnerships, and driving international expansion.
He expresses immense pride in the company’s rapid growth and the tangible results achieved for their clients. “I am incredibly proud that SearchX has grown to over 25 clients in just 12 months, helping generate over $1.5M in revenue across those accounts. We have signed clients in more than 15 industries and opened up offices in both the U.S. and Europe.” Being featured in this article is a significant honor for Lorenz and a testament to his team’s hard work.
Navigating Challenges: Adaptability and Perseverance
Lorenz acknowledges the challenges inherent in building a company from the ground up. “Starting a company solo is one of the toughest things I have done. I faced everything from client churn, to cash flow problems, to self-doubt.”
His approach to overcoming these obstacles involved staying adaptable, establishing robust systems early on, and seeking guidance from mentors whenever possible. “I also learned to celebrate small wins. SEO is all about momentum—and so is entrepreneurship,” he reflects.
The Impact of AI on SEO: Assisting, Not Replacing
Lorenz recognizes the transformative impact of Artificial Intelligence (AI) on the SEO landscape. “AI is transforming how users search and how we build content. With LLMs and voice search growing, we are optimizing for more natural language queries and making sure our content answers questions clearly and effectively.”
SearchX is proactively adapting to these changes by incorporating AI into its internal processes to enhance efficiency in areas like keyword clustering, topic ideation, and early-stage drafts. “But we always add a human layer. Our belief is simple: AI should assist, not replace. It helps us work smarter, not lazier,” he clarifies.
Scaling Up SearchX: Global Expansion and Educational Initiatives
Lorenz outlines ambitious plans for scaling up SearchX, including expanding to different cities and strengthening their global presence, starting with their existing teams in Stockholm and Barcelona. He also plans to actively engage with the business community through hosting workshops, webinars, and speaking at events to educate business owners and marketers on contemporary SEO strategies.
Furthermore, “We are also planning to launch a low-entry SEO dashboard product for smaller businesses who are not quite ready for a full agency engagement but still want results,” Lorenz reveals.
Balancing Passions: Soccer, Business, and Beyond
Interestingly, Lorenz managed to balance his entrepreneurial pursuits with a professional soccer career overseas, playing full-time from 2018 to 2021 and part-time through 2024. “Most people do not know this. Many of my clients never even knew I was splitting time—and when they found out, they were shocked at how consistent and responsive we remained.”
“I have found a way to pursue multiple passions, and I plan to keep doing that for as long as I can. Outside of work, I love traveling, journaling, playing soccer, and spending time with people who keep me grounded,” he shares.
A Message for the Future: The Compounding Power of SEO
In his message to readers, Lorenz emphasizes the long-term value of SEO.
“SEO is not a secret weapon—it is a compounding one. The earlier you start, the more momentum you build. Whether you are a small business or a large enterprise, the game is the same: show up where your customers are searching and give them a reason to trust you.”
“If you are looking to grow, do not just focus on the next month. Build a brand, build authority, and surround yourself with a team that gets it. That is where SearchX comes in,” Lorenz concludes.
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“SEO is not a secret weapon—it is a compounding one. The earlier you start, the more momentum you build.”
