SEO: A Waiting Game? (Why Patience is Key and How to Speed Things Up)

How Long Does SEO Take to Start Working?

With a smart SEO strategy and the tools to implement it – you should be able to see real results within 60-90 days with increased numbers of visitors finding your site – and sticking around to take it all in.

So, you’ve finally decided to ditch the social media merry-go-round and embrace the power of SEO. You’re working on meticulously crafting compelling content – and updating the old to make it sizzle with brilliance, optimized your website with the precision of a brain surgeon wielding a scalpel… and maybe even ventured into the wild world of backlink building. Now, the burning question you want answered yesterday is: when will you actually see the fruits of your labour?

If you’re picturing your website magically catapulting to the top of Google’s search results overnight, well, I hate to burst your unicorn and stardust-scented bubble, but SEO is more like a slow-cooked stew than a microwave meal. It needs a little time to simmer and develop those rich flavors.

But don’t despair! While SEO isn’t an instant gratification kind of thing, it is a powerful long-term strategy that can deliver incredible results.  

So, how long does SEO take to work?

While there’s no one-size-fits-all answer (SEO is a complex beast with many moving parts – especially in our rapidly-moving SGE world!) – and it’s not an exact science – most experts agree that you can start seeing noticeable improvements within 4 to 6 months.

In fact, I’d be as bold as to say in my experience as little as 2 months! However, this timeline can vary significantly depending on a multitude of factors:  

Factors That Influence Your SEO Timeline:

Your Website’s History:

Is your website fresh out of the oven, or has it been around the block a few times? A brand new website, like a newborn fawn, needs time to find its footing in the vast online forest. An established website, on the other hand, already has some authority and credibility, giving it a head start in the SEO race.

But, that’s not to say Bambi can’t find firm footing fast if you follow the right strategy. Conversely – a more established site may not ever have been functioning well in SEO terms – and might take a lot of work to spruce up your content.

This is particularly true if you’ve pivoted your niche and your original content bears little relevance to where you are now. Your pages might be getting indexed – but they’ll be served up to the “wrong people”. Going back in and updating everything en masse is generally a recipe for disaster – so if you’re going to tweak your content – pace yourself.

Your Niche’s Competitiveness:

Are you swimming in a shark tank of competitors, or are you paddling in a calmer pond? If you’re in a highly competitive niche, you’ll need to put in extra effort (and patience) to rise above the noise. Think of it as climbing Mount Everest versus a gentle hill – the higher the peak, the more challenging the climb.

But, but, but… let me emphasise – most women-led online businesses are NOT IN A HIGHLY COMPETITIVE NICHE!

Wait what? I hear you say…

Well, let’s put it like this. Look around at who you think your competitors are – sure, they might have cute branding – but have they really zoned in on their niche? If not, they’re floundering. Plus – online businesses in the coaching, course creating or consulting area are notoriously bad at implementing SEO. Which means – in a nutshell – you get to clear the board.

Your SEO Strategy’s Effectiveness:

Are you targeting the right keywords? Is your content optimized to perfection? Free keyword tools are generally fucking awful in terms of promoting vague and ineffective keywords. A keyword is not always a keyword – we’re looking for a nugget of gold in amongst all this dirt – and that means diving deep to find a keyword which has a high enough monthly search volume, combined with a low number of people targeting it. In essence – something you can rank for quickly. This compounds with success meaning that you can start targeting more competitive keywords – meaning higher search volume – but ‘bigger brands’ ranking for those keywords.

Are you building high-quality backlinks that would make Google swoon? No, these are not leaving a comment on your uncle’s fishing blog… 😉

*I’m going to write a separate article on backlinks because these are a contentious issue and the landscape for getting these – and their quality – has changed dramatically and I don’t want you chasing strategies which worked 10 years ago!

Your Website’s Technical Foundation:

Is your website mobile-friendly, ensuring a seamless experience on all devices? Does it load faster than a cheetah on a caffeine rush? Is it easy for search engine crawlers to navigate, like a well-organized library? Technical SEO issues can act like roadblocks, hindering your progress and delaying your success. If you’ve ever visited a website and got that error that says something like “this website may not be secure” then you’ll already know your browser will try and prevent you from viewing it – things like that can have a major impact on how the Search Engines view your site – yet it’s a relatively small fix.

Most modern page-builders are truly excellent for handling all of this technical stuff – however, things go awry when we (or our web people) get their hands on our site and start doing ‘pretty’ and forgetting about all the technical functionality.

Search Engine Algorithm Updates:

Some in the digital marketing world say Google’s algorithms are like the weather – constantly changing and sometimes unpredictable. Then we have the rise of SGE, ChatGTP, Perplexity and all the other new AI Search Engines to be countering with. But I’ll disagree – Google (and the others) have always said they’re looking for quality content which is helpful to users.

How is that measured? Well, if your bounce rate is high (bounce means basically they hit the back button almost immediately from landing on the page) – and they don’t hang around to read the article – then the Search Engines are going to assume that the content is of a low-quality and not actually helping its users.

Staying up-to-date with the latest updates is crucial to ensure your website stays in Google’s good graces. Think of it as adapting to the changing seasons – you need the right gear to thrive in any condition. Living in the far North of Scotland I know all about the right gear. We’re built tough up here – but not without the right gear! 😉

But – running your own business is like wearing all the hats anyway – and who’s got time to be on top of every, single damned facet of running their own business? I certainly don’t keep myself up-to-date with all the latest tax rules and changes – that’s my accountant’s job. My job is to keep up with SEO shifting landscapes and marketing trends and best practices.

How to Accelerate Your SEO Success:

While you can’t control Google’s every move, you can certainly influence your SEO timeline with some proactive strategies:

• Content is King (and Queen!): Create high-quality, informative, and engaging content that your target audience will devour like a delicious slice of cake. Think valuable blog posts, in-depth guides, and captivating videos that answer their burning questions and provide genuine value. And yes, that’s going to mean implementing a Killer Keyword Strategy – and not just a vague scattergun approach you read about on a blog written in 2015. 

• Website Optimization is Your Crown: Ensure your website is technically sound, with a user experience so smooth it feels like gliding on silk. This includes optimizing your site speed, ensuring mobile-friendliness, and creating a clear and intuitive navigation structure. It’s not just the technical stuff though – you also need to ensure that you’re set up for CRO – and I mean, does your site flow naturally? Are your funnels optimised without sending your users here, there and everywhere? These details are ones which are going to greatly affect your bounce rate – and your bottom line!

• Patience and Consistency are Your Throne: SEO is a long-term game, not a one-night stand – no names mentioned Social Media channel number 531. Don’t throw in the towel if you don’t see immediate results. I tell my clients they should expect to see tangible results within 90 days of implementing their new SEO strategy. 90 days is the minimum you should be trying any new growth strategy within your business anyway so that you have the metrics to crunch.

• Metrics are your State Jewel Room: If you’re not tracking shit… how do you know it’s working? Here there be secrets with all sorts of pretty jewels. Once you’re tracking your metrics you can analyse to see what’s really working – and of course, do more of that! To put it simply, if a piece of your content is driving 80% of your traffic (which you are measuring right? 😉 ) – then, create more in a similar vein because it’s literally your users telling you what they want to see.

Is SEO Worth the Effort?

A well-crafted SEO strategy is like a well-oiled machine – it runs smoothly and efficiently, producing faster results – and for longer. The efforts you put in today will reward you months – and even years from now. Whereas that reel you posted on Instagram yesterday? Poof! Gone already.

SEO is an investment in your business’s future, not a quick fix – although I think it’s hard to argue with 60-90 days if you’re looking for a real growth jump. It requires time, effort, and a sprinkle of patience to see the magic unfold. But trust me, the rewards are worth the wait. With a solid strategy, consistent effort, and a dash of SEO know-how, you’ll attract a loyal following of organic traffic, build unshakeable brand authority, and achieve sustainable growth that will make your business flourish – and still no awkward cringeworthy dancing on TikTok!

Need a guiding hand on your SEO adventure? Let’s conquer the search results together!