If you’ve ever invested in SEO or are thinking about it, one of the first things you might notice is that results aren’t immediate. In a world where you can order next-day delivery or binge-watch an entire series in a weekend, waiting 90 days to start to see the impact of SEO can feel frustrating. I get it – we’re all wired for quick wins these days.
But here’s the thing: SEO isn’t just about ticking boxes or flipping a switch. It’s a marathon, not a sprint – and there are good reasons for that….and the outcome for businesses is that it really does make you go from invisible to unmissable.
Let me break the reasons why patience is needed:
SEO Is a Layered Process
When we optimise your website for search engines, it’s not a one off activity. It involves tackling multiple areas – like technical SEO, on-page optimisation, and content strategy – and all these layers take time to align.
For instance, let’s say we identify that your website speed is holding you back. We’d first need to address that technical issue, which might involve tweaking the backend code or reducing image sizes. After that, we could focus on optimising your existing pages with stronger keywords, better headings, and improved meta descriptions. Then comes the big one – creating fresh, valuable content to attract both users and search engines. Each of these steps builds on the last, and that takes time.
Google Needs Time to Notice
Here’s the thing about search engines: they don’t react instantly. After making changes to your site, it can take weeks – or sometimes even months – for Google to crawl and index those updates.
Why? Because Google isn’t just looking at your site; it’s crawling billions of pages across the web. Once it notices your changes, its algorithms need time to evaluate them against competitors. SEO is a medium to long-term strategy because the search engines are constantly re-assessing your site as new data comes in.
The Competition Factor
You’re not the only one trying to get to the top of the search results. If you’re targeting competitive keywords, you’re up against businesses that might have been optimising their websites for years.
Think of it like climbing a ladder – if someone has already reached the top, you need to work harder and smarter to get there. This might mean creating better content, earning more high-quality backlinks, or improving your overall website experience.
Trust and Authority Take Time
Google wants to deliver the best possible results to its users. To do that, it looks for signals of trust and authority on your website. These signals don’t develop overnight.
For example, backlinks (when other websites link to yours) are one of the strongest indicators of authority. But earning quality backlinks from reputable sources can be a slow process – you need to build relationships, create share-worthy content, and be patient.
Similarly, user experience (UX) plays a huge role. Google pays attention to how people interact with your site – things like how long they stay, whether they engage with your content, or if they quickly hit the back button. Improving these metrics is gradual and involves fine-tuning your site based on user behaviour.
Consistency Is Key
One of the most overlooked aspects of SEO is consistency. It’s not enough to make changes once and hope for the best – you need to keep at it. Regularly updating your content, monitoring keyword rankings, and adapting your strategy to changing trends are all part of the process.
Think of it like planting a garden. You don’t just water it once and expect it to flourish. You have to nurture it, pull out weeds, and give it time to grow. You might find it interesting to read one a previous article called “Use it or Lose it“.
So, Is It Worth the Wait?
Absolutely. SEO is one of the most effective ways to grow your business online – but it’s a long-term investment. The beauty of SEO is that the results are cumulative. Once you start ranking well for your target keywords, the traffic you gain can snowball, providing a steady stream of potential customers without ongoing ad spend.
If you’re feeling impatient (and who wouldn’t?), remember this: good things take time. Quick fixes like spammy backlinks or keyword stuffing might seem tempting, but they can lead to penalties that set you back even further. Ethical, sustainable SEO ensures you’re building a foundation that lasts.
At Wicked Spider, we always aim to get clients on the first page within 90 days for commercially relevant keywords – and we stand by that. But we’re also honest about what SEO takes: patience, persistence, and a solid strategy. Trust the process, and you’ll see the rewards. The real tipping point is 6 months and then we start to see a website ranking on the first page for many relevant keywords.
Got questions or feeling stuck? Drop me a line – I’m always happy to chat about how SEO can work for your business – yes SEO is like a tree – you got to plant the seed first!
And if you are based around Glasgow and want to really work SEO to the advantage of your company I’m more than happy to meet up.
