Search engine optimization (SEO) is not something that works overnight - quite different from search engine advertising (SEA), which has an immediate effect as soon as a search ad goes online. SEO is the slower, but also more sustainable and cost-effective way to achieve greater visibility online. But how long does it take for SEO measures to take effect?
Why doesn't SEO work immediately?
Although we live in an age where almost everything is available at the touch of a button, we have to be patient when it comes to SEO. The reason for this lies with the search engines - i.e. Google, Bing and co.
In order for search engines to display websites correctly in the results, they use so-called crawlers. These systematically search the internet and collect information about the content, structure and other relevant factors of each website. The data collected in this way is then added to the search engine's index by the search engine algorithm. We refer to this as "indexing a website".
Crawlers and algorithms therefore play a crucial role in how Google evaluates the relevance and quality of websites and ranks them in the search results.
SEO encompasses many factors, such as content optimization, backlink building and technical improvements. Much of this requires continuous effort and is not done overnight. In addition, search engine crawlers and algorithms need time to review changes to a website and update rankings accordingly. For this reason, sustainable SEO results can often only become visible after several months.
Factors that influence the time it takes to achieve SEO success
The older the website, the more established it is. Search engines need time to assess the credibility and relevance of new pages. Websites that have already been rated positively by the search engine are re-indexed more frequently, so that optimization and new content are seen more quickly.
The higher the competition, the more difficult it is to assert yourself and get to the top positions. The desired success can therefore take longer to achieve if the competition also invests diligently in SEO - provided they do it well.
A holistic SEO strategy that includes technical optimization, high-quality content and effective link building usually leads to the desired results faster than selective measures.
Websites that offer high-quality content around relevant keywords have a higher dwell time, which has a positive influence on the ranking. Continuous updates are another plus point. These show Google that the site is being actively maintained.
Backlinks from trustworthy and relevant websites are an important factor for rankings. If a website is often linked to, Google also classifies the content of the website as relevant and valuable.
How quickly do SEO measures bring success?
On-page optimization: 1 to 3 months
Changes to the HTML code, structure and content of the website are recognized by Google relatively quickly and the ranking is adjusted accordingly. Typical SEO measures include the optimization of meta tags, the insertion of keywords, the improvement of internal links and an increase in loading speed. These adjustments lead to a better user experience and signal increased relevance to Google, which can quickly have a positive effect on rankings.
Technical SEO: 3 to 6 months
Improvements to the website infrastructure are taken into account comparatively quickly by Google. Technical SEO includes, for example, measures to optimize the loading speed and responsiveness (mobile usability) of the site. Crawling errors are also corrected and a clean URL structure is created. These changes make it easier for Google to index the website, which can lead to faster improvements in rankings.
SEO content marketing: 3 to 6 months
New content needs to be indexed by Google, and it takes time for it to generate sufficient engagement and traffic. If high-quality and relevant content is published regularly, this increases the chances of a website being classified as valuable by Google. Google needs time to assess the relevance and quality of new content and looks at user interactions and time spent on the page, for example.
Backlink building: 6 to 12 months
Building a high-quality backlink profile takes time and Google also needs time to evaluate these links. Links from trustworthy and topic-relevant websites signal to Google that your own site also offers valuable information. Creating guest posts, collaborating with other websites and continuous networking are time-consuming factors and processes, but they significantly improve the authority and visibility of pages in the long term.
Is SEO even worthwhile if it takes so long?
If you want to get lots of clicks on your website quickly, search engine advertising seems to be the better option. However, the disadvantage of SEA is that as soon as you stop paying for the prominent placement of the search ad, you are out of the search results.
SEO, on the other hand, has a lasting effect and can bring websites to the top places in the Google rankings without any advertising costs. It is often advisable to use a combination of both methods to achieve the best results: An investment in SEO measures and a well-thought-out SEO strategy for the entire website, especially the core topics and SEA to fulfill specific goals, support campaigns and strengthen important keywords.
Conclusion
SEO requires patience and continuity. Initial results can be seen in just a few months, while more comprehensive search engine optimization can take up to a year to take effect. However, the wait and the continuous effort are worth it if you can subsequently benefit from sustainable results and good rankings on Google.
