Last week, in between SEO projects and website designs, I was 13 minutes into a 26-minute CrossFit workout, dripping sweat and questioning all my life choices (mostly showing up to class that morning). We’d finished the strength training, and now I was dragging myself through endless running laps with burpee box jumps waiting for me at the end. People were flying past me like they’d trained for the Olympics.

Somewhere around Lap 6, I had the thought: “If I had just started months ago, this would feel easier.” And while I was half-dead at the time, the thought was spot on. Results don’t show up overnight. They show up after consistency, after time, after putting in the reps.

And you know what else works that way? SEO.

So, how long does SEO really take?

Most people want overnight results, but SEO doesn’t work like flipping a switch.

• Small signs of progress can start in 3–6 months
• The bigger, more consistent results show up in 6–12 months

That’s because Google is in no rush. It’s analyzing your site, comparing it to competitors, and looking for signals that say you’re trustworthy. Which takes time.

Why it takes Google so long to notice you

1. Crawling and indexing aren’t instant

Google has to actually find your site, scan it, and add it to its massive index before you can even think about ranking. For new pages or new websites, this doesn’t happen the same day you publish.

2. Trust has to be built

Google isn’t just looking at your keywords. It wants to know if your site is credible, consistent, and valuable to searchers. That kind of trust is built over months, not days.

3. Competition is fierce

If you’re targeting a keyword your competitors have been working on for years, Google will need more convincing before it pushes your new content ahead of theirs.

4. Content age matters

Google likes to see content that “ages well.” A page that’s been live, updated, and getting clicks over time signals more reliability than something brand new.

What you can do while you’re waiting

Just because SEO takes time doesn’t mean you should sit back twiddling your thumbs. There are plenty of things you can do right now that speed up visibility and show Google you’re active.

• Add new pages
  Service pages, location pages, portfolio entries — every fresh, useful page is another signal that your site is growing.
• Blog consistently
  Regular posts help search engines see you as active, relevant, and worth revisiting.
• Update old content
  Refreshing pages with new info, better formatting, or updated keywords tells Google you’re maintaining your site.
• Improve site speed and mobile experience
  Google cares about user experience. Faster load times and mobile-friendly layouts send all the right signals.
• Earn links from other sites
  A backlink is like a vote of confidence. The more credible sites link to yours, the faster Google takes you seriously.
• Stay active on your site
  Upload images (with proper alt text), optimize product/service descriptions, and keep your site fresh. Google notices when you’re regularly putting in the work.

Why starting now matters

Every October, my inbox fills with emails like:
“I need my site ready before Black Friday — can we make this happen?”

And while a quick design sprint can sometimes work, SEO doesn’t run on panic mode. If you start in October, Google won’t really start noticing until January or later.

The businesses that thrive during their busiest season are the ones who started months ago — giving Google time to crawl, index, and reward their consistency.

Don’t wait until Lap 6

Think of it like training. If you wait for the “right time,” you’ll still be at Lap 1 when everyone else is hitting their stride. Start now, and future-you will thank you.

Book a project or schedule a call and let’s build your SEO foundation now.