February 11, 2016

Customer Question of the Month: Why Does Ranking in Google Take Time?

By Megan G.

You are an independent business owner who wants to see your brand blossom and SEO seems like the best way to accomplish that. 

You want to see customers coming through that front door, you want to hear your phone ringing off the hook, and you want hits upon hits on your company website—and you want these results NOW.

This is why, when working with a company that specializes in SEO marketing, you might ask in mild frustration: Why does ranking in search engines take so long?

There is a crucial SEO concept all business owners and website managers must remember—short-term results can equal long-term consequences. Negative consequences. As consumers, we have grown accustomed to instant gratification, but search engine optimization cannot be an industry of quick fixes—not with all of the improvements implemented by Google and other search engines to make their searches more helpful and valuable to web users.  

SEO Offers No Guaranteed Timeline

SEO has the capability of helping sites rank quickly, but could end up being a much longer game, especially for new websites or websites with their fair share of issues. As asserted by Search Engine Watch, ranking also depends on a business’ customers, competitors, and goals—and we haven’t even scratched the surface.

To highlight the influence of competitors, let’s talk about the importance of keywords.

You run a quaint little cafĂ© with mason jar decorations and chalkboard menus. What keywords do you want your business to rank for? Breakfast, pastries, coffee? Let me tell you right now: ranking highly for words like coffee won’t be a walk in the park. Corporate monoliths like Starbucks and The Coffee Bean & Tea Leaf would knock your hipster coffee shop down before you could even think about that coveted local 3-pack in Google Search.  

But, if you start implementing keywords such as locally sourced coffee beans or flavored coffee for the holidays, your business might have a better ranking chance thanks to the specificity of those queries. This example highlights the difference between short-tail keywords and long-tail keywords, and also the difference between what types of content fails and succeeds online.

Search engines—and the people who use them—are becoming more sophisticated as the search technology improves and becomes more ingrained in our daily lives. Google can now understand complex sentences and queries, which is what web users are starting to use for their searches. Many business owners, however, continue using simple keywords with little to no strategy and, in turn, ignore other ways to improve.

Researching what your customers want and crafting web content to adhere to those wants takes time; “roughly five to 50 hours a week” for you or your SEO agency, according to SEW. And that’s only one of the aspects of building a powerful SEO campaign.

Ranking Factors Brought to You by eGumball

Keywords, though crucial, are not the only facets that influence your website’s ranking. Here are a few other factors listed by SEW.

  • On-site optimization; 3 to 50 hours a week.
  • Local optimization; 15 hours a week.
  • Measurement & Analytics; 1 to 2 hours a week.

In addition to being time-consuming, yet integral aspects of SEO, the three above points all have something else in common—eGumball, Inc. can perform all of these tasks for their clients. While measurement and analytics are self-explanatory, let’s dive into what on-site and local optimization means, and why they take some time to help your website rank.

On-site optimization includes tasks such as website design and upkeep, performing background tasks on the site as well as developing a smooth user interface for your potential customers. While a web designer could be employed to create a lovely site, business owners also need to take into account all of the behind-the-scenes SEO work that goes into a successful website. This includes optimizing content (such as keyword selection), site structuring and internal linking, and cleanup of any technical errors.  

Local optimization focuses on the nearby reach of small businesses and is the primary focus of eGumball, Inc. As said in Entrepreneur, “Google loves local businesses.” Thanks to mobile devices, “near me” searches are more common, which means small businesses really need to bolster their local relevance in order to stay in customer consciousness. If your business is on the smaller side, it only makes sense to start serving your immediate area, right?

By managing Google My Business profiles, creating a plethora of local directories, and localizing web content, eGumball crafts a localized campaign for every customer. Ranking of local results, of course, takes time because it involves correcting local citations, localizing content on websites and directories, and continuously managing these profiles and customer reviews. However, the results will be worth it.

Time After Time, Our SEO Experts Can Help

Each of these tasks can take loads of precious time each week, anywhere from 12 hours to 104 hours depending upon how much effort you want to put into your SEO campaign—and a 12-hour campaign really isn’t the way to go if you’re serious about ranking quickly. Notice that all of these tasks are also performed per week, aka ongoing. If you grow lax in completing your regular SEO tasks, this means potentially letting your ranking fall even if you have improved it in the past. This is why entrusting your SEO campaign to an agency can take so much of that stress off of your shoulders.

Perhaps now it’s a clearer why SEO takes some time, especially if a business’ site did not have a great SEO status to begin with or needs to be started from scratch. Here at eGumball, we can assure you that, while your campaign might take awhile, our SEO experts, developers, and content writers are all striving to create a powerful online presence for your business—especially on a local scale.

What pressing questions do you have for Tek Shouts!, the official eGumball, Inc. blog? Let us know in the comment section below and we can address your query in the weeks to come. 


  1. This is great! Thank you!

    1. Thank YOU for reading and engaging with us, Lane!

  2. Great topic - I've noticed when a Google My Business page gets verified and you start to populate the profile with images and some quality "real" reviews that the organic traffic always jumps up.

    1. Yes, sir, Lenny!

      It does appear that optimizing your Google My Business profile the way Google prefers truly helps your business ranking, especially for local searches. I'm curious about your "'real' reviews" comment. Why the quotations?

      Thanks for reading and engaging :)