How Long Does SEO Take? A 90-Day Ramp That Actually Works
- CodeMasters Marketing
- 4 hours ago
- 16 min read
“How Long Does SEO Take” isn’t a trick question—it has a practical answer if you follow a tight plan. Most sites see early impression gains in 2–4 weeks, meaningful clicks in 6–10 weeks, and steady leads between weeks 8–12 when technical issues are fixed, money pages are clear, and your Google Business Profile is complete with real photos and reviews.
In competitive niches or larger cities, pushing core services into the local top-3 can take 3–6 months. The curve is faster when pages include real pricing ranges, timelines, and local proof instead of generic copy. If you’d rather skip the DIY plan and have us run the ramp for you, see our Search Engine Optimization service.
TL;DR
Timeline: Impressions 2–4 weeks → clicks 6–10 weeks → steady leads 8–12 weeks. Top-3 for primary services: 3–6 months in tougher markets.
What moves the needle: Fast mobile load (≤2.5s LCP), clean indexing, 3–5 robust service pages, consistent GBP reviews/photos, and internal links from helpful posts to money pages.
Cadence to keep: Ship one service expander + one “help-now” post weekly; request 2–3 reviews/week; publish short job recaps with suburb names.
How to fix stalls: Rewrite titles for intent + place + outcome, answer the exact queries sitting in positions 6–12, and merge thin/duplicate pages.
Weeks 1–4: Lay the Tracks and Remove Friction
The first month is about being easy to crawl and easy to choose. You’re not trying to win the race yet; you’re clearing the track so progress is visible in Search Console and in your call logs.
1.1- Your 30-day goal
By day 30, Google should be indexing the right pages, your mobile load time should feel instant enough, and your top money pages should read like they belong in this region. Your GBP should be accurate, photo-rich, and ready to convert.
1.2 - The KPI picture (baseline → week-4 target)
1.3 - Make the site fast enough on a phone
Speed is a trust signal. On mobile, aim for an LCP at or under 2.5 seconds on your homepage and service template. Compress the hero image below 150 KB, serve WebP/AVIF, and preload your main font. If you’re on a slow shared host, a LiteSpeed stack or Cloudflare cache often drops about a second without touching design.
Not sure what’s blocking you? Run a fast check with our Local SEO Audit for Hamilton
Tip: Cut unused scripts before you chase advanced optimizations. Removing one heavy slider or chat widget can outperform hours of minification work.
1.4 - Fix indexing so real pages can rank
Google should only see the versions of pages you intend to rank. Submit a clean XML sitemap. Remove soft 404s and dead city pages that say nothing. Make sure canonical tags point to the live URL you want, not to a template or query-string variant.
Example (Hamilton plumber): If “/drain-cleaning-hamilton” canonicals to “/services,” Google will keep ranking the generic page. Fix the canonical, resubmit the URL in Search Console, and watch it enter the top-50 within two crawls.
1.5 - Use internal links like signposts
Think of internal links as directions for both people and crawlers. From the homepage, add a small “Top Services” block near the footer that links to your money pages. On each service page, link naturally to two related services inside the body copy. Short, descriptive anchors beat “learn more.”
Tip: Add a “Related work in [Neighbourhood]” paragraph on relevant posts. It creates a natural, local internal link without looking like SEO paint.
1.6 - Upgrade your 3–5 money pages
These pages do the selling. Give each one a human, problem-first intro (80–120 words), a plain-language scope of work, and honest pricing ranges so readers can qualify themselves. Add two or three micro case studies mentioning real suburbs—Ancaster, Stoney Creek, Dundas—plus five to eight concise FAQs.
Example opening (Drain Cleaning – Hamilton):“Slow drains and gurgling toilets usually mean a partial blockage—grease, wipes, or roots in older Stoney Creek lines. We clear most clogs the same day in Hamilton and nearby, and we’ll show you the camera video if we suspect roots so you’re not guessing.”
Tip: Use three to five original photos with descriptive alt text, like “Sewer camera inspection on Queen St S, Hamilton.” Real images beat stock for both trust and local relevance.
1.7 - Tune your Google Business Profile for conversions
Your GBP is often the first impression. Set the precise primary category, define a service area you actually cover, and write one-line descriptions for 8–12 services. Upload at least ten real photos across exterior, interior, team, and work examples.
Add “products” for fixed-fee or popular services. If you run an offer—like “First month free (up to $350 off) on website subscriptions”—include an end date and a tracking code on the button so you can see if calls lift when the offer is live.
Tip: Ask past clients for reviews steadily, not in spikes. Two to three reviews a week, each mentioning the service and suburb, looks natural and lifts map visibility.
1.8 - Add a few Ontario-relevant citations
You don’t need hundreds. Claim and correct the big ones (Google, Apple, Bing, Facebook), then a handful of local/trades directories like 411.ca, Goldbook, HomeStars, TrustedPros, or your BIA/Chamber. Keep your address format and phone number identical everywhere.
Example: If your sign reads “Unit 1,” don’t write “#1” on another listing. Consistency prevents duplicate listings and ranking dilution.
1.9 - Publish three helpful posts that point to money pages
In weeks two to four, add short, useful articles that answer urgent questions and send readers to the right service page.
“Emergency [Service] in Hamilton: What to Do First and Typical Arrival Times”
“[Service] Pricing in Ontario: What Affects the Quote and What’s Included”
“DIY or Call a Pro? A 10-Minute Checklist for [Service]”
Each post should end with a brief local CTA and a text link to the matching service page. Keep the tone practical and specific.
Tip: Add a one-page PDF checklist as a content upgrade. Even a simple “First-Hour Actions” sheet increases bookmarks and return visits.
1.10 - Quick Win Checklist (Weeks 1–4)
LCP ≤ 2.5s on homepage + service template
Valid sitemap submitted; real pages indexed
3–5 service pages upgraded to the 5-section template
GBP: categories, services, products, 10+ photos, one live offer
6–10 citations updated (Ontario-relevant)
2–3 internal links added from blog → services per post
5+ new reviews with service + suburb mentions
3 helper blogs drafted/published with CTAs
Weeks 5–8: Build Momentum with Content + Local Proof
The second month is where rankings start to move in visible chunks. You’ve cleared the technical friction. Now you publish consistently, prove you operate locally, and earn a few real links that actually matter.
2.1 - What success looks like by week 8
You should see more keywords in the top 10, a couple pages flirting with top-3 locally, and steadier calls from the map pack. If impressions rise but clicks don’t, tighten titles and meta descriptions with clearer benefits and suburbs.
2.2 - Content that compounds (ship 1–2 assets per week)
Aim for one service-expander and one help-now post each week. Keep scope tight so you can ship on schedule. For structure and examples, follow our Hamilton SEO services playbook.
Service expanders (choose two first)
“[Main Service] in [Neighbourhood]: What We Check, Typical Parts, Real Timelines”
“Emergency [Service] After Hours: What Costs Change and Why”
“Maintenance Plans for [Service]: What’s Included, What’s Optional”
These pages interlink to the core service page and mention real nearby areas (Ancaster, Stoney Creek, Dundas, Burlington) without stuffing. Add one short case blurb with a street or landmark when you have it.
Help-now posts (choose two next)
“How to Diagnose [Symptom] in Under 10 Minutes (Before You Call)”
“[Service] Cost in Ontario: Low/Typical/High with Examples”
“Warranty and Code Basics Homeowners Ask About in Hamilton”
Each post ends with a text CTA to the matching service page and a phone link.
2.3 - On-page tweaks that lift clicks
Rewrite titles for intent + place + outcome, not just keywords.
Keep meta descriptions under ~150 characters and promise a concrete outcome (arrival window, warranty, quote clarity).
2.4 - Local proof that moves the needle
Post one job recap per week on GBP with two photos and a 2–3 line narrative: the problem, the fix, the suburb. Mirror that recap on your site’s “Recent Jobs” or the relevant service page. Consistency beats polish. To reinforce place signals on posts and job recaps, see how to use geotags in blogs to boost local visibility
Tip: Ask the customer for a review within 24–48 hours while details are fresh. Offer a simple prompt: “If you can, mention ‘[service] in [suburb]’ so people know we helped with the same issue.”
2.5 - Links without the headache
You don’t need dozens. You need a few that make sense for a local business.
Supplier or distributor profiles (where you actually buy parts).
Local BIA/Chamber member directory with a proper description.
A short how-to guest tip for a neighbourhood blog or community association.
Keep outreach short and specific: one paragraph, one ask, one benefit to their readers. Link to a genuinely useful page (your help-now post), not just your homepage.
2.6 - KPI snapshot (end of week 8)
If you’re behind: check title tags for intent, make sure new posts point to money pages, and confirm your GBP “products” and “services” are complete. One tightened title can move CTR by 20–40% on its own.
Weeks 9–12: Convert and Stabilize
The third month is about holding your gains, nudging a few winners into top-3, and turning curious visitors into booked jobs. You’ll polish conversion elements and double down where data says you’re close.
3.1 - Turn traffic into bookings
Add simple proof and clarity where people decide.
What to tighten this month
Add mini testimonials with suburb tags on the top three money pages.
Show one simple price range table where it helps buyers qualify.
Place a “Call Now” button above the fold on mobile, and a second CTA mid-page.
Example range table (kept honest):
For a quick ballpark tailored to your scope, try our SEO Cost Estimator.
3.2 -Ship two “credibility assets”
Pick the pair you can execute quickly.
A 60–90 second explainer video recorded on a real job, embedded on the matching service page.
A one-page downloadable checklist (PDF) that mirrors your help-now post. Link it in the first screenful.
These raise dwell time and lower bounce, which often coincides with better rankings on those pages.
Want proof this approach works in Ontario markets? Browse our SEO case studies
3.3 -Keep reviews steady and specific
Ask for 2–3 reviews per week. Provide a tiny script: what you fixed, how fast, and the suburb. Even spacing looks natural to Google and feels real to humans.
3.4 -Nudge “almost there” keywords
Use Search Console → “Queries” for each money page. If you see terms sitting in positions 6–12, add a short paragraph that answers that exact query in plain language, and include it as a subheading. Internal link one supporting post to that section. Small, precise changes often pop a page into the local top-3.
3.5 -KPI snapshot (end of week 12)
If leads lag while rankings look good, revisit your offers and page clarity. The fix is usually simpler forms, clearer price ranges, or a tighter CTA.
3.6 - What the end of month three should feel like
Your Search Console graphs smooth out: fewer dips, a higher floor. A handful of pages sit comfortably in the local top-3. Calls arrive on quieter days because your GBP and titles explain the outcome, not just the service. You’re not done—SEO never is—but you have a repeatable cadence that keeps stacking wins.
Months 4–6: Reset, Then Scale What’s Working
Month four begins with a reality check. You’ve shipped a lot. Now you prune, double down, and add one or two assets that make the next six months easier.
4.1 - Reset the Baseline
Open Search Console and GBP. Tag pages as winners, almost there, or merge candidates. Winners get protection and light polish. “Almost there” pages get a precise update aimed at a single query sitting in positions 6–12. Merge candidates get folded into the strongest URL with a 301. When you publish or merge pages, this walkthrough shows how agencies speed up crawling: Rapid URL Indexer
4.2 - Tighten the Offer and CTAs
Move the promises that drove calls—same-day windows, camera proof, “no weekend surcharge”—into titles, first paragraphs, and above-the-fold buttons on mobile. Keep forms short. Clarity beats clever.
4.3 - Ship One Authority Piece
Pick one topic you want to own locally. Make a page that’s genuinely useful: a clear intro, a cost table, two local mini-cases, and a short “what to do first” section. Link it from every relevant service page and use it as your safest outreach target.
4.4 - Add a Lightweight Conversion Tool
A tiny calculator or checker increases dwell time and gives partners a reason to reference you. Keep inputs minimal and show an honest range with a “Book Now” button. Example:
Sump Pump Replacement Estimator with “pump type” and “backup yes/no,” returning a sensible range and timeline.
4.5 - Stabilize Reviews
Ask for two to three reviews per week. Provide a one-line prompt: mention the service and the suburb. Even pacing looks natural and steadily lifts map visibility.
4.6 - Turn Jobs into Proof
After each job, post a three-line recap with two photos and the suburb. Mirror it on GBP and on the matching service page. Over time this creates a living portfolio that buyers and Google both trust.
4.7 - Clean Up Weak Pages
If two posts chase the same term, combine them. If a city page lacks substance, add real proof—photos, timelines, local quotes—or retire it. Fewer, stronger pages rank more consistently.
4.8 - Month 4–6 KPI Guardrails
Tip — Protect the Winners: avoid layout overhauls on pages already in positions 1–3. Add a testimonial, embed a short explainer, or clarify a price range. Keep the URL and headings stable.
FAQs, Timelines, and the “When Do Leads Start?” Reality
Most teams ask the same questions in month one and month three. The answers don’t change, but your confidence in them should.
How Long Until We See Results?
Expect impressions in two to four weeks, meaningful clicks in six to ten, and steady leads between weeks eight and twelve. Primary services in tougher suburbs may take three to six months for top-3.
Why Do Impressions Jump Before Clicks?
Eligibility arrives first. If CTR lags, rewrite titles around intent, place, and outcome—“Same-Day in Hamilton,” “Camera Proof,” “No Weekend Surcharge.” Keep meta descriptions under ~150 characters with one concrete benefit. If AI answers matter to your funnel, here’s how to get featured in AI search results on modern assistants
Do We Need City Pages for Every Town?
Only if you can prove you work there. Real photos, micro-cases, and accurate arrival windows beat templated copy. Two strong pages outperform ten thin ones.
How Many Backlinks Do We Need?
Fewer than you think. A supplier profile, a chamber/BIA listing, a community feature, and a couple of natural mentions to a strong guide or tool can be enough—provided on-page and GBP are tight.
What If Rankings Stall at Positions 5–8?
Answer the exact query you’re missing. Add a short section under a clear subheading that addresses that question in plain language. Point one supporting post to it. Small, precise edits often nudge pages into the pack.
Should We Publish Daily?
No. Publish consistently. One service expander and one help-now post per week is sustainable and measurable. Quality and internal links matter more than volume.
Is Paid Traffic Required?
Not required, but helpful. A small branded or remarketing budget smooths the ride while organic compounds. Treat ads as a stabilizer, not a crutch.
What Causes Dips After Gains?
Common culprits are thin supporting pages, title rewrites that lost the promise, or reviews slowing to zero. Revert winning titles, merge weak posts, and restart steady review requests.
90-Day Timeline (At a Glance)
Simple Tools You Can Ship This Month
A price-range estimator with two inputs, an “Is this an emergency?” checker that routes to the right CTA, or a printable first-hour checklist. These lift engagement and create natural outreach hooks.
Ontario-Specific Touch That Helps
Use honest arrival windows by suburb: “On-site in 90 minutes in Hamilton proper; same-day in Burlington/Oakville.” It reads true and converts better than broad claims.
When Do Leads Typically Start?
For most Ontario SMBs that follow this ramp, weeks eight to twelve feel different. By month six, the slow days still produce work because your service pages, reviews, and GBP tell the same clear story.
Final Tip — Keep the Cadence
Every Monday, pick three moves: one technical tidy-up, one content ship, and one local proof action. That rhythm—not a single hero post—is what gets you to stable top-3 and keeps you there.
Templates, Scripts, and Tiny Things That Move the Needle
This is the part that saves hours. You don’t need elaborate systems to look local and credible. You need repeatable words that feel human and precise.
6.1 - Review request (text or email)
Send it within 24–48 hours while details are fresh. Keep it short and specific.
Script: “Thanks again for choosing us for your [service] in [suburb]. If we solved the issue, a quick review really helps neighbours find us. If you can, mention the service and area so others know we handle the same work here. Link: [short review link].”
One sentence says “service,” one says “place.” That’s all you need.
6.2 - Job recap for your site and GBP
Two images and three lines beat a long case study no one reads.
Format:
Problem in one line.
What you did in one line.
How long it took and the suburb in one line.
Example: “Kitchen sink backing up after dinner rush. Cleared grease blockage and inspected with camera. 45 minutes on-site in Stoney Creek.”
Post it as a GBP update and on your site’s Recent Jobs or the matching service page.
6.3 - Title rewrites that lift CTR
Write for intent, place, and outcome. Then keep it under ~60 characters.
If impressions climb but clicks don’t, update the promise, not just the keyword.
6.4 - Internal link sentence you can reuse
Drop this near the middle of a related post or page.
Sentence: “If you’re weighing next steps, our [service page name] explains typical costs, timelines, and what we do first in [city/suburb].”
Anchor the exact service name. Keep the place name in the sentence, not the anchor.
6.5 - Light outreach that actually gets a link
Keep it one paragraph. Offer one useful page, not your homepage.
Script: “Hi [Name] — we put together a plain-language guide to [topic] with a price range table and a 10-minute checklist that homeowners in Hamilton ask us for. If you’ve got a resources page for [neighbourhood/community], would this help your readers? If so, happy to tweak it to mention your area specifically.”
Local sites say yes to help, not to pitches.
6.6 - A tiny calculator that converts
Simple wins. Two inputs, one output, no forms required to see results.
Wireframe logic: “Choose symptom” + “Home type” → show a typical price range and time window, then a “Book Now” button. Keep ranges honest and include a note when a camera inspection or extra time may be required.
Tools like this raise time on page and give you a natural reason to earn a mention from community or supplier sites.
Dashboards, KPIs, and the Wrap-Up
You’ll know the ramp is working when your graph’s floor is higher and the quiet days aren’t as quiet. A lightweight dashboard keeps you honest without turning SEO into homework.
7.1 - What to track weekly (one sheet, four rows)
Keep a simple snapshot. Don’t chase vanity metrics.
Write the numbers down every Friday. If two weeks dip, make one small fix on a page that’s sitting in positions 5–8.
7.2 - How to read Search Console without overthinking it
Open the page report for each money page. Look at the Queries tab. If you see a recurring question in positions 6–12, add a short section answering it in plain language and link one supporting post to that section. Small, surgical updates move more than big rewrites.
7.3 - A cadence you can keep all year
Mondays are for choosing three moves: one technical tidy-up (speed, indexing, internal links), one content ship (service expander or help-now post), and one local proof (review request or job recap). That’s it. The calendar stays the same even when weeks get busy.
7.4 - When leads typically start
Most Ontario SMBs who follow this ramp feel the difference between weeks eight and twelve. The phone doesn’t ring every hour, but the baseline lifts. By month six, the slow days still produce work because service pages, reviews, and your GBP tell the same clear story.
7.5 - Final word
SEO isn’t magic. It’s momentum. Fix the friction in month one, ship helpful pages in month two, and convert in month three. Keep the cadence, keep the promises tight, and use your neighbourhoods in your language. That’s how you go from invisible to reliable—and stay there.
FAQ: So, How Long Does SEO Take ?
How long does SEO take to show results?
Most businesses see movement in 2–4 weeks (impressions), meaningful clicks in 6–10 weeks, and first steady leads between weeks 8–12—faster if your Google Business Profile and service pages are strong.
When do local Map Pack calls usually start?
For Hamilton and nearby suburbs, calls often pick up around weeks 6–10 once reviews are steady, categories/services are complete, and photos/products are added to your Google Business Profile.
What makes SEO faster or slower in Ontario markets?
Competition, content depth, and technical health matter most. Trades-heavy suburbs (Ancaster, Stoney Creek, Burlington) move quicker when pages include real pricing ranges, timelines, and local proof instead of generic copy.
Do I need a city page for every suburb?
Only if you can prove it. A few strong pages with real photos, micro case blurbs, and accurate arrival windows outperform a dozen thin “Service in City” templates.
How many backlinks do I actually need for local SEO?
Far fewer than you think. A supplier profile, Chamber/BIA listing, one or two community links, and a couple mentions to a useful guide or tool can be enough—provided your on-page work is solid.
How often should I publish during the 90-day ramp?
Keep it consistent: one service-expander and one help-now post per week. Quality, relevance, and internal links to money pages beat raw volume.
Why do impressions rise before clicks—and how do I fix CTR?
Eligibility comes first. If clicks lag, rewrite titles around intent + place + outcome (e.g., “Same-Day in Hamilton,” “Camera Proof”). Keep meta descriptions ≤150 characters with one concrete benefit.
What KPIs should I track weekly to know it’s working?
Watch non-brand top-10 keywords, service pages in local top-3, GBP actions (calls/clicks), and weekly leads. By week 12, expect 40–70 top-10 terms and 2–5 money pages in the local top-3.
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