Why Does SEO Take So Long? A Case Study of a Therapist Website That Finally Saw Results

Why Does SEO Take So Long? A Full Case Study of a Therapist Website That Finally Saw Results

If you’ve ever asked, “Why does SEO take so long?”, you’re not alone. Many business owners, especially those with service-based websites, expect results in weeks—but SEO doesn’t work that way.

This detailed case study walks through how a Squarespace therapist website—live since 2020 but invisible on search engines—finally gained visibility after years of struggling. It’s a real-world example of how SEO works, why it’s a long-term process, and what kind of results you can realistically expect.

But before we get into the specifics of what we let’s take a moment and appreciate the current snapshot of their progress (the image under the title).

This is a great testament to how our strategy works and how it continues to work even after our campaign.

Want to learn how to do SEO step by step, without the jargon?

 

The Challenge: An Aged Website but Invisible

The website in question was a Squarespace site launched in 2020. Despite being online for over four years, the therapist behind the site saw almost no visibility in search results.

When I first audited the site in mid-2024, a 16-month lookback in Google Search Console showed only 3,690+ total impressions—that’s just 7–8 daily impressions. It was barely getting found. This is a prime example of why domain age alone doesn’t guarantee SEO success. Just because a site is old doesn’t mean it’s optimized.

Why Does SEO Take a Long Time?

SEO is a slow process because of how search engines evaluate, trust, and rank websites. It involves:

• Google needing time to crawl and index new or updated content

• Building topical authority through high-quality content and backlinks

• Competing with websites that have already established ranking power

• Adjusting over time as search engine algorithms evolve

Even this aged website had to wait months before seeing meaningful growth—and for new websites, the timeline is typically longer (6–12 months).

The Initial Audit: Minimal Visibility and No Strategy

Here’s what we found during the initial audit in July 2024:

Initial Metrics Snapshot

16-month impressions total: ~3,690
Pages optimized for search: None
Blog activity: Inactive
Service/Location pages: Missing or generic
Backlinks: Very few, mostly low-authority

• The site had minimal technical SEO done

• Poor keyword targeting on pages

• No structured location or service page strategy

• No regular blog content

• Minimal backlinks

In other words, it had been live for years but wasn’t set up to be found.

The SEO Strategy: Structured and Sustainable

To turn the site around, we didn’t rely on shortcuts or trendy SEO tricks. Instead, we built a carefully layered strategy that addressed the core components of long-term search visibility. The goal was not only to get the website ranking during the campaign but also to equip the client with everything they needed to sustain growth well after the project ended.

Month 1: Technical & On-Page Optimization

We started by addressing the basics:

• Fixed redirects and crawl errors

• Cleaned up internal linking

• Added structured metadata and headings

• Improved site speed and mobile usability

We also identified low-hanging opportunities and optimized existing service pages to target relevant, local keywords.

On this first month, we were able to improve the initial metrics of the website.

The first month focused heavily on identifying and correcting the foundational issues that were preventing the site from gaining traction. We conducted a comprehensive technical audit to uncover crawl issues, redirection problems, and opportunities to strengthen internal linking. Every technical fix was aimed at making the site easier for search engines to crawl and understand.

At the same time, we overhauled the site’s on-page SEO. This involved rewriting page titles and meta descriptions to better reflect keyword targets and user intent, structuring headers properly, and ensuring content hierarchy was clear and optimized. These changes may seem small in isolation, but together they laid a solid base for Google to begin interpreting the site’s relevance in the therapist’s local niche.

While on-page and technical work is crucial, a site also needs to demonstrate trust and authority. We implemented a straightforward but effective off-page SEO strategy. This included acquiring backlinks from niche-relevant websites, building citations in local directories, and creating connections that would improve the website’s Domain Rating and topical authority.

Rather than aim for volume, we focused on quality and relevance, making sure that each link pointed to valuable content and supported the overall SEO goals.

✅ Month 2–3: Content Creation & Authority Building

With the technical health improving, we moved on to building out the site’s relevance in its field. We created additional service pages that were specifically tailored to different therapy offerings and their corresponding target keywords. These weren’t just generic landing pages—we crafted them to match real user search queries, with content that addressed pain points, benefits, and local context.

In addition, we developed location pages to help the site appear in geographically relevant searches. This was a key component for local SEO. We ensured these pages followed a repeatable template, making it easy for the client to create additional pages in the future without needing technical assistance.

Content didn’t stop there. After identifying the most commonly searched questions and problems clients in this therapy niche were trying to solve, we launched a blog strategy. We focused on publishing content that addressed these client pain points—blogs that not only targeted valuable keywords but also provided real answers and support for potential clients.

The first two months of content creation were focused on developing the foundational pages (services and locations), but by the third month, we began introducing blog content. We provided the client with a content calendar, optimized templates, and clear guidance on how to continue publishing effectively.

Below is a summary of what we did.

• Created dedicated service and location pages to increase visibility for “near me” searches.

• Researched and planned blog topics focused on client pain points using targeted keyword research.

• Published content templates for ongoing use post-campaign.

• Implemented a light off-page SEO strategy: niche backlinks, citations, and guest posts.

These efforts helped Google recognize the site’s relevance and topical authority.

✅ Month 4–6: Performance Monitoring & Final Deliverables

In the final months, we:

• Delivered templated blog and location pages for future use

• Provided video walkthroughs on how to update content, apply internal linking, and track progress

• Reviewed Google Search Console and Analytics data for wins and next steps

• Ensured the client could sustain SEO independently

One of the most important parts of this campaign was preparing the client for independence. We didn’t want the improvements to stall the moment the project ended. That’s why we built templated versions of location and blog pages the client could easily adapt on their own. These templates were designed to maintain SEO best practices, so any new content created after the campaign would still support rankings.

To support this further, we created custom video guides. These tutorials walked the client through how to publish new content, apply keyword targeting, monitor performance in Google Search Console, and maintain technical health. We included these in the final SEO report so that the client had a complete reference library moving forward.

This approach ensured that the SEO improvements would not fade over time. Instead, they would act as a strong foundation the client could continue building on—without needing to rely on ongoing retainers or external consultants.

The Results: Why SEO Is Worth the Wait

By December 2024 (6 months later):

• Impressions surged (see above screenshot data from Google Search Console)

• The site began ranking for service-specific and branded keywords

• Visibility improved for local queries in the therapist’s city

• The domain had increased authority and backlinks

• Site health and crawlability dramatically improved

• Impression growth: Clear lift after mid-September

• Keyword variety: More diverse, relevant terms appearing

• New backlinks: Increased topical authority

• Click-through rate: Improved due to better page titles/meta

Below are the improvements regarding their Site Health, and Backlinks.

 

Why This Case Proves SEO Takes Time

Even with:

• An aged domain (or domains that are more than one year since first set to live)

• Immediate implementation of SEO best practices

• Solid technical foundation

• Fresh, optimized content

…it still took 2–3 months before seeing momentum and 6 months for strong, measurable results.

For new websites, the wait can be longer because:

• There’s no crawl history or authority

• They need more content to build relevance

• Backlinks take longer to earn

• Google places new domains in a “sandbox” period of cautious trust-building

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Common Questions Answered

Does SEO Work Immediately?

No, SEO doesn’t work immediately—and that’s by design. When changes are made to a website—whether technical fixes, content updates, or new page publications—search engines need time to discover, crawl, and index those changes. After indexing, the content must still be evaluated for relevance, quality, and trustworthiness compared to competing pages.

Search engines like Google also assess user behavior over time and reward consistency. This means that while small improvements in impressions or keyword visibility might appear around the second or third month, more substantial traffic and ranking results typically become visible between the fourth and sixth month.

For new websites, this timeline can be even longer. With no existing authority or domain history, search engines are more cautious about ranking new content highly.

Is SEO a Slow Process?

Yes, SEO is inherently a slow process, and that’s what makes it reliable. Unlike paid ads, where visibility stops the moment the budget runs out, SEO builds organic equity over time. Search engines are designed to surface content that consistently proves its value to users.

This long-term approach means that quick fixes or shortcuts usually don’t work. Instead, algorithms reward websites that invest in quality, helpful content, technical integrity, and genuine user engagement over time. While slow to start, the results of SEO are more sustainable and scalable in the long run.

What Are the Four Stages of SEO?

1. Audit and Strategy
   The first step involves a detailed analysis of the website’s current performance, structure, keyword usage, and competitive landscape. This stage identifies what’s working, what’s broken, and where opportunities exist. It also sets clear goals and timelines.

2. Technical and On-Page Optimization
   Once the strategy is set, technical improvements are made to ensure search engines can access and understand the website. This includes fixing crawl issues, improving mobile usability, optimizing metadata and headers, enhancing site speed, and making internal navigation clearer.

3. Content Development and Publishing
   Content is developed to address user needs and search intent. This may involve creating new service and location pages, publishing blog articles, or rewriting existing content. The goal is to build relevance, answer questions, and attract organic traffic for targeted keywords.

4. Off-Page SEO and Performance Tracking
   This stage focuses on building authority by earning backlinks from relevant websites, increasing mentions in local directories, and promoting content. Simultaneously, tools like Google Search Console and Analytics are used to measure performance and guide further improvements.

How Do I Know If My SEO Is Working?

To determine whether your SEO efforts are delivering results, you need to track specific metrics using tools like Google Search Console, Google Analytics, and third-party platforms.

Key indicators include:

• Impressions: A rising number of impressions in search results signals that your content is becoming more visible.

• Clicks: An increase in clicks shows that users are engaging with your listings.

• Indexed pages: Ensures that Google is crawling and including your content in search.

• Keyword rankings: Improvements in the position of your target keywords indicate progress.

• Backlinks: An increase in high-quality backlinks shows that your content is earning trust and credibility.

If these metrics are moving in the right direction, it’s a good sign your SEO is working—even if traffic growth is gradual at first.

Can You Overdo SEO?

Yes, overdoing SEO can be just as harmful as doing nothing at all. Common forms of over-optimization include keyword stuffing, overuse of internal links, publishing thin or duplicate content, and acquiring low-quality backlinks.

When SEO becomes too aggressive or unnatural, it can lead to penalties from search engines or a decline in user experience. Effective SEO should feel seamless—it should support content that is valuable, relevant, and easy to understand, not content that is obviously written for the algorithm.

How to Rank Faster in SEO?

There are no guaranteed shortcuts, but there are ways to accelerate progress through smart, focused action. One of the best ways to rank faster is to target low-competition, long-tail keywords. These are more specific phrases that may have lower search volume but higher intent and easier ranking potential.

Optimizing service and location pages is also essential, especially for local businesses. Ensuring that each page has a clear keyword focus, structured layout, and relevant content helps improve local search rankings. Internal linking is another powerful yet often overlooked tactic. It helps distribute authority across your site and allows search engines to understand the relationship between pages.

Consistency in publishing is also important. Regularly updating your website with high-quality blog posts or new pages signals freshness and commitment to your audience.

Finally, keeping your technical SEO strong—clean site architecture, mobile responsiveness, fast loading speed—ensures that all other SEO efforts are properly supported.

The Best Part? Growth Continued After the Campaign

Even after our engagement ended, the site continued improving. Why?

Because we gave the client:

• A replicable SEO framework

• Templated content formats

• Video guides on how to maintain performance

• A strong baseline of authority and visibility

This case proves that long-term, strategic SEO is more powerful than short-term hacks or one-time fixes.

Final Thoughts: Why Does SEO Take So Long?

SEO takes time because it’s meant to last. You’re building something that compounds in value over time—like equity.

If you’ve worked with multiple SEO providers and still haven’t seen results in 6–12 months, it’s likely they didn’t address the core issues your site needs:

• Technical SEO

• Content targeting

• User intent alignment

• Local relevance

• Authority building

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Ready for SEO That Actually Works?

If you want SEO that’s designed for sustainable success, not just a temporary spike, reach out. Whether your site is brand new or aged but underperforming, I’ll help you build a foundation that keeps delivering—even long after our campaign ends.