At Master of One Marketing, I’ve talked a lot about setting expectations with clients, especially when they have unrealistic ones. It’s human nature to want results immediately, but in search engine optimization (SEO), everything takes time.
The Initial Jump: Why It’s Misleading
When you start working with an agency, you might see an initial spike in performance. This often happens because of citation and backlink updates. Many agencies use citation suppression services like Yext or Uberall, which clean up inconsistencies in your business listings and consolidate authority to your site. That sudden influx of backlinks signals to Google that your authority has increased, giving you an early boost. This is what we call off-site SEO—optimizations that happen outside your website but still impact rankings.
Another critical factor is optimizing your Google My Business (GMB) profile. Ensuring all links are correct, incorporating relevant keywords (without stuffing), and structuring your profile properly can improve visibility. Additionally, submitting an XML sitemap tells Google exactly what pages exist on your site, making it easier to index your content.
These initial optimizations create a peak, but many businesses misunderstand what comes next. SEO isn’t a straight line up—it’s a series of peaks and valleys. After that early boost, a plateau or even a dip is normal before climbing again.
The Pitfalls of Agency Hopping
One of the biggest mistakes businesses make is jumping from agency to agency when results aren’t immediate. No reputable agency will intentionally harm your rankings, but switching providers means losing access to certain paid tools and services. For example, if your previous agency paid for Yoast SEO Premium or Yext, and your new agency doesn’t, Google may interpret the removal of those optimizations as a drop in authority.
Beyond losing access to tools, switching agencies means starting over. Every new team has to:
- Review credentials and accounts
- Reinstall SEO tools and plugins
- Conduct a full site audit
- Rebuild tracking systems
This isn’t a seamless transition—it’s a reset. Many businesses don’t realize that each time they switch, they delay progress. If you check tools like SEMrush or Ahrefs, chronic agency-hoppers often have volatile traffic trends, showing erratic ups and downs.
SEO Takes Time—And More Money Speeds It Up
Moz, one of the most respected SEO authorities, has published extensive research showing that backlinks can take up to six months to have a real impact. So, if you start with an agency and your domain authority remains stagnant after a couple of months, that’s completely normal. As Moz explains, “Domain Authority is a comparative metric rather than an absolute ranking factor,” meaning it’s best used to gauge progress against competitors rather than as a standalone indicator of success. For a deeper dive into how domain authority works, check out Moz Domain Authority
SEO is never a quick fix. Lower-cost SEO packages aren’t ineffective, but they focus on foundational work like citations, keyword mapping, and basic content updates. More aggressive strategies—like frequent content creation and backlink building—require greater investment. Clients paying $3,000 per month will progress at a different rate than those paying $30,000 per month, simply because larger budgets allow for more content, increased word count, and a greater number of blogs, along with stronger backlinks and more extensive technical improvements.
This aligns with what I discussed in my blog on The 10% Rule in Marketing. Businesses that invest at least 10% of their revenue into marketing tend to see stronger, more sustainable growth. If you’re only allocating a small budget to SEO, you need to set expectations accordingly. Higher investment doesn’t just mean more content; it means a more aggressive approach to ranking, acquiring backlinks, and creating authority in your space.
How to Be a Better Client When Working with a Marketing Agency
To further maximize your SEO investment, it’s important to approach your agency relationship strategically. In a previous blog, How to Be a Better Client When Working with a Marketing Agency, I outlined key ways businesses can improve their experience when working with an agency. Some of the key takeaways include:
- Understanding your contract – Know exactly what services you’re paying for and what’s outside the scope.
- Being clear about your needs – Communicate what success looks like for your business.
- Setting realistic expectations – SEO is a long-term game, and patience is required.
- Engaging early and often – The first month is critical to getting things set up properly.
- Understanding the value of expertise – You’re paying for years of experience, not just time spent on tasks.
By applying these principles, you can avoid common pitfalls and make the most of your SEO strategy.
The Gym Analogy: SEO and Long-Term Success
Think of SEO like going to the gym. You won’t see results immediately, but consistent effort over time leads to progress. If you switch personal trainers every few months, each one has to reassess your fitness level, adjust your program, and start fresh. Similarly, if you stop working out altogether, you lose muscle. The same applies to SEO—if you stop investing, your rankings decline.
Algorithm updates are like injuries. They might slow progress, but a good agency will adapt and continue improving your strategy. Success isn’t about avoiding setbacks—it’s about pushing through them with consistency.
Adding “Steroids” to SEO: Paid Ads and Increased Investment
If you want faster results, there are ways to accelerate growth—just like in fitness.
- More backlinks and content – Increasing investment in content and link-building efforts can speed up results.
- Paid ads – Running PPC campaigns alongside SEO efforts can drive immediate traffic while organic rankings improve.
Paid ads work particularly well because SEO already provides valuable keyword data. This means you can refine your paid strategy using insights from organic search trends.
Final Thoughts: Stick with the Right Agency
Jumping from agency to agency doesn’t create success—commitment does. If you’re serious about long-term growth, find an experienced agency with a solid track record and give their strategy time to work. The businesses that understand SEO is a long game are the ones that ultimately win.
Remember, SEO isn’t about quick fixes—it’s about sustained effort. Just like hitting the gym consistently leads to gains, sticking with a strategic SEO plan will deliver long-term results.