Google’s John Mueller answers the question, “How long does SEO take for new pages?” in the latest installment of Ask Googlebot on YouTube.

This is a loaded question, and Müller even jokes at the beginning of the video about not giving his typical “it depends” answer.

Here is Mueller’s answer on how long SEO takes.

Müller on SEO for new pages

Mueller approaches this question by breaking his answer down into two parts: indexing and Speed ​​things up.

Google indexing

When a new page is published it can take anywhere from hours to weeks to get indexed.


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Mueller suspects that most good content will be ingested and indexed within about a week.

Sometimes there are technical problems on the web that make it take longer, and sometimes Google’s systems are busy doing other things.

With that in mind, there are a few things website owners can do to make crawling and indexing faster.

Speed ​​up crawling and indexing

To speed things up, Mueller recommends the following action points.

Prevent server overload
Make sure your server can process a reasonable number of requests in a timely manner.

As your server slows down, search engines tend to slow down.


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Prominent internal links
Link your new internal pages clearly visible on your website.

The easier it is for Google systems to see which pages you consider important, the easier it is to prioritize crawling and indexing.

For example, on an ecommerce site, it is helpful to have links to new products on the home page so that Google doesn’t have to search through multiple categories to find them.

Avoid unnecessary URLs on your website
Go through your website and clean up any URLs that you no longer need.

Search engines get bogged down trying to figure out all of the URLs on a website and may miss the ones that matter to you.

Keep the website quality high
The easier it is for Google to spot a website that is critical to users on the web, the better it can prioritize the website for crawling and indexing.

There are many aspects to consider when it comes to making new pages visible in Google search.

There is no absolute schedule for any of these steps, says Mueller, and the steps can change over time.

In addition to addressing technical issues, Mueller emphasizes the importance of keeping an eye on the overall quality of the website.

After all, there is no guarantee that Google will index a particular page. Most search engines don’t index a lot of content on the web. Even if something is indexed, it won’t necessarily be displayed to users. And it can fall out of the index over time.


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For more information, see the full video below:

Connected: Three things affect how long SEO takes to get results.