How Long Does SEO Take to Work?

GScott JohnsonScott Johnson is a top lead generation expert for b2b companies.  Over the last 10 years he has helped some of the top brands in the industrial sector outrank their competition in search engines.

Scott is based in beautiful San Diego, and when he’s not doing SEO, he loves to surf and play chess (but not at the same time.)


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How Long Does SEO Take To Start Working?


In this episode…

What is the difference between your website launching and your website surviving? How do you reach clients and establish lasting connections through your online content?

Scott Johnson knows there’s an opportunity to create a competitive advantage by installing a fast, user-friendly, and easy purchase process. Creative content, website connections, and a technically savvy website will have you edging out your competitors when implemented properly. So, what are the steps you need to take to boost your website’s performance across digital platforms?

In this episode of Key Marketing Group Podcast, host and President of Key Marketing Group, Scott Johnson, talks with Rise25’s Chad Franzen about the power of SEO for launching a brand forward. Scott talks about a particular moment of success for one of his clients, the importance of generating content and connections, and strategic factors that will help you outperform competitors. Stay tuned!

Here’s a glimpse of what you’ll learn:

  • Scott Johnson gives a detailed definition of what SEO can do for your company
  • Scott explains how he led a client through successful strategic planning and to their website launch
  • How can you ensure your webpage is found?
  • Strategy session: three main areas where you should stand out
  • Scott talks about the importance of hiring an SEO specialist
  • Why website connections are important for generating leads
  • Scott shares a specific example of growing a brand’s revenue by 60%
  • The importance of building a solid foundation in SEO


Resources Mentioned in this episode

Sponsor for this episode…

This episode is brought to you by Key Marketing Group.


At Key Marketing Group, we specialize in getting more inbound leads for B2B companies.

Our proven process works time and time again to drive more potential customers to your website — and get them to contact you.


More leads in as little as 3 months. Get started today.


Episode Transcript

Intro  0:02

Welcome to the Key Marketing Podcast where we feature CEOs and how they’re thriving in today’s market. Now, let’s get started with the show.

Scott Johnson  0:13

Scott Johnson here, I’m the host of this show where I talk with CEOs of industrial companies about challenges they’ve overcome and how they are thriving in today’s market. I have Chad here with Rise25 has done 1000s of interviews with successful CEOs. And we are flipping the script and he will be interviewing me.

Chad Franzen  0:31  

Yes, thank you so much, Scott, we have a great story coming up about one of the largest hardware distributors in the nation and what you did for them. But first, I’ll let everyone know, this episode is brought to you by Key Marketing Group. At Key Marketing Group, we specialize in getting more inbound leads for b2b companies, our proven process works time and time again, to drive more potential customers to your website, and to get them to contact you. More leads and as little as three months. You can get started today by going to That’s k e y Marketing Scott, it’s great to be able to talk to you today. Before we get started talking about that hardware distributor. Tell me a little bit more about Key Marketing Group.

Scott Johnson  1:10 

We do SEO for b2b companies. And what that means is we get them to show up higher in Google. So people searching for products or services they offer, find them instead of their competitors.

Chad Franzen  1:23

Okay, sounds good. So you guys actually did that? For a client of yours? It’s one of the largest hardware distributors in the nation. Can you tell me a little bit more about them? Like how many employees do they have? Who do they target?

Scott Johnson  1:36  

Yeah, so they sell hardware online. And they’re one of the largest in the US, like you mentioned, as far as employees, I’m not sure. But they’re good size. They’re in the eight figure, I believe, business. And we actually found that through a cold call. Thanks. So we do a lot of outbound. And it started with sort of a cold call. And we had a couple meetings from there. And they gave us a shot and sort of a trial project. It went well. And then they hired us for ongoing work.

Chad Franzen  2:07

So what, you know, you contacted them via a cold call, but they must have had some reason beyond just hearing from you on a cold call that they wanted to use you guys. What was their situation when you came to them with that cold call?

Scott Johnson  2:20 

What’s unique about them is they have 17,000 web pages. And they’re like, how in the heck do you do SEO on 17,000 web pages because SEO, you’re updating content, you’re doing things like that, and the sheer scale of it, they thought it was kind of a roadblock. And we shared some examples where we’ve had a lot of success with these kind of massive client websites. So that was their pain point. And we kind of show them examples of No, we can do this and explain the exact plan. And they gave us the shot.

Chad Franzen  2:52 

What were some of the issues that they were having prior to utilizing you?

Scott Johnson  2:56

Yeah, well, the website was kind of a mess. It was on an older platform. And they were in the process of getting a new website. And one thing I kind of taught them is that, you know, when you’re getting a new website, you need to do SEO, before it goes live, you need to make sure that site is going to be crawled by Google, all your products are going to be found. Because a lot of times when a new site goes live, it kills the rankings, because some things weren’t done correctly, whether certain product pages aren’t, you know, redirected to the new address for that, and things like that. So they hired us to kind of audit that process to make sure it went smoothly, which is what we did.

Chad Franzen  3:35

So when you say that their website was kind of a mess, and they need to do SEO at the beginning. I’m sure their response was. Okay. So what are some of their common questions that they might have had when they first started using you guys?

Scott Johnson  3:49 

Yeah, well, the first is that, you know, hey, we have all of our competitors, were selling these manufacturer products, and we all described them the same, how are we going to stand out from the rest? Because when you’re selling someone else’s product, you have to kind of use their approved verbage. So if us and our competitors are using the same product descriptions, how can we stand out? So the answer a big part of that is a your site needs to be user friendly, it needs to load fast, we need to get people we need to make the buying process as easy as possible. And there’s a lot of tactics on the back end to kind of outrank the competitors, even when the product descriptions are the same.

Chad Franzen  4:27 

So how long before somebody would see results?

Scott Johnson  4:31

Yeah, so every situation is different. SEO is very relative based on your competition. Generally speaking, though, our clients are going to start seeing rankings increase in month two, and by month three, we aim for five times ROI on their investment with us and sometimes it comes in a lot higher.

Chad Franzen  4:49

Was there anything that was holding them back in the beginning? I think he talked about a couple of their objections.

Scott Johnson  4:55

Yeah, well, what happens a lot, holding them back just as far as implementing successful SEO is typically, you know, we do a lot of focus on the industrial sector and b2b, a lot of times they have either a programmer or nephew or whoever is updating their website that says, oh, yeah, sure I do SEO too, or something about SEO lends itself to everyone saying, oh, yeah, I can do that. But what happens is, they’re doing a million things throughout their day. And SEO is never going to be the number one priority. So all these little things like, you know, spending eight hours crawling through things on the back end to make the site load faster, they’re never going to get, and those are things that when they hire a third party, who, frankly our income depends on doing that, and doing it well and reporting results. That’s when it gets done. And when you’re doing that, and your competitors aren’t, that’s when you’re going to beat them in the rankings, get to the top and get a lot more leads.

Chad Franzen  5:50

What are some things that go into SEO? Maybe some simple things that people don’t realize that, you know, this hardware company learned what when using you?

Scott Johnson  5:57 

Yeah, so there’s three elements when it comes to SEO? So one is technical. Does your site load fast? Does it look good on phones, is Google crawling it correctly, unable to find where you know, all the products are in the sitemap, the second is content, you can do all these things. But if your content sucks, or if it’s there’s very little of it, you’re not going to outrank the competition. You know, in the in the old days, I remember like 15 years ago, if there’s before we were doing SEO, but I was aware because I was doing programming, you do things like, you know, he didn’t text where the text is the same color of the background, and you can spam and do all these shady things to rank. That’s the good work anymore. Now, you you need SEO is making a better experience for the user. Those, it’s completely evolved. So site loads, fast, has great content. And the third thing is you need to have a lot of other websites linking to yours. So view it as a popularity contest, when Google sees a lot of credible sites, linking to your website, that’s really going to help your ranking as well. So again, those three are technical SEO, great content, and backlinks. Essentially,

Chad Franzen  7:07

what’s a way that another site, give me an example of a scenario where another site would link to a hardware store or hardware distributor?

Scott Johnson  7:15 

Yeah, so there’s a lot of examples, um, kind of one trick we do right off the bat is finding low hanging fruit. So let’s just say the company is called, you know, Acme hardware, I could do a Google search for Acme hardware, and exclude their website and find every instance where they’re mentioned. And there’s always a lot, even little companies, they’re always just mentioned from different websites, or whatever. And what we’ll do is we could reach out to those companies that say, Hey, you mentioned Acme hardware, would you mind linking to the site as well. So that’s easy, low hanging fruit, where usually you can grab a handful of other sites right off the bat that link to it. Another option, which is more this is what we’ll do in the next phase is reach out to industry periodicals. So for example, there’s a magazine called the door safety and security magazine, let’s see if we can write an article for them and went to our client.

Chad Franzen  8:06

So how did this hardware distributors website change? Or how did their SEO change from before using you to afterward?

Scott Johnson  8:14

Yeah, so this is one of our favorite stories, because in just six months, their revenue from organic search, so from people searching for their products, or hardware products, through Google, Bing, whatever their revenue through search went up 60%, in just six months, and keep in mind, this is one of the largest online hardware distributors, this isn’t like, you know, going from very little to, you know, a little bit more, so it was very impactful for them. So they just needed some good SEO,

Chad Franzen  8:45

was that kind of like, a serious game changer for them? The revenue

Scott Johnson  8:50 

per share? Well, now they’re now they’re all in they’re like, Hey, how can we do more SEO? How can we do this? It’s like, once people, everyone’s kind of suspicious at first, because everyone’s had an experience where either them or someone they know, hired some cheap or black hat or overseas, you know, SEO for a few 100 bucks a month or something like that. And either it didn’t work, or it actually hurt their rankings. And that in us, were more of a premier provider. So it’s gonna cost more, but it’s ROI Focused, and you’re getting that ROI by month three. And so once people kind of get that ROI, then then they’re all in then they get it.

Chad Franzen  9:24

So is there like, is there overall operating system now different because of what you guys did? Or is it just our website?

Scott Johnson  9:31

So well, the new website is just about to go live. So a lot of that work we actually did on the old site, but we’re auditing the new site to make sure that when all those good results carry over to the new site. So like I mentioned, we do a lot of outbound calls and things like that for finding new customers. And one of the first things people say is, why don’t want to do it. Now. We’re in the process of building a new site, and that’s actually the best time to do it. You don’t want your new site to start off those bad habits. You’d rather start off good and Google’s crawling it and you’re getting traction from the get go. You didn’t invest in a new website to get worse rankings.

Chad Franzen  10:07

So what do you think they would tell somebody else who’s thinking of working with you?

Scott Johnson  10:11

Well give us a call or go to We’re very selective. Our specialty is companies who sell b2b. So you want more leads, and you have at least 10 employees. But we do go up to enterprise level, we have a handful of publicly traded kind of companies, but we really do a lot in the industrial sector as well, you know, maybe from the five to $50 million a year in revenue, but we do go up to enterprise as well. So we like to start with a conversation, see where you’re at. I like to ask a few questions. And we’ll kind of take it from there. Okay,

Chad Franzen  10:48

Scott. Hey, that’s a great story about that hardware distributor. I appreciate your time today. Thanks so much for letting me talk to you

Scott Johnson  10:54 

Great, thanks Chad.

Outro  10:59

Thanks for listening to the Key Marketing Podcast. We’ll see you again next time. And be sure to click Subscribe to get future episodes.

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