The timeline#
The times below are based on the times Google has reported [1] and on Google's advice on moving [2]. They are benchmarks. The competition in your industry decides much of the rest.
- Day 0The site is live with us, with a sitemap and robots.txt in place.
- About 1 dayGoogle reads robots.txt and the sitemap and finds new addresses.
- 1-2 daysNew titles and descriptions can start to show in the results.
- 1-3 weeksCanonical addresses and links have been reinterpreted.
- 1 monthThe first monthly report.
- 3-6 monthsBigger changes in position have often settled, often after a core update.
What you see, and when#
- At once: the site looks the same. All improvements are in the report, and in the preview they pulse in orange.
- After a couple of days: new titles and descriptions start to show in Google's results.
- After a month: the first monthly report.
- After 3-6 months: the time it usually takes before bigger changes in position have settled.
How often we measure what#
We measure different things at different intervals. What changes quickly we measure often, and what changes slowly less often, so that the money goes where it does good.
Every day
- Search figures from Google for sites we run (daily, about 2 days' delay)
- Speed for real visitors (Core Web Vitals) (daily, 28-day window)
Every week
- Sales material for leads that are to be called (every 7 days)
Every month
- Your site's positions and competitors (paying customer) (every 28 days)
- Google's results page for the market's searches (every 30 days)
- Search engines other than Google (our metasearch) (every 30 days)
- AI answers (ChatGPT, Gemini) to questions about your industry (at most every 30 days per question)
- Regulatory compliance (add-on) (every month and when the rules change)
- Monthly report to you (every month)
Every second to every third month
- Bing-based volume range for a keyword (every 60 days)
- Google's search volume for a keyword (every 90 days)
Show as a table
| What | How often | Source | Comment |
|---|---|---|---|
| Search figures from Google for sites we run | daily, about 2 days' delay | Google Search Console | Google's own report, when the site is connected to our Google account; the most recent days are preliminary. |
| Speed for real visitors (Core Web Vitals) | daily, 28-day window | Chrome UX Report | Google's data on real Chrome users; sites with little traffic are missing. |
| Sales material for leads that are to be called | every 7 days | NOVAI | Missing positions and volumes are filled in, newest leads first (app/lead_lane.py). |
| Your site's positions and competitors (paying customer) | every 28 days | NOVAI | A new search analysis every month (search_queue: SEARCH_INTEL_PAID_DAYS = 28). |
| Google's results page for the market's searches | every 30 days | NOVAI via Google results | Each industry + town is read once a month (app/market_map.py). |
| Search engines other than Google (our metasearch) | every 30 days | NOVAI | Always labelled “not Google”. |
| AI answers (ChatGPT, Gemini) to questions about your industry | at most every 30 days per question | NOVAI | When the measurement is switched on; the same question is not asked more often. |
| Regulatory compliance (add-on) | every month and when the rules change | NOVAI | Reported in the monthly report. |
| Monthly report to you | every month | NOVAI | |
| Bing-based volume range for a keyword | every 60 days | Bing Webmaster | A model, never Google's figure. |
| Google's search volume for a keyword | every 90 days | Google Ads | Google's monthly average; changes slowly (OWN_KW_METRICS_DAYS = 90). |
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Next topicSwitch without losses →Why addresses, redirects and texts are kept, how we check that before the switch and what Google says about moving sites.
Sources on this page
- Search Central Live Deep Dive Barcelona, day 3 (Gary Illyes's timings) ROAST (John Campbell) · Reported (conference)
- Move a site with URL changes Google Search Central · Official documentation