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With a brand new site/brand – it is really starting at zero understanding of you. It is grabbing your stuff and it’s seeing what it all means and then how that fits into its existing knowledge. You’ll soon probably see lots of good day and then vanish again for a day or two. It experiments, makes adjustments, and settles in as quickly as it can.
If your messaging isn’t clear and consistent, if your brand isn’t properly connected to all the entities you need to surround yourself with, it can take longer. And often, if six months goes by and it can’t make sense of it or find any situation where it’s worthwhile surfacing, it seems to stop having much interest in trying.
If you’re at the 2 or 3 month point – it’s time to start looking at your brand profile. Make sure it’s clear and consistent and explains who you are and what you do clearly, accurately, and consitently. And then look at your content and promotions and figure out why the AI is either confused or too bored to care.
The closer you are to that six month point and you see that “crawled not indexed” stat going up in search console, the less time you’ve got to start making positive moves before it becomes fairly hard to dig out of that.
To speed things up – just make it easy to understand (for humans and machines) and be talking about things people are asking about which can lead them to learning about what you have as a way to help that.
Everything else is just to optimize what we’re doing there so it’s more clear and has supporting evidence and all that. But none of that is useful if the home front isn’t secure and solid.
G.
