Just as your contractors have no way to tell how long a customer’s HVAC repair will take until they figure out what the problem is, the same can be said for search engine optimization. With SEO, there is no actual “endpoint”; rather, it’s an organic initiative that is an ongoing process that requires regular backend maintenance, content updates, and link building to ensure your ranking keywords are performing to the best of their ability. When you first decide to optimize your website for organic search engine placements, the two primary obstacles to overcome are your location and your local competition. For example, if your local HVAC company competes with a national service provider with a large budget which already dominates the paid & organic results, it’s going to be a longer process than if you were the only HVAC contractor in your area.