Organic search is slower than paid campaigns, but it also lasts longer. Setting realistic expectations up front prevents frustration and premature decisions.

Short term, the first three to six months

• Search engines begin to discover and index your new articles.
• You see early impressions and occasional clicks on long tail queries.
• Internal teams start using articles in sales and support.

Medium term, six to eighteen months

• Topic clusters gain strength and show steady traffic.
• More leads can be traced back to Information Center pages.
• You refine your plan based on what performs best.