Patience — it really is a virtue. Some people seem to want to make daily changes and then think they can track the Web page ranking results the next day. Unfortunately, it can take a week for absolutely correct changes to take effect, in which time you have made six other changes. Add to this Google’s reticence to allow new sites straight on to its listings by adding a waiting factor of, maybe, three months for new sites, and you have a totally uncontrollable situation. We say to all our clients that a piece of SEO work should be looked at like a marketing campaign that runs for six months, since it is only after that time that a true judgment of the effectiveness of the work can be made.