Try turning the key on for about 2-3 seconds then off for about 5 seconds (8-10 "dings/chimes". If you don't wait, the fuel pump/ASD won't cycle)... Do that at least six or seven times, then try to start it "normally". If it starts significantly faster then you have a fuel delivery problem which could be anything from the filter to the check valve to the pump itself. If your filter isn't overdue then you're probably accumulating air in the filter housing due to drain back. 4-5 seconds would be just about right to clear it. Since both the feed and return lines are high on the housing only a certain amount can drain back when the check valve fails. Six or seven "priming" cycles is enought to completely fill and purge from empty so if it starts faster after priming then there is air in the filter housing.