Speculation about the Google Sandbox and Why New Sites Have to Wait
It is common knowledge that sites with new domain names have to wait a long time to feature significantly on Google's results pages
. When you think of how important it is for new sites to rank highly for chosen keywords in order to get established and start trading, and how many of them there are, that makes this a very big deal. SEO consultants have to take this delay into account when they give advice to new companies, but because Google are being secretive about it, much of what we know amounts to speculation.
What's not a matter of speculation in SEO news is the mounting evidence to suggest there exists a protocol whereby new sites are forced to wait a very long time to get to search listings, as long as three to nine months or even longer according to some. This length of time could easily seem like an eternity if you're eager to bring traffic to your site, which every new business is surely in a hurry to do.
Whatever the nature of the filtering system Google are using, it's commonly being referred to as the Google Sandbox.
General opinion is that the Google Sandbox relates to keywords only, and that other aspects of SEO are not affected. That means that good link building will continue to act in your favour while you're in the sandbox. In the same way, other SEO tools will still work for you.
If the keywords you target as a site are highly competitive ones, it seems natural to assume that the Google Sandbox offers a way for the search engine to actively validate your site before presenting it on results pages. This could be a result of bad practise from some publishers when it comes to featuring keywords that aren't related to their content.
It would appear that Google are indexing sites straight away but relegating them to the bottom of results almost immediately. What's particularly strange about this is that entering the exact name of your new company into a query box will not raise your site from the doldrums onto a results page.
While it seems to be impossible to avoid the sandbox effect completely, there are some common sense things you can do to help you site. Being pro-active is better than spending half a year waiting and sulking, after all.
Keep Introducing Good New Content, Especially on Your Blog
This is essentially about remaining positive and optimistic. If you nurture your blog, your links and your content over time, you're likely to have a much better site when you do eventually get listed. Practise good SEO methods and be patient. Maximise the amount of traffic you get from other search engines and through good link building.
Create a Good Image for Google
While you might feel like you're being unnecessarily punished by Google when you're waiting in the sandbox, it's best to view the experience as a kind of test. If Google are watching you to see whether you deserve a high ranking on their search pages, give them every reason to believe you do. Certainly don't engage in any unscrupulous methods of bringing traffic to your site.
Promote the Site As If You Weren't in the Sandbox
Like our advice about maintaining fresh content, this relates to creating a site that will be a force to contend with when it is eventually released from the sandbox. In terms of social media optimisation, for example, the period of time spent in the sandbox is enough to get a very effective social media campaign up and running. Be ready for a lot of traffic when you leave the sandbox. Use the time to prepare to meet your clients.
Think About Longer Combinations of More Obscure Keywords
Remember that being in sandbox for common keywords doesn't necessarily prevent you ranking for more obscure searches. Do some research and consider some alternative routes users might take to reach you. Do you produce mineral water' or do you produce refreshing bubbly highland spring H20' for example. Read up on latent semantic indexing and get creative!
Don't waste the time you spend in the Google Sandbox, and don't assume it's going to be dead time either. Remember that traffic will come to you via Yahoo, MSN and other search engines with a very high volume of users. Importantly, do not despair. Remember that the sandbox is not your home forev
Speculation about the Google Sandbox and Why New Sites Have to Wait
By: Rick Dahne
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