“The Google Sandbox Theory”
Many webmaster have gone into lengthy debates regarding the Sandbox Theory. Here’s my take on it.
Many of you have probably seen the commercial where the entrepeneurs push “publish” for their web site and immediately, orders start coming in and then quickly skyrocket out of control. That may work well for a commercial, but that is not real life scenerio. Just as placing an “open” sign in your store window will not automatically create a flood of customers into your store.
Many new sites with new domains appear at the top of Google’s (SERPs) but none seem to remain there, since about mid 2004. I’ve consulted with other web developers, studied the trends and tracked my clients’ sites. Despite the fact that they have #1 positions in Yahoo, Alta Vista, AllTheWeb & MSN for their keyword phrases, I haven’t seen any lasting results in Google until the end of a 6 – 8 month period. This is called the Google Sandbox Theory. New sites gain listings on Google quickly, then disappear just as quickly.
This trend suggests that new sites are initially indexed; ranked accordingly in Google’s SERPs for a week or so and then vanish from the SERPs for several months. In some cases, they can’t even be found with the most unique search terms including their own name and location.
If you’ve just launched a new site don’t panic. You’ve registered your domain name, configured the hosting and published your optimized site. I recommend launching a site that facilitates the requirements for directory listings right from the start. Follow Google’s Webmaster’s guidelines to give you a ballpark indication of where Google will rank your site after the aging delay, then just be patient.
While you are waiting, obtain links from other sites in Google’s index through publishing press releases, advertisements and articles on other sites that your target audience may visit. The sooner Google is aware of your domain the better. The more opportunities (links) created, the better chance they have to find you. Just don’t hold your breath waiting to see results or have the expectation that early listings will remain indefinately. It could be as long as 6 – 8 months.
At first, gauge your optimization efforts by where your site ranks in the other search engines. It does not help to keep tweaking and changing your pages, source code and trying to manipulate your rankings until your site has been in Google’s index for at least 6 – 8 months. In other words, it doesn’t seem to matter what you do, your site will still be delayed.
Initially, it is best to use less common, more targeted phrases, to find your listing such as; the business name and/or location. As your listings increase through links from other sites, use your main keyword phrase in the title, and as text that links to your site. Do not be repetative, vary the text slightly or use a combination of unique keyword phrases relating to your business.
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