Google's Giant Sandbox

What is the Sandbox?

Before we get too far into an explanation as to what Google's sandbox is, it must be noted that not everyone even agrees that the sandbox exists. The sandbox is actually nothing more than a theory developed to explain what many different SEO experts have witnessed with their listings. Whether or not the sandbox really exists is actually irrelevant when we know that the effects of the sandbox exist.

Google's sandbox is a relatively new filter that appeared to be put in place back in March of 2004. This happened after the widely publicized updates of Austin and Florida, and the implementation of what is known as the Austin update. If you are not sure what those are, there is no need to worry as those updates are for the most part in the past. The sandbox filter seems to affect nearly all new websites placing them on an initial "probation" status. The effect of this is that new websites may get into Google's SERP's (search engine results pages) relatively quickly and may even perform well for a couple of weeks. When the filter is applied to the new website it is referred to as being put in the "sandbox". The new website still appears in the result pages, but it does not rank well regardless of how much original, well optimized content it has and regardless of how many quality inbound links it may have. The filter keeps new websites from having immediate success in the search engine result pages.

The sandbox filter seems to affect almost all new websites, with very few exceptions. It is important to note that the filter is not a punishment for anything a webmaster does with a new website. The filter is merely an initiation period for new websites.

The sandbox filter also affects competitive keyword driven sites more than sites that key in on less competitive keywords. If your website focuses on very competitive keywords, you are likely to remain in the sandbox for a longer period of time than if you focus on keywords that are relatively non-competitive.

Why Does the Sandbox Exist?

There is a lot of debate as to whether the sandbox filter is a good thing for Google to implement or not. Obviously webmasters who are trying to get their sites well positioned in Google do not like the sandbox filter as it prevents them from receiving the huge levels of traffïc that a top listing in Google can bring. The filter was not implemented at random, however, and there are some good reasons for the filter's existence.

As the SEO community figured out the basic elements of Google's ranking algorithm, inbound links, original content rich with keywords, and the proper use of anchor text, search engine spammers began to take advantage of these elements, setting up websites that were in clear violation of Google's policies with the knowledge that eventually those websites would be banned. This, however, did not matter. If a search engine spammer got a website to rank well in Google for even one month, the profïts justified the cost of building the site in the first place. All that needed to be done in the future was to rebuild the sp@m websites with different domains and slightly different content. The idea for spammers was a simple one - capitalize on Google's traffïc for as long as possible (before being banned), then do it all over again with a new website. The method was extremely effective and easy to implement.

What made this all the more easy to accomplish was Google's extremely fast indexing. While other search engines would take several months to index a new website, Google could index a website in as little as one month (sites are currently being indexed within a few days). Search engine spammers were living large off of Google's generosity.

To solve this problem, Google determined that it would compromise by continuing to index websites quickly, attempting to get as much new, fresh content out to the general public as possible, but new websites would not be trusted as implicitly as they had been in the past. Instead, all new websites would be put on probation. As time passed, and a website continued to pass any sp@m filters, it would begin to perform well in the rankings. Eventually, the site would be allowed to "leave" the sandbox and join the rest of the established websites.

How Does This Affect My Website?

If you have a new website, there is a good chance that you will be placed in the sandbox. This should be expected, but it should not change the way you build your website or market it. You should use the sandbox filter to your advantage.

Google still ranks websites in much the same way that it did in the past. Websites are judged on the quality of their inbound links and the quality of their content. Google will continue to change how they evaluate inbound links and content, but the basic elements of ranking will remain the same.

While your website is in the sandbox, you should use the time to build your traffïc using regular traffïc building methods such as writing articles, building a strong community of visitors, and partnering with websites that offer some synergy to your visitors. During this probationary time, you have an excellent opportunïty to build all the elements that cause websites to perform well in the search engines. When your site finally does leave the sandbox, it should be very well positioned within Google.

Is My Website in the Sandbox?

When webmasters learn about the sandbox filter, their first question is always whether or not their websites have been placed in it. Determining whether or not you are in the sandbox is relatively easy.

First, being placed in the sandbox is different than having your website banned. If you do a search for your domain in Google and it returns zero results for your website (and you had been previously listed in Google), there is a chance that you have been banned. One of the best ways to determine if you have been banned is to look at your log files to see if Google is visiting your website. Banned websites typically do not receive Google visits, regardless of who is linking to them.

If you have not been banned, but do not rank well with Google, you should look at the quality of your content and the quality of your inbound links. You should also see if you rank well for non-competitive keywords. Remember how the filter affects competitive keywords more than less competitive keywords? Well, you can use this to determine if you have been sandboxed. Finally, if you rank well in all the other major search engines, but do not show up at all in Google's rankings, you have probably been sandboxed.

Is There A Way to Get Out of the Sandbox?

The quick answer to this is yes, there is a way out of the sandbox, but you will not like the answer. The answer is to simply wait. The sandbox filter is not a permanent filter and is only intended to reduce search engine sp@m. It is not intended to hold people back from succeeding. So eventually, if you continue to build your site as it should be built, you will leave the sandbox and join the other established websites.

Again, if your website has been placed in the sandbox you should use this time to your advantage. It is a great opportunïty to build your traffïc sources outside of the search engines. If you have a website that does well in the search engines, you may be tempted to ignore other proven methods of traffïc building such as building a community, or building strong inbound links through partnerships. However, if you establish traffïc sources outside of search engines, when you finally leave the sandbox, you will see a welcome increase in your traffïc levels.

Conclusion

Google has been going to great lengths to reduce search engine sp@m. Some have faulted Google for this, claiming that legitïmate sites are being affected as well as the sp@m websites. While this is probably the case, as an owner of a website, you need to place yourself in Google's position and ask yourself what it is really looking for in a website. Google is looking for websites that offer quality content and still relies on the natural voting system that was first used to establish pagerank. Google may change the way it qualifies content or inbound links, but the basic elements of a quality website will always remain the same.

No website owner in his right mind "likes" Google's sandbox. However, a smart website owner will use the sandbox as an opportunïty to build a website that Google simply cannot reject.


About The AuthorMark Daoust is the owner of Site-Reference.com. This article originally appeared at http://www.site-reference.com/Search-Engines/5147/index.html.

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MSN Search Official Launch

Without fireworks, with a simple few lines communicate on their Blog, Microsoft guys have officially announced the launch of their neww MSN search engine, which, consequentially, is not in beta anymore. As forecasted earlier last month on this blog, this happens in February, just a few weeks after their beta rump-up announcement.

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Do reciprocal links still work?

Rumor has it that reciprocal links are not as effective as one way links. Some people in online discussion forums claim that one way links from a web site to another site work far better than reciprocal links. Is this true and what do you have to do about this?
What are one way links? What are reciprocal links?

If you link to another web site and the other web site links back to you, it's a reciprocal link. If you link to another web site and the other web site doesn't link back to your site, it's a one way link.
Why are links to your web site important?
Links to your web site improve the link popularity of your web site. If your web site has good incoming links, the ranking of your web pages will increase on major search engines.

Google has an official statement about this topic:

PageRank interprets a link from Page A to Page B as a vote for Page B by Page A. PageRank then assesses a page's importance by the number of votes it receives.
PageRank also considers the importance of each page that casts a vote, as votes from some pages are considered to have greater value, thus giving the linked page greater value.
Important pages receive a higher PageRank and appear at the top of the search results. Google's technology uses the collective intelligence of the web to determine a page's importance.

Basically, this means that your web site will get better rankings if many other web sites that are related to your own web site link to your site.
So are one way links really better than reciprocal links?
No, reciprocal links and one way links work just the same. The reason why some people think that reciprocal links don't work is that many webmasters who engage in reciprocal linking don't care about theming but only about the number of links. One way links are usually from topic-related sites.

If you link to any Tom, Dick and Harry you'll end up with a links page full of unrelated web sites. The jumble of links on the page is the reason why the links don't have power, not the fact that you're linking back to the site.
What do you have to do now?
Just go back to the original concept of reciprocal linking. Reciprocal linking is about building partnerships with related web sites and about spreading your reach within a specific industry or topic.
When you build links for your web site, concentrate on other sites that have a similar theme like your web site. Links from related web sites will have a positive effect on your ranking, no matter if these links are one way links or reciprocal links.

Building high quality reciprocal links is one of the best ways to promote your business on the Internet. Focus on web sites that are related to your own web site and try to get links from these web sites. Axandra software tool ARELIS can help you to find these web sites.

By the way, don't focus too much on the green PageRank bar in the Google toolbar. Although Google uses PageRank for its ranking algorithm, it's very likely that the official PageRank of a web site that is displayed in the Google toolbar is not the real PageRank that Google uses for its ranking algorithm.

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