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Getting Out of the Google Sandbox

For people who aren't part of the SEO (Search Engine Optimization) community, the first time they hear of the Google Sandbox they may think it's a company perk like pinball machines or massage therapists that went out with the dot-com bust.

However, the Google Sandbox is more like a "time out" box. (Other
search engines, including Yahoo and MSN's Live.com have similar
programs in place.) New sites generally don't rank well when they're
launched. This is because Google has a "wait and see" variable built
into their algorithm.

First, a little background: search engines have a mathematical equation called an algorithm that determines how relevant a given Web page is to a given search. There are dozens or hundreds of variables that go into the algorithm, each with a different amount of weight. On top of that, each search engine has its own algorithm and is constantly tweaking it to foil anyone trying to "crack the code."

Why would Google have a sandbox? It's a matter of trust. A new Web site hasn't been around long enough to earn Google's trust.

We hired a handyman a couple of years ago and started him off on a small job. After he had done a good job we gave him a bigger job, which he also performed well. That led to even bigger jobs  as our trust in him increased. Then he went down south to work on a giant oil refinery and we haven't heard from him since. But that's a different story.

Many new site owners are frustrated to hear that they may have to wait 3, 6 or 9 months before their site can begin to rank well at Google. Search engine forums are filled with their angry tirades. But I say it is better to light a candle than to curse the sandbox.

There are a number of steps to get you out of the sandbox faster and they're all spelled out in Secrets to Beating the Sandbox 2.0 REVEALED: The Ultimate Guide over at the Link Building Blog. Author Andy Hagans touches on such things as:

• Getting into trusted directories,
• Link baiting, and
• Social bookmarking.

For the non-SEO expert this may be a little bit of information overload, so if you look at the article and your eyes glaze over, be sure to give it to your Web master/mistress and ask for a synopsis.

Even if your site has been around for years, there's a wealth of information that can greatly increase the incoming links to your site and improve your search engine visibility.

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