The sandbox was so named following the standard web developer term for the sequestering of a site for testing before it goes live.
The leading theory is that certain characteristics, including the time since the domain was first indexed and keyword competition, trigger filtering of a site so that it is ranked lower. A more recently indexed site with a keyword with a high search frequency would, under this theory, be de-ranked. This effect has not been seen on other top search engines Yahoo and Bing, implying that it is real.
Search engine algorithms are intended to satisfy searchers by providing the most relevant results to the search terms entered. From the engine’s standpoint, a newer site doesn’t have an established reputation, even if it is using strong keywords, so it isn’t permitted to rank as highly until it has earned some authority. New sites with a lot of inbound links may also be seen by Google as “unnatural,” which is a known factor for de-ranking.
Google’s silence on the matter of whether the sandbox exists or not isn’t unusual. They need to protect the proprietary nature of their algorithms to protect searchers and honest websites. If the algorithm were transparent, it would give unethical link spammers too much power for manipulation.
In this sense, the sandbox should not been seen strictly as a penalty. Google has a higher responsibility to its searchers than to SEO web marketers, no matter how ethical. There has been some evidence that using less competitive keywords on a new site is an effective workaround. A strong program of building quality external links ups the site’s reputation so that more competitive keywords can be incorporated without causing the site to fall back into the sandbox.
Sandbox checker tools have been created by third-parties. The URL in question is typed into the checker, along with top keywords, and the tool then reveals whether or not the site is showing up. These tools are generally not considered to be of much value by most experts.
Whether the sandbox effect truly exists, there are definitely factors which lead to Google de-ranking or banning sites. They are explicitly stated in the Google Webmaster Guidelines. Adherence to the guidelines, as well as generally ethical marketing strategies, is the best way for a site to achieve and to maintain a good page rank on Google. At 50 Media we take every precautionary measure to make sure you stay out of the dreaded Sandbox!
Max Halberg
