The Google Sandbox

You may have heard people speak of the Google Sandbox as a dreadful place to be avoided. But what is it, exactly, and how can you avoid going there?

Google’s goal is to return the best possible search results. They have a number of rules for webmasters that basically boil down to: don’t screw with the search. For example, Google will penalize your site if they catch you buying or selling paid links.

Suppose you have a brand new site, just registered within the last few months, and it has thousands of links to it. What’s the most likely explanation – that this site is so incredible all these people have found out about it already, or that someone is trying to manipulate the search engine results? Google will assume the second, and they’ll put the site in the sandbox, which generally means it’s not going to show up when someone does a search for the targeted keywords. Considering Google’s share of the search market, this is a Bad Thing.

While the sandbox can be triggered automatically, Google employs people who actually go out and look at sites. If you have a new site that’s been growing so quickly that it got put in the sandbox, but not so quickly that it couldn’t just be the greatest site ever built, eventually someone from Google will come out and see if the site really does have the content the links say it has. For example, if One Ear Productions was a new site and suddenly had thousands of links talking about our awesome web design, someone might come check that the site really is talking about web design and doesn’t just have some crappy computer-generated articles and a bunch of advertisements. Google isn’t going to decide whether this really is the greatest web design company ever or whether we really are offering extremely informative articles on web design;  they just want to know that this is a legitimate site and we’re not trying to jerk them around.

Cliff notes? Publish high-quality content. Don’t buy or sell links, don’t give Google a reason to think you’re doing that, and don’t put a link to your brand new site in the footer of your 10,000 page site. Otherwise, you may find yourself sitting in the sandbox all alone..