Google's sandbox and trustrank filters and your
Google's Sandbox and Google's TrustRank are often discussed
in webmaster forums. How do these factors influence your
web site rankings on Google and what can you do to get out
of the sandbox or to get a high TrustRank?
What are the Sandbox and Google's TrustRank?
The Sandbox and Google's TrustRank are part of Google's
ranking filters. A very important factor for the ranking
factors in Google is time.
The age of your web site influences your rankings as well
as the age of the web sites that link to your web site.
In addition, Google checks since when other web sites link
to your site and how your inbound links grow over time,
If you have a new domain name, then it's more difficult
to get high rankings on Google. Google doesn't know your
web site yet so it it doesn't know if it can trust your
web site or not.
For that reason, new web sites usually have to deal with
more filters than old web sites. It can happen that a new
site gets great rankings and then it disappears from the
rankings for some months. This phenomenon is called the
sandbox effect. You can find further information about
it in previous issues of this newsletter (1, 2).
The Sandbox and Trustrank are two sides of the same
The Sandbox and TrustRank are just names for a set of
filters. The Sandbox effect basically means that new web
sites disappear from the search results for some time after
getting good rankings. It means that time filters have
been applied to a web site.
A high TrustRank means that Google has learned to trust
a web site. It is probably is several years old, reputable
sites link to the web site and the web site has a good
inbound link history and it hasn't used spam techniques
in the past.
A web site that is in the Sandbox probably hasn't a high
TrustRank. Inversely, a web site with a high TrustRank
won't be put in the Sandbox.
What does this mean to your web site?
The older your web site is, the better. It seems that
Google's filters tend to be stricter with new domain names
so it's more difficult to get high rankings with new domain
New domains have to prove that they are trustworthy before
they can get high rankings.
To show Google that your web site is trustworthy, get
good inbound links to your web site and keep on working
on inbound links. The longer other web sites link to your
site and if new web sites begin to link to your site the
more likely it is that you'll get high rankings.
You should optimize
the links to your site. If the right web sites link
to your site, you show Google that your web site can
If you have an old domain name and many good inbound links,
then you can improve your Google rankings by optimizing your
web page content.
If you have a new domain name, you have to show Google that
your web site can be trusted first. You can do this by
getting the right links to your web site. Use ethical
SEO techniques to promote your web site on search engines.