Google's Ageing Delay For New Sites
By Scottie Claiborne (c) 2005
Scottie Claiborne adopts a very similar approach
to Google as Globalise does. In this article, he gives it to us
straight - Google will take its own time to rank your site, you
just have to be patient. He also tells us what we can be doing while
we are waiting for our website optimisation to kick in.
You've Got To Pay Your Dues
Many site owners and SEOs are worried because their
new sites that rank well in Yahoo and MSN, aren't doing well in
Google, and they're blaming it on the "sandbox." The current
theory is that new sites are somehow being penalized for obtaining
too many links, too quickly.
Is There a Sandbox?
Is there some sort of link analysis going on; some
sort of threshold that will get links to new sites discounted? It
sounds like a logical possibility. However, many of us who don't
buy volume links or participate in linking networks are seeing the
same ranking delays. New resource sites with a few good relevant
links are taking just as long to climb Google's ranks as the instant
link pop sites. I think a lot of people are confusing the sandbox,
with an "aging filter" that appeared earlier this year.
6 Months For Results in Google
I haven't seen any brand new sites with new domains
appear at the top of the search engine results pages (SERP) since
early in 2004. There seems to be a delay of about 6-8 months. I've
checked with many site owners and SEOs and I haven't found anyone
who's gotten a brand new domain ranked well in Google. If there's
a magic bullet, no one's spilling the beans.
What happens is new sites get indexed, they appear
for some obscure queries and they may appear at the top for a week
or so, but then they drop to the bottom of the SERP for several
months. The page shows a PageRank in the Google toolbar, as well
as backlinks. Everything else works fine but it just doesn't rank
well for any terms in Google. Many times, not even the company name.
If you have a brand new site, stop driving yourself
nuts wondering what you are doing wrong! Stop tweaking and changing
things, trying to influence your rankings; until the site has been
in the index a while, it doesn't seem to matter what you do to it.
Why an Aging Delay?
My own theory is that the age factor for new sites
is Google's answer to mini-networks and other multi-site strategies
intended to artificially inflate link popularity. Many people divide
what should be a single site into multiple sites in order to capitalize
on the links that are exchanged between them. Others build a series
of small sites that are only designed to add link popularity to
the main site.
By delaying the ranking of brand new sites, the
mini-network strategy becomes more of a long-term strategy than
a quick jump to the top. Site owners who might have started new
sites are going to be more inclined to build new pages on existing
sites in order to avoid that delay.
Plan Ahead for New Sites
If you are launching new sites for clients, make
sure you set the expectation that it is likely to be 7-8 months
before the site achieves any real results in Google.
We used to keep a site under wraps and launch it
once it was "perfect." Now it makes sense to get a few
pages up for your new site as soon as you complete them. The sooner
Google is aware of
the domain, the better.
As soon as you have a domain name, get the hosting
set up, put up a temporary page and link to it from another site
in Google's index to start that clock ticking.
Subdomains May Avoid the Aging Delay
Pages on subdomains are generally treated as part
of the main domain, making them a possible workaround. If your client
has the option of building their site on a subdomain instead of
new top-level domain name, let them know that this may avoid the
MSN, Yahoo, and AdWords
When launching a new site, if traffic from Google
is critical to your plan for success you need to plan ahead. Get
the site out there and linked to as early as possible and plan to
run an AdWords and/or Overture campaign for a few months until the
site can be established in the editorial results. Yahoo and MSN
do not have this delay built in, so focus your early efforts on
Don't worry, Google will eventually give your new
site the respect it deserves -- just give it time.
Scottie Claiborne is the Web Marketing Strategist for The Karcher
Group (http://www.thekarchergroup.com) and the facilitator of the
Successful Sites Newsletter (http://.www.succesful-sites.com). She
is a speaker at the Search Engine Strategies conferences and
the High Rankings Seminars as well as the administrator of the High
Rankings Forum. This article originally published in the High Rankings