The Google sandbox effect is the theory that Google will not index new websites until they have proven their viability for a certain number of months. Therefore, a site in the sandbox when it is new and does not rank for keyword phrases that are NOT competitive like a company name.

According to this article at, not all search engine optimization professionals blame the Google sandbox effect for slow indexing sites. These professionals believe that it is the Google indexing algorithms that produce this effect.

This “How to beat the Google Sandbox” article at details the sandbox effect and offers some suggestions on how to get out of it.