It's an unfortunate fact: No matter how good your search engine optimization company or in-house talent is, brand new Web sites have a more difficult time achieving search engine success for competitive phrases than their older counterparts, particularly on Google.

However, the worst thing that a new site owner can possibly do is presume that they are "too late to the game" and decide not to pursue this marketing channel at all. A good search engine optimization company should be able to effectively work with a new Web site; setting the foundation for a remarkable success story while still achieving steadily increasing short-term benefit.

The Issues

There are many reasons why new Web sites face an uphill battle. What follows are only a few of the major stumbling blocks.

The Google Sandbox

There is much debate as to what exactly the Google Sandbox is, and even debate as to whether it actually exists. However, recent patent filings on behalf of Google would seem to confirm that one of the factors that Google will take into consideration when deciding how Web sites should rank is the age of the domain name.

More than one search engine optimization company has noted that there seems to be a penalty assessed to new Web sites, especially those that seem to gain too many inbound links, too fast. This is all conjecture, but this would make sense.

Inbound links factor largely in Google rankings, and therefore many sites that were already popular in Google began selling links from their sites based upon that popularity (a practice that goes against Google's terms of service). However, text-link buying is very hard to police.

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image of Scott Buresh

Scott Buresh is founder and CEO of Medium Blue, an award-winning search engine optimization company.

LinkedIn: Scott Buresh