Google's Aging Delay Filter

One of the buzzwords in the SEO industry at the moment is Aging Delay. It refers to an aging delay filter in the Google algorithm, that is supposed to prevent any new pages from ranking for up to 8 or 9 months..

This is nothing new. As long as I can remember, Google have given preference to a page that has been established for six or more months, over a brand new page, so the aging delay has always been in place to some extent. Some Search Engine Optimisers are making a big thing about the aging delay filter at the moment, as the sites that they are optimising are not firing on Google quickly enough for their clients, and because of the sandbox filter, they cannot simply go out and buy bundles of links in order to push the site up the rankings.

The Sandbox Filter vs Google's Aging Delay Filter

I'm a firm believer that there is a sandboxing filter in place and for certain search terms and that the filter delays how quickly a site will rank on Google and how quickly certain links have an affect on rankings. The so-called aging delay filter, however, really is nothing new.

It takes longer for new pages to be ranked well on Google these days, not because of a new aging delay filter, but because links are taking longer to take effect and there is more competition and better designed, optimised web sites to compete with..

If a site is well written in CSS divisional layers, with well written, optimised content, targeted page titles and meta tags and is not spammed, there is no reason that it cannot rank well on the Google within a couple of months. I agree that there is the same aging delay that there always has been. A well optimised page, with lots of quality incoming links, will always beat a brand new, well optimised page with no links. Only the aging process, tweaking and adding quality links will grab page one recognition.

I don't agree with the premise that there is a new aging delay filter that automaticallydelays all new sites for 8 to 9 months from achieving top rankings - although I have to say that Google's aging delay filter is a great excuse for SEO companies that are struggling to achieve rankings!

This page has been published to the web on the 11th June, 2005. It has no external links, there are no clever cloaking techniques being used. If you are reading this article, it is because, just 36 hours later, the page is ranked on the first page of google for the terms, aging delay, aging delay filter, google aging delay filter, etc, so either I'm the best SEO on the planet, or there is no such thing as a new aging delay filter! (Although I am pretty damn good!)


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Most of the articles we write nowadays are featured in the Big Man's Blog, as it is optimised so that a properly optimised article is featured on the front pages of Google within minutes. The article featured below was originally written a few years back, but the information in the article is still accurate in today's marketplace.

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