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While the existence of Google Sandbox has long been a subject of discussion, Google has not addressed the matter directly. It is theorized that new websites go through a probation period before they show up on SERPs. It is also believed that two important factors cause this filter to come to play—the active age of a domain and the keyword competitiveness. If the search frequency is higher for the keyword used, it is most likely that the filter will be put into effect for anti-spam purposes.