There is some evidence suggesting that Google has started to use a dampening filter on new links to websites, so that any new links to a website are not immediately reflected in its PageRank. The theory goes that Google's algorithm causes this delay to discourage wholesale link purchasing. Such a change would require a major rethinking of strategy by everyone who optimizes their websites for the search engines. Wayne Hurlbert discusses whether this filter exists, and the good SEO practices necessary for getting around it.
New incoming links are much sought after by every website owner. It’s generally agreed that having abundant relevant incoming links provide a boost to a site’s search rankings. Conventional search engine optimization wisdom, coupled with experience with incoming link power, would seem to bear out that fact.
Search engines, led by link-obsessed Google, value incoming links very highly, at least so we think. Some search engine optimization experts have started to place some very important caveats on the incoming link power theory. Instead of automatically assuming the more incoming links the better, other factors may have come into play. The constant evolution of search engine algorithms, they say, may have morphed past the value of incoming links.
The dissenters from the link power concept believe, as do most modern SEO professionals, that link relevance is very important. As a victory of quality over quantity, that idea makes good logical sense. There are other ideas that have also cast some doubt on the value of links, including a dampening filter on new incoming links as part of the latest Google algorithm.
The thought that Google may be employing a dampening filter on new incoming links is not new. The idea has been given serious consideration, especially as part of the “sandbox theory” discussions. Advocates of the new link filter theory believe that Google does not give immediate full credit for an incoming link.
The theory says that Google provides a partial immediate credit, by running new links through a dampening filter. Only as the link ages, and remains linked to the site for a given period of time, does the full value of the Google PageRank and the link popularity receive its complete credit level. That total link value and PageRank credit is also measured for link theme relevance, making the process of link building much more difficult than in the past.
What the theory contends, in short, is that new links don’t provide immediate benefit to the receiving website. The link popularity and Google PageRank benefit is not passed in its entirety from the date of discovery and indexing of a new link. In effect, the theory postulates the existence of a sandbox for new links.
Much like the sandbox itself, there is evidence in support of this dampening effect theory. Also like the sandbox theory, there is evidence that the phenomenon doesn’t exist, or is simply one of mistaken identity.
As with all potential filters, their possible existence must be taken seriously. If there is indeed a filter in place to dampen the value of new links, steps must be taken to reduce or eliminate its effect. If there is no such dampening filter, the same sound practices will provide additional benefits as part of a well designed link building program.
Google Optimization 
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