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Sometimes, it's said, Google will place a site high in the rankings from the off. No sandbox, no interim period of gradual ascent, instead one day it's nowhere, the next, it's high-ranking. It doesn't mean it belongs high in the SERPS permanently, or that it's a good site or a bad site. Nor does it seem to mean the site's been well or badly optimised.
Why should this happen, if indeed it happens at all? Well, it's been observed enough and been commented upon enough for most of we established SEOs to accept it as fact, and further, not to trust it. My guess is that Google will sometimes display brand new sites at the top of the SERPS just to let the public get a look at them at all, perhaps to see if they like them, perhaps to see if the Google algo is working as it should. We don't really know. The upshot of this is that a new site can temporarily appear at the top of the ranks for a week or two, and then vanish down to the lower depths, to eventually rise or not as the case may be according to merit. This brief time of temporary ranking prominence has come to be known as the Google honeymoon period or the Google honeymoon effect, and while it's always nice to see your brand new site at the top of the rankings, you really shouldn't expect it to be staying there for very long.
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