Why Google isn't indexing my pages (and how to fix it)

One day an email from Google Search Console lands in your inbox: "New reasons prevent pages from being indexed on your site." It's alarming, but often it isn't a problem at all. Google reports everything it doesn't index, including pages you never wanted indexed in the first place.

This guide explains what each reason means, which ones need fixing and which are normal.

First: not every page should be indexed

Every site has pages that shouldn't appear on Google: the cart, checkout, thank-you pages, the admin area, versions of a page with filters or parameters. Google leaving those out is exactly right.

The important question isn't "how many pages aren't indexed?" but "are the pages that bring me customers indexed?": your services, products, articles and home page.

To check, open Pages in Search Console (see how to use Google Search Console) and use URL Inspection on your most important pages.

The most common reasons and what to do

Not found (404)

The page doesn't exist. Is it a problem? Only if it's a page that should exist, or one with links or visitors. If you deleted or moved a page, 301-redirect the old URL to the closest equivalent. If it's a page that should never have existed, there's nothing to do: Google will stop checking it.

Blocked by robots.txt

Your robots.txt file asks Google not to go in. Is it a problem? Only if it blocks pages you want to show. It's normal for it to block the admin area, checkout or internal search.

Excluded by 'noindex' tag

The page tells Google not to index it. Is it a problem? If it shows up on service pages or articles, yes: it's usually a setting left over from staging. Remove the tag and request indexing.

Alternate page with proper canonical tag

Google found a variant of a page (for example, with a parameter like ?color=blue) that points to the main version. Is it a problem? No: this is exactly what should happen.

Duplicate, Google chose a different canonical

Google sees two very similar pages and chose another one as the main version. Is it a problem? It depends on which one it chose. If it picked the one you didn't want, make the page more distinct or set the canonical clearly.

Page with redirect

The URL redirects somewhere else. Is it a problem? Not if the redirect is intentional (for example, after a site migration). Just make sure your sitemap lists the final URLs, not the ones that redirect.

Discovered – currently not indexed

Google knows the page exists but hasn't crawled it yet. Is it a problem? For new pages, it's normal: give it a few days or weeks. If it lasts a long time, add more internal links to the page and check your server's speed.

Crawled – currently not indexed

Google visited the page and decided not to index it, at least for now. Is it a problem? It can be: it usually means Google doesn't see the page as useful enough or distinct enough from others. Improve the content, add original information and link to it from other pages on your site.

Soft 404

The page loads but looks empty or like an error (for example, a category with no products). Is it a problem? Yes, if it should have content. Add it, or make the page return a real 404 or redirect.

How to ask Google to check again

1. Fix the problem on your site.
2. In Search Console, open the reason and click Validate fix. Google will recheck those pages over the following days.
3. For a single page, use URL Inspection and Request indexing.
4. Keep your sitemap up to date, listing only pages that should be indexed.

Common mistakes

• Panicking over notices that are normal (canonicals, redirects, blocked private pages).
• Listing pages in your sitemap that redirect, error or have noindex.
• Leaving a staging "noindex" on when the site launches.
• Pages that are almost identical (for example, one per town with the same text).
• New pages with no internal links pointing to them.

Frequently asked questions

How long does Google take to index a new page?

Anywhere from a few hours to a few weeks, depending on the site's authority, its internal links and how often Google visits it.

Does requesting indexing guarantee the page will appear?

No. It asks Google to look at it sooner, but the decision to index it depends on the page's quality and usefulness.

Should I worry if I have lots of unindexed pages?

Only if your important pages are among them. Many unindexed pages are variants, private pages or duplicates that don't need to appear.

Want us to check it?

In an SEO audit we review your site's indexing and tell you what to fix first. See our prices or get in touch.