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Crawling and indexing

What is a noindex tag, and how do you remove one you didn't mean to add?

A noindex tag is a rule, set in a page's HTML or in its HTTP header, that tells search engines such as Google to keep that page out of their search results.

Also callednoindexX-Robots-Tag: noindex

Three ways to say noindex

  1. 1In the head: <meta name="robots" content="noindex">
  2. 2Google only: <meta name="googlebot" content="noindex">
  3. 3HTTP header: X-Robots-Tag: noindex

Use the meta tag on normal pages and the header for files such as PDFs, where there is no HTML head to put a tag in.

How noindex works

It comes in two forms: a robots meta tag in the page's head, or an X-Robots-Tag header the server sends, which also works for PDFs and images. Google's documentation says that when Googlebot crawls the page and finds either one, Google drops the page from Search results entirely, whether or not other sites link to it.

Why robots.txt can stop it working

Google has to crawl a page to read its noindex. If robots.txt blocks the URL, Googlebot never sees the rule, and Google says the page can still appear in results when other pages link to it. To take a page out of search, let Google crawl it and use noindex.

Removing a noindex you didn't mean to add

Most accidental noindex tags come from a setting, not from someone typing the tag:

  • WordPress: Settings, Reading, 'Discourage search engines from indexing this site'. When it's ticked, WordPress adds a noindex, nofollow robots tag to every page.
  • An SEO plugin set to noindex a page, or a whole type of page such as tags.
  • A staging site's server header, X-Robots-Tag: noindex, that came along when the site went live.
  • Once it's gone, test the live page with URL Inspection in Search Console and request indexing.

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Noindex tag: questions people ask

What is the difference between noindex and nofollow?

noindex keeps the page itself out of search results. nofollow tells Google not to follow the links on the page. A page can carry both: content="noindex, nofollow".

How can I check if my website has a noindex tag?

Run a page through a Googlebot simulator or view its source and search for noindex. For the whole site, Search Console's page indexing report lists pages excluded by a noindex tag.

Should I block a page in robots.txt as well as noindex it?

No. If robots.txt blocks the page, Google can't read the noindex, and the URL can still show up in results.

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