When and How to "de-index a website Page"

De-indexing a website page is easy but usually not needed

Will Schmidt - November 17, 2023

Most business owners hear the phrase “de-index a page” and immediately think it’s an advanced SEO move to hide low-quality or private content. In reality, it’s something you rarely need to do—especially with modern website builders that already offer password protection, member-only sections, and private pages. If your website is built right, you can keep sensitive content hidden without asking Google to remove it.

What "De-Indexing" a website page really means...

De-indexing is when you tell search engines, “don’t show this page in search results.”  This can be done in three ways:

1. Using a “noindex” tag in your page’s code.
2. Blocking crawlers with your robots.txt file.
3. Requesting removal through Google Search Console.
4. 

When used correctly, it keeps certain pages—like temporary promotions or internal portals—out of search results. But when misused, it can quietly hurt your visibility, your rankings, and even your authority.

Watch this video on how to de-index a website page

Watch me "de-index a page"

When to De-Index a Page and a better alternative

Now, before we tell you the reasons to De-Index...

We strongly suggest that you 301 redirect low-performing, cannibalizing, or competing pages to the stronger page and continually improve the strong pages.

Even though it’s rarely needed, there are a few smart reasons to de-index specific pages.

1. Duplicate or Thin Content

If you have multiple pages that say nearly the same thing—like different city pages using identical text—Google may see them as duplicate content. De-indexing older or duplicate pages helps your main versions rank better and keeps your sitemap clean.

2. Test Pages or Hidden Experiments

When you’re testing landing pages, running A/B experiments, or previewing content, you don’t want those pages showing in search results. Adding a simple noindex tag keeps Google from crawling them until they’re ready for launch.

3. Short-Term Announcements or Seasonal Promos

If you run a short promotion or campaign, like a “Spring Roof Tune-Up” or “Fall Gutter Cleaning Special,” you’ll want to de-index or remove those pages after the offer ends. Otherwise, customers might click outdated content months later.

4. Duplicate Product or Service Variations

For e-commerce or product-heavy sites, nearly identical service or product pages can confuse Google. De-indexing low-value variations prevents keyword cannibalization and improves your overall site authority.

In most other cases, strong website structure, redirect rules, and password protection achieve the same result—without removing valuable pages from Google’s index.

What do you write about in your Plumber Newsletter?

Give them a reason to read it!

Your newsletter should balance education and promotion. Customers want to save money, protect their homes and learn simple DIY tasks. One‑third of marketers plan to maintain or increase email spending[1] because high‑quality content pays dividends. Use the following content types to keep readers engaged and inspire them to book future services.

Final Thoughts

De-indexing a page isn’t the enemy—but overusing it is.
With password-protected pages, member-only access, and better website structure, you can control visibility without hiding from search engines entirely. Think of Google like a map.

The more clean, connected roads you keep open, the easier it is for customers—and AI tools like ChatGPT or Bing Copilot—to find and understand your business.

So before you click “noindex,” ask yourself:

“Does this page need to disappear, or does it just need better structure?”

In most cases, structure wins.

Need help with optimizing your website and getting more leads?

Book a website consult with us today!