This Is What Happens When You Accidentally De-Index Your Site from Google

Does studying that title provide you with a mini-panic assault?

Having gone by way of precisely because the title suggests, I can assure your nervousness is totally warranted.

If you care to relive my nightmare with me — maybe as equal elements catharsis and search engine optimization research — we’ll stroll by way of the occasions chronologically.

Are you prepared?

August 4th, 2019

It was a Sunday morning. I used to be consuming my espresso and screwing round in our search engine optimization instruments, like regular, not anticipating a damned factor. Then … BAM!

What. The. Hell?

As SEOs, we’re all used to seeing pure fluctuations in rankings. Fluctuations, not disappearances.

Step 1: Denial

Immediately my thoughts goes to 1 place: it’s a mistake. So I jumped into another instruments to substantiate whether or not or not Ahrefs was dropping its thoughts.

Google Analytics additionally confirmed a corresponding drop in site visitors, confirming one thing was undoubtedly up. So as an search engine optimization, I naturally assumed the worst…

Step 2: Algo panic

Algorithm replace. Please, please don’t let or not it’s an algo replace.

I jumped into Barracuda’s Panguin Tool to see if our concern coincided with a confirmed replace.

No updates. Phew.

Step three: Diagnosis

Nobody ever thinks clearly when their reptile mind is engaged. You panic, you assume irrationally and also you make poor choices. Zero chill.

I lastly gathered some presence of thoughts to assume clearly about what occurred: It’s extremely uncommon for key phrases rankings to vanish utterly. It should be technical.

It should be indexing.

A fast Google seek for the pages that misplaced key phrase rankings confirmed that the pages had, the truth is, disappeared. Search Console reported the identical:

Notice the warning on the backside:

No: ‘noindex’ detected in ‘robots’ meta tag

Now we had been getting someplace. Next, it was time to substantiate this discovering within the supply code.

Our pages had been marked for de-indexing. But what number of pages had been truly de-indexed thus far?

Step four: Surveying the injury

All of them. After sending a couple of frantic notes to our developer, he confirmed dash deployed on Thursday night (August 1, 2019), virtually three days prior, had unintentionally pushed the code stay on each web page.

But was the entire website de-indexed?

It’s extremely unlikely, as a result of to ensure that that to occur, Google would have needed to crawl each web page of the positioning inside three days with a view to discover the ‘noindex’ markup. Search Console can be no assist on this regard, as its information will all the time be lagging and should by no means choose up the adjustments earlier than they’re fastened.

Even trying again now, we see that Search Console solely picked up a most of 249 affected pages, of over eight,000 listed. Which is unimaginable, contemplating our search presence was lower by one-third a complete week after the incident was fastened.

Note: I’ll by no means be sure what number of pages had been totally de-indexed in Google, however what I do know is that EVERY web page had ‘noindex’ markup, and I vaguely bear in mind Googling ‘’ and seeing roughly one-eighth of our pages listed. Sure want I had a screenshot. Sorry.

Step 1: Fix the issue

Once the issue was recognized, our developer rolled again the replace and pushed the positioning stay because it was earlier than the ‘noindex’ markup. Next got here the problem of re-indexing our content material.

Step 2: Get the positioning recrawled ASAP

I deleted the previous sitemap, constructed a brand new one and re-uploaded to Search Console. I additionally grabbed most of our core product touchdown pages and manually requested re-indexing (which I don’t totally imagine does something since the latest SC replace).

Step three: Wait

There was nothing else we may do at this level, aside from wait. There had been so many questions:

  • Will the pages rank for a similar key phrases as they did beforehand?
  • Will they rank in the identical positions?
  • Will Google “penalize” the pages ultimately for briefly disappearing?

Only time would inform.

August eighth, 2019 (one week) – 33% drop in search presence

In assessing the injury, I’m going to make use of the date wherein the erroring code was totally deployed and populated on stay pages (August 2nd) as floor zero. So the primary measurement will probably be seven days accomplished, August 2nd by way of August eighth.

Search Console would doubtless give me the very best indication as to how a lot our search presence had suffered.

We had misplaced about 33.2% of our search site visitors. Ouch.

Fortunately, this might mark the height degree of injury we skilled all through all the ordeal.

August 15th, 2019 (two weeks) – 23% drop in site visitors

During this era I used to be maintaining a tally of two issues: search site visitors and listed pages. Despite re-submitting my sitemap and manually fetching pages in Search Console, many pages had been nonetheless not being listed — even core touchdown pages. This will turn out to be a theme all through this timeline.

As a results of our remaining unindexed pages, our site visitors was nonetheless struggling.

Two weeks after the incident and we had been nonetheless eight% down, and our revenue-generating conversions fell with the site visitors (regardless of elevated conversion charges).

August 22nd, 2019 (three weeks) – 13% drop in site visitors

Our pages had been nonetheless indexing slowly. Painfully slowly, whereas I used to be watching my industrial targets drop by way of the ground.

At least it was clear that our search presence was recovering. But how it was recovering was of specific curiosity to me.

Were all of the pages re-indexed, however with decreased search presence?

Were solely a portion of the pages re-indexed with totally restored search presence?

To reply this query, I took a take a look at pages that had been de-indexed, and re-indexed, individually. Here is an instance of a type of pages:

Here’s an instance of a web page that was de-indexed for a a lot shorter time period:

In each occasion I may discover, every web page was totally restored to its unique search presence. So it didn’t appear to be a matter of whether or not or not pages would get better, it was a matter of when pages can be re-indexed.

Speaking of which, Search Console has a brand new characteristic wherein it would “validate” erroring pages. I began this course of on August 26th. After this level, SC slowly recrawled (I presume) these pages to the tune of about 10 pages per week. Is that even quicker than a usually scheduled crawl? Do these instruments in SC even do something?

What I knew for sure was there have been plenty of pages nonetheless de-indexed after three weeks, together with industrial touchdown pages that I counted on to drive site visitors. More on that later.

August 29th, 2019 (4 weeks) – 9% drop in site visitors

At this level I used to be getting very pissed off, as a result of there have been solely about 150 pages remaining to be re-indexed, and regardless of what number of occasions I inspected and requested a brand new indexing in Search Console, it wouldn’t work.

These pages had been totally able to being listed (as reported by SC URL inspection), but they wouldn’t get crawled. As a end result, we had been nonetheless 9% beneath baseline, after practically a month.

One specific web page merely refused to be re-indexed. This was a excessive industrial worth product web page that I counted on for conversions.

In my makes an attempt to drive re-indexing, I attempted:

  • URL inspection and requesting indexing (15 occasions over the month).
  • Updating the publish date, then requesting indexing.
  • Updating the content material and publish date, then requesting indexing.
  • Resubmitting sitemaps to SC.

Nothing labored. This web page wouldn’t re-index. Same story for over 100 different much less commercially impactful URLs.

Note: This web page wouldn’t re-index till October 1st, two full months after it was de-indexed.

By the way in which, right here’s what our general restoration progress seemed like after 4 weeks:

September fifth, 2019 (5 weeks) – 10.four% drop in site visitors

The nice plateau. At this level we had reindexed all of our pages, save for the ~150 or so supposedly being “validated.”

They weren’t. And they weren’t being recrawled both.

It appeared that we might doubtless totally get better, however the timing was in Google’s fingers, and there was nothing I may do to influence it.

September 12th, 2019 (six weeks) – 5.three% acquire in site visitors

It took about six weeks earlier than we totally recovered our site visitors.

But in fact, we nonetheless hadn’t totally recovered our site visitors, in that some content material overperformed and was overcompensating for plenty of pages that weren’t but listed. Notably, our product web page that wouldn’t be listed for an additional ~2.5 weeks.

On stability, our search presence recovered after six weeks. But our content material wasn’t totally re-indexed till eight-plus weeks after fixing the issue.


For starters, undoubtedly don’t de-index your website on accident, for an experiment, or every other cause. It stings. I estimate that we purged about 12% of all natural site visitors amounting to an equally proportionate drop on industrial conversions.

What did we be taught??

Once pages re-indexed, they had been totally restored when it comes to search visibility. The greatest concern was getting them re-indexed.

Some fundamental questions we answered with this unintentional experiment:

Did we get better?

Yes, we totally recovered and all URLs appear to drive the identical search visibility.

How lengthy did it take?

Search visibility returned to baseline after six weeks. All pages re-indexed after about eight to 9 weeks.

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