TABLE OF CONTENTS
‘No-Index’ Definition | Why Use ‘No-Index’ Tag? | When to Use It | How to Add a ‘No-Index’ Tag |
Common Mistakes | Monitoring & Testing
Search engine optimization (SEO) is a cornerstone of any strong digital marketing strategy. While the goal is usually to get your content ranking as high as possible on Google, not every page on your site needs to be visible in search results. And in some cases, it shouldn’t be.
That’s where ‘no-indexing’ comes in. This underused but powerful SEO tactic allows you to control which pages search engines can crawl and index, helping you refine your site’s performance and focus visibility where it matters most.
In this post, we’ll explore when and why to use the no-index tag, how it can improve your SEO results, and the best practices for implementing it effectively.
What Does ‘No-Index’ Mean?
No-indexing tells search engines like Google or Bing not to include a specific page in search results. This is done by adding a noindex meta tag to the page’s HTML, like so: <meta name="robots" content="noindex">.
It’s often confused with the ‘nofollow tag’, which serves a different purpose. While a nofollow tag allows the page to be indexed, it instructs search engines not to follow or pass SEO value through the links on that page.
Using a no-index tag is a smart strategy for keeping low-value or utility pages, like thank-you pages, confirmation screens, test environments, or duplicate content, from cluttering search results.
On the other hand, a nofollow tag is better suited for pages you want indexed but that may contain user-generated content (e.g., comment sections) or untrusted links that shouldn’t influence your SEO rankings.
Why Would You No-Index Content?
Knowing what content to no-index — and when — can be tricky, but keeping a few best practices in mind makes it much easier.
A good place to start is with low-value content. Because Google’s crawl budget is limited, it’s important to prioritize high-value pages that inform your audience or drive conversions. By using the no-index tag, you help search engines focus on the content that matters most.
No-indexing is also a smart way to avoid duplicate content issues. Filtered category pages, tag archives, and alternate versions (like printer-friendly formats) can all confuse search engines and dilute SEO performance if not managed properly. Removing these from search results helps preserve your site’s authority and ranking potential.
Beyond SEO, some content simply shouldn’t be public. Some strong candidates for no-indexing include:
- Internal search results
- Admin dashboards
- Staging environments
- Member-only resources
- Outdated pages
- Post-conversion thank-you/download pages
Keeping these pages private helps maintain a clean, user-focused presence in search results.
When Should You No-Index Content?
Using the no-index tag effectively means knowing when and where to apply it. Below are common scenarios where no-indexing can strengthen your SEO strategy.
Outdated or Irrelevant Pages
A smart starting point is content that no longer serves your audience. Think outdated blog posts, past announcements, or legacy product pages. These pages often lack current value and can clutter your site’s search visibility.
Paginated Archives
Pages like “Page 2” of a blog archive rarely contain unique or valuable content for users and can unnecessarily consume your site’s crawl budget. No-indexing them helps focus search engine attention on more important content.
Thank You and Confirmation Pages
Even if they contain high-volume keywords, thank-you pages offer minimal value to searchers. They’re typically better off excluded from search results to avoid confusing or frustrating potential leads.
Duplicate or Low-Quality Content
Protect your SEO authority by preventing search engines from indexing thin, duplicate, or boilerplate content. This ensures your high-value, unique content gets the attention it deserves.
Underperforming or Misaligned Pages
If a page isn’t ranking, converting, or matching user intent — and there’s no plan to improve it — it may be worth no-indexing. This tactic keeps your site focused and efficient.
Internal-Use or Restricted Pages
Pages created for internal use, like admin dashboards, staging environments, or member-only resources, should always be no-indexed. This keeps your private content secure and your public-facing site streamlined.
How to Add a No-Index Tag
Adding a no-index tag might sound intimidating, especially if you’re not familiar with backend systems or coding. But thanks to modern CMS (content management system) platforms and tools, it’s easier than ever to manage.
If you’re using platforms like WordPress, HubSpot, or Shopify, you’ll find several user-friendly options to no-index pages without touching code. Tools like Yoast SEO, HubSpot page settings, and other plugins offer simple, point-and-click functionality to apply no-index tags in seconds.
Need to do it manually? It’s still fairly simple. To add the tag in HTML, just include <meta name="robots" content="noindex"> in the page’s <head> section. For non-HTML content like PDFs, you can achieve the same result by configuring the HTTP headers to include the no-index directive.
While it may seem easier to rely on robots.txt to block pages, no-indexing offers more precise control.
Robots.txt prevents search engines from crawling a page entirely, whereas a no-index tag allows them to crawl the page but excludes it from appearing in search results. This makes no-indexing ideal for selectively removing individual pages without affecting entire sections of your site.
Adding a No-Index Tag to a Blog in HubSpot
Here’s how to add a no-index tag to a blog post in HubSpot:
- Go to Content > Blog in your HubSpot account.
- Select the specific blog post you want to prevent from being indexed.
- Click on the Settings tab and scroll down to Advanced.
- In the Additional code snippets section, locate the Head HTML field.
- Paste the following code into the field: <meta name="robots" content="noindex">
- Click Save to apply the no-index tag to the blog post.
Common Mistakes to Avoid
It may seem obvious, but one of the most common and costly mistakes when using the no-index tag is accidentally applying it to high-performing or strategically important content. This type of error often goes unnoticed, sometimes for weeks or months, silently hurting your SEO performance.
Another frequent point of confusion is the difference between the noindex tag and robots.txt, and more importantly, the distinction between not indexing and not crawling.
Use robots.txt when you want to prevent search engines from crawling a page altogether (such as staging or admin pages). In contrast, a no-index tag allows the page to be crawled but blocks it from appearing in search results.
Because no-indexing is often a manual process, it’s also easy to forget to remove the tag once a page is ready for indexing. Another pitfall is placing a no-index tag on the canonical version of a page, which can unintentionally suppress your primary content from search visibility — again, often without immediate detection.
Careful tagging and regular audits can help you avoid these common missteps and ensure your SEO strategy stays on track.
Monitoring and Testing No-Index Tags
Regularly monitoring your no-index tags is essential not just to avoid costly mistakes, but to ensure they’re actually supporting your SEO goals.
Verifying the index status of your pages is simple with tools like the URL Inspection Tool in Google Search Console. For a broader view, the Index Coverage Report can help you monitor which pages are being excluded from search results and why.
You can also use self-service crawler tools like Screaming Frog to scan your entire site and identify all pages with no-index tags. These tools make it easy to track page-level directives, spot inconsistencies, and refine your strategy as your content evolves.
Keeping a close eye on your no-index usage helps you stay agile, intentional, and performance-driven.
Final Thoughts: Use No-Indexing Strategically, Not Broadly
No-indexing is a powerful tool, but like any precision instrument, it’s most effective when used thoughtfully. When applied strategically, it can enhance your site’s health, improve SEO performance, and create a more seamless user experience.
Before implementing at scale, consult with an SEO strategist or run tests to ensure the tag supports your goals. When in doubt, a data-driven approach always wins.
If you're unsure where to start or want expert guidance on using no-indexing and other SEO best practices, LAIRE can help. Our team can evaluate your site and build a marketing strategy designed to drive visibility, conversions, and long-term growth.
Contact us today to learn how we can help you turn site improvements into real results.