What is Noindex?
The noindex directive is an instruction for search engines to exclude a webpage from search results. This means the page won’t appear in Google, Bing, or other search engines’ results, even if other websites link to it.
Noindex is useful when certain pages should remain accessible but shouldn’t be indexed, such as duplicate content, private pages, or low-value pages.
How Search Engines Treat Noindex
When a page is marked with noindex, search engines will:
- Stop displaying the page in search results.
- Continue crawling the page (unless blocked by robots.txt).
- Eventually remove the page from the index if the directive remains.
Why Use Noindex?
There are several reasons to apply noindex to a page:
1. Preventing Duplicate Content
Some pages have the same or very similar content, which can lead to keyword cannibalization or Google indexing the wrong page.
- Examples:
- Faceted navigation pages (e.g., filter combinations on e-commerce sites).
- Printer-friendly versions of articles.
- Tag pages on blogs.
2. Hiding Low-Value Pages
Some pages add no real SEO value and shouldn’t appear in search results.
- Examples:
- Thank-you pages after form submissions.
- Admin or login pages (e.g.,
/wp-admin/in WordPress). - Internal search results pages (Google warns against indexing these).
3. Keeping Sensitive or Restricted Content Out of Search
Some content should remain accessible to users but not show up in search engines.
- Examples:
- Premium/members-only content (e.g., paywalled articles).
- Internal reports or unpublished drafts.
- Pages with personal information (e.g., user profiles in forums).
How to Implement Noindex
1. Using the Meta Robots Tag (Most Common Method)
This is the simplest way to apply noindex to a page. Add the following inside the <head> section:
<meta name="robots" content="noindex">This tells search engines not to index the page while still allowing them to follow links.
To block indexing & link crawling, use:
<meta name="robots" content="noindex, nofollow">
This prevents both indexing and following links on the page.
2. Using X-Robots-Tag (For PDFs, Images, or Server-Level Control)
The X-Robots-Tag is applied via HTTP headers, making it useful for non-HTML files (e.g., PDFs, images, videos).
HTTP/1.1 200 OK
X-Robots-Tag: noindex
When to use X-Robots-Tag?
- To noindex PDFs, images, or non-HTML files.
- To set site-wide noindex rules via the web server (Apache, Nginx).
3. Can You Use Robots.txt to Noindex Pages?
No. Robots.txt cannot apply noindex.
- Robots.txt prevents crawling but not indexing if other pages link to it.
- Instead, use meta robots or X-Robots-Tag for better control.
However, robots.txt can be combined with noindex:
- Disallow crawling in robots.txt.
- Use noindex to remove from search results.
SEO Risks of Using Noindex
While noindex can be helpful, misusing it can harm your SEO.
1. Noindexing Valuable Pages with Backlinks
- If a page has high-authority backlinks, noindexing it wastes link equity.
- Consider using canonical tags instead for duplicate content.
2. Accidentally Noindexing Key Pages
- Some sites accidentally apply noindex to important pages (e.g., homepage, category pages).
- Always double-check with Google Search Console.
3. Noindex Alone Doesn’t Block a Page from the Web
- A noindexed page is still accessible via direct URL.
- To fully block a page, use authentication or a password.
Noindex vs. Nofollow: What’s the Difference?
Noindex: Prevents the page itself from appearing in search results.
Nofollow: Tells search engines not to follow links on the page.
Example Comparison
| Directive | Effect on Page | Effect on Links |
|---|---|---|
| Noindex | Page removed from search results | Links still followed (unless nofollow is added) |
| Nofollow | Page remains indexed | Links are not followed |
| Noindex, Nofollow | Page removed from search results | Links are not followed |
When to Use Noindex vs. Other SEO Methods?
| SEO Goal | Best Method |
|---|---|
| Remove a page from Google | Noindex |
| Prevent passing link juice | Nofollow |
| Avoid duplicate content | Canonical tag |
| Block search engines completely | Password protection / Robots.txt |
Final Thoughts
The noindex directive is a powerful SEO tool that helps control which pages appear in search results. However, misusing it can harm your rankings—so always apply it carefully.
Next Steps:
- Check your site’s indexed pages in Google Search Console.
- Use noindex only when necessary to avoid losing valuable traffic.
- Monitor SEO impact after applying noindex.
Alex is an experienced SEO consultant with over 14 years of working with global brands like Montblanc, Ricoh, Rogue, Gropius Bau and Spartoo. With a focus on data-driven strategies, Alex helps businesses grow their online presence and optimise SEO efforts.
After working in-house as Head of SEO at Spreadshirt, he now works independently, supporting clients globally with a focus on digital transformation through SEO.
He holds an MBA and has completed a Data Science certification, bringing strong analytical skills to SEO. With experience in web development and Scrum methodologies, they excel at collaborating with cross-functional teams to implement scalable digital strategies.
Outside work, he loves sport: running, tennis and swimming in particular!
