20 + 4 reasons why a page isn't ranking

Reason no. 1: a page isn’t ranking because it has only just been published

It might sound obvious, but it isn’t at all: publishing a new page on our website doesn’t guarantee that search engines will index it immediately. This is an often underestimated reality that deserves careful thought.

The importance of continuous updates: First of all, we need to understand that a new page isn’t indexed in the blink of an eye; it depends on several crucial factors. One of these is how active the website is. If your site has been dormant for a year, the wait for a new page to be indexed could stretch to days. By contrast, a lively, constantly updated site might see its new page indexed within hours, or even minutes. This is a truth we can’t ignore.

Checking with Search Console: But how can we make sure our page has actually been indexed and ranked by Google? The answer is Search Console. This tool lets us analyse the page in detail, showing us exactly when it was indexed, where it ranks and what it’s bringing in terms of clicks and impressions. It’s an extremely powerful tool, but we need to remember that Search Console only gives us this data after 24 hours.

Using the “site:” operator strategically: If your site is updated frequently, new pages get indexed in record time and you can’t wait for Search Console data, you can use the “site:” operator on Google. It’s a quick, direct way to check whether your new page has been indexed.

Inviting Google to index: If, despite everything, the page doesn’t appear with the “site:” operator, don’t despair. We can ask Google to index the page through Search Console. It’s also essential to make sure you have a dynamic sitemap that includes all new pages.

The power of links: Let’s not forget the importance of links. Linking to the new content from older, more authoritative pages or from other channels not only enriches the fabric of our site but also speeds up indexing of the new page. It’s a strategy we can’t afford to neglect.

In conclusion, getting a new page on our site indexed is a complex process influenced by many factors. It takes patience, attention and a well-defined strategy. It isn’t a given, but a goal to be reached with commitment and dedication.

Reason no. 2: no content

“My site only has valid content, no empty pages!” you might say with confidence. And yet let me open your eyes to something many people overlook: CMSs (WordPress, Joomla and so on) often create “empty” pages automatically, unless they’re configured otherwise.

The ghost of empty content: When I talk about “empty content”, I don’t mean a desolate white page with no content at all. I mean the pages automatically generated by the CMS, such as author, category and tag pages. Left to their own devices, these pages linger like zombies on your site, with no substance and therefore ignored by search engines.

The example of “author” pages: Take, for example, the “author” page on a site with a blog. Yes, that very page that may have been created automatically without you even knowing. Try searching on Google using the “inurl:” operator: enter your domain name followed by “inurl:author”. You’ll see: the reality might surprise you.

The web of “tag” and “category” pages: And it doesn’t end there. WordPress, the giant among CMSs, automatically generates category and tag pages. Have you created 20 tags on your blog? Then there are probably 20 ghost tag pages. Here too, a search with the “inurl:tag” or “inurl:category” operator can reveal this hidden truth.

What Search Console reveals: If you still have doubts, there’s an even more direct way to find these ghost pages: Search Console. Go to “Pages” and, with a simple click on pages discovered or crawled but not indexed, a hidden world will open up, a part of your site you may never have considered.

So it’s essential to become aware of this reality. Your site could be hiding empty pages, ghost pages that take value away from your work. It’s an aspect that can’t be ignored, a challenge we need to tackle with determination. Let’s find them, fill these empty spaces and turn them into opportunities to enrich our site and improve its rankings.

Reason no. 3: thin content, too short

Oh yes, in this case size matters! It’s a dilemma all of us in this field have faced. In SEO, text length is a topic that deserves careful analysis. Contrary to common perception, content length isn’t a direct ranking factor, but the substance of the text and its ability to answer the search intent are crucial.

The depth of search intent: There’s no denying that search intent drives SEO strategy. However, in a competitive field, where many authors have already explored and discussed a topic, a superficial approach won’t be enough. In this scenario, brevity can be a significant limitation.

Beyond the simple word count: Suppose we’re writing about a topic such as digital marketing, a vast and complex field. A 500-word article might offer a general introduction, but it’s unlikely to cover the subject satisfactorily. The challenge here isn’t just beating competitors on word count, but providing a deeper, more complete analysis, presenting new information or unexplored perspectives.

The depth needed in a competitive context: In a field like digital marketing, every niche has already received considerable attention. To stand out, it’s essential to go beyond the surface. You need to examine every aspect, answer questions that haven’t yet been addressed and offer unique, original insights. That takes content that isn’t just long but full of value.

The importance of in-depth content: In the case of digital marketing, a 500-word article might be fine for a general overview. But to cover specific topics such as advanced SEO strategies, content marketing techniques or analysis of emerging trends, a much more detailed approach is needed. Here, the length of the text becomes a reflection of how complete and in-depth the analysis is.

Richness and completeness reign supreme. Text length becomes a critical factor when it comes to exploring a complex, competitive topic in depth. It’s not just about beating competitors, but about providing real, tangible value to the reader, something that goes well beyond a simple word count.

Reason no. 4: duplicate content

Duplicate content is one of the cornerstones of SEO management and web content creation. It’s well known that Google penalises duplicate content, but it’s essential to understand the scope and nature of the concept.

The broad concept of duplicate content: Contrary to what many people think, duplicate content isn’t limited to text copied and pasted from one site to another. It also includes duplication within a single site. This is particularly common in e-commerce, where product pages can be repeated under different categories or product descriptions may be taken directly from the brand’s website.

Managing duplication in e-commerce: For internal duplication, you can use the canonical tag. This lets you define which page is the “canonical” one Google should index, guiding search engines towards the preferred version of the content.

The challenge with authoritative sites: When the duplicate content comes from a more authoritative external site, as with copied product descriptions, the less authoritative site is very likely to be ignored by Google when indexing. That’s why it’s crucial to create original content with added value.

The case of PDF documents: Duplicate documents, such as PDFs, also need to be considered. For example, take a regulatory document published on the website of the Italian Ministry of Labour. Rather than downloading the PDF and uploading it to your own site, it would be wiser to link directly to the original resource. This applies to any type of content that isn’t original.

Republishing press releases and editorial articles: Finally, another example of duplicate content is publishing identical press releases on different sites, or republishing an identical editorial article on several platforms, such as your own blog and LinkedIn. This practice, once accepted, is now considered suboptimal for SEO.

Managing duplicate content requires careful analysis and a conscious strategy. It’s essential for anyone managing web content to understand the nature and implications of duplicate content, as well as the strategies for avoiding or handling it properly. This understanding is crucial to ensuring an effective online presence in line with search engine guidelines.

Reason no. 5: only “emotional” content

Storytelling is a fascinating and powerful technique. Telling stories captures attention and creates an emotional bond with the audience. However, it’s essential to recognise that storytelling, if disconnected from an effective SEO strategy, isn’t enough to secure online rankings.

Integrating storytelling into SEO: For example, telling personal anecdotes, such as going mushroom hunting as a child, can be engaging. However, this kind of content only becomes effective if it’s placed in the context of your business. If you run a farm specialising in growing berries for patisseries and ice-cream parlours, putting this information before the story makes your narrative personal and relevant.

A clear, relevant message: It’s crucial to start with clear information about what your company does and for whom. Saying you’re a forward-looking company with thirty years’ experience and values rooted in your local area will only work if the audience has already understood the context and sector of your business.

Prioritising essential information: In the digital age, where users’ attention is limited, it’s vital to put crucial information first. Online users are often searching quickly for products or services, so meeting that need first is essential. Only once the initial need for information has been met can you go on to tell more personal, engaging stories that help make the company memorable.

So, as we’ve said, storytelling is an art that, if properly integrated into an SEO strategy, can greatly enrich content and audience engagement. However, it’s crucial that the narrative is anchored in concrete, relevant information about the company and its products or services, to ensure both emotional engagement and effectiveness in terms of online rankings.

Reason no. 6: content that’s not very useful (or useless)

Unhelpful content on a website is a fundamental problem, both for users and for the site’s visibility in search engines. Unhelpful content not only fails to provide value to potential customers but also acts as an obstacle to effective indexing by Google.

Defining unhelpful content: Unhelpful content can take various forms. These include:

1. Confusing copy: Text that fails to describe the product or service on offer properly.
2. Unrelated content: Text, images or videos that have nothing to do with the main theme of the site or the interests of the target audience.
3. Outdated information: Content that hasn’t been updated and no longer reflects current reality or the latest trends.
4. Overlong, pointless content: Articles or pages that, despite their length, provide no useful or interesting information.
5. Lack of organisation and consistency: Content without a logical flow, making it hard for users to follow the thread.
6. Poor-quality machine translations: Translations that ignore linguistic and cultural nuances, ending up incomprehensible or misleading.
7. Poor-quality images: Blurred, low-resolution or irrelevant images that add no value to the content.

How to handle unhelpful content: If you identify unhelpful content on a site, you can take two approaches:

1. Removing the content: Remove the useless content completely. In this case it’s important to implement a 301 redirect to preserve link integrity and the site’s usability.
2. Updating and optimising: Review and update the content to make it relevant, useful and current. This might include updating information, improving the quality of translations or restructuring the flow of the content to make it clearer and more useful.

Unhelpful content on a website not only damages the user experience but can also have a negative effect on search engine rankings. It’s therefore essential to identify and actively manage this content, either removing it or updating it, to make sure every element of the site contributes to a positive user experience and effective online rankings.

Reason no. 7: someone else has already written it

Creating content on topics already covered online is a constant challenge. Whether you’re relaunching an existing blog or aiming to rank a new website, you’ll inevitably come up against topics others have already discussed. This reality, though, shouldn’t be seen as an insurmountable obstacle, but rather as a challenge to keep doing better.

Analysis and innovation in content: First of all, it’s essential to ask how broadly and deeply competitors have covered the topic. Questions such as “Has every aspect of the topic been explored?” or “Can I provide additional or unique information that adds value for the user?” are crucial. Assessing what’s missing from competitors’ articles and how you can enrich the discussion is a fundamental step.

Adding multimedia content: The answer to the need to stand out can often be found in multimedia content. A well-made video, an in-depth interview, an engaging podcast or a clear, effective infographic can be valuable tools for adding value and uniqueness to your content.

Standing out from competitors: Simply replicating what already exists online, without adding distinctive elements, is like entering a race you’ve already lost. If the content doesn’t offer a new perspective or additional data, Google probably won’t consider it relevant for indexing, especially if similar information has already been widely covered by more authoritative sites.

To make sure your site stands out in the SERPs, you need to take a creative, analytical approach to content creation. That means going beyond repeating what’s already known, exploring new directions, providing additional information and using innovative formats that can capture the attention of users and search engines. Only then can you hope to win an authoritative place online.

Reason no. 8: orphan pages

An orphan page on a website is a structural problem that needs particular attention. Defined as a page with no incoming links, it not only lacks a menu entry but is completely absent from every other part of the site. This digital isolation makes it a weak, poorly performing page.

Identifying orphan pages: Orphan pages can come about in different ways. A typical example is product pages from collections that are no longer current, where each product page becomes an orphan as soon as the collection stops being promoted. Another example might be a page about an event or a news item that, no longer linked from anywhere, is left isolated and forgotten.

Persistence despite links being removed: It’s important to stress that simply removing the call to action or link that led to these pages doesn’t delete them. These pages can go on existing and, in some cases, generating traffic, so they remain an active part of the site’s architecture.

How quickly Google indexes: An interesting consideration concerns how quickly Google indexes pages. While useful pages can take time to be indexed, test pages or irrelevant pages seem to be picked up more quickly.

Managing orphan pages: To manage orphan pages effectively, you can use tools such as Google Search Console or the “site:” operator to find them. Once identified, specific strategies are needed:

1. Redirecting product pages: Product pages from past collections should be manually redirected to the most similar product or the most relevant category.
2. Removing unwanted pages: News items or pages that are no longer relevant can be given a 404 status code, effectively removing them from the site’s navigation.
3. Making pages worth keeping findable: For pages you want to keep, it’s crucial to make them accessible through calls to action or other internal links on the site.

Orphan pages on a website call for careful analysis and targeted action. Managing them is essential to keep the site’s architecture efficient and optimised, ensuring that every page contributes positively to the site’s overall performance in terms of navigation and SEO.

Reason no. 9: meta tags, the great unknown

A web page’s title and description are the fundamental pillars of SEO optimisation. Neglecting these two elements can significantly reduce the likelihood of Google indexing a page. While it’s true that Google can change the title and, more often, the description according to its own criteria, it’s essential to optimise them properly.

Using the “site:” operator to analyse snippets: An effective way to assess how well titles and descriptions are optimised is to use the “site:” operator on Google. By typing “site:yourdomain”, you can see all the snippets for your site’s pages. This analysis shows how search engines perceive these elements and whether they’re sufficiently distinct and specific to the topic of each page.

The importance of length and content quality: Personally, I prefer to keep the number of characters within a set limit, so that sentences are complete and coherent. However, it’s essential to stress that length in itself isn’t the only deciding factor. Google can also read and interpret content that isn’t directly shown in the SERPs.

Conclusion: In short, a web page’s title and description aren’t mere formalities but key elements of SEO optimisation. Managing them carefully not only improves the chances of Google indexing the page but also gives users a clear preview of the page’s content, directly influencing the quality of traffic and engagement on the site.

Reason no. 10: on-page SEO

On-page optimisation is a crucial part of SEO and requires a thorough understanding and correct use of all the elements on a web page. Particularly important among these are the proper use of heading tags, the correct use of text in

(paragraph) tags, image optimisation, effective URL structure and the choice of anchor text.

The importance of heading tags: Heading tags, from H1 to H6, play a fundamental role in creating a reading hierarchy that benefits both users and search engines. The H1 in particular is one of the three most important on-page elements for indexing. Careful management of H1s can be decisive for a site’s indexing. Correctly organising H2s, H3s and so on down to H6 helps structure the content clearly and logically, making it easier for users to navigate and for search engines to interpret.

Image optimisation: Images should be optimised using alt tags. This not only improves the site’s accessibility but also helps images rank in the SERPs and on Google Images. The alt attribute provides a text description of the image, which is essential for search engines and screen readers.

Building URLs efficiently: URL structure plays a significant role in on-page optimisation. Including the main keyword in the URL is recommended practice. Personally, I prefer to include the page’s full path in the URL, as this makes it easier to analyse the various sections of the site in Search Console. For example, if all article URLs contain the /blog/ directory, it will be easier to analyse the traffic and impressions generated by the blog, excluding the site’s other pages.

The impact of on-page optimisation: Neglecting on-page elements can have negative consequences for a site’s indexing. Careful, effective management of these components is essential not only to ensure a good user experience but also to improve the site’s visibility and rankings in search results. In conclusion, on-page optimisation calls for a meticulous, informed approach, essential to the success of any SEO strategy.

Reason no. 11: keyword choice

The current trend is towards a more dynamic use of keywords, focusing more on search intent than on using specific, precise terms. This modern approach demands careful analysis of the SERPs, especially the “People Also Ask” panel, to take inspiration from content that ranks well.

Clarity in keywords: Despite this evolution, keywords still play a crucial role in answering search intent. Simplicity and clarity remain decisive, both for users and for search engines. As a result, using ambiguous keywords can be a significant obstacle to getting a page indexed.

Identifying ambiguous keywords: Ambiguous keywords are characterised by:

1. Short keywords (1-2 words) with several meanings: These can lead to multiple interpretations and confusion.
2. Keywords without context: Without a clear context, search engines may find it hard to understand the real meaning of the keyword.
3. Implied keywords not expressed in the text: A lack of clarity in the text can undermine SEO effectiveness.

New examples and context: For example, “platform” can refer either to a software solution or a physical structure. “Net” could mean a computer network or a fishing net. The risk in these cases is not only that Google won’t understand you, but also that you’ll appear in a mixed SERP that isn’t properly focused on your site’s goal.

The role of context: Context therefore becomes a fundamental element. For example, specifying “bank for financial services” or “organic apple for food” gives the content a clear, targeted direction. This specificity helps guide indexing and relevance in the SERPs more effectively.

Conclusion: In conclusion, managing keywords in a modern SEO strategy requires a balance between flexibility and precision. It’s essential to assess search intent carefully while keeping the keywords you use clear and specific in context, to ensure correct indexing and optimal relevance in the SERPs.

Reason no. 12: forgetting keywords in the title and URL

URL structure is a fundamental element in optimising a web page. A strategy that includes each page’s full path in the URL makes it much easier to analyse and segment the different sections of the site.

Including the main keyword in the URL: Just as it’s standard practice to put the main keyword in the page heading and the title tag, it’s essential to include it in the URL too. This not only reinforces the page’s SEO relevance but also makes the URL more descriptive and understandable for both search engines and users.

The need for descriptive URLs: Creating URLs that aren’t self-explanatory or don’t clearly convey the page’s content is counterproductive. Generic, overly emotional URLs or URLs unrelated to the topic can hinder indexing by Google. The search engine may in fact consider the page of little interest or irrelevant to users.

The importance of keywords in URLs: Although it may seem a well-known concept, it’s always worth repeating how important it is to “christen” every page with a main keyword, including it in all on-page elements, URL included. This approach not only improves the page’s visibility and accessibility in search engines but also contributes to a better user experience, giving clear, immediate signals about the page’s content.

Reason no. 13: internal links

Internal linking is a strategic component of a website’s SEO management. It involves distributing PageRank across the site’s pages by connecting them with internal links. This practice is essential for strengthening content, especially the most recent, helping it rank thanks to links from more established, authoritative pages.

Periodically updating internal links: It’s advisable to periodically review the articles published over the last few months to add new anchor text and update internal linking, especially on the blog. This process not only keeps the site up to date but also ensures that new content is properly supported and given value from an SEO point of view.

The impact of unlinked pages: A page that receives no internal links from other parts of the site is considered weak from an SEO perspective. In particular, if the page’s content is short and of little value, the lack of incoming links could further reduce its chances of being indexed by Google, which may judge it unworthy of appearing in the SERPs.

Internal linking strategy and management: Looking after internal linking is therefore a tactical element of primary importance. By carefully using relevant, descriptive anchor text, you can also solve SEO cannibalisation problems, that is, pages on the same site competing for the same keywords. This aspect of internal linking not only improves user navigation but also improves search engines’ understanding of the site, contributing to better overall rankings for its pages.

Reason no. 14: passwords

In analysing a web page’s indexing problems, we’ve so far focused on content-related aspects. However, it’s essential not to overlook the technical elements that can affect this process. A good example is the lamp that won’t work, which is often fixed simply by plugging it back in: sometimes the most effective solutions are also the simplest.

Password-protected pages: A common technical reason a page might not be indexed by Google is password protection. This mechanism is often used to prevent indexing of pages or entire sections of a site that are still under construction or that aren’t meant to be public. Password protection effectively stops search engines from accessing the content of these pages.

Managing password protection consciously: While password protection is a useful tool for controlling access to the site’s pages, it’s crucial to remember that it’s there. Once the page or section of the site is ready to go public, it’s important to remove the password protection so that search engines can index the content. Failing to remove it could mean Google doesn’t index the page, limiting the site’s visibility.

Password protection is an effective tool for controlling indexing, but it must be managed carefully. Making sure pages are accessible at the right time is essential to ensure the site is indexed correctly and visible in search engines.

Reason no. 15: loading time

Excessively long page loading times can cause server timeout problems. If the server can’t respond and return the requested page, Google is unable to crawl it. It’s important to stress that we’re talking about the loading time of the page’s HTML, not of its content, as measured by Core Web Vitals.

Variable timeouts and dependence on the server: A server’s timeout is a variable factor that depends largely on the server’s own configuration and performance. It’s therefore essential to take targeted action to optimise server performance and ensure fast response times.

Server optimisation strategies: To improve server performance, several strategies should be considered:

1. Using powerful servers: Investing in hardware or server solutions with enough processing capacity for the site’s needs.
2. Optimising the page code: Reviewing and optimising the HTML code to reduce loading time.
3. Reducing resource sizes: Compressing images, CSS and JavaScript files to minimise loading time.
4. Choosing a reliable hosting provider: Opting for a hosting provider that offers fast response times and handles traffic well, especially during peaks.
5. Reducing HTTP requests: Minimising the number of HTTP requests needed to load a page, to lighten the load on the server.

The importance of server response time: A server that responds promptly is crucial to ensuring a positive user experience and making indexing easier for search engines. A slow or inefficient server can damage both the user experience and the site’s SEO.

Optimal management of server performance is fundamental to a website’s success. A fast, reliable server not only improves the user experience but also ensures Google can access and index pages smoothly, contributing to better rankings in search results.

Reason no. 16: 404 errors

The 404 status code is an HTTP status code indicating that a web page is missing from the server, meaning the page requested doesn’t exist or is no longer available. It differs from a 200 status, which confirms that the page exists and is available. You can find 404 errors using Google’s “Search Console > Pages” feature.

Handling 404 URLs: If the URLs generating a 404 error don’t need to be recovered and you intend to delete them permanently, you can use the 410 status code. This code, indicating that the resource has been permanently removed, speeds up the removal of URLs from search results compared with a 404.

Common causes of a 404 error: Situations that can lead to a 404 error include:

1. Wrong or changed URL: A change in URL structure or a typing mistake.
2. Page removed: The page has been deleted from the site.
3. Change of domain or site structure: Changes to the site’s architecture that affect URLs.
4. Broken links: Links pointing to pages that no longer exist.
5. Server configuration problems: Configuration errors that prevent access to the page.

Solutions depending on the case: Depending on the situation, resolution strategies may include:

1. 301 redirect: Redirecting the user to a relevant page.
2. Keeping the 404 status: If the page doesn’t need to be recovered.
3. Fixing the error: Tackling the causes of the 404 error.

The impact of 404s on SEO: Although 404 pages don’t have a direct negative impact on the site’s functionality, too many of them left unmanaged can send Google signals of low site quality, indirectly harming SEO. It’s worth noting that redirecting all 404 pages to the site’s homepage isn’t correct practice, as it can disorient users and doesn’t solve the underlying problem behind the 404 error.

Careful management of 404 errors is essential to maintaining a website’s integrity and quality. It’s fundamental to adopt the most suitable resolution strategy for each specific context, to ensure a good user experience and protect the site’s reputation for SEO purposes.

Reason no. 17: noindex

The “noindex” meta tag is a directive placed in a web page’s HTML that tells search engines they may access the page but should not index it. This meta tag is particularly useful in various circumstances, such as:

1. Admin or configuration pages: To limit access to technical or private pages on the site.
2. Duplicate content: To prevent duplicate content problems, telling search engines not to index one of the versions.
3. Pages under construction or in development: To avoid indexing pages that aren’t yet complete or are being updated.
4. Pages with sensitive content: To keep pages containing delicate or confidential information private.
5. Pages no longer useful to the site: To exclude from indexing pages that add no value to the site.

The importance of managing noindex: It’s essential to pay attention to how the “noindex” meta tag is managed. If we forget to remove “noindex” from a page that’s ready for publication, it will be listed among the non-indexed pages in Google Search Console. Keeping on “noindex” pages we want to keep on the site but don’t want indexed helps optimise crawl budget, that is, the amount of resources Google devotes to exploring the site.

The “noindex” meta tag is an effective tool for selectively managing the indexing of a website’s pages. Used strategically, it lets you guide search engines as they crawl the site, ensuring that only pages considered relevant and appropriate are indexed. Implementing and removing “noindex” correctly is crucial to the effectiveness of this strategy.

Reason no. 18: disallow in the robots.txt file

The “Disallow” directive is a tool used to tell search engine bots, also known as crawlers or spiders, not to access specific sections or pages of a website. Although I personally prefer the “noindex” meta tag to prevent a page from being indexed, the “Disallow” directive makes it possible to isolate entire sections of a site.

Limitations and considerations of the Disallow directive: There are some things to bear in mind when using the “Disallow” directive:

1. It doesn’t guarantee complete exclusion: Some search engines may decide not to respect the “Disallow” directive and access the designated pages or sections anyway.
2. Possibility of indirect indexing: If a disallowed page is linked from another accessible page, Google may still index it, returning an empty snippet. The snippet may include a title derived from the link’s anchor text and a description based on the text surrounding the anchor.
3. Impact on crawling, not on indexing: The “Disallow” directive stops crawlers accessing the page’s content, but doesn’t block it from being indexed.

Checking disallowed pages with Search Console: You can use Google Search Console to identify pages or sections of the site that have been disallowed. For a direct check, it’s also a good idea to look at your site’s robots.txt file, easily accessible by typing your domain followed by “/robots.txt”.

The “Disallow” directive in the robots.txt file is a useful tool for managing crawler access to a website’s content. However, it’s essential to understand its limitations and use it with caution, bearing in mind that it doesn’t offer an absolute guarantee of exclusion from indexing. Managing “Disallow” correctly and combining it with other SEO techniques, such as “noindex”, can make a site’s indexing strategy more effective.

Reason no. 19: too much JavaScript

Using JavaScript on a web page can present significant challenges for indexing by Google. A standard HTML page is easily crawled, read, indexed and finally ranked by search engines. However, a page that relies heavily on JavaScript follows a different path, because Google needs to execute the JavaScript code to render the page fully.

How JavaScript pages are indexed: For pages that depend on JavaScript, the indexing process is more complex:

1. Initial crawl and pause: Google first reads the page, but then puts it on hold to execute the JavaScript.
2. DOM generation and indexing: Once the JavaScript has run and the DOM (Document Object Model) has been generated, Google can index the page. During the first crawl, the page may appear empty.
3. Timing of script execution: How long it takes for JavaScript to be executed and the full content to become available can vary considerably, from an hour to a day or more, and in some cases it may not happen at all, especially on sites with a large number of pages.

Common problems with JavaScript: Some critical issues linked to the use of JavaScript include:

• Content injected with JavaScript: Page titles or text inserted via JavaScript may not be immediately available for indexing, running the risk of not being taken into account by search engines.
• JavaScript-driven pagination: Pagination handled through JavaScript, such as “Show more” or “Load more” buttons that aren’t hyperlinks (a href) but JavaScript events (button), can prevent Google from reaching content beyond the first screen.

Checking indexing with JavaScript disabled: To find out whether a page is at risk of poor indexing, it’s useful to disable JavaScript in your browser and see whether the page still shows text content. If the page has no text with JavaScript disabled, that may indicate serious indexing problems.

Careful management and strategic implementation of JavaScript can mitigate these potential problems and ensure a web page’s content is indexed correctly.

Reason no. 20: language errors

A common mistake that can undermine Google’s ability to index a web page effectively concerns language settings. It’s essential to specify the page’s language correctly in the source code, for example with the lang="en" attribute for English.

Structuring URLs correctly for multilingual sites: When building URLs for a multilingual site, it’s essential to follow a standardised, recognised approach. Some examples of correct formats include:

• domain.com/en/ for the English version.
• en.domain.com as a subdomain dedicated to English.

Examples of incorrect URLs: It’s important to avoid non-standard or confusing URL formats, such as:

• domain.com/it_en: a format combining two language codes.
• domain.com/row_eur_en: a complex, unclear structure.
• domain.com/eu_en: “eu” isn’t a valid language code.

Following the guidelines on language codes: You can’t invent your own language extensions; you need to stick to the standard codes. For a reliable reference, you can consult the Root Zone database, which provides a complete list of internationally recognised language codes and domain extensions.

Common mistakes in multilingual e-commerce: Language management errors are particularly common in multilingual e-commerce. Even the websites of large companies often have these problems. However, the fact that a competitor makes the same mistake doesn’t justify failing to follow best practice in this area.

Careful management of language settings and URL structure on a multilingual site is fundamental to ensuring search engines index it correctly. It’s essential to follow established guidelines and use clear, internationally recognised URL formats to avoid SEO problems and provide a better user experience.

Reason no. 21: the canonical, the great unknown

The canonical tag is an essential element in a website’s SEO management, because it gives search engines such as Google a clear indication of which page should be considered the canonical, or main, version to index. This tool is particularly useful when there’s duplicate content. For example, when product pages appear in several categories, you can tell Google which of the versions should be preferred for indexing.

Pointing the canonical in the wrong direction: A common mistake to avoid is setting a canonical tag that wrongly points to another page. In that case the original page won’t be indexed. Ideally, every page on a site should have a canonical tag pointing to itself, reinforcing its relevance and authority.

Strategic use of the canonical: It’s not advisable for every page on the site to have a canonical tag pointing to a URL other than its own. This can waste PageRank, because SEO value is diverted to the page indicated as canonical.

Canonicals and pagination: Particular care is needed with the canonical tag on paginated pages. If, for example, page 2 of a product listing has a canonical pointing to the first page, and the same happens for all subsequent pages, Google will only index the first page. It’s therefore essential to handle the canonical tag carefully in these situations.

Google and canonical management: Note that Google can choose to ignore the canonical tag. In Google Search Console you may come across cases flagged as “Duplicate, Google chose different canonical than user”. This means that Google, based on its algorithms, has decided a different page is better suited to be the canonical version.

The canonical tag is a powerful SEO tool, but it has to be used knowledgeably. Careful, considered use of the canonical can greatly improve page indexing, avoiding wasted PageRank and ensuring the right content is given value in search engines.

Reason no. 22: orphan pages

An orphan page is a web page that sits in isolation within a site’s structure. This isolation can take different forms:

1. Not linked and missing from the sitemap.xml: A page that receives no links from other pages on the site and isn’t included in the sitemap.xml file either.
2. Not linked but listed in the sitemap.xml: A page that receives no internal links but is listed in the sitemap.xml file.
3. Linked with nofollow links: A page that, even if linked, receives only nofollow links, which don’t pass PageRank and so don’t help strengthen its SEO position.

Types of orphan pages and their impact: A landing page not linked from any other page on the site is an example of an orphan page. However, if this landing page is part of an advertising campaign, its orphan status may not be a problem. On the other hand, a product page not linked from any other page on the site, or an editorial article not linked from the blog, raises questions about its purpose and whether it really needs to exist.

The weakness of orphan pages: Orphan pages are generally considered weak from an SEO point of view. This weakness can lead to indexing problems; Google may decide not to include them in the SERPs, judging them to be of little relevance or quality.

Strategies for managing orphan pages: To manage orphan pages effectively, several strategies can be adopted:

• Deleting with a redirect: If an orphan page offers no value, it can be deleted, with a 301 redirect to a more relevant page.
• Merging with other pages: Merging orphan pages with other related pages to create richer, more interconnected content.
• Strengthening: Working on orphan pages to strengthen them, for example by adding relevant internal links or improving the content.

Orphan pages on a website call for careful analysis and strategic management. Identifying and acting on these pages can bring significant improvements in the site’s overall indexing and rankings in search engines.

Reason no. 23: crawl budget

Crawl budget is the amount of resources Google decides to allocate to exploring a website. A low crawl budget can have a negative effect on a site’s indexing and can be due to various factors:

1. Slow server: A slow-responding server can lead Google to stop crawling (timeout), limiting the crawl budget.
2. Low-authority domain or new site: Less established or new sites need time to gain authority in the eyes of search engines, which can reduce the initial crawl budget.
3. Infrequent site updates: A low update frequency can lead Google to crawl the site less often, assuming there’s less new content to index.
4. Lack of incoming backlinks: Backlinks from authoritative sites are a signal of relevance and quality; their absence can mean a smaller crawl budget.

Solutions to increase crawl budget: To increase crawl budget, it’s essential to develop an effective content strategy, including well-structured internal linking. This encourages Google to visit the site more often, increasing the resources devoted to it.

Using artificial intelligence in content creation: In the age of artificial intelligence, tools such as ChatGPT can be used to create editorial articles. However, it’s essential to remember that AI, powerful as it is, is most effective when used by a skilled copywriting professional. AI on its own is simply a tool; its effectiveness is maximised when it’s guided by experts in the field.

Managing crawl budget is crucial to a website’s success in terms of visibility and indexing. A well-planned content strategy and the skilful use of tools such as artificial intelligence, in combination with the experience of a qualified copywriter, can significantly increase the attention Google gives your site.

Reason no. 24: black holes

“Black holes” are a significant problem in the indexing of web pages. The term describes sites that, despite having a limited number of pages in the menu, show an excessive number of pages in the SERPs. This is often the result of duplicate, empty or useless pages that generate a surplus of URLs.

Excessive URL generation: A common situation arises in e-commerce, where variable filters can lead to the creation of a large number of URLs. For example, an e-commerce site can generate different URLs depending on the combinations of filters applied to an item of clothing or an accessory.

Proposed solutions: There are several strategies for tackling this problem effectively:

1. Using the hash in URLs: Putting a hash (#) before each filter in URLs can stop search engines treating each variation as a separate page. For example, a URL such as domain.it/category/accessories/accessory-name?material-leather&colour-black&style can be turned into domain.it/category/accessories/accessory-name#material-leather&colour-black&style.
2. Using the canonical correctly: Implementing the canonical tag helps tell search engines which version of the URL should be considered for indexing, reducing the problem of duplicate pages. A URL such as domain.it/category/clothing/dress-name?size-m&colour-blue&designer can have a canonical such as domain.it/category/clothing/dress-name.

Managing “black holes” effectively requires a targeted approach to limit the creation of unnecessary or duplicate URLs. Techniques such as adding the hash to URLs and using the canonical tag appropriately can significantly improve indexing and optimise the management of the site’s resources, avoiding superfluous pages in search results.

If there are many possible reasons and you don’t know where to start, an SEO consultation helps put them in order of priority: in our guide you’ll find what it includes, how to choose one and how much it costs.