An interesting look at which pages Google started deindexing in late May, 2025 – Marie Haynes

Posted on June 5, 2025

TL;DR Summary of Google’s May 2025 Page Deindexing Trends and What It Means

Google began deindexing certain pages around May 27, 2025, primarily targeting thin, outdated, or unoriginal content. Many affected pages were old blog posts, paraphrased material, or low-value category pages. Despite these removals, most sites did not see a drop in clicks, indicating Google’s refined focus on quality and user engagement. Site owners should audit content to ensure originality and value, especially if pages were created mainly for SEO.

Optimixed’s Overview: Understanding Google’s 2025 Content Indexing Changes and How to Adapt

Background on the May 2025 Deindexing Event

Since late May 2025, many site owners observed a notable drop in the number of pages indexed by Google. This trend appears to be widespread, affecting various industries including supplement stores, local services, travel, recipe, and attorney websites. The drop typically started on May 27 and coincided with an increase in pages categorized as “crawled, currently not indexed” in Google Search Console (GSC).

Types of Pages Affected

  • Old or outdated blog posts that no longer provide unique value.
  • Thin content or pages that mostly paraphrase existing information without original insights.
  • Low-value category or list pages that offer little user benefit.
  • Pages primarily created for SEO purposes without genuine usefulness or uniqueness.

Impact on Site Traffic

Most sites reviewed did not experience a decrease in clicks despite the reduction in indexed pages, suggesting Google’s algorithm is removing pages unlikely to attract search visitors. However, some sites, such as recipe blogs with simple Q&A posts, saw some traffic declines.

How to Assess and Respond

  • Use Google Search Console to identify if your indexed pages dropped starting May 27, 2025.
  • Check the “crawled, currently not indexed” category to find pages Google has chosen not to index.
  • Evaluate whether these pages contain truly original, insightful, and valuable content or if they are mostly copied or thin.
  • Consider performing a content audit focused on removing or improving low-value SEO-driven pages.
  • Focus on creating unique, helpful content that serves your audience beyond search engine rankings.

Expert Insights

Google representatives including John Mueller and Martin Splitt have indicated this is not a technical issue but a natural outcome of Google’s continuous effort to enhance search quality by prioritizing content users engage with. The simultaneous drop across many sites likely reflects improved algorithms assessing page value.

Final Recommendations

This indexing change should be viewed as an opportunity to refine your site’s content strategy. Prioritize quality over quantity, ensure your content offers unique perspectives or data, and avoid publishing solely for SEO. Regularly audit your pages to maintain a healthy, user-focused index presence.

Source: SEO Blog by Marie Haynes Consulting by Marie Haynes. Read original article.