Find the reason first
Open the Page indexing report in Search Console. It lists every URL Google knows about that is not indexed, grouped by reason. For a single page, paste the URL into the URL Inspection tool to see its status, last crawl and chosen canonical.
Google also says plainly that indexing is not guaranteed. Not every page it crawls makes it into the index.
Common reasons and fixes
| Reason in the report | What it means | What to do |
|---|---|---|
| URL marked 'noindex' | The page asks Google to leave it out | Remove the tag if the page should rank |
| URL blocked by robots.txt | Google may not crawl the page | Remove the rule for pages that should rank |
| Duplicate without user-selected canonical | Google sees a copy and picked another version | Set a canonical or merge the pages |
| Alternate page with proper canonical tag | Your canonical points elsewhere, as intended | Nothing, unless the canonical is wrong |
| Crawled, currently not indexed | Google fetched it but chose not to index it yet | Make the page more useful and link to it |
| Discovered, currently not indexed | Google knows the URL but has not crawled it | Improve internal links and server speed |
| Soft 404 or Not found (404) | The page looks empty or does not exist | Add real content or redirect the URL |
The two reasons that need real work
"Crawled, currently not indexed" usually means Google did not see enough value. Thin service pages, near-copies of other pages and city pages with swapped names land here. Add real content, proof and internal links, then request indexing.
"Discovered, currently not indexed" means Google has not crawled the page yet, often to avoid overloading the server. Link to the page from important pages, keep it in your sitemap and check that the server responds quickly.
Check before you panic
Some excluded pages should stay excluded. Redirected URLs, tag archives, filtered views and thank-you pages belong outside the index. Focus on the pages that should bring visitors, starting with your services.
Recommended action. List your ten most important URLs and run each through URL Inspection. Fix any that show a block, a noindex or the wrong canonical first.
Read how search engines crawl, index and rank for the background. Our technical SEO work starts with this report on every site.