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Conquering Index Bloat: Strategies to Improve Site Ranking


¬†Imagine walking into a prestigious car showroom, expecting to find the finest vehicles on display. Instead, you are met with an array of mediocre cars, none of which compare to the one you came to purchase. Frustrated, you leave without making a purchase. The car salesman hurriedly approaches you, asking if something went wrong. You explain that you couldn’t find the car you wanted. To your surprise, the salesman reveals that the car is hidden at the far end of the showroom. Bewildered, you respond, “Then keep it there.”

This analogy reflects the issue of index bloat. Digital marketers invest considerable time and effort in creating webpages for their websites but often neglect to evaluate the performance of these pages. Search engines perceive non-performing pages as low quality, resulting in a decline in overall site rankings. Index bloat has become a prevalent problem for digital marketers. In this article, we will provide strategies to address index bloat and improve rankings on search engines.

Causes of Index Bloat: Several factors contribute to index bloat:

Thin Content: Content that provides little value to users is considered thin content. This includes duplicated content sourced from other websites, rearranged to pass plagiarism tests. Additionally, old and redundant affiliate pages, as well as doorway pages, are categorized as thin content.

Internally Duplicated Content: This refers to similar content duplicated across multiple pages within the same website. When numerous blogs on a website contain identical content, the value of the content diminishes, exacerbating index bloat.

Pagination: Websites often split articles or blogs into multiple pages, such as listicles or slideshows. E-commerce websites, too, may display multiple product pages for a single search query. If these pages share the same title, meta description, and keyword usage, search engines may identify them as duplicate pages, exacerbating index bloat.

Low-Performing Pages: Many pages on a website exhibit poor performance, characterized by high bounce rates and a lack of backlinks. Such underperforming pages contribute to a significant decline in site rankings, exacerbating index bloat.

Identifying index bloat can be accomplished through various analytical tools. A website’s XML sitemap is a valuable resource for digital marketers to identify underperforming pages and address index bloat.

Strategies to Resolve Index Bloat: Once the root cause of index bloat has been identified, digital marketers can employ the following strategies to overcome the problem:

Deleting Pages: The most straightforward approach is to remove low-quality pages altogether. By eliminating such pages, marketers reduce the number of irrelevant pages indexed by search engines, thereby boosting site rankings.

Implementing Noindex: By incorporating the noindex directive, digital marketers can exclude specific pages from the XML sitemap, preventing search engines from indexing them. Non-performing pages, such as testimonials, author pages, and blog tags, can be excluded from XML sitemaps using this method.

Utilizing Robots.txt: Although not the preferred method for resolving index bloat, utilizing robots.txt is recommended by SEO experts in certain cases. This approach prohibits search engines from accessing specific pages on a website, preventing their inclusion in search engine indexes.

Manual Removal via Google Search Console: As a last resort, websites can employ this temporary measure to remove specific pages and their associated links from Google’s index. It is important to note that pages removed using this method will only remain excluded for a period of ninety days, necessitating the adoption of other strategies to effectively address index bloat.

In conclusion, the article has provided insights into the challenge of index bloat and presented actionable strategies to improve site rankings. By implementing these approaches, digital marketers can effectively combat index bloat, enhance the quality of their websites, and achieve improved visibility and rankings on search engines.

About the Author- Gaurav Heera is a highly regarded figure in the marketing industry, widely acknowledged for his expertise and vast experience. With an extensive skill set, he has emerged as a distinguished professional in the roles of a trainer and content strategist at, known as best digital marketing institute in Delhi amongst programs in other fields.

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