Is SEO Dead?

Google De-indexing Millions of Pages?

The world is changing fast. Less people search with google, and more turn to tool like ChatGPT to search. AI is altering the core of SEO. Everyone is scurrying to adapt, but all the answers aren't clear yet, because its changing daily.

I'm focused on the path forward - where we are GOING and how to get there.

Here is the nitty gritty:

Since late May 2025 webmasters have started noticing sudden—and substantial—drops in indexed pages on Google Search Console. I'll break down what’s happening, what Google is saying, and what you can do about it.

What’s going on?

1. Timing & scale

   • Many sites report drops beginning around May 27, with some losing 20–50%+ of indexed pages overnight

   • Reports span tens of thousands of pages—community anecdotes and screenshots confirm it's widespread.

2. Indexing vs reporting quirk

   • Most of the lost pages are now marked “Crawled – currently not indexed” in GSC , raising the question: is it a reporting glitch or real deindexing?
     

3. What type of pages?

   • Thin, outdated, or lightly‑visited pages—especially old blog posts, AI‑generated content, and low‑value product/category pages—are the most affected.

4. No confirmed core update—but volatility exists

   • While no formal “core update” was announced, SEO tracking tools flagged volatility earlier in May.

   • Google’s John Mueller acknowledges indexing constantly changes but sees no system-wide bug from his own checks.

What Google says

• John Mueller on Bluesky:

“Which millions of pages? Happy to hear specifics.”
“We don’t index all content, and what we index can change over time.”

• Crawl capacity shifts:
  Mueller and others explain fluctuations in indexed pages are natural—driven by crawl‑budget allocation and content evaluation —not a bug or a penalty.

What could be behind it?

1. Quality‑based pruning
   Google may be clearing out thin, outdated, or low‑value pages to improve index quality.

2. Topical authority tightening
   Google might be refining how it evaluates topic relevance, favoring deeper, more focused sites.

3. Reporting changes
   The shift in GSC statuses might be due to internal reporting updates—not necessarily full exclusions.

What to do as a business owner

Here’s a casual, friendly game plan to stay indexed and shine in search:

1. Audit your index

   • Track GSC changes daily. Look out for rising “Crawled – currently not indexed” counts.

2. Clean house

   • Identify thin, outdated, duplicate, or stale pages.

   • Consolidate or refresh these pages with fresh, helpful content.

3. Boost topical depth

   • Create clusters of well‑themed content that reinforce expertise in your niche.

4. Speed up & optimize crawl budget

   • Ensure fast, reliable hosting.

   • Use caching and trim costly scripts so Googlebot can crawl more efficiently.

5. Fix indexing blockers

   • Double-check robots.txt, noindex tags, sitemap accuracy.

6. Request re-indexing

   • Use GSC’s URL inspection and “Request Indexing” after improvements.

7. Track traffic & ranking

   • Monitor keyword visibility and CTR. Even if pages drop from the index, overall traffic may stay flat or improve.

8. Be patient and proactive

   • Keep GSC data monitored and content quality high—Google’s system takes time to adjust.

✅ Final thoughts

• Yes, it's real: large drop in indexed pages since late May 2025, mostly thin/outdated content.

• Google says it’s natural fluctuations—not a glitch or penalty.

• Businesses should audit, clean up, improve content quality & structure, optimize crawl efficiency, and request re-indexing.

• Bottom line: fewer indexed pages isn’t doom—it’s an opportunity to refine your site and come back stronger.

Got questions about a specific site or page? I’ve got your back—just give me a shout!

Sources cited:
Search Engine Roundtable
Marie Haynes
immwit
thinklittlebig
Misaias