Indexation Rate Benchmarks by Industry (2026)

Indexation rate measures the percentage of your submitted or discoverable pages that Google actually includes in its index. A low indexation rate means search engines are choosing not to index portions of your site — either because they cannot crawl those pages, consider them low quality, or find them duplicative of other content.

The Indexation Gap

Most website owners assume that all their pages are indexed. In reality, the gap between pages that exist on a site and pages that appear in Google’s index can be significant. Google has become increasingly selective about what it indexes, using quality signals to determine whether a page adds enough value to warrant inclusion.

Common reasons for non-indexation include thin content, duplicate or near-duplicate pages, poor internal linking that makes pages hard to discover, crawl errors, noindex tags applied accidentally, and pages blocked by robots.txt.

How Industries Compare

E-commerce sites have the lowest indexation rates, with a median of just 68%. Large product catalogs with similar product descriptions, faceted navigation creating duplicate URLs, and out-of-stock pages all contribute to Google’s selectivity. Top e-commerce sites achieve 92% indexation by consolidating duplicate content and writing unique product descriptions.

SaaS sites perform best with a 78% median indexation rate. Smaller, more curated site structures with unique content on each page lead to better indexation. Documentation pages can sometimes be excluded if they are too thin or duplicative.

Media sites achieve 72% median indexation. While fresh content attracts crawling, tag pages, author archives, and paginated category pages often go unindexed as Google deems them low-value.

Healthcare sites see 75% median indexation, with location pages and condition-specific pages sometimes marked as duplicate or thin by Google.

Finance sites achieve 76% median indexation, with compliance-driven content pages sometimes being too similar across jurisdictions to warrant individual indexation.

Improving Indexation

Focus on creating unique, valuable content for every page you want indexed. Consolidate thin pages, use canonical tags to resolve duplicates, improve internal linking to ensure all important pages are discoverable within three clicks of the homepage, and regularly audit for accidental noindex directives or robots.txt blocks.

Auditite tracks your indexation rate over time and identifies specific pages that Google is choosing not to index, along with the likely reason — whether it is a quality issue, a technical barrier, or a duplicate content problem — so you can take targeted action.