URL is Unknown to Google? Gary Illyes Explains Why
By: Dileep Thekkethil | Updated On: January 28, 2025
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A recent LinkedIn discussion involving Gary Illyes, an Analyst at Google, sheds light on the nuances of Google’s indexing system—particularly for URLs marked as “unknown to Google” in Google Search Console (GSC).
Gary’s insights offer actionable steps for SEO professionals looking to ensure their pages remain prioritized by Google.
What Does “URL is Unknown to Google” Mean?
In Google Search Console, various indexing states provide feedback on how Google interacts with your site’s URLs.
One of the more puzzling states is “URL is unknown to Google,” which essentially means the URL is not recognized or actively considered by Google Search. This status often raises questions about crawl priority and indexing behavior.
During the LinkedIn discussion, Adam Gent asked if URLs with this state have the lowest crawl priority.
Gary Illyes responded that these URLs “have no priority; they are not known to Google (Search) so inherently they have no priority whatsoever.”
He further explained that URLs transition between indexing states as Google collects signals for them. In some cases, the signals Google collects lead its systems to effectively “forget” that the URL exists, rendering it as if the URL has “fallen out of the barrel altogether.”
Why Do URLs Become “Unknown” to Google?
According to Gary Illyes, the reason behind a URL becoming “unknown” lies in the absence of significant signals—those indicators that help Google understand the relevance and importance of a page. These signals include:
- Backlinks (Equity): Links from reputable sites act as votes of confidence for a URL. When a URL loses valuable backlinks, its importance in Google’s eyes diminishes.
- Traffic Signals: Pages with declining traffic may signal to Google that they are less relevant to users.
- Content Quality: Outdated or low-quality content can result in a URL losing its value, prompting Google to disregard it.
As Malcolm Slade, another SEO professional involved in the discussion, aptly put it: “For something to have been known and then become unknown, I would imagine that the URL simply doesn’t have or has lost any signals of merit.”
The Impact of “Unknown” URLs on SEO Strategy
URLs that become “unknown” to Google essentially lose their presence in search results, leading to a significant drop in organic visibility. This status can be especially concerning for SEO professionals who have invested time and resources into optimizing these pages.
Therefore, understanding and addressing the reasons why a URL might fall into this state is crucial for maintaining an effective SEO strategy.
How to Prevent Your URLs from Becoming “Unknown”
Maintaining the visibility of your URLs requires consistent efforts to strengthen their signals. Here are some practical steps to ensure your pages remain known and prioritized by Google:
- Enhance Backlink Profile:
- Focus on acquiring quality backlinks from reputable sources to reinforce your URL’s importance.
- Regularly audit your backlinks to identify and replace lost or toxic links that may affect the page’s equity.
- Optimize for User Engagement:
- Improve the user experience on your pages to increase traffic signals. This could involve updating content, optimizing page load speed, and ensuring mobile compatibility.
- Encourage user interactions such as comments, shares, and page visits to signal relevance.
- Regular Content Updates:
- Keep your content fresh and relevant. Google values pages that are regularly updated with accurate information.
- Conduct periodic reviews of existing content to ensure it aligns with current user intent and industry trends.
- Monitor Indexing States in Google Search Console:
- Set up regular monitoring of indexing states in GSC to catch potential issues early. If a URL is at risk of becoming “unknown,” take proactive steps to boost its signals.
- Address issues that lead to URLs being moved to “crawled – currently not indexed” before they transition to the “unknown” state.
- Submit URLs for Reconsideration:
- If a URL becomes “unknown,” consider reintroducing it to Google through URL submission in GSC. This may help initiate a fresh crawl, especially if the page has been updated with new content or links.
What If a URL Is Already “Unknown”?
Once a URL has fallen into the “unknown” state, it can be challenging to bring it back into Google’s indexing system. However, as Spencer Campbell humorously noted in the LinkedIn discussion, even small efforts like URL submission can sometimes have a positive impact.
Here’s what you can do if a URL has become “unknown”:
- Rebuild the Page’s Authority: Start by improving the page’s content and acquiring new, high-quality backlinks.
- Resubmit the URL: Use GSC’s URL inspection tool to request indexing for the updated page.
- Focus on Internal Linking: Ensure that the URL is well-linked internally from other relevant pages on your site to help Google rediscover it.
Key Takeaways from Gary Illyes’ Insights
This discussion with Gary Illyes reinforces that Google’s indexing system is heavily signal-driven. URLs that lack signals—whether due to loss of backlinks, reduced traffic, or outdated content—are at risk of becoming “unknown” and losing visibility in search results.
Here’s what SEO professionals should keep in mind:
- Signals Determine Priority: URLs that maintain strong signals (backlinks, traffic, and content quality) are more likely to stay indexed and prioritized.
- Regular Monitoring Is Essential: Google Search Console provides valuable data on the state of your URLs. Regularly monitor this data to spot potential issues early.
- Proactive Optimization: Addressing content quality, engagement, and link-building are essential for sustaining a URL’s relevance over time.
Gary Illyes’ insights offer a clear view into how Google’s indexing system works and what it takes to ensure that URLs remain visible in search results.
For SEO professionals, the key is to focus on building and maintaining strong signals for your pages. By implementing strategies to enhance backlinks, optimize user engagement, and keep content up-to-date, you can significantly reduce the risk of your URLs becoming “unknown” to Google.
At Stan Ventures, we understand that maintaining optimal visibility in search results is an ongoing effort. Our tailored SEO solutions are designed to help you build and sustain the signals that matter most for your website’s success. Reach out to us today to learn how we can help you optimize your website for long-term visibility and performance.
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