Adam Gent returns to Search with Candour to discuss how Google’s indexing works and why large websites should monitor it closely.

Adam explains that statuses like “URL unknown to Google” can mean Google has deprioritised and effectively forgotten pages, and that Search Console may misreport or fail to alert when pages are actively de-indexed. He describes a “130-day rule” for indexing, where low page quality can affect the status of existing pages.

They also cover index bloat on large websites, the importance of long-term indexing, and practical steps like segmenting sitemaps by site sectioning or seasonality.

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Chapters

00:00 Highlight reel of Adam Gent

01:40 Introduction

04:57 Why index monitoring matters

08:11 Search Console blind spots

10:29 URL unknown to Google

13:13 Why Adam built Indexing Insight

14:04 The 130-day rule for indexing

15:28 What page quality means

21:36 Site sections and patterns

29:37 Index bloat on big sites

32:20 Cleaning up for AI visibility

33:51 Indexing ratios that matter

36:44 Is indexing getting harder

37:33 Short-term vs long-term indexing

40:50 Demand-led recovery

44:29 Indexing misconceptions explained

48:39 Sitemaps for seasonality

52:11 Reducing Search Console noise

55:44 Recommendations

01:03:15 Wrap up