Quicksand awaits unsuspecting SEOs once they begin engaged on a web site with a protracted historical past.

These pits of technical website errors, littered by a number of generations of earlier companies, decelerate and hinder search engine marketing efforts and progress. 

And once you’re the one tasked to scrub it up, discovering the short fixes is your primary job.

So you could begin with a primary website audit and see a number of orphan pages. You’ve in all probability heard that orphan pages are unhealthy for a website however don’t absolutely perceive what they’re and learn how to repair them.

On this article, you’ll be taught:

Orphan pages are pages that engines like google could have issue discovering as a result of they don’t have any inside hyperlinks from elsewhere in your web site. 

These URLs are likely to fall by the cracks as a result of search engine crawlers can solely uncover pages from the sitemap file or exterior backlinks, and customers can solely get to the web page in the event that they know the URL.

What causes orphan pages?

Often, orphan pages are unintentional and happen for varied causes. The commonest trigger is just not having processes for website migrations, navigation modifications, website redesigns, out-of-stock merchandise, testing, or dev pages. 

Orphan pages may be intentional, as with promotional and paid promoting touchdown pages, or any occasion the place you don’t want the web page to be a part of the person journey.

Why are orphan pages unhealthy for search engine marketing?

Search engines like google have a tough time discovering orphan pages as a result of they use hyperlinks to assist uncover new content material and perceive the web page’s significance.

Right here’s what Google says:

Google searches the net with automated packages known as crawlers, searching for pages which are new or up to date. […] We discover pages by many various strategies, however the principle methodology is following hyperlinks from pages that we already know about.

For instance, let’s say you publish a brand new webpage and neglect to hyperlink to it from elsewhere in your website. If the web page isn’t in your sitemap and has no backlinks, Google is not going to discover or index it. That’s as a result of their internet crawler doesn’t know that it exists.

Even worse, the web page can’t obtain PageRank. 

For those who haven’t heard of the time period “PageRank” earlier than, it’s an enormous deal. 

Typically talking, PageRank is Google’s approach of understanding the importance of the web page by counting the variety of “votes” a web page will get. You possibly can learn extra about how PageRank works and impacts search engine marketing right here.

To search out orphan pages in your website, you might want to evaluate an inventory of crawlable URLs (what Google can discover) with an inventory of URLs persons are hitting in your website. 

This may occasionally sound fairly technical, however don’t be discouraged. We have now damaged down learn how to discover orphan pages into three simple steps utilizing instruments you’re accustomed to. 

1. Discover crawlable URLs

There are lots of instruments you should utilize to collect an inventory of all crawlable URLs. We’re going to make use of Ahrefs’ Web site Audit as a result of it’s utterly free with an Ahrefs Webmaster Instruments account and you’ve got the choice to make use of exterior backlinks as a supply to seek out much more URLs.

Right here’s learn how to do it:

  1. Go to Web site Audit.
  2. Click on + New Mission.
  3. Comply with the prompts till step 3. Click on on the URL sources tab and examine Backlinks as a URL supply along with the default settings.
  4. Click on Proceed, comply with the directions to finish the setup, then run the crawl.
Scheduling a site audit in Ahrefs' Site Audit

Backlink information is helpful for locating orphan pages as a result of it brings URLs from Ahrefs’ hyperlink index into the combine. 

If a web page doesn’t have any inside hyperlinks, a primary crawler gained’t discover it. 

However, if a web page has a backlink, Ahrefs will discover the URL in your website and know that the crawl discovered no inside hyperlinks, so it have to be an orphan web page.

When the positioning audit is full, export all inside pages from Web page Explorer and save them. You’ll use this in step 3.

Page Explorer in Ahrefs' Site Audit

Earlier than we proceed…

As Web site Audit makes use of each sitemaps and backlinks as URL sources, it does an inexpensive job of discovering orphan pages for you with none additional work. To see them, go to Web page Explorer, click on Hyperlinks, and choose Orphan pages:

Orphan pages in Ahrefs' Site Audit

Nonetheless, you’ll solely see orphan pages discovered by way of backlinks or sitemaps right here. When you’ve got orphan pages not included in sitemaps and with out backlinks, Ahrefs gained’t be capable to discover them. 

Maintain studying for those who suppose this can be the case for you and need to dig just a little deeper for orphan pages.

2. Discover URLs with hits

The following step is getting an inventory of all of the URLs with hits on our website. 

There are fairly a number of methods to do that, and it’s all the time finest to make use of as many information sources as you’ve entry to. 

When you’ve got entry, log recordsdata work effectively as a result of they’re server-side information which is extra correct. We gained’t be going into the nitty-gritty of accessing these as a result of it depends upon how the server is ready up. 

However for those who select to go this route, listed below are three official guides for widespread server varieties:

On this article, we are going to use Google Analytics (GA4) and Google Search Console as a result of the method is mainly the identical for everybody. 

Right here’s learn how to discover URLs with hits in Google Analytics (GA4):

  1. Log in to your Knowledge Studio account.
  2. Begin a brand new clean report.
  3. Join Google Analytics as your information supply.
  4. Select the account you’re analyzing > choose GA4 property.
  5. Add a primary desk to your report.
  6. Set information supply to the GA4 property created in step 4.
  7. Set dimension to Web page path.
  8. Set metric to Views.
  9. Type by Views in descending order.
  10. Set default date vary to earlier than GA4 was put in on the website.
Google Data Studio settings

To export the outcomes out of your desk, click on the three vertical dots within the prime proper nook and hit Export. Save with a useful title like “date_GA_URLs_people_are_hitting_brandname” as a result of you will want it once more in only a bit.

As a result of we exported the web page path and never the total web page URL, we have to add the area to the start of all cells in our spreadsheet. That is simple sufficient in Google sheets. Simply import the CSV right into a clean sheet, insert a brand new column to the left, and paste this system into cell A1 (ensure that to exchange instance.com along with your area): 

=IFERROR(ARRAYFORMULA(IF(ISBLANK(B:B),"",IF(B:B="Web page Path","",IF(B:B="(not set)","","https://instance.com" & B:B)))))

Formula in Google Sheets

As a number of URL sources are all the time finest, we can even pull information from Google Search Console (GSC).

GSC limits exports to the primary 1,000 URLs, however Google Knowledge Studio has a neat little trick that lets you pull extra. 

Right here’s learn how to do it:

  1. Reopen your Knowledge Studio report.
  2. Begin a brand new web page (command + M).
  3. Open Useful resource > Handle added information sources.
  4. Click on ADD A DATA SOURCE.
  5. Choose Search Console.
  6. Select the positioning you’re analyzing > URL impression > internet.
  7. Add a primary desk to your report.
  8. Set dimension to Touchdown web page.
  9. Set metric to Impressions.
  10. Develop rows per web page to five,000.
  11. Edit the date vary to view a minimum of the previous three months.
  12. Export the outcomes out of your desk. 

Title your sheet one thing useful like “date GSC_URLs_people_are_hitting_brandname” since you’ll want it once more in a second. 

Now, mix all of the URLs persons are hitting out of your completely different sources into one spreadsheet and clear up the info by eradicating duplicates. 

Remove duplicates Google Sheets

3. Cross-reference the 2 URL sources

You might be within the residence stretch! The final step is cross-referencing crawlable URLs (from Ahrefs’ Web site Audit) and URLs with hits (from GA and GSC). To do that, create a clean Google Sheet and create three tabs. Label them crawl, hits, and cross reference. 

The three sheets you need in Google Sheets

Within the first sheet, crawl, copy, and paste the entire crawlable URLs from Ahrefs’ Web site Audit.

To search out these, open the exported CSV from step 1 and filter for outcomes with incomingAllLinks equal to zero. That is tremendous necessary as a result of these are orphan pages, so together with them within the “crawl” tab will result in inaccurate outcomes when cross-referencing. 

Remove all IncomingAllLinks that equal zero

As an alternative, you need to copy these URLs and add them to the “hits” tab. 

Subsequent, copy and paste the remaining URLs from the Ahrefs export into the crawl tab of your Google Sheet.

Crawl URLs in spreadsheet

Within the second sheet, hits, copy/paste all URLs from step 2. These are the pages you discovered utilizing Google Analytics, Google Search Console, or your website log recordsdata. It consists of webpages that customers have visited.

Hit URLs in spreadsheet

Within the third sheet, cross reference, enter the next operate into the primary cell: 

=UNIQUE(FILTER(hits!A:A, ISNA(MATCH (hits!A:A, crawl!A:A, 0))))

Hit enter. The operate will mechanically pull your whole orphan pages for straightforward evaluation.

Orphan URLs in spreadsheet

Entrepreneurs typically make the error of merely including inside hyperlinks to all orphan pages throughout the board. 

The primary concern with this strategy is that simply because a fast repair could be utilized throughout all pages doesn’t imply it ought to be. 

Some orphan pages are intentional, like PPC touchdown pages, whereas others can simply be eliminated, like check pages.

We don’t need to waste sources fixing one thing that’s not damaged or is unlikely to have a optimistic affect.

To assist clear up this drawback, use this choice tree:

How to deal with orphan pages flowchart

The thought right here is to suppose critically about every orphan web page and determine whether or not noindexing, deleting, merging/consolidating, or just including inside hyperlinks is the most effective repair.

For instance, if a web page was missed throughout a website migration and that web page doesn’t supply any worth for guests, deleting it’s in all probability the most suitable choice. Nonetheless, if the web page has backlinks, it could even be price redirecting the URL to a different related web page to protect backlink fairness. 


Checking orphan pages for backlinks in bulk (as much as 200 URLs at a time) is simple with Ahrefs’ Batch Evaluation software. Simply paste URLs out of your “cross reference” sheet and click on Analyse.

Batch Analysis tool in Ahrefs

Let’s take a look at the 4 methods to repair orphan pages.

Internally hyperlink

Orphan pages which are precious for website guests ought to be integrated into your website’s inside linking construction to make them simpler for guests and engines like google to discover. 

For instance, let’s say an article was forgotten throughout a website migration or redesign. We have to internally hyperlink to it from a related web page we all know Google will quickly (re)crawl.

Right here’s a straightforward approach to try this in Ahrefs:

  1. Go to Web site Audit
  2. Open your website’s most up-to-date crawl 
  3. Underneath Instruments > Open Web page Explorer.
  4. Seek for a phrase or phrase in Web page textual content.
  5. Type the outcomes by Natural visitors.
Finding internal link opportunities in Ahrefs' Site Audit

This finds contextual inside linking alternatives on pages that get natural visitors, which implies Google is more likely to recrawl them sooner somewhat than later and see our modifications. 

Study extra: The best way to Use Web page Explorer


Orphan pages that had been deliberately not internally linked to, like touchdown pages for advertisements, ought to be noindexed to stop them from showing in natural search outcomes. 

Most search engine marketing plugins have made this as simple as checking a field, however you may as well do it manually by copying and pasting this into the <head> part of the web page:

<meta title="robots" content material="noindex" />


Make sure that these pages are nonetheless crawlable in robots.txt. In any other case, engines like google gained’t see the noindex directive. 


Orphan pages with the identical or related content material to a different web page ought to be merged. This implies consolidating the content material and redirecting the orphan URL to the opposite web page.

For instance, let’s say you’ve two product listings for a similar product. One among them is an orphan web page; the opposite isn’t. It is best to take any distinctive precious data from the orphan web page and add it to the opposite web page earlier than redirecting the orphan web page there.


Orphan pages that provide no worth for guests and serve no different function (e.g., paid visitors marketing campaign) ought to be deleted. 

For instance, an unused CMS theme web page could be eliminated. This can lead to a 404 web page and naturally drop out of search outcomes over time.


If the web page has backlinks, you could need to redirect the URL to a different related web page to protect hyperlink fairness after deleting. 

The best way to forestall orphan pages

As you may see, auditing orphan pages is time intensive. So when you’ve put within the work, you need to forestall orphan pages sooner or later. Listed here are a number of insurance policies and procedures to think about.

Have a plan for website migrations

Be proactive by having a plan any time you do a web site migration. You possibly can keep away from damaged hyperlinks and confusion in your web site by redirecting outdated pages to new variations with a 301 redirect.

Arrange your website construction for fulfillment

If you must internally hyperlink to new pages manually, you’re sure to overlook some and find yourself with orphan pages. Because of this you need to go for a website construction that handles inside linking for you. 

Most varieties of CMS do that out of the field. For instance, every time we publish a brand new weblog publish, WordPress provides an inside hyperlink from our weblog homepage and archive. 

Nonetheless, for those who’re utilizing a customized resolution, you might want to guarantee the required code is in place for website construction.

Study extra: Web site Construction: The best way to Construct Your search engine marketing Basis

Take away discontinued merchandise correctly

For those who run an e‑commerce website, you need to take away discontinued merchandise from the catalog (together with all inside hyperlinks pointing to them) and set a standing code of 404 or 410. Failing to take away inside hyperlinks to such merchandise is a standard reason behind orphan pages.

If the web page has nice backlinks and there may be an up to date or improved model of the product, you could need to take into account retaining the web page to protect the backlink fairness.

To do that, replace the web page content material to clarify why the product is not obtainable, together with introducing the brand new design options and linking to the brand new product web page.

This manner, the person is just not touchdown on a totally unrelated web page or 404.

Run common website audits

By working the audit each month, you may keep on prime of any unintentional orphan pages which will slip by the cracks. You are able to do this simply utilizing the scheduling characteristic in Ahrefs’ Web site Audit.

14 site audit scheduled crawls 2

Closing ideas

rows and rows of orphan web page errors and attempting to make sense of heavy technical jargon is intimidating.

Whereas discovering and fixing orphan pages is time intensive, it doesn’t must be painstaking. Utilizing Ahrefs’ Web site Audit and the orphan pages flowchart will assist streamline your course of.

Obtained questions? Ping me on Twitter.


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