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

These pits of technical web site errors, littered by a number of generations of earlier companies, decelerate and hinder web optimization efforts and progress. 

And while you’re the one tasked to wash it up, discovering the short fixes is your primary process.

So, you could begin with a fundamental web site audit and see a number of orphan pages. You’ve in all probability heard that orphan pages are dangerous for a web site however don’t totally perceive what they’re and repair them.

On this article, you’ll be taught:

Orphan pages are pages that search engines like google and yahoo could have problem discovering as a result of they haven’t any inner hyperlinks from elsewhere in your web site. 

These URLs are inclined to fall via 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?

Normally, orphan pages are unintentional and happen for numerous causes. The most typical trigger is just not having processes for web site migrations, navigation modifications, web site redesigns, out-of-stock merchandise, testing, or dev pages. 

Orphan pages may additionally 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 dangerous for web optimization?

Search engines like google and yahoo 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 referred to as crawlers, on the lookout for pages which can be new or up to date. […] We discover pages by many alternative strategies, however the primary methodology is following hyperlinks from pages that we already know about.

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

Even worse, the web page can not obtain PageRank. 

When you haven’t heard of the time period “PageRank” earlier than, it’s a giant deal. 

Typically talking, PageRank is Google’s method of understanding the importance of the web page by counting the variety of “votes” a web page will get. You’ll be able to learn extra about how PageRank works and impacts web optimization right here.

To seek out orphan pages in your web site, it’s essential to evaluate a listing of crawlable URLs (what Google can discover) with a listing of URLs individuals are hitting in your web site. 

This may occasionally sound fairly technical, however don’t be discouraged. We’ve damaged down discover orphan pages into three simple steps utilizing instruments you’re aware of. 

1. Discover crawlable URLs

There are plenty of instruments you should utilize to collect a listing of all crawlable URLs. We’re going to make use of Ahrefs’ Website 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 search out much more URLs.

Right here’s do it:

  1. Go to Website Audit.
  2. Click on + New Undertaking.
  3. Observe the prompts till step 3. Click on on the URL sources tab and test 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 beneficial 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 inner hyperlinks, a fundamental crawler received’t discover it. 

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

When the location audit is full, export all inner 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 Website 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

Nevertheless, you’ll solely see orphan pages discovered through backlinks or sitemaps right here. You probably have orphan pages not included in sitemaps and with out backlinks, Ahrefs received’t be capable of discover them. 

Hold studying if you happen to assume this can be the case for you and wish to dig just a little deeper for orphan pages.

2. Discover URLs with hits

The following step is getting a listing of all of the URLs with hits on our web site. 

There are fairly a couple of methods to do that, and it’s at all times finest to make use of as many information sources as you’ve gotten entry to. 

You probably have entry, log information work properly as a result of they’re server-side information which is extra correct. We received’t be going into the nitty-gritty of accessing these as a result of it depends upon how the server is about up. 

However if you happen to select to go this route, listed below are three official guides for widespread server sorts:

On this article, we’ll use Google Analytics (GA4) and Google Search Console as a result of the method is principally the identical for everybody. 

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

  1. Log in to your Information 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 fundamental 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. Kind by Views in descending order.
  10. Set default date vary to earlier than GA4 was put in on the web site.
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 identify like “date_GA_URLs_people_are_hitting_brandname” as a result of you will have it once more in only a bit.

As a result of we exported the web page path and never the complete 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 to switch instance.com together 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 at all times finest, we will even pull information from Google Search Console (GSC).

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

Right here’s do it:

  1. Reopen your Information 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 location you’re analyzing > URL impression > net.
  7. Add a fundamental desk to your report.
  8. Set dimension to Touchdown web page.
  9. Set metric to Impressions.
  10. Broaden rows per web page to five,000.
  11. Edit the date vary to view at the very least 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 individuals are hitting out of your totally different sources into one spreadsheet and clear up the information by eradicating duplicates. 

Remove duplicates Google Sheets

3. Cross-reference the 2 URL sources

You’re within the residence stretch! The final step is cross-referencing crawlable URLs (from Ahrefs’ Website 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 all the crawlable URLs from Ahrefs Website Audit. 

To seek out these, open the exported CSV from step 1 and filter for outcomes with incomingAllLinks equal to zero. That is tremendous vital 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 web site log information. It consists of net pages that customers have visited.

Hit URLs in spreadsheet

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

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

Hit enter. The perform will robotically pull your whole orphan pages for straightforward evaluation.

Orphan URLs in spreadsheet

Entrepreneurs usually make the error of merely including inner hyperlinks to all orphan pages throughout the board. 

The primary problem with this strategy is that simply because a fast repair might be utilized throughout all pages doesn’t imply it must be. 

Some orphan pages are intentional, like PPC touchdown pages, whereas others can simply be eliminated, like take a look at pages.

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

To assist resolve this drawback, use this choice tree:

How to deal with orphan pages flowchart

The concept right here is to assume critically about every orphan web page and determine whether or not noindexing, deleting, merging/consolidating, or just including inner hyperlinks is the perfect repair.

For instance, if a web page was missed throughout a web site migration and that web page doesn’t provide any worth for guests, deleting might be the most suitable choice. Nevertheless, if the web page has backlinks, it might even be value 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 device. Simply paste URLs out of your cross reference sheet and click on Analyse.

Batch Analysis tool in Ahrefs

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

Internally hyperlink

Orphan pages which can be helpful for web site guests must be included into your web site’s inner linking construction to make them simpler for guests and search engines like google and yahoo to discover. 

For instance, let’s say an article was forgotten throughout a web site 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 simple method to try this in Ahrefs:

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

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

Study extra:Find out how to Use Web page Explorer


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

Most web optimization 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 identify="robots" content material="noindex" />


Make certain these pages are nonetheless crawlable in robots.txt, in any other case search engines like google and yahoo received’t see the noindex directive. 


Orphan pages with the identical or related content material to a different web page must 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 gotten two product listings for a similar product. Certainly one of them is an orphan web page; the opposite isn’t. You need to take any distinctive helpful 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 supply no worth for guests and serve no different goal (e.g., paid visitors marketing campaign) must be deleted. 

For instance, an unused CMS theme web page might be eliminated. It will end in a 404 web page and naturally drop out of search outcomes over time.


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

Find out how to stop orphan pages

As you may see, auditing orphan pages is time-intensive. So when you’ve put within the work, you wish to stop orphan pages sooner or later. Listed here are a couple of insurance policies and procedures to contemplate.

Have a plan for web site migrations

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

Arrange your web site construction for fulfillment

If you need to internally hyperlink to new pages manually, you’re certain to overlook some and find yourself with orphan pages. Because of this you need to go for a web site construction that handles inner linking for you. 

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

Nevertheless, if you happen to’re utilizing a customized resolution, it’s essential to guarantee the mandatory code is in place for a great web site construction.

Study extra: Web site Construction: Find out how to Construct Your web optimization Basis

Take away discontinued merchandise correctly

When you run an ecommerce web site, you need to take away discontinued merchandise from the catalog together with all inner hyperlinks pointing to them and set a standing code of 404 or 410. Failing to take away inner hyperlinks to such merchandise is a typical explanation for orphan pages.

If the web page has nice backlinks and there’s an up to date or improved model of the product, you could wish to contemplate maintaining the web page to protect the backlink fairness.

To do that, replace the web page content material to clarify why the product is now 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 very unrelated web page or 404.

Run common web site audits

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

Last 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 Website Audit and the orphan pages flowchart will assist streamline your course of.

Obtained questions? Ping me on Twitter.

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