The State of Indexing 2025

Indexing Report

Written By David

Last updated 17 days ago

Based on reporting, research and internal activity on URL Monitor in 2025

The State of Indexing

  • 61.94 % of pages never make Google’s index at all . Of those that do, 13.7 % are kicked back out within 90 days 

  • Google AI Overviews already appear on 13.14 % of U.S. searches (double January’s share)

  • Those AI boxes churn their cited URLs; 70 % swap out in just 2–3 months and...

  • 82 % of those citations come from deep pages two‑plus clicks from your home; the URLs most likely to fall out of the index 

  • Publishers are watching click‑through rates crater 40–60 % when AIOs show up 

Miss the index for even 48 hours and both humans and AI bots replace you with someone else’s content.