Google Search Update Creates 'Jail' for New Domains, Limiting Indexing to Main Pages

New Google Search Behavior Identified

A change implemented in Google Search during early 2024 has altered how brand-new domains are treated in search results. For new websites, including wikis, only the main page is consistently indexed and displayed in Google Search, while internal pages are largely omitted.

Significant Impact on Independent Wikis

This indexing issue, referred to as 'Google Jail,' has a catastrophic outcome for independent wikis, as approximately 85% of their traffic originates from Google Search. Wikis depend on users finding specific internal pages, not just their main landing page. This affects about 90% of new wikis launched since the March 2024 core update, including gta.wiki and the official Path of Exile 2 wiki.

Nature of the Problem

The problem is not a conventional duplicate content issue, nor is it related to the ranking of the domain itself; some main pages affected by this issue still outrank Fandom's main pages. The 'Google Jail' period is of unclear duration, sometimes lasting up to a year, though large game updates that generate significant new content and traffic can sometimes resolve it.

Workarounds and Implications

To circumvent this issue, some wikis, such as Overwatch and Fortnite, are being launched as subdomains of existing, established domains (e.g., weirdgloop.org) rather than on their own root domains. This strategy aims to leverage the established indexing of the parent domain to ensure broader visibility for the wiki's content. The change has wide-ranging effects on the independent wiki ecosystem, making it harder for new projects to gain visibility.