Google’s site: operator limits search results to a single domain. It is one of the oldest and most helpful tools for search engine optimization.
To use, type site: followed by the desired URL (no space) in Google’s search box — e.g., site:sampledomain.com/article.
Here’s how to use it for key SEO tasks.
Using the site: Operator
1. Find internal pages to link to
The site: operator is handy for locating relevant internal pages quickly.
Search optimizers once used the operator to know which pages Google prioritized for any query. But that’s no longer reliable because results for site: are not based on intent, previous searches, or even freshness — as is the case for other queries.
Still, the site: operator typically surfaces a search-optimized page for each query, so I continue using it for internal link options.
2. Locate URLs that shouldn’t be indexed
Google’s Search Console is the best way to identify pages that should and should not be indexed. But it’s not perfect. Sometimes Search Console lists unindexed URLs that are actually indexed. So use Search Console and site: to find indexed pages that should be blocked, redirected, or canonicalized.
Even better, run several site: operators to confirm properly indexed pages, ensuring:
- Tag pages are not indexed: site:domain.com inurl:tag
- Backend, admin pages are not indexed: site:domain.com inurl:admin
- Only https URLs are indexed: site:domain.com inurl:http or site:domain.com -inurl:https
From there, use Search Console’s...
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