Google expert reveals why login pages struggle to rank in search

Luke Meredith

You probably assume your website’s login page is invisible to Google. Something just for your existing customers.

Well, you’re wrong.

Google’s John Mueller recently highlighted a persistent challenge for business owners: service-oriented login pages are notoriously difficult to rank in search engine results.

This revelation is particularly relevant for companies that rely on customer portals for analytics, billing or account management.

Mueller’s comments came in response to a post by Preeti Gupta, who noted that a search for Bing Webmaster Tools on Google failed to return the correct login page. Mueller acknowledged the issue, stating:

“Having services behind a login makes things hard.”

He added that Google itself has faced similar difficulties with its own Search Console login pages.

So, why is Google doing this?

It’s actually pretty simple.

Google’s job is to show people what they’re looking for. Sometimes, a person is literally searching for a login page. Think about a search for “Facebook login”. You want the login page.

If that’s what a user wants, Google will provide it. So if someone is searching for your brand and the word “login,” it makes sense for Google to show them that page.

For most businesses, this is a bad sign.

You don’t want your plain login page showing up in search results. It has no real content. It’s just a form. In our world, we call that “thin content”.

It offers zero value to a potential new customer. It can’t convince them to buy anything.

For business owners, this presents a strategic dilemma. While secure login portals are essential for customer service and data protection, they offer little SEO (search engine optimisation) value. Mueller’s comments serve as a reminder that if a page requires login credentials, it’s unlikely to perform well in organic search rankings.

To mitigate this, businesses should consider creating public-facing landing pages that describe the services available behind the login. These pages can be optimised with relevant keywords and linked to the login portal, offering both discoverability and user access.

As search engines continue to evolve, understanding the limitations of login-based content is crucial for maintaining visibility. Business owners should work closely with their SEO teams to ensure that essential services are not buried behind inaccessible walls, and that their digital presence remains competitive in an increasingly crowded online landscape.

If you want your website to rank highly on Google, look no further than Engage Web. Speak to our team today.

About
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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.