There is a comforting lie that SEOs tell themselves when they see the dreaded “Crawled - currently not indexed” status in Google Search Console (GSC). The lie is: “My content just needs to be better.”

We audit the page. We add more H2s. We add a video. We “optimize” the meta description. And then we wait. And it stays not indexed.

The uncomfortable truth of 2025 is that indexing is no longer a meritocracy of quality; it is a calculation of marginal utility. Google is not rejecting your page because it is “bad.” Google is rejecting your page because indexing it costs more in electricity and storage than it will ever generate in ad revenue.