SEO Impacts with Universal Login

Problem statement

This article addresses common questions and concerns about potential impacts on Search Engine Optimization (SEO) when implementing Universal Login as described in Auth0’s best practices.


An answer to the question, a workaround or a fix to a problem, including links to external documentation that the customer may reference. It’s not necessary to know the solution while drafting a knowledge article.

The Universal Login page is not designed to be indexed and is not supposed to be indexed by search engines.

The x-robots-tag: noindex, nofollow header is included in the Universal Login Pages to tell the search engines not to index explicitly.

It is possible to maintain a separate landing page for login that will redirect to Universal Login.

Here are some ideas to consider:

  • To help the search engines index the login page, create a landing page with a login button that starts the flow to the /authorize endpoint with all the extra parameters needed. This landing page will be indexed by the search engines.
  • At the same time, keep the Login button in the navigation bar of the site to start the same flow to the /authorize endpoint.
  • If there are several ways to start the authorization flow for multiple contexts (vendors, partners, etc.), it may be necessary to create different landing pages for those sites to make them visible to search engines.
  • Review Configure Default Login Routes, a landing page that starts the login flow to the /authorize endpoint without user interaction to help with Bookmarking the Universal Login page between some other cases.