diff --git a/Makefile b/Makefile
index 58babc3627..0d9f20306a 100644
--- a/Makefile
+++ b/Makefile
@@ -23,14 +23,14 @@ module-check:
 
 all: build ## Build site with production settings and put deliverables in ./public
 
-build: module-check ## Build site with production settings and put deliverables in ./public
-	hugo --minify
+build: module-check ## Build site with non-production settings and put deliverables in ./public
+	hugo --minify --environment development
 
 build-preview: module-check ## Build site with drafts and future posts enabled
-	hugo --buildDrafts --buildFuture
+	hugo --buildDrafts --buildFuture --environment preview
 
 deploy-preview: ## Deploy preview site via netlify
-	hugo --enableGitInfo --buildFuture -b $(DEPLOY_PRIME_URL)
+	hugo --enableGitInfo --buildFuture --environment preview -b $(DEPLOY_PRIME_URL)
 
 functions-build:
 	$(NETLIFY_FUNC) build functions-src
@@ -38,13 +38,15 @@ functions-build:
 check-headers-file:
 	scripts/check-headers-file.sh
 
-production-build: build check-headers-file ## Build the production site and ensure that noindex headers aren't added
+production-build: module-check ## Build the production site and ensure that noindex headers aren't added
+	hugo --minify --environment production
+	HUGO_ENV=production $(MAKE) check-headers-file
 
-non-production-build: ## Build the non-production site, which adds noindex headers to prevent indexing
-	hugo --enableGitInfo
+non-production-build: module-check ## Build the non-production site, which adds noindex headers to prevent indexing
+	hugo --enableGitInfo --environment nonprod
 
 serve: module-check ## Boot the development server.
-	hugo server --buildFuture
+	hugo server --buildFuture --environment development
 
 docker-image:
 	@echo -e "$(CCRED)**** The use of docker-image is deprecated. Use container-image instead. ****$(CCEND)"
@@ -65,10 +67,10 @@ container-image:
 		--build-arg HUGO_VERSION=$(HUGO_VERSION)
 
 container-build: module-check
-	$(CONTAINER_RUN) --read-only --mount type=tmpfs,destination=/tmp,tmpfs-mode=01777 $(CONTAINER_IMAGE) sh -c "npm ci && hugo --minify"
+	$(CONTAINER_RUN) --read-only --mount type=tmpfs,destination=/tmp,tmpfs-mode=01777 $(CONTAINER_IMAGE) sh -c "npm ci && hugo --minify --environment development"
 
 container-serve: module-check
-	$(CONTAINER_RUN) --read-only --mount type=tmpfs,destination=/tmp,tmpfs-mode=01777 -p 1313:1313 $(CONTAINER_IMAGE) hugo server --buildFuture --bind 0.0.0.0 --destination /tmp/hugo --cleanDestinationDir
+	$(CONTAINER_RUN) --read-only --mount type=tmpfs,destination=/tmp,tmpfs-mode=01777 -p 1313:1313 $(CONTAINER_IMAGE) hugo server --buildFuture --environment development --bind 0.0.0.0 --destination /tmp/hugo --cleanDestinationDir
 
 test-examples:
 	scripts/test_examples.sh install
@@ -83,5 +85,5 @@ docker-internal-linkcheck:
 	$(MAKE) container-internal-linkcheck
 
 container-internal-linkcheck: link-checker-image-pull
-	$(CONTAINER_RUN) $(CONTAINER_IMAGE) hugo --config config.toml,linkcheck-config.toml --buildFuture
+	$(CONTAINER_RUN) $(CONTAINER_IMAGE) hugo --config config.toml,linkcheck-config.toml --buildFuture --environment test
 	$(CONTAINER_ENGINE) run --mount type=bind,source=$(CURDIR),target=/test --rm wjdp/htmltest htmltest
diff --git a/layouts/index.headers b/layouts/index.headers
index 2402097ae6..aecac14e3d 100644
--- a/layouts/index.headers
+++ b/layouts/index.headers
@@ -1,4 +1,4 @@
-{{- if eq (getenv "HUGO_ENV") "production" }}
+{{- if eq hugo.Environment "production" }}
 {{- $cssFilesFromConfig := site.Params.pushAssets.css -}}
 {{- $jsFilesFromConfig := site.Params.pushAssets.js -}}
 {{- $pages := site.RegularPages -}}
diff --git a/layouts/partials/head.html b/layouts/partials/head.html
index 0fc1445b65..35fdaa7d80 100644
--- a/layouts/partials/head.html
+++ b/layouts/partials/head.html
@@ -1,5 +1,11 @@
 {{- $isBlogPost := eq .Section "blog" }}
 {{- $ogType := cond (.IsHome) "website" "article" }}
+<!-- per-page robot indexing controls -->
+{{- if hugo.IsProduction -}}
+<meta name="ROBOTS" content="INDEX, FOLLOW">
+{{- else -}}
+<meta name="ROBOTS" content="NOINDEX, NOFOLLOW">
+{{- end -}}
 <!-- Global site tag (gtag.js) - Google Analytics -->
 <script async src="https://www.googletagmanager.com/gtag/js?id=UA-36037335-10"></script>
 <script>
@@ -19,11 +25,6 @@
 <meta charset="utf-8">
 <meta name="viewport" content="width=device-width, initial-scale=1, shrink-to-fit=no">
 {{ hugo.Generator }}
-{{ if eq (getenv "HUGO_ENV") "production" }}
-<META NAME="ROBOTS" CONTENT="INDEX, FOLLOW">
-{{ else }}
-<META NAME="ROBOTS" CONTENT="NOINDEX, NOFOLLOW">
-{{ end }}
 {{ range .AlternativeOutputFormats -}}
 <link rel="{{ .Rel }}" type="{{ .MediaType.Type }}" href="{{ .Permalink | safeURL }}">
 {{ end -}}
@@ -33,7 +34,7 @@
 {{- template "_internal/google_news.html" . -}}
 {{- template "_internal/schema.html" . -}}
 {{- template "_internal/twitter_cards.html" . -}}
-{{ if eq (getenv "HUGO_ENV") "production" }}
+{{- if hugo.IsProduction -}}
 {{ template "_internal/google_analytics_async.html" . }}
 {{ end }}
 {{ partialCached "head-css.html" . "asdf" }}
diff --git a/netlify.toml b/netlify.toml
index db0604fad3..1abe213a32 100644
--- a/netlify.toml
+++ b/netlify.toml
@@ -20,10 +20,10 @@ HUGO_ENABLEGITINFO = "true"
 command = "git submodule update --init --recursive --depth 1 && make deploy-preview"
 
 [context.branch-deploy]
-command = "git submodule update --init --recursive --depth 1 && make deploy-preview"
+command = "git submodule update --init --recursive --depth 1 && make non-production-build"
 
-[context.master]
-# This context is triggered by the `master` branch and allows search indexing
+[context.main]
+# This context is triggered by the `main` branch and allows search indexing
 # DO NOT REMOVE THIS (contact @kubernetes/sig-docs-leads)
 publish = "public"
 command = "git submodule update --init --recursive --depth 1 && make production-build"