Cannot export InDesign document as small pdf

Need to export an InDesign multi-page document as a small pdf file for internet viewing.
Have tried in CC and CS6. Even though it's set to "Smallest File Size," the document is not compressed.
The interesting thing is that, with exactly the same document, sometimes it will be properly compressed and sometimes it won't (original document size: 31MB; Smallest File Size: 4 to 6MB). Have tried with the same document in both CC and CS6.
Any explanations or cures?

Dear Mylenium,
Thank you (I think) for your response. There was a similar post from early in July somewhere, and I had already followed all the suggested steps to no avail (as did the poster).
I solved the problem by deconstructing the document and extracting pages until I found the spread that was causing the difficulty. Prior to that, I had audited the space usage (in the pdf optimizer command) and found that the bulk of the megabytes were being used in shading instructions.
As a last resort, when I found the offending spread I imported the extracted pdf page into Photoshop, flattened the file thus rasterizing it, and exported it again as a Photoshop pdf.
I recombined the pages and ended up with a document that was suitable for our use.
I'm sorry I chose the wrong forum. This was the first time I'd ever posted anything. There are several Adobe applications that produce pdfs and aside from not really knowing where to go, wondered if the problem had been encountered in other applications.
I have been using InDesign in various forms since it was Aldus PageMaker. And this is not the only issue we've had with the CC software. We are discussing now whether to drop the Cloud membership when it expires and move to Quark. We are primarily print publishers with tight, tight deadlines. What we need is relatively reliable software that produces consistent results, not something that seems to be in a chronic state of BETA testing.

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