IndexNow — The Instant Indexing Notification Protocol
Definition
IndexNow is an instant indexing notification protocol led by Microsoft and Yandex that notifies search engines of content changes in real time.
TL;DR
IndexNow is a protocol that immediately notifies search engines when a site changes its content. Unlike the traditional crawling model (in which search engines visit periodically), the site proactively reports changes. It is supported by Bing, Yandex, and Naver, and changes are also quickly reflected in the Bing index used by ChatGPT Search and Copilot. Google does not support it.
Traditional Crawling vs. IndexNow
| Item | Traditional Crawling | IndexNow |
|---|---|---|
| Initiative | Search engine (bot visits) | Site (sends change notification) |
| Reflection speed | Days to weeks | Minutes to hours |
| Crawl budget | Consumed | Saved |
| Supported engines | All search engines | Bing, Yandex, Naver, etc. |
| Yes | No (not supported) |
Value from an AEO Perspective
Using IndexNow, content changes are immediately reflected in the Bing index. This directly affects AI answer engines that use the Bing index:
- ChatGPT Search: Based on the Bing index → fast reflection via IndexNow
- Microsoft Copilot: Bing grounding → the latest content can be cited immediately via IndexNow
- Naver: Supports IndexNow → fast reflection in Naver Search as well
Implementation
1. Generate an API key
Generate an API key at IndexNow.org and place the key file at the root of your site.
2. Call the API on changes
Whenever content changes, send the URL to the IndexNow API.
POST https://api.indexnow.org/indexnow
{
"host": "example.com",
"key": "your-api-key",
"urlList": [
"https://example.com/updated-page"
]
}
3. CMS/framework plugins
- WordPress: Official IndexNow plugin
- Next.js: Call the API in a post-build script
- Cloudflare: Automatic IndexNow support in Cloudflare
Frequently Asked Questions
Q. Isn't it pointless if Google doesn't support IndexNow?
A. If you only do Google SEO, its value is limited. However, because ChatGPT Search and Copilot use the Bing index, IndexNow is a practical tool for speeding up AI citations from an AEO perspective.
Q. Does Naver also support IndexNow?
A. Yes. Naver supports the IndexNow protocol. You can configure IndexNow in Naver Search Advisor.
References
- IndexNow official documentation: https://www.indexnow.org/documentation
- Microsoft Bing (2021). IndexNow: Instantly index your web content in search engines. https://blogs.bing.com/webmaster/october-2021/IndexNow-Instantly-Index-your-web-content-in-Search-Engines