IndexNow
IndexNow is an open protocol for notifying search engines of URL changes (new, updated, or deleted) in near-real-time. Adopted by Bing, Yandex, Naver, and Seznam. Google publicly tested the protocol in 2022 but as of May 2026 has NOT adopted it. Useful for Bing visibility; ignored by Google.
Also called: IndexNow protocol, IndexNow API · Last updated: May 27, 2026 · By Joseph W. Anady
Why it matters.
IndexNow lets you POST a list of URLs to a single endpoint and have Bing, Yandex, Naver, and Seznam all notified. The protocol was launched by Microsoft and Yandex in 2021 as a faster alternative to crawl-based discovery. Adoption beyond those four engines has been limited — Google specifically declined to adopt despite testing, citing 'questions about how it might fit into our broader system.'
How it works.
Sites place a key file at the root (https://yoursite.com/{key}.txt containing the key as its content). To notify, POST to https://api.indexnow.org/IndexNow with JSON containing host, key, keyLocation, and urlList (up to 10,000 URLs per request). Bing/Yandex/etc. then fetch the URLs faster than they would via passive crawl.
2026 reality check.
Per the 2026 deep AEO/GEO research, IndexNow does NOT help Google directly. A 2026 analysis of search-engine adoption confirmed Google has not implemented IndexNow despite testing in 2022. Bing/Yandex/etc. use it actively. Net IndexNow value depends on your audience's search engine mix — if Bing is meaningful traffic, implement it; if Google-only, skip and use URL Inspection API.
Data points
- Open protocol launched 2021 by Microsoft and Yandex
- Adopted by Bing, Yandex, Naver, Seznam (Google tested 2022, did not adopt)
- Endpoint: https://api.indexnow.org/IndexNow
- Up to 10,000 URLs per POST request
- Per-origin unique key required (placed at https://origin/{key}.txt)
First-hand insight from ThatDeveloperGuy.
ThatDeveloperGuy implements IndexNow across all 130+ client sites in the hosting substrate, with per-site keys placed at root. Empirical observation: faster Bing impression onset on new pages (typically 3-7 days vs 14-30 days passive crawl). Zero observable Google impact (as expected — Google doesn't consume IndexNow). For Google-focused sites, use URL Inspection API instead.
How TDG approaches it
TDG's IndexNow pattern: per-site unique key generated via UUIDv4, key file placed at root with proper Content-Type (text/plain), automated notification on every site deploy via build-pipeline hook. Bing/Yandex visibility benefit; Google ignored (as expected).
Common mistakes.
- Expecting IndexNow to help Google rankings (it doesn't)
- Using same key across multiple sites (must be unique per origin)
- Forgetting to place the {key}.txt file at site root
- Not handling 403 'UserForbiddedToAccessSite' (often means key file not reachable)
- POSTing more than 10,000 URLs per request (must batch)
FAQ.
Does IndexNow help my Google rankings?
No. Google publicly tested IndexNow in 2022 but did not adopt it. Bing/Yandex/Naver/Seznam consume it actively. Use URL Inspection API for Google.
Why does my IndexNow request return 403?
Most common: the key file at https://yoursite.com/{key}.txt is not reachable, returns wrong content type, or contains content that doesn't match the key. Verify by fetching the key file in a browser.
Can I use the same IndexNow key across multiple sites?
No — each origin needs its own key. Reusing keys across sites is rejected with 403.
How many URLs can I notify at once?
Up to 10,000 URLs per POST request. Batch larger sets across multiple requests.
Should I implement IndexNow if I'm Google-focused?
Only if Bing traffic is meaningful to your audience. For Google-only optimization, use URL Inspection API — it's the equivalent that Google actually consumes.
Maintained by Joseph W. Anady at ThatDeveloperGuy. Back to glossary · Suggest a term