Apple unveils details about Applebot

Apple this month shed light on the inner workings of Applebot, the web crawler that fuels search functionalities across various Apple products like Safari, Spotlight, and Siri Suggestions.


Apple this month shed light on the inner workings of Applebot, the web crawler that fuels search functionalities across various Apple products like Safari, Spotlight, and Siri Suggestions.

Applebot crawls and indexes websites to populate search results within various Apple products, including Safari, Spotlight, and Siri. When a user enters a search query, Apple's search ranking factors (explained later) determine how Applebot-crawled webpages appear in the results.

Applebot traffic can be identified through two main methods:

Reverse DNS: By checking the IP address against a provided list maintained by Apple.

User Agent String: Applebot utilizes various user-agent strings for different purposes, including "Search" and "Podcasts." The general format includes "Applebot/Applebot_version" within the user-agent string. Apple provides examples for desktops and mobile devices on their website.

Similar to Googlebot, Applebot obeys instructions provided within your website's robots.txt file. These instructions can allow or disallow Applebot from crawling specific directories or pages on your website. For instance, you can block access to sensitive information located in a "/private/" directory using robots.txt directives.

It's important to note that Applebot may render a webpage content within a browser to fully understand the context. If essential resources like Javascript, CSS, or images are blocked by your robots.txt file, Applebot might not be able to render the content accurately, potentially impacting how your webpage is indexed. A recommended approach is to ensure your website renders cleanly even if certain resources are unavailable (graceful degradation).

Customizing Indexing Rules with Robots Meta Tags

In addition to robots.txt, Applebot also supports robots meta tags placed within the HTML head section of your webpages. These meta tags allow for granular control over how Applebot indexes specific pages. Supported directives include:

  • noindex: Instructs Applebot not to index the webpage, preventing its appearance in Spotlight or Siri Suggestions.
  • nosnippet: Prevents Applebot from generating a description or "web answer" for the webpage. Search results will only display the webpage title.
  • nofollow: Instructs Applebot to disregard any links found on the webpage.
  • none: Combines the effects of noindex, nosnippet, and nofollow.
  • all: Allows Applebot to fully index and potentially display a snippet and relevant imagery alongside the webpage title in search results. Applebot may also follow links on the page for further suggestions.

Controlling Data Usage with Applebot-Extended

Apple offers an additional user agent, Applebot-Extended, which provides website owners with more control over how their content is used by Apple. Specifically, Applebot-Extended allows you to opt-out of your website content being used to train Apple's generative AI models used in various features across their products. You can utilize a robots.txt directive to disallow Applebot-Extended access to specific directories.

Understanding Apple Search Ranking Factors

While the specific ranking factors remain undisclosed, Apple has acknowledged that several elements are considered when ranking search results:

  • User Engagement: Apple's search algorithms likely take into account how users interact with previously displayed search results.
  • Relevancy: Thematic relevance and content match between the user's search query and the webpage content are crucial factors.
  • Link Quality and Quantity: The number and quality of backlinks from other websites pointing to your webpage can positively influence search ranking.
  • User Location: Apple may use approximate user location data to deliver geographically relevant search results.
  • Webpage Design: While not explicitly confirmed, webpage design characteristics may also be a factor in search ranking.

By understanding Applebot's functionalities and effectively utilizing robots.txt and robots meta tags, website owners can optimize their webpages for better search visibility within Apple's ecosystem. Apple's additional user agent, Applebot-Extended, empowers website owners with control over how their content is used for training Apple's generative AI models.

PPC Land is an international news publication headquartered in Frankfurt, Germany. PPC Land delivers daily articles brimming with the latest news for marketing professionals of all experience levels.

Subscribe to our newsletter for just $10/year and get marketing news delivered straight to your inbox. By subscribing, you are supporting PPC Land.

You can also follow PPC Land on LinkedIn, Bluesky, Reddit, Mastodon, X, Facebook, Threads, and Google News.

Know more about us or contact us via

Our latest marketing news:

Subscribe via email

Don’t miss out on the latest marketing news. Sign up now to get the articles directly in your email.