Microsoft clarifies when and how websites should use IndexNow protocol

On September 12, 2024, Microsoft's Bing team released important clarifications regarding the optimal use of the IndexNow protocol across various industries. Fabrice Canel, Principal Product Manager at Microsoft Bing, provided detailed guidance on when and how different types of websites should utilize IndexNow to notify search engines of content updates.

IndexNow, an open-source protocol developed to streamline the process of notifying search engines about content changes, has been a valuable tool for webmasters seeking to improve their search engine visibility. However, questions have persisted about the most effective implementation strategies for different types of websites. Microsoft's recent clarification aims to address these questions and optimize the protocol's usage.

According to Canel, while IndexNow implementation is straightforward, understanding the appropriate timing and types of content updates to notify is crucial for maximizing its benefits. The guidance covers a range of industries, including e-commerce, video sharing platforms, travel sites, and websites with infrequent updates.

For large shopping sites, Microsoft recommends using IndexNow notifications for:

1. New product listings
2. Price changes and inventory updates
3. Promotional content
4. Significant content updates
5. Customer reviews (using an incremental notification approach)

Canel emphasized the importance of notifying search engines as soon as new products are added or when prices change. For customer reviews, he suggested an incremental approach to avoid over-notification: notifying for each new review from 1-20, then for every 5 new reviews from 20 to 100, and so on.

Video sharing platforms can benefit from IndexNow notifications in the following scenarios:

1. New video uploads
2. Updates to video titles and descriptions
3. Metadata changes
4. Significant changes in user engagement metrics
5. Content removals
6. Live stream announcements

For user engagement metrics, Microsoft recommends a similar incremental approach to that used for customer reviews on shopping sites.

Travel sites should use IndexNow for:

1. Addition or removal of destinations and hotels
2. New travel deals and promotions
3. Updates to destination guides
4. User reviews (using an incremental approach)
5. Content removals

Canel noted that rapid indexing of travel deals and up-to-date information is particularly crucial in the fast-paced travel industry.

Even websites with infrequent updates, such as job sites or classified ads platforms, can leverage IndexNow effectively:

1. Significant content updates
2. New blog posts or articles
3. Event announcements
4. User-generated content (with incremental notifications)
5. Policy changes

Microsoft's guidance emphasizes that virtually any website with dynamic content can benefit from IndexNow. The protocol helps maintain up-to-date information in search results, enhancing visibility, traffic, and user engagement across various industries.

Canel stressed that better online visibility is not just about having a website, but ensuring that the latest content is found quickly. He encouraged webmasters to implement IndexNow by following the instructions provided on the official IndexNow website.

This clarification from Microsoft represents an important step in helping webmasters optimize their use of the IndexNow protocol. By providing industry-specific guidelines, Microsoft aims to enhance the efficiency of search engine indexing and improve the overall accuracy of search results.

As search engines continue to evolve and adapt to the increasing volume of online content, tools like IndexNow play a crucial role in helping websites maintain their visibility and relevance. Microsoft's recent guidance underscores the company's commitment to supporting webmasters in navigating the complex landscape of search engine optimization.

Key points from Microsoft's clarification

• Provided on September 12, 2024, by Fabrice Canel, Principal Product Manager at Microsoft Bing
• Offers industry-specific guidelines for e-commerce, video sharing, travel, and low-engagement sites
• Emphasizes the importance of timely notifications for new content, updates, and removals
• Recommends incremental notification approaches for high-volume updates like user reviews
• Encourages webmasters of all site types to implement IndexNow for improved search visibility
• Reaffirms IndexNow's role in maintaining up-to-date information in search results