IndexNow: A small technical effort that helps AI find your latest content

Why should you know about IndexNow?

In our analysis of more than 20,000 sessions, we compared September 2025–February 2026 with March–August 2026. Here, traffic from AI services grew by 66%, while conversions from AI traffic increased by 174%. At the same time, the conversion rate rose from 3.06% to 5.04%.

AI traffic still makes up only a small share of total traffic. But it is growing—and it converts better.

That makes it relevant to look at the technical measures that can help search engines and AI services find the latest version of your content. One of them is IndexNow. Like structured data, FAQs, and external mentions, IndexNow is a small effort that makes it easier for AI services to use your content. The difference is that you only need to set it up once, and then it works for you every time you update the site.

What is IndexNow?

If you are familiar with sitemaps from Google Search Console, IndexNow is relatively easy to understand.

A sitemap helps Google find the pages on your website. IndexNow does something similar for the search engines Bing, Yandex, and other participating search engines. The difference is that IndexNow automatically notifies them when your business creates, updates, or deletes a page.

So the search engines do not first have to discover on their own that something has changed on your website.

That is why IndexNow is also relevant for AI

Microsoft’s AI assistant Copilot uses Bing to retrieve up-to-date information from the web. ChatGPT’s web search uses multiple sources and search providers, including Bing. The same applies to a number of search engines such as Yahoo, MSN, DuckDuckGo, Ecosia, and Qwant, which fully or partly source their results from Bing. A single notification via IndexNow therefore reaches far beyond Bing itself.

When Bing is notified of new or updated content, AI assistants can therefore respond faster based on the current version of your website instead of an outdated one.

IndexNow does not ensure that you are mentioned, but it gives you better conditions for it.

Also relevant if you primarily sell in Denmark

Bing has a larger share in, for example, Sweden, the DACH countries, and the US than in Denmark, so IndexNow is an obvious choice if you sell abroad.

But it is just as relevant for you if your customers are primarily Danish. They also use ChatGPT and Copilot, and both pull answers from Bing.

What you get with IndexNow

1. When you publish a new product page, case, campaign page, or article, the participating search engines are notified the same day. They do not first have to come by and discover the change themselves.
2. If you change prices, delivery times, product specifications, or stock status, the search engines are also notified. That means fewer people see outdated prices and offers.
3. When a product is discontinued, or you delete a page, the page disappears from the search results faster. This means fewer customers land on an error page.
4. Because the search engines are told exactly which pages have changed, they do not need to crawl your entire site to find the changes. This results in fewer unnecessary visits from their bots and a more stable site.

What it takes

IndexNow requires a one-time setup on your website. We create an API key and an integration that automatically notifies the search engines when you create, update, or delete a page.

After that, you do not need to do anything else, and the same integration covers all the search engines that support IndexNow.

We will set up IndexNow for you for DKK 4,000 as a one-time payment.

IndexNow isn’t enough on its own

If the goal is greater visibility in AI searches, your business still needs content that is relevant and useful as a source. Structured data can help search engines and AI understand your content, while external mentions and classic SEO also play a role.

IndexNow solves a more narrowly defined technical task: notifying participating search engines when your content is new or has changed.

So it can be part of the technical foundation that makes it easier for search engines and AI services to work with the current version of your website.

If you would like the broader context, you can read our analysis of why we see SEO/GEO as an important marketing discipline right now.

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Written by

Simon Lübiç Hedegård

Tracking Lead & partner

[email protected]

92 44 93 83