A sitemap lists the URLs of a site so that search engines can discover and crawl them. The content of a sitemap page varies according to the chosen format (XML, HTML, TXT), and not all tags have the same real utility in the eyes of Google. Understanding what the bots actually read in this file helps avoid unnecessary configuration work.
XML Sitemap Tags: What Google Actually Uses
The XML format remains the most widely used standard for declaring a sitemap. Each entry potentially contains four tags: loc, lastmod, changefreq, and priority.
Not all of them carry the same weight. Google no longer treats the priority and changefreq tags as useful signals. Only the lastmod tag retains a concrete role: it indicates the date of the last significant modification of a page.
| XML Tag | Declared Role | Considered by Google |
|---|---|---|
| loc | Page URL | Yes, mandatory |
| lastmod | Date of last modification | Yes, if the date reflects a real change |
| changefreq | Estimated update frequency | Not used |
| priority | Relative priority between pages | Not used |
This table summarizes a notable gap between the sitemaps.org specification and the actual use by engines. Carefully configuring changefreq and priority does not change ranking or crawl frequency. On the other hand, a reliable lastmod value signals to bots that a page deserves a new visit.
To observe the concrete structure of an XML sitemap, the sitemap page of the Michelle Dastier site illustrates well how URLs are organized and timestamped in this type of file.
Lastmod and Real Changes: The Trap of Artificial Dates
The lastmod tag functions as a trust signal between the site and the search engine. Google can compare the date declared in the sitemap with the changes actually observed on the page during crawling.
Changing the copyright year or regenerating the file does not constitute a significant change. If the lastmod date advances regularly without the content evolving, the bot eventually ignores this information. The signal then loses all value, including for pages whose content actually changes.
Some changes count as significant in the eyes of engines:
- Adding or rewriting a paragraph that changes the meaning or scope of the page
- Updating factual data (prices, dates, regulations) in the body of the text
- Adding new media (image, video) accompanied by relevant textual content
A CMS that automatically updates the lastmod date with every minor save (correcting a typo, changing a category) sends a misleading signal. It is better to condition the update of this tag on a substantial modification of the visible content.
XML, HTML, and TXT Sitemap: Three Formats for Distinct Uses
The XML sitemap is aimed at crawling bots. The HTML sitemap is aimed at human visitors: it takes the form of a standard web page listing the sections and internal links of the site. The TXT sitemap, more rudimentary, is limited to a raw list of URLs without metadata.
The HTML format has long served as a site map to aid navigation. On small sites with a clear menu, its utility is marginal. For sites with several hundred pages and deep hierarchies, a well-structured HTML page complements the internal linking by providing direct access to buried pages.
The TXT format does not support any tags (lastmod, changefreq, priority). It meets a minimal need: declaring URLs without additional information. Google accepts it, but the XML format remains the only one that transmits usable metadata.
Declaring the Sitemap After the Abandonment of Google Ping
Until June 2023, it was possible to notify Google of a new sitemap via the URL google.com/ping?sitemap=.... This ping mechanism has been abandoned. Guides that still recommend this method are outdated.
Three channels remain operational for declaring a sitemap to Google:
- Submitting the file in Google Search Console, “Sitemaps” section
- Declaring the location of the file in the site’s
robots.txtfile (directiveSitemap:) - Allowing the bot to discover the file during its usual crawling, provided it is accessible at the standard URL (
/sitemap.xml)
For Bing, the IndexNow protocol allows for quick reporting of new or modified URLs. This mechanism, distinct from the sitemap, complements the traditional declaration by speeding up the consideration of changes. Bing Webmaster Tools also accepts direct sitemap submission, similarly to Google Search Console.
Sitemap Content and Quality of Listed URLs
List Only Indexable URLs
A sitemap that contains URLs blocked by the robots.txt file, pages returning a 404 error, or pages marked noindex muddles the signal sent to the engine. Each URL present in the file must correspond to an accessible, canonical page intended to appear in search results.
Adapt the Sitemap to the Size of the Site
A site with a few dozen pages and a correct internal linking does not have an urgent need for a sitemap: bots discover pages by following links. The sitemap becomes truly useful for large or poorly linked sites, those with certain pages remaining orphaned (no internal links pointing to them).
A sitemap does not guarantee indexing. It facilitates the discovery of URLs by bots, but the decision to index depends on the quality of the content, the absence of duplicates, and the technical compliance of each page. Declaring a URL in the sitemap without working on its content or internal linking produces no measurable results.
