IndexNow keeps growing, but Google stays out

IndexNow has kept growing since Bing and Yandex opened it in October 2021: Bing’s own published figures put daily submissions at 3.5 billion URLs by the end of 2024, up from 1.2 billion when the company first shared a number in 2022. What has not changed is which engine receives those pings. Google is not one of them, and nothing it has published says that will change.

The growth, by Bing’s own numbers#

Bing has reported IndexNow’s scale three times on its webmaster blog, each figure larger than the last:

• August 2022: “more than 16 million web sites are publishing over 1.2 billion URLs per day to the IndexNow API.”
• October 2023: “60 million websites joining us daily and 1.4 billion URLs submitted each day.”
• December 2024: more than 3.5 billion URLs submitted per day, alongside a claim that 18% of all new URLs clicked in Bing’s web search results arrived through IndexNow.

We found no newer aggregate submission count from Bing since that December 2024 post. Its May 2025 post, on shopping and ads, names Shopify’s integration rather than a fresh total. Treat 3.5 billion as the most recent verified figure, not a 2026 one.

Who actually receives the pings#

IndexNow’s own FAQ lists six participating endpoints: Amazon, Bing, Naver, Seznam.cz, Yandex and Yep. A site that pings the IndexNow API reaches all of them with one submission, which is the entire point of the protocol: no more filing separate URLs with each engine’s own tool.

Amazon is the least familiar name on that list. The FAQ gives it its own endpoint, run by Amazonbot, next to the search engines.

Where Google stands#

Google is absent from IndexNow’s own list of participating engines, and we found no mention of the protocol in its Search Central documentation, nor any Google roadmap, beta or stated intention to adopt it. The closest thing to a Google reaction is a quip from Search Advocate John Mueller when IndexNow launched in October 2021, as PPC Land reports it: “we too, would like to be crawled less often.” We found nothing since that moves Google’s position onto paper.

Google instead directs sites toward sitemaps, regular crawling and the Search Console URL Inspection tool, with the separate Indexing API reserved for job postings and livestream pages. None of those give a site the instant, multi-engine push that IndexNow offers for the engines it does reach.

Why we care#

The honest framing is adoption by Bing, Yandex and four others, not universal adoption. Google still sends the majority of organic search traffic for most sites, so a protocol it does not receive cannot replace sitemaps or crawl-budget work, whatever its growth curve looks like elsewhere. Add IndexNow for the engines it reaches; keep everything else aimed at Google unchanged.