What Is An XML Sitemap & How To Use One

Your Definitive Guide to XML Sitemaps

If you’re building a new website, you might have come across XML sitemaps during your research. XML sitemaps act as a roadmap for your website and are a fundamental part of technical SEO. But what exactly are they, and how important are they for your website? To get it right, you not only need to know what XML sitemaps are, but why they’re important for Search Engine Optimisation / SEO, how to make an XML sitemap, and how to submit an XML sitemap to Google.

What is an XML sitemap?

The abbreviation “XML” stands for Extensible Markup Language. It’s a flexible, structured language used to store and transport data in a format that both humans and machines can read. Unlike HTML, which is designed for displaying content on webpages, XML focuses on the structure and organization of data, making it ideal for things like sitemaps, configuration files, and data exchange between systems.

An XML sitemap is a file that provides search engines like Google with a structured list of all the pages on your website. It’s designed to help search engine crawlers efficiently index your site by ensuring they can easily discover and understand the pages. XML sitemaps include additional information, such as when a page was last updated and how frequently it changes, which is useful for search engines but not intended for human visitors.

Why is an XML sitemaps important for SEO?

While XML sitemaps don’t boost search rankings, they are an essential part of Google’s understanding of your website. Getting them wrong can cause real issues when it comes to trying to rank.

We like to use the analogy of your website being a house, and the XML sitemap being the blueprints. If you’re an expert, you should be able to understand the layout of the house, without actually visiting it, when you look at a blueprint. The same goes for your website. Googlebot should be able to envisage the full layout of your site, just by visiting your sitemap.

Home Blue Print Sitemap

Once Google crawls and indexes these pages, they will start to appear in search results, boosting your traffic and your SEO rankings.

The six types of sitemaps

• XML sitemap index If you have a sitemap larger than 50MB, you may need additional sitemaps. An XML sitemap index allows you to split your sitemap and submit more than one to Google.
• XML image sitemap Whether you need an XML image sitemap will depend on your website. For instance, an XML image sitemap may not be necessary if images are incorporated with your web content.
• XML video sitemap An XML video sitemap helps Google crawl and index videos you have on your site. Like image sitemaps, an XML video sitemap is an extension of your existing XML sitemap protocol and may not be a mandatory requirement.
• Mobile sitemap As users are more likely to search via their mobile or tablet devices, an independent mobile sitemap is essential for your SEO strategy. Keep in mind that a mobile sitemap only needs to contain links to pages with web content.
• HTML sitemap An HTML sitemap is simply a directory for your site’s pages, which is highly beneficial to your site’s visitors. While there’s been some debate about whether HTML sitemaps are useful for SEO, they keep your website organised and accessible for the user and Google crawling.
• Dynamic XML sitemap A dynamic XML sitemap is created whenever requested and can efficiently keep your website updated. This is also a faster way for search engines to crawl your site.

What do XML sitemaps look like?

Every XML sitemap must follow a standard format to ensure they are discoverable.

A sitemap’s main components are:

• An XML declaration — This is what search engines use to understand what type of file they are crawling.
• URL set — This is the first part of the URL that indicates which protocol a search engine must follow to request the source.
• The URL — This refers to the page’s actual URL.
• Lastmod — This informs the search engine when the page was last updated.

How do I find my XML sitemaps?

You can find your XML sitemap in three ways:

• Type in your website’s domain name with the following endings: /sitemap, /sitemap.xml or /sitemap_index.xml.
• Look in your robots.txt file, your XML sitemap should always be referenced in your robots.txt.
• Type your site into Google and search for the type of XML file.

Once you have found your XML sitemap, you can submit it to Google via Google Search Console.

What is an HTML sitemap?

An HTML sitemap is a user-friendly page on your website designed to help visitors easily navigate your site’s content. It’s a simple, organised list of links to all the important pages on your site, typically structured in a way that makes it easy for users to find the information they need. The main purpose of an HTML sitemap is to improve user experience by enhancing site navigation.

How do XML and HTML sitemaps Differ?

XML and HTML sitemaps serve different purposes and are structured differently, although both play important roles in the overall SEO strategy.

XML Sitemap:

• Purpose: Designed for search engines, an XML sitemap helps crawlers like Googlebot discover and index all the pages on your website. It contains a list of URLs along with metadata, such as the last updated date and how often a page changes.
• Audience: Only for search engine bots; it’s not meant to be viewed by human visitors.
• Structure: The structure is highly technical, providing search engines with information to ensure they can crawl your website efficiently. It’s typically submitted directly to search engines via platforms like Google Search Console.

HTML Sitemap:

• Purpose: Created for website visitors to improve navigation, an HTML sitemap is a page on your website that lists key internal links to help users find content quickly. It’s primarily intended to enhance the user experience.
• Audience: Intended for humans visiting your website, allowing them to navigate more easily.
• Structure: Typically more visually appealing and organised in a way that is easy for users to scan and follow.

Key Differences:

• Purpose: XML sitemaps are meant for search engine crawlers, while HTML sitemaps are designed for human visitors.
• Structure: XML sitemaps are data-centric and not visually intended for humans, while HTML sitemaps are user-friendly lists of links.
• SEO Impact: Both can contribute to SEO, but the XML sitemap has a more direct impact on ensuring your site is properly indexed by search engines, while the HTML sitemap can improve user experience and potentially reduce bounce rates.

Ideally, for your Search Engine Optimisation / SEO efforts, using both sitemaps is beneficial: the XML sitemap ensures your site is well-indexed by search engines, and the HTML sitemap improves usability for your visitors.

What is the difference between HTML and XML sitemaps?

HTML sitemaps best serve users by keeping your pages organised and easy to find — XML sitemaps are made for search engines. Many sites today are published in an XML format instead of HTML, as XML sitemaps are better suited for SEO.

How to create XML sitemaps

An XML sitemap is a file that helps search engines like Google understand the structure of your website and index its pages efficiently. It acts as a roadmap, ensuring that search engines can find and crawl all important pages, including those that might not be easily discovered through internal links.

Steps to Create an XML Sitemap:

• Decide Which Pages to Include
  • Start by identifying the key pages you want search engines to index. This usually includes your homepage, service pages, blog posts and other essential content. Exclude unnecessary pages like admin pages, duplicate content, or thank-you pages that don’t need to appear in search results.
• Use an Online Sitemap Generator or a CMS Plugin
  • If your website is built on WordPress, you can use plugins like Yoast SEO or Rank Math to automatically generate an XML sitemap.
  • If you prefer a manual approach, online tools like XML-Sitemaps.com can create a sitemap for you.
  • For custom-built websites, developers can generate an XML sitemap using scripts or robust SEO tools.
• Format the XML Correctly
  • A standard XML sitemap follows a specific structure. Each page entry includes a URL, last modified date, priority (optional), and update frequency.
• Upload the Sitemap to Your Website
  • Once your XML sitemap is generated, upload it to your website’s root directory (e.g., https://www.yourwebsite.com/sitemap.xml). This ensures search engines can easily access it.

Submit the Sitemap to Google

• To speed up indexing, submit your XML sitemap through Google Search Console:
  • Log in to Google Search Console.
  • Select your website.
  • Navigate to “Sitemaps” in the left-hand menu.
  • Enter the URL of your sitemap (sitemap.xml) and click “Submit”.

How Often Should XML Sitemaps Get Updated?

Sitemaps should be updated regularly to reflect any changes to your website’s structure, content, or URLs. They are typically updated automatically by content management systems (CMS) like WordPress or through SEO plugins that generate sitemaps whenever new content is added or existing content is modified. However, you can also manually update your sitemap if you’re handling it independently.

Ideally, you should update your sitemap whenever new pages are added, existing pages are removed or significantly changed, or when your website goes through a migration and undergoes any major updates that could impact its SEO performance.

For most websites, updating the sitemap at least once a month is a good practice. However, if your site is frequently updated (e.g., with new blog posts, products, or services), updating your sitemap more frequently—perhaps weekly—can ensure search engines are quickly aware of the latest content. This helps ensure that search engines can crawl and index your website efficiently, improving its visibility and search rankings.

How to Automate Sitemap Updates for Your Website

Automating your sitemap updates can save time and ensure that search engines always have access to your latest content.

Here are a few ways to do this, particularly for Australian businesses:

• Use a Content Management System (CMS): Most modern CMS platforms like WordPress, Joomla, or Drupal can automatically generate and update your sitemap as you add or edit content. Plugins such as Yoast SEO or All in One SEO for WordPress also offer automatic sitemap generation and can notify search engines when updates occur. This is particularly helpful for businesses in fast-moving industries like eCommerce or news, where website content is constantly changing.
• Utilise SEO Tools: Tools like Google Search Console or Bing Webmaster Tools allow you to upload and manage your sitemaps. While these tools don’t automatically update your sitemap, they do give you a platform to monitor how often your sitemap is being crawled. You can also set up your sitemap to be re-uploaded when changes are made, helping you track any issues related to indexing.
• Custom Scripts and Plugins: For websites that were designed, built and developed with custom solutions or if you have a complex site structure, you can implement custom scripts or hire a developer to create an automated process for updating your sitemap whenever content changes. This is more technical but allows for fine-tuned control over when and how updates occur.
• Use Cloud-Based Solutions: Cloud-based platforms or website hosting services can sometimes integrate automated sitemap updates directly within their offerings. Services like AWS or Google Cloud may allow for seamless integration of sitemap management tools that automatically generate updates based on your site’s activity.

By automating the process, you ensure that search engines like Google and Bing are always aware of the latest changes to your site, helping you maintain visibility in search results without having to manually update the sitemap each time. For businesses in Australia, this is crucial for keeping up with the fast pace of online marketing and ensuring that your website stays competitive in the local market.

Comparison of Sitemap Generators & Plugins

Just to summaries:

• For WordPress websites, Yoast SEO or Rank Math are the best choices for automated sitemap management.
• For Shopify, the built-in sitemap works fine, but third-party apps are needed for advanced options.
• For Magento, use the built-in sitemap feature, but an extension may be needed for full control.
• For Joomla, OSMap is a good free option, while JSitemap is ideal for larger, complex sites.
• For static websites, XML-Sitemaps.com or Screaming Frog are reliable choices, with the latter offering SEO auditing capabilities.

Why an XML Sitemap Matters for Australian Websites

For businesses in Australia, an XML sitemap is particularly useful if you have a large website, new pages that need fast indexing, or content that isn’t well linked internally. It helps search engines prioritise crawling your site, improving your visibility in search results. Regularly updating your sitemap ensures that new content gets discovered quickly, boosting your SEO efforts.

XML sitemaps are just one of the many things we leverage as Australia’s leading and best SEO services provider agency and online digital marketing leader, to achieve consistent results for our clients. Get in touch today!

About the Author

Andrew Raso

Andrew Raso, Co-founder and Global CEO of Online Marketing Gurus, has been instrumental in transforming the agency from a start-up into a $15 million global powerhouse. Since co-founding OMG in 2012 with colleague Mehrdad Hedayati, Andrew has leveraged his deep expertise in SEO and digital marketing to drive OMG’s expansion across Australia, the US, and Singapore.