Developers have long included summaries of links to a site’s key sections, known as “sitemaps.” These summaries can appear in footers or on standalone pages and provide a way for search engines to crawl and index all pages on a site.
In 2005, Google introduced a new version of sitemaps based on Extensible Markup Language (XML), which site owners could submit to Google via Search Console. This aimed to help search engines crawl and index all pages on a site.
HTML vs. XML Sitemaps
As time passed, the two formats became known as ‘HTML sitemaps’ and ‘XML sitemaps,’ though many users still mix them up. Despite the confusion, both versions continue to offer value, particularly for online retailers.
XML sitemaps help with discoverability, allowing search engines to find pages quickly without landing on the site itself. The search-engine bots’ ability to access and index newly discovered pages depends on various signals, including crawl budget, site authority, and content relevance.
Unlike XML sitemaps, HTML versions don’t grant search engines direct access to a site—they must first land on the page, usually through internal links. Opinions vary among SEO experts on their effectiveness, but they likely assist indexing by exposing all internal connections to every page.
Benefits and Limitations
Both types of sitemaps assist search engines in identifying, scanning, and cataloging additional pages, particularly on expansive websites. However, they cannot replace a well-organized site structure that logically emphasizes key content. A fast, logically arranged, and properly linked website remains essential for strong organic search performance.
Google’s John Mueller observed that HTML sitemaps could aid crawling by serving as a central hub for all links. XML sitemaps, meanwhile, automatically refresh to include new pages and products, listing every URL intended for indexing. In contrast, HTML sitemaps typically remain unchanged and highlight only the most critical pages.
Mueller discussed the differences, stating that for an ecommerce site, you wouldn’t list all products in an HTML sitemap file. Instead, you would list categories, allowing people to handle to the right place and pick out products individually.
XML sitemaps are often integrated into content management or ecommerce platforms, updating themselves as new material is added. Tools like Screaming Frog can scan these for errors such as broken links or blocked URLs. HTML sitemaps, designed for both users and crawlers, prioritize major pages based on a site owner’s preferences, such as eBay’s navigation to categories and subcategories.
