Google & Bing don’t recommend separate markdown pages for LLMs

Representatives from both the Google Search and Bing Search teams are recommending against creating separate markdown (.md) pages for LLM purposes. The purpose is to serve one piece of content to the LLM and another piece of content to your users, which technically may be considered a form of cloaking and against Google’s policies.

The question. Lily Ray asked on Bluesky:

• “Not sure if you can answer, but starting to hear a lot about creating separate markdown / JSON pages for LLMs and serving those URLs to bots.”

Google’s response. John Mueller from Google responded saying:

• “I’m not aware of anything in that regard. In my POV, LLMs have trained on – read & parsed – normal web pages since the beginning, it seems a given that they have no problems dealing with HTML. Why would they want to see a page that no user sees? And, if they check for equivalence, why not use HTML?”

Recently, John Mueller also called the idea stupid, saying:

• “Converting pages to markdown is such a stupid idea. Did you know LLMs can read images? WHY NOT TURN YOUR WHOLE SITE INTO AN IMAGE?” That is of course, converting your whole site to an MD file, which is a bit extreme, to say the least.

I did collect a lot of John Mueller’s comments on this topic, over here.

Bing’s response. Fabrice Canel from Microsoft Bing responded saying:

• “Lily: really want to double crawl load? We’ll crawl anyway to check similarity. Non-user versions (crawlable AJAX and like) are often neglected, broken. Humans eyes help fixing people and bot-viewed content. We like Schema in pages. AI makes us great at understanding web pages. Less is more in SEO !”

Why we care. Some of us like to look for shortcuts to perform well on search engines and now the new AI search engines and LLMs. Generally, shortcuts, if they work, only work for a limited time. Plus, these shortcuts can have an unexpected negative effect.

As Lily Ray wrote on LinkedIn:

• “I’ve had concerns the entire time about managing duplicate content and serving different content to crawlers than to humans, which I understand might be useful for AI search but directly violates search engines’ longstanding policies about this (basically cloaking).”