Microsoft Bing/Copilot use schema for its LLMs

Microsoft has confirmed it uses schema markup to help its LLMs (large language models) understand your content. There has been a debate around if AI models and LLMs use schema or structured data, and at least Microsoft has confirmed they do.

Source. Fabrice Canel from Microsoft’s Bing confirmed this while on stage at SMX Munich the other day. David wrote, “Fabrice Canel confirms that schema markup helps Microsoft’s LLMs understand your content in his excellent SMX – Search Marketing Expo in Munich presentation.”

David Mihm posted on LinkedIn these details, which later Fabrice Canel confirmed in the comments area.

Fabrice added, “Gen AIs value fresh content in particular, partly as a reference check of their LLM training data. Use the API at indexnow.org to push that information as it’s published or updated.”

Other AI engines. It is not clear if Google’s Gemini or other AI engines, like OpenAI, Perplexity and others use schema or not. It would make sense that Gemini uses it in conjunction with AI Overviews in Search, but we do not have official confirmation from Google on that.

Why we care. Marking up your content with structured data and schema can help search engines understand your content, and also help their LLMs understand your content. Plus, they help you gain rich results within Google Search, which may improve your click-through rate from the search results.