Microsoft Bing Finally Empowers Marketers to Control AI Snippets with Data-nosnippet

In a welcome update for digital marketers and webmasters, Microsoft Bing has announced support for the data-nosnippet HTML attribute, finally catching up with Google’s long-available feature. This update gives websites unprecedented control over which page sections appear in Bing’s search results and AI-generated summaries such as those in Copilot.

Why It Matters for Marketers and Brands

For years, webmasters using Google Search have relied on the data-nosnippet attribute to carefully manage how their content looks in search snippets- those quick previews you see under search results- and more recently, in AI answer boxes.

Bing’s adoption of this attribute means marketers can now protect sensitive, premium, or experimental content from being shown to users without negatively impacting the page’s indexation or ranking. This is especially important in the growing ecosystem of AI-powered answers, where snippets often combine content from multiple sources.

How Does data-nosnippet Work in Bing?

The data-nosnippet attribute allows webmasters to mark specific portions of a webpage’s HTML that Bing will crawl and index but exclude from displayed snippets and AI-generated answers.

Key benefits include:

Hiding paywalled or subscriber-only sections from public previews.

Excluding comments, ads, disclaimers, or outdated promotions that don’t belong in snippets.

Keeping A/B tested content or experimental copy out of AI summaries while preserving SEO value.

Bing continues to crawl and rank the page normally, ensuring that the content still contributes to the overall domain authority and page relevance, just not in summary previews.

Bing Catching Up to Google

Before this change, Bing lagged behind Google, which has supported data-nosnippet for years as part of its toolkit to improve snippet quality and webmaster control.

In 2024, Microsoft’s Principal Product Manager, Fabrice Canel, had previously stated there were “no plans to provide support for this in the near future.” The recent rollout marks a significant shift in Bing’s approach to snippet governance.

Real-World Use Cases for data-nosnippet

Brands and site owners can leverage this update in multiple strategic ways:

Subscription services can safeguard premium content previews while still drawing organic traffic.

E-commerce sites can hide promotional disclaimers or short-lived offers from snippets but retain ranking benefits.

News outlets and blogs may hide comments or user-generated content that create noise in AI answers.

By shaping how AI and users see content summaries, brands can better protect their message and control user experience from the very first interaction.

What’s Next?

With AI assistants like Microsoft Copilot increasingly surfacing content in conversational formats powered by search snippets, managing snippet content is a critical piece of brand reputation management and marketing strategy.

Marketers working across search engines should audit their website content to:

Implement data-nosnippet where needed.

Test how snippets and AI answers appear post-implementation.

Coordinate snippet control strategies across Bing and Google for holistic brand management.

The Bottom Line

Bing’s new support for the data-nosnippet HTML attribute is a milestone in providing brands with enhanced snippet and AI content control- without sacrificing ranking or SEO impact.

This update empowers marketers to tailor user experiences right from the search page, ensuring higher-quality previews and protecting premium or sensitive material in an increasingly AI-driven search ecosystem.

As Bing continues to evolve alongside Google, staying ahead in snippet strategy will become an indispensable part of SEO and digital marketing success in 2025 and beyond.