At Bing, empowering creators with meaningful control over their content is a core priority. This is why we’re introducing the data-nosnippet HTML attribute. It gives webmasters, developers, and publishers precise control over what content appears in search results and AI-generated answers, while keeping the rest of their page discoverable.
This selective visibility helps creators maintain their presence across Bing Search and Copilot experiences powered by Bing, and ensures that paywalled, sensitive, or non-essential content remains protected from being displayed.
Why Should You Use the data-nosnippet HTML Attribute?
Using data-nosnippet in Bing-supported environments gives creators and SEOs more control over how their content appears in Bing Search and AI-powered experiences. It can help you:
- Protect premium or paywalled content: Keep subscriber-only text, tables, and media out of previews while the page stays discoverable and eligible for inclusion in search and AI-powered experiences.
- Manage brand reputation: Exclude comments and volatile reviews from previews to keep messaging on-brand.
- Remove legal boilerplate from previews: Hide disclaimers, licensing, and cookie notices so snippets focus on value.
- Suppress outdated or irrelevant sections: Hide legacy notices and expired promotions to prevent stale summaries.
- Exclude sponsored or promotional content: Keep ads, affiliate blurbs, and promotional FAQs out of neutral previews.
- Stabilize A/B tests and experiments: Hide variant copy to avoid snippet churn during testing.
- Balance visibility and discretion: Surface high-value content while keeping sensitive sections behind the click.
How Does the data-nosnippet HTML Attribute Work?
The data-nosnippet attribute allows you to mark specific sections of a webpage’s HTML so they don’t appear in Bing Search snippets or AI-generated answers.
When Bing crawls your site, any content marked with data-nosnippet is still indexed normally, but it will be excluded from snippets and AI summaries. The content tagged as data-nosnippet is available for ranking. This lets creators keep control over what is shown in previews without limiting their page’s visibility or ranking potential.
How to Add data-nosnippet in HTML
You can apply the data-nosnippet attribute to any HTML element you want to exclude from Bing Search snippets or AI summaries.
When Bing crawls your site, the marked content remains fully discoverable but won’t appear in snippet text or AI-generated previews.
<h2>Overview</h2>
<p>This section may appear in Bing Search and Copilot answers.</p>
<div data-nosnippet>
<h3>Subscriber Content</h3>
<p>This section does not appear in Bing Search and Copilot answers.</p>
</div>
After implementation, use Bing Webmaster Tools to verify your pages. You can use URL inspection to check the last crawl time. Depending on Bing’s crawl schedule, it can take anywhere from a few seconds to up to a week for your latest content changes to be reflected in search results.
How Does data-nosnippet Compare to Other Bing Robots Directives?
The data-nosnippet attribute complements Bing’s broader suite of meta tags and HTTP headers that manage how content is indexed, cached, and displayed in search results.
Common directives include:
- noindex: Prevents a page from being indexed.
- nosnippet: Blocks all text and preview thumbnails from appearing in snippets.
- max-snippet, max-image-preview, max-video-preview: Limit the size or duration of preview content.
For more technical details and scenario-based examples (such as protecting paywalled content or managing user-generated sections), visit Bing Webmaster Help.
Putting Control in Your Hands
The data-nosnippet attribute represents another step in Bing’s commitment to giving creators meaningful control over how their content is represented across search and AI experiences. By offering flexibility without limiting discoverability, it helps ensure that the web remains both open and creator driven.
Krishna Madhavan
Fabrice Canel
Cata Milos
Principal Product Managers, Bing, Microsoft AI