# Understanding NLWeb: The Future of SEO and Agentic Web Integration Discover how NLWeb leverages structured data for natural language interactions. - **Source:** [Moz Blog](https://moz.com/blog) - **Published:** 2026-09-25 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/895df2db-1d10-4677-8d50-f6e6cc0c0978 ## Introduction to NLWeb NLWeb, or Natural Language Web, is an open-source project developed by Microsoft, launched in spring 2025. It aims to enhance websites by enabling natural language interactions using structured data. This technology leverages the ASK protocol to connect with websites, making them more accessible to agents and users alike. ## Role of Structured Data Structured data, including schema markup, heading tags, HTML lists, and product feeds, plays a crucial role in NLWeb. It taps into these elements to provide coherent answers to complex queries. This reduces AI hallucinations by grounding responses in actual website content, ensuring accuracy and relevance. ## ASK Protocol Functionality The ASK protocol is central to NLWeb, enabling it to access various parts of a website’s structured data. When a user asks a question, NLWeb uses this protocol to pull relevant information from schema markup, RSS feeds, sitemaps, and custom databases, ensuring a comprehensive and accurate response. ## Integration with LLMs NLWeb integrates with Large Language Models (LLMs) to process and understand complex queries. It uses LLMs to interpret user questions and generate responses based on structured data. Additionally, it employs tools like the Model Context Protocol (MCP) to enhance interactivity and interoperability. ## Enterprise Adoption Currently, the agentic web is predominantly used by large enterprises like Mastercard, Stripe, and Walmart. NLWeb democratizes this technology, allowing any website to become compatible with agents through a single setup, making it accessible beyond just enterprise-level companies. ## Open-Source Collaboration NLWeb is an open-source project hosted on GitHub, where developers can access documentation and contribute recommendations. R.V. Guha, the inventor of Schema.org and RSS, leads this initiative, fostering collaboration and innovation within the developer community. ## Wix Integration Wix offers an NLWeb integration, enabling users to make their websites interoperable with NLWeb by simply ticking a button. This feature is available for premium websites with custom domains, streamlining the process for Wix users to adopt this advanced technology. ## SEO Benefits NLWeb enhances SEO by utilizing existing structured data like schema markup and heading tags. This ensures that websites are better prepared for the agentic web, maximizing the value of previous SEO efforts and improving overall website performance in the new digital era. ## Future of NLWeb As more websites adopt NLWeb, its value and utility will increase across the web. This technology represents a significant step forward in making websites more interactive and accessible, paving the way for a more integrated and intelligent web experience. ## Sources covering this story - https://moz.com/blog/wtf-is-nl-web-whiteboard-friday — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._