Mueller: Are LLM-Only Pages Necessary?

Google’s John Mueller has raised doubts about the growing trend of creating special Markdown or JSON pages solely for large language models (LLMs). He suggests there is no clear reason to build pages that ordinary users never see, especially when LLMs are already trained on standard HTML across the wider web. His comments come at a time when some SEO and development teams are experimenting with simplified “shadow” versions of their content to make it easier for AI systems to interpret.

Why This Debate Started

The discussion began on Bluesky when Lily Ray asked whether it made sense to serve separate Markdown or JSON versions of web pages to AI bots. Her question reflected a rising interest among publishers, many of whom believe that stripped-back formats could help LLMs extract information more efficiently. This curiosity has surfaced across multiple platforms, including a lively debate on X, where some argue that LLMs might eventually prefer cleaner, machine-friendly formats.

Mueller’s Initial Response

Mueller responded by saying he is unaware of any need, from Google’s side, to produce LLM-only pages. LLMs, he noted, were trained on everyday web pages long before discussions about specialised formats began. Because of this, he questioned why AI systems would require access to a version of a page that no human would ever see, especially when HTML has always been the foundation of the web.

Do LLMs Need Special Formats?

When Ray followed up and asked whether simplified formats might help AI systems “understand key points more quickly,” Mueller pushed back again. He argued that if a specific file type offered a genuine performance advantage, the companies behind these models would likely say so openly. AI firms, he added, do not usually shy away from telling developers what benefits them.

Why File Format Might Not Be the Issue

Mueller went on to explain that while some pages may work better for LLMs than others, the reason is unlikely to be the file format itself. Factors such as heavy JavaScript, unclear structure, or slow loading times are far more likely to affect how well AI systems interpret content. He mentioned that JavaScript remains particularly challenging for many models, which is a far more practical concern than choosing between HTML and Markdown.

The Role of Structured Data

Other contributors to the discussion highlighted that structured formats do matter in specific scenarios—but only when platforms publish clear technical requirements. For example, Matt Wright pointed out that OpenAI’s new eCommerce product feed uses detailed JSON schemas to control how product information appears inside ChatGPT. This is a case where the format is essential because it follows a defined specification.

AI Feeds vs. AI-Only Pages

The distinction here is important. JSON feeds for eCommerce, news, or inventory systems are designed for direct integrations where a platform has asked for a precise format. This is different from creating duplicate Markdown versions of editorial content simply in the hope that LLMs might prefer them. Wright also referenced a conversation on LinkedIn noting that some editorial sites using structured product schemas appear more frequently in ChatGPT citations, again reinforcing the value of proper schema rather than shadow pages.

What This Means for Publishers

For businesses and publishers wondering whether to create LLM-optimised pages, Mueller’s comments offer a straightforward message: focus on your existing site before building extra layers. LLMs can already interpret most HTML without difficulty, and there is no evidence that special Markdown or JSON versions will influence how AI systems evaluate your content.

Why HTML Still Matters Most

Mueller’s stance suggests that the best way to support AI discovery is to improve the pages you already have—clear structure, fast load times, and reduced reliance on unnecessary JavaScript. High-quality HTML and appropriate structured data remain the most dependable ways to help both search engines and AI systems understand your content.

Where AI-Specific Formats Do Make Sense

Although Markdown clones may not be necessary, AI-specific formats are emerging in targeted areas where platforms provide official specifications. Product feeds, marketplace listings, event data, and service catalogues are early examples. These formats are practical and purposeful because they integrate directly into AI-driven search and commerce features.

Growing Influence of AI on SEO Strategies

The conversation also highlights how rapidly AI-based search is influencing technical SEO decisions. Many teams are experimenting without clear guidance, trying to position themselves ahead of future AI requirements. This uncertainty often leads to premature strategies before AI companies publish their official documentation.

Should You Build LLM-Only Pages?

At present, nothing suggests that special LLM-optimised pages will produce better results. With no instructions from Google, OpenAI, Anthropic, or other major players, it is more effective to invest in clean, user-friendly web pages that work well for both humans and machines.

The Importance of Reducing JavaScript

One point Mueller emphasised indirectly is worth highlighting: excessive JavaScript remains one of the biggest obstacles for both web crawlers and AI systems. Improving accessibility, readability, and clarity can do far more good than switching file formats.

Where the Industry Goes Next

As AI-powered search continues to evolve, we are likely to see more structured formats emerge with defined rules and schemas. These will probably appear first in industries where data consistency is essential, such as retail, travel, and job listings. However, for general publishers, the foundation remains unchanged: build strong HTML, use schema where appropriate, and optimise the existing site rather than creating alternate versions without clear purpose.

Final Thoughts

The debate around LLM-only pages reflects a wider uncertainty about how AI search will reshape technical standards. For now, Mueller’s guidance keeps things grounded. Until platforms provide explicit instructions, your best investment is still a well-structured, fast, readable HTML page supported by sensible use of schema—rather than creating duplicate formats that may never be used.