What is the open web?

The open web is the part of the internet built on open standards that anyone can use. This concept creates a democratic digital space where people can build on each other’s work without restrictions, just like how WordPress.org is built. For website owners, understanding and leveraging the open web is increasingly crucial. Especially with the rise of AI-powered systems and the general direction that online search is taking. So, let’s explore what the open web is and what it means for your website.

What is the open web?

The open web refers to the part of the internet built on open, shared standards that are available to everyone. It’s powered by technologies like HTTP, HTML, RSS, and Schema.org, which make it easy for websites and online systems to interact with each other. But it is more than just technical protocols. It also includes open‑source code, public APIs, and the free flow of data and content across sites, services, and devices. Creating a democratic digital space where people can build on each other’s work without heavy restrictions.

Because these standards are not owned or patented, the open web remains largely decentralized. This allows content to be accessed, understood, and reused across devices and platforms. This not only encourages innovation but also ensures that information is discoverable without being locked behind proprietary ecosystems.

The benefits of an open web

The open web is built on publicly available protocols that enable access, collaboration, and innovation at a global scale. 

The most important benefits include:

• Collaboration and innovation: Open protocols enable developers to build on each other’s work without proprietary restrictions.
• Accessibility: Users and AI agents alike can access and interact with web content regardless of device, platform, or underlying technology.
• Democratization: No single company controls access to information, giving publishers greater autonomy.
• Inclusion: The open web creates a more level playing field, where everyone gets a chance to participate in the digital economy.

The open web vs the deep web

To give you a better idea of what the open web is, it helps to know about the “deep web” and closed or “walled garden” platforms. The deep web covers content not indexed by search engines, while closed systems or walled gardens restrict access and keep data siloed.

On the open web, anyone can access information freely. A good example of that is Wikipedia. Accessible to anyone looking for information on a topic and anyone who wants to contribute to its content. Closed-off platforms, like proprietary apps or social media ecosystems, create places where content is only available if you pay or use a specific service. Well-known examples of this are social media platforms such as Facebook and Instagram. Another example is a news website that requires a paid subscription to get access.

In essence, the open web keeps information discoverable, accessible, and interoperable – instead of locked inside a handful of platforms.

AI and the open web

The popularity of AI-powered search makes open web principles more important than ever. Decentralized and accessible information allows AI tools to interact with content directly and use it freely to generate an answer for a user. 

Microsoft’s open project NLWeb is a prime example. It provides a standardized layer that enables AI agents to discover, understand, and interact with websites efficiently, without needing separate integrations for every platform. 

What this means for website owners

For website owners, including small business owners, embracing the open web means making your content freely available in ways that AI can interpret. By using structured data standards like Schema.org, your website becomes discoverable to AI tools. Increasing your reach and ensuring that your content remains part of the future of search. 

Yoast and Microsoft: collaborating towards a more open web

Yoast is proud to collaborate with NLWeb, a Microsoft project that makes your content easier to understand for AI agents without extra effort from website owners. Allowing your content to remain discoverable, reach a wider audience with and show up in AI-powered search results.  

The open web strives towards an accessible web where content is available for everyone. A web where it doesn’t matter how big your website or marketing budget is. Giving everyone the chance to be found and represented in AI-powered search. NLWeb helps turn this vision into reality by connecting today’s open web with tomorrow’s AI-driven search ecosystem 

Read more: Yoast collaborates with Microsoft to help AI understand Open Web »

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