SEO for Microsoft Copilot
Copilot answers questions inside Windows, Edge and Microsoft 365, often for people at work. We make sure Bing can read your site, give Copilot a reason to cite you, and measure it with Microsoft's own citation data.
Real Mojo Dojo clients, on the record.
How does Copilot choose its sources?
Copilot writes an answer and shows the pages it drew on. Since February 2026, Bing Webmaster Tools has a public preview report called AI Performance that shows how often your pages are cited across Microsoft Copilot, AI-generated summaries in Bing and select partner integrations.
What the AI Performance report shows
Total citations. How many times your pages were shown as sources in AI-generated answers in the period.
Average cited pages. How many unique pages from your site were cited per day.
Grounding queries. A sample of the phrases the AI used when it retrieved your content.
Page-level activity. Citation counts for individual URLs, so you can see which pages earn the quotes.
Why Bing comes first.
If Microsoft reports Copilot citations inside Bing Webmaster Tools, Bing is where Copilot visibility starts. A site that Bing has not crawled, or has crawled badly, gives Copilot little to work with.
Why it matters for B2B.
Copilot sits inside the tools many businesses already use every day. A buyer drafting a shortlist in Microsoft 365 can ask Copilot for suppliers without opening a browser.
Copilot is one of several assistants. Our AI SEO services cover all of them in one programme.
What we see in our own data.
First-party numbers from our audit of 719 B2B companies and the logs of our own website.
What is included in our SEO for Copilot.
Bing set-up, content and reporting, using Microsoft's own data where it exists.
Bing Webmaster Tools
Your site verified, sitemaps submitted and crawl errors fixed, so Bing has a complete, current copy of your pages.
IndexNow
New and updated pages announced the moment they change, to Bing and the other search engines that share IndexNow submissions.
Readable pages
Content in the page HTML, clean headings, fast load times and no rules that stop Bing showing your text.
Answer-first rewrites
Key pages rewritten so the direct answer comes first, with evidence and plain facts Copilot can quote.
Consistent business facts
The same description of your business across your site, Bing Places, LinkedIn and directories.
Copilot citation reporting
Total citations, cited pages and grounding queries from the AI Performance report, alongside traffic and enquiries.
Get your free Copilot visibility check.
Send us your website and we will check how Bing indexes it and show you what Copilot says about your business today.
How SEO for Copilot differs from Google SEO.
The content work is shared. The plumbing is not.
A different index
Google rankings do not carry over. Bing crawls and ranks your site separately, and some sites that do well on Google are thin or out of date on Bing.
Its own tools
Bing Webmaster Tools and IndexNow are the levers. Google Search Console has no say here.
Better reporting than most
Microsoft publishes citation counts and grounding queries for Copilot. Few other assistants give site owners that much data.
Same content principles
Clear answers, evidence and consistent facts help in Copilot, Google and every other assistant.
Why sites are missing from Copilot.
The problems we find most often.
Bing never set up
No Bing Webmaster Tools account, no sitemap, and nobody checking what Bing has indexed.
Old pages in the index
Bing holds an outdated copy, so Copilot quotes old prices or services.
Snippets switched off
Meta rules meant for something else stop Bing showing or using your page text.
The answer is buried
The useful sentence sits under a long introduction, so another page gets quoted.
Inconsistent profiles
Bing Places, LinkedIn and directories describe the business differently from the website.
Nobody looks at the data
The AI Performance report is available, but nobody has opened it.
How we measure visibility in Copilot.
Microsoft's citation data
Total citations, average cited pages and grounding queries from Bing Webmaster Tools, tracked month by month and broken down by page.
Tracked questions
An agreed set of buyer questions asked in Copilot each month, recording whether you are cited and how you are described.
Referral traffic
Visits from Copilot are separated in GA4 and tied to enquiries, so citations are judged on what they send you.
How we run SEO for Copilot.
Five steps, then a monthly cycle.
Baseline
We ask Copilot your buyers' questions and pull your current citation data from Bing Webmaster Tools.
Bing foundations
Webmaster Tools, sitemaps, IndexNow and crawl fixes, so Bing has every key page and keeps it current.
Answer-first pages
We rewrite the pages Copilot is most likely to cite, starting with questions closest to a sale.
Consistent facts
We align your website, Bing Places, LinkedIn and directory listings.
Monthly reporting
Citations, grounding queries, referral traffic and enquiries, with next month agreed.
Organic search results from our clients.
These are traditional SEO outcomes from published case studies. They show the authority and content foundations AI answers draw on. We do not present them as AI citation results.
Smarter SMSF
150% increase in course sales
ARP Engineering
292% increase in organic traffic
Planet Ark Power
46% increase in leads
Loan Gallery Finance
438% increase in organic keywords
Anvelo
2278% increase in organic rankings
Babylon Flowers
787% increase in revenue
Ads in Copilot, and the answers themselves.
Microsoft Advertising can serve ads in Copilot, and can reach LinkedIn professionals across Bing, Copilot and Outlook. Our Microsoft and Copilot Ads service covers the paid side.
Ads buy a placement beside the answer. They do not change what Copilot says about you. The organic work on this page does that, and it sits on top of SEO and our wider AI SEO services.
“Their team understood our business before we even had to explain it. Enquiries are up 250% and the quality is better than ever.”
How AI engines decide which businesses to name.
A growing share of your buyers now ask ChatGPT, Gemini, Perplexity or Claude and never see a results page. How those engines decide which businesses to name, how to become one of them, and how to know if it is working.
Send me The GEO Playbook →
Free. 12 pages, 15 min read. In your inbox. Magic-link delivery, it arrives in about two minutes, and there's no sales call attached to reading it.
What is SEO for Microsoft Copilot?
It is the work of getting your business cited when Copilot answers a question. It covers Bing indexing, IndexNow, answer-first page structure, consistent business facts and reporting with Microsoft's own citation data.
Does Copilot use Google or Bing?
Copilot is built on Microsoft's search technology, and Microsoft reports Copilot citations of your pages inside Bing Webmaster Tools. Google rankings do not carry over, so Bing needs its own attention.
What is the Bing AI Performance report?
A public preview report in Bing Webmaster Tools, launched in February 2026. It shows how often your pages are cited in Microsoft Copilot, AI summaries in Bing and select partner integrations, with total citations, cited pages, grounding queries and page-level counts.
Is IndexNow worth setting up?
Yes for most sites. IndexNow tells participating search engines, including Bing, the moment a page is added, updated or removed. It does not guarantee immediate indexing, but it keeps Bing's copy current, which matters when Copilot quotes prices and services.
Who should prioritise Copilot?
Businesses that sell to other businesses, and anyone whose buyers spend their day in Windows and Microsoft 365. Copilot is built into those tools, so it is often where workplace research starts.
How long does Copilot optimisation take?
Bing setup and IndexNow can show within weeks. Content and authority changes usually take one to three months to show up consistently in citations. The AI Performance report lets us show progress as it happens.
Is SEO for Copilot suitable for small businesses?
Yes. Bing is often neglected, so a small business that sets it up properly can be cited ahead of larger competitors who never have.
Can you guarantee Copilot will cite us?
No. Copilot chooses its own sources. We remove the reasons you are left out and report Microsoft's citation data every month, so you can see exactly what changed.
Get your free Copilot visibility check.
Send us your website and we will check how Bing indexes it, ask Copilot your buyers' questions and show you who it cites today. No obligation.
More AI search and SEO services.
Specialist pages for each AI tool, the SEO underneath it and the guides we publish.