How to appear in Microsoft Copilot's answers
Microsoft Copilot uses Bing search to find the information it answers with, and cites its sources. To appear you first need to be well indexed on Bing, then have pages that answer customer questions clearly. It is an engine often overlooked by teams that only work on Google. We measure every day what Copilot answers to the questions in your market.
How does Copilot choose its sources?
Copilot retrieves information from Bing search and summarises it in an answer with links to the sources. If your pages are not indexed on Bing, or poorly indexed, they are unlikely to make it into the answers.
Bing supports IndexNow, a protocol to signal new or updated pages immediately: useful to get changes picked up quickly.
What to check for Copilot
- Site verified in Bing Webmaster Tools, with the sitemap submitted
- Bingbot allowed in robots.txt and by bot protection
- IndexNow enabled to signal new or updated pages
- Direct answers and quotable data on key pages
- Consistent brand information, including on LinkedIn and in directories
Crawlers and tokens to know
- Bingbot
What do we measure on Microsoft Copilot?
Every day we ask Microsoft Copilot your buyers' questions, by country and language, and record for each answer whether you are named, your position against competitors, the tone and the cited sources. From that we derive mention rate, share of voice, average position and a 0–100 visibility score, with alerts when something changes.
Microsoft Copilot FAQ
Does Copilot use Google?
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No: Copilot is built on Microsoft's Bing search. That is why Bing indexing, often overlooked, is worth looking after.
What is IndexNow?
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A protocol supported by Bing to notify indexes immediately about new, updated or removed pages, instead of waiting for a crawl.
Is it worth working on Copilot?
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Yes, especially in B2B, where Copilot is built into the Microsoft tools many companies use every day.
The other AI engines we monitor
ChatGPT
With search on, it cites the pages it finds on the web; without it, it answers from what the model learned.
Perplexity
Searches the web in real time and shows sources as numbered citations: being among the pages it reads is what counts.
Gemini
Google's assistant: it relies on Google Search for up-to-date information.
Google AI Overviews and AI Mode
AI answers inside Google Search: they start from Google's ranking systems and explore several sub-questions.
How often does Microsoft Copilot name you today?
The free audit shows how the main AI engines answer the top 10 questions in your market, against 3 competitors, with 3 priority actions.