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Microsoft Copilot SEO
Copilot grounds its answers in the Bing index across Bing, Edge, Windows and Microsoft 365. Bing crawling and indexing health is the lever.
How it works
Where Copilot gets its sources
The Bing index
Crawled by Bingbot. There's no separate Copilot index to submit to.
IndexNow
Speeds up discovery of new and changed pages.
Bing Webmaster Tools reporting
Shows when the domain is cited in AI answers.
Common issues
What we usually find on Copilot
Issues
- Bing Webmaster Tools never set up, so indexation gaps go unnoticed
- New pages taking weeks to reach the Bing index
- Strong Google rankings that don't carry over to Bing
- Passages that don't name the product
What we optimise
- Set up Bing Webmaster Tools, sitemaps and IndexNow
- Close Bing indexation gaps on key pages
- Answer-first passages and structured data
- Monitor Copilot citations in Bing's AI reporting
Proof
Related client work
eLogii
Route optimisation SaaS+51%US organic clicks month on monthHover or tapeLogii
- Challenge
- Organic clicks fell sharply after a Google core update.
- Result
- US clicks +51% and demo requests at a 2026 high.
Paylists
Peppol e-invoicing SaaS7European markets in one AI citation programmeHover or tapPaylists
- Challenge
- Seven markets, each with its own questions and sources.
- Result
- An ongoing programme prioritised by prompt impact.
SALTO Systems
Access control technology1 in 44smart-access answers recommended SALTOHover or tapSALTO Systems
- Challenge
- Competitors named more often on buying prompts.
- Result
- A category page plan to turn mentions into recommendations.
Fill
E-signature SaaS+88.9%revenue, with organic traffic +153%Hover or tapFill
- Challenge
- Technical, keyword and AI work needed joining up.
- Result
- Revenue +88.9% and organic traffic +153%.
FAQ
Copilot questions
Can Microsoft Copilot search the web?
Yes. Copilot grounds its answers in Bing search results and shows citation links to the sources it used.
Where does Copilot get its sources?
From the Bing index, which is crawled by Bingbot. There is no separate Copilot index to submit to, so Bing indexation is the foundation.
How can a site see when Copilot cites it?
Bing Webmaster Tools includes AI performance reporting that shows when the domain is cited in AI answers, alongside the usual Bing search data.
What is IndexNow, and does it help with Copilot?
IndexNow is a protocol that tells Bing and other participating search engines when pages are added or changed. Faster discovery in Bing means new and updated pages can reach Copilot's answers sooner.
Is Copilot SEO the same as Bing SEO?
Bing indexing and ranking are the foundation. Passage structure and naming then decide whether the brand is cited and named.
Does Copilot work help ChatGPT visibility?
Often, because Bing is also a named provider for ChatGPT. The two are still tested separately.
Other platforms: ChatGPT · AI Overviews · Gemini · Perplexity
See how the brand performs on Copilot.
The AI Visibility Audit tests Copilot alongside four other AI platforms. £1,500.