Guide · Practitioner
How to Rank in Microsoft Copilot
Copilot grounds web answers in Bing search results, so ranking in Copilot starts with ranking in Bing ([Microsoft](https://support.microsoft.com/en-us/microsoft-365-copilot/how-web-search-works-in-microsoft-365-copilot-chat-and-agents)). Microsoft lists Bing's main ranking parameters, in general order of importance: relevance, quality and credibility, user engagement, freshness, location and language, and page load time (Microsoft). Bing Webmaster Tools' AI Performance report shows citations (Bing).
Facts are from Microsoft and Bing documentation, accessed 30 Oct 2026. Recommendations marked "our view" are interpretation.
How does Copilot use Bing?
Microsoft says Copilot's web search generates a search query from the user's prompt, sends it to Bing, and grounds the response in the results, showing the query and sources (Microsoft). Bing also says its generative responses based on search results include references to source websites (Microsoft).
Our view: two things must be true for a Copilot citation: Bing must index your page, and the page must rank for the short query Copilot generates.
What does Bing say it ranks on?
From Microsoft's "How Bing delivers search results" (Microsoft):
| Parameter (general order of importance) | What Microsoft says it includes |
|---|---|
| Relevance | Match to intent; terms on page and in links; synonyms and semantic equivalents |
| Quality and credibility | Clarity of purpose, usability, presentation; authority (reputation, level of discourse, level of distortion, originality and transparency of ownership) |
| User engagement | Clicks, time on result, query reformulation |
| Freshness | Generally prefers fresh content |
| Location and language | User location, hosting location, page language |
| Page load time | Slow pages are a poorer result |
Microsoft notes the relative importance varies by search and evolves. It also says payment can't improve organic rankings.
How do you make sure Bing can index you?
- Allow Bingbot. Bing documents its crawlers (Bing). Blocking Bingbot removes you from the index Copilot uses.
- Verify in Bing Webmaster Tools and submit sitemaps.
- Check indexing of priority URLs.
- Remove CDN challenges that block Bingbot.
Our view: many teams optimise only for Google and never open Bing Webmaster Tools. That's the first gap to close.
How do you write for Copilot's short queries?
Copilot turns a conversational prompt into a search query (Microsoft). Our view:
- Target the short, keyword-style query a prompt implies ("best CRM small business 2026"), not only the long question.
- Put the answer in the first paragraph.
- Use clear titles that match the query.
- Date your content; Bing generally prefers fresh pages (Microsoft).
How does authority work in Bing?
Microsoft's examples (Microsoft):
- Reputation: a well-known news site has higher reputation than a brand-new blog.
- Originality: first-hand reporting may carry more authority than unsourced summaries; attribution matters.
- Distortion: separating fact from opinion raises authority.
So publish original data, attribute sources and earn links from reputable sites.
How do you track Copilot citations?
Bing introduced AI Performance in Bing Webmaster Tools in public preview in February 2026 (Bing). It reports how your content is cited across Microsoft AI experiences (Bing).
| Check | Frequency |
|---|---|
| AI Performance citations | Weekly |
| Pages cited vs not cited | Monthly |
| Index coverage | Monthly |
| Manual Copilot prompt tests | Monthly |
What's a 30-day plan?
Illustrative example:
| Week | Action |
|---|---|
| 1 | Verify site in Bing Webmaster Tools; submit sitemap; check Bingbot access |
| 2 | Fix indexing gaps on top 20 pages |
| 3 | Rewrite openings and titles to match short queries; add dates |
| 4 | Review AI Performance; run 20 Copilot prompts; plan link outreach |
What doesn't work?
Microsoft says Bing doesn't let sites buy organic ranking, and it acts against spam and manipulation under its Webmaster Guidelines (Microsoft). Avoid link schemes and thin pages.
What about local businesses?
Bing may return business details such as hours and location for business queries, and owners can claim listings through Bing Places for Business in supported markets (Microsoft). Our view: for local brands, a verified, current Bing Places listing is a quick way to give Copilot accurate facts. Check hours, categories and contact details, and update them when anything changes.
How do you measure progress?
Track three numbers monthly: indexed priority pages in Bing Webmaster Tools, citations in AI Performance, and your share of cited sources across your prompt set. Rising indexing with flat citations points to content clarity; flat indexing points to access problems.
Checklist
- [ ] Bing Webmaster Tools verified
- [ ] Bingbot allowed; sitemap submitted
- [ ] Priority pages indexed
- [ ] Openings match short queries
- [ ] AI Performance reviewed weekly
Related
Sources
- Microsoft, How Bing delivers search results (updated Mar 2025); How web search works in Copilot
- Bing, Which crawlers does Bing use?; AI Performance; Introducing AI Performance
All accessed 30 Oct 2026.
Questions
How do I rank in Microsoft Copilot?
Copilot web answers are grounded in Bing search results, so rank well in Bing: relevance, quality and credibility, engagement, freshness, location and page speed, per Microsoft. Then track citations in Bing Webmaster Tools.
Does Copilot use Google?
Microsoft documents that Copilot's web search sends queries to Bing. Pages not indexed by Bing are unlikely to be cited.
Can I see Copilot citations for my site?
Bing Webmaster Tools has an AI Performance report, launched in public preview in February 2026, showing how often your content is cited in Microsoft AI experiences.