From Raw Data to Thematic Understanding
Earlier this year, Microsoft launched the AI Performance report in Bing Webmaster Tools, which provided the first real insight into how often content was cited in AI-generated responses across Copilot and Bing. But a raw count of citations is rarely enough to make strategic decisions. As an AI SEO agency, we often see companies blindly focusing on getting mentioned without understanding why whether they are mentioned, or what value that creates.
The four new features in Bing Webmaster Tools change this by shifting the focus from individual keywords to a broader context and market share. This aligns perfectly with the way we work at InboundCPH AI-SEO It's not about winning a single search result, but about dominating the topics and search intent that drive the business forward.
Understand the intent behind the quote
The Intents feature categorizes the queries that trigger citations into broad intent categories such as Informational, Commercial, Navigational, and Research. This allows us to assess whether your content is reaching users in the research phase or closer to a conversion.
Thematic visibility over keywords
AI models think in terms of concepts, not isolated keywords. The Topics feature groups related queries into thematic clusters. This makes it easier to identify content gaps and build strong pillar pages that cover a topic comprehensively.
Your Share of AI Visibility
Citation Share doesn't just show that you were cited, but also what percentage of the total citations for a given query your site accounts for. It's a crucial metric for understanding your relative strength compared to competitors in the AI landscape.
Trends Over Time
The Compare feature allows us to compare citation trends over time. This is essential for measuring the impact of our content optimizations and understanding how updates to AI models affect visibility.
How We Use These Insights in Our Work
As an enterprise an AI SEO agency We don't rely on gut feelings. We base our strategies on data. The new features in Bing Webmaster Tools give us even more powerful tools to advise our clients and execute targeted campaigns.
Mapping the Actual Search Intent
By using Intents We can analyze whether a customer’s content primarily appears in informational searches or in purchase-related comparisons. If a B2B company is only visible in “Research” queries but absent from “Commercial” ones, we know exactly where to focus our efforts with new, conversion-focused content.
Building Topical Authority
Med Topics Our pillar-cluster strategy is directly supported by data from the search engine. We can see which thematic clusters a company already has authority in and where there is room to expand. This makes our content plans far more precise and aligned with how AI models actually understand the world.
Measuring Share of Voice in AI Responses
Citation Share This may be the most valuable new feature for us. It’s not enough to know that we’re mentioned; we need to know how big a slice of the pie we have. This gives us a concrete “Share of Voice” metric in AI responses, which we can report to management and use to benchmark against competitors.
Data is just the first step
Tools like Bing Webmaster Tools provide us with insights, but it’s the strategic interpretation and execution that drive results. It takes a deep understanding of how AI models work, technical SEO, and the human buyer’s journey to turn data into increased business value. This is precisely where the interplay between data, software, and Experienced AI SEO experts makes a difference.
How to Get Started with Bing Webmaster Tools
Before you can view Intents, Topics, and Citation Share, your site must be added and verified in Bing Webmaster Tools. The tool is free, and setup typically takes less than ten minutes—especially if you’re already using Google Search Console. Below are the five steps we follow when setting up a new site for a client.
Create an account
Go to bing.com/webmasters and sign in with a Microsoft, Google, or Facebook account. If you already have a Microsoft account for Outlook, Teams, or Microsoft 365, you can use it right away.
Add your website
You have two options. The fastest one is Import from Google Search Console: Bing automatically retrieves your sites, your ownership verification, and your existing sitemaps, and your site will be ready in just a few minutes. Alternatively, you can add the site manually by entering the full URL.
Verify ownership
If you add it manually, you must verify that you own the site. Choose the method that best suits your setup: one XML file in the site's root folder, a meta tag i
on the front page, or a DNS record (CNAME) with your domain provider. The DNS method is often preferable because it remains valid even when the site's files are changed.Submit your sitemap
A sitemap helps Bing find and index your pages faster. Most sites already have one yourdomain.dk/sitemap.xml. Submit it under "Sitemaps"—and consider enabling IndexNow, which notifies Bing immediately when you publish or update content.
Review your reports
Once Bing starts collecting data, you’ll have access to Search Performance, Site Explorer, URL Inspection, backlinks, and—most importantly—the AI Performance report with the new AI Visibility Insights. Expect it to take a few days before you have meaningful data to work with.
Bing Webmaster Tools Glossary: Understanding the Terms
AI visibility introduces a number of concepts that differ from traditional SEO. Here are the most important ones, explained in terms of their practical implications for your business.
| Concept | What this means in practice |
|---|---|
| Citation (citation) | A reference to your content within an AI-generated response in Copilot or Bing. The equivalent of a “blue link,” but within the response itself. |
| Citation Share | Your percentage share of all citations for a given query. Essentially, a "Share of Voice" metric for AI responses—crucial for gauging your strength relative to competitors. |
| Intents (intentions) | Categorization of the queries behind the citations—Informational, Commercial, Navigational, and Research. Shows whether you’re reaching users in the research phase or close to making a purchase. |
| Topics | Thematic clusters of related queries. This reflects the fact that AI thinks in terms of concepts rather than isolated keywords, and highlights gaps in content. |
| Grounding | When an AI model uses your content as a cited source in its response. The goal of AI SEO is to become a reliable source of grounding. |
| Impressions (views) | How often your pages appear in Bing's search results. A key metric for reach. |
| IndexNow | A protocol that immediately notifies Bing of new or updated content so that it is indexed more quickly. |
| Site Explorer | An overview of how Bing's crawler views your site—useful for finding errors in canonicals, noindex tags, or accessibility. |
How to Use the Data Strategically
The setup itself is easy. The value comes from turning the data into decisions. We recommend a regular schedule rather than sporadic checks.
Keep an eye out for citations
Track which queries trigger citations and identify new topics early on. Submit updated content via URL inspection when you edit or expand a page.
Analyze intentions and topics
Use Intents to see if you're missing any commercial queries, and Topics to find thematic gaps that you can fill with new pillar and cluster content.
Benchmark Your Citation Share
Use the Compare feature to track your share over time. This provides management with a concrete Share of Voice metric and documents the impact of your content efforts.
A practical example: If you have a high Citation Share for informational queries but are absent from commercial ones, the data tells you exactly where to focus your efforts—with conversion-oriented content that engages users as they approach their decision. This is the same data-driven approach we use when advising on AI-SEO and builds thematic authority for our clients.
Frequently asked questions
What is AI Visibility Insights in Bing Webmaster Tools?
These are a series of new features (Intents, Topics, Citation Share, and Compare) that provide website owners with deeper insights into how and why their content is cited in AI-generated responses across Microsoft Copilot and Bing.
Why is Citation Share important?
Citation Share shows your relative share of citations for a specific query. It helps you understand your actual visibility and competitive position in AI responses, rather than just looking at absolute numbers.
How does AI SEO differ from traditional SEO?
While traditional SEO often focuses on ranking for specific keywords with blue links, AI SEO focuses on building thematic authority (Topical Authority) and ensuring that the content is used as a reliable source (grounding) by AI models in their synthesized responses.
Are the new features available now?
Yes, Microsoft has begun rolling out the Intents, Topics, Citation Share, and Compare features globally in a preview version of Bing Webmaster Tools.
How do I get started with Bing Webmaster Tools?
Create a free account at bing.com/webmasters using a Microsoft, Google, or Facebook account; add your website (import from Google Search Console or add it manually); verify ownership via an XML file, meta tag, or DNS; and submit your sitemap. Bing will then begin collecting data for your reports, including AI Visibility Insights.
Can I import my site from Google Search Console?
Yes. Importing from Google Search Console is the fastest method. Bing automatically retrieves your sites, ownership verification, and existing sitemaps, so the site is added and verified in just a few minutes without any manual setup.
Does Bing Webmaster Tools cost anything?
No. Bing Webmaster Tools is a free tool from Microsoft that includes the AI Performance report and the new AI Visibility Insights. There’s really no downside to adding it as a supplement to Google Search Console.
Get an overview of your AI visibility
Are you unsure how your business is performing in the new AI-powered search engines? We can help you assess your visibility, identify gaps, and develop a strategy to ensure you become the preferred source.
Source: Bing Search Blog
