Microsoft Introduces New Bing Webmaster Tools Feature to Track AI Search Visibility
A New Way to Measure Your Website’s Presence in AI Search
Search engine optimisation is evolving rapidly as artificial intelligence changes how people discover information online. Now, Microsoft is taking another step in this direction with a new feature designed to help website owners understand where their content appears in AI-generated answers.
Announced on 13 October 2026, Topics Portfolio is a beta feature within Bing Webmaster Tools’ AI Performance report. It groups the search queries associated with a website’s appearances in AI-generated answers into broader topic categories, offering marketers a clearer picture of their visibility across different subjects.
Rather than examining individual queries in isolation, businesses can now explore how their website performs across related themes, assess competition and identify potential opportunities to strengthen their online presence.
For marketers investing in AI SEO, this update highlights a growing priority: understanding not only where a website ranks in traditional search results, but also how often its content is referenced in AI-powered search experiences.
What Is Topics Portfolio in Bing Webmaster Tools?
Topics Portfolio provides a thematic overview of a website’s presence in AI Search. According to Microsoft, the feature builds on the existing AI Performance report by organising relevant queries into topic clusters.
Each topic includes several useful indicators, such as:
- Topic Size: An estimate of the total citations across websites for a particular topic during the selected period.
- Sites Cited: An approximate indication of how many websites appear for queries associated with that topic.
- Queries: The estimated number of distinct queries included within the topic.
The report also features a section called Top Opportunity Queries. This highlights queries where other websites appear in AI-generated answers but the site being analysed does not, helping marketers identify areas that may deserve further investigation.
For businesses developing an effective SEO strategy, these insights could provide an additional perspective on content performance and competitive positioning.
Why AI Search Visibility Matters for Businesses
Traditional SEO reporting typically focuses on organic rankings, impressions, clicks and website traffic. However, the growing use of AI-generated answers introduces another consideration: whether a website’s information is being used as a source when search platforms generate responses.
A business might publish comprehensive content and perform well for certain keywords, yet still have limited visibility in AI-generated answers for related topics. Understanding this gap can help marketers reassess their content priorities.
For example, a digital marketing agency could use topic-level insights to identify subjects where its website is already cited, alongside related queries where competing websites have a stronger presence.
This information could inform future content planning, the expansion of existing articles and the development of more comprehensive topic coverage.
However, appearing in an AI-generated answer does not automatically translate into website visits or conversions. The report should therefore complement existing analytics and SEO performance data rather than replace them.
How Can Marketers Access the New Feature?
Website owners can access Topics Portfolio by signing in to Bing Webmaster Tools and opening the AI Performance report. If sufficient data is available, a new Topics Portfolio tab should appear alongside the existing Citations & Pages section.
Users can review their topic portfolio, explore individual subjects and compare existing visibility with potential opportunities. The reporting interface supports one-, two- and three-month reporting periods.
There are important limitations to consider. Microsoft has released the feature in beta, meaning its measurements are approximate rather than exact. Topic classifications are generated using AI and may not always reflect how a business would categorise its content. Smaller websites may also have insufficient data to access the report.
Consequently, marketers should treat the findings as directional indicators for planning rather than definitive measures of performance.
What Does This Mean for the Future of SEO?
Microsoft’s latest update reflects a broader change in digital marketing: measuring search visibility is becoming more complex than tracking conventional rankings alone.
As AI-powered search experiences develop, businesses may need to consider how effectively their content answers relevant questions, establishes topical relevance and provides information that search systems can reference.
Topics Portfolio offers another tool for investigating these opportunities. It does not guarantee better rankings or increased traffic, but it can help marketers ask more informed questions about their website’s presence in AI-generated answers.
For businesses looking to strengthen their digital presence, the practical takeaway is clear: continue monitoring traditional SEO metrics while exploring how AI Search contributes to overall visibility.
As reporting tools evolve, combining reliable performance data with a well-planned content strategy will remain essential for sustainable organic growth.
Source: Microsoft Bing Webmaster Blog – Introducing Topics Portfolio (Beta) in AI Performance
