In this article · 9 sections
- Step 1: Set up Bing Webmaster Tools
- Step 2: Use IndexNow for instant indexing
- Step 3: Get the Bing basics right
- Step 4: Write content Copilot can cite
- Step 5: Make sure Bingbot can crawl
- Step 6: Monitor and improve
- Quick Copilot SEO checklist
- Frequently Asked Questions
- Does Copilot use Google results?
- Is Bing SEO worth it in India?
- What is IndexNow?
- Do I need different content for Copilot?
- Need help with Bing and Copilot?
Microsoft Copilot is Microsoft's AI assistant, built into Windows, the Edge browser, Bing and Microsoft 365. When Copilot answers a question using the web, it relies on Bing's search index and cites the pages it used. Many Indian businesses never look at Bing — but every office PC running Windows has Copilot one click away, and Bing data also feeds other AI tools. Optimising for Copilot is mostly about doing Bing SEO properly.
Step 1: Set up Bing Webmaster Tools
- Go to Bing Webmaster Tools and sign in with a Microsoft account.
- Add your site — the fastest way is to import from Google Search Console, which verifies the site and imports your sitemaps automatically.
- Submit your XML sitemap if it was not imported.
- Check the Site Explorer and URL Inspection tools for crawl errors and blocked pages.
Step 2: Use IndexNow for instant indexing
IndexNow is an open protocol, supported by Bing and several other search engines, that lets your site notify them immediately when a page is published, updated or deleted. Instead of waiting days for a crawl, your new blog post or updated price page can be picked up within minutes.
- Generate an API key and place the key file at your site root.
- Send a simple request with the changed URL whenever content changes — easy to add to a PHP admin panel's "Save" button.
- Many CMS plugins and CDNs offer IndexNow integration as a setting.
Fresh content indexed quickly is more likely to be used in Copilot answers on current topics.
Step 3: Get the Bing basics right
Bing's ranking signals overlap heavily with Google's, but Bing tends to be more literal:
- Clear titles and headings that contain the main topic in plain words.
- Meta descriptions — Bing uses them more consistently.
- Clean HTML with text content, not text inside images.
- Structured data (Organization, LocalBusiness, Article, Product, FAQ).
- Bing Places for Business — Bing's equivalent of Google Business Profile. You can import your Google profile.
- Social and brand signals — Bing has said it considers social signals; an active LinkedIn company page helps for B2B.
Step 4: Write content Copilot can cite
Like other AI assistants, Copilot quotes passages that directly answer the question. Use question-based subheadings, put the answer first, and keep paragraphs short. Business and B2B content performs well with Copilot because many users are professionals at work — think "GST invoice format for service providers", "how to choose a web hosting plan for a company website", "B2B lead generation in Punjab".
Step 5: Make sure Bingbot can crawl
Allow Bingbot in robots.txt and check your hosting firewall does not rate-limit it. In Bing Webmaster Tools you can also set crawl control hours if your server is weak.
Step 6: Monitor and improve
- Bing Webmaster Tools Search Performance shows queries, impressions and clicks from Bing.
- In GA4, check referrals from bing.com and copilot.microsoft.com.
- Test your key questions in Copilot monthly and note which sources are cited.
Quick Copilot SEO checklist
- Bing Webmaster Tools verified (import from Search Console).
- Sitemap submitted and error-free.
- IndexNow set up for new and updated pages.
- Bing Places listing claimed and consistent with Google.
- Clear titles, meta descriptions and question-based headings.
- Valid structured data.
- Bingbot allowed; no firewall blocks.
Frequently Asked Questions
Does Copilot use Google results?
No. Microsoft Copilot uses Bing's index for web information.
Is Bing SEO worth it in India?
Bing's share is smaller than Google's, but it reaches Windows and Edge users, office workers, and AI tools that use Bing data. The setup takes an hour and costs nothing.
What is IndexNow?
An open protocol that lets websites instantly tell participating search engines (including Bing) about new or changed URLs, so they are indexed faster.
Do I need different content for Copilot?
No. Clear, well-structured, helpful content works for Google, Bing and all AI assistants. The Copilot-specific work is mainly technical: Bing Webmaster Tools, IndexNow and Bing Places.
Need help with Bing and Copilot?
Joboo Web sets up Bing Webmaster Tools, IndexNow and Bing Places as part of every SEO project. See our SEO services or read the AI SEO 2026 guide.