Bing Webmaster Tools Adds AI Topics Portfolio for Content Gaps

Dhaka, Bangladesh 23 August 2025:Smartphone displaying Microsoft Bing Webmaster Tools app in Microsoft Store beside black earbuds — Image credit: Search Engine Journal

Microsoft’s Bing Webmaster Tools introduced a new beta feature called ‘Topics Portfolio‘ within its AI Performance report on Tuesday, designed to assist website owners in identifying content gaps related to AI-driven search results.

The global feature aims to improve a website’s visibility and relevance in AI summaries and responses generated by platforms like Copilot and Bing AI by grouping search queries where a site is cited into broader topics.

The ‘Topics Portfolio’ specifically highlights ‘grounding queries’ where competing websites are cited in AI answers, but the user’s site is not, presenting these as ‘Top Opportunity Queries’ for content development, according to Microsoft.

This functionality allows content teams to pinpoint areas where their existing content may be insufficient or absent, thereby guiding strategic content creation efforts.

Metrics displayed by the feature include Topic Size, which estimates the total number of citations for a topic, and Sites Cited, indicating the approximate number of websites contributing to AI answers for that topic.

It also shows Queries, representing the approximate number of grounding queries associated with each topic, providing a quantitative measure of demand in AI searches.

Microsoft said the tool helps webmasters gauge demand for AI searches and find coverage gaps, though it acknowledged that the data might occasionally include irrelevant queries related to rival brands.

Users can analyze data over one, two, or three-month periods, and the feature includes options for submitting feedback on query classifications to refine its accuracy.

The ‘Topics Portfolio’ feature will only appear for websites if Bing has accumulated sufficient data, meaning smaller sites might observe fewer items or not see the feature at all, the company stated.

The introduction of this tool underscores Bing’s ongoing efforts to enhance search engine optimization (SEO) capabilities for webmasters in the artificial intelligence realm.

Source: Search Engine Journal