Bing Introduces Topics Portfolio to Improve AI Search Visibility Tracking
Bing Webmaster Tools introduced Topics Portfolio (Beta), adding a new way for website owners to understand how their content appears in AI-generated search answers.
The feature is part of Bing’s AI Performance report and groups related grounding queries into broader topics. Instead of reviewing each query separately, website owners can now examine the subjects where their pages receive citations and where competing websites have stronger visibility.
For B2B companies working on Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO), this creates an additional way to evaluate AI Search performance beyond traditional keyword rankings.
What Has Changed in Bing Webmaster Tools?
Bing’s AI Performance reporting already provides information about grounding queries and cited pages.
Topics Portfolio builds on that information by organizing query activity into subject groups.
For example, a software development company could have visibility in several related areas:
- CRM software development
- CRM customization
- Customer relationship management
- ERP integration
- Business process automation
Although these subjects are related, AI-generated answers may reference different websites for each one.
Topics Portfolio makes it easier to identify the topics where a particular website already receives citations.
New Metrics Available in Topics Portfolio
The update introduces several measurements that describe the broader AI Search environment.
| Metric | Information provided |
|---|---|
| Topic Size | Approximate total citations across websites for a topic |
| Sites Cited | Estimated number of websites receiving citations |
| Queries | Approximate number of related grounding queries |
| Opportunity Queries | Queries where other sites appear but the selected website does not |
These measurements are part of the Topics Portfolio beta functionality.
How Topic-Level Reporting Differs From Keyword Rankings
Traditional SEO tools generally measure where webpages appear in search results for selected queries.
Bing’s new reporting focuses on a different activity: whether websites contribute information to AI-generated answers.
A page might rank for a keyword without appearing as a source in an AI answer. Similarly, a website might receive AI citations for related questions that are not included in its normal rank-tracking reports.
This means keyword rankings and AI citations should be treated as separate measurements.
For B2B marketers, the topic grouping can also help reveal gaps in content coverage.
A company might receive citations for CRM implementation but have limited visibility for migration, integration, and system maintenance.
That difference could justify reviewing whether those subjects are adequately covered by existing website content.
How to Access the New Report
- Open Bing Webmaster Tools.
- Select a verified website.
- Navigate to the AI Performance section.
- Open the Topics Portfolio tab, when available.
- Select a reporting period of one, two, or three months.
- Review existing citations and opportunity queries within individual topics.
The feature requires sufficient data. Some smaller websites may not see the tab.
Bing also uses AI-generated classifications, which means queries can occasionally be placed into unexpected topic categories.
All topic sizes, citation estimates, and query measurements are directional rather than exact traffic figures. Opportunity Queries also do not guarantee that a website can obtain a citation by creating a new page.
Topics Portfolio expands AI Search reporting, but it does not directly measure leads, sales, or conversions from AI-generated answers.
