If you are deciding which page on your website to improve next, Bing has a report that may help you narrow the list.
Topics Portfolio groups the searches associated with your site’s appearances in Bing’s AI answers into subjects. Microsoft announced the beta on October 13, 2026. It sits inside the AI Performance report in Bing Webmaster Tools.
For a business owner, its useful job is to suggest something worth investigating. It does not tell you which change will bring your next customer.
First, check whether you have access
Open AI Performance for your verified website and look for Topics Portfolio. Bing says the tab appears only when there is enough data. A smaller business may see a short list or no tab.
The report shows approximate topic activity and how many sites appear. It also surfaces searches where other sites are cited and yours is not. These are searches used to build answers, not necessarily the exact words a customer typed.
Bing warns that topic labels can be wrong, figures are approximate, and competitor brand names can appear among the opportunities. Treat the list as a starting point.
Choose a customer you actually want
Here is an example we made up to show how we would use the report.
A heating company finds a topic about emergency repairs. Before creating a page, the owner checks what the company can actually promise: the towns it covers, when technicians are available, and how someone requests help.
If the company answers calls overnight but sends technicians only during business hours, its page should explain that difference. A visitor should not have to discover it after expecting an immediate visit.
An opportunity about industrial heating would be a poor fit if the company repairs only home systems. A large number beside a topic does not change the services you sell.
Improve one useful page
Before writing something new, check the page you already have:
- Does it describe the service and the area you cover?
- Does it explain any important limits, charges or conditions?
- Can someone tell what happens after they contact you?
- Do the phone number, email link and inquiry form lead to the right place?
Those are our suggested checks, not a formula supplied by Bing. Start with the gap that would most affect a real customer’s decision.
Save the original page and record what changed and when it went live. That gives you something concrete to compare with later observations.
Keep attention and results separate
Being cited in an answer, being recommended, receiving a website visit and winning a customer are different outcomes. Record each when you have evidence. A rise in citations alone does not tell you that a website edit caused more sales.
If the report is unavailable, you can still review the pages customers rely on and make their information accurate. An empty report does not establish that your business is absent from every AI assistant.
Start with Nameworthy’s free five-question Snapshot. Our paid work connects the analysis to specific website edits, practical instructions and tools your team can use. Your team handles publishing; GROW adds continued tracking and updates.