Bing's Topics Portfolio beta shows AI citation gaps. Find one opportunity, improve one page, and track the result without chasing rankings.
TL;DR: Bing added Topics Portfolio, a beta view inside AI Performance in Bing Webmaster Tools. Bing says it now groups your AI citation queries into themes and surfaces related queries where other sites are cited and yours is not. Use it to find one relevant gap tied to a service you actually sell, turn the phrase into a real buyer question, then improve the best fitting page you already have. Record your change and review citations later. One gap, one useful answer, one page.
Bing’s AI Performance launched in February 2026 to report where its supported AI experiences cite your site. On October 13, 2026, Bing added Topics Portfolio in beta. It highlights themes and uncited opportunities. That is visibility you can put to work.
This is not a ranking change. It is a clearer lens on how your content shows up, or does not, in supported Microsoft AI experiences. Use it to make one practical edit that helps a customer and strengthens a page you already rely on.
Here is the practical summary, based on Bing’s own announcements:
What this enables: you can move from a generic “Does AI know us?” to a precise “What useful answer are we missing on a page we already use to win business?” That is a smaller, more controllable question that leads to action.
If you want structured help building this habit into your monthly marketing cadence, our team covers it inside the Performance Marketing Program.
Set the right expectations before you invest time. Bing has reported the following about AI Performance and Topics Portfolio:
Given those limits, the report is still useful. It tells you where to focus one careful improvement that uses your expertise, supports a real service, and serves your customer better.
You do not need fifty drafts. You need one edit that matters. Use this sequence to keep it tight and effective.
Open Bing Webmaster Tools, choose your verified site, open AI Performance, then look for Topics Portfolio or Topic Portfolio. Pick a topic connected to a service you actually sell. Ignore competitor brand terms and peripheral themes.
Open the topic and review the Opportunity Queries list. Choose one that describes a real buying scenario you handle. Bigger numbers do not make a bad fit worth chasing. Relevance to your offer and to the buyer journey matters more.
These phrases are not guaranteed to be the exact words a person typed. Treat them as hints. Recast the phrase into a question your best customers actually ask when they are close to a decision. Example: a phrase about heat pump replacement cost becomes “What affects the cost of replacing a heat pump, and when is repairing it the better decision?”
Search your site for the page that best fits this question. If it exists, improve it. Do not create a duplicate. If no page fits, outline one focused page tied to your service, not a random blog post. Put a direct answer near the top, explain your decision factors, include one real example you have permission to share, and give a next step that makes contacting you easy.
Use this quick checklist before you rewrite anything. The goal is clarity, decision support, and credible evidence on a single URL.
When should you create a new page instead of editing? Only if the question aligns to a distinct service or decision that deserves its own URL, and your current pages do not fit. If you spin up a new page, keep it tightly scoped to the buyer question and link it from relevant service pages so users and crawlers can find it.
Let AI help with structure and cleanup, but keep humans responsible for judgment. You or your subject matter expert supply the decision criteria, examples, and any facts that need verification. If you want more how-tos to guide your team, browse our AI resources library.
Bing says the tab appears when your site has enough data. If you do not see it, it does not mean you have been penalized. Do three things:
The method still works without the report. The inputs simply come from your sales calls, email threads, and support tickets instead of an opportunity list.
Because a citation is not a click and not a sale, treat this as an input to your system, not an outcome by itself. Track what you changed and when. Then review the AI Performance report during your regular analytics check-in.
A simple spreadsheet works. If you want this baked into a broader marketing operating cadence, including reputation and local signals, our team builds that work into our search engine optimization services.
I want to improve one website page based on a relevant opportunity in Bing's Topic Portfolio. My business: [BUSINESS]. My ideal customer: [CUSTOMER]. The opportunity phrase: [PHRASE]. Existing page text, if any: [PASTE TEXT]. Do not write the page yet. Help me turn this phrase into one useful customer question. Ask me up to five questions, one at a time, about my answer, experience, decision criteria, and advice. Then recommend improvements to the existing page, or outline one new page if none fits. Do not invent examples, prices, results, or credentials. Flag facts I need to verify. Wait for my approval before drafting. No em dashes.
Bing Topics Portfolio shines a light on places where other sites are being cited for answers you could credibly provide. Use that signal to pick one meaningful gap, convert it into a buyer question, and improve the page that should own it. Keep your edits practical: clear answer first, decision factors, one real example, and a next step. Track the change and review over time. Let AI assist the process, but keep people in charge of facts and judgment.
If you want our team to connect this workflow to your content, website, and reputation in a repeatable way, start a conversation through our Performance Marketing Program.
