Step 1: Understand the Two Copilots
Microsoft Copilot exists in two distinct forms, and conflating them will undermine your tracking efforts. Web Copilot (available at copilot.microsoft.com and integrated into Bing) serves general consumers and answers questions using Bing search results plus its training data. M365 Copilot is embedded in Microsoft Office apps and primarily serves enterprise users, blending public knowledge with internal organizational data.
For brand visibility tracking, web Copilot is your primary concern. M365 Copilot's responses are heavily influenced by each organization's internal documents, making them impossible to track externally. Focus your monitoring on the public-facing Copilot experience, which is where prospective customers encounter your brand.
Step 2: Map Copilot's Bing-Powered Retrieval
Web Copilot pulls search results from Bing for most queries that benefit from current information. This means Bing SEO directly influences Copilot visibility in a way that doesn't apply to ChatGPT or Claude. If your brand ranks well on Bing for relevant queries, you're significantly more likely to appear in Copilot responses.
Audit your Bing Webmaster Tools data to understand your current Bing positioning. Many brands optimize exclusively for Google and neglect Bing, which means Copilot may be surfacing competitors who've bothered to maintain Bing visibility. Check Bing indexing status, submit your sitemap to Bing, and address any Bing-specific crawl errors.
Step 3: Run Baseline Copilot Queries
Access Copilot through copilot.microsoft.com or the Bing sidebar. Start with direct brand queries: "What is [your brand]?", "[your brand] review", and "[your brand] pricing". Then move to category queries: "Best [category] tools for [use case]", "Compare [your brand] vs [competitor]", and "[industry] software recommendations".
Document each response with screenshots. Note whether Copilot cites sources (it typically does), which sources it references, and how your brand is described. Copilot's citation behavior is more consistent than ChatGPT's, making it easier to understand which sources are driving visibility.
Step 4: Track the Enterprise Copilot Angle
While you can't monitor M365 Copilot responses directly, you can influence them. M365 Copilot synthesizes information from an organization's SharePoint, OneDrive, Teams, and email alongside public web data. If enterprise buyers are researching your product, M365 Copilot will pull from internal documents that mention your brand — proposals, evaluations, comparison docs, and email threads.
To shape this, ensure your sales materials, case studies, and product documentation are written to perform well when extracted by an AI assistant. Clear value propositions, structured comparison tables, and explicit feature lists help M365 Copilot surface your brand accurately when an employee asks "Which [category] vendor should we consider?"
Step 5: Monitor Copilot Across Edge and Windows
Copilot is embedded throughout Microsoft's ecosystem — Edge browser sidebar, Windows taskbar, and Bing search. Each integration point may surface your brand differently depending on the context. The Edge sidebar Copilot has access to the page the user is currently viewing, which changes its behavior compared to standalone Copilot.
When tracking manually, test across multiple Copilot entry points. A user asking about your product category in the Windows taskbar may get a different response than someone asking through Bing. These variations matter for understanding the full scope of your Copilot visibility.
Step 6: Automate Copilot Monitoring with Presenc AI
Manual Copilot testing across all these touchpoints is impractical at scale. Presenc AI monitors your brand mentions in web Copilot alongside every other major AI assistant. Track how Copilot's Bing-powered responses differ from ChatGPT's or Claude's, identify Bing-specific optimization opportunities, and measure the impact of your Bing SEO efforts on Copilot visibility.
Presenc AI's competitive intelligence features show you which competitors Copilot recommends for your category queries, helping you understand whether the Bing-Copilot pipeline is working for or against your brand.