Microsoft has launched Topic Portfolio in beta for Bing Webmaster Tools, expanding its AI Performance offering for site owners.
Topic Portfolio groups topics relevant to a website and shows queries where other sites are cited in AI-generated answers but the user's site is not. It is designed to move beyond labels attached to individual queries and provide a broader view of citation activity.
The update builds on AI Performance, which Microsoft introduced to show publishers and site operators how their sites appear in AI-generated answers. It follows the addition of topic and intent labels, which were intended to provide more context around those citations.
With the new beta tool, users can view a portfolio of topics connected to their site and examine citation activity across those areas. It brings together information on topic size, cited sites and the range of queries associated with each topic.
The data is intended to help users assess the scale and spread of citation activity linked to particular subject areas. It also gives content teams another way to identify subjects that may already be generating citations, alongside areas where rival sites are more visible.
Planning tool
One of the main additions is a set of so-called opportunity queries. These are grounding queries relevant to a site where other publishers are cited and the user's own site is not.
Users can open a topic and review those queries alongside searches already driving citations to their site. The aim is to give site owners a clearer view of where they are being referenced in AI-generated responses and where they are absent.
The launch reflects a wider shift among search and platform companies to give publishers more information about how AI systems surface and attribute web content. As generative search products become a more prominent way for users to discover information, publishers have sought clearer data on visibility and attribution.
Microsoft framed Topic Portfolio as a tool for content planning as well as performance monitoring. By organising citation patterns into broader topic areas, it aims to help users move from single-query analysis to a wider editorial view.
Beta status
Topic Portfolio remains in beta and is still evolving. Microsoft noted that the topic labels are AI-generated and may at times be inaccurate.
It said user feedback would help improve the feature and cautioned that opportunity queries may guide planning but do not guarantee citations in AI-generated answers.
The tool is available through Bing Webmaster Tools as part of Microsoft's developing set of AI visibility features for publishers and site managers. Its release adds to the growing number of analytics products designed to help websites understand how search engines and AI answer systems reference their content.
Microsoft said Topic Portfolio is intended to help users "see the broader subject areas associated with your citation activity".