You Show Up on Google. So Why Is Copilot Ignoring You?
Your brand ranks well on Google. You’ve invested in the content, the coverage, the presence. So when your enterprise clients open Microsoft Copilot and ask it to research suppliers or shortlist vendors in your category, you’d expect to be in the answer….but for some reason, you’re not.
The reason is simple. Copilot doesn’t use Google. It pulls its external results from Bing and the two engines build their indexes differently, weight signals differently, and reward different things. In other words, content that Google loves may simply not be getting the same traction on Bing, because Bing needs different proof.
This matters because as of early 2026, 64% of Fortune 500 companies have active Copilot deployments. So, when someone inside one of those organisations asks Copilot to suggest suppliers, research a vendor, or summarise who the credible voices are in a category, they’re getting Bing’s answer -- not Google and not ChatGPT.
Below are a few ways to help boost your AI visibility on Copilot (and the good news is they can also help you rank better on the other LLMs).
Get your content out of locked formats
Copilot can read a PDF, but only a clean, text-based one published openly on the web. A PDF saved as an image, exported from a design tool as a visual file, or sitting behind a registration wall is invisible to it.
A lot of the content communications teams work hardest on the designed white paper, the gated research report, the beautifully laid-out thought leadership piece and all of these are unreadable. Publishing your best thinking as an accessible webpage or article, alongside any designed version, closes that gap immediately.
Leverage LinkedIn to get on Bing
Bing uses social signals such as likes, shares, comments and other forms of engagement. It sees it as a direct measure of authority and relevance in a way Google doesn’t.
Consistent posting, genuine engagement, and an active executive presence on LinkedIn all feed into how Bing indexes and evaluates your brand. Brands that show up in Copilot answers look active and credible across the web, and LinkedIn is a significant part of that signal.
Earned media from established outlets is your strongest lever
Bing gives particular weight to editorial coverage from long-established publications more so than Google. Trade press, analyst mentions, industry commentary, and interview quotes in respected titles directly shape how authoritatively Copilot speaks about your brand. The older and more established the publication, the stronger the signal. Consistent earned coverage in the right outlets is the most durable way to build Bing visibility and by extension, Copilot presence.
Write so the answer is easy to find
Bing rewards content that gets to the point. Plain, direct language, clear structure, and a logical flow that answers the question early make content far more likely to be pulled into a Copilot answer.
Forget the fluffy polished corporate piece that sounds good but says nothing. Go back to the basics of true journalism and article writing. If a busy editor can extract the key message in the first two sentences, so can an AI.
The gap between Google visibility and Copilot visibility exists, but it’s something you can fix with a strategic brand and communication plan. And for most communications teams, closing it means doing more of what you’re already good at, just with a clearer understanding of where it lands.