Bing's New Topics Portfolio Shows You the Queries Where You're Invisible

2026-10-14 — customer acquisition strategy India

Bing announced a feature called Topics Portfolio inside their AI Performance report. It's in beta, and it does something useful: it surfaces the gap between where you appear and where you don't.

The basic idea is straightforward. Instead of staring at individual query citations one by one, Topics Portfolio groups them into thematic clusters—running shoes, tax deductions, chatbot comparisons, whatever. You get to see the shape of your presence across themes rather than getting lost in the query-level noise.

What's different now.

It groups the grounding queries where your site appears into broader thematic clusters—those are the search terms Bing uses to fetch and cite content in AI answers. For each theme you land in, you get three numbers: how big the theme is (total citations across all sites), how many sites are competing in it, and how many distinct queries sit under that umbrella.

But here's the part that actually matters. Below that portfolio view, there's a list called Top Opportunity Queries. These are searches where other sites got cited and yours didn't. Cross-topic. All in one place. That's new. Actually, that's the thing you couldn't see before the June update either—Bing didn't show you ecosystem totals at the topic level, and they definitely didn't show you where you were missing.

The numbers come as ranges, not exact counts. Bing is explicit about this. They tell you to treat these as directional signals, not a precise ledger.

Smaller sites may not see this tab at all. The new view will only show up if Bing has enough data on your website. Topics with too little site presence or ecosystem activity won't be displayed by Bing, therefore smaller websites might get fewer items listed or possibly not see this feature at all. So if you log into Webmaster Tools and Topics Portfolio doesn't appear next to Citations & Pages, your site probably doesn't have enough AI citation volume to make the feature worth showing.

The AI-generated topic labels can be weird, by the way. A running shoe brand might see their competitor's branded search show up as an opportunity—technically correct, practically useless for planning. And then there's the feedback mechanism. Each opportunity row has a thumbs up and thumbs down. Use them. That's what the beta label is for.

You can view the data across one-, two-, or three-month windows, which gives you some flexibility in how you interpret the trend, though it's not ideal for spotting rapid shifts. Dig into a specific topic and you get two lists: queries where you're already appearing, and queries in that topic where you're not. That's where the real work starts.

That said, don't treat this as gospel. Verify whatever you find here against your own analytics and business priorities. Bing's numbers are approximate. Your business is not.

Source: "It groups the grounding queries where your site appears into broader thematic clusters – for example, football, taxes or AI Chatbots – so you can see the shape of your presence across those clusters rather than one query at a time." — Bing Webmaster Blog