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In 30 days, our creative workflow/online proofing software client earned 263,000 citations on Bing Copilot (and their AI partners). By the 90-day mark, that number grows to 924,000.
What We'll Cover
In this case study, we'll walk you through the strategies that drove this amazing result. You'll see how we approached Bing as a foundational AI source layer, built citation-worthy content assets, and kept the site consistently visible to LLMs through smart content and link building decisions.
What We Did
Indexing and Optimizing for Bing as an LLM Source Layer
Bing is one of the primary sources that multiple LLMs pull from when generating responses, including Bing Copilot and its AI partners. That means being properly indexed and visible on Bing directly increases the chances of your content being cited across AI platforms.
We audited the client's Bing indexation, resolved any crawlability issues, and made sure their most important pages were being surfaced correctly. Getting this foundation right was what made everything else work.
Leveraging Micro-Tools as High-Citation Pages
The client had a set of lightweight, standalone tools connected to their core product. We optimized each one as an individual citation target, making sure the page clearly explained what the tool does, who it is for, and how to use it.
These pages tend to perform well in AI citations because they answer a specific question directly and completely, which is exactly the kind of content LLMs prefer to reference.
Publishing and Refreshing Commercial Blog Content
We built out a set of listicle and best-of style posts targeting commercial queries that AI assistants get asked frequently. This type of content works well for AI citations because it is structured and comparative, and it maps directly to how people use AI search when they are evaluating tools.
Beyond Bing Copilot, this content also showed up in ChatGPT and Perplexity responses, which shows how a solid content strategy compounds across AI platforms.
Building Links to Reinforce Credibility and Existence to LLMs
For LLMs, a backlink from a relevant, credible source is essentially a signal that your brand exists and is recognized within your space.
We focused on earning links from niche-relevant websites and tool roundup posts to strengthen the client's topical authority… and increase the likelihood that AI systems would treat them as a trustworthy, citable source.
Keeping Content Updated to Maintain Freshness Signals
LLMs factor in recency when deciding what to cite. Content that has not been updated in a while can lose citation share to fresher pages covering the same topic.
We put a regular content update cadence in place, going back to refresh statistics, update comparisons, and ensure existing pages remained the most current version on their topic. This is a big part of why the client's citation volume stayed stable across both time windows.
Results
All data is pulled directly from Bing's AI Performance Dashboard, which tracks citations from Bing Copilot and its AI partner network.
The average cited pages per day stayed nearly identical across both windows. That consistency shows the strategy was producing stable, compounding visibility rather than a short-term spike.
Key Takeaways
- Bing visibility feeds multiple AI platforms. Optimizing for Bing is not just about Bing search. Because Bing serves as a source layer for several LLMs, it is one of the highest-leverage places to build AI visibility right now.
- Micro-tools are strong citation assets. Standalone, utility-focused pages that answer a specific question clearly are exactly the kind of content LLMs reference. If your product has them, they deserve dedicated optimization.
- Commercial content drives AI recommendations. Best-of and comparison content maps directly to how people use AI assistants when evaluating software. Without it, you are largely absent from those conversations.
- Links are a credibility signal for LLMs. They tell AI systems that your brand is real and recognized. That function has not changed, even as SEO has evolved.
- Freshness keeps citations compounding. Updating existing content on a consistent basis is as important as creating new content when it comes to maintaining AI visibility.
Want Results Like These for Your SaaS?
At Embarque, we help B2B SaaS companies build visibility in AI search across Bing Copilot, ChatGPT, Perplexity, and beyond. If you want a GEO strategy built around real data and measurable outcomes, let's talk.
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