As of 2024, Microsoft Copilot is integrated into Windows 11, Microsoft 365 (Word, Excel, Outlook), and the Bing search engine. Every day, millions of users ask Copilot everything from work questions to local service searches.

The good news: Copilot runs on the same infrastructure as ChatGPT — Bing. This means most of the optimization done for ChatGPT applies to Copilot as well. But there are some important differences.

How Copilot Finds Local Businesses

Copilot's web search is powered by Bing. The signals Bing uses to understand a business:

  • Schema.org JSON-LD structured data on the website
  • Bing Places for Business profile
  • Content quality and keyword relevance
  • Update frequency via IndexNow notifications
  • llms.txt file

Copilot pulls this data from Bing and includes the most relevant businesses in its answer to the user's question.

Step 1 — Create Your Bing Places for Business Profile

Bing Places for Business is to Copilot what Google Business Profile is to Gemini. This free profile at bingplaces.com significantly increases the likelihood that Bing shows your business in map results and Copilot answers.

The profile must be complete with:

  • Business name (identical to your website)
  • Category and subcategory
  • Full address and service area
  • Phone number
  • Opening hours
  • Website link

Step 2 — Add Schema.org JSON-LD

Bing evaluates Schema.org data the same way for both ChatGPT and Copilot. A LocalBusiness schema introduces your business category, location, and services to Bing in a standard format.

Copilot pays particular attention to FAQPage schema. When generating answers to direct questions like "What does this business offer?" or "What are the opening hours?", it uses FAQPage content as a direct source.

mytrend.ai generates these schemas automatically from your profile. Schema.org JSON-LD →

Step 3 — Index Instantly with IndexNow

Copilot's Bing-based architecture makes IndexNow directly effective. When an IndexNow notification is sent after each profile or content update, Bing re-crawls your page within 24–48 hours and Copilot works with that fresh data.

This is a major advantage compared to Gemini: instead of waiting for Knowledge Graph updates, your changes are reflected in Copilot answers almost immediately.

Step 4 — Keep Your llms.txt Up to Date

Copilot can read content directly within Microsoft 365 apps. In this context, llms.txt serves as a critical reference point for the model to correctly position your business. It's especially important that the business description, service list, and FAQ sections are current and complete.

The Difference Between Copilot and ChatGPT

Both use Bing — so the technical infrastructure largely overlaps. Key differences:

  • User context: Copilot is typically used in a work environment (Word document, Outlook email, Excel spreadsheet). Answers tend to be more professional and business-focused.
  • Bing Places integration: Copilot evaluates Bing Places profiles more directly than ChatGPT does. Businesses without a Bing Places profile are at a disadvantage on Copilot.
  • Windows integration: Copilot operates at the system level in Windows 11. For local searches (nearby, in my city), location-based signals carry more weight.

Summary: Copilot Checklist

  • Is your Bing Places for Business profile created and verified?
  • Does your website have Schema.org JSON-LD (LocalBusiness + FAQPage)?
  • Is NAP information identical across your website, Bing Places, and other platforms?
  • Are IndexNow notifications sent on every update?
  • Is your llms.txt current and complete?

To measure your current Copilot visibility, try the free AI visibility check.

Further reading: Copilot Optimization → | ChatGPT Visibility → | What Is IndexNow? →