Microsoft is now literally telling businesses exactly how to get traffic from AI Search. Yes, directly inside webmaster tools. This is probably one of the more important marketing updates of 2026. Let’s go through it. By the way, you can see whether your business is appearing across Google AI, ChatGPT, Claude, Perplexity and Grok here (it's free): seo-stuff.com/free-audit Earlier this year, Microsoft launched its AI Performance report so businesses could see how often their content was cited across Microsoft Copilot and partner AI experiences. Now they are expanding it with four new AI Insights: Intents, Topics, Citation Share and Compare. Let’s go through what changed. Microsoft’s AI Performance report already showed: Total AI citations, Which pages were cited, Citation trends over time, the Average number of cited, Grounding queries associated with those citations, and now they' adding even more context. The first update is Intents, thanks to which grounding queries are now classified into categories like: Informational, Commercial, Research, Learn & Solve and Local. This goes without saying, but every AI citation is not equally valuable - a core principle that every SEO Stuff (seo-stuff.com) package starts with. A citation from an informational query may mean your content is being used to answer broad education-stage questions. A citation from a commercial query may mean your business is being considered closer to the buying decision. This is something that every SEO Stuff done-for-you package takes into account: seo-stuff.com/ai-seo Imagine a payroll company sees Microsoft associating its site with: Payroll software for contractors Multi-state payroll compliance Construction payroll pricing ADP alternatives for small businesses Now the business can see whether those queries are informational, commercial, research-driven or local. That changes the content strategy. If the site is getting cited mostly for informational queries, the company may need stronger pricing pages, comparison pages, industry pages and bottom-of-funnel content. If it is getting cited for commercial queries but not winning much citation share, the issue may be authority, specificity or third-party validation. The second update is Topics. Microsoft is now grouping related queries into broader thematic clusters, and this is important because modern AI search organizes information around subjects, entities, intent, relationships and coverage depth. That means a business should ask: “Does Microsoft understand us as a strong source for this topic?” A payroll company may discover that Microsoft connects it strongly to: Contractor payroll, Small-business payroll, Payroll compliance, and Payroll pricing, as opposed to: Enterprise payroll, Global payroll, Healthcare payroll and Construction workforce management. That tells the company where its topical authority is strong and where it is thin. The third update is Citation Share. Microsoft says businesses can now see how much of the citation space their site holds for a given grounding query. Basically, you can start to see whether your site is one of many sources being cited, or whether you are earning a meaningful share of the AI answer ecosystem around a subject. That is a very different metric from raw citations, because a site may get 100 citations for a topic, but if competitors are getting 5,000, the business may still be underrepresented. Another site may only get 40 citations for a niche commercial query, but own a large share of the citation space. This starts to move AI search reporting closer to share-of-voice analysis. So less “Did we appear?” and more “How much of the available visibility did we capture?” The fourth update is Compare. Businesses can now overlay one time period against another. For example: Last 30 days vs. previous 30 days Before a content update vs. after a content update Before a backlink campaign vs. after a backlink campaign Current season vs. prior season This makes AI search optimization much easier to evaluate, because if a business publishes a new comparison page, strengthens an existing pricing guide and earns a few relevant authority placements, it can now look for citation movement afterward. You don't have full attribution here yet, but even directionally this is still a big improvement. This is where SEO Stuff’s done-for-you package becomes relevant: seo-stuff.com/gold-plan-pack… The package combines 10 AI-search-optimized articles with three DR50+ authority placements. The content helps build deeper coverage around topics AI systems already associate with your business. The authority placements help reinforce your company’s identity, category and expertise across the wider web. That combination matters because AI visibility usually comes from two things working together: Useful, specific content on your own site. Trusted external signals confirming who you are and what you should be recommended for. Microsoft says these new features are still in early preview, so occasional inaccuracies are possible, but the direction is obvious. AI search is beginning to provide its own version of keyword, topic, intent and share-of-voice data. This is the system SEO Stuff was built around: seo-stuff.com And if you want to see whether your business is already being cited, understood and recommended across Google AI, ChatGPT, Claude, Perplexity and Grok, check here: seo-stuff.com/free-audit