I have been really curious about how AI tools like Copilot are changing things. These platforms don’t just answer questions; they recommend businesses. If your brand is mentioned in those recommendations, it can lead to real customers and real growth.
I actually had a long chat with Copilot to understand exactly how it picks which companies to feature. What I learned was too valuable to keep to myself, so I turned it into a simple, step-by-step plan any business can follow.
Let’s break it down together.
Why Optimizing for Copilot Matters
When I asked Copilot how it finds and ranks businesses, the answer was simple. It relies on fresh, trustworthy data from reliable sources such as:
- Bing Web Search API
- Business directories like Sortlist and Semrush
- Review platforms such as Google Maps, Yelp, and Trustpilot
- Your own company website
But Copilot doesn’t just pull random names. It looks for trust signals that show your business is real, relevant, and reliable.
If your brand meets those standards, you have a much better chance of showing up in its recommendations. And that matters because the people using Copilot aren’t just browsing. They’re actively looking for services like yours. That means free, high-intent visibility that can turn into real leads.
In short, optimizing for Copilot isn’t about chasing trends. It’s about making sure your business stands out in the places that truly matter.
How Copilot Picks Which Brands to Recommend
Copilot doesn’t just guess which businesses to recommend; it follows a clear, step-by-step process to find the best options.
Here’s what actually happens behind the scenes:
- It starts with a keyword search.
Copilot looks for specific phrases people are typing, like “best website maintenance companies in Toronto.” These searches help it understand what users want at that moment. - It scans the top 30 organic results.
From that search, it checks the first 30 websites that show up, not just the top 3 or 5. This gives it a wider pool of businesses to compare. - It analyzes the content closely.
Copilot doesn’t just read a page like a human. It examines page titles, meta descriptions, headings, schema markup, and customer reviews to determine what each business offers. - It removes irrelevant or low-quality content.
Things like navigation menus, footer text, or unrelated blog posts are filtered out, allowing the focus to stay on real business information. - It applies its filters.
Copilot checks for important trust factors like a verified address, recent reviews, and clear service information. If a business doesn’t meet these standards, it’s cut from the list. - It scores and ranks what’s left.
Finally, Copilot gives each remaining business a score based on how well it meets its signals. The higher the score, the more likely that business is to show up in recommendations.
The scoring formula looks like this:
score = (relevance * 0.30) + (reviews * 0.25) + (authority * 0.20) + (recency * 0.15) + (local_presence * 0.10)
Each factor is scored between 0 and 100, then combined to get your final ranking.
The Signals Copilot Cares About Most
Copilot uses a few key signals to decide which businesses to recommend. Each signal affects your score, and knowing how they work helps you optimize better.
Here’s a simple breakdown:
Relevance (30%)
How well does your content match what people are searching for?
If someone types “website maintenance Toronto,” your page should clearly say that’s what you do.
Reviews (25%)
The number and quality of your reviews, especially recent ones.
Consistent, positive feedback tells Copilot that customers trust your business.
Authority (20%)
How credible does your website look?
This depends on backlinks, directory listings, and mentions on reputable sites.
Recency (15%)
How up-to-date are your business signals are.
Fresh reviews, active listings, and new content show you’re active and reliable.
Local Presence (10%)
Whether your business has a verified address or a defined service area.
This helps Copilot connect you to local searches.
Once you understand what Copilot looks for, improving your score gets a lot easier. And when your score goes up, your chances of getting recommended go up too.
Turning Copilot’s Signals into Real Actions
Copilot works like a judge with a scorecard; it ranks brands based on how well they perform in key areas. If you want to earn a top spot, focus on the signals that matter most.
Here are five simple, practical steps to boost your chances of getting recommended:
1) Nail your schema markup
Start by adding the LocalBusiness schema with your full business details: address, service area, reviews, price range, and links to your profiles on trusted platforms. This gives Copilot a clean, structured way to read your information and boosts your local presence at the same time.
Once you’ve added the markup, run it through Google’s Rich Results or Schema testing tool. That quick check helps you catch any errors before they affect your visibility.
2) Optimize for keyword relevance
Make it clear what you offer and where you offer it. Use your main phrase, like “website maintenance Toronto,” in key spots such as the H1, at least one H2, the meta title and description, and early in your content.
The goal isn’t to stuff keywords everywhere. Just speak naturally and use variations or related phrases that people might search for. Mixing in location names and synonyms helps Copilot (and search engines) better understand what your business is about.
3) Strengthen your review profile
Make sure your business is easy to find and trust. Start by claiming and fully setting up your profiles on platforms like Google Maps, Yelp, and Trustpilot, along with any niche review sites that fit your industry. Aim to keep a steady flow of fresh reviews—at least 10 in the past year and maintain a solid average rating of 4.5 or higher.
Don’t ignore your reviews. Responding to both positive and negative feedback shows you’re active and care about your customers, which builds credibility. A simple way to get more reviews is to follow up with happy clients by email, include a direct review link, and showcase your best testimonials on your website.
4) Build real authority
Think of authority as your online reputation. The more credible places talk about or link to your business, the more trust you earn. Start by getting your company listed on trusted directories like Sortlist, Clutch, and Semrush. From there, look for opportunities to earn backlinks from local news outlets, industry blogs, and niche websites.
These mentions and links signal to Copilot (and search engines) that your business is real and respected. A smart way to do this is by pitching local stories, writing guest articles, or creating useful, data-backed content that journalists or bloggers actually want to reference.
5) Add trust and price transparency
Make it easy for people to trust your business. Instead of hiding your pricing behind a form, show clear starting prices or example packages right on the page. Add proof points like awards, certifications, client logos, or short case studies that show real results.
This kind of transparency builds confidence. It also gives Copilot the trust signals it looks for when recommending businesses. Even something as simple as “Starting at $X/month” can make a difference.
What to Prioritize First
Copilot’s scoring system is weighted, meaning some signals count more than others. If you focus on the right ones first, you can see faster results with less effort.
High Priority
These signals make up more than half of your total score, so they deserve your main attention:
Schema Markup
Add Schema.org LocalBusiness data so Copilot can easily understand your business — including your name, location, services, and reviews.
Fresh Reviews
Encourage recent, high-quality reviews. They’re one of the strongest trust signals and show Copilot that your business is active and reliable.
Keyword Relevance
Make sure your content clearly matches what people are searching for. Include target phrases naturally in your headings, titles, and service descriptions.
Verified Local Presence
Have a verified business address or a clearly defined service area. This proves your business is real and trustworthy, especially for local searches.
Getting these right gives your score a solid boost early on and sets the foundation for everything else you optimize later.
Medium Priority
Once you’ve nailed the basics, these signals help strengthen your overall visibility and credibility:
Directory Presence
Get listed on trusted business directories. It boosts both your online visibility and trustworthiness.
Quality Backlinks
Earn links from reputable websites. These act as votes of confidence that improve your authority.
Pricing Transparency
Show clear pricing or at least give an idea of cost. It builds trust and helps people choose you faster.
Trust Signals
Display awards, certifications, or client logos. These reassure both Copilot and potential customers that your business is reliable.
While these don’t weigh as much as the top priorities, they can make a real difference when combined with them.
Low Priority
These signals don’t heavily influence Copilot’s scoring but still help long-term:
Social Activity
Stay active on your social channels. It supports visibility and engagement, even if it’s not a main ranking factor.
Blog Frequency
Posting regularly helps build authority and keeps your site fresh, but it’s more of a gradual trust builder.
Smaller Awards
Minor recognitions or mentions add credibility, though they won’t move your score much.
Think of these as the polish small details that strengthen your online presence and keep your brand looking active and credible.
Final Thoughts
The best thing about Copilot is that it follows a clear system, not guesswork. When you understand the signals it values and align your brand with them, you increase your chances of getting featured.
Start with the most impactful steps: improving your keyword relevance, earning fresh reviews, and adding proper schema markup. Then, build on that foundation by strengthening your authority and trust signals.
Once your brand starts appearing in Copilot’s “best of” lists, you’re not just getting random traffic. You’re reaching people who are actively looking to buy. That’s a powerful position to be in.
If you want to get your brand optimized for answer engines like Microsoft Copilot, contact us today, and let’s make sure your business gets noticed where it matters most.
