Optimising for ChatGPT Search, now integrated into Bing as ‘Copilot’ and accessible in Australia as of December 2025, involves structuring online content to be effectively summarised and presented as conversational answers by the AI. This differs from traditional search engine optimisation (SEO) as it prioritises providing direct answers rather than ranking websites.

Copilot functions by analysing web content to identify information relevant to a user’s query, then synthesising that information into a concise, conversational response. Currently, Copilot prioritises content with clear, structured data – specifically, schema markup, well-defined headings, and factual accuracy. As of December 2025, Microsoft’s rollout of ‘Copilot in Windows’ allows direct access to the search functionality, increasing its user base in Australia. Copilot’s ‘Sources’ feature, now standard, directly links back to the websites used in its responses, offering attribution. In 2026, Microsoft has announced enhancements to Copilot’s ability to understand nuanced Australian terminology and colloquialisms, improving response relevance for local users. Content adhering to Australian Consumer Law guidelines regarding accuracy and transparency is also favoured.

Essentially, Copilot operates by extracting and re-presenting information, making clear and structured content crucial for visibility within the AI-powered search results.