Your First 90 Days in Generative Engine Optimization: A Timeline

The digital landscape is constantly evolving, and the rise of generative AI has ushered in a new era: Generative Engine Optimization (GEO). This isn’t just about tweaking traditional SEO; it’s about fundamentally rethinking how your brand appears and performs in AI-driven search environments. To succeed, you need a structured approach, and that’s exactly what a robust 90 Day GEO Plan provides. This timeline will guide you through the critical phases of establishing and refining your presence in this dynamic new world.

Your First 30 Days: Foundation & Immersion

The initial month of your 90 Day GEO Plan is all about understanding the new playing field and laying a solid analytical groundwork. You can’t optimize what you don’t understand, so immersion and deep auditing are key.

Week 1-2: Understanding the Generative Ecosystem

• Demystify Generative AI Search: Dive deep into how Generative AI models and Search Generative Experience (SGE) interfaces work. Understand the difference between traditional ten-blue-link results and AI-summarized answers. What kinds of queries trigger generative responses? How are sources cited?
• Initial Generative Visibility Audit: Use tools to see how your brand currently appears in generative search results. Are you being cited? Is your content being used to answer questions? What about your competitors?
• Internal Content Review: Catalogue your existing content assets. Identify high-value content that could be prime candidates for generative features. Look for evergreen articles, comprehensive guides, and data-rich resources.

Week 3-4: Baseline & Tracking Setup

• Keyword & Prompt Research: Traditional keyword research still matters, but now you need to think in terms of conversational queries and prompt engineering. What questions are users asking LLMs? What personas are interacting with generative search? Look for long-tail, natural language queries.
• Competitor Generative Analysis: Identify your top competitors in the generative space. How are their brands being cited? What content formats are they leveraging successfully? This provides valuable benchmarks and insights.
• Set Up Generative Performance Tracking: Establish metrics beyond traditional SERP rankings. This includes monitoring brand mentions within generative summaries, tracking changes in direct answer boxes, and analyzing user engagement with AI-generated content. A crucial metric for this new era is your Share of Model. Learning How to Track Your Brand’s Share of Model (SOM) will be foundational to understanding your true generative visibility.
• E-E-A-T Assessment: Generative AI relies heavily on authoritative and trustworthy sources. Conduct an internal audit of your E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) signals. Google has increasingly emphasized this for quality content, and it’s even more critical for generative AI. You can find more insights on this directly from Google’s own guidance on helpful content and E-E-A-T.

Your Next 30 Days: Strategy & Adaptation

With a solid understanding and baseline established, Month Two focuses on adapting your content strategy and making tangible changes to optimize for generative engines.

Week 5-6: Content Strategy Refinement

• Develop a GEO Content Strategy: Based on your initial audit and research, outline a clear strategy. Which content types will you prioritize? How will you adapt your brand voice for generative summaries? Consider the user’s intent when interacting with an AI.
• E-E-A-T Reinforcement: Actively work on enhancing your E-E-A-T signals. This means showcasing author expertise, citing credible sources, and building a strong brand reputation. Remember, E-E-A-T and AI: Why Experience Can’t Be Generated — genuine experience is key.
• Content Gap Analysis: Identify topics where your brand lacks comprehensive, AI-digestible content. Prioritize creating new content that directly addresses common generative queries in your niche.

Week 7-8: Content Optimization & Creation

• Optimize Existing Content:
  • Clarity & Conciseness: Reformat content for scannability. Use clear headings, bullet points, and short paragraphs. Generative AI favors easily digestible information.
  • Factual Accuracy & Sourcing: Double-check all facts and ensure external links to authoritative sources are present and functional.
  • Contextual Relevance: Ensure your content directly answers user questions and provides comprehensive context without excessive fluff.
• New Content Creation: Produce content specifically designed for generative consumption. Think about ‘definitive guides,’ ‘how-to’s,’ ‘comparison articles,’ and ‘explainers’ that provide direct answers to complex questions.
• Beyond Text: Optimize multimedia content. For podcasts and videos, ensure accurate, high-quality transcripts are available and properly indexed. Learn more about Podcast SEO: Getting Your Audio Transcripts Indexed by AI to leverage all your content formats.

Your Final 30 Days: Monitoring, Refinement & Future-Proofing

The last month of your 90 Day GEO Plan shifts to analyzing the impact of your changes, iterating based on data, and preparing for the ongoing evolution of generative search.

Week 9-10: Performance Analysis & Iteration

• Analyze Generative Performance Data: Review your SOM, generative mentions, and traffic patterns. Which content pieces are performing well in AI summaries? Where are the opportunities for improvement?
• A/B Testing & Iteration: Experiment with different content formats, prompt responses, and structural adjustments. Use the data to refine your strategy continuously.
• Feedback Loops: Gather feedback from your audience and internal teams on how your brand is perceived in generative results. Are the AI-summarized answers accurate and helpful?

Week 11-12: Authority Building & Future-Proofing

• Strengthen Brand Authority: Continue building backlinks from reputable sources. Encourage positive brand mentions across the web. The stronger your overall authority, the more likely you are to be cited by generative AI.
• Stay Current with AI & Search Updates: Generative AI and search engines are evolving rapidly. Regularly consult industry blogs like the Moz Blog and official announcements from Google to stay ahead of algorithm changes and new features.
• Refine Generative User Experience: Consider how users interact with your brand after encountering you via generative AI. Is the transition from a summarized answer to your site seamless and valuable?
• Prepare for the Next 90 Days: Develop a plan for ongoing GEO maintenance, including regular audits, content updates, and continued tracking. Generative optimization is an ongoing journey, not a destination.

Embarking on a 90 Day GEO Plan isn’t just about adapting; it’s about leading. By diligently following this timeline, your brand can not only survive but thrive in the age of generative AI, ensuring your valuable content reaches users where they search next.

FAQ

What is Generative Engine Optimization (GEO)?

Generative Engine Optimization (GEO) is the process of optimizing your digital content and online presence to perform well in search environments driven by generative AI models, such as Google’s Search Generative Experience (SGE). It involves adapting content for AI summarization, prompt-based queries, and ensuring high E-E-A-T signals.

How is GEO different from traditional SEO?

While sharing foundational principles like keyword research and quality content, GEO shifts the focus from ranking for “10 blue links” to being selected and cited by AI models for direct answers and summaries. It emphasizes clear, factual, highly authoritative content designed for conversational interfaces and aims to increase your brand’s Share of Model (SOM) in AI-generated responses rather than just traditional organic traffic.

Why is a 90 Day GEO Plan essential?

A 90 Day GEO Plan provides a structured, phased approach to navigate the complexities of generative AI. It allows brands to systematically audit their current standing, adapt their content strategy, implement necessary changes, and monitor performance, ensuring a proactive and data-driven response to the rapidly evolving generative search landscape rather than a reactive one.