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A system built to last5 min read

The 90-day GEO action plan

Three months, three phases: technical foundations, first GEO-ready content, then scaling up. The sequenced plan that ties the whole training together.

A 90-day GEO plan breaks down into three one-month phases: laying the technical foundations, producing the first content and setting up tracking, then scaling with a sustainable weekly system. This plan revisits, in order, the essentials covered throughout this training.

Before you start: what this plan assumes

This plan assumes you've already identified your priority keywords and prompts, and that you know where your brand stands against competitors on those queries. If that's not done yet, spend the first few days on this step before entering Month 1: without this baseline, the priorities in the following months will rest on assumptions rather than data.

Month 1: technical foundations

The first month has a single goal: making sure your site is technically accessible and understandable to generative AI crawlers. Without this base, no content published afterward can fully pay off.

Week 1 — Technical audit

  • Check that the site isn't unintentionally blocked for AI crawlers (robots.txt, server rules).
  • Review the structure of key pages: headings, hierarchy, semantic markup.
  • Identify the product or category pages most strategic for your priority prompts.

Week 2 — Technical fixes

  • Fix the blockers identified in week 1.
  • Set up or verify the XML sitemap and basic structured data.
  • Assess whether an llms.txt file is worth setting up to flag priority pages to generative AIs.

Week 3 — Technical SEO basics

  • Check the fundamentals that also drive classic SEO: load speed, indexability, no critical errors.
  • Clean up or merge pages that cannibalize each other on the same queries.

Week 4 — Set up tracking

  • Define the list of prompts and keywords to track over time.
  • Configure AI traffic tracking in Google Analytics 4 (dedicated channel grouping).
  • Take a first visibility-score reading to serve as a baseline going forward.

End-of-month-1 milestone: the site is technically clean, accessible to AI crawlers, and you have a baseline visibility score on your priority prompts.

Month 2: understanding GEO and producing first content

The second month is dedicated to a deeper understanding of how GEO works and to producing the first content designed to be cited by generative AIs, along with setting up tracking through Vurto.

Week 5 — Understand the goal

  • Clarify the AI share of voice target on your priority prompts: appearing once isn't enough, the goal is consistency across all engines.
  • Map the frequent questions from your audience that don't yet have a clear answer on your site.

Week 6 — First GEO-ready content

  • Write one or two pieces of content that precisely answer the identified questions, with proprietary, verifiable data.
  • Avoid generic content: every page needs to offer an answer competitors don't provide in the same way.

Week 7 — Set up Vurto tracking

Week 8 — Adjust

  • Compare the visibility score to the month-1 baseline.
  • Prioritize two to three additional pieces of content based on the gaps observed against competitors.

End-of-month-2 milestone: at least three GEO-ready pieces of content published, Vurto tracking operational, and a first quantified comparison against your main competitors.

Month 3: scaling up and installing the system

The third month turns the first results into a lasting system: content production at scale, stronger off-site signals, and permanently establishing the weekly rhythm.

Week 9 — Content strategy at scale

  • Build an editorial calendar covering the full set of priority prompts, not just the first two or three tackled.
  • Prioritize topics where the gap with competitors is largest.

Week 10 — Link building and off-site signals

  • Identify the external sources that matter most in your sector's AI citations.
  • Launch the first link-building or press-relations actions targeted at those sources.

Week 11 — Install the weekly workflow

  • Formally set up the weekly GEO workflow: measurement, competitive review, prioritization, publishing.
  • Assign a clear owner for this ritual, even if the time devoted to it stays limited.

Week 12 — Review and set next quarter's goals

  • Compare visibility score, share of voice, and AI traffic to the baseline set in week 4.
  • Set the next quarter's quantified goals on this basis.

End-of-month-3 milestone: a weekly system kept up for at least two weeks, measurable progress on the baseline KPIs, and an editorial calendar that goes beyond the initial content base.

Adjusting the pace if needed

This 90-day calendar assumes a minimum availability of a few hours a week. If your team can only devote a third of that time, it's better to spread the plan over five or six months rather than skip steps: Month 1's technical foundations condition the success of everything that follows, and rushing them in favor of content production rarely produces good results. Conversely, a team with more time available can run some weeks in parallel — for instance, launching Month 3's first link-building actions as early as Month 2, if the technical foundations are already solid.

After 90 days: maintaining the system

Once this plan is complete, the work doesn't stop — it changes shape. The first 90 days build the foundations and demonstrate initial traction; the following months are about maintaining the weekly rhythm, watching for signals of a shifting landscape, and adjusting the content strategy as results come in. That discipline, more than the intensity of the first sprint, is what will determine your position in generative AI answers a year from now.