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90-day plan
Measure first. Optimise second. Don’t trust averages.
- Days 1–15: list 30 real prompts per persona; test them in ChatGPT, AI Mode, Perplexity, Claude; log who’s cited.
- Days 15–45: rework 10 pages into direct answer + original data + comparison table.
- Days 45–75: markup (Organization, FAQ, Product), pricing/returns/specs readable without JS, third-party presence (reviews, forums, press).
- Days 75–90: measure citations, AI referral traffic, conversions — not just rank.
A
Is the keyword dead?
No, but it’s now a doorway into a cluster of intents.
SEO or GEO?
Neither/or: SEO feeds the index, GEO optimises citation.
Do AI answers kill traffic?
Often on informational queries (Pew: 8% clicks vs 15%). Estimates vary by study.
Priorities by site type
- Media / publisher: information gain, named authors, original data.
- E-commerce: product pages, returns policies and comparisons an agent can read.
- SaaS / B2B: “alternatives to”, “X vs Y” pages, transparent pricing.
- Local: listings, reviews and consistent off-site information.
Keep exploring
ToolsKeyword and prompt toolsQuery fan-outQuery fan-out: one prompt, many searchesInformation gainInformation gainAI enginesAI engines: what changes for SEO
Updated 27 October 2026