What Content Should a Marketing Team Create When It Is New to GEO?
A marketing team new to GEO should start with the content AI answers most need and most often lack. That means a company facts page, clear pricing, pages for the main use cases, and honest comparison pages. Add direct answers to the top buyer questions, one or two proof assets with numbers, and a small piece of original data. Pair these with off-site work, because much of what assistants cite is other people's content about you: reviews, roundups and coverage. Skip mass blog production, auto-generated FAQ pages and thought leadership without facts, at least at first. A focused set of about a dozen strong pages, built in 90 days and measured against a baseline, teaches a team more than a hundred new posts.
Why these pieces first?
Assistants answer buying questions with facts, comparisons and evidence from others. Research on cited sources for branded questions found that reviews, lists and other social proof made up 57% of citations, and product and commercial pages 12%. In a controlled benchmark of content changes, adding statistics, quotations and cited sources improved visibility in generated answers by around 30% to 40% in relative terms, more than stylistic changes did. So the starting set should give assistants accurate facts to repeat, a reason to include you, and material others can quote.
What is in the starter set?
| Piece | What it contains | Why it matters |
|---|---|---|
| Company facts page | What you do in one sentence, founding, leadership, locations, size, identifiers | Stops wrong basic facts spreading |
| Pricing page | Plans or ranges, what is included, terms, in text | Price questions are common, and missing prices get guessed |
| Use-case pages (3–5) | One situation each: who it suits, how it works, proof, limits | Matches "best [category] for [situation]" questions |
| Comparison pages (2–3) | You against the alternatives buyers weigh, fairly | Answers "[you] vs [competitor]" and "alternatives to" questions |
| Buyer question answers | The top 20 questions, each answered directly on the page where it belongs | Direct, quotable answers |
| Proof assets (1–2) | Case studies with numbers, with the customer's permission | Specific evidence answers can cite |
| Original data (1) | A small survey, benchmark or analysis with method | Gives others a reason to cite you |
| Glossary or explainer | Your category's key terms, defined plainly | Helps assistants describe the category accurately |
How to choose which pages on the existing site need work is covered in whether you need to rewrite all your content to make it GEO-friendly.
What does a 90-day plan look like?
Weeks 1–2: baseline and facts. Write 30 to 50 buyer questions. Run them several times in the assistants your buyers use, and record mentions, accuracy and cited sources. Publish the company facts page and fix any wrong facts on existing pages.
Weeks 3–6: money pages. Rewrite the pricing page in text. Build the first three use-case pages and the first comparison page. Put a direct answer at the top of each.
Weeks 7–10: proof and questions. Publish one case study with numbers. Add direct answers to the top buyer questions on the pages where they belong. Build the second comparison page.
Weeks 11–13: original data and off-site. Publish the data piece with its method. Pitch it to two or three publications your buyers read. Start asking every customer for an honest review in their own words. Rerun the baseline questions.
What should the original data piece look like?
It does not need to be large. What makes data citable is that it answers a question people ask, and states its method:
- One clear question, such as "How long does onboarding take at companies with 50 to 200 staff?"
- A sample you can describe: "150 HR leads at UK companies, surveyed in August 2026."
- Three to five headline findings stated as full sentences with numbers, near the top of an HTML page.
- The method and limits on the same page: how respondents were found, the questions asked, what the data cannot show.
- A chart with a text summary, since charts alone cannot be quoted.
- A named author with relevant experience.
Your own product data, anonymised and aggregated, is often the easiest source. Examples include average response times, typical project lengths and common configurations. Publish it only with the approvals your privacy and legal teams require.
Who should do what?
- Marketing owns the question set, the pages and the measurement.
- Sales supplies the questions buyers ask and the objections that decide deals.
- Product checks every factual claim about features, limits and integrations.
- Customer success finds customers for case studies, and runs the routine of asking every customer for an honest review in their own words at a set point, such as after onboarding.
- Leadership agrees what "success" means at day 90, before the work starts.
What should happen off-site at the same time?
- Reviews: a steady flow of honest reviews from asking every customer, in their own words, on the platforms cited for your category (except Yelp, which does not allow review requests).
- Profiles: consistent facts on your Business Profile, directories and company databases.
- Third-party lists: identify the roundups cited for your questions and pursue inclusion on merit.
- Coverage: use the original data and case studies as reasons for journalists and newsletters to mention you.
What should the team leave for later?
- Mass blog production. Many general posts answer questions assistants now answer directly, and they rarely drive citations.
- Auto-generated FAQ pages at scale. Google warns that producing many pages to manipulate rankings or AI responses is scaled content abuse.
- Special files and markup tricks. Google says no special files or markup are needed for its AI features. Get the basics right first.
- Thought leadership without facts. Opinion pieces with nothing specific to quote rarely help.
- Translations, until the core pages work in your main language.
How do you measure the first results?
Compare the baseline questions at week 13 with week 1: mention rate, accuracy of descriptions, and which of your pages are cited. Look at AI referral traffic and whether leads mention AI tools. Expect the facts and pricing fixes to show first, and third-party effects to take longer. With 30–50 questions, treat a change in mention rate of less than about 15 points as noise until a second rerun shows the same direction. When to prioritise GEO over traditional SEO is covered in when a business should prioritize GEO over traditional SEO, and whether technical work must come first is covered in whether you need strong technical SEO before starting GEO.
What might an illustrative case look like?
Consider an illustrative three-person marketing team at an HR software company, told to "do GEO" with no extra budget. It ran 40 buyer questions and found the company in 8% of answers. Answers gave an old price and described it as "an applicant tracking system", which was only one of its modules. Over 90 days, it published a facts page and a text pricing page. It built four use-case pages, two comparisons and a case study with time-to-hire figures. It ran a 150-respondent survey on onboarding practices. It also began asking every customer for an honest review on the software review site cited most often. At day 90, the company appeared in 28% of answers, and a rerun two weeks later showed the same level; prices were correct in most, and two publications had cited the survey.
What do people ask about starting GEO content?
How many pages should we start with?
About a dozen strong pages is enough to learn from. Add more once you see which types move the numbers.
Do we need new tools?
Not at first. A spreadsheet and repeated manual runs of your questions are enough for the baseline.
Who should write the content?
Marketing, with input from sales and product for facts, and from customers for proof. Accuracy matters more than polish.
Published by The Kovmere Team · updated Sep 29, 2026 · More resources