Set the portfolio mix
A workable default is 40% intent-matched ranking pages, 25% answer clusters covering sub-questions, 20% evidence assets such as original data and benchmarks, and 15% tools or interactive resources.
Cluster by question, not by keyword
Group work around the question a buyer is actually resolving. One hub with well-structured sub-answers outperforms six overlapping posts that split the topic and cannibalize each other.
Make evidence a scheduled deliverable
Commit to one original dataset, benchmark, or teardown per quarter. This is the single asset type that reliably earns both links and AI citations, and it never happens without a slot on the calendar.
Run a refresh policy, not a refresh mood
Review pages when clicks drop 20% quarter over quarter, when the SERP format changes, or every six months for time-sensitive topics. Update substance and the date together.
Instrument all three surfaces
Rank tracking for SEO, snippet and CTR tracking for AEO, and a frozen prompt set for GEO. Report them side by side so a shift between surfaces is not misread as a decline.
Kill what does not compound
Prune or consolidate pages with no impressions, no citations, and no links after two review cycles. Fewer, stronger pages retrieve better than a large thin archive.