The half that gets skipped

Most GEO programmes produce content and publish it on the brand's own channels. A model weighing whether a claim is widely held then finds exactly one source saying it, which is the same as finding none.

Content and placement are not sequential stages. They are one stage, and doing the first without the second produces no measurable change.

Deciding where to place

Do not work from a generic media list. Work from the cited-domain column in your own baseline — that is a direct record of where models take material from in your category.

Three criteria for a source worth placing into:

  • It has a real editorial process. A platform that publishes anything is treated as a platform that publishes anything.
  • It has actual readers in your category. Sites nobody reads are rarely treated as authoritative.
  • Its archive stays online. Check whether articles from two years ago still resolve at their original URLs. Channels that break links on redesign are wasted spend.

Writing material that gets reused

The standard is extractability: can any single paragraph be lifted out and still answer something useful. Concretely:

  • Conclusion first, no three-sentence run-up.
  • No "as mentioned above" — the paragraph will be read without the rest of the page.
  • Adjectives replaced with facts. "Fast response" becomes "30 minutes on working days".
  • Three to five FAQ items per piece, each answer standing alone.

The full method is in the content production guide, and the FAQ specifics in the FAQ writing guide.

One piece, several destinations

  1. Your site: the complete version, with structured data. This is the canonical copy.
  2. FAQ block: three to five questions extracted, placed on the relevant service page.
  3. Industry media: trimmed to about 80%, self-introduction removed, method and data kept, linked back.
  4. Social platforms: rewritten conversationally, conclusion preserved.

Set a canonical link back to the original wherever the platform allows it, so the copies do not compete with each other.

What not to do

  • No template content with the keyword swapped. It is recognisable as bulk-generated, and once identified the damage lands on the whole domain rather than on those pages.
  • No fabricated reviews or manufactured discussion.
  • No placement on sites that exist only to host placements.
  • No claim published that you cannot support if someone checks.

Why these are not merely ethical positions is covered in the compliance boundary piece.