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90-Minute Workshop Agenda

A minute-by-minute run of show, with the goal, the talk track, and what to have on screen for each block.

Print or pin this page during the live session — it's the actual facilitator's runbook. Each block links back to its full module in this guide for the deeper talking points, so this page stays scannable during the workshop itself.

00–10 · AI Discovery Shift​

Goal: Land why GEO/AEO is a distinct discipline from SEO, not a rebrand of it.

On screen: Nothing yet — this block is discussion-driven. Open with the "blue link vs. AI assistant" question.

Talk track: Use the SEO vs. GEO/AEO comparison table and the named-engine breakdown from Why GEO/AEO Matters Now. Close this block by stating the workshop objective verbatim: "move teams from 'AI visibility is interesting' to 'we know what to improve and how to measure progress.'"

Watch for: A room that's skeptical this is anything more than SEO with new vocabulary. Meet that directly rather than arguing past it — acknowledge the overlap (crawlability, schema, structure all still matter), then pivot to what's genuinely new (closed-book training-data presence, citation sentiment, share of voice against named competitors — none of which classic SEO tooling measures at all).

10–25 · 360° Measurement Model​

Goal: Introduce the four measurement pillars before touching any tool, so the live exercise in the next block has context.

On screen: GEO Suite Dashboard — pull it up live and let the room see a real, populated view rather than describing it in the abstract.

Talk track: Walk each of the four pillars from What We Measure in the Lab in order — real customer questions, external AI citations, keyword answer quality, AI referral traffic — naming the specific report behind each one.

Watch for: Attendees fixating on one pillar (usually citations, since it's the most viscerally compelling) and mentally checking out of the other three. Explicitly say: "citation rate without knowing what your customers actually ask is a score with no roadmap — that's why we start with questions, not citations."

25–45 · Live Baseline Exercise​

Goal: Attendees (or a volunteer brand, if this is a group session) leave this block with a real, saved measurement baseline — not a demo they watched.

On screen: Live ai12z GEO portal, working through the five steps in Live Exercise: Build the First Baseline against a real project.

Talk track: This is the longest block for a reason — let it run hands-on rather than narrated. If running for a group, have every attendee (or every small group) pick their own target brand rather than all watching one shared screen; the exercise lands harder when it's their own data.

Watch for: Running long. This block has five real steps (select brand/audience, choose 10–20 questions, check citation status, review pages and chatbot answers, build the first action list) and it is easy to spend all 20 minutes on step 1 alone. Set a visible timer per step.

45–65 · Optimization Playbook​

Goal: Turn the gaps just found into a categorized, prioritized fix list using a consistent framework.

On screen: Whichever report surfaced the clearest gap during the live exercise — often URL Analysis or Site-Wide Sweep.

Talk track: Walk the five categories from Optimization Playbook — content clarity, entity & authority, technical readiness, brand footprint, measurement loop — and for each one, connect it back to something the room just saw in their own baseline five minutes ago. Concrete beats abstract every time in this block.

Watch for: The temptation to try to fix everything live. Redirect firmly: "we are categorizing right now, not fixing — the fixing happens in the 30-day roadmap after this session."

65–80 · Action Plan​

Goal: Convert the categorized gap list into a ranked, effort-tagged 30-day roadmap attendees will actually use.

On screen: The Consolidated Action Plan format — Critical/High/Medium/Low, each item tagged with effort — even if attendees are hand-building this in a doc rather than generating it from completed reports on workshop day.

Talk track: Use the 30-Day Roadmap week-by-week template as the scaffold: baseline (week 1), questions (week 2), pages (week 3), re-test (week 4). Every gap identified in the last block gets slotted into one of those four weeks before this block ends.

Watch for: A roadmap with fifteen "Critical" items and nothing ranked below that — force real prioritization by capping Critical at 3 items, matching the pattern real Consolidated Action Plan runs actually produce.

80–90 · Q&A and Next Steps​

Goal: Close with a concrete next action and a scheduled re-test date — not just "thanks for coming."

On screen: Back to GEO Suite Dashboard for a last look at the baseline just built, framed as "this is what we're coming back to check next month."

Talk track: For an internal session, confirm who owns which roadmap item and when the team reconvenes to review the re-test. For an agency-led session, this is the natural pivot point into How Agencies Can Turn the Lab Into a Service — the baseline assessment just completed live is, itself, sellable as a standalone engagement.

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