Session 10.10: Your 90-Day Entity Infrastructure Plan

Course → Module 10: Measuring, Diagnosing, and Maintaining

Session 10 of 10

Everything in this course converges here. You now understand what entity infrastructure is, why it determines visibility, and how each component works. This session turns knowledge into a structured 90-day execution plan. The plan has three phases, each building on the previous one. By Day 90, your entity should be recognizable to both Google and AI systems.

The Three Phases

graph LR P1["Phase 1:
Foundation
(Days 1-30)"] --> P2["Phase 2:
Expansion
(Days 31-60)"] P2 --> P3["Phase 3:
Optimization
(Days 61-90)"] P1 --- P1D["Build MVES
Schema + GBP +
Citations + NAP"] P2 --- P2D["Expand citations
Connect schemas
Content clusters
Author entities"] P3 --- P3D["Monitor + diagnose
AI visibility tracking
Competitor analysis
Maintenance calendar"] style P1 fill:#2a2a28,stroke:#c8a882,color:#ede9e3 style P2 fill:#2a2a28,stroke:#6b8f71,color:#ede9e3 style P3 fill:#2a2a28,stroke:#c47a5a,color:#ede9e3

Phase 1: Foundation (Days 1 to 30)

Phase 1 builds the Minimum Viable Entity Stack. Nothing else matters until this is complete. Every subsequent action depends on this foundation being solid.

Week	Tasks	Session Reference	Completion Criteria
Week 1	Create master NAP document. Audit current website for the five structural sins. Run entity scorecard baseline (all 7 metrics).	3.1, 4.5, 10.1	Master NAP finalized. Baseline scorecard documented.
Week 2	Implement Organization schema (JSON-LD) on homepage and all key pages. Write or rewrite About page with full entity details. Write Contact page with complete NAP in text.	5.2, 5.3, 4.2	Schema validates in Rich Results Test. About and Contact pages live.
Week 3	Claim, verify, and fully complete GBP. Every field, every attribute, 15+ photos, all products/services listed. Set categories correctly.	6.1 to 6.7	GBP 100% complete. All fields match master NAP.
Week 4	Build initial citations on Tier 1 directories (Google, Bing, Apple, Facebook, LinkedIn). Register on 10 industry-relevant directories. Ensure all use master NAP.	4.6, 7.6	15+ citations live with consistent NAP.

Phase 1 success criteria: Organization schema valid on all key pages, GBP fully optimized, 15+ consistent citations live, master NAP document exists and is enforced everywhere.

Phase 2: Expansion (Days 31 to 60)

Week	Tasks	Session Reference	Completion Criteria
Week 5	Add Person schema for key people. Create or update Wikidata entry (if eligible). Add sameAs links to all social profiles in Organization schema.	5.5, 4.7, 7.2	Person schema live. Wikidata entry created. sameAs chain complete.
Week 6	Build 10 more citations (Tier 2 and 3 directories). Add BreadcrumbList schema to all pages. Fix internal linking: ensure hub-and-spoke structure for main topic clusters.	5.7, 3.5, 3.6	25+ total citations. Breadcrumbs live. Internal linking audit complete.
Week 7	Publish first pillar page with full content cluster plan. Add Article/BlogPosting schema with author entities to all content. Eliminate orphan pages.	8.3, 8.5, 3.7	Pillar page live with 3+ linked cluster pages. No orphan pages.
Week 8	Run GBP-website consistency audit. Fix all mismatches. Add FAQ or HowTo schema to appropriate pages. Begin content publishing cadence (1 entity-building piece per week).	6.7, 5.8, 8.6	Zero mismatches between GBP and website. FAQ/HowTo schema live.

Phase 3: Optimization (Days 61 to 90)

Week	Tasks	Session Reference	Completion Criteria
Week 9	Run full entity scorecard (compare to Day 1 baseline). Query Knowledge Graph API. Run AI visibility test across 3 platforms.	10.1, 10.3, 10.6	Scorecard updated. KG status documented. AI visibility tracked.
Week 10	Run competitive entity analysis against top 3 competitors. Identify remaining gaps. Prioritize fixes.	10.9	Comparison matrix complete. Gap list prioritized.
Week 11	Full citation audit (all 25+ listings). Fix any drift. Validate all schema across entire site. Prune or improve thin content.	10.5, 10.4, 8.7	All citations accurate. All schema valid. Content pruning complete.
Week 12	Set up maintenance calendar (weekly, monthly, quarterly). Score yourself on the 10 failure modes. Document your Day 90 entity scorecard. Plan next quarter.	10.8, 10.7	Maintenance calendar active. Failure mode score documented. 90-day comparison complete.

Expected Outcomes by Day 90

Metric	Day 1 (typical)	Day 90 (target)
Knowledge Panel	No	Possibly (depends on entity prominence)
Rich results	0 pages	All schema-enabled pages showing results
Citation accuracy	Below 50%	Above 90%
Branded search volume	Baseline	10 to 30% increase
AI mentions	0	Appearing for at least 1 platform
Failure mode score	Below 25	Above 35
Indexed pages with schema	0	All key pages

After Day 90

Day 90 is not the end. It is the point where you shift from building to maintaining and optimizing. The maintenance calendar from Session 10.8 takes over. Content publishing continues. Citations are monitored. Schema is validated. The entity-AI feedback loop from Session 9.7 begins compounding.

The businesses that reach Day 90 with a complete entity infrastructure and then maintain it will compound visibility over the following months and years. The foundation is the hard part. Once built, the maintenance is straightforward. The returns are structural.

Your structural invisibility ends here. Execute the plan.

Assignment

Write your personal 90-day entity infrastructure plan:

Copy the phase tables above into your own document.
For each week, customize the tasks to your specific situation. Remove tasks that do not apply. Add tasks for gaps specific to your business.
Set specific deadlines for each week's tasks.
Record your current entity scorecard (from Session 10.1) as the Day 1 baseline.
Set target scores for Day 90.
Share the plan with anyone on your team who will be responsible for tasks. Assign ownership.

This plan is the output of the entire course. Execute it and your structural invisibility ends.

Your 90-Day Entity Infrastructure Plan