One or more methods, systems and computer readable mediums are utilized to provide treatment of a subterranean formation that contains solid organic matter, such as oil shale, tar sands, and/or coal formation. The treatment of the formation includes heating a treatment interval within the subterranean formation with one or more electrical in situ heaters. Available power, or other production resources, for the electrical heaters are determined at regular, predetermined intervals. Heating rates of the one or more electrical heaters are selectively controlled based on the determined available power at each regular, predetermined interval and based on an optimization model that outputs optimal heating rates for each of the electrical heaters at the determined available power.