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Generative Engine Optimization (GEO): The Future of SEO

Search is changing fast. With AI-driven tools like ChatGPT, Google’s SGE, and Microsoft Copilot, people are no longer just searching — they’re conversing with generative engines. This shift is creating a new field of opportunity called Generative Engine Optimization (GEO).


Close-up of an analytics dashboard with blue line graph, pie chart, and text showing "Pages vues 4212" on a white background.

At Novus Marketing Solutions, we help brands stay ahead of these changes by adapting strategies that ensure your content gets discovered, trusted, and featured inside generative search results.


What is GEO?

Generative Engine Optimization (GEO) is the practice of optimizing content for AI-driven search tools. Instead of focusing only on how your content ranks in traditional search engines, GEO ensures that your content is:

  • Understandable by AI models

  • Structured for easy summarization

  • Authoritative so it’s trusted and surfaced as an answer


Think of it as SEO 2.0: where Google rankings still matter, but now you also need to consider how generative AI interprets and shares your information.


Why GEO Matters

Generative search engines don’t just return a list of links — they generate answers. If your business isn’t optimized for GEO, you risk being left out of those answers entirely.

✔ GEO helps your brand get mentioned directly in AI responses

✔ GEO increases authority and trustworthiness

✔ GEO aligns your content with the way people now search — through natural, conversational queries


How to Optimize for GEO

Here’s a practical roadmap you can start using today:

1. Understand User Intent

  • Pinpoint the exact questions your audience asks.

  • Focus on specific, high-value queries (instead of broad, generic topics).


2. Structure Your Content Clearly

  • Use H2/H3 headings for subtopics.

  • Keep paragraphs short (2–3 sentences max).

  • Add bullets and numbered lists for scannability.


3. Write for AI and Humans

  • Provide direct, concise answers up front.

  • Expand with context, examples, and variations.

  • Use natural, conversational language.


4. Cover Semantic Variations

  • Include synonyms and related terms.

  • Address different angles: What / Why / How / When.


5. Build Authority & Trust

  • Cite credible sources.

  • Showcase expertise with author bios or case studies.

  • Keep content fresh and updated.


6. Use Structured Data

  • Add FAQ schema for Q&A content.

  • Add HowTo schema for step-by-step guides.

  • Use Product or Review schema if relevant.


7. Optimize for Readability

  • Short sentences and plain language.

  • Bold key terms for emphasis.

  • Use visuals (images, charts, or tables) where useful.


8. Test in Generative Tools

  • Search your target query in tools like ChatGPT, Bard, or Copilot.

  • Check if your content is referenced.

  • Iterate your structure and wording until it surfaces.


GEO Cheat Sheet (Quick Takeaway)

✔ Start with intent

✔ Structure content clearly

✔ Provide direct answers

✔ Cover variations

✔ Show expertise

✔ Use schema markup

✔ Keep content fresh

✔ Test in generative engines


👉 Golden Rule of GEO: Be the clearest, most complete, most trustworthy answer to the user’s question.


Final Thoughts

The rise of generative search is transforming SEO as we know it. Brands that adapt now will have a clear advantage tomorrow. At Novus Marketing Solutions, we specialize in helping businesses like yours stay ahead of the curve with strategies built for both search engines and AI-driven discovery.


If you’re ready to explore how Generative Engine Optimization can elevate your digital presence, get in touch with our team today.

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Small Business Impact: How the Autumn Budget 2024 Could Change the Game

  • Novus
  • Oct 31, 2024
  • 2 min read

As a small business ourselves, we at Novus Marketing Solutions are no strangers to the financial ups and downs of the budget season. With the Autumn Budget 2024 now on the table, we’ve taken a close look at how it impacts small businesses like ours – the good, the bad, and the unexpected.


Illustration of the 2024 UK budget

The Upsides

The Budget brings some beneficial measures for small businesses, including a solid R&D tax relief set at 19%, which is perfect for businesses in tech or innovation sectors. The annual investment allowance remaining at £1 million is another win, giving us the breathing room to make big purchases without worrying about tax implications.


On the contracting side, the extra funding for public sector projects might mean new work opportunities for small businesses able to tap into public sector needs. And that’s not all – the freeze on income tax thresholds also means we’ll be holding onto slightly more from our business earnings than if rates had gone up.


The Challenges

On the flip side, higher payroll costs are on the horizon, thanks to the increased National Living Wage. For a business that values every team member, this could mean adjusting budgets or even rethinking some roles. Energy costs remain high as well, and while we’re keeping an eye on grants for energy efficiency, there’s no immediate relief here.


The potential end of the fuel duty freeze could also be a tough hit for businesses that rely on transport, such as local retail and delivery services. Plus, changes to capital gains tax could complicate things for small business owners planning to sell or pass on their businesses in the coming years.


A Personal Perspective

As a small business ourselves, we see the positives and challenges of this Budget. We’re committed to supporting our team with fair wages while also making the best of opportunities for growth through R&D and sector partnerships. Like many of our peers, we’ll be watching for updates on capital gains tax and other measures that could reshape our longer-term planning.


Illustration of the UK Budget


The Autumn Budget is certainly a balancing act for small businesses. We’re excited about the growth prospects but cautious about the rising costs. For any small business out there, this is a time to budget smartly, stay adaptable, and keep a keen eye on opportunities for savings and growth.

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