Future-Proofing Discovery: SEO, GEO & What’s Next with NOVOS & Superco

A deep dive with Novos and Superco into how search is evolving, from traditional SEO to generative engine optimisation, and what brands need to do now to stay discoverable.

Transcript

2. Daniel Cartland Delivery Director
3. SEO is dead?
4. LLMs about 5% of organic traffic (but growing!
5. Google AIOs are owning 58% of historical clicks. https://ahrefs.com/blog/ai-overviews-reduce-clicks-update/ For every 100 clicks you could historically earn for a top-ranking page, Google now “keepsˮ 58.
6. SEO increasingly becomes a brand channel vs a performance channel.
7. Search has changed, have you?
8. From keywords… “Best mascara lengtheningˮ
9. …to situational search. “I want a mascara that gives length but still looks natural for everyday work, I want to avoid clumping and it to last all day when in the officeˮ
10. What can you actually do?
11. Adapting Content For AI Search S.E.E.D. Situational Relevance Intent & context rich content Expert-Led Content Offer additional expertise and experience Enriched Product Data Structured, scannable information Distinct Brand Messaging What makes you memorable?
12. Situational relevance - examples.
13. Situational relevance - examples.
14. Enriched product data - examples.
15. Expert, experience-led content & distinct brand values - examples.
16. Ensure PDPs are categorised and category metafields are complete to align with UCP. Google and Shopify recently announced their Universal Commerce Protocol UCP, an open source way to structure and provide information for LLMs and pathe the way to integrated checkout/agentic search. Shopify simultaneously have released backend aspects we want to take advantage of to future proof the site and improve discoverability: Suggestions & recommendations 1. Assign all products to a category and subsequent category metafields to improve discoverability in AI. 2. Ensure knowledge base app is up to date to give brand information direct to Shopify for AI accuracy
17. Understand your personas
18. SEO is increasingly becoming a brand play.
19. Signposted common attributes.
20. “I want a mascara that gives length but still looks natural for everyday work, I want to avoid clumping and it to last all day when in the officeˮ
21. Subtopic Coverage Score Why it matters “Best body butter for eczema / sensitive skin / KPˮ 5/10 Shea is strongly associated with skin conditions, so expanding here captures high-intent, problem-led searches. “Body butter vs lotion vs body yogurt (which should I choose?ˮ 3/10 Comparison queries are key for mid-funnel users deciding between formats. “Ingredient deep dive (what shea butter actually does for skin)ˮ 4/10 Translating ingredients into benefits improves AI retrieval and educational authority. “Routine integration (full dry skin routine with complementary products)ˮ 4/10 Helps capture regimen-based queries and increases basket size through structured journeys. “Proof & trust signals (reviews, clinical claims, before/after)ˮ 3/10 Critical for conversion and AI-driven recommendations, currently underdeveloped beyond basic claims. Query fan out mapping to find related sub-queries.
22. Tracking AI performance.
23. Tracking AI - visibility across core categories.
24. Top cited domains across earned media.
25. Share of voice in AI & sentiment.
26. Thanks! NOVOS @thisisnovos thisisnovos.com