We publish our sources, including when they contradict us
A Generative Engine Optimization agency for hospitality. Small, category-specific, and public about the parts of this industry that do not survive scrutiny.
Short answer
NovaTechRay works on two things: whether an AI crawler can fetch and read a page about your business, and whether independent sources describe you accurately. Everything else we have been asked to sell, we have put on a public page explaining why we will not.
Why this exists
Ask an assistant where to eat in a city you do not know and you get three or four names. Not ten links, not a page of options with a filter bar. Three names, and a sentence about each.
That is a much smaller opening than a search results page, and the businesses that fit through it are not necessarily the best ones. They are the ones a machine could read, and the ones enough independent sources described the same way. Those are two solvable problems, and most of the industry that has grown up around them is selling something else.
The standard we hold ourselves to
We publish our sources. The evidence page lists every tactic we sell, grouped by how well the evidence supports it, with a link to the primary study against each. It includes a group headed “sold widely, tested, did not hold up”, and three of the entries in it were on this site until we audited our own copy and took them off.
When we get something wrong we correct it in public. There are dated correction notes on the evidence page right now, because in September 2026 we found we had understated Google's eligibility requirements and claimed no Search Console reporting existed for AI answers when it had existed since June. Both were our errors. Quietly editing them would have been easier.
We do not have client logos to show you. We have public teardowns instead: real, named businesses audited with the method and the raw evidence published, so anyone can re-run the check and disagree with us.
What we refuse
- Guaranteed placement. There is no submission form and nothing you can file that puts you in an answer. Anyone offering a guarantee is either misunderstanding the systems or counting on you to.
- A timeline for the answers changing. We will date the implementation work. We will not date something no platform publishes a cycle for.
- Invented proof. No testimonials we did not receive, no statistics without a source, no counters, no stock photography of a team that is not ours.
- Tactics we cannot support.
llms.txtas a visibility lever, schema as a citation lever,speakable,FAQPageas a shortcut, the “40 percent uplift” figure. All five are on the evidence page under what did not hold up. - Work outside hospitality. The value here is knowing which constraints decide a dining or accommodation query and which sources get cited for them. That knowledge does not transfer, and we would be worse at your category than someone who lives in it.
Who runs it
NovaTechRay is run by Siddharth Khushalani. The research, the teardowns and the evidence page are written here rather than commissioned, which is why the evidence page occasionally contradicts things we said earlier.
If you want to know how we would think about your business before speaking to anyone, the writing is the honest sample. It argues against a good deal of what this industry sells, including things we used to say.
We have no client logos to show you yet
Most agency pages put a row of brand marks here. We do not have results worth publishing, and inventing them is not an option, so here is what we have instead: our working is public.
Common questions
Because the useful knowledge is category-specific. Knowing that dining queries turn on cuisine specificity, price per head and booking policy, or that accommodation queries turn on room-level attributes and trip intent, is what makes the work worth paying for. A generalist agency has to learn that on your budget.
Small, deliberately. The work is diagnostic and editorial rather than volume production, and the part with the most leverage, getting written about accurately by other people, does not scale by adding headcount.
Both. Several engagements are the technical half only, where a client already has a marketing team and needs the retrievability work specified and verified rather than run end to end.
Talk to us
Thirty minutes, no pitch deck. We will look at how the assistants answer your category today and tell you whether there is anything worth doing.