Brand, experience and performance agency, Jaywing, has extended its partnership with small business insurance platform BizCover and started work with pet wellness brand, Lyka, as brands turn to future-proofing organic search strategies through SEO, digital PR and AI optimisation.
With generative search reshaping how people discover brands, Jaywing is seeing strong growth in generative engine optimisation (GEO), which requires content that’s precise, authoritative, and optimised for AI retrieval. Digital PR plays a critical role in securing brand mentions, trusted citations, and authoritative backlinks that influence how and where brands appear in AI-powered results.
BizCover, an online business insurance platform, has extended its partnership with Jaywing across digital PR. Jaywing has developed successful campaigns for BizCover including the ‘Most In-Demand Trades in Australia’ and ‘The Small Business Growth Report’, which achieved extensive media coverage and authoritative backlinks from high-quality publications, a key lever in boosting domain authority and organic performance.
“BizCover is taking a smart, future-focused approach to growing their brand online, investing in Digital PR as a strategic lever for boosting domain authority and improving SEO performance ahead of major updates like Google’s Search Generative Experience. It’s exciting to work with a brand that truly understands the long-term value of earned media and is leaning into innovative ways to build trust and visibility at scale,” said Katie Bolton, digital PR and off-page director at Jaywing.
“The results we’ve already achieved with Jaywing speak for themselves and their strategic approach to Digital PR has not only increased our media exposure, but has also directly supported our organic growth objectives in a rapidly changing search landscape. We are delighted to extend our productive relationship with them,” commented Sharon Kenny, head of marketing at BizCover.
Alongside this, Lyka, which makes fresh dog food from real ingredients, delivered direct to Aussie doors, is working with Jaywing on its SEO, to test opportunities for driving growth through organic channels. The project will focus on strengthening Lyka’s visibility in search, exploring high-growth areas in SEO performance, and understanding how generative AI may influence future discovery.
“Lyka is an ambitious, digitally native brand, that understands the value of diversifying beyond paid and exploring organic opportunities. This is about proving the commercial impact of SEO in the near term, while keeping an eye on how generative search will evolve. We’re excited to be working with Lyka on this journey,” said Ed Raine, director of integrated growth at Jaywing.
“Having worked with Jaywing previously, I know first-hand their ability to impact organic performance,” explained Wendy Tran, growth manager at Lyka.
“This project gives us the chance to test how SEO can support our ambitious growth goals and help us reach more Aussie pet parents who want to put their dog’s health first by feeding a real food diet.”
