SYDNEY, AUSTRALIA – Brand, experience, and performance agency Jaywing has extended its partnership with leading small business insurance platform BizCover and commenced work with fast-growing pet wellness brand Lyka, as brands increasingly invest in future-proofing organic search strategies through SEO, Digital PR, and AI optimisation.
As generative search reshapes how people discover brands, Jaywing reports a surge in demand for generative engine optimization (GEO) — content designed to be precise, authoritative, and optimized for AI-driven retrieval. Digital PR has emerged as a key driver in this space, delivering brand mentions, trusted citations, and authoritative backlinks that strengthen visibility in AI-powered search results.
BizCover, Australia’s leading online business insurance platform, has extended its Digital PR partnership with Jaywing following successful campaigns such as the Most In-Demand Trades in Australia and The Small Business Growth Report. These initiatives secured significant media coverage and authoritative backlinks, strengthening BizCover’s domain authority and organic performance.
Katie Bolton, Digital PR and off-page director at Jaywing, said, “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.”
Sharon Kenny, head of marketing at BizCover, said “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.”
Meanwhile, Lyka, the pet wellness brand delivering fresh dog food made from real ingredients direct to Australian homes, has engaged Jaywing to explore opportunities for growth through organic search. The collaboration will focus on strengthening visibility, testing high-growth SEO opportunities, and assessing how generative AI may influence brand discovery.
Ed Raine, director of integrated growth at Jaywing, said, “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.”
Wendy Tran, growth manager at Lyka, said, “Having worked with Jaywing previously, I know first-hand their ability to impact organic performance. 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.”
The announcement follows Jaywing and its sister agency, Frank Digital, being acquired last month by Merchantwise Group, one of Australia’s fastest-growing integrated marketing and media companies, in its largest acquisitions to date.
