Ed Raine, Katie Bolton.
Brand and performance agency Jaywing has extended its partnership with small business insurance platform BizCover and begun working with pet wellness brand Lyka as demand grows for generative AI search optimisation services.
The appointments come as generative search technology reshapes brand discovery, driving demand for generative engine optimisation that requires content shaped for AI retrieval.
"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," said Katie Bolton, digital PR and off-page director at Jaywing.
BizCover has extended its partnership with Jaywing across digital PR services. The agency has developed campaigns including 'Most In-Demand Trades in Australia' and 'The Small Business Growth Report', achieving media coverage and backlinks from high-quality publications.
Sharon Kenny, head of marketing at BizCover, said the agency's strategic approach has increased media exposure while supporting organic growth objectives.
"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," Kenny said.
Lyka, which produces fresh dog food delivered to customers, is working with Jaywing on SEO to test opportunities for organic channel growth. The project focuses on strengthening search visibility and exploring 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," said Ed Raine, director of integrated growth at Jaywing.
"This is about proving the commercial impact of SEO in the near term, while keeping an eye on how generative search will evolve."
Wendy Tran, growth manager at Lyka, said the partnership builds on previous work with the agency.
"Having worked with Jaywing previously, I know first-hand their ability to impact organic performance," Tran said.
"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."
Jaywing and sister agency Frank Digital were acquired by Merchantwise Group last month in what the company described as its biggest acquisition to date.
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