Jaywing extends BizCover partnership and adds Lyka

Jaywing, the brand, experience and performance agency recently acquired by Merchantwise Group, has extended its partnership with online business insurance platform BizCover and begun work with pet wellness brand Lyka.

As generative search reshapes how consumers discover brands, Jaywing said it is seeing increased demand for generative engine optimisation (GEO), a discipline requiring precise, authoritative content optimised for retrieval by AI-powered platforms. Digital PR is a key driver, delivering brand mentions, citations and backlinks that influence visibility in generative results.

BizCover renews Digital PR brief

BizCover has reappointed Jaywing across Digital PR, following successful campaigns including the Most In-Demand Trades in Australia and The Small Business Growth Report. Both initiatives delivered extensive media coverage and high-quality backlinks, strengthening domain authority and organic performance.

Katie Bolton, digital PR and off-page director at Jaywing, said BizCover was taking “a smart, future-focused approach” by investing in Digital PR as a lever for SEO performance ahead of major updates like Google’s Search Generative Experience.

Sharon Kenny, head of marketing at BizCover, added: “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.”

Lyka appoints for SEO growth

Meanwhile, Lyka has engaged Jaywing to test opportunities for driving growth through organic channels. The project will focus on strengthening search visibility, exploring high-growth SEO opportunities and assessing the potential impact of generative AI on future discovery.

Ed Raine, director of integrated growth at Jaywing, described Lyka as “an ambitious, digitally native brand that understands the value of diversifying beyond paid and exploring organic opportunities”.

Wendy Tran, growth manager at Lyka, 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.”

The appointments come after Jaywing and sister agency Frank Digital were acquired last month by Merchantwise Group, marking one of the group’s largest acquisitions to date.

Top image: Jaywing’s Ed Raine and Katie Bolton

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