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. BizCover, an online business insurance platform, has extended its partnership with Jaywing across digital PR. This is about proving the commercial impact of SEO in the near term, while keeping an eye on how generative search will evolve. “Having worked with Jaywing previously, I know first-hand their ability to impact organic performance,” explained Wendy Tran, growth manager at Lyka.