At Woya Digital, we’re proud to have ateam of expertswho bring dedication, curiosity, and a drive for results to everything they do. Today, we’re spotlighting Lore Defruyt, our brilliant SEO Manager. With her data-led mindset, deep technical knowledge, and love for learning, Lore plays a pivotal role in helping our clients grow through smart, strategic search engine optimisation.
1. What’s one digital marketing trend or tool you’re excited about?
A tool I use almost daily is the SEO Pro Chrome Extensionby Marketing Syrup. It’s incredibly helpful for fast on-page and technical SEO checks, everything you need in one view. It’s a go-to in my workflow.
2. What’s the most exciting part of your role at Woya and why does it get you fired up?
I love collaborating with the team on SEO strategy and getting into the data. Keyword research, reviewing SERP performance in Google Search Console, digging into GA4 engagement reports, it all feeds into building smarter, stronger strategies. I also enjoy experimenting with ChatGPT and other AI tools to improve efficiency and spark new ideas.
3. If you had to explain SEO to your family in one sentence, what would you say?
It’s about improving your website, its content, technical performance, and credibility, so that Google wants to show it to people searching for what you offer.
4. What’s one digital trend you think every business should be paying attention to right now?
Definitely AI-powered searchand the shift towards zero-click results, also known as The Great Decoupling. It’s changing how users interact with search, which makes strong foundational SEO, clear content, and EEAT signals more important than ever.Here’s a good explainer.
5. What’s a typical day like for you and what’s never typical about it?
No two days are quite the same. I start by reading up on the latest SEO news, then dive into performance reviews, keyword research, and competitor analysis. I often run technical audits using tools like Screaming Frog and Dragon Metrics. Whether I’m working on strategy or collaborating with the team, my day is always shaped by the goal of helping clients grow.
6. If Woya had a team playlist, what song would you add and why?
Be the Oneby Dua Lipa. It’s upbeat, energising, and perfect for getting in the zone when working on content or optimisations.