Reading Time: 3 minutes
Employee Spotlight: Meet Zander, Our SEO Manager

Employee Spotlight: Meet Zander, Our SEO Manager

by | 16 Oct 2025 | Company News

Reading Time: 3 minutes

Our success at Woya Digital comes from the talent and passion of our team. This month, we’re featuring Zander, our SEO Manager, whose curiosity for digital innovation and strategic mindset helps drive powerful results for our clients. Always exploring new tools and trends, Zander brings both creativity and precision to every project he takes on.

1. What’s one digital marketing trend or tool you’re excited about?

Lately, I’ve been really into Dragon Metrics. It’s a great SEO tool that helps me track keyword performance and competitor insights in a really intuitive way. I love how it brings everything together in one place, from rank tracking to on-page analysis, which makes optimising client sites more streamlined and strategic.

I’m also fascinated by how AI-driven optimisation continues to evolve. The way artificial intelligence is shaping everything from content creation to search intent analysis is incredible.

2. What’s the most exciting part of your role at Woya Digital and why does it get you fired up?

For me, the thrill is in on-page strategy. I love getting hands-on with client websites, refining schemas, improving technical structures, and tweaking those subtle details that make a huge difference in how search engines (and people) interact with a site.

There’s something deeply satisfying about spotting an opportunity, making a change, and watching performance lift as a result. It’s a mix of detective work and creative problem-solving.

3. If you had to explain SEO to your family in one sentence, what would you say?

I’d tell my family that SEO is basically convincing Google that your website is cooler and more interesting than everyone else’s, without actually bribing it.

4. What’s one digital trend you think every business should be paying attention to right now?

Definitely hyper-personalisation and predictive experiences. The days of one-size-fits-all marketing are long gone, now it’s all about anticipating what your audience wants before they even ask.

Businesses that can deliver tailored content, recommendations, and user journeys in real time are the ones setting the pace. It’s not just about having data anymore; it’s about using it meaningfully to build human-centred digital experiences.

5. What’s a typical day like for you and what’s never typical about it?

A typical day starts with audits and planning. I review client performance, create content plans, and map out SEO action steps. I’ll often dive into data, run diagnostics, and collaborate with designers or developers to make sure everything aligns.

But what’s never typical is how dynamic it all is. SEO is constantly shifting. Algorithms update, trends evolve, and every client’s business brings its own challenges. No two days are ever quite the same, and that’s exactly what keeps it exciting.

6. If Woya had a team playlist, what song would you add and why?

I’d add “A Horse With No Name” by America. apart from the fact that it’s a timeless classic it’s got that chilled, steady rhythm that just keeps you in the zone. It’s the perfect backdrop for deep-focus SEO work. calm enough to think clearly, but with enough energy to keep you moving.

7. What is it really like working at Woya Digital?

The teamwork at Woya is genuinely one of the best parts of the job. Everyone’s super talented in their own area, but what really makes it great is how open and collaborative the environment is. We’re constantly bouncing ideas around, sharing wins, and helping each other problem-solve.

Woya Digital Strengthens Board with Unusual Group and Expands Global HQ to Malta

Woya Digital Strengthens Board with Unusual Group and Expands Global HQ to Malta

by | 8 Oct 2025 | In The Press

Reading Time: < 1 minute

We are proud to share that Yahoo Finance recently covered our latest strategic development: “Woya Digital Strengthens Board With Unusual Group and Expands Global HQ”. Yahoo Finance UK

Woya Digital Strengthens Board With Unusual Group and Expands Global HQ

We are proud to announce a significant milestone in the continued growth of Woya Digital. We have strengthened our leadership with the addition of Unusual Group to our board and established a new global headquarters in Malta. This move supports our long term strategy of sustainable growth and international expansion.

Strengthening Strategic Leadership

Unusual Group joins our board to enhance governance and support strategic decision making. Their commercial experience and international perspective will play a key role as we scale our operations and capabilities. This collaboration reinforces our ambition to grow responsibly while remaining agile and performance focused.

Commitment to Clients and Delivery

This development does not change who we are or how we work. Our mission remains to deliver effective digital marketing and SEO with measurable business growth. Our team structure, service levels and client partnerships remain unchanged. This evolution strengthens our infrastructure and investment in digital innovation including AI led marketing strategies.

Looking forward

This marks an exciting new chapter for Woya Digital. With strong leadership support and an expanded global footprint, we are positioned to grow our services, attract new talent and create even greater value for our clients. We look forward to sharing further developments in the months ahead.

Read the full article as published in Yahoo News.

Employee Spotlight: Meet Pamela, Our Digital PR Executive

Employee Spotlight: Meet Pamela, Our Digital PR Executive

by | 18 Sep 2025 | Company News, SEO

Reading Time: 3 minutes
At Woya Digital, our people are the driving force behind everything we do. Each member of the team brings unique expertise, creativity, and fresh perspectives that shape our success. We’re delighted to welcome Pamela, our new Digital PR Executive.

With a natural curiosity for all things digital and a determination to grow in her role, Pamela has already begun making an impact, her energy and enthusiasm are proving invaluable as she contributes to our Digital PR and SEO campaigns.

What’s one digital marketing trend or tool you’re excited about?

I’m not sure if I’d call it a trend, however, I think it’s fascinating how we’ve come full circle. With the rise of AI-generated content, audiences are wanting authenticity. When AI first started shaping content, there was a rush to create more, faster, and often it all began to sound the same. 

Now, people are moving in the opposite direction and want content that feels genuine and human. In many ways, AI has highlighted just how much we value authenticity.

What’s the most exciting part of your role at Woya Digital, and why does it get you fired up?

I’ve only been at Woya for a couple of weeks, so I’m still learning the ropes. What excites me most right now is the opportunity to grow into my role. The steep learning curve has been really energising and I’ve been enjoying getting hands-on and absorbing as much as I can. 

Even though I’m new to the team, I can already see how my role connects to Woya’s broader goals. That mix of learning (as well as learning from my super talented team-mates) and purpose is what gets me fired up and keeps me on my toes.

If you had to explain Digital PR to your family in one sentence, what would you say?

I would say that Digital PR is basically using online stories and media coverage to get people talking about a brand and make it easier to find and trust them on the internet. 

It’s about reputation building, and because it takes place online, it’s more targeted to specific audiences and its impact is measurable through data (cue SEO). To give an example is also helpful, for instance, if you’re in the market for new trainers, you think of brands like Adidas and New Balance because they are highly trusted in terms of quality and hold a reputation in their respective market.

What’s one digital trend you think every business should be paying attention to right now?

I think every business should be paying attention to how AI is changing search. 

With Google rolling out its AI-powered Search Generative Experience, SEO isn’t just about ranking anymore. It’s about creating clear, trustworthy content that meets user intent, builds trust and expertise in your niche, and getting the technical foundations right so search engines (and AI) can easily understand your site and be pulled into AI-driven answers. 

Businesses that adapt to this shift early will be in the best position to stay visible and relevant.

What’s a typical day like for you, and what’s never typical about it?

A typical day for me currently involves optimising and publishing Digital PR and guest post content through our platforms. I’m also expanding my knowledge within the wider SEO space, continuously building my skills through tutorials.

What’s never typical is how fast things move in Digital PR.

If Woya had a team playlist, what song would you add and why?

Dancing in the Moonlight by Toploader. It’s a classic, feel-good song that everyone knows and can sing along to, it just screams uplifting and happy vibes.

Woya Digital Showcases Digital Expertise, Driving Online and AI Visibility for Aesthetic Clinics

Woya Digital Showcases Digital Expertise, Driving Online and AI Visibility for Aesthetic Clinics

by | 12 Sep 2025 | In The Press

Reading Time: < 1 minute

Woya Digital, a specialist UK digital marketing agency focused on AI-first SEO, digital PR, and conversion optimisation, has released insights into a recent successful collaboration with a UK aesthetics clinic, leveraging its extensive expertise in digital marketing for aesthetics professionals to demonstrate powerful growth achieved through targeted online visibility strategies.

Read the full article as published in Yahoo News.

Expert SEO Specialists at Woya Digital Clarify the Vital Importance of Online Visibility for Care Homes

Expert SEO Specialists at Woya Digital Clarify the Vital Importance of Online Visibility for Care Homes

by | 12 Sep 2025 | In The Press

Reading Time: < 1 minute

UK care homes, nursing centres and supported living facilities are in sustained demand, but the seasoned professionals in care home SEO at Woya Digital have emphasised why keeping pace with changing search trends is critical to connecting providers with families and communities.

Read the full article as published in The Associated Press.

Google Updates

Google Updates

by | 26 Aug 2025 | Digital Marketing

Reading Time: 2 minutes

Google rolls out multiple core and spam updates each year to refine search quality, enhance spam detection, and improve overall user experience.

Below is a recap of the recent major Google algorithm updates, outlining their purpose and impact on search rankings and website performance.

Update Name Date Description
August ’25 Spam Update Started 26/08/2025 – Completed 22/09/2025 The August 2025 Spam Update targeted thin, duplicate, and manipulative content, while sites with original content and good moderation generally saw stable or improved visibility.
June ’25 Core Update Started 30/06/2025 – Completed 17/07/2025 The second broad algorithm update of the year which took three weeks to fully roll out. This core update was aimed at improving Google’s search ranking systems, helping relevant, high-quality content rank more effectively.
March ’25 Core Update Started 13/03/2025 – Completed 27/03/2025 A broad algorithm update aimed at improving the visibility of relevant and satisfying content across all types of websites. With a continued focus on promoting content from individual creators. It is expected to take up to two weeks to fully deploy and impacts search features globally.
December ’24 Spam Update Started 19/12/2024 – Completed 26/12/2024 Aimed at improving Google’s spam detection capabilities. Broad spam update targeting websites in violation of Google’s spam policies.
December ’24 Core Update Started 12/12/2024 – Completed 18/12/2024 Fourth and final core update of 2024. Aimed at refining search rankings to improve content quality and relevance. Many sites experienced fluctuations, with a focus on rewarding high-value content.
November ’24 Core Update Started 11/11/2024 – Completed 5/12/2024 A major algorithm update lasting over three weeks, refining Google’s ranking criteria to favor authoritative, user-focused content while downranking outdated or unhelpful pages. The algorithm was also updated to understand context and intent to provide more nuanced search results.
Ranking Experiencing an Ongoing Issue Started 15/08/2024 – Completed 19/08/2024 Google acknowledged ranking disruptions due to technical issues affecting indexing and ranking stability. Temporary ranking volatility was observed.
August ’24 Core Update Started 15/08/2024 – Completed 3/09/2024 Rolled out to improve search result quality, promoting useful content. This update incorporated feedback from creators following the March ‘24 update. Aiming to help small and independent publishers with original and relevant content connect with users. 
June ’24 Spam Update Started 20/06/2024 – Completed 27/06/2024 The goal of this update was to improve search result quality by targeting websites in violation of Google’s spam policies. Focused on the elimination of various forms of spam such as automated AI content generation with the sole purpose of improving search rankings, paid links meant to manipulate rankings, thin, duplicated or poor-quality content, and hidden redirects or other deceptive techniques. 
March ’24 Spam Update Started 5/03/2024 – Completed 19/03/2024 Aimed at improving Google’s ability to detect search spam making use of manipulative tactics. Targeted aggressive spam tactics such as expired domain abuse, scaled content abuse and site reputation abuse. 
March ’24 Core Update Started 5/03/2024 – Completed 19/04/2024 A major ranking update over 45 days, with the goal of enhancing search result quality by reducing low-quality content. Focusing on content relevance, expertise, and trustworthiness while reducing the impact of low-quality sites. 
Employee Spotlight: Meet Lore, Our SEO Manager

Employee Spotlight: Meet Lore, Our SEO Manager

by | 30 Jul 2025 | SEO

Reading Time: 2 minutes

At Woya Digital, we’re proud to have a team of experts who 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 Extension by 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 search and 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 One by Dua Lipa. It’s upbeat, energising, and perfect for getting in the zone when working on content or optimisations.

SEO and Digital Marketing Experts, Woya Digital, Lean Into Niche Financial Services Specialism

SEO and Digital Marketing Experts, Woya Digital, Lean Into Niche Financial Services Specialism

by | 23 Jul 2025 | SEO

Reading Time: < 1 minute

Leading UK SEO, digital PR and digital marketing agency, Woya Digital, has leveraged its years of experience supporting clients in the accounting, wealth management, and financial services sectors to further focus in these areas, providing unparalleled expertise and firsthand knowledge of the challenges faced by client businesses.

Read more as published in Business Insider.

Understanding AI Overviews and Their Impact on SEO

Understanding AI Overviews and Their Impact on SEO

by | 15 Jul 2025 | SEO

Reading Time: 4 minutes

After years of relying on the same methods, digital marketing agencies and businesses are now being challenged to pivot and adapt (some more quickly than others, depending on their existing strategies).

At the heart of this shift is AI search, currently dominating the conversation in digital marketing circles.

This shift has and continues to generate considerable uncertainty, leading to concern for many clients. Much of this anxiety stems from misconceptions or a lack of clear understanding.

To address this, we’ve put together this simple overview to clearly explain what AI search is, how it’s reshaping search marketing, its impact on SEO practices, and the practical steps that can be taken at this stage to remain competitive right now.

What Are AI Overviews?

AI Overviews represent Google’s innovative approach to delivering search results by using artificial intelligence to generate concise summaries, directly within the search results page.

This AI-powered LLM feature leverages sophisticated language models to provide instant, contextually relevant answers to user queries.

Where and How AI Overviews Appear:

  • AI Overviews appear prominently at the very top of search results, above traditional organic listings.
  • Visually, they resemble enhanced featured snippets or brief summaries, with an aim to quickly inform users without requiring additional clicks through to websites.
  • They include citations and links to relevant web pages, facilitating deeper exploration if needed.

AI Overviews first started showing up for more complex questions but now they’re popping up more regularly, showing that Google’s really leaning into an ‘AI-first’ approach where quick, clear answers take priority.

How Do AI Overviews Work?

Google’s AI Overviews use the Search Generative Experience (SGE), combining advanced language models (LLMs) and traditional search index data.

When users type a question in search, Google’s AI rapidly interprets the intent, synthesises data from authoritative web sources, and generates concise answers.

The process involves:

  • Query Analysis: Identifying exact user intent and nuances behind queries searches.
  • Content Gathering: Extracting relevant, authoritative content from indexed sources.
  • Dynamic Synthesis: Generating succinct, accurate responses using natural language.
  • Continuous Adaptation: Regularly updating and evolving the content based on new information and user interaction.

This means content creators need to focus less on just getting clicks and more on becoming trusted sources that Google’s AI will want to use.

How to Rank in AI Overviews, in Google Search Results

Ranking in AI Overviews marks a shift from traditional SEO practices. The fundamentals remain important, but the way they are applied is changing significantly.

1. The Importance of High-Quality, User-Centric Content

Google’s AI favours content that directly addresses users’ queries comprehensively and clearly.

  • Craft content that explicitly and simply answers user questions.
  • Ensure content is accurate, detailed, updated, and easily digestible.
  • Structure content logically, using clear headings, lists, and bullet points.

2. Authority Building is Crucial

Authority is now paramount. Google’s AI models give preference to sites demonstrating expertise, reliability, and topical depth.

  • Publish authoritative content regularly on focused topics.
  • Highlight your authors’ credentials and expertise.
  • Secure backlinks and mentions from trustworthy, respected sources.

This is a good time to highlight how Digital PR is now more important than ever when it comes to building authority online.

As Google’s AI overviews pull from sources it deems trustworthy and reputable, earning coverage and backlinks from well-known publications, industry blogs, and high-authority domains can make a huge difference. Digital PR not only improves your website’s authority signals in Google’s eyes but also increases your chances of being referenced in AI-generated summaries.

It’s no longer just about having great content, it’s about making sure that content is validated by other respected voices across the web. In short, digital PR amplifies your expertise and visibility, helping AI choose your content as a credible answer.

3. Keywords and Key Terms Still Matter

While exact keyword matches matter less, well-chosen semantic clusters and key phrases remain critical for signaling relevance.

  • Focus on intent-driven, natural-language keyword clusters.
  • Incorporate conversational phrases and commonly asked questions.
  • Ensure alignment across metadata, headings, and body text.

4. The Importance of Tracking Rankings and Impact

Traditional ranking metrics alone are insufficient; visibility within AI Overviews needs distinct tracking methods.

  • Monitor appearances in AI Overviews specifically.
  • Track shifts in visibility, citations, and zero-click traffic.
  • Use analytics to measure brand exposure beyond just organic click-throughs.

Is SEO Still Important?

YES, SEO remains fundamentally critical. AI search and AI Overviews don’t eliminate SEO; they amplify the need for well-executed SEO strategies.

Why SEO Remains Vital:

  • AI-generated summaries rely heavily on optimised, structured, authoritative content.
  • Even without clicks, SEO visibility significantly enhances brand authority and recognition.
  • Structured data and technically sound SEO provide foundational support for AI and traditional search results.

AI overviews aren’t replacing SEO; rather, they build upon robust SEO practices.

SEO strategies now must focus on:

  • Comprehensive content optimisation for both AI-driven and traditional search.
  • Strategic use of structured data and semantic relevance.
  • Ensuring authority, credibility, and content excellence.

Impact on User Behaviour & Organic Traffic

AI Overviews significantly impact user behaviour by delivering concise, accurate answers directly on Google’s results page. With simple questions answered upfront, many users no longer need to click through to websites, causing a shift in how organic traffic behaves.

Here are some key effects you’ll notice:

Higher Impressions, Fewer Clicks
Your content may frequently appear in AI Overviews, significantly boosting your overall visibility or impressions. Because these AI-generated answers satisfy basic user questions immediately however, fewer people click through to traditional organic results.

Lower Click-Through Rates (CTR)
Standard search listings, particularly content like FAQ pages, informational blog posts, and basic guides, often get pushed further down the page beneath AI summaries. As a result, even if your content still ranks highly in traditional results, you’ll likely experience a measurable decline in CTR.

Improved Visit Quality
Though overall click volumes might decrease, the quality of the users who do click through often improves. Users who bypass AI-generated summaries typically have stronger intent, seeking more detailed, in-depth information or specialised services. This means these visitors are often more engaged and more likely to convert.

This shift is driving substantial changes in SEO and content strategies. Businesses must now pivot toward creating more authoritative, in-depth content designed to capture high-intent users who move beyond initial AI Overviews in search of deeper insights or actionable solutions.

Staying Competitive in AI-Driven Search

For sectors like financial services, healthcare, and businesses where trust and expertise are critical, AI-driven changes to search are a significant evolution, but not a disruption to SEO fundamentals.

Users increasingly expect instant, relevant, and authoritative information, reinforcing the necessity for outstanding content and SEO practices.

To thrive:

  • Prioritise content quality and authoritative depth.
  • Adjust tracking methods to better capture AI-driven visibility.
  • Understand and leverage Google AI Ads strategically.
  • Continuously refine your SEO foundations to accommodate evolving AI trends.

At Woya Digital, we’re adapting to these shifts, ensuring our clients remain visible, credible, and competitive in the rapidly evolving search landscape.

Ready to adapt your strategy for AI-powered search? Contact us to discuss how Woya Digital can help you succeed.