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Employee Spotlight: Meet Lore, Our SEO Manager

Employee Spotlight: Meet Lore, Our SEO Manager

by | 30 Jul 2025 | SEO

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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.

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

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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

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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.

Google Updates

Google Updates

by | 30 Jun 2025 | Digital Marketing

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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 NameDateDescription
August ’25 Spam Update26/08/2025Google’s Search Status Dashboard lists an August 2025 spam update, starting 26/08/25. The exact duration isn’t specified, but spam updates typically run for a few days to a couple of weeks.
June ’25 Core UpdateStarted 30/06/2025 – Completed 17/07/2025The 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 UpdateStarted 13/03/2025 – Completed 27/03/2025A 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 UpdateStarted 19/12/2024 – Completed 26/12/2024Aimed at improving Google’s spam detection capabilities. Broad spam update targeting websites in violation of Google’s spam policies.
December ’24 Core UpdateStarted 12/12/2024 – Completed 18/12/2024Fourth 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 UpdateStarted 11/11/2024 – Completed 5/12/2024A 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 IssueStarted 15/08/2024 – Completed 19/08/2024Google acknowledged ranking disruptions due to technical issues affecting indexing and ranking stability. Temporary ranking volatility was observed.
August ’24 Core UpdateStarted 15/08/2024 – Completed 3/09/2024Rolled 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 UpdateStarted 20/06/2024 – Completed 27/06/2024The 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 UpdateStarted 5/03/2024 – Completed 19/03/2024Aimed 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 UpdateStarted 5/03/2024 – Completed 19/04/2024A 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. 
Expert Digital Marketers at Woya Digital Recognised for Community Support Work

Expert Digital Marketers at Woya Digital Recognised for Community Support Work

by | 14 Apr 2025 | In The Press

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Leading digital marketing and SEO agency, Woya Digital, has undertaken our latest community-focused project. This forms part of our commitment to broadening access to marketing expertise and professional support for local businesses, including charitable initiatives and companies with environmentally focused objectives.

Read the full article as published in The Associated Press.

Employee Spotlight: Meet Farah, Social Media Account Manager

Employee Spotlight: Meet Farah, Social Media Account Manager

by | 20 Feb 2025 | Company News

Reading Time: 3minutes

At Woya Digital, we’re proud to have an incredible team, and today, we’re spotlighting Farah Dietrich, our talented Social Media Account Manager. With an Honours degree in Mass Communications and Media and background as Head of Marketing for a social media SAAS agency, Farah brings her expertise in strategy, contentand paid advertising to Woya. 

1. Can you share a little about your role and what you do on a daily basis?

As a Social Media Account Manager at Woya, I work closely with clients to create and execute strategies that reflect their unique goals, voice, and values. My role involves planning and managing content, running paid advertising campaignson Meta, and ensuring every effort is aligned with the client’s vision.

I maintain regular communication with clients to understand their needs, provide updates, and ensure their expectations are met. On a daily basis, I oversee content creation, schedule posts, monitor engagement, and analyse performance data to refine strategies and improve outcomes. My focus is on delivering thoughtful, results-driven social media management that helps clients build their presence and achieve their objectives.

2. What do you enjoy most about working at Woya, and what keeps you motivated?

I’m learning every day and that’s what I enjoy the most. Additionally I truly appreciate being part of such a talented, hardworking and driven team, where we all share a common goal of delivering holistic and sustainable digital growthfor our clients. The commitment to quality and excellence here is something I deeply value, and I’m proud to contribute to a company that consistently achieves outstanding results.

What motivates me most is seeing Woya Digital grow and succeed. I’m deeply invested in its ongoing development and take pride in playing a role in that progress. Equally fulfilling is the opportunity to work alongside our clients, whose businesses create meaningful, positive impacts in their communities. It’s inspiring to be part of their journeys and to help them achieve their goals.

3. Is there a particular project or accomplishment you’re especially proud of?

One accomplishment I’m particularly proud of is providing consistent, high-quality content for a client who previously had little to no social media presence. Through a structured content planand a more strategic approach to messaging, I helped improve their impressions and organic reach. Seeing their social media go from inactive to a well-maintained, engaging presence has been incredibly rewarding.

I also take pride in delivering quality content across multiple client accounts while balancing strategy, execution, and client collaboration.

4. What’s something clients might not know about your job or the team?

One thing clients may not realise is how personally invested we are in helping them achieve their marketing goals. We take great pride in delivering the best possible service, not just because it’s our job, but because we genuinely want to see them succeed.

Our team is incredibly hardworking, and each of us brings unique expertise and insights that contribute to Woya’s success. We collaborate, strategise, and refine our approaches to ensure that every client receives tailored solutionsthat align with their vision. At the end of the day, their success is our success, and we are always willing to go the extra mile to make it happen.

5. Outside of work, what are some hobbies or interests that inspire you?

Outside of work, I stay active by playing Touch Rugby, practising Jiu-Jitsu, and surfing whenever I can. I’m also a dedicated plant mum—my clients already know this!

I get a lot of inspiration from staying active and being outdoors, whether I’m on a trail run or in the ocean. I also enjoy learning new things and challenging myself, whether it’s through reading, design, or picking up new skills. I love spending time with my family and friends who inspire me on a daily basis too!