Why Care Home Reviews Matter for Local Search and AI Visibility

Why Care Home Reviews Matter for Local Search and AI Visibility

by | 30 Jul 2026 | Care Home SEO, SEO

Reading Time: 6 minutes

Choosing a care home is a significant and often emotional decision. Before contacting a provider, families may look at its website, Google Business Profile, online reviews, care-directory listings and Care Quality Commission (CQC) information.

Genuine, recent care home online reviews matter because they provide insight into the experiences of residents and families. They can reduce uncertainty, strengthen a home’s wider local presence and help people decide whether to find out more. Reviews however,  do not replace good care, accurate information or proper due diligence.

Why Do Online Reviews Matter When Families Choose a Care Home?

Families considering residential or nursing care are not simply comparing services or facilities.

They are trying to understand whether a home feels trustworthy, whether staff communicate well and whether their relative is likely to be treated with care, dignity and respect. A provider’s website can explain its services, values and approach, but independent feedback adds a different perspective. Reviews may refer to how a resident was welcomed, how staff kept relatives informed or how a concern was handled.

These details can help a family form a more rounded impression before arranging a visit. Consider two otherwise similar care homes in the same area. One profile contains several recent, detailed reviews and thoughtful responses from the provider. The other has only a few older comments that have not been acknowledged. This does not prove that the first home provides better care, but it does give families more current information and fewer unanswered questions.

Reviews should always be considered alongside the home’s website, CQC inspection report and rating, conversations with the provider and an in-person visit. Each serves a different purpose. Reviews reduce uncertainty; they do not replace due diligence.

Do Reviews Help Care Homes Appear in Local Search?

Reviews can contribute to local search visibility, but they are only one part of the picture. Google explains that local results are mainly based on relevance, distance and prominence. Its guidance also states that more reviews and positive ratings can help local ranking.

For a care home, this means a complete and accurate Google Business Profile, the appropriate business category, current contact details and clear information about the services provided all matter. The home’s website, local relevance and wider online prominence also contribute to how easily the organisation can be found and understood.

Signal What it helps communicate Practical action
Accurate profile information Relevance and confidence Keep the name, address, phone number, care types and opening information current
Genuine reviews Recent experiences and recurring themes Invite honest feedback at appropriate moments
Professional responses Responsiveness and willingness to listen Reply without discussing confidential information
Website and location content Service and local context Maintain clear care-type and location information

A business must verify its Google Business Profile before it can reply to reviews. Google says that helpful, positive replies can show customers that a business is responsive, while approved replies are publicly visible beneath the review.

Review activity should therefore form part of a wider care home SEO strategy, rather than being treated as a standalone route to greater visibility. Strong local performance also depends on the website, profile accuracy, relevant content and the overall experience provided to people who find the home online.

At Woya Digital, we partner exclusively with UK care homes, nursing homes and residential care providers, ensuring each online marketing strategy is tailored to the sector’s distinct needs. This includes understanding the importance of local visibility, family trust, private enquiries and sensitive, accurate communication.

What Role Can Reviews Play in AI-Led Discovery?

AI-led search is changing how people research services. Rather than presenting only a list of links, some search experiences combine information from websites, business profiles and third-party sources into a direct response. Reviews can add public language about a care home and the experiences associated with it.

Recurring references to communication, activities, food or the admissions process may provide additional context beyond the provider’s own description. Consistency also matters. Imagine a home that is accurately described as providing residential and dementia care in a particular town across its website, Google profile and relevant care directories.

This gives search and AI systems clearer information than a digital presence containing different addresses, outdated service descriptions or conflicting names. That does not mean reviews guarantee inclusion in AI-generated answers or recommendations. AI systems may omit information, misunderstand context or surface outdated details.

No review-management tactic can promise a particular result. The priority should be to build a clear, credible and consistent online presence for people first. This also gives search platforms more reliable information from which to understand the organisation.

Where Should Care Homes Collect and Manage Reviews?

Care homes should focus on the channels families genuinely use, rather than trying to gather feedback everywhere.

Channel What families find there Provider action Important distinction
Google Business Profile Public reviews alongside local business information Keep details current, invite genuine feedback and respond professionally Reviews reflect individual experiences, not regulatory assessment
Care directories Service information, comparison details and directory reviews Maintain accurate care types, facilities, contact details and imagery Check the directory’s review and verification policies
Care home website Provider information, testimonials and first-party stories Obtain permission and keep the context accurate Do not present edited or selective testimonials misleadingly
CQC Independent inspection reports and regulatory ratings Link to current information and address inaccuracies through the correct route CQC reports and ratings are not consumer reviews

Surveys, thank-you messages and direct family feedback are also valuable, even when they are not published. They can highlight what the home is doing well and identify areas that need attention. Where testimonials are used on the website, the provider should have appropriate permission and protect the dignity and privacy of residents and families.

Google also pulls from keysources such as homecare.co.uk
Google also pulls from key sources such as homecare.co.uk.

How Can a Care Home Request and Respond to Reviews Responsibly?

A good review process is designed to gather honest feedback, not manufacture a perfect rating.

Ask for Honest Feedback at an Appropriate Moment

Families can be invited to leave a review after genuine positive feedback, once a resident has settled or following a constructive care-plan discussion.

The request should be optional and should welcome an honest account rather than asking for five stars or prescribing what to write. Google allows verified businesses to create a direct review link or QR code, which can make the process simpler. However, convenience should never become pressure.

Avoid requesting a review during a crisis, while a complaint remains unresolved or at another emotionally insensitive time. Businesses should not buy, fabricate or commission false feedback. They should also be cautious about incentives. Government guidance on consumer reviews explains the responsibilities of organisations that publish review content, including the need to address fake reviews, concealed incentivised reviews and misleading review information.

Respond Without Compromising Privacy

Responses should be warm and professional, but they must not reveal personal or care-related information. Before publishing a reply, check:

  1. Does it protect the identity and privacy of residents and families?
  2. Is the tone calm, respectful and non-defensive?
  3. Does it avoid confirming diagnoses, incidents, medication or care-plan details?
  4. Does the concern require internal escalation through a complaints or safeguarding process?
  5. Does it offer an appropriate private route for further discussion?

A fictional example response to a negative review might read: We are sorry to read that you have concerns. We take all feedback seriously and would welcome the opportunity to understand the situation properly. Please contact the home manager directly so that this can be discussed privately and handled through the appropriate process.

The response does not confirm whether the reviewer or their relative used the service, argue about the account or disclose confidential details.

Learn From Recurring Themes

Review management should be treated as listening, not simply marketing. If several reviews mention communication delays, unclear updates or problems during admissions, this may indicate an operational issue that deserves attention.

Positive feedback is useful too. It can show which aspects of the resident and family experience are most valued and provide recognition for staff. Tracking themes over time helps a provider connect its public reputation with genuine service improvement.

A Practical Monthly Review Check for Care-Home Teams

A simple monthly process can keep review management consistent:

  1. Check new feedback across priority platforms.
  2. Respond using an approved, privacy-conscious process.
  3. Correct outdated business or care-service information.
  4. Record recurring themes and escalate material concerns.
  5. Identify suitable opportunities to invite honest feedback.
  6. Confirm that website testimonials remain permissioned and accurate.
  7. Compare the public profile with current website and CQC information.

Responsibility should sit with a named person, such as the registered manager, admissions lead or marketing contact. The purpose is not to chase a particular score but to ensure that public information is current, feedback is acknowledged, and important issues reach the right internal team.

Reviews Work Best as Part of the Wider Strategy

Genuine reviews can build family confidence, support local discovery and provide useful context across an increasingly varied search landscape. Their value comes from authenticity, relevance and responsible management, not volume alone.

Care homes should make honest feedback easy to share, respond with sensitivity and use recurring themes to inform improvement. Reviews should then be considered alongside accurate profiles, clear website content, CQC information and the quality of the enquiry journey.

If your care home’s online presence does not accurately reflect the service you provide, Woya can review the wider route from local discovery to website enquiry.

Our Healthcare Growth Catalyst is an integrated online visibility accelerator that combines specialist healthcare SEO, local search optimisation, content marketing, digital PR, PPC and AI search optimisation. It is designed to strengthen the signals that help care providers become more visible, better understood and easier for families to find online.

Explore the Healthcare Growth Catalyst, learn more about our specialist SEO support for care homes or arrange a local visibility review with Woya Digital.

Understanding SEO for Regulated Industries

Understanding SEO for Regulated Industries

by | 10 Jun 2026 | Regulated Industries, SEO

Reading Time: 3 minutes

SEO for regulated industries operates under very different conditions to most commercial sectors. Organisations in healthcare, financial services and other regulated fields must balance visibility with legal obligations, advertising standards and reputational risk.

In these environments, search performance is closely tied to trust. Search engines and AI-driven systems apply greater scrutiny to regulated content, particularly where information could influence health, financial decisions or personal wellbeing. As a result, traditional SEO tactics may be insufficient and, if applied uncritically, can become counterproductive.

Regulated SEO has evolved into a discipline shaped by governance, interpretation and risk management as much as optimisation.

Why SEO Works Differently in Regulated Sectors

Regulated industries operate within frameworks that define what can be said, how claims must be framed and which information requires qualification or context. These constraints influence everything from keyword targeting to content structure.

Google classifies much regulated content as YMYL (Your Money or Your Life), applying higher thresholds for quality, accuracy and trust. In practice, this means slower initial growth is common, but visibility earned through compliant, well-evidenced content is typically more stable over time.

Shortcuts and aggressive tactics may deliver short-term gains, but they often lead to long-term suppression, loss of trust or regulatory exposure.

YMYL, E-E-A-T and Search Interpretation

Search engines expect regulated websites to demonstrate Experience, Expertise, Authority and Trust (E-E-A-T). These signals help systems assess whether content is safe to surface and how confidently it can be relied upon.

Clear author attribution, structured content, consistent terminology and strong entity signals all support search interpretation.

These same factors increasingly influence AI-driven search visibility, where ambiguity and unsupported claims are actively avoided.

For regulated brands, SEO is as much about being understood correctly as it is about being found.

Content Governance as a Foundation for Regulated SEO

In regulated environments, SEO cannot be separated from content governance. Accuracy must be maintained over time, not just at the point of publication.

Effective regulated SEO typically includes topic validation, risk assessment, outline approval and conservative language choices, followed by ongoing review. This ensures content remains defensible as regulations, guidance and best practice evolve.

Governance introduces friction into the process, but it also reduces the likelihood of rework, removals or reputational damage later on.

Keyword Strategy Through a Risk-Based Lens

Not all keywords represent appropriate opportunities in regulated search environments. Some queries carry higher risk due to intent ambiguity, claim sensitivity or regulatory exposure.

Regulated SEO strategies tend to prioritise informational intent, service-aligned queries and low-risk phrasing that accurately reflects what an organisation is permitted to offer. This more selective approach supports sustainable visibility while protecting credibility.

In regulated sectors, what is not targeted can be as important as what is.

Measuring SEO Performance in Regulated Industries

In regulated SEO, success is no longer defined by rankings alone. As AI-driven search increasingly determines what information is surfaced or cited, visibility must be qualified, defensible and aligned with both compliance and commercial objectives.

Signals such as brand-led search growth, control of branded results, presence in trusted sources and visibility within AI-generated search experiences now matter more than raw traffic, as they reflect trust and long-term stability.

A More Considered Approach to SEO Growth

SEO for regulated industries requires patience and structure. Growth is typically incremental, shaped by trust thresholds rather than purely competitive tactics.

Visibility built on accuracy, governance and clear authority signals is slower to establish, but significantly more resilient to algorithm updates, AI changes and regulatory scrutiny. As search continues to evolve, these principles are becoming central to sustainable performance across all high-risk sectors.

Woya Digital specialises in SEO for regulated industries, supporting organisations in healthcare, financial services and other high-scrutiny sectors where accuracy, governance and trust are critical to visibility. Book a discovery call with us today to discuss how we can transform your digital visibility for measurable outcomes.

Analysis of Current Ranking Volatility March 26

Analysis of Current Ranking Volatility March 26

by | 6 Mar 2026 | SEO

Reading Time: 4 minutes

Over the past several weeks, SEO monitoring platforms have reported unusually high levels of movement in Google search rankings. Multiple industry tracking tools show sustained volatility across search results during February and early March.

While ranking fluctuations are common during confirmed Google algorithm updates, the current situation is notable because Google has not announced a major core search update affecting standard search results during this period.

Our team at Woya Digital has been monitoring the situation closely, both through industry tracking tools and performance data across our client portfolio.

Industry tools show elevated volatility

Several well known SEO monitoring platforms have recorded increased volatility levels throughout February.

The chart above illustrates how ranking fluctuations have intensified over the past 90 days, with movement increasing steadily through January and peaking during February.

Industry sensors such as Mozcast show a rising algorithm “temperature”, which indicates higher than normal ranking changes across search results. At the same time, the SEMrush SERP sensor has recorded volatility levels in the very high range, reaching scores close to 9.5 out of 10, signalling significant movement across multiple sectors.

Additional tracking from Advanced Web Ranking also confirms elevated ranking fluctuations during the same period. When several independent tools show similar signals, it generally indicates that the wider search ecosystem is experiencing unusual levels of ranking movement.

Why is this level of volatility unusual

Typically, this type of ranking movement is only seen during confirmed Google core algorithm updates.

The only publicly confirmed change during this period was the February 2026 Google Discover update, which focused specifically on improving the quality of content shown within Discover feeds. That update was not expected to significantly affect traditional search rankings, making the current volatility across normal search results more unusual than typical algorithm cycles.

This suggests Google may be rolling out a series of smaller adjustments or refinements to ranking systems behind the scenes rather than a single announced update.

Reporting platform changes during February

Another factor that may be influencing some industry data is the set of changes many SEO reporting platforms made during February to adapt to evolving Google integrations.

Several analytics and SEO and GEO monitoring platforms updated how they connect with Google systems and APIs. In some cases, this created short-term inconsistencies across reporting dashboards. This means that part of the volatility reported across the industry may reflect data normalisation changes alongside genuine ranking movement.

For businesses monitoring rankings through third-party tools, this is an important reminder that short-term fluctuations in reporting data do not always represent long-term search performance.

Woya Digital client performance

Despite the wider industry volatility reported by monitoring platforms, performance across Woya Digital managed campaigns has remained strong.

Across our client portfolio, we observed net positive organic growth in January and February, even during periods when industry tracking tools were reporting elevated volatility.

Some temporary fluctuations were seen across a small number of keywords during February, which is normal when Google adjusts ranking signals, however, these movements have already stabilised.

As of today, performance across our campaigns has corrected and we are again seeing net positive organic growth trends. This reinforces the value of maintaining a long-term SEO strategy built on strong technical foundations, authoritative content and sustainable authority building.

Businesses that invest in consistent optimisation typically experience far less disruption during periods of algorithm volatility.

What businesses should do right now

When search results fluctuate, the worst response is often to make rapid changes based purely on short-term ranking movements. Instead, businesses should focus on the core principles that consistently influence search performance.

These include maintaining high-quality content that answers real user search intent, ensuring websites remain technically sound and continuing to build authority through trusted signals and backlinks.

Strong technical SEO foundations, including crawl efficiency, site speed and indexing health, remain critical during volatile periods. Businesses unsure about their technical setup may benefit from a professional review through a dedicated technical SEO audit.

At the same time, organisations should continue investing in authoritative content and long term visibility strategies. A well structured SEO strategy and consultancy approach helps ensure websites remain competitive even as Google refines its algorithms.

Key signs your rankings may be affected by volatility

During periods of algorithm movement, it is common for websites to see temporary changes in rankings or organic traffic.

Some of the most common indicators include short-term ranking changes across multiple keywords, sudden movement of competitors in search results, or fluctuations in traffic despite no technical issues being present on the website.

When several industry monitoring tools report elevated volatility at the same time, these changes are often affecting many websites simultaneously rather than a single site experiencing a specific problem.

In these situations, it is usually better to monitor performance trends rather than reacting to daily ranking changes.

The importance of long term authority signals

One of the strongest factors that protects websites during algorithm volatility is consistent authority building. Search engines increasingly rely on signals that indicate expertise, trust and brand credibility. These include high-quality backlinks, digital PR coverage and brand mentions from authoritative websites.

For many organisations this means investing in ongoing digital PR and authority building campaigns, which help strengthen brand visibility and trust signals over time.

Combining authority building with strong content development and technical optimisation helps create a balanced SEO strategy that performs well regardless of short-term algorithm changes.

Woya Digital’s perspective

From our analysis, the current environment appears to be influenced by a combination of factors.

Google may be making incremental adjustments to ranking systems behind the scenes, while at the same time several SEO reporting platforms have been adapting their data integrations with Google systems. The combination of these factors has likely amplified the level of volatility being reported across industry tracking tools.

For businesses with strong SEO foundations, these fluctuations are rarely cause for concern.

At Woya Digital, our focus remains on building sustainable long-term organic growth strategies that continue to perform regardless of short-term search movements.

Google’s 2026 Predictions Will Reshape Online Visibility for Finance and Healthcare Brands

Google’s 2026 Predictions Will Reshape Online Visibility for Finance and Healthcare Brands

by | 15 Dec 2025 | AI Visibility, Finance, Healthcare, SEO

Reading Time: 3 minutes
Google’s predictions for 2026 reveal a major shift in how people search for, evaluate and choose essential services. For finance and healthcare businesses, this shift presents a powerful opportunity. 

These industries guide some of the most high-stakes decisions consumers make, and AI-led search behaviour means people are seeking clearer, more trustworthy information than ever before.

To succeed in this new search landscape, finance and healthcare brands must focus on four strategic foundations:

  • A solid and modern SEO strategy
  • A fully transactional website that allows users to take action without friction
  • High authority third party validation from results driven digital PR
  • Clear, accessible content that supports decision making

Brands that combine these elements will dominate visibility across organic search, AI summaries, comparison journeys and intent driven user paths.

Why Finance and Healthcare Are in Prime Position for 2026

Users are searching for reassurance, clarity and expertise

Financial decisions and healthcare choices carry emotional weight. People want simple explanations, trusted advice and quick next steps. This aligns perfectly with what Google identifies as the new behaviour pattern.

AI search unlocks new visibility for specialist providers

AI-assisted results no longer rely on large brands alone. They prioritise content that is accurate, helpful and easy to interpret. Niche finance providers, clinics, advisers and health specialists can surface prominently if their SEO foundations and on site content are strong.

Trust signals matter more than ever

Third party references, reviews, expert quotes and digital PR placements have become essential ranking signals. Users want external proof, and AI systems rely heavily on these indicators when generating answers.

SEO as the Core Engine of 2026 Visibility

Modern SEO is no longer about keywords alone. It must support both search engines and AI tools that read and interpret content differently.

Essential SEO techniques for finance and healthcare in 2026

  • Clear topic ownership through well-structured content hubs
  • Consistent schema markup for services, FAQs, articles, reviews and practitioners
  • Experience and expertise signals through author information and professional credibility
  • Local SEO optimisation for clinics, advisers, branches and regulated services
  • Fast, secure and user-friendly site health to satisfy technical ranking factors
  • Structured pathways so AI tools can understand service journeys and offer them confidently in summaries

Strong SEO is the foundation that gives both users and AI the confidence to recommend a brand.

Transactional Websites: The Deciding Factor for User Conversion

The shift towards action driven behaviour means people no longer want to browse. They want to do.

A transactional website is now essential. In finance and healthcare, it signals trust, convenience and professionalism.

For finance providers

  • Online booking for an adviser or consultation
  • Instant quote tools or calculators
  • Secure form submissions
  • Clear contact and comparison paths
  • Seamless mobile behaviour for on the go decision making

For healthcare providers

  • Direct appointment booking
  • Online triage or symptom guidance
  • Clear and accessible call routes
  • Patient portal integration and follow up steps
  • Reliable mobile usability in urgent moments

Why transactional functionality influences SEO

Google and AI systems prioritise websites that allow a user to complete a task successfully. A transactional site satisfies intent quickly, which improves:

  • Search rankings
  • Organic click through rates
  • Conversion rate
  • AI assistant recommendations
  • Local pack visibility

If the experience is smooth, both users and AI consider the brand more reliable.

Results Driven Digital PR: The Power of Third-Party Authority

Digital PR has become a critical part of SEO and AI visibility. The goal is not to chase exposure but to secure authoritative external mentions that strengthen a brand’s search and credibility signals.

Why third-party mentions matter

  • AI tools reference trusted websites when providing recommendations
  • External citations increase domain authority
  • Reputable coverage improves rankings for competitive finance and healthcare keywords
  • Users respond positively to independent validation and social proof

Guaranteed coverage means guaranteed authority signals

When digital PR delivers confirmed placements, brands receive reliable and consistent third party signals that directly influence:

  • Visibility in AI driven results
  • Ranking positions
  • Trust and conversion rates
  • Perceived expertise in regulated or sensitive markets

For finance and healthcare, digital PR is no longer optional. It is a strategic advantage.

The Strategic Framework for 2026 Success

Area Focus
SEO Strong topic ownership, structured content, clear expertise, schema and technical excellence.
Transactional website Booking, forms, tools and smooth task completion across all devices.
Digital PR Guaranteed, high authority third party mentions that strengthen trust and AI visibility.
Sector alignment Clear, human and accessible explanations for finance and healthcare audiences.

How Finance and Healthcare Brands Win Search Visibility in 2026

The digital landscape of 2026 will reward finance and healthcare brands that invest in clarity, trust and usability. Google’s predictions align perfectly with the strengths of these sectors, and the opportunity for growth is significant.

With strong SEO foundations, transactional website functionality and consistent third party validation through digital PR, brands can achieve unmatched visibility across organic search, AI summaries and comparison journeys.

To strengthen your visibility ahead of 2026, Woya Digital can help you build a results-driven strategy that boosts your influence. Get in touch through our contact page to get started.

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.

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.