Woya Digital expands digital PR services to help brands build authority across search and AI-led discovery
Woya Digital, a specialist SEO and digital PR agency headquartered in Birkirkara, Malta, has expanded its digital PR services as businesses increasingly consider how their presence across authoritative third-party websites can support visibility in both traditional and AI-powered search environments.
The agency is strengthening its digital PR offering to help brands develop a broader online presence through relevant media coverage, brand mentions and authoritative backlinks.
The move reflects a changing search landscape in which conventional SEO remains important, but rankings are no longer the only consideration for businesses seeking to be discovered online.
As consumers increasingly use AI-powered tools alongside conventional search engines to research businesses, products and services, Woya Digital believes brands need to consider the information and signals that exist about them across the wider web.
How Digital PR Supports Search and AI Visibility
The agency’s expanded approach brings digital PR more closely into its wider SEO and AI visibility strategies. Its focus is on establishing credible third-party coverage that complements a company’s owned website and established search optimisation activity.
Steve O’Brien, CEO of Woya Digital and Fleet Street News, said: “SEO remains fundamental, but the way people discover and evaluate businesses online is becoming much broader. A brand can no longer think only about where its own website ranks. It also needs to consider where it is being discussed, referenced and represented across the wider web.
Digital PR is a natural part of that process. Relevant coverage, authoritative mentions and quality backlinks can help businesses develop a stronger digital footprint alongside their existing SEO activity. As AI-led discovery develops, the connection between search, Digital PR and wider brand authority is increasingly important to building a strong online presence.”
Woya Digital’s expanded digital PR services are intended to support businesses seeking to strengthen that wider footprint while maintaining a coordinated approach to SEO.
Rather than treating SEO and digital PR as separate marketing disciplines, the agency is positioning the two as complementary components of a broader search and visibility strategy.
Building Authority Across Multiple Online Sources
The development comes as a study of AI citation patterns, which analysed more than 25 million links cited across ChatGPT, Claude and Gemini, found that 27% of citations came from journalistic sources. However, citation patterns differ between AI platforms and continue to evolve, reinforcing the importance of building a broad and credible online presence rather than relying on any single source of visibility.
For businesses, Woya Digital says this reinforces the need to build authority across multiple relevant online sources rather than relying on a single visibility channel.
The agency’s approach focuses on securing relevant online coverage and strengthening brand signals while connecting digital PR activity with broader SEO objectives. This can include authoritative backlinks, credible brand mentions and coverage that provides additional context about a company, its expertise and its position within its market.
O’Brien added: “The objective is not to chase individual AI citations. It is to build a credible and consistent online presence. Businesses that invest in their own digital assets while also earning relevant third-party visibility are better positioned for a search environment that is becoming increasingly fragmented.”
The expansion builds on Woya Digital’s existing work across SEO, digital PR and GEO as the agency continues to adapt its services to changes in online search and discovery.
About Woya Digital
Woya Digital is a specialist SEO and digital PR agency for high-value UK service businesses in finance, healthcare, legal, property, sport and travel. Founded by Steve O’Brien, who has more than twenty years in online search, Woya delivers SEO, AEO, GEO and local SEO as one programme, called SEO 2.0, built for Google rankings and AI search visibility. Delivery follows The Woya Way, a nine-step process built from more than a thousand campaigns. Pricing is fixed monthly, with defined deliverables and live client reporting. Woya Digital is the official marketing partner of children’s charity The Atlas Foundation.