In the ever-evolving world of digital marketing, staying ahead of trends like generative search and organic growth strategies is no small feat. Today, we’re thrilled to sit down with Milena Traikovich, a Demand Gen expert who has been instrumental in helping businesses craft impactful campaigns for high-quality lead generation. With a deep background in analytics, performance optimization, and innovative marketing tactics, Milena offers unique insights into the dynamic partnerships and strategies driving success for brands in today’s digital landscape. In this conversation, we dive into the power of Digital PR, the rise of generative engine optimization (GEO), and how forward-thinking approaches are shaping the future of online visibility for companies like BizCover and Lyka.
How did the partnerships with BizCover and Lyka come about, and what are the overarching goals for each collaboration?
I’m really excited to talk about these partnerships because they represent such different but equally compelling challenges. With BizCover, an established leader in small business insurance, our extended collaboration focuses on amplifying their online presence through Digital PR and SEO. The goal is to build their domain authority and ensure they’re ready for shifts in the search landscape, like AI-driven results. As for Lyka, a fast-growing pet wellness brand, the relationship started with their ambition to diversify beyond paid channels. We’re working to boost their organic search growth, test high-impact SEO strategies, and explore how generative AI influences brand discovery. It’s about proving short-term results while building a sustainable foundation for the future.
What makes Digital PR such a powerful tool for enhancing a brand’s online presence, particularly in your work with BizCover?
Digital PR is a game-changer because it combines storytelling with measurable impact. For BizCover, it’s been about creating campaigns that resonate with their audience while securing media coverage and authoritative backlinks. These elements directly boost their credibility and visibility in search results. It’s not just about getting mentioned—it’s about building trust with both users and search engines. Digital PR helps position a brand as a thought leader, which is critical in a competitive space like insurance where trust drives decisions.
Can you share some insights into the success of specific campaigns like the “Most In-Demand Trades in Australia” or “The Small Business Growth Report” for BizCover?
Absolutely, those campaigns were standout moments for us. The “Most In-Demand Trades in Australia” tapped into a real curiosity about trending professions, which resonated with both media and small business owners. Similarly, “The Small Business Growth Report” provided actionable insights that sparked conversations and earned significant coverage. What made them stand out was the blend of data-driven storytelling and relevance to their audience. The media pick-up was fantastic, and the backlinks we secured from reputable sources had a direct impact on BizCover’s domain authority, which in turn supported their SEO performance.
Let’s dive into the concept of generative engine optimization (GEO). How would you explain it to someone new to the term, and why is it gaining so much traction?
Generative engine optimization, or GEO, is all about tailoring content to perform well in AI-driven search environments, like those powered by generative AI models. Unlike traditional search engines that rely heavily on keywords and links, these new systems prioritize precise, authoritative, and contextually rich content. It’s gaining traction because search is evolving—people are increasingly getting answers directly from AI tools, and brands need to adapt to stay visible. GEO ensures that when an AI pulls information, it’s your brand’s voice that stands out as the trusted source.
How does GEO differ from traditional SEO, and what are some of the unique hurdles it brings to the table?
Traditional SEO focuses on optimizing for keyword rankings, link building, and user intent within conventional search engine algorithms. GEO, on the other hand, is about structuring content so AI can easily interpret and surface it as a direct answer or summary. The challenges are significant—AI models can be unpredictable in how they prioritize information, and there’s less transparency compared to traditional search algorithms. Plus, you’re competing in a space where factual accuracy and authority are non-negotiable, so the stakes for quality are incredibly high.
Can you walk us through how BizCover is preparing for major updates like Google’s Search Generative Experience?
BizCover is taking a proactive stance, which I admire. We’re focusing on a future-focused strategy that prioritizes earned media and high-quality content to build trust and authority. With Google’s Search Generative Experience rolling out, search results are becoming more conversational and AI-driven, so we’re ensuring BizCover’s content is structured to answer user queries directly and authoritatively. It’s about anticipating how users will interact with search in the future and positioning the brand as a go-to resource, whether through media mentions or in-depth reports that AI can confidently pull from.
Shifting to Lyka, how are you approaching organic search growth for a digitally native brand like theirs?
Lyka’s audience is very online-savvy, so our approach is tailored to that digital-first mindset. We’re focusing on strengthening their visibility through targeted SEO strategies that align with how pet parents search for wellness solutions. This means optimizing for specific, intent-driven queries and testing high-growth opportunities to see what drives the most traffic and engagement. It’s a mix of proving immediate commercial impact while laying the groundwork for long-term organic success in a competitive niche.
What role does generative AI play in shaping brand discovery for a company like Lyka, and how are you addressing it in your strategy?
Generative AI is reshaping how people find brands like Lyka by providing instant, summarized answers rather than directing users to websites. For a pet wellness brand, this could mean an AI tool suggesting their product directly in a response about dog nutrition. Our strategy involves optimizing Lyka’s content to be the source of those answers—think detailed guides, expert-backed insights, and structured data that AI can easily parse. We’re also keeping an eye on how these technologies evolve to ensure we’re not just reacting but staying ahead of the curve.
What’s your forecast for the future of generative search and its impact on digital marketing strategies?
I believe generative search is only going to grow in influence, fundamentally changing how brands approach visibility. We’ll see a stronger emphasis on content that’s not just optimized for clicks but for direct answers and authority. Digital marketing strategies will need to pivot toward creating value that AI can confidently recommend, which means deeper investments in trust signals like earned media and expert-driven content. It’s an exciting space, but it will demand agility and a willingness to experiment as the technology continues to evolve.
