Academic Partnerships

Collaborations with Australian universities on financial literacy research and programs generate .edu backlinks and position Westpac as education-focused institution.

Rescue Helicopter Sponsorship

Long-term sponsorship of Westpac Rescue Helicopter generates extensive media coverage, community backlinks, and reinforces community commitment narrative.

Economic Commentary

Regular market insights and economic forecasts from Westpac economists cited by major news outlets, financial publications, and government reports.

Diversity Initiatives

Leadership in Indigenous banking, LGBTQ+ inclusion, and gender equality generates positive media coverage and backlinks from diversity-focused organizations.

Heritage as Authority Signal

Historical longevity reinforces E-E-A-T. Long-established banks should emphasize heritage in content while demonstrating modern capabilities.

Life-Stage Targeting

Content organized around customer life moments captures high-intent searches at critical decision points when banking relationships are established or changed.

Support Content = SEO Gold

Help center optimization captures massive long-tail traffic, reduces support costs, and improves customer satisfaction—triple benefit from single content investment.

Multi-Format Multiplies Reach

Repurposing content across formats (article, video, podcast, infographic) creates multiple search entry points and serves diverse user preferences.

1. Technical Debt & Site Speed

As an older digital property, parts of Westpac's site carry technical debt that impacts loading speeds. A comprehensive technical audit addressing render-blocking resources, unused JavaScript, and image optimization would improve Core Web Vitals scores—increasingly important ranking factors.

2. Modern Content Formats

While video presence is decent, Westpac lags in newer formats like interactive infographics, data visualizations, and immersive storytelling. Modern content formats drive engagement, social shares, and backlinks. Tools like mortgage journey visualizations or interactive property market maps would differentiate from competitors.

3. Fintech & Innovation Content

Create dedicated content around digital banking innovations, cryptocurrency guidance, buy-now-pay-later alternatives, and emerging financial technologies. Younger demographics search for these topics; early authoritative content positions Westpac as forward-thinking despite heritage brand perception.

4. Local Branch Content Depth

While branch pages exist, they're relatively thin. Expand with staff profiles, branch history, local community involvement, accessibility information, nearby parking/transit details, and local economic insights. Rich local pages rank better and serve customers more effectively.

5. Programmatic SEO for Long-Tail

Develop programmatic pages for combinations like " for [customer segment] in [location]"—e.g., "Home loans for first-time buyers in Sydney." Template-driven pages with unique local/segment information capture massive long-tail traffic at scale.

6. Community Forum or Q&A Section

Launch a moderated community where customers ask and answer financial questions. This generates massive user-generated content covering natural language queries, creates community engagement, and positions Westpac as facilitator of financial education—not just product seller.

7. Competitive Comparison Transparency

Create honest comparison content showing how Westpac stacks up against competitors. Include rate comparison tables, feature matrices, and transparent pros/cons. This content ranks well for high-intent searches and demonstrates confidence—customers will compare anyway, so control the narrative.

8. Mobile App Content Integration

Better integrate app features into web content. Create app-specific landing pages for features, implement app deep linking from search results, and optimize for "Westpac app" related queries. The app is highly rated—leverage this strength in SEO strategy.

1. Enhanced Video Content Strategy

While ING excels at written content, their video presence lags competitors. Creating explainer videos, customer testimonials, and product demonstrations would capture YouTube search traffic and serve visual learners. Video content improves engagement metrics and creates additional backlink opportunities.

2. Deeper Local Community Content

ING's digital-only model means no physical branches, but they could create hyper-local content for major cities—neighborhood guides, local business spotlights, city-specific financial planning tips. This would improve local SEO visibility and humanize the digital-only brand.

3. Interactive Financial Planning Tools

While calculators exist, ING could develop more sophisticated planning tools—retirement simulators, goal-tracking dashboards, scenario planners. These tools drive engagement, repeat visits, and social sharing, creating natural link acquisition opportunities.

4. User-Generated Content Integration

Customer success stories, reviews, and testimonials should be more prominently featured with proper schema markup. UGC builds trust, provides fresh content signals, and creates long-tail keyword opportunities through natural language patterns.

5. Voice Search Optimization

Restructure content to better answer conversational queries. Create dedicated FAQ sections with natural language questions like "What's the best high-interest savings account in Australia?" rather than just "High Interest Savings Account." This captures growing voice search traffic.

6. Strategic Podcast Presence

Launch a financial literacy podcast or sponsor relevant shows. Podcast content creates new backlink opportunities, positions executives as thought leaders, and captures audience through audio format—an increasingly important search vertical.

1. Utility Drives Traffic

Tools and calculators that help customers make decisions generate consistent organic traffic and backlinks.

2. Local Beats Global

Deep understanding of Australian market nuances (superannuation, property market, SME challenges) creates defensible competitive advantage.

3. Think Beyond Products

Educational content that serves customers before they're ready to buy builds long-term relationships and captures early-stage search traffic.

4. Authority Through Research

Regular economic research and market insights establish thought leadership while earning media coverage and authoritative backlinks.

1. Content Refresh Frequency

Some ANZ educational content shows outdated publication dates (2+ years old). Regular content audits and updates with current dates signal freshness to search engines. Even minor updates with new statistics or examples can boost rankings for established pages.

2. Featured Snippet Optimization

ANZ ranks well but misses many featured snippet opportunities. Restructuring content with concise definitions, bullet-pointed answers, and table formats for comparisons would capture position zero for high-value queries. This is particularly important for mobile where featured snippets dominate screen space.

3. Internal Linking Architecture

While site structure is solid, internal linking could be more strategic. Implement contextual linking between related products and services, use descriptive anchor text, and create clear pathways from educational content to conversion pages. This distributes link equity more effectively and improves user journey.

4. Comparison Content Expansion

Create more direct comparison content—"ANZ vs Commonwealth Bank," "Transaction account comparison," "Best business credit cards Australia." Customers search for these comparisons; ANZ should control the narrative rather than letting third-party sites dominate these queries.

5. Mobile Page Speed Improvements

While mobile experience is generally good, some tool and calculator pages load slowly on mobile. Optimize images, reduce JavaScript, implement lazy loading, and consider AMP for high-traffic pages. Core Web Vitals directly impact mobile rankings.

6. E-E-A-T Signal Enhancement

Add more prominent author bios with credentials, expand "About Us" content highlighting banking expertise and awards, and display industry certifications more visibly. For YMYL content, strong E-E-A-T signals are increasingly critical for rankings.

7. Schema Markup Expansion

Implement more comprehensive schema—HowTo schema for guides, Event schema for branch activities, VideoObject schema for embedded videos, and aggregate rating schema where appropriate. Rich results drive higher click-through rates from search results.