Westpac
SEO Content Drives Award-Winning Results for Westpac
Brief
Westpac needed to create valuable SEO-optimised content to support customers facing financial difficulties, such as those impacted by natural disasters or job loss. The focus was on delivering content that would educate, inform, and guide users through these challenging times, while addressing common concerns and providing actionable advice.
“I am so pleased with the team; account management, thinking, initiative, now resulting in strong results. It’s great to work with an agency team who clearly care about helping our customers and community as much as we do.”
Melanie Portelli
Head Of Customer Engagement and Advocacy
Head Of Customer Engagement and Advocacy
Westpac
Background
The task was to identify key content gaps and create valuable SEO content that would address the pressing concerns of users. This content needed to be educational and informative while also meeting the needs of customers experiencing financial difficulties.
35%
Increase in online orders 2023
Solution
Applying our intent-based planning framework, Razorfish worked to deliver content that was tailored to the specific questions and concerns of Westpac’s audience. We identified trending topics and gaps in existing content to create informative guides and articles. Key actions included:
Developing 27 informative guides that provided practical advice on how to navigate financial hardship due to job loss or natural disasters.
Refreshing 30 existing articles to ensure they were relevant and aligned with user search intent, offering up-to-date solutions and actionable steps.
The new content strategy successfully addressed the key concerns of Westpac customers, helping them through challenging times. The SEO-optimised content resulted in:
Increased engagement with users seeking financial assistance
Higher keyword rankings in search results for topics related to financial difficulty, job loss, and natural disaster recovery
A more informed and empowered user base, thanks to the user-centric approach and relevant, high-quality content
Ranking keywords on Google YoY
Position 1-3
Ranking keywords on Google YoY
Tech for Good Award
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