Employment Hero Organic Growth Opportunities

Create hyper-specific salary and benefits benchmark pages for every job title in every major city/country. These pages will leverage proprietary, real-time payroll data to provide unmatched accuracy, capturing high-intent traffic from both job seekers and HR professionals.

Example Keywords

• “marketing coordinator average salary Brisbane”
• “software engineer perks and benefits Singapore 2025”
• “COO total compensation benchmarks UK SaaS”
• “how much to pay a sales manager in New Zealand”

Rationale

Salary information is one of the highest volume search categories related to employment. By leveraging its unique, anonymised pay-slip data from the SmartMatch and payroll platforms, Employment Hero can create a definitive, trustworthy resource that outranks competitors who rely on self-reported survey data, capturing a massive volume of high-intent organic traffic.

Topical Authority

The domain already ranks for some job description keywords, but this play establishes deep authority in compensation, a core pillar of HR. Publishing real, aggregated data from its own platform is the ultimate demonstration of expertise and builds a powerful competitive moat that is impossible for content-only sites to replicate.

Internal Data Sources

Utilize the SmartMatch salary database, anonymised payroll data for median/p25/p75 compensation bands, benefits utilisation metrics (e.g., EWA uptake, leave days), SME Index wage growth trends, and the LinkedIn job title taxonomy for standardization.

Estimated Number of Pages

12,000+ (Covering ~2,000 job titles across 6+ key geographic markets)

Generate comprehensive interview kits for thousands of job roles, complete with questions, ideal answers, and scoring rubrics. This play targets hiring managers actively seeking resources, directly positioning the Applicant Tracking System (ATS) as the solution.

Example Keywords

• “senior data analyst behavioral interview questions”
• “entry-level customer support situational questions and answers”
• “interview scorecard for project manager”
• “competency based interview questions for leadership roles”

Rationale

Hiring managers and HR teams constantly search for tools to improve their interview process. While many sites offer generic question lists, this play provides structured, actionable kits that can be directly used for hiring, capturing a valuable B2B audience at a key decision-making moment.

Topical Authority

The domain has a strong base in HR content and an ATS product. Providing professional-grade hiring tools demonstrates deep expertise in the recruitment lifecycle, building authority not just as a content publisher but as a product leader. The ability to connect these kits to anonymised performance data of hires makes the content uniquely defensible.

Internal Data Sources

Leverage anonymised competency matrices from top-performing customer profiles, standard ATS hiring stage templates, and partner psychometric trait libraries to create questions that are not only relevant but are also tied to predictable job success.

Estimated Number of Pages

9,000+ (~1,500 titles × 3 seniority levels × 2 competency focus areas)

Create a definitive, always-current resource page for every Australian Modern Award, detailing pay rates, allowances, and overtime rules. This play directly targets a high-pain, high-intent audience of Australian businesses, funneling them towards the Award Interpretation Software.

Example Keywords

• “MA000029 pay rates 2025 pdf”
• “hospitality industry award minimum wage table”
• “aged care award allowances calculator”
• “clerk's private sector award summary”

Rationale

Australian businesses are legally required to comply with complex Modern Awards, leading to constant, high-intent searches for pay rates and rules. While competitors (including government sites) own this traffic now, Employment Hero's Award Interpretation Software gives them the unique ability to provide not just data, but actionable tools and calculators, creating a superior user experience.

Topical Authority

As a provider of award interpretation and payroll software, this topic is core to the business's credibility. Winning this keyword category is essential for establishing market leadership in Australian compliance and directly supports a key product offering. The domain already has some traffic for 'award interpretation software', proving nascent authority.

Internal Data Sources

The primary source is the proprietary rule sets from the internal Award Engine. This can be supplemented with aggregated (and anonymised) customer payroll data for benchmarking and insights from the Fair Work API feed for real-time updates.

Estimated Number of Pages

~300 (122 awards × current and future financial year pages)

Develop a comprehensive library of downloadable HR policy templates, localized for compliance in each key operating country. This strategy captures SMB leaders and HR managers at the moment they are formalizing their processes, creating a powerful lead generation engine.

Example Keywords

• “remote work policy template Australia”
• “parental leave policy UK sample doc”
• “cybersecurity policy for employees Singapore SME”
• “DEI policy template Canada”

Rationale

Creating compliant HR policies is a foundational need for every business, especially SMBs without large legal teams. Offering localized, ready-to-use templates is an extremely valuable resource that attracts a high-intent audience actively looking for HR solutions, making it a perfect top-of-funnel play.Topical Authority

Employment Hero's platform is a system of record for HR, and they already provide HR Advisory services. Publishing these templates publicly scales their expertise, solidifies their authority as a comprehensive HR solution, and directly showcases the value embedded within their platform.

Internal Data Sources

Use the existing template repository within the EH HRIS, legal partner guidelines for different jurisdictions, and anonymised best-practice documents derived from top-performing customer accounts to ensure templates are both compliant and effective.

Estimated Number of Pages

~600 (30 core policies × 20 key countries/jurisdictions)

Build a definitive encyclopedia of payroll error codes for every major tax system (AU, NZ, UK, SG, CA). Each page will explain the error, provide step-by-step resolution instructions, and show where to fix it in the EH platform, capturing highly specific, high-pain-point search traffic.

Example Keywords

• “STP error CMN.ATO.AUTH.008 fix”
• “what does RTI error 7804 mean”
• “how to resolve Payday Filing rejection E1804”
• “troubleshooting CPF error A01”

Rationale

Payroll managers and accountants frequently search for specific error codes when their submissions are rejected. These are high-urgency, solution-focused queries. By creating a comprehensive public resource, Employment Hero can capture this traffic, solve a user's problem, deflect support tickets, and demonstrate the superiority of its platform's user experience.

Topical Authority

This play establishes unparalleled authority in the technical nitty-gritty of payroll processing. It proves that EH understands the entire compliance ecosystem, from UI to API. No competitor has a comparable resource, making it a unique and powerful asset for both SEO and customer support.

Internal Data Sources

Leverage internal help-centre resolution macros for common errors, engineering run-book snippets for technical explanations, and annotated API call logs from the payroll platform to provide sample 'good' payloads for comparison.

Estimated Number of Pages

~2,100 (≈ 525 error codes × 4 content artifacts per page)

Improvements Summary

Update job description template pages with targeted keywords, on-page SEO, and expanded content to address ranking gaps. Add structured data, salary info, FAQs, and internal links to improve visibility and user engagement.

Improvements Details

Tasks include optimizing title tags and H1s with primary keywords like 'waiter job description' and 'sales assistant job description', expanding articles to 1,800-2,200 words with salary data, certifications, and downloadable templates, and adding FAQ and JobPosting schema. Implement a new /job-descriptions/ subfolder, build internal links between JD pages and product pages, and create supporting articles for additional internal linking opportunities.

Improvements Rationale

These improvements address missing keyword targeting and content depth, which are currently limiting rankings to page 2. Adding structured data and comprehensive content aligns with Google's preferences for job-related queries, increasing the likelihood of higher rankings and rich results. Improved internal linking and site structure will help distribute authority and drive more qualified traffic to key conversion pages.