TH Organic Growth Opportunities

This play involves creating thousands of static, SEO-optimised landing pages for every Australian suburb and postcode. Each page will detail mobile coverage, network performance (4G/5G), and the best Telstra plans for that specific location, capturing high-intent local search traffic.

Example Keywords

• “mobile coverage Bondi”
• “best mobile plan Dubbo”
• “5G coverage map Chatswood”
• “Telstra vs Optus coverage Parramatta”

Rationale

Telstra operates Australia's largest mobile network and already ranks for generic speed-related terms. Extending this authority to granular, location-based queries leverages undisputed network leadership and proprietary coverage data that competitors cannot match, intercepting users at a critical research phase.

Topical Authority

As the primary network operator, Telstra is the ultimate authority on its own coverage. Publishing this data at a hyper-local level solidifies its position as the most reliable source of information, directly answering one of the most common questions from potential customers and building immense trust.

Internal Data Sources

Use live Radio Access Network (RAN) coverage maps, post-processed crowd-sourced speed test results by location, the current mobile plan catalogue with promotional pricing, and historical outage data to provide unmatched detail and transparency.

Estimated Number of Pages

13,000+

This strategy creates a static page for every Australian suburb to detail the specific internet technologies available, such as NBN types (FTTP, HFC), 5G Home Internet, and Starlink. It directly answers the user's primary question: “What internet can I get at my address?”

Example Keywords

• “NBN technology type [suburb]”
• “FTTP upgrade availability [postcode]”
• “5G home internet [suburb] speeds”
• “Starlink reseller [suburb]”

Rationale

Telstra maintains the definitive Service Qualification (SQ) database and can therefore offer authoritative, up-to-date answers on service availability. Competitors like Aussie Broadband leverage similar plays effectively; this strategy allows Telstra to capture this high-intent traffic and establish authority in the fixed-line search landscape.

Topical Authority

As a key NBN reseller and infrastructure partner, Telstra has direct access to the most accurate service qualification data. Publishing this information at scale positions Telstra as the most reliable source for consumers researching their internet options, a space currently occupied by smaller, more agile competitors.

Internal Data Sources

Leverage the real-time Service Qualification (SQ) API indicating tech type and upgrade roadmaps, planned NBN FTTP rollout schedules, 5G fixed wireless coverage heatmaps, and historical customer satisfaction scores by technology type for social proof.

Estimated Number of Pages

13,000+

This play creates thousands of SEO pages publishing independent latency and packet-loss benchmarks from Telstra’s network to every major multiplayer game server. It targets high-value gamers by providing performance data they can't get anywhere else.

Example Keywords

• “Fortnite ping Telstra”
• “best ISP latency Valorant Sydney”
• “average packet loss Apex Legends Telstra”
• “gaming ping [city]”

Rationale

Gamers are a high-ARPU audience sensitive to network performance and willing to pay for premium, low-latency connections. By publishing proprietary network telemetry as a utility, Telstra can definitively prove its network superiority and capture this lucrative market segment away from competitors who only compete on price.

Topical Authority

Telstra already peers with most gaming CDNs and possesses NetOps telemetry that no third-party blog or competitor can access. Publishing this data establishes indisputable authority and makes Telstra the go-to resource for any gamer researching ISP performance, a query with high commercial intent for premium plans.

Internal Data Sources

Use real-time Netflow/Saab metrics by destination ASN, custom 'Ping to Game' datasets, crowd-sourced ping tests from the Telstra Plus gaming community, and the product API for the 'Telstra Game Optimiser' add-on to create uniquely valuable content.

Estimated Number of Pages

10,000+

This play generates a unique, indexable page for every potential device trade-in combination (model, storage, condition). These pages provide a guaranteed trade-in price and surface one-click upgrade offers, capturing users at the exact moment they are considering a new phone purchase.

Example Keywords

• “iPhone 13 128GB Telstra trade in value”
• “sell Galaxy S22 to Telstra”
• “upgrade to iPhone 15 on Telstra plan”
• “Telstra trade in bonus [model]”

Rationale

Users actively searching for the trade-in value of their current device have extremely high commercial intent to upgrade. By creating pages that directly answer this query with a concrete dollar value, Telstra can capture this bottom-of-funnel traffic and immediately channel it into a sales conversion, locking the customer into a new plan.

Topical Authority

Telstra runs the official trade-in program and is the only entity that can supply guaranteed payout values and exclusive bonus offers. This makes Telstra the ultimate authority for these transactional queries, outranking non-official blogs or competing buy-back services that can only provide estimates.

Internal Data Sources

Use the live trade-in pricing feed from partners like Brightstar, the internal inventory API for the latest handset stock and plan discounts, and historical device depreciation curves to create urgency and drive conversions.

Estimated Number of Pages

4,500+

This strategy involves creating a comprehensive library of how-to pages for connecting and troubleshooting every common device model on the Telstra network. These pages capture high-volume, problem-solving search queries and position Telstra as the most helpful provider.

Example Keywords

• “Telstra APN settings [device model]”
• “set up [router model] with Telstra NBN”
• “Telstra voicemail not working on [phone model]”
• “enable Wi-Fi calling Telstra [device]”

Rationale

Customers frequently turn to search engines for help with device-specific issues, and these SERPs are often dominated by forums and non-authoritative blogs. By creating an official, comprehensive library, Telstra can capture this traffic, reduce inbound support calls, improve customer satisfaction, and demonstrate its expertise.

Topical Authority

As the network provider that also sells and supports many of these devices, Telstra is the natural authority on how to make them work correctly. Providing clear, step-by-step guides for thousands of devices builds immense trust and establishes Telstra's help and support ecosystem as superior to its competitors.

Internal Data Sources

Leverage the internal device catalogue (SKU, OS version), the call-centre macro database of common troubleshooting scripts, knowledge-base articles with screenshots, and Getty Images integration for high-quality device photos.

Estimated Number of Pages

3,000+

Improvements Summary

Consolidate multiple thin, competing Telstra and BigPond email login pages into a single, content-rich, keyword-optimized landing page. Expand on-page content, add FAQ schema, and create supporting articles to capture long-tail queries and improve authority.

Improvements Details

Create a canonical /email-login page targeting high-volume keywords like 'Telstra Webmail' and 'BigPond Email Login', with at least 600 words of structured content, FAQs, images, and a video. Redirect or noindex legacy login URLs, update navigation, and add internal links from high-authority pages. Develop supporting guides and status pages to address informational searches and build topical authority.

Improvements Rationale

Current login pages are thin, fragmented, and cannibalize each other's rankings, resulting in low visibility despite high search demand and low competition. Consolidating content and optimizing for both users and search engines will improve relevance, authority, and user experience, driving higher rankings, more organic sessions, and reducing support calls.