Marketing / Content Strategy

They're rank 6 in Google for 'ASX200'. That is a decent traffic driver (7% of their search traffic, apparently, with brand searches being higher).

The page ranking in that position is 'What is the ASX200?' - Jarrod Purchase, General Manager - Marketing, Thursday, 23rd May 2019

So it's a fairly new page, but contributing to brand awareness already (traffic). So it looks like their content strategy is going pretty well. Hopefully they keep it up.

Commsec has the same thing, but to a greater extent, with years of accumulated content. Eg. rank 1 for 'franking credits'.