What tagging does behind the scenes on nsw.gov.au

The OneCX Program helps people across NSW find accurate information and access services on nsw.gov.au, without needing to navigate complex government structures. The site is designed to deliver a clear, personalised and easy-to-navigate customer experience. One of the key enablers supporting this is tagging. 

Tagging in the nsw.gov.au Content Management System (CMS)

Tags are the invisible connectors that link your content to the broader nsw.gov.au experience. They’re not just a label or a tick-box step before you hit save. They trigger behind-the-scenes actions that influence where content appears, who sees it, and how it’s discovered.  

When publishing content on nsw.gov.au, content authors are required to add:

• Agency tags to ensure content is correctly attributed and appears under the correct agency’s landing page.
• Topic tags to group content with other related information, no matter which agency has published it.
• Audience tags to help surface content for the people it’s intended for.

There are also optional tags that add extra visibility. This includes category (sub-topics), sub-audience, location, campaign and industry tags. 

Why we tag content

Tags work quietly in the background to connect customers with the right information, in the right place and at the right time. Without tags, content is isolated and can be buried within pages. 
Good tagging:

• drives functionality with many nsw.gov.au CMS components or location-based listings, relying on tags to display the right information
• improves discoverability and reach by surfacing content in multiple places across nsw.gov.au. This includes topic hubs, service finders, resources finders and automated components. It also reduces content duplication and time in manually updating content in multiple places
• supports consistency and connected customer experiences by ensuring similar topics are grouped together. This allows customers to be guided through a complete journey, and are aware of other services, support, or next steps
• improves search performance by making content easier to find and filter, creating a more efficient and positive user experience
• improves accessibility by providing alternative pathways to navigate and explore content. This includes helping users, especially people with disabilities, find information faster.

What good tagging looks like  

When tags are missing, inconsistent, or irrelevant, both customers and agencies will feel the impact. Without good tagging, content is like a book placed on the wrong shelf in a library. Technically there, but almost impossible to find.
Strong tagging is targeted, intentional, and strategic. It’s about accuracy over quantity. Best practice principles:

• Think beyond your own pages. Consider where else your content could be useful to customers.
• Tag only what’s relevant. Don’t over tag to cover more ground, it can confuse customers and reduce accuracy.
• Mix tag types thoughtfully. For example, a flood recovery page tagged with the emergencies topic tag and business audience tag will reach people in both contexts. Relevant information will be shared to them in multiple hubs and components across the site.
• Refresh tags over time. When updating content or new tags are released, ensure tags are reviewed and updated to stay relevant and connected in the right places. 

Create NSW Resource Hub example

The Create NSW Resource Hub is a strong example of tagging in action. The hub is designed as a one-stop-shop for artists, organisations, and community members. They're able to quickly find guides, webinars, factsheets, toolkits, and funding announcements from multiple pages across the entire NSW arts and culture sector.

Tags enable the resource hub’s seamless search and filter experience. They: 

• Power the filter options. Visitors can filter their search by topic, art area, cultural infrastructure or resource type to get exactly what they need in seconds.
• Powers automated components. Tags ensure content owners don’t need to manually update ‘Latest resources’, news or grant listings.
• Keeps content fresh. New tagged resources will automatically appear in the right place, saving time and ensuring customers always see up-to-date information.

Tags are a small step for big impact

Tags may be invisible to customers, but their impact is undeniable. Tags connect content, improve discoverability, and create a seamless experience across nsw.gov.au. They also allow agencies to maintain content and maximise reach without constant manual updates. Looking ahead, tags will help us further tailor the customer experience. They'll power smarter components, faster search, and AI‑driven features.

Hot tip for content authors: 

Ask yourself, ‘If I were a customer looking for this content, what topics, audiences, or locations would I expect it to appear under?’. This mindset will lead to more intuitive tagging decisions.