Ironridge Industrial Supply is a Perth-based distributor of mining consumables, safety equipment, and maintenance parts for operations across Western Australia and the Northern Territory. The business had been running for nineteen years with a solid reputation among site managers and procurement teams. Their website, however, looked like an afterthought. National competitors with larger marketing budgets dominated search results for high-value queries like “mining conveyor belt suppliers” and “PPE mining Australia.”
Ironridge’s sales team relied heavily on existing relationships and tender notifications. When a new procurement officer searched online for a supplier, Ironridge often did not appear until page three or four. Their domain rating was 24, and most backlinks came from trade show exhibitor lists and outdated supplier directories.
The commercial director wanted to change that without a full rebrand or six-figure ad spend. Mining procurement cycles are long, but when a buyer starts researching, being invisible at that moment costs real revenue.
The Brief
Ironridge asked for an eleven-month engagement targeting national visibility for product category terms, not just Perth-local queries. They wanted organic qualified lead form submissions to increase by 120% and domain authority metrics that would support future expansion into Queensland mining markets.
We agreed to combine technical product content support with industry publication outreach and trade association link building.
Strategy
Mining B2B search is niche but valuable. A single converted lead can represent tens of thousands of dollars in equipment orders. Our competitor analysis showed that ranking pages were often thin category listings from national distributors, while Ironridge had detailed product specifications, MSDS documentation, and application notes that were buried on the site.
The off-page strategy included:
- Trade publication outreach to mining and resources magazines read by site engineers and procurement staff
- Industry association resource listings for safety compliance and supplier directories
- Original data content on maintenance downtime costs, designed for citation in industry reports
- Supplier partner co-marketing with manufacturers whose products Ironridge distributes
We also mapped internal linking from technical blog content to category pages for high-margin product lines.
Execution Timeline
Month 1 to 3: Industry Credibility Building
We contributed expert commentary on conveyor maintenance best practices to a Western Australian mining trade journal, earning the company’s first editorial link from a publication with genuine readership on mine sites. Ironridge joined two industry association supplier directories with properly optimised listings. We published a downloadable maintenance scheduling template that three engineering blogs linked to as a free resource.
Month 4 to 7: Product Category Authority
Outreach targeted comparison and buyer guide content in the resources sector. We secured inclusion in two “top suppliers” roundups after providing product specialists for fact-checking interviews. A data piece on unplanned downtime costs in Pilbara iron ore operations generated pickup from a national resources news site.
Month 8 to 11: National Expansion Signals
We pursued links from Queensland and NT industry bodies to signal geographic relevance beyond WA. Manufacturer partners added Ironridge to authorised distributor pages with follow links. Technical guest articles on PPE compliance standards appeared on two occupational health and safety resource sites.
Results
Organic qualified lead submissions, defined as enquiries including company name, site location, and product category, rose from twenty-three per month to fifty-nine per month. Sales attributed three mid-size contracts worth a combined $840,000 AUD to initial organic discovery during the engagement period.
Traffic and Leads
| Metric | Before (Baseline) | After (Month 11) | Change |
|---|---|---|---|
| Monthly organic sessions | 2,780 | 7,450 | +168% |
| Qualified lead form submissions | 23 | 59 | +156% |
| Organic traffic from QLD and NT | 8% | 24% | +200% |
| Technical resource page downloads | 145 | 410 | +183% |
Rankings
| Keyword | Starting Position | Final Position | Monthly Volume |
|---|---|---|---|
| mining conveyor belt suppliers | 38 | 6 | 590 |
| PPE mining Australia | 29 | 4 | 720 |
| mining safety equipment Perth | 14 | 2 | 320 |
| industrial lubricants mining | 52 | 9 | 410 |
| site maintenance supplies WA | 19 | 3 | 280 |
Backlink Profile
| Metric | Before | After | Change |
|---|---|---|---|
| Referring domains | 71 | 193 | +172% |
| Domain Rating (Ahrefs) | 24 | 42 | +18 |
| Mining industry relevant links | 6 | 44 | +633% |
| Manufacturer and partner links | 12 | 38 | +217% |
What Made the Difference
Ironridge’s product knowledge was always strong. The gap was visibility at the research stage of a procurement cycle. Trade publication links carried disproportionate weight because they matched the industry’s actual information sources.
The geographic expansion in organic traffic gave the commercial team confidence to hire a business development rep focused on Queensland. Ironridge is now applying the same outreach framework to a new product vertical in industrial pumps, with early ranking improvements already visible four months into that workstream.