0–30 mOverburden · the challenge
Thirty links, almost all of them directories.
Larger hire groups held the authority, and the firm's domain had few links outside directories.
Ironbark hires excavators, lighting towers, dewatering pumps and mine-spec light vehicles out of a yard in Perth's south-east. The fleet was competitive; the website was not. When a site manager in the Pilbara searched for kit, national hire groups with decades of press coverage filled the first page.
Those competitors weren't winning on content. They were winning on authority, the weight of other sites vouching for them. Ironbark had real expertise and real safety data, but no reason for anyone to link to it.
30 mAssay · audit findings
What the first sample told us.
30–150 mStrategy · the drill plan
Four tactics, each aimed at a different seam.
Built on our Authority plan (digital pr & links). The principle: make one thing worth citing, then put it in front of every kind of site that already writes about mining hire, safety or Perth industry.
- 01
Digital PR
We turned five years of Ironbark's own service and incident logs into a hire-site safety index, then pitched the regional cuts to resources, construction and WA business desks with a ready-made chart pack.
Host rock: Trade and business press, plus syndicated mentions later converted to links.
- 02
Safety research
The study shipped with an open methodology, downloadable tables and a plain-English summary so safety consultants and trainers could cite it without having to ask.
Host rock: OHS consultancies, training providers and engineering blogs.
- 03
Trade associations
Ironbark joined two contractor associations it already qualified for, completed every supplier profile properly, sponsored one regional event and wrote a member briefing.
Host rock: Supplier directories with editorial standards, event and newsletter pages.
- 04
Broken-link building
We found dead equipment-spec PDFs and a retired safety guide that 140 pages still linked to, rebuilt better maintained versions and let each site owner know.
Host rock: Resource pages on training, engineering and local-government sites.
Assay sheet · IMS-01/A
Mining & resources trade press
Hire-site safety index pitched as a data story to resources, construction and WA business desks. Highest-grade interval in the hole.
- Interval
- 30.0–72.0 m
- Host rock
- Haematite seam
- Tactic
- Digital PR
- Grade
- DR 52 median
- Recovered
- 34 referring domains
- Share of gain
- 36%
0–150 mDrill log · month by month
15 months, 150 metres.
- M01 · 0–10 mSurvey. Backlink audit, competitor gap, 301 map for the 18 stranded URLs.30 RD
- M02 · 10–20 mCollar the hole. Redirects live; directory anchors diluted; safety & credentials hub built.32 RD
- M03 · 20–30 mSample the data. Five years of anonymised incident and service logs cleaned for the study.35 RD
- M04 · 30–40 mSafety index v1. Hire-site safety index published with methodology and open tables.40 RD
- M05 · 40–50 mFirst pitch. Resources and WA business desks pitched; 9 domains in the first fortnight.47 RD
- M06 · 50–60 mAssociation joins. Two contractor associations joined; supplier listings and sponsor pages.55 RD
- M07 · 60–70 mBroken-link sweep. Dead spec PDFs mapped across 140 linking pages; replacements shipped.62 RD
- M08 · 70–80 mRegional angles. Pilbara and Goldfields cuts of the index for regional outlets.71 RD
- M09 · 80–90 mSeminar briefing. Guest briefing for an association member evening, written up online.79 RD
- M10 · 90–100 mMention mining. Unlinked brand mentions found and converted.88 RD
- M11 · 100–110 mEquipment hubs. Category pages rebuilt to receive internal link equity from the assets.97 RD
- M12 · 110–120 mIndex v2. Annual refresh; returning coverage plus new safety and training sites.105 RD
- M13 · 120–130 mSecond sweep. Broken-link prospecting round two on engineering and training sites.115 RD
- M14 · 130–140 mConsolidate. Internal links re-pointed from assets to hire pages that convert.121 RD
- M15 · 140–150 mAssay & report. 125 referring domains logged; plan set for the next hole.125 RD
150 mOre body · results
The final assay.
Referring domains
30 → 125
×4.2 · +95
Hire enquiries / month
14 → 37
×2.6 · +23
Keywords in top 10
60 → 290
×4.8 · +230
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Referring domains, cumulative · strata = sources
| Keyword | Vol/mo | Before | After |
|---|---|---|---|
| mining equipment hire perth | 880 | 24 | 3 |
| excavator hire perth | 1,300 | 31 | 6 |
| lighting tower hire wa | 320 | — | 4 |
| dewatering pump hire | 590 | 47 | 8 |
| mine spec light vehicle hire | 260 | 19 | 2 |
| mine site safety statistics australia | 210 | — | 1 |
| generator hire pilbara | 170 | 38 | 5 |
| telehandler hire kalgoorlie | 140 | — | 7 |