flsmidth.com
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The Silent Giant of Mining Tech
How FLSmidth is quietly dominating the $1.5T mining machinery market
While Silicon Valley obsesses over AI and crypto, FLSmidth is building the literal foundation of our digital world—mining the copper, lithium, and rare earths that power everything from electric vehicles to data centers. With 18,000+ employees and $2.5B in revenue, this Danish engineering powerhouse operates in the shadows of global infrastructure.
"They're not selling software—they're selling the machines that dig the world's future."
The Infrastructure Play
FLSmidth isn't chasing SaaS multiples; they're in the unsexy but critical business of heavy machinery. Their tech stack—built on Next.js and Vercel—powers a site that attracts engineers searching for 'mill mate for lm 2' and 'apron feeder lamella' specs. This is B2B at its most literal: when a mining engineer needs a Krebs millmax pump impeller, they don't browse—they search, and FLSmidth is there.
The Data-Driven Mining Revolution
With 44% organic traffic, FLSmidth is winning the search war in a niche where specificity beats scale. Their top keywords reveal a sophisticated technical audience: 'impacts of broken discharge grates on sag mill performance' isn't a casual query—it's a problem costing millions in downtime. This is precision targeting in an industry where a single mill failure can halt a $500M operation.
The company's leadership team reads like a mining engineering hall of fame: Chief Process Engineer Hans Jensen, Chief Product Engineer Leif Pontoppidan, and CEO Craig Williams. These aren't startup founders; they're domain experts who've spent decades optimizing ore recovery rates by fractions of a percentage—fractions that translate to millions in margin.
- Dominates technical search queries in mining machinery (170+ monthly searches for specific pump impellers)
- Built a modern web stack (Next.js, Tailwind) on a legacy industrial foundation
- Operates in the 'boring' infrastructure layer where reliability beats disruption
- Targets the exact moment of need—when equipment fails or optimization is critical
The Unsexy Infrastructure Play That Actually Matters
While startups chase AI hype, FLSmidth builds the physical backbone of the green transition—one mill, one pump, one optimized process at a time.
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FLS | Empowering the future of mining
We empower miners to optimise production and meet global mineral demands responsibly.
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About flsmidth.com
We empower miners to optimise production and meet global mineral demands responsibly.
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Technology Stack
flsmidth.com uses 10 technologies across their website including HSTS, reCAPTCHA, Vercel, Google Tag Manager, and more.
Security
HSTS, reCAPTCHA
Cloud & Hosting
Vercel
Analytics & Marketing
Google Tag Manager
Performance
Lazy Loading, Priority Hints
Web Standards
Twitter Cards
CSS Frameworks
Bootstrap, Tailwind CSS
Traffic & Audience
flsmidth.com receives approximately 12.3K monthly visitors and ranks #1,595,525 globally. The website has a bounce rate of 40% with visitors viewing an average of 3.0 pages per visit. Users spend an average of 0:23 on the site.
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