maspro.com.au
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Maspro: The Mining Parts Niche That Owns Its Lane
A deep dive into a 70-person engineering firm quietly dominating Australian mining supply chains
In an industry dominated by giants like Caterpillar and Sandvik, Maspro Engineering has carved out a ruthless niche: parts engineered to perform in the brutal reality of hardrock mining. With just 70 employees and $9.8M in revenue, they're not playing the volume game—they're playing the precision game.
"They're not selling parts—they're selling uptime. In mining, that's the only metric that matters."
The Kennard Family Playbook
Maspro isn't a faceless corporation—it's a family operation. Jason Kennard (Head Operations), Greg Kennard (Managing Director), and Martin Kennard (Director of Sales) run the show. This isn't corporate strategy; it's tribal knowledge passed down through generations of mining machinery. Their leadership team reads like a who's who of mining operations, with Damian Lailey in Business Development and Denis Zanatta managing the workshop. They know exactly which bolts fail in which conditions because they've been on the floor.
The Search Behavior Goldmine
Their keyword data tells a story of technical specificity. When users search for 'Sandvik DD421' (250 monthly searches) or 'Smartroc D65' (240 searches), they're not browsing—they're problem-solving. Maspro ranks for these hyper-specific equipment names because they engineer direct replacements. The 'Kennard the Wire' search (220 volume) is particularly revealing—it suggests brand recognition so strong that customers search for their contact method as a product.
Their tech stack reveals a modern approach to an old-school industry. They're running Vite for build optimization, Swiper and Slick for product showcases, and Bootstrap for responsive design. But the real story is in the tracking—Google Analytics, Tag Manager, Facebook Pixel, and reCAPTCHA. They're not just manufacturing parts; they're manufacturing a digital footprint that converts technical queries into purchase orders. The 61% organic traffic share proves their content strategy is working.
- Hyper-niche positioning: Hardrock mining only, no distractions
- Family-owned agility vs. corporate bureaucracy
- Technical SEO mastery: ranking for equipment model numbers
- Multi-channel presence: YouTube, LinkedIn, Instagram, Facebook
- Engineering-first culture: Workshop manager is a core leadership role
The Anti-Startup Success Story
While others chase growth at all costs, Maspro proves that depth beats width in industrial B2B
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MASPRO Engineering | PARTS ENGINEERED TO PERFORM IN HARDROCK MINING : Maspro
Parts Engineered to perform in the Hardrock mining Industry
MASPRO ENGINEERING | PARTS ENGINEERED TO PERFORM IN HARDROCK MINING
Since 2006, MASPRO, a family-owned Australian company, has been redefining mining part manufacturing from state-of-the-art facilities in Condobolin and Sydney.
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About maspro.com.au
Parts Engineered to perform in the Hardrock mining Industry
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maspro.com.au uses 14 technologies across their website including reCAPTCHA, PHP, WordPress, and more.
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Traffic & Audience
maspro.com.au receives approximately 1.9K monthly visitors and ranks #9,585,732 globally. The website has a bounce rate of 33% with visitors viewing an average of 1.2 pages per visit. Users spend an average of 0:08 on the site.
The majority of maspro.com.au's traffic comes from .
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