vli.com.au
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VLI: Mining's Quiet Giant
A $76M revenue machine dominating Australia's underground mining equipment space
In the high-stakes world of underground mining, where equipment failure means millions in lost revenue, VLI isn't just building machinery—they're engineering survival. With 283 employees and $76.3M in annual revenue, this Australian powerhouse has quietly become the backbone of the nation's mining infrastructure.
"They're not chasing viral traffic—they're building mission-critical equipment that keeps mines running."
The People Behind the Machines
VLI's leadership team reads like a who's who of mining engineering. Director Marty Buttigieg steers the ship, while Damien Serotzki manages the conveyor division—a critical revenue stream. Their 283 employees aren't just staff; they're specialists in high-temperature belt systems, magnetic separators, and rubber lining that withstands the harshest underground conditions.
The Traffic Paradox
Here's the counterintuitive part: VLI gets only 214 monthly visits yet generates $76.3M in revenue. This isn't a B2C SaaS company—it's industrial B2B. Their 45% organic traffic comes from hyper-specific queries like 'saddle bracket mining' (140 monthly searches) and 'magnetic high temp belt' (70 monthly searches). They don't need volume; they need precision.
The tech stack reveals their priorities: jQuery and Bootstrap for functionality over flash, Cloudflare for security, and Zendesk for customer support. No fancy React frameworks—just reliable, maintainable technology that serves their industrial audience. Their YouTube channel and LinkedIn presence show they're investing in educational content, not influencer marketing.
- Revenue per employee: ~$270K (exceptional for manufacturing)
- Dominates niche keywords with low volume but high intent
- 100% Australian market focus—no global dilution
- Specialized in underground mining conveyor systems and equipment
The Unsexy Billion-Dollar Playbook
VLI proves that in industrial B2B, dominance comes from solving critical problems—not chasing scale for scale's sake. They're the antithesis of Silicon Valley's 'move fast and break things' mentality, and that's exactly why they win.
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Home Page – VLI
VLI is a world leader in the supply of specialised equipment and allied services to mining and bulk materials handling industries. Our portfolio includes: Underground directional drilling services & systems Bulk materials handling products, accessories and services Mining consumables Equipment hire
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About vli.com.au
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Technology Stack
vli.com.au uses 18 technologies across their website including Font Awesome, Adobe Fonts, HSTS, reCAPTCHA, PHP, and more.
Fonts
Font Awesome, Adobe Fonts, Google Fonts
Security
HSTS, reCAPTCHA
Programming Languages
PHP
CMS
WordPress
Cloud & Hosting
Cloudflare
Customer Support
Zendesk
Traffic & Audience
vli.com.au receives approximately 214 monthly visitors and ranks #10,789,807 globally. The website has a bounce rate of 49% with visitors viewing an average of 1.0 pages per visit. Users spend an average of 0:00 on the site.
The majority of vli.com.au's traffic comes from .
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