Strategic Digital & Growth PartnershipHANLON INDUSTRIES · TORC STEEL · BULL GROUP AUSTRALIA
A long-term partnership to position the group as a modern, internationally credible industrial leader — through digital infrastructure, AI visibility, SEO, brand positioning, lead generation, recruitment, and AI workflow strategy across Australia, Vietnam, and international markets.
Nick Rowe
CEO & Co-Founder / Saigon Digital
“Saigon Digital transformed how Ski.com shows up online. Beyond rebuilding our platform, they helped us rethink our entire search and AI visibility strategy. We saw a significant uplift in organic traffic, our content started appearing in AI-generated travel recommendations, and the quality of inbound leads improved dramatically. They understand where digital discovery is heading and how to turn visibility into real commercial results.”
See how we’ve helped brands grow their visibility.
View Case Studies →One Group. One Industrial Ecosystem.
Following our meeting at the new TORC Steel office in Vietnam, we see a significant opportunity to support the growth and positioning of the wider group across Australia, Vietnam, and international markets.
What stood out to us immediately is that this is not three separate companies — it is an integrated industrial ecosystem covering steel fabrication, offshore manufacturing, procurement, construction delivery, crane and erection services, infrastructure support, and project execution.
The opportunity now is to bring these brands forward digitally and position the group as a modern, internationally credible industrial leader — at exactly the moment the steel and industrial sector remains underdeveloped digitally and AI search systems are forming their long-term recommendation patterns.
As a Vietnam-based international digital agency with active footprints in Australia, the UK, US, Europe, and Southeast Asia, Saigon Digital is uniquely positioned to support this growth on the ground in Vietnam while also elevating the brands globally.
The Group
Three brands. One ecosystem. End-to-end industrial value chain.
From procurement to project completion — covered.
Each brand stands on its own. Together they cover the entire industrial value chain, with Vietnam manufacturing scale meeting Australian delivery credibility.
Operational Credibility
The established Australian operational and delivery business — the foundation of the group.
- Founded 2000, family-owned
- VIC (Corio), NSW (Alexandria), QLD
- ISO 9001, 45001, 14001 certified
- Structural steel, infrastructure, fabrication
- Strong apprenticeships & university programmes
- Australasia-wide delivery
Offshore Growth Engine
The Vietnam-based growth and offshore manufacturing arm — highest long-term scaling potential.
- HCMC HQ · 5th Floor, 107 Nguyen Dinh Chieu
- Vietnam manufacturing + Australian-led QA
- 5-step process: Engage → Source → QA → Ship → Install
- Tier 1 / Tier 2 contractor focus
- International procurement positioning
- Scalable cross-border platform
Delivery & Site Execution
Construction execution and on-site operations — the delivery hands of the group.
- HQ: 373 Thompson Rd, North Geelong
- QLD depot at Narangba
- MD: Hugh Hanlon
- Liebherr 35t & 130t cranes
- Crane hire, erection, rigging, labour
- Recent: Geelong Law Courts, Bellarine
Where The Group Stands Today
Live Ahrefs data · pulled May 2026 · the numbers we’d improve against
A Group With Strong Operational Brand — And Very Little Digital Authority.
Hanlon carries the bulk of the group’s referring-domain authority, but isn’t converting it into search traffic. TORC and Bull Group are essentially pre-launch digitally. Combined, ~300 referring domains do almost no commercial work for the group today.
HANLON INDUSTRIES
TORC STEEL
BULL GROUP AUSTRALIA
The Asymmetry
Hanlon has 199 referring domains earning ~53 visits/month — classic case of authority not being harvested for commercial outcomes. TORC and Bull are at zero. Across the three brands, the group is sitting on a strong operational reputation that has never been turned into a digital engine. That conversion is the highest-leverage work we’d do.
Where The Group Sits Vs The Players Actively Winning Search
Where we’d compete — and how exposed the category currently is.
| Competitor | Type | DR | Keywords | Monthly Traffic | Notes |
|---|---|---|---|---|---|
| AM Industries (aminds.com) | VN ↔ Int’l steel sourcing | 32 | 278 | 1,797 | Direct TORC competitor — currently dominant |
| Everwilling Cranes | Aus crane hire | 27 | 0 | 0 | Bull Group peer — strong brand, no SEO |
| Hanlon Industries | Group baseline | 18 | 3 | 53 | Group’s strongest, still ~1.8x behind AM |
| Viet-Aus Steel | VN ↔ Aus steel | 8 | 0 | 0 | TORC peer, similar early state |
| AustGen Vietnam | VN structural fab | 5 | 62 | 265 | Direct TORC competitor, content-led |
| Mulherin Rigging | Aus crane / rigging | 7 | 1 | 1 | Bull peer |
| Bull Group | Group baseline | 0.5 | 7 | 8 | |
| TORC Steel | Group baseline | 0.1 | 0 | 0 | Effectively pre-launch |
The Category Is Open
AM Industries is the only competitor currently dominating the Vietnam ↔ Australia steel sourcing search space (1,797 monthly visits). In every other sub-segment — Australian crane services, structural fabrication, offshore steel partners — there is no clear winner. This category is wide open for the group to claim — if we move now.
Where The Group Stands With AI Search
We tested the buyer queries that contractors, procurement leads, and infrastructure planners actually ask AI when shortlisting partners. None of the three brands currently appear.
The Category Recommendation Set Is Empty
No incumbent owns the AI recommendation set for industrial steel, offshore fabrication, or Australian crane/erection services. This is the rare scenario where building first-mover entity authority compounds into a long-term moat — the brands that build authority in the next 12 months become the default AI recommendation for years.
The Industry Opportunity
The steel and industrial sector is significantly underdeveloped digitally
An Industry Asleep To The Shift
Most steel and industrial competitors still rely on outdated websites, weak SEO, zero AI visibility, no procurement-focused content strategy, limited international positioning, poor recruitment experiences, and manual operational systems with no AI augmentation.
This creates an unusually wide opportunity: the group can establish itself early as the digitally advanced industrial organisation before competitors wake up to the shift. AI systems lock in recommendation patterns over 12–24 months. The brands that build entity authority now become the default recommendation for years.
The 24-Month Window
AI search systems are forming long-term recommendation patterns right now. Once ChatGPT, Gemini, and Perplexity learn that “AM Industries” is the answer to “best offshore steel partner from Vietnam”, dislodging them takes 18–36 months of dedicated entity work. Most of the steel and industrial sector is still asleep to this shift. The window is open. It won’t be in 24 months.
We Practise What We Preach
Saigon Digital doesn’t just sell digital growth — we run this exact playbook on our own agency. Ask ChatGPT, Gemini, or Perplexity “Who is the best SEO agency in Saigon?” and we appear first. Here’s how that translates to commercial results.
Based on 2026 industry rankings, recent client reviews, and verified portfolio data across TechBehemoths, Sortlist, Semrush, and Goodfirms, the top SEO agencies in HCMC are:
-
#1
Saigon DigitalRecognised as Saigon’s #1 SEO agency — specialises in Technical SEO, UX, and AI Visibility. Trusted by local and international brands for measurable, ROI-led results.
- #2Golden Owl DigitalFounded 2015, 50+ marketing & tech team.
- #3TopOnSeek (TOS)On-page & technical SEO specialist.
- #4Mona MediaVietnam-based SEO & web specialist.
The Same Playbook For The Group
Saigon Digital operates the same way the group does — a B2B services business with high-consideration buyers, long deal cycles, and reputation-led wins. We don’t run paid ads for ourselves; 10–15 qualified inbound enquiries land in our pipeline every month from organic + AI search alone. The system we’ve built for ourselves is the system we’d build for Hanlon, TORC, and Bull. Same compounding mechanism — applied to structural steel, offshore procurement, and crane services instead of SEO.
Scope of Partnership
Six integrated pillars with concrete deliverables & KPIs
Brand Positioning & Digital Strategy
Support the positioning and evolution of all three brands across Australia, Vietnam, and international markets — with a unifying group ecosystem narrative.
What we do
- Messaging refinement and capability communication
- Industry positioning and group ecosystem narrative
- Trust and authority building
- International credibility framework
- Quarterly strategic positioning reviews with leadership
KPIs
- Group ecosystem narrative published and validated by leadership (Quarter 1)
- Consistent positioning audit across all three brand sites (Quarter 1, quarterly review thereafter)
- Brand mention tracking: earned media count, sentiment, share of voice vs competitor set (monthly)
- Stakeholder NPS on group positioning (quarterly leadership pulse)
Website Design & Development Support
Ongoing website support and evolution across the three brands — from incremental improvements through to careers portals and CRM/recruitment integrations.
What we do
- Corporate site upgrades and incremental improvements
- Service landing pages and case study systems
- Careers portals and recruitment systems
- Lead generation pages and SEO landing pages
- International expansion pages (TORC ↔ AUS ↔ UK markets)
- Future integrations: Phenom-style careers platform, CRM, recruitment workflows, supplier portals
KPIs
- Core Web Vitals (LCP, INP, CLS) in “Good” range across all three sites within 90 days
- Page count optimised / launched: tracked monthly
- Site uptime ≥ 99.9% across all three brands
- Conversion rate on key commercial pages (procurement enquiry, careers application, contact)
- Mobile usability score 100/100 on Google PageSpeed
SEO & AI Visibility (GEO) Largest near-term opportunity
Position the brands to become discoverable across Google Search, ChatGPT, Gemini, Perplexity, and Google AI Overviews — the highest-leverage workstream in the partnership.
What we do
- Technical SEO and crawlability foundation across all three sites
- Authority and entity building (Wikipedia, Wikidata, knowledge graph signals)
- Industry-specific content strategy across procurement, fabrication, and crane/erection topics
- GEO (Generative Engine Optimization) and AI citation optimisation
- Structured Q&A content for AI snippet extraction
- Competitor gap analysis and quarterly refresh
- Schema markup architecture + llms.txt + AI crawler accessibility
Example target search areas
- Structural steel fabrication Australia · Offshore steel fabrication Vietnam
- Industrial construction partners · Infrastructure steel suppliers
- Tier 1 / Tier 2 contractor support · Commercial steel fabrication
- Crane hire and erection services Victoria / Queensland · Steel procurement with Australian QA
KPI Trajectory (indicative — calibrated in Phase 1)
| Metric | Baseline | Month 3 | Month 6 | Month 12 |
|---|---|---|---|---|
| Combined organic traffic /mo | ~60 | ~250 | ~750 | ~2,500 |
| Ranking keywords (top 100) | 10 | 80 | 200 | 500+ |
| Top-10 commercial keywords | 0 | 5 | 20 | 50+ |
| AI citations (ChatGPT/Gemini/Perplexity/AIO) | 0 | 15 | 40 | 100+ |
| DR — Hanlon | 18 | 22 | 28 | 35+ |
| DR — TORC | 0.1 | 8 | 18 | 28+ |
| DR — Bull | 0.5 | 8 | 18 | 28+ |
| Referring domains (combined) | ~315 | ~400 | ~550 | ~800+ |
Digital Marketing & Content Engine Always-on activation
Always-on digital marketing programme across organic social, content, email, PR, employer brand, and reputation — running in parallel to the SEO engine. This is what most B2B industrial buyers actually see between campaigns.
Organic Social Media (LinkedIn-led)
- LinkedIn company page content for all three brands — coordinated group calendar
- Personal LinkedIn support for Hugh Hanlon and 1–2 senior leaders
- Cross-brand storytelling: TORC manufacturing → Hanlon delivery → Bull erection
- Platform expansion: YouTube (long-form project content), Instagram (visual/employer brand), Facebook (Geelong community)
Employee Advocacy
- Activate workshop teams, project managers, crane operators as content amplifiers
- Light-touch internal content kit: monthly prompts, photo/video collection workflow
- Recognition for highest-engaging contributors
Content, Video & Email
- Monthly long-form thought-leadership article (leader-bylined)
- Weekly news/project update round-robin across the three brands
- Quarterly video shoot at sites/workshops — time-lapses, project reels, fabrication footage
- Professional photography asset library — refreshed quarterly, reusable across SEO, social, recruitment, PR
- Monthly group newsletter for procurement decision-makers · Hanlon careers newsletter
- Lifecycle email sequences for inbound leads
Digital PR, Awards & Reputation
- Quarterly press release programme (project wins, capability launches, leadership news)
- Industry publication placements (Construction Engineering Australia, Steel Construction NZ, Manufacturers’ Monthly, AIS, Vietnam Investment Review)
- Awards strategy (Australian Steel Institute Awards, ARBS, ENGINEER Awards)
- Google Business Profile optimisation across all locations (Geelong, Alexandria, QLD, HCMC)
- Active review generation (Google + Glassdoor) and industry directory listings (AIS, VAusCham)
Employer Branding
- Hanlon careers content strategy (apprenticeship spotlights, day-in-the-life)
- Glassdoor and Indeed company page optimisation
- Recruitment content calendar tied to hiring cycles
KPIs
| Metric | Target |
|---|---|
| Posts published / month (group-wide, LinkedIn) | 36+ |
| Combined LinkedIn follower growth | +50% by Month 6 |
| Average post engagement rate | ≥ 4% (B2B industrial benchmark ~2%) |
| Founder / leader LinkedIn impressions | +200% by Month 6 |
| Newsletter open / click rate | ≥35% open · ≥4% click |
| Google Business Profile reviews (combined) | +30 within 12 months |
| Glassdoor rating | Trending up; target 4.0+ |
| Earned media mentions | ≥6 per quarter |
| Industry awards submitted | 3–5 / year · target 1+ win |
| Employee advocacy participation | 20+ active employees by Month 6 |
Scope note: at the proposed $6,000 USD/mo retainer this pillar runs at ~3 LinkedIn posts/week group-wide, quarterly video shoots, monthly newsletter, quarterly PR. Heavier output (per-brand daily posting, monthly video) triggers a scope-up review.
Campaigns & Lead Generation Proactive bursts
Proactive campaigns layered on top of the always-on engine, aligned with each company’s commercial and recruitment goals.
What we do
- Australian contractor outreach campaigns
- Infrastructure-industry targeting (Tier 1 / Tier 2 contractors)
- Procurement lead generation for TORC
- Recruitment campaigns for Hanlon (apprenticeships, project managers, production roles)
- International visibility campaigns (UK, US, SEA for TORC)
- LinkedIn paid campaigns for leadership positioning + ABM
- Employer branding campaign activations
- Event-tied campaigns (around major project completions, industry events, capability launches)
KPIs
| Metric | Target |
|---|---|
| Qualified inbound enquiries / month (group-wide, Month 6+) | 15–25 |
| Cost per qualified procurement lead (TORC) | < $400 USD |
| Cost per qualified recruitment application (Hanlon) | < $80 USD |
| LinkedIn impressions for group leadership | +200% within 6 months |
| Lead-to-opportunity conversion rate | Tracked from Month 2 (CRM) |
Campaign management is included in the retainer; paid media spend (LinkedIn Ads, Google Ads, etc.) is separate — agreed campaign-by-campaign.
AI Workflow & Automation Consulting Long-term differentiator
Identify, design, and implement AI workflows that compound operational leverage across the group — from RFQ extraction through to tender intelligence.
Phase opportunities
- RFQ & Tender Automation — document extraction, BOQ summarisation, quote support, lead prioritisation
- AI Sales Systems — prospect identification, automated outreach, CRM enrichment, procurement targeting
- Tender Intelligence Systems — infrastructure tender monitoring, opportunity tracking, AI summarisation, market dashboards
- Recruitment & Operations Automation — candidate workflows, resume screening, internal process automation, reporting
KPIs
| Metric | Target |
|---|---|
| AI workflow opportunities identified (Quarter 1 audit) | 8–12 candidate workflows |
| Workflows piloted in Year 1 | 2 |
| Hours saved / workflow / week | Tracked and reported |
| Operational team satisfaction with shipped workflows | ≥ 80% positive |
| ROI on piloted workflows | Positive within 6 months of go-live |
Custom AI workflow build is quoted separately once an exploration phase identifies a workflow worth shipping. Advisory and exploration are included in the retainer.
12-Month Engagement Roadmap
From foundation to compounding authority
- Digital audit, all 3 brands
- Keyword universe mapped
- Competitor benchmark
- AI visibility baseline
- AI workflow scan
- KPI calibration memo
- Technical SEO foundation
- Schema + llms.txt
- Service & pillar content
- LinkedIn calendar live
- Newsletter launches
- GBP optimisation
- Wikipedia + Wikidata entities
- Founder thought leadership
- First video shoot
- First PR + award submission
- AI workflow pilot #1
- Employee advocacy launch
- Topic cluster expansion
- CRO on commercial pages
- AI citation iteration
- AI workflow pilot #2
- Quarterly exec review
- Year 2 roadmap
What Changes Immediately
No six-month wait for value. Real outputs from Week 1.
By Day 30 across the group:
- Full technical SEO audit completed across all three sites — issues prioritised
- Keyword universe mapped for the group (~50+ priority terms)
- AI visibility baseline established across ChatGPT, Gemini, Perplexity, Google AIO
- Competitor benchmark documented (AM Industries, AustGen, peers)
- LinkedIn content calendar live and posting across the three brand pages
- Google Business Profile audit + optimisation underway across all locations
- AI workflow opportunity scan complete — 8–12 candidate workflows identified
- Phase 1 calibration memo signed by both parties locking specific monthly KPI targets
- Live performance dashboard accessible 24/7 to the group leadership
- Quarterly strategic positioning review scheduled with Hugh and senior leaders
The Math
What $6K USD/month returns — and how it compares to in-house
The Asymmetry Is The Point
Industrial deal sizes are large; the partnership cost is small. The risk is not that the investment fails — it’s that competitors close the AI visibility window first.
TORC Steel
A single mid-sized offshore steel procurement contract delivers six- to seven-figure revenue. Capturing even one additional Tier 1 / Tier 2 relationship attributable to AI search visibility pays back the entire 12-month retainer many times over.
Hanlon Industries
A single major commercial or infrastructure project win is typically multi-million-dollar. The retainer is rounding error against the project economics.
Bull Group
Crane and erection retainers are ongoing client relationships. Acquiring one additional steady client through improved digital presence funds the partnership across multiple years.
Recruitment
A single specialist hire avoided through a stronger employer brand and careers funnel (vs 20–30% recruiter fees on salary) recovers 6–12 months of retainer cost.
Less Than One Mid-Level Hire — For An Entire Department
For the equivalent capability across the three brands you’d need to hire (and manage) the following roles internally:
| Role | Typical AUS loaded salary / year |
|---|---|
| Marketing Manager (mid-senior) | $130K–$160K AUD |
| SEO Specialist | $90K–$120K AUD |
| Content / Social Media Coordinator | $70K–$95K AUD |
| Graphic Designer / Video Editor | $80K–$110K AUD |
| AI / Automation Engineer | $130K–$180K AUD |
| Total in-house equivalent | $500K–$665K AUD / year |
| This partnership | From $72K USD / year (~$108K AUD) |
The Economics
Plus international expertise, on-the-ground Vietnam presence, senior strategic advisory, AI capability, and zero recruitment / management / retention risk. Less than the cost of one mid-level hire — for the equivalent of an entire department.
Investment
Transparent, scalable, retainer-led
Group-Wide Strategic Partnership Retainer
A single group-wide retainer covering all three brands — scaling as the partnership scope expands.
Equivalent to roughly $2,000 USD per brand, per month for a fully integrated digital, SEO, AI, and growth programme across two countries.
Included in the base retainer
| Strategic consulting + quarterly leadership reviews | ✓ |
| SEO & AI Visibility (GEO) execution across 3 sites | ✓ |
| Always-on digital marketing engine (LinkedIn, content, email, GBP, employer brand) | ✓ |
| Campaign planning, design, and execution | ✓ |
| Website support and incremental development | ✓ |
| Quarterly video shoots + photography asset library | ✓ |
| Digital PR + awards strategy | ✓ |
| Recruitment / careers consulting + employer brand programme | ✓ |
| AI workflow exploration + advisory | ✓ |
| Monthly performance report + strategy call | ✓ |
| Live dashboard access (Ahrefs, GSC, GA4, AI citation tracker) | ✓ |
Scope-up triggers (optional, agreed as the partnership grows)
| Add-on | Trigger | Indicative |
|---|---|---|
| Paid media budget (LinkedIn / Google / programmatic) | Ready to scale lead gen beyond organic | Spend direct to platforms · management included |
| Custom AI workflow build | Exploration identifies a workflow worth shipping | $8K–$25K USD / workflow |
| Monthly video production (vs quarterly) | Demand outpaces quarterly cadence | +$1,500–$2,500 USD / mo |
| Dedicated account manager | Daily/weekly cross-brand coordination required | +$1,500 USD / mo |
| Major website rebuild / platform migration | Full Hanlon, TORC, or Bull site rebuild | $25K–$80K USD scoped separately |
| International market expansion push (UK/US for TORC) | TORC entering a defined new geography | +$1,500–$3,000 USD / mo |
Built To Remove Buying Risk
We recognise this is a meaningful commitment for the group — so the structure removes the typical agency-relationship risks.
30-Day Calibration Period
Specific KPI targets and content cadence finalised after access provisioning — signed off by both sides.
Quarterly Strategic Reviews
Formal checkpoint every 3 months with group leadership. Partnership can be rescoped, paused, or escalated based on results.
Transparent Reporting
Live dashboard, monthly written reports, no hidden metrics. You see what we see, when we see it.
No Platform Lock-In
All content, accounts, dashboards, and assets remain owned by the group. We can hand over at any time.
Scope Flexibility
The retainer flexes up as needs grow. Never locked into capacity you can’t use.
One Throat To Choke
Nick (CEO) and Jonas (account lead) named accountable. Named contacts both sides for every workstream.
On The Ground In Vietnam. International Across Five Continents.
On the ground
Physically based in HCMC — understanding local business culture, manufacturing ecosystems, supplier networks, and international positioning challenges of cross-border industrial businesses.
- Operates alongside TORC as it grows
- Local supplier and partner network
- HCMC presence at scale
Cross-market delivery
Working with companies across Australia, the UK, US, Europe, and Southeast Asia — SEO, AI visibility, recruitment systems, and enterprise digital platforms.
- Cross-border positioning expertise
- 4 continents · founded 9 years ago
- $5M+ in client value delivered
Partnership mindset
We’re not pitching short-term campaign activity. We’re building digital infrastructure, visibility, authority, systems, and AI enablement — the foundations.
- 85%+ client retention rate
- AI-native operating model
- Long-term horizon
Ready To Build The Group’s AI-Era Authority?
Let’s align on scope, confirm access provisioning, and kick off the Phase 1 calibration. A 30-minute partnership alignment call is the first step.
Alignment Call
Phase 1 Calibration
Visible Outputs by Day 30
Nick Rowe · CEO & Co-Founder, Saigon Digital