Prepared by
121 Group
For
GeoSurv

Digital Growth Strategy

Build the pipeline GeoSurv deserves. A dual-stream LinkedIn-led strategy to generate qualified service enquiries and attract top talent.

Scroll

Meet 121 Group

Australia’s full-service digital agency — strategy, media, creative and technology under one roof. Specialists in construction, mining, energy and service-based industries.

88+
Active Clients
34
Team Members
4
National Offices
10+
Years in Business

Leadership Team

Adam Ducquet
Adam Ducquet
Managing Director
Kat Fremlin
Kat Fremlin
Operations Manager
Steven Pythas
Steven Pythas
Head of SEO
Michael Potts
Michael Potts
Head of SEM
Chris Castellano
Chris Castellano
Head of Social
Kate Lawrence
Kate Lawrence
Head of Creative

Trusted by Industry Leaders

PYBAR Mining Services RJV Mining Services JSW Drilling Barminco Berg Engineering Risen Energy Metso Outotec Linkwa Austrails Daisy Pool Covers Ray White Musashi

Our Technology Partners

Proud partners with the world’s leading digital platforms

Google Partner Facebook Marketing Partner Microsoft Advertising Certified Instagram Partner YouTube Ads Partner Taboola Partner Pinterest Partner TikTok Partner LinkedIn Partner Klaviyo Partner Hotjar Partner Emarsys Partner

What Our Clients Say

I’ve worked with the team at 121 Group for the last couple of years and they’ve consistently proven to be exceptional support for our business. With their deep understanding of the healthcare industry paired with expert knowledge in digital marketing, they’ve been able to achieve benchmark cost per acquisition within the very difficult healthcare space. More than anything, the team works on our campaigns with true passion & attentiveness — a level of care which is very difficult to find in the agency space.

Cameron McTavish
Former Head of eCommerce & Brand — Healius Pathology

We’ve been working with the team at 121 Group for the past 4 years on our digital strategy – including campaigns on Google Ads, Google My Business, SEO and paid social media. The team have produced industry benchmark results across our campaigns, providing a positive ROI. More than just results, they have an exceptional team who are very responsive, agile and in tune to your business needs. Couldn’t ask for a better team to work with. A special shout out to Steven, Kurtly, Chris and Michael for all the amazing work and consistency in results.

Ramya Gorri
Head of Marketing — ForHealth

121 Group are great, they came on, learned quickly and got our campaigns in market while fixing a lot of things for us in the process. We’ve now happily retained them as our digital agency partner.

Fraser Creighton
Head of Marketing — Central Innovation

Berg Engineering Pty Ltd been working with 121 Group for the marketing needs, and the results have been outstanding! Their team is not only highly skilled but also genuinely committed to understanding our business goals and delivering tailored strategies that work. From branding to targeted campaigns, they’ve consistently exceeded our expectations. Their creativity, attention to detail, and timely execution have made a huge difference in our visibility and client engagement. I highly recommend 121 Group to any business looking to elevate their marketing efforts.

Nilu Berg
Head of Marketing — Berg Engineering
Understanding GeoSurv Australia
21 years of operational excellence — now it’s time to match that digitally
GeoSurv Australia is a 21-year-old geospatial and utilities company with approximately 100 staff across 6 specialised divisions: surveying, scanning, vacuum excavation, utility locating, civil works, and consultancy. Despite being one of the most established operators in the sector, GeoSurv is digitally invisible — relying almost entirely on word-of-mouth and existing relationships.
6 Divisions
Surveying, scanning, vacuum excavation, utility locating, civil works, and consultancy
~100 Staff
Skilled professionals across surveying, civil, utilities, and geospatial disciplines
21+ Years
One of Australia’s most established geospatial and utilities service providers

Market Analysis

The Australian geospatial and utilities market presents significant growth opportunity.

$4.2B
Australian surveying & geospatial market value — growing 6.3% annually
72%
Of infrastructure procurement managers research suppliers online before first contact
85%
Of skilled trade candidates use social media during their job search
Infrastructure Boom
Federal and state governments are investing record amounts in infrastructure. Projects like Inland Rail, Western Sydney Airport, and Cross River Rail demand surveying, utility locating, and vacuum excavation services at unprecedented scale.
Talent Shortage
Licensed surveyors and experienced utility locators are in critically short supply. Companies that build strong employer brands will win the talent war — those that don’t will lose projects due to understaffing.
Digital Gap in Sector
Most geospatial companies rely on word-of-mouth and tenders. Very few have invested in digital marketing, creating a massive first-mover advantage for GeoSurv to dominate organic and paid search channels.
121

Ideal Client Personas

Understanding who GeoSurv needs to reach — across both service pipeline and talent acquisition.

Stream 1: Tier 1 & 2 Contractors
Profile: Project directors, procurement managers, and civil engineers at Tier 1/2 construction companies
Sectors: Infrastructure, mining, energy, utilities, and government projects
Contract Value: $50K–$2M+ per project engagement
Decision Process: Research online, check credentials, request EOI/tender submissions
What They Need: Proven capability, safety record, multi-discipline coverage, and responsive communication
Stream 2: Skilled Professionals
Profile: Licensed surveyors, experienced utility locators, vacuum excavation operators, and civil supervisors
Pain Points: Want career progression, modern equipment, stable employer, and diverse project exposure
Where They Are: LinkedIn, Facebook, industry forums, and competitor payrolls
Decision Factors: Company culture, equipment quality, career pathways, and team reputation
What They Need: Evidence that GeoSurv is the employer of choice — not just another contractor
Government & Utilities
Profile: Asset managers and project leads at councils, water authorities, power networks, and telecoms
Requirements: Pre-qualification, DBYD compliance, insurance, and safety accreditations
Opportunity: Long-term panel contracts and repeat work across multiple asset classes
Developers & Consultants
Profile: Property developers, engineering consultants, and environmental planners
Need: Survey, scanning, and utility locating for due diligence, design, and compliance
Opportunity: High-margin repeat work with quick turnaround expectations

Competitor Analysis

How GeoSurv compares against key competitors in digital presence, traffic, and market positioning.

4
Key Competitors Analysed
12K+
Monthly Visitors They Capture
Page 3+
GeoSurv’s Avg. Search Position
Veris Australia
veris.com.au
82/100
Digital Score
5,200
Monthly Visits
1,850
Organic Keywords
42
Domain Authority
ASX-listed surveying company. Strong digital presence with comprehensive service pages, active Google Ads campaigns, and established organic rankings. The benchmark to beat.
Cardno (Stantec)
cardno.com
78/100
Digital Score
8,400
Monthly Visits
3,200
Organic Keywords
58
Domain Authority
Global engineering consultancy with surveying division. Massive organic footprint but generic brand — lacks the specialist geospatial positioning that GeoSurv can own.
Jacobs Engineering
jacobs.com
91/100
Digital Score
245K
Monthly Visits
28K
Organic Keywords
78
Domain Authority
Global infrastructure giant. Unrealistic to compete head-to-head, but GeoSurv can dominate the niche geospatial keywords that Jacobs ignores.
C.R. Kennedy Surveying
survey.crkennedy.com.au
65/100
Digital Score
3,100
Monthly Visits
920
Organic Keywords
35
Domain Authority
Equipment supplier with surveying services. Weaker digital presence — GeoSurv can surpass them within 6 months with consistent content and SEO investment.
Digital Capability Matrix
Capability GeoSurv Veris Cardno Jacobs C.R.K
Google Ads (SEM)
SEO / Organic Content ~
LinkedIn Strategy ~
Social Media (Meta) ~
Careers / Employer Brand
Email / CRM Automation ~
✔ Active ~ Limited ✘ None
121

Traffic Intelligence

Real-world traffic data showing where GeoSurv can capture market share from competitors.

Massive Untapped Market
Your competitors are capturing over 12,400 monthly website visitors that GeoSurv is currently missing. With minimal digital presence, there’s a significant first-mover advantage in niche geospatial keywords.
12400
monthly visitors
you’re not reaching

Monthly Website Traffic Comparison

Traffic Channel Breakdown

Social Media Gap Analysis

GeoSurv’s social presence compared to competitors — the gap is also the opportunity.

LinkedIn Followers Comparison

LinkedIn
~6,000 followers
Decent foundation but inconsistent posting. Competitors like Jacobs (553K) and Cardno (85K) dominate visibility. With regular thought leadership from Josh Doyle, GeoSurv can own the niche geospatial conversation.
Facebook
Limited presence
Minimal activity. Facebook and Instagram remain critical for recruitment campaigns — reaching passive candidates who aren’t on job boards but scroll social media daily.
Instagram
Untapped opportunity
Equipment, project sites, and team content perform exceptionally on Instagram in the construction/trades sector. Visual content showcasing GeoSurv’s fleet and team is a powerful employer brand tool.

Website Audit

A technical and UX assessment of geosurv.com.au — identifying quick wins and long-term improvements.

geosurv.com.au
GeoSurv Website

Website Health Score

38/100
Key Issues Identified
!
CRITICAL: 27 H1 Tags on Homepage
Your homepage has 27 H1 heading tags — it should have exactly 1. Wix is rendering navigation menu items as H1 tags across every page (19-27 per page). This severely confuses search engines about your page topic and dilutes keyword relevance.
!
Blog Abandoned Since May 2021
Only 17 blog posts exist, all published in May 2021. Zero fresh content in 4+ years. Google rewards websites that consistently publish relevant, keyword-rich content. This is a major missed opportunity for organic traffic.
!
Wix Platform — Severe SEO Limitations
Built on Wix, which restricts technical SEO control. Cannot fix the H1 navigation bug, limited schema markup options, heavy JavaScript rendering (790KB homepage), and restricted server-side optimisation.
!
Zero Heading Hierarchy (H2/H3)
6 out of 9 key pages have zero H2 tags and zero H3 tags. Without heading hierarchy, Google cannot understand content structure or identify subtopics. Service pages are effectively flat text blocks to search engines.
!
Page Bloat: 650–790KB Per Page
Every page weighs 650-790KB of HTML alone (before images/JS). The homepage is 771KB. Industry best practice is under 100KB. This Wix bloat significantly impacts Core Web Vitals and mobile load times.
~
Thin Service Page Content
Service pages lack in-depth content, case studies, and keyword-rich copy. Each of your 6 divisions needs dedicated, comprehensive landing pages with 1,500+ words targeting division-specific search terms.
~
Missing Schema Markup
Only LocalBusiness and WebSite schemas detected. Missing Service schema, FAQ schema, and Review schema — all of which would improve rich snippet visibility in search results for geospatial services.
~
No Backlink Strategy
Only 2 external links detected on the homepage. No evidence of backlink acquisition strategy. Competitors with stronger domain authority will consistently outrank GeoSurv for competitive keywords.
Audit conducted 23 March 2026 — 9 pages crawled, 20 SEO factors assessed
Quick Win 1
HIGH IMPACT
Create 6 dedicated division landing pages with unique content, keywords, and calls-to-action for each service line.
Quick Win 2
HIGH IMPACT
Implement Google Tag Manager and conversion tracking to measure enquiry sources and optimise ad spend ROI.
Quick Win 3
MEDIUM EFFORT
Build a dedicated careers hub with role-specific landing pages, team culture content, and direct application forms.
121

SEO Intelligence

Priority keywords and organic opportunities that GeoSurv can capture with targeted content and technical optimisation.

Priority Keyword Opportunities (Monthly Search Volume)

Priority Keyword Targets
Keyword Monthly Volume Competition GeoSurv Position Opportunity
vacuum excavation services 1,900 Low Not Ranking HIGH
utility locating services 1,300 Low Not Ranking HIGH
land surveyor near me 2,400 Medium Not Ranking HIGH
3D laser scanning services 880 Low Not Ranking HIGH
surveying companies Australia 720 Medium Not Ranking MED
DBYD locating 590 Low Not Ranking HIGH
surveyor jobs Australia 1,600 Medium Not Ranking HIGH
civil construction surveying 480 Low Not Ranking HIGH

Two Streams. One Unified Brand.

A dual-stream LinkedIn-led strategy that builds your service pipeline while simultaneously positioning GeoSurv as the employer of choice.

Pipeline
Service Pipeline Development
Targeted campaigns to generate qualified enquiries from Tier 1 & 2 contractors, government agencies, and developers across all 6 divisions.
01
LinkedIn Company Page Campaigns
Targeted thought leadership and project case studies to decision-makers
02
Google Ads — Search & Display
Capture high-intent keywords: vacuum excavation, utility locating, surveying services
03
SEO & Content Marketing
Build organic authority with division-specific landing pages and technical articles
04
LinkedIn Personal Branding
Position Josh Doyle and key leaders as industry voices through strategic posting
Target Outcomes (12 Months)
150+
Qualified Leads
5000+
Monthly Visitors
10x
LinkedIn Growth
Talent
Talent Acquisition & Employer Brand
Position GeoSurv as the employer of choice to attract senior industry leaders, licensed surveyors, and skilled professionals in a competitive market.
01
Employee Spotlight Content
Feature team members, career progression stories, and company culture
02
Meta Recruitment Campaigns
Targeted ads to passive candidates in surveying, civil, and utilities sectors
03
LinkedIn Employer Branding
Showcase culture, equipment, career pathways, and industry impact
04
Careers Landing Page & Funnel
Dedicated careers hub with role-specific landing pages and direct application flow
Target Outcomes (12 Months)
50+
Qualified Applicants
-40%
Time to Hire
3x
Application Rate

Channel Strategy

Platform-by-platform execution plan for maximum impact across both streams.

LinkedIn
Primary Channel
CORNERSTONE
The cornerstone of both streams. LinkedIn delivers the highest-quality B2B leads in the infrastructure sector and is the primary platform where senior talent discovers employers.
Pipeline
Company page growth + sponsored content targeting procurement managers, project directors, and civil engineers
Talent
Employee spotlight series, career content, and targeted InMail campaigns for passive candidates
Josh D.
Josh Doyle personal brand strategy — thought leadership posts 3x/week establishing industry authority
4–5 posts/week Sponsored content Lead Gen Forms
Google Ads & SEO
High Intent
CONVERSION
Capture people actively searching for GeoSurv’s services. Google delivers the highest intent traffic — people ready to enquire now.
SEM
Search campaigns for high-intent keywords across all 6 divisions with location targeting
SEO
Division landing pages, technical blog content, and local SEO optimisation
GBP
Google Business Profile optimisation for local pack visibility in key markets
Search + Display 6 division pages Local SEO
Meta (Facebook & Instagram)
Recruitment Focus
TALENT
Meta’s targeting capabilities make it the ideal platform for reaching passive talent candidates with compelling employer brand content and recruitment campaigns.
Talent
Video-led recruitment campaigns showcasing day-in-the-life content, equipment, and team culture
Talent
Lookalike audiences built from current employee profiles for targeted talent acquisition
Pipeline
Brand awareness campaigns reinforcing GeoSurv’s capabilities to decision-makers
Video content Lookalike targeting Retargeting
Email & CRM
Nurture
RETENTION
Automated nurture sequences that keep GeoSurv top-of-mind with prospects and maintain engagement with potential candidates throughout the hiring cycle.
Pipeline
Lead nurture email sequences for enquiries not ready to convert immediately
Talent
Candidate nurture campaigns maintaining engagement with passive talent
ALL
Monthly newsletter showcasing projects, team, and industry insights
Automation Lead scoring Segmentation

Content Pillars

Four strategic content themes that drive both service enquiries and talent attraction.

Project Showcases
Detailed case studies of major projects across all 6 divisions — demonstrating capability, scale, and technical expertise to prospective clients.
S1 LinkedIn Website Google
People & Culture
Employee spotlights, day-in-the-life content, career progression stories, and team culture — positioning GeoSurv as the employer of choice.
S2 LinkedIn Meta Instagram
Thought Leadership
Josh Doyle and senior leaders sharing industry insights, technical knowledge, and forward-thinking perspectives on geospatial technology and infrastructure.
JD LinkedIn Blog
Technical & Educational
Explainer content on vacuum excavation, GPR scanning, 3D laser scanning, and other services — capturing SEO traffic and educating prospects.
S1 SEO Blog YouTube

Case Studies

Real results from companies like GeoSurv — in mining, construction, and specialist services.

RJV Electrical
RJV
RJV Electrical & Data
Mining & Industrial Electrical Services
From zero digital presence to a dominant market position in mining electrical services. LinkedIn-led strategy combined with Google Ads generated consistent qualified leads.
340%
Traffic Growth
85+
Qualified Leads/Year
12x
LinkedIn Growth
JSW
JSW Drilling
Specialist Drilling & Piling
Built a comprehensive digital strategy for one of Australia’s leading drilling contractors. SEO, Google Ads, and LinkedIn working together to fill their project pipeline.
520%
Organic Growth
$2.8M
Pipeline Generated
Page 1
Key Terms Ranked
JSW Drilling
PYBAR Mining
PYBAR
PYBAR Mining Services
Underground Mining Contractor
Transformed PYBAR’s employer brand and recruitment pipeline. Meta-led recruitment campaigns dramatically reduced cost-per-applicant and time-to-hire for specialist underground roles.
-65%
Cost per Applicant
200+
Applicants/Quarter
-40%
Time to Hire
Barminco
Barminco
Barminco
Underground Hard-Rock Mining
Enterprise-level digital transformation for one of the world’s largest underground mining contractors. Multi-channel approach targeting both service contracts and skilled workforce recruitment.
280%
Social Growth
4.2K
Monthly Visitors
Top 3
Industry Rankings

KPIs & Measurement

Clear, measurable targets across both streams — tracked monthly with full transparency.

Pipeline
Pipeline KPIs
Website Traffic 5,000+/mo
Qualified Enquiries 12+/mo
LinkedIn Followers 60,000+
Google Ads CTR >4%
Organic Keywords (Top 20) 50+
Talent
Recruitment KPIs
Qualified Applicants 50+/year
Cost per Application <$25
Time to Hire Reduction -40%
Application Completion Rate 3x current
Employer Brand Awareness Top 5 in sector
All KPIs tracked via a live reporting dashboard with monthly strategy reviews. Full transparency on spend, performance, and ROI across every channel.

Forecast Trajectory

Projected growth across both streams over the first 12 months of engagement.

Months 1–3
Foundation
Google Ads + SEO launched
LinkedIn strategy activated
Division landing pages built
Content calendar running
Careers hub live
Months 4–8
Acceleration
Organic traffic climbing
LinkedIn followers growing
First qualified leads arriving
Recruitment pipeline filling
Josh Doyle brand established
Months 9–12
Dominance
Page 1 rankings achieved
Consistent lead pipeline
Employer brand recognition
Compounding organic growth
Market position established

Investment Options

Three flexible tiers designed to match GeoSurv’s goals, timeline, and budget.

Tier 1
Foundation
$3,500 /month
+ ad spend from $1,500/mo
LinkedIn strategy & management
Google Ads setup & management
Monthly content creation (8 posts)
Monthly reporting & strategy call
SEO & content marketing
Meta recruitment campaigns
Personal branding (Josh Doyle)
Recommended
Tier 2
Growth
$5,500 /month
+ ad spend from $3,000/mo
Everything in Foundation
SEO & content marketing
Meta recruitment campaigns
6 division landing pages
Expanded content (16 posts/mo)
Fortnightly strategy calls
Personal branding (Josh Doyle)
Tier 3
Dominate
$8,500 /month
+ ad spend from $5,000/mo
Everything in Growth
Josh Doyle personal branding
Video content production
Careers hub & application funnel
Email automation & CRM
Weekly strategy sessions
Dedicated account team
All tiers include no lock-in contracts — month-to-month with 30-day notice. We earn your business every month.

Recommended Next Steps

A clear path from strategy to execution.

1
Strategy Discussion
Walk through this strategy together, discuss priorities, and align on which stream and tier best fits GeoSurv’s immediate goals.
2
Custom Proposal
Based on our discussion, we’ll tailor a detailed proposal with specific deliverables, timelines, and team allocation.
3
Onboarding & Launch
2-week onboarding including brand deep-dive, asset collection, account setup, and campaign launch. First results within 30 days.
4
Optimise & Scale
Continuous optimisation based on data. Monthly reviews, transparent reporting, and strategic pivots as needed.

Select Your Plan

Choose the investment tier that best suits GeoSurv’s goals, or let us tailor something specific to your needs.

Prefer to discuss in person?

Book a Call with Adam →