Project Report: Applying Digital Communication Strategies to SEO (Search Engine Optimization) Products of SEONGON Thinh Vuong Joint Stock Company

INFORMATION ABOUT THE MASTER'S THESIS

1. Student's full name: Hoang Thanh Uyen 2. Gender: Female

3. Date of birth: March 20, 1999

4. Place of birth: Hanoi

5. Decision to recognize trainees No.: 5626/QD-XHNV Dated December 29, 2023

6. Changes in the training process: None

7. Project Title: Application of Digital Communication Strategies for SEO (Search Engine Optimization) Products of SEONGON Thinh Vuong Joint Stock Company

8. Major: Journalism and Media Management; Code: 8320109

9. Scientific supervisor: Dr. Do Anh Duc, working at the Institute of Journalism and Communication Training - Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi.
10. Summary of project results:

In the context of Vietnam's ongoing digital transformation, Search Engine Optimization (SEO) services have become a crucial yet highly competitive field within the digital media industry. This research, titled "Applying Digital Communication Strategies to Search Engine Optimization (SEO) Services to Expand Potential Customers of SEONGON Thinh Vuong Joint Stock Company," aims to develop an integrated marketing communications (IMC) strategy to enhance the effectiveness of SEO service promotion and expand the potential customer base for SEONGON. The research methodology combines qualitative and quantitative approaches, including in-depth interviews with internal staff, customers, and experts, as well as online surveys of potential customer groups. Data is analyzed using SWOT, AIDA, and 5A models to assess the current state of communication and identify factors influencing its effectiveness. The results show that SEONGON possesses strong professional capabilities and brand reputation, but its communication activities are not yet integrated and lack a customer-oriented approach. Therefore, the study proposes a comprehensive digital communication solution system including platform optimization, content strategies tailored to each customer group, enhancement of internal capabilities, and the development of a data-driven measurement system. The study also incorporates new trends such as Google's AI Overview to increase adaptability in the rapidly changing digital communication landscape. The research contributes both theoretically and practically, providing a strategic framework applicable to SEO service businesses in Vietnam.

11. Practical applications:

This project has high applicability in the management and implementation of digital communication at SEONGON Thinh Vuong Joint Stock Company, as well as other digital marketing service providers in Vietnam. The proposed solutions – including optimizing communication platforms, building content strategies based on the customer journey, strengthening internal capabilities, and applying a SMART-based measurement system – can be implemented immediately. Furthermore, the integrated marketing communications (IMC) model helps SEONGON optimize the effectiveness of its Owned–Paid–Earned Media channels, improving conversion rates and expanding its potential customer base. Integrating new trends such as AI Overview, SGE, and AI-driven Analytics not only helps the company adapt to changes in search engines but also creates a sustainable competitive advantage. Therefore, the project has clear practical value and can be flexibly implemented across various agency models.

12. Future research directions:

In the future, further research needs to expand the scope of surveys to include more diverse customer groups such as businesses that have never collaborated on SEO, technology startups, FDI businesses, and international brands in Vietnam, while also segmenting by industry and size to clarify differences in perception and behavior. In addition, new metrics suitable for the AI ​​context should be added, including AIO Citation Rate, SGE Visibility Index, Chat GPT Mention Score, and AI-driven Conversion Funnel to reflect the effectiveness of communication in the next-generation search environment. Applying AI tools such as GA4, BigQuery ML, Semrush Copilot, or HubSpot AI to data analysis will improve the accuracy and predictability of the research. Furthermore, it is necessary to strengthen practical testing (A/B testing, pilot campaigns) to verify the effectiveness of the solution, and to expand comparative research between SEONGON and other agencies, aiming to build an integrated digital communication model – applying AI – that is valuable both theoretically and practically.

13. Published works related to the project: None

INFORMATION ON PROJECT

1. Full name: Hoang Thanh Uyen 2. Sex: Female

3. Date of birth: March 20, 1999 4. Place of birth: Hanoi

5. Admission decision number: 5626/QD-XHNV Dated: December 29, 2023

6. Changes in academic process: No.

7. Official project title: Application of Digital Communication Strategies for SEO (Search Engine Optimization) Services of SEONGON Thinh Vuong Joint Stock Company.

8. Major: Media Management 9. Code: 8320109

10. Supervisors: PhD. By Anh Duc, Institute of Journalism and Communication - VNU University of Social Sciences and Humanities

11. Summary of the findings of the project:
In the context of Vietnam's accelerated digital transformation, Search Engine Optimization (SEO) services are becoming an essential yet highly competitive segment in digital marketing. This study, titled “Applying Digital Communication Strategies for SEO Services to Expand Potential Customers of SEONGON Thinh Vuong JSC,” aims to develop an integrated digital communication (IMC) strategy to enhance the effectiveness of SEONGON's SEO service promotion and broaden its potential customer base. The research employs a mixed-methods approach, combining qualitative interviews with SEONGON staff, clients, and digital marketing experts, alongside quantitative surveys of potential customers. Data were analyzed through SWOT, AIDA, and 5A models to assess current communication practices and identify influencing factors. Findings reveal that while SEONGON possesses strong technical capabilities and brand credibility, its digital communication lacks integration and customer-centric storytelling. Based on the analysis, the study proposes a comprehensive IMC strategy encompassing platform optimization, tailored content strategy, internal capability enhancement, and data-driven measurement frameworks. The proposed model incorporates emerging trends such as Google's AI Overview to ensure adaptability in an evolving search environment. The research contributes both theoretical and practical by filling a gap in Vietnam's academic discourse on SEO communication and providing an actionable roadmap for agencies to strengthen brand trust, improve lead generation efficiency, and achieve sustainable growth in the B2B digital marketing sector.

12. Practical applicability:
This study demonstrates strong practical applicability for SEONGON Thinh Vuong JSC as well as other digital marketing agencies in Vietnam. The proposed solutions - including platform optimization, customer journey–based content strategy, internal capability enhancement, and SMART-based measurement systems - can be directly implemented to improve digital communication efficiency. The integrated marketing communication (IMC) framework developed in this research enables SEONGON to optimize the synergy between Owned, Paid, and Earned Media channels, enhance conversion rates, and expand its potential customer base. Furthermore, the inclusion of emerging trends such as Google's AI Overview, Search Generative Experience (SGE), and AI-driven analytics equips businesses with adaptive tools to navigate the rapidly changing search and communication landscape. By bridging theoretical insights with actionable strategies, this project not only strengthens SEONGON's competitiveness but also provides a scalable reference model for other agencies seeking sustainable growth in the digital marketing sector.

13. Further research directions:
Future studies should expand the survey scope to include a wider range of customer segments such as businesses that have never engaged in SEO, technology startups, FDI enterprises, and international brands operating in Vietnam. Segmentation by industry and business scale (SMEs vs. large corporations) will help clarify differences in perception and behavior. Additionally, new AI-related performance indicators should be integrated, including the AIO Citation Rate, SGE Visibility Index, ChatGPT Mention Score, and AI-driven Conversion Funnel, to better assess communication effectiveness in the era of generative search. The application of advanced AI tools such as GA4 with AI Insights, BigQuery ML, Semrush Copilot, and HubSpot AI will enhance data accuracy and predictive capability. Future research should also increase empirical testing—through A/B testing and pilot campaigns—to validate proposed communication strategies. Finally, comparative studies among SEO and digital marketing agencies are recommended to identify differences in IMC approaches, AI adoption, and KPI systems, thereby contributing to the development of a data-driven, AI-integrated digital communication framework with strong theoretical and practical value

14. Thesis-related publications: No.