TTĐA: Applying digital communication strategy for SEO products (search engine optimization) of SEONGON Thinh Vuong Joint Stock Company

INFORMATION ABOUT MASTER'S GRADUATION PROJECT

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 on recognition of students No.: 5626/QD-XHNV December 29, 2023

6. Changes in training process: No

7. Project title: Applying digital communication strategy to SEO products (search engine optimization) of SEONGON Thinh Vuong Joint Stock Company

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

9. Scientific instructor: Dr. Do Anh Duc, working at the Institute of Journalism and Communication - University of Social Sciences and Humanities, VNU Hanoi.
10. Summary of project results:

In the context of the strong digital transformation taking place in Vietnam, Search Engine Optimization (SEO) service has become an important but highly competitive field in the digital media industry. The research with the topic "Application of digital communication strategy of Search Engine Optimization (SEO) service, aiming to expand potential customers of SEONGON Thinh Vuong Joint Stock Company" was conducted to build an integrated marketing communication strategy (IMC) to help improve the effectiveness of SEO service promotion and expand the potential customer base for SEONGON. The research method combines qualitative and quantitative, including in-depth interviews with internal staff, customers and experts, and online surveys of potential customer groups. Data was analyzed through SWOT, AIDA and 5A models to assess the current communication status and identify factors affecting effectiveness. The results show that SEONGON has strong professional capacity and brand reputation, but its communication activities are not integrated and lack customer orientation. From there, the study proposes a comprehensive digital communication solution system including platform optimization, content strategy suitable for each customer group, improving internal capacity and building a data-driven measurement system. The topic also incorporates new trends such as Google's AI Overview to increase adaptability in the context of rapidly changing digital communication. The study contributes both theoretically and practically, providing a strategic framework that can be applied to SEO service businesses in Vietnam.

11. Practical application:

The project is highly applicable in the management and implementation of digital communications of SEONGON Thinh Vuong Joint Stock Company as well as businesses providing digital marketing services in Vietnam. The proposed solutions - including optimizing communication platforms, building content strategies according to customer journeys, enhancing internal capacity and applying measurement systems according to SMART principles - can be applied immediately in practice. In addition, the built integrated communication model (IMC) helps SEONGON optimize efficiency between Owned-Paid-Earned Media channels, increase conversion rates and expand potential customer files. Integrating new trends such as AI Overview, SGE or AI-driven Analytics not only helps businesses adapt to changes in search engines but also creates sustainable competitive advantages. The project therefore has clear practical value and can be flexibly deployed for many other agency models.

12. Further research directions:

In the future, further studies need to expand the scope of the survey to more diverse customer groups such as businesses that have never cooperated with SEO, technology startups, FDI enterprises and international brands in Vietnam, and stratify by industry and scale to clarify the differences in awareness and behavior. In addition, it is necessary to add new measurement indicators suitable for the AI ​​context, including AIO Citation Rate, SGE Visibility Index, Chat GPT Mention Score and AI-driven Conversion Funnel to reflect communication effectiveness in the new 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. In addition, it is necessary to increase practical testing (A/B testing, pilot campaigns) to verify the effectiveness of the solution, and at the same time expand comparative research between SEONGON and other agencies, towards building an integrated digital communication model - AI application that has value in both theory and practice.

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.