TTLV: Search Engine Optimization (SEO) for Online Newspapers in Vietnam

MASTER'S THESIS INFORMATION

1. Student's full name:Nguyen Quang Hieu

2. Gender: Male

3. Date of birth: June 2, 1983

4. Place of birth: Lao Cai

5. Decision on recognition of graduate students No. 2998/2013/QD-XHNV-SDH dated December 30, 2013 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

6. Changes in training process: No

7. Topic name:Search Engine Optimization (SEO) for Online Newspapers in Vietnam

8. Major: Journalism Code: 60.32.01.01

9. Scientific instructor:Associate Professor, Dr. Nguyen Thi Truong Giang– Faculty of Radio and Television – Academy of Journalism and Propaganda.

10. Summary of thesis results:

The thesis focuses on research and gives some basic results as follows:

In chapter 1 - overview of the topic "Search engine optimization for electronic newspapers in Vietnam", the author focuses on solving some general theories about electronic newspapers, electronic newspaper works, search engines and search engine optimization. In addition to affirming the important role of search engine optimization for electronic newspapers, the author also gives the most basic factors that determine search engine optimization for electronic newspapers. These are the characteristics of the electronic newspaper audience, the optimization skills of the electronic newspaper creative team. The ways in which electronic newspapers apply search engine optimization are also mentioned to help readers have a basic idea about keyword research, content optimization and promotion of electronic newspaper works.

In chapter 2, the author of the thesis surveyed the current status of search engine optimization on three electronic newspapers Dan Tri, VietNamNet, VietnamPlus. The survey showed that electronic newspapers have initially paid attention and invested in SEO and achieved certain successes such as: increasing the ranking of electronic newspaper works on Google results thanks to the application of flexible and unique SEO methods; increasing traffic and increasing the prestige of the newspaper; creating new working habits and skills for the team of electronic journalists. In addition, the limitations in optimizing search engines for electronic newspaper works that need to be mentioned are: electronic newspaper works have not applied effectively and paid due attention to SEO methods; reduced competitiveness of electronic newspapers, good works do not reach the public.

The remaining limitations stem from a number of basic causes: electronic press agencies do not have a correct understanding of search engine optimization for electronic press works; Apply search engine optimization inappropriately; Lack of reasonableness in the division of work and coordination among members of electronic press agencies; The team creating electronic press works does not have a correct understanding, lacks basic knowledge and necessary skills; Training is still lacking and not really of good quality.

From the existing limitations analyzed in chapter 2, in the next chapter, the author of the thesis pointed out some issues of concern in the process of implementing search engine optimization for electronic newspaper works, which are: overemphasizing the ability of search engine optimization and underestimating the quality of electronic newspaper works, or following the tastes and search trends of users. These issues make SEO ineffective, even causing a large decrease in the public, and a decline in the reputation of electronic newspapers, so the team of electronic journalists needs to pay attention to come up with reasonable solutions.

The author of the thesis also offers some solutions to improve the effectiveness of search engine optimization for electronic newspaper works. These are the orientations and initial suggestions for solutions that can be applied in practice:

Regarding management issues, the head of an electronic newspaper agency needs to have the right awareness, set out a roadmap, make plans, build a budget, organize and check the application of SEO for electronic newspaper works in a scientific and appropriate manner.

Regarding training, electronic press agencies need to create favorable conditions for electronic press creative teams to study, research, practice skills, and improve awareness and understanding of SEO. Journalism training schools can consider addressing this issue in the process of teaching electronic journalism.

Solutions on Google search engine optimization skills for electronic newspaper works include six solutions: prioritizing content quality; taking advantage of multimedia; taking advantage of popular content and old works; adding links to works taken from other newspapers; journalists need to protect their own copyrights and regularly conduct public research.

Technical solutions include website design issues, data tracking, system reviews and other technical elements of the website.

11. Practical application:

With this topic, the thesis has provided an overview of the current status of using search engine optimization in electronic newspapers, helping electronic journalists see the successes and limitations of using search engine optimization for electronic newspaper works. The topic contributes suggestions and solutions to improve search engine optimization for electronic newspapers.

In addition, the topic is a reference document for journalism students, especially students majoring in electronic journalism, reporters, electronic newspaper editors and those interested in this field.

12. Further research directions:

If possible, this thesis can also suggest more in-depth research directions for the issue of search engine optimization for electronic newspapers. The solutions proposed are only at the initial level, initially mentioning some ways to improve the effectiveness of search engine optimization for electronic newspapers. With each of these solutions, the author can expand into more in-depth research content, conduct more detailed surveys to build specialized training materials on SEO skills for the team creating electronic newspaper works.

13. Published works related to the thesis: None

INFORMATION ON MASTER'S THESIS

1. Master student's full name: Nguyen Quang Hieu 2.Sex: Male

3. Date of birth: June 2, 1983 4.Place of birth: Lao Cai

5. Postgraduate admission decision number: 2998/2013/QD-XHNV-SDH dated December 30, 2013 by the Rector of University of Social Sciences and Humanities

6. Changes in academic process: N/A

7. Official thesis title: Search Engine Optimization (SEO) for Electronic publication in Vietnam

8. Major: Newspapers and magazines 9. Code: 60.32.01.01

9. Supervisor: Assoc.Prof.Dr. Nguyen Thi Truong Giang - Radio and Television Faculty, Academy of Jounalism and Communication.

10. Summary of the findings of the thesis:

The main content of thesis focuses on research SEO in Electronic Publications and issue some suggestions to improve effectiveness of SEO for them, details as below:

Chapter one is a part overview about Search Engine Optimization for Electronic Publication in Vietnam. This part doesn't only give basic knowledge about e-journal, electronic article of e-journal, Search engine and Search Engine Optimization, but also describes important roles of SEO for electronic article of e-journal and shows out the factors which affect to SEO of electronic article for e-journal, these factors are characteristics of e-jounal audience, skills in using SEO of Reporters and Editors. And in another hand, some SEO methods to apply for electronic publication are mentioned in this part, they help to imagine about how to optimize electronic article for e-journal.

To understand real situation about practice SEO in electronic publications in Vietnam, by analyzing the survey results in three electronic publications, DanTri, Vietnamnet, VietnamPlus. This cheapter 2 shows out that most of electronic publications in Vietnam have known about the role of SEO and have applied some simple SEO methods for their electronic articles. Actually, the achievements are quite small and there are a lot of disadvantages in practice SEO in electronic publication, ex. skills in using SEO of Reporters and Editors are poor.

The reasons for these advantages are including: The journalist's awareness of the role of SEO is unclear, so practice SEO for electronic article is not suitable; The organization to practice SEO in electronic publication is not good and the training to increase knowledge and skills for Reporters and Editors is still not usually, even a lot of Reporters and Editors have never participated in any training course about SEO for electronic article of e-journal. Other issues, example: the electronic publications set priority excessively high for SEO or too interested in search trend of user but doesn't care about content of articles, are also reasons to decrease effect of SEO for electronic articles of e-journal.

The research results of this thesis are giving some suggestions for electronic publication to improve practice SEO for electronic articles in their organization. Brief of these suggestions is below:

For high level managers, they need to increase their awareness of the role of SEO and they also need to organize electronic article creator team to get the best effect in practice SEO

The managers of electronic publication need to make train courses for Reporter and Editor to help them to encrease their knowledge about SEO.

Skills of electronic article creator in practice SEO must be improved day by day.

And the improving effect of SEO by technical mechanisms is usually implemented everyday by SEO technical experts.

11. Practical applicability

With this subject, the thesis has shown overview about SEO practices in electronic publications in Vietnam nowadays. It's help journalist understand the current archivements and the disadvantages in practice SEO for electronic articles of e-journal.

This thesis gives some suggestions to improve practice SEO for electronic publications in Vietnam. And it's also reference document for students, journalists and the people who attend this school.

12. Further research directions:

In the future, this thesis can be extended by focusing to research the methods to improve the effect of SEO for electronic articles of e-journal. Each suggestion in cheapter 3 can be made into a subject and divided into a dedicated research.

13. Thesis-related publications: N/A