Vietnam SEO demands local insight as AI reshapes search

Vietnam's expanding digital economy is creating a larger opportunity for international companies, but search behavior in the market has its own patterns. Google accounted for 94.41% of Vietnam's search engine market in May 2026, while Coc Coc held 4.41%, according to market data cited by On Digitals.

The audience is also highly connected. DataReportal recorded 85.6 million internet users in Vietnam at the end of 2025, equal to 84.2% internet penetration, along with 79 million social media identities. Consumers may move between social platforms, Google Search, review content, messaging apps, brand websites and online marketplaces before making a decision.

SEO therefore increasingly supports a wider customer journey rather than only a position on a search results page.

SEO in Vietnam now requires local intent mapping, technical readiness, and AI-visible content. Photo courtesy of Envato

Translation is only the first step

On Digitals said one of the most common localization mistakes is treating a Vietnamese website as a translated version of a global one. The language may change while the search intent behind the query remains different.

Industrial buyers, for example, may search by application, manufacturing capability or supplier credibility instead of a technical product category. Beauty consumers may focus on skin concerns, expected outcomes and safety, while automotive and retail customers may also consider local availability, after-sales support and brand reputation.

Vincent On, founder and CEO of On Digitals, said brands need to understand how Vietnamese customers discover and evaluate a business before planning content.

"Foreign brands usually do not fail in Vietnam because they lack marketing assets, but because their global brand voice does not always match how Vietnamese customers find, compare, and trust a brand," he said.

Backing up his claim, he shares that localization should combine search-intent mapping, keyword research, competitor analysis and content planning rather than simply increasing the number of articles published.

Vietnam SEO works best when it supports the full decision journey. Infographic courtesy of On Digitals

AI is changing search visibility

Artificial intelligence is adding another layer to the way users find information. Google AI Overviews are appearing in Vietnamese search results, increasing the value of content that is structured, authoritative and easy for both users and AI systems to interpret.

Research by SEO platform Ahrefs found that the click-through rate for the top organic result was 34.5% lower when an AI Overview appeared in April 2025. When the study was repeated in December 2025, the gap had widened to 58%.

The shift does not remove the need for SEO, but it changes what optimization requires. Brands increasingly need clear page structures, credible sourcing, original examples and strong topical signals so content can compete in conventional search results while also being understood by AI-generated answer systems.

On Digitals said this is also changing how agencies work. AI can support analysis of search results, user behavior and semantic relationships, but it does not replace the need for local market understanding.

Foreign brands need to understand how Vietnamese users search before building local SEO content. Photo courtesy of Envato

Competition is becoming more serious

Vietnam's growing digital economy is bringing more domestic, regional and international businesses into the same search market. The e-Conomy SEA 2025 report by Google, Temasek and Bain & Company estimated Vietnam's digital economy at US$39 billion in 2025, while e-commerce was expected to exceed US$25 billion with 17% year-on-year growth.

As competition increases, SEO is extending beyond content production. Technical readiness, authority building, conversion, paid media, social outreach and public relations can all influence how a brand is discovered and trusted.

For companies assessing search engine optimization services in Vietnam, On Digitals said the process should begin with research into how local customers search, which competitors already hold visibility and where a website needs localization beyond language.

The agency's SEO process covers research, strategy, execution, monitoring and adjustment, using tools including Google Analytics, Google Search Console, SEMrush and Ahrefs. Its portfolio includes work for Passion Wine, Colgate-Palmolive, Ducati, Bigbike, Kim Long Diep and Toan Thinh.

According to On Digitals, Passion Wine recorded 140% revenue growth, while Ducati achieved a 120% increase in organic traffic during year-long SEO campaigns. The company presents those cases as examples of why SEO strategies need to reflect the business model and customer journey of each category rather than follow a single formula.

On Digitals operates as a Vietnam-based full-stack digital marketing agency, with services spanning SEO, digital content, paid performance, social outreach and IT. Its stated philosophy is "Think like a business, act like a trusted partner."

As AI reshapes search and the market becomes more competitive, foreign companies entering Vietnam face growing pressure to adapt global marketing strategies to local behavior. On Digitals said brands that invest in localized, AI-ready and business-focused SEO can build visibility and credibility while Vietnam's digital market continues to develop.