The interior design and construction industry in Vietnam is witnessing explosive growth. From modern apartments, minimalist townhouses to luxury villas, the demand for interior design is growing. However, along with the huge opportunity is the level of fierce competition on Google.
In this field, customers often start their purchasing journey by searching for services, consulting ideas, comparing design units. Therefore, SEO becomes the ultimate weapon for furniture businesses to reach potential customers.
In this article, Tan Phat Digital will share a practical SEO case study for an interior design & construction company in Vietnam. This is a project with many challenges - from the website being infected with Japanese Keyword Hack to non-SEO standard content, but after 8 months of implementation, the website has climbed to the top of a series of competitive keywords, bringing quality leads and real revenue.
I. Project overview
1. Initial website status
When receiving the project, the customer's website encountered many problems:
Implemented SEO but it was ineffective: keywords dropped, low traffic, almost zero conversions.
Japanese malware infection: "Japanese Keyword Hack" phenomenon caused many pages to automatically generate Japanese content, inserting spam links to the site foreign. This destroys Trust Rank and reduces Google's trust in the website.
Suboptimal techniques: slow page load speed (7–8 seconds), large images, messy URLs with many levels.
Poor content: article does not focus on the core service, lacks depth, does not have the E-E-A-T (Expertise – Experience) factor – Authority – Trustworthiness).
Internal Link is weak: there is almost no connection between service groups and blog posts, making Googlebot crawl ineffectively.
In other words, the website has almost no way to compete with strong competitors in the furniture industry such as Morehome, Tu Gia Furniture, or Gia Khanh Furniture.
2. Project goals
Customers want:
Bring 6 core keyword groups to the Top of Google:
Interior design
Apartment interior design
Apartment interior design
Townhouse interior design
Special interior design Realistic
Interior design styles (modern, minimalist, neoclassical, luxury...)
Increase the number of potential customers to close design - construction contracts.
Build a reputable brand, become an expert highly appreciated by Google.
3. Target customers
Household owners: apartments, apartments, townhouses, villas.
Investors: need a professional interior design & construction unit.
Decor lovers: looking for inspiration, new design trends.
II. SEO implementation process
To achieve the goal, Tan Phat Digital has built an overall SEO roadmap consisting of 4 stages:
1. Build Topical Map & Keyword Set
In the furniture industry, Topical Authority is extremely important. Google appreciates websites that comprehensively cover the topic, instead of just optimizing a few discrete articles.
Market & competitor research: analyze the top 10 Google results for each service group, identify content gaps.
Build Topical Map: cover all keywords surrounding 6 main service groups. For example:
Apartment: “60m2 apartment interior design”, “2 bedroom apartment design”, “100m2 modern apartment interior”…
Villa: “neoclassical villa interior design”, “luxury villa interior”, “minimalist style villa design”.
Long content strategy Limit: plan to post 30 blog posts/month, alternating long-tail and transactional keywords.
Result: after only 3 months, Google began to recognize the website as an expert in the field of interior design.
2. Onpage Optimization & Technical SEO
Technology is the foundation. The original website was contaminated with spam, so it needed to be thoroughly cleaned before construction.
Fix Japanese malware: scan the entire website, remove strange scripts, resubmit to Google Search Console.
Increase page loading speed: compress images, use WebP, install CDN Cloudflare, optimize caching. Result: speed from 7 seconds → 2.5 seconds.
Standardize URL structure: shorten 1 level, for example:
Before:
/dich-vu/thiet-ke/noi-that/chung-cu-60m2After:
/thiet-ke-noi-that-common-cu-60m2
Internal Link according to Silo: each main service connects to related blog articles, helping to increase keyword power.
Schema Markup: add Local Business, Author, FAQ → increase CTR on SERP.
Optimize UX/UI: add TOC (Table of Content), clear CTA in each article.
3. Optimizing SEO Content
Content is the heart of SEO. We focus on 3 key points:
Service page: completely rewrite with detailed information, including: design process, transparent quote, before-after project portfolio.
SEO blog: post 30 articles/month, focusing on long-tail keywords. For example:
“Modern 70m2 apartment interior design”
“Interior design of a 2-storey townhouse in minimalist style”
“Quotation for neoclassical villa interior design 2025”
Combined Media: 3D rendered images, project walkthrough videos, comparative infographics style.
Thanks to this content investment, Google evaluates the website as in-depth and trustworthy.
4. Offpage & Entity Building
Press Booking: choose architecture and construction industry newspaper pages → increase brand entity.
Guest Post: post on architecture and decor blogs with real traffic.
Social Entity: build more than 150 social profiles for brands, 50 social profiles for author.
Wikipedia & Directory: add links from reputable interior sources.
SEO support advertising: run Google Ads lightly in the first 2 months to activate bot crawl continuously.
This is also the time we combine Tan Phat Digital's overall SEO service to create a solid foundation for the brand
III. Results achieved
After 8 months of implementation:
Main keyword:
“Apartment interior design” → Top 3
“Apartment interior design” → Top 5
“Neoclassical villa interior design” → Top 3
Traffic growth: from 300 visits/month → 12,000 visits/month.
High CTR: many keywords achieve CTR of 15–18% (compared to the industry average of only 5–7%).
Leads increased sharply: average 40–50 potential customers/month contacted from website form.
Trust Rank improved: website no longer received spam warnings, Domain Authority index increased from 9 → 27.
Real case
A customer searched for the keyword "modern 70m2 apartment interior design". They read the detailed blog post on the website, then leave a quote request form. Result: signed a construction contract worth 320 million VND.
This is just one of many high value conversions that SEO brings.
IV. Lesson learned
Technical cleaning before SEO: you cannot build a house on a weak foundation.
Topical Authority determines success: not only SEO a few keywords but need to cover the entire topic.
Content + Media is the key: interior customers need beautiful images and authentic videos to believe idea.
Entity Building helps Google trust more: social, press, directory → create a reputable platform.
Combining SEO with advertising: running Ads in parallel in the early stages helps speed up index and trust.
V. The role of Tan Phat Digital
This is a testament to how Tan Phat Digital deploys SEO not only at keyword optimization, but also builds a comprehensive - sustainable - realistic profit-making strategy.
In addition to SEO, the team also provides:
Facebook Ads service helps reach customers quickly.
Professional Fanpage management to increase brand trust in parallel with SEO.
The interior design & construction industry in Vietnam is fiercely competitive, but if SEO is implemented properly, Businesses can make a spectacular breakthrough. This case study proves: from a website full of technical errors and hacked spam, after 8 months it became a real lead generation machine.
If you are doing business in the furniture industry (or any competitive field), don't let your website be neglected. Let Tan Phat Digital accompany you, turning your website into a 24/7 automatic sales channel.
📞 Contact us today to receive advice on the most suitable SEO strategy for your business.
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