【2024 Edition】Vietnam SEO Landscape: Search Engine Trends and Channel Comparison

“Which search engines are actually used in Vietnam?”

“How is SEO in Vietnam different from what we do in Japan?”

To address these common questions, this article explains the following key points.

We’ve included side-by-side comparisons with Japanese data to make the Vietnamese SEO landscape easier to understand — perfect for businesses exploring digital expansion into Southeast Asia.

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The Current State of SEO in Vietnam

According to data from DataPortal, Google is by far the most visited website in Vietnam, with more than double the number of total visits compared to second-place YouTube. While another local search engine, Cốc Cốc, is available in Vietnam, it does not appear in the top traffic rankings — suggesting that SEO efforts can be focused almost entirely on Google.

It’s also worth noting that Vietnam’s population is approximately 85% that of Japan. However, when comparing Google usage data between the two countries, the number of visits from Vietnam is only about one-third of Japan’s, indicating a lower relative usage of Google — a factor that should be considered when planning your SEO strategy.

That said, Vietnam’s population has grown by approximately 0.7% annually over the past three years, indicating that the number of Google users is likely to continue increasing gradually.

Next, let’s look at how Vietnamese consumers discover brands. According to recent data, search engines ranked as the most commonly used channel for brand discovery, further reinforcing the importance of SEO in the Vietnamese market.

This trend is consistent with Japan, meaning there is no significant difference between the two markets in terms of initial brand discovery through search engines.

However, when it comes to the channels Vietnamese consumers use to gather more detailed information after becoming aware of a brand, search engines ranked second — highlighting their continued importance throughout the buyer journey.

Again, no major differences were observed compared to Japan.

In Vietnam, Google ranks among the top channels both for initial brand discovery and for researching detailed information after brand awareness. This underscores the platform’s importance across the entire customer journey.

As a result, implementing a strong content SEO strategy — targeting both upper-funnel (informational) and lower-funnel (branded) keywords — is essential. It’s also critical to ensure a smooth conversion path from branded searches to final action.

For more insights, be sure to check the article below, where we explore search engine usage rates and preferred search devices in Vietnam.

Key Differences Between SEO in Japan vs. Vietnam and Other International Markets

In this section, we’ll explain the key differences between SEO strategies in Japan and those used in Vietnam and other overseas markets.

Common Challenges When Expanding SEO Globally:

• Domain authority cannot be transferred when switching to a new domain

• Competitive landscape differs, so high rankings in Japan don’t guarantee results overseas

• Page speed can suffer if your server is not located near the target country

Each of these differences requires careful planning and localization when implementing an international SEO strategy.

Recommended Articles on International SEO

• [2024 Edition] What Is International SEO? A Comparison with Japan’s SEO Practices

• 4 Key Tips for English SEO: Covering Both Technical and Content Optimization

• Multilingual SEO Best Practices: 4 Strategies to Improve Global Search Visibility

1. Domain Authority Does Not Transfer When Switching Domains

If you launch a separate domain for your Vietnam website, you cannot carry over the domain authority built in Japan. This means you’ll be starting SEO from scratch, with no inherited value.

As a result, you should not expect a short-term boost in traffic. Instead, take a mid- to long-term approach to grow visibility through consistent SEO efforts.

However, if you use a subdirectory structure under your existing domain (e.g., example.com/vn/), you can retain your domain authority. This approach may allow you to see traffic growth more quickly.

2. Competitive Landscape Differs — High Rankings Are Not Guaranteed

Even if your site ranks well in Japan, it may not rank as easily in Vietnam, especially if the local competition is strong.

Even when using the same domain and subdirectories, your domain authority from Japan may still be weaker than competitors’ in Vietnam — making it difficult to rank without additional effort.

That said, depending on your industry, Vietnamese-language SEO may face less competition than English-language SEO, making it easier to achieve top rankings in some cases.

3. Server Location Impacts Page Speed and Rankings

If your server is located far from Vietnam, page loading speed can suffer. Slow websites increase bounce rates and negatively affect SEO performance.

To address this, we recommend using a server located in Vietnam or a nearby country. If you’re planning to expand across Southeast Asia, your server location should be chosen strategically. If you’re unsure, feel free to consult with us.

SEO Considerations Specific to Vietnam

According to EF’s English Proficiency Index, Vietnam is ranked at a “moderate” level. However, in reality, only about 30% of people in cities like Ho Chi Minh City or Hanoi speak conversational English — most others speak only limited English.

This means you’ll need to build your website and SEO content primarily in Vietnamese to effectively reach your target audience.

Also, as with other international markets, local keyword research is essential. While single-word keywords are used in Vietnam, longer phrase-based search queries are also common. Be sure to take this into account when developing your keyword strategy.

Additionally, relying too heavily on machine translation when creating content can lead to messaging that doesn’t resonate with local audiences or fails to deliver impact.

At The Digital X, we work closely with local marketers to ensure that your SEO strategy and content are fully aligned with the cultural and linguistic nuances of the Vietnamese market.

If you’re considering SEO in Vietnam, feel free to reach out for a consultation.

Frequently Asked Questions (FAQ)

Below are some of the most common questions we receive about digital marketing and business in Vietnam.

Planning to Execute SEO in Vietnam? Consult The Digital X

SEO in Vietnam requires more than just understanding local culture and consumer trends — it also demands content development in Vietnamese, which adds complexity to execution.

At The Digital X, we bring over 18 years of experience in global digital marketing, working closely with local marketers to ensure culturally aligned and effective SEO strategies.

If you’re considering expanding into the Vietnamese market, feel free to contact us for a consultation.