Reignite Unilever’s All Things Beauty Vietnam (ATB VN) platform after a sharp drop in organic performance—caused by major technical breakdowns—and reestablish it as a top beauty content destination in the Vietnamese market.

We began with a deep Search Audit to understand how, where, and why the platform was falling behind. The findings revealed gaps in technical SEO, content discoverability, and search alignment. From there, we delivered a comprehensive fix: replatforming the site, optimizing for performance, and rebuilding content around what real people were searching for.

1. Search Audit as foundation

We analyzed ATB VN’s technical performance, keyword universe, SERP positioning, and competitive gaps—using those insights to shape every decision moving forward.

2. CMS migration and technical enhancements

Migrated to a more stable CMS, resolved image and crawl issues, optimized core web vitals, and implemented structured schema to future-proof the platform for SEO.

3. Rebuilt content around intent

Shifted to evergreen, high-intent queries rooted in real behavior—like “Chăm sóc da” and “Peel da là gì”—instead of relying on campaign-driven content alone.

4. Improved UX for people and search engines

Restructured site architecture and content hierarchy to make discovery seamless and increase both engagement and indexing quality.

Within just six months of implementation, ATB VN saw a powerful rebound in performance. Organic traffic grew by over 75%, reversing the downward trend and restoring the platform’s visibility across key search categories.

The shift to evergreen, intent-driven content delivered results fast—65% more keywords began ranking on Page 1, and ATB VN’s average position on Google improved by two spots, especially for competitive beauty-related queries like “Chăm sóc da” and “Peel da là gì”.

Perhaps most notably, the platform climbed from third to second place in Share of Voice in Vietnam’s digital beauty space—surpassing major legacy competitors and re-establishing Unilever’s authority in a crowded, fast-growing market.