CMS Tiles
and SEO strategy
cementing its status as the market leader
With over 60 years dedicated to shaping Vietnamese living spaces, CMC Tiles needed a partner capable of elevating the brand to its rightful position on Google. SEONGON achieved exactly that – and far exceeded expectations.
70% commitment — exceeding the target by 29%
Committed to Top 10 — exceeded target by 140%
Organic traffic increased fivefold compared to the initial level
Customer
CMC Tiles is a reputable Vietnamese brand of wall and floor tiles, distinguished by its diverse product range, high quality, and modern designs. Partnering with CMC Tiles, SEONGON is implementing a digital marketing strategy to expand brand reach, effectively target the right audience, and drive sustainable growth in the digital space.
Background
With over 60 years of operation, CMC Tiles has been featured in thousands of projects—large and small—across Vietnam. Guided by the philosophy of “Sustainable Innovation,” the brand has established a solid reputation in the tile industry, earning widespread recognition from experts and construction partners alike.
However, a paradox exists: real-world renown does not automatically translate into digital dominance. When users search for terms like “tiles,” “premium ceramic tiles,” or specific industry products, CMC Tiles—despite being a market leader—fails to secure a ranking that reflects its true stature.
This was the challenge CMC presented to SEONGON: How could its status as the industry “big brother” be accurately and clearly reflected in the digital landscape?
Challenge
The ceramic tile industry has unique characteristics that make SEO a complex challenge. The product portfolio is vast—ranging from ceramic and porcelain tiles to wall tiles and roofing tiles—with each category attracting a distinct audience and involving unique search behaviors. Competition stems from both domestic and international brands, alongside a multitude of e-commerce sites and construction forums dominating the search engine results pages (SERPs).
A scattered approach—targeting too many keywords without a focused strategy—risks dissipating time and budget without securing top rankings for any core product group. Seongon required a strategy that was comprehensive enough to ensure broad coverage, yet sufficiently focused to deliver tangible results.
Strategies and Solutions
1. SEONGON simultaneously executes two main groups of tasks
- On-page: Comprehensively audit and optimize website structure, URL systems, anchor text, Google Maps, and landing pages, ensuring alignment with keyword plans and user search intent.
- Off-page: Proactively initiate early link-building (backlink) campaigns and drive real user traffic through channels such as PR, press releases, and PBNs, starting 2 months prior to acceptance to ensure timely results.
On-page optimization helps build a solid technical foundation—a prerequisite for content to perform effectively and enhance user experience. Meanwhile, the Off-page strategy generates external trust signals, reinforcing website authority in the eyes of Google and accelerating the ranking process at the right time, delivering fast and sustainable results.
With this methodology, businesses will receive the following values:
- A website operating strictly to SEO standards, minimizing the risk of being downranked by Google or penalized for spam.
- Rapid keyword growth powered by well-structured, timely external signals.
- A balanced optimization of technical elements and content, comprehensively improving user experience and overall SEO performance.
2. Content: Standardized, large-scale, and continuously improved
SEONGON has established and operated a large-scale content production workflow delivering over X00 articles, ensuring each piece strictly addresses Search Intent and fully complies with SEO standards. Implementation is executed regularly and according to schedule, completely covering the established keyword groups.
In parallel, SEONGON develops detailed guidelines and trains the contributor network to master content standards. A review mechanism is also established to maintain consistent quality, including for articles provided by the client’s side.
This strategy allows SEONGON to maintain consistency in style, tone, and article structure while optimizing SEO efficiency through standardized operations.
As a result, businesses can:
- Own a high-quality content repository, sufficient to cover the entire keyword plan.
- Accelerate execution speed while ensuring accuracy and uniqueness for every article.
- Save time and content operational costs thanks to optimized workflows.
- Reinforce a professional and trustworthy brand image through every published piece.
3. Scientific Project Management
SEONGON applies a project management methodology based on scientific, dedicated, and proactive principles to ensure maximum efficiency for large-scale, long-term SEO projects. Every stage is driven by data and appropriate personnel, combined with transparent handover meetings, regular quality control mechanisms, and a readiness to support and debate when necessary.
This solution is particularly crucial when projects involve multiple stakeholders or experience personnel turnover on the client’s side—a common factor in extended SEO campaigns.
Thanks to a tight management process, businesses can:
- Ensure smooth project operations and adherence to deadlines despite internal fluctuations.
- Enhance mutual trust and alignment between both parties during deployment.
- Maintain stable output quality, ensuring performance throughout the project lifecycle.
III. Project Success
Thanks to a well-structured strategy and close coordination between both parties, CMC achieved results that exceeded expectations:
Keyword rankings:
- The general keyword set had a 70% TOP 10 commitment, actually reaching 90.3%.
- The priority keyword set had a 50% TOP 10 commitment, actually hitting TOP 5 for 60% of the keywords, exceeding the target by 140%.
Organic traffic: Surged dramatically by 5 times.
These outcomes demonstrate CMC’s correct vision and investment in brand development across digital platforms, laying a solid foundation for the future.
With extensive experience and methodical SEO strategies, SEONGON is proud to accompany building materials enterprises like CMC, helping affirm brand position and sustainably increase sales on digital platforms. We thoroughly understand industry specifics and stand ready to deploy optimized solutions, from keyword research to technical optimization and high-quality content development.
Result
Once the strategy was fully implemented, the results far exceeded the initial targets set by both parties.
Regarding keyword rankings: the overall keyword set achieved a 90.3% placement in the Top 10, surpassing the committed target of 70%. For priority keywords—those of the highest commercial importance—60% reached the Top 5, exceeding the original KPI (50% in the Top 10) by 140%.
Regarding traffic: organic traffic increased fivefold compared to pre-partnership levels, generating a sustainable flow of users independent of advertising budgets.
Most importantly, CMC Tiles’ digital presence now accurately reflects the brand’s true stature. When users search for tiling products, CMC appears where it belongs: at the top of Google search results.
Let’s discuss how these solutions can drive effective results for your project. SEONGON will share case studies and materials tailored to your industry.
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