GROUP ASSIGNMENT

Course: ADS301m
Lecturer: Nguyễn Minh Quang
Class: MKT1712
Semester: Fall 2024

Full name Roll Number

Đinh Hữu Đạt HS171223

Âu Dương Đức HS171329

Nguyễn Hoàng Phúc HS171537

Nguyễn Thị Kiều Lê HS173124

Phạm Yến Chi HS163459

Đỗ Minh Hiếu HS173228

 Highlands Coffee

SEO project

Executive summary

1. Introduction

In the ever-changing field of digital marketing, an online presence is critical for the survival of any
brand looking to achieve success. For Highlands Coffee, synonymous with premium coffee, Search
Engine Optimization (SEO) is an effective strategy for reaching out to a broader audience and
improving its market. An even more comprehensive study of Highland Coffee's current SEO
performance is required, providing a solid foundation for the deployment of a range of performance
improvement measures.

Our project will focus on three of the SEO pillars: keyword research, content optimization and
technical aspects of SEO.
- Keyword research will allow for understanding the searching behavior and preferences of the
audience's target and how best to frame Highlands Coffee’s content. Careful use of appropriate
keywords will help the brand improve its ranking and visibility in search engine results.

- Content optimization is a supplement to keyword research in that new content creation aimed at
satisfying user intent is developed in addition to what already exists. This approach does not only
improve ratings but also helps in creating and retaining customers.

- The emphasis of Technical SEO is placed on the Highlands Coffee website. Constant improvements
in the speed, the mobile usability, and the fixing of crawl issues will enhance the user experience and
enhance the search engine optimizations.

Besides, the project would seek to analyze how google advertising campaigns can be strategically
incorporated into the overall project. To begin with, when a SEO campaign is running and providing
organic coverage, PPC advertising is great to use because it can be targeted to a specific age group,
gender, and lifestyle which helps to ensure that Highlands Coffee's advertisement appeals to the right
audience. Moreover, the analytics gained from advertisement campaigns will help in planning
appropriate future advertisements.

To summarize, the project is a tactical plan for tackling the challenges facing the business in relation
to online marketing while guaranteeing growth and a positive return on investment. As a result of the
analysis, plan, and combination of SEO with Google Ads, Highland Coffee has a great opportunity to
penetrate the online market and enjoy considerable first-mover advantages.

2. Company overview

2.1. Company

Highlands Coffee is a Vietnamese chain of coffee and fast food stores, founded by David Thai in
1999.

Viet Thai International Group (owner of Highlands) was founded by David Thai in 2002. The group
opened its first coffee shop in The Metropolitan city of Ho Chi Minh City, near the Duc Ba cathedral,
and then added another Coffee shop in Hanoi.

● 2008 - 2011: Sale of shares to Jollibee

In 2008, Viet Thai served more than 5 million guests, with 2 million meals and more than 4 million
cups of coffee.

By 2009, the company had opened 80 retail locations throughout six Vietnamese provinces and cities
(Hà Nội, Thành phố Hồ Chí Minh, Hải Phòng, Đà Nẵng, Vũng Tàu và Đồng Nai).

In 2011, Viet Thai International sold 49% of its business in Vietnam and 60% of its business in Hong
Kong to the Philippines' Jollibee Group for $25 million. At that time, Highlands had 50 coffee shops.
Also in the same year, Highlands acquired the Pho 24 chain of stores from Mr. Ly Quy Trung for
about $20 million.

● 2011 - now

In 2015, Highlands expanded the number of stores to 75, and by the end of March 2017, the company
had a total of 180 stores, in 14 provinces and cities in Vietnam. As of February 2019, the company
had 211 stores. Currently, Highlands has expanded to more than 300 locations worldwide.
 ● Mision: “The goal has been to serve and uplift society by enriching human connections and
social togetherness.”

“ A hub of the community where people can connect and bond over a shared love of delicious
coffee, teas and food. At Highlands Coffee we stand with you, we stand for you, we stand together as
one community.”

The objective is to improve social cohesion and human interactions in order to benefit and advance
society.

A hub of community where people can connect and bond over a shared love of coffee, tea and good
food. At Highlands Coffee, we stand with you, we stand for you, we stand together as a community.

● Vision: “Today, with hundreds of stores in Vietnam and abroad, we serve more than just
coffee.”

Currently, Highlands Coffee outlets may be located around the nation. Highlands Coffee serves tea
and coffee drinks, blended ice, fast food and in-store care services.

2.2. Product/Service

Product: Highlands Coffee's core products are beverages (coffee, tea, soft drinks, fruit juices, etc.)
and fast food (bread, cakes).
Service: Highlands Coffee is a space where everything is there for our customers. With the desire that
this is a place where you will have the opportunity to work with like-minded, passionate people and
at the same time be able to show your true colors.

2.3. Primary Research of the target consumer

2.3.1 Demographic information

a. Age range
 The survey was for all ages. The largest age group was 18-25 years old, accounting for
62.5%. Those aged 35 and over accounted for 20% and 11.4% were between 26-35 years old, with
the remainder under 18 years old.

b. Gender

The survey participants were 54.3% female and 45.7% male. Overall, there was no significant
difference in gender balance among the total 35 survey participants.

c. Occupations
Surveying the occupations of 35 people, it can be seen that this is the most diverse aspect compared
to the remaining demographic factors. The majority of survey participants are students (60%),
besides that, 37.1% are office workers, the rest are freelancers…

d. Monthly income/allowance

Regarding income or monthly allowance, the survey subjects said that 60% of them were under 10
million, corresponding to 60% of participating students. Next was the income level from 10 million
to 19 million, accounting for 31.4% and 8.6% from 20 million to 29 million.

e. Location
The survey targeted 80% of subjects living in cities and 20% living in urban areas, towns,...

2.3.2. Survey on consumer behavior of customers

a. Customer's purpose for buying drinks and using services

When asked about the purpose of buying drinks and using services at coffee shops, survey
participants said:

- To serve the workplace and study place accounts for 54.3%

- Meeting friends/partners accounts for 34.3%
- To relax and enjoy coffee 48.6%
- Buy and take away (only use the product, not use the service) accounts for 11.4%

The most considered factors when choosing a coffee shop will be “Chất lượng đồ uống”, “dịch vụ”,
location with “view đẹp” + ”Không gian”.

b. Frequency of drinking Coffee

According to the survey results, the frequency of using tea/coffee products by customers will fall into
1-2 times a week with 57.7% accounting for the majority.
Next is 3-5 times for 34.3%, the remaining 8.6% for a frequency of 5 times or more. And the most
used time is in the morning with 62.9% followed by noon with 34.3% and finally afternoon and
evening with almost equal figures of 22.9% and 20%.

c. Search store information

According to the survey, users often have the habit of visiting coffee shops near their homes,
accounting for 77.1%. In addition, large chain stores such as Highlands, The Coffee House,
Starbucks are also popular, accounting for 45.7%. Finally, they use food delivery or home-brewing
applications. However, products on applications such as Grabfood, shopeefood,... can also come from
the above chain stores.
Of the 35 respondents, nearly 80% said they regularly look for information about beverage stores on
social media platforms:
- Facebook is the most searched tool with 74.3%
- Google 62.9%
- Instagram 45.7%
- Website coffee 28.6%
- Forum/Youtube 17.1%
- Tiktok 2.9%

d. Average amount of money a customer can spend on tea/coffee drinks

On average, the amount customers will pay for their drinks will fall below 50,000 VND for 48.6%,
followed by 42.9% for the payment range from 50,000 VND to 100,000 VND, the rest are from
100,000 VND or more.
e. Most popular drinks

The types of drinks that are most popular in the survey are divided quite evenly and correspond to the
interviewees. The most are 65.7% for Milk Coffee, 45.7% for Fruit Tea, the same number 37.1% for
Filter Coffee and Traditional Tea, and the remaining 31.4% for Milk Tea.

f. Keywords are used when searching for cafe shops/services on Google

When customers want to search for shops or services in the beverage industry on Google or other
online platforms, they often use keywords such as "Delicious coffee", "Coffee shop nearby", "Shop
with nice view" ....

2.3.3. Survey of customer opinions and evaluations of the Highlands Coffee brand
a. Understanding the Highlands Coffee brand

100% of survey participants know the Highlands Coffee brand

b. Reasons for choosing Highlands Coffee products instead of other brands in the same product
line

Among 35 survey participants, the reasons for choosing Highlands Coffee products instead of other
brands are:
- Reputable brand 65.7%
- Comfortable space and suitable service 51.4%
- Evaluated product quality 48.6%
- Product diversity 42.9%
- Reasonable price 40%
- Good and convenient store location 37.1%
- Promotional programs and coupons 28.6%
- Beautiful packaging design 17.1%
- Fast service time 8.6%

c. Satisfaction with Highlands Coffee product quality

- 22 people are satisfied with Highlands Coffee product quality, accounting for 62.9%
- 8 people are very satisfied with Highlands Coffee product quality, accounting for 22.9%
- 5 people feel that Highlands Coffee product quality is average, accounting for 14.3%

d. Customer opinions on the suitability of product quality and price

33 people think that Highlands Coffee product price is suitable for product quality, only 2 people feel
that price is not commensurate with quality.

e. Customer information tracking behavior for the brand

Customers who regularly follow Highlands Coffee information on social networking sites such as
Facebook, Instagram, Tiktok, ... account for the majority, up to 85.7% (39 people). The remaining
8.6% (3 people) follow through the brand's official website and 5.7% (2 people) through the
Highlands Coffee App.

f. Channels used to order from Highlands Coffee

25 people said that most customers buy products and use services directly at the store (71.4%). There
are 9 people who use food delivery apps to buy products (25.7%) and the remaining (2.9%) order via
the Highlands Coffee app.

g. Opinions when using in-store and delivery services

100% of survey participants are satisfied with the customer care service at the store and they will
return to use the product/service.

h. Difficulty when buying goods in stores and on e-commerce platforms

When purchasing or using services at Highlands Coffee, 19 people (54.3%) said they did not
encounter any difficulties. In addition, 22.9% had to wait a long time to receive the product, 20% did
not have enough seats during peak hours, 14.3% experienced delayed delivery and the rest said the
menu was quite complicated and the prices were unreasonable.

i. Customer suggestions for improving store products or services

Suggestions for improving Highlands Coffee products or services:

- 51.4% think that promotions and incentives for customers should be increased
- 34.3% want to improve the service attitude of staff at the store
- 28.6% want to further improve the quality of drinks
- 25.7% think that hygiene and the quality of the seating space at the store should be improved
- 25.7% want to improve the online ordering and delivery system
- 14.3% think that nothing needs to be improved

j. Customers' attitudes towards recommending Highlands Coffee to others.

There are 31 survey participants who are willing to introduce Highlands Coffee products to others
after using them, accounting for 88.6%. There are 8.6% who refuse to introduce this brand's products
to others and 2.9% are neutral.

k. The reason for introducing Highlands Coffee products.

For the question "Why are you willing to take action to introduce Highlands Coffee products to
others?"
2.4. Key Insights

1. Think and Feel

Customers value a modern, social lifestyle where coffee is not just a beverage but also a part of the
daily routine.

They appreciate convenience and quality, often thinking about finding places where they can relax or
work in cozy spaces.

They may feel a desire for an “affordable luxury” experience – one that is high-end but not too
expensive.

They are influenced by trends and social status, linking their choice of coffee shop with their personal
image.

2. See

They see competitors like Starbucks or The Coffee House offering unique experiences, cozy spaces,
and trendy products.

Social media plays a big role in what they see – ads, influencers and user-generated content on
Instagram and Facebook about stylish coffee moments.

They see friends and acquaintances regularly visiting coffee shops, working or meeting socially at
trendy coffee shops.

3. Hear

They heard about Highland Coffee as a local, affordable brand, widely available in both big cities
and small towns.

Conversations about sustainability, convenience, and product innovation are common among their
friend group.

Feedback or reviews from friends about coffee shops with good ambience, strong Wi-Fi or signature
drinks influence their decisions.
4. Say and Do

They share their coffee moments on social media, tagging locations and friends, creating a sense of
community and FOMO (fear of missing out).

They often meet at coffee shops to socialize, whether to catch up with friends or hold quick meetings.
They also often work from coffee shops, especially remote workers or students.

They are very candid about their experiences, leaving reviews or recommending cafes to friends.

5. Pain

Slow service can be frustrating, especially when they are in a hurry or looking for a quick break.

A lack of product or promotional innovation may cause them to look for other coffee chains.

An uncomfortable seating arrangement or an uncomfortable space may discourage them from sitting
for long periods of time.

6. Gain

They feel a sense of belonging and comfort when they come to a friendly and modern place.

Promotions like "buy 1 get 1 free" or loyalty programs help them feel appreciated.

They appreciate quality coffee, which brings a sense of enjoyment but is still cheap enough for
regular use.

Key Insight for Highland Coffee:

Customers aged 18-35 see Highland Coffee as a reliable and affordable part of their modern lifestyle.
They seek a balance between quality, convenience and welcoming spaces where they can connect
with friends, work or relax. However, to maintain their loyalty, Highland Coffee needs to emphasize
quick service, continue to innovate with on-trend products, and create experiences that enhance their
social image, whether through moments on social networks or in-store spaces.
 2.5. Customer persona

Persona Personal Characteristics Environment Needs and Goals Purchase Behavior

Biographies

Name: Pham Hobbies & Interests: Work in the Needs: Regularly refer to
Phuong Love coffee, love trying new office, frequently Coffee is of good reviews about coffee
LinLinh, types of coffee moving between quality, rich and shops on social
Female, 28 Prefer quiet space to work, meetings and suitable for taste networks.
years old read or meet friends projects. The restaurant space is Order online through
Income: 15 Regularly participate in Like to work in a quiet, with enough applications like
million/month seminars and events on quiet space like a amenities to work Shopee, GrabFood.
Status: Single entrepreneurship and creativity coffee shop. (Wi-Fi, power sockets) Buy take away coffee
Occupation: Likes to share photos of coffee Or meet partners Fast and convenient or enjoy at the shop on
Office worker, experiences and shop spaces and colleagues at service. the weekend.
Project on social networks like coffee shops to Goals: Usually choose a
manager at a Instagram and Facebook discuss work or Find a suitable coffee restaurant that has a
technology Viewpoints: relax after work. shop where you can points accumulation
company Coffee must be of good Living in an both work and relax. program or promotions
Hobbies: quality, ingredients must be of urban, dynamic Experience a relaxing for loyal customers.
Loves coffee, clear origin. and modern space but still be able Willing to pay more for
books and a The shop space must be environment. to work effectively. products if the space
comfortable comfortable, with a quiet Coffee products have and service are good.
working working area. value commensurate
space. Friendly, fast service is an with the price, worth
important factor in customer coming back.
experience.

Name: Tran Hobbies & interests: As a student, Needs: Often order drinks
Van C, Male, Love milk coffee, iced blended study time is Coffee is both through food delivery
20 years old coffee. flexible delicious and suitable apps like Now or
Income: 3 Likes to gather with friends Often go to for student budgets. GrabFood.
million/month and study in groups at coffee coffee shops to Comfortable space to Regularly refer to the
Status: Single shops. study and work study and meet cafe through reviews
Occupation: Regularly play sports: soccer, in groups with friends. on TikTok and
2nd year badminton. friends. Strong Wi-Fi, enough Instagram
student, Likes creative space to study Live in a power outlets to Come to the shop to
University and work in groups. dynamic charge laptops and study in a group or
Bach Khoa Regularly use social networks environment, phones relax after class.
Hobbies: like TikTok and Instagram to regularly Many different drink Prefer to choose a
Coffee, sports, update trends. participate in options (milk tea, restaurant that has
studying in Viewpoints: extracurricular smoothies, iced many promotions and
groups at Coffee doesn't need to be too activities and blended coffee). discounts for students.
cafes strong but must be delicious sports. Goals: Choose cool drinks that
and reasonably priced. Close to crowded Find a coffee shop are trendy for young
The shop must have strong student areas, near school with people such as iced
Wi-Fi and comfortable seating with easy access reasonable prices. coffee and milk tea.
to study or relax. to cafes. The space is suitable
The space is modern, youthful for both studying and
and has many drink options relaxing.
suitable for young people. There are promotions
and points
accumulation
programs for students.

2.6. Based on your customer persona, you generate ideas for your keyword buckets

a. Keyword “Coffee”

"Coffee" is the original keyword, representing the main product of Highlands Coffee. This is the first
word that most users think of when looking for a coffee shop. This keyword has an extremely large
search volume, showing that users' need to search for information about coffee is very high.
Nguyen Mai: With the habit of drinking coffee every day and looking for new experiences, the
keyword "coffee" will bring Nguyen Mai to Highlands Coffee's website when she is looking for a
new coffee shop or wants to learn about different types of coffee. different coffee..

b. Keyword “Tea”

Highlands Coffee is not only famous for coffee but also has a variety of "tea", from fruit tea to milk
tea, to meet many different tastes of customers. Drinking tea is becoming a popular trend, especially
among young people. Many people look for cafes that have an extensive tea menu.

Tran Van C: As a student, Tran Van C often searches for new, youthful drinks suitable for the upper
class, including tea. The keyword "tea" will help Tran Van C discover new types of tea at Highlands
Coffee.

c. Keyword “Cake”

“Cake” is often ordered by customers with coffee or tea. This is a complementary product, helping to
increase order value and bring a more complete experience to customers. Highlands Coffee offers
many different types of cakes, from cakes, salty cakes to bread, meeting the diverse needs of
customers. Focusing on the keyword "cake" helps Highlands Coffee reach customers who want to
enjoy cakes, especially young people and women.

3. SEO Audit

3.1. On-page issues

3.1.1. Title tag

Define: A page title in SEO, also known as a title tag, is an HTML element that defines the title of a
webpage. It appears in the browser tab and serves as the clickable headline in search engine results.
The page title is important for SEO because it helps search engines understand the content of the
page and can impact rankings and click-through rates. To optimize it, the title should be relevant,
include target keywords, be around 50-60 characters, and be unique for each page. A well-crafted
page title improves both visibility and user engagement.
Page titles URLs % of Definition Note
Total
All 234 100%

Over 60 15 6.41% The website A title that is too long will not be
characters title has more fully displayed on Google search
than 60 results, usually only displaying
characters. about 50-60 characters (6.41%%).
This may prevent users from seeing
Below 30 112 47.86% Site title has
the full title content, reducing the
characters less than 30
likelihood of them clicking through
characters
to the page. Titles that are too short
under 30 characters (47.86%) may
not provide enough information to
users or search engines about the
page's content. This reduces the
likelihood that the page is well
optimized for the target keyword
and can impact SEO.

-> Highlands Coffee has many

different types of pages (product
pages, news pages, introduction
pages...) and the brand aims to
build different titles for each type
of page. However, the title length
of Highlands Coffee is quite
different, some are too short, some
are too long. This shows that title
optimization for website pages has
not been done consistently and
effectively. Highlands Coffee has
not done a very good job in
optimizing the number of
 characters in the page titles section,
the ideal title for a title is about 50-
60 characters. Brands need to
improve in this issue to be able to
increase the ranking of results on
search engines

Over 561 Pixels 27 11.54% The page title Google not only limits page titles
takes up more by number of characters, but also
than 561 based on width in pixels. This
pixels in means that even if the title is less
width on the than 60 characters, if it contains a
search results lot of wide characters (like capital
interface. letters or special characters), the
title may still be truncated. When
the title exceeds 561 pixels, the end
of the title will be truncated and
replaced with an ellipsis "..." on the
search results, preventing users
from seeing the entire content of
the title.
For SEO: When titles are cut off,
keywords or important information
located at the end of the title may
not be seen by Google and users.
This can affect the page's relevance
to search queries and reduce SEO
effectiveness.
For users: If the title is unclear or
cut off, users may not fully
understand what your page is
about, reducing the likelihood of
 them clicking on the result. This
can reduce click-through rate
(CTR), an important factor that
affects page ranking.

-> The ratio of 11.54% of

Highlands Coffee's page titles
taking up more than 561 pixels is a
bad sign. When page titles are too
long, they will be truncated on
Google's search results interface.
This prevents important parts of the
title, including key keywords or
messages, from being fully visible.
As a result, users may miss
important information and click-
through rates (CTR) may decrease.

Một ví dụ điển hình ngay cho title của trang chủ Highlands Coffee, có một số lỗi khá đáng chú ý:

Does not contain specific keywords: Title "Highlands Coffee - Order Instant Delivery 19001755"
does not have main keywords such as "coffee", "menu", or "store chain". This reduces your chances
of appearing in coffee-related searches.
Do not highlight core values: Title focuses on the order phone number, does not introduce brand
highlights such as products, services, or customer experience, leading to reduced attractiveness and
SEO effectiveness.
Title length: The title is too short and does not take full advantage of the allowed number of
characters (about 50-60 characters). Can integrate more keywords and useful information to improve
SEO efficiency and attract users.

3.1.2. Meta description

Define: “The meta description is the block of text under the title and URL. This block of text
describes what the page is about.”

Unlike the title tag, the meta description does not appear on the page or in the browser. This
section is hidden from the viewer and is only visible in the search results. Sometimes, websites do not
include a meta description tag. If this happens, the page may still have a meta description tag but with
no content inside. The meta description should provide information about the page to attract users to
click, while naturally incorporating keywords they might use when searching.

Overview about meta description của Highlands Coffee

 Meta
description URLs % of Total Definition Note

All 234 100%

Missing 0 0% The page Among the 234 sites crawled, Highlands
leaves the Coffee did a very good job of inserting
meta meta descriptions, leaving no meta
description description blank (0%). Highlands Coffee
blank. has avoided the fact that Google will
automatically create meta descriptions
based on the content of the page in case
the meta description is left blank. This
will help Highlands Coffee avoid falling
into a situation where the text that
Google chooses does not accurately
reflect the content of the page. Plus, the
Google search engine will often grab the
entire text even if it exceeds 160
characters, which can create an
unattractive meta description.

→ Highlands Coffee has done a good

job of not skipping any meta

description.

Duplicate 176 75.21% Pages with Having a duplicate meta description can
duplicate confuse consumers when they look at the
meta results Google returns when performing a
descriptions. query. Without looking at the page URL,
users will find it difficult to distinguish
between two pages with duplicate meta
descriptions.

→ With a very high rate of 75.21%

meta descriptions are duplicated.

 Highlands Coffee is a serious problem,

directly affecting the website's visibility

and ranking on search engines.

Over 155 20 8.55% Pages whose The meta description length on the
Characters meta Highlands Coffee website is uneven, with
descriptions some being too short (under 70
exceed the characters) accounting for 69.66% and
configured some being too long (over 155
limit. characters) accounting for 8.55%. This
situation directly affects SEO
Below 70 163 69.66% Pages with
effectiveness and user experience. The
Characters meta
length of the meta description should
descriptions
only be between 150 and 160 characters.
below the
If the meta description is too long, the
configured
meta description will not be used or will
limit.
be truncated. Conversely, if the meta
Over 985 23 9.83% Pages with description is too short, it can affect the
Pixels meta click-through rate (CTR) of the website
descriptions → Highlands Coffee has not done a
that exceed good job in optimizing the length of
Google's
the meta description.
estimated
pixel length
limit for
snippets.

Below 400 52 22.22% Pages with

Pixels meta
descriptions
below the
configured
 limit.

3.1.3. URL

Define: URL stands for Uniform Resource Locator. Specifically, a URL is the address of a unique
resource on the Web. Each valid URL will point to a unique resource, which can be an HTML page,
CSS document, image, video, PDF file, etc. In some exceptional cases, a URL can point to resources
that no longer exist or have been moved to another address(moved)
URL Factor URL % of Description Note
s Total

All 466 100.00% Total number of URLs

analyzed.

Non-ASCII 1 0.21% No URLs contain non- A URL containing non-ASCII

Characters ASCII characters, which characters (0.21%) may cause
avoids issues with accessibility issues or
character standards and inconsistent display across
sharing URLs. different browsers and
countries. This may limit the
website's accessibility,
especially to international
users.

Underscores 5 1.076% URLs containing 1.07% of URLs contain

underscores are not SEO- underscores and 2.15%
 friendly. It is contain capital letters.
recommended to use According to SEO standards,
hyphens instead of URLs should use lowercase
underscores for better letters and hyphens instead of
SEO. underscores because search
engines like Google often
Uppercase 10 2.15% URLs contain uppercase
understand and appreciate
characters, which may
these URLs more easily.
cause confusion and lead
Using underlines and capital
to duplicated URLs
letters can make optimization
because URLs are case-
difficult and can affect a
sensitive.
page's SEO ranking.

Multiple 0 0.00% No URLs contain

Slashes multiple slashes, which is
good as it avoids errors in
URL structure and
ensures proper
navigation.

Repetitive 0 0.00% No repeated paths, which

Path helps maintain a clear and
understandable URL
structure.

Contains 0 0.00% No URLs contain spaces,

Space which is beneficial
because spaces can break
or cause errors in URLs
when shared. Hyphens
should be used instead.

Internal 0 0.00% No URLs contain internal

Search search queries, ensuring
simple and user-friendly
URLs.

Parameters 5 1.07% A large number of URLs 1.07% of URLs contain

contain parameters ('?', parameters, which can affect
'&'), which can search engines' crawling and
complicate URLs and cause duplicate content if not
reduce user trust. managed well. To avoid
duplication and improve SEO
rankings, static URLs should
be used instead of URLs with
parameters.

Broken 0 0.00% No URLs contain broken

Bookmark bookmarks, ensuring no
issues with internal
linking.

GA Tracking 0 0.00% No URLs contain Google

Parameters Analytics tracking
parameters, which helps
maintain transparency in
URL structure.

Over 115 4 0.86% Some URLs are longer 0.86% of URLs are over 115
Characters than 115 characters, and it characters long, which is too
is recommended to keep long for SEO
URLs shorter for easier recommendations. URLs that
use and SEO are too long will impact user
optimization. experience and shareability
across different platforms,
while also reducing search
 engine priority.

3.1.4. Heading Tag

Định nghĩa:
 URL Factor URLs % of Total Note

All 234 100%

Missing 31 13.25% 13.25% of pages lack

H1 tags which is a big
problem. The H1 tag
plays an important role
in identifying the main
topic of a page and
 helps search engines
better understand the
content. Highlands
Coffee needs to add
H1 to missing pages to
improve rankings.

Duplicate 54 23.08% 23.08% of pages have

duplicate H1 tags,
which shows that
multiple pages on
Highlands Coffee are
using the same H1 tag.
Duplicate H1 tags
reduce the uniqueness
of each page and make
it difficult for search
engines to distinguish
the content of pages.
Each Highlands Coffee
page needs a unique
H1 tag to increase
content differentiation
and improve search
efficiency.

Over 70 characters 9 3.85% Some H1 tags are too

long, making it
difficult to fully
display and reducing
focus. H1 tags that are
too long can reduce
full visibility on
 mobile devices and
reduce readability.
Highlands Coffee
should reduce H1
length to be more
concise and optimized.

Multiple 4 1.71% Having multiple H1

tags on the same page
makes it difficult for
Google to determine
the main title.
Highlands Coffee
should only use a
single H1 to avoid
confusion.
 URL Factor URLs % of Total Note

All 234 100%

Missing 36 15.38% The lack of H2 tags on

15.38% of pages is an
issue. H2 tags help
divide content and
 improve user
experience and SEO.
Highlands Coffee
needs to add H2 to
decentralize content
and improve user
experience.

Duplicate 156 66.67% The duplicate rate is

very high (66.67%),
which reduces content
diversity and can
negatively affect SEO.
Duplicate H2 tags on
multiple pages can
make it difficult for
search engines to
understand the main
content of each page.
H2 should accurately
reflect the content of
each specific page
section. Highlands
Coffee should
optimize each H2 tag,
ensuring each page has
a separate, non-
duplicate H2 tag.

Over 70 characters 0 0 Not having overly long

H2 tags is a positive,
as this makes title tags
easier to read and
 understand for both
users and search
engines. Long title tags
will be truncated in
search results, losing
important information.

Multiple 60 25.64% Using many H2 tags

(25.64%) is not
necessarily wrong, but
it is necessary to
ensure reasonableness
and only use when
absolutely necessary.
This can disrupt the
page structure and
distract users.
Highlands Coffee
limits the number of
H2 tags and only uses
them when it is
necessary to divide the
main content, avoiding
abuse.

3.1.5. Keywords research

[Link]. Generate a list of possible keywords

Keywords ADS301 Highlands Coffee

[Link]. Identify potential keywords
[Link]. Identify competitor for chosen keywords

Highlands Coffee_Keyword-[Link]

In this “cà phê” bucket:

The analysis of the keywords shows that competition varies widely across categories. For high-
volume keywords like "giá cà phê hôm nay" and "giá cà phê robusta," [Link] ranks strongly
due to its high Page Authority (PA), Domain Authority (DA), and robust backlink profile, making it a
tough competitor. Keywords like "quán cafe đẹp gần đây" have much lower competition, with low
PA and DA among the ranking pages, which suggests a greater opportunity to rank with quality
content and targeted SEO. Meanwhile, "highland caphe" is dominated by well-established brands like
Highlands Coffee and Wikipedia, making it more challenging to compete without a significant
authority boost. For effective optimization, it would be strategic to focus first on less competitive
keywords, building authority gradually before targeting high-competition terms.
In this “trà” bucket:

"quán trà sữa" (milk tea shops), BachhoaXANH emerges as the top competitor, consistently
achieving high Page Authority (PA) and Domain Authority (DA) scores, often ranking in top
positions. Vinpearl and Vincom also appear in this category but have lower PA and DA scores in
comparison to BachhoaXANH. For the keyword "trà sữa" (milk tea), DienmayXANH is a strong
competitor with a PA of 39 and DA of 41, often taking the top rank. Additionally, Wikipedia stands
out with a PA of 56 and DA of 74, reflecting its credibility and popularity. The Coffee House ranks
moderately but is still relevant in this category. Regarding "trà đào" (peach tea), BachhoaXANH
ranks highly once again, showcasing its strong authority, while Klook follows closely with a PA of
43 and DA of 86, indicating good visibility. In the "trà sen" (lotus tea) category, Wikipedia proves to
be a noteworthy competitor with a PA of 51 and DA of 74, establishing it as highly reliable, whereas
Tân Cương Xanh has a lower PA (32) and DA (24) but still maintains a strong presence in search
results. Overall, BachhoaXANH and DienmayXANH dominate as key competitors across most
keywords due to their high and stable authority scores and frequent visibility in top rankings.
In this “bánh” bucket:

The keywords "sandwich", "tiramisu", "birthday cake for boys" and "mousse cake" are all highly
competitive, as shown by the number of websites linking to the high-ranking pages and the number
of root domains linking to the root domain. Websites that rank high for these keywords often have
good Page Authority and Domain Authority, indicating that they are reputable and are linked to by
many other websites. Websites on platforms such as [Link], [Link], ... often
rank high for food-related keywords, indicating strong competition from e-commerce sites.
 [Link]. Evaluate competition

[Link]. Keyword mapping

Highlands Coffee- [Link]

Highlands Coffee has focused on a variety of main keywords, including brand keywords (highlands
coffee) and keywords related to products and services (coffee, milk coffee, price...). This shows a
fairly comprehensive SEO strategy. The search volume for the main keywords is quite high,
especially general keywords such as "coffee", "milk coffee". This shows great potential to attract
organic traffic. The pages on the website have been optimized for the corresponding keywords,
which helps increase the ability to rank on search engines.

3.1.6. Content audit

[Link]. Competitive content analysis

 [Link]. Internal content audit

To define the web pages of Vietsmile, we use Google Analytics 4. Since we do not have admin rights
to the website, we’ll use the Google Analytics 4 demo account to demonstrate the process of
identifying these pages.

To start an internal content audit, we’ll need to identify organic web pages. The steps to identify them
performed on the gg analytics 4 demo account are as follows.

Step 1: Go to Report, choose Landing page in the Engagement section

Step 2: Adjust time-bound to Last 90 days

Step 3: Sort by First user source / medium to detect the organic webpages which are the
pages used to start evaluating. They are the pages presented with “google / organic”
Sort by session to detect the web pages with low organic traffic.
 [Link]. Evaluate content on your website

3.2. Technical issues

3.2.1 XML sitemap

XML sitemaps are created for search engines. An XML sitemap is a file intended to be read
by search engine robots. This file includes a lot of behind the scenes activity of a webpage. This can
include unique information about each URL, which will provide search engines with additional data
about that page.

The XML sitemap does not directly increase your keyword rankings on search results, but for
example, there are a few articles on your website that need to be indexed, the sitemap will let Google
know about those articles, from which Google can index the articles quickly and get you ranked fas
URLs in Sitemap (0%): There are no URLs in the sitemap, possibly because the sitemap has not been
created or updated. This affects search engines' ability to index and how quickly they find new
content. Highlands Coffee should create a sitemap full of important URLs to assist search engines
with accurate indexing.

URLs not in Sitemap (0%): There are no URLs outside the sitemap, but this may be because there is
no sitemap. Some URLs that should be indexed may be being missed. When creating a sitemap,
make sure to include all important and SEO valuable URLs.
Orphan URLs (0%): No orphan URLs, which is positive because important URLs are often linked.
However, it's still worth checking when adding a sitemap to make sure no pages are "abandoned."
Highlands Coffee should maintain a reasonable internal linking structure to avoid orphan pages.

Non-Indexable URLs in Sitemap (0%): There are no non-indexable URLs in the sitemap, which is
good for SEO. However, without a sitemap, this metric is meaningless. Check back when the sitemap
is available to ensure that non-indexed URLs are not included.

URLs in Multiple Sitemaps (0%): There are no URLs in multiple sitemaps. This is fine if the website
is small, but should be tested if there are multiple sitemaps in the future. Highlands Coffee should
maintain clear sitemap management and avoid duplication.

XML Sitemap with over 50k URLs (0%): No sitemap exceeds 50,000 URLs, in accordance with
Google's regulations. For small websites, keep the sitemap simple and easy to manage.

XML Sitemap over 50MB (0%): No sitemap exceeds 50MB, this is reasonable because the website
does not have this large amount of URLs. Make sure the sitemap is optimized and compressed if it
becomes large in the future.
 3.2.2. [Link]

Highlands Coffee [Link] : [Link]

The [Link] file is a protocol that specifies which sites should and should not be indexed, as
well as the rate at which search engine robots access files. If a robot wants to access a page on a
website, it first looks at the [Link] file. Search robots will then check to see whether there are any
instructions preventing them from crawling that page.

While [Link] files specify what should and should not be crawled, robots may opt to
ignore the information in this file. For example, "Disallow: /account/" specifies that robots should not
crawl the "account". In another scenario, if the website allows robots complete access, it only needs
to leave the disabled field blank. For example, the User-agent will be preceded by an asterisk or
wildcard, and on a subsequent line, the Disallow will be blank.

User-agent: * Allow all bots to crawl

Disallow Prevent any bots from crawling

Allow Allow bots to crawl some specific pages

User-agent: *: This [Link] file applies to all search engines.

Disallow: Directories such as /admin/, /blocks/, /cache/, /db_backup/, /libraries/, /plugins/,

/includes/, /language/, /rss/, /vnt_firewall/, and /casino/ are all blocked. These are folders that are not
essential for SEO, often containing content or documents that are sensitive or not useful to users.

Allow: .js and .css files are allowed to access. This helps search engines download the entire look and
functionality of the page.
For the Highlands Coffee website, by using the Screaming Frog tool, we found that there is 8 URL
blocked on the website, corresponding to 1.6% of URLs blocked by [Link].

3.2.3. Site errors

Overview

Success (2xx): 463/500 links (92.6%)

Client Error (4xx): 4/500 (0.8%)

H1: Missing: 31/500 (13.36%)

Images: Missing Alt Text: 6/500 (3.73%)

Images: Missing Alt Attribute: 3/500 (1.86%)

No server error (5xx): 0/500 (0%)

Meta Description: Multiple : 122/500 (52.59%)

Client Error (4xx)

Error 404 is one of the common errors in the group of Client Error (4xx), that many people have
encountered (Losing Paradise, 2012). This error appears when we try to access a resource on the web
server (usually a website) but cannot find it. The cause may be a broken link, a mistyped URL, or the
webmaster has moved or deleted the page.

Highlands Coffee web has 4/500(0.8%)links meeting the 404 Page Not Found error, including 4
Internal Client Errors.
How To Fix :

Check the URL: Ensure the URL is entered correctly, with no typos or extra spaces.

Redirect to Correct Pages: If the page has been moved, set up a 301 redirect to guide users to the
correct location.

Restore Deleted Pages: If the page was deleted, consider restoring it if it's still needed.

Custom 404 Page: Create a user-friendly 404 page to inform users and provide navigation options
back to the main site.

H1: Missing

"H1: Missing" refers to a situation where an HTML page lacks an H1 (Heading 1) tag, which is
typically used for the main heading or title of the page. This can negatively impact search engine
optimization (SEO), as search engines prioritize content structured with proper headings

There are 31/500 pages (13.36%) without H1 tag, which can negatively affect SEO. It is important
that each page has a unique and relevant H1 tag to help search engines understand the topic of the
page. Add an H1 tag to ensure all pages have a main title, helping search engines understand the
content structure better.
Images: Missing Alt Text

Alt text is a short description that helps search engines and users understand the content of the image.
It is important for accessibility and SEO, especially for marketers. This error can be due to forgetting
to add a descriptive image or not being important for SEO and accessibility.

On Highlands Coffee website, 3.73% of images (6/500) are missing alt text. Some images have no
alt text, which reduces image accessibility and SEO.

How to fix:

Add appropriate alt text for each image, briefly but accurately describing the image content in the
context of the page.

Images: Missing Alt Attribute

Alt attribute is an HTML attribute that contains alt text, making images more accessible to search
engines and users. This attribute is missing due to incomplete or overlooked HTML setup.

On the Highlands Coffee website, 1.86% of images (3/500) are completely missing alt attributes.
Missing Alt Attributes affect the user’s ability to access information and can reduce satisfaction when
experiencing the website.
How to fix

Make sure that each image has a suitable Alt Attribute that clearly describes the content or meaning
of the image.

Using the main keyword in the Alt Attribute can help SEO better, however, it should be used
naturally, avoiding keyword stuffing.

Conduct periodic checks to ensure that no new images are missing Alt Attributes.

Meta Description: Multiple

When multiple pages have the same meta description, it creates ambiguity and makes it difficult for
search engines to determine the specific content of each page. This can lead to lower rankings and
negatively impact a website's SEO performance.

On the Highlands Coffee website, 52.59% of images (122/500) have Multiple Meta Description.
How to fix

Each page should have a unique meta description that reflects the specific and accurate content,
attracting the attention of users.

Utilize the main keyword in each meta description to increase the likelihood of appearing in search
results and attracting users.

Track the click-through rate (CTR) to evaluate the effectiveness of the meta description and adjust as
needed to improve SEO performance.

3.2.4. Core Web Vital

Web Vitals is Google's initiative to provide unified guidance on the quality signals important
for delivering great user experiences on the web. In particular, Core Web Vitals is a set of 3 sub-
indexes of Web Vitals, focusing on three main aspects of user experience: loading, interactivity, and
visual stability. Specifically:
 ● Largest Contentful Paint (LCP): Measure page load performance. To provide a good user
experience, LCP should occur within 2.5 seconds of page first start downloading.
● Interaction to Next Paint (INP): measure interactivity. To provide a good user experience, a
website should have an INP under 200 milliseconds.
● Cumulative Layout Shift (CLS): Measure image stability. To provide a good user
experience, the website should maintain a CLS below 0.1.

This report will only look at the three indicators mentioned above. Next, we will use a tool
called PageSpeed Insights (PSI) to evaluate the performance of Highlands Coffee website as follows:

In general, it can be seen that Highlands Coffee ([Link] did

not meet Core Web Vital's criteria, specifically:
 ● Largest Contentful Paint (LCP):

LCP will return the rendering time of the largest image, text block, or video that fits within
the frame when the user first visits the page, including:

● <h1>
● <img> element
● <image> element inside an <svg> element
● Image inside a <video> element
● Background image loaded with the url() function
● Text blocks

The size of elements is usually the size at which the element can be seen by the user.
Specifically, for images, the size is declared as either visible size or intrinsic size, whichever is
smaller. For text elements, LCP only measures the size of the smallest rectangle that can contain all
the characters. Finally, for all elements in general, LCP will ignore margins, paddings, or borders
applied using CSS language.

A website with an LCP index ranging from 0 to 2.5s will be rated as good, from 2.5s to 4s will be
rated as needing improvement, and above 4s will be rated as poor. The LCP (4.3 seconds) of the
Highlands Coffee website is currently much higher than the ideal level (2.5 seconds), causing the
feeling of the page loading slowly. This can negatively affect user experience, especially for pages
with main content such as images and videos.
 ● Interaction to Next Paint (INP)
INP is a metric that measures a website's overall responsiveness to user interaction by
recording the latency of all mouse clicks, taps, and keystrokes that occur during the user's lifetime.
visit the website. The final INP value is the longest observed interaction time, ignoring outliers.

A website has an INP index in the lower range 200ms That is, a website with a good response
speed, between 200ms and 500ms is considered to need improvement, and above 500ms is
considered to be slow to respond. With an INP index of about 244msms, Highlands Coffee's response
speed is at a level considered in need of improvement. Optimizing your JavaScript and CSS code can
contribute to a good INP, ensuring your page doesn't lag when interacting.

● Cumulative Layout Shift (CLS)

Layout changes often occur when resources load asynchronously or DOM elements are added
to the page before existing content is loaded. CLS will measure the largest burst of layout shift scores
for each unexpected layout shift that occurs throughout the website lifecycle. A burst of layout shift,
or a session window, is when one or more individual layout changes occur in rapid succession with
less than 1 second between each change and a maximum of 5 seconds in total window duration.
 To ensure a good user experience, the website should have a CLS score of 0.1 or lower. Here,
Highlands Coffee has a CLS of about 0.36, which means that Highlands Coffee is not ensuring the
website. When the website has a layout change, it will cause users to mistakenly click on unwanted
things. Factors that can cause this include not declaring image sizes, ads loading slowly, or dynamic
elements (such as fonts, popups), which move the position of other elements while loading.

3.3. Off-page issues

3.3.1. Backlink

According to Mailchimp, backlinks are links on websites other than your own that go back to
a page on your website. Backlinks are also called inbound links because they represent another
website's traffic coming to your own site. The quality and quantity of your backlinks can help you
rank higher in search engines such as Google and Bing.

Some terms related to backlinks:

- Backlinks from websites with high authority (high domain authority - DA, page authority -
PA): PA, DA index on the website represents the website size and the popularity of the website, so
when the link is placed on the website, this page will be rated as good quality.

- Backlinks from related sites with the same topic: The quality of links is also influenced by the
connection between the content, the subject of the receiving page, and the page containing the link.
Google's algorithm now places significant emphasis on assessing the relevance of these connections.
When inserting a backlink, if it is positioned on pages that have no alignment with the content or
subject matter, the link's value diminishes considerably. In such cases, the link is not regarded as
high-quality, even if the page possesses strong SEO indicators and favorable ratings
- Dofollow Backlinks: They are the “original” type of links that pass value (also known as link juice)
between web pages (What Are Dofollow & Nofollow Backlinks, and How Do They Differ?, 2021).
Google uses these links to increase the PageRank value of the linked page. Dofollow Backlinks are
considered the best type of link a website can get because they provide the most value.

- Nofollow Backlinks: Nofollow backlinks are broadly defined as links that do not pass authority
from the origin website to the destination website. Generally, nofollow backlinks do not improve
SEO (What Are Dofollow & Nofollow Backlinks, and How Do They Differ?, 2021). To create a
nofollow link, people often add the rel= “nofollow” attribute to the code when linking out.

- Anchor Text: Using anchor text is the most effective way to promote the target keyword to achieve
higher rankings on the search page. Anchor text is the clickable text in a hyperlink (What Is Anchor
Text?, n.d.). SEO best practices dictate that anchor text be relevant to the page the website is linking
to, rather than generic text.

- Domain Rating: Domain Rating (DR) is an Ahrefs metric that shows the relative strength of a
website’s backlink profile. DR is measured on a logarithmic scale from 0 to 100.

a. Overview.
 The Authority score of these backlinks is 50, in "Good" status. Authority score is a quality
metric developed by the marketing measurement tool Semrush. These metrics are used to measure
the overall quality and SEO performance of a website, based on factors such as the quality and
popularity of backlinks. Semrush divides the factors affecting Coolmate's website into 3 main factors:

- Link Power: Highlands Coffee website has a good Link Power level, meaning it receives a
number of quality links from external sources. This helps the website build credibility and
improve search engine rankings. However, to improve further, the website can increase link
building from more reputable sites, especially in the food and beverage industry.

- Organic Traffic: Organic Traffic reflects natural traffic from organic search. This score is
quite good, showing that Highlands Coffee is having a stable amount of traffic from related
keywords. To improve, they can optimize content and keywords for popular pages or run
SEO campaigns for featured products, to increase visibility on more competitive keywords.

- Natural Profile: Natural Profile represents the naturalness and quality of the link profile,
which means avoiding manipulation or using unnatural links (spam links). Highlands Coffee
scores well in this category, showing that their link profile is quite clean and trustworthy. This
helps the website avoid the risk of being penalized by Google and maintain ranking stability.
From June to August, the website lost a large number of backlinks, with a peak in late July and early
August, reaching nearly 10,000 backlinks, specifically 8,288 backlinks lost. This can be due to
unstable backlink building campaigns or linked websites being deleted or devalued. Although the
website still maintains a fairly steady rate of building new backlinks, this amount of new backlinks is
not enough to compensate for the number of lost backlinks. This can negatively affect the website's
search rankings, because backlinks are an important factor in SEO rankings.

Highlands Coffee needs to have a more stable backlink maintenance strategy, focusing on high-
quality, sustainable backlinks and controlling factors that can lead to sudden backlink loss, to
improve long-term SEO performance.

Most backlinks to Highlands Coffee are image links (85%), with only 14% being text links. This
suggests that the brand is frequently referenced through visuals such as logos, products, or
advertisements. Image backlinks are advantageous for boosting brand recognition. However,
increasing the number of text-based backlinks could allow the website to maximize SEO benefits
from specific keywords.

The high "follow" link rate (93%) shows that the majority of links from external websites pass
authority, which is a positive sign that helps strengthen the site’s credibility and ranking. The 7%
"nofollow" rate is reasonable; although these links don’t directly pass SEO value, they add diversity
and naturalness to the link profile. They also bring in traffic from a range of sources. The proportion
of sponsored and UGC (user-generated content) backlinks is minimal (under 1%), which has little
impact on SEO but can help build brand authority through community and brand collaborations.

Most of the links come from domains with a scale of 0-10, accounting for 71% (1.2K domains). This
shows that many links come from sites with low authority, which can affect the quality and
reputation of the website's backlink profile. However, some domains from 41-60 (relatively
reputable) still contribute, but the number is still limited.
The referring domains come from many different websites, in many fields such as information
technology, education, finance, fashion, real estate,... This shows that Highlands Coffee has made
efforts to diversify. source of backlinks, minimizing the risk of depending on a few specific websites.
The referring domains come from many different countries (Japan, America, etc.), showing that
Highlands Coffee has the ability to reach a wide customer base, not just limited to the domestic
market.

A significant portion of backlinks to Highlands Coffee are nofollow. This means that these websites
do not pass link juice (reputation) to Highlands Coffee. However, nofollow backlinks can still bring
traffic and increase brand awareness
 .

A significant number of referring domains are in a "lost" state, meaning these backlinks are no longer
active or inaccessible. This means that these backlinks no longer bring SEO value to Highlands
Coffee.

The closer any backlink has to an authority score of 100, the more quality the backlink has. The
Authority score of these 10 backlinks ranges from 88 to 100 on a scale of 100. This number is at a
good level, showing that the websites linking to Highlands Coffee are reputable and highly rated
online.
A small number of referring domains are in "Lost" status (1/10 backlinks), meaning these backlinks
are no longer active or inaccessible. This may affect the quality of Highlands Coffee's backlink
profile.

The main domains are .com (52%), .vn (13%), and .net (5%). This shows national diversification, but
other TLDs still need to be considered to expand the international market. The majority of links come
from the United States (23%) and Vietnam (22%), showing that the website has a good presence in
both international and domestic markets. Presence in countries such as Singapore, Japan, and
Germany is also a positive sign showing the development potential in these markets.

3.3.2. Social media

In Vietnam's domestic coffee market, Highlands Coffee is facing fierce competition from
many different brands such as Phuc Long, StarBucks, Cong Coffee, The Coffee House and Trung
Nguyen Legend.

The reason for choosing these 5 competitors for analysis is because they all target the same
customer segment, provide similar products, and use similar distribution and communication
channels to HighLands Coffee. A deeper analysis of these competitors will help us make the most
objective comments about Coolmate's social media.

No. Brand Website Introduction

1 Phuc Long [Link] Born in Bao Loc, Lam Dong, which is

Coffee & Tea considered the famous tea territory of
Vietnam, Phuc Long With traditional
experience passed down from father to
son from production to business, it has
 rapidly developed step by step. By the
mid-70s, the first manufacturing factory
was built and put into operation in Ho
Chi Minh City.
Phuc Long's products have been widely
distributed throughout most large and
small markets and supermarkets
nationwide. Human resources are also
increasing with a team of hundreds of
skilled workers sharing a passion for tea
& coffee. Currently, Phuc Long has
invested in building more factories with
standard equipment to meet domestic
production needs as well as export to the
world.

2 Cong Caphe [Link] Trieu Viet Vuong Street changed in

October 2007, owner Linh Dung dressed
coffee shop number 152D in a new color.
Memories of the capital's subsidy period
come flooding back in every set of lumpy
tables, chairs and decorative objects in
the shop.
In the days when the state contracted and
distributed basic necessities, pieces of
meat were measured according to
standards, and yellowed stamps attached
to officers seemed to linger in the space
of the Communist restaurant.
More than just subsidized items or
corners of the house, Cong carries a spirit
of wit and humor. Enjoying But Tre's
 poems, exciting propaganda paintings, or
witty looks back at life in the 80s.

3 Starbucks [Link] Starbucks Corporation is an American

Vietnam multinational coffee restaurant chain
headquartered in Seattle, Washington.
This is the largest coffee shop chain in
the world.
As of November 2021, the company had
33,833 stores in 80 countries, 15,444 of
which were located in the United States.
Of Starbucks' U.S.-based stores, more
than 8,900 are company-operated, while
the rest are franchised.

4 Trung Nguyen [Link] Space Trung Nguyen Legend is an ideal

Legend meeting place for coffee lovers and
enthusiasts. Coming to Trung Nguyen
Legend, you can enjoy excellent cups of
energy coffee, especially the best iced
milk coffee in the world, alongside life-
changing foundational books selected
from the quintessence of human
knowledge. Along with the macrobiotic
energy from Legend bread, it is made
from the purest and most natural
ingredients, providing a harmonious
source of energy, helping to purify and
balance the body.
Not only is it a place to enjoy delicious
cups of energy coffee, Trung Nguyen
Legend space regularly holds meetings,
cultural exchanges, and startups of the
 intellectual class and social community
with various topics. : coffee – startups,
coffee – books, coffee – music, coffee –
cinema, coffee – architecture, etc.

5 The Coffee [Link] The Coffee House is a Vietnamese coffee

House shop chain, established in 2014. The
company is headquartered in Ho Chi
Minh City. As of March 2018, the chain
has more than 100 stores across Vietnam
serving more than 40,000 customers
every day. CEO Nguyen Hai Ninh
announced that the company plans to
open up to 700 stores across Vietnam.

Compare social media channels of Highlands Coffee and competitors ( Last 28 days)

a. Facebook

Metrics Overview:

Highlands Coffee:
Highlands Coffee has the largest number of fans (1.7M), proving that the brand has built a large
customer community. Highlands Coffee's interaction rate is quite low (0.089%), showing that the
posted content has not really attracted high interaction from the community. Highlands Coffee's fan
growth rate is at a stable level. Index Page Performance Index quite low (11%), showing that the
effectiveness of Highlands Coffee's Facebook marketing activities is not optimized.

Compare with competitors:

● Phuc Long Coffee & Tea: The number of fans is large, but the interaction rate and Page
Performance Index are both lower than Highlands Coffee. This shows that Phuc Long needs
to improve the quality of content and marketing activities on Facebook.
● Cong Caphe: The interaction rate is higher than that of Highlands Coffee, showing that Cong
Caphe's content is more positively received by the community. However, the number of fans
and Page Performance Index are still quite modest.
● Starbucks Vietnam: Has the highest interaction rate and Page Performance Index among
brands, showing that Starbucks' marketing activities are very effective.
● Trung Nguyen Legend: The number of fans and interaction rate are both low.
● The Coffee House: The number of fans is large, but the interaction rate and Page
Performance Index are both lower than Starbucks.

Although Highlands Coffee has the largest fan base, it shows that the brand has a solid foothold in
the hearts of consumers, is present on many social networking platforms and has diverse but effective
communication channels for its activities. Marketing activity on Facebook is not really high. A low
interaction rate shows that the posted content is not attractive enough and has not created a
connection with the community. A low Page Performance Index shows that the effectiveness of
marketing activities on Facebook is not optimized. Lack of diversity in content, mainly focusing on
product introduction without deeply exploring other factors such as coffee culture and customer
experience.

Follower growth and engagement:

Highlands Coffee: Located in the area below the center of the graph, it shows that Highlands Coffee
has an average follower growth rate and an average interaction rate. This means that Highlands
Coffee has a stable number of followers but has not really created high interaction with the posted
content.

Starbucks: Located in the upper right corner, Starbucks is performing very well in both follower
growth and engagement rate. This proves that Starbucks has been very successful in building a strong
social network community and their content is very popular with users.

Plus Coffee: Located in the upper right, has a pretty good follower growth rate and a high
engagement rate. This shows that Cong Ca Coffee is attracting many new followers and their content
is also highly appreciated.
The Coffee House: Located in the bottom right, has a pretty good engagement rate but limited
follower growth. This shows that The Coffee House's content is of interest to users but has not
attracted many new followers.

Phuc Long Coffee & Tea: Located at the bottom left, although the follower growth rate is quite
good, the interaction rate is quite low. This shows that Phuc Long needs to improve the quality of
content and marketing activities on social networks.

Trung Nguyen Legend: Trung Nguyen Legend has a slightly higher follower growth rate than
Highlands Coffee, but the interaction rates of both are at a relative level. This shows that both
Highlands Coffee and Trung Nguyen Legend need to make further improvements in both content and
marketing strategy to increase interaction and attract more followers.

Share of Interactions

Highlands Coffee: With the highest interaction rate, Highlands Coffee has proven its strong appeal
on social networks. This shows that Highlands Coffee's content has met the needs and preferences of
a large number of consumers, creating positive interaction and community engagement. However,
Highlands Coffee needs to maintain and improve content quality to maintain its leading position.
Starbucks Vietnam: Although ranked second, Starbucks also has a large and well-interacted fan
community. This shows that Starbucks has effective marketing strategies on social networks.

Remaining brands such as Cong Caphe (14.7%), The Coffee House (9.9%) and Phuc Long Coffee
& Tea (5.7%) have significantly lower interaction rates than the two leading brands. These brands
need to improve content quality and increase community interaction to attract more users.

Interaction rate is an important indicator to evaluate the effectiveness of marketing activities on

social networks. The fact that Highlands Coffee leads in interaction rate shows that the brand has
effective marketing strategies. However, to maintain and enhance its position, Highlands Coffee
needs to continue to innovate and improve content, and increase interaction with the community.

b. Instagram

Highlands Coffee:

Follower Growth is at a stable level (0.5%), showing that Highlands Coffee is experiencing steady
growth in the number of interested people. Post Interaction is quite low (0.12%), this shows that
Highlands Coffee's content has not really attracted much interaction from the community. It may be
necessary to improve content quality and diversify post formats to increase attractiveness. Page
Performance Index is quite low (4%), showing that the overall effectiveness of Highlands Coffee's
Facebook marketing activities is not high.

Competitors:
Plus Coffee: Has the highest Page Performance Index (15%), showing that the overall effectiveness
of marketing activities is very good. Cong Ca Coffee has a stable follower growth rate and a high
post interaction rate, showing that their content is well received by the community.

Phuc Long: The follower growth rate decreased slightly (-0.19%), it is necessary to find out the
cause and make appropriate adjustments. Post interaction rate is average (0.15%).

Starbucks Vietnam: Has the largest number of followers, but the growth rate and interaction rate are
not so outstanding compared to other competitors.

The Coffee House: The follower growth rate decreased sharply (-0.31%), requiring improvement
solutions. Post interaction rates are also low.

Trung Nguyen Legend: Having the highest follower growth rate (1.5%) and post interaction rate is
also quite high (0.25%), showing that Trung Nguyen Legend's marketing strategy is very effective.
Highlands Coffee: Located quite low compared to other competitors, both in terms of growth rate
and interaction rate. This shows that Highlands Coffee needs further improvements in both content
and marketing strategy to increase interaction and attract more followers.

Trung Nguyen Legend: Located in the highest position in terms of interaction rate, it shows that
Trung Nguyen Legend's content is very interested by the audience. However, the follower growth
rate is not really outstanding compared to some other competitors. This may indicate that Trung
Nguyen Legend is focusing on maintaining its existing follower base and increasing engagement
rather than rapid growth.

Plus Coffee: Located in a quite high position in terms of interaction rate, it shows that Cong Coffee's
content is very popular with the online community. However, Cong Ca Coffee's follower growth rate
is not too impressive.

Starbucks: Located in a quite high position in terms of interaction rate, it shows that Starbucks'
content is very well interacted with by the audience. However, Starbucks's follower growth rate is not
so outstanding compared to some other competitors. This may indicate that Starbucks has reached a
certain level of stability and is focusing on maintaining its existing following rather than growing
rapidly.

Phuc Long: Located in a fairly low position in terms of follower growth rate, it shows that Phuc
Long's number of followers is not growing quickly. However, Phuc Long's interaction rate is quite
stable, showing that Phuc Long's existing followers interact with the brand quite well.

The Coffee House: Located in a relatively low position, both in terms of growth rate and
engagement rate. This shows that The Coffee House needs to improve both content and marketing
activities to attract more customers.
Highlands Coffee has a fairly low interaction rate of only 2.3%. This shows that Highlands' content
is not attractive enough to attract interaction from the online community.

Starbucks Vietnam is absolutely dominating in terms of interaction with a rate of up to 80.1%. This
shows that Starbucks' content is very attractive and creates strong interaction from the online
community.

Plus Coffee coming in second place with 13.6%, also has a significant amount of interaction. This
shows that Cong Ca Coffee has built a relatively stable fan community and their content is also
highly appreciated.

Phuc Long Coffee & Tea has a fairly low interaction rate of only 3.3%. This shows that Phuc Long's
content is not attractive enough to attract interaction from the online community.

Trung Nguyen Legend has the lowest interaction rate of only 0.7%. TThis brand needs to improve
content quality and increase interaction with the community to attract more users.

c. Tiktok

Highlands Coffee:

The number of fans is 124k, which is quite a large number, showing that Highlands Coffee has a
large fan community. Growth rate -0.24%, this figure shows that Highlands Coffee's follower growth
rate is decreasing. There can be many reasons for this situation, such as competition becoming
increasingly fierce or content no longer attractive. Post interaction rate is 0.052%, this number is
quite low compared to some other competitors, showing that Highlands Coffee's content has not
really attracted high interaction from the community. The number of posts per day is 0.3, this number
is quite low, maybe Highlands Coffee has not invested much in creating regular content on social
channels.

Compare with competitors:

Trung Nguyen Legend: Having the highest growth rate (3.4%) and quite good interaction rate
(0.24%), it shows that Trung Nguyen Legend has effective marketing strategies on social networks.

The Coffee House: Has the highest interaction rate (3.0%), showing that The Coffee House's content
is very well received by the community. However, the number of fans and growth rate of The Coffee
House is still quite modest compared to some other competitors.

Starbucks Vietnam: It has the second largest number of fans but its growth rate and interaction rate
are quite low, showing that Starbucks Vietnam has not made good use of social channels to interact
with customers.

Phuc Long Tea & Coffee and Plus Coffee: Both brands have quite good interaction rates, showing
that their content is of interest to the community. However, the follower growth rate of both brands is
not too high.
Highlands Coffee: Located in the lower left, near the horizontal axis. This shows that Highlands
Coffee has a low interaction rate compared to other competitors. Although it may have a certain
number of followers, Highlands Coffee's content has not really attracted strong interaction from the
online community. However, Highlands Coffee's follower growth rate decreased quite a lot, even
negative. This shows that the brand is having difficulty attracting new followers.

Starbucks: Located in the upper left, near the vertical axis. Starbucks has a pretty good follower
growth rate, higher than Highlands Coffee. However, Starbucks' interaction rate is not really high,
showing that their content has not created strong interaction.

Phuc Long Tea & Coffee: Located lower than Starbucks and Highlands Coffee, with similar growth
rates and interaction rates. Phuc Long may be trying to build a steady community of followers, but
has not yet made a mark that differentiates it from Starbucks and Highlands Coffee.
The Coffee House: Located in the upper right, near the quadrant. The Coffee House has both a pretty
good growth rate and interaction rate. This shows that The Coffee House is doing a great job in
attracting new followers and retaining them with engaging content.

Trung Nguyen Legend: Located in the upper right corner, the most ideal location. Trung Nguyen
Legend is having very good performance in both follower growth and interaction rate. This shows
that this brand is very successful in building a loyal fan community and spreading the brand
effectively on social networks.

Highlands Coffee With an interaction rate of 8.7%, it also achieved quite good results. This shows
that this brand still has a significant fan base and their content also receives a certain amount of
attention. However, compared to The Coffee House, Highlands Coffee still has a large gap in the
level of interaction.

The Coffee House has proven its strong appeal on social networking platforms. This number shows
that the content shared by The Coffee House has been successful in meeting the needs and interests
of a large number of consumers, creating positive interaction and community engagement.
Accounting for 83.6% of total interactions shows that The Coffee House is the coffee brand that
receives the most attention and interaction from the online community among the brands surveyed.

Trung Nguyen Legend with an interaction rate of 4.6% has the lowest level of interaction among the
brands surveyed. This shows that Trung Nguyen Legend's content has not really attracted the
attention of the online community compared to its competitors.

Phuc Long Tea & Coffee has the lowest interaction rate of only 0.8%. TThis brand needs to
improve content quality and increase interaction with the community to attract more users.

Starbucks: has a fairly low interaction rate of only 2.3%. This shows that Highlands' content is not
attractive enough to attract interaction from the online community.

4. SEO Audit Summary

4.1. On-page issues

On-page issues:

a. Title tags

- All: 234

- Over 60 characters: 15 (6.41%)

- Below 30 characters: 112 (47.86%)

- Over 561 pixels: 27 (11.54%)

b. Meta description

- All: 234

- Missing: (0%)

- Duplicate: 176 (75.21%)

- Over 155 characters: 20 (8.55%)

- Below 70 characters: 163 (69.66%)

- Over 985 pixels: 23 (9.83%)

- Below 400 pixels: 52 (22.22%)

c. URL

- All: 466

- Non-ASCII Characters : 1 (0.21%)

- Underscores: 5 (1.076%)

- Uppercase: 10 (2.15%)

- Parameters: 5 (1.07%)

- Over 115 Characters: 4 (0.86%)

d. Heading tag

● H1:

- All: 234

- Missing: 31 (13.25%)

- Duplicate: 54 (23.08%)

- Over 70 characters: 9 (3.85%)

- Alt Text in H1: 2 (0.85%)

- Non-Sequential: 5 (2.14%)

● H2:

- All: 234

- Missing: 36 (15.38%)

- Duplicate: 156 (66.67%)

- Multiple: 60 (25.64)

4.2. Technical issues

- Site errors:

+ Success (2xx): 463/500 links (92.6%)

+ Client Error (4xx): 4/500 (0.8%)

+ H1: Missing: 31/500 (13.36%)

+ Images: Missing Alt Text: 6/500 (3.73%)

+ Missing Alt Attribute: 3/500 (1.86%)

+ No server error (5xx): 0/500 (0%)

+ Meta Description: Multiple : 122/500 (52.59%)

- Core web vital:

+ Page Load Time: 0.473 seconds ( < 0.5 second -> really good)

+ Accessibility: 67/100

+ SEO: 84/100

4.3. Off-page issues

Backlink:

Highlands Coffee has a strong backlink profile with a good authority score of 50, reflecting stable
SEO performance. Its Link Power indicates numerous quality links from reputable sources,
enhancing credibility, though there is room for expansion, particularly with more related sites in the
F&B sector. Organic Traffic remains steady thanks to relevant keywords, but further optimization
could improve visibility. The Natural Profile shows a clean, natural link profile, reducing the risk of
Google penalties. However, from June to August, the site lost a significant number of backlinks
(8,288) due to inconsistent campaigns and removal of some linked pages, which may affect search
rankings. Most backlinks are images (85%), boosting brand recognition but lacking text links that
could improve keyword SEO. The high "follow" link rate (93%) bolsters the site’s credibility. While
a majority of links are from low-ranking sites (0-10), potentially impacting backlink quality, a few
reputable sites (41-60) still contribute positively. The backlink profile is diversified across countries
such as Japan, the U.S., and Vietnam, indicating broad reach, though adding other TLDs could help
expand into new markets.

[Link] objective and KPIs

5.1. Objectives

The main goal of the Highlands Coffee website is to increase revenue from online sales by 30%
within the next 6 months. This will be achieved through increasing conversion rates by increasing
organic visits and building a stronger Highlands Coffee brand in Google searches, while also
bringing in more customers to leave team contact information. sales team.

5.2. KPIs

To reach this goal, we will use two types of KPIs: efficiency KPIs and scale KPIs.

Efficiency KPIs

Conversion rate:

Specifically: Increase conversion rates from website visits to purchases by 20%.

Can measure: Track using web analytics tools like Google Analytics.

Can be achieved: Implement SEO and UX optimization strategies to increase engagement.

Related: Align with revenue goals.

There is a time limit: Reached in the next 6 months.

Mobile conversion rate:

Specifically: Improve mobile conversion rates by 15%.

Can measure: Track conversion rates from mobile devices.

Can be achieved: Optimize mobile interface.

Related: Consistent with the trend of using mobile devices.

There is a time limit: Reached in the next 3 months.

Scale KPIs.

Organic search traffic:

Specifically: Increase organic traffic by 30%.

Can measure: Use an SEO tool like Google Search Console.

Can be achieved: Optimize keywords, build quality backlinks.

Related: Increase visibility and attract new customers.

There is a time limit: Reached in the next 6 months.

New customer acquisition rate:

Specifically: Increase the rate of new customers from web access by 20%.

Can measure: Track new customers through website analytics.

Can be achieved: Implement marketing campaigns and special promotions.

Related: Supports the goal of expanding the customer base.

There is a time limit: Reached in the next 6 months.

6. Optimize the firm’s website for Google Search (Yến Chi)

6.1. On-page optimization

6.1.1 Page Title Optimization (Following the Example)

Goal: Ensure page titles are not duplicated and fit within the recommended length (under 60
characters and 651 pixels) to avoid truncation in search engine result pages (SERPs).

Duplicate Titles

Titles Over 60 Characters/651 Pixels

Ensure each page has a unique, descriptive title. Titles should incorporate relevant keywords and
reflect the content on the page. Titles Over 60 Characters/651 Pixels: Shorten titles that are too long
(more than 60 characters) to ensure they display fully in SERPs. Aim for titles that convey the key
message in 8 to 15 words.

URL Title Title Characters Pixels

Optimization
https:// Highlands Viễn Highlands Viễn 55 448
[Link] Đông Hotel 2 - Đông Hotel 2 -
[Link]/ Cửa Hàng Cửa Hàng Mới
vn/highlands- Highlands Thế Tại Nha Trang
vien-dong-hotel- Hệ Mới, kết nối
2-cua-hang- cộng đồng đầu
highlands-the- tiên ở Nha
he-moi-ket-noi- Trang!
cong-dong-dau-
 tien-o-nha-
[Link]
https:// Highlands 233 Highlands 56 456
[Link] Nguyễn Văn Nguyễn Văn
[Link]/ Thoại - Đà Thoại, Đà Nẵng
vn/highlands- Nẵng, cửa hàng - Cửa Hàng Thế
233-nguyen- thế hệ mới xuất Hệ Mới
van-thoai-da- hiện!
nang-cua-hang-
the-he-moi-xuat-
[Link]
https:// Highlands Bảo Highlands Bảo 57 464
[Link] Tàng Lịch Sử Tàng Lịch Sử,
[Link]/ Quốc Gia, Hà Hà Nội - Tôn
vn/highlands- Nội - cửa hàng Vinh Bản Sắc
bao-tang-lich- thế hệ mới tôn Việt
su-quoc-gia-ha- vinh bản sắc văn
noi-cua-hang- hóa Việt!
the-he-moi-ton-
vinh-ban-sac-
van-hoa-
[Link]
https:// THANH MÁT Freeze Kem 49 400
[Link] DÂU TẰM! BỘ Mây & Trà
[Link]/ ĐÔI FREEZE Ngọc Trai Dâu
vn/thanh-mat- KEM MÂY & Tằm Đã Cập
dau-tam-bo-doi- TRÀ NGỌC Bến!
freeze-kem- TRAI ĐÃ CẬP
[Link] BẾN
https:// ƯU ĐÃI KHI Ưu Đãi Thanh 50 432
[Link] THANH TOÁN Toán Mastercard
[Link]/ BẰNG Contactless Tại
 vn/uu-dai-thanh- MASTERCARD Highlands
toan-mastercard- ®
contactless-tai- CONTACTLES
highlands- S TẠI
[Link] HIGHLANDS
COFFEE
https:// RINH VÉ Rinh Vé 49 400
[Link] MALDIVES, Maldives - Chill
[Link]/ RA KHƠI Hè Cùng
vn/rinh-ve- CHILL HÈ Highlands
maldives-ra- CÙNG Coffee!
khoi-chill-he- HIGHLANDS
cung-highlands- THÔI!
[Link]
https:// 3 TẦNG 3 Tầng Sáng 48 368
[Link] "SÁNG TẠO" Tạo Phindi
[Link]/ PHINDI Cassia - Có Gì
vn/3-tang-sang- CASSIA CÓ GÌ Hấp Dẫn?
tao-phindi- MÀ HẤP DẪN
cassia-co-gi-ma- ĐẾN THẾ?
hap-dan-den-
[Link]
https:// HIGHLANDS Highlands 50 408
[Link] COFFEE MIỄN Coffee Miễn Phí
[Link]/ PHÍ GIAO Giao Hàng - Gọi
vn/highlands- HÀNG | GỌI 1900 1755
coffee-mien-phi- NGAY 1900
giao-hang-goi- 1755
ngay-1900-
[Link]

Title that are below 30 characters

https:// Freeze | Freeze Cà Phê 42 336
[Link] Highlands Coffee Đặc Trưng |
[Link]/vn/ Highlands Coffee
[Link]

https:// Trà | Highlands Trà Đặc Sản | 30 240

[Link] Coffee Highlands Coffee
[Link]/
vn/highlands-
[Link]

https:// TINH HOA TRA Tinh Hoa Trà 36 288

[Link] HIGHLANDS Việt | Highlands
[Link]/vn/ Coffee
tinh-hoa-tra-
[Link]

https:// Trà Thạch Vải Trà Thạch Vải 41 328

[Link] Tươi Mát |
[Link]/vn/ Highlands Coffee
[Link]

https:// MENU Menu Nguyên 32 256

[Link] NGUYEN BAN Bản Highlands
[Link]/ Coffee
vn/menu-nguyen-
[Link]

https:// Trà Thanh Đào Trà Thanh Đào 41 328

[Link] Tươi Mát |
[Link]/vn/ Highlands Coffee
[Link]
https:// DONG CA PHE Dòng Cà Phê Đặc 39 312
[Link] DAC BIET Biệt | Highlands
[Link]/ Coffee
vn/dong-ca-phe-
[Link]

https:// NGUỒN GỐC Nguồn Gốc Cà 40 320

[Link] Phê Việt |
[Link]/ Highlands Coffee
vn/nguon-
[Link]

https:// Về Highlands Về Chúng Tôi | 31 248

[Link] Coffee Highlands Coffee
[Link]/
vn/gioi-
[Link]

https:// Trà Thạch Đào Trà Thạch Đào 43 344

[Link] Sảng Khoái |
[Link]/vn/ Highlands Coffee
tra-thach-
[Link]

https:// Thực đơn | Thực Đơn Cà Phê 40 320

[Link] Highlands Coffee & Trà | Highlands
[Link]/vn/ Coffee
[Link]

https:// Chính Sách Bảo Chính Sách Bảo 37 296

[Link] Mật Mật | Highlands
[Link]/ Coffee
vn/chinh-sach-
[Link]
https:// Merchandise Merchandise Độc 40 320
[Link] Quyền |
[Link]/ Highlands Coffee
vn/
[Link]

https:// Khác | Highlands Các Sản Phẩm 36 288

[Link] Coffee Khác | Highlands
[Link]/ Coffee
vn/[Link]

https:// Cà phê | Cà Phê Nguyên 37 296

[Link] Highlands Coffee Chất | Highlands
[Link]/ Coffee
vn/[Link]

https:// Thực đơn khác Thực Đơn Phong 42 336

[Link] Phú Khác |
[Link]/vn/ Highlands Coffee
thuc-don-
highlands-buu-
dien-thanh-
[Link]

https:// DỊCH VỤ Dịch Vụ 24 192

[Link] Highlands Coffee
[Link]/
vn/[Link]

https:// Tin tức | Tin Tức & Sự 36 288

[Link] Highlands Coffee Kiện | Highlands
[Link]/vn/ Coffee
[Link]

https:// News News & Events | 32 256

[Link] Highlands Coffee
[Link]/en/
[Link]

https:// Cookies & Cream Cookies & Cream 41 328

[Link] Đậm Đà |
[Link]/ Highlands Coffee
vn/cookies-
[Link]

https:// PhinDi Cassia PhinDi Cassia 41 328

[Link] Đặc Biệt |
[Link]/ Highlands Coffee
vn/phindi-cassia-
[Link]

https:// TRÀ ỔI HỒNG Trà Ổi Hồng 40 320

[Link] Thơm Ngon |
[Link]/vn/ Highlands Coffee
tra-oi-hong-
[Link]

https:// KemDi KemDi Độc Đáo | 32 256

[Link] Highlands Coffee
[Link]/
vn/[Link]

https:// Caramel Phin Caramel Phin 38 304

[Link] Freeze Freeze |
[Link]/ Highlands Coffee
vn/caramel-phin-
freeze-
[Link]

https:// Truyền thống Cà Phê Truyền 43 344

[Link] 200gr Thống 200g |
[Link]/vn/ Highlands Coffee
truyen-thong-
200gr-
[Link]

https:// Cold Brew Đào Cold Brew Đào 41 328

[Link] Tươi Mát |
[Link]/ Highlands Coffee
vn/cold-brew-
[Link]

https:// Citrus coffee Citrus Coffee 40 320

[Link] detonic Detonic |
[Link]/ Highlands Coffee
vn/citrus-coffee-
detonic-
[Link]

6.1.2. Meta description

● Duplicate meta descriptions can confuse users, making it difficult for them to differentiate
between pages and not optimizing the click-through rate.

URL Meta Descriptions Optimization Characters

https:// CONTENT WEBSITE: Tết này 162

[Link]. là của Chúng Mình, Highlands
vn/vn/don-tet-nay-that- mở hội xuyên mùng Tết Ta.
[Link] Này thì Đón Tết khác lạ, Sao lại
không đến Highlands ngay nào!
 Với Chúng Mình, ...

https:// Cộng đồng mạng chuẩn bị đón 156

[Link]. tin chấn động, High-patch vừa
vn/vn/-high-patch-he-lo- khui được cặp đôi mới của giới
cap-doi-moi-cua-ly- ly biz, Hé Xanh - Hé Vàng,
[Link] đồng hành những chiếc bánh
ngọt ngào tro

https:// ĐIỀU KHOẢN SỬ DỤNG ĐỐI 47

[Link]. VỚI THẺ HIGHLANDS
vn/vn/dieu-khoan-su-dung- COFFEE
doi-voi-the-highlands-
[Link]

https:// Hè này, không chỉ có nắng 216

[Link]. vàng, biển xanh, mà còn có cơ
vn/vn/ai-se-la-chu-nhan- hội du lịch sang chảnh, xịn mịn,
cua-tam-ve-maldives-dau- mê mẩn đến THIÊN ĐƯỜNG
[Link] DU LỊCH MALDIVES. Bạn đã
sẵn sàng để khám phá chủ nhân
của tấm vé đến đảo thiên đường
Maldives chưa nào?

https:// Highlands Coffee 16

[Link].
vn/en/rinh-ve-maldives-ra-
khoi-chill-he-cung-
highlands-thoi--
[Link]

https:// HIGHLANDS COFFEE 233 158

[Link]. NGUYỄN VĂN THOẠI - DẤU
vn/vn/highlands-233- ẤN ĐỘC ĐÁO, TỰ HÀO SẺ
nguyen-van-thoai-da-nang- CHIAThân gửi đến khách hàng
cua-hang-the-he-moi-xuat- những khoảnh khắc khai trương
[Link] hoành tráng, đáng nhớ nhất
của ...

https:// Highlands Coffee 3-in-1 Hòa 143

[Link]. Tan: Hương vị thơm ngon, đậm
vn/vn/ca-phe-hoa-tan-3- đà. Tiện lợi khi sử dụng. Không
[Link] chỉ dùng trong gia đình mà còn
thích hợp làm quà tặng.

https:// HIGHLANDS COFFEE - 55

[Link]. HOTLINE Giao Hàng Miễn
vn/vn/highlands-coffee- Phí: 19001755
dich-vu-giao-hang-mien-
[Link]

https:// Highlands Coffee Mobile App 153

[Link]. chính thức trở lại với phiên bản
vn/vn/app-nay-la-cua- mới và cải tiến. Sau một quãng
chung-minh- thời gian ra mắt, Highlands đã
[Link] nhận được rất nhiều sự yêu ...

https:// Highlands Coffee - Thương 64

[Link]. Hiệu Cà Phê Tự Hào Sinh Ra
vn/vn/rinh-ve-maldives-ra- Từ Đất Việt
khoi-chill-he-cung-
[Link]

https:// Highlands Coffee was born out 198

[Link]. of the pure passion for
vn/vn/[Link] Vietnamese coffee. Originating
as a packaged coffee business,
in Hanoi, in 2000, we’ve
 quickly grown into a chain of
well-known coffee shops ...

https:// Hương vị cà phê Việt Nam đích 286

[Link]. thực! Từng hạt cà phê hảo hạng
vn/vn/[Link] được chọn bằng tay, phối trộn
độc đáo giữa hạt Robusta từ cao
nguyên Việt Nam, thêm Arabica
thơm lừng. Cà phê được pha từ
Phin truyền thống, hoà cùng sữa
đặc sánh và thêm vào chút đá
tạo nên ly Phin Sữa Đá – Đậm
Đà Chất Phin.

https:// Let us know!We want your visit 188

[Link]. to Highlands Coffee to be a
vn/vn/[Link] highlight of your [Link] us
know how we're [Link] love
your feedback, so let us know at
customerservice@highlandscoff
[Link]

https:// NHẬN NGAY VOUCHER 136

[Link]. 30.000Đ VỚI ĐƠN HÀNG TỪ
vn/vn/uu-dai-thanh-toan- 200.000Đ VÀ CHẠM ĐỂ
mastercard-contactless-tai- THANH TOÁN BẰNG THẺ
[Link] MASTERCARD®
CONTACTLESS TẠI CỬA
HÀNG HIGHLANDS
COFFEE!
https:// PhinDi Choco - Chất Phin Êm, 41
[Link]. Ngon Tròn Vị
vn/vn/[Link]

https:// PhinDi Hạnh Nhân - Chất Phin 45

[Link]. Êm, Ngon Tròn Vị
vn/vn/phindi-hanh-
[Link]

https:// PhinDi Kem Sữa - Chất Phin 43

[Link]. Êm, Ngon Tròn Vị
vn/vn/[Link]

https:// Thức uống chinh phục những 154

[Link]. thực khách khó tính! Sự kết hợp
vn/vn/tra-sen-vang-cu- độc đáo giữa trà Ô long thanh
[Link] mát, hạt sen thơm bùi. Thêm
vào chút sữa sẽ để vị thêm ngọt
ngào.

https:// Tìm quán cà phê - Highlands 59

[Link]. Coffee - Đặt Giao Ngay
vn/vn/he-thong-cua- 19001755
[Link]

https:// TRONG PHINDI CASSIA CÓ 161

[Link]. GÌ MÀ SÁNG TẠO ĐẾN
vn/vn/trong-phindi-cassia- THẾ?PhinDi Cassia không chỉ
co-gi-ma-sang-tao-den- là một chiếc PhinDi bình
[Link] thường, mà là một hành trình
khám phá hương vị đầy thú vị.
Hãy ...

https:// Với 300 quán trải dọc đất nước, 151

[Link]. Highlands Coffee tự hào là nơi
 vn/vn/so-uu-dai-mung-300- lưu giữ trăm chuyện đậm đà của
[Link] người Việt khắp 3 miền. Đó có
thể là những câu chuyện ...

● Meta descriptions that are over 155 characters/ Over 985 pixels

Meta descriptions according to Google have no limits and could be as long as possible,but in SERP
limits how many characters we could see ,and around 140-155 characters. Descriptions exceeding
this length will likely be cut off, potentially leaving viewers with an incomplete message. 155
Characters is sufficient for enough information to convey to customers

URL Meta Description Optimise Characters Pixel

https:// Hè này, không Săn vé đi 131 1221

[Link] chỉ có nắng vàng, Maldives với
[Link]/vn/ biển xanh, mà Highlands Coffee
ai-se-la-chu- còn có cơ hội du hè này, khám phá
nhan-cua-tam-ve- lịch sang chảnh, thiên đường du
maldives-dau- xịn mịn, mê mẩn lịch sang chảnh
[Link] đến THIÊN và tận hưởng kỳ
ĐƯỜNG DU nghỉ trong mơ tại
LỊCH Maldives!
MALDIVES. Bạn
đã sẵn sàng để
khám phá chủ
nhân của tấm vé
đến đảo thiên
đường Maldives
chưa nào?

https:// Sảng khoái với Thưởng thức 127 1150

[Link] thức uống đá xay thức uống Freeze
[Link]/vn/ phong cách Việt. đá xay mát lạnh,
[Link] Freeze là thức từ cà phê Việt đến
uống đá xay mát trà xanh, sô cô la
lạnh được pha chế và trái cây đặc
từ cà phê Việt, trà trưng tại
xanh, sô cô la hay Highlands
các loại trái cây Coffee.
đặc trưng của
Việt Nam

https:// Hương vị tự Khám phá hương 112 1022

[Link] nhiên, thơm ngon vị trà Việt đậm
[Link]/vn/ của Trà Việt với đà, tươi mới tại
highlands- phong cách hiện Highlands Coffee
[Link] đại tại Highlands – một trải nghiệm
Coffee sẽ giúp hiện đại cho vị
bạn gợi mở vị giác của bạn.
giác của bản thân
và tận hưởng một
cảm giác thật
khoan khoái, tươi
mới.

https:// Highlands Coffee Highlands Coffee 118 1108

[Link] was born out of bắt nguồn từ niềm
[Link]/vn/ the pure passion đam mê cà phê
[Link] for Vietnamese Việt, từ một
coffee. thương hiệu gói
Originating as a cà phê nhỏ đến
packaged coffee chuỗi cửa hàng
business, in nổi tiếng.
Hanoi, in 2000,
we’ve quickly
 grown into a
chain of well-
known coffee
shops ...

https:// Với nguồn cảm Highlands Coffee 126 1158

[Link] hứng bất tận về lưu giữ tinh hoa
[Link]/vn/ những nét đẹp văn hóa Việt qua
[Link] văn hóa, những bộ sưu tập ly tách
bản sắc và tinh “Vẻ đẹp Việt”,
hoa của dân tộc, mang đến trải
được lưu truyền nghiệm gần gũi,
từ thế hệ này sang thân thuộc.
thế hệ khác trong
suốt chiều dài lịch
sử phát triển của
đất nước,
Highlands Coffee
đã gói trọn tình
yêu Việt Nam
theo góc nhìn
hoàn toàn mới
mẻ, thông qua
những cách điệu
tinh tế, nhưng
không mất đi sự
gần gũi trên từng
sản phẩm của bộ
sưu tập ly tách
"Vẻ đẹp Việt qua
lăng kính
Highlands
 Coffee".

https:// Sẽ càng ngon Thưởng thức đồ 96 920

[Link] miệng hơn khi uống và bánh
[Link]/vn/ bạn kết hợp đồ ngọt thơm ngon,
[Link] uống với những làm thủ công
chiếc bánh ngọt ngay tại bếp bánh
thơm ngon được của Highlands
làm thủ công Coffee.
hàng ngày ngay
tại bếp bánh của
Highlands
Coffee, và cũng
đừng quên sắm
cho mình bộ bí
kíp pha cà phê tại
nhà gồm Phin
inox, ly sứ
Mosaic và cà phê
gói Truyền thống
mỗi khi có thời
gian rảnh rỗi nhé.

https:// Sự kết hợp hoàn Highlands Coffee 129 1203

[Link] hảo giữa hạt cà tự hào giới thiệu
[Link]/vn/ phê Robusta & cà phê đậm đà từ
[Link] Arabica thượng hạt Robusta và
hạng được trồng Arabica thượng
trên những vùng hạng, rang xay
cao nguyên Việt đặc biệt từ cao
Nam màu mỡ, nguyên Việt
qua những bí Nam.
quyết rang xay
 độc đáo,
Highlands Coffee
chúng tôi tự hào
giới thiệu những
dòng sản phẩm
Cà phê mang
hương vị đậm đà
và tinh tế

https:// Let us know!We Hãy chia sẻ cảm 135 1277

[Link] want your visit to nhận của bạn sau
[Link]/vn/ Highlands Coffee khi ghé
[Link] to be a highlight Highlands
of your [Link] Coffee, chúng tôi
us know how luôn đón nhận
we're [Link] phản hồi tại
love your customerservice
feedback, so let @highlandscoffee
us know at .[Link].
customerservice
@highlandscoffee
.[Link]

https:// Hương vị cà phê Cà phê phin Việt 115 1081

[Link] Việt Nam đích Nam, hòa quyện
[Link]/vn/ thực! Từng hạt cà cùng sữa đặc và
[Link] phê hảo hạng đá tạo nên ly Phin
được chọn bằng Sữa Đá đậm đà,
tay, phối trộn độc một trải nghiệm
đáo giữa hạt cà phê đích thực!
Robusta từ cao
nguyên Việt
Nam, thêm
 Arabica thơm
lừng. Cà phê
được pha từ Phin
truyền thống, hoà
cùng sữa đặc sánh
và thêm vào chút
đá tạo nên ly Phin
Sữa Đá – Đậm
Đà Chất Phin.

https:// HIGHLANDS Highlands Coffee 117 1098

[Link] COFFEE 233 chào đón bạn đến
[Link]/vn/ NGUYỄN VĂN với cửa hàng thế
highlands-233- THOẠI - DẤU hệ mới tại 233
nguyen-van- ẤN ĐỘC ĐÁO, Nguyễn Văn
thoai-da-nang- TỰ HÀO SẺ Thoại – không
cua-hang-the-he- CHIAThân gửi gian đặc biệt tại
moi-xuat- đến khách hàng Đà Nẵng!
[Link] những khoảnh
khắc khai trương
hoành tráng, đáng
nhớ nhất của ...

https:// TRONG PHINDI PhinDi Cassia 116 1089

[Link] CASSIA CÓ GÌ mang đến trải
[Link]/vn/ MÀ SÁNG TẠO nghiệm khám phá
trong-phindi- ĐẾN THẾ? vị giác độc đáo,
cassia-co-gi-ma- PhinDi Cassia một sự sáng tạo
sang-tao-den- không chỉ là một từ Highlands
[Link] chiếc PhinDi bình Coffee dành riêng
thường, mà là cho bạn.
một hành trình
khám phá hương
 vị đầy thú vị. Hãy
...

https:// Building on Highlands Coffee 142 1307

[Link] Vietnam’s rich crafts modern tea
[Link]/en/ tea heritage, we beverages from
highlands- select only the high-quality
[Link] finest teas grown Vietnamese teas,
in the highlands with natural fruits
regions of and toppings,
Vietnam to create served with or
delicious, modern without milk.
tea beverages that
include natural
fruits and
toppings. Served
with or without
milk.

https:// Highlands Coffee Starting in Hanoi 137 1281

[Link] was born out of as a packaged
[Link]/en/ the pure passion coffee business,
[Link] for Vietnamese Highlands Coffee
coffee. has become a
Originating as a renowned chain,
packaged coffee born from a
business, in passion for
Hanoi, in 2000, Vietnamese
we’ve quickly coffee.
grown into a
chain of well-
known coffee
 shops ...

https:// CONTENT Đón Tết tại 132 1208

[Link] WEBSITE: Tết Highlands Coffee
[Link]/vn/ này là của Chúng – tham gia lễ hội
don-tet-nay-that- Mình, Highlands xuyên mùng Tết
khac-la-tai- mở hội xuyên và trải nghiệm
[Link] mùng Tết Ta. không khí Tết
Này thì Đón Tết mới lạ với đồ
khác lạ, Sao lại uống đặc sắc tại
không đến Highlands.
Highlands ngay
nào! Với
Chúng Mình, ...

https:// It will be even Pair your favorite 150 1351

[Link] more delicious Highlands Coffee
[Link]/en/ when you drinks with
[Link] complement your freshly baked,
beverages with hand-crafted
hand-crafted pastries, or brew
pastries made at at home with our
Highlands Phin filter and
Coffee's bakery, signature coffee
and do not forget blend.
the collection of
Vietnamese
"Phin" filter,
Mosaic mug and
Traditional Blend
packaged coffee
for a perfect
home-made cup
 of coffee.

https:// Let us know!We We aim to make 134 1252

[Link] want your visit to your visit a
[Link]/en/ Highlands Coffee highlight of the
customer- to be a highlight day. Share
[Link] of your [Link] feedback at
us know how customerservice
we're [Link] @highlandscoffee
love your .[Link] – we
feedback, so let love hearing from
us know at you!
customerservice
@highlandscoffee
.[Link]

https:// Vietnam is the Highlands Coffee 122 1152

[Link] world’s second uses premium
[Link]/en/ largest producer Robusta and
[Link] of coffee. As a Arabica beans
Vietnamese from Vietnam's
brand, Highlands highlands, roasted
Coffee hand to create bold,
selects and roasts aromatic blends.
only the finest
aromatic Arabica
and bold Robusta
beans for our
signature blends.

https:// Start a career wit Join the dynamic 118 1091

[Link] Highlands team at Highlands
[Link]/vn/ CoffeeHighlands Coffee. We're
[Link] Coffee is growing growing fast and
fast and is always looking for
on the lookout for passionate
excellent candidates eager
candidates with a for success.
desire to excel
and a passion for
success. We
welcome you to
join our ...

https:// HIGHLANDS Discover 99 946

[Link] COFFEE 233 Highlands
[Link]/en/ NGUYỄN VĂN Coffee’s unique
highlands-233- THOẠI - DẤU new store at 233
nguyen-van- ẤN ĐỘC ĐÁO, Nguyễn Văn
thoai-da-nang- TỰ HÀO SẺ Thoại, a
cua-hang-the-he- CHIAThân gửi memorable space
moi-xuat- đến khách hàng in Đà Nẵng.
[Link] những khoảnh
khắc khai trương
hoành tráng, đáng
nhớ nhất của ...

https:// TRONG PHINDI PhinDi Cassia 123 1099

[Link] CASSIA CÓ GÌ offers a unique
[Link]/en/ MÀ SÁNG TẠO taste journey
trong-phindi- ĐẾN THẾ? crafted by
cassia-co-gi-ma- PhinDi Cassia Highlands
sang-tao-den- không chỉ là một Coffee.
[Link] chiếc PhinDi bình Experience the
thường, mà là surprising
một hành trình creativity in every
 khám phá hương sip.
vị đầy thú vị. Hãy
...

https:// Cộng đồng mạng Introducing Hé 126 1156

[Link] chuẩn bị đón tin Xanh and Hé
[Link]/vn/- chấn động, High- Vàng, the new
high-patch-he-lo- patch vừa khui drinkware set
cap-doi-moi-cua- được cặp đôi mới from Highlands
[Link] của giới ly biz, Coffee, perfect
Hé Xanh - Hé for pairing with
Vàng, đồng hành our delicious
những chiếc bánh pastries.
ngọt ngào

● Meta descriptions that are below 70 characters

Meta description under 70 characters: too short, it can easily make the message we want to convey
incomplete and ineffective, sometimes errors can be unavoidable that cause misunderstanding of the
meaning.

URL Meta descriptions Meta descriptions Characters Pixels

optimization

https:// Highlands Coffee Thương hiệu cà 32 304

[Link] - Thương Hiệu phê tự hào từ đất
[Link]/vn/ Cà Phê Tự Hào Việt.
rinh-ve-maldives- Sinh Ra Từ Đất
ra-khoi-chill-he- Việt
cung-highlands-
[Link]
https:// Tìm quán cà phê | Tìm quán 54 472
[Link] Highlands Coffee Highlands Coffee
[Link]/vn/ - Đặt Giao Ngay gần bạn – Đặt
he-thong-cua- 19001755 giao ngay
[Link] 19001755.

https:// Thực Đơn Giao Thực đơn giao 62 521

[Link] Hàng Highlands hàng từ
[Link]/vn/ Coffee Highlands
[Link] Coffee, chọn
ngay món yêu
thích.

https:// Tìm quán cà phê - Thực đơn 47 408

[Link] Highlands Coffee Highlands Coffee
[Link]/vn/ - Đặt Giao Ngay – Đặt giao ngay
he-thong-cua- 19001755 19001755.
[Link]/?
curID=41

https:// Thực Đơn Cà Phê Tìm quán 49 432

[Link] Highlands Coffee Highlands Coffee
[Link]/vn/ - Đặt Giao Ngay gần bạn và
[Link] 19001755 thưởng thức ngay.

https:// News Cập nhật tin tức 46 368

[Link] mới nhất từ
[Link]/en/ Highlands
[Link] Coffee.

https:// Highlands Coffee Thương hiệu cà 38 336

[Link] phê chất lượng từ
[Link]/en/ Việt Nam.
 rinh-ve-maldives-
ra-khoi-chill-he-
cung-highlands-
thoi--
[Link]

https:// PhinDi Hạnh Vị hạnh nhân êm 40 328

[Link] Nhân - Chất Phin dịu, tròn vị cà phê
[Link]/vn/ Êm, Ngon Tròn Việt.
phindi-hanh- Vị
[Link]

https:// PhinDi Kem Sữa Vị kem sữa béo 42 360

[Link] - Chất Phin Êm, ngậy, đậm chất
[Link]/vn/ Ngon Tròn Vị Phin Highlands.
phindi-kem-
[Link]

https:// PhinDi Choco - Hòa quyện 42 328

[Link] Chất Phin Êm, chocolate với chất
[Link]/vn/ Ngon Tròn Vị phin đậm đà.
phindi-
[Link]

6.1.3. URL

A URL (Uniform Resource Locator) is the address of a unique resource on the internet. It is one of
the key mechanisms used by browsers to retrieve published resources, such as HTML pages, CSS
documents, images, and so on. Keeping URLs as simple, relevant, compelling, and accurate as
possible is key to getting both your users and search engines to understand them (a prerequisite to
ranking well).
Highlands Coffee seems to be doing well in URL optimization by keeping URLs simple, relevant,
and keyword-rich, which makes it easier for users and search engines to understand the page content.

URL Optimization

[Link] [Link]
vnt_upload/product/ citrus-cafe-de-tonic
HLCPOSTOFFICE_DRAFT/PNG_FINAL/
Citrus_Cafe_De_Tonic.png

[Link] [Link]
vnt_upload/product/ supreme-pizza
HLCPOSTOFFICE_DRAFT/PNG_FINAL/
4_FOOD_MENU/Supreme_Pizza.png

[Link] [Link]
vnt_upload/product/ phin-sua-da
HLCPOSTOFFICE_DRAFT/PNG_FINAL/
3_MENU_NGUYEN_BAN/Phin_Sua_Da.png

[Link] [Link]
product/04_2020/[Link] dat-mua-kmk

[Link] [Link]
news/07_2018/600x800_Wobbler.png wobbler-promotion

[Link] [Link]
HighlandsSaigonPostOffice saigon-post-office

[Link] [Link]
[Link]/?curID=41 location-41

[Link] [Link]
vnt_upload/product/ citrus-cafe-tonic
 HLCPOSTOFFICE_DRAFT/PNG_FINAL/
Citrus_Cafe_De_Tonic.png

[Link] [Link]
HighlandsSaigonPostOffice/ saigon-post-office

[Link] [Link]
vnt_upload/product/ supreme-pizza
HLCPOSTOFFICE_DRAFT/PNG_FINAL/
4_FOOD_MENU/Supreme_Pizza.png

[Link] [Link]
vnt_upload/product/ phin-sua-da
HLCPOSTOFFICE_DRAFT/PNG_FINAL/
3_MENU_NGUYEN_BAN/Phin_Sua_Da.png

[Link] [Link]
[Link]/?curID=237 237

[Link] [Link]
news/07_2018/600x800_Wobbler.png wobbler-promotion

6.1.4. Heading Tag

● Missing H1

Missing H1 is a situation where a website does not have an H1 tag. The H1 tag is the most important
title tag on a website, used to identify the main topic of the page. Missing H1 tag can cause some
problems for your website.

URL Optimization

[Link] Chào Mừng Đến Với Highlands Coffee - Trải

https:/[Link]/ Nghiệm Cà Phê Việt Đích Thực

[Link] Ưu Đãi Đặc Biệt Cho Đối Tác Tại Highlands

[Link] Coffee

[Link] Highlands Coffee Việt Nam - Khám Phá Văn

Hóa Cà Phê

[Link] Thực Đơn Highlands Coffee - Cà Phê, Trà và

[Link] Hơn Thế Nữa

[Link] Về Highlands Coffee - Câu Chuyện và Tầm

[Link] Nhìn

[Link] Sản Phẩm Highlands Coffee - Cà Phê và Trà

[Link] Đặc Trưng

[Link] Chính Sách Bảo Mật - Bảo Vệ Thông Tin Của

[Link] Bạn Tại Highlands Coffee

[Link] Khám Phá Thêm Tại Highlands Coffee - Sản

[Link] Phẩm và Dịch Vụ Đặc Biệt

[Link] Thực Đơn Highlands Coffee Tại Bưu Điện

[Link] Thành Phố - Đậm Đà Hương Vị Việt

[Link] Bánh Tươi Ngon Tại Highlands Coffee -

[Link] Thưởng Thức Cùng Cà Phê

[Link] Phin Sữa Đá - Đậm Đà Vị Cà Phê Việt

https:/[Link]/phin-
[Link]

[Link] Ưu Đãi Đặc Biệt Cho Đối Tác Tại Highlands

[Link] Coffee

[Link] Sản Phẩm Lưu Niệm Highlands Coffee - Khám

producthttps:/[Link]/
vn/[Link] Phá Bộ Sưu Tập Độc Đáo

[Link] Highlands Coffee Tại Bưu Điện Thành Phố -

HighlandsSaigonPostOffice/ Đậm Đà Vị Truyền Thống

[Link] Discover More at Highlands Coffee

[Link]

[Link] Welcome to Highlands Coffee

[Link] Highlands Coffee Homepage

[Link]/

[Link] KemDi - Thế Hệ Kem Mới Của Highlands

highlands-coffee-kemdi-the-he-kem-moi-cua- Coffee
[Link]

[Link] Golden Lotus Tea - Vietnamese Tradition in

[Link] Every Sip

[Link] Highlands Coffee Products

[Link]

[Link] About Highlands Coffee - Our Story

[Link]

[Link] Explore Highlands Coffee Menu

pagehttps:/[Link]/vn/
[Link]

[Link] Highlands Coffee - Các Bài Viết Liên Quan

[Link]

[Link] Maldives May Mắn - Cơ Hội Du Lịch Đảo

[Link] Thiên Đường
 [Link] Chill Hè Cùng Highlands - Mùa Hè Sảng Khoái
[Link]

[Link] Thạch Cà Phê - Hương Vị Độc Đáo Mùa Hè

[Link]

[Link] Cà Phê Phin Thế Hệ Mới - Trải Nghiệm Sáng

[Link] Tạo

[Link] Hương Vị Mới - Thưởng Thức Cà Phê Đặc Sắc

[Link]

[Link] Highlands Coffee - Tìm Hiểu Thêm Về Chúng

[Link] Tôi

[Link] Cà Phê Phin - Tinh Hoa Cà Phê Việt

[Link]

[Link] PhinDi Cassia - Hương Vị Phin Đặc Biệt

[Link]

● Duplicate:

Duplicate H1 is a situation where a website has many H1 tags that are the same or very similar in
content. The H1 tag is the most important title tag on a website, used to identify the main topic of the
page. Using multiple identical H1 tags can cause some problems for the website.

URL H1 H1 Optimization

https:// Caramel Phin Freeze Caramel Phin Freeze - Cà Phê

[Link]/ Phin Hương Caramel Mát Lạnh
vn/caramel-phin-freeze-
[Link]

https:// Caramel Phin Freeze Trải Nghiệm Caramel Phin

[Link]/ Freeze - Hương Vị Đặc Biệt Từ
vn/[Link] Highlands

https:// Cookies & Cream Cookies & Cream Freeze - Sự

[Link]/ Kết Hợp Hoàn Hảo Của Bánh
vn/[Link] Quy và Kem

https:// DÒNG CÀ PHÊ ĐẶC BIỆT Dòng Cà Phê Đặc Biệt Từ

[Link]/ Highlands - Hương Vị Tinh Tế,
vn/[Link] Độc Đáo

https:// FIND YOUR NEAREST Tìm Cửa Hàng Highlands

[Link]/ CAFÉ Coffee Gần Nhất
en/[Link]

https:// FREEZE Freeze - Thức Uống Mát Lạnh

[Link]/ Giải Nhiệt Từ Highlands
vn/[Link] Coffee

https:// Freeze Sô-cô-la Freeze Sô-cô-la - Cảm Giác

[Link]/ Ngọt Ngào Cùng Highlands
vn/[Link]

https:// Freeze Trà Xanh Freeze Trà Xanh - Hương Vị

[Link]/ Tươi Mát Từ Trà Xanh
vn/[Link]

https:// GIÒN GIÃ CHUYỆN TRĂNG Trung Thu Tại Highlands - Câu
[Link]/ – AI CŨNG CÓ TRUNG THU Chuyện Giòn Giã Về Mùa
vn/gion-gia-chuyen-trang-ai- CHO MÌNH…TẠI Trăng
cung-co-trung-thu-cho-minh- HIGHLANDS!
[Link]

https:// Highlands 233 Nguyễn Văn Highlands Coffee Nguyễn Văn

[Link]/ Thoại - Đà Nẵng, cửa hàng thế Thoại - Điểm Đến Cà Phê Thế
vn/highlands-233-nguyen-van-
thoai-da-nang-cua-hang-the-he- hệ mới xuất hiện! Hệ Mới Tại Đà Nẵng
[Link]

https:// Highlands Bảo Tàng Lịch Sử Highlands Tại Bảo Tàng Lịch
[Link]/ Quốc Gia, Hà Nội - cửa hàng Sử Quốc Gia - Gìn Giữ Bản
vn/highlands-bao-tang-lich-su- thế hệ mới tôn vinh bản sắc văn Sắc Văn Hóa Việt
quoc-gia-ha-noi-cua-hang-the- hóa Việt!
he-moi-ton-vinh-ban-sac-van-
[Link]

https:// Highlands Viễn Đông Hotel 2 - Highlands Viễn Đông Nha

[Link]/ Cửa Hàng Highlands Thế Hệ Trang - Kết Nối Cộng Đồng
vn/highlands-vien-dong-hotel- Mới, kết nối cộng đồng đầu Đầu Tiên Tại Thành Phố Biển
2-cua-hang-highlands-the-he- tiên ở Nha Trang!
moi-ket-noi-cong-dong-dau-
[Link]

https:// Latte Latte - Vị Cà Phê Êm Dịu

[Link]/ Hoàn Hảo Tại Highlands
vn/[Link] Coffee

https:// MENU NGUYÊN BẢN Menu Nguyên Bản - Hương Vị

[Link]/ Nguyên Chất Tại Highlands
vn/[Link] Coffee

https:// MỚI! TRÀ TUYẾT Trà Tuyết Highlands Coffee -

[Link]/ HIGHLANDS COFFEE Thức Uống Mát Lạnh Độc Đáo
vn/moi-tra-tuyet-highlands- Mùa Hè
[Link]

https:// News Tin Tức Highlands Coffee -

[Link]/ Cập Nhật Mới Nhất
en/[Link]

https:// PhinDi Cassia PhinDi Cassia - Hương Vị Độc

[Link]/ Đáo Từ Cà Phê Phin và Quế
vn/phindi-cassia-
[Link]

https:// PHINDI CASSIA - QUẾ ẤM PhinDi Cassia - Thưởng Thức

[Link]/ PHIN ÊM, PHONG VỊ ĐỘC Cà Phê Phong Vị Độc Đáo
vn/phindi-cassia-que-am-phin- ĐÁO
[Link]

https:// Phindi ChoCo Phindi Choco - Cà Phê Phin

[Link]/ Hòa Quyện Hương Sô-cô-la
vn/phindi-choco-
[Link]

https:// PhinDi Hạnh Nhân PhinDi Hạnh Nhân - Sự Kết

[Link]/ Hợp Tinh Tế Giữa Cà Phê và
vn/[Link] Hạnh Nhân

https:// PHIN SỮA ĐÁ, VỊ ĐẬM ĐÀ Phin Sữa Đá - Năng Lượng

[Link]/ CHO NGÀY MỚI ĐẬM Cho Ngày Mới Tại Highlands
vn/phin-sua-da-vi-dam-da-cho- CHẤT Coffee
[Link]

https:// THỰC ĐƠN MÓN ĂN KHÁC Thực Đơn Món Ăn Tại

[Link]/ (FOOD MENU) Highlands Coffee - Khám Phá
vn/thuc-don-mon-an-khac- Đa Dạng Hương Vị
[Link]

https:// Tìm quán cà phê Tìm Quán Highlands Coffee

[Link]/ Gần Bạn
vn/[Link]

https:// TINH HOA TRÀ Tinh Hoa Trà Highlands -

[Link]/ HIGHLANDS Khám Phá Các Hương Vị Trà
vn/[Link] Đặc Trưng
 https:// Trà Thạch Đào Trà Thạch Đào - Hương Vị
[Link]/ Ngọt Ngào Cho Ngày Nắng
vn/[Link]

https:// TRONG PHINDI CASSIA CÓ Phindi Cassia - Bí Quyết Sáng

[Link]/ GÌ MÀ SÁNG TẠO ĐẾN Tạo Hương Vị Cà Phê Độc
vn/trong-phindi-cassia-co-gi- THẾ? Đáo
[Link]

https:// VỊ COOL SẢNG KHOÁI, Trà Dưa Hấu Vải - Sảng Khoái
[Link]/ TRÀ DƯA HẤU VẢI Và Tươi Mát
vn/vi-cool-sang-khoai-tra-dua-
[Link]

● Heading tags that are over 70 characters:

H1 tags over 70 characters in length are title tags that are too long for search engine optimization
(SEO) purposes. To achieve the best SEO results, the H1 tag should be short, concise, and contain the
main keyword.

URL H1 Optimization H1 Characters

https:// Highlands Viễn Đông Highlands Viễn Đông 58

[Link]. Hotel 2 - Cửa Hàng Nha Trang - Cửa Hàng
[Link]/vn/highlands- Highlands Thế Hệ Thế Hệ Mới
vien-dong-hotel-2-cua- Mới, kết nối cộng
hang-highlands-the-he- đồng đầu tiên ở Nha
moi-ket-noi-cong- Trang!
dong-dau-tien-o-nha-
[Link]

https:// Highlands 233 Nguyễn Highlands Nguyễn 51

[Link]. Văn Thoại - Đà Nẵng, Văn Thoại Đà Nẵng -
[Link]/vn/highlands- cửa hàng thế hệ mới Thế Hệ Mới
233-nguyen-van-thoai- xuất hiện!
da-nang-cua-hang-the-
he-moi-xuat-
[Link]

https:// Highlands Bảo Tàng Highlands Bảo Tàng 55

[Link]. Lịch Sử Quốc Gia, Hà Lịch Sử - Bản Sắc Văn
[Link]/vn/highlands- Nội - cửa hàng thế hệ Hóa Việt
bao-tang-lich-su-quoc- mới tôn vinh bản sắc
gia-ha-noi-cua-hang- văn hóa Việt!
the-he-moi-ton-vinh-
ban-sac-van-hoa-
[Link]

https:// ĐÓN TẾT NÀY Đón Tết Đặc Biệt 40

[Link]. THẬT KHÁC LẠ TẠI Cùng Highlands
[Link]/vn/don-tet- HIGHLANDS Coffee
nay-that-khac-la-tai-
[Link]

https:// CHILL HÈ THÊM Chill Hè Với Freeze 45

[Link]. VUI VỚI BỘ ĐÔI Kem Mây & Trà Ngọc
[Link]/vn/chill-he- DÂU TẰM: FREEZE Trai
them-vui-voi-bo-doi- KEM MÂY & TRÀ
dau-tam-freeze-kem- NGỌC TRAI THẬT
[Link] NGON!
https:// ƯU ĐÃI KHI THANH Ưu Đãi Mastercard 43
[Link]. TOÁN BẰNG Contactless Tại
[Link]/vn/uu-dai- MASTERCARD® Highlands
thanh-toan-mastercard- CONTACTLESS TẠI
contactless-tai- HIGHLANDS
[Link] COFFEE

https:// MỪNG QUỐC TẾ Mừng 1.6 Tại 60

[Link]. THIẾU NHI 1.6 - Highlands - Cả Nhà
[Link]/en/mung- CÙNG ĐI Cùng Thưởng Thức
quoc-te-thieu-nhi-1-6- HIGHLANDS CÓ KemDi
cung-di-highlands-co- KEMDI NGON CHO
kemdi-ngon-cho-ca- CẢ NHÀ
[Link]

https:// Highlands 233 Nguyễn Highlands 233 Nguyễn 61

[Link]. Văn Thoại - Đà Nẵng, Văn Thoại - Cửa Hàng
[Link]/en/highlands- cửa hàng thế hệ mới Thế Hệ Mới
233-nguyen-van-thoai- xuất hiện!
da-nang-cua-hang-the-
he-moi-xuat-
[Link]

https:// Highlands Bảo Tàng Highlands Bảo Tàng 55

[Link]. Lịch Sử Quốc Gia, Hà Lịch Sử - Tôn Vinh
[Link]/en/highlands- Nội - cửa hàng thế hệ Văn Hóa Việt
bao-tang-lich-su-quoc- mới tôn vinh bản sắc
gia-ha-noi-cua-hang- văn hóa Việt!
the-he-moi-ton-vinh-
ban-sac-van-hoa-
[Link]

https:// Highlands Viễn Đông Highlands Viễn Đông 61

[Link]. Hotel 2 - Cửa Hàng Hotel Nha Trang - Kết
 [Link]/en/highlands- Highlands Thế Hệ Nối Cộng Đồng
vien-dong-hotel-2-cua- Mới, kết nối cộng
hang-highlands-the-he- đồng đầu tiên ở Nha
moi-ket-noi-cong- Trang!
dong-dau-tien-o-nha-
[Link]

6.1.5. Content

Việt Nam nổi tiếng với nền văn hóa cà phê phong phú, và tại Highlands Coffee, chúng tôi tự hào là
một phần của di sản này. Được thành lập vào năm 1999, Highlands Coffee đã phát triển thành một
trong những thương hiệu cà phê được yêu thích nhất tại Việt Nam, mang đến sự pha trộn độc đáo
giữa truyền thống và sự đổi mới trong mỗi tách cà phê. Cho dù bạn là người dân địa phương hay du
khách, các quán cà phê của chúng tôi đều là nơi hoàn hảo để thư giãn, thưởng thức một tách cà phê
tuyệt vời và trải nghiệm hương vị đích thực của cà phê Việt Nam.

Tại Highlands Coffee, chúng tôi chỉ lấy những hạt cà phê hảo hạng nhất từ vùng Cao nguyên Trung
phần của Việt Nam, nơi nổi tiếng với điều kiện trồng cà phê lý tưởng. Những người rang cà phê lành
nghề của chúng tôi đảm bảo rằng mỗi mẻ được rang đến mức hoàn hảo, mang lại hương vị và mùi
thơm độc đáo mà khách hàng của chúng tôi yêu thích. Cho dù bạn thích Robusta đậm đà, mạnh mẽ
hay Arabica êm dịu, cân bằng, chúng tôi đều có thứ gì đó dành cho mọi người yêu thích cà phê.

Từ Cà Phê Sữa Đá (Cà Phê Đá Việt Nam) cổ điển đến những sáng tạo hiện đại hơn như Phin
Freeze , chúng tôi cung cấp nhiều loại đồ uống đáp ứng mọi khẩu vị. Chúng tôi không chỉ phục vụ cà
phê Việt Nam truyền thống mà còn cung cấp nhiều loại trà, sinh tố và đồ uống giải khát, đảm bảo có
thứ gì đó dành cho tất cả mọi người. Kết hợp đồ uống của bạn với một trong những loại bánh ngọt
hoặc bánh sandwich mới làm của chúng tôi để có trải nghiệm cà phê trọn vẹn.

Quán cà phê của chúng tôi không chỉ là nơi để nhâm nhi một tách cà phê nhanh. Chúng là trung tâm
cộng đồng nơi mọi người tụ họp để làm việc, giao lưu hoặc chỉ đơn giản là thư giãn. Mỗi địa điểm
của Highlands Coffee đều được thiết kế để mang đến bầu không khí ấm áp, hấp dẫn với những nét
hiện đại, phản ánh tinh thần sôi động của Việt Nam. Với những địa điểm thuận tiện trên khắp cả
nước, luôn có một Highlands Coffee gần đó, nơi bạn có thể tận hưởng khoảng thời gian nghỉ ngơi
khỏi sự hối hả và nhộn nhịp của cuộc sống thường ngày.

Không thể đến một trong các địa điểm của chúng tôi? Không vấn đề gì! Với hệ thống đặt hàng trực
tuyến dễ dàng của chúng tôi, bạn có thể nhận được đồ uống Highlands Coffee yêu thích được giao
thẳng đến tận nhà. Cho dù bạn đang thèm một tách Cà Phê Phin nóng hay một ly trà đá mát lạnh, chỉ
cần vài cú nhấp chuột là bạn có thể thưởng thức đồ uống yêu thích của mình ngay tại nhà hoặc văn
phòng.

Hãy theo dõi chúng tôi trên mạng xã hội để cập nhật các chương trình khuyến mãi mới nhất, ra mắt
sản phẩm mới và các sự kiện thú vị. Chúng tôi thích kết nối với khách hàng và chia sẻ niềm đam mê
cà phê Việt Nam với thế giới.

The article about Highlands Coffee is SEO-friendly thanks to the following factors:

● The type of content that matches the customer portrait: The content of the article aims to
attract customers who are passionate about coffee, tourists who want to explore Vietnamese
culture, and users who love to experience coffee shops. Based on this portrait, Highlands
Coffee can focus on the type of content that provides useful information, real-life experiences,
and reasons to choose the brand. In addition, Highlands Coffee can appear on Google (search
for coffee or brand information), Q&A sites such as Quora, Reddit (ask about Vietnamese
coffee brands or experiences), social networks (Instagram, Facebook), and coffee industry
forums.
● Title and Subheading: The main title is attractive and clear, suggesting the heritage of
Vietnamese coffee and the prestige of Highlands Coffee.
● Use subheadings like “History and Heritage of Highlands Coffee,” “Quality and Process,”
“Space and Experience” to help readers navigate easily and improve SEO by using keywords
in these subheadings.
● Meta Description: A concise meta description, containing main keywords like “Vietnamese
coffee,” “Highlands Coffee,” and “coffee experience,” encourages readers to click on the
search results.
 ● Example meta description: "Discover Highlands Coffee – where the essence of Vietnamese
coffee is preserved with a variety of coffees and drinks, from classic iced milk coffee to
modern creations like Phin Freeze."
● Keywords: used naturally throughout the article like “Highlands Coffee,” “Vietnamese
coffee,” “Robusta and Arabica beans,” “coffee shop,” “order online” to improve search
rankings.
● Highlands should also consider adding keywords related to coffee culture and experience
such as “enjoy coffee,” “Vietnamese tea,” and “relaxing space.” Resources and Anchor Text:
Provide internal links to specific product pages or related articles such as “About Us,”
“Highlands Coffee Menu,” which help users explore further and increase time on page.
Descriptive and friendly anchor text such as “discover coffee flavors,” “view Highlands
Coffee menu,” are easy for users to understand and click.

6.2. Technical optimization

6.2.1. Site errors

Error 1: Client Error (404)

Cause: A 404 error occurs when a user attempts to access a URL that no longer exists, either because
the URL was mistyped, or because the page has been moved or deleted without proper redirection.

Fixes for Highlands Coffee:

● Check URLs: Make sure all URLs are entered correctly, with no typos or extra characters.
● Set up 301 Redirects: For pages that have been moved, set up 301 redirects to direct users to
the correct page.
● Restore a deleted page: If a page has been deleted but still has value, consider restoring it.
● Create a custom 404 page: Develop a user-friendly 404 page to notify users and provide
navigation options back to key sections of the site.

Error 2: Missing H1 Tags

Cause: Some pages are missing H1 tags, which can negatively impact SEO because search engines
use H1 tags to understand the main content of the page.
Fixes for Highlands Coffee:

● Add H1 tags: Make sure each page has a clear and unique H1 tag that reflects the content of
the page. This will improve SEO and help search engines index the page correctly.
● Check and Optimize H1 tags: Use SEO tools like Google Search Console to verify and
optimize H1 tags across all pages.

Error 3: Images Missing Alt Text

Cause: Many images are missing alt text, which reduces accessibility and impacts SEO. Alt text is
important because it helps search engines understand the content of the image and improve their
rankings.

Fixes for Highlands Coffee:

● Add Alt Text: Each image should have a concise and accurate alt text that describes the
content in the context of the page.
● Use SEO Tools to Monitor: Tools like Google Search Console or SEO plugins can help
identify and fix images that are missing alt text, thereby improving accessibility and visibility
in search engines.

Error 4: Images Missing Alt Attribute

Cause: Some images are missing alt attributes altogether, making it difficult for search engines to
index the image content and affecting SEO performance.

Fixes for Highlands Coffee:

● Add Alt Attributes: Ensure that each image has an alt attribute to allow search engines to
index the content, improving search rankings.
● Monitor with SEO Tools: Use tools like Ahrefs or SEMrush to regularly check and fix any
images that are missing alt attributes.

Error 5: Meta Description Multiple

Cause: Multiple pages on the Highlands Coffee website are using identical meta descriptions. This
can create issues for SEO because search engines may view duplicated descriptions as less relevant,
which can lead to lower rankings. Meta descriptions are critical for providing users and search
engines a brief summary of each page's content, so uniqueness is key to attracting clicks.

● Create Unique Meta Descriptions: Ensure each page has a unique, well-crafted meta
description that reflects the specific content of that page. This will help search engines index
each page accurately and improve overall SEO.
● Use Relevant Keywords: Integrate primary keywords naturally within each meta description
to boost relevance and visibility in search engine results.
● Limit Description Length: Keep descriptions between 150-160 characters to prevent them
from being truncated in search results. This will provide users with a complete preview of the
page content.
● Utilize SEO Tools for Monitoring: Use tools like Google Search Console, Ahrefs, or
SEMrush to identify pages with duplicate meta descriptions and track improvements over
time.
● Regular Updates: Periodically review and update meta descriptions to ensure they remain
relevant, especially after content updates or page restructuring.

6.3. Off-page optimization

6.3.1. Backlink

1. Enhance Link Quality and Authority

Current State: Many of Highlands Coffee’s backlinks have a high authority score, between 88 to 100,
indicating quality links from reputable websites. However, a significant portion of links come from
low-authority sites (DA and PA between 0-10), which may dilute the overall backlink profile.

Recommendations: Focus on obtaining backlinks from websites with higher domain authority (DA)
and page authority (PA), particularly those in the food and beverage or hospitality sectors. This will
enhance the overall authority score and boost search engine rankings. Collaborate with reputable
food, lifestyle, and business publications or influencers within the coffee and beverage industry.
Sponsored articles, guest posts, or product reviews can generate high-quality backlinks.

2. Increase Topic-Relevant Backlinks

Current State: Backlinks come from a variety of domains, including sectors such as technology,
education, and finance, which may not be closely aligned with Highlands Coffee's brand.

Recommendations: Prioritize links from websites related to coffee, food, and hospitality. Search
engines value contextual relevance, so backlinks from similar industry sites can improve SEO
impact. Target backlinks from Vietnamese and regional food, travel, and lifestyle blogs to strengthen
local presence and relevance for Vietnamese and Southeast Asian audiences.

3. Diversify Anchor Text and Link Types

Current State: A significant percentage of Highlands Coffee's backlinks are image links (85%), with
only 14% being text links. Text-based backlinks are often more beneficial for keyword targeting.

Recommendations: Collaborate with content partners to include backlinks within text, specifically
using anchor text that aligns with target keywords (e.g., “Vietnamese coffee,” “Highlands Coffee”).
This can enhance keyword relevance and visibility. Use a mix of brand name, exact-match keywords,
and related terms as anchor text to prevent over-optimization and improve the backlink profile's
natural look.

4. Maintain a Healthy Ratio of Follow and Nofollow Links

Current State: Highlands Coffee has a high follow link ratio (93%) and a small portion of nofollow
links (7%), which is generally favorable but can benefit from more diversity.

Recommendations: Continue building follow links but also encourage some nofollow links through
comments, forums, and social media shares. While they don’t directly transfer SEO value, nofollow
links diversify the profile and contribute to natural link-building efforts. Engage in brand mentions
and collaborative content that may include UGC or sponsored links for enhanced reach without
risking spammy link penalties.

5. Monitor Lost Backlinks and Maintain Stability

Current State: Highlands Coffee lost approximately 8,288 backlinks from June to August, mainly due
to changes in external websites or non-permanent campaigns.
Recommendations: Use SEO tools like Ahrefs or SEMrush to identify lost backlinks and contact
webmasters to reinstate links where appropriate. Focus on building long-term partnerships with
reputable websites that are less likely to remove links, such as industry directories, resource pages,
and authoritative blogs. While promotional campaigns are valuable, complement these efforts with
evergreen content that can attract stable backlinks over time.

6. Expand Geographical Reach and TLD Diversity

Current State: Highlands Coffee’s backlinks mostly come from domains ending in .com (52%)
and .vn (13%), indicating a strong U.S. and Vietnamese presence.

Recommendations: Focus on securing backlinks from other high-potential markets, such as

Singapore (.sg), Japan (.jp), and Germany (.de), to expand global presence. Consider creating
multilingual content to appeal to a broader audience, which can naturally attract international
backlinks.

Conclusion

In conclusion, the analysis of the ADS Group's website highlights several critical areas for
improvement, particularly in site errors and off-page optimization strategies. Addressing issues such
as 404 errors, missing H1 tags, and the lack of alt text for images will significantly enhance the user
experience and improve the site's SEO performance. Implementing these fixes will not only make the
website more accessible but also help in indexing by search engines, ultimately boosting visibility
and traffic.

Furthermore, the recommendations for enhancing the quality and authority of backlinks are crucial
for establishing a stronger online presence. By focusing on acquiring links from reputable sources
within the food and beverage industry and diversifying anchor text, Highlands Coffee can improve its
domain authority and search engine rankings. Prioritizing topic-relevant backlinks and fostering
collaborations with influencers and industry publications will further strengthen the brand's
credibility and reach.
By adopting these strategies, Highland Coffee can ensure a more robust online footprint, driving
increased traffic and customer engagement while reinforcing its position as a leader in the coffee
industry. Continuous monitoring and optimization will be essential in adapting to the ever-evolving
digital landscape, ensuring long-term success and sustainability for the brand.

References

Rebekah May. (n.d.). Meta Descriptions Help Too! Coursera. [Link]

fundamentals/meta-descriptions-help-too-kjuLY

Rasmussen, L. (2023, July 4). What are Dofollow & Nofollow backlinks, and how do they differ?
Morningscore. Retrieved October 25, 2024, from [Link]
nofollow-backlinks-and-how-do-they-differ/

Screaming Frog. (n.d.). Issues - H1 : Non-sequential. Screaming Frog. Retrieved October 25, 2024,
from [Link]

[Link]

Starbucks Vietnam, 2024. Homepage. Available at: [Link]

Phuc Long Coffee & Tea, 2024. Homepage. Available at: [Link]

Cộng Cà Phê, 2024. Homepage. Available at: [Link]

Trung Nguyen Legend, 2024. Homepage. Available at: [Link]

The Coffee House, 2024. Homepage. Available at: [Link]

Brademar, 2024. Các đối thủ cạnh tranh của Highlands Coffee. Available at:
[Link]
Google Ad Campaign

1. Pre-campaign

1.1. Service/Product for the campaign

Link landing page: [Link]

1.2. Target customers

Demographic Behavior
Gender: Male, female Frequent use of phones and computers
Age: 18-35 Interested in personal image, virtual life
Occupation: Student, office worker, freelancer Likes gathering with friends, dating
Location: Major cities (Hanoi, Ho Chi Minh,...) Prioritizes reputable brands
Income: Wants to experience new things

Needs Pain points

Comfortable space to work and study Difficult to find a quiet, work-friendly coffee
 Diverse, quality products, suitable for taste shop
Fast, professional service Drink prices are a bit high
Beautiful, impressive design space Wifi quality is unstable at some shops
Attractive promotions Lack of variety in side dishes
Difficult to find a seat during peak hours

1.3. Keywords for the campaign

Keyword Stats 2024-10-31 at 21_14_21

Keyword table and keyword quality that the group chooses to stop participating in the direct
advertising campaign.
 1.4. Goals/Objectives

Objective : Increase the number of potential customers for Highlands Coffee's coffee services by
improving search engine rankings on platforms like Google.

Detailed SMART Goals:

Specific: Increase organic traffic to the Highlands Coffee website by 20% from coffee-related
keywords (e.g., "Highlands Coffee", "best coffee Hanoi", "coffee study space") through Search
Engine Optimization (SEO).

Measurable: Track key SEO metrics such as:

● Target keyword rankings on Google

● Website traffic
● Conversion rate from visitors to customers
● Average session duration
● Bounce rate
● Utilize Google Analytics and Google Search Console to monitor and evaluate campaign
performance.

Achievable: Implement SEO activities such as:

● Keyword research and selection

● On-page optimization (title tags, meta descriptions, header tags, content)
● Building high-quality backlinks
● Image optimization
● Page speed optimization
● Creating user-friendly URL structures
● Developing a sitemap
● Creating and managing blog posts about coffee, coffee culture, and new Highlands Coffee
products.

Relevant: This goal aligns with Highlands Coffee's business strategy, enhancing brand awareness,
attracting new customers, and driving revenue.
Time-bound: Within 3 months of campaign initiation.

1.5. Pre-campaign budget & Cost per acquisition (CPA)

A recent report from a reputable SEO and advertising website revealed that the coffee industry
achieved an average click-through rate (CTR) of 4.5% on Google Ads in 2024. This metric indicates
a high level of effectiveness in capturing consumer attention through search advertising.

Furthermore, a 2024 study conducted by an online advertising analytics platform showed that the
average conversion rate (CVR) for the coffee industry on Google Ads was 3.7%.

Assuming a three-month campaign duration, the projected budget is 30 million.

With an advertising budget of VND 30,000,000 for a 3-month campaign, my team is expected to
achieve 10084.5 clicks. According to reference data from sources (GSAMA, 2024) and (GDAA,
2024), with a conversion rate (CVR) = 3.7% and a click-through rate (CTR) = 4.5%, the team is
expected to collect about 373.1315 conversions. The maximum cost for conversion is determined to
be VND 80.378 to ensure advertising spending efficiency and achieve the set business goals.
2. Campaign set up

Step1: Choose the 'Campaign' item from the toolbar on the right side of the screen, then click 'Create
New Campaign' to initiate the setup process

Step2: The goal of the campaign is to increase the number of potential customers for Highlands
Coffee.

Step 3: Select a campaign type, choose type: Search. After, select the ways to reach goal: Website
visits.
 2.1. Campaign name

2.2. Networks

We use a two-pronged approach to reach our target audience:

Search Network: This targets users who are actively looking for specific products or
services, like yours. By showing ads to these users, we can capture their interest when they're
 ready to make a purchase.

Display Network: This allows us to expand our reach to a wider audience by displaying ads
on various websites, apps, and YouTube videos. This helps us build brand awareness and
attract potential customers who may not be actively searching but could be interested in what
we offer.

2.3. Campaign date

2.4. Location

2.5. Language
 2.6. Budget per day

Following the plan, the budget per day is 326.086 VND.

2.7. Bidding strategy

Google Ads Help suggests using smart bidding if your goal is to maximize conversions within a fixed
budget or cost per action. For search campaigns, this approach would involve "Maximize
conversions" with an optional target CPA.

2.8. Ad Schedule

Selecting the right time frames for ad runs helps optimize costs and accurately reach target customers
during peak engagement periods, as each customer group has unique browsing habits and times. By
analyzing common internet usage and Google search patterns, we can establish effective display
times for ads tailored to specific customer groups, leading to increased reach and effectiveness
(Tranlegroup, 2023). According to Seogiatot (2022), the best ad times on regular days are 6:30–8:30,
11:30–13:00, and 19:00–22:00. On weekends, ad operations should extend throughout the day, as
users are more likely to browse the web during their downtime.

However, competition for bids will likely increase during these high-traffic periods since many
advertisers focus on these slots. Each product and service may also have distinct "golden hours," so
the team plans to test various time frames from Monday to Sunday in the first week. After a week,
we’ll assess the results and analyze key metrics, especially conversions, to identify the most cost-
effective and high-conversion times, which will become our optimal ad run periods moving forward.
 2.9. Ad rotation

The “Ad rotation” setting allows to control how often different ads within an ad group are displayed.
When multiple ads exist, they'll rotate to ensure fair exposure.

Choosing 'Optimize' lets the system prioritize ads that are more likely to perform well based on
factors like keywords, devices, and locations, aiming to maximize clicks in each auction.

2.10. Ad extension
3. Ad group set up

3.1. Ad group name

3.2. Keywords
4. Ad create

4.1. Display URL

4.2. Headline 1, 2 and 3

4.3. Description 1 and 2

5. Optimization

Keyword Optimization:

● Keyword Planner: Utilize the Keyword Planner tool to discover relevant keywords with
high search volume.
● Ad Group Organization: Categorize keywords into themed ad groups for better
management.
● Negative Keywords: Exclude irrelevant search terms to reduce wasteful spending.
● Bid Adjustments: Increase bids for high-performing keywords and decrease bids for
underperforming ones.

Ad Optimization:

● Compelling Ad Copy: Craft compelling ad copy with elements such as:

○ Headlines: Concise, relevant, and keyword-rich.
○ Descriptions: Informative, highlighting unique selling points.
○ Ad Extensions: Leverage ad extensions like callouts, sitelinks, and structured
snippets to provide additional information and increase ad visibility.
● A/B Testing: Experiment with multiple ad variations to identify the most effective ones.

Landing Page Optimization:

● Ad-Relevance: Ensure landing page content aligns closely with ad copy.

● Page Speed: Optimize page load time to reduce bounce rates.
● User Experience: Design a user-friendly interface with clear calls to action.
● Conversion Tracking: Implement conversion tracking to measure the effectiveness of
landing pages.

Campaign Optimization:

● Budget Allocation: Distribute budget effectively across ad groups.

 ● Scheduling: Set schedules to align with target audience's online behavior.
● Geo-targeting: Target specific geographic locations.
● Device Targeting: Optimize ads for different devices (desktop, mobile).

Google Ads Tools:

● Google Analytics: Measure website performance and campaign effectiveness.

● Google Search Console: Monitor technical site issues.
● Google Ads Editor: Efficiently manage campaigns.

Monitoring and Analysis:

● Key Metrics: Track metrics like CTR, conversion rate, CPA, and ROAS.
● Data Analysis: Identify strengths, weaknesses, and opportunities for improvement.
● Strategy Adjustments: Make data-driven decisions to optimize campaigns.