Customer-journey B2B SEO for Nam Sơn Laser: 79 new Top 10 keywords and 315 conversions

Challenge

Nam Sơn Laser supplies laser cutting, laser welding and laser engraving machines and welding robots to factories in Vietnam. Its buyers are B2B companies in electronics, automotive and motorcycle, mold and precision engineering, medical equipment, and food and beverage.

Before 2025 the website (namson.com.vn) had several critical problems:

• Slow loading on category and product pages, the decision points for technical buyers.
• Repeated malware infections, hacked links and spam backlinks, which cost blog posts their indexation and pulled down organic traffic and rankings.
• Outdated UX/UI: cluttered hero banners, poorly structured product categories, weak consultation, Zalo and hotline calls to action, and complex forms with low conversion.
• Product pages without engagement hooks: no slideshow or zoom, few real-application videos, and key technical specifications too far down the page.
• Residual damage from black-hat SEO by a previous agency.

Meanwhile competitors such as DBK, Weldcom and Automech were investing heavily in SEO and content. Nam Sơn needed a strategy that raised traffic and also turned visitors into qualified B2B leads.

Objectives and commitments for 2025

• Increase brand visibility and presence on the first page of Google Vietnam through organic search.
• Keep at least 20 primary keywords in the Top 10.
• Add at least 30 more Top 10 keywords, focused on core product lines.
• Reach 13,600 annual organic visits.
• Optimize on-page experience and Core Web Vitals, and improve page speed.
• Increase hotline calls, Zalo inquiries, inbox messages and form submissions, and their conversion rate.

Approach

We optimized for solutions, not just keywords.

Keywords by machine group and B2B intent

• Focused on the core product groups: laser cutting, laser welding and laser engraving machines, and welding robots.
• Added positioning keywords such as "laser solutions", "laser solution provider" and "laser engraving technology", so Nam Sơn reads as an integrated solutions provider rather than a machine distributor.
• Built the keyword architecture for the real decision-makers: CEOs, CTOs, COOs, technical and production managers, engineers and procurement teams.

Content aligned with the B2B customer journey

• Awareness: educational articles on laser technology, automation trends and industry applications.
• Consideration: in-depth product explanations, comparison articles with advantages and disadvantages, and guidance on choosing a model for a specific production problem.
• Evaluation: case studies, testimonials, real-application videos and expert how-to content that build credibility before a consultation or demo request.

The focus was not more content, but the exact information technical buyers need to move one step closer to a decision.

Technical and UX/UI optimization

• Streamlined the sitemap and removed low-value or non-indexed URLs to improve crawl efficiency.
• Updated robots.txt to block unnecessary paths and steer crawl budget to high-conversion pages.
• Ran regular backlink audits and disavowed toxic links to rebuild domain authority.
• Cut average page load time from over 6 seconds to about 3 seconds.
• Redesigned the homepage, category pages and product pages with clearer layout, stronger calls to action and better readability for technical users.

Expert authority through AI and in-depth content

Alongside traditional SEO we optimized content for AI-driven visibility: topic clusters around laser welding, laser cutting, welding robots, operating processes and production optimization, written clearly and technically so the site is recognized as an authoritative source.

Results

After nearly 12 months of execution, the project exceeded its commitments and produced real leads.

• 79 keywords newly ranked in the Top 10, more than 2.6 times the 30-keyword target.
• 32 keywords consistently held Top 10 positions, above the commitment of 20.
• 15,112 organic sessions, 111% of the 13,600 target.
• 315 conversions recorded through Zalo, hotline, inbox and consultation forms, spread across product, category and blog pages.

Conversions came from several page types, which shows the strategy built a content ecosystem rather than relying on a few landing pages.

Against the competition

Benchmarking showed DBK and Weldcom winning traffic with broad product coverage but staying largely informational, while Automech optimized laser keywords well but lacked a position around integrated production solutions. We set Nam Sơn apart with solution-oriented content built around industry-specific production problems, and with a website designed as the evaluation-stage touchpoint where B2B buyers can compare, validate and reach a consultant easily.

Visibility in AI answers

The website began appearing in AI-generated answers and recommendations for queries about laser machine suppliers in Vietnam, adding traffic and positive conversion performance. Nam Sơn now has a sustainable B2B lead generation platform that matches its position as an integrated laser solutions provider.