Ho Chi Minh City, Vietnam
July 2020 - December 2021

As part of my role as Marketing Manager at HOPLONGGROUP, I was in charge of managing Antshome as one of the company’s performance brands.

Introduction is a startup seeking to reinvent the home services industry in Vietnam by offering a more elevated experience than the one provided by traditional vendors for all plumbing, electrical, and air-conditioning needs of millions of homeowners and apartment tenants. Its services and brand address the general negative preconception of plumbers/electricians with transparency pricing and extended warranty times. Antshome also helps buildings and property spaces of all sizes to save costs with a subscription-based maintenance service that eliminates the need for on-call technicians.

The Challenge

Search traffic, both organic and paid, is a large channel for Antshome, as it is for anyone in the home services/plumbing industry. After all, when a pipe breaks in your home, you wouldn’t fill out a lead form from Linkedin or scroll through TikTok to find your closest provider now, would you? At least, not the case for this industry at the time of this project.

I digress. Antshome needed to be more competitive with their search presence, and was looking to break from spending so much with PPC for short-term gains.

My Role

I implemented a series of on-page and off-page SEO improvements for Antshome with a focus on E-A-T (Expertise, Authoritativeness, and Trustworthiness), content clusters, technical SEO, link building, and Core Web Vitals/page load. As an evangelist for the latter, I made sure that we were one of the hundreds of providers on the market at the time that took the Core Web Vitals update very seriously and started months before, both for our overall user experience and for ranking efforts.


Increased non-branded organic traffic by 400%. You can read the full case study here.

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Milo Lam

Digital marketer. Product and startup enthusiast. Yerba mate connoisseur. Current: SEO Analyst, KAYAK

Milo Lam is a Boston-based digital marketing professional with 5 years of experience in creating cool things and growing businesses fast.



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