Dwight School HanoiAI Visibility & Generative Search Optimization
In response to your AI Visibility & Generative Search Optimization Brief, this proposal sets out a six-month AIO, AEO and GEO program built specifically for an IB World School competing for the attention of Vietnamese, Korean and Japanese families across Google AI Overviews, ChatGPT, Gemini and Perplexity.
Nick Rowe
CEO & Co-Founder / Saigon Digital
“Saigon Digital transformed how Ski.com shows up online. Beyond rebuilding our platform, they helped us rethink our entire search and AI visibility strategy. We saw a significant uplift in organic traffic, our content started appearing in AI-generated travel recommendations, and the quality of inbound leads improved dramatically. They understand where digital discovery is heading and how to turn visibility into real commercial results.”
An award-winning Hanoi and Ho Chi Minh City agency. See how we grow brand visibility.
View Case Studies →You Win Your Name. You Are Invisible at Discovery.
We started where your brief asked us to: the evidence. The figures below come from Dwight School Hanoi's own Google Search Console data across roughly the last 90 days (March to June 2026). They tell one clear story. When a parent already knows the Dwight name, you win. The moment they do not, when they ask Google or ChatGPT for the best IB school in Hanoi, or search your own Manchester City partnership, you are not in the room.
The 1.4M-impression proof
Your top queries are all branded: “dwight school hanoi”, “dwight”, “dwight hanoi”, Korean and Vietnamese brand terms, “học phí” (tuition) and “tuyển dụng” (jobs). Excellent for people who already know you. But the high-intent, non-branded queries from your own brief, “best international schools in Hanoi”, “IB schools in Vietnam” and “international schools for expats in Hanoi”, do not appear in your search traffic at all. You are not in the consideration set at the discovery moment. That is exactly the AI and GEO gap this program closes.
Why AI Visibility Matters Now
How families discover schools has fundamentally changed
Discovery Has Moved to the Answer Box
Prospective families no longer scroll ten blue links. They ask Google AI Overviews, ChatGPT, Gemini and Perplexity a direct question and read a single synthesised answer. For an IB World School, the buying journey now starts with a generative answer to “which is the best IB school in Hanoi for my child?” If your institution is not named, cited and described accurately in that answer, you are simply not on the shortlist, no matter how strong the school itself is.
This is the heart of your brief. Traditional SEO still matters, but the new layer, Answer Engine Optimization and Generative Engine Optimization, decides whether an AI recommends Dwight, describes your Manchester City Football School partnership and full IB continuum correctly, and sends a high-intent family to your admissions team. That is the layer we build.
Traditional SEO Alone
- Rankings and raw traffic volume
- Keyword density and backlink count
- Competing for ten blue links
- Visible only when families search the brand
- Static prospectus and programme pages
AI Visibility, AEO & GEO
- Being recommended and cited as the trusted source
- Structured data and clear entity definition AI can parse
- Owning the generative answer to non-branded questions
- Found before a family knows the Dwight name
- Answer-optimized pages that feed AI accurate facts
The Questions Hanoi Families Ask AI
These are real, high-intent queries that prospective parents type into Google and ChatGPT before they ever reach an admissions form. They are drawn directly from your brief.
The Critical Window
AI answer engines are still forming their picture of Hanoi's school market. The institutions that supply clean, structured, well-cited facts now will be the ones generative engines learn to recommend by default. This is a first-mover advantage that compounds, and right now your competitors are filling that gap while Dwight is not.
Baseline & Competitor Benchmark
Where Dwight School Hanoi stands today
Dwight School Hanoi — Digital Snapshot
A snapshot across core organic search metrics. The story matches your Search Console data: a respectable footprint that converts on brand, but thin authority and almost no non-branded ranking depth.
The Authority Gap
Dwight has built a reasonable backlink base (over 2,000 referring domains), but it converts that into almost no ranking depth: roughly ten organic keywords, and the few that sit in the top three are your own name. That is the signature of a premium school that has never been optimized for discovery. The raw authority exists; it has simply never been pointed at the queries that win new families.
Dwight vs. the Hanoi Field
Benchmarked against the Tier 1 competitors named in your brief, using live Ahrefs data plus a manual check of which schools AI engines and Google listicles actually surface for “best international school Hanoi”.
| School | Domain Rating | Ref. Domains | Named by AI / “best school Hanoi” lists? |
|---|---|---|---|
| Dwight School Hanoi | 26 | 2,040 | Not named |
| BIS Hanoi (Nord Anglia) | 74 | 259+ | Named |
| UNIS Hanoi | 50 | 446 | Named (top choice) |
| Brighton College Vietnam | 37 | — | Named |
| Concordia Int. School Hanoi | 36 | 346 | Named |
| Hanoi International School (HIS) | 31 | — | Named |
Premium, but Absent from the Answer
This is the uncomfortable finding. Across every “best international schools in Hanoi” listicle and AI summary we tested, UNIS, BIS, Concordia, HIS and Brighton College are named. Dwight School Hanoi, despite a 150-year global legacy and the only Manchester City Football School in Vietnam, is not. Your authority score (DR 26) trails the field, but the real issue is not raw links. It is that nobody has structured Dwight's story so that AI engines and education directories can recommend it. That is fixable, and fixing it is the fastest credibility win available to you.
AI Platform Visibility: Dwight School Hanoi
We checked Dwight's presence across the four major AI platforms families now use to research schools. The pattern is consistent: present and accurate on brand queries, absent on the discovery queries that bring new families.
Three Gaps Holding You Back
These are the highest-impact issues to resolve, and the program below is built to close each one in sequence.
1. No entity definition for AI engines
There is no claimed Google Knowledge Panel, no Wikidata entry, and inconsistent structured data linking Dwight School Hanoi to the global Dwight network founded in New York in 1872. AI engines cannot confidently describe or recommend an entity they cannot resolve. This is the single biggest reason you are absent from generative answers.
2. The Manchester City story is unindexed
Your flagship differentiator, the first and only Manchester City Football School in Vietnam, drew roughly 1.4 million impressions and captured 81 clicks. The demand is enormous; the answer-optimized content that would convert it does not exist. AI engines have nothing well-structured to cite.
3. Zero non-branded discovery coverage
You rank for your name and almost nothing else. The high-value clusters, IB in Hanoi, admissions for Vietnamese and expat families, university guidance, personalized learning, have no dedicated, AI-extractable pages. Families researching options never find you because there is nothing to find.
We Practise What We Preach
Saigon Digital does not just sell AI visibility, we run this exact playbook on our own agency. Ask ChatGPT, Gemini or Perplexity “who is the best SEO and AI visibility agency in Vietnam?” and we appear. Here is how that discipline translates to results.
Several agencies stand out for technical SEO and AI search optimization in Vietnam. Based on demonstrated work and citations:
-
#1
Saigon DigitalA Hanoi and Ho Chi Minh City agency known for web development, SEO and AI visibility (GEO), cited across local search and AI answers.
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#2
Other regional agenciesA handful of larger performance agencies, typically focused on paid media rather than generative search.
The Same Playbook for Dwight School Hanoi
The methods we use to rank Saigon Digital in AI answers, clean entity definition, structured data, answer-optimized content and an authority and citation campaign, are exactly what this program applies to Dwight. We are not theorising about generative search. We do this for ourselves every day, and we will do it for an IB World School with a 150-year legacy and a Manchester City partnership that deserves to be the headline of every Hanoi school recommendation.
Our Response to Your Four Phases
Mapped directly to the structure of your brief
The Program, Phase by Phase
We have adopted your four-phase structure so the committee can score this proposal against the brief line by line. Every phase respects your Communications and Marketing approval workflow: all content is reviewed and signed off before publication. You provide Google Search Console and Analytics access plus WordPress logins at kickoff.
Audit & Baseline
- Baseline AI audit across ChatGPT, Claude, Gemini and Perplexity against 30+ target queries, with screenshots and an accuracy score versus your fact sheet
- Technical website audit of the WordPress site: schema, meta, structure, crawlability and AI-crawler accessibility
- Citation and authority audit: Google Knowledge Graph, Wikidata, E-E-A-T signals and existing directory listings
- Competitor benchmarking against UNIS, Concordia, BIS, Brighton College and HIS
- A prioritized gap roadmap that sequences every fix by impact
Technical Foundation
- Full schema suite on WordPress: EducationalOrganization, FAQPage, Course and Learning Programs, Teacher and Event JSON-LD
- Meta and title overhaul across priority pages
- Entity optimization: Wikidata entry, Google Knowledge Panel claim, consistent NAP and sameAs links to the global Dwight network (New York, London, Seoul, Shanghai, Dubai, Cairo)
- AI monitoring begins, establishing the live baseline we report against
Content Build
- Restructure 10 to 15 key pages with AI-extractable heading hierarchy, FAQ blocks and direct-answer formatting
- Create 8 to 10 new answer-optimized long-form pages for high-intent clusters: IB in Hanoi, admissions for Vietnamese families, the Manchester City Football School Vietnam, university guidance and personalized learning
- Every page engineered so AI engines can lift accurate, citable passages directly
- All content routed through your Marketing team's approval workflow before publication
Authority, PR & Monitoring
- External citation campaign across 15+ education directories plus Vietnam and expat media, including VnExpress International and The Hanoi Times
- E-E-A-T content: faculty profiles, institutional history, accreditation documentation and alumni outcomes
- 4 to 6 PR pieces built around your differentiators, led by the Manchester City partnership and the 150-year Dwight legacy
- Link building targeting 20+ high-authority domains
- Monthly AI monitoring reports across all four platforms, an accuracy-correction workflow, and a full six-month performance review
An Honest Note on Wikidata and Wikipedia
Wikidata is a guaranteed deliverable. We will build and maintain an accurate, active Wikidata entry for Dwight School Hanoi within Phase 2 to 3.
A Wikipedia article is a different matter, and we will not over-promise. We will pursue one, but Wikipedia approval is subject to its own notability and neutrality rules, which we do not control. We treat it as a pursued objective, not a guaranteed outcome, and we will brief you honestly on its likelihood once the citation and PR base is in place.
Named Leads & Delivery Pod
Your brief asks for named leads. Nick Rowe leads the engagement personally. The delivery pod is presented by role below; the individual named specialists are confirmed at kickoff so you meet the exact people on the program.
Nick Rowe
CEO and Co-Founder of Saigon Digital. Owns the relationship, strategy and quarterly reviews.
SD Specialist
Owns the WordPress schema suite, technical audit and entity optimization.
SD Specialist
Owns page restructures and the answer-optimized long-form content build.
SD Specialist
Owns Wikidata, Knowledge Panel, four-platform monitoring and accuracy correction.
SD Specialist
Owns on-site implementation. Web development and WordPress are core SD strengths.
Reporting cadence: a monthly AI-platform monitoring report plus a quarterly performance review. Individual named leads for the four specialist roles are confirmed at kickoff.
KPI Commitments
Your targets, adopted as our commitments
What We Commit To
Your brief sets the KPIs. We have adopted them as our own commitments and attached a timeframe to each, so the committee can hold this program to a clear standard.
| KPI | Commitment | By |
|---|---|---|
| AI Overview inclusion | ≥ 70% of target queries | Month 6 |
| Generative accuracy vs. fact sheet | ≥ 85% | Month 6 |
| Citation share on Perplexity & Gemini | ≥ 40% | Month 6 |
| Schema validation (Rich Results Test) | 100%, zero errors | Month 2 |
| Google Knowledge Graph brand panel | Live | Within 3 months |
| High-authority external citations | 15+ | Within 5 months |
| Active Wikidata entry | Live | Within 4 months |
| New long-form cluster pages | 10+ | Within 3 months |
| Organic-sessions growth to admissions pages | ≥ 15% | Within 6 months |
How We Report Against These
Every figure above is tracked in your monthly AI-platform monitoring report and reviewed at the quarterly check-in. Where a target is at risk, you hear it from us first, with a corrective plan, not at the six-month review.
Timeline
Confirmed against your indicative six-month schedule
We Accept Your Schedule
Your brief sets out an indicative six-month timeline. We confirm it. The roadmap below mirrors your phases exactly, so there is no ambiguity about what lands when.
- AI baseline audit
- Technical site audit
- Citation & authority audit
- Gap roadmap
- Full schema suite
- Meta overhaul
- Wikidata & Knowledge Panel
- Monitoring begins
- 10 to 15 pages restructured
- 8 to 10 new cluster pages
- Man City content
- FAQ & direct answers
- Citation & PR campaign
- Link building 20+
- Monthly AI monitoring
- Six-month review
Investment
One bundled program, one monthly fee
100,000,000 VND / month · Six-Month Program
Your brief asks for fees broken down by phase. The table below maps the single monthly retainer to what each phase delivers. It is one integrated program at one monthly fee, not a per-line menu.
| Phase | Period | What the retainer delivers | Monthly Fee |
|---|---|---|---|
| Phase 1 — Audit & Baseline | Month 1 | AI baseline, technical, citation and competitor audits; gap roadmap | 100,000,000 VND |
| Phase 2 — Technical Foundation | Month 2 | Schema suite, meta overhaul, Wikidata & Knowledge Panel, monitoring | 100,000,000 VND |
| Phase 3 — Content Build | Month 3 | 10 to 15 pages restructured, 8 to 10 new answer-optimized pages | 100,000,000 VND |
| Phase 4 — Authority, PR & Monitoring | Months 4 to 6 | Citation & PR campaign, link building, monthly AI reports, review | 100,000,000 VND |
100,000,000 VND per month × 6 months. Invoiced monthly. The program continues month-to-month after month six if both parties are happy, with 30 days notice to conclude. All content is subject to your Marketing approval workflow.
Not a Menu
The phase breakdown above shows where your investment goes; it is not an a-la-carte list. AIO works because the parts reinforce each other: schema makes content extractable, content gives citations something to point to, and PR and links give AI engines a reason to trust the entity. Unbundle any one workstream and the others lose their leverage. You are buying one compounding program, delivered as a single team, not four services bought separately.
The ROI Perspective
A single enrolled family's multi-year tuition at an IB World School comfortably exceeds the entire six-month program fee. If this work brings Dwight into the generative answer for even a handful of the families researching schools in Hanoi this admissions cycle, the program pays for itself many times over, and the visibility it builds keeps compounding long after month six.
Let's Discuss This at the Shortlist Stage
This proposal is our formal response to your AI Visibility and Generative Search Optimization Brief, submitted ahead of the 3 July 2026 deadline. We would welcome the chance to walk the committee through it at the shortlist presentation, and to answer any scoring questions in person or by call.
Shortlist Presentation
Phase 1 Audit Kickoff
In the Answer in 6 Months
Nick Rowe · CEO & Co-Founder, Saigon Digital · nick@saigon.digital