Case Study: Super-Fast B2B Sites and AI-Era SEO Strategy Achieved with Headless CMS

Introduction: The Era of Digital Competition Demands the Best "Hospitality"

In modern B2B marketing, to capture the hearts of potential customers, it's crucial not just what information is provided, but how quickly, seamlessly, and personally it is delivered. Slow-loading websites or inconsistent information experiences across different designs and devices erode customer trust and engagement.

Many companies striving for digital transformation (DX) face structural challenges such as "inability to fully utilize implemented tools," "data fragmentation across departments (siloed data)," and "legacy systems that cannot respond quickly to market changes."

At H+(H Plus), to propose truly effective solutions to our clients, we practice the latest technologies in our daily work, based on our unwavering belief that "we must try it ourselves before recommending it to clients."

The new information dissemination site, https://cdp.hplus.digital, which we have just launched at the end of September 2025, was developed as a "showcase" of our practices and expertise.

This site is a "living laboratory" designed to demonstrate the effectiveness of the cutting-edge marketing solutions we offer to our clients, by fully utilizing them ourselves in the field of B2B marketing. In particular, it is centered around Antsomi CDP365 (Customer Data Platform), which integrates and analyzes first-party data such as site visitor behavior and seminar participation history, allowing us to implement a true data-driven strategy.

This white paper uses the easy-to-understand analogy of "restaurant operations" for non-experts to explain how this "laboratory" achieves overwhelming performance and flexibility, revealing the secrets of its latest architecture, especially the strategic use of Headless CMS and Next.js.

Chapter 1: Headless CMS Overview: Separating the Kitchen and the Dining Area

Content Management Systems (CMS) are broadly categorized into two types: traditional (monolithic CMS) and Headless CMS. The difference between them can be easily understood using the analogy of a restaurant's structure.

Challenges:

• If you try to renovate the kitchen (content management) (system update), it affects the dining area (design and display), requiring a large-scale reconstruction.
• Furthermore, when trying to deliver dishes (content) through new channels other than the dining area (website), such as takeout (mobile app) or delivery (IoT devices), the entire system needs to be modified, leading to low flexibility.

This "separation of kitchen and dining area" offers decisive advantages, especially in strengthening the B2B marketing foundation:

Chapter 2: H+ Site Architecture: The Secret to High Scores

Our information dissemination site achieves outstanding performance and stability by combining Headless CMS (content layer) and Next.js (frontend layer), creating the "best kitchen and best dining area."

Google's Lighthouse score is an objective indicator of a website's technical quality. It serves as an "opening audit check" for a website, indicating the "audit points" that reflect the level of infrastructure development.

Our site has achieved extremely high standards, as shown below:

(Desktop)

(Mobile)

Particularly noteworthy are the values for key indicators of display speed and responsiveness (Core Web Vitals). These figures prove that the best user experience (UX) is realized, where pages load instantly upon user click and can be operated without stress, directly leading to reduced bounce rates and improved SEO rankings.

This astonishing speed is supported by advanced caching strategies and infrastructure.

This feature allows even large-scale B2B media and product pages with relatively high content update frequency to continuously provide up-to-date information without sacrificing performance.

We plan continuous improvements to maintain and further enhance this excellent performance. These are essential elements for optimizing Core Web Vitals (such as LCP and CLS), which Google emphasizes.

Chapter 3: Towards a Partnership to Create the Future Together

As introduced in this white paper, an architecture combining Headless CMS and Next.js is the foundation for building future-oriented digital assets with speed, flexible scalability, and ultimate SEO control.

Now, for advertisers, is your website's "dining area" comfortable for your customers?

If your site is built with a traditional monolithic CMS and you are facing the following challenges, you may be fatally lagging behind in digital competitiveness:

• Slow display speed, failing to meet Google's Lighthouse scores and Core Web Vitals criteria.
• Content deployment to mobile apps and new devices is complex and inefficient.
• Security and scalability issues make it difficult to add new designs or features.

When the technical foundation (technical SEO) is solidly in place with Headless CMS, and the "opening audit (Lighthouse score)" passes, the resources should be concentrated on "content quality and comprehensiveness," i.e., strengthening E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).

In an era where AI-generated search results (AI Overview) are expanding, the importance of structured data (Schema Markup) that accurately conveys the meaning of content to search engines and AI is dramatically increasing. Headless CMS manages content as structured data, making it possible to incorporate this essential technical element for the AI search era from the design stage.

Based on our belief that "we cannot recommend tools to clients that we don't even use ourselves," we combine the concrete know-how cultivated in this "living laboratory" with the latest technological capabilities of DAC Data Technology Vietnam's engineering team to contribute to our clients' digital asset construction.

Terminology (Glossary of Technical Terms)