How to Rank on Google in Thailand: The Complete SEO Strategy

If you’re relying on global SEO tactics to rank in Thailand, you’re already falling behind.

The Thai digital landscape plays by its own rules. From bilingual search habits to mobile-first browsing, what works in London or Los Angeles won’t automatically get you seen in Bangkok. If you want to rank higher on Google in Thailand, you need a strategy built specifically for this market.

Thailand’s search behaviour is unique:

• Over 90% of searches happen on mobile
• Users regularly switch between Thai and English keywords
• Local relevance often trumps domain authority
• Google Maps and Google Business Profile results dominate local searches

And yet, too many businesses apply cookie-cutter strategies and wonder why they’re buried on page two.

This guide is your antidote to that.

We’re going to walk through a complete, actionable SEO strategy designed for businesses targeting the Thai market—whether you’re local or international. You’ll learn how to:
✅ Find the right mix of Thai and English keywords
✅ Optimise your website for local intent and mobile use
✅ Build powerful local backlinks and authority
✅ Avoid common mistakes that cost rankings in Thailand

Thailand SEO isn’t about doing more—it’s about doing it right for the local audience.

By the end of this guide, you’ll know exactly how to rise in Thai search results and keep your business front and centre where it matters most: on Google’s first page.

Let’s get into it.

Understanding the Thai Search Landscape

How Thai User Behaviour Impacts SEO

To rank well in Thailand, you need to understand how people actually search here. User behaviour differs significantly from Western markets, and those differences have a major impact on your SEO strategy.

Language preferences are one of the biggest factors. Many Thai users search in their native language, but English keywords are also common—especially in industries like tourism, tech, and luxury goods. The most effective SEO strategies often blend Thai and English content, targeting both local and expat audiences. Don’t make the mistake of translating your content word-for-word; instead, localise it with cultural context and keyword intent in mind.

Device usage is another game changer. Over 90% of internet users in Thailand are on mobile, making responsive design and fast-loading pages non-negotiable. Search trends also skew heavily toward mobile-specific queries like “near me” or “open now,” especially in urban areas like Bangkok or Chiang Mai.

Google’s Market Share in Thailand

Google is the undisputed king of search in Thailand, holding over 97% market share. But dominating the platform here means more than just ranking in traditional blue-link results.

Google Maps plays a huge role in local discovery, especially for restaurants, shops, and service providers. Google Business Profiles can often appear above organic results, so optimising your listing is essential.

YouTube is another powerful channel—Thailand has one of the world’s highest YouTube engagement rates. And don’t forget, mobile-first indexing is standard: Google ranks the mobile version of your site, not the desktop one.

If your SEO doesn’t reflect how Thai users search, engage, and consume content, you’ll struggle to compete—no matter how good your product or service is.

Step-by-Step SEO Strategy for Ranking in Thailand

1. Keyword Research for the Thai Market

Effective SEO in Thailand starts with smart keyword research—but direct translations won’t cut it. Thai search behaviour is nuanced, and to succeed, you need a bilingual strategy.

Start with Google Keyword Planner to explore local search terms in both Thai and English. Then, use tools like Ahrefs and KWFinder to uncover long-tail keywords, search volume, and ranking difficulty across both languages.

In Thailand, it’s common for users to mix languages when searching—think “คาเฟ่ Bangkok” or “ที่พัก near BTS.” This hybrid behaviour means you’ll want to target both Thai and English phrases, particularly in industries like hospitality, e-commerce, and education.

Be sure to focus on intent-based keywords—what people are actually looking to do (e.g. “ซื้อเสื้อออนไลน์” = “buy clothes online”) rather than just high-volume terms. Look at competitors already ranking in Thai SERPs and reverse-engineer their content.

Pro Tip: Use forums like Pantip and Thai Facebook groups to spot trending search terms or slang that keyword tools might miss.

The goal? Build a keyword map that’s bilingual, intent-driven, and locally relevant. This lays the foundation for everything else.

2. On-Page SEO Best Practices for Thailand

Once you have your keywords, it’s time to optimise your site for Thailand’s users and Google’s expectations.

Localised meta tags are critical. Avoid generic title tags like “Best Restaurant” and go for something specific and localised, such as “ร้านอาหารไทยต้นตำรับในสุขุมวิท | Best Thai Restaurant in Sukhumvit.” Meta descriptions should include relevant Thai/English terms naturally and encourage clicks with a local value prop.

URL structure matters more than most realise. Thai URLs can be tricky, especially when using Thai characters. Ideally, keep URLs short, readable, and consistent—either in clean English or transliterated Thai. Example: /cafe-chiang-mai is better than /%E0%B8%84%E0%B8%B2%E0%B9%80%E0%B8%9F%E0%B9%88.

Headings and body copy should also reflect your target keywords in both languages, but avoid keyword stuffing. Write naturally for Thai readers—use casual tone and local expressions where appropriate.

And let’s not forget mobile UX. With the majority of Thai users on mobile, your site must be responsive, fast, and easy to navigate. Compress images, avoid pop-ups, and make CTA buttons touch-friendly.

Tip: Test your site on low-speed mobile connections like 3G to see how it performs under typical Thai user conditions.

3. Local SEO Optimisation

If you serve a physical location or local audience, Local SEO is non-negotiable in Thailand.

Start with a fully optimised Google Business Profile (GBP). Make sure your business name, address, and phone number (NAP) are in Thai (and optionally English). Add high-quality photos, business hours, a compelling description, and encourage real reviews from Thai customers. This can push your listing into the coveted Google Maps 3-Pack.

When adding your address, use Thai formatting and ensure it matches exactly across all platforms—this includes Facebook, directories, and your website. Consistency builds trust with Google and users alike.

Next, get listed on trusted Thai citation sites like Wongnai, YellowPages Thailand, and other local business directories. Many of these pass valuable local relevance signals and backlinks.

Embed a Google Map on your contact page using your actual location pin. Bonus points if you include driving directions in Thai and landmarks to help locals find you.

Also consider joining Thai-language forums and Facebook groups to increase visibility and generate referral traffic.

Local SEO in Thailand isn’t just technical—it’s about embedding your business in the digital neighbourhood people trust.

4. Content Strategy that Resonates in Thailand

Content is still king—but in Thailand, context is queen. Generic blog posts or templated service pages won’t resonate here. You need culturally relevant, locally inspired content that connects with your audience.

Start by understanding the local tone. Thai content tends to be friendly, slightly informal, and visually driven. Use real photos, Thai idioms, and casual phrasing where appropriate. Even if you write in English, consider your Thai readers and expats living in Thailand—localisation beats translation.

Topics should tie into what’s trending in Thailand right now. That includes festivals like Songkran, Loy Krathong, or local holidays. Create guides, event pages, or seasonal promotions tied to these cultural touchpoints.

For example:

• A Bangkok cafe might publish “5 Must-Try Thai Desserts This Songkran”
• A digital agency could post “What Thai SMEs Need to Know About 2025’s Google Algorithm Update”

Use a content calendar that aligns with the Thai calendar and current events. Track local keywords and trending hashtags for inspiration.

And remember, visuals matter. Infographics, listicles, and short-form videos perform well, especially when shared on platforms like LINE, Facebook, and YouTube—Thailand’s most-used channels.

Effective content in Thailand should feel timely, local, and emotionally relevant.

5. Backlink Building with Thai Authority Sites

Backlinks remain a top-ranking factor—but in Thailand, quality beats quantity, and local relevance is everything.

Focus on earning backlinks from Thai-language websites, especially those in your niche. This could include blogs, online magazines, local influencers, and even university or government portals if applicable.

Start by identifying popular Thai forums like Pantip or Dek-D, or reach out to bloggers via platforms like Blockdit. Many local bloggers are open to guest posts, collaborations, or product reviews.

You can also get featured in Thai online news outlets, PR directories, or industry-specific publications. For hospitality and F&B, try local listing sites like Wongnai or Chillpainai.

Influencer marketing can also support link-building. Work with micro-influencers who post on both social and web platforms. A mention with a backlink from a blog post or YouTube description can be very effective.

Avoid shady link farms or irrelevant international backlinks—they can hurt more than help. Stick with Thai-based, niche-relevant, and trusted domains.

Technical SEO for Thailand-Specific Success

Mobile Optimisation & Site Speed in Thailand

Thailand is a mobile-first nation. Over 90% of internet users access the web via smartphones, and many rely on mobile data networks, not high-speed Wi-Fi. That means slow-loading pages are a guaranteed bounce.

Your website needs to load in under 3 seconds—preferably faster. Compress images, use lazy loading, and minimise heavy scripts. Avoid auto-play videos and oversized sliders that kill performance on slower mobile connections.

Choosing the right hosting provider can make a huge difference. Look for a server based in Thailand or Southeast Asia, or use a Content Delivery Network (CDN) like Cloudflare or BunnyCDN with edge servers in the region. This reduces latency and ensures smooth performance across Bangkok, Chiang Mai, and beyond.

Mobile UX is just as critical—menus should be thumb-friendly, CTAs clearly visible, and font sizes readable without zooming. Test your site using Google’s Mobile-Friendly Test to identify any hidden issues.

Multilingual and Multiregional SEO

Thailand’s audience is linguistically diverse—locals search in Thai, while tourists and expats may use English. Your site should cater to both without confusing Google.

Use hreflang tags correctly to tell Google which version of a page is intended for Thai speakers and which is for English users. This improves relevance in search results and prevents duplicate content penalties.

Structure your site with clear language paths, such as:

• /th/ for Thai content
• /en/ for English content

Make sure navigation is intuitive in both languages. A bilingual UX creates trust, enhances usability, and gives your content the best shot at ranking in both language markets.

SEO Mistakes to Avoid in the Thai Market

Even the best-intentioned SEO strategies can fall flat in Thailand if you overlook local nuances. Here are the most common (and costly) mistakes businesses make:

1. Ignoring Thai cultural context
What works in Western markets often doesn’t resonate here. From tone of voice to visual design, failing to localise your content can alienate your audience. Thai users value friendliness, relevance, and local references.

2. Using only English keywords
This limits your visibility drastically. Even bilingual users tend to search in Thai for products, services, and local info. A balanced keyword strategy is essential.

3. Neglecting mobile-first design
With mobile dominating Thai internet use, a non-responsive or slow-loading site will cost you rankings and conversions. Speed and simplicity are key.

4. Building spammy backlinks from non-Thai sources
Backlinks from irrelevant or low-quality international domains don’t help—and can even hurt. Prioritise Thai authority sites and relevant local sources for long-term gains.

Avoid these pitfalls, and you’ll stay ahead of most competitors.

Monitoring, Measuring & Adapting Your SEO in Thailand

SEO isn’t a one-and-done task—it’s a continuous cycle of tracking, learning, and improving. To succeed in Thailand’s competitive digital space, you need to measure what matters.

Set clear KPIs from the start. Track click-through rates (CTR), keyword rankings, bounce rate, and especially local traffic—how many users are visiting from within Thailand. Don’t just look at vanity metrics; focus on engagement and conversions.

Use tools like Google Search Console to monitor how your pages perform in Thai search results, GA4 for deeper user behaviour insights, and Ahrefs or SEMrush to keep tabs on keyword movements and competitor activity.

Regularly audit your site. Refresh old content, fix broken links, and update metadata to reflect current trends or seasons. Google favours fresh, relevant pages—especially in dynamic markets like Thailand.

The most successful businesses treat SEO as an ongoing investment, adapting their strategies in sync with data, user trends, and Google’s ever-evolving algorithm.

📌 Key Takeaways

To rank on Google in Thailand, your SEO strategy must be local-first and data-driven:

• Start with keyword research that blends Thai and English for maximum reach.
• Focus on mobile optimisation and create locally relevant content that resonates with Thai users.
• Set up and fully optimise your Google Business Profile to improve visibility in local search and Maps.
• Build authoritative backlinks from trusted Thai websites and communities.
• Continuously track performance using tools like GA4 and Search Console, and refine your strategy based on insights.

FAQs

1. How do I improve my Google ranking in Thailand?

Focus on local SEO tactics: research Thai-specific keywords, optimise for mobile, create culturally relevant content, and claim your Google Business Profile. Building links from Thai websites and ensuring your site loads quickly for mobile users will also help boost rankings.

2. Is SEO different in Thailand compared to other countries?

Yes, significantly. Thai users often search in both Thai and English, and mobile usage is dominant. Cultural context, language localisation, and local directories play a major role—what works in the West won’t necessarily work in Thailand.

3. What are the best tools for SEO in the Thai market?

Google Keyword Planner, Ahrefs, KWFinder, Google Search Console, and GA4 are essential. For local insights, tools like Pantip forums and Thai Facebook groups can reveal trending topics and keyword variations.

4. Should I create content in Thai or English?

Ideally, both. Thai content targets local users, while English appeals to tourists and expats. A bilingual content strategy maximises reach and builds trust across diverse audiences.

5. How long does it take to see SEO results in Thailand?

Typically, you can expect to see measurable improvements within 3 to 6 months, depending on competition, niche, and consistency. Local SEO and content updates can often yield quicker wins.