Before I started Northern Kites, I remember visiting a newly opened craft beer bar in Bangkok. The owner, an expat from the U.S., had poured most of his retirement savings into creating a stunning space, believing his passion and experience would set him apart. The location was prime, the atmosphere great, and the beer fantastic. Yet, despite all his efforts, the bar remained empty—new customers just weren’t coming through the door.
The problem? His business wasn’t showing up in local Thai search results. When people searched for “craft beer bar near me” or “best expat bars in Bangkok,” competitors dominated the rankings. Without a strong local SEO strategy, his bar was practically invisible online—missing out on potential customers who were actively searching for what he offered.
For foreign-owned businesses in Thailand, understanding Google My Business Thailand, Thai search queries, and location-based SEO is crucial for growth. This guide will break down exactly how to optimise your online presence, from choosing the right keywords to building local backlinks and improving your rankings.
If your business isn’t appearing where potential customers are searching, you’re leaving money on the table. Let’s fix that.
Understanding Local SEO in Thailand
1. What Is Local SEO and Why Does It Matter in Thailand?
Local SEO is the process of optimising your business to appear in location-based search results, ensuring that customers in your area can easily find you online. In Thailand, where Google dominates the search landscape and mobile searches are the norm, local SEO is essential for attracting both expats and local customers. If your business isn’t appearing when people search for services near them, you’re missing out on a major source of traffic and revenue.
2. How Local SEO Differs from General SEO
Unlike traditional SEO, which focuses on ranking for broad keywords on a national or global scale, local SEO prioritises searches with geographic intent. When someone searches for “craft beer bar near me” or “best Italian restaurant in Chiang Mai”, Google prioritises businesses relevant to that location. Even if your website has great content, it won’t rank in local searches unless it’s optimised for location-based SEO.
Key differences between general SEO and local SEO in Thailand:
✅ Proximity Matters – Google ranks businesses closest to the searcher.
✅ Google My Business (GMB) Optimisation – A well-optimised GMB profile boosts visibility.
✅ Local Keywords Are Crucial – Thai-language search terms and location-based keywords improve rankings.
3. The Role of Google My Business Thailand in Local Rankings
One of the most powerful tools for ranking in Thai local searches is Google My Business (GMB). A properly set up and optimised GMB profile increases your chances of appearing in Google’s Local Pack—the map listings shown above regular search results.
🔹 Why Google My Business Matters for Thai SEO:
- Increases Local Visibility – Your business appears in Google Maps and local searches.
- Boosts Credibility – Reviews, images, and accurate details improve trust.
- Enhances Engagement – Features like Google Posts and Q&A help interact with potential customers.
For foreign-owned businesses in Thailand, mastering local SEO and leveraging Google My Business Thailand can be the difference between struggling for customers and dominating local search results.
Keyword Research for Thai Search Queries
Finding the right keywords is the foundation of any successful local SEO strategy in Thailand. However, one common mistake foreign business owners make is relying solely on English-language keywords. While many expats search in English, a large portion of the local population—including Thai customers and Google’s ranking algorithm—prioritises Thai-language search queries.
For example, a coffee shop in Bangkok may target “best coffee shop Bangkok”, but a significant number of potential customers are searching for “ร้านกาแฟใกล้ฉัน” (coffee shop near me). By incorporating both English and Thai keywords, businesses can expand their reach and improve their chances of appearing in local search results.
Best Tools for Finding Local Search Terms in Thailand
To identify high-traffic Thai search queries, use these keyword research tools:
🔹 Google Keyword Planner – Free and great for identifying high-volume local search terms.
🔹 Ahrefs – Offers detailed keyword difficulty analysis and competitor insights.
🔹 Ubersuggest – Provides long-tail keyword suggestions and SEO difficulty scores.
When using these tools, focus on search volume, competition level, and local relevance to find the most effective keywords for your business.
Long-Tail Keywords and Search Intent in Thailand
Long-tail keywords—phrases that are more specific and longer than generic search terms—are crucial for targeting high-intent customers. In Thailand, search intent varies between Thai-language and English-language queries:
✅ Thai keywords: More commonly used by local customers (e.g., “ร้านอาหารไทยติดทะเล” – Thai restaurant by the sea).
✅ English keywords: Preferred by expats and tourists (e.g., “best Thai restaurant in Phuket”).
By optimising for both, businesses can capture a broader audience and improve local rankings.
Optimising Google My Business Thailand
Google My Business (GMB) is one of the most powerful tools for improving local SEO in Thailand. A well-optimised GMB profile helps businesses appear in Google’s Local Pack, Google Maps, and local search results, making it easier for customers to find and contact you.
1. Setting Up and Verifying Your GMB Profile in Thailand
To create a Google My Business Thailand listing, follow these steps:
1️⃣ Go to Google My Business and sign in.
2️⃣ Enter your business name exactly as it appears in real life.
3️⃣ Choose the correct category (e.g., “Craft Beer Bar” or “Italian Restaurant”).
4️⃣ Add your location (if you have a physical store) or select “No location” for service-area businesses.
5️⃣ Provide accurate contact details, including phone number and website.
6️⃣ Verify your listing via a postcard sent to your Thai business address or phone verification (if available).
Once verified, you can start optimising your profile for better local rankings.
2. Key Elements to Optimise for Higher Rankings
A fully completed and optimised GMB profile improves your chances of appearing in local Thai search results. Focus on:
✅ Business Name – Use the exact name of your business (avoid keyword stuffing).
✅ Category & Description – Select the most relevant category and write a keyword-rich description in both English and Thai.
✅ High-Quality Images & Videos – Upload photos of your storefront, products, and services (Google prioritises businesses with visual content).
✅ Accurate Contact Information – Ensure your phone number, address, and website are correct and match across all online directories.
3. Boosting Rankings with Customer Reviews & Engagement
Google values trust and credibility, and customer reviews play a huge role in rankings. Encourage satisfied customers to leave positive reviews in both English and Thai.
🔹 How to get more reviews:
- Politely ask customers to leave a Google review after a purchase.
- Offer incentives (like a small discount) in exchange for an honest review.
- Respond to every review—both positive and negative—to show engagement.
4. Using Google Posts & Q&A for Engagement
Take advantage of Google Posts and the Q&A section to interact with potential customers.
🔹 Google Posts – Share updates, promotions, and events directly on your GMB profile.
🔹 Q&A Section – Answer common questions customers might have (e.g., “Do you offer vegetarian options?”).
By actively managing and optimising your GMB profile, your business can improve visibility in Thai local searches, attract more customers, and stay ahead of the competition.
On-Page SEO for Thai Businesses
A well-optimised website is crucial for improving local SEO in Thailand. By refining title tags, A well-optimised website is the foundation of local SEO in Thailand. However, one key factor that many foreign business owners overlook is which language to optimise for—Thai, English, or both. This decision depends heavily on your target audience.
If your business primarily serves expats and tourists, English keywords may be sufficient. However, if you want to attract local Thai customers, optimising for Thai-language search terms is essential. The best strategy? Use both. If your website runs on WordPress with WPML, you can easily create a bilingual site, ensuring you rank for both Thai and English search queries.
1. Optimising Title Tags, Meta Descriptions, and Headers
Your title tags, meta descriptions, and headers should reflect the language preferences of your audience. If you cater to both Thais and expats, include both English and Thai keywords.
🔹 Example of Optimised Title & Meta Description:
✅ Title: “Best Italian Restaurant in Bangkok | ร้านอาหารอิตาเลียน กรุงเทพ”
✅ Meta Description: “Enjoy authentic Italian cuisine in Sukhumvit. Book a table at the best Italian restaurant in Bangkok today! สำรองโต๊ะของคุณตอนนี้ที่ร้านอาหารอิตาเลียนที่ดีที่สุดในกรุงเทพ”
Headers (H1, H2, H3) should also be optimised for local keywords:
- H1: “Best Co-Working Space in Chiang Mai | โคเวิร์กกิ้งสเปซ เชียงใหม่”
- H2: “Why Digital Nomads Love Our Chiang Mai Office”
- H3: “สิ่งอำนวยความสะดวกที่ยอดเยี่ยมสำหรับนักธุรกิจ”
2. Creating Location-Specific Landing Pages
If you operate in multiple locations, having dedicated landing pages for each city improves your local SEO.
🔹 Example of Location-Based Pages:
/best-craft-beer-bar-bangkok/(Optimised in English)/ร้านคราฟท์เบียร์ที่ดีที่สุด-กรุงเทพ/(Thai version)
Each page should have:
✅ Unique, non-duplicated content tailored to that city.
✅ Google Maps embed to boost location relevance.
✅ Bilingual content (if applicable) to reach both local and expat audiences.
3. Implementing Structured Data (Schema Markup)
Structured data helps Google understand your business better, improving visibility in search results.
🔹 Essential Schema Markup for Thai Businesses:
✅ LocalBusiness Schema – Highlights key business info like address, opening hours, and contact details.
✅ Review Schema – Displays star ratings in search results, increasing CTR.
✅ Event Schema – Useful for businesses hosting local events (e.g., live music at a bar).
4. Mobile-First Indexing & Page Speed Optimisation
Since most searches in Thailand are done on mobile, Google prioritises mobile-friendly websites.
🔹 How to Improve Mobile & Speed Performance:
✅ Use responsive design so the site adapts to all screen sizes.
✅ Optimise images and enable lazy loading to improve load speed.
✅ Minify CSS, JavaScript, and HTML for faster loading times.
✅ Use Google’s PageSpeed Insights to identify and fix speed issues.
By determining the right language strategy, optimising key on-page elements, and ensuring fast, mobile-friendly performance, Thai businesses can significantly boost their local search rankings and attract both expat and Thai customers.
Local Link Building & Citations
Building a strong backlink profile is essential for improving local SEO in Thailand. When reputable local websites link to your business, Google sees your site as more authoritative, which helps you rank higher in Thai search results. One of the best ways to achieve this is through local business directories, backlinks from Thai websites, and strategic collaborations.
1. Listing Your Business in Thai Directories & Citations
Business directories and citation sites act as trusted sources for local search rankings. Ensuring your business is listed in these directories with accurate and consistent information (name, address, phone number, and website) helps boost local visibility.
🔹 Best Thai Business Directories for Citations:
✅ Yellow Pages Thailand (www.yellowpages.co.th) – A widely used business directory in Thailand.
✅ Wongnai (www.wongnai.com) – The Thai equivalent of Yelp, great for restaurants, cafes, and service-based businesses.
✅ Facebook Business Pages – Many Thais search for businesses directly on Facebook, so a well-optimised business page is crucial.
✅ Pantip (www.pantip.com) – A popular Thai forum where businesses can gain exposure through discussions and recommendations.
2. Building Backlinks from Local Blogs, News Sites & Community Forums
Getting backlinks from reputable Thai websites improves your credibility and search rankings. Some effective ways to earn local backlinks include:
🔹 Guest Blogging – Write articles for local blogs related to your industry. For example, a fitness business could contribute to a Thai health & wellness blog.
🔹 News Mentions – Reach out to local news sites and online magazines for features. Expat-owned businesses in Thailand often get featured in lifestyle and travel blogs.
🔹 Community Engagement – Participate in Thai forums and Facebook groups related to your business niche to build trust and share expertise.
3. Partnering with Local Influencers & Businesses
Collaborating with local businesses and influencers is a powerful way to build backlinks and gain exposure.
🔹 Local Business Partnerships – Cross-promote with complementary businesses (e.g., a craft beer bar partnering with a Thai street food vendor).
🔹 Influencer Collaborations – Work with Thai and expat influencers who can review or promote your business. Many Thai consumers trust influencer recommendations more than traditional ads.
By leveraging Thai directories, earning local backlinks, and forming strategic partnerships, your business can improve local SEO rankings and attract more targeted customers in Thailand.
Tracking and Improving Local SEO Performance
Optimising your local SEO in Thailand is only the first step—continuous monitoring and adjustments are essential to stay ahead of competitors. By using the right analytics tools, you can track your progress, identify weaknesses, and refine your strategy for better rankings in Thai search results.
1. Using Google Search Console & Google Analytics
🔹 Google Search Console (GSC) helps you:
✅ Monitor which keywords drive traffic to your site.
✅ Identify indexing issues that may prevent your pages from ranking.
✅ Track click-through rates (CTR) to see which pages attract the most users.
🔹 Google Analytics (GA) provides:
✅ Insights into where your visitors come from (organic search, social media, referrals).
✅ User behaviour tracking (bounce rates, time on site, and conversions).
✅ Data on mobile vs. desktop traffic, crucial for Thai users who predominantly search on mobile.
2. Tracking Rankings with BrightLocal & SEMrush
To monitor keyword rankings and local search visibility, use:
✅ BrightLocal – Specialised for local SEO, tracking Google My Business performance and local citations.
✅ SEMrush – Tracks keyword positions, competitor rankings, and backlink profiles.
3. Adjusting Strategies Based on Data & Trends
SEO is dynamic, so regularly update your keywords, content, and citations based on trends. If you notice high bounce rates, improve page load speed and mobile optimisation. If certain keywords perform better, adjust your content to target them more effectively.
By tracking, analysing, and optimising, your business will consistently rank higher in local Thai searches, driving more targeted traffic and conversions.
Dominate Local SEO in Thailand
Mastering local SEO in Thailand is the key to getting your business in front of the right audience. By optimising keywords in both Thai and English, leveraging Google My Business Thailand, building local citations and backlinks, and tracking performance with the right tools, you can significantly improve your local search rankings.
Now it’s time to take action! Audit your current local SEO strategy, implement the steps outlined in this guide, and start attracting more customers. Need expert help? Get in touch with a local SEO specialist to optimise your business for success in Thailand!
FAQs:
1. What is local SEO and why is it important in Thailand?
Local SEO is the process of optimising your online presence to rank higher in location-based search results. In Thailand, where Google is the dominant search engine and most users rely on mobile searches, local SEO helps businesses attract nearby customers by improving visibility in Google Maps, the Local Pack, and organic search results. Whether targeting expats, tourists, or local Thais, a strong local SEO strategy ensures your business is found when potential customers are searching.
2. How do I optimise my business for Google My Business Thailand?
To optimise for Google My Business (GMB) Thailand, follow these steps:
✅ Claim and verify your GMB listing to appear in local search results.
✅ Use accurate business information, including name, address, phone number, and website.
✅ Choose the right category to help Google understand your business type.
✅ Upload high-quality images of your storefront, products, and services.
✅ Encourage customer reviews and respond to them to improve credibility and engagement.
✅ Post regular updates and promotions using Google Posts.
3. Should I use Thai keywords or English keywords for local SEO in Thailand?
The choice of Thai vs. English keywords depends on your target audience:
🔹 If your customers are primarily locals, focus on Thai keywords (e.g., “ร้านกาแฟใกล้ฉัน” – coffee shop near me).
🔹 If you target expats and tourists, optimise for English keywords (e.g., “best coffee shop in Bangkok”).
🔹 For maximum reach, a bilingual strategy works best—especially if your website supports WPML or a similar translation plugin.
4. How do local backlinks help in ranking higher in Thai search results?
Local backlinks—links from Thai websites, directories, and blogs—boost your site’s authority and relevance in Google’s eyes. Strong backlinks help by:
✅ Improving trust signals – Google sees your site as more reputable.
✅ Enhancing local relevance – Links from Thai business directories (e.g., Wongnai, Yellow Pages Thailand) reinforce your location.
✅ Driving referral traffic – Visitors from high-authority Thai sites can become potential customers.
5. What are the best tools to track local SEO performance in Thailand?
Several tools help track and improve local SEO in Thailand:
✅ Google Search Console – Monitors keyword rankings and indexing issues.
✅ Google Analytics – Tracks visitor demographics, behaviour, and traffic sources.
✅ BrightLocal – Specialised for local SEO tracking and Google My Business insights.
✅ SEMrush – Provides keyword tracking, competitor analysis, and backlink monitoring.
By leveraging these tools, you can continuously refine your SEO strategy and stay ahead in Thailand’s competitive digital landscape.