The Complete Guide to Google My Business in Thailand

Want your Thai business to show up when customers search on Google Maps or Search? This comprehensive guide walks you through setting up, optimising, and leveraging Google My Business to boost visibility, attract more local customers, and grow your business—whether you’re in Bangkok, Chiang Mai, or beyond.

From Street Vendors to Salons — Why GMB is a Game Changer in Thailand

Tucked behind temples, night markets, and busy sois across Thailand are businesses thriving — not from massive ad budgets, but from a free tool most still overlook: Google My Business.

Search “café near me” in Chiang Mai or “massage in Silom,” and the first thing you’ll see isn’t a website — it’s a Google Map packed with listings. Businesses with complete, optimised GMB profiles consistently rise to the top, pulling in foot traffic and online enquiries without spending a baht on ads.

In a country where over 90% of people rely on mobile to find local services, showing up on Google Maps isn’t optional — it’s essential. From tourist-heavy islands like Phuket to local neighbourhoods in Udon Thani, visibility on Google means real-world results: more calls, more walk-ins, more revenue.

Whether you run a hair salon, a street food stall, or a boutique hotel, your customers are already searching. The only question is — will they find you?

💡 Summary Box
GMB is the single most powerful (and free) tool to boost online visibility for local Thai businesses — especially in a mobile-first country like Thailand.

What Is Google My Business (GMB) and How Does It Work?

A Quick Overview of GMB

Google My Business (GMB) is a free tool that allows businesses to manage how they appear across Google’s ecosystem — including Maps and Search. When someone searches for services like “nail salon Bangkok” or “motorbike repair near me,” GMB listings are what show up in the Local Pack — the top three map results shown above organic listings.

A well-optimised GMB profile includes your business name, address, phone number, opening hours, website link, reviews, photos, and updates. It also enables direct actions like getting directions, calling, or booking — all without visiting your website. This is a game-changer in a fast-moving, mobile-first country like Thailand where people make quick decisions on the go.

If your listing is optimised and verified, you’re more likely to appear in those top positions — giving you a major visibility advantage.

GMB vs Other Business Directories in Thailand

Thailand has several local directories, including Wongnai (popular for food and lifestyle), YellowPages, and Facebook community groups. While these platforms serve niche audiences, they lack one major thing: integration with Google Search.

When someone types a business-related query into Google, Wongnai or YellowPages listings rarely appear first — GMB does.

Plus, unlike Facebook pages or private groups, GMB listings are search-first and map-focused. They also offer direct insights, like how customers found you, what actions they took, and what keywords triggered your listing.

For long-term visibility and local SEO impact, GMB is not just another listing — it’s the foundation.

How to Set Up Google My Business in Thailand (Step-by-Step)

Step 1 – Create or Claim Your Business Profile

Start by visiting Google My Business and either creating a new listing or claiming an existing one. If your business has been around for a while, there’s a chance Google has already auto-generated a profile — you just need to take ownership.

Once claimed, you’ll be guided through verification. In Thailand, verification typically involves a postcard sent to your physical address with a code. While this can take up to 14 days, it’s essential to ensure your address is easy to locate and entered in both Thai and English if possible. For some business types, phone or email verification may also be available.

Step 2 – Enter Accurate NAP Details

NAP stands for Name, Address, and Phone Number — and consistency is critical. Make sure these details are exactly the same across your website, social media, and any local directories. Even small inconsistencies (like “Rd” vs “Road”) can hurt your local SEO rankings.

Step 3 – Choose the Right Business Categories

Google allows you to select a primary category and several secondary ones. Be specific — “Thai restaurant” ranks better than just “restaurant”. Research what terms your local audience actually searches for, and align your categories accordingly.

Step 4 – Add Photos, Hours & Descriptions

Upload high-quality images that showcase your storefront, products, menu, or team. This builds trust and encourages engagement.

Include accurate business hours, special holiday schedules, and a compelling business description — ideally in both Thai and English. This ensures you appeal to both local customers and international visitors.

💡 Summary Box
A complete and verified GMB listing can significantly increase your chances of showing up in the top 3 local search results (Map Pack).

GMB Optimisation Tips for Thai Businesses

Once your Google My Business profile is live, the next step is turning it into a high-performing, customer-attracting machine. A well-optimised GMB listing doesn’t just help you show up — it makes people choose you over the competition.

Leveraging Reviews to Build Trust

In Thailand, word of mouth is powerful — and Google reviews are the digital version of that. Politely ask happy customers to leave a review right after service, either via QR codes at your location or a short follow-up message on LINE or Facebook.

Make it easy by sharing a direct link to your GMB review page. Keep in mind that many Thai customers prefer to write reviews in Thai, so your responses should match the language they use — responding in Thai when appropriate, and using English for international visitors. Always reply, even to negative feedback, showing you care and are active.

Using GMB Posts to Promote Offers

Think of GMB Posts as mini social media updates that appear directly in your listing. Use them to highlight:

• Weekly promotions
• New menu items
• Spa packages or clinic specials
• Holiday events or sales

These posts are particularly effective for service-based businesses like restaurants, spas, beauty salons, and clinics, where time-sensitive deals can drive quick action. Include a strong call-to-action like “Call Now” or “Book Online.”

Photos & Videos that Convert

Visual content can make or break your listing. Show the inside of your shop, your best-selling products, and staff in action. For restaurants and cafés, professionally taken food shots work wonders. For salons or fitness studios, show transformations or clean interiors.

Update your media at least monthly to signal freshness to both users and Google. Don’t forget to add short videos — even a 30-second walk-through of your store can boost engagement.

Consistent Q&A Updates

The Questions & Answers section on your listing is often overlooked — but it’s gold for customer experience. Add your own FAQs with common queries like:

• “Do you offer parking?”
• “Is Wi-Fi available?”
• “Do you speak English?”

Monitor this section regularly and update it as needed. It helps reduce repetitive customer questions and keeps your profile looking active and helpful.

By consistently updating and engaging with your GMB listing, you build trust, improve visibility, and stay ahead of less-optimised competitors — all without spending a single baht.

Local SEO in Thailand – How GMB Fits into the Bigger Picture

Google My Business isn’t just a standalone tool — it’s a foundational part of your broader local SEO strategy. To truly dominate local search in Thailand, GMB should work hand-in-hand with other local SEO elements like citations, backlinks, and mobile usability.

The Role of Citations & Backlinks

Citations are mentions of your business’s NAP (Name, Address, Phone) on other websites — and they help build trust with Google. In Thailand, some key citation sources include:

• Wongnai – especially strong for restaurants, spas, and lifestyle businesses
• Pantip Market – popular for local product listings
• ThaiYello.com – a business directory for Thai SMEs
• Facebook Pages and Groups – ensure your NAP matches your GMB details

Additionally, backlinks from Thai websites — such as local blogs, news outlets, or tourism sites — boost your site’s authority and help reinforce your GMB relevance for location-based searches.

Mobile SEO & Google Maps Behaviour in Thailand

Thailand is a mobile-first country. With over 90% of internet users accessing the web via smartphones, most local searches happen on the go. That means users aren’t scrolling through websites — they’re checking Google Maps, reading reviews, and tapping “directions” or “call now.”

This is where GMB shines. It’s tailored for mobile behaviour, offering instant actions without the need for a full website. If your listing isn’t optimised for mobile interactions — think fast loading maps, clickable buttons, and immediate contact options — you’re missing out.

To truly succeed in local SEO, your GMB should be the starting point, with everything else built around it.

💡 Summary Box
GMB should be the cornerstone of your broader local SEO strategy, supported by local links, mobile UX and customer reviews.

Common Mistakes Thai Businesses Make with GMB

While Google My Business is powerful, many Thai businesses unintentionally sabotage their visibility by making easily avoidable mistakes. Understanding these pitfalls — and how to fix them — can save you from lost customers and lower rankings.

Inconsistent NAP Across Platforms

One of the most common (and damaging) errors is inconsistent NAP (Name, Address, Phone) details across platforms. If your Facebook page says “Soi 5,” your GMB says “Soi Five,” and your website uses a different phone number, Google sees those as separate entities — reducing your trust score. Always keep your NAP details identical on every platform, in both Thai and English.

Ignoring Reviews or Posting Fake Ones

Reviews build credibility, but many businesses either ignore them or, worse, try to game the system with fake ones. Thai consumers are savvy — they can spot suspicious patterns quickly. Google can too. Focus on collecting real reviews and respond to both positive and negative feedback politely and promptly. This shows your business is active, honest, and engaged.

Not Updating Listings During Holidays or Festivals

Thailand has numerous public holidays and local festivals that can affect business hours. Failing to update your hours during Songkran or New Year can lead to customer frustration, bad reviews, and reduced trust. Set up seasonal hours in advance and mark closures clearly to keep customers informed.

Avoiding these common missteps helps ensure your GMB listing remains trustworthy, visible, and customer-friendly.

Tools & Resources for Managing GMB Effectively

Staying on top of your Google My Business profile doesn’t have to be time-consuming — especially with the right tools and support networks. Here’s what every Thai business should have in their GMB toolbox.

Must-Have Tools

• Google Business Profile Manager: The official dashboard for managing your listings, responding to reviews, posting updates, and analysing performance.
• GMB Everywhere: A browser extension that lets you analyse competitors’ GMB listings and keyword usage directly from search results.
• BrightLocal: Ideal for tracking local rankings, audit reports, and managing reviews across multiple listings.
• Local Viking: Advanced GMB management tool that lets you schedule posts, automate review replies, and geo-grid your local search visibility.

These tools save time and provide insights that help you continually optimise your listing.

Thai-Language Support & Community Forums

Join Thai-language Facebook groups and business forums like:

• SME Thailand Club
• Google My Business ไทย
• Pantip Business Boards

These communities offer practical tips, updates, and shared experiences tailored to Thai business owners navigating GMB.

Case Study: How a Central Sukhumvit Bar Doubled Walk-Ins with GMB

When I began working with a popular bar tucked down a side street in central Sukhumvit, their biggest challenge was visibility. Despite a loyal expat crowd and solid reviews on Facebook, they weren’t showing up on Google when tourists or locals searched for terms like “live music bar near Asok” or “cocktail bar Sukhumvit.”

The first step was claiming and verifying their Google My Business profile, which hadn’t been touched. We added high-quality photos of the venue, a bilingual business description (Thai and English), and optimised the listing with targeted categories like cocktail bar, live music, and happy hour.

From there, we implemented a GMB posting strategy — featuring weekly events, special promotions, and seasonal menus. We also encouraged regulars to leave honest reviews by offering a simple QR code on coasters and menus.

Within six weeks, the bar moved into the local 3-pack for high-volume searches. Their Google Maps traffic surged, and most importantly, walk-ins from tourists and first-timers increased dramatically — particularly on weekends.

This transformation wasn’t due to ads or a website overhaul — it was all down to an optimised GMB profile, regularly updated and managed with intent.

Final Thoughts: Your GMB Journey Starts Here

If your business isn’t on Google, it’s practically invisible to today’s mobile-first customers. Claiming and optimising your Google My Business profile is the fastest, most cost-effective way to boost local visibility. Don’t wait — your next customer is already searching. Make sure they find you first.

Want to attract more local customers and dominate Google Maps? Northern Kites specialises in helping Thai businesses unlock the full power of Google My Business. Let us optimise your profile and grow your visibility. Contact us today for your free local SEO audit and personalised strategy session.