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How To Target Thai And Expat Audiences Through Localized SEO

Steve Fletcher | May 14, 2025 | 9:24 am | No Comments
Localized SEO

Bangkok is a global city. Walk through Sukhumvit, Silom, or Sathorn, and you will hear many languages: Thai, English, Chinese, Japanese, and more. This mix of cultures also appears online, especially when people search for products or services.

For businesses in Thailand, it is now more important than ever to reach both local Thai customers and foreign expats living in the country. Whether you run a clinic, a restaurant, a hotel, or an e-commerce shop, your website needs to connect with both audiences. The key to doing this well is something called localized SEO.

In this article, we will explain what localized SEO is, why it is important for businesses in Thailand, and how you can use it to target both Thai and expat audiences. This article is written in easy English so anyone can understand—business owners, marketers, or beginners.

What Is Localized SEO?

SEO stands for Search Engine Optimisation. It helps your website show up higher on Google when people search for something.

Localized SEO means using SEO to target people in a specific area, such as Bangkok, Chiang Mai, or Phuket, and in a specific language or culture. For example, if someone searches “best dental clinic in Bangkok” in English or “คลินิกทันตกรรมใกล้ฉัน” in Thai, your website should appear in both cases—if you are using localized SEO properly.

Localized SEO focuses on:

  • Language (Thai, English, etc.)
  • Location (city, district, or neighborhood)
  • Cultural preferences (what people search and how they search)

Why Is Localized SEO Important in Thailand?

Thailand is unique. It has more than 70 million people, and over 30 million are active internet users. It is also home to a large expat population. Bangkok alone has hundreds of thousands of foreigners living or working in the city.

Both Thais and expats use Google and other search engines every day. But they search in different ways.

  • A Thai customer might search in Thai: “ร้านอาหารญี่ปุ่นสุขุมวิท”
  • An expat might search in English: “Japanese restaurant in Sukhumvit”

If your website only speaks to one audience, you are missing the other.

That is why Thai businesses are now focusing on localized SEO—to speak to both groups, in their own language and style.

Who Should Use Localized SEO?

Any business that serves both Thai and expat audiences should use localized SEO. This includes:

• Clinics and Hospitals

Many expats look for English-speaking doctors or dentists in Bangkok. Clinics that use keywords like “international dental clinic Bangkok” or “คลินิกจัดฟัน ใกล้ฉัน” can reach both groups.

• Restaurants and Cafés

Thai customers and expats both search for good food, but in different languages. A pizza restaurant in Thonglor can benefit from targeting both “พิซซ่า ทองหล่อ” and “best pizza in Thonglor.”

• Hotels and Resorts

Tourists and long-term foreign residents search for places to stay in English. Thai travelers may also book online using Thai search terms.

• Real Estate and Property Agencies

Expats often search for condos near BTS stations in English. Thai buyers may use different keywords and even prefer Thai-language websites.

• E-commerce Stores

Online shops that ship across Thailand and serve both locals and foreigners can benefit from multilingual, location-based SEO strategies.

Step-by-Step: How to Do Localized SEO for Thai and Expat Audiences

1. Use Both Thai and English Languages

One of the first steps is to make your website multilingual. This does not mean using Google Translate. A poor translation can confuse or even drive away users.

Instead, use professional translators or bilingual content writers. Make sure both versions of your website are easy to use and culturally appropriate.

Tips:

  • Have separate pages for Thai and English content.
  • Use correct menus, buttons, and contact forms in both languages.
  • Make sure your contact information, address, and phone numbers are written in a format that locals and foreigners understand. 

2. Do Local Keyword Research in Both Languages

Thai users search differently from foreigners. You must research what both groups are searching for.

Example:
 A Thai may search “โรงเรียนสอนภาษาอังกฤษราคาถูก” (cheap English school), while an expat may search “best English school for adults Bangkok.”

Use keyword tools like:

  • Google Keyword Planner
  • Ahrefs
  • Ubersuggest
  • Google Trends (to compare Thai and English terms)

Find the top keywords in both languages and use them naturally in your content, titles, and meta descriptions.

3. Create Local Landing Pages

If you have locations in different parts of Bangkok or Thailand, create landing pages for each location, both in Thai and English.

Example:

  • /en/dental-clinic-sukhumvit
  • /th/คลินิกทันตกรรม-สุขุมวิท

This helps Google show the right page to the right person based on their language and location.

4. Optimise Your Google Business Profile (GMB)

Many people find businesses on Google Maps. Make sure your Google Business Profile is fully updated and written in both Thai and English.

Tips:

  • Use both Thai and English in the description
  • Add photos with captions in both languages
  • Get reviews from both Thai and foreign customers
  • Respond to reviews in the same language

This helps with local rankings and builds trust with both communities.

5. Get Reviews from Both Thai and Expat Customers

Online reviews are very important. When both Thai and foreign customers leave reviews, it tells Google—and potential customers—that you are trusted by a diverse audience.

Encourage customers to leave reviews in their own language. You can do this by:

  • Sending a friendly follow-up email after a visit or purchase
  • Offering a small incentive (discount or gift) for reviews
  • Making it easy by giving them the direct Google review link

6. Write Culturally Relevant Content

Content is not just about language—it’s about understanding what people care about.

For Thai users, you might write blog posts about seasonal promotions during Songkran or Mother’s Day. For expats, you could write helpful guides like “Top 5 Clinics for Expats in Bangkok” or “How to Get a Thai Driver’s License.”

This type of content helps your SEO and also builds loyalty with different user groups.

7. Build Local Backlinks from Thai and English Websites

Backlinks are links from other websites to your website. They help boost your SEO rankings.

Try to get backlinks from both:

  • Thai websites (Thai blogs, news sites, local directories)
  • English websites (expat blogs, travel guides, lifestyle magazines)

If both Thai and English websites link to you, Google will see your business as trustworthy for both types of audiences.

8. Use Proper Hreflang Tags

This is a technical part of SEO, but it’s very important.

Hreflang tags help Google understand that your site has more than one language version. This ensures the Thai version shows up for Thai users, and the English version shows up for foreign users.

Ask your developer or SEO agency to add these tags to your website.

Common Mistakes to Avoid

Even the best businesses can make mistakes when doing localized SEO. Here are some to avoid:

  • Using poor translations or relying only on Google Translate
  • Mixing languages on one page
  • Forgetting to add keywords in both Thai and English
  • Ignoring Google Maps listings
  • Only writing content for one audience

Localized SEO takes time and attention, but the results are worth it.

Real-Life Example: A Bangkok-Based Aesthetic Clinic

A beauty clinic in Asoke wanted to attract both Thai and foreign clients. Before SEO, most of their website was in Thai, and they only got local customers.

They worked with a bilingual SEO agency and launched an English version of their website. They used keywords like “Botox for expats Bangkok” and “คลินิกโบท็อกซ์สุขุมวิท.” They also published blogs in both languages and improved their Google Maps profile.

Within six months, they saw a 60% increase in traffic, and half of the new clients were English-speaking.

Final Thoughts: Connecting Two Worlds, One Search at a Time

Thailand is a country where East meets West, especially in cities like Bangkok, Chiang Mai, and Phuket. Localized SEO helps businesses connect with both Thai and expat audiences in a way that feels natural and respectful.

Want to see examples of successful local SEO in Bangkok? The SEO team in Bangkok at IBEX offers specialised services to help Thai businesses connect with both local and international audiences through effective, localized strategies.

It is not just about translating words—it is about understanding people, cultures, and search behaviours.

By creating a website that speaks to everyone, using keywords that match what people actually search, and offering content that matters, businesses in Thailand can thrive online.

Localized SEO is not a short-term trend. It is the future of digital marketing in Thailand.