Thai consumer behavior is unique — a blend of cultural nuance, mobile-first habits, and trust-based decision-making. In this blog, we’ll break down the key search trends and behaviors in Thailand and how they should shape your SEO strategy in 2025.

1. Thai Consumers Use Both Thai & English in Searches

Most Thai internet users are bilingual or semi-bilingual. That means you’ll often see a mix of Thai and English in a single query.

Examples

• “delivery อาหาร ใกล้ฉัน” (food delivery near me)
  
  

• “lazada ของใช้เด็ก” (Lazada baby products)
  
  

• “spa Bangkok รีวิว” (Bangkok spa review)
  
  

What this means for SEO

• Don’t rely on English-only keywords
  
  

• Do keyword research in both Thai and English
  

• Localize your content to cover bilingual variations
  
  
  

2. Thailand Is a Mobile-First Nation

Thailand has over 90% mobile internet usage, with consumers often making quick, on-the-go searches.

Behavior to know

• Search happens during commutes, lunch breaks, or while watching TV
  
  

• Most discovery happens through social media + Google
  

• “เปิดตอนนี้” (open now) and “ใกล้ฉัน” (near me) are high-intent triggers
  
  

SEO tips

• Prioritize mobile speed and UX
  

• Optimize for micro-moment queries like “ร้านอาหารเปิดตอนนี้” (restaurant open now)
  
  

• Use schema for business hours and location
  
  

3. Thai Searchers Trust Forums and Social Proof

Thais often rely on peer opinions — especially from platforms like Pantip, LINE groups, and Facebook before making a purchase.

What you’ll notice

• High search volumes for keywords like “รีวิว” (review), “แนะนำ” (recommend), and “ดีไหม” (is it good?)
  
  

• Many users cross-check info between Google and Pantip before deciding
  
  

Strategy tip

• Include “review”-style content on your site
  
  

• Build backlinks from trusted Thai forums or micro-influencers
  
  

• Feature UGC, testimonials, or Pantip mentions in your content
  
  

4. Trust > Ranking

A #1 ranking won’t convert if the brand isn’t familiar or trusted.

Thai users often

• Check multiple sources before buying
  
  

• Prefer websites with Thai-language content and social proof
  

• Read comments and reviews even more than product descriptions
  
  

SEO Insight

Your job doesn’t stop at ranking. Make sure your content builds trust with:

• Verified reviews
  
  

• Case studies
  
  

• Thai-language FAQs
  
  

• “As seen on Pantip / LINE / Facebook” signals
  
  
  

5. Thai Users Search Around Platforms, Not Just Products

People in Thailand often search by platform + product combinations:

• “Shopee รองเท้าผ้าใบ” (Sneakers Shopee)
  
  

• “Lazada iPhone 15 ราคาถูก” (Cheap iPhone 15 Lazada)
  
  

• “ร้านอาหาร อารีย์ Pantip” (Ari restaurants Pantip)
  
  

Implication

• Don’t just target “iPhone 15 price” — think about platform-based search intent
  

• Create content that compares platforms or highlights your availability on Lazada/Shopee
  
  

• List your brand on Google, Shopee, Facebook, LINE, and Thai marketplaces
  
  

Pro Tip: Use AI to Understand Thai Intent at Scale

At HireGrowth, we use AI tools that analyze real Thai search queries across platforms — not just Google.

We look at

• Emerging slang in Thai
  
  

• Trending long-tail queries
  
  

• How Pantip questions evolve over time
  
  

• Cross-platform sentiment (LINE, FB, Shopee reviews)
  
  

This gives our clients an unfair edge — we match their content with how people actually think and search in Thailand.

📌 Key Takeaways

Final Thoughts

SEO in Thailand isn’t about copy-pasting global strategies. It’s about meeting Thai consumers where they are — linguistically, culturally, and behaviorally.

If you don’t localize your SEO strategy, you’ll miss the intent, the clicks, and the conversions.

Want to decode Thai search behavior for your brand?

HireGrowth’s AI-powered SEO tools help you

• Discover real Thai user intent
  
  

• Create bilingual content that ranks AND converts
  
  

• Outrank competitors — for 1/3 the cost of traditional SEO agencies
  
  

👉 View Our Pricing Here