Localizing SEO Content for the Thai Market
In a transformative collaboration with Decathlon, we executed a meticulously tailored content strategy that revitalized their e-commerce platform. By combining in-depth keyword and competitor analysis with expert content creation and optimization, we successfully drove a notable 37.3% increase in organic clicks and achieved a conversion rate three times higher than paid traffic.
While Decathlon's e-commerce platform was detailed in terms of product information, it fell short in terms of content engagement and linguistic finesse. They approached our marketing experts to refine the content of their landing pages across both Thai and English versions. The goals were clear: to enhance Google search rankings, drive more traffic, and ultimately, boost sales.
Keyword & Competitor Analysis: Our journey began with thorough keyword research complemented by competitor analysis. This allowed us to identify commonalities, differences, and untapped keyword opportunities.
Content Creation & Optimization: Armed with targeted keywords, our content specialists crafted engaging content for each product category. The focus was not only on SEO but also on presenting recommended products compellingly.
Internal Linking: Post content creation, we strategically incorporated internal product links relevant to each landing page, ensuring seamless navigation across the platform.
+120 New SEO optimized content
Keyword demand and competitor research to adapt to the local market
+37.3% Organic Click Traffic
All 10 targeted keywords have increase in the span of 6 months.
3 Times more organic conversion
Compared to paid traffic generated from performance marketing
The content we obtained was remarkably comprehensive, suggesting their strong commitment to in-depth research.
Apisara Bantattiang, Decathlon Thailand Co., Ltd.
Online Traffic Leader
Keyword research → Competitor research → Content Writing → Internal Linking
Content Revamp: The existing Thai content, primarily a direct translation from English, lacked native keywords and fluency. We rejuvenated the entire content, from titles and meta descriptions to headers, and infused it with relevant and engaging information tailored for both novices and aficionados. Each category now showcases three spotlighted products and provides valuable insights like maintenance tips, sport benefits, and links to sport influencers and communities.
Driving Traffic: Amidst the high competition for popular keywords, our challenge was to zero in on the optimal keywords that could drive significant traffic and fit seamlessly within the content. It took several iterations, but our team managed to strike the right balance.
Time Constraint: With limited time, we strategically categorized products based on their popularity - high, mid, and low priority. This helped us streamline our focus. Furthermore, we bifurcated our team into Thai and English content units, ensuring each worked independently to maintain linguistic authenticity.