Top 5 Search Engines in Thailand: Key Insights to Master Thai SEO in 2024

Thailand is one of the most attractive markets in Southeast Asia for digital expansion, and demand for SEO marketing is growing rapidly among global businesses.

However, SEO strategies that work well in Japan or Western markets are not always effective in Thailand.

In this article, the global SEO experts at The Digital X will walk you through the top 5 search engines used in Thailand and explain the critical differences you need to understand to succeed with Thai SEO.

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Search Engines in Thailand

Let’s start by looking at the current search engine market share in Thailand, with a comparison to Japan for context.

Search Engine Market Share in Thailand

Search Engine Market Share in Japan

Google Dominates the Thai Market

Thailand is a “Google-first” country, with over 95% of all searches conducted through Google. This dominance is even higher than in many other Southeast Asian countries, making Google the clear priority for SEO strategy in the Thai market.

While Japan may appear to have more diversity in search engine usage — with Google at around 71% and Yahoo Japan at nearly 24% — it’s worth noting that Yahoo Japan has relied on Google’s search infrastructure since 2010. This means that even in Japan, SEO efforts targeting Yahoo effectively follow Google’s algorithmic standards.

What This Means for SEO in Thailand

In practical terms, SEO strategies that work well for Google in Japan can generally be applied in Thailand with minimal adjustments. For businesses aiming to penetrate the Thai digital landscape, focusing on Google optimization is not only essential — it’s nearly synonymous with SEO success in the region.

Search Device and Browser Trends in Thailand

Understanding which devices and browsers Thai users rely on is critical for optimizing your SEO and digital marketing strategy.

Primary Search Devices in Thailand

Primary Search Devices in Japan

Smartphones are the dominant device used for search in Thailand, accounting for approximately 68% of all search activity. This figure is nearly identical to Japan, where smartphones hold a 70% share.

Given the strong reliance on mobile in both markets, it’s essential to adopt a mobile-first SEO strategy. Prioritizing mobile-friendly design, fast page load times, and responsive layouts will significantly enhance visibility and user experience for Thai consumers.

Most Popular Web Browsers in Thailand

Google Chrome is the dominant browser, used by more than 64% of Thai users. Safari follows with over 20% of the market, bringing the combined share of these two browsers to roughly 85%. This trend closely mirrors browser usage in Japan.

For businesses entering the Thai market, ensuring compatibility and performance across Chrome and Safari should be a top technical priority. Testing layout, scripts, and page speed on these browsers can directly impact user experience and SEO performance.

Tips for Successful SEO Marketing in Thailand

Tip 1: Proper Use of Hreflang Tags

Accurate implementation of hreflang tags is essential for SEO success in the Thai market. Thailand is a bilingual environment where both Thai and English are commonly used in searches. If Google fails to recognize the correct language or region, your site’s visibility can suffer significantly.

For example, Thai users often search in English, but a substantial portion also uses Thai keywords. The real estate platform DDproperty effectively uses separate hreflang tags for its Thai pages (hreflang="th") and English pages targeted at Thai users (hreflang="en-th").

This allows the site to serve localized content to domestic users while offering English pages to overseas investors — resulting in improved user experience, better SERP performance, and increased organic traffic.

By implementing hreflang tags correctly, businesses can avoid unnecessary keyword cannibalization and ensure the right content reaches the right audience.

Tip 2: Strengthen Local SEO

Local SEO is especially effective in Thailand, where users frequently search with geographic terms and nearby landmarks. Optimizing your Google Business Profile (formerly Google My Business) is crucial for visibility in local search results.

The café chain After You, based in Bangkok, is a great example. By regularly updating their business listing with rich content — menu details, photos, business hours, and user reviews — they’ve seen a surge in local and tourist traffic. Their sales reportedly increased by over 30% year-over-year.

In addition, the brand actively responds to customer reviews, further boosting trust and engagement. Strengthening local SEO helps increase foot traffic, brand awareness, and targeted visibility in key regions.

Tip 3: Leverage Reviews and Word-of-Mouth

In Thailand, word-of-mouth and customer reviews significantly influence consumer decisions. From an SEO perspective, user-generated content can also improve site authority and relevance in local search results.

For instance, Centara Hotels launched a campaign encouraging guests to leave reviews on Google and TripAdvisor in exchange for discount coupons. As a result, they received a surge of positive feedback that boosted their search rankings and led to a spike in bookings.

Additionally, by analyzing and acting on review feedback, they improved service quality, which led to higher customer satisfaction and more repeat visits.

Actively managing reviews and promoting positive feedback can drive stronger SEO results and customer acquisition.

Frequently Asked Questions (FAQ)

Thailand’s search engines and browsers may resemble Japan’s on the surface, but factors like language, demographic trends, and purchasing behavior require distinct strategies. Moreover, SEO alone isn’t enough — social media marketing is often the key entry point for consumer trust and engagement in Southeast Asia.

If you’re looking to expand in Thailand, The Digital X can support you with comprehensive SEO and SNS marketing strategies tailored to the Thai market. You can download our latest catalog to discover our tailored marketing solutions.

Recommended reads:

• Thailand Social Media Trends 2024: Best Platforms & Marketing Tips

• Doing Business in Thailand: Benefits, Challenges & Cultural Insights

• Top 10 Global Search Engine Rankings 2024: Japan vs. the World

Need Help with SEO in Thailand? Consult The Digital X

Optimizing your SEO strategy for Thailand offers strong potential — especially since many aspects such as browser usage and search engine preferences closely mirror Japan. However, localized content, language, and cultural nuances present challenges that can’t be ignored.

At The Digital X, our team of global marketing professionals collaborates with native experts to help you build and execute high-impact SEO strategies tailored for the Thai market.

Whether you’re just getting started or need advanced support, we’re here to help.

Contact us anytime — no question is too small.