You spend hours writing high-quality blog posts, but they sound like they could be for a business anywhere in the world. If you run a high-end clinic in Asoke, generic articles won’t convince a local customer to walk through your door. Your website isn’t a global magazine—it’s a powerful local tool. Stop writing for the world and start writing for your neighborhood. Here is how to make your content essential for Bangkok customers.
Stop Broadcasting, Start Answering Specific Questions
As a business owner in Bangkok, you’re constantly told you need a blog. So you write. But if your articles sound like they could be for any business, anywhere in the world, you’re wasting your time. Your website isn’t a global magazine; it’s a local tool designed to convince a person standing a few kilometers away to walk through your door. The key is to stop writing generic posts and start answering the hyper-specific questions your local customers are actually searching for.
For example, a dental clinic in Asoke writing a post titled “The Benefits of Invisalign” is competing with thousands of dentists globally. It’s useless. A better post is “Invisalign Costs in Asoke: A Guide for Expats.” This article directly targets a specific person, in a specific location, with a specific concern. This is how you show Google you are the local authority, not just another voice in the crowd. This builds what we call “topical authority,” proving you’re the go-to expert in your neighborhood for what you do.
Reality Check: Your Best Content Might Be Written by Your Customers
When we talk about “content,” most owners think of blog posts they have to write. But some of your most powerful content is already being created for you, every day. I’m talking about your customer reviews on Google Maps. Each positive review is a small story that tells potential customers, and Google, that you deliver on your promises. These aren’t just gold stars; they are proof of your expertise from real people in your community.
According to Google’s own guidelines, signals of real-world experience and trust are becoming more important than ever. In fact, online reviews are now an incredibly powerful ranking factor for local businesses. They show Google that you have a real, operating business with a solid reputation. Encouraging happy customers to leave detailed reviews is one of the highest-impact marketing activities you can do, and it costs you nothing but great service.
The Trap: Believing More Content is Always Better
There’s a persistent myth that you just need to publish a certain number of blog posts per week to succeed. This leads to burnout and a website full of generic, low-quality articles that nobody reads. With today’s AI tools, it’s easier than ever to pump out generic content, which only makes it more worthless. Google doesn’t reward you for effort; it rewards you for being helpful.
Think about it from a customer’s perspective. If you run a high-end spa in Thong Lo, an article on “The History of Aromatherapy” won’t get you a single booking. It’s noise. But an article on “The Best Spa Packages in Thong Lo for Office Syndrome” directly targets a local problem with a commercial solution. Focusing on quality and local relevance over sheer quantity will always win. One incredibly helpful article is better than ten generic ones.
The Solution: Find the Questions That Lead to a Sale
I spoke with a client who opened a beautiful law firm near Lumphini Park. She was frustrated because her website, full of well-written articles on general Thai law, wasn’t getting her clients for valuable services like ‘expat business lawyer near Silom’. The problem wasn’t the quality of her writing; it was the topic. She was answering academic questions, not the urgent questions of paying clients.
You can start finding the right topics yourself. Go to Google and search for your service, then scroll down to the “People Also Ask” section. These are the literal questions your customers are typing in. Your front desk staff are another goldmine; listen to the questions they get on the phone every day. Answering these specific, practical questions on your website is the most direct path to attracting customers who are ready to buy.
While this manual research is a great start, it can be slow and hard to measure. To do this efficiently, we use tools like OnEveryMap to discover the exact local phrases your customers are searching for. It allows us to track your ranking for these valuable terms, so we can see which content is actually working to bring more people through your door, taking the guesswork out of your marketing.
