The Challenge
This international skincare brand makes safe and effective skincare for people with sensitive skin. It was entering the Thai market, so its website needed to be relevant to the topics Thai shoppers search for, with precise Thai keywords.
The website had a weak internal linking structure. Its content management system (CMS) restricted how pages could link to each other, so search engines found it hard to tell how the pages related, which ones mattered most and which carried authority. As a result, the main product and category pages, above all those for sensitive skin, were not as visible in search as they could be.
Our Approach
To work around the limits of the CMS, Primal set up a dedicated content hub on core skincare topics such as sensitive skin and acne-prone skin.
The first step was research into high-intent Thai keywords that matched the product range. Those keywords set the direction for both the content and the site structure. The hub became the main page of authority on these topics and linked out to the related product pages and supporting articles, so that PageRank (the value Google passes from one page to another through links) spread through the site in a structure search engines could follow.
Outcomes Achieved
Primal published the content hub on sensitive skin, with articles that explain skin care and give practical advice. It also set new standards for internal links on the existing pages of the website, so that every relevant page links back to the hub from a passage on the same topic. This clear structure of authority made the site more relevant to its topics in search engines.
Within 3 months, the target Thai keywords ranked clearly higher, and organic traffic and visibility grew across the main product pages.
Organic impressions are the times the website appeared in unpaid search results. A key event is an action on a website that Google Analytics is set to record as important, and an organic key event is one made by a visitor who came from unpaid search results.
- 78%Increase in Organic Impressions
- 70%Increase in Keywords Ranked on Page 1
- 2.1xIncrease in Key Events
- 104%Increase in Organic Key Events
Key Insights
- When the CMS restricted internal links, a content hub linked the related product pages and articles instead.
- Research into high-intent Thai keywords came first and set the direction for both the content and the site structure.
- New internal linking standards made every relevant page on the existing website link back to the hub.
- The target Thai keywords ranked higher within 3 months, and organic key events grew 104% in 6 months.
