The Challenge
The Mercury Ville @ Chidlom is a building in Chidlom, Bangkok, with a modern loft-style design and a bright red front. It holds both office space and a shopping centre for the office workers and residents of the area, and the brand describes it as a place to meet and spend time in Chidlom.
Even with its central location and modern design, The Mercury Ville found it hard to attract attention in Bangkok’s competitive retail market. Its website had low visibility in organic search, so it was hard to rank for valuable search terms and to reach the people it wanted.
Primal’s task was to raise the website’s position in search results and to bring in visitors who fit the centre’s urban lifestyle character.
Our Approach
Primal designed a broad content strategy that combined good search engine optimisation (SEO) practice with content written for the brand. The team produced a mix of blog articles, event listings and useful guides, each written to answer a different kind of search.
The aim was useful content for each stage of a visitor’s decision, written for Google’s ranking systems and for real readers alike. With a wider mix of content, the website drew more traffic from a wider range of search intents.
Outcomes Achieved
The team tracked performance closely and changed its methods based on current data. Primal rewrote the meta titles and descriptions to raise the click-through rate from search results, and improved the on-page SEO so that each page had a clearer structure and matched its keywords more closely.
With ongoing optimisation and a clear focus on high-quality content, conversions grew 386% in 6 months. The website also gained visibility and engagement, with organic users up 5x and organic impressions up 77%, and its organic traffic grew steadily.
- 77%Increase in Organic Impressions
- 5xIncrease in Organic Users
- 5xIncrease in Conversions
- 386%Increase in Conversions
Key Insights
- Blog articles, event listings and guides each answered a different kind of search, so a wider mix of content brought traffic from more search intents.
- The team tracked performance closely and changed its methods based on current data.
- Rewritten meta titles and descriptions aimed to raise the click-through rate, and on-page SEO gave each page a clearer structure.
- Conversions grew 386% in 6 months. Organic users grew 5x and organic impressions grew 77%.
