The Challenge
Nitan is a luxury fine dining restaurant in Phuket. It cooks with locally sourced ingredients and serves inventive dishes that bring Thai flavours together with contemporary ideas, for a refined dining experience.
In local search, Nitan was hard to find. The restaurant had no verified Google Business Profile, so it did not appear in the map results Google shows for local searches, the point where people are most ready to book. The website also had no structured data markup, which made it harder for search engines to read the restaurant’s location and menu.
Primal’s review looked at how to close these technical gaps, so that Nitan’s presence online would match the standard of the dining experience in the restaurant.
Our Approach
Primal designed a local search engine optimisation (SEO) foundation, to attract people searching with a clear intent to book, from Thailand and from abroad. The work began with keyword research on terms such as fine dining in Phuket and contemporary Thai cuisine, so the strategy followed what people actually search for.
Primal then set out how it would add schema markup for a local business and a restaurant, the structured data that gives search engines clear details about the restaurant. It also mapped how to make the restaurant’s name, address and phone number (NAP) the same in every relevant directory, so the details were consistent and gave search engines stronger local trust signals.
Outcomes Achieved
The work started with claiming Nitan’s Google Business Profile in full and completing it with professional photos and accurate business details. Primal then added structured data across the website, to make its pages eligible for rich results in search. High-intent keywords went into the page content and metadata to raise organic visibility, and a review management process gave the restaurant more credibility and local relevance.
The result was a clear rise in organic key events, direct booking enquiries and local search visibility in Phuket’s competitive fine dining market. An organic key event is an action on the website that Google Analytics is set to record as important, made by a visitor who came from unpaid search results.
- 2.14xIncrease in Organic Impressions
- 76%Increase in Keywords on Page 1 of Google
- 2.24xIncrease in Organic Key Events
Key Insights
- Without a verified Google Business Profile, Nitan did not appear in the map results Google shows for local searches.
- Schema markup and the same name, address and phone number in every directory gave search engines clear, consistent details about the restaurant.
- Keyword research on terms such as fine dining in Phuket matched the page content to what people actually search for.
- Organic key events grew 2.24x in 6 months. Organic impressions grew 2.14x and keywords on page 1 of Google grew 76%.
