SEO Case Study: How We Increased Student Enquiries for TH Solutions

SEO Case Study: How We Increased Student Enquiries for TH Solutions 

Thai Solutions is a Ministry of Education-licensed language school in central Bangkok, a short walk from Phaya Thai BTS. It teaches Thai, Japanese and English, and looks after students’ ED visas from the first application through extensions, re-entry permits, TM30 and 90-day reporting. Its audience is international, multilingual and searching in several languages at once.

When Digital Agency Bangkok started the SEO programme in March 2026, the site already had visibility. What it lacked was the right kind: visitors looking for a language school, not facts about Thailand. Seven months later, search traffic is more targeted, the school ranks in the top three for the searches that matter most, the Thai, Japanese and Russian sites are pulling their weight, and the website is turning visits into enquiries.

Where we started: March 2026

The initial audit painted a mixed picture. The site averaged position 8.4 in Google and attracted about 1,160 clicks from 115,000 impressions over roughly six weeks. It ranked for 103 keywords, 17 of them in the top three. But the numbers hid four problems:

Traffic that didn’t match the business. Almost all organic visits came from blog posts like “languages spoken in Thailand,” “toilet in Thai” and “passport photo near me.” Only a handful of visits came from commercial searches, and none from transactional ones. Few keywords pointed at the school itself.

A 1% click-through rate. The site appeared often but earned few clicks, which meant titles and descriptions weren’t doing their job.

Weak authority. Domain Rating was just 6. Of 763 referring domains, many were low-quality or spam sites, while competitors such as Duke Language and ThaiPod101 had far stronger profiles.

Technical debt. The audit flagged 445 issues, including 49 pages linking to broken pages, 84 images with missing alt text and 78 slow pages. Mobile performance scored only 58, with the main content taking more than 10 seconds to appear on a slow connection.

What we did

With a starter-level programme and no budget for large-scale content creation, we focused on fixing the foundation, sharpening existing pages and pointing the site at students.

1. We set a school-first keyword strategy

Ten priority keywords were chosen around international students and expats, led by Thai language school Bangkok, learn Thai in Bangkok and Thai language course for foreigners. Titles, headings and descriptions on the homepage and course pages were aligned to them.

2. We cleaned up links and site structure

Search engines and visitors both need clean paths. We repointed 59 in-content links on 57 pages straight to their final addresses, instead of sending them through redirects, and consolidated 31 ED visa links to the education visa application page.

3. We kept each language version in its own language

On the Thai, Japanese and Russian sites, the breadcrumb “Home” link used to send visitors back to the English homepage. It now takes them to their own language’s homepage. Nine empty image cards on the translated homepages were also fixed to match the English site.

4. We refreshed the pages that drive enrolment

In September we updated the English courses page, five English private online course listings, the Thai Culture course page and the refund policy. In early October we followed with the ED visa application process page and the Japanese courses page. A new blog post, “Learning Thai: A Gateway to Language and Culture,” went live to feed the content pipeline.

5. We started measuring what matters

Beyond clicks and rankings, we added on-site behaviour and conversion tracking, and began monitoring how often AI tools such as ChatGPT cite the school’s pages, so we can see whether visibility turns into enquiries.

Initial vs. latest

Weekly organic clicks (blue) and impressions (purple), 25 July to 24 October 2026. Source: Google Search Console.

The story in the table is efficiency. The site now sends the same number of daily clicks from roughly 40% fewer impressions, and the click-thrarough rate is up 70%. Impressions from broad, off-topic blog searches have thinned out, while the searches that remain are more closely tied to the school. Average position moved slightly because the site now appears for a different, more competitive mix of queries.

Highlights

• Top-three rankings for the school’s core searches. “Thai language school Bangkok” averages position 2.7, and “Thai language school Bangkok ED visa” ranks 2.8 with a 6.1% click-through rate. In March, course keywords were barely represented.
•  Strong brand pull. Searches for the school by name earned 91 clicks at about a 34% click-through rate, ranking first or second.
•  Visits that turn into enquiries. In September, 2,665 real visits produced 217 primary conversion actions (8.1% of sessions) and 111 direct enquiries through the contact link and forms.
• The translated sites carry real weight. Thai, Japanese and Russian pages earned 36% of clicks. Thai and Japanese pages click through at about 2.2%, against 1.3% for English.
•  A homepage that works hard. It delivered 307 clicks, 39% of the total, at a 3.75% click-through rate and an average position of 5.3.
• Visible to AI search. In September the school’s pages earned 539 AI citations, a 19.4% share of authority in tracked answers, and 136 visits from AI tools.
•  Thai demand is strongest. Thailand now supplies 56% of search clicks, ahead of the US (7.5%), Japan (6.7%) and Russia (3%), with visitors from 169 countries. Mobile accounts for 63% of clicks.

Conclusion

In seven months, Thai Solutions moved from a website that attracted visitors who were curious about Thailand to one that ranks in the top three for the searches students actually make, speaks to visitors in four languages, appears in AI answers, and turns visits into enquiries. The traffic is smaller in volume than before, but better aimed and easier to measure.

SEO is a long-term investment, and the foundation is now in place. The next phase focuses on lifting the course pages, rewriting snippets for higher click-through, and speeding up the site, so each month of work builds on the last.