Who this case is for
Technology companies, B2B equipment manufacturers and hardware startups about to build their first website, especially companies running several business lines under one roof.
This case shows 3 things that usually get overlooked before a site is built: the domain question has to be settled first, high search volume does not mean high value, and pages on the same website can compete against each other.
There is a checklist at the end for companies about to launch their first website.
We do not name the company, its registration number, its address, competing websites, or anything about cost.
1. A company 3 months old, 3 business lines, no website yet
The company has been registered for less than 3 months and runs 3 business lines:
- Plant growth environment control equipment, such as smart greenhouses and grow lights
- Exoskeletons, wearable robotics that add strength
- A 3D printing farm
This report answers 3 questions before anyone starts writing code: what Thai people actually search for in this industry · who currently occupies the search results · and what pages the website needs from day one.
We put the limits of the report on its first page. It is built only from public information: corporate registry data, job postings and the company’s business profile on Google. We had not yet spoken to the team, so we did not know which products are real models, who they sell to, or whether they are still in research or ready to sell. Every keyword and page in the plan is therefore an initial assessment, not a conclusion.
2. What we found
The thing to settle before SEO: the brand domain is listed for sale
Before looking at keywords at all, we checked the status of the domain matching the brand name on every extension.
| Extension | Status on the day we checked | What it means |
|---|---|---|
| .com | Listed for sale. Both the registrar and the nameservers belong to a brand-domain marketplace | Anyone typing the company name straight into the address bar lands on a for-sale listing |
| .net | Registered but parked, with no web, email or verification records at all | Someone holds it, but it is not in use |
| .co.th | Still available | The strongest choice, because registration requires company certificate documents, so brokers and competitors cannot register it in your place |
| .in.th | Still available | A backup option within the Thai domain family |
| .tech | Still available | Useful for speaking to international markets |
| .ai | Still available | Fits the AI side of the company, though the yearly renewal is far higher than an ordinary domain |
A brand name only gets more expensive once the brand becomes known, so we put the work in this order:
- Check inside the company first. An employee or co-founder may already have registered it. This takes a few minutes and changes the answer to everything below.
- Register .co.th immediately and use it as the main domain. There is no need to wait for a .com negotiation, because the core customers are Thai organisations and agencies, who trust this extension more.
- Set up email on the company domain. This can be done as soon as the domain is registered.
- Register the remaining available domains in one go.
- Register every domain in the company’s name, using a shared company email rather than an employee’s personal address, with auto-renew on and transfer lock enabled.
Email matters more than people expect for a research and development company, because the people on the other end are investors, overseas partners, component manufacturers and engineers considering joining. All of them read the email address as the first signal of how serious a company is. At the time we checked, the company’s job postings still asked applicants to send documents to a free email provider’s inbox.
Why this comes before SEO: everything done from here on — rankings, links earned, the reputation of the site — accumulates on whichever domain is chosen. Changing domains a year into a website means moving all of it again, and it almost always costs some rankings for a while.
The market is real, but the raw numbers are misleading
Search terms across all 3 lines add up to roughly 32,400 a month, but 17,000 of those come from one broad word: “หุ่นยนต์” (robot), where most searchers are students and people looking for general knowledge, not buyers. Remove it and roughly 15,400 searches a month remain that can genuinely support sales pages.
The clearest lesson: same search volume, 100 times the value
We did not look only at search volume. We also looked at Traffic Potential, which is how many visitors the page ranking first actually receives from every term that page ranks for.
Searches: 1,600 a month
Difficulty: 0
The page ranking first actually receives 4,600 visitors a month
Searches: 1,600 a month
Difficulty: 7
The page ranking first actually receives 40 visitors a month
There is another pair just as telling. “หุ่นยนต์อุตสาหกรรม” (industrial robot) gets only 450 searches a month, yet its cost per click is four and a half times higher than “หุ่นยนต์” (robot), which gets 17,000 — because the people searching the first term are factories about to buy.
The easiest-looking keyword should not be a sales page
“โรงเรือนปลูกผัก” (vegetable greenhouse) gets 1,700 searches a month at difficulty 0, which makes it look like the most attractive term in the agricultural line. But open the real search results and the top positions are full of “build a greenhouse on a small budget” content. Most people searching it are smallholder farmers looking for a cheap way to build one themselves, not buyers of an environment control system.
So we classified that keyword as an early-stage article that catches people at the top of the funnel, and moved the sales pages onto terms like “โรงเรือนอัจฉริยะ” (smart greenhouse), “ฟาร์มอัจฉริยะ” (smart farm) and “plant factory” — far fewer searches, but matched to the real price level of the products, worth several times more commercially, and all at difficulty 0–1.
The exoskeleton line: same word, entirely different market
We opened the Thai search results for exoskeleton position by position, and found that not one result was about strength-assist equipment for industrial work, which is what the company is developing.
| Who is on page one | What they publish |
|---|---|
| A Thai distributor of a foreign brand (DR 32) | Consumer products, for hiking and exercise |
| Online encyclopaedias and dictionaries | General knowledge and definitions of the word |
| State universities and private hospitals | Gait training robots and patient rehabilitation |
In the “people also ask” box on the same page there is even a question about which animals have exoskeletons — a biology question about the hard outer shell of animals.
The keyword has already been divided up between 3 groups, none of which are the company’s customers. Chasing it head-on would bring in visitors who are mostly not buyers. What should happen instead is pages written in the language buyers use to describe their own problem — back-support equipment for workers who lift, lifting-assist suits for warehouses, reducing injuries from repetitive lifting — with the word exoskeleton used as the supporting explanation on those pages.
Competitors: the field is still empty, and a DR 0 site can rank second
| What we found in the search results | What it means |
|---|---|
| A site with DR 0 ranks second for a keyword with 1,700 searches | It receives around 612 visitors a month from only 26 ranking keywords, and the ranking page is an ordinary product category page, not a long article |
| A site with DR 6 stands above a national research institute | It ranks third for “หุ่นยนต์อุตสาหกรรม” (industrial robot) with a single article, while the research institute’s site at DR 74 sits fourth |
| Good content beats a big link profile | One agricultural equipment distributor with a DR of only 14 holds 119 keywords in the top 3, on articles alone |
| Foreign manufacturers have not entered the Thai-language field | The global brands that appear use pages translated from the parent site, rather than Thai content written from scratch |
| The exoskeleton line is not as open as the others | There is already a distributor working the market at DR 32, higher than anyone else in this field. That calls for a different angle, not a head-on fight |
So the company’s real competitor is not any particular website — it is the emptiness. Which means whoever works through it systematically first takes the ground.
3. What we proposed
A 15-page site where pages do not compete with each other
The structure is designed so every page has its own target keyword and no two overlap, so pages on the same site do not compete for the same rankings. That is the most common problem we see on company websites built without a plan.
| Group | Page | Target keyword |
|---|---|---|
| Plant line | Smart Farm pillar page | smart farm · สมาร์ทฟาร์ม (smart farm, in Thai script) · ฟาร์มอัจฉริยะ (smart farm) |
| Plant line | Smart greenhouse sales page | โรงเรือนปลูกผัก (vegetable greenhouse) · โรงเรือนอัจฉริยะ (smart greenhouse) |
| Plant line | Grow light product page | ไฟปลูกต้นไม้ (grow light) · grow light |
| Plant line | Plant Factory sales page | plant factory · โรงงานผลิตพืช (plant production factory) |
| Robotics line | Exoskeleton pillar page | exoskeleton · เอ็กโซสเกเลตัน (exoskeleton, in Thai script) |
| Robotics line | Back-support equipment sales page | อุปกรณ์ช่วยพยุงหลัง (back support equipment) · ชุดช่วยยกของ (lifting-assist suit) |
| Robotics line | Industrial robotics pillar page | หุ่นยนต์อุตสาหกรรม (industrial robot) · ระบบ automation (automation system) |
| 3D printing line | 3D printer pillar page | เครื่องพิมพ์ 3 มิติ (3D printer) |
| 3D printing line | Print-on-demand service page | รับพิมพ์ 3d (3d printing service) · บริการพิมพ์ 3 มิติ (3D printing service) |
| Services | Machine research and design service page | รับออกแบบเครื่องจักร (machine design service) · รับวิจัยและพัฒนา (R&D service) |
| Shared | Home · Work · Articles · About · Contact · English site | Brand name, informational terms and English keywords |
One question has to be answered before the 3D printing pages are built. Within the company’s stated scope, “3D Printing Farm” can be read two ways, and the two readings produce completely different websites.
- Reading 1, a farm of printers: dozens of printers running in parallel for volume production. If this is it, the pages have to be production-service pages, with a materials table, daily capacity and lead times — and it has to be accepted that this field already has established players.
- Reading 2, an agricultural farm that uses 3D printing to make structures or equipment. If this is it, it should be folded into the agricultural line as one story, and there is almost no competition in Thailand at all.
We planned for reading 1 for now, because it is the common meaning, and stated that if the answer is reading 2 we will fold this group into the agricultural line and rebuild the keyword plan.
The first 8 articles
| No. | Topic | Why we chose it |
|---|---|---|
| 1 | How to choose a 3D printer for factory work | Takes the keyword with the highest real traffic in the report, at difficulty 0 |
| 2 | How many kinds of vegetable greenhouse are there, and which pays off best for growing to sell | Takes the clearest buying intent in the agricultural line |
| 3 | What a Smart Farm is, and what it costs to start | The pillar page that can absorb the most related terms |
| 4 | How many years does an industrial robot take to pay for itself, compared with hiring labour | The question factory owners always ask before deciding |
| 5 | What an exoskeleton is, and what kinds of work it suits | There is still almost no Thai content that explains this properly |
| 6 | LED grow lights: how to choose specifications that actually grow plants | Difficulty 0, and it links straight to the product page |
| 7 | The cost and return of a Plant Factory in Thailand | The people searching this are investors |
| 8 | Back pain in workers who lift: how much can support equipment help | Written in the buyer’s language, not technical language |
What has to be in place on launch day
- One H1 per page, and a unique meta description for every page. This is where company websites go wrong most often.
- Search Console and GA4 from day one. If they are not installed, the launch-period data is lost permanently.
- Structured data: Organization, Product, FAQPage, BreadcrumbList
- A complete Google Business Profile. At the time we checked there was one category, no product photos, no business description and no reviews.
- Name, address and phone number matching across every channel. The English address on the Google profile is still misspelled and ordered differently from the registered one.
- English URLs, not Thai URLs, because Thai URLs turn into a long string of characters when copied and shared.
- A file for AI systems to read, because many B2B buyers now ask an AI system before they search Google.
- A price range or budget bracket on product pages, because terms containing the word “price” get real searches in every one of the 3 business lines.
4. Expected results
This report sets no monthly target numbers, and states plainly that traffic estimates are estimates drawn from market data, not a guarantee of results or rankings. It concludes with 4 points.
- The domain question has to be settled first. It should be answered within that same week.
- The website has to tell the story of all 3 business lines. The most common mistake on technology company websites is bundling everything into the words “innovation” and “AI” while no page ever mentions a single real product. The result is a beautiful site nobody can find.
- Do not judge a keyword by search volume alone. The numbers actually worth watching are quote requests and enquiries, not visitor counts.
- The field is still empty, but it will not stay empty. Gaps like this usually close as soon as one player starts working systematically.
And we repeat the limits again at the end of the report: there are at least 3 things where the company’s own answer would change the plan considerably — the meaning of “3D Printing Farm”, the end users of the exoskeleton equipment, and the price level of the plant environment control equipment.
The website has not been built yet. We will come back and update this case when there is real data.
Checklist for companies about to launch their first website
Domains and email, before anything else
- Check whether anyone on the team has already registered the brand domain
- Register the main domain and the backup domains in one go, all in the company’s name
- Use a shared company email as the domain contact, not an employee’s personal address
- Turn on auto-renew and enable transfer lock
- Set up email on the company domain for everyone on the team, with a shared inbox for HR
Keywords and site structure
- Split customers into groups and find the words each group searches with, not the words used internally
- Open the real search results for every main keyword before deciding, and see who is on page one and what searchers want
- Always read Traffic Potential alongside search volume
- Give every page its own target keyword, not shared with any other page on the site
- Install Search Console and GA4 on launch day, not afterwards
Questions technology companies ask us often
The company has just opened and has no customers yet. Is SEO too early? The opposite: this is the best moment. There is no old structure to tear down, no legacy URLs to migrate and no old content competing with itself. The urgent part is the domain, not the rankings.
We have several business lines. One website or separate ones? One website works, as long as each line has its own clear pages and no two use the same target keyword. What you should not do is put every line on a single page and describe it all with a broad word like “innovation”.
Should we drop keywords with only 20–50 searches a month? No, especially in B2B where a single unit is high value. Keyword tools tend to under-report specialist terms because the sample behind them is small, and one customer from those terms can be worth the entire website.
Should we target “AI” or “artificial intelligence”? They work on the About page and in articles, but they should not be the target of a sales page. The difficulty is near maximum, and the people searching those terms are still a long way from a buying decision.
This is how we plan before building a technology company’s website
If your company is about to build its first website and you want to know which words your customers search with before you start, begin with a free website audit. We will tell you plainly which keywords are worth it and which are not. Or take a look at our web development service.