Ecommerce · Skincare ·Thailand
From 3,000 to35,000 organic visitsa month
Aqua+ Series sells acne and problem-skin products online. The search demand was already there: thousands of people a month asking about acne, cleansers and treatment routines. But the site ranked for almost none of it. We built a topic silo for every core subject and turned that demand into revenue.
What 18 months of silo content delivered
Sell more skincare by owning the questions buyers ask first
3,000 organic sessions a month on a store selling products people were already actively searching for.
Product pages existed. The questions that lead to a purchase (what causes acne, which cleanser suits which skin type, how to build a routine) were answered nowhere on the site.
Capture demand across the whole acne journey, not just the bottom of it, and prove it in sales rather than sessions.
35,000 monthly organic sessions, 250+ keywords in the top 10, and 55% more sales through the site.
Competing for skincare search against pharmacy chains and marketplaces
Acne is one of the most searched skin concerns in Thailand, and the results pages are crowded. Pharmacy chains, marketplaces and international brands hold the commercial terms, while forums and health portals absorb the informational ones. A product catalogue on its own has no way in.
Aqua+ Series had the products and the credibility, but the site only spoke to people who already knew the brand. Anyone earlier in the journey (searching a symptom, comparing a cleanser, asking whether a routine would help) never encountered it.
The other constraint was proof. Traffic alone would not settle the question. The programme had to be measurable in orders, not sessions.
One silo per subject, built to cover a topic completely
Rather than publishing loose articles, we mapped the real search demand around each core subject and built a self-contained silo for it: a pillar page supported by every question that surrounds it, internally linked so authority concentrates instead of scattering.
Map the demand
Pulled the full query set around acne and problem skin in Thai and English (symptoms, causes, ingredients, product comparisons, routines) and grouped it into subject clusters rather than a flat keyword list.
Define the silos
Each core subject became its own silo: Acne, Cleanser, and the other major topics. Every silo got a pillar page defining the subject and a planned set of supporting articles answering the questions beneath it.
Build the internal structure
Supporting articles link up to their pillar, and pillars link across to the products they justify. Authority earned by an informational article flows to the page that sells.
Publish against the map
Content shipped silo by silo to a brief, so each cluster reached usable depth before the next began. Depth in one subject beats thin coverage across ten.
Connect content to product
Every silo routes to the relevant products, so a reader arriving on a symptom question reaches a purchase without hitting a dead end.
Measure in orders
Reporting tracked rankings and sessions, but the number that governed the roadmap was sales through the site.
250+ keywords in the top 10, and sales to match
Organic performance across the 18-month engagement.
Organic sessions, from 3,000 to 35,000 a month across the 18-month engagement.
Keywords ranking in the top 10, spanning commercial terms like "acne cream" and the questions people ask before they buy.
Increase in sales made directly on the website: the number the programme was judged on.
Inspira's content strategy completely transformed our organic visibility. They took our monthly traffic from 3,000 to over 35,000 per month, and it's not just empty clicks, we're seeing a massive increase in qualified inbound leads.
The work behind the numbers
An 18-month content programme built around topic silos, with the technical and internal-linking work needed to make them rank.
- Full keyword and demand mapping, Thai and English
- Topic silo architecture for every core subject
- Pillar page for each silo
- Supporting article programme, briefed and expert-reviewed
- Internal linking structure connecting content to product pages
- On-page optimisation across product and category pages
- Technical SEO fixes and crawl improvements
- Product and article schema markup
- Monthly reporting tied to sales, not just sessions
Turn search demand into orders
If people are searching for what you sell and finding someone else, that gap is measurable, and so is closing it. Tell us your category and we'll show you where the demand sits.
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Prefer to talk? contact@inspiradigitalagency.com · +66 (0)2 153 3535