The project's main challenge
Royal Thai Spa is a chain of premium Thai-massage and SPA salons. The project arrived in October 2024 as a site that had been stable but stagnant for years: organic wasn't growing, competitors were strengthening, and structure and tech needed an update.
At the start Royal Thai Spa had a wide service range (massages, SPA rituals, certificates, gift sets), several Kyiv branches, a large volume of content with no single quality system, and weak technical metrics and usability. The site ranked below its potential while competitors with more modern sites and better structure intercepted much of the traffic.
A year-ahead strategy
The first stage removed the technical factors limiting the site: we tidied the canonical structure, built a correct sitemap, reviewed the URL frame and fixed critical rendering errors. Google again perceived the site as a whole, not a set of disconnected pages.
In parallel we improved UX: reworked navigation, moved key CTAs into attention zones, simplified the path to choosing a service and strengthened mobile. The audit showed most users come from phones and expect a 'short path' to booking.
Next — a semantic rebuild. Together with Royal Thai Spa we created a new service map: separating intents 'massage', 'Thai massage', 'SPA for two', 'gift certificates', 'rituals', plus queries per location.
Work done
Technical optimisation
Fixed hreflang and canonical, rebuilt the sitemap, optimised speed: heavy images, blocking scripts, mobile-render stability. INP moved from red to yellow and closer to green.
UX improvements
The site lost clients before even showing content. We reworked the menu, made CTAs active and visible, shortened the path to the booking form — directly affecting conversions.
Semantics & content
Fully reworked the core by location and service, updated H1/H2/H3 and metadata for target clusters.
AI-content cleanup
The site had a huge amount of AI content — all of it went through proofing and SEO editing.
12 months of growth without dips
| Metric | Before (start) | After (autumn 2025) |
|---|---|---|
| Organic traffic | 7–9k visits/mo | 18–20k visits/mo (+120–150%) |
| 'Thai massage Kyiv' | — | #1 (the most converting query) |
| Dynamics | stagnation | 12 months of growth without dips |
| AI search | — | high presence in AI answers |
Source: web analytics for royalthaispa.com.ua, October 2024 — October 2025. Development by the UAITLAB team.
A year of work gave Royal Thai Spa exactly what it lacked: predictable, stable organic growth. At the start traffic was 7–9k visits/mo; by mid-2025 — 15k+; by autumn 2025 the site steadily held 18–20k, crossing that line in some periods. A 120–150% rise for a local business in a competitive niche is a deep transformation, not cosmetic optimisation.
Project team
The project was led by Nikolay Shmychkov — SEO strategy (deputy director, SEOquick). Development by the UAITLAB team. Full team and roles on the 'About' page.
What's next
A similar service case: SEO for an appliance-repair service site — local SEO + content pairing. Run a local service business? The concrete next step is an audit and a growth plan for your region and niche.