Independent technical SEO analysis for the world's most prestigious culinary brand in Thailand. Real Google Search Console data — not estimates.
The site is in a visibility crisis dressed as a growth story. Top-of-funnel impressions exploded across the past 12 months, but clicks barely moved — because four editorial articles (which TBS wrote for you last engagement) are eating 58% of all impressions at position 5–7 with no path to conversion. Beneath that, your actual money pages (course products) are drifting down while product cannibalisation dilutes authority.
Ranking by impressions (visibility = being seen). Position tells you why clicks are missing — high impressions at position 5–7 means Google is showing you for the wrong intent.
| Page | Clicks | Impressions | CTR | Pos | Visibility |
|---|---|---|---|---|---|
| /commis-chef-the-starting-point-in-a-professional-kitchen/ | 666 | 318,097 | 0.21% | 5.3 | |
| /executive-chef-vs-head-chef-whats-the-difference/ | 301 | 192,369 | 0.16% | 6.7 | |
| /pastry-chef-career-overview-creative-skills-in-baking-arts/ | 329 | 176,650 | 0.19% | 5.5 | |
| /understanding-the-brigade-system-in-modern-commercial-kitchens/ | 407 | 146,868 | 0.28% | 6.2 | |
| / | 5,874 | 126,725 | 4.64% | 9.3 | |
| /th/ | 1,665 | 60,801 | 2.74% | 8.1 | |
| /classes/ | 294 | 35,616 | 0.83% | 6.2 | |
| /about-us/ | 112 | 33,472 | 0.33% | 6.8 | |
| /product/culinary-arts-diploma/ | 275 | 30,804 | 0.89% | 8.9 | |
| /product/intensive-french-pastry-arts/ | 187 | 25,721 | 0.73% | 8.4 | |
| /calendar/ | 5 | 21,428 | 0.02% | 7.0 | |
| /th/%E0%B8%9B%E0%B8%A3%E0%B8%B0%E0%B9%80%E0%B8%A0%E0%B8%97%E0%B8%82… | 206 | 15,709 | 1.31% | 11.3 |
| Topic Type | Pages | Clicks | Imp | Pos | CTR | Share |
|---|---|---|---|---|---|---|
| Topical Landing | 44 | 1,851 | 882,648 | 12.1 | 0.77% | |
| Homepage | 2 | 7,539 | 187,526 | 8.7 | 3.69% | |
| Editorial / Blog | 199 | 1,865 | 132,529 | 12.8 | 2.18% | |
| Course Product Page | 238 | 1,896 | 121,549 | 11.1 | 3.83% | |
| Classes Hub | 7 | 386 | 40,611 | 12.7 | 0.38% | |
| Trust / Brand | 5 | 154 | 39,460 | 10.2 | 2.23% | |
| Cafe / Restaurant | 2 | 315 | 11,256 | 6.6 | 2.01% | |
| Event / Workshop | 3 | 4 | 8,690 | 6.1 | 34.67% |
The headline growth (+69.6%% clicks) is real but deceptive. The impression explosion (+171.1%%) is the actual story — and the CTR collapse that comes with it is what we need to fix.
| Page | Clicks (now) | Clicks (prior) | Δ Clicks | Pos Δ |
|---|---|---|---|---|
| /commis-chef-the-starting-point-in-a-professional-kitchen/ | 666 | 0 | +100% | +44.7 |
| / | 3,192 | 2,682 | +19.0% | +3.2 |
| /th/ | 1,057 | 608 | +73.8% | +0.5 |
| /understanding-the-brigade-system-in-modern-commercial-ki… | 323 | 84 | +284.5% | +0.5 |
| /executive-chef-vs-head-chef-whats-the-difference/ | 260 | 41 | +534.1% | +0.2 |
| /th/%E0%B8%9B%E0%B8%A3%E0%B8%B0%E0%B9%80%E0%B8%A0%E0%B8%9… | 219 | 11 | +1890.9% | +1.0 |
| /th/%E0%B8%9B%E0%B8%A3%E0%B8%B0%E0%B9%80%E0%B8%A0%E0%B8%9… | 204 | 2 | +10100.0% | +15.2 |
| /pastry-chef-career-overview-creative-skills-in-baking-arts/ | 260 | 69 | +276.8% | +1.0 |
| /product-category/short-classes/ | 157 | 43 | +265.1% | +1.3 |
| /product-category/short-classes/kids-teens-classes/ | 93 | 6 | +1450.0% | +0.9 |
| /product-category/short-classes/short-pastry-bakery-classes/ | 83 | 1 | +8200.0% | -3.6 |
| /product-category/classes/ | 80 | 12 | +566.7% | -1.7 |
| Page | Clicks (now) | Clicks (prior) | Δ Clicks | Pos Δ |
|---|---|---|---|---|
| /product/bakery-arts-fundamentals/ | 90 | 109 | -17.4% | -0.1 |
| /product/intensive-chocolate-confectionery-arts/ | 75 | 87 | -13.8% | +0.7 |
| /th/%E0%B8%9C%E0%B8%A5%E0%B8%B4%E0%B8%95%E0%B8%A0%E0%B8%B… | 13 | 21 | -38.1% | -11.0 |
| /product/coffee-bean-chocolate-blend-3/ | 3 | 10 | -70.0% | -0.7 |
| /product/special-ecole-ducasse-hamper-set-box/ | 2 | 9 | -77.8% | +3.3 |
| /th/%E0%B8%9C%E0%B8%A5%E0%B8%B4%E0%B8%95%E0%B8%A0%E0%B8%B… | 2 | 9 | -77.8% | -2.5 |
| /th/product-category/short-classes/short-cooking-classes/ | 5 | 10 | -50.0% | +20.6 |
| /product/1day-bakery/ | 4 | 9 | -55.6% | +2.0 |
| /terms-conditions/ | 6 | 10 | -40.0% | +1.3 |
| /contact-us/ | 2 | 6 | -66.7% | +2.0 |
| /product/welcome-kit/ | 7 | 10 | -30.0% | +30.0 |
| /product/coffee-bean-fruity-blend/ | 1 | 4 | -75.0% | +7.8 |
Five confirmed Google algorithm updates in 2026: March 2026 Spam Update, March 2026 Core Update, May 2026 Core Update (concluded 2 June), and the June 2026 Spam Update (24–26 June, just finished — AI-generated spam targeting). Through all of that, you still grew +9.1%% clicks. The resilience is real. The gaps are real too.
| Page | Clicks (now) | Clicks (prior) | Δ % | Pos Δ |
|---|---|---|---|---|
| /commis-chef-the-starting-point-in-a-professional-kitchen/ | 408 | 258 | +58.1% | -2.4 |
| /th/%E0%B8%9B%E0%B8%A3%E0%B8%B0%E0%B9%80%E0%B8%A0%E0%B8%9… | 158 | 46 | +243.5% | +1.0 |
| /th/%E0%B8%9B%E0%B8%A3%E0%B8%B0%E0%B9%80%E0%B8%A0%E0%B8%9… | 143 | 76 | +88.2% | +3.0 |
| /product-category/short-classes/kids-teens-classes/ | 78 | 15 | +420.0% | +2.6 |
| /product-category/short-classes/short-pastry-bakery-classes/ | 73 | 10 | +630.0% | +2.0 |
| /th/%E0%B8%84%E0%B8%AD%E0%B8%A1%E0%B8%A1%E0%B8%B4%E0%B8%A… | 46 | 3 | +1433.3% | -0.3 |
| /the-best-cafe-in-the-luxury-green-oasis-of-nai-lert-park… | 46 | 6 | +666.7% | -0.9 |
| /executive-chef-vs-head-chef-whats-the-difference/ | 147 | 113 | +30.1% | -1.6 |
| /how-to-land-a-michelin-star-internship-in-bangkok/ | 46 | 13 | +253.8% | -1.3 |
| /product-category/classes/ | 54 | 26 | +107.7% | -4.9 |
| /product-category/short-classes/ | 90 | 67 | +34.3% | +3.2 |
| /th/%E0%B9%80%E0%B8%8A%E0%B8%9F%E0%B8%9C%E0%B8%B9%E0%B9%8… | 29 | 10 | +190.0% | +0.3 |
| Page | Clicks (now) | Clicks (prior) | Δ % | Pos Δ |
|---|---|---|---|---|
| / | 1,553 | 1,639 | -5.2% | +1.0 |
| /product/culinary-arts-diploma/ | 42 | 98 | -57.1% | -4.1 |
| /product/bakery-arts-fundamentals/ | 27 | 63 | -57.1% | +0.5 |
| /th/ | 514 | 543 | -5.3% | +1.2 |
| /understanding-the-brigade-system-in-modern-commercial-ki… | 148 | 175 | -15.4% | -1.0 |
| /product/2-days-barista-class/ | 13 | 40 | -67.5% | -1.6 |
| /pastry-chef-career-overview-creative-skills-in-baking-arts/ | 120 | 140 | -14.3% | -2.9 |
| /product/intensive-french-pastry-arts/ | 45 | 63 | -28.6% | +0.2 |
| /product/intensive-bakery-viennoiseries-arts/ | 38 | 52 | -26.9% | -6.5 |
| /classes/ | 78 | 91 | -14.3% | +1.3 |
| /product/ice-cream-sorbets-frozen-dessert-intensive/ | 39 | 49 | -20.4% | -0.6 |
| /th/%E0%B8%9C%E0%B8%A5%E0%B8%B4%E0%B8%95%E0%B8%A0%E0%B8%B… | 3 | 13 | -76.9% | -1.9 |
These are queries where you're already ranking page 1 — just not high enough. Pushing them to top 3 = pure upside, no new content needed.
LLM retrieval (ChatGPT, Perplexity, Gemini, Claude) is the fastest-growing discovery channel for culinary education. Your top-performing content — written by TBS last engagement — is exactly the kind of authoritative, fact-rich, E-E-A-T-clear content these systems cite. We need to make sure it's findable and quotable by them, and we need a targeted outreach plan to put your brand in the training-and-citation graph.
They've already covered the studio once. Pitch a co-branded deep-dive on French pastry technique using your chef instructors as named sources. Outcome: LLM citations from a high-authority Thai media outlet, plus a dofollow link into the editorial articles.
They already list École Ducasse Bangkok in their global pastry-school roundups. Pitch updated content + a Thai-market-specific quote from your head chef on École Ducasse pedagogy. Outcome: refreshed citation + backlink from a topically authoritative site used as LLM source material.
Editorial feature on the Bangkok culinary school's role in elevating Thai-French culinary training. Pitch tied to your alumni success stories + Nai Lert Park setting. Outcome: high-authority citation source across ChatGPT/Perplexity when users ask "best culinary school Bangkok."
Trade publication with strong LLM citation footprint. Pitch a feature on your intensive-program graduate placement data + alumni working in Michelin kitchens. Outcome: E-E-A-T signal back to your product pages + a citation source for "École Ducasse alumni outcomes."
Thai-language video + article placement around your chef-instructor stories, café culture, or the Nai Lert Park setting. Outcome: Thai-market citation footprint, drives local trust signals back to your Thai-language pages (/th/*) which are already 60% of your clicks.
They list your programmes already. Submit updated curriculum data, alumni outcomes, and pricing in their structured format. Outcome: enriched structured data pickup by LLMs when users compare culinary schools.
Your short classes are showing strong 3-month growth (+420% on kids classes, +630% on short pastry). Ensure they're listed with current pricing + chef bios. Outcome: direct bookings + citation source for "weekend baking class Bangkok" queries.
Cross-promotion opportunity — they run Italian/Japanese programmes, you run French. Co-host a workshop, get a partner link. Outcome: relevant topical backlink, plus a co-mention that helps LLM context graphs link the two institutions for "Bangkok culinary school" queries.
Authoritative, named-account responses (chef-instructor byline) to "best culinary school Bangkok" type questions. Outcome: persistent citations in LLM training data + long-tail referral traffic. This is high-leverage, low-cost work.
Beyond outreach, the existing 4 editorial articles need light rewrites for AI-friendliness:
When a user asks an LLM "where should I learn French pastry in Bangkok?", the model fans out into 6–10 sub-queries, then synthesises an answer citing the top results from each. Your brand needs to be the cited answer at each of those touchpoints. This is the query path of the modern buyer.
These pages rank, get impressions, but fail to convert. The cause is structural (poor internal linking, low CTR titles, mismatched search intent), not content quality. The fix is targeted — not a rewrite, a strategic lift.
| Page | Imp | Pos | CTR | Clicks |
|---|---|---|---|---|
| /commis-chef-the-starting-point-in-a-professional-kitchen/ | 318,097 | 5.3 | 0.21% | 666 |
| /executive-chef-vs-head-chef-whats-the-difference/ | 192,369 | 6.7 | 0.16% | 301 |
| /pastry-chef-career-overview-creative-skills-in-baking-arts/ | 176,650 | 5.5 | 0.19% | 329 |
| /understanding-the-brigade-system-in-modern-commercial-ki… | 146,868 | 6.2 | 0.28% | 407 |
| /th/ | 60,801 | 8.1 | 2.74% | 1,665 |
| /classes/ | 35,616 | 6.2 | 0.83% | 294 |
| /about-us/ | 33,472 | 6.8 | 0.33% | 112 |
| /product/culinary-arts-diploma/ | 30,804 | 8.9 | 0.89% | 275 |
| /product/intensive-french-pastry-arts/ | 25,721 | 8.4 | 0.73% | 187 |
| /calendar/ | 21,428 | 7.0 | 0.02% | 5 |
| /th/%E0%B8%9B%E0%B8%A3%E0%B8%B0%E0%B9%80%E0%B8%A0%E0%B8%9… | 15,709 | 11.3 | 1.31% | 206 |
| /product-category/shop/ | 13,631 | 7.1 | 0.63% | 86 |
Replace generic titles with intent-matched H1s. Current /commis-chef-.../ title is fine for SEO but the SERP snippet needs to mention cost, duration, and certification outcome to convert intent from "what is" to "how do I enroll."
Add contextual in-body links + sidebar modules: "Considering a career as a commis chef? See the [Intensive Culinary Arts Diploma] ($X, X months)" on each editorial article. This is the single highest-leverage change — directly addresses the 0.2% CTR problem.
Add 4–6 FAQs per article with FAQPage schema. LLMs (and Google AI Overviews) extract FAQ markup preferentially. Direct citation upside in Perplexity + AI Overview inclusion.
Add named author (your head chef or programme director), with credentials, photo, and Person schema. Post-May 2026 core update specifically weights E-E-A-T attribution on YMYL-adjacent topics like career guidance.
Add visible last-updated date with brief changelog ("Updated 28 June 2026: revised salary data for 2026"). Post-June 2026 spam update explicitly looks for freshness signals on informational content.
Convert bullet lists in /executive-chef-vs-head-chef/ into structured comparison tables. LLMs extract tables verbatim; this becomes the cited source for "head chef vs executive chef" prompts.
These are the prompts the AI Overviews + LLMs surface for your category. We audit what competitors answer, then write objectively better information.
| Prompt | Competitor currently cited | What we write instead |
|---|---|---|
| "best culinary school bangkok 2026" | Le Cordon Bleu Dusit (DA 75) | Side-by-side comparison: LCB vs École Ducasse (curriculum, hours, certification, alumni placement). Factual, neutral, citation-ready. |
| "how much does culinary school cost in bangkok" | Generic blog posts | Pricing transparency page with full breakdown per programme + payment plan info. This is currently MISSING from your site entirely. |
| "short baking class bangkok weekend" | ClassBento, Klook, Cookly | Programme comparison page + bookable short-class landing with pricing. You have the inventory, just no commercial landing. |
| "is ecole ducasse worth it" | Reddit threads, Quora | Honest, named-attribution alumni outcomes page with placement data. This is a YMYL query — needs to be on YOUR domain, not a forum. |
| "french pastry chef career path" | Culinary Institute of America (DA 80) | Build on your existing pastry-chef-career article + add structured career-pathway schema. Convert position 5.5 → position 1–2. |
| "ecole ducasse alumni reviews" | None authoritative | Verified alumni testimonials with LinkedIn-linkable names + photos. Empty SERP — first mover advantage. |
Prioritised by leverage. Each item shows expected impact on clicks/month.
+200–400 clicks/mo
+300–600 clicks/mo
+500–1,000 clicks/mo
+200–400 clicks/mo + LLM brand mentions
+400–800 clicks/mo
Bi-weekly ranking state reviews. Next core update expected July 2026 per Google's 3–4 month cadence.
You asked us to call this out. Here's the call.
Next step is a 30-minute call to walk through this report with your team, grant CMS access for the technical audit, and lock the 90-day roadmap. We'll come back with a fixed-price quote against the audit findings — fix vs rebuild effort breakdown included.