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The Potential of SEO in Japan
To begin, let’s delve into the essence of SEO (Search Engine Optimization). SEO stands as a strategic tool aimed at enhancing a website’s visibility within search engine results pages (SERPs).
This is important because the higher your website ranks in search results, the greater the likelihood of attracting visits from users.
Now, is there potential for SEO marketing in Japan?
The answer is “YES.”
One reason for this is the high internet penetration rate and the widespread use of digital devices in Japan.
As of 2022, the personal internet usage rate in Japan stood at an impressive 84.9%.
INternet Penetration in Japan. 総務省 第2部 情報通信分野の現状と課題 . For the age group of 13 to 59 years old, the internet usage rate is nearly 100%, and even among those up to 79 years old, more than half are using the internet.
Internet Usage by Age. “歳” means “age”. 総務省 第2部 情報通信分野の現状と課題 . Additionally, according to a research by Nikkei Pasokon , 86.5% of Japanese seem to use internet search more than once a day
These data shows there is a certain potential for SEO marketing in Japan.
Basic Information about SEO for Japan
Google and Yahoo! are The Common Search Engines
In Japan, with Google
According to a survey conducted by Japan’s Ministry of Internal Affairs and Communications, the market share of search engines in Japan is as follows:
On PCs, Google holds approximately 75%, Yahoo! has 14.2%, and Bing has 9.6%.
On mobile devices, Yahoo! gains a slight advantage, with Google at 75.2%, Yahoo! at 24.2%, and Bing at a mere 0.3%.
On Desktops On Mobile Devices Google 75.7% 75.2% Yahoo! 14.2% 24.2% Bing 9.6% 0.3% Other 0.5% 0.3%
Popular Search Engines on Each Device. (総務省 日本における検索エンジンのシェア（利用端末別） ) While there is a minority of users who use Yahoo!, it’s important to note that Yahoo! Japan leverages Google’s search engine through their partnership.
This means that if you optimize your website for Google, you’re also effectively covering Yahoo! Japan. Therefore, focusing your SEO efforts on Google is a practical approach in the Japanese market.
70% of Japanese Users are Accessing Internet Via Mobile Devices
In Japan, mobile devices are the primary means of accessing the internet, followed by desktop computers.
According to a survey conducted by Japan’s Ministry of Internal Affairs and Communications, nearly 70% of users access internet via mobile devices.
The trend of using mobile devices to access the internet is more prevalent in East Asia, including Japan, compared to Western regions.
Therefore, it’s essential to adopt a “mobile-first” approach
This means ensuring that your website is optimized for mobile devices, providing a seamless and user-friendly experience for mobile users is crucial.
cite: https://www.soumu.go.jp/johotsusintokei/whitepaper/ja/r03/html/nd242120.html
Tips for Launching a Website for Japan
Use English for Domain Names and URL Slugs
When it comes to SEO in Japan, it’s highly recommended to use English for domain names and URL slugs
This doesn’t mean using Japanese is detrimental to SEO. However, URLs written in Japanese can become excessively long strings when copied, making it difficult to discern the nature of the site just by looking at the URL.
For Example if you copy the url ‘日本語.com’ (japanese.com) , the url will automatically be changed into ‘https://xn--wgv71a119e.com/’ .
Therefore, it is advisable to use English for domain names and URL slugs.
In practice, most companies in Japan also use English for their domain names and URL slugs.
In the following video, John Müller, a Google Webmaster Trend Analyst, explains how Google handles non-English language in URLs:
VIDEO
Use Japanese ccTLD or gTLD for Domains
For websites targeting only Japan, it’s advisable to use a Japanese ccTLD (country code Top-Level Domain) such as “.jp.”
A ccTLD indicates a strong association with a specific country or region, which can signal to Google a strong connection to that area (e.g., Japan for “.jp”). However, using a ccTLD may make the site less visible in other regions.
If there’s a possibility of targeting countries other than Japan, it’s better to use a gTLD (generic Top-Level Domain) like “.com” or “.net.”
Among gTLDs, “.com” is particularly recommended due to its high versatility and trustworthiness.
Use a Server Located in Japan
LOLIPOP!, the most popular server provider in Japan. Using a server located in Japan is optimal for websites targeting Japanese users.
The reason is that a server in Japan is closest to the Japanese audience, resulting in faster loading speeds for the site.
There are two options for server choices: servers deployed in various countries including Japan or servers provided by Japanese companies.
For global servers, AWS is recommended for its affordability and speed. As for servers provided by Japanese companies, Lolipop and Sakura Server are well-known options.
Keep Your Website Design Simple
Keeping your website design simple is crucial.
Let’s first examine the current status of Japanese website designs overall.
Japanese websites are often cluttered, but this doesn’t mean Japanese users prefer that kind of websites.
For example, Rakuten Ichiba, one of the most famous e-commerce sites in Japan, is frequently criticized online for its cluttered design and difficult navigation.
In fact, many users in Japan are now opting for Amazon, which offers a more refined UX/UI.
Rakuten Ichiba, The Most Famous E-Commerce Site
Amazon.com
Hence, when developing a website aimed at the Japanese market, there’s no necessity to replicate the cluttered design often seen on many Japanese websites.
Rule of thumb: simplicity reigns supreme. Aim for a sleek, intuitive, and user-friendly site design.
Tips for SEO Strategy for Japan
Do Not Rely on Machine Tranlation for Keyword Selection
When selecting keywords, it’s crucial not to rely solely on machine translation.
Japanese, unlike English or other languages, comprises three distinct character sets: Chinese characters (Kanji), Hiragana, and Katakana. It possesses several unique characteristics, including a wide array of characters and frequent use of abbreviations. For instance, the renowned Japanese dish “寿司” can be represented as “すし” (sushi), “寿司” (sushi), “鮨” (sushi), or “スシ” (sushi).
Similarly, the word for mobile phone can be expressed as “携帯電話” (keitai denwa), “携帯” (keitai), or “ケータイ” (ke-tai). In recent years, the term “スマートフォン” (smartphone) and its abbreviation “スマホ” (sumaho) are often used interchangeably with mobile phone.
It’s important to note that while “携帯” (keitai) refers to a portable mobile phone, “電話” (denwa) typically refers to a stationary phone.
Due to the irregular and chaotic nature of Japanese abbreviations, it’s essential to collaborate with native Japanese speakers who can fully understand each word and the backgrounds.
Commonly Used Search Phrases in Japan Each language has its own commonly used search phrases.
Here is a list of some popular phrases. Familiarizing yourself with these phrases provides a solid foundation for understanding Japanese search phrases and facilitates the development of a robust keyword strategy.
Search Phrase Meaning [Product/Service] オススメ Recommendation of [Product/Service] [Product/Service] 評判 [Product/Service] Reputation [Product/Service] 口コミ [Product/Service] Reviews [Product/Service] 効果 [Product/Service] Effectiveness [Product/Service] 比較 [Product/Service] Comparison [Product/Service] 料金 [Product/Service] Fee [Product/Service] 安い [Product/Service] Cheap [Product/Service] 選び方 [Product/Service] How to Choose [Term] やり方 How to Do [Term] [Term] とは What is [Term] [Service] 予約 [Service] Reservation [Restaurant Name] メニュー [Restaurant Name] Menu
Acquire Backlinks from Japanese Websites
Obtaining backlinks from Japanese websites is critical for SEO.
Backlinks are links from external websites that lead to your own website, playing a significant role in search engine optimization.
They affect the evaluation and ranking of a website. However, the relevance of backlinks depends on the country or region of the linking site.
When targeting Japan for SEO, it’s important to receive backlinks from Japanese sites.
An easy way to acquire backlinks is through publishing press releases .
PRTIMES, the biggest platform for press releases in Japan.
PressWalker, a free platform for press releases in Japan.
By publishing press releases in Japanese on Japanese platforms like PRTIMES or PressWalker , there’s a higher chance of receiving backlinks from Japanese site operators who read the release.
Effective SNS for Citations
In current SEO, acquiring citations holds significant importance.
In SEO, a citation refers to the mention of a site or company name on other websites.
This includes listing the company name on SNS profiles or registering with Google My Business.
Google has not officially stated the impact of citations on SEO, so it’s not certain that they will definitely improve search rankings.
However, some search engines do acknowledge the influence of citations on rankings.
In Japan, several SNS platforms are effective for obtaining citations, including X (Twitter), YouTube, Instagram, Facebook, and TikTok.
Mentions on these popular SNS platforms can potentially yield a positive impact on SEO.
Tips for Creating Articles in Japanese
Word Count: Longer is Often Better, but Tedious is the Worst
Generally, articles with more words are considered better than those with too few.
This is because a higher word count usually signifies more information and a greater likelihood of covering related words or phrases (co-occurring words) that are important for SEO.
However, padding with excessive words and lacking subtantial information can backfire .
Because it diminishes the overall quality of the content. Readers may become disengaged or frustrated by the unnecessary verbosity, leading to a negative user experience.
Additionally, search engines may also recognize low-quality content and penalize it in search rankings, ultimately undermining the effectiveness of the SEO strategy.
Therefore, it’s essential to prioritize providing valuable and informative content to maintain reader interest and enhance SEO performance.
Avoid Direct Use of Machine-Translated Text
Once more, don’t let the machine be your blind guide.
Frequently, individuals from English-speaking countries craft articles in Japanese by initially drafting them in English and then resorting to tools like Google Translation or ChatGPT.
Leveraging those machine translators to some extent is acceptable and sometimes helpful but,
putting all your trust in machine translation is like building a house of cards – it might collapse when you least expect it.
The reason is that, as mentioned above, Japanese is a language with delicate nuances, and Japanese readers can almost certainly discern texts generated by machines.
Being identified as machine-generated can lead to distrust towards the site and decrease the credibility of the information presented.
Employing machine translation tools like ChatGPT for drafting is acceptable; however, ensuring accuracy and naturalness by having the final content reviewed and corrected by native Japanese speakers is essential.
Titles and Meta Descriptions
Titles and meta descriptions require careful attention.
Titles are generally recommended to be around 30 characters
The title should convey the benefits that readers can gain from the page.
This requires copywriting, which needs to be well tailored to Japanese nuances. For example, while “多い” (ooi) is a common word to indicate “a lot,” it doesn’t sound so attractive.
Using words like “圧倒的” (attouteki, overwhelming) or “劇的” (gekiteki, dramatic) can make the title more appealing and improve click-through rates.
As for meta description tags, in Japanese characters, they display 140 characters on PCs 80 characters on mobile devices .
Although meta descriptions don’t directly affect search rankings, they can influence click-through rates and indirectly impact SEO results.
While not the highest priority, if time allows, it’s important to write meta descriptions that are clear, meaningful, and attractive.
Enhance Your Text with Decorations
Website of SATORI, a Japanese Marketing Agency In Japan, articles with decorations such as markers are preferred.
While straightforward and unadorned English articles are often well-received, Japanese articles lacking embellishments may be perceived as dull to readers.
From my experience of being involved in the creation of over 500 articles for Japanese audiences, I’ve observed that English articles can be relatively easy to read even when they are simple and flat, but Japanese articles can be difficult to read without such decorations.
One reason why undecorated Japanese text may be harder to read is that Japanese doesn’t have clear breaks (space) between words , so without decorations, everything can feel like one big block.
In fact, Japanese websites that rank high in search results often feature abundant decorations, with articles that have “intonation and variation” in their appearance.
