Japan SEO Requires Different Assumptions
Japan search behavior often differs from English markets:
- Multiple valid keyword variants (loanwords vs native terms)
- Strong preference for detailed, structured explanations
- High value placed on “trust pages” (company info, policies, process)
If you translate English pages and call it SEO, you’ll usually underperform.
1) Keyword Research: Don’t Translate, Discover
Start with three sources:
- Competitor sites in Japan
- Industry directories and comparison sites
- Customer-facing documents (RFP language, procurement checklists)
Then build a keyword map with:
- Intent (informational, commercial, transactional)
- Audience (user, manager, IT/security, procurement)
- Format that matches intent (guide, checklist, comparison, FAQ)
Common Japan keyword pitfalls:
- Choosing only loanwords (or only native terms)
- Ignoring abbreviations used by the industry
- Writing content that answers a different question than the query implies
2) Content Formats That Perform in Japan
Japan visitors often want “verification” and process clarity. Formats that commonly work:
- Practical guides (step-by-step)
- Checklists (copy/paste)
- Comparisons (A vs B, Tokyo vs Osaka, in-house vs partner)
- FAQs (procurement/security focused)
- Templates (email scripts, requirement lists)
For B2B, “how it works” content (implementation steps, support, timeline) can convert better than feature pages.
3) The Trust Stack: Pages That Buyers Expect
A Japan SEO and conversion foundation includes:
- Company / About (法人情報 if applicable)
- Contact page with response expectations
- Privacy policy and relevant disclosures
- Security/compliance overview (even if basic)
- Support policy (hours, channels)
These pages may not be “SEO pages,” but they improve conversion and reduce bounce.
4) Topic Clusters: Build Depth, Not Just Volume
A high-performing structure:
- One pillar page (broad topic)
- 6–12 cluster pages (specific questions)
- Internal links that guide the reader through decision stages
Example cluster for “Japan market entry”:
- Market entry guide (pillar)
- Hiring basics
- Localization checklist
- Legal basics
- Pricing and procurement
- Partner strategy
5) On-Page: Structure Matters More Than Cleverness
Japan content tends to benefit from:
- Clear headings and subheadings
- Short paragraphs
- Bullet lists and tables
- “Summary” sections
- Concrete examples (without hype)
Also ensure:
- Title and description match query intent
- CTA aligns with readiness (download, consult, pilot)
6) Technical and UX: The Boring Wins
Don’t ignore basics:
- Mobile readability (font size, spacing)
- Fast page speed
- Clean internal linking
- Proper canonical and metadata
- Avoiding duplicate language content issues
If you run bilingual pages, ensure language routing and canonical strategy are correct.
7) A Realistic 12-Week Japan SEO Plan
Weeks 1–2: Setup
- Keyword discovery and mapping
- Build trust pages
- Define 3 content clusters
Weeks 3–8: Publish and interlink
- Publish 2 posts/week (8–12 posts)
- Add internal links from existing pages
- Build 1 comparison page per cluster
Weeks 9–12: Optimize
- Refresh titles/descriptions based on impressions
- Add FAQ blocks to pages with high impressions/low clicks
- Expand top performers (more examples, clearer process)
SEO Checklist
- Keyword map (intent + audience)
- Trust pages complete
- 3 clusters defined with internal links
- Publishing cadence scheduled
- On-page structure optimized for readability
- Conversion CTA matches stage
Want a Japan SEO Audit?
If you’d like us to review your keyword strategy, trust stack, and content plan for Japan, contact us.
This article is general guidance and does not constitute legal advice.
