SEO and SEM in Japan
Introduction
Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are core pillars of go-to-market and online marketing for SaaS companies. SEO increases awareness by providing resourceful content. SEM helps with user acquisition by being front and center when people search specific keywords. The importance of SEO and SEM are as important in Japan as they are in any other market.
Selecting the Right Keywords
Researching and selecting the right keywords is the foundation of successful SEO and SEM. Keywords in Japan are a little tricker than keywords in English due to the three distinct writing systems. The three writing systems are Hiragana, Katakana, and Kanji. The right keyword may be in one of the three writing systems. They may be a combination. The keyword may contain English, as well. Here are a few examples:
1. The Japanese keyword for e-signature is 電子契約 (Denshi Keiyaku). 電子署名 (Denshi Shomei) is also used commonly for e-signature. The Japanese keywords are all in Kanji.
2. The Japanese keyword for generative AI is 生成AI (Seisei AI). This is a combination of Kanji and English.
3. The Japanese keyword for the UX design is UXデザイン (UX dezain). This is a combination of English and Kanji.
Finding the Japanese keyword in the right Japanese writing system is the first step in successful SEO and SEM in Japan. Online translators almost always don’t get this right, so it’s important to have someone familiar with the field do or double-check the keyword research. It also may be the case that there is more than one Japanese keyword like in the case for e-signature. Bad keyword translations will get you nowhere in terms of traffic but it can also do harm by losing the trust of the local market.
Knowing your Search Engines
Once the keywords are researched and mapped out, ranking for the keywords on search engines is the next step. For the best results, understanding the local search engine market is important. Google is the dominant search engine in Japan, but Yahoo Japan has a rich history. Yahoo entered the Japanese market before Google. As a result, the early adopters of the internet are Yahoo Japan users. That being said, there’s no need to change anything for Yahoo. Yahoo Japan uses the same underlying algorithm as Google.
Understanding Yahoo Japan’s end-users is important when running ads. Since Yahoo Japan users were the first adopters of the internet, the user base of Yahoo Japan is older. About 66% of Yahoo Japan’s users are older than 40 years old. On the other hand, Google users tend to be agnostic when it comes to age. If the target audience is older, it might be good to consider running ads on Yahoo Japan.
Technical Optimizations
There are a few technical best practices when it comes to optimizing for the local market. The first is having a domain dedicated to the Japanese market. It’s common to have domains with distinct Japanese versions of the website, which are reflected by “ja” or “jp” at the end of the domain (yielding domains like “.com/ja”). Search engines prioritize local content, so having a distinct localized page dedicated to the Japanese market can help with performance. It’s also best practice to avoid having Japanese characters in the domain.
Marketing on the Right Search and Social Media Platforms
Though not purely in the realm of SEO and SEO, it’s important to understand the social media landscape. Social media platforms are now doubling as search engines, especially among younger generations. Running ads on social media can build on top of the search engine’s reach. Each social media platform has its characteristics and user base. The search engines also have some differences, but not quite as much as social media platforms. The following image is a good starting point for understanding the reach of each platform.
Conclusion
SEO and SEM are key strategies to be successful with go-to-market. Finding the right keywords can sometimes be tricky with a unique language that has three distinct writing systems. The market is also evolving with social media platforms acting as search engines for younger generations. To fully execute a digital marketing strategy in Japan, it’s important to understand the evolving nuances. If you’re considering implementing digital marketing strategies in Japan and are looking for local experts, book a free consultation here.
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