Search engine optimization (SEO) in Japan has unique features that differentiate it from Western approaches.
Between the influence of Google, the presence of local players like Yahoo! Japan, cultural and linguistic specificities, as well as the browsing habits specific to Japanese Internet users, it is essential to adapt your strategy to obtain good results in this market.
A market dominated by Google… but not only
Although Google is the dominant search engine in Japan (with a market share of around 75%), Yahoo! Japan maintains a strong position (around 15-20%). Contrary to what one might think, Yahoo! Japan does not have its own search algorithm: it uses Google's, but with notable differences , particularly in the display of results and advertising partnerships.
A good ranking on Google Japan generally allows you to be well positioned on Yahoo! Japan.
Yahoo! Japan, however, is showing more sponsored content and rich results from its own services.
The impact of Japanese linguistic specificities on SEO
Japanese is a complex language that uses three writing systems: kanji, hiragana, and katakana. This linguistic peculiarity impacts SEO in several ways:
Keyword variations : The same word can be written in kanji, hiragana, or katakana, and each of these variations can influence search results.
The importance of accurate translations : A literal translation of content from another language into Japanese can be ineffective. It is crucial to work with native speakers to optimize wording and search queries.
Use of spaces : Unlike Western languages, Japanese does not use spaces between words, which influences how search engines interpret queries and markup content.
Best practices:
Perform a thorough keyword search, taking into account the different possible spellings.
Use tools like Google Keyword Planner, but also local solutions like Yahoo! Japan Keyword Tool.
Ensure that content is written by native speakers to maximize its relevance.
Mobile search : A major issue in Japan
Japan is one of the countries where mobile usage is most advanced. Around 80% of searches are carried out via a smartphone. Expectations in terms of speed and usability are therefore particularly high.
Mobile-first mandatory : Google Japan favors mobile-optimized sites. Responsive design and fast loading speed are essential.
Preference for short and effective content : Japanese users prefer concise texts that are easy to read on a mobile screen.
Richness of search results : Search engines often display rich results with featured snippets, images, and carousels.
Content and UX: a different approach
Japanese Internet users place great importance on the aesthetics and layout of websites. Content must be not only informative, but also visually engaging.
Specifics of SEO content in Japan:
A formal and polite tone : Respect and courtesy are essential in written communication.
Often busy home pages : Unlike Western minimalist trends, Japanese sites usually display a lot of information on their home page.
The importance of customer testimonials and reviews : Japanese Internet users rely heavily on feedback from other users.
Recommended strategies:
Adapt the structure of the pages to match local expectations.
Integrate well-designed visuals and animations to enhance the user experience.
Regularly publish customer reviews and testimonials.
Netlinking and domain authority in Japan
Netlinking (link building) is an essential component of SEO, but in Japan, the quality of backlinks takes precedence over quantity.
Best practices for netlinking in Japan:
Favor backlinks from high authority Japanese sites : Google favors links from trusted local sites.
Avoid spamming practices : Directories and link farms are heavily penalized.
Focus on guest blogging and partnerships : Collaborate with influential sites to obtain natural links.
The Importance of Local SEO in Japan
Local searches are growing rapidly, especially via Google Maps and Yahoo! Japan Maps. Businesses must therefore take care of their local SEO.
Local SEO optimization:
Register your business on Google My Business and Yahoo! Japan Business Directory .
Optimize your listings with detailed descriptions and images.
Encourage customer reviews to improve positioning.
Comentários