Expanding a B2B business into Japan presents both exciting opportunities and unique challenges, particularly in the realm of digital marketing. One of the most essential components of a successful digital strategy is SEO (Search Engine Optimization), but international brands must adjust their approach to account for the specific nuances of the Japanese market. Japanese SEO is quite different from English SEO, and understanding how to optimize your website for this market is key to achieving long-term success.

Understanding Japanese Search Engines and the Local Market

Before diving into SEO tools and techniques, it’s crucial to understand the landscape of search engines in Japan. While Google leads globally, Yahoo! Japan holds a significant share of the market, with Yahoo! Japan powered by Google’s search technology. As of 2024, Yahoo! Japan controls about 30% of search traffic, meaning international brands need to optimize for both platforms.

The Importance of Keyword Research for Japanese SEO

Keyword research is the cornerstone of any SEO strategy, but conducting effective keyword research in Japan requires a tailored approach. Unlike English, Japanese uses three writing systems—kanji, hiragana, and katakana—which can complicate search queries. Users may search using a combination of these scripts or even incorporate English terms, especially in business-related searches.

How to Research Keywords in Japan

To effectively conduct keyword research for the Japanese market, international brands need to rely on local tools and approaches. Here are the steps for a comprehensive keyword research strategy:

1. Use Japanese-Specific Keyword Tools
   Tools like Google Keyword Planner, Ahrefs, and SEMrush provide valuable insights into search volume, competition, and keyword trends in Japan. However, for a deeper understanding of local search behavior, it’s crucial to use Japanese-specific tools, such as Ubersuggest Japan and Keyword Tool.io Japan.
2. Understand Local Search Behavior
   In Japan, B2B professionals tend to use shorter, more precise terms compared to the longer tail keywords commonly searched in English. For example, instead of searching for “best cloud solutions for B2B businesses in Japan,” a Japanese user might search for the phrase “クラウド ソリューション” (cloud solutions). Understanding this difference will help refine your keyword strategy.
3. Leverage Competitor Websites and Local Search Trends
   Analyze local competitors’ websites and the content they rank for. Use tools like Ahrefs or SEMrush to perform competitive research. Look for keywords that drive traffic to successful local websites. Additionally, observe the autocomplete suggestions in search engines like Google and Yahoo! Japan for popular searches related to your business.

Localizing Your Content: Translation vs. Localization

Simply translating content from English to Japanese is not enough. You need to localize it, which means adapting your messaging to meet cultural preferences, business norms, and consumer behavior in Japan. In the B2B space, Japanese businesses prioritize trust, long-term relationships, and detailed information.

Here are some important localization tips:

• Formal Language and Business Etiquette: Japanese businesses prefer formal and respectful language. Using keigo (honorific language) is crucial in establishing credibility and building relationships.
• Localized Content: Write content that directly addresses the needs of Japanese businesses. This includes offering solutions that fit into their business culture, using examples from Japan, and providing case studies that resonate with local companies.
• Visuals and Design: Japanese websites are often more text-heavy than their Western counterparts. A B2B brand’s Japanese website should reflect this preference, with an emphasis on thorough, well-structured content. Ensure your website design aligns with local tastes—simplicity, clear navigation, and concise calls to action.

Conducting Website Analysis for Japanese SEO

Analyzing your website for SEO performance is essential in any market. However, when targeting the Japanese market, it’s important to consider the unique factors that may affect your site’s performance in Japan. Here’s a step-by-step guide to conducting a website audit for Japanese SEO:

1. Mobile Optimization
   Japan has one of the highest mobile penetration rates in the world, with over 80% of internet users accessing the web via mobile devices. Google’s mobile-first indexing means your mobile site is crucial for SEO. Ensure that your website is fully responsive and provides a seamless experience across all devices.
2. Page Load Speed
   Slow website speeds can significantly hurt your SEO rankings, especially in Japan, where internet speed is high, and users expect fast, efficient browsing. Use tools like Google PageSpeed Insights, GTmetrix, or Pingdom to test your site’s load times and make improvements where necessary.
3. Technical SEO Elements
   • Meta Tags: Ensure that your title tags, meta descriptions, and headers are optimized for the Japanese language and include targeted keywords. Tools like Screaming Frog and Sitebulb are great for auditing meta tags.
   • URL Structure: If your website is multilingual, make sure the Japanese content is organized into separate URL structures. For example, use subdirectories like www.example.com/ja/ for your Japanese content.
   • Internal Linking: Proper internal linking improves site navigation and helps distribute link equity. Ensure your internal linking structure supports the user journey and keyword targeting.
4. Backlink Profile
   Backlinks are a major ranking factor for Japanese SEO, just as they are in Western markets. However, building high-quality backlinks in Japan requires building relationships with local businesses, thought leaders, and influencers. Look for opportunities to contribute guest posts or get featured in local publications.

Tools for Effective Japanese SEO

Several tools can assist you in improving your Japanese SEO strategy. Here are a few essential tools to consider:

• Google Search Console: Track your site’s performance on Google, understand which search queries are driving traffic, and identify potential issues like crawl errors.
• Ahrefs: Conduct competitive analysis, explore backlinks, and discover keyword opportunities in the Japanese market.
• SEMrush: Get a comprehensive view of keyword rankings, on-page SEO performance, and backlink profiles specific to Japan.
• Screaming Frog: Crawl your site to identify SEO issues such as broken links, missing meta tags, and duplicate content.
• Google Trends Japan: Stay on top of the latest search trends in Japan, and identify popular topics and seasonal keywords.

Case Study: International B2B Success in Japan

An excellent example of a successful B2B SEO strategy in Japan is IBM. IBM has localized its website, content, and SEO strategy to meet the needs of Japanese businesses. By publishing localized case studies, technical articles, and whitepapers, IBM has positioned itself as an authority in the Japanese market. Additionally, the company uses Japanese-specific keywords and has built valuable backlinks from respected local websites, helping improve its search rankings.

Another example is SAP, which tailored its website to ensure it’s mobile-optimized and relevant to the Japanese market. SAP also actively engages in local industry events and publishes content in Japanese, which has led to strong brand recognition in Japan’s B2B software space.

Final Thoughts

For international B2B brands aiming to grow in Japan, mastering Japanese SEO is crucial. By understanding the local search landscape, conducting targeted keyword research, and localizing your content, you can enhance your digital presence and drive growth in Japan’s competitive market.

At Charlesworth, we specialize in creating tailored SEO strategies to help brands successfully target Japanese audiences. With our expertise in localization, market analysis, and SEO tools, we can ensure your business ranks higher on both Google and Yahoo! Japan. Let us help you craft the perfect SEO strategy to expand your B2B presence in Japan.