Search Engine Marketing: building a strategy for Japan

SEO and PPC (search engine) ads in Japan

SEO and search engine ads together are SEM. When targeting Japan, you should always consider market localisation with a thorough understanding of language and cultural context.

The search engine market share in Japan – Google and Yahoo! Japan

How people use search engines and their market share is unique in Japan compared to the global standard. As of May 2019, Google controls 75% and Yahoo! Japan about 20% (Statcounter survey). Although more use Google each year, Japanese people still use Yahoo! Japan, especially the older generation. Then again, Yahoo! Japan uses Google’s search engine, so there is no problem taking the same strategy for SEO. Each one has its own service (Google Adwords for Google and Yahoo Promotional Ads for Yahoo! Japan) which results in different budget allocations.

How to select the correct keywords in Japanese

One of the most important processes in SEM is the choice of keywords. Among other things, the following three points should be kept in mind in SEM localisation:

• Language understanding Japanese has a linguistically special notation system.
• Cultural understanding Selecting keywords requires an understanding of the country’s culture.
• Market understanding Your country’s market characteristics change your keyword choices.

There are three main notation systems in Japanese: “Hiragana”, “Katakana” and “Kanji”. Each follow a different set of grammatical rules and contexts. It is important not to extract misleading expressions and there are words that need to be used depending on the market. For example, “dress” has many expressions in Japanese such as “ドレス” “衣服” “被服”.

Japanese PPC (search engine) Ads measures

PPC requires keyword extraction and copywriting localisation to be successful in Japanese. One has a limited number of letters to convey the message, so hold down the three points mentioned above firmly and create. In addition, be careful about the creation of the word that leads to CTA.

Additional Considerations for SEM in Japan

Mobile vs. Desktop Usage

Mobile search is very common in Japan, where a lot of people choose to use their smartphones for online browsing. Due to this development, SEM tactics must prioritize mobile. To effectively reach this group, make sure your landing pages and advertisements are mobile-friendly.

Local Competitors

It's important to know who your local competitors are. Examine their PPC and SEO tactics to find holes and chances. Ahrefs, SEMrush, and local Japanese SEO tools are a few examples of tools that can offer insights into ad copy, backlinks, and rival keywords.

Content Localization

Translation is only one aspect of content localization. It entails changing the content to accommodate regional preferences, tastes, and search engine usage. This entails employing comedy, cultural allusions, and regional slang that appeals to Japanese users.

Trust and Authority

Credible and dependable brands are valued by Japanese consumers. To establish credibility, including case studies, industry credentials, and client endorsements in your content and advertisement copy.

Continuous Optimization

SEM is a continuous endeavor. Keep an eye on and evaluate your PPC and SEO campaign results on a constant basis. To monitor important indicators, make use of programs like Google Analytics, Google Search Console, and local analytics solutions. Update your keyword list and ad copy on a regular basis using market and performance data.

Conclusion

Search Engine Marketing (SEM) in Japan requires a nuanced approach that respects the linguistic, cultural, and market-specific characteristics unique to this market. Combining tailored SEO and PPC strategies is crucial for success, especially given the dominance of Google and Yahoo! Japan. Effective keyword selection, localized copywriting, and culturally relevant calls to action are essential. Additionally, optimizing for mobile users, understanding local competitors, and building trust and authority will significantly enhance your campaign's effectiveness. Continuous optimization based on performance data ensures sustained success.

If you need expert assistance with SEO or SEM in Japan, contact us today to help you achieve your marketing goals.