The first step to Japanese SEO: website analysis

Is there a difference between English and Japanese SEO?

There is no difference in terms of recommendations that Google makes for English and Japanese SEO (see Google's SEO Starter Guide for more information). However, there are some things you should be aware of before creating content in Japanese. For example, different languages can make a big difference in the keywords you choose. Also, cultural differences can affect the consumer behaviour of your target personas. This means that you will need to change the way you write content.

In other words, what works for SEO in the English-speaking market will not necessarily work in the Japanese market. You will need to rewire your thinking that just because something works in your home market that it will work abroad. 

In this sense, the first thing to do before starting a Japanese SEO project is to identify the problem that you are trying to solve. Put yourself back to the beginning of the project and ask yourself why you decided to focus on Japanese SEO now.

Maybe it's because you feel threatened by the shrinking domestic market, maybe it's because your overseas competitors have become more powerful through mergers, or maybe it's because you've reached the end of your contract with an overseas distributor. Depending on the issue at hand, the type of SEO keywords you select may change. 

Use Google Analytics and Google Search Console Use to get clarity on your current situation 

If you already have a Japanese website, then you have the foundation to gather the data needed. Google Analytics and Google Search Console are the best tools to gather SEO data. This is where you will discover things that you wouldn't have in your home market.

For example, you may find local words, sometimes abbreviations or slang, that you would never find in a direct translation. Or you may find a combination of words that you would not have found in your home market. In Japan, people tend to search with lists of words rather than questions. You will spot these differences by using the tools.

It is also a good idea to set some tentative KPIs at the outset. Whether you want to increase the number of page views (PV) or the conversion rate (CVR), having some clarity on your objectives will help you to approach the project differently.

Identifying Keywords and Creating Content Based on User Queries

Digging into query data is essential to accurately determine the terms that consumers are searching for. Discover the precise search phrases that drive visitors to your website with the help of tools like Google Analytics and Google Search Console. How to go about this process is as follows:

1. Analyse Search Queries: First, review the Google Search Console's search query report. The specific keywords that visitors are using to reach your website are displayed to you in this report. Long-tail keywords and keywords with a lot of traffic should be noted as they may reveal certain user intents.
2. Identify Trends: Examine the data for any patterns. Do certain phrases have seasonal fluctuations during the year? Exist any new terms that suggest a change in user behavior? Knowing these patterns will enable you to produce timely and pertinent content.
3. Use Keyword Research Tools: To enhance your analysis, consider utilising tools such as Ahrefs, SEMrush, or Moz for keyword research. With Google Analytics and Search Console alone, you might not have found extra information about keyword volume, competition, and related phrases. These tools can offer that information.
4. Create Targeted Content: Using the information you have gathered from your keyword research, produce targeted content that answers the questions users are posing. For example, if you discover that customers are looking for a particular feature, create new content or revise existing content that covers it.

If the above-mentioned is out of your depth, you will need the support of bilingual editors and native marketers at this stage. We will analyse the data in-depth and anticipate the needs of potential customers from there. Based on what we find, we then will be able to plan more content.  

If you are looking for help with the planning and strategy stage of your Japanese SEO projects, the bilingual team at TAMLO can help. Please feel free to get in touch with us.