When companies plan digital marketing in Japan, many consider SEO as a core strategy. This is because SEO can attract a stable flow of traffic from search engines over the long term. However, SEO in Japan is not the same as in other countries. The differences stem from the Japanese language, the unique characteristics of search engines used in Japan, and the behavior of Japanese users when performing online searches.
To effectively target the Japanese market, it’s essential to understand which search engines dominate, how to craft optimized meta titles and descriptions in Japanese, and how user behavior differs from the West. In this article, we’ll explore the key characteristics of Japanese SEO and provide actionable insights for building a successful SEO strategy tailored to the Japanese audience.
What Search Engines Are Popular in Japan?
Google is by far the most popular search engine in Japan, commanding about 80% of the market. Bing follows with approximately 8%, and Yahoo Japan comes in third with around 9%. Interestingly, Yahoo Japan uses Google’s search algorithm since 2010. This means over 90% of searches in Japan are powered by Google’s engine.
As a result, most companies in Japan focus their SEO efforts on optimizing for Google, while SEO targeting Bing remains minimal.
References: Search Engine Market Share Japan / statcounter
Key Technical SEO Differences in Japan
Technical SEO practices in Japan differ in several ways. One notable example is the use of URLs. In English-speaking countries, it’s common to use the page title in the URL. Although it’s possible to use Japanese characters in URLs, most websites opt for simple English-based URLs.
Why? Because when shared on platforms like social media, Japanese URLs often get converted into unreadable strings, reducing click-through rates. Additionally, Japanese URLs can pose challenges when analyzing traffic in tools like Google Analytics and Search Console. That’s why most Japanese websites stick to clean, concise English URLs.
The links below are the same, but how they are displayed can vary greatly depending on the situation.
https://tabi-no-tayori.com/1119/日本語のウェブユーアルエルの問題をお見せしま
Meta Titles and Descriptions: What Works in Japanese?
Japanese differs significantly from English in how much information can be conveyed with fewer characters, thanks to the use of kanji. However, Japanese characters also take up more visual space. This impacts how meta titles and descriptions appear in search results.
In English, meta titles are typically 50–60 characters, and meta descriptions range from 120–160 characters. In Japanese, to avoid truncation, it’s recommended to keep meta titles within 30 characters and descriptions around 60–80 characters. Always prioritize clarity and keyword inclusion at the beginning of the text.
Backlinks and Link Building for the Japanese Market
Backlinks play a key role in Japanese SEO as they do globally. In Japan, high-value backlinks often come from .jp domains, local news media, universities, and government organizations. These sources are seen as trustworthy by search engines.
However, link-building practices are shifting. Irrelevant or purchased backlinks are losing effectiveness. Instead, marketers should focus on earning links from credible, related sources that align with their niche and audience.
User Behavior in Japan vs. Western Countries
Japanese web users tend to prefer pages packed with detailed information. Unlike the minimalist design trends common in the West, Japanese websites often prioritize content density over visual design. This stems from a cultural tendency to thoroughly research products and services before making decisions.
As such, SEO content in Japan should include comprehensive information, including specifications, FAQs, and contextual details that support trust and decision-making.
This YouTube video explains the amount of information on Japanese websites really well.
How Japanese Users View AI-Based Search Tools
While AI-powered search is gaining momentum globally, Japanese users have been slower to adopt it. According to a 2024 report from Japan’s Ministry of Internal Affairs and Communications, only 9% of Japanese users actively utilize AI in their search behavior. This contrasts sharply with China (56%), the US (46%), the UK (40%), and Germany (35%).
This cautious attitude suggests that AI-driven search experiences may take longer to catch on in Japan. Marketers should take this into account and avoid over-relying on AI-based strategies when targeting Japanese users.
References: 2024 report from Japan’s Ministry of Internal Affairs and Communications
Common Mistakes Foreign SEO Experts Make in Japan
One common pitfall for international marketers is relying too heavily on direct translations of English content. This often results in keyword mismatches, as search behaviors differ greatly across cultures. Just translating English articles into Japanese does not guarantee SEO success.
Instead, content should be fully localized with research-driven Japanese keywords and an understanding of user intent. Proper localization and cultural nuance are essential for achieving visibility and engagement in Japan’s competitive digital landscape.