What Is Off-Page SEO? (And Why It Matters for Japan)
Definition: Actions taken outside your website to improve search engine rankings
Off-page SEO refers to activities that enhance your website’s reputation through external signals. Google ranks pages based on trust and usefulness, and one key signal of trust is whether other credible websites are linking to your page. If reputable sites link to yours, Google interprets that as a sign your content is reliable. However, links from low-quality or spammy websites won’t help and may even harm your SEO. This is because anyone can create multiple new websites just to build artificial backlinks.
Key Elements: Backlinks, Brand Mentions, Public Relations, Social Media Signals
One of the core components of off-page SEO is acquiring backlinks—links from other websites to yours. The more your website is mentioned or cited online, the more trustworthy it appears. Social media also plays a critical role: strategies that encourage users to share your website link across platforms like X (formerly Twitter), LINE, or Instagram are part of successful external SEO efforts. You need a clear plan to earn these shares and mentions to increase your visibility and trustworthiness.
Why Off-Page SEO Is Essential in Japan’s Competitive Search Landscape
When multiple websites link to a page, Google sees it as a signal of importance and credibility. Links from high-authority Japanese sites—especially those seen as trustworthy by local users—carry even more weight. These factors heavily influence rankings in Japanese search results, making off-page SEO an essential strategy for businesses targeting the Japan market.
Unique Aspects of Off-Page SEO in the Japanese Market
Overview of Japan’s Search Engine Ecosystem (Google + Yahoo! Japan)
In Japan, there are primarily three search engines in use. The majority of users prefer Google, with a small portion using Yahoo! Japan or Bing. However, Yahoo! Japan uses Google’s search algorithm, which means optimizing for Google effectively covers Yahoo! Japan as well.
Cultural Preference for Trust, Formality, and Native Content
While the search engines are similar, Japanese cultural norms require a different approach. One key consideration is the difference in popular social media platforms. Unlike in many Western countries, Facebook is not widely used in Japan due to its real-name requirement. Instead, platforms like X (formerly Twitter), which support anonymous communication and allow open expression, are far more popular. Threads is also seeing rapid user growth in Japan.
Preference for Local, Authoritative Domains like .jp
In Japan, domain credibility matters. Websites with .jp domains are often perceived as more trustworthy because acquiring one requires submitting verifiable user information. While not everyone relies on domain types for trust, it remains a commonly used indicator in Japan’s online environment.
Trusted Japanese Sources
Getting Links from News Media, Universities, or .jp Domains
In Japan, businesses can sometimes get backlinks by being featured on official municipal websites, especially if the company is locally based or involved in community activities. Though not guaranteed, it’s worth reaching out to explore such opportunities. Additionally, hosting student interns may help secure mentions or backlinks from university websites, which can significantly boost SEO.
Long-Term Relationship Building and Japanese Etiquette
Avoid sending outreach emails in English unless you are targeting internationally active businesses. Most Japanese site owners receive countless spam messages in English and tend to ignore them. For effective outreach, always use polite, formal Japanese written by a native speaker.
Using Press Releases to Boost Off-Page SEO in Japan
Press Releases as a Trusted Promotional Tool in Japan
Press releases in Japan are a powerful way to share product or service information through established PR firms. This strategy can have tangible off-page SEO benefits, particularly when news outlets pick up the release.
Platforms to Consider: PR Times, @press, ValuePress
PR Times is one of Japan’s leading press release distribution services. Although it comes with a cost and eligibility requirements, it is highly effective. Other notable services include @press and ValuePress. Be sure to verify your eligibility and compare pricing before choosing a provider.
SEO Benefits: Backlinks, Media Mentions, Increased Domain Trust
Most press release platforms in Japan use nofollow tags for embedded links. However, if your release gets picked up by media outlets, you may receive dofollow backlinks, which are SEO valuable. These mentions can also boost social shares and citations, improving your domain authority over time.
Writing Tips: Formal Tone, Native Language, Clear Structure
It is essential to work with native Japanese writers who understand how to craft effective press releases. Using translations from English is often ineffective. Consider hiring a professional or outsourcing content creation to the PR company.
High-Impact Online Directories and Local Listings
Importance of Being Listed on Major Japanese Directories
Japan has many online directories that list businesses by category or location. It’s especially critical to set up a Google Business Profile. Additionally, consider listing on domestic directories for increased local visibility.
Examples: Yahoo! Place, Ekiten, i-Townpage (NTT)
Useful local directory sites include Yahoo! Place (Yahoo’s version of Google Business Profile), Ekiten (which features user reviews), and i-Townpage (NTT’s digital business directory). These platforms enhance trust and local SEO effectiveness.
Tips for Citation Consistency and NAP Data in Japanese
Ensure your business Name, Address, and Phone Number (NAP) data is consistent across all directories. Inconsistent information can damage your local SEO rankings.
Social Trust and Review Sites in Off-Page Japanese SEO
Japan’s Preferred Platforms: LINE, X, Instagram
Social media is a key element of off-page SEO. In Japan, users favor anonymous platforms. X (formerly Twitter) remains highly popular, with over 67 million Japanese users as of December 2023. LINE is the dominant messaging app, unlike WhatsApp in Western countries.
Kakaku.com, Rakuten, Tabelog Reviews
Japanese users prefer writing anonymous reviews, making platforms like Kakaku.com, Rakuten Reviews, and Tabelog highly influential. Ensure your products or services are well represented and positively reviewed on these platforms to build trust and credibility.
Common Pitfalls in Japanese Off-Page SEO (And How to Avoid Them)
Mistake: Translating Western SEO Strategies Directly
The principles of SEO may be global, but user behavior and expectations are not. A Japanese-language site must provide culturally relevant and localized content. Relying on global listing sites or irrelevant platforms will not yield good results.
Mistake: Building Irrelevant or English-Only Backlinks
Low-relevance backlinks from foreign sites often provide minimal benefit in Japan. Focus on acquiring high-quality, relevant links from Japanese websites.
Solution: Local Partnerships, Native Outreach, High-Context Communication
Without Japanese staff, conducting SEO in Japan is extremely difficult. Hire people who understand the language and cultural nuances. Japan’s high-context communication style requires a deep understanding of what users expect and how they prefer to engage.
Final Thoughts: Building a Sustainable Off-Page SEO Strategy for Japan
Focus on Long-Term Trust and Value, Not Just Link Quantity
Quick wins rarely work in Japan. Short-term tactics that erode trust are counterproductive. Instead, build sustainable strategies that deliver real value and earn user loyalty over time.
Combine PR, SNS Marketing
Collaborate with your PR and social media teams to develop holistic campaigns. SEO should not operate in a vacuum. Integrated strategies drive better results.
Consider Working with Native Staff for Best Results
Ensure your team includes native Japanese speakers who can navigate cultural nuances and communication norms, especially when publishing press releases or managing social engagement.
Not Do Copy and Paste from Other Markets
Strategies that work in other countries may not translate well to Japan. Always conduct market research and tailor your SEO approach specifically for the Japanese audience.