According to the IMARC Group’s “Japan E-Commerce Market” report, the size of Japan’s e-commerce market is projected to reach $258 billion USD (approximately ¥32 trillion) by 2024. The compound annual growth rate (CAGR) from 2025 to 2033 is forecasted to be around 11.02%, indicating significant market expansion potential. However, search behavior and information gathering styles differ significantly from those in Europe and the US. For example, many users in Japan utilize “comparison and review sites” before purchasing, and approximately 80% of the population uses LINE daily, indicating a uniquely evolved platform environment. We will explain key points for SEO in Japan strategies, enabling Western companies to achieve results in Japanese SEO, taking these Japan-specific behavioral characteristics into account.

Why Foreign Companies Fail at SEO in Japan

Simply applying SEO strategies successful in the West to Japan often fails to deliver expected results. The Japanese market has its own unique environment and conditions, extending beyond language differences to include distinct search behaviors, information consumption patterns, and trust criteria. Here, we outline common reasons for failure in the Japanese market. Be sure to grasp these key perspectives for achieving SEO in Japan success.

Losing Trust Through Literal Translation

One common reason for failure targeting SEO in Japan is “literal translation of web pages.” While language conversion errors can be a factor, most issues stem from misinterpreting context and nuance. Japanese itself often changes meaning based on the surrounding context, even when using the same words.

Additionally, concepts like honorifics and the distinction between “honne” (true feelings) and “tatemae” (public face) exist. Mechanically translating your company’s text word-for-word can lead to significant misunderstandings in Japan. Content that sounds robotic and far removed from natural Japanese makes Japanese users wary, making them feel “I’m afraid to buy products here.” This is one of the most challenging problems Western companies face when targeting Japan.

Differences in Information Density

Western web design values simplicity. Typical examples include Apple’s official website. Compared to Western markets, Japanese websites tend to have a large volume of text, favoring pages with high information density, such as detailed product specifications and explanations. Users are more likely to feel, “I can’t really understand this even after reading it, so I’ll skip buying here,” when encountering websites with sparse information.

This stems from Japanese users’ strong risk-averse tendencies. Typically, when making a purchase decision on a website, Japanese users strongly desire to “avoid failure” by confirming the product’s full details, evidence of trustworthiness (reviews, company profile, awards), and detailed benefits. Consequently, simple Western-style designs are often perceived as lacking information, leading to missed conversions.

Different Search Platforms

While the mindset “just master Google” exists in the West, applying this thinking to Japan is inappropriate. Consideration for Japan’s unique environment is necessary. In the Japanese market, Yahoo! is frequently used as a search engine alongside Google.

Furthermore, Yahoo! partners with popular platforms across various genres—not just search engines—including flea markets, auctions, lodging, and fortune-telling. For this reason, strategies must account for the influence of these uniquely Japanese platforms.

Key Differences Between SEO in Japan and Overseas SEO

Japanese SEO differs from the common SEO practices prevalent overseas. The Japanese market has unique characteristics, such as the trends of websites dominating top search results, user comparison and consideration behaviors, and strong seasonality. Implementing strategies without understanding these will not yield results, even with significant time and cost investment. We will explain the key points for achieving results in the Japanese market, based on how Japanese SEO differs from overseas.

Comparison/Selection-Focused Portal Sites Dominate

In Japanese search engines, comparison and selection-focused portal sites (aggregators) like Rakuten, Kakaku.com, Jalan.net, and Tabelog often dominate the top rankings more than individual company websites.

As mentioned earlier, Japanese consumers have a deeply ingrained desire to avoid failure, which is why they prefer third-party comparison and review sites. To gain visibility in Japan, Western companies must focus on their own website’s SEO but also to secure listings and optimize their presence on these portal sites (aggregators). Achieving high rankings on these platforms allows you to build credibility and strengthen customer acquisition.

Seasonal Events Matter

Japan places great importance on seasonality. User purchasing behavior changes significantly based on seasonal events, necessitating SEO strategies that account for this. Examples include “New Year’s (January)”, “Valentine’s Day (February)”, “Golden Week (May)”, and “Obon (August)”.

Japanese users are sensitive to seasonal products, so search volume for related keywords (e.g., “entrance ceremony” in April) fluctuates considerably. With this in mind, prepare calendar-based content and campaigns several months in advance.

URLs must be written in English (Romanized characters)

URLs must be set in English (Romanized characters), not Japanese. Including Japanese in URLs results in long strings of meaningless symbols like “%abc12589%def” when viewed in browsers or shared. Such URLs instill distrust in users and can be perceived as spam.

To avoid this, use simple English words or Romanized characters for URLs. Romanized characters refer to the method of writing Japanese (hiragana/katakana) using the alphabet; for example, “桜” is written as “sakura”. Japanese people are accustomed to Romanized characters, making this a recommended notation method.

SEO Keyword Strategy for Japan

For SEO in Japan, simply translating keywords used overseas won’t yield sufficient results. Without understanding Japan’s unique search habits, word usage, and notation differences, there will be a disconnect with search demand. Therefore, we will organize the necessary keyword design concepts for achieving results in the Japanese market and explain practical points such as handling long-tail keywords, question formats, and synonyms.

Aligning with Japanese Search Habits

When determining target keywords for SEO in Japan, a direct translation from English to Japanese is insufficient. Localization tailored to the actual search queries and habits of Japanese users is essential.

For example, while “Social Media” is a common keyword in Western markets, “SNS” is more widely used in Japan. Additionally, Japan has its own unique abbreviations and expressions. Japanese uses three writing systems: kanji, hiragana, and katakana. The same phrase can carry different nuances depending on which system is used. In that case, avoid machine translation and instead identify keywords Japanese users would actually input, guided by native intuition.

Emphasizing Long-Tail Keywords

In Japan, targeting long-tail keywords is highly effective. Japanese searchers often use “multiple specific keywords or phrases.” Examples include “not sweet + cake + Shibuya” or “winter + shoes + boots + women’s.” Customers using these long-tail keywords typically have a high purchase intent. As a result, this is a crucial point to focus on when implementing strategies for SEO in Japan.

Question-Based Searches

In Japan’s search market, queries like “What is ~?” are common. To address these search keywords, consider strategies such as providing content that answers the question “What is ~?” at the beginning of articles or enhancing FAQ sections. Direct answers to such questions are also optimal for search engines in the AI era.

Handling Synonyms

Attention is also required for Japanese-specific synonyms and variations in spelling (e.g., 眼鏡／メガネ, 申込み／申し込み). In Japan, a single item often has multiple names, and which term a search user employs depends on context.

Even words with the same meaning can be written using different characters (kanji, hiragana, katakana), so this aspect must also be considered. The Western approach of “one keyword = one expression” is insufficient here. You need to research synonyms and spelling variations based on search intent and develop a keyword strategy that uses them appropriately according to context.

Creating SEO Content for Japan

Simply replicating methods successful overseas won’t yield sufficient results for Japanese SEO content. Japanese users prioritize how information is conveyed, the tone of language, and consideration for emotions, requiring careful structuring and expression. We explain effective content creation approaches for the Japanese market.

Appealing to Emotions

Compared to Western content, Japan places greater emphasis on “appealing to emotions.” Japanese audiences often prioritize emotional reassurance and narrative context alongside functional benefits.

For example, while Western content often states direct benefits like “How to Achieve SEO Results in 90 Days,” Japanese audiences prefer stories conveying transformation and emotional resonance, such as “A company struggling with poor sales turned things around in 90 days.”

Additionally, in some cases, content expressed with subtle, implied nuances can be more effective at gaining trust and goodwill than content with explicit assertions. Japanese often includes expressions that leave interpretation to the user, so this point must be considered during content creation.

Distinguishing Honorifics and Tone

Unlike English, Japanese has a systematic honorific system (honorifics, humble language, polite language). When creating B2B business or formal content, we use these honorifics to convey messages showing respect for the recipient. It’s important to note that using them incorrectly can lead to perceptions of “untrustworthiness” or “being an impolite company.”

However, depending on the context, excessive honorific language can create stiffness and distance from users, so using it appropriately is key. Furthermore, depending on the industry or products handled, one might deliberately avoid honorific language and instead use expressions that prioritize approachability.

Title Length: Around 30 Full-Width Characters

For Japanese SEO, keep title tags around 30 full-width characters. Titles displayed on Google’s Japanese search results pages are constrained by “pixel width.”

Full-width Japanese characters are wider than English letters. If the title exceeds a certain pixel width, the end of the title won’t display. This limit is around 30 characters. Titles that display fully in search results tend to have higher click-through rates. Therefore, adhere to this character limit when creating content.

Frequently Asked Questions About SEO in Japan

Here, we address and explain common questions about SEO in the Japanese market. Since there are many significant differences compared to Western markets, please review the details carefully.

Q. Should I target keywords with low search volume?

In Japan, you should target keywords with low search volume. Unlike the strategy in Western markets of broadly attracting visitors with big keywords, in Japan, carefully capturing small search demands and providing reliable information often results in higher conversion rates. In the Japanese market, adopting a granular keyword strategy offers a higher likelihood of success.

Q. Should I prioritize SEO or advertising?

In the Japanese market, prioritize SEO over advertising. In many industries advertising should be used as a supplementary strategy. In our experience, Japanese users are cautious about ads and rarely click or purchase immediately. They compare multiple sites in search results and carefully evaluate whether a site is “trustworthy” and “suitable for them.” Therefore, prioritize SEO in Japan first by preparing content with sufficient information and credibility to increase organic search visibility. Then, boosting with ads is an effective strategy.

Q. Is mobile optimization necessary?

In Japan, you must optimize everything assuming users are accessing your site via smartphone. In some industries, over 90% of traffic comes from smartphones. This tendency is especially strong in B2C. For this reason, your website requires a structure, text volume, and navigation designed with smartphone viewing in mind.

Q. How long does it take to see SEO results?

It’s realistic to expect it takes slightly longer than overseas. Search intent in Japan is highly granular. Rather than achieving high rankings with a single article, you need to build up your evaluation through multiple pieces of content. On the flip side, once you gain that evaluation, rankings tend to stabilize more easily.

Summary

Companies that treat SEO in Japan as a localization challenge—not a translation task—gain a durable SEO advantage that competitors struggle to replicate. Consider issues like awkwardness from literal translations, discrepancies in information volume, and differences in platform environments. Adopt a marketing strategy grounded in Japanese search habits and psychology. While Japan-focused SEO is labor-intensive, doing it correctly leads to stable, long-term traffic. It requires a mindset that deeply understands the Japanese market and commits to the effort, rather than solely pursuing short-term efficiency. Winning in Japan means adapting to how users think, search, and decide.