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SEO and Digital Marketing for English School Owners in Japan
In this presentation, I give tips to English school owners in Japan on how to improve SEO and Conversions on your website to get more paying students.
SEO and Digital Marketing for English School Owners in Japan
- 1. SEO for SchoolOwners in Japan Tokyo School Owners Conference, June 22nd , 2025 By Jeff Crawford Founder and Lead Consultant Zo Digital Japan
- 2. Today’s Goals &Agenda 2 Today’s Goal Help You (Independent School Owner in Japan) get more traffic and more customers online… Cheaply. Agenda • Basis SEO Concepts & Strategy • Google Business Profile • Website Optimization • External SEO Factors • Additional Topics • Social Media • PPC Ads • AI • Your Secret Power • Website Teardown
- 3. B a si c S E O C o n c e p t s www.jcdigital.jp www.zodigital.jp Tokyo School Owners’ Conference
- 4. Background – RelevanceFactors for SEO 2 There are over XXX factors that Google takes into account when ranking sites. There are over 200 factors that Google takes into account when ranking sites. 1. Keyword Relevance 2. Location Relevance 3. Time on Page (after search) 4. Brand Name Recognition 1. Branded Searches 2. G-Maps Visits 1. Reviews 2. Backlinks 3. Brand Citations 4. Social Signals Top SEO Factors On Page Factors Off Page Factors EEAT Factors in to all this.
- 5. #1: Keywords –What is a Keyword? 2 In SEO (Search Engine Optimization), a keyword is a word or phrase that people type into search engines to find information. These keywords are used to optimize website content, helping search engines understand what your page is about and making it easier for users to find you. Essentially, keywords connect your content to user search queries.
- 6. #1: Keywords –Keyword Relevance for SEO 2 Example: Keyword = “immigration lawyer tokyo”
- 7. #1: How toPick Your Target Keyword 2 If your ideal customer where to open up Google and type in a phrase to find your service, what would that phase be? This becomes your target keyword
- 8. What is YourKeyword Search Volume? 2 Use free tools like UberSuggest.io to get keyword volumes & keyword alternatives. Pro Tips: 1. Try pick a target keyword that has the most volume. 2. But…don’t pick a keyword that is too broad. 3. Ubersuggest may suggest some interesting alternatives Consider 3 things 1. Relevance 2. Search Volume 3. Locality
- 9. Core Local SEORanking Factors 2 These are the top 3 factors 1. Relevance 2. Distance from Searcher Location 3. Prominence 1. Reviews 2. Backlinks 3. Citations
- 10. Decide Your Brand 2 DecideYour Brand 1. Who You Are 2. What You Stand for 3. Your Values 4. Your Service Area 5. Your Niche 6. The People Behind You
- 11. Brand Citations &Brand Recognition 2 Key Points • Having your brand mentioned around the web is important. • Google tracks brand name searches • Raise Awareness • Social Networking, Reviews, Events.. Tips • Use an easy-to-identify brand name. • Consistent use of Logo & Images • Google Search • Google Maps • LinkedIn • Facebook • Forums & Communities • Discussion Boards Warnings: Be consistent everwhere. Negative Example Jeff & Partners, Jeff and Partners, Jeff Partners, J & P, J and P KK. ACTION: 1. Search for your Business Name in Google 2. How does it look?
- 12. Strategy: Have aConsistent NAP Everywhere 2 ACTION: Check the Following • Google Business Profile (G Maps) • Your Website (HP & About Us) • Social Media • External Websites NEED to have a Consistent NAP Everywhere. 1. Name 2. Address 3. Phone Number Name Nicknames (ASIJ, YIS, etc) are OK. But need to make it clear the official brand name. Introduction paragraphs (HP, SEO Title, About Us, Business Profile)
- 13. Strategy: 1 Locationvs Multiple Locations 2 1 Location • Your homepage is your main sales page • Make sure GBP links to the HP • Any backlinks should point to homepage or relevant service page. • Put location address on Footer (shows on every Page) Multi-Location • Have 1 sales page (location page) for every location. • Put Location info on each location page • Have a separate GBP Listing for each location • Each GBP points to location page on website • Any local backlinks point to location pages as well Decide if you have 1 Location vs Multiple Locations
- 14. G o og l e B u s i n e s s P r o fi l e www.jcdigital.jp www.zodigital.jp Tokyo School Owners’ Conference
- 15. Local Rankings 2 When auser searches for a local keyword, a “Google Maps Pack” shows. Only top 3 listing are displayed. If you are there, you are in the club. All others, have to wait in line….
- 16. Local Rank Checking 2 Thereare 3rd party tools that put maps rankings on a graph. Great for seeing how you rank in which locations. Google “Local Rank Tracker” for a list of tools.
- 17. Google Business Profile 2 GoogleBusiness Profile is your friend. Things to Check • Specify Location (1 per location) • Specify Products/Services • Updates • Images (at least 10 unique images) • Pictures of Staff • Pictures of location • Q&As (ask friends to post) • Updates • Check it regularly • Get Reviews TIP: Use Local Terminology – “Shonan” Towns Prefecture Train lines
- 18. Google Reviews 2 Key Points •Google Values Customer Reviews • New More than Ever • Algorithms have improved a lot • Can understand a natural review vs shameless self promotion • Not just Google reviews, but Social Media as well. TIPS • Respond to all reviews, both Good & Bad. • Have a process for collecting reviews
- 19. Reviews - Needa PROCESS for Collecting Reviews 2 Reviews are the most important factor for Local SEO Need to have a standard process for collecting Reviews. Key Points • Create a Placard (with QR code) • Train Your Staff to recognize the right situation Tips • Ask happy customers for a review • At the RIGHT MOMENT !!
- 20. Reviews - Dealingwith Bad Reviews 2 Key Points • If review is fake, or violates Google’s guidelines, you can request a takedown. • Should respond to bad reviews • User is unlikely you can change their post • Apologize for the situation • Explain your process/boundaries/etc • Explain how you changed your process so it will be better for the future. Final Point Your response is directed at future visitors (not the unhappy person). Turn a negative into a positive
- 21. W e bs i t e O p t i m i z a t i o n www.jcdigital.jp www.zodigital.jp Tokyo School Owners’ Conference
- 22. Structured Contents: EveryPage Should Target a Keyword 2 Home Page "Hawaiian Wedding" Hawaii Beach Wedding Lanikai Beach Wedding Kailua Beach Wedding Hawaii Estate Wedding Hawaii Church Wedding Hawaiin Wedding Planner Tips: 1. Every Page Should Target a specific keyword 2. Subpages should target long-tail keywords and variations. 3. Choose a good
- 23. Well Structured PageContents 2 Your Page HTML SEO Title: The #1 Bilingual SEO Agency in Japan Meta-Description Based in Tokyo, we have help companies rank on Page 1 in Japan. We provide Keyword Research, SEO Audits ….. H1 Tag: SEO Agency in Tokyo Japan H2 Tags, H3, Tags ….. Paragraph Text SEO, or "Search Engine Optimization", isn’t just about keyword counts or backlinks from high authority websites… Buttons: Contact Us Images and more Search Results Page Page Content
- 24. Contents – WellWritten Contents 2 Tips • Write naturally, (face-to-face) • Solve the searcher’s intent. • Use your target keyword • In the SEO Title (see by search engines) • In the H1 Title • And the 1st sentence. • Use alternate keywords in text and H2 tags. • Logically Structure your H1, H2 and H3 tags. • Break content into paragraphs • Use lists when necessary. • All Images should be well labeled. • (alt-text) • Separate Sales Pages from Informational Contents • Sales Pages vs Blogs Warning • Don’t do Keyword Stuffing
- 25. Search Results Page– Make Your Listing “Clickable” 2 Key Points • Your listing Search Results Page is side by side with your competitors. • Above all, need to make your listing clickable. • Google promotes listings • Click often • Don’t come back Tips • Use the Target Keyword in the Title • Use Brand name at the End of the Title • Meta-Description should lead with your strengths. • Meta-Description
- 26. Time On Page 2 KeyPoints • Google pays attention to how long you visit a page from search. • If the user “Pogo-Sticks”, bounces into your page, then returns to Search, Google will devalue your content. Tips • Make your content engaging • Answer the user’s Search Intent • Use long form contents blogs • (1200 words) • Use Movies • Every page on your site should lead the user to another page (or action).
- 27. Page Speed 2 Key Points •Google value fast websites Tips • Goal: Page load time < 4 seconds • Run a Performance Test • WebpageTest.Org • GT Metrics • Fix issues Warning • Large fat images are the #1 to fast web pages. • #2 Slide Shows • #3 Background Movies Activity: 1. Please visit WebpageTest.org 2. Select your Target Region (Tokyo – Japan) 3. Run a test. 4. Check “Load Time” 5. Is it under 4 seconds?
- 28. Mobile Friendly 2 Key Points •>70% of all searches on Mobile Phone • If you don’t have a website that is mobile friendly, then Google wont send you traffic. Actions • Test your website on various mobile devices. • Can be done with Google Chrome Browser Top Issues • Tiny Text • Text off the screen • Slow to Load Useful Tool – Google Chrome Browser 1. Right Click, choose “Inspect”
- 29. Homepage 2 2 Purposes ofHome Page 1. Navigation 2. Branding TIPs: 1. HP should introduce other pages 1. Service 2. Locations 2. Don’t depend on menu-bar for all navigation 3. Choose KW Targeting Carefully
- 30. Homepage Details 2 Target TopKeyword in H1 Title tag Clearly specify Services Clearly specify locations Mistakes Use Testimonials Use Reviews Build Trust FAQs TIPs: 1. Don’t forget SEO Title & Meta- Description. Top Mistakes 2. Use SEO Pro Extension to see SEO Title & Description 3. Watch Page Load time (<4 secs) 4. Slide Shows Don’t Convert Well SEO Title: The #1 Bilingual SEO Agency in Japan Meta-Description Based in Tokyo, we have help companies rank on Page 1 in Japan. We provide Keyword Research, SEO Audits …..
- 31. Location Page (s) 2 YourLocation Page should include: Embedded Google Maps Access Map Japanese Love it Show Train/Bus Lines Walk times Directions on how to get there Local Staff (builds trust) Schedule Local Testimonials Reminder: This page could be the first point of entry on to the site. • Local Keyword Focused • Some Branding Necessary • List out Services • Provide Navigation to other pages • Like a mini-HP
- 32. E x te r n a l S E O F a c t o r s www.jcdigital.jp www.zodigital.jp Tokyo School Owners’ Conference
- 33. External SEO Factors 2 HowYour Website is perceived by others is a big rank factors. Google and AI LLMs use the following: • Backlinks • Citations • Reviews • Social Mentions Relevance is important 1. Service Relevance 2. Location Relevance Both are good. Best is a reference that includes both.
- 34. Backlinks 2 Key Points • Backlinksare still a big Ranking Factor • Google value high-quality backlinks that are relevant to your field. • Anchor text is important too Tips • Get mentioned in any comparison articles. • Sponsor Local Events (have a website) • Reach out to parents who might have a local blog or YouTube Channel Warning • Avoid links from trashy sites
- 35. A d di t i o n a l To p i c s www.jcdigital.jp www.zodigital.jp Tokyo School Owners’ Conference
- 36. Social Media 2 Key Points •Social Media Helps SEO • Social Proof is a strong motivating factor in Japan • Establish an Online Presence • Expertise, Authority, Trust ACTIONs • Establish LinkedIn Profile • Write Blogs about your experience • Create YouTube Videos • X-Post/Tweet about important topics • Give presentations or interviews
- 37. Paid Advertising (PPCAds) 2 Benefits • Paid Ads Can Bring Traffic to Your Site • Google Ads Convert Well • Facebook/IG Ads are cheap • Easily Turn on, and turn off due to demand. Pitalls It’s a numbers came It’s easy to lose money You need to know your LTV to bid effectively Facebook/IG ads are easy to setup. But most people don’t understand intent. • Hint: They want to get back to FB/IG. Not spend time looking at your page. Lots of clicks, but no conversions. Facebook can be done by amateur.
- 38. AI Tools andLLMs 2 AI is Coming People using LLMs like Chat GPT Expect to SEE AIOs soon. AI Overviews Key Points • Uniqueness of Contents is Important • Demonstrate Experience • Do things others can’t copy (video) • Provide simple answers up front. Impact (In the future) User spend more time in AI (LLMs) Less traffic to your site, but much more relevant traffic.
- 39. Your Secret Power 2 Decideon a single person to represent your brand • Founder • Local Manager The Do This: • Establish Expertise, Authority, Trust • Give Interviews, panel discussions • Appear on Podcasts, YouTube • Post on Social Media • Take positions on important topics • For School Owners • THIS Your Secret Power • The big guys can’t copy this Teaching
- 40. H e lp f u l To o l s www.jcdigital.jp www.zodigital.jp Tokyo School Owners’ Conference
- 41. Some Helpful Tools 2 Somehelpful Tools for DIY SEO Google Chrome Browser - Free SEO Pro Chrome Extension -- Free UberSuggest.io – Free Keywordtool.io – Free + Paid Google Search Console -- Free + Setup Google Analytics 4 -- Free + Setup Google Lighthouse Tools -- Free SEMRush – Free + Paid Local SEO Ranking Tools
- 42. Exercise – HowCan We Improve This Page? 2 https://myeigo.com/
- 43.
- 44. Zo Digital Japan www.zodigital.jp 080-3408-5333 011-81-80-3408-5333 CO N TA C T D E TA I L S HOW TO CONTACT US jeff@zodigital.j p 19
Editor's Notes
- #1 My name is Jeff. Lived in Japan for 20 years. I run a Digital Marketing agency We help companies enter Japan, with SEO Digital M Please hold questions
- #14 Based upon my experience, here are the top 8 mistake I see companies in Japan make….
- #18 The 2 most important factors when ranking a page are Authority Relevance Let discuss Relevance
- #19 The 2 most important factors when ranking a page are Authority Relevance Let discuss Relevance
- #20 The 2 most important factors when ranking a page are Authority Relevance Let discuss Relevance
- #24 The 2 most important factors when ranking a page are Authority Relevance Let discuss Relevance
- #25 The 2 most important factors when ranking a page are Authority Relevance Let discuss Relevance
- #26 The 2 most important factors when ranking a page are Authority Relevance Let discuss Relevance
- #27 The 2 most important factors when ranking a page are Authority Relevance Let discuss Relevance
- #28 The 2 most important factors when ranking a page are Authority Relevance Let discuss Relevance
- #32 Based upon my experience, here are the top 8 mistake I see companies in Japan make….
- #35 Based upon my experience, here are the top 8 mistake I see companies in Japan make….
- #40 Based upon my experience, here are the top 8 mistake I see companies in Japan make….