This is a presentation by Jeff Crawford from Zo Digital Japan presented to JMEC (Japan Market Entry Class) on March 28th, 2019. In his talk, Jeff talks about the top ranking factors that search engines use, as well as common mistake to avoid in Japan. Jeff also discusses how to do online marketing for Japan Market Entry.

1. SEO for Japan Market Entry
By Jeff Crawford
Founder and Lead Consultant
Zo Digital Japan

2. About
Jeff Crawford
3
B r i e f H i s t o r y

3. Jeff’s History
4

4. Jeff’s Time at Apple
4
Jeff
Stock
Price
$$$$1 9 8 8 - 1 9 9 7

5. Today’s Goals
2
Today’s Goals
1. Educate Basic SEO Concepts
2. Top Ranking Factors
3. Top SEO Mistakes to Avoid
4. SEO for Japan Market Entry

6. S E O I n t r o d u c t i o n
www.jcdigital.jp
www.zodigital.jp

7. Background – What is SEO?
2
noun
short for search engine optimization.
noun
the process of maximizing the number of visitors
to a particular website by ensuring that the site
appears high on the list of results returned by a
search engine.

8. Background – What is SEO?
2
Think about Stores on Cat Street.
Stores are Designed to:
1. Entice you to Come In
2. Keep You There
Techniques
1. Lots of glass
2. Nice interior
3. Beautifully arranged products
4. Charming Helpful Staff
5. Targeted Niche

9. Background – What is SEO?
2
Think About Sites on The Web
Sites are Designed to:
1. Entice you to Come In
2. Keep You There
Techniques
1. Encouraging Text
2. Nice Look & Feel
3. Beautifully arranged products
4. Charming Helpful Contents
5. Targeted Niche
Key Point
SEO is like dressing up your website like a
store on Cat Street.

10. Background – What Roles Does Google Play?
2
Google is like a Concierge who
recommends stores to you.

11. S E O F a c t o r s
www.jcdigital.jp
www.zodigital.jp

12. Background – Relevance Factors 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. Keywords
2. Site Structure
3. Web Page Contents
4. Clickable Listings
5. Time on Page
6. Page Speed
7. Mobile Friendly
1. Backlinks
2. Brand Name Recognition
3. Brand Citations
4. Social Signals
Top SEO Factors
On Page Factors
Off Page Factors

13. O n P a g e S E O F a c t o r s
www.jcdigital.jp
www.zodigital.jp

14. #1: Keywords – What is a Keyword?
2
Noun:
Your SEO keywords are the key words and
phrases in your web content that make it
possible for people to find your site via
search engines.
Note:
Keywords are phrases, not single words.

15. #1: Keywords – Keyword Relevance for SEO
2
Example: Keyword = “immigration lawyer tokyo”

16. #1: How to Pick 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
Repeat with different variations.

17. #1: What is Your Keyword 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

18. #2: Structured Site Content: Every Page 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
Pro Tips:
1. Every Page Should Target a
specific keyword
2. Subpages should target
long-tail keywords and
variations.
3. Choose a good hierarchy.
Make it easy for Google.

19. #3: Well Structured Page Contents
2
Your Page HTML
SEO Title:
Bilingual SEO Agency in Tokyo Japan
Meta-Description
SEO Experts in both English and Japanese. Our consultants
support Japan Market Entry, as well as overseas expansion for JP
companies. We use the most
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

20. #4: Make Your Listings “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

21. #5: Contents – Well Written Contents
2
Tips
• Write naturally, (face-to-face)
• Solve the searcher’s intent.
• Target Keyword in Title (H1 Tag)
• Target Keyword in 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.
• Label Your Images (alt-text)
• Separate Sales Pages from Informational Contents
• Pages vs Blogs
Warning
• Don’t do Keyword Stuffing

22. #5: Contents - Time On Page is Important
2
Key Points
• Time on Site is Very Important
• If the users “Pogo-Stick”, (returns immediately to
Search), Google will devalue your content.
Tips
• Make your content engaging
• Answer the user’s Search Intent
• Use long form content for Informational
keywords
• Use Movies
• Every page on your site should lead the user to
another page (or action).

23. #6: Page Speed
2
Key Points
• Google value fast websites
Tips
• Goal: Page load time < 4 seconds
• Run a Performance Test
• WebpageTest.Org
• GT Metrics
Warning
• “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”

24. #7: Mobile Friendly
2
Key Points
• >50% of all searches on Mobile Phone
• If you don’t have a website that is mobile friendly, then
Google wont send you traffic.
Tips
• Test your website on various mobile devices.
• Create Websites with a “Responsive Design” (fits any size)
Top Issues
• Tiny Text
• Text off the screen
• Slow
Useful Tool
https://search.google.com/test/mobile-friendly

25. O f f P a g e S E O F a c t o r s
www.jcdigital.jp
www.zodigital.jp

26. #1 Backlinks
2
Key Points
• High Quality
• Relevant to your Field
Tips
• Seek out Backlink Opportunities
• Write good contents, promote them
• Guest Posts
• Interviews
• Speaking Engagements
Warning
• Avoid links from trashy sites
• Reciprocating Links
• Paid Links

27. #2 Brand Citations & Brand Recognition
2
Key Points
• Brand Citations.
• Google tracks brand name searches
• Social Networking plays a big role here
• Register in Google My Business
Tips
• Use an easy-to-identify brand name.
• Consistent use of Logo & Images
• Google Search
• Google Maps
• LinkedIn
• Facebook
• Forums & Communities
• Discussion Boards
• ACCJ
Be consistent everywhere !!
Negative Examples – Don’t do this
• Jeff & Partners
• Jeff and Partners
• Jeff Partners
• J & P
• J and P KK

28. #3 Social Signals
2
Key Points
• Google likes Customer Reviews
• SNS is a Ranking Factor
• SNS plays a big roles
Tips
• Ask happy customers for a reviews
• Promote on Social Media
• Choose right SNS for You:
• Twitter, Facebook, Instagram, Line,
LinkedIn, WhatsApp, WeChat.
Warning
• Be aware of similar Brand Names.

29. If You Need Social Media Help
2
Go See this guy !!
Ryan Anyz from JAM

30. S E O M i s t a k e s t o A v o i d
I n J a p a n
www.jcdigital.jp
www.jcdigital.jp

31. #1: Don’t Put Important Text Into Images
2
Key Point: Don’t put text into images. Instead use html <p>, <h1>, <h2> or other tags instead.

32. #2: Do Put Text On Home Page
2
Issue: Owners think it’s cool to have no
text on their Home Page.
Problem: Google doesn’t know what you
do.
This problem is especially prevalent with:
• Video Developers
• Photographers
• Artists
• Architects
Key Point: Provide enough descriptive text about for Google to
understand your business.

33. #3: Don’t Mix English & Japanese on same Page
2
Don’t Do It
Why?
You will fail in both languages
Key point: Keep Languages on separate pages. Use
HRefLang tags.

34. Which is more popular in Japanese?
オンラインショップ Online Shop
ネットショップ Net Shop
ウェブショップ Web Shop
Webショップ Web
Shop
#4: Do Know Your Top Keywords By Search Volume
2
Use free tools like UberSuggest.io
Pro Tip:
1. Use these tools to
quickly find the
keywords that have the
most volume in your
field.
2. Then change your
text to match what
people search for.

35. #5: Don’t Rely on Translators to be D Marketers
2
Let’s say you are a translator. How would you translate ”Hard Disk Recovery”?
Maybe not right? How about ハードディスク復旧?
Let’s ask Google Keyword Planner for ideas
Key Point: Translators just focus on accuracy. As a results they often translate into a less-
popular keyword. They also don’t use keyword alternatives.

36. #5: Don’t Rely on Translators to be D Marketers
2
I wrote a blog post about this:
Localizing your Website to Japanese?
Beware of this SEO Trap:
https://www.zodigital.jp/blog/localizing-website-to-japanese-seo-trap/

37. #6: Don’t Redirect Users Based On BROWSER Language
2
MySite.com
MySite.com/ja-JP
MySite.com/en-US
Pro Tip: In Google Search Console to identify problems.
JA User
Don’t do it
Problem: Not only do you redirect human traffic,
you also redirect the GoogleBot.  Google does
not see ½ your site
EN User
Great Idea??

38. #7: Thinking Your SEO is Good, When it’s NOT
2
Remember: Google is very
personalized.
Google track your:
• Logins
• Locations
• Visited Sites
• Previous Searches
 Your own website will rank high
for you personally.
Best Practices:
Use “Private Mode” or “Incognito Mode” from your browser.
Use a VPN from another location.

39. About Brand Recognition
2

40. J a p a n M a r k e t E n t r y
W h e r e t o S t a r t ?
www.jcdigital.jp
www.zodigital.jp

41. Some Steps to Get Started for Japan Market Entry
2
Plan:
1. Leverage Keywords from other Languages
2. Perform Keyword Research in Japanese
3. Evaluate Local Competitors
4. Recognize Regional Differences
5. Perform a SWOT Analysis
Do:
1. Apply a LEAN STARTUP Approach
1. MVP – Minimum Viable Product
2. Optimize
3. Measure, Measure, Measure
4. Repeat
2. Pivot if Necessary

42. S u m m a r y a n d F i n a l T h o u g h t s
www.jcdigital.jp
www.zodigital.jp

43. Call To Action – Join Tokyo Digital Marketers
2
Join Us at Tokyo Digital Marketers

44. Some Helpful Tools
2
Some helpful Tools for DIY SEO
UberSuggest.io – Free
Keywordtool.io – Free + Paid
MozBar Chrome Extension -- Free
Screaming Frog – Downloadable App – Free + Paid
Google Keyword Planner – Free + Registration
Google Search Console -- Free + Setup
Google Analytics-- Free + Setup
Google Mobile-Friendly Test -- Free
SEMRush – Free + Paid
SEOptimer – Free + Paid

45. Final Thoughts About SEO
2
There is a lot more to SEO than discussed today:
On Page SEO
Keyword Research
Internal Linking
Contents Strategy
Crawling & Indexing
External SEO
Guest Blogs
Backlink Building
Citations
Reviews
Influencer Outreach
Monitoring and Reporting
If you something beyond basic SEO, may want to hire a
consultant or agency.

46. Zo Digital Japan
www.zodigital.jp
080-3408-5333
011-81-80-3408-5333
C O N T A C T D E T A I L S
HOW TO CONTACT US
jeff@zodigital.jp
19

47. THANK YOU