Kenchi Suzuki.pdf
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Inside Japan’s Search Landscape: Traffic Trends, User Habits, and SEO Best Practices Kenichi Suzuki Search Advocate, Faber Company Inc. Google Product Expert, Japanese Search Central Help Community linkedin.com/in/kenichisuzuki/ September 21, 2025 Is the Japanese SEO market competitive? SEO Practices, Nearly Universal High-Quality, Helpful Content Search-Engine-Friendly Site Great User Experience SEO Fundamentals Still Apply E-E-A-T is also critical. Authoritativeness Trust Expertise Experience Google Updates Delayed in Japan Update US/English Japan/Japanese Core update Roll out globally Spam update Roll out globally (Product) Reviews update March, 2022 ? Helpful Content update August, 2022 September, 2022 AI Overview May, 2024 August, 2024 AI Mode May, 2025 September, 2025 Web Guide *Experimental July, 2025 N/A Many search features are unavailable in Japan Search Engine Traffic Share in Japan Mobile ~ 85% ~ 12% Yahoo! Japan has been powered by Google's search engine since 2010. Google SEO ≒ Yahoo SEO Yahoo Japan incorporates its own unique content into its search results. News Map Weather Shopping Auction etc. Y! Map Y! Flea Market Y! AI Assistant Desktop ~ 16% Who uses Bing? ● Business professionals, including those who make decisions about company purchases. ● Teachers and students in educational settings. ● People who are less tech-savvy. They use the Edge browser on Windows, where Bing is the default search engine. Smartphone Traffic Share in Japan iPhone Dominates Japan’s Smartphone Traffic. Worldwide ~ 72% ~ 27% China ~ 77% ~ 22% Japan ~ 62% ~ 36% The iPhone is particularly dominant among Gen Z women. Gender Age Group Percentage Teens 81% 20s 80% Teens 65% 20s 80% Women Men https://mmdlabo.jp/investigation/detail_2374.html For Gen Z in Japan, "mobile-first" basically means "iOS-first." Ensure that your website displays and functions properly on iOS devices. Mobile vs. Desktop Worldwide ~ 60% ~ 40% China ~ 66% ~ 34% Japan Near even "Dual-Track" approach Japanese users follow a "dual-track" approach more consistently. They simply choose the best device for the task. They'll use phones for quick, on-the-go activities. But for complex tasks, they switch to a desktop. Don't ignore desktop UX! The Language Challenge こんにちは 你好 Hello Japanese has three scripts. ひらがな カタカナ 漢字 Hiragana Katakana Kanji Romaji English Dumplings ギョウザ (Katakana) ぎょうざ 餃子 (Hiragana) (Kanji) Coffee 珈琲 (Kanji) コーヒー Coffee (Katakana) (English) Entity (Topic) ● コーヒー ● 珈琲 ● coffee ● こひー ● ko-hi● cofee Japanese English PET bottle Chack Salary man (ペットボトル) (チャック) (サラリーマン) Plastic bottle Zipper Office worker Subject-Object-Verb structure I eat sushi. S V O 私は寿司を食べます。 V S O 我吃寿司。 SV O Particles I eat sushi. S V O 私は寿司を食べます。 V S O は が を に の wa ga o ni no and more… Japanese is fundamentally different from most other languages. Don’t rely solely on machine translations. Always have your translations checked by fluent Japanese speakers. Awkward Japanese doesn't just sound wrong—it instantly makes your site feel untrustworthy. Technical Translation Reviewer The same search query can have a different meaning or goal. Local Comparison Include content that Japanese visitors will likely find interesting or useful. Search results for “refurbished products” #2 Beyond Translation: Understanding Culture CHALLENGE ● U.S. university wanted to increase enrollment from Japan ● Assumed using only English would be enough ● Overlooked key decision-maker: Japanese parents ACTION ● Translated admission materials into Japanese (PDF first, then full website) RESULTS ● 10x downloads, +300% applications Key Insight ● The target audience isn’t always the direct customer ● Without cultural insight, opportunities are lost ● Localization drives engagement ● Cultural nuances are key to success E-commerce in Japan Top E-commerce Marketplaces in Japan Marketplace Monthly Visitors 2024 GMV Key Characteristics US$73.2 billion Global efficiency, fast shipping, Prime ecosystem, streamlined UX Rakuten Ichiba 494.8 million US$28.9 billion Integrated points ecosystem, vast merchant network, financial services Yahoo! Shopping 118.2 million US$14.8 billion PayPay integration, SoftBank user base, instant rewards ZOZOTOWN >28 million US$2.8 billion Fashion-focused, large brand selection, handles fulfillment Amazon Japan 692.96 million https://wpic.co/blog/top-5-japanese-ecommerce-trafficplaces/ eCommerce Payment Method in Japan Credit cards 76.7% E-money 38.5% Konbini* payments 34.7% Bank transfers 23% *“Konbini” is a Japanese abbreviation of the English word “convenience store.” https://stripe.com/en-jp/resources/more/ecommerce-payments-101 Japanese Social Media (SNS) landscape ● LINE is the dominant social media platform in Japan. Nearly 80% of Japan's entire population uses it. ● X is also extremely popular, with 67 million users, and remains as a primary platform for public relations. https://www.hottolink.co.jp/column/20250106_114872/ URL Structures My Recommended Domain Names .com .jp .co.jp Easy to register, Very common even in Japan Need a permanent postal address in Japan. Must be legally registered as a corporation in Japan. https://jprs.co.jp/en/regist.html Consider Japanese URL https://developers.google.com/search/docs/crawling-indexing/url-structure Encoded in UTF-8 The URL turns into an ugly URL when encoded. 😱 Is SEO dead? YoY 1,100% 0.5% of Total SEO is NOT dead. ● Traffic from LLMs is tiny; it’s not a threat. ● AI Overviews haven't had a major negative impact on most sites. ● We don’t know yet how AI Mode will affect search traffic. High-context communication You might struggle with Difficulty interpreting unspoken intentions Inefficient decision-making Lack of feedback and misunderstandings A Guide to Effective Communication in Japanese Business bit.ly/SZSEO25-JP Trustworthy SEO Agencies AJPR LLC Zo Digital Japan https://www.ajpr.com/ https://www.zodigital.jp/ Motoko Hunt linkedin.com/in/japaneseseo/ Jeff Crawford linkedin.com/in/jeffcrawford/ Key Takeaways ● SEO fundamentals are universal, but the Japanese market has unique twists. ● Let data be your roadmap. ● Direct translation will fail. You must localize everything. ● Never assume search intent is the same. ● Adapt your strategy to Japan's unique digital habits. THANK YOU! bit.ly/SZSEO25-JP Kenichi Suzuki Search Advocate, Faber Company Inc. Google Product Expert, Search Central Help Community https://www.linkedin.com/in/kenichisuzuki/
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