Voice search is rapidly transforming the way people everywhere access information online. With the increasing popularity of voice-activated devices such as smart speakers, smartphones, and even cars, effective voice search optimization has become crucial for businesses aiming to capture the attention of any market and certainly the Japanese market.
The relationship between AI and search engines is evolving. It is inevitable that the voice search capability offered by the various online platforms will become ever more advanced. Voice searches often deliver more relevant results than text searches. This means that small, local and niche businesses that have found it hard to achieve visibility online now have exciting opportunities.
How do voice searches differ from typed keyword searches and how should Search Engine Optimization (SEO) strategies be tailored to capitalise on those searches?
The Rise of Voice Search in Japan
Voice search technology has already gained significant traction in Japan, particularly with the widespread adoption of voice assistants including Amazon Echo (Amazon Alexa) and Google Home (Google Assistant).
According to a survey by Statista, around 16% of internet users in Japan utilised voice search devices in 2022. This number continues to rise. However, voice search and particularly smartphone virtual assistants, are less prevalent in Japan than in many western countries. Research suggests that this reticence to utilise voice search is due to the more reserved nature of Japanese consumers and the fact that consideration of others in public spaces is an important aspect of Japanese culture.
As new technology continues to become integrated into daily life and normalised, voice search optimization in Japan will inevitably accelerate. Many Voice search users are already appreciating the convenience of hands-free, instant access to information. Indeed, surveys have revealed that as many as 50% of Japanese users find text-based searches cumbersome. If virtual assistants are less cumbersome and deliver more precise results, Japanese consumers will become more inclined to take advantage of voice search capability.
What is Voice Search Optimization (VSO)?
Voice Search Optimization (VSO) is the process of making a website and its content more visible and comprehensible to search engines that support voice search (essentially Voice SEO). Establishing and Implementing VSO strategies will help businesses to enhance their online visibility and therefore to attract more potential customers to both their websites and their bricks and mortar operations.
Key Characteristics of Voice Searches in Japan
Understanding the unique characteristics and technical aspects of voice searches in Japan is essential for effective voice search optimisation. Here are the key points to consider:
Conversational language
Voice searches are typically more conversational and natural compared to typed, keyword based searches. In Japan, as elsewhere, this means queries are often structured as complete sentences or questions rather than just keywords. For example, instead of typing "best sushi Tokyo," a user might ask “Where will I find the best sushi in Tokyo?”
Localized searches
Japanese users frequently conduct local searches using voice commands. They may ask about nearby restaurants, convenience stores, or attractions, making local SEO optimization crucial. For instance, common questions such as “Where is the nearest café?”.
Mobile-Centric behaviour
In Japan, voice search is predominantly conducted on smart devices. Optimizing for mobile SEO, including fast loading speeds and mobile-friendly content, is essential to cater to this search behaviour.
Respect for Formality
The Japanese language boasts varying levels of formality, which affects how people phrase their voice queries. VSO strategies should account for this by including content that reflects both casual and formal language depending on the target audience.
Strategies for optimizing for voice search in Japan
To effectively optimize for voice search in Japan, businesses should consider adopting the following strategies:
Focus on Long-Tail Keywords
Given the conversational nature of voice search, long-tail keywords are now more relevant than ever. Japanese voice searches often include natural phrases or full sentences, so it’s important to incorporate these into any SEO strategy. For example, instead of just targeting "sushi restaurant Tokyo," it is best to include variations like "おすすめの寿司屋はありますか?" (Can you recommend a sushi restaurant?).
Leverage Structured Data
Implementing structured data (schema markup) helps search engines better understand content and then provide more accurate voice search results. Structured data is particularly important for businesses in Japan looking to attract local consumers, as it can improve visibility in local search terms.
Optimize for Local SEO
It is vital that businesses are listed on Google My Business and other local directories, and that the published information, such as operating hours and overall digital presence, is kept up to date. Location-specific keywords should be used, and content created that addresses local needs and interests. For instance, a ramen shop in Shibuya should include specific details like "渋谷で美味しいラーメン" (delicious ramen in Shibuya) in its content.
Create FAQ pages
Frequently asked questions (FAQ) pages are ideal for capturing voice search queries. Since users often ask common questions when using voice search, well-structured FAQ sections on websites can help content rank highly for many queries. Questions should be phrased in a way that mimics how someone might ask them when speaking out loud. For instance, "どのようにオンラインで注文しますか?" (How do I place an order online?) would work well.
Optimize for speed and mobile
Japanese consumers expect fast-loading pages, especially on mobile devices. Google’s mobile-first indexing means a site must be optimized for mobile to perform well in search rankings. It is vital to compress images, to use responsive design, and to minimize page load times.
Consider cultural nuances
Both the Japanese language and the Japanese culture have specific nuances that should be reflected in online content. For example, politeness and respect are integral to Japanese culture and so content must appropriately address the user.
Voice Search Optimization in Japan : Monitoring and Adapting to Trends
The landscape of voice search is continuously evolving, and staying ahead of new developments will require ongoing monitoring and adaptation. Tools such as Google Search Console should be utilised together with analytics platforms to track how content performs in voice search queries. Keyword strategies and content should be updated regularly to reflect emerging trends and user behaviour in Japan.
Voice search is reshaping SEO worldwide, creating new opportunities for businesses to connect with their audience in a more natural and efficient way. By understanding the unique characteristics of Japanese voice searches and implementing tailored SEO strategies, businesses can enhance their visibility, improve user experience, and ultimately drive more traffic and conversions. As voice search continues to grow in popularity, staying informed and adaptable will be key to long-term success in the Japanese market.
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