Japan is one of the most digitally connected countries in the world. Japanese consumers increasingly rely on online searches to find local businesses, whether they’re looking for a nearby restaurant, a hair salon, or a retail store. According to Statista, over 93% of the Japanese population now use the internet, and mobile search is increasingly becoming the preferred method for finding local businesses.
As consumers are progressively moving to online searches to find what they need, businesses in Japan that fail to optimize their online offerings for local searches risk losing out to competitors. Local SEO ensures that a business in Japan is visible to potential customers in the immediate area when they search for the products or services they need.
Why is Local SEO so important?
It would now be impossible to overstate the importance of local Search Engine Optimization (SEO) just about anywhere and certainly in Japan. Here’s why:
“Near me” or “close by” type searches have grown by more than 900% in just two years.
A study by Forbes in 2023 revealed that 46% of all Google searches are local. 50% of smartphone users visited a store within 24 hours of performing a local search. 18% of local searches lead to a purchase within 24 hours, compared to 7% of non-local searches.
Research suggests that 80% of people use search engines for local searches and that “open now near me” searches are rapidly increasing.
Local searches are often made by non-local people and so businesses that optimise for local searches can attract a larger target audience than they might think.
Most people in Japan now have smartphones. This fact and the growing popularity of wearable devices mean that on the go local searches inspired by an immediate need are likely to increase.
Which type of business in Japan could benefit from local SEO?
Almost any business in Japan with a physical presence could benefit from local SEO. Large national and international organisations may have multiple branches with each offering the potential to attract local searchers.
Clearly, small, independent and niche businesses could benefit enormously. These smaller operations will always find it difficult to compete with large organisations when seeking to improve their general search engine rankings. But they can certainly achieve impressive local search engine rankings.
The businesses that are most likely to benefit from local SEO are:
Medical Services including Doctors, dentists, and physical therapists.
Service and maintenance businesses such as locksmiths, cleaning companies, gardeners, plumbers and electricians.
Law firms
Restaurants and cafes
Breweries and vineyards
Hotels
Pet services including dog groomers, vets and pet food retailers.
Estate agents
Local Retailers
What are the key benefits of local SEO for Japanese businesses?
Increased visibility in local searches
Local SEO helps any business to appear in search results when people in the area search for relevant keywords. For example, a sushi restaurant in Shibuya, should optimize for japanese keywords like "渋谷 寿司" (Shibuya sushi) and will then rank higher in search results those terms, making it easier for locals and tourists alike to find them.
Higher conversion rates
Local searches often have high intent, meaning that users searching for businesses in their area are more likely to make a purchase or to at least visit the business. By appearing in local search results, a business can attract highly targeted traffic that is more likely to convert into sales. For example, a user searching for "近くの美容院" (nearby beauty salon) is likely to be doing so because they wish to book an appointment.
Cost-effective marketing
Compared to traditional advertising methods such as print or television, local SEO is a cost-effective way to reach potential customers. While paid ads can be effective, they require ongoing investment. Local SEO, on the other hand, involves optimizing websites and online profiles to attract organic traffic, which can provide long-term benefits without continuous spending. Many businesses would require the services of SEO professionals to optimise their online presences. It would be a costly endeavour to achieve results for national and international searches. Many small businesses simply wouldn’t boast the required budget. Optimising for local searches would be far more affordable.
Building trust and credibility
When a business appears in local search results and is listed in directories like Google My Business, a layer of credibility is created. Customers are more likely to trust and to purchase from businesses that have strong online presences, complete with positive reviews, accurate information, and engaging content. This trust can be particularly important in Japan, where reputation and customer reviews play a significant role in consumer decision-making.
Competing with larger chains
Local SEO levels the playing field for small and medium-sized businesses, allowing them to compete with larger chains. By focusing on a specific geographic area and targeting local customers, smaller businesses can establish a strong local presence and attract loyal customers who prefer to support local enterprises.
How to Implement Local SEO for Your Business
To effectively leverage local SEO, Japanese businesses should consider the following strategies:
Claim and optimize your Google My Business profile
Google My Business is a crucial tool for local SEO strategies. Ensure that your business profile is complete, accurate, and regularly updated with your address, phone number, hours of operation, social media platforms and other relevant information. Add high-quality photos, respond to customer reviews, and use Google Posts to share updates or promotions.
Add your business to online directories
Listings in directories will certainly enhance your online visibility and search results. Ensure that any listings are kept up to date and feature as much content as you are permitted to include.
Use local keywords
Incorporate local Japanese keywords into your website content, meta descriptions, and titles. These should include your business type and location, such as "銀座のカフェ" (Ginza café) or "大阪のラーメン" (Osaka ramen). This helps popular search engines understand where your business is located and what you offer, improving your chances of appearing in local search results and getting a wider audience.
Encourage customer reviews
Positive reviews not only boost your reputation but also improve your local search rankings. Encourage satisfied customers to leave reviews on Google and other relevant platforms. Responding to reviews, both positive and negative, shows that you value customer feedback and are committed to providing excellent service. Almost two thirds of searchers read online reviews before making a decision about which business to visit or contact.
Create location-based content
Producing content that is relevant to your local target audience can enhance your local SEO efforts and overall digital presence. This could include blog posts about local events, guides to your region or neighbourhood and features on local partnerships. By focusing on local content creation, you can attract more traffic from users interested in your area.
Optimize for voice search
With the rise in the prevalence of voice-activated devices and assistants, optimizing for voice search is becoming increasingly important. Voice searches are often more conversational, so include natural language phrases and questions that people might use when searching for your business. For example, optimize for queries like "渋谷でおすすめのラーメン店はどこですか?" (Where is the best ramen shop in Shibuya?).
Mobile optimization
The majority of local searches are now conducted on mobile devices. Optimising for local SEO therefore means paying particular attention to optimising for mobiles. This would include ensuring that your website is mobile friendly. It should boast fast loading times and easy navigation. If your website works well for mobile users, you will attract more on-the-go clients.
Target Google Maps Pack
Google Maps Pack is a set of three Google Maps search results that usually appear when users undertake local searches for businesses. Gaining a position on the Google Maps Pack can truly help for your business as 42% of local searchers click on these results. To increase your chances of becoming a Google Maps Pack result, claim your Google Business Profile listing, generate online reviews and build citations.
Leverage structured data
Implementing structured data (schema markup) helps all search engines to understand online content and then to provide more accurate search results. Structured data is especially important for businesses in Japan that are seeking to attract local consumers, as it can improve visibility in local search queries.
Is local SEO a necessity in Japan?
In today’s digital age, local SEO is no longer optional for the Japanese market—it’s a necessity. As more Japanese consumers turn to online searches to find local products and services, businesses that prioritise local Japanese SEO strategies will be better positioned to attract customers, increase sales, and build strong reputations in their communities. By investing in local SEO strategies, Japanese businesses can ensure they remain competitive in an ever-evolving marketplace. They will become far more visible to the very people that are most likely to invest in their products or services.
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