Japanese Search Engine Optimization (SEO) Methodology

Japanese Search Engine Optimization Overview

A successful Japanese Search Engine Optimization (SEO) program is not much different that one done in any other language. All of the site specific issues are the same with the only real difference being the content must be in Japanese and the keyword phrases must be one that a Japanese searcher would actually use. If your site is not currently in Japanese we can work with you to localize the site into Japanese and during that process implement many of the optimization attributes.

Step 1: Japanese Keyword Research and Prioritization

A successful Japanese Search Engine Optimization (SEO) program requies a step-by-step process to gather and prioritize your keyword phrases in Japanese. These keyword phrases should reflect an understanding of the needs of your customers and the phrases they would use to find your products or service.

Step 2: Japanese Search Engine Compatibility Review

GSI will review your website and each key content page using our 50 point checklist to determine how well it is complying with the various Japanese search engine algorithm attributes. Some of the key elements of this review are as follows:

• Algorithm Compliance - The major Japanese search engines use different variations of a ranking algorithm. These algorithms are a series of weighted rules that allow the search engine to rank pages based upon their specific criteria. The objective is to ensure key pages on your site match as many of these attributes as possible.
• Site Spiderability Analysis - GSI will run a sophisticated tool across the website that emulates a typical spider. This activity allows us to determine quickly how well the site is currently optimized or if there are any major issues that could negatively affect the SEO campaign.
• Navigation Structure - Search engine spiders are not able to follow certain types of links - in general, sites that are dynamic (create pages on the fly) can cause problems. The spider will quickly identify any navigation and spider trail related problems.
• Site Programming and Coding - Poor coding techniques can result in a visiting search engine spider leaving the Web site before reaching valuable content. We review the programming and coding structure to determine if there are any problems. Excessive clutter created by large JavaScript and Style Sheet code at the top of an HTML page can hinder search engine spiders in their quest to crawl the site.
• Content/Keyword Density - A site's content is critical to the success of any SEO campaign. Lack of keyword rich content will negatively affect a sites performance at search engines for queries on established keywords and phrases. Additionally, poorly formatted content can have a similar effect. GSI will review the site for key content and to ensure there is content available that represents the clients primary keywords and phrases.
• Link Popularity Analysis - Many search engines give credit to sites that are well linked to other well linked and informative sites. Simply having lots of links to your site is not the answer but rather the quality of those links. We will review the number and quality of these links and their respective page ranks to determine how popular seems to be to the various engines.

Step 3: Site and Page Optimization

Essentially, Japanese search engine optimization is understanding how your site is perceived by the Japanese search engine spiders and making the appropriate adjustments to the site and specific page. Once the above review is completed, a detailed set of recommendations to make the site compliant will be developed as well as specific instructions on how to make the changes to the site.

GSI will work with your development and marketing team to implement the changes to the site or we can make the changes directly to the pages for you. The following are details regarding the specific Japanese Search Engine Optimization tasks:

• Title Tag Optimization - One of the most critical elements of Japanese search engine optimization is the development of unique and keyword centric title tags. The title tag of a page is HTML code that contains the text that appears in the upper left corner of your browser and the underlined hyper link in search engine descriptions. Title tags act like the title of a book and define the content on a specific web page. There are a number of key concerns when dealing with these tags that can have an immediate and significant impact on the ranking of a web site.
• Meta Tag Optimization - While meta tags have lost much of their influence on rankings, the meta description is still important with smaller engines and in cases where there are heavy graphics on the site. We will review the descriptions and develop more approprite versions for the Japanese market.
• Content Optimization - Currently the major search engines develop their own descriptions for the site in the results page by taking the sentence or sentences that surround the specific search phrase. Therefore it is very important to ensure the copy surrounding these key phrases on the site is written properly to provide the best description of your offer to searchers.

Click here to request more information about GSI's Japanese Search Engine Optimization services.