This presentation given at the Japan Assocaition of Translators on January 19th, 2019. In our presentation, we introduce SEO (Search Engine Optimization), we break down the top ranking factors, and review the top mistakes that translators and small business owners make on the their websites in Japan. Presented by Jeff Crawford and Shin Ohno of Zo Digital Japan.

1. SEO for Translators in Japan
Tokyo Digital Marketers
By Jeff Crawford & Shinsaku “Shin” Ohno
Founders
Zo Digital Japan

2. About
Jeff Crawford
3
Brief History

3. Jeff’s History
4

4. Jeff’s Time at Apple
4
Jeff
Stock
Price
$$$$1988 - 1997

5. International Experience Digital
12 years in USA
Global environment
Business Background
Sales & Marketing
Finance & Accounting
Consulting
Ecommerce
Facebook
DM Consulting
Hello! I am…
Shin

6. Today’s Goals
2
Today’s Agenda
1. Simplify SEO Concept
2. Learn Top Ranking Factors used by Google
3. Top SEO Mistakes
4. Bonus: Issues for Translators

7. Simplify SEO Concept
www.jcdigital.jp
www.zodigital.jp
JAT Workshop

8. People Think SEO is
Magic

9. SEO is Simply
Search Engine Optimization

11. Optimization
“the action of making
the best use
of a resource”

12. Create a website that

13. ’s Mission
“to organize the world’s information
and make it universally accessible
and useful ”

14. make useful information
Accessible

15. is like a
for useful information

17. ?

18. Good Restaurant
Looks Experience Popularity

19. Good Website
Looks Experience Popularity

20. Welcoming Look
Relevant Food Type
Friendly Interior

21. Welcoming
Relevant Content
Friendly Look

25. High Quality Food
Fast Service
Wish To Stay Long

26. High Quality Content
Fast Loading Site
Wish To Stay Long

28. Smoking Fast!!

29. I can do
this all day

30. Name Well Known
Customer Visit Often
People Talk About It

31. Name Well Known
Users Visit Often
Websites Talk About It

36. SEO Factors
www.jcdigital.jp
www.zodigital.jp
JAT Workshop

37. 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. Target Keyword Relevance
2. Well Structured Site
3. Well Structured Page Contents
4. Click-Through-Rate in Search Page
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

38. On Page SEO Factors
www.jcdigital.jp
www.zodigital.jp
JAT Workshop

39. #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.

40. #1: Keywords – Keyword Relevance for SEO
2
Example: Keyword = “immigration lawyer tokyo”

41. #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.

42. #1: What is Your Keyword Search Volume?
Use free tools like UberSuggest.io to get keyword volumes & keyword alternatives.
Suggestions
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
Activity
Select a Primary Keyword for your
Business.
Think up your TOP 5 keywords.
And enter them into UberSuggest
1 by 1.
2

43. #2: Well Structured Site Content based on Keywords
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.

44. #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

45. #3: Contents – Well Written Contents
2
Tips
• Write naturally, (face-to-face)
• Solve the searcher’s intent.
• Use your target keyword in the H1 Title
• And the 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.
• All Images should be well labeled.
• (alt-text)
• Separate Sales Pages from Informational Contents
• Pages vs Blogs
Warning
• Don’t do Keyword Stuffing

46. #4: Search Results Page – Make Your Listing “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

47. #5: Time On Page
2
Key Points
• Google pays attention to how long you
visit a page from search.
• If the user “Pogo-Sticks”, bounces into
your page, then returns to Search,
Google will devalue your content.
Tips
• Make your content engaging
• Answer the user’s Search Intent
• Use long form contents blogs
• (1200 words)
• Use Movies
• Every page on your site should lead the
user to another page (or action).

48. #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
• Fix issues
Warning
• Large 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”
5. Is it under 4 seconds?

49. #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
Activity:
1. Please visit Search.google.com/test/mobile
2. Enter your website
3. Did it pass?

50. Activity: Testing your On Page SAO Knowlege
2
Try This:
● Please visit jat.org website
● List all ways this Home Page could
be improved
SEO Factors
● SEO Title
● SEO Meta-Description
● H1 Title Tag
● H2 Tags
● Structure
● Contents
● Time On Page
● Mobile

51. Off Page SEO Factors
www.jcdigital.jp
www.zodigital.jp
JAT Workshop

52. Backlinks
2
Key Points
• Backlinks are a big Ranking Factor
• Google value high-quality backlinks
that are relevant to your field.
• Anchor text is important too
Tips
• Seek out HQ Backlinks
• High Domain Authority
• Relevant to your field
• Write good contents, promote them
• Guest Posts
• Interviews
Warning
• Avoid links from trashy sites
• Reciprocating Links
• Paid Links

53. Brand Citations & Brand Recognition
2
Key Points
• Having your brand mentioned around
the web is important.
• 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
Warnings:
Be consistent everwhere.
Negative Example
Jeff & Partners, Jeff and Partners, Jeff Partners,
J & P, J and P KK.
Activity:
1. Search for your Business Name
in Google
2. How does it look?

54. Social Signals
2
Key Points
• Google Values Customer Reviews
• Google & others use Social Media
and a ranking factor
• Social Networking plays a big role
here
Tips
• Ask happy customers for a review
• Promote on Social Media
• Choose Appropriate Social Media for
your business
• Twitter, Facebook, Instagram,
Line, LinkedIn, WhatsApp,
WeChat.
Warning
• Be aware of similar Brand Names.

55. TOP SEO Mistakes
www.jcdigital.jp
www.jcdigital.jp
JAT Workshop

56. #1: Thinking Your SEO is Good, When it’s NOT
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.

57. #2: Not Having an SEO Title or Meta-Description
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

58. #2: Not Having an SEO Title or Meta-Description
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
Key Point: The. SEO Title and Meta-Descriptions are
Super-Important. Yet they are often overlooked.
The text here displays in Google Search Results Page,
along side of your competitors. If a user does not
click, they don’t come to your page.
If you don’t supply these for every page, Google has to
guess. Bad…

59. #3: Not Enough Text on Home Page
Problem: Owners think it’s cool to
have no text on their Home Page.
- “I let my content do the talking”
Problem: Google can’t parse
images. Google needs text to
parse your site to determine
keywords.
This problem is especially
prevalent with:
• Video Developers
• Photographers
• Artists
• Architects
Key Point: Provide enough text about for Google to
understand your business.

60. #4: Important Texts in Images
Key Point: Don’t put text into images. Instead use html <p>, <h1>, <h2> or other tags instead.

61. #5: Not specifying H1 or H2 tags on each Page
Key Point: Do specify H1 and H2 tags to make it easy for the Googlebot to understand your content.

62. #6: Focusing too much on Translating Correctly
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.

63. #6: Focusing too much on Translating Correctly
Jeff’s blog
Localizing your Website to
Japanese? Beware of this SEO Trap:
https://www.zodigital.jp/blog/localizing-website-to-japanese-seo-trap/

64. #7: Mixing English & Japanese on same Page
Don’t Do It
Why?
You will fail in both languages
Key point: Keep Languages on separate pages. Use HRefLang
tags to reference same content in alternate languages

65. 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
Bonus: Not Knowing your Top Keywords By Search Volume
Use free tools like UberSuggest.io or Google Keyword Planner
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.

66. Summary and Final Thoughts
www.jcdigital.jp
www.zodigital.jp
JAT Workshop

67. Some Helpful Tools
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

68. Final Thoughts About SEO
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.

69. THANK YOU

70. Zo Digital Japan
www.zodigital.jp
080-3408-5333
011-81-80-3408-5333
CONTACT DETAILS
HOW TO CONTACT US
jeff@zodigital.jp