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SEO for Translators in Japan

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Zo Digital Japan
Zo Digital Japan

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.

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SEO for Translators in Japan Tokyo Digital Marketers By Jeff Crawford & Shinsaku “Shin” Ohno Founders Zo Digital Japan
About Jeff Crawford 3 Brief History
Jeff’s History 4
Jeff’s Time at Apple 4 Jeff Stock Price $$$$1988 - 1997
International Experience Digital 12 years in USA Global environment Business Background Sales & Marketing Finance & Accounting Consulting Ecommerce Facebook DM Consulting Hello! I am… Shin
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
Simplify SEO Concept www.jcdigital.jp www.zodigital.jp JAT Workshop
People Think SEO is Magic
SEO is Simply Search Engine Optimization
SEO for Translators in Japan
Optimization “the action of making the best use of a resource”
Create a website that
’s Mission “to organize the world’s information and make it universally accessible and useful ”
make useful information Accessible
is like a for useful information
SEO for Translators in Japan
?
Good Restaurant Looks Experience Popularity
Good Website Looks Experience Popularity
Welcoming Look Relevant Food Type Friendly Interior
Welcoming Relevant Content Friendly Look
SEO for Translators in Japan
SEO for Translators in Japan
SEO for Translators in Japan
High Quality Food Fast Service Wish To Stay Long
High Quality Content Fast Loading Site Wish To Stay Long
SEO for Translators in Japan
Smoking Fast!!
I can do this all day
Name Well Known Customer Visit Often People Talk About It
Name Well Known Users Visit Often Websites Talk About It
SEO for Translators in Japan
SEO for Translators in Japan
SEO for Translators in Japan
SEO for Translators in Japan
SEO Factors www.jcdigital.jp www.zodigital.jp JAT Workshop
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
On Page SEO Factors www.jcdigital.jp www.zodigital.jp JAT Workshop
#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.
#1: Keywords – Keyword Relevance for SEO 2 Example: Keyword = “immigration lawyer tokyo”
#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.
#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
#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.
#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
#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
#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
#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).
#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?
#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?
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
Off Page SEO Factors www.jcdigital.jp www.zodigital.jp JAT Workshop
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
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?
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.
TOP SEO Mistakes www.jcdigital.jp www.jcdigital.jp JAT Workshop
#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.
#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
#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…
#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.
#4: Important Texts in Images Key Point: Don’t put text into images. Instead use html <p>, <h1>, <h2> or other tags instead.
#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.
#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.
#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/
#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
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.
Summary and Final Thoughts www.jcdigital.jp www.zodigital.jp JAT Workshop
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
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.
THANK YOU
Zo Digital Japan www.zodigital.jp 080-3408-5333 011-81-80-3408-5333 CONTACT DETAILS HOW TO CONTACT US jeff@zodigital.jp

More Related Content

SEO for Translators in Japan

  • 1. SEO for Translators in Japan Tokyo Digital Marketers By Jeff Crawford & Shinsaku “Shin” Ohno Founders Zo Digital Japan
  • 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
  • 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”
  • 13. ’s Mission “to organize the world’s information and make it universally accessible and useful ”
  • 15. is like a for useful information
  • 17. ?
  • 20. Welcoming Look Relevant Food Type Friendly Interior
  • 25. High Quality Food Fast Service Wish To Stay Long
  • 26. High Quality Content Fast Loading Site Wish To Stay Long
  • 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
  • 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.
  • 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.