CASE: SEO Contents Creation in Japan

We worked with US-based EC shopping services to launch their service in Japan markets. They already have existing EC channels and their challenge is to start their content marketing to acquire potential customer’s branding and awareness.

Challenge

Although their products are already listed in their Japanese site, Japanese Amazon, and other major EC channels, since there is very little branding awareness in Japan, they had not been meeting their Japanese sales KPIs.

Their products are new and not a commodity, thus listing advertisement was not scalable, however, it’s valuable for targeted customers’ needs, it was clear that they need more awareness of their brand and products in Japan.

Solution

We have started contents marketing campaign with a new domain and WordPress site to acquire potential customer traffic and introduce their products. And below is the steps we’ve taken.

Keywords Research

Keyword research is often the first stage of our research projects. Projects can include English and foreign keyword research or only foreign keyword research.

Once completed, the keyword research will be analyzed further and then used to create content recommendations for the client site along with other reports. Therefore, the research needs to be comprehensive and cover all the relevant topics.

Editorial Calendar

It is content schedule management that tends to become cumbersome as content marketing and other content are created continuously.

Especially when there are multiple writers, it is difficult to understand the whole picture, such as who will create which content by when. In such a case, we want to use the “editorial calendar” for schedule management.

In addition to comprehensive content management, the created calendar can be shared with team members so clients can keep track of their progress.

WordPress Setup and On-page optimization (OPO)

For this project, we conducted more focused keyword research, to find and map to each URL only the most relevant and optimal keywords for each category.

Once the keyword mapping and research have been completed, then we proceed with the on-page optimization work by optimizing the Title Tag, H1, and Meta Descriptions for each page. These meta tags should be optimized using the keywords found and mapped to each URL. Please see below for some best practices to implement within the OPO.

Monitoring and Optimization

We periodically monitor the raking of each page and target keyword using Google Search Console and Ahref. Based on the current raking the frequent optimization of title, meta description and contents are conducted.

Result

Increase in organic traffic

As a result, we had started seeing a big increase in organic clicks after 2 months of acquisition of domain, and it had been increasing consistently with only less than 50 articles.

Increase in Conversions at conversion page from the contents page

As for conversion results, the traffic of contents page to conversion page (service page) also increased accordingly.

Natural Backlinks

We are also successfully able to rank the keywords that are targeted.

Below is the Ahref monitoring dashboard after 4 months of pure content marketing (brand new domain, no back link-building all natural).