Link building in Japan: how local knowledge drives brand awareness

Link building is a key part of any SEO strategy. In a 2023 Databox survey, SEO experts ranked external linking as the third most important factor for search optimisation, while separate research by Aira shows that SEO professionals predict that this will be the case for many years. Successful link building in Japan can really make a difference when launching or developing your brand in this growing market. However, Japanese businesses and consumers are likely to do things differently to those in your home country. How will you need to adapt your current strategy to fit the Japanese market and create strong backlinks that drive consumers to your brand?

In this guide, we’ll explore what makes link building in Japan unique, why backlinks are vital for your SEO strategy, and seven actionable tips to build authentic local connections that boost your visibility and brand trust.

What is link building and why does it matter for Japanese SEO?

Link building is all about driving traffic to your website and the content you want people to see. It’s an off-page SEO strategy for creating a number of high quality links from external sites to increase the quantity of inbound leads. To succeed at link building in Japan, the quality of your website is key because Japanese culture places great importance on trust.  Localisation must play a part at every level of your sales and marketing strategy.

Why are back links important for your Japanese SEO strategy?

Back links are important for your SEO strategy in Japan because they are an effective way to raise brand awareness in a new market. Getting your brand in front of a qualified audience is the first step on the buyer’s journey because until people know you exist, nothing else can happen. Successful link building will both drive traffic and help your website to rank higher on search pages. Google is the main search engine in Japan with around 80% of users, but Yahoo! Japan and Bing are also worth taking into account.

7 actionable tips for link building in Japan in 2025

Link Building in Japan follows the same white-hat principles as in Western markets, but local knowledge, relationships and trust matter more. Here are ways to connect with Japanese businesses and consumers to drive traffic to your website.

1. Create great, locally relevant content

The first rule of any link building strategy is to create great content, because once you get that great content in front of people they’ll want to share it. Link Building in Japan is no different, but your content strategy might need to be. You need to understand what type of content is relevant to your Japanese target audience, and naturally it will need to be in beautifully written, engaging Japanese.

Types of content people love to share

• • • Original research and data
    • Infographics
    • In-depth guides
    • How-to guides
    • Listicles
    • Interactive content (quizzes)
    • Trend reports
    • Controversial and interesting blogs

2. Create a website people want to link to

In Japan, business is done on trust, and quality is important. If you’re using your website to post your content and hoping for back links from Japanese websites, then you need to ensure quality in everything you do.

A quality website should contain:

• Accurate, culturally adapted Japanese copy
• Localised visuals and design
• Fast mobile performance (essential for Japanese users)

This means expert translations with no mistakes; detail matters.

3. Make the right connections

The best back links in Japan come from what Google deems to be authoritative sources. These are usually news and government websites, like Nikkei and popular e-commerce sites like Rakuten.

In addition, working with local influencers can be a powerful way to boost your online presence in Japan. If you are gifting products then you will need to ensure all content is labelled as sponsored, but getting Japanese influencers on board can really help bring your product or service to the hearts of the local people.

4. Build relationships and be patient

Following on from making the right connections, you’ll also need to allow time for these connections to come to fruition. Cultural experts state that in Japanese business, harmony and consensus are key, decisions are taken as a group with each level contributing to arrive at a consensus. The process takes time, but once everyone is on board, things speed up. It pays to get your communication right from the start; if you’re sending emails then use proper Japanese business etiquette and language, don’t rely on copying and pasting an AI translation.

5. Use social media to your advantage

Leverage your social media to gain followers and increase shares of your relevant content, but also to keep a pulse on what’s happening locally, discover opportunities for collaboration with local influencers or businesses, and of course keep an eye on your competitors. In 2025 Line (a messaging app) YouTube and X are the most popular social media channels in Japan.

6. Curate a presence on local directories and websites

Understanding the local landscape is key to any international expansion campaign, listings in local directories and on local sites like Ekiten or Hotpepper are a great way to encourage back links to your website.

7. Be their guest

Although still not that common in Japanese society, writing guest blogs can be a good way to create back links to your Japanese website and because competition is low, the opportunity is big. You just need to figure out how to communicate the benefits properly. Be wary of creating reciprocal links as Google’s algorithms often discount or penalise them, especially in tightly interconnected local domains.

Focus on quality and connection

Creating high quality back links for your business in Japan can be an effective way to drive traffic and sales. However, getting those links from authoritative websites, directories, social media and influencers can be tricky. You need to think and communicate like a local to make it happen. Quality back links can be generated for excellent content that others are willing to share, so know your market, network and make sure your translation and localisation are up to local standards.  

Looking for help with your Japanese website, content or SEO? Contact us for a quote today.