Word Connection at BrightonSEO 2025: Bridging Cultures Through Language

Every year, thousands of digital marketers, analysts and innovators gather for the BrightonSEO conference — one of the world’s leading search marketing conferences. What began as a meetup in a small room above a pub has become a global series, with multiple UK events each year and a sister conference in San Diego.

At its core, BrightonSEO is all about one thing: connection. Between data and creativity, strategy and execution, and most importantly, between the people shaping how information travels across borders.

This October, Word Connection will host an exhibitor’s stand at BrightonSEO 2025, bringing our knowledge and expertise in Japanese translation and localisation to the heart of the search industry. We hope to see you there!

What Makes BrightonSEO So Influential

BrightonSEO has earned its reputation as one of the most respected conferences in digital marketing — not just for the calibre of its speakers, but for the community it brings together. This is where its influence lies: collaboration.

The event breaks down barriers between disciplines, showing how creativity, data and technical insight work best when they work together. Sessions range from the highly technical (algorithm updates and analytics) to the deeply human (storytelling and transcreation). 

For Word Connection, that balance perfectly reflects what localisation is all about: precision, logic and language working side by side. By exhibiting at BrightonSEO 2025, we’re joining a global conversation about how brands connect with audiences, and how culture continues to shape the way people search, consume and buy online.

Why Localisation Matters in SEO

As businesses look beyond their home markets, the need for clear, culturally attuned communication has never been greater. Search engines may connect users to information — it’s language that connects brands to people.

Localisation ensures that your message resonates with audiences in different countries, not just linguistically, but also culturally and contextually, going far beyond direct translation. While translation focuses on meaning, localisation adapts tone, phrasing and intent to reflect how people in another market actually think and communicate, a crucial distinction when it comes to SEO.

Search behaviour varies greatly between languages and cultures. Keywords that perform well in English may carry completely different connotations in Japanese. Even subtle variations in phrasing can influence how users search, how they interpret the results and whether they will trust what they see.

Effective localisation bridges the gap. It combines linguistic precision with cultural understanding, ensuring that every keyword, headline and meta description feels natural. By integrating localisation into your SEO strategy, you don’t just optimise for search engines, you optimise for people.

Understanding the Japanese Market

Japan represents one of the most distinctive and complex digital landscapes in the world. It’s a place where global trends meet deep-rooted cultural values. Entering this market successfully takes more than a translated website. It requires an understanding of how people in Japan search, shop and communicate.

Japanese consumers place high importance on trust, clarity and tone. Marketing that feels overly direct or casual can miss the mark, while messages that show humility and respect for detail are far more likely to resonate (the same goes for local social media influencers).

Adding to the complexity is Japan’s unique writing system, which combines three character types (hiragana, katakana and kanji) often within the same sentence. Because a single word can be expressed using different scripts or variations of kanji, consistency becomes a major challenge for SEO. Choosing the right script for each context affects readability, user perception and even search performance — a detail that requires both linguistic and technical precision.

Search behaviour in Japan is also significantly different to English-speaking markets. Japanese users often employ longer, more descriptive queries, and keyword intent can shift dramatically based on phrasing or context. Furthermore, domestic search engines like Yahoo! JAPAN remain popular alongside Google, creating a uniquely competitive search environment.

Understanding these nuances and complications is key to an effective international SEO strategy. It’s what allows brands to move beyond visibility and build the kind of genuine connection that earns loyalty and trust.

Meet Our Team at BrightonSEO 2025

At BrightonSEO, we’re looking forward to stepping away from the screen and meeting people in person — to share ideas, answer questions and learn from others shaping the future of search.

• Where to find us: Stand 49
• Dates: 23rd-24th October
• Venue: Brighton Centre, UK

Book a Meeting

Prefer a scheduled slot?

Click here to book your slot.

Reasons to Say Kon’nichiwa (こんにちは)

• Cultural insight meets search strategy: Learn how small linguistic shifts can have a big impact on engagement and conversion.
• Ask about your own campaigns: Bring some sample copy, a list of keywords or ideas for content, and we’ll be happy to offer some quick and actionable insights.
• See how we work: From CAT (Computer-Assisted Translation) tools to QA workflows, we’ll explain how consistency and creativity go hand in hand.
• Build new connections: Whether you’re curious about the Japanese market or exploring partnership opportunities, we’re always open to conversation.

Who You’ll Meet

Kaori Myatt | Managing Director

Born in Niigata, Japan, Kaori Myatt holds a BA in Literature from Keio University and a Master’s in Translation from the University of Portsmouth. With over 20 years’ experience in translation and language services, her work has contributed to the successful launch of numerous apps, online resources and books. 

Kaori also mentors translation students at the University of East Anglia, helping to guide the next generation of language professionals. Her passion for language and commitment to excellence have made her a respected leader and voice within the industry.

James Myatt | CEO

James Myatt is the CEO and Co-Founder of Word Connection. A bilingual professional with English and French heritage, James brings an international perspective and entrepreneurial spirit to the company. Together, he and Kaori founded Word Connection to deliver high-quality Japanese translation and localisation services to clients around the world. 

James also serves as a LocLunch ambassador and is the founder of the Strateski — an annual networking event that combines language industry expertise with community, collaboration and skiing. His diverse background in business and communication continues to shape Word Connection’s growth and global partnerships.

Book Your Appointment

Click here to book a meeting with us at BrightonSEO 2025.