Cross-border EC targeting overseas markets is a major growth opportunity for Japanese companies, but it is also a field where it is difficult to achieve results if domestic EC is extended as it is due to many barriers such as multilingual support and differences in culture and values.
In particular, SEO measures to get overseas users to find sites require optimization for each language and region, so it is an easy point for beginners to stumble upon.
In this article, I will systematically explain everything from the basics of SEO measures in cross-border EC to multilingual optimization, content strategies, and technical SEO implementation procedures. The essential strategies for reliably achieving results in overseas markets are summarized in an easy-to-understand manner.
In recent years, there has been a rapid increase in the use of cross-border EC by Japanese companies as a means to sell products overseas.
In the past, it was common to search for local partners, exhibit at exhibitions, etc., and other methods that required time and cost to go out on one's own. However, now it is possible to directly transact with consumers around the world online using our own website or EC.
In particular, the opportunities for users in Asia, America, and Europe to search for Japanese products online are increasing year by year, and if they can properly operate cross-border EC, they can acquire a large market that crosses national borders.
Among them, SEO and AIO measures are becoming increasingly important. Cross-border EC cannot be found by the target simply by creating a site, and it is possible that no matter how attractive the product is, it is possible that it will not sell.
Overseas users, in particular, almost never search in Japanese. Since we search in different languages and keywords for each region, such as English, French, and Chinese, content must be created according to the search needs of each country.
Also, overseas, SNS is also used on a daily basis, and measures that are only aware of Google are insufficient. Although Google's market share is still high in English-speaking countries, TikTok searches continue to grow in Southeast Asia, and Baidu becomes mainstream in China, so the places you can find them differ from country to country.
Instead of extending domestic SEO, first creating a system for overseas users to find out is an opportunity for successful cross-border EC.
Reference URL:https://www.meti.go.jp/press/2024/09/20240925001/20240925001.html
Reference URL:https://www.meti.go.jp/policy/it_policy/ec/cbec/cbec_images/crossborderec_houkokusho.pdf
In cross-border EC, simply translating product pages makes it difficult for search rankings to grow, and neither access nor sales increase as expected. Overseas SEO has rules and tips for success that are different from those for Japan.
Here, we will organize and explain useful points at a practical level, from basic ideas for not failing in multilingual SEO to technical settings and research methods to grasp the search intentions of overseas users.
The first point you should understand is
It means it's a different thing.
For example, even if an English site is created, the keywords to be searched and the expressions required vary greatly depending on whether it is for America, the United Kingdom, or Singapore.
English pages do not mean that overseas SEO has been completed, and it is necessary to optimize the page after clarifying “what kind of users in which country”.
Also, in multilingual SEO, “literal translation” is the most likely element to fail. Simply mechanically replacing Japanese expressions with English or French can easily result in content that is out of line with search needs, and search rankings will not increase.
In particular, in cross-border EC, it is necessary to convey not only the characteristics and functions of the product, but also what value it has in terms based on the culture and values of that country.
What greatly influences multilingual SEO results is hreflang settings and URL structure.
hreFlang is a tag to correctly tell Google which pages are for which language/region, and if this is not set correctly, search engines cannot understand page compatibility.
As a result, it doesn't appear in the intended country, causing search rankings to not increase.
Also, URL structure is an important element that forms the foundation of multilingual SEO.
There are methods such as, but each has advantages and disadvantages, and the selection changes depending on the target country and scale of site operation.
Generally, subdirectories have a good balance in terms of both management and SEO, and are often used in cross-border EC.
In addition, if you want to clearly differentiate each country, a “ccTLD” is more suitable, and brands that are developing in earnest in the French market may also use example.fr.
What they all have in common is making Google understand the language and region correctly.
In order to achieve results with multilingual SEO, it is essential to understand what words overseas users search with and what they want to know.
As a research method, in addition to using Google Trends and Google Keyword Planner, it is very effective to analyze local competitor sites.
By understanding what keywords competitors are flowing in with and how they explain products, we can see the search needs of local users.
Also, by looking up reviews and influencer posts on SNS, you can understand what expressions and values are currently being supported.
In order to achieve results in cross-border EC, it is essential to optimize multilingual content according to search engines and cultures that differ from country to country, not just translation.
At Feux, a specialized team that can handle multiple languages such as English, French, and Chinese designs “quick win SEO” according to the search characteristics of each country such as Google USA, Google France, and Baidu.
Furthermore, we analyze the latest trends in Google official information, SNS trends, and even real transmission trends such as BeReal, which is a hot topic among young people, and rebuild product stories, reviews, and image expressions from the perspective of local users.
With this strategy, which simultaneously targets top searches and SNS diffusion, it is possible to maximize the ability of cross-border EC to attract customers in a short period of time.
Reference URL:https://www.jetro.go.jp/biznews/2025/10/4844d63932ec0d28.html
In order to continuously achieve results in cross-border EC, it is important how accurately the improvement cycle can be carried out after content is created.
In overseas SEO, it is necessary to check the three aspects in a well-balanced manner: technical aspects, user behavior, and search trends. As a practical procedure, the following flow is basic.
In particular, when extracting and improving points, it is important to decipher the data and turn it into the next action.
For example, if you know that your stay time is short in America but long in France, your points of interest may differ on the country, and in that case, it is improved to improve CVR by the order of product and how to show images by country
Undertaking results in finding EC is not simply translation or application of domestic SEO,
Comprehensive SEO measures that combine are essential. By considering processes such as multidisciplinary support, content design, technical discussions, and data analysis, it is possible to increase awareness, inflow, and Purchase rates from overseas.
For companies considering to expand sales channels into overseas markets or increasing increasing EC sales, considering the content of this article into practice should be a big first step.
