Hello, I'm Toshiki Matsumura, CEO of MEDIA REACH. We provide SEO and link-building services for international companies targeting the Japanese market.Today, I’ll explain the standard SEO costs in Japan, sharing practical insights from my experience.If you're considering SEO in Japan, this will be valuable information. You may be surprised by the differences from other countries.Japan-Forcus SEO Service - MEDIA REACHJapan-Forcus Link Building Service - MEDIA REACHKey Points About SEO Costs in JapanInitial SEO Audit in Japan: $5,000-$15,000 per auditMonthly SEO management fees in Japan: $2,000-$5,000 per monthContent creation costs in Japan: $0.023-$0.154 per Japanese characterSEO Services and Cost Ranges from Japanese SEO AgenciesInternational companies typically request two main services from Japanese SEO agencies: initial SEO audits and monthly SEO management support.Initial SEO Audit in Japan: $5,000-$15,000 per auditThe standard cost for an SEO audit in Japan ranges from $5,000 to $15,000 per audit. Japanese SEO agencies typically have different pricing structures for international versus domestic Japanese companies. One reason is the scarcity of specialists in Japan who can provide SEO support in English, which increases resource acquisition and personnel costs.In practice, while we have many SEO specialists who are proficient in both English and Japanese, their hourly rates are typically 1.5 to 2 times higher than those of regular domestic Japanese SEO consultants.The cost varies depending on the site's size, complexity, and the scope of support required. E-commerce sites and review platforms with programmatic content tend to be more expensive to audit.Depending on the number of pages, sites with several hundred thousand pages will typically exceed $10,000 for an audit. You may be able to reduce costs by narrowing down your specific requests. If you're already aware of certain issues, organizing and communicating them clearly to your Japanese SEO agency can help.The initial SEO audit support includes the same elements as global standards:Understanding the business and target audienceKeyword ResearchSEO AuditThe SEO audit examines whether your pages are optimized for target keywords from on-page SEO, technical SEO, and content SEO perspectives. The standard deliverable includes identification of issues and specific action plans.For international companies, SEO consultant rates range from $100 to $200 per hour, meaning that a $5,000 audit represents approximately 25-50 hours of SEO specialist work.Does that seem expensive?Beyond the personnel and resource factors mentioned earlier, analyzing sites that operate in completely different ways from those in Japan is extremely challenging and requires significant experience.As a result, these tasks are typically handled by consultants with extensive SEO experience, which drives up the hourly rate.Monthly SEO Management in Japan: $2,000-$5,000 per month is standardIn Japan, the standard cost for monthly SEO management typically ranges from $2,000 to $5,000.Monthly SEO services vary greatly depending on client requirements. They often include a combination of:Regular technical auditsMonthly competitive landscape monitoringKeyword ranking and traffic monitoring and reportingMonthly additional/revised strategy developmentLink buildingContent creationMonthly reporting and discussion meetingsThe specific services should be selected based on the client's goals and challenges.At Media Reach, we've supported numerous international companies with their SEO efforts in the Japanese market. The most common request is for initial SEO audit support only.However, since Japan doesn't typically follow a job-type employment system, SEO is often managed by staff who aren't SEO specialists. Consequently, most clients request both SEO audits and monthly SEO services as a package.Content Creation Costs in Japan: 3-20 yen ($0.023-$0.154) per Japanese characterContent creation costs in Japan range from 3-20 yen ($0.023-$0.154) per Japanese character. For YMYL (Your Money Your Life) content, rates typically range from 10-20 yen per Japanese character.Unlike English word count metrics, Japanese pricing is based on character count, so please keep this in mind.In 2025, there's been an increase in AI-generated content, which has driven character rates down. However, achieving high rankings with AI-generated content alone remains challenging, and content still needs human refinement to be selected as a source in AI Overviews.Additionally, from an E-E-A-T perspective, experience is highly valued, so when outsourcing content creation, focus on value rather than just price.Japanese SEO Agencies Rarely Offer Performance-Based PlansThis may surprise international companies, but performance-based SEO services are rarely offered by Japanese SEO agencies. The primary reason is, of course, that SEO success depends heavily on external factors.About 10-15 years ago, major Japanese SEO agencies offered performance-based services where fees were incurred for maintaining first-position rankings daily, but frankly, this isn't a rational contract structure for either party given the nature of SEO.Of course, I understand your concerns.You may feel anxious about succeeding in the unfamiliar Japanese market and worry about facing criticism from your boss or superiors if things don't go well.However, Japanese SEO agencies primarily operate on monthly service models domestically.To be honest, when international companies bring up performance-based compensation during inquiries or negotiations, it makes us less inclined to provide support.That said, Japanese people tend not to express their true feelings. They might say they'll "consider it positively" but then stop responding. At Media Reach, we always follow up!The main point is that when seeking cooperation from an SEO agency in the Japanese market, you should generally give up on the idea of performance-based plans.If you want to find a good Japanese SEO agency, try to adapt to Japanese business customs as much as possible.This approach will encourage Japanese SEO agencies to cooperate more willingly.Price Negotiations for SEO in Japan Are ChallengingInternational companies often report that price negotiations for SEO services in Japan are difficult. Here's what you should know about Japanese SEO agencies' pricing philosophy and business norms.Japanese SEO Agencies Have Limited Flexibility in Price NegotiationsJapanese SEO agencies typically offer limited room for price negotiation and tend to provide services based on predetermined fee structures.Particularly among large SEO agencies and established companies, pricing is clearly set for each plan, and they generally don't accommodate customization or discount negotiations based on client budgets.This approach stems from the widespread belief in Japan's SEO industry that "SEO is not a short-term measure but should be approached as a long-term commitment." In my experience, this mindset is even stronger in Japan.Since SEO results don't appear immediately, many agencies prefer to maintain a certain quality level while implementing measures continuously rather than unnecessarily lowering prices to match client budgets.Additionally, since performance-based SEO services are rarely available in Japan, fixed monthly fee plans are the norm.Therefore, it's important to understand that if you approach negotiations with Japanese SEO agencies expecting significant flexibility on pricing, you may not receive the accommodating response you anticipate.Long-Term Contracts Are Standard (6 Months to 1 Year)Japanese SEO agencies typically require contracts of 6 months to a year. One reason they don't accept short-term contracts is that SEO requires continuous improvement to enhance search engine evaluations, making it difficult to produce visible results in just a few months.Furthermore, Japanese companies tend to avoid contractual risks, and establishing long-term contracts for stable SEO operations has become an established business model. Therefore, when seeking SEO services in Japan, it's important to confirm in advance whether short-term contracts are possible.Penalties May Apply for Contract TerminationWith Japanese SEO agencies, penalties may apply if you terminate a contract during its term. For example, clients have reported cases where they were obligated to pay fees for the remaining contract period or were charged a certain penalty (e.g., 3 months' worth of fees).There are also often rules for cancellation procedures, such as "cancellation notices must be submitted X months in advance," which are explicitly stated in the contract. This approach is adopted by Japanese companies to prioritize contract stability and avoid losses due to sudden cancellations.Therefore, when contracting SEO services in Japan, it's important to check cancellation conditions in advance and verify whether flexible arrangements are possible. Particularly when foreign companies contract with Japanese SEO agencies, understanding the rules for automatic contract renewal and penalties is crucial to avoid unexpected costs.