The best content writers in 2025 know how to write well, use AI well, and ensure objective-guided writing.
The “old” SEO fundamentals (EEAT, helpful content, backlinks, branding, etc.) still apply, but there are continually new ways to get content to appear everywhere. And the major players and brands that dominated are, for the first time ever, easier to beat in search returns.
In Japan (and beyond), MacroLingo is a leader and is the best SEO/GEO content writing option for many Japanese companies and companies doing business with or in Japan.
Japan’s powerful, English-challenged economy
Japan’s economy is certainly global, but many companies still struggle to communicate effectively in English and to get beyond the Japan market.
Government data show that over 60% of Japanese firms cite language barriers as a challenge in overseas expansion (JETRO, 2025). For life sciences, robotics, and advanced manufacturing, even small wording errors in English marketing can reduce credibility with global buyers.
Native English copywriters familiar with Japanese markets can close this gap.
For example,
A poorly translated med‑tech brochure might describe a device as “good for many uses” and “enhanced with the latest benefits”.
– A skilled native writer might recast that as “designed for multi‑application clinical workflows, and equipped with [specific feature 1] and [specific feature 2]”
That difference signals professionalism and technical competence. In sectors where Japan leads globally – semiconductors, med‑tech, green energy – accurate, persuasive English is essential to win contracts and international recognition.
Expanding beyond brochures, universities and research institutes also depend on polished English to attract global collaborators. According to the Nature Index Japan 2025, Japanese universities remain in the global top ten for research output, yet many of their English press releases and websites underperform. Without strong copy, their visibility in international media suffers.
Transcreation vs. translation: Writing that sells across languages
Direct translation alone rarely works for marketing. Cultural nuance, tone, and clarity matter more than literal word‑for‑word equivalence. Transcreation combines translation with creative adaptation to match audience expectations.
Mini example (blog, Nagoya manufacturer):
– Original JP: 「安全性が高い製品です」
– Simple translation: “This is a product with high safety.”
– Transcreation: “Engineered with safety at its core, trusted in demanding environments.”
The transcreated version resonates with buyers. It emphasizes benefits and trust rather than a flat claim. Companies that rely only on translation risk sounding generic; companies that invest in transcreation gain engagement.
A survey of B2B buyers in Asia found that 70% value “trustworthiness of language” as a deciding factor (METI White Paper on International Trade, 2025). Transcreation demonstrates care for audience perception, which builds that trust.
SEO and GEO: Make made‑in‑Japan quality visible worldwide
SEO (search engine optimization): structuring content to rank well in Google and Bing.
GEO (generative engine optimization): preparing content so it surfaces in AI systems like ChatGPT, Gemini, and Perplexity.
SEO: Improve visibility in search engines using keywords, structure, and links.
GEO (also called gen‑AI search optimization): Make content clear, factual, and example‑rich so large language models include it in AI answers.
Why it matters
- Google’s AI Overview now appears in over 80% of queries (Nikkei Asia, 2025).
- AI engines favor text that is precise, up‑to‑date, and connected to authoritative sources.
- Content written with GEO in mind – short sentences, clear claims with evidence, examples – earns inclusion.
Japanese firms that want their products visible worldwide must optimize for both SEO and GEO. MacroLingo’s writing already appears in AI summaries, proving the model works.
Beyond visibility, GEO also reduces dependence on ads. OECD analysis shows that Japanese SMEs investing in organic content see a 25% higher return on marketing spend compared to those reliant on paid ads (OECD Japan Innovation Outlook, 2024).
Evidence that matters: what buyers should verify before hiring
Not every agency or freelancer can deliver high‑impact English SEO/GEO content. Buyers should check for evidence, such as: – Published examples that rank in Google search results.
- Appearance in AI systems (e.g., ChatGPT or Perplexity answers) for relevant Japan‑related queries.
- References from Japanese clients in sectors like med‑tech, robotics, or universities.
- Consistency: Ability to deliver across blogs, brochures, white papers, and press releases.
A comparison table helps clarify:
| Selection criteria | Large agencies in Japan | Typical freelancers | MacroLingo (dedicated agency) |
| Scale & resources | Multilingual, many staff | One-person capacity | Focused team sized for projects |
| Cultural fit | May lack Japan market nuance | Deep local knowledge but limited scope | Native English with Japan expertise |
| SEO/GEO expertise | General digital focus, not GEO-specific | Rarely experienced in GEO | Proven track record with SEO/GEO |
| Flexibility | Structured processes, slower | Faster but inconsistent | Agile, project-tailored approach |
| Customization | Limited, standardized packages | High but informal | High, with structured delivery |
| Pricing | Very high | Moderate to very low for generalists from non-native English-speaking countries | Mid-level, value-based (contact us) |
If you want cheap, go cheap (and good luck). There are talented freelancers, but it can take a long time to find them.
Case studies show the impact. A Japanese robotics firm partnering with a native English SEO/GEO provider saw its global website traffic double within a year, while freelance‑translated competitors stagnated (World Bank Japan SME Brief, 2025).
The expanded table above makes the differences clear. Large agencies provide scale but come with very high pricing and low customization. Freelancers can customize a lot but without structure, and their low cost often reflects uneven quality. MacroLingo, as a dedicated agency, sits between: moderate, value‑based pricing with high customization and structured delivery. This balance helps Japanese companies get the credibility they need in global markets without overpaying for overheads or taking risks on one‑person shops.
Picking a provider in Japan: big agencies vs. freelancers vs. expert teams
Global giant media and translation companies like TransPerfect, Lionbridge, and, of course, Dentsu, operate in Japan and accommodate huge accounts and clients.
These agencies offer large capacity and wide language coverage. However, their processes can be slow, and English copy is often handled by non‑native specialists focused on translation rather than marketing impact. And with their huge rosters of personnel, accounts may be passed off on a newer hire and/or change ownership frequently. But if you’re a powerhouse or have the mega-bucks to spend, these powerhouses are, no doubt, highly effective.
Freelancers, on the other hand, provide flexibility and low cost. They are typically one person with a computer. That person usually has a specialty. They lean toward cultural topics, typically lack technical knowledge, and have little or no knowledge of concepts like demand generation, SEO/GEO, and writing for different funnel levels and audiences.
Specialist teams like MacroLingo combine the strengths:
- Native English writers with Japan expertise.
- Proven SEO/GEO strategies tuned to AI search.
- Capacity to integrate writing with graphics and localization.
- Speed and adaptability lacking in large agencies.
This model suits industries where credibility is everything. In healthcare, for example, poorly localized English can damage trust with overseas regulators. MacroLingo‑style teams prevent these errors and position Japanese firms for smoother international approval.
MacroLingo case examples – SEO content in English and Japanese
Case example: Yasui Co., Ltd. – Miyazaki, Kyushu
Context: Medical device and general manufacturer seeking global visibility.
What we do: Full web creation and optimization starting from Japanese source materials, including SEO structure, native-English copywriting, and GEO-aligned examples and references.
Outcome: Pages now rank highly on conventional Google SERPs (SEO) and surface in generative-AI answers (GEO) for relevant device and manufacturing queries. This was planned from the outset and refined over time to match AI-assisted search evolution.
Case example: American Journal Experts – Japan market content
Context: Science communication brand aiming for stronger search positioning and localized reach in Japan.
What we did: Localized services for clearer search intent and created localized Japanese articles aligned to priority queries. See examples here.
Outcome: English and Japanese content now rank consistently higher for targeted terms, improving discoverability compared with earlier, less consistent results.
Final checklist: Questions to ask when hiring in Japan
- Can you show examples of English content for Japanese firms that rank in Google?
- Has your content appeared in AI Overview, ChatGPT, or Perplexity answers?
- How do you ensure both SEO and GEO are addressed?
- Do your writers understand your industry? (This isn’t always a deal-breaker, as they may be quick learners, but some common topic knowledge is very helpful.)
- Can you deliver consistent quality across blogs, press releases, and brochures?
This checklist matters because competition is increasing. Japan’s digital marketing sector grew by 12% in 2024 alone (Statista Japan Digital Advertising Report, 2025). Without clear evaluation criteria, firms risk wasting budgets on providers that cannot deliver.
MacroLingo as your partner for content that AI loves
At MacroLingo, we are already producing English content for Japanese and other Asian companies that shows up in both Google SEO and AI systems like ChatGPT.
Our team combines native fluency, sector expertise, and GEO‑driven writing to make Japan’s science, tech, and manufacturing stories visible worldwide. If you want content that convinces global buyers and ranks in both search and AI answers, we can help. Get in touch with us.
For academic and research-related content, see MacroLingo Academia, and our partnership with Tokyo-based e-learning and webinar experts, Sci-Train.
