SEO cost in Japan – typical ranges and how to choose a fee model

Five things that drive SEO cost

Two proposals that both say "full SEO package" can contain very different work. Split each quote into these five parts and the comparison becomes much easier.

• Size and condition of the site: number of pages, the CMS, and how many technical issues there are with speed or mobile display
• Competition for your keywords: local terms with a city name are usually easier; broad national terms take more time and work
• Scope: on-page work (titles, structure, internal links), content, analytics setup, reporting – which of these is included
• Who does the work: advice and reports only, or the agency edits pages and writes content too
• Duration and frequency: a one-off fix or an ongoing monthly plan, and how often you meet or get reports

The fourth point causes the biggest surprises. Two contracts at ¥100,000 a month can mean very different workloads for your team if one only lists problems and the other fixes them. When a quote arrives, first ask who will make the changes.

Typical SEO prices in Japan by fee model

In the Japanese market, SEO fees typically fall into these ranges. They are general guides; your site and competition move them up or down.

• SEO audit and initial fixes (one-off): roughly ¥100,000–500,000 to find issues and fix on-page problems
• Monthly SEO consulting: roughly ¥50,000–300,000 a month; small and mid-sized sites often sit around ¥50,000–150,000
• Content writing: roughly ¥20,000–100,000 per article, depending on length, research and expertise
• Performance-based SEO: usually a daily fee of a few hundred to a few thousand yen per keyword, charged only on days it ranks in the agreed range
• SEO built into a new website: often included in the build; as a separate item, typically tens of thousands to a few hundred thousand yen

For monthly plans, check the minimum contract term and whether content or extra work is billed separately, so you can compare the yearly total. For what the work itself involves, see our SEO services.

Monthly fees vs performance-based fees

Both models have their place. Knowing how each one works helps you pick the right one for your situation.

Monthly fixed fees pay for a defined set of tasks every month. Budgets are predictable and you can improve the whole site and build content on a schedule. The risk is a vague scope that leaves you unsure what you are paying for.

Performance-based fees only charge when rankings improve, which makes them feel low-risk. Before signing, check these points:

• Are the target keywords ones that actually bring inquiries or sales, or low-volume terms that are easy to rank for?
• What counts as "ranking" – which position, search engine, region and device?
• How will rankings be improved? Low-quality backlinks go against Google's guidelines and can damage your site
• Do the pages and settings created for you stay yours after the contract ends?

As a rule of thumb: choose a monthly plan when the site needs a solid foundation, and consider performance-based fees when your target terms are clear and the agency explains its methods openly.

Budgeting for AI search (AIO, LLMO, GEO)

Work aimed at getting your business mentioned in Google's AI Overviews or in answers from tools like ChatGPT goes by names such as AIO, LLMO or GEO. The field is new and prices vary widely – some agencies include it in monthly SEO, others charge tens of thousands to several hundred thousand yen a month on its own.

Much of it overlaps with classic SEO: clear, accurate, well-sourced information about your company is what AI answers draw on. Before setting aside a separate budget, check that the basics are in place:

• Your company profile, location, services and pricing approach are stated clearly on your site
• Your FAQ gives specific answers to real customer questions
• Structured data (organization, FAQ) is set up correctly
• Your Google Business Profile and other listings match what your site says

No one can guarantee that an AI tool will mention you or how it will describe you. If a proposal promises that, ask for the reasoning behind it.

What to prepare before comparing quotes

The clearer your brief, the more accurate and comparable the quotes you get back. Have these ready:

• Goal: inquiries, bookings or online sales – the one result you most want more of
• Keyword ideas: three to five phrases your customers would actually search for
• Competitors: two or three sites that rank well and that customers compare you with
• Your team: whether someone can write content or edit pages in-house
• Accounts: view access to Search Console and GA4, kept in your own name so the data stays with you if you change agencies

On a tight budget, a sensible order is to fix on-page issues and analytics first, then add content step by step. For a smaller company starting out, see SEO for small businesses, and for map search costs, MEO pricing.

How UNANOBO prices SEO: a free demo first, then a quote

Before any quote, UNANOBO builds a free demo based on your current site: the page structure, headings and paths to inquiry reworked from an SEO point of view. You see the direction on screen and agree on the scope before we talk about cost.

The process is free demo, feedback, launch, growth. After the demo you receive a structure proposal and a plan with an estimate for each scope option. The founder handles every project personally, so you keep one contact throughout, and everything runs by message in Japanese or English. Search Console, GA4 and ad accounts stay in your name.