The verdict in three sentences
For an international tax and fiduciary firm in Tokyo, SEO remains the channel that captures precise queries (relocation, transfer pricing, CRS/FATCA reporting), while AEO/GEO targets the answers AI assistants like ChatGPT give when an expatriate executive asks which firm to consult. Both rely on the same raw material: factual, dated pages signed by identifiable partners. The right split depends on your current reputation and budget, and is measured with Search Console and inbound enquiries on one side, a dated record of AI answers on the other.
What your clients search for, and where
A European CFO relocating to Tokyo, a Japanese family structuring assets abroad or a group opening a subsidiary does not type 'tax firm Tokyo'. They type 'transfer pricing documentation Japan subsidiary', 'exit tax Japan before relocation', 'trust administration Japanese resident beneficiary', or ask an AI assistant: 'which firm in Tokyo handles both Japanese and US tax for an expat?'.
They judge qualifications (in Japan, tax representation is the domain of licensed tax accountants, the zeirishi), fiduciary licences where required, jurisdictions covered, the team and discretion. No page should present aggressive tax planning or promise a tax outcome. This is not legal advice.
SEO or AEO/GEO: a comparison for a Tokyo firm
2026 ballparks drawn from typical agency quotes and public rate pages, converted approximately (1 USD ≈ 150 JPY).
| Criterion | SEO | AEO/GEO |
|---|---|---|
| Target | Precise Google queries in English and Japanese | AI assistant answers to firm selection questions |
| Time to first effects | 4 to 9 months | 3 to 6 months, highly variable |
| Monthly market budget | JPY 300,000 to 1,000,000 (≈ USD 2,000 to 6,700) | JPY 250,000 to 800,000 (≈ USD 1,700 to 5,300), emerging market |
| Initial diagnostic | JPY 400,000 to 1,200,000 (≈ USD 2,700 to 8,000) | JPY 300,000 to 900,000 (≈ USD 2,000 to 6,000) |
| Metrics | Impressions, clicks, positions, qualified enquiries | Share of answers citing the firm, accuracy of information |
| Main risk | Generic content that never ranks | Inaccurate or outdated facts repeated by AI assistants |
| Dependency | Google's algorithm | Public sources AI assistants draw on |
No serious provider promises a ranking or an AI recommendation. What can be worked on is the clarity and consistency of public information about the firm: pages per issue, pages per jurisdiction, partner bios, mentions in professional publications, structured data.
Where to invest, by situation
| Firm situation | Priority | Reason | Watch out for |
|---|---|---|---|
| New firm, little reputation | SEO first | AI assistants rely on what already exists online | Build 10 to 15 substantive pages first |
| Established firm, known to expats | AEO/GEO as a complement | Check AI assistants describe your services correctly | Inconsistent public profiles across directories |
| Regulated fiduciary activity | Careful SEO, then AEO/GEO | Every claim must be verifiable | Compliance review before publication |
| Limited budget (under USD 2,000 a month) | One priority: substantive pages | A solid base serves both channels | Spreading effort across too many topics |
| Mostly Japanese clientele | Japanese SEO | Local queries in Japanese | Literal translation from English |
| International clientele | Both, in English | Questions asked to AI assistants in English | Jurisdictions covered poorly described |
How to measure, and what a diagnostic covers
On the SEO side, measurement runs through Search Console (impressions and clicks on queries like 'Japan tax advisor for foreigners'), analysis of the pages that generate enquiries and tracking of secure forms. On the AEO/GEO side, the only honest measure is a dated record: the same list of 20 to 40 questions asked to AI assistants like ChatGPT at regular intervals, noting whether the firm is cited, with what information, and whether it is accurate.
A diagnostic covers, in broad terms: the state of service pages, consistency of public information (directories, profiles, publications), a first record of AI answers, and compliance points to watch. On personal data, Japan's APPI, overseen by the PPC, governs what your contact forms collect.
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Mini case study
Illustrative example: Marunouchi Cross-Border Tax, eight partners, spends JPY 600,000 a month (≈ USD 4,000) on SEO. It receives 12 qualified enquiries a month, 3 of which become engagements worth about JPY 1,500,000 (≈ USD 10,000) each. Acquisition cost is therefore about USD 1,333 per engagement. A record of 30 questions shows AI assistants cite the firm in 4 answers out of 30, or 13%, with a wrong jurisdiction twice. Before adding an AEO/GEO budget of JPY 300,000 a month, the firm first fixes those inaccuracies.
FAQ
Is SEO still useful for a tax firm in Tokyo?
Yes, very precise queries are still widely typed into Google. Expect 4 to 9 months before clear effects, on a market budget of roughly USD 2,000 to 6,700 a month.
How much does AEO/GEO work cost?
It is an emerging market: roughly USD 1,700 to 5,300 a month based on typical Tokyo quotes. Kolonell works on quote, after a diagnostic.
Can anyone guarantee we will be cited by ChatGPT?
No. Clarity and consistency of public information can be improved, then the share of answers citing the firm measured across a record of 20 to 40 questions.
Do we need pages in Japanese and English?
If your clientele is mixed, yes. One page per issue in each language avoids rough translations that weaken both channels.
What should we say about our licences on the site?
Only the qualifications and licences actually held, with the names of the partners concerned. Any unverifiable claim is a risk.
Find out how AI assistants describe your firm. A diagnostic compares your Google presence with a dated record of AI answers to 30 of your clients' questions. Request a diagnostic quote: reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
