A country-code top-level domain (ccTLD) is a two-letter domain ending assigned to a specific country or territory using ISO-3166 country codes—for example, .jp for Japan, .de for Germany. ccTLDs signal to users (and search engines) that a site is meant for a particular country. Google’s own documentation describes ccTLDs as a strong country-targeting signal.
What “.jp” means (general use)
.jp is Japan’s national domain. At the second level (e.g., example.jp), it’s generally available to any individual, group, or organization with a permanent postal address in Japan. This is often called “General-use .jp.” There’s no “one domain per company” cap for general-use .jp; that old restriction was lifted when general-use .jp was introduced.
Typical use: brand sites, product microsites, campaigns, or personal sites where the registrant has a Japanese address. (Many registrars can help meet the local-address requirement; see “Practical advice” below.)
What “.co.jp” means (company use with restrictions)
.co.jp is an attribute-type third-level domain under .jp (e.g., example.co.jp) reserved for registered companies in Japan. That includes foreign corporations that are officially registered in Japan as a Gaikoku Kaisha (foreign company/branch). Importantly, the attribute-type rule is “one domain per organization.”
Who’s eligible? Companies registered in Japan (e.g., 株式会社, 合同会社, 合名会社, 合資会社, 有限会社, 相互会社, and certain financial institutions). Foreign companies can qualify if they are formally registered in Japan.
Typical use: a company’s primary corporate site, investor relations, and recruitment pages—precisely because eligibility proves the entity is an officially registered business in Japan.
Trust, credibility, and SEO: How do .jp and .co.jp compare?
Trust & credibility (human perception)
.co.jp tends to be perceived in Japan as highly trustworthy for business because only one domain is allowed per legally registered company. Many guides for entering Japan call .co.jp the most “corporate” and trusted signal.
.jp also signals a Japan presence (address required) and is widely used and trusted, but it doesn’t by itself confirm that the registrant is a registered company.
SEO relevance in Japan (search engine perspective)
Both .jp and .co.jp are ccTLDs tied to Japan. Using either provides a strong country signal to Google that the site targets Japanese users. You don’t get an intrinsic ranking bonus from one vs. the other beyond that country targeting; content, links, and UX still matter most.
With ccTLDs, you can’t reassign their country targeting in Search Console (unlike a .com with /jp/). The ccTLD itself is the geo-signal.
If you operate versions for multiple countries/languages (e.g., Japan and US), use hreflang to help Google surface the right locale page.
Eligibility & usage at a glance
| Topic | .jp | .co.jp |
|---|---|---|
| What it is | Japan ccTLD (general-use second-level) | Attribute-type domain under .jp for companies |
| Who can register | Anyone with a permanent address in Japan (individuals or organizations) | Companies registered in Japan (incl. foreign companies registered locally) |
| Count per registrant | No inherent cap for general-use .jp | One domain per organization |
| Typical use | Brand/marketing sites, local web presence | Main corporate site for a legally registered company |
| SEO geo-signal | Targets Japan | Targets Japan |
| Perception | “Japan-based” presence | “Verified Japanese company” identity |
Practical advice for foreign businesses
1) If you are (or will soon be) a registered company in Japan
Choose .co.jp for your primary corporate domain. It’s the clearest trust signal for a Japan-registered business and prevents competitors from using your name with that extension. Consider also defensively registering the matching .jp if available.
2) If you aren’t registered in Japan but have (or can establish) a local address
Choose .jp. It requires a Japanese postal address, not company registration, and is recognized by users and search engines as Japan-targeted. Many registrars can provide “local presence”/trustee arrangements for general-use .jp if you don’t yet have an address—useful as a bridge while you build operations. (Availability and terms vary by registrar.)
3) If you have no local presence (and no plan to get one soon)
Consider using a .com (or other gTLD) with a /jp/ section and proper hreflang (e.g., example.com/jp/) until you can qualify for .jp or .co.jp. You can still geo-target the Japan section in Search Console on a gTLD.
4) About trustee/local-presence services
For .jp (general-use), multiple reputable registrars offer trustee/local-presence options to satisfy the address requirement.
For .co.jp, some providers advertise workarounds, but they may be highly limited (e.g., redirect-only) and not a substitute for actual company registration. If your long-term plan is Japan, incorporation (or a registered branch) is the right path. Confirm contract terms and compliance risks before using any trustee service.
Choosing between .jp and .co.jp: a simple decision tree
Need the strongest “we’re a registered Japanese company” signal? → .co.jp (requires registration in Japan; one per company).
Need a Japan-targeted domain but don’t have a Japanese corporation yet? → .jp (requires a Japanese address; easier to obtain).
Operating in multiple countries with one site? → Consider .com + /jp/ and hreflang; optionally add .jp later and 301-redirect when local ops mature.
Implementation tips (so your domain choice pays off)
Match the market in content & UX: Japanese-language pages, local currency, address/phone, and customer support build trust more than the domain alone. (ccTLDs help, but content and links drive rankings.)
Use hreflang: If you run Japanese and non-Japanese versions, add hreflang between them (e.g., ja-JP, en-US) to reduce wrong-locale results.
Avoid mixed signals: Don’t put non-Japan content on a .jp/.co.jp you intend to rank in Japan; ccTLDs are inherently country-tied.
Plan migrations carefully: If you start on .jp and later move to .co.jp, use 301 redirects, update sitemaps, and keep the old domain for a while to preserve equity. (Best practice regardless of TLD; Google treats both as Japan-targeted.)
Bottom line
.co.jp = best for legally registered companies in Japan; highest corporate trust; one per company.
.jp = best for general Japan presence when you have (or can arrange) a Japanese address; flexible and widely recognized.
For SEO in Japan, both send a strong Japan signal; prioritize content quality, local relevance, and hreflang over the extension alone.
If you share your situation (incorporated in Japan? local office? timing?), I can map the domain plan and the exact steps to implement it.