Miru Asia

"The heart of Hallyu: an OTT platform bringing K-content to Japan"

Miru Asia is a Japanese OTT platform that delivers a wide range of K-content, including Korean dramas, films, and variety shows, to local Japanese users.

It goes beyond simple viewing by providing in-depth information on titles and actors, and is growing into an essential platform for Japanese users interested in Hallyu.

"Remove SEO barriers and build a visibility structure using parameters"

1. Technical issue (duplicate content)
The site structure itself was largely sound, but errors in some core tag settings caused Google to recognize pages as 'duplicate content.'

2. Complexity of the member/non-member structure
By the nature of an OTT platform, logged-in users (members) and non-logged-in users (non-members) should see different pages. However, the technical distinction was not optimized for SEO, so search engines could not properly crawl the content.

3. Lack of local SERP-based keyword insights
No data had been collected on the actual search terms, phrasing, and local language patterns used on Google Japan and Yahoo, so linguistic alignment with target users was not secured.

238lab executed a 'technical and structural SEO' strategy to resolve Miru Asia's technical issues and drive traffic.

1) Removing crawling barriers

We redesigned the site structure to clearly serve non-member summary pages to search engine bots, which cannot log in, while guiding actual users to member pages, removing the crawling barriers.

2) An 'aggressive keyword expansion' strategy using parameters

Rather than simply exposing pages, we turned the platform's vast database (titles, actors, etc.) into SEO assets.

Using URL parameter values, we built a structure so that combined keyword pages mixing [title], [actor name], and [genre] were generated and indexed on Google at scale.

3) Resolving the duplicate-content issue

To fix the 'core tag duplication' problem found during diagnosis, we repositioned each page's unique values so that Google could recognize each page as independent content.