I've just discovered that Japanese has some added difficulties in allowing repetitions, of company names for example.

Traditionally in the UK it's bad form to keep repeating, but that can be ignored when writing for search engines. In Japanese it's not just inadvisable, but actually wrong to do that and correct to use descriptive terms and synonyms instead.

I don't know if the search engine algorithmns in Japan take this into account? (It possibly affects news search rather more than general search).