Starting a business in Nigeria is no small feat.
You’ve got the hustle, the business idea, and maybe even a small team.
But how do you get Nigerians to find your business online?
This is where SEO (Search Engine Optimization) comes in.
In this guide, I will explain SEO and show you how to grow your Nigerian startup online by getting seen on Google, without spending millions on ads.
What Is SEO and Why Should Nigerian Startups Care?
SEO means making your website show up on Google when people search for something related to your business.
For example, if you sell Ankara fashion in Lagos and someone searches “Ankara dress shop in Lagos,” SEO helps your website show up at the top.
Why SEO is Important:
- Free traffic from Google (no ads)
- 24/7 visibility even when you’re sleeping
- Builds trust with potential customers
- Great for local and national growth
How Do Nigerians Search Online?
Before we move into the technical parts, it’s important to know how Nigerians behave online.
- Over 80% of searches are done via mobile phones
- Most people use Google, not Bing or Yahoo
- People search in plain English or even Pidgin
- Searches often include locations (e.g., “POS agent in Enugu”)
This means that your SEO strategy must focus on mobile, local keywords, and simple language.
Step 1: Do Keyword Research with Nigerian Focus
What is Keyword Research?
It is the process of finding out what words or phrases people type into Google when they’re looking for products or services like yours.
Free Tools to Use:
- Google Keyword Planner
- Ahref
- AnswerThePublic
- Google Search (auto-suggest feature)
Example:
If you own a smoothie shop in Abuja, people might search for:
- “best smoothies in Abuja”
- “healthy drinks in Gwarinpa”
- “affordable smoothie bar Nigeria”
These are keywords you should target.
Step 2: Optimize for Local SEO
Local SEO means making sure people in your area can find you online.
How to Do It:
- Create a Google Business Profile (formerly Google My Business)
- Add your business name, phone number, location, and hours
- Encourage customers to leave reviews
- Use location-based keywords (e.g., “Bakery in Ikeja”)
Example:
If you are a web designer in Port Harcourt, create a page or blog post targeting:
“Affordable website design in Port Harcourt”
Step 3: Build a Simple, Mobile-Friendly Website
Most Nigerians use mobile phones to browse. If your site is slow or doesn’t work on phones, people will leave fast, and Google will rank you lower.
What to Do:
- Use mobile-responsive themes
- Compress images to load faster
- Use clear headings and readable fonts
- Avoid pop-ups that block mobile screens
If you don’t have a website yet, platforms like WordPress, Wix, or Flutterwave Store are good starting points.
Step 4: Write Content That Solves Problems
Content is king in SEO. When you write helpful blog posts, Google is more likely to trust and rank your website.
Ideas for Blog Posts:
- “How to use POS machines safely in Nigeria”
- “Best school shoes for children in Nigeria”
- “Top 5 smoothie recipes Nigerians love”
Content Tips:
- Use the keyword in your title, headings, and first paragraph
- Write in simple English (avoid too much jargon)
- Use short paragraphs for easy reading
- Add internal links (e.g., link to other pages on your site)
Step 5: Use On-Page SEO Techniques
These are small but powerful tweaks you can make on each page.
Checklist:
- Title tags: Include your keyword
- Meta descriptions: Keep under 160 characters, make it interesting
- Headings: Use H1, H2, H3 properly
- Image ALT text: Describe your images using keywords
- Internal Links: Link to related content on your site
- External Links: Link to useful and trusted Nigerian sources (e.g., Nairametrics, Techpoint Africa)
Step 6: Build Backlinks from Nigerian Websites
Backlinks are links from other websites that point to yours. Google sees this as a vote of trust.
How to Get Backlinks:
- List your business on local directories (VConnect, BusinessList, etc.)
- Write guest posts on Nigerian blogs
- Partner with other startups
- Join tech hubs or communities and ask for a link
Step 7: Track Your SEO Progress
SEO takes time, but you need to track your progress.
Free Tools to Use:
- Google Search Console – shows keyword rankings and traffic
- Google Analytics – tells you who visits your site, from where, and what they read
- Ahref – for keyword monitoring and competition
Step 8: Avoid These Common SEO Mistakes in Nigeria
- Keyword stuffing – repeating the same word too much
- Buying fake backlinks – Google may penalize you
- Using only Instagram or WhatsApp – they are great but not SEO tools
- Ignoring mobile optimization
- Not updating old content
Step 9: Nigerian Startups Winning with SEO
Let’s look at a few examples:
1. Paystack
They used blog posts to answer startup questions, like “how to accept payments online in Nigeria.” That boosted their SEO massively.
2. Techpoint Africa
By writing consistent content focused on Nigerian tech and startups, they rank top on Google for many Nigerian tech searches.
3. ReviewG Digital Services
Offering SEO services, ReviewG leverages blog content, local keyword targeting, and backlinks to grow visibility across Nigeria.
Step 10: Affordable SEO Tools for Startups in Nigeria
You don’t have to break the bank. Here are free/cheap tools you can use:
| Tool | What It Does | Price |
|---|---|---|
| Ahref | Keyword research & site audit | Free
& Paid |
| Google Search Console | Track keyword performance | Free |
| Rank Math (WordPress plugin) | On-page SEO | Free |
| Seobility | Technical SEO audit | Free |
| Canva | Blog image creation | Free |
Conclusion
You don’t need to be an expert or have a big budget to win with SEO in Nigeria. Just start with:
- A clear website
- Nigerian-focused keywords
- Local SEO
- Helpful content
- Basic tracking
SEO is a long-term investment, but it is one that pays off for startups.
