Temu!
That’s the new e-commerce brand everyone is talking about. And why not?
With a potent mix of aggressive paid advertising, relentless social media campaigns, influencer marketing, clever gamification, and some SEO efforts, Temu has made it virtually impossible for the average online shopper in Nigeria not to notice them.
Bad news for your e-commerce business? Perhaps.
If you’re a Nigerian online store that doesn’t have Temu’s marketing budget, you need to rethink your approach to growth. The good news is that properly implementing e-commerce SEO can help you compete against the giants.
This guide will provide you with a practical approach to e-commerce SEO in Nigeria. We will show you how to optimize your online store to rank higher on Google, attract organic traffic, and drive sales without breaking the bank.
Let’s jump right into it.
Why Your E-commerce Store Needs to Show up on SERP
Forget billboards for a second. Forget expensive TV ads. Forget handbills too.
For most Nigerians, the first place they go when they need something is Google.
According to Statista, over 84% of internet access in Nigeria happens on a mobile phone with a significant portion of that time spent searching for products, comparing prices, and reading reviews.
If your store isn’t showing up on the first page of Google for relevant searches, you’re missing out on customers who are actively looking for what you sell.
E-commerce SEO is about speaking the same language as your potential customers and Google’s algorithm. It’s about making it incredibly easy for Google to understand your offer so it can connect you with the right buyers.
How to Rank Your Nigerian E-Commerce Store on Google
So how do you do it?
Step 1: Use Keyword Research Well
It’s great you have products to sell. You should also understand how your customers search (and find) your products. This is essentially what keyword research is about. But let’s break this down further.
A. Search Intent
The most important part of keyword research is uncovering search intent. It is not enough to know the what. You must know the why. Why are your potential customers using those particular keywords?
There are generally four search intents; informational, navigational, commercial, and transactional.
While you won’t neglect informational intent, a Nigerian e-commerce store should prioritize commercial and transactional keywords.
For more on search intent, check out our guide on understanding user search intent.
B. Long-Tail Keywords
While broad keywords like “shoes” might seem tempting because lots of people search for them, they’re also very competitive.
To avoid the competition, opt for longer tail keywords. These are longer, more specific phrases that target a niche audience. They tend to have lesser competition, higher conversion rates, and align with voice searches (which is growing rapidly).
For example, “shoes” is a broad keyword whereas “where to buy original Nike Air Force 1 sneakers in Lagos” is a very specific long-tail keyword.
C. Localizing Your Keywords
As you identify your longer keywords, do these to localize them to your area and boost your appearances in local SEO:
- Location: Include city names (Lagos, Abuja, Kano, Ibadan, etc.) and even specific areas within those cities.
- “Near Me” Searches: Optimize for “near me” searches, especially if you have a physical store.
- Nigerian Naira (₦): Include price points in Naira.
- Popular Brands: Research the brands and product names that are most popular in Nigeria.
- Slangs and Pidgin: If your audience uses slangs and pidgin, you may need to incorporate them in your keywords. For instance, “Where to buy correct jeans trousers.”
Step 2: On-Page Optimization
On-page optimization involves ensuring every page on your website, especially your product pages, is clearly structured and optimized for search engines and users.
7 Key Elements of E-commerce On-Page Optimization
1. Use Clean, Keyword-Rich URLs
Your URLs should be easy to read and understand, for both humans and search engines. A good URL is clear, descriptive, and includes keywords. For example, you can use yourstore.com.ng/womens-clothing/ankara-dresses/red-maxi-dress which is quite descriptive and helpful. Compare it to something like yourstore.com.ng/product?id=87654&cat=wcl&style=23
2. Compelling Title Tags
This is the clickable title that appears in Google’s search results. It’s arguably the most important on-page element.
Ideally, place your primary keyword towards the beginning of the title tag. Be descriptive with the text but keep it under 60 characters so it doesn’t get cut off.
For example, “Red Ankara Maxi Dress – Free Shipping in Lagos | [Your Store Name]”
3. Clear and Concise H1 Tags
The H1 tag is the main heading tag on your page. It should clearly and accurately describe the page’s content. As a good practice, only use one H1 per page and incorporate your primary keyword into it.
For example: “Shop Stunning Red Ankara Maxi Dresses for Weddings”
4. Meta Descriptions
The meta description is the summary that appears under the title tag in search results. It’s your chance to convince someone to click on your listing instead of the competition.
Always keep your meta description under 160 characters. Highlight features and benefits to the reader and always include a CTA.
For example, You could say, “Discover beautiful red Ankara maxi dresses for weddings, parties, and everyday wear. Shop now and enjoy free shipping to any location in Ibadan. Find your perfect fit today.”
5. Original and Keyword-Rich Product Descriptions
Never simply copy and paste the manufacturer’s description. Many e-commerce firms do this. When you do so, Google cannot differentiate you from your competitors, and your page is recognized as duplicate content.
Instead, write original, detailed, and compelling product descriptions for every product. Go the extra mile to explain how the product will solve the customer’s problem, improve their life, or make them feel. Anticipate any questions customers can have and answer them directly. And while you’re on it, use keywords naturally in the text.
For example, don’t say, “Wine ankara dress. Maxi length. 100% cotton.” Instead, write, “Turn heads in this stunning wine Ankara maxi dress. Made from 100% authentic Nigerian cotton, this gorgeous dress is perfect for weddings, parties, or any special occasion. The flowing maxi length and wine color will make you feel confident and beautiful. Plus, the breathable cotton fabric will keep you comfortable all day long, even in the Lagos heat. Find your perfect fit and enjoy free shipping to Ibadan”
6. Write Image Alt Text
Alt text (alternative text) is a short description of an image. It serves two important purposes:
- Accessibility: Screen readers use alt text to describe images to visually impaired users.
- SEO: Google uses alt text to understand the content of images.
When writing your alt text, be descriptive yet specific. And always use your keywords.
7. Internal Linking
Internal linking creates a roadmap within your website so that Google can understand your site structure. It keeps visitors engaged, encouraging them to explore more of your content.
You can start your internal linking with your product pages, linking them to relevant category pages (e.g., from a specific dress to the “Dresses” category), related products, or relevant blog posts.
Beyond this, ensure you use keywords that describe the page you’re linking to instead of a generic “click here”.
Step 3: Blog for Your Business
You might think a blog is just for sharing recipes or travel stories. But for a Nigerian ecommerce store, a blog is a powerful SEO and marketing tool.
Why Your Nigerian E-commerce Store Needs a Blog
- Target Informational Keywords: A blog allows you to target those “how-to” and “what is” searches that your product pages won’t cover. This attracts potential customers who are in the early stages of the buying process.
- Become an Authority: By consistently publishing helpful, informative content related to your products and industry, you become known as a trusted authority in the field. And the implication? People are more likely to buy from businesses they trust.
- Fuel for Social Media & Email: Blog posts give you valuable content to share on your social media channels and email newsletters, driving traffic back to your website.
- Internal Linking Opportunities: Every blog post is a chance to link to your relevant product and category pages, boosting their SEO and increasing their chances of being found.
Blog Post Ideas Tailored for the Nigerian Market
- “How to Choose the Right [Product Category] for the Nigerian Climate/Lifestyle”: (e.g., “How to Choose the Best Air Conditioner for Your Home in Nigeria: A Buyer’s Guide”)
- “Top [Number] [Product Category] Trends in Nigeria for [Year]”: (e.g., “Top 7 Ankara Fashion Trends in Nigeria for 2024”)
- “How to Spot Fake [Product Category] in Nigeria”: (Address a common concern in the Nigerian market – e.g., “How to Spot Fake Designer Shoes in Lagos”)
- “The Best [Product Category] Under ₦[Price Point]”: (e.g., “The Best Laptops Under ₦500,000 in Nigeria”)
- “Jumia vs. Konga vs. Temu: Where to Find the Best Deals on [Product Category]”: (Provide an objective comparison, and subtly highlight why your store is a great option).
- “How to Style [Product Name/Category]”: (e.g., “5 Ways to Style Your Linen Fabric for Any Occasion”)
- Occasion-Based Posts: “Top [Product Category] Gifts for [Holiday/Occasion] in Nigeria” (e.g., “Top Tech Gifts for Valentine in Nigeria”)
Step 4: Get Seen Through Google Merchant Center
Google Merchant Center is a free platform that allows you to upload your product data (product information, images, prices, availability) to Google.
This makes your products eligible to appear in Google Shopping results and other Google surfaces (like image search).
The Merchant Center is a way to get your products directly in front of people actively searching for them. Setting up a Google Merchant Center and creating a well-optimized product feed is a must-do for any serious Nigerian e-commerce business.
Partner with Edens Digital
Which will a potential customer in Lagos will ultimately trust more? A flashy, interruptive ad they see everywhere, or a helpful, informative website that appears at the top of Google’s search results because it genuinely answers their questions and offers the products they need?
From experience, it’s the latter, meaning even though you may not have Temu’s budget, you can compete and win by mastering e-commerce SEO.
However, you must know that E-commerce SEO is not a quick fix; it’s an ongoing investment. But it’s an investment that pays off in sustainable, organic growth.
At Edens Digital, we’re passionate about helping Nigerian e-commerce businesses like yours thrive within their budget and achieve lasting success online.
Contact us today for a free consultation. Let’s discuss your specific goals and develop an e-commerce SEO strategy that will get your store ranking, get you noticed, and get you selling faster than ever.
