Learn how Nigerian SMEs can use free tools to perform keyword research for SEO. Increase website traffic and sales with actionable steps and local examples.

What is Keyword Research
Keyword research identifies words and phrases people use in search engines. For Nigerian SMEs, this means understanding terms like “affordable Ankara fabric Lagos” or “plantain chips suppliers Nigeria” that potential customers search for.

Why Keyword Research Matters for Nigerian SMEs
Targeting the right keywords helps your website appear in search results when Nigerians look for your products or services. This increases visibility, drives traffic, and boosts sales without paid ads.

Step 1: Use Google Keyword Planner

1. Create a free Google Ads account.

2. Navigate to Tools > Keyword Planner.

3. Enter seed keywords (e.g., “handmade soap Nigeria”).

4. Set location to Nigeria.

5. Review keyword ideas, search volume, and competition.

Example
A Lagos bakery enters “custom cakes Lagos.” The tool suggests “wedding cakes Lagos” (1K monthly searches) and “birthday cakes Ikeja” (500 searches).

Step 2: Use Ubersuggest

1. Visit ubersuggest.com.

2. Enter a keyword (e.g., “organic skincare Nigeria”).

3. Analyze search volume, competition, and related terms.

4. Filter by “Low Competition” to find niche keywords.

Example
A Nigerian skincare brand finds “natural hair oil for growth” has 800 monthly searches and low competition.

Step 3: Use AnswerThePublic

1. Visit answerthepublic.com.

2. Enter a keyword (e.g., “rice delivery Nigeria”).

3. Generate questions and phrases people search for.

4. Target long-tail queries like “Where to buy bulk rice in Abuja.”

Example
A food supplier discovers “best price for foreign rice in Lagos” is a common query.

Step 4: Use Google Trends

1. Visit trends.google.com.

2. Compare keywords (e.g., “sneakers” vs. “footwear”).

3. Set location to Nigeria.

4. Identify seasonal trends (e.g., spike in “Christmas hampers” in November).

Example
A fashion retailer notices “African print dresses” trend higher in December for holiday parties.

Analyze and Select Keywords

1. Prioritize keywords with 100–1K monthly searches.

2. Choose low-competition phrases (Ubersuggest’s “SEO Difficulty” below 40).

3. Focus on relevance. A Lagos bakery targets “birthday cakes near me” over generic “cakes.”

Implement Keywords

1. Add primary keywords to page titles (e.g., “Best Plantain Chips Supplier Lagos | [Brand Name]”).

2. Use secondary keywords in product descriptions or blog posts.

3. Publish content answering local queries (e.g., “How to Start a Soap Business in Nigeria”).

Monitor Performance

1. Use Google Search Console to track keyword rankings.

2. Check which terms drive traffic to your site.

3. Update content every 3 months based on performance data.

Final Tips

1. Update keywords as trends shift.

2. Use Google’s “People also ask” section for content ideas.

3. Combine keywords naturally; avoid stuffing.

   By following these steps, Nigerian SMEs can attract targeted traffic, reduce competition, and grow their online presence without budget constraints.