SEO for E-commerce website in Nigeria (2021)

Implementing an SEO for e-commerce website in Nigeria seems to be a huge task for many individuals. Worry not, I got you covered in this post.

Why SEO for E-commerce website in Nigeria?

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Want to place your e-commerce site before people searching for products like yours? Then you got to read this post on SEO for E-commerce website in Nigeria

SEO for e-commerce website in Nigeria is essential for any e-commerce site in Nigeria. E-Commerce is known as the buying and selling of physical goods, digital goods, and/or services online. It is all about commercial transactions digitally enabled between organizations and individuals. 

Online storefront provide many opportunities for optimized content to drive engaged, potential customers to your website.

Like an experienced and knowledgeable sales rep, an optimized e-Commerce site will hand you the hottest leads (and closed sales) possible, time and time again, which is why SEO for E-commerce website in Nigeria is important and a must implement strategy.

E-Commerce can be conducted on a brick-and-mortar retail store’s website. Examples of e-commerce stores in Nigeria include:

Since competition can be fierce, e-commerce stores are always striving to improve their storefronts to provide the best shopping experience possible. An e-Commerce websites, whether online or brick-and-mortar, has to attract customers to come in, spend more time, and ultimately to make a purchase.

In order to attract more customers, SEO for e-commerce website in Nigeria is a must if you are operating in the country.

When determining the optimal design and technical specifications for your e-commerce website in Nigeria, you have to consider SEO for E-commerce website in Nigeria first. The most prevalent issue in e-Commerce website design is that most owners do not include SEO for the e-commerce website at the onset of the e-commerce website design and architecture process

In implementing SEO for e-commerce website in Nigeria one of the key component in creating an ideal buying experience is your e-commerce website site architecture.

Site Architecture when considering SEO for e-commerce website in Nigeria

The architecture of your website is critical to enabling customers to find your content. Five of the most important elements when considering SEO for e-commerce website in Nigeria or for your E-commerce website architecture are:

  • Navigation
  • Internal Links
  • Breadcrumbs 
  • URLs and Directory Structure 
  • Categorized Products 


Understanding SEO for e-commerce website in Nigeria and any part of the world

SEO for e-commerce website in Nigeria attempts to optimize  e-commerce sites to make them appear in a high position in the organic search results. In order to do so, SEO for e-commerce website in Nigeria tries to fit a website to Google’s algorithm. Although Google’s algorithm remains secret, almost a decade of experience in SEO has resulted in a pretty good idea about the important factors. The factors in Google’s algorithm can be divided into two categories:

On-Page Optimization during SEO for e-commerce website in Nigeria

Before implementing SEO for e-commerce website in Nigeria, you should know that there are on-page factors which decide the ranking of your e-commerce website.

These factors include technical issues (e.g. the quality of your code) and more textual issues (e.g. structure of your site and text, use of words

There are three factors that can impact your e-commerce website’s ability to rank well and be found in (and selected from) search engine results pages. This is also referred to as “The 3Cs of SEO”, which are:

    • Crawlability
    • Content 
    • Credibility

Off-Page Optimization in SEO for e-commerce website in Nigeria

There are the off-page factors. These factors include the links to your site. The more other (relevant) sites link to your website, the higher your ranking in Google will be.

SEO for e-commerce website in Nigeria is essentially the science of designing your e-commerce website to maximize your search engine rankings in Nigeria.

This means that all of the elements of your e-commerce website are created with the goal of obtaining high search engine rankings. Those elements include:

  •  Entry and exit pages
  •  Page titles
  •  Site content
  •  Graphics
  •  Web site structure

In addition to these elements, you also have to consider things like keywords, links, HTML, and meta-tagging. Even after you have all the elements of your page optimized for search-engine friendliness, there are other things to consider during the implementation of SEO for e-commerce website in Nigeria.

For example, you can have all the right design elements included in your e-commerce web-pages and still have a relatively low search engine ranking. Factors such as advertising campaigns and update frequencies also affect your SEO for e-commerce website in Nigeria efforts.

All of this means that you should understand that the concept of SEO for e-commerce website in Nigeria or SEO for your e-commerce site is not based on any single element.

Instead, SEO for e-commerce website in Nigeria or SEO for your e-commerce website is based on a vast number of elements and strategies. And it’s an ongoing process that doesn’t end once your web site is live.

Your SEO for e-commerce website in Nigeria Planning strategy

Before you can even begin implementing SEO for e-commerce website in Nigeria or to optimize your e-commerce website for search engines, you need to have an SEO for e-commerce website plan in place.

This SEO for e-commerce website in Nigeria plans will help you create SEO for e-commerce website goals and keep those goals in focus as the purpose of your site changes, and as the methods for search engine optimization change — and they will change.

Your SEO for e-commerce website in Nigeria plan will help you see where you need to concentrate your efforts at any given time. This need will change over time. In the beginning, you’re most likely to be focusing on getting started with SEO for e-commerce website.

However, after you’ve put all of your SEO for e-commerce website in Nigeria or for your website strategies into place, the focus of your SEO for e-commerce activities will change.

Keyword research when embarking on seo for e-commerce in Nigeria

Keywords are the one of the most important element of your web-page during implementing SEO for e-commerce website in Nigeria. In fact before you start optimizing your e-commerce website for SEO, you need to choose the keywords your page is going to target.

Now, the keyword that you choose today maybe completely different than the keywords you optimize for a year from now. That is if you are doing proper SEO for e-commerce website in Nigeria or SEO for your e-commerce site and tracking your results and the changes in Google Suggestive keywords.

There are other third party tools you can use to determine the best keywords. You can use services such: 






Every business owner who has an e-commerce website wants to rank highly for the keywords that are relevant to their products with high competition. They are the most relevant and sought after for any business of course.

If you’re new to SEO and you’re just starting to do SEO or trying to rank a new e-commerce website, you’re going to be sorely disappointed that you won’t rank well or be seen for a while.

I recommend if you are new to SEO or you have a new e-commerce website that you try and find combinations of keywords that return pages with “POOR” competition scores.

If you can write and optimize a page of product when implementing SEO for e-commerce website in Nigeria and maybe around the world, using one or more “POOR” keywords you should be able to rank highly in searches  and get at least some visits and traffic to your website quickly. That is provided that you follow the basics of search engine optimization.

Google has stated that having the keywords you focused on a web-page in the Keyword Meta tag on the coding of a website page is no longer a requirement.

But don’t leave the keywords and the tag out completely. They are still helpful on other search engines.

Google scans the actual relevant content that is on the e-commerce webpage and places more weight on the words placed in the Title tag and the description tag.

In fact so much weight is now given; you shouldn’t place anything other than a single keyword in the Title tag of each page or focus the page on more than one keyword.

When you do a search for a product on Google, The keywords in the SERPS that Google gives you are the keywords that Google considers related to the term you searched for.

Many times it will not cover all the bases and give you all the keywords you should be focused on. The next step is to brainstorm new keyword ideas based on whatever product is that your website focuses on. It can be shoes, lingerie, electronics, etc. 

When considering SEO for e-commerce for your e-commerce website, keyword terms can also come from you sitting in the driver’s seat and thinking, if you were the person searching for what I have to offer, what would I search for?

Ignore the results Google tries to give you and think for yourself. You can also look at your competitions website or use a website called SEMrush to see what your competition optimizes their E-commerce website for. This site will also show you the competitions PPC ads.

These are all great ways to find some of the less competitive keywords to focus on when considering SEO for your e-commerce website.

Keyword research and SEO for e-commerce in Nigeria

Keyword research for SEO for e-commerce website in Nigeria is the activity you undertake in order to come up with an extensive list of keywords you would like to rank for. Keyword strategy can be defined as all the decisions you make on the base of that keyword research.

Keyword research is the basis of all e-commerce website. You must have this at the back of your mind when implementing SEO for e-commerce website in Nigeria.

It starts with explaining what you do in the language your audience uses. Keyword research furthermore helps you to discover what you should be ranking for, or aiming to rank for.

In my view, keyword research has three steps. First, you write down the mission of your business. Next, you make a list of all the keywords you want to be found on. Finally, you create landing pages for all keywords of your products. 

After completing your keyword research, you should have a clear overview of the terms people use and the terms you want the product pages on your site to be found on. 

Why is keyword research important for SEO for e-commerce in Nigeria?

Proper keyword research will make clear what search terms are used by your buyers.

And this is of great importance. Doing good keyword research makes sure that you use the words your target audience uses, and therefore makes the whole effort of optimizing your e-commerce website worthwhile.

Long tail keywords for SEO for e-commerce in Nigeria

Long tail keywords are keyword phrases that have at least two, and some times as many as five descriptive words in the phrase. Just like normal keywords, long tail keywords are used to define what is on your  e-commerce web-page and what the buyers want to more specifically find.

Long tail keywords are more specific, and tend to draw less traffic for the e-commerce website, but tend to draw more quality traffic for keywords that have much less competition. Visitors to your website normally use long tail keywords to narrow down what they are searching for.

When a potential visitor to your website is looking buy a car in Lagos, if they just searched for “Hummer Jeep” they might get results from all over the country and not targeted to their local area.

They might then create a more refined long tail keyword search such as “Hummer Jeep for sale in Lagos” to get more specific results.

You have to take that in to account and optimize for that keyword combination as well when applying SEO for e-commerce. To know what long tail keywords to focus on, researching and brain storming for yourself is basically the only way to know what keywords to focus on.

There are no good automated tools out there to learn those from. A small investment of time and effort could pay off dividends in the future. Longer tail keywords always have a much lower competition score and if your website focuses on a local geographical area you need to always include the city and keyword. 

The process of collecting information about products web-pages is performed by an agent called a crawler, spider, or robot. The crawler literally looks at every URL on the Web, and collects keywords and phrases on each page, which are then included in the database that powers a search engine.

Crawlers, spiders, and robots in SEO for e-commerce website in Nigeria

If you’ve spent any time on the Internet, you may have heard a little about spiders, crawlers, and robots. These little creatures are programs that literally crawl around the Web, cataloging data so that it can be searched.

In the most basic sense all three programs — crawlers, spiders, and robots — are essentially the same. They all “collect” information about each and every web URL. 

This information is then cataloged according to the URL on which they’re located and are stored in a database. Then, when a user uses a search engine to locate a product on the Web, the references in the database are searched and the search results are returned.

Some of the criteria by which a search engine crawler determines the rank your e-commerce site should have in a set of results include:

    •  Anchor text
    •  Site popularity
    •  Link context
    •  Topical links
    •  Title tags
    •  Keywords
    •  Site language
    •  Content
    •  Site maturity

There are estimated to be at least several hundred other criteria that could also be examined before your e-commerce site is ranked by a search engine. Some of the criteria listed also have multiple points of view.

For example, when looking at link context, a crawler might take into consideration where the link is located on the page, what text surrounds it, and where it leads to or from.

E-commerce Site Architecture when implementing SEO for E-commerce website in Nigeria

The architecture of your website is critical to enabling customers to find your content and you must consider this very well when implementing SEO for e-commerce website in Nigeria. It’s also crucial to your development team, who is tasked with creating an optimal system that can communicate with all needed business intelligence tools.

Five of the most important elements of proper architecture for optimized search are:

  • Navigation
  • Internal Links
  • Breadcrumbs 

Search engines place quite a bit of weight on how your e-commerce website is structured and how intuitively it can be navigated. For instance, they factor in the number of clicks it takes to get to the details page of a given product.

URLs and Directory Structure when implementing SEO for  e-commerce website in Nigeria or your e-commerce website

Think of URLs as folders and files, like the ones in My Documents on your computer. The naming convention of these folders and files is critical, as it helps define the product pages to search engines.

Categorized Products when implementing SEO for e-commerce website in Nigeria

Category-level pages are typically the most likely to rank for high-search-volume, generic product keywords for example women shoes, dresses, or men’s clothing. Product pages typically are most suitable for ranking for long-tail product-specific key-phrases including those with more descriptors and qualifiers like color, size, designer, and features.

Duplicate Content / Pagination Issue Management when implementing SEO for e-commerce website in Nigeria or your e-commerce website

E-Commerce websites are notorious for duplicate content and pagination issues. You need to appropriately manage duplicate content and ensure each crawlable page on your website is unique and provides value.

Page Load Speeds when implementing SEO for e-commerce website in Nigeria

Search engines place weight in their algorithms on the load time of a page, favoring pages that load quickly. It is not only important to optimize load speeds for search engines, but also to make sure that visitors are not waiting for pages to load, especially if they are ready to make a purchase. 

Navigation / Internal Linking when implementing SEO for your e-commerce website in Nigeria

This category page provides full access to global navigation and segmentation further within this category, encouraging visitors to dive deeper into the store and thus further down the purchase funnel.

URL when implementing SEO for e-commerce website in Nigeria or SEO for your e-commerce site

Make sure the URL is clean and clearly refers to the content of the product page.

Unique Content when implementing SEO for e-commerce website in Nigeria

This page is a category page within the top level navigation, which allows this page to be more authoritative (yielding the ability to rank better). There is no need to repurpose or duplicate any of this content to drive more traffic, since this page already has the highest potential for the associated set of target key-phrases.

Customer Reviews when implementing SEO for your e-commerce site

Some brands are reluctant to include customer reviews on their websites. However, if customers can’t find reviews on your website, they will probably read them somewhere else. Customer reviews need to be incorporated into product pages as crawlable HTML content.

As mentioned above, it is a best practice to mark up your customer review section with microdata. Google shows the consumer rating of the product to increase click-through rate.

Product Q&A when implementing SEO for your e-commerce site

Another example of user-generated content that can improve the optimization and engagement of your product pages is a Customer Q&A section, allowing users to pose questions about the product and to answer questions from other users.

Your staff can also use this channel to communicate directly with customers to encourage them as they move through your sales funnel. Allowing users to comment on blog posts or to participate in discussion forums are other useful ways of encouraging your customers to generate unique content for your site.

Considering Images when implementing SEO for e-commerce website in Nigeria

Images are especially important to e-Commerce websites, as they are one of the main ways for consumers to get a sense of what they are buying. Using images with a variety of angles, action shots, and close-ups on an e-Commerce website gives your customers a way to view your products as if they were right in front of them.

Video when implementing SEO for your e-commerce site

Images are great, but video can be even more effective for e-Commerce website promotions and product demos, because they bring your products to life and provide more context.

Purchasing a product online that you would otherwise purchase in-store requires even more information than a sales representative would typically provide at a store. e-Commerce retailers have recognized this and the need to provide substantial detail about their products through video.

Related Items / Suggested Products when implementing SEO for your e-commerce site

What do your customers do when they find a product that they like but want to find something similar or just slightly different? They may return to your product category page or even leave your website altogether.

You can avoid this by having a Related Items and a Suggested Products section on your product details pages. Your brand should consider including both of these sections. 


The Related Items section should display products purchased / viewed by other customers who have viewed or purchased the initial item. The Suggested Products section allows your brand to showcase products related to the initial product and / or category, which is a great way to promote new, discounted, or otherwise meaningful products to your sales strategy.

Social Sharing Buttons when implementing SEO for e-commerce website in Nigeria

Facebook, Instagram, Twitter, Google+, LinkedIn, Pinterest, and many other social sites can help your search engine rankings both directly and indirectly.

When considering which social buttons to include on your pages, e-Commerce sites should always include Facebook, Instagram, Twitter, Pinterest, and Google+. Other social sites should be considered based on usage by your target audience.

You don’t need to feature every social network, just the ones that your prospective customers frequent.

Thank you page when implementing SEO for your e-commerce site

For an additional chance to gain brand exposure, create a “thank you” page, pop-up window, or “thank you” email that prompts users who leave reviews or make purchases on your site to social share their reviews or purchases upon completion.

Capturing Leads when implementing SEO for your e-commerce site

Of course, the number one goal of your e-Commerce website is to generate revenue. However, an important secondary goal is to build your contact database (CRM) so that you can nurture those leads and convert your visitors into customers—if not today, then whenever they are ready to make a purchase. 

Discontinued / Sold Out Items when implementing SEO for your e-commerce site in Nigeria

You will need to develop a strategy for handling discontinued and out of stock items on your e-Commerce site. The best strategy for your company will depend on the quantity and variety of products you sell, whether you have control over manufacturing of the products you sell, your resources for managing your website and inventory, etc.

The worst strategy is to have no strategy at all, and instead to simply remove pages from your website navigation without proper 301 redirects in place. This will cause website errors, a loss of link equity, and user frustration.

In addition, this can hurt the performance of your website in search engines, or worse, result in the loss of a sale or customer.

Responsive Design when implementing SEO for your e-commerce site

Google officially recommends responsive design. Upgrading your site to a responsive design allows you:

    • The chance to revisit your design and information architecture with a “mobile first” mindset.
  • To create navigation that is more user-friendly on touch screens.
  • To ensure that the “mobile” versions of your site include all important content that the desktop version of your site has.
  • To make sure that the code your site is loading is optimized to be as efficient as possible.

This will help you create the ideal shopping environment for tablet, and mobile phone users, a segment of online shoppers that is increasing rapidly.

On-Site Local SEO with Geo-targeting when implementing SEO for your e-commerce site

When implementing your SEO for e-commerce website in Nigeria, leveraging a user’s location to deliver a more customized search and shopping experience is an important part of the evolution of Mobile SEO and Local SEO.

Geo-targeting, in terms of online marketing, is the process of determining the current geographic location of a website visitor and delivering unique content to that visitor based on their location, such as country, region, state, city, metro code / zip code, organization, IP address, ISP, or other criteria.

This is typically an automated process (leveraging IP geo-location), in which users are presented with a pop-up notice in their browsers asking for permission to use their location information to provide customized content. When your online shoppers are located near a retail location they want to visit in person, this technology is a great time-saver, especially for mobile device users.

However, it is still best practice for e-Commerce websites to always include the ability for users to manually input or select a location to find a store (or select a different language or country, etc.). 

Users may be planning a trip to someplace other than their current location or they may simply deny your site permission to use their device’s location and settings information.

Off-Site Local SEO when implementing SEO for your e-commerce site

If you’re familiar with search marketing, you know that multiple Google algorithm updates have changed the status of old-hat SEO practices, such as submitting your site to link farm directories, to black-hat SEO. These practices must be avoided.

However, not all directories are bad. In fact, there are a large number of directories, especially for local businesses, that your retail brand should be taking advantage of.

In implementing SEO for e-commerce website, popular directory sites that have high user engagement, such as Google+ Local Listings, Yelp, Yahoo Local Listings, etc., are still considered “high quality” sites in the eyes of search engine web-spam teams, so links to each of your locations from these sites will not harm your site. 

Rather, they will actually improve your SEO for your e-commerce site in Nigeria by creating more digital assets to dominate search results and more inbound links to drive referral traffic. 

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