Stephen, could you clarify, first of all, your extreme take on SEO is obviously product-led and data-driven. Can you explain what exactly you mean and how it appeals to businesses?
Indeed! While SEO traditionally means optimizing the website to show in the top search results, I think it should begin with the product. We use data analytics to analyze the user journey and create a seamless, enjoyable experience, which results in organic traffic. It essentially focuses on building the product people love, and this way, one would not be tricking search engines. We use data to identify the most effective content strategies, user interface optimizations, or a detailed technical SEO improvement plan.
That philosophy sounds very useful. Has applying that approach also worked for your clients in the real world?
Absolutely! During my time at Hotels.ng, for example, we significantly increased bookings from local searches within six months simply by focusing on optimising user experience and creating valuable content that addressed travellers’ concerns. It’s all about giving both search engines and users what they want.
Beyond work, people know you as someone passionate about helping others gain digital skills. What motivates you to inspire the next generation?
The world changes digitally, so having the proper knowledge can make or break you. I saw young potential with limited resources, which sparked a fire in me. I have been an active participant in several digital marketing conferences, mainly hosted by ADMARP (Association of Digital Marketing Professionals) and workshops like Africa Code Week, #TeachCS4Dev, and CodeAfrica, as well as mentorship programs where I fostered an environment of sharing ideas among like-minded individuals while at the same time learning something new myself; there’s no better feeling than watching them grow into successful digital marketers!
There are so many conferences that you seem to be part of. What’s your take on the current state of the SEO space in Nigeria, and what are you most excited about for the future?
It’s a great time to be in the SEO space in Nigeria! Companies are starting to see the value of organic growth, translating into a lot of new business for us in the space. We are seeing signs towards mobile-first optimization strategies and directions, and I am very excited about the huge buzz surrounding voice search queries. The trend of e-commerce growth also requires the type of data-driven approach to SEO that I am betting all my money on!
So what’s next for you, Stephen Akadiri?
(Laughs) I am always one step ahead. There are new learning curves, new technologies, and new approaches. And, of course, I can’t wait to talk more to some of the new kids on the block and mentor a few upcoming digital marketing professionals in Nigeria. A rising tide lifts all boats, right?
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