So, we’ve talked about the big picture – What is SEO in Kenya?

But just like there are different types of digital marketing techniques in Kenya, there are also various types of SEO.

This all depends on your business goals and who you’re trying to reach!

Ever wondered if you should be focusing on getting customers in Nairobi specifically, or across all of Kenya, or even beyond our borders? 

And why is everyone saying SEO is so important anyway – is it really worth the hustle?

Well, in this article, we’re diving deep into SEO types.

From Local SEO for businesses serving your neighborhood, to eCommerce SEO for online shops, National SEO for Kenya-wide reach, and even International SEO for those aiming for global markets. 

We’ll break down each type, so you can figure out which is the right one to take your business where you want to go!

And because knowing the ‘what’ is only half the story, we’ll also double down on why SEO is absolutely non-negotiable for Kenyan businesses in today’s digital age. 

Trust me, this isn’t just marketing jargon – understanding the importance of SEO is the fuel that will drive your online success.

If you do not have the time to go through the entire article, here are the key takeaways.

Key Takeaways: Types of SEO in Kenya

• SEO is not one-size-fits-all — your strategy should match your goals, audience, and business model.
• Local SEO helps businesses rank in city or neighborhood-level searches (e.g., “barber in Westlands”).
• Ecommerce SEO boosts visibility for online shops, targeting product-based searches across Kenya.
• National SEO targets customers across the entire country, ideal for businesses not tied to one location.
• International SEO opens your brand to global markets by optimizing for multiple countries, languages, and cultures.
• Optimizing your Google Business Profile, local keywords, and product pages are key tactics for visibility.
• SEO is more cost-effective long-term than ads, works 24/7, and builds trust with Kenyan users.
• Choosing the right SEO type is critical to reaching the right customers, growing traffic, and increasing revenue.

Let’s get started and find the perfect SEO strategy for your business!

Local SEO: Dominating Local Search in Nairobi and Beyond

Now, imagine someone in Nairobi craving the best chapati madondo in town or needs a trustworthy fundi to fix their plumbing urgently. 

They’ll probably search on Google for “chapati madondo near me” or “plumber in Kilimani”.

This is because local SEO is specialized, and you are marketing to the residents of an area. So you can get highly specific with your SEO strategy.  

In a nutshell, Local SEO is about ensuring your business pops up prominently when people in your area search for local products and services like yours. 

It’s about targeting customers in your specific geographic area – whether it’s a neighborhood, a town, or a city like Nairobi.

Importance of Local SEO for Kenyan Businesses

Local SEO is crucial if you have a physical shop, restaurant, or office. 

It is just as important if you offer services in a particular location in Kenya, but do not have a physical location. 

You can target location-based keywords and set a service area in your Google Business Profile without showing an address, and Google will still list you in local search results.

Think about it: when people are looking for something local, they are often ready to buy right now. 

Someone searching for a “pharmacy near me” likely needs medicine urgently! 

Local SEO helps you capture these high-intent customers who are close by and ready to transact. 

It’s especially vital in a mobile-first country like Kenya, where people often search on their phones while they are out and about.

Now that you understand what local SEO is, let us define common terms next.

NAP (Name, Address, Phone Number)

NAP is like your business’s online ID card for Local SEO. 

It stands for Name, Address, and Phone Number. 

It’s super important to make sure your NAP is consistent and accurate everywhere online – on your website, on your Google Business Profile, on online directories, and anywhere else your business is listed online. 

Think of it like making sure your business card always has the correct details. After all, consistency builds trust with both customers and search engines.

Google Business Profile (GBP) (formerly Google My Business)

This is your free business listing on Google, and it’s the heart of Local SEO. 

Think of it as your online Yellow Pages listing, but way more powerful! 

Your GBP profile shows up in Google Maps and the local “3-pack” or “map pack” in search results (those listings with a map). 

Optimizing your GBP profile is key – ensure it’s complete, accurate, with great photos, business hours, services listed, and customer reviews. 

It’s often the first thing potential local customers see about your business online.

Local Citations

These are online mentions of your business’s NAP (Name, Address, Phone Number) on other websites. 

Think of them as online references to your business. 

Local citations can be on online business directories (like Yellow Pages Kenya online, or local directories), best review sites, social media, and other relevant websites. 

The more consistent and high-quality citations you have, the more Google trusts your business’s local presence.

Local Keyword Targeting

Just like with regular SEO, keywords are important in Local SEO, but here, you focus on location-based keywords. 

Instead of just targeting “car mechanic,” you’d target “car mechanic in Nairobi CBD” or “best car repair garage Westlands”. 

Using these specific local keywords in your website content, GBP profile, and online listings helps you attract customers searching for services in your specific area.

Getting Local Reviews

Online reviews are like word-of-mouth in the digital age and are super important for Local SEO. 

Positive reviews on your Google Business Profile and other review sites build trust with potential customers and also boost your local search ranking. 

Encourage your happy Kenyan customers to leave reviews! Think of it as getting a good “rating” from your customers that everyone online can see.

Now that we’ve explored Local SEO, let’s move to eCommerce SEO in Kenya.

ECommerce SEO: Making Your Online Shop Shine

Running an online shop in Kenya, like selling trendy clothes, handcrafted jewelry, or even digital products? 

Then, eCommerce SEO is your secret weapon! 

ECommerce SEO is all about optimizing your online store to rank higher in search results specifically when people are searching for products to buy online.

Think of it like making your virtual shop window on the internet as attractive and easy to navigate as possible.

Importance of eCommerce SEO in Kenya

Ecommerce SEO is your way to cut through the online noise and reach Kenyan shoppers who are actively looking to buy right now. 

It’s how you make sure your products are front and center when someone in Nairobi searches for ‘buy smartphones online’ or a customer in Mombasa looks for ‘children’s clothes online shop’.

In short, Ecommerce SEO in Kenya is your direct path to:

• More Kenyan customers discovering your online shop.
• Driving targeted traffic that’s ready to buy.
• Boosting your online sales and growing your e-commerce business in Kenya’s competitive digital market.

Don’t just have an online shop – make sure it’s findable and profitable with the power of eCommerce SEO!

Now that you understand what eCommerce SEO in Kenya is, let us look at some common terms.

Product Page Optimization

Product page optimization is the process of improving individual product pages to rank higher in search engines and boost conversions. 

Each product page element needs to be SEO-friendly.

So you optimize the product page with 

• Clear titles
• Detailed descriptions
• High-quality images

Plus, you must incorporate those all-important keywords that online shoppers use to find products like yours.

Category Page Optimization

Category page optimization is the process of improving pages that group related products to boost their visibility in search engines and help users navigate easily.

Just like you organize products into categories in a physical shop, category pages on your website need SEO love too! 

Optimize them with relevant keywords so people can find your broader product collections (e.g., ‘women’s shoes online’, ‘electronics for home’).

Here are other eCommerce SEO terms you should learn about:

• Shopping Keywords: eCommerce SEO targets ‘shopping keywords’ – words people use when they are ready to buy.  These often include terms like ‘buy’, ‘shop’, ‘price’, ‘deals’, ‘online store’.
• Conversion Rate Optimization (CRO): While not strictly SEO, CRO works hand-in-hand with eCommerce SEO. It’s about making sure that once people land on your product pages, they are actually likely to make a purchase! This involves things like clear calls to action (‘Add to Cart’, ‘Buy Now’), an easy checkout process, and building trust. Think of it as making your online shop not just easy to find, but also easy to buy from!”

Now, let us look at what National SEO is.

National SEO: Reaching Customers Across Kenya

Maybe your business isn’t tied to a specific location, or you serve customers all over Kenya.

This can be a Kenyan business like a nationwide delivery service, an online educational platform, or a blog targeting a Kenyan audience. 

In that case, you’ll focus on National SEO.

National SEO is about optimizing your website to rank for keywords that target people anywhere in Kenya, not just a specific city or town. 

You’re aiming for visibility across the entire Kenyan online landscape.

Benefits of National SEO

National SEO helps you compete for high-traffic keywords across the country, not just in one town. 

It’s essential for scaling your reach, building authority, and attracting customers from anywhere in Kenya, especially if your services or products aren’t limited by geography.

National SEO can also help you:

• Attract traffic from both urban and rural areas
• Compete with larger brands on a national level
• Ideal for online-based businesses and services with no physical limitations
• Supports long-term growth beyond local markets
• Increases visibility in national search results, including Google’s main SERPs

Now that you understand what National SEO is, let us define some common terms.

• Broader Keyword Targeting: Instead of ‘restaurant in Westlands’, you’d target broader keywords like ‘best restaurants in Kenya’ or ‘online food delivery Kenya’ (if relevant).
• Kenya-Specific Content: Creating content that resonates with a national Kenyan audience – addressing nationwide issues, interests, and using language and examples that appeal across the country.
• .co.ke Domain: Using a .co.ke domain name signals to Google (and Kenyans) that your website is specifically targeting Kenya, which can be helpful for national SEO.”

International SEO: Going Global from Kenya

Thinking bigger than Kenya? 

Want to reach customers in other countries in Africa, or even globally? 

Then, International SEO is for you. This is for businesses in Kenya that want to expand their online reach beyond Kenyan borders.

International SEO is about optimizing your website to target search engines and users in multiple countries or regions. 

It’s more complex than Local or National SEO, as you need to consider different languages, cultures, and search engine preferences in different parts of the world.

Why International SEO Matters

Expanding beyond Kenya means reaching entirely new audiences—and new opportunities. 

International SEO helps your business connect with users in other countries by tailoring your content and strategy for global visibility.

• Here are other reasons you should consider International SEO.
• Target country-specific search engines and regional keywords
• Increase international traffic and grow your global audience
• Adapt content for different languages, currencies, and cultural preferences
• Gain a competitive edge in international markets
• Improve trust and relevance with region-specific content
• Boost visibility in global search results (Google, Bing, and more)
• Scale your business beyond local or national limits

Now that you understand what International SEO is, let us define some common terms.

• Multilingual SEO: If you’re targeting multiple languages, you’ll need to translate your website content and optimize it for keywords in each language.
• Hreflang Tags: These are special code tags that tell Google which language and country a specific page on your website is targeting. Crucial for telling Google you have different versions of your website for different regions.
• Country-Specific Domains or Subdomains/Subdirectories: You might use different domain names (like .co.ug for Uganda if you’re targeting Uganda) or subdomains/subdirectories (like yourwebsite.com/ke/ for Kenya and yourwebsite.com/ug/ for Uganda) to clearly signal which parts of your website are for which countries.
• Cultural Nuances: Understanding the cultural differences and search behavior in your target countries is key to effective International SEO. What works in Kenya might not work in Nigeria, for example.

Wonderful! You now have a better understanding of the different types of SEO in Kenya. 

But the question is: Why is SEO becoming so important in the business landscape in Kenya today?

Why SEO is Non-Negotiable for Kenyan Businesses

So, why should you, as a Kenyan business owner, really care about SEO? 

Because in today’s online world, SEO isn’t just a ‘nice-to-have’, it’s a ‘must-have’ for growth and success. Here’s why it’s non-negotiable:

• Page One Power: Let’s be honest, when you search on Google, do you ever bother clicking past the first page of results? Hapana, right? Most Kenyans don’t either. If you’re not on Page 1, you’re practically invisible online. SEO gets you there.
• Traffic Goldmine: Organic search traffic from Google is a HUGE source of website visitors for most businesses – often bigger than social media, email, or even paid ads! It’s like tapping into a river of potential customers actively looking for what you offer.
• Trust Booster: Ranking high organically on Google is like getting a stamp of approval. It builds serious trust and authority with Kenyans. People tend to trust websites that Google ranks highly, seeing them as credible and reliable.
• Smart Investment: Yes, SEO takes time and effort upfront, but think of it as planting a mango tree. Paid ads are like buying mangoes daily – you keep spending. SEO is the mango tree – once it grows strong, it gives you ‘fruit’ (traffic and customers) for a long, long time, making it way more cost-effective in the long run.
• High-Intent Hustle: People who search on Google are usually looking to buy or find a solution right now. SEO brings you customers who are already interested in what you offer, meaning higher chances of sales and conversions. It’s like attracting customers who are already at your doorstep, ready to walk in.
• 24/7 Marketing Machine: Unlike ads that stop showing when you stop paying, SEO works around the clock, 24/7. Your website, optimized for SEO, is always there on Google, attracting customers even while you sleep! It’s a tireless, always-on marketing asset for your business.

Congratulations! You now have a better understanding of SEO types in Kenya. If anything is unclear, check out the commonly asked questions below.

FAQs: Types of SEO in Kenya

Final Verdict: What are the Different Types of SEO in Kenya

As you can see, the type of SEO you employ on your business depends on what you want to accomplish.

SEO in Kenya should not be about a one-size-fits-all approach. Instead, it should be tied specifically to your needs. It should work with your current goals and elevate them further.

That is why we offer a free SEO analysis even before onboarding. We want to understand your business and provide advice on what type of SEO would work best for your Kenyan business. 

Contact us today to get started!

Alvin M Founder

Alvin M. is the founder of AM Digital, a Kenya-based SEO agency helping businesses grow their online presence through strategic, data-driven digital marketing. With over 10 years of experience in SEO and WordPress, he has worked with clients across various industries—both locally and internationally—delivering tailored solutions that drive long-term growth. He specializes in technical SEO, content strategy, and website performance optimization, with a strong focus on helping small businesses and startups build sustainable visibility online. His writing style is known for being clear, actionable, and grounded in real-world experience, making complex topics easy to understand for business owners and marketers alike. This led him to work with some of the biggest companies like IsItWP.com, WPBeginner.com in the WordPress and SEO space. When he’s not working on client projects or building SEO strategies, Alvin M. is passionate about exploring how local businesses can use organic search and digital storytelling to stand out. He’s also developing new services around content hubs and micro-influencer marketing to support business growth in Kenya and beyond.

See Full Bio

SEO SEO in Kenya International SEO Local SEO in Kenya WordPress