You know that moment when hunger hits and you quickly search “restaurant near me” on Google?
Or when you urgently need a salon, pharmacy, or mechanic, and the first thing you do is check “near me”?
That’s exactly how most Nigerians now find businesses: fast, local, and online.
But here’s the problem: while customers are searching, many businesses never show up in those results.
Why?
Because they haven’t taken the right steps to optimise their online presence for local searches.
The good news is, you don’t need a huge budget to fix this. In this article, I’ll break down simple, practical strategies Nigerian businesses can use to rank for “near me” searches and attract ready-to-buy customers in their area.
What Are ‘Near Me’ Searches and Why Do They Matter?
‘Near me’ searches are keywords people type to find businesses or services close to their location.
Why it matters: With more Nigerians using smartphones and Google Maps, local searches often determine which businesses get noticed first.
Example: Searching “car repair near me” in Lagos shows local garages at the top of the results, making it easier for customers to choose nearby options.
How Google Decides ‘Near Me’ Rankings
Google doesn’t randomly show businesses when someone searches “near me.” Understanding its ranking factors helps you get seen by more local customers.
- Proximity: Google prioritizes businesses physically closest to the searcher. For example, if someone in Lekki searches “coffee near me,” cafés in Lekki will show first, not those in Victoria Island, even if the Island café is bigger.
- Relevance: Google looks at how well your business matches the search intent. Using keywords in your business description and categories helps. A bakery that mentions “birthday cakes” in its profile is more likely to appear when someone searches “birthday cake near me in Lagos.”
- Prominence: Reviews, ratings, and online mentions matter. Businesses with consistent positive reviews, local citations, and social proof signal trustworthiness. Even small shops in Ikeja can rank higher if they have 50+ good reviews compared to a big competitor with no reviews.
Tip: Claiming your Google Business Profile and keeping information accurate is the first step to improving all three ranking factors.
Steps to Rank Higher for ‘Near Me’ Searches in Nigeria
Ranking for “near me” searches isn’t random, it requires deliberate steps that tell Google your business exists, is trustworthy, and is relevant to local customers. Here’s how Nigerian businesses can get it right.
Optimise Your Google Business Profile (GBP)
Your Google Business Profile is like a digital storefront. Claim and verify your listing to ensure it appears in searches and Google Maps.
- Include accurate NAP (Name, Address, Phone); consistency matters across all online platforms.
- Add your business categories so Google knows what you do.
- Upload high-quality photos, including your store, products, and team.
- Keep business hours updated; people rely on this when choosing local options.
Use Local Keywords in Your Content
Keywords help Google match your business to relevant searches.
- Use specific location-based phrases like “best barber in Lekki” or “pharmacy in Abuja.”
- Include these keywords naturally in your titles, meta descriptions, and website/blog content.
- For blogs, answer common local questions, e.g., “Where to find affordable sneakers in Lagos”, to capture local traffic.
Collect and Manage Customer Reviews
Reviews signal trust and boost local rankings.
- Encourage happy customers to leave reviews on Google, Facebook, and other platforms.
- Always respond to reviews, both positive and negative. This shows you care and improves engagement.
- Highlight reviews on your website or social media to build social proof.
Ensure Mobile-Friendly Website
Most Nigerian users access the internet via mobile.
- Ensure your website is fast-loading and responsive on all devices.
- Add click-to-call buttons for easy contact.
- Use clear navigation so visitors can quickly find products, services, or locations.
Get Local Citations & Backlinks
Citations and backlinks signal authority to Google.
- List your business in local Nigerian directories like VConnect, BusinessList, or Finelib.
- Partner with local bloggers, influencers, or news sites for backlinks.
- Ensure your NAP information is consistent across all citations to avoid confusion.
Make Use of Social Media for Local Visibility
Social media can drive both awareness and search ranking.
- Use location tags on Instagram, TikTok, and Facebook posts.
- Create content tied to your local area, e.g., “Best spa in Ikeja” or “Weekend spots in Lekki.”
- Encourage followers to check-in or tag your location to boost local reach.
Benefits of Ranking for ‘Near Me’ Searches
Optimising for “near me” searches isn’t just about showing up online; it can have a direct impact on your sales and visibility.
- Increased walk-in traffic: When your business appears at the top of local searches, more people find your store, restaurant, or service in person.
- Builds trust with locals: Showing up in Google Maps and local search results makes your business seem credible and established.
- Attracts ready-to-buy customers: People searching “near me” are often looking to make a purchase immediately, meaning higher conversion potential.
- Gain a competitive edge: Businesses that optimise locally stand out from competitors who haven’t claimed or updated their online presence.
Common Mistakes Businesses Make in Local SEO
Many Nigerian businesses miss out on local traffic because of avoidable errors. Knowing these pitfalls can save time and improve results.
- Wrong or inconsistent NAP info: If your Name, Address, or Phone number is different across Google, directories, or social media, Google can’t verify your business. This reduces your chances of showing up in “near me” searches.
- Ignoring reviews: Customer reviews signal trust to both Google and potential clients. Failing to collect or respond to reviews can lower your ranking and credibility.
- Copying foreign strategies without local context: Strategies that work abroad may not fit Nigerian search behaviors, culture, or popular keywords. Local adaptation is key.
- No mobile optimisation: Most “near me” searches happen on smartphones. Slow, unresponsive websites drive users away and hurt your local ranking.
Action Plan for Nigerian SMEs
Follow these steps to start ranking for “near me” searches and attract local customers.
- Claim your Google Business Profile today: Verify your business, upload photos, and add accurate NAP details.
- List your business in 3-5 local directories: Platforms like VConnect, BusinessList, and Finelib increase visibility and backlinks.
- Use at least 3 “near me” keywords in your website/blog content: Include phrases like “Spa in Ikoyi” or “Supermarket near me Lagos” in titles, meta descriptions, and blogs.
- Encourage 5 reviews per month: Ask happy customers to leave reviews and respond to all feedback promptly to boost trust and ranking.
- Track performance with Google Insights & Analytics: Monitor local search traffic, clicks, calls, and directions to understand what’s working and adjust your strategy.
Conclusion
‘Near Me’ searches can be a game-changer for businesses in Nigeria, bringing local customers right to your doorstep.
The key is taking consistent, small steps: claim your Google Business Profile, optimise your website, collect reviews, and track results. Start implementing these strategies today, or reach out to Oxgital for expert local SEO support to help your business show up exactly where it matters.
FAQs
Q: What are ‘near me’ searches?
‘Near me’ searches are queries people type into search engines to find nearby businesses or services, like “pharmacy near me” or “restaurant near me.”
Q: Why are ‘near me’ searches important for Nigerian businesses?
They help local customers find your business quickly, increase foot traffic, and attract people ready to buy, giving you a competitive edge.
Q: How can I optimize my business for ‘near me’ searches?
Claim and verify your Google Business Profile, add correct business details, use local keywords in content, collect reviews, and maintain a mobile-friendly website.
Q: How do customer reviews impact local SEO?
Positive reviews increase trust and improve your visibility on Google, while responding to reviews shows engagement and reliability to potential customers.Q: What common mistakes should Nigerian businesses avoid in local SEO?
Avoid inconsistent business information, ignoring reviews, copying foreign strategies without local adaptation, and having a website that isn’t mobile-friendly.