Leta SEO Content Strategy

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Leta SEO Content Strategy

Keyword Research

This section is an introduction to, and overview of, our keyword research, presented in the Leta Keyword Research Google Sheet linked above, and embedded to the left (if you’re on desktop).

The focus was Kenya and Nigeria, as they’re your biggest markets, and research suggested there would be considerable overlap in keywords and opportunities across every country.

I’ll briefly provide some conclusions and suggestions for the best approach to SEO for Leta. However, the bulk of my suggestions will be covered in the

SEO Strategy Roadmap⁠

You can also watch the video guide to the research below (also included on the Google Sheet).

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Methodology

Initial Research: We took insights from our Content Strategy Workshop, Leta's team, existing content performance, and competitor analysis to identify initial keyword ideas.

Keyword Expansion: Using Ahrefs, we expanded our initial list by exploring related search terms, synonyms, and questions your potential customers in Kenya and Nigeria are inputting into Google.

Search Intent Analysis: Each keyword was then categorized based on volume, search intent, sales funnel depth, and other metrics to ensure we identified keywords across the buyer's journey.

Competitive Analysis: We analyzed the keywords your competitors are ranking for, identifying gaps and opportunities to differentiate Leta's content and SEO approach.

Keyword Prioritization: Keywords are color-coded based on the opportunity each one presents to rank in front of your ideal customers, and the most appropriate content to maximise ROI.

Revenue projections: We used some basic search performance and internal revenue metrics to assess to the value of the entire organic search environment in Kenya and Nigeria, to guide your decisions on prioritisation, budget, and resource investments.

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Current Keyword Status

The current version of Leta’s website has not been built to target any organic search terms within your industry.

In Kenya, Leta currently only ranks for:

The brand name

Previous job posts

Irrelevant business names, based on website content (your partners and investors)

The priority going forward will be building a new version of the website that ranks for as many relevant industry and product keywords as possible – and ranks highly!

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Keyword Opportunities

There is a huge opportunity to expand Leta’s organic search presence through a mix of:

Search-optimised product and landing pages

Regularly published blog posts and supporting content on the website (not Medium!)

Investing in local SEO and a robust Google Business Profile

Combined, these investments could generate traffic to Leta’s website worth $100,000 - $2,700,000+ annually, as demonstrated in our revenue projections.

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We will explore each approach in more detail in the

SEO Strategy Roadmap⁠

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Competitor Analysis

While Leta has many competitors across it’s markets, there’s good news:

None of them have seriously invested in SEO and organic search as marketing channels.

While some competitors have much greater name recognition, such as GIG Logistics in Nigeria, Leta should easily outrank them for crucial keywords and capture significant search market share – once you implement a multi-pronged SEO and content strategy.

This will require long term investment and patience, but I believe you could start to see results within 3-6 months.

I outline how to achieve this in the

SEO Strategy Roadmap.⁠

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Methodology

Current Keyword Status

Keyword Opportunities

Competitor Analysis

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