When it comes to content creation in Africa, there’s one thing many businesses and creators often overlook: search intent. We assume that because something is trending globally, our local audience must want the same thing. But the truth is, African search behaviour is unique, and the information available is still playing catch-up. This creates both a problem and a golden opportunity. That opportunity is known as a content gap.
A content gap is the space between what users are searching for and the quality or availability of content answering those queries. Identifying and filling these gaps, especially in African markets, can help you drive traffic, build authority, and become a go-to resource.
Here’s how you can find these content opportunities and claim your space.
Before you even run a keyword through any SEO tool, take a step back. Ask yourself: what are people really trying to find out? For example, someone searching for “how to start a poultry business in Nigeria” might be looking for:
But what they’ll often find are generic articles written for US or UK audiences. The intent is local, but the search results are global. That’s the content gap.
Talk to your audience, read comments on Facebook groups, join WhatsApp business communities, or even ask questions in forums like Nairaland or Reddit Africa. These spaces give you a raw understanding of what people are really struggling to find.
Google’s first page is your easiest free research tool. Type in a relevant topic or question and pay attention to:
The “People Also Ask” box: These are gold mines of related queries that often don’t have detailed answers yet. The autocomplete suggestions: Begin typing a long-tail phrase like “how to open…” and let Google complete it. For example, “how to open a POS business in Abuja” might pop up. This shows people are looking for location-specific answers.
The “Related Searches” section at the bottom of the page: These are questions users are also typing in but often receive the same recycled articles.
Now, look at the results themselves. Are the top articles talking to African readers? Are they including Naira pricing, real examples from Lagos, or using accessible language? If not, that’s your chance to own that topic with localised, useful content.
Tools like Ahrefs, Ubersuggest, Semrush, and Answer the Public are powerful, but they sometimes underrepresent African data. That doesn’t mean they’re useless. In fact, if a topic has low competition or volume in Africa, it may still be high-intent content.
Let’s say you notice that “funding for agritech startups in Nigeria” has low search volume. That doesn’t mean people aren’t searching, it might just mean nobody’s created useful, keyword-optimised content around it yet.
So instead of chasing volume only, focus on content that solves specific local problems and fills information voids.
Pick three to five African websites or blogs in your niche. Don’t focus on global players—compare yourself with those speaking to your direct audience. Now check:
For instance, many tech blogs in Nigeria talk about fintech and mobile banking but rarely cover how farmers in Northern Nigeria can use these tools. That’s a major audience gap waiting to be addressed.
Also, check YouTube channels and social accounts. Sometimes, influencers are answering popular questions without linking to any full written guide. That’s your chance to create written content that ranks.
If you already have a blog or YouTube channel, dig into your analytics. Look for:
Apart from Google, there are community platforms where African voices are loud and clear. Use these platforms to research recurring questions or complaints that never get proper answers:
Look for repeated queries that keep coming up in discussions. For example, if “how to get Paystack payment links in Ghana” is a common question but no article covers it fully, create that guide.
Sometimes the best way to find African content gaps is to look at what’s performing well globally and then localise it. Let’s say “how to start dropshipping with zero capital” is trending in the US. Ask yourself:
You don’t need to reinvent every idea—just contextualise them. A good example is converting “how to grow with Instagram Reels” into “how to grow a fashion business in Lagos using Reels without paying for ads.”
Many African countries have strong city-based search behaviour. People aren’t just searching for “photographers” but “wedding photographer in Enugu” or “event planner in Kano”.
Run city-specific searches across your niche to discover gaps. If you’re a content creator in the tourism industry, try building city-by-city travel guides for Nigerian states. If you’re in tech, create content on where to find the best co-working spaces in Uyo or Ilorin. These are searches people are making—but not enough content exists to answer them properly.
Google understands African languages better now. Try searching for topics using casual Nigerian English or Pidgin like:
These variations will show you new angles that English-only keywords miss. You may find TikTok videos and forum comments, but rarely full guides or well-written articles. That’s your gap to fill. Creating content in conversational Nigerian English, especially on social platforms, can also help you rank for these casual but common search queries.
In a continent where much of the online content is still imported or irrelevant, content gaps in African search results are everywhere. And you don’t need a huge budget or fancy SEO tools to find them. All you need is curiosity, a little research, and a willingness to speak to your audience’s real, local needs.
Content that answers a problem will always rise to the top, especially if no one else is doing it right. So go ahead, dig into the search results, explore the local conversations, and fill the space with content that truly speaks to Africa.
If you’d like a free localised content gap audit for your business, I can help you build one tailored to your industry. Send us a message here.
