Keyword Research for the Ghanaian Market
Ghanaians search differently from buyers in the UK or US. How to find the words your customers actually type into Google, with free tools and a simple process.
Keyword research means finding the words people type into Google when they're looking for what you sell. It's the foundation of SEO and Google Ads.
Most keyword guides are written for big markets. Ghana is different: search volumes are smaller, phrasing is local, and many searches include places, prices and trust words. Here's how to do it for Ghana.
How Ghanaians search
Some patterns you'll notice:
- Place names: "Accra", "Kumasi", "East Legon", "Spintex", "Tema".
- Price words: "price in Ghana", "how much", "cost".
- Trust words: "original", "genuine", "best", "reliable".
- "In Ghana" at the end: "solar panels in Ghana".
- Local terms and spellings for products and places.
- Questions: "how to", "where to buy", "which is the best".
Step 1: Brainstorm with customers in mind
List what customers call your products and services, not what you call them. Ask your sales team what customers say on the phone and in WhatsApp chats. Those words are gold.
Step 2: Use Google itself
- Autocomplete: start typing your product in Google and note the suggestions.
- "People also ask": questions Google shows for your topic.
- Related searches: at the bottom of the results page.
Do this on a phone, set to Ghana, for the most relevant suggestions.
Step 3: Use free tools
- Google Keyword Planner (inside Google Ads): search volume ranges for Ghana. You need a Google Ads account, but you don't need to run adverts.
- Google Search Console: the searches already bringing people to your site.
- Google Trends: compare interest over time and by region.
Many Ghanaian keywords show low volumes. Don't dismiss them. A search with 50 searches a month from people ready to buy can be worth more than a broad search with thousands.
Step 4: Sort by intent
| Intent | Example | Use for |
|---|---|---|
| Buying | "buy laptop East Legon", "solar installer Kumasi price" | Service and product pages, Google Ads |
| Comparing | "best phone under GH₵ 3,000", "X vs Y" | Comparison articles |
| Learning | "how to start a poultry farm in Ghana" | Blog articles |
| Brand | Your business name | Make sure you rank first |
Start with buying searches. They bring customers fastest.
Step 5: Map keywords to pages
Each important keyword group should have one page that targets it. Don't create many pages for almost the same search; they compete with each other.
Step 6: Write for people
Use the keyword naturally in the page title, heading, first paragraph and description. Then write the most helpful page on the topic. Stuffing keywords makes pages worse and doesn't help.
Common questions
Why does Keyword Planner show zero searches?
Tools often show ranges or zero for small markets. Use Search Console, autocomplete and your own customers' words as well.
Should I target "in Ghana" or city names?
Both, depending on where you serve. Local businesses should focus on their cities and neighbourhoods.
If you'd like keyword research and content done for you, see our SEO service.