Search Africon is a platform created for the African SEO and digital marketing community. It’s an event where digital marketing professionals gather to connect, learn, and grow in their careers.
Search Africon second edition took place on May 3rd, 2025, at the Mike Adenuga Event Centre in Lagos, Nigeria. The event was attended by about 150 professionals, including SEO specialists, marketers, creatives, product managers, and tech entrepreneurs from across the continent. You can get a glimpse of what happened at Search Africon 2.0 here.
This round-up article has been prepared to provide a summary of the key sessions, insights, and activities that shaped the event.
Event Overview
Search Africon 2.0 was held for two days as a hybrid event.
The first day of the event kicked off with a virtual workshop on May 2nd, 2025, with attendees participating from different parts of the world.
This was followed by a physical event on May 3rd, 2025, hosted at the Mike Adenuga Event Centre, Ikoyi, Lagos State, Nigeria. The event was also streamed live, allowing for both physical and virtual attendance. A hybrid format was adopted to promote accessibility and flexibility for all participants.
Event structure
The physical event featured three core sessions.
Speaker-led Sessions
Eight sessions were delivered by experienced professionals from within and outside Africa. Each speaker structured their presentation to include actionable strategies, practical case studies, and expert insights on diverse topics around SEO and digital marketing tactics.
Panel Discussion
A panel session titled “Digital Marketing in Africa: How African Culture Influences Digital Marketing Tactics and Consumer Engagements” was held. Experts in marketing, business, and technology examined how African cultural dynamics influence digital marketing tactics and consumer engagement. The session was moderated by Lily Ugbaja, with Ife Durosinmi-Etti, Crystal Nyarko, and Shina Memud on the panel.
Networking Sessions
Networking is core part of Search Africon events as it helps in building professional growth and was well prioritized during our 2.0 event.
Three dedicated networking windows were created to encourage interactions, knowledge sharing, and long-term relationship building among attendees.
event attendance
Significant growth was recorded at Search Africon 2.0 compared to our first edition, with about a 45% increase in attendance, demonstrating an increasing interest in African-led SEO conversations and digital marketing.
A total of 185 registrations were recorded; of these, 130 participants were present in person.
This marked a considerable increase from the maiden edition held in 2024, which saw about 80 in-person attendees.
Attendee Distribution by Company Type
Our in-person attendance saw 36.1% of Search Africon 2.0 attendees work in a marketing agency, and 26.5% work for businesses or own a business. While 20.5% work in a corporate organization. The increase in participation reflects the growing relevance and reach of Search Africon within the African digital ecosystem.
event sponsorship
The success of Search Africon 2.0 would not have been possible without the generous support of both individual and organizational sponsors who aligned with the vision and contributed to its execution. We sincerely appreciate all who played a role in making this event a reality:
Headline Sponsor – Google
We appreciate them for powering the creation of our conference materials.
Diamond Sponsors – Semrush and Gray Dot Company
Their support ensured all 130+ in-person attendees were well-fed and fully present for a packed day of learning.
Gold Sponsor – Women in Tech SEO
This wonderful community helped us bring some of the best minds to the stage, ensuring their accommodation and welfare was taken care of.
Community Partner – Freelance Coalition for Developing Countries (FCDC)
They stand with us in creating opportunities for diverse and underrepresented African talents.
To our Value Supporters — NISA Digital, Hika Limited, Turn Global, and Bax Analytics
Each ticket donations created more room at the table, especially for those who needed the support to be part of this experience.
Ticket Angels
To our ticket angels, who generously donated tickets to ensure more people gain access to the event for free, we appreciate you all so much for your kindness.
To every supporter and partner, thank you for helping to make Search Africon 2.0 a meaningful and impactful experience.
Speakers' Highlights from Virtual Workshop
Marco Giordano — Content & Product Auditing with Google Tools and Crawl Data
Marco delivered a practical session on how to audit website content and product catalogs using crawl data and simple Google tools. He showed how even basic code can uncover content issues that impact business performance.
Emina Demiri — Scaling Your Business Responsibly with AI, Even on a Tight Budget
Emina broke down the basics of AI and how small businesses can use it for growth without breaking the bank. Her talk included real-world examples of affordable, responsible AI use. She reminded us that it’s not just about using AI — it’s about using it well.
Safia Marmon — Common SEO Mistakes and Quick Wins for African eCommerce Brands
Safia tackled key SEO mistakes African brands often make and shared simple ways to fix them. From improving product pages to tailoring content for local search, her session was filled with high-impact, low-effort wins. She showed how the right tweaks can turn visibility into conversions.
Sarah Sal — High-ROI Ads Through Storytelling
Sarah showed how storytelling turns ordinary ads into high-converting ones. She explained how to craft a copy that grabs attention and builds trust without looking like an ad. In 2025, she said, “Ads shouldn’t feel like ads; instead, they should feel like stories.”
Amaka Chukwuma — Transforming Business Visibility Through Local Search Expertise
Amaka gave a masterclass on getting your business found through Google Business Profile (GBP). She introduced the “LOCAL” checklist to help businesses boost rankings with accurate info, visuals, and engagement. Her talk was packed with quick wins for better local visibility and trust-building online.
Highlights from Live Event Speaker-led Sessions
Eight sessions were delivered by experts from across Africa and beyond, covering critical topics in content marketing, SEO, analytics, and brand storytelling. Here’s a recap of the insights shared:
Stella Inabo — Using Case Studies to Uncover Pain Points and Buyer Behavior
Stella opened Search Africon 2025 by showing that case studies aren’t just testimonials; they are rich sources of insight. She demonstrated how marketers can:
- Extract messaging that mirrors audience language
- Write SEO content grounded in real-world examples
- Build cross-functional empathy for the customer
- Repurpose customer interviews into 50+ content pieces
This session served as a practical guide for in-house marketers aiming to create high-converting, customer-aligned content.
Chima Mmeje — The 5 Channels You Need to Become a Thought Leader
Chima explained that thought leadership isn’t vague, it’s structured. Chima introduced five key content channels:
- LinkedIn – To share opinions and drive conversation
- Guest Posts – To build reach and reputation
- Webinars – To provide deep, real-time value
- Podcasts – To tell stories and foster connection
- Public Speaking – To earn credibility and amplify your voice
Chima emphasized that understanding human psychology and telling the *right* stories can convert even the most skeptical audience.
Crystal Nyarko A. — Crystal Clear Socials: A Framework for Standing Out on Social Media
Crystal shared her 3V Framework to help brands create content that connects:
- Visibility – Show up where your audience already is
- Vocal – Speak in your unique, authentic voice
- Valuable – Solve real problems through your content
She also introduced the Mountain Peak Framework, a guide for consistent and intentional social media presence.
Dave Cousin — How Search Happens: Before and After You Hit Enter
Dave demystified what happens behind the scenes in search engines. His session clarified key technical concepts:
- Crawlability ≠ Indexability– One doesn’t guarantee the other
- Manual checks reveal what bots see
- Web Apps and SPAs can break SEO without proper setup
- Rendering and JavaScript optimization are non-negotiable
His technical breakdown was essential for SEOs focused on performance and visibility.
Michael King — The End of SEO As We Know It
Michael declared that SEO has entered the AI era and introduced Relevance Engineering- a new framework built on structure, trust, and behavioral signals. Key shifts discussed included:
- Google now leans on user behavior to gauge trust
- Generative AI and RAG are redefining content discovery
- AI Overviews are changing how visibility works
- Search has become a branding channel, not just a performance tool
- Brands must now design trust-based content experiences
Ifeoma Nicole Oraekie — Data-Driven Digital Marketing: The Importance of Data in Decision-Making
Ifeoma’s session emphasized the role of data in building customer understanding. She covered:
- The importance of clean data for campaign planning
- A/B testing to guide creative direction
- Personalizing marketing using behavioral insights
- Real-life case studies showing ROI-driven results
Ifeoma emphasized letting data guide you, but don’t lose the human connection.
Rejoice Ojiaku — Emotional Connections: Using Brand Archetypes to Enhance Engagement
Rejoice combined branding and psychology to show how brand archetypes create emotional resonance. Her session included:
- How archetypes influence consumer trust and perception
- The psychology behind emotionally engaging content
- How aligning SEO with brand identity improves visibility
When your brand’s personality shows in your content, it doesn’t just rank; it resonates.
Shehu AbdulGaniy — African Startups That Are Killing It With SEO and Content Marketing
Shehu spotlighted African startups that are succeeding with SEO and content. He shared:
- How startups look beyond keywords to build full strategies
- The role of experimentation and local insights in growth
- Cost-effective, content-led approaches that work
- How these brands turn organic traffic into leads and results
His session made a compelling case for startups to invest in long-term SEO and content marketing.
Highlights of Panel Discussion Session
Topic: Digital Marketing in Africa: How African Culture Influences Marketing Tactics and Consumer Engagement
Moderator: Lily Ugbaja – Content Marketer, Spicy Margarita
Panelists: Crystal Nyarko, Shina Memud, Ife Durosinmi-Etti, MBA
This panel explored how African culture directly influences digital marketing strategies and consumer behaviour across the continent. The conversation was rich with real-world insights and advice from professionals deeply connected to the African market. Here are a few takeaways from the panelists:
Ife Durosinmi-Etti – Understanding the Audience
Ife stressed that successful marketing in Africa begins with deep audience understanding.
“Marketing that works here starts with knowing people’s daily lives, not just ideal personas,” she said.
Audience insights, she noted, should shape messaging, positioning, and even platform choices.
Shina Memud – Trust and Proof
Shina focused on the importance of social proof in gaining consumer trust.
“The Nigerian market is built on belief. If people can’t see others winning with you, they won’t even try.”
For him, testimonials and real success stories serve as powerful conversion tools.
Crystal Nyarko – Authentic Storytelling
Crystal emphasized the role of storytelling rooted in authenticity.
“People connect to what feels real. You need to understand where your audience is and where they want to go. If your brand story doesn’t sound like something your audience would say or feel, they’ll scroll past.”
She encouraged brands to align their voice with real, relatable narratives.
Lily wrapped up the session by urging marketers to build from a cultural foundation. Her call to action reminded everyone that cultural alignment isn’t optional; it’s essential.
Networking Session
At Search Africon 2.0, networking wasn’t treated as an add-on; the entire event was designed with connection in mind.
Recognizing that relationships are just as important as insights, three dedicated networking sessions were intentionally built into the day’s schedule.
Morning Networking Over Breakfast
Attendees were welcomed with a light breakfast and open conversation zones. This setup was designed to ease participants into the day, helping first-timers and returning guests break the ice before the first keynote session.
Lunch Networking Circles
Rather than having attendees eat in isolation, role-based and interest-based seating was arranged to foster meaningful conversations.
From social media managers huddled around curated tables to spontaneous startup pitches over jollof rice, this session turned lunch into a collaboration hub.
Evening Networking Meltdown
As sessions wrapped up, the energy shifted to a relaxed evening atmosphere. With music, pictures, and open lounges, attendees had the space to unwind, share experiences, and build relationships beyond the day’s agenda.
Industry thrives on what we build together, so we made sure attendees had every chance to meet and grow their circle.
Event Organization
Pulling off an experience like Search Africon 2.0 took a committed team working with focus and intention from start to finish. This team formed the backbone of the event to ensure a smooth and impactful experience. Volunteers were organized into key operational teams, each responsible for an essential part of the attendee journey.
Event Convener: Ebere Jonathan
Event MC: Sodiq Ajala
Panel Host: Lily Ugbaja
Virtual Workshop Host: Munene Mumbi
Content & Social Media: Chioma Anunobi, Ruth Kolo, and Rosemary Osuoha
Front Desk & Registration: Oyewole Debbi, Lilian Mbah, Adebisi Ebun, Nafisatu Dauda, and Nurudeen Tajudeen
Technical Support: Idris Adeleye, Fimber Elemuwa, and Ridwan Oladimeji Ojo
Media & Communications: Naomi Utere and Joshua Agaba
Search Africon 2025 succeeded because of the people who made it happen, on stage, behind the scenes, and in every thoughtful detail that attendees experienced.
Attendees takeaway
Here are some of the insightful takeaways from amazing attendees.
Amaka Chukwuma – Amaka reflects on Michael King’s talk, “The End of SEO as We Know It,” emphasizing the evolution of SEO with concepts like Generative Engine Optimization (GEO) and Retrieval-Augmented Generation (RAG).
Alabi Victoria – Victoria shares insights from Rejoice Ojiaku’s session on brand archetypes, distinguishing them from brand personality.
Habeeb Adetunji – Habeeb highlights sessions by Crystal Nyarko A., Rejoice Ojiaku, Michael King, Stella Inabo, and Chima Mmeje, noting their depth and inspiration.
Peris Muthinja– Peris recounts insights from a virtual workshop, particularly Amaka Chukwuma’s presentation on Local SEO, structured around the acronym L.O.C.A.L.
Mary Jay – Mary Jay praised the event’s organization, the quality of the speakers, and the networking opportunities. She also appreciated the thoughtful touches from sponsors.
Chimuanya Dike – Chimuanya shared key insights from speakers such as Chima Mmeje and Rejoice Ojiakue. She emphasized the value of SEO for startups and shared key strategies she had learned.
Femi Oyelola – Femi was impressed by the lineup of speakers and also shared insights from the panel session led by Lily Ugbaja.
Oluwatobi Olaniran – Oluwatobi appreciated the event’s focus on learning, networking, and community building. Also, thanked Chima Mmeje for providing him with a copy of Areej AbuAli’s book, “Community Building for Marketers.
Next Steps
As we wrap up an unforgettable Search Africon 2025, we’re already looking ahead, and we want your input.
Whether you joined us in person in Lagos or tuned in virtually from anywhere in the world, your feedback matters. Please take a moment to complete our short post-event survey. Your thoughts will directly help shape the next edition of Search Africon.
Save the Date: Search Africon 3.0
We’re excited to share that Search Africon 2026 is already in motion! Mark your calendar for May 23, 2026.
Expect more recent insights, more speakers, more connections, and more of Africa at the center of global search conversations.
Relive the Moments
We’ve captured your favourite highlights, behind-the-scenes fun, and the vibrant energy of the community.
Don’t forget to tag us when you share your favourite moments. We’re resharing everything community-powered!
Stay Connected
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Thank you for being part of this journey. Let’s keep building together.
Chioma Anunobi
Chioma Anunobi is an experienced SEO content writer for Tech and Marketing brands. She uses storytelling to create engaging content that boosts brand visibility.