The internet, and how we interact with it, is changing every day. As the next wave of internet users comes online—primarily from emerging markets—we’re facing a unique set of opportunities and challenges. This isn't just about expanding the reach of the websites/companies we work for; it's about fundamentally rethinking how we design and optimise online experiences for billions of new users.
I've spent over a decade in SEO across Australia, Germany, and the UK, and now I’m working at Swoop, a business funding platform. My interest in this topic was sparked by our own plans at Swoop to expand into markets like South Africa and potentially Nigeria. That process forced me to ask deeper questions about what good SEO really means in these emerging markets.
The Rapidly-Changing Nature of SEO
Traditionally, strong SEO has been rooted in technical foundations, quality content, and links. But the “SEO Venn diagram” has changed drastically. Today, user experience (UX) plays an equally important role—good UX is good SEO. I’d also argue that brand is another crucial but often overlooked piece, especially in a world of social search and AI tools.
But when it comes to emerging markets, there’s a fourth critical component: accessibility. And not in the narrow sense of screen readers. Accessibility in emerging markets is a completely different kettle of fish. It involves challenges specific to local environments, devices, cultures, and levels of digital literacy.
Why Emerging Markets Matter
Let’s start with the numbers: in 1990, there were 3 million people online. Today, that number is over 5 billion—and it's still growing. The next wave of users will come from countries across the equator and the Global South: Mexico, Brazil, Indonesia, India, Bangladesh, Nigeria, Egypt, and many others.
Focusing on accessibility in these markets isn’t just a commercial decision—it’s the right thing to do. As UNESCO states, access to information is a fundamental freedom. That puts a responsibility on all of us—designers, SEOs, developers, marketers—to act as stewards of the web.
Despite all of their flaws, Google has made accessibility a priority through its Next Billion Users initiative, pushing to make content more helpful and inclusive for the people who are just now coming online.
The Unique Challenges New Users Face
As I dove deeper, I found the challenges fall broadly into three categories. It’s important to acknowledge that each market is unique, and we need to avoid stereotyping. Still, there are common threads.
Tech Constraints
Mobile-Only Access: Most new users will only ever go online via mobile phones. These devices are affordable, but often very limited—less RAM, storage, processing power, and battery life. A new smartphone in India might cost just £50 or $65.
Damaged Devices: It’s not uncommon for users to operate phones with cracked screens, often using them in landscape mode and constantly zooming to see.
Connectivity Issues: Data is expensive and often slow. In Uganda, some people spend over 10% of their monthly income on data. Many are still on 2G networks. Wi-Fi is patchy, power outages are frequent, and users often download content when they can, to use offline later.
Digital Proficiency
Understanding Accounts: Many new users don’t intuitively understand why they need to create an account, what happens to their data, or how it’s stored.
Shared Devices: The idea of "one user, one account" doesn’t hold. Devices and accounts are often shared by families.
Icon Anxiety: Familiar symbols like the hamburger menu aren’t universally understood. For many, clicking something unfamiliar causes real anxiety—they’re afraid of breaking something.
Social, Societal & Cultural Considerations
Women and Children: Most new internet users will be women from emerging markets, and their needs differ significantly. Privacy is a big concern. Some women avoid certain websites, regularly delete history, time their browsing, or use app locks to stay safe from unwanted scrutiny.
Lack of Content: There's not enough content made for these users—especially women—partly due to fears of harassment.
Time Constraints: Gender roles in some cultures may limit the time women can spend online compared to their counterparts in other regions.
Language and Literacy: Just 17% of the world speaks English. In India alone, there are 120+ languages and dozens of dialects. Around 25% of their population is illiterate. People often switch languages depending on the task.
Colour Symbolism: Colours carry diverse and significant meanings across cultures. For example, Red might symbolise Aboriginal people or the Australian outback to an Australian, but purity, wealth, or prosperity (associated with Lakshmi) to someone in India.
Environmental Context: Users in equatorial countries might access the internet outdoors in hot, sweaty, bright conditions, contrasting sharply with how developers in temperate climates design.
Payment Methods: Preferred payment methods vary widely. Examples include "cash on delivery" in India or Brazil's "PIX" platform, which allows instant real-time transfers and is set to surpass credit cards as the preferred payment method there.
How We Can Overcome These Challenges
Overcoming these obstacles requires a thoughtful, user-centric approach:
For Devices & Connectivity
Leverage Existing Research
Tap into existing studies and tools from major companies like Google, which have invested heavily in understanding users in these markets. YouTube Go, Android Go, a lighter version of Android designed for lower-end phones, are good examples of this.Optimize for Damaged or Low-End Devices:
Make interfaces equally usable in both landscape and portrait modes.
Prioritize small-screen design.
Allow repositioning of key elements (like CTAs) to avoid damaged screen areas.
Address Connectivity Challenges
Minimize Resource Use: Avoid JavaScript and CSS where possible. If used, minify or defer them.
Use Resource Hints: Employ techniques like
prefetch,preload, andpreconnectto improve load times.Optimize Media:
Reconsider high-resolution images and fonts.
Use low-res placeholders or remove non-essential images.
Avoid video unless absolutely necessary.
Leverage Server-Side Rendering: Shift heavy processing to the server to improve performance.
Provide Feedback: Use loading indicators instead of blank screens to reduce user anxiety.
Offer Download & Delete Options: Let users download content for offline use and delete it easily to save space.
For Digital Proficiency
Reassess Account Requirements
Before requiring users to create an account, ask “is it absolutely necessary for browsing or transaction?” Often, you’ll find the answer is no.Clarify Data Usage
If an account is needed, explain:Why it’s required
What data will be collected
How it will be used and stored
Simplify Icons
Use fewer icons, and clearly label them, especially the less common ones. Example: Nigerian e-commerce website Konga uses helpful icon labels despite a busy UI.
For Social, Societal & Cultural Contexts
Conduct On-the-Ground Research (Especially for Women)
Gather first-party insights directly from users, particularly women, to understand their unique needs.Create Relevant Content & Communities
Be the brand that creates content specifically for these women, helping them feel confident online, and foster online communities where they can be themselves.Enhance Privacy Options
Add privacy features like incognito tab locks (as seen in Jio Pages, India) to meet privacy expectations.Deep Localisation
Go beyond translation:Offer multiple language options (e.g., Misho, an e-commerce website in India, offers 10).
Recognise users may switch languages depending on the task (e.g., English for academics, Hindi for leisure).
Simplify Language
Aim for maximum clarity using tools like the Flesch Readability Test (target score: 100).
Simple language benefits everyone—no one complains about things being too easy to understand.
Supplement Text with Visuals
Add visuals or audio to support users with low literacy.Respect Cultural Colour Norms
Research colour symbolism to avoid unintended meanings in local contexts.Use High Contrast & Offer Dark Mode
Design with high contrast for users in bright, outdoor environments.
Include a dark mode to conserve battery and support nighttime use or during power outages.
Support Local Payment Preferences
Research and integrate the market’s preferred payment methods before launch.
In 2024, we launched a localised website for Nigeria, a market we’re considering entering. We didn’t immediately ask users to sign up—instead, we gave away useful content for free. We collected email addresses, building a list of over 10,000 subscribers. It helped us build trust, brand awareness, and authority with Google, giving us a massive head start should we launch fully in the future.
Final Takeaways
Accessibility Is Multifaceted: It goes beyond screen readers, especially in emerging markets, where many users are coming online for the first time.
Think Like a UX Researcher: SEO professionals should adopt a UX research mindset to truly understand the needs, goals, and challenges of diverse audiences.
Accessibility = UX = SEO: These three are closely interconnected. Improving one benefits the others.
Design for Simplicity: Prioritize simplicity in all aspects, from connectivity and design to content. Fast-loading websites and clear, easy-to-read copy benefit everyone, everywhere.
Provide Value First: Take inspiration from Swoop in Nigeria. Can your brand deliver value upfront, without expecting something in return, to build early trust and long-term engagement?
By embracing these principles, we can unlock the commercial potential of emerging markets and play our part in building a more inclusive web for everyone.
Article by
James Rippon
Jimmy Rippon is a search marketer with over a decade of in-house and agency experience, working with a range of companies including well-known brands like Volkswagen, to startups and scaleups in Australia, Germany, and the UK. Jimmy is currently at B2B funding marketplace Swoop Funding, helping SMEs navigate the sometimes confusing world of business funding. Jimmy is passionate about using technology and AI as a force for good and has a particular interest in emerging markets.
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