From Deranking Disaster to Digital Dynamo: The Birth of Demfati
In 2017, a significant digital hurdle emerged for African businesses: widespread Google deranking issues, compounded by the complexity of dollar-based online transactions for users. It was amidst this challenging landscape that brothers Emmanuel and Gracious Ekunke recognized a critical gap. Many African websites found themselves losing visibility on Google, struggling to reach their target audiences, while consumers faced cumbersome processes for making online payments, particularly involving international currencies. This dual challenge presented a pressing need for a localized, effective solution within the African tech ecosystem.
Unpacking the Google Penalties and Forging a Solution
The Ekunkes’ investigation into why so many African websites were being penalized by Google revealed common technical flaws. Sites frequently suffered from slow load times, incorrect HTML structure, a lack of essential metadata, and the absence of secure SSL connections. These seemingly minor technical details had major implications for search engine visibility. What began as a deep dive into these deranking issues ultimately paved the way for the creation of Demfati. Emmanuel Ekunke, CEO of Demfati, shared with Techpoint Africa, “After the 2017 deranking, we reached out to some affected website users. About 80% of them, especially in the event space, couldn’t figure out how to fix the issue and were having a hard time setting up their events.” This direct insight highlighted an urgent need. Demfati was thus conceived as a comprehensive platform designed to streamline access to various services, eliminating the need for users to navigate multiple disparate platforms. It quickly evolved into a dedicated, all-in-one hub specifically for events, simplifying everything from event setup to user transactions.
Demfati stands as a testament to innovation born from adversity, transforming a widespread technical problem into a strategic opportunity. By addressing core digital infrastructure weaknesses and user transaction frustrations, Emmanuel and Gracious Ekunke provided a vital lifeline for African businesses, particularly within the bustling event sector, empowering them with a simplified and secure online presence.
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