Marketing a dispensary or any business in the cannabis industry can be pretty challenging. Advertising channels like Facebook and Google Ads often restrict cannabis-related promotions. Traditional advertising like print, TV, or radio is also a no-go for legal and ideological reasons.

So where do you turn to? The answer is search engine optimization (SEO). With cannabis SEO, you ensure customers can discover your business online and visit your store in person. Here’s our step-by-step plan for executing a successful campaign.

What is cannabis SEO?

Search engine optimization is the process of improving a website to comply with search engine standards and make it eligible to appear in search results. While generic SEO strategies apply to many industries, cannabis SEO must account for strict advertising and government regulations.

When you target keywords such as “medical marijuana dispensary in [location]” or “cbd edibles near me,” you connect with local customers. This targeted approach lets you get the word out about your products, even if other marketing channels restrict or prohibit cannabis advertising.

Why cannabis SEO is the key to improving profitability

Legal cannabis markets now span multiple states and regions, intensifying the competition among dispensaries. Consumers also have more ways to purchase cannabis than ever before, ranging from brick-and-mortar stores to mobile delivery services. A robust CBD SEO strategy gives your business an advantage in a rapidly evolving market. 

Reach the right audience

Cannabis SEO helps reach an audience intent on buying medical marijuana. For example, medical patients might type “cbd for pain relief,” while recreational users might search “best thc gummies.” Integrating these keywords into a website and local listings helps attract visitors who are likely to purchase. Publishing content about strains, consumption methods, and product benefits also positions a website for people who may buy CBD products in the future.

Increase local foot traffic

Google rewards a website that complies with its standards by placing it near the top of local results. This visibility makes a store a top contender for anyone seeking a new favorite dispensary. Information published on the website, such as the business address, hours of operation, and other essential details, can encourage patrons to go to the store.

Enhance brand credibility

Appearing at the top of search results can create an impression of authority. You can achieve this by publishing content that clarifies legal requirements, proper dosage advice, and harm-reduction measures. These materials reassure customers that a dispensary takes compliance seriously, further distinguishing a business in an industry where legitimacy remains a major concern.

Cannabis SEO tips for beginners

SEO is an effective way to promote your dispensary in a highly regulated, competitive industry. A well-executed CBD SEO plan, like the one we’ll share below, will help your dispensary attract and retain customers and build a trustworthy brand image.

Identify the right keywords

Start broad with terms like “recreational dispensary” or “cannabis delivery,” and refine your list based on local and product-specific variations. We recommend using Ahrefs Keyword Explorer to see how often people search these terms and their level of competition. Focus on keywords that align with your core offerings, whether flowers, edibles, or medical-grade products.

Remain flexible with your marijuana SEO target keywords as new strains or consumer interests become popular. If certain topics stop driving traffic, consider replacing or updating them.

Incorporate keywords in your website content

Utilize targeted keywords naturally into page titles, meta descriptions, headings, and product copies. Explain unique features such as strain origins or THC/CBD ratios to appeal to discerning customers. Then add a clear call-to-action nudging visitors to learn more or visit in-store, which can convert casual browsers into buyers.

Summarize page content with meta tags

Write descriptive title tags and meta descriptions that include localized keywords. For instance, a page title with “Marijuana Dispensary in Boulder with High-Quality Strains” instantly communicates your city and services.

Publish helpful articles

Write blog posts and product copies explaining the benefits of specific strains, exploring new legislation, or guiding newbies through first-time dispensary visits. We also encourage you to publish blogs on specific strains, explaining how they affect the body and highlighting flavor profiles or recommended consumption methods. This type of content showcases your knowledge and attracts readers who want authoritative information about cannabis products and policies.

If you don’t employ a content writer or if writing is not your forte, check out our article about ChatGPT use cases and how it can help you write content. Note that you need to manually proofread and edit the ChatGPT output as the content can be repetitive or even inaccurate.

Cite sources and add disclaimers

Google holds websites that may affect a person’s health to a higher standard. So you must step up and ensure every page on your site features accurate information, including necessary disclaimers. If you claim certain strains help with medical conditions, cite reputable sources or include disclaimers to avoid making unsubstantiated claims. You adhere to search engine best practices, reduce legal risks, and build customer trust by doing so.

Laws surrounding cannabis can shift quickly, so collaborate with your legal counsel to confirm all website statements and marketing claims comply with current regulations.

Make your website user-friendly and search engine-friendly

Ensure your website loads quickly, looks great on mobile devices, and uses clean URLs that search engines can index. Customers often find dispensaries on their phones, so a slow or clunky mobile site can drive them elsewhere. Streamlined technical performance also signals Google that you offer a strong user experience, boosting your ranking potential.

This can be a complicated task, but don’t worry, we’ve written a separate guide showing you how to optimize your landing pages.

Improve user experience

The leaked Google API shows that a user’s website behavior is a ranking factor. So make it easy for visitors to locate store hours, contact details, and product information. When customers can quickly find what they need, they spend more time exploring your site, which signals search engines that your site is relevant.

Claim and update your Google Business Profile

Populate your Google Business Profile with updated hours, addresses, and images. Afterward, regularly post news or event updates to remain visible in local searches. Finally, encourage satisfied customers to leave reviews, as positive user feedback boosts credibility in the eyes of both Google and potential customers.

Create citations on popular cannabis directories

Create profiles and provide clear and consistent descriptions, accurate contact information, and high-quality product photos on Weedmaps, Leafly, and other directories. Links from these platforms can help improve your rankings and attract new customers to your dispensary. This is one of the most important aspects of marijuana SEO, so take your time creating these listings.

Cross-promote with other CBD businesses

Collaborate with related companies, such as vape shops or CBD wellness centers, to cross-promote products or host joint events. Each time they link to your site, you gain a valuable backlink. This partnership not only elevates your online credibility, but also places you in front of new audiences.

Work with bloggers and influencers

Partner with cannabis influencers or blog owners in the industry and offer your knowledge or products to them. In return, you may ask influencers to feature your dispensary and get a backlink from their websites.

Track and measure website performance

Monitor your site’s performance using tools like Google Analytics to track visitor numbers, bounce rates, and conversions. Combine this data with Google Search Console insights, which reveal search queries that lead users to your site. This comprehensive view helps you spot trends, such as which pages generate the most purchases.

Need help implementing with cannabis SEO?

Our tips should help your dispensary or CBD business become the premier destination for new enthusiasts and loyal, returning customers. Results rarely happen overnight, so don’t be discouraged but continue optimizing your website.

But if you don’t have time and need a professional cannabis SEO agency, Serphead is here to help. Our roster of digital marketing professionals can help you optimize your website, write search engine-friendly content, build backlinks, local SEO, and everything in between. Email us today for a free consultation.