Optimizing a dispensary’s website for search engines is a long-term strategy that can yield ongoing benefits. Unlike paid advertising, search engine optimization (SEO) can continue to drive traffic for months or even years after implementation. SEO for dispensaries focuses on searches for nearby locations, types of cannabis products, or specific products. A strong SEO foundation is crucial for attracting qualified leads and increasing sales.
Keyword Research and On-Page SEO
Keyword research is a foundational step in optimizing a dispensary’s website. Identifying the phrases and terms users employ when searching for dispensaries or cannabis products allows for targeted optimization. Tools like Semrush can assist in identifying keywords with high monthly search volume (MSV). On-page SEO encompasses elements such as content, copy, keywords, tags, alt-text, and internal linking.
Product-Based SEO
Product-based SEO strategically optimizes product pages on a dispensary’s website. The goal is to provide search engines with sufficient contextual information to rank product pages effectively and increase website traffic. Correctly listing and describing inventory ensures the dispensary appears in search engine results pages (SERPs) for local consumers seeking specific products. Attention should be paid to avoiding duplicate listings and encouraging customer reviews directly on the ecommerce platform to boost domain authority. One case study indicated a 264% growth in organic search traffic between November 2022 and March 2023, with Dutchie Ecommerce Menu Pages contributing to 15% of that growth.
Native E-commerce Menus and Technical Considerations
Utilizing native e-commerce menus, as opposed to iFrames, can significantly benefit SEO. Native menus reside on the dispensary’s domain, making menu data searchable and discoverable by search engines like Google. iFrames, conversely, are considered to belong to another website, preventing content within them from being indexed or appearing in search results. Dispense’s SEO Menu dynamically sets SEO strategy for all products, brands, and strains, and automatically builds structured data for product pages to create rich results. Setup for such a menu can take approximately one to two hours.
Local SEO: Proximity, Prominence, and Relevance
Local SEO is a critical component of a dispensary’s online marketing strategy. Search engines consider a business’s online presence in two main areas: third-party apps and local listings (like Google Business Profile and Leafly), and the business’s website. When users search for a dispensary “near me,” search engines use these properties to determine rankings, considering factors like keywords, user behavior, and real-time location data.
The three pillars of local SEO for dispensaries are proximity, prominence, and relevance. Proximity refers to the physical distance between the business and the searcher. Prominence assesses whether the business has accurate and complete information online to stand out. Relevance determines if the business offers the products or services the user is seeking. While proximity cannot be altered, content can be written to improve rankings for users outside the immediate service area.
Off-Page SEO and Building Authority
Off-page SEO includes a dispensary’s social media presence, mentions, backlinks, and business profiles on platforms like Google Maps and Yelp. This external presence reinforces and enhances discoverability and social authority.
Adapting to Algorithm Changes
Dispensary SEO requires ongoing adaptation to evolving search engine algorithms and user behavior. The work involved is never truly complete, necessitating continuous monitoring and refinement of strategies.
The Value of Content
Creating valuable and trustworthy content can establish brand credibility and enhance user experience, leading to higher engagement and conversion rates. Content also provides insight into consumer behavior and preferences, informing marketing decisions.
Conclusion
SEO is a critical aspect of a dispensary’s online marketing strategy. Focusing on keyword research, product-based SEO, native e-commerce menus, local SEO principles, and off-page optimization can increase visibility in search results, attract more customers, and ultimately drive sales. The data indicates that a well-executed SEO strategy provides a long-term, cost-effective approach to promoting a dispensary.
Sources
- https://aiq.com/blog/optimizing-your-dispensary-s-seo-for-maximum-visibility
- https://business.dutchie.com/content-hub/article/seo-for-dispensaries-15-tips-to-increase-your-rankings
- https://www.dispenseapp.com/cannabis-seo
- https://www.mediajel.com/cannabis-seo
- https://www.oneupweb.com/resources/white-papers/marijuana-marketing-guide/
- https://cannabiscreative.com/blog/dispensary-seo-how-native-e-commerce-menus-give-you-a-ranking-boost/