Search engine optimization is by far the most effective method dispensaries and cannabis producers have for generating brand awareness and driving organic traffic to their business. Local residents looking for a dispensary will search Google first before anything else over 85% of the time. Simply put- You need to be on the first page of the search results if you want any chance at be found by those potential customers.
It is a complicated dance of optimizing code and semantic structuring of websites. This is carried out in a variety of ways. The end goal is to present the search engines (and users) your website in such a way that it is recognized as an authority brand. Thus, you climb up the rankings. The search algorithms have many variables to signal trust. This is where having cannabis SEO experts around comes in very handy. They specialize in SEO for dispensaries and know exactly what Google wants from a site to rank it.
Google is in the business of information. This is what has made them the juggernaut they have become. The “Big G” wants to provide the most legitimate answers to people’s problems and questions. If you can be the source of the most up to date and relevant information served in a flawless manner that can scanned/read easily… You will be rewarded with higher rankings. Having mentions of your site on other high-authority sites is also a major ranking factor. An expert that specializes in SEO for dispensaries will create a smart plan to craft desirable content and outreach to achieve this for their clients.
What’s Involved in a Search engine optimization campaign?
If one were to write a definitive guide on SEO for dispensaries it would be an endless encyclopedia. As soon as you finish the first chapter you would have to go back a rewrite it! The landscape of IM is rapidly changing and only the cunning, forward thinking marketers succeed.
In the next series of articles we will go in depth to the following subjects but this is a brief, general list of what you can expect to tackle during your campaign.
- Keyword Research
- Onsite Optimization
- Offsite Optimization
- Google My Business and Maps Optimization
- Content Marketing
I saved content marketing for last since it the single best investment a dispensary (or any business) can make in their online presence. Not only is it excellent for brand awareness but it also builds amazing authority in Google’s eyes.
All that said, there is no point in attempting to cut corners with content and SEO for dispensaries. This is the voice of your business and the first thing that many future customers will see. All the content you publish on your website should be original, unique, relevant, and readable. Otherwise people will bore easily and leave your page for something more interesting!
You must always be adding new content or updating older content. But ONLY if it is high quality. It is much better to have one premium piece of content that will engage readers than ten 5000 word pieces of spun content garbage! In no time you will see your site metrics begin to rise along with your rankings.