The emergence of regulated cannabis markets in new states is exciting for cannabis companies throughout the industry. However, new markets also create challenges regarding SEO for cannabis websites. Which cannabis SEO strategies must new dispensaries implement to evolve with the market successfully?
As a cannabis PR and SEO firm that’s been working with cannabis companies since before there were any regulated cannabis markets in the United States, NisonCo has extensive experience helping cannabusinesses grow and thrive through every stage of their state’s industry. Read on for the most essential cannabis SEO strategies we suggest to clients.
What Does the Customer Journey Look Like in New Cannabis Markets?
The way that cannabis consumers search for dispensaries and products varies based on how familiar they are with the cannabis industry and with cannabis products in general.
In new cannabis markets, customers usually begin by searching for “dispensaries near me” or by using local keywords, such as city or neighborhood names. They then typically visit a few different dispensaries and try different products, narrowing down which shops and cannabis products they enjoy most. Once customers are slightly more familiar with the dispensary experience and the products they like, they search for specific products and brands.
Generally speaking, new cannabis consumers begin their customer journey with general, location-based searches and gradually shift to specific, product-based searches. Dispensaries in every state can appeal to a broad customer base by considering both of these search habits, but this is especially important for cannabis companies in new and emerging regulated industries.
Essential New Dispensary SEO Tactics
Cannabis dispensaries can harness different dispensary SEO strategies to appeal to consumers at various stages in their customer journeys:
- Local SEO is essential, especially for dispensaries in states with newly regulated cannabis industries. Check out our blog on critical local SEO strategies for more information about how these techniques can help you attract new customers.
- Offsite SEO tactics, like name, address, and phone number (NAP) data and getting listed in directories, will help cannabis companies in every industry appear on search results and rank more highly for their targeted keywords, whether location- or product-based. We’ve published several blogs on SEO techniques for dispensaries to help you get started.
- Onsite product SEO techniques help attract customers with high purchase intent. These customers already know exactly what they are looking for and are basing their searches on specific brands and products.
Does your dispensary execute competitive dispensary SEO strategies? Click the image to connect with NisonCo, a leading cannabis SEO agency, to level up your cannabis SEO marketing game today.
5 Critical Product SEO Techniques for Dispensaries
Product SEO, or using SEO for cannabis websites to craft your product pages, is one of the best ways for online and in-person dispensaries to attract customers. Here are five essential techniques to consider when planning your cannabis SEO strategy.
1. Optimize Product Titles and Descriptions
First and foremost, you should perform keyword research and use your findings to optimize your product page titles and descriptions. Including long-tail keywords in your product copy can be a great way to help customers find the exact cannabis products they are searching for.
2. Optimize Product Images on Your Dispensary Website
You should ensure that your product images appeal to customers, too. Take high-quality photographs of your products and post several views of each item you carry. Make sure the technical aspect is in order, too. Each image should be high-quality but compact enough that the page loads quickly on every browser. Don’t forget about image alt text and photo captions, too; these increase the accessibility of your site, make it easier for Google to understand what you are selling, and positively impact your search ranking.
3. Refine Your Dispensary Website’s Navigation Framework
Well-structured websites are more pleasant for customers to navigate and easier for Google and other search engines to index. Therefore, websites that are easy to navigate tend to rank more highly. Use strategies like clear product categories, simple product URLs, and breadcrumb navigation to ensure your website is a breeze to navigate and easy to find on search engines.
4. Publish Optimized Content Spotlighting Your Cannabis Products
An excellent way to increase your company’s reach and deepen your brand expertise is to post optimized content that digs into the products you carry. Blog posts that answer common questions or promote specific products can help educate and win over consumers, and they are a great way to include more keywords on your website and appeal to search engines, too. A cannabis content creation and SEO agency can help you craft compelling, optimized articles to boost your brand profile and improve your website.
5. Use Local SEO Research to Determine Which Products to Carry
Though it’s not exactly an SEO strategy, you can use your cannabis keyword research to benefit your business in other ways. Once you’ve discovered which brands and types of cannabis products people in your area are searching for, you can tailor your inventory to appeal to your ideal consumer base. If a specific cultivar or fun accessory is trending in your area, you’ll see it come up in your keyword research. If you start carrying that product and optimize its listing correctly, you’re almost guaranteed to bring in customers searching for it.
How to Polish Your Product SEO Strategy
You can refine your cannabis SEO strategy today by employing DIY SEO techniques. However, to take your website to the top of your targeted results pages, it’s best to work with a cannabis SEO firm.
Whether you operate in a state with a well-established cannabis industry or you’re trying to open the first dispensary to open in a state with a newly regulated cannabis industry, NisonCo can help.
Contact NisonCo today for a free SEO audit and to set up a meeting to discuss how we can boost your business with cannabis internet marketing. We look forward to hearing from you!
