Cannabis retailers are in a tricky spot. On one hand, the cannabis industry is more mainstream than ever, and the customer base continues to grow by the day. On the other hand, restrictive advertising regulations mean you can’t market your dispensary in the same ways as a regular retailer. That’s why it’s crucial to have an effective cannabis dispensary search engine optimization (SEO) strategy. Keyword research, blog content, local SEO, and natural link building are just a few tactics dispensary owners can use to improve search rankings and boost organic search traffic.
In this article, we’ll dive into the most effective SEO practices and provide actionable dispensary SEO tips to boost your cannabis marketing efforts and optimize your store’s digital presence.
Why Dispensary SEO Is Essential
As a cannabis retailer, you’re up against strict regulations that limit your ability to advertise on the most popular digital platforms like Google, Facebook, and Instagram.
However, 59% of surveyed shoppers say they perform research on Google before making a planned purchase – which gives you an opportunity to capture shoppers’ attention through organic search engine optimization.
SEO is a means of boosting your dispensary’s online visibility by ranking organically (outside of the paid ad sections) for the questions, products, and services your prospective customers are already searching for. Plus, organic rankings signal higher credibility, relevance, and trustworthiness than paid ads.
What Is Dispensary SEO?
SEO for dispensaries means using digital tools and tactics to improve your store’s search engine visibility for target keywords. For instance, imagine a person typing “best dispensary” or “OG Kush strain” into Google; the goal of SEO is to have your store’s website rank as high in the organic search results as possible. This helps drive more traffic to your website, increase in-store visits, and enhance overall brand visibility.
Why Dispensary Local SEO Is King
For dispensaries, local SEO is an absolute must-have. Local SEO focuses on improving your business’s visibility in a specific location or geographic area; for instance, customers often search terms like “dispensary near me” or “cannabis store Denver,” and the results typically appear in Google’s Places section, also known as the ‘Google Map Pack’, which displays a map, nearby businesses, reviews, and contact details.
Dispensaries that prioritize local SEO have a much better chance of capturing high-intent customers and establishing brand loyalty. As your local competition continues to grow, local SEO for your dispensary becomes even more important – and organic rankings improve over time, so the sooner you start optimizing your online presence, the better.
Now let’s get into the specific tools, tactics, and techniques you’ll use to develop and execute an effective dispensary SEO strategy.
Keyword Research for Dispensaries
Keyword research is the foundation of any successful SEO strategy. You can’t tailor your website and content around what your customers are looking for until you know what your customers are looking for and the words they use to search for it – which is why identifying the right keywords is so crucial.
Find What Matters
The first step is understanding what your customers are searching for and how they phrase their queries. This requires a focus on user intent – what customers are hoping to achieve with their search. For dispensaries, this often involves geo-modifiers like “dispensary near downtown Denver,” intent-based phrases such as “where to buy edibles,” and product-based keywords like “THC gummies near me.” These keywords target high-intent customers who are ready to make a purchase.
Keyword Research Actions Items:
- Build Your Initial List
Start by making a list of 20 keywords you think your customers would be likely to use. From there, you can research each keyword to see if it is in fact being used, or if other words or variations are more common. For example, you may find that “weed dispensary” has four times the search volume of “cannabis dispensary.” You can still target both keywords with different web pages; the key is to use data to inform your keyword strategy – instead of just throwing together phrases you think people might be searching for.
Leverage SEO Tools
Once you’ve made your initial list of potential keywords, you can use SEO tools to refine your strategy and optimize your targeted keywords.
- Refine Your List
Use free tools like Google Trends, Google Search Console, and Google Keyword Planner to identify high-potential keywords. Another way to quickly find keyword ideas and understand what your customers are searching for is to look at the “people also ask” section on Google. Autocomplete suggestions are another great place to mine keyword ideas; just start typing broad keywords like “cannabis” or “dispensary” into Google and see what search strings are auto-suggested.
Paid platforms like SEMrush and Ahrefs offer deeper insights into keyword competition and search volume. These tools can help you prioritize keywords that drive meaningful traffic.
Pick Low-Hanging Fruit
Cannabis SEO can be competitive, so instead of targeting broad, highly competitive search terms, aim for mid-competition, mid-volume keywords that align with your dispensary’s offerings. You can also target “long tail keywords” – specific, longer phrases usually consisting of three words or more. Long tail keywords reflect a more precise intent and are lower competition than broader, generic terms. For instance, instead of targeting “Denver edibles,” you could target a long tail keyword like “best edibles in downtown Denver.”
One Page, One Primary Keyword
Focus each page on a single primary keyword that accurately represents the page's main topic. If a keyword has a different intent to your primary keyword, has high search volume on its own, or seems to pull focus away from the topic of your primary keyword, consider targeting it with its own page. For example, a page with the primary keyword “Cannabis Dispensary Downtown Michigan” would NOT typically be used to also target “CBD Gummies” or “CBD Gummies Michigan”; instead, you would create a separate product specific page.
- Focus on Product-Specific Keywords
You can target purchase intent with specific product, product benefit, and comparison-type content. A product listing page can list key product details and benefits, such as “Infused with Full-Spectrum CBD for Relaxation,” “Made with Organic Ingredients,” and “Convenient Pre-Measured Dosing.” A blog post like “Top Benefits of Full-Spectrum CBD Gummies” can elaborate on these benefits, explaining how they meet specific needs like stress relief or better sleep. Additionally, comparison content, such as “CBD Gummies vs. THC Gummies: Choosing the Best Option for Stress Relief,” or product category pages targeting keywords like “Best CBD Gummies for Relaxation” can further align with user intent and capture high-converting traffic.
If you are trying to drive foot traffic, be sure to include your dispensary’s location to attract in-store purchases – for instance, create pages targeting keywords such as “CBD gummies San Diego” or “San Diego’s top cannabis strains for anxiety.”
- Create a Keyword Database
Maintain an evolving list of keywords, categorized by relevance, intent, and the page you are using to target the keyword. This will help guide your content creation, on-page optimization, and overall SEO strategy. Tools like SEMrush, Ahrefs and Moz make this easier to track and manage.
Technical SEO: Building a Strong Foundation
Technical SEO refers to the process of ensuring your dispensary’s website meets the technical requirements and optimal configuration for today’s search engines and browsers. You can have a beautiful website design, grade-A content, and all the long tail keywords in the world – but if your technical SEO isn’t up to snuff, your website won’t rank well or simply won’t show up in online searches.
Technical SEO Action Items:
- Verify Your Website with Search Engine Tools
A great first step to understanding what search engines see when they visit your website is to verify your site with Google Search Console and Bing Webmaster Tools. These free tools offer valuable insights, including the pages they discover, which ones are indexed, any technical issues they detect, and a sample of keyword data showing how your site is being found and which keywords are driving traffic.
- Ensure Your Website Can Be Crawled
In order to show up in search results, the search engines have to be able to find, access, and list your website, which is referred to as crawling and indexing. Free tools like Google’s URL Inspection Tool and paid tools like SEMrush and Screaming Frog can help you identify and troubleshoot crawl errors or blocked pages.
- Adopt a Secure and Mobile-First Mindset
Most modern-day shoppers, including cannabis customers, browse first on mobile devices. It is absolutely essential that you optimize your website for mobile to provide a fast, user-friendly experience. According to Google, “59% of visits are abandoned if a mobile site takes longer than 3 seconds to load.” Google’s guide to mobile-first indexing outlines how search engines assess a website’s mobile experience.
Today’s online consumers also expect websites to be secure, identified by HTTPS in the URL and the absence of a “Not Secure” warning. SSL certificates enable this security, making them essential for building user trust and potentially improving SEO.
- Optimize Load Speeds
A fast, responsive website not only enhances user experience but can also positively impact search rankings. Tools like Google PageSpeed Insights and GTMetrix allow you to test and optimize your page load speeds. These tools provide a performance score and a detailed breakdown of issues affecting your page’s loading time. Common problems include large, uncompressed image files and excessive use of JavaScript or CSS for styling, animations, and functionality.
- Check Sitemaps and URLs
Submit an XML sitemap to help search engines find your content through Google Search Console and Bing Webmaster Tools. Keep URLs short, clean, and descriptive. Proper URL structures help search engines and users understand your website’s content hierarchy. Content Management Systems like WordPress will automatically generate an XML sitemap file for you, but if you need to do it manually, tools like Screaming Frog can help.
- Test and Maintain Technical SEO
Keep your site maintained by regularly checking Google Search Console and Bing Webmaster tools for issues and opportunities; additionally, you’ll want to routinely test its functionality with Google Search Console or site audit tools like SEMrush, Screaming Frog, Moz, or Ahrefs.
Optimizing On-Page SEO
While technical SEO deals with the backend “inner workings” of your site, on-page SEO encompasses all the publicly visible elements of your webpages: the actual content, keywords, title tags, headers, image etc. Optimizing your on-page SEO helps your site rank higher and can help attract more organic traffic from search engines.
On-Page SEO Action Items:
- Use Relevant Meta Titles and Descriptions
Meta titles are the text you see in your browser’s tab – they’re also the clickable headlines that show up in search results. Meta titles should be limited to about 60 characters; they’re meant to give a quick overview of what the page is about.
Meta descriptions are the short summaries displayed beneath the title in search results, providing more context about the page’s content. They should be limited to about 160 characters. Where the meta title grabs attention, the description encourages users to click by providing more details.
Craft compelling meta titles and descriptions that include your target keyword to improve click-through rates. Tools like Mangools SERP Simulator can help you preview how your meta tags will appear in search results.
- Optimize Content
The best way to optimize your content for search engines is to write about the topics and phrases your customers are searching for and to use these keywords and phrases in the content. Place your keywords naturally and prominently in your article's meta title and description, headings, relevant image alt tags, and occasionally throughout the text. This ensures that when customers quickly glance through your content, they can immediately recognize it as relevance to their search. Don’t overuse keywords, though – search engines can tell what doesn’t sound natural and won’t favor content that overuses keywords for the sake of better rankings. If it doesn’t sound right when reading it, you have probably overdone your optimization.
- Use Internal Links
Be sure to link to other relevant pages within your website and to use descriptive anchor text – in other words, don’t link to a related article with the text “click here.” Instead, include the topic or primary target keyword of the linked article, such as “the best cannabis edibles for anxiety.”
Local SEO Strategies for Dispensaries
Just as it sounds, local SEO involves optimizing your store’s visibility in unpaid, location-based searches, particularly Google’s “map pack” results and Google Maps.
Local SEO Action Items:
- Optimize Your Google Business Profile
Your Google Business Profile (GBP) is the cornerstone of local SEO, as these listings have a chance of appearing in the ‘Map Pack’ at the top of local search results pages and in Google Maps. Make sure yours is optimized for maximum visibility by:
- Choosing the correct business category (for example, “cannabis store”).
- Filling out all sections of your profile as completely and accurately as possible, e.g. business name, address, phone number (NAP), website, hours, services, description, and attributes.
- Making sure your business description includes your unique value proposition and the main local keywords you are targeting. For example, “[Dispensary name] located in [Neighborhood Name, City], offers premium cannabis products, including edibles, concentrates, and flower. As your trusted New York dispensary, we pride ourselves on quality, customer service, and expert guidance. With exclusive strains, competitive pricing, and a welcoming atmosphere, we’re here to elevate your experience and meet all your cannabis needs.”
- Adding high-quality photos of your dispensary, team, and products.
- Ensuring your business’s Name, Address, and Phone number (NAP) are consistent across your website and all online platforms, including social media profiles.
- Regularly updating your profile with events, promotions, new products, holiday hours, and answers to questions about your business.
- Encourage reviews by creating a process that invites in-store and online customers to share their feedback on your business’s Google My Business profile after a positive experience.
- Responding to customer reviews quickly and constructively.
- Optimize your Site for Local Search
Make sure to include your target geographic area, i.e. neighborhood + city, in your page’s meta title, description, headings, body content and, where relevant, image alt tags. Include your dispensary’s business name, address, and phone number in your website’s footer and make sure you have a great locally optimized About Us page.
- Build Location-Specific Pages with Geo-Targeting
Create individual pages for each dispensary location, optimized with localized content and keywords. Include details about store hours, address, and unique offerings to appeal to local customers. Use geo-targeted phrases like “Portland cannabis deals” in relevant page meta titles and content headings to attract local customers.
- Leverage Cannabis Directories
Get listed in as many industry-specific directories as you can, and make sure those listings contain the correct name, address, and phone number. Some directories are free and some are paid, but the key is to choose quality sites that you think your customers would actually visit; top sites include:
- Weedmaps
- Leafly
- Marijuana.com
- Herb.co
- MJBizDirectory
- Leafbuyer
- Where’s Weed
- Medical Jane
- The Cannigma
- CBX Directory
- Use Local Business Schema
Schema is additional code added to your website to help search engines better understand your content and business. Local Business Schema includes details like your name, address, phone number, and hours, making it easier for your business to appear in local searches and on Google Maps. Tools like BrightLocal’s Schema Markup Generator can help you easily create schema for your dispensary
- Develop a Review and PR Strategy
Gaining positive reviews from satisfied customers is huge for local SEO. Tools like GatherUp or BrightLocal can help you manage and grow reviews.
Additionally, using public relations to get mentions in industry publications like High Times and CannaInsider, as well as local press, can be a great way to build relevant links and drive targeted traffic to your website.
Link Building That Drives Results
Done correctly, link building can be one of the most impactful off-page SEO strategies you can implement. Unlike older SEO methods that focused on accumulating as many links as possible, modern SEO prioritizes quality and relevance over quantity. A well-thought-out link building strategy connects your dispensary with high-value websites, boosts your reputation, and drives meaningful traffic.
Focus on gaining quality links from reputable industry-relevant sources. For dispensaries, that means seeking links from industry-specific sites, cannabis-related publications, and local businesses. High-quality backlinks signal to search engines that your business is a trusted authority in the cannabis sector, which can help boost your rankings in search engine results.
Link Building Tactics
- Guest Blogging: Contribute valuable content to industry-specific blogs or local websites. Writing articles on topics like “top cannabis trends” or “how to choose the right dispensary” can showcase your expertise while earning a backlink to your website.
- Local Sponsorships: Sponsor events, charities, or community initiatives. Many event or organization websites will feature a dedicated sponsorship page where they list contributors and link back to their sites.
- Partnerships: Collaborate with businesses and creators in complementary industries, such as wellness spas, health food brands, and online influencers in similar niches. Partnering on promotions or events often leads to mutual backlinks.
Internal Linking
Internal links not only improve the site navigation experience for users but also help distribute link equity across your website. Use descriptive, keyword-rich anchor text instead of generic phrases like “click here.” For example, link to your dispensary’s product page with anchor texts like “explore our premium cannabis edibles” to provide context and improve SEO.
Link Building Action Items:
- Leverage Local Relationships
Reach out to local organizations or events and propose sponsorships or partnerships. For example, sponsor a neighborhood cleanup or a wellness fair to gain visibility and earn backlinks.
- Take a Digital PR Approach
Think of link building like earning media coverage. Pitch stories or unique angles about your dispensary to local news outlets or cannabis bloggers. For instance, highlight how your dispensary supports local charities or sustainable practices.
- Utilize Cannabis-Specific Directories
Submit your dispensary to trusted directories like Weedmaps, Leafly, and MJBizDirectory, ensuring your NAP (name, address, phone number) information is consistent across all platforms.
Content Marketing for Cannabis Dispensaries
Content marketing means creating valuable content – whether written or video/audio – aimed at attracting a clearly defined audience and, ultimately, driving sales. By publishing blogs, guides, and educational content, you can boost online visibility by answering common customer questions and targeting long tail keywords like “how to choose the right cannabis strain” or “top edibles for beginners.”
Content Marketing Action Items:
- Write for each stage of the buyer’s journey
Some of your audience may not yet realize they need what you offer, while others are actively researching options to meet their needs. Some are ready to make a purchase and are deciding where to buy, and others are your existing customers looking for new products, services, or experiences to keep them engaged and satisfied.
You should consider each stage of your audience's journey and create content tailored to their needs. For example, write educational blogs about product types or benefits to attract new customers, create comparison guides or FAQ pages to help those researching your offerings make informed decisions, and develop targeted content like loyalty program promotions or personalized recommendations to upsell and retain existing customers.
Remember, when focusing on a local area, tailor your content to reflect the unique interests and needs of your community. Highlight local events, partnerships, community involvement, and the specific products or services you offer that cater to the community. Incorporate local keywords, such as your city or neighborhood, to improve visibility in local search results.
- Provide value first
No matter what topic you’re writing about, chances are high that it’s been written about before. You are competing against a very large pool of content – the world wide web – for your audience’s attention. To stand out, ensure your content provides real value; that is, something better than the top-ranking pieces on the topic. This could mean diving deeper into the subject, answering questions that haven’t been addressed, offering unique insights or firsthand experience, or presenting the topic in a way that is easier to digest and understand.
- Optimize Existing Content
Writing new content regularly can be challenging with a busy schedule. The good news is that updating older posts with fresh information and optimized keywords can be just as effective as creating new content. Before starting on a topic, review your existing content to see if you’ve already covered it or something similar. This allows you to rework or merge existing material into something fresh and even more engaging for your audience. A quick way to check your existing content is by using this Google search: site:yourdomain.com your topic keyword.
- Incorporate Multimedia
A good educational piece of content can feel like a wall of text to some readers; not everyone prefers consuming content this way. Incorporating elements like infographics, images, AI-generated audio transcripts, and videos can make your content more visually appealing, easier to digest, and more engaging for your audience. Avoid using stock imagery whenever possible, as it can make your content feel less unique and authentic.
Futureproofing: Optimizing for AI Search
Tools like ChatGPT, Perplexity, and Google Gemini are changing the ways people search and make decisions online. These AI platforms pull information from various sources, including the web, search engine indices, structured data, and vast datasets, creating new opportunities for brand visibility. Optimizing for AI-driven search ensures your dispensary remains discoverable in emerging search channels. Implementing SEO, AI search optimization, and enhancing your presence on other online platforms, such as social media – collectively known as Search Everywhere Optimization – is an emerging trend that can provide you with a competitive edge.
To optimize your dispensary website for AI, make sure you use structured data such as article, local business, product, review, and FAQ schemas to help AI tools understand your site. It’s also advisable to test and monitor if and how your business appears in AI-driven responses and correct any inaccuracies – both in the original data source and in the AI tool by telling it the answer provided is incorrect and giving it a more suitable answer.
On the marketing side of your business, you can also leverage AI to help perform keyword research, generate content outlines, assist with data analysis, assist with schema generation, and further refine your SEO strategy.
AI Optimization Action Items:
- Structure Your Website Data
Schema.org and Google’s Structured Data Markup documentation are excellent resources for understanding website schemas, including why and how to implement them.
- Don’t Over-Rely on AI
Don’t over-rely on AI for content creation or analysis. AI is great for content strategy guidance, content ideas, research, outlines, and even rough drafts; however, it still needs human oversight and editing for factual accuracy, tone, and style. Above all, remember that your customers value your unique expertise and insights - not recycled, generic content from the internet.
Conclusion
Effective SEO is the cornerstone of a successful cannabis dispensary’s digital strategy. From optimizing local SEO to implementing content marketing to leveraging AI-driven search tools, dispensaries should take advantage of all the tools at their disposal to boost visibility and drive new customers. By implementing these SEO strategies consistently and monitoring your progress with analytic tools, you can help more people find your store – and ultimately win more loyal customers.
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