Data tells us that potential cannabis customers are most likely to choose from the dispensary locations listed on the first page of Google search results.
Having a well-designed website and a Google My Business page are two crucial first steps in a dispensary’s marketing strategy. But just because you have a website doesn’t mean that customers will suddenly and easily find you, even if someone types your business name verbatim into the search engine.
Not only do you want to show up first when someone searches for your business name, you want to show up on the first page of the results when someone Googles anything related to your business. In other words, if someone Googles “dispensary near me,” you hope that your dispensary is one of the first ones to show up.
This is where Search Engine Optimization (SEO) comes in.
What is SEO?
SEO, in a nutshell, involves “optimizing” a website to show up on the first page when a person searches for keywords that are related to a business. You can have a beautiful website with useful content, but without SEO it’s just a beautiful website with stellar content that doesn’t get any traffic.
While it technically falls under the category of “marketing,” SEO differs from conventional forms of marketing in that it works largely behind the scenes. By leveraging one of the most commonly used and most overlooked marketing avenues—the search engines themselves—SEO ensures that your dispensary will actually be visible to the public on the internet.
Organic Search vs. Paid Advertisements
SEO is about generating increased organic traffic to your website, as opposed to paid traffic via PPC (pay-per-click) advertising, like GoogleAds. As most CEOs of hands-on cannabis businesses know, GoogleAds are generally not allowed in the cannabis industry. But what they might not know