The coronavirus pandemic has caused a surge in cannabis consumption. As millions of adults were stuck at home for so long, it is hardly surprising that sales of legal cannabis have skyrocketed. Yet, companies still have a very limited arsenal of advertising methods. SEO is the primary condition for success in the digital space. It helps businesses reach their target audience without ads.
Search engine optimization campaigns are complex. They include a broad spectrum of improvements to content, design, and technical aspects of cannabis websites. This specialized dispensary SEO agency showcases its SEO expertise by delivering top-notch results in a timely manner. Discover the five biggest trends to incorporate in your marketing strategy.
SEO + Social Media
Search engines are not the only source of organic traffic. Social media profiles can also drive visitors to your website. More and more dispensaries are gaining a solid presence on Facebook, Instagram, and other networks. This lets them reach users directly and make their brand more recognizable.
Companies are embracing a crossover approach. Of course, advertising is still prohibited, but they can promote themselves through valuable content. Educate users on the benefits and properties of marijuana and CBD, keep them engaged, and promote articles on your blog. Create a social media content plan to post regularly.
Long-Tail Keywords
Keywords are crucial for search engine rankings. When users google cannabis, CBD, or paraphernalia, they enter specific words and phrases. Your goal is to rank highly for these keywords, but finding them is tricky. For example, “benefits of cannabis” may seem relevant, but this query is too broad to drive targeted traffic to a dispensary. You could see an influx of visitors who do not intend to buy anything.
So, should you prioritize longer keywords? Yes! They are more specific and useful for local SEO. “Head terms” that contain up to three words are the shortest and the hardest, albeit not impossible, to rank for.
Suppose you have a brick-and-mortar dispensary located in Denver. Put yourself in the shoes of the average local user. What would they ask Google to find your business? “Buy CBD gummies” is not specific enough, but “buy CBD gummies Denver” will work. By targeting these keywords, you will not get highly targeted traffic and increase return on investment.
Focusing on Long-Form Content
One of the keys to effective SEO is creating a blog and keeping it updated. This raises different questions. How long should your articles be? Should they cater to short attention spans? You may be surprised, but the correct answer is no.
Content length matters for Google rankings. The search engine prioritizes content with at least 1,200 words, so these articles rank higher. Users are also more likely to share them on social media. Creating long-form content will help you provide a superior informational experience, increase engagement and credibility.
Of course, this rule does not apply to every single page on your site. For example, product descriptions or news do not require so much text. Use long-form content wisely.
Building Mobile-Friendly Sites
Contemporary buyers are most likely to use their smartphones and tablets for googling. This means they will view your website from a smaller screen. Mobile optimization is one of the essentials of SEO. Over 50% of online searches happen on portable devices.
How does your website look on a smartphone? Is it easy to navigate? Does it load quickly enough? Remember that the majority of visitors will abandon your online dispensary site if it loads longer than three seconds. Mobile responsiveness requires optimization of all images, graphics menus, and other elements. Successful dispensaries build sites that look great on any screen.
Making the Most of Google Analytics
Every profitable website uses data analytics. It is included in optimization strategies from the start. GA will provide a wealth of information to help to drive sales. Its role in promoting a cannabis or CBD establishment is immense.
Successful dispensaries track a wide range of metrics to see what works and what backfires. For example, the dashboard will show:
- How many users discovered you through Google search.
- What keywords they have used to find your site.
- How many people are viewing your website in real-time?
- Where these users are geographically.
- Which of the pages are the most popular.
You may discover that your audience is most interested in articles of a specific quality and length, with a particular number of graphic elements. Based on these conclusions, you can determine the most effective tools and techniques in your arsenal. As the quality of content is your primary tool, you must understand how to perfect it. Calibrate your approach using GA to inspire visitors to make a purchase.
The Bottom Line
Despite the growth of the cannabis industry in North America, it is still inhabited by a lack of legalization and a ban on online ads. Your business will make the most of its web presence by using professional SEO services. Drive traffic, conversions, and revenues through well-structured content carefully selected keywords, and mobile-friendly design. Take advantage of social media networks, as they can also bring new visitors to your dispensary, online and offline.
