Winning Cannabis SEO With Keyword Research

In the competitive world of dispensary marketing, cannabis search engine optimization (SEO) isn't just a nice-to-have – it's your ticket to standing out in a sea of sameness.

A dispensary owner or manager must prioritize a standout online presence. But let's face it: Climbing to the top of search engine results pages (SERPs) is easier said than done. It requires consistency, discipline, and patience.

But the key to unlocking your dispensary's SEO success isn't some mystical algorithm-whispering technique. It starts with good old-fashioned keyword research. And I'm about to break it down for you.

This guide will explore how keyword research establishes a strong, sustained cannabis SEO strategy. Whether you're a seasoned digital marketer or a green entrepreneur (pun intended), we'll equip you with the information to grow your dispensary's online visibility and improve results.

Ready to start ranking? Let's get to it.

Before we dive into the how-to, let's talk about why keyword research matters in the grand scheme of your dispensary's Local SEO strategy.

ahrefs keyword recommendations via Rank Tracker

What is Keyword Research?

At its core, keyword research is about getting inside your customers' heads. It's about identifying the words and phrases they type into Google when looking for products, services, or information related to your dispensary.

Why does this matter? Understanding what your target audience is searching for allows you to align your website's content and structure with their needs, preferences, and, most importantly, expectations.

It's like having a direct line to your customers' thoughts—and using that intel to give them exactly what they want.

Magic happens when you become skilled at creating content based on your customers' searches that present relevant, useful, and actionable information they expect to see before smashing that Google Search button.

The Payoff of Thoughtful Keyword Research

Investing time and resources into keyword research isn't just about pleasing the Google gods. It delivers tangible benefits:

Improved search engine rankings: By targeting the right keywords, you are more likely to present relevant content to the searcher. 

As a result, they are more likely to engage with the content; this is the key to your dispensary climbing the local SERPs.

Increased organic traffic: Higher average position rankings for your content lead to more website visitors. A higher average position typically correlates with an increasing CTR as your content garners significant impressions. 

This flywheel is the power law from getting to the first page.

Customer intent insights: By understanding what your customers want, you are more informed during subsequent keyword research and content development phases, enabling you to tailor your offerings further.

Now that we've established why keyword research matters, let's roll up our sleeves and get into the how.

Keyword selection is a game of quality over quantity. Selecting the right keywords is like choosing the right strain for a customer – it's all about understanding the desired effect and matching it perfectly.

Knowing your options when it comes to keywords is essential. You can consider keyword selection across several different dimensions.

Short-tail vs. Long-tail Keywords

Short-tail keywords refer to broad terms like "cannabis" or "dispensary." They theoretically have a much higher search volume but also come with significant competition.

Long-tail keywords are specific phrases like "best cannabis dispensary in Seattle." They often have lower search volume but higher conversion rates since long-tail keywords are typically more accurate expressions of a user's intent.

There isn't a one-size-fits-all strategy when picking short-trail versus long-tail keywords; we recommend combining both. 

As you increase your domain authority, URL rating, and backlink profile over time, you can compete more effectively for high-volume, high-competition terms.

Primary and Secondary Keywords

Primary keywords are your main target terms. I recommend having a primary keyword for each piece of content you create.

By comparison, secondary keywords are related terms that support and complement your primary keywords; this might be a frequently asked question or related sub-service or product.

Tools of the Trade: Honing Keyword Research

To find the right keywords, you'll need the right tools:

Dispensary-related search volume via Google Keyword Planner

Google Keyword Planner: It is free and can be accessed straight from the source.

List of matching terms via ahref's Keyword Explorer

Ahrefs: Comprehensive SEO tool with robust keyword research features. There are a few different ways to uncover keywords with this tool:

1. Top Keywords when looking at competitor sites via Site Explorer

2. New keyword recommendations via the Rank Tracker

3. Compiling Keyword Lists and looking for "Matching Terms" or "Related Terms" via Keyword Explorer

Searches that triggered Business Profile views via Google Business Profile

Google Business Profile: You can find which terms trigger Profile Visibility by leveraging the performance reporting tab in your Google Business Profile.

Under "Searches showed your Business Profile in the search results," you'll see the volume of search terms for which you appear. 

This metric is a great test to see how effectively you rank for the most essential local terms.

Page drill-down and filtering for dispensary-related queries in Google Search Console

Google Search Console: This is a personal favorite of mine. You can evaluate existing content by going to the Pages tab to see which search terms each page ranks for by Impressions, Clicks, CTR, and Position.

This process is excellent for finding new keywords and ensuring that previously created content ranks for the primary keyword you established; if not, that's an opportunity to edit/modify existing content, consolidate content, or create new content.

Selecting Your Keywords

Identify relevant topics: Brainstorm the main themes related to your dispensary.

Generate keyword ideas: Use your tools to expand on these themes.

Analyze difficulty and search volume: Find the sweet spot between popularity and competition.

Focus on high intent, low competition: Prioritize keywords that signal purchase intent but lack crowded competition.

Your ability to understand how potential customers search is the key to understanding where they are in their journey. To create resonated content, you need to understand the different types of search queries and their intent.

A prospect that searches "what is hash?" is in an educational or research phase of their journey.

By comparison, a prospect that searches "best infused pre rolls near me" is expressing an intent to transact and find the nearest dispensary to do so.

The Four Types of Search Queries

Navigational Intent

Users type these queries when they know where to go online. They might search for a specific brand, website, or physical location.

For a dispensary, this type of query often involves users who are already familiar with your business and are trying to find your website, online menu, or even your physical store location. Some examples:

• "embr dispensary"

• "dispensary los feliz"

• "dispensary near me"

Informational Intent

These searches occur when a user seeks information on a particular topic. They aim to educate or inform the user about something of interest.

For a dispensary, these queries might relate to cannabis strains, the effects of certain products, or information on cannabis laws. Some examples:

• "what is cbd"

• "how to use a vape pen"

• "indica v. sativa"

Transactional Intent

Users who perform these searches are ready to make a purchase. They may be looking for specific products, services, or deals and often include keywords that indicate buying intent.

These queries are high value for a dispensary as they signify that the user is ready to complete a transaction. Some examples:

• "buy weed online"

• "order edibles for delivery"

• "dispensary deals near me"

Commercial Intent

These searches typically mean a user is in the research phase of their purchasing journey. They are not quite ready to buy but compare products, read reviews, and gather information to make an informed decision. 

For a dispensary, these queries represent users who are interested in cannabis products but need more information before committing. Some examples:

• "best dispensary near me"

• "dispensary reviews"

• "top edibles for sleep"

Aligning Keywords with Search Intent

Match your content to the user's stage in the buying journey. Create in-depth, educational content for informational queries. 

Optimize your product pages for transactional queries with transparent pricing and availability information.

Now that you've got your keywords, it's time to put them to work.

On-Page SEO: The Nuts and Bolts

1. Title tags and meta descriptions: Include your primary keywords, but make them compelling.

2. Headings and subheadings: Use keywords in your H1, H2, and H3 tags.

3. Content optimization: Integrate keywords naturally into your copy.

4. Image optimization: Use keywords in file names and alt text.

Content Creation: Quality is King

1. Do your research: Ensure your content is accurate and up-to-date.

2. Use keywords strategically: Include them in titles, headings, and body text.

3. Optimize for featured snippets: Provide concise answers to common questions.

4. Keep it fresh: Regularly update your content to stay relevant.

Local SEO: Your Local Advantage

1. 1. Google Business Profile: Claim and optimize your Google My Business profile.

2. 2. Local Keywords: Use local keywords in your content and metadata.

3. 3. Local Citations: Build local citations across online directories to ensure that you preserve consistent NAP data across profiles.

4. 4. Review generation: Encourage and respond to customer reviews.

To refine your strategy, you need to know what's working and what isn't. To cut through the noise, you'll want to monitor these seven metrics.

Website Metrics to Monitor

1. Organic traffic: Track visitors from search results.

2. Keyword rankings: Monitor your position for target keywords.

3. Click-through rates (CTR): Analyze the effectiveness of your search listings.

4. Conversion rates: Measure what search terms are translating into on-site events for actions like: "click to call," "click for direction," "view menu," and "purchase."

Google Business Profile Metrics to Monitor

1. Organic Visibility: Track how often your business appears in Search results or the Map Pack.

2. Profile Interaction: Monitor users' actions when visiting your website or clicking to get directions.

3. Profile Interaction Rates: Understand what % of impressions convert into a profile interaction.

Mastering keyword research is more than just a one-and-done deal. It's an ongoing process of refinement and adaptation. But with the strategies outlined here, you're well-equipped to improve your dispensary's search rankings, attract qualified traffic, and drive actual business results.

Remember, SEO is a marathon, not a sprint. It requires consistent effort and a willingness to adapt.

But the payoff? A steady stream of customers finds you exactly when they need you. And it never hurts to diversify from being a one-trick pony and overly reliant on a channel, like paid advertising.

Need to be ready to tackle keyword research on your own? That's what we're here for.

We're ready to help you navigate the nuances of cannabis SEO and rank at the top of your local market.

The digital cannabis landscape waits for no one. Your competitors are out there, vying for those top spots. Are you ready to claim yours?