Dispensary SEO Must-Have Keywords: Ohio Market

Unlocking local SEO success in The Buckeye state's growing cannabis market.

As Ohio's cannabis industry grows, especially with the recent November 2023 vote to approve Issue 2 to legalize the sale of marijuana by state-licensed dispensaries to individuals aged 21 and over.

As of August 6, 2024, the Cannabis Control gave certificates of Operation to 98 dispensaries in the state. As a result, dispensaries are facing new challenges. The landscape is rapidly evolving, and so must their marketing approach.

My prediction: SEO will remain one of the most cost-effective approaches (alongside email and SMS marketing) for dispensaries constrained by Section 280E. By leveraging SEO, dispensaries can create awareness and re-engage with customers, securing their market share.

Navigating Marketing Challenges

Marketing cannabis products in Ohio is complex due to strict regulations and advertising restrictions on traditional platforms like print media and social media ads. 

For dispensaries, these limitations make it difficult to reach target audiences using conventional advertising methods.

The Power of Organic Traffic

SEO is a powerful tool that allows dispensaries to overcome these hurdles. By optimizing your website for search engines, you increase visibility, ensuring your dispensary appears in local search results when potential customers are searching for cannabis products or services in Ohio. 

Effective dispensary SEO also builds trust and authority, positioning your dispensary as a knowledgeable and reliable source. This drives targeted traffic—customers already seeking your products—leading to higher engagement and conversion rates. 

Best of all, SEO is a long-term, cost-effective strategy without the ongoing expenses of paid ads.

Types of Keyword Queries

Understanding different cannabis keyword queries is crucial to reach your Ohio audience effectively.

Informational queries include searches for information or answers, such as "how to get a medical marijuana card in ohio" or "cannabis benefits for chronic pain." 

These queries typically have higher volume, less competition, and in most cases, may carry less commercial value.

Navigational queries occur when users search for a specific site or location, like "ohio medical cannabis program" or "[your dispensary name] columbus."

Transactional queries show a clear intent to purchase, such as "order edibles online ohio" or "book a cincinnati cannabis consultation."

Commercial queries involve comparison shopping, like "best dispensary in cleveland" or "ohio dispensary reviews."

Local intent queries are highly relevant to local SEO, such as "edibles toledo" or "cannabis doctor dayton."

Question-based queries include searches like "how long does it take to get high?"

Problem-solving queries look for solutions, such as "best strain for pain" or "strain for better sleep."

Conducting Comprehensive Keyword Research

Use keyword research tools like Google Keyword Planner to find keywords with high search volumes and low competition.

Tools like SEMrush or Ahrefs are great for analyzing keyword difficulty, identifying related terms, and uncovering competitor strategies. 

Tools like AnswerThePublic can help discover common questions and topics that Ohio users are searching for.

Analyzing your competition is critical. Look at top-performing dispensaries in Ohio to identify their ranking keywords and any gaps you can exploit.

Analyze their content structure, meta tags, and backlink profiles to gather insights.

Focus on long-tail keywords to target specific phrases with less competition but higher intent, such as "thc gummies in cleveland." Monitor seasonal trends by monitoring keyword fluctuations to capitalize on timely topics, such as new laws or seasonal cannabis products.

On-Page SEO Best Practices

Optimize title tags and meta descriptions. Ensure each page’s title and meta description includes primary keywords and a clear call-to-action (CTA). Example:

Example:

• Title: "How to Get a Medical Marijuana Card in Ohio | [Your Dispensary Name]"

• Meta Description: Learn how to get a medical marijuana card in Ohio. Start your application with [Your Dispensary Name] today.

Use header tags (H1, H2, H3) effectively to organize content for search engines and users.

• H1 tags: Only one per page, focusing on the main topic.

• H2 and H3 tags: Organize content with relevant keywords.

Additionally, write high-quality content that provides valuable, accurate information and answers users' queries while avoiding keyword stuffing. 

Aim for a natural keyword density of 1-2%.

Optimizing images and multimedia by using descriptive file names and alt text for images, including keywords when relevant, enhances SEO. 

For better readability, use short paragraphs, bullet points, and subheadings to ensure your content is accessible and easy to understand.

Content Development and Strategy

Creating targeted landing pages focused on specific services or locations will improve your SEO. 

For instance, a page like "Cannabis Consultation Services in Akron, OH" can help attract more local traffic.

Maintain an active blog with fresh content, addressing topics from your keyword research.

Content Ideas:

• Updates on industry news, Ohio-specific legislative changes, and cannabis health benefits.

• Comprehensive resource guides like:

  • "understanding ohio cannabis laws"

  • "choosing the right cannabis product for your needs"

Always include strong CTAs, encouraging users to schedule an appointment or join your loyalty program.

Technical SEO Considerations

Ensuring mobile responsiveness is critical, as many users search on mobile devices. Use a responsive design and test site performance across mobile platforms.

Optimizing images, reducing HTTP requests, and leveraging browser caching can improve site speed. To enhance performance, use a Content Delivery Network (CDN).

Additional steps:

• Implement schema markup (like LocalBusiness schema) to enhance search listings with rich snippets.

• Create and submit an XML sitemap to ensure search engines can efficiently crawl and index your site.

Internal Linking Strategy

A strong internal linking strategy helps users navigate your site while boosting SEO. Use descriptive anchor text with relevant keywords for related content.

Example:

"Learn more about our [cannabis consultation services in cincinnati](link to relevant page)."

Customize Content for Each Market

To avoid duplicate content when replicating content for Ohio’s markets, customize your pages by discussing specific cannabis laws in Ohio, local events, partnerships, and community involvement.

Use Variable Content Blocks

Incorporate dynamic content that updates based on the specific location, such as testimonials from customers in Columbus or news about Cleveland.

Implement Canonical Tags

If similar content exists across multiple pages, use canonical tags to signal the preferred version. This helps search engines avoid indexing duplicate content.

Track Key Performance Indicators (KPIs)

Key local SEO metrics to monitor:

• Organic traffic: Track the number of visitors from search engines.

• Keyword rankings: Measure your dispensary’s ranking for specific target keywords.

• User engagement metrics: Analyze bounce rate and time spent on the site.

• Conversion rates: Measure the number of visitors taking action, like booking appointments.

Use Analytics Tools

Google Analytics provides detailed insights into site performance and user behavior. Use Google Search Console to track indexing and identify potential issues. Third-party tools like Ahrefs and SEMrush offer a deeper analysis of your SEO performance.

Regularly Audit and Update Your Strategy

Conduct regular SEO audits to address technical issues or content gaps. Stay up-to-date with SEO best practices and algorithm updates to maintain a competitive edge in the Ohio cannabis market.

Key Takeaways

• Understand your Ohio audience and tailor your content to their needs and search behaviors.

• Focus on quality content that establishes authority and builds trust.

• Optimize for local SEO to connect with nearby customers.

• Stay compliant with Ohio's legal guidelines and cannabis industry regulations.

• Continuously improve your strategy with data-driven insights.

Next Steps

1. Conduct an SEO audit to evaluate your website’s technical health, content, and backlinks.

2. Develop a keyword map assigning specific keywords to each page. 

3. Create a content calendar to plan timely, relevant content.

4. Engage with Ohio communities through local events and partnerships to build backlinks and awareness.

5. Partner with an Ohio cannabis marketing agency or local SEO expert to maximize your SEO potential.