How To Optimize Your Dispensary Google Business Profile

Why do some dispensaries appear everywhere in local searches while others languish in digital obscurity? The secret weapon? It's not just a killer product or a prime location. It's the power of an optimized Google Business Profile (GBP).

In an industry where traditional advertising often hits regulatory roadblocks, GMB is the backdoor to visibility that savvy dispensary owners leverage to dominate local search results. 

But here's the kicker: Simply having a GBP listing is like bringing a knife to a gunfight. To harness its power, you must optimize every nook and cranny of your profile.

Why does this matter? Because in the hyper-competitive, relatively undifferentiated cannabis market, being invisible online is the kiss of death. When potential customers are hunting for their next dispensary experience, you want to be the head-turner that catches their eye. 

Your Google Business Profile acts as a spotlight in the vast digital landscape.

So, are you ready to turn your GMB profile into a customer-attracting flywheel? Let's dive into optimizing your dispensary's Google Business Profile.

Google Business Profile search results

What is a Google Business Profile?

Think of GBP as your dispensary's digital storefront on the world's largest search engine. It's like having a prime piece of real estate on Google's main street, rent-free. 

But unlike a physical storefront, this one has the potential to be seen by thousands, if not millions, of potential customers every day. 

Of course, that depends on the size and density of your market. Most clients want to win in the 5-mile radius surrounding their location; for more rural markets with lower population density, they may compete up to 10 to 12 miles from their location.

The Importance of GBP for Dispensaries

In the cannabis space, where advertising options are often as restricted as the products themselves, GBP is your ace in the hole. 

It's the difference between being a needle in the haystack and being the magnet that pulls customers to your door.

Consider this: when did you last scroll past the first page of Google results? Exactly. A well-optimized GBP listing can catapult you to that coveted first page. 

A top 3 local ranking puts you front and center in Google's Local Pack, where traffic is plenty and the prime real estate for prospective local cannabis customers in search of that sweet, sweet high. I can already taste the rosin.

However, it’s important to remember that a strong GBP profile is just one piece of the formula for winning local SEO.

Google Business Profile: About your business section

Step-by-Step Guide to Claiming Your GBP Listing

1. Head to google.com/business

2. Hit "Manage now"

3. Enter your dispensary's name (exactly as it appears on your storefront)

4. Fill in your address (consistency is key here)

5. Choose your category (hint: "Cannabis store" is your best bet)

6. Add your phone number and website

7. Verify your business (for newer profiles, this typically means a video walkthrough of the physical space)

Example of consistent NAP data for third party listings

Ensuring Accurate Business Information

Here's where the devil's in the details. Your NAP (Name, Address, Phone number) should be as consistent across the web as your budtender's measurements. Why? Because, in Google's eyes, consistency equals credibility. And in this game, credibility is currency.

Selecting the Right Categories

Choose "Cannabis store" as your primary category. For secondary categories, think "Alternative medicine practitioner" or "Health and wellness service." But here's a pro tip: don't go category crazy. Stick to what truly defines your business.

Adding High-Quality Photos and Videos

In the age of Instagram, visuals are king. Your GMB profile should be a feast for the eyes. High-resolution photos of your storefront, interior, products, and team aren't just lovely—they're essential. 

Consider this: Would you walk into a dispensary with blacked-out windows? Probably not. Unless you're in a state where they might require it, keep your GMB profile from being the digital equivalent.

Crafting an Effective Business Description

The business description is your elevator pitch to the world. Highlight what makes your dispensary the go-to spot in your area. Are you the knowledge gurus? The product pioneers? The customer service champions? Whatever it is, make it known. 

But remember, this isn't the place for your manifesto. For the love of all things green, keep it punchy, relevant, and legal.

Lastly, please sprinkle some juicy, valuable, local keywords for relevance. The search engines will thank you.

Encouraging and Managing Reviews

Reviews are the digital word-of-mouth that can make or break your dispensary. But here's a hard truth: happy customers are often silent customers. It would be best if you gave them a gentle nudge. 

Train your staff to ask for reviews after positive interactions. Include review reminders on receipts and behavioral-based triggers in your cannabis CRM, like Alpine IQ or Springbig. Make it as easy as possible for customers to praise you.

Responding to Reviews

Every review, good or bad, deserves a response. A simple "Thanks for the love, [Name]! I can't wait to see you again" does wonders for glowing ones. 

For the less-glowing ones, this is your chance to show the world how you handle pressure. Stay calm and professional, and always take the high road.

Handling Negative Feedback

Negative reviews are like bad-trim jobs—they happen to the best of us. The key is how you handle them. Acknowledge the issue, apologize if warranted, and offer to make things right. Then, take it offline. 

The public wants to see that you care, not the nitty-gritty of your customer service process.

Utilizing Google My Business Insights

GBP Insights is like having a window into your customers' minds. It shows you how they found you, what they did next, and when they're most likely to come knocking. Use this data like a roadmap to guide your profile strategy.

First-party insights from your GMB listing are also, single-handedly, the most valuable way to validate the efficacy of your ability to localize keywords to prospects in the vicinity of your business.

Google Business Profile interaction overview

Tracking Key Performance Metrics

Focus on these key metrics:

• Search Views: Are you showing up in searches?

• Website clicks: Is your GMB profile driving traffic to your site?

• Direction requests: Are people finding their way to your store?

• Phone calls: Is your phone ringing off the hook?

Note: Unfortunately, as of July 2024, Google has nixed chat and call history reporting for several of our clients' profiles.

These numbers tell the story of your GMB success. Watch them like a hawk.

Continuous Optimization

Here's the thing about GBP—it's not a "set it and forget it" deal. It's more like tending a garden. Regular updates, fresh content, and new photos are the water and sunlight that help your GMB profile grow and thrive.

Optimizing your Google Business Profile isn't just another task on your to-do list—it's a crucial strategy for survival and success in the digital age of cannabis. By following these steps, you're improving your online presence and laying the groundwork for real-world success.

Remember, in the Wild West of the cannabis industry, your GMB profile is often the first impression you make on potential customers. Make it count.

Are we feeling overwhelmed? 

Don't sweat it. We're ready to help you navigate the complexities of cannabis SEO for your dispensary in the cannabis space and drive real results for your dispensary.

Are you looking for a partner to improve your dispensary's Local SEO? We posted a few tips on choosing the best local SEO agency for cannabis.

The time to act is now. Your competitors certainly are.