Wondering how SEO for dispensaries can benefit the medical marijuana industry? Even though the cannabis industry is growing, it is hard to advertise the product because it is still illegal on a federal level.
The major social media platforms, including Facebook, Twitter, Instagram, Pinterest, YouTube, and Snapchat, all have limited marketing options for businesses in the marijuana industry are limited. If the big social media platforms push back against the industry, how can SEO for dispensaries benefit the medical marijuana industry?
What is SEO for dispensaries?
Search engine optimization (SEO) is the process of optimizing content so that search engines can index and display content in relevant search results. With over 5.6 billion Google searches happening every single day, SEO is a vital element to any digital marketing strategy.
How SEO for DispensariesWorks
There is a massive amount of data being created online every day, and each piece of data falls under some sort of category or niche. In order for a search engine to display relevant results to a user, it has to follow this process:
- Crawling: The cycle begins with a crawler or spider, which is a piece of software that crawls through webpage content. Search engines are text-driven, so it looks for certain elements on a page to understand what the content is about. There is a limit to what crawlers can go through. It cannot crawl directories, images, and password-protected pages.
- Indexing: After the crawler has done its job, it stores the data into a massive database. The data can be retrieved by entering a search or keyword related to the content.
- Searching: When a user initiates a search, search engines analyze the keywords on indexed pages and compares it to the query. It seems simple enough, but remember, there is a lot of data on the internet. This is where algorithms come in to make the searching process more efficient.
- Algorithms: There are three types of search algorithms: on-site, off-site, and whole-site algorithms. Each type is responsible for analyzing different elements of a webpage, from the title tags and meta description to the keyword density and links used. These algorithms are all a part of an even larger algorithm that helps search engines deliver the best possible search results for a query.
The best practices for SEO change as new algorithms are introduced. Digital marketing agencies stay on top of these algorithms to ensure that search engines continue to index and rank content of a site.
What Industries Can Benefit from SEO?
You can search for just about anything on the internet as a consumer. This means that any industry that has an online presence can benefit from SEO.
How SEO Benefits Medical Marijuana Dispensaries
Since marijuana is still illegal at the federal level, the major social platforms like Facebook, Instagram, and Twitter, have policies that limit advertising options for dispensaries. This can put a dispensary at a disadvantage compared to other industries because of the inability to use certain strategies.
However, the marijuana industry is a relatively new market. This means that there is less established competition for local searches and longtail keywords. It’s also the perfect opportunity to take advantage of these benefits:
SEO Helps Increase Visibility and Rankings
When a search engine goes through the process of crawling and indexing content, it also ranks each webpage based on how relevant it is to a search query. This helps give users the best experience possible. Your site’s visibility is related to its rankings.
Think about it this way: How often do you actually look past page one of a Google search result before you find what you are looking for? If the answer is, “Not that often,” then you are on the same page (literally) as a quarter of web users who never click past the first page of results. The higher your content ranks on a search engine result page (SERP) the more likely it is for a user to click through to a site.
SEO Helps Increase Authority
Many times, consumers don’t feel the need to check out the second page of a search result because they found what they need on the first page. But that’s not all. The first page of SERPs usually features results that are trusted to have high authority.
Although not every user knows what SEO is all about, they tend to know that the first page of SERPs are listed because they are relevant to the search query. Having a website with high authority means that your site is seen as trustworthy and relevant to search engines. In turn, consumers will see this as well.
Web Traffic Increases When Solid SEO Strategies Are Used
Having an SEO plan helps improve authority, visibility, and rankings. This results in an increase in web traffic. The more visibility a website gets on a search engine, the more likely it is to rank. When a website ranks high on a SERP, a prospective customer is likely to stumble upon your products.
Finally, if the prospective customer makes a purchase and is satisfied with the product, they are likely to interact with your site again, and maybe even leave a good review. This helps builds your brand’s authority, and search engines will continue ranking your content well on SERPs. All of this turns into a major increase in web traffic.
SEO Benefits Marijuana Dispensaries
Because the cannabis industry struggles with restrictions with advertisements on certain sites, SEO can help make up for the lost opportunity by driving more traffic to a marijuana dispensary’s website. Since the cannabis industry is relatively new, SEO can also help a dispensary increase visibility, rankings, and authority while exploding traffic on their website.
Having a good SEO plan in place helps fill in the gaps in your digital marketing strategy when it comes to reaching prospective customers on all platforms.