By Hillary Walker
The COVID-19 pandemic has become a defining moment for the CBD industry. Consumer stress and uncertainty continue to drive growth. Since 2020, sales in the United States have increased by more than 50% per year. If you are considering starting your own dispensary, now is the perfect time to do so.
Cannabis businesses are not allowed to use conventional advertising channels like Google Ads. Such hurdles complicate digital promotion, but good SEO brings impressive revenue. This article will provide you with the best advice from seasoned CBD SEO businesses.
Importance of SEO for CBD Brands
Building an attractive website is just the start. You need an overall strategy for search engine optimization. This will make your online dispensary visible, attract visitors and boost sales. The goal of all SEO methods is to catapult your site to the top positions in organic search results.
Without SEO, there is no product visibility. Very few consumers look beyond the first SERP (search engine results page). The higher your ranking, the more sales and revenue you generate. This is the key to directing online traffic. Find out about the role of Google Analytics and use our tips to get the most out of SEO:
1. Target non-competitive keywords
Each keyword is assigned a level of difficulty. Easy to rank keywords require little to no link building effort. To generate traffic faster and easier, opt for long-tail combinations. These are also more specific and allow for better targeting.
For example, ranking for “is CBD oil legal” or “CBD oil spray” is much easier than for “CBD oil”. Longer keywords make it easier to rank and ensure the target audience finds your content relevant.
2. Speed up your website
Page load speed is one of the 200 ranking factors used by Google. This directly affects user experience, engagement, and conversions. To prevent your site from slowing down, follow these steps:
- Regularly test the speed of the website to have it repaired if necessary;
- Use a Content Delivery Network (CDN) which will cache the content;
- Optimize images by compressing them and reducing the resolution or dimensions;
- Use fewer HTTP requests (each triggers a round trip to and from the hosting server).
3. Provide content with a high EAT rating
Expertise, authority and trustworthiness are three crucial factors in Google rankings. They are used for content quality assessment. The information on your site should be accurate and useful because Google aims to provide useful and relevant search results.
Expertise refers to the qualifications of the author. Content written by someone with formal training in the subject is authentic. For example, medical articles must be written by doctors. This is absolutely vital for the “Your money, your life” sites – about finances, health, happiness and security.
Authority refers to the reputation of the author. Recognized experts and opinion leaders are authoritative sources of information. Finally, trustworthiness means that users view your site as a true and honest source.
4. Perform a technical SEO audit
Is your website bringing consistent results supporting the SEO strategy? Check its technical aspects from time to time. Otherwise, your online dispensary may suddenly disappear from the SERPs, despite all on-page and off-page efforts. You can use free or premium online audit tools.
The audit will highlight all errors on the front-end (user side) and back-end (server side). Common issues include broken links, duplicate content, poor structure, crawling obstacles, and low speed. Any technical issues should be resolved as soon as possible.
5. Add Contextual Links
These are links between different articles and pages on your website. Apart from helping users discover content, they are also good for SEO. Search engines use links (internal and external) to better understand and evaluate your content.
Link your posts and pages using anchors with keywords. Make sure they are all different and placed at the top on every page.
6. Write meta tags for all your pages
These tags, which include the meta title and meta description, make it easier for search engines to crawl. They are added to the top of a page in its HTML coding section.
The meta title is the title displayed in the search results. It should be a concise and accurate description of the content of the page. A meta description contains a summary of the content. If it’s missing, the search engine will display some text it finds on the page, which may seem random.
7. Create permanent content
Write content that will stay relevant for a long time. It should educate and engage the reader. Evergreen content boosts EAT and drives organic traffic as these articles answer popular questions and pique user interest.
You don’t have to make every page timeless. Here are a few tips :
- Use Google Analytics to identify topics with persistent traffic potential (not just trends);
- Make sure the right keywords are placed correctly throughout the content;
- Do not add specific events or dates;
- Refer to case studies to increase content depth;
- Provide step-by-step guides and tutorials.
8. Generate backlinks to your website
Finally, pay attention to the quality of your backlink profile. Acquire links from authoritative sources, as only these sites will contribute to your Google rankings. It is not easy.
Create high-quality content that other websites will want to refer to. Some of the best ways to improve backlinks are by adding valuable infographics, guest posting, and using blogger outreach.