The cannabis industry, while still federally illegal, faces a slew of restrictions, many of which regard marketing and advertising. For instance, traditional forms of advertising, like Google Ads, are limited to cannabis dispensaries—it’s against Google’s guidelines to advertise “recreational drugs.” The last thing you want is for your business’s organic presence to be negatively impacted by trying to run ads that are not allowed.
That being said, dispensary owners need to get creative with their online promotional strategies. Here’s where implementing a killer search engine optimization (SEO) strategy comes into play.
The Digital Marketing Challenges Cannabis Dispensaries Face
Since cannabis businesses can’t just throw money at Google Ads or other traditional forms of advertising, they have to rely on more organic strategies, which naturally comes with its own set of challenges. It all ties back to every touchpoint, right down to the budtenders and the way they engage with customers.
These interactions directly influence customer reviews on a business’s Google profile, which in turn, affects search rankings and ultimately determines how many people walk through the door. Because everything is so interconnected and organically driven, success really comes down to doing good business.
One of the biggest challenges in this industry is the misconception that cannabis is a quick cash grab. A lot of people assume they can just open a shop, sell products, and call it a day. But in reality, it’s an incredibly competitive retail space. Dispensary owners can’t just outspend their competitors in cannabis. They have to outshine them.
Local vs. National SEO & How They Impact a Cannabis Dispensary
Local SEO is all about making sure a business shows up for “near me” searches. For dispensaries, that means searches like “dispensary near me,” “weed near me,” or “cannabis near me.” These searches trigger different results compared to general searches, like just typing in a brand name. For example, searching “Starbucks” versus “Starbucks near me” will give you different results because Google’s algorithm can differentiate a user’s search intent.
For dispensaries, local SEO is crucial because these searches come from customers who are ready to make a purchase and they’re just looking for the closest option. That’s why the Google Business Profile (GBP) is so important. When someone searches for a dispensary nearby, they’ll see a local “three-pack” of businesses at the top of the search results. If they click on it, they’re taken to a larger list in Google Maps, which is still powered by Google Business Profiles. From there, they can get directions, check reviews, and decide where to go.
But not everyone clicks into the three-pack or Google Maps. Some people stay in the standard search results. That’s where website rankings come into play. One strategy to use for dispensaries that are too far away to rank in a local three-pack is creating location-specific landing pages.
For example, say a dispensary owner in Brattleboro, Vermont, wants to attract customers from Keene, New Hampshire. Since Keene is outside their GBP ranking radius (because proximity is a big ranking factor), their marketing team created a landing page optimized for Keene. So if someone in Keene searches “dispensary near me,” they’ll see a search result titled “Recreational Dispensary Near Keene, NH.” When they click on it, they land on a page that highlights the Brattleboro dispensary, mentions it’s just 25 minutes away, provides directions, and even includes a pop-up offering 10% off for first-time visitors.
Now, national SEO is a different strategy. Instead of focusing on location-based searches, it’s about ranking for broader cannabis-related questions, like “What’s the difference between THC and THCa?” These searches don’t have local intent, so they’re more likely to pull up blog posts or educational content. While these posts may not immediately drive foot traffic, they help build website authority and attract backlinks (when other websites link to the dispensary’s content). And those backlinks boost overall rankings – including for the local SEO efforts.
So, while local and national SEO have different goals, they’re all connected and play a role in growing a dispensary’s online presence.
The Impact of a Google Business Profile for Cannabis SEO
The Google Business Profile is the number one way people find dispensaries near them, which makes it crucial for attracting customers. Coincidentally, optimizing the Google Business Profile is essential for cannabis dispensaries.
Let’s break it down: A Google Business Profile and website work hand in hand, so it’s important to keep both updated with accurate, consistent information. Using the right keywords in the right places is one of the most important aspects of optimization—it helps ensure the business shows up when potential customers search on Google.
Google Business Profile rankings come down to following best practices, running a solid business, and earning great reviews—it’s all about reputation and engagement, not ad spend.
There are three main ranking factors for Google Business Profile (GBP): proximity, relevance, and authority.
1. Proximity (How Close the Dispensary is to the Searcher)
This one is straightforward. Google prioritizes businesses that are physically closer to the user. If you’re ranking #5 for “dispensary near me” and the four dispensaries ahead of you are simply closer to the searcher, it’s going to be tough to break into the top three. Proximity is a major factor, and unfortunately, there’s not much you can do to change your physical location.
2. Relevance (How Well the GBP Matches the Search)
This is where keywords come into play. If a dispensary farther away is ranking higher than you, chances are their Google Business Profile name or website content includes key terms like “dispensary” or “cannabis store.” Google sees those as more relevant to the search, even if the location isn’t as close.
Website content also affects relevance. Google scans the webpage linked to your GBP and considers the words on that page. If two dispensaries both have “dispensary” in their business name, but one has a website with rich, keyword-optimized content, that profile is more likely to rank higher.
3. Authority (Your Website’s Strength & Credibility)
Google is essentially a bot that determines rankings based on data. One way to strengthen your GBP ranking is by building authority on your website. This means:
- Creating high-quality content (like blog posts)
- Earning backlinks (when other websites link to your content)
- Driving traffic to your website
While proximity is largely out of your control, optimizing your relevance (through GBP keywords and website content) and authority (through backlinks and high-quality content) can significantly improve your local search visibility. By strengthening these areas, you increase your chances of ranking higher and getting in front of more potential customers.
Final Thoughts
SEO is no longer a nice-to-have for cannabis dispensaries, it’s vital to not only the dispensary’s marketing strategy but the business’s success overall. Great SEO will improve search engine rankings, attract local customers, and build brand authority in a highly competitive market—despite advertising restrictions. Ultimately, SEO is the secret weapon all dispensary owners need to leverage if they want to outpace competitors.
About the Author
Zach Santarsiero is the Chief Marketing Officer and Vice President of Digital Marketing at CannaPlanners.
