Why SEO is So Important for Cannabis Companies
How Local SEO Improves Foot Traffic
For cannabis businesses, foot traffic is essential. Since many states require in-person purchases due to legal restrictions, having a strong local search presence ensures that customers find your store when they search for cannabis dispensaries nearby. By optimizing for local SEO, businesses can increase their visibility on search engines, drawing more potential customers into their storefronts.
Key Stats for Dispensaries to Know
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According to recent data, 46% of all Google searches are looking for local information.
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78% of location-based mobile searches result in an offline purchase, often within 24 hours.
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Businesses appearing in the Google Local Pack receive nearly 50% of all clicks.
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76% of people who conduct a local search visit a business within a day.
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Over 90% of cannabis consumers search online before deciding which dispensary to visit.
The Nature of In-Store Retail & The Role of Local Search
Unlike traditional e-commerce businesses, cannabis dispensaries rely on in-person retail, as laws often restrict online purchases. Because of this, local search plays a crucial role in directing customers to nearby dispensaries. Appearing in the Google Local Pack, Google Maps, and "Near Me" searches increases the likelihood that customers will choose your business over competitors. Since most cannabis transactions happen in person, a high-ranking local search result directly impacts store visits and revenue. With mobile searches dominating local intent searches, dispensaries must optimize for "near me" queries to stay ahead of competitors and capture local demand.
Where Local SEO Shows Up on Google
The Local Map Pack
The Local Map Pack appears at the top of search results and includes three businesses, along with a map showing their locations. This is a prime spot that businesses should aim for, as it significantly increases visibility and trust.
"Near Me" Searches
Searches like "cannabis dispensary near me" or "best dispensary near me" trigger Google’s local search algorithms. These searches are intent-driven, meaning the user is actively looking for a dispensary to visit.
Google Shopping
While cannabis product listings may have restrictions in Google Shopping, some cannabis-adjacent products (e.g., accessories, CBD products in compliant states) can appear in this section. Optimizing your store’s presence can help gain visibility for these items.
What Matters Most for Local Market SEO
1. Name, Address, & Phone Number (NAP) Consistency
Ensuring that your business's name, address, and phone number are consistent across all platforms (Google, Yelp, Weedmaps, Leafly, directories, etc.) is crucial for building credibility and ranking higher in local searches.
2. Google Business Profile Optimization
Your Google Business Profile (GBP) is one of the most critical factors for ranking in local search.
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Ensure all details are accurate.
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Add high-quality photos and videos.
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List services like curbside, online ordering, promotions, and store hours.
3. Reviews & Reputation Management
Reviews directly impact local SEO rankings. The more high-quality reviews a business has, the better its ranking.
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Encourage satisfied customers to leave reviews.
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Respond to all reviews (positive and negative) to engage with customers and boost credibility.
4. Proper Page Structure & Markup
Search engines need well-structured pages to understand your business location. Use:
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Schema markup to help Google understand your location details.
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SEO-friendly URLs that include location-based keywords.
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H1, H2, and meta tags optimized for location-based search queries.
5. Technical SEO & Location-Specific Content
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Ensure your website loads quickly and is mobile-friendly.
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Create location-specific landing pages optimized for city and neighborhood names.
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Implement local keyword optimization throughout your site.
Bonus Steps to Optimize Your Local Market SEO
1. Build your Google Business Profile for Engagement
Google prioritizes listings that are not only complete, but valuable.
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Add real photos of your store and products, and curate the way they lay out so that visitors know how to find you, and what to expect inside. While customers may take some photos, make sure that yours look professional and put your business in the right light.
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Use attributes such as "Black-owned business," "LGBTQ+ friendly," or "Wheelchair accessible" to attract customers.
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Build out Frequently Asked Questions that people may be considering like: types of products you provide, if you sell recreational or just medical, if you offer services like curbside etc.
- Many shoppers like to look at items that are on sale or have promotional benefits, consider adding some of these as short term promotions to drive additional engagement.
2. Generate & Manage Reviews
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The average Ask satisfied customers to leave reviews on Google, Yelp, and other platforms.
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Reply to every review with thoughtful responses and don't use auto-responders, it becomes clear very quickly when no one is sitting behind the keys.
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Address negative reviews professionally and where reasonable try and make good the negative experience to show commitment to customer satisfaction.
3. Develop Location-Specific Page Content
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Create landing pages targeting specific cities, neighborhoods, or zip codes.
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Use localized keywords such as "best dispensary in [City]".
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Write blog posts about local cannabis laws, events, and news to increase engagement.
Want to Improve Your Local Market Presence?
If you're looking to enhance your cannabis dispensary's local SEO and attract more customers, reach out to us today! Our experts can help you optimize your Google Business Profile, manage reviews, and implement location-specific content strategies to ensure your business ranks at the top. Get in touch to start growing your local market presence now!

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