Just like “SEO” is easier to say than “search engine optimization,” SEO is simpler to master than you might think. Well, kind of.
Whether you’re a plant-touching or ancillary business, there are absolutely some DIY-friendly best SEO practices for cannabis. But as you look into how to take these steps, you might be left with more questions than answers. We’re here to bust common myths so you can feel empowered, not overwhelmed, by cannabis SEO best practices.
1. Myth: All content is worth creating and publishing.
Fact: Some content is worth creating and publishing.
Content is distinctly not like a firehose — spewing out blogs and other SEO content all the time doesn’t necessarily correlate to improved visibility. Publishing just for the sake of publishing won’t work.
Instead, the content you put out there should focus on your audience. Before you hit “publish,” think about how or why that blog or webpage furthers potential clients and shoppers’ understanding of your business, what you sell, and how you differ from competitors. If it doesn’t truly hit the mark, or it’s only tangentially related to your main areas of expertise or specialty, it’s time to go back to the drawing board.
Like many finer points with SEO, there are certainly exceptions to this rule. This main tenet, though, will save you tons of time and wasted effort.
2. Myth: Targeting the most common searches is smart since more people are searching for them.
Fact: Lots of search volume doesn’t necessarily correspond to high audience engagement.
Look, we get it. Creating content that caters to folks searching for “vapes” or even “solventless rosin vapes” is appealing if these products are among your selection. After all, rosin vape carts are becoming increasingly popular. But if lots of people are typing a certain phrase into Google (or whatever search engine they use), you can bet lots of your competitors are targeting that keyword too.
Instead, you’re more likely to fare better targeting long-tail keywords. These keywords are more specific since they reflect consumer intent that’s closer to buying than simply learning. That said, you’re more likely, not guaranteed, to see better results when targeting these keywords. (The complexities of why could be a whole blog post of their own!)
Something simpler is that local keywords — phrases you search for that include your city or state — are great to target too. After all, if you’re running a dispensary, you can’t quite do business without foot traffic from folks in your area. With local SEO, you get their web traffic too if you choose the right local SEO keywords.
3. Myth: Using AI to generate content is worth it for the time savings.
Fact: Google may be OK with generative AI, but your customers are not.
The numbers are in: The people hate AI, and chances are, part of this negative reaction is due to overexposure. Cannabis company after cannabis company churns out generative AI content and floods your feed with it, from boring and cheesy graphics to irrelevant AI-driven LinkedIn comments. After a while, your eyes gloss over because everything looks and sounds the same. Don’t be fooled: free doesn’t provide value. Furthermore, bad generative AI feels broke and desperate. Harsh, but accurate.
It’s true that Google has formally stated that they do not penalize generative AI content. However, they do penalize AI content generated for the sake of creating and publishing it. If the algorithm detects that you’re trying to game the system with AI, you’ll lose any temporary gains you made and then some.
The bottom line? Don’t let any generative AI material out into the universe without a human touch.
4. Myth: You’re losing millions of dollars if you don’t “optimize for ChatGPT.”
Fact: Traffic from AI search is minimal, but it’s valuable.
On average, less than 1% of organic traffic comes from all large language models like ChatGPT, Claude, and Perplexity. Compare that to Google, which still captures as much as 90% of the organic search market.
The numbers are small, but they are growing month over month. We at CannaContent also see evidence that traffic from LLMs converts at higher rates than traditional search engines.
That being said, there is no “replacing” one strategy for another. Performance in LLMs like ChatGPT depends on good SEO fundamentals that Google has shaped for more than two decades. One cannot be neglected for the other. So as you pursue this SEO journey, don’t sacrifice focus on one platform for the other. You need all of them to succeed.
5. Myth: Publishing content is all you need to do to rank.
Fact: There are so many other factors.
You could optimize one blog post within an inch of its life and still come nowhere close to reaching page one on search engine results pages (SERPs). If your website is unreadable to search engines, lacking in signals from other sites, hard to navigate, or slow to load, good luck ranking on any SERP, whether Google or others.
The breadth of factors that drive SEO fall into a few buckets. There are on-site (also called on-page) factors that your readers interact with, like the content, ease of navigation, and interactive features that encourage people to stay on your site. There are technical factors that aren’t always visible to people, but search engines need to “read” them to better understand your website. On top of that, how your website relates to the rest of the internet is crucial.
Tackling one significant factor like content is great, but it may not be the main thing that moves the needle. You have to pay attention to all factors as a whole to get the best results.
6. Myth: Every link-building opportunity is a good one.
Fact: No two businesses should target the exact same opportunities. And for the love of God, if the opportunity looks scammy, don’t pursue it.
A directory is a website that complies and lists numerous businesses’ information, often linking to your website as well. They vary widely in quality and relevance to your business, and you don’t need to be listed on every single one of them for SEO success. Focus on the most relevant directories, whether that’s a dispensary listing on a nationwide cannabis website, the local chamber of commerce, or an attorney directory.
Similarly, your inbox (or spam folder) is likely filled with people pitching opportunities to share or buy guest posts for link-building purposes. These opportunities are not all equal, either. Placing a link back to your website from another website is about quality, not quantity. Pursuing an opportunity for its own sake won’t necessarily help you grow. Just like a directory, prioritize articles and publications that are relevant to your business and its audience.
Take your first SEO steps with CannaContent
Although SEO excellence requires ongoing expert support, taking the first step is better than doing nothing at all. Whether you opt for our cannabis SEO services or want to give it a go with our 30-Day SEO Challenge program, what’s important is that you move in the right direction. Your brand and your bank account will thank you six months from now.