Cannabis Keywords: Finding Terms That Drive Traffic & Make $
Cannabis Keywords: Finding Terms That Drive Traffic & Make $

Cannabis SEO | 2024-08-22
Head of Product

Let's cut through the noise: in cannabis marketing, SEO is your key to standing out in an increasingly competitive local market. While climbing to the top of search results takes work, the fundamentals haven't changed.
It all starts with well-thought-out keyword research. This guide will equip you with proven strategies to uncover your ideal customers' exact search terms, helping you capture more qualified traffic and drive more customers through your dispensary's doors.
Ready to start ranking? Let's get to it.
Building Your Cannabis Keyword List
First, let's clarify why keyword research matters for your dispensary's Local SEO strategy.

What is Keyword Research?
Think of keyword research as your direct line to customer search intent. It reveals exactly what potential customers type into Google when looking for cannabis products, services, or information.
Understanding these patterns allows you to align your content with their needs and expectations. When you create content that matches user intent, the magic happens: higher rankings, more qualified traffic, and better conversion rates.
It's not about gaming the system – it's about giving your customers exactly what they're searching for. When you do, the search engines will reward you.
The Payoff of Thoughtful Keyword Research
Our data from clients across 17 different markets consistently shows dispensaries that nail their keyword strategy and map content effectively see the best results:
Higher Rankings: Target the correct terms and climb local search results naturally. Remember, Google rewards relevance above all else.
Qualified Traffic: Better positions mean more visitors, but more importantly, they're in-market prospects – people actively searching for what you offer.
Customer Insights: Each search query tells you something about customer needs. Use these insights to refine your offerings and marketing approach.
Choosing the Right Cannabis Keywords
Here's what separates successful dispensaries from the pack: they understand keyword selection is a game of quality over quantity.
It is like choosing the right strain for a customer – matching intent with execution.
Short-tail vs. Long-tail Keywords
Short-tail keywords like "cannabis" or "dispensary" offer high search volume but fierce competition. They're the blue-chip stocks of SEO – stable but hard to rank for initially.
Long-tail keywords like "best thc gummy for sleep" have lower search volume but higher conversion rates. These are your growth opportunities, especially when starting.
The winning strategy?
Blend both. Build authority with long-tail wins, then gradually compete for broader terms.
Primary and Secondary Keywords
Your content strategy needs a clear hierarchy:
Primary keywords drive each page's focus. Choose one main target per content piece.
Secondary keywords support and enhance your primary term. They're related phrases that add depth and capture additional traffic.
SEO Tools For Cannabis Keyword Research
Success requires the right tools. Here's your essential toolkit:

Google Business Profile
Track which searches trigger profile views in your local market. This data is pure gold for understanding local search behavior.

Google Search Console
Monitor your actual search performance. Use the Pages report to see which terms drive traffic to specific content.

Ahrefs or Similar SEO Tools
Get comprehensive keyword data from tools like ahrefs and SEM Rush, including:
- Search volume
- Ranking difficulty
- Related terms
- Competitor rankings
Understanding Search Intent
Different searches signal different customer needs. Here's how to map them:
Navigational Intent
Users searching for specific brands or locations:
- "[brand name] dispensary"
- "dispensary in [neighborhood]"
- "cannabis store hours"
Informational Intent
Educational searches about products and effects:
- "difference between indica and sativa"
- "how to use cannabis tinctures"
- "best strains for sleep"
Commercial Intent
Research phase queries:
- "best dispensary near me"
- "top-rated cannabis delivery"
- "dispensary reviews [location]"
Transactional Intent
Ready-to-buy searches:
- "order cannabis online"
- "dispensary deals today"
- "weed delivery near me"
Implementing Your Cannabis Keyword Strategy
Now that you've got your keywords, it's time to turn research into results. Here's your execution roadmap:
On-Page Optimization
Your foundation for ranking success starts with technically sound pages:
Title Tags and Meta Descriptions
- Front-load primary keywords in titles
- Keep titles under 60 characters
- Write compelling meta descriptions that drive clicks
- Include location modifiers for local terms
Content Structure
- Use H1-H4 tags to create a clear hierarchy
- Include keywords naturally in headers
- Break content into scannable sections
- Maintain 2-3% keyword density maximum
Technical Elements
- Optimize image alt text with descriptive keywords
- Use keyword-rich URLs
- Implement schema markup for dispensaries
- Ensure mobile-first design
Content Development
Create content that converts visitors into customers:
Product Pages
- Write unique descriptions for every product
- Include strain details and effects
- Add customer reviews and ratings
- Use high-quality product images
Educational Content
- Develop comprehensive buying guides
- Create strain comparison tools
- Answer common customer questions
- Share budtender insights and tips
Local Content
- Build neighborhood guides
- Cover local cannabis events
- Share community involvement
- Feature local customer stories
Local SEO Focus
Dominate your local market with targeted optimization:
Google Business Profile
- Verify and claim all locations
- Choose accurate primary categories
- Add complete product menus
- Post updates weekly
Review Management
- Monitor all review platforms
- Respond to every review
- Generate fresh reviews monthly
- Share positive reviews on the site
Local Authority
- Build local business citations
- Join the chamber of commerce
- Partner with local businesses
- Create location-specific landing pages
Content Localization
- Target neighborhood keywords
- Create area guides
- Include local landmarks
- Add store directions and maps
Tracking SEO Results:
To optimize your dispensary's SEO strategy over time, you need to know what's working and what isn't—monitoring these KPIs will help validate existing efforts and guide ongoing strategy.
Website Performance
- Organic traffic: Track visitors from search results.
- Keyword rankings: Monitor your position for target keywords.
- Click-through rates (CTR): Analyze the effectiveness of your search listings.
- Conversion rates: Measure what search terms are translating into on-site events for actions like: "click to call," "click for direction," "view menu," and "purchase."
Google Business Profile Performance
- Organic Visibility: Track how often your business appears in Search results or the Map Pack.
- Profile Interaction: Monitor users' actions when visiting your website or clicking to get directions.
- Profile Interaction Rates: Understand what % of impressions convert into a profile interaction.
Partner with a Proven Cannabis SEO Agency
Mastering keyword research isn't a one-time task – it's an ongoing refinement and optimization process. While this guide gives you the fundamentals, successful execution requires consistent effort and cannabis SEO industry expertise.
SEO is a marathon, not a sprint. But the payoff? A steady stream of qualified customers find you exactly when they need you.
Want to fast-track your SEO success with a Cannabis SEO Agency? Get a free 30-point SEO audit and uncover wins you can capitalize on.
About The Cannabis Marketing Agency
The Cannabis Marketing Agency: Cannabis marketing experts making your dispensary the one everyone talks about (in a good way).
We make your dispensary the local favorite — the spot people talk about, shop at, and keep coming back to.
+4 Years Growing Dispensaries: We don't "learn on your dime".
Trusted by Dispensaries in 18 Markets: From Cali to Mass, if it’s legal, we’ll help you win.
For DIYers who hate learning the hard way.
Want More Dispensary Customers?
We grow dispensaries like it’s our day job (because it is).
Ever wonder what we’d do for yours? Let’s find out.