S-E-Oh So Important Vol. #1: The Aftermath of Google’s December Algorithm Updates on Cannabis Search Engine Marketing

Welcome to the first edition of S-E-Oh So Important, AWARD Creative Content’s new series that breaks down strategies, news, and everything else surrounding cannabis search engine marketing and SEO at-large.

The original plan called for a walkthrough of some higher level SEO concepts to consider. But, this past December saw two updates that should have everyone’s attention, especially if your site’s rankings took a nosedive over the last few weeks. 

Google’s December 2024 Core and Spam Updates hit hard and heavy— and may be especially felt in sectors like cannabis search engine marketing.

Recapping Google’s December 2024 Algorithm Updates

Google regularly makes algorithm updates in an effort to improve the quality of search results. This often throws SEO results into temporary flux, or longer-term in some cases. 

This past December saw Google drop back-to-back updates that shook up SERP ranking. Here’s what went down at Google:

1. Spam Update – This update targeted low-quality tactics (keyword stuffing, link spam, and AI-generated fluffy content).
2. Core Update – More of an emphasis placed on high-quality content meant for readers, not bot scrollers.

Who Was Impacted?

Major ranking shifts took place across many industries, including finance, health, e-commerce, and (yes) cannabis. Sites full of spammy tactics dropped hard while high-quality content creators saw a well-deserved bump.

Broadly speaking, the outcome appears to be…

• The Winners: Websites with solid E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). If you’ve been consistently posting well-researched, fresh, and genuinely helpful content, the updates likely didn’t impact your site much.
• Losers: Thin, manipulative, or outdated content felt the brunt of the hit.

How Google’s December Algorithm Updates Impacts Cannabis Search Engine Marketing

Cannabis brands already face plenty of hurdles when it comes to visibility online. With these new updates, if you’re not paying attention to cannabis search engine marketing best practices, you risk losing your SERP standing. 

From speaking with other cannabis copywriters and SEO service providers, we’re seeing a clear trend: Google is rewarding sites that focus on user experience and authenticity—something that’s always been crucial for cannabis SEO. 

What Cannabis Sites Need To Do Now

Companies looking to recover from the December updates need to double down on some short-term steps mixed with some long-term thinking. Suggested efforts include:

1. Prioritize Content Quality

Forget old-school, keyword-stuffed posts and pages. Google used to prioritize such content, but that doesn’t seem to be the case anymore. 

Instead, prioritize value-packed contents that answer questions people are searching for. Achieving this goal includes three important measures:

• Refreshing outdated articles: Update stats, references, and examples so everything is current and readable. 
• Offering real solutions: Create content that solves actual audience questions.
• Citing credible sources: Show your expertise with reputable links and quality information sources. 

2. Strengthen Your E-E-A-T

Much like the last point, companies need to build sitewide quality. In addition to updating content with informed sources, think about adding to your site:

• Credible authors: Show who’s behind your content. Do you have a background in cannabis marketing? Showcase that! Don’t forget about guest posts either–they’re a great way to expand your sites expertise and collaborate with leading experts.
• Robust ‘About Us’ or disclaimers: Make it crystal clear who your company is, what you do, and why people should trust/work with you.

3. Stay Patient 

If you’re noticing traffic swings, give it a bit of breathing room. Keep an eye on your analytics, watch how trends evolve, and avoid making knee-jerk changes based on day-to-day fluctuations.

Don’t jump to the worst case scenario and change everything across your site. Start small, assess the changes, and progress from there. Remember, SEO is a long-term process. Even if changes happen fast in the following weeks and months, the best quality sites practicing the proper steps will almost always rank high in the end. 

So, What Does This All Mean for Cannabis SEO and Content Marketing?

The December 2024 Updates sent a clear message: Google wants a better web experience for users, not quick SEO hacks. 

For cannabis brands, this is more than just an algorithm update. It’s an ongoing reminder that high-quality, user-centric content is the way forward in cannabis search engine marketing.

And this is only the beginning of S-E-Oh So Important—AWARD’s new weekly series on all things SEO and content marketing. Check back soon for more insights. Or, follow Founder Andrew Ward on LinkedIn for a new installment every Monday. 

Got questions or want to chat about your next content project? Message us today and discover how we can elevate your cannabis marketing game in 2025.