SEO for Cannabis Brands: Navigating Marketing Constraints

Cannabis brands often face more marketing constraints than other industries, thanks to strict advertising rules and shifting regulations. What works in most sectors in America won’t fly in cannabis, where federal regulations and varying state laws limit traditional digital and physical marketing efforts–including but not limited to restrictions on storefront banners, Google ads, social media ads, and other get-out-the-word efforts.  

As a result, search engine optimization (SEO) can be a powerful way to reach your target audience without relying on limited ad platforms. To create this SEO overview for cannabis brands, I’ll be relying on the excellent information compiled by HubSpot Academy’s SEO course, where I obtained certification in their SEO and SEO II courses (both free if you’d like to learn more).

What is SEO?

Search Engine Optimization (SEO) is a complex effort often boiled down to optimizing a website’s content and site structure so that it ranks higher in search engine results pages (SERPs). 

Optimization falls into two primary categories:

• On-Page SEO: Everything you control on your site—keywords, title tags, meta descriptions, site structure, and so on.
• Off-Page SEO: Factors like backlinks and social signals, which indicate your site’s authority. Basically, being co-signed by high quality sites and brands gets you big points. 

When a person searches using keywords, like “dispensaries near me” (163k monthly search volume according to Moz) or asks a question like “is cbd legal in my state,” search engines will push pages with the best answers for the query, with high-functioning sites referenced by other reliable sources receiving additional points, likely pushing their page to the top.

SEO Helps Fill the Void for Cannabis Brands

Cannabis brands have limited options to get the word out. And in an often competitive space, where standard business deductions aren’t allowed, companies need affordable, effective options. By focusing on SEO, cannabis brands can build a stable online presence and get around the roadblocks of paid ads, often at a fraction of the cost of ad buys.

Broadly speaking, here’s what needs to be considered and maintained for long-term SEO wins:

Keyword Research and Audience Intent

Identify the terms your ideal cannabis customers search for. Tools like Google Keyword Planner or SEMrush can help you find the right keywords that blend search volume, competitiveness and the ROI your brand needs to reach its goals. 

• Short-Tail Keywords: Broad, generic keywords (e.g. cannabis or cbd) with high search volume. Difficult for sites with low authority to rank using these keywords. 
• Long-Tail Keywords: Search terms that more resemble a question or prompt (e.g. can you advertise cannabis on amazon. These keywords may have fewer searches than short-tail keywords, but often bring higher-quality traffic via specific search intentions.
• Topical Clusters: A group/cluster of site posts and pages around related subjects (e.g., product reviews, legal updates, strain overviews) to create a rich, in-depth library of content centered on popular topics.

Create High-Value, User-Focused Content

Clever, informative writing sets you apart. Some may not think that, but after Google’s December 2024 updates, it appears to be that quality, human-generated content is back in style. Instead of jamming keywords and links into pages, site content should answer questions while providing readers with an easy to navigate site experience–one that’s easy to read and loads easily, for example. 

By producing in-depth material your site can become a vital resource for consumers over time–helping boost SEO results in the process. Examples of such content include:

• Evergreen Pieces: Give readers timeless resources (e.g., “Cannabis Glossary of Terms,” “How to Choose the Right Edibles and Vapes”). Then, occasionally update these pieces to reflect recent developments. 
• Education-Forward Approach: Cite reputable studies or industry stats (shout out HubSpot!) to back up claims. Citing top sources helps position your brand as both credible sources while showing that you did the research when creating your content. 
• Compliance Matters: Ensure your content follows local, state, and federal guidelines. Don’t risk credibility by making medical or otherwise unsubstantiated claims–not even for strong search engine results. The juice won’t justify the squeeze.

Content Structure

Creating an ideal site experience includes how the site is presented on site and in search engines. To look good in both capacities, focus on elements like:

• Page Titles + Meta Descriptions: Make sure your main cannabis keywords appear here to catch searchers’ attention.
• Headers (H1, H2, H3): At least one subhead using your keyword should be included–but make sure it reads like a person would, not a robot. If it doesn’t flow naturally, reconsider your copy before publishing–even if you need a specific keyword in there. 

Site Structure 

Search engines “read” your pages to determine relevance. Help them along by refining a few key elements.

• Internal Linking: Connect pages within your site so users can explore more content. This also helps search engines understand your site’s structure–think keyword clusters here. 
• Technical Readiness: Some may think SEO is just keywords and backlinks. While both are vital components to ranking high (read the next section for more), the site experience is just as important. Optimize your site for mobile, speed, and secure connections (HTTPS). Search engines—and users—value smooth, safe browsing experiences. 

Building Authority Through Backlinks

Backlinks let the Internet know that your site is a source of information. When referenced by high-traffic, high-quality sites, a site’s domain authority will increase with the more backlinks it receives. This has led many to pay for backlinks, an unethical practice known for producing mixed results at best. 

To earn high-quality backlinks, cannabis brands should consider teaming up with prominent outlets, cannabis influencers and other partners with strong domain and brand authority. Guest posts on credible sites, podcast appearances, and content collaborations can all prompt others to link back to your domain. Other classic efforts to not overlook include:

• PR Outreach: Share unique data or insights with journalists, bloggers, or cannabis thought leaders for placement in news media.
  • Cheap Plug: With over 7+ years as a cannabis journalist, AWARD Founder Andrew Ward is thrilled to provide brands with media consultations to help shape media pitches and topics that resonate with cannabis news media and other digital news outlets. 
• Community Engagement: Sponsor or attend local events; request coverage or linking opportunities from event partners.
• Dead Links: A time-old SEO practice involves scanning high domain sites and pages for links to references that may no longer be relevant or online. When found, sites will create content to fill that void, and offer their link as a replacement on the ranking page. 

Tracking Results

Patience is key. Monitor your site’s rankings in Google Search Console or a tool like Ahrefs to measure organic growth.

• Identify Wins: If a certain article attracts significant traffic, consider expanding that topic in future posts.
• Refine: Tweak underperforming pages by updating content or adjusting keywords. Continuously improving your site keeps it competitive.

While we all want to see results ASAP, it’s important to remember that SEO is a long game–with low authority sites often needing 6 to 12 months before seeing significant results. However, in cannabis, where search traffic isn’t always high and competition is often competitive, some movement can be gained faster. Still, it’s best to prepare for the long haul. 

SEO for Cannabis in 2025: How to Stay Ahead

Mastering SEO for cannabis is all about compliance, thoughtful keyword research, and producing helpful content. With steady effort, brands can tap into organic traffic and stand out in a challenging market.

For a deeper dive, check out the comprehensive lessons at HubSpot Academy’s SEO course. Their expert insights can reinforce your cannabis brand’s long-term success in organic search. And contact AWARD for any help you need along the way.