Cannabis Search Engine Marketing: Is It Feasible?

The cannabis industry is showing signs of upward momentum, but marketing it online remains anything but straightforward. That’s why cannabis search engine marketing can be a real game-changer. That is, if marketers had access to all the options available in fully legal markets. 

But, until federal regulations shift, most major traditional ad platforms steer clear of any and almost all cannabis-related content. This limitation is painful for brands, as focusing on search can position brands right in front of people actively looking for answers and products. 

That said, many SEM efforts are still in play in today’s market. And, if regulations were to shift anytime soon, SEM could become that much more important in a fully legalized market. 

Search Engine Marketing 101

At its core, search engine marketing (SEM) is about using both pay-per-click (PPC)/paid ads (like Google Ads or Bing Ads) and combining them with organic efforts (search engine optimization/SEO) to drive more visitors to your site. 

In cannabis, it’s basically the same playbook you’d see in other industries: pick relevant keywords, optimize your content, run targeted ads, and measure performance. However, the cannabis world brings extra complexities—from strict advertising policies to ongoing regulatory changes. 

Google Ads, for example, restricts direct references to THC products, so cannabis brand marketers have to tread carefully. However, a few specialized cannabis ad networks (like Mantis and THC Affiliates) offer ways to run targeted PPC campaigns across industry-friendly websites. 

Meanwhile, building out a robust content presence with cannabis SEO best practices helps sites rank without relying solely on paid channels. When combined, this represents the best skeleton for a cannabis search engine marketing plan. 

SEM vs. SEO

At this point, some still may be wondering what’s the difference between SEO and SEM. No worries, if that’s you. There’s a good degree of overlap. 

So, where does SEM end and SEO begin? They’re closely related but not identical. 

SEM refers to any strategy designed to increase a page’s visibility on search engines. Efforts include PPC and organic tactics, such as native ads. SEO is purely organic; it involves optimizing your website content, structure, and backlinks to climb the rankings without paying for clicks. 

tl;dr

SEM uses both PPC and SEO to get results, while SEO alone avoids the paid route.

Is Cannabis Search Engine Marketing Essential (and Challenging)?

Yes, SEM is essential, and it can be particularly challenging compared to most sectors due to ongoing limitations and regulations. 

Under the current US laws, typical digital advertising tools (e.g. Google Ads or Meta Ads) often have strict limitations around cannabis marketing and advertising. 

Social media ads, in particular, are typically off the table if your content gets flagged for referencing THC or related terms. Ask any cannabis brand, and you’ll likely soon hear about their accounts getting shut down–and that’s for just posting unpaid content. 

This predicament forces brands to get creative—especially if you want to connect with customers without risking compliance issues. Still, while social media is helping fill in some of the gap, PPC shouldn’t be entirely eliminated from the equation. 

By combining both organic efforts (like cannabis SEO and content) and paid search (through alternative ad networks or compliant campaigns), you can show up right when someone types in searches for the best CBD gummies or THC delivery near me. 

Cannabis SEO That Works: The Long Game

When I talk to brands about SEO strategies, I always stress one thing: patience. In most cases, lasting search engine results take 6 to 12 months to materialize. The efforts put in January 2025 likely may not produce the ideal results until June or well after. 

SEM can help accelerate results in many instances, but cannabis doesn’t have the same tools as other sectors. Unlike other industries where you can spin up a few quick ads, cannabis often requires first having to navigate compliance policies and community guidelines just to create them. Lord knows if they’ll get approved once you get past that stage.

Plus, cannabis customers tend to do more research—so your content must be more than promotional. People want details, quality, and authenticity.

So, how does SEO fit into an SEM plan and overall brand growth? For cannabis content marketers, the strategy often has to include:

• Focus on Real Value: Answer the audience’s questions about products, regulations, and wellness. This builds trust—and helps search engines see you as an authority.
• Optimize for Local: Use region-specific keywords (i.e. “dispensary + [Your City]”) if your business relies on foot traffic or local delivery.
• Be Mobile-Friendly: Many cannabis shoppers browse from their phones, so make sure your site loads fast and looks good on small screens.
• Manage Expectations: Rarely can you rely on just one or two “golden” keywords to carry all your conversions–this is especially true in cannabis where low search volume is the norm. In some cases, marketers can see quicker wins if they target low competition keywords—there’s often less online content competing for these terms. But even then, they’ll need multiple pages and a long-term approach to drive truly significant traffic. This process is ongoing and long–be ready to invest for a while before seeing any results. 

Creating the Correct Cannabis Content

A functioning cannabis SEO and content marketing strategy should focus on finding what people are asking, creating content that answers those questions, and does so without any fluff or BS that’s become the norm in recent years (check out our recent post to learn more about why the fluff trend is dying).

When planning and creating content, address the following along the way:

• Keyword Research: Look for search terms with solid volume but manageable competition–the most traffic isn’t always the best focal keyword. 
• High-Quality Content: Go beyond product lists, promotions or keyword and link stuffing. Offer educational blog posts, FAQs, and how-to guides. In short, answer questions. 
• Backlink Building: Seek out credible industry directories or partnerships that link back to your site.
• Site Performance: Keep your pages speedy and user-friendly—Google rewards good page experience.

Staying Up to Date on Cannabis SEM, SEO, and Regulations

Cannabis regulations will inevitably shift, and search engines will adapt in turn. By staying flexible and continuously refining your cannabis SEO strategy, you’ll outpace competitors clinging to outdated tactics. 

Solid content, site performance, and ethical practices build genuine authority that search engines—and potential customers—can’t ignore. 

A balanced blend of weed SEO best practices, targeted ads (where possible), and compliance-driven approaches across the board ensures that cannabis brands have all the tools to stand out among the sea of marijuana companies. Focus on delivering real value, stay compliant, and you’ll establish a sustainable presence in the industry and online. 

Looking for help with your cannabis brand’s SEO services or content marketing? Contact AWARD today for a free consultation.